Positioning Strategies of Himalaya and Johnson & Johnson

Himalaya Herbal Healthcare Brand and Johnson & Johnson are two big multinational chains of medical, pharmaceutical, personal and skincare, baby care, etc. products. They are both known for their comprehensive product portfolio, where one can find anything related to the aspects mentioned earlier. Himalaya Herbal Healthcare brand is widely popular and demanded in 106 countries worldwide, and Johnson & Johnson in more than 60 countries. How could they achieve such colossal progress in demand in so many countries? What marketing strategies did they apply? The right answer is allocated in the proper positioning tools. Let’s explore them more thoroughly below.

Target Market of Himalaya.

Let’s have a look at one of the commercial examples of Himalaya Herbal

The entertaining and interesting advertisement displays a scene of a little girl who tries to look like a public figure like a TV host and advertise a product. Her mom was excitedly following her daughter. She was interestingly looking at her gestures and way of acting and speaking. As it was about the incredible talent of showing a product, she gives her a Himalaya Herbal cream and guides her to advertise that one, as a good option. The girl really succeeded in promoting healthcare cream to aid her mother’s courage and motivation. 

What message did the advertisement intend to send about its target segment? It is noteworthy to say about its focus on the care and conscience of the mother. Besides, the well-known and experienced product selection and promotion are another way of taking care of people who might need a decent product option. These features resemble the segment of Traditionalists. 

Who are Traditionalists, and what do we know about them?

Values and Beliefs of the segment

One of the core values Traditionalists do have and adequately appreciate the factor of family. They give all of their efforts, time, and thoughts to family members. Especially, kids, they are the absolute center of their attention and love. Having a nice and cozy house is a must. They like to have everything arranged and made it comfortable.

Evening gatherings with family members and spending time with them like watching a movie or talk shows, or playing a game are from their curiosity list. Sunday lunch is another way for team-ups with close friends and relatives because Traditionalists frequently avoid going outside.

The target segment usually does not persist, starving for professional growth. Career advancement is something that is not much important to them but family-first. However, this does not mean they do not like working in an ethical environment. They like to be respected and appreciated for the work they do for the company. Being in a team and recognized by colleges is vital. 

Shopping Preferences

Traditionalists like wearing what is considered to be convenient for them. They want everyday clothes that do not capture much other’s attention. They are prone to say that clothes are not something that can represent them. However, they like attending shopping malls or regular stores frequently. The target segment is one of the early adopters of new products.

This comes from their curiosity about trying new items or brands in the market. They are fond of quantity above quality. Purchases from premium stores are indeed made for kids but not for themselves. Special offers and significant discounts always encourage them to hang out in shopping centers. 

Marketing Strategy

One of the core investments of Himalaya Herbal is made in the field of Research and Development. They know well what do people need in reality. The research faculty always takes into account even tiny details or secrets that the customer demand contains. Whatever in the laboratory is examined or invented as a newness, the company always gives people a chance to try and make sure they have lived up to the purchasers’ expectations.

Even though this is the last step, it is also quite challenging. This is because people need to be sure of what they are trying on their skin for personal care. To be a trustworthy brand, the company spreads information about every detail of the new product through advertisements, campaigns, or simply verbally publicizes newness to attract more customers and increase brand awareness. 

Problem Removal

The main focus of Himalaya is addressing issues that concern more to people. It does not matter the age, gender, or race, but the feeling of anxiety. Tons of medicaments helps people to avoid stress or fatigue from regularly depressing health problems. One of them is the Himalaya crème, mainly demanded by teenagers who firstly face pimples.

It affects their mood, self-esteem, confidence, and readiness to study or work negatively. Teenagers are getting depressed from being asked for meetings, events, or only talks. In order to evite them from being shy because of displeasing pimples, there is a perfect Himalaya Herbal personal hygiene and care crème that pledges to evaporate them after several times of regular use. 

Social Acceptance

Himalaya Herbal is known for its certificates from National Quality Assurance. It was dedicated not only due to their passion for helping and mattering people’s lives into better prospects but also for protecting and preserving the environmental critical points. They put a large focus on natural resources and do their best to use them wisely. Also, the avoidance of air pollution is vital to them. Thus, the company performs tasks prone to provide better, healthier, and purposeful lives to people. 

Message Strategy

About 55% of men in the world like to have a beard on their face. It comes from the latest trends or those that remained in the past; however, the main fact that attracts them more is that the beard gives them more masculinity value.

That’s why Himalaya Herbal offers its new product for men stating that “If one nourishes it more, it will flourish more.” It seems the model of the image represents the one who needs to belong or fit in. He is an example of a man who wants to keep updated and do not be differentiated adversely. 

The features described above resemble the brand archetype of Everyman. The archetype stands for connection with others, have common touch and affiliation. It is also about democracy and equality, where the ability to be a joiner and friendly is intensively supported.

Brand Archetypes. Why do we need them in practice?

Our communication strategy may have multiple messaging approaches. But there is some logic that unifies all these and it is called communication based on the archetypal branding. A company may have many messages, but they do not have something in common. For example “Do everything easily”, “Go ahead and be powerful” or Dig deeper and be experienced”.

These 3 quotes have different goals and bring different subconscious effects. One is about Being a Hero, another is about gaining more experience. These are 2 different directions of messaging and the logics of Brand archetypes bring more uniqueness and clearness here. Just read the book “8 steps to a complete archetypal branding” and you will have more experience in communication based on archetypes.

It’s time to discuss the next giant Johnson & Johnson and have a look at their targeting strategies.

Let’s start from watching the following commercial example.

The heartwarming commercial was aiming to transmit a message of love and care. We witness different scenes of different parents who take care of their little children using Johnson’s products like shampoo, gel, and other means of fragrant oils for making their tender skin softer.

The parents always follow and embrace their kids warmly, which is another indicator of their attentiveness and the overall focus they have on children. It is evident from most of the changing scenes that parents are working and have much busy time related to their job or something else. However, this does not interfere with them to make time for their lovely ones. 

The mentioned above features tell us about the target segment of Johnson and Johnson products. They are actually babies; however, the purchasers are parents. So, we the described facets of parents resembling the segment of Actualizers. 

Let’s dive deeper into this and discuss who is Actualizers. 

Values and Beliefs

Actualizers are self-esteemed and confident individuals who never give up on meeting career goals. They are prone to persist in educational purposes because professional development depends mainly on hard work and a university degree.

They are intelligent and flexible people who can keep their time in balance for their priorities. It is more than essential to pay equal attention and concentration on the family. They need to make sure their family members, especially kids, are fed up with an organic and nutritional meal. 

Actualizers never hesitate in helping their children live up dreams because those are from their expectations’ list. Guiding them to read many books is also something the target segment is used to do frequently. Overall, intellectual and modern groups of people are interested in multiculturalism, social and global issues, advanced technology, etc. 

Attitude Towards Shopping

Actualizers usually wear in casual style. They prefer premium brands because it reveals the high quality of good. As we got, they opt for quality over quantity. Sometimes they need to be sure they are keeping up-to-date. The target segment is one of the early adopters of new brands or products. They even like to buy something in order to simply try it. Thus, spontaneous purchases also are from their favorite shopping occasions. However, buying things they need is more preferable from one shop. 

Marketing Strategy

One of the fundamental marketing strategies of Johnson and Johnson is its extensive product portfolio. It includes personal care products and skin and essential health goods, pharmaceutical products, and medical devices. The quality of their manufacturing is proven by experts who usually advise patients and clients to use Johnson’s works, who have issues regarding skincare or other ones. Besides, it is for everyone to deny the gender, age, and sometimes health problems the purchasers have because every product involves natural and organic ingredients. 

Problem Removal

Johnson & Johnson claims to provide people with a healthier and happier life through its products. They elaborate on this by pointing out that since the very first day of a person, J&J products can be utilized. The company has products for softening skins, avoiding aging, moisturizing, and refreshing. After one of the recent doings, the company states its products also avoid skin cancer. This is so because it removed chemical ingredients like formaldehyde, dioxane, and some other parabens. Thus, J&J intensively invests in making people’s lives healthier and happier.

Social Acceptance

As sustainability issues are more than vital to J&J’s company, they value more the factor of recycling. Reusing the packages of their manufactured products reduces waste because it differentiates the recycling row material from the one that is no more usable. Many of the products can not only be a version for reutilizing it for the same purpose, but it can also vary. The main focus is on plastics and papers. Raising health awareness that definitely has an impact on sustainability issues is noteworthy for the company.  

Message Strategy

 We witness a scene of medical people in the video posted on Instagram Official Account of J&J. They were about to perform a nursing training devised by the company to aid their medical devices and products. They are about to help people to heal and recover.

The mainstream of these people is to take care of patients and help them to rehabilitate. The brand archetype of J&J is Caregiver.  They stand for assisting and nurturing people in need. Taking care of others is as important as self-care. Altruism, trust, empathy are the ones describing the brand archetype of the Caregiver. 

To sum up, we discussed the positioning strategies of Himalaya Herbal and Johnson & Johnson. The investigation’s main points were about marketing, targeting, and message strategies exerted by the companies. We hope this was a useful blog post where you could find the answers to your interest questions. For more similar posts, refer to the main page of our website.