BRAND RESONANCE PYRAMID OF

‘SIDDHALEPA’

‘Siddhalepa’ is a corporate brand. The product and service portfolio of ‘siddhalepa’ can be

mainly categorized in to five specific areas.

Health care

Personal care

Ayurvadic spas

Ayurvadic health resort

Ayurvadic Hospitals

BRAND IDENTITY

The company Siddhalepa have achieved success with their flagship ‘siddhalepa balm’.

Even if they make lots of promotions or if they have developed other range of products or

services such as hotels, spas and other types of products and so on siddhalepa consumers are

associate brand with Siddhalepa balm.

The brand siddhalepa has both depth and breadth. When a person feels ache or pain the

siddhalepa balm comes to the mind as a first choice. That is depth of siddhalepa. And on the

other hand if a person wants to buy another Ayurvadic related product Siddhalepa brand still

comes to the mind. That is breadth of brand Siddhalepa.

In order to develop such a kind of awareness they use different kind of brand elements.

Brand name – Siddhalepa name is unique. It’s a describe the function of the

Product literally (‘Alepa’). The logo of siddhalepa is in the

Form of word-mark.

Logo and Symbol – Siddhalepa has easily recognizable logo and as a

Corporate brand. it has an abstract logo. It can be used

under over a range of products. And also Siddhalepa has

a non-word- mark logo. It’s a symbol of siddhalepa.

Character – Siddhalepa use symbolic a brand character on their promotions.

‘Siddhalepa Wedamahaththaya’ is the brand character of

Siddhalepa.

Slogan – “ The doctor in every house”

“ iEu f.orlu isgsh hq;q fjo uy;a;hd”

The slogan increase brand recall and it improve beliefs towards the

Brand siddhalepa.

BRAND MEANING

BRAND PERFORMANCE

Siddhalepa is a household name across the breadth and depth of Srilanka. As an herbal

remedy for ache and pains Siddhalepa is positioning as ‘the doctor in every house’.

Ingredients

Siddhalepa use natural and Ayurvadic ingredients as their primary ingredients. Siddhalepa

was the pioneer in manufacturing and marketing natural Ayurvadic preparations on a

commercial scale. And they use various Ayurvadic ingredients in their hotels and spas also.

Product performance

Siddhalepa product performance can be measure in terms of reliability, durability and

serviceability. Because the performance of Siddhalepa brand consist over time. They use

same ingredients and quality is consists as same.

Product Design

When considering their balm it is easy to carry and they offer it in different sizes. The colour

they have most used is yellow. The yellow colour itself feels cool. The Siddhalepa have used

yellow colour because of its feeling.

And Siddhalepa products have unique smell. It can’t be copy by other competitors.

That’s because of their secret herbal ingredients. They have gain competitive advantage

through that.

Product Price

In terms of the local markets siddhalepa products demanded by individuals of all classes

without any hesitation therefore they have set reasonable prices for their products.

BRAND IMAGE

Siddhalepa customers are dealing with the brand because of emotional aspects and feelings

rather than actual tangible performance of the brand.

Usage and user profiles

As mentioned in above siddhalepa products are demanded by individuals of all classes

without any hesitation. The majority of middle and upper aged people are aware and concern

in eating and consuming natural healthy products, herbal remedies and organic foods.

Therefore there is a greater chance that siddhalepa products can be purchase to these

segments.

The family decision maker in making purchases is known to be the wife. Women are more

concerned of the health and wellbeing of their families. Therefore siddhalepa’s target market

is mainly women in the household who are working at an office or as a housewife.

Purchase and usage situation

In terms of local markets, products that come under the personal and herbal care and herbal

oil categories can be found and is highly demanded in places ranging from high class

supermarkets and pharmacies to small stores found in village.

Siddhalepa brand is for fast healing in pains and aches. When think about usage situation,

definitely Siddhalepa is the top of mind (TOM) brand.

Personality and Values

Siddhalepa has its own personality. As a natural herbal and cultural valued brand it has

personality traits like honestly and reliability.

People purchase siddhalepa brand because they feel it would match their personalities,

whether this is their concept of the self or a desired self-image they would like to exhibit.

BRAND RESPONSE

Consumers are respond to the marketing activities of the siddhalepa brand differently and the

brand meaning they drive from.

JUDGEMENTS

Siddhalepa customers have developed various associations with the brand. Based on these

associations formed, they have drawn different conclusions for the brand. Consumer

perceived value of siddhalepa product is very strong. It’s because of traditional herbal

ingredients that siddhalepa use.

Credibility of the siddhalepa brand is very high. Consumers are trust the brand as a

credible brand. The brand Siddhalepa has an ancient history. Therefore it has a good localized

brand image among customers.

The consumers are currently gradually shifting towards preferring herbal remedies.

Therefore consideration about the brand siddhalepa is also very high. They like to purchase

Siddhalepa as a natural brand.

And also siddhalepa can be considered as superior brand. It’s unique and better than other

brands. Its uniqueness is creating around their secret ingredients. Siddhalepa consumers are

ranked it’s as first choice.

FEELINGS

The feelings that evoked this brand for the customers are warmth, security, social approval

and self-concept.

Customers feel siddhalepa as warm-hearted. That’s because of consumers are considered

siddhalepa as a valuable brand.

Customers think that brand siddhalepa adds security and healthiness to their lives. They

consider siddhalepa as a secured brand. The feeling security conveyed by their herbal

ingredients that they use.

And also it’s a socially approved brand. The slogan itself conveys that as ‘The doctor in

every house’.

BRAND RESONANCE

Finally the resonance of siddhalepa is composed by loyalty, attachment and engagement.

Siddhalepa has been maintaining a strong relationship with its stakeholders and provides

benefits in island wide as well as internationally. Effective branding strategies have created

loyal customer bases and convenient brand image.

When building strong brand loyalty their CSR programs plays a major role. They have

reached every temple and school in the island wide through its CSR and environmental

protection policies.

Siddhalepa has positive attitudinal relationship among consumers. It’s comes from

generation to generation, from grandmother to mother, mother to children. There is a strong

emotional bond with brand siddhalepa.