Dabur Chyawanprash

Dabur Chyawanprash

A fast moving consumer goods company since 1884.

Dabur India Limited is the fourth largest FMCG Company in India.

Health care product-GOOD TASTE AND HEALTH IS EASY TO RECOGNISE.

Trusted name for your entire family health.

Dabur Chyawanprash, the largest chyawanprash brand in India, contributes around Rs 150 Crore to Dabur’s revenue.

Segmentation

Demographic :• Age

Kids (5 -12 years) Teenagers (13 -19 years) Adults (20 and above)

Psychographic All class people

Behavioral Benefits: healthy life style Usage Rate: 2 spoons everyday

Targeting

UndifferentiatedOne product for every age group

For the growing kids: In today's competitive environment, your children are under high pressure to excel. Dabur Chyawanprash enriched with herbs like Bala not only gives immunity for physical fitness, but also keeps them mentally fit.

For the competitive youth: Modern life keeps you extremely busy. Challenges demand you to be active and efficient. Dabur Chyawanprash with Kesar and Varahikand keeps you active and rejuvenated at all times.

For ever-busy housewives: Being the 'homemaker', you have to be fit in order to shoulder all responsibilities. Dabur Chyawanprash with the goodness of Amla and Haritaki helps you to stay in control.

For the aged: Old age weakens you physically and mentally. Dabur Chyawanprash with Amla, Guduchi and Punarnava provides natural anti-oxidants that strengthen your immune system while keeping you mentally agile.

Positioning

Holistic Healthcare

Health redifined

'Dabur Chyawanprash, the trusted name for your entire family's health‘

Two spoons a day keeps illness away

Marketing mix

Product

Current products :-

Dabur chyawanprash: An ayurvedic formulation to boost your immunity system

Dabur chyawanPrakash: The time-tested benefits of Chyawanprash, now sugar-f free.

Chyawanprash Mango & Orange: two new fruit-flavoured variants – Dabur

Chyawanprash Orange and Dabur Chyawanprash Mango flavours.

Dabur Chyawan Junior: Immunity, now in tasty, chocolaty granules specially for growing children.

High quality product; low price

PRICEPRICE

HIGH MEDIUM LOW

HIGH Premium High ValueSuper Value

MEDIUMOver

ChargingMedium

Value Good Value

LOW Rip – OffFalse

Economy Economy

QUALITY

QUALITY

Actual Price

100 gms: 28 Rs

250 gms: 65 Rs

500 gms: 110 Rs

1kg: 210 Rs

2kg: 360 Rs

Place

Urban market Available in malls, departmental stores and grocery shops . Health awareness events

Rural market Moms and pops stores (Kirana stores)

PROMOTIONS

Advertising campaigns- Health is focus

Trade promotional offers to vendors

Seasonal offers

Celebrity endorsements and Brand Ambassadors

4 O’s

Object of Purchase : To get Nutrition

Objective of Purchase : Healthy

Organisation of Purchase : User

Occasion of Purchase : Winter

Outlet of Purchase : General Stores

Recommendations

Ad should have a emotional appeal.

Very mini pack to distribute in schools.