Post on 20-Jan-2015
description
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.