Tuesday, December 31, 2013

Dabur Chyawanprash and Zandu Sona Chandi Chyawanprash Plus

Wishing you all HAPPY NEW YEAR …SUCCESS FOR 2014!

Winter Season = Chyawanprash Season = Health Conscious for children

Brand Analysis:-
From Sona Chandi Chyawanprash to now “Zandu Sona Chandi Chyawanprash PLUS”, brand revamped with name & packaging. Zandu is well-established and strong brand in India which has already been acquired by Emami Ltd. Previously Sona Chandi Chyawanprash brand was being endorsed by Mr. Shahrukh khan (Bollywood star) but on this time brand revamped and rolled out with “Zandu Sona Chandi Chyawanprash Plus” along with new packaging and value addition which targeting the same market (Children age group 9-14 years).

Mainly, Chyawanprash is aiming to make strong immunity system, however both brand are trying to take position differently:-
Similarities of: - Dabur Chyawanprash & Zandu Sona Chandi Chyawanprash Plus
(1) Segment/Target market same (Children). Overall it is applicable for family but mainly targeting to children.
(2) Both are made from ayurvedic (include ayurvedic ingredients)
(3) Both are appealing & conveying message on “To make strong immunity system” and keep away from illness

USP/Core Competency/Differentiation:-
Dabur Chyawanprash:- (1) 3 times more immunity (2) Available in 3 flavor (Orange, Mango & Mix fruit) (3) Also available Sugar free Chyawanprash (Target market diabetes / health conscious)
Zandu Sona Chandi Chyawanprash Plus: - (1) Immunity + Strong brain power & concentration and Better memory. Brand gives value addition benefits apart from strong immunity.

Dabur Chyawanprash
Zandu Sona Chandi Chyawanprash Plus
Campaign Strategy:-

Television Commercial:- http://www.youtube.com/watch?v=0M9kJlJZcgA (Dabur Chyawanprash)

Bollywood Big B Amitabh Bachchan (2011) to Indian Cricket Skipper M.S.Dhoni (2012) and now Bollywood star Madhuri Dixit (2013) is being endorsing brand Dabur Chyawanprash. Madhuri Dixit featuring role of mother (As a housewife) and conveying message in commercial campaign that children doing what so ever but Dabur Chyawanprash is also functioning well by own way, and highlighting that “3 times more immunity”. Simple strategy has been executed and focusing on “Keep away to children from illness”.

Television Commercial:-  http://www.youtube.com/watch?v=c_1dLEgqw8A (Zandu)

Whereas Sona Chandi Chyawanprash was being endorsed by Bollywood star Shahrukh khan but since 2012 brand is being promoted without any celebrity. Now, Sona Chandi Chyawanprash has re-launched brand with name of “Zandu Sona Chandi Chyawanprash Plus”. It is trying to take an advantage of brand name “Zandu” which has already been strong brand equity & consumer acceptance in Indian market. Moreover, “Plus” which is giving a value addition i.e. Strong brain power & concentration and Better memory.

TVC Campaign is being epitomized “Bheem-Stein” where a child character Mr. Rohan has a dream to become pilot, and Mother delivering message that to be required Zandu Sona Chandi Chyawanprash Plus in order to achieve such wonderful dream because it makes child Strong like Bheen (In terms of Strong immunity) and Strong like Einstein (In terms of Strong brain power).

Conclusion: - Sona Chandi Chyawanprash has adopted brand name “Zandu” and Plus which gives value addition. And, today consumers are also desiring value for money with value addition. Dabur Chyawanprash brand already been well-established as well as old brand in India, no need to adopt any celebrity being strong brand. Because consumer are well aware with Dabur Chyawanprash even though many children are speaking name “Dabur Chyawanprash”. What expecting more being strong brand! Dabur can definitely endorse Chyawanprash brand with an effective strategy but without any celebrity.

To Build Strong Brand & Endorse Brand without any Celebrity! It can be Real BRAND!!!

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