Chyawanprash concept: - Basically, it is Ayurvedic health tonic which makes you healthier, maintain your immunity system & make it stronger, gives lots of energy and rejuvenator. The Chyawanprash is mixer or composition of pure Ayurvedic – herbal elements, originally the word Chyawanprash came from Rishi Chyawan at the ancient time. Chyawanprash is also known as chyavanaprasha, chyavanaprash, and chyavanaprasam as well widely used in India. It is also known as ‘Elixir of life’ because it gives highly nutrition’s.
And, Chyawanprash is widely use in India at the time of winter season; it can be useful for everyone from small children to aged. Now, winter season is starting slowly and Chyawanprash is also available in Indian market.
Total Chyawanprash market: - Rs. 400 crore at the end of year 2010
V/S
Objective: - The main object is to make strong immunity system, remove illness/weakness stress, makes you energizer & rejuvenator.
Market Players: - Dabur Chyawanprash (Dabur), Himani Sona chandi Chyawanprash (Emami group). Both are rivals and other brands like Jeevanprash, Amritprash (Emami group), as well many substitutes’ products are available.
Dabur Chyawanprash (Dabur group) is market leader which has hold over 70% market shares.
Segment & Target market: - Dabur Chyawanprash is focusing on whole family as well corporate, before it was promoting specially for kids and teenagers. Dabur Chyawanprash can consume anyone age group.
Same as like Dabur, Himani Sona Chandi Chyawanprash is targeting family as well as corporate people. It can consume anyone age group people.
Celebrity endorsement: - Dabur Chyawanprash is endorsing by Bollywood star Amitabh Bacchan for Family target & especially for kids and teenager, it is endorsing by cricket star Indian Skipper M.S.Dhoni.
Whereas Himani Sona (Gold) chandi (Silver) Chyawanprash is endorsing by Bollywood star Shahrukh Khan.
Brand Campaign & Strategy:-
(1) Dabur Chyawanprash: - Since many days, advertising campaign has already started on television commercial which is endorsing by Amitabh Bacchan. And it is targeting on Family that conveying message it needs for everyone. A very very old and premium brand Dabur Chyawanprash which holds 70% market share and still running successfully in Indian market. The strategy has used that focus on about manufacturing from many Ayurvedic elements/ingredients which gives you energy; remove illness, strong immune system. The punch line is focus “Zaroorat Hai (It needs)” build up strong brand image and really consumers are buying in winter season.
While Indian Skipper M.S. Dhoni is endorsing it for kids & teenagers, Dabur got good response, boost up its sales after appointed M.S.Dhoni. The other strategy that first time, Dabur has launched Chyawanprash in two delicious variants Orange flavor & Mango flavor because, variants is giving additional taste and it can also use in summer season. Mostly, kids are lover of variants/flavor.
Advertise Link: - http://www.youtube.com/watch?v=7NiKQuD7ct8 (Flavored/Variant ad)
http://www.youtube.com/watch?v=rUEpnXTDdzQ (Dabur Chyawanprash)
http://www.youtube.com/watch?v=3IUS-rzQW_Q&feature=related
(2) Dabur Chyawanprakash Sugar Free: - Dabur has extended its brand portfolio and launched Chyawanprakash Sugar free which is specially targeting on Diabetic people. So, now diabetic people can easily consume it in winter season and keeps body healthy because its sugar free.
Website Link: - http://www.dabur.com/Products-Health%20Care-Chyawanprash
(3) Himani Sona chandi Chyawanprash: - Sona chandi Chyawanprash is endorsing by Bollywood star Shahrukh khan that conveying message Sona (Gold) gives physically energy (strong immune system) & Chandi (Silver) gives brain energy. The punch line is focus on “jeeto jindagi ki har jung (Win each battle of life)”. Today’s life is full of stress, tension and at that time you need Chyawanprash. However, Himani could not getting good position in Chyawanprash market, still continuous competing against Dabur. Yet, it could not settle brand image in consumers mind, due to lack of strategy, over the years Dabur already in market.
Emami has also launched Sona chandi Amritprash which is special for summer season that gives relief from hot and get energy.
Advertise Link: - http://www.youtube.com/watch?v=H9YfaVU3tm4 (Himani Sona Chandi Chyawanprash)
Website Link: - http://www.emamigroup.com/Sonachandi-Amritprash
Will Himani Sona chandi Chyawanprash win war on this time? Will it be give much effect on Dabur?
Let’s see…
