Dabur Chyawanprash V/s Himani Sona Chandi Chyawanprash

I have already mentioned the Chyawanprash Concept in my article Nov.2011 (Winter War – II). However, I would like to repeat again the Chyawanprash concept.

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 Chyawanaprasha, Chyawanaprash, and Chyawanaprasam 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 in India: - Rs. 400 crore (Approx.)

Objective: - Chyawanprash is mainly work for immunity system, remove illness/weakness stress, and makes you energizer & rejuvenator.

Market Players: - Dabur Chyawanprash (Dabur), Himani Sona chandi Chyawanprash (Emami group). Both brands are strong rivals & majorly dominated in Indian market. Other brands like Jeevanprash, Amritprash (Emami group), as well many substitutes’ products are available in Indian market.

Dabur Chyawanprash (Dabur group) is a market leader which is being holding over 70% market shares in India.

Segment & Target market: - On this time Dabur Chyawanprash is focusing on kids and teenagers, last year (2011) it was promoting for family also apart from for kids and teenagers. But, Dabur Chyawanprash can be consuming for anyone age group.

Same as like Dabur, Himani Sona Chandi Chyawanprash is targeting kids and teenagers as well as corporate people. It can be consume anyone age group people.

Celebrity endorsement: - Dabur Chyawanprash is being endorsing by Indian cricket Skipper M.S.Dhoni.

Whereas Himani Sona (Gold) chandi (Silver) Chyawanprash was being endorsing by Bollywood star Shahrukh Khan. But, on this time it has already been started campaign without any celebrity.

Brand Campaign & Strategy:-

(1)  Dabur Chyawanprash: - Dabur is roped out with two campaigns one is on “immune India School Challenge 2012” and another is “Mother’s army” where Indian Cricket Skipper M.S. Dhoni is endorsing brand & conveying message that Dabur Chyawanprash having 48 ayurvedic ingredients which gives 3 times more immunity.

Advertisement of Immune India School Challenge: -

http://www.youtube.com/watch?v=zKGLpU4kqP0

Dabur Chyawanprash Immune India School Challenge 2012 campaigning strategy is that they are looking for most immune school in India where School having strong immunity children. The campaigning brief is that children are discussing in science laboratory & suddenly lights gone. Principal requesting because it is question of school image. And, children are gathering, started work scientifically, joined wire with bicycle, continuously paddling in the rain with strong energy and lights come.

At the end of campaign, M.S.Dhoni feel proud on children & conveying message that they (Dabur Chyawanprash) is looking for those kind of school whose having such strong & energetic children. Participate in Dabur Chyawanprash Immune India School Challenge 2012 & make your school as “Most Immune School in India”.

Here, it is clearly brand activation & promotion towards school instead of children. It has found little lack in strategy that if brand is looking for best immune school whose having strong & energetic children, then what about other school? Shall it consider that those school’s children having not strong immunity which will not come in challenge or which will not going to be participate? It may give negative impact in mind of children & make down children confidence. It should be required to promote different way where children can get confidence, attract towards brand & feel real strong. Overall film content writing, visuals, sound & music background are really appreciable that gives energy & create enthusiasm.  

Advertise of Mother’s Army: - http://www.youtube.com/watch?v=tEy7s0CUTYk

Another campaign is on Mother’s army which includes various fruits & vegetable. A boy is going to school & whenever he is going, his mother’s army are following boy & give him protection. Suddenly rain is falling down, army are feeling uncomfortable & taking protection under umbrella.

At the end of campaign, Indian Skipper M.S.Dhoni is conveying message that you have lack of immunity in your army which provides only Dabur Chyawanprash. Dabur Chyawanprash having 48 kinds of ayurvedic herbs/ingredients which are provides 3 times more immunity where it can fight against diseases.

Now, it’s complete mother’s army (With Dabur Chyawanprash). Conveying simply message that keep strong army i.e. immunity where you can fight easily against disease.

Overall, Dabur Chyawanprash is mainly focusing on Immunity system, as well as it has also made change in packing. The new packing covered with “3 times more immunity”.

(2)    Himani Sona chandi Chyawanprash: - Sona chandi Chyawanprash is also roped out with two campaigns that conveying message Sona (Gold) gives physically energy (i.e. strong immune system) & Chandi (Silver) gives brain energy. It is very much challengeable task against rival brand Dabur Chyawanprash that Sona chandi Chyawanprash brand is campaigning without any celebrity which was being endorsed by Bollywood star Shahrukh khan previously.

Punch line: - Kabiliyat bane Kamiyabi (Skill/Talent becomes Success)”

Advertisement Link: -  http://www.youtube.com/watch?v=XwJzWXTf31k

http://www.youtube.com/watch?v=t8AXL9Umpq8

Brand is come out with different concept which is being successful. The punch line is focus on “Kabiliyat bane Kamiyabi (Skill/Talent becomes Success)”. Overall, concept has been taken from the movie 3 Idiots where Starr Aamir Khan is being conveying dialogue that “Don’t go behind success, Go towards Talent/Skill. Then Success will come forcefully behind you”. So, same concept has been used over here. Last year, brand was promoting as “jeeto jindagi ki har jung (Win life’s each moment)”. 

By this punch line, consumers shall quickly remind the movie 3 idiots & perceived like concept is taken from movie, it has not created by own way.

Overall, both brands are mainly trying to take position on immunity by executing various ways.

Let’s see which brand will be getting Kamiyabi (Success)…