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.

http://www.emamiltd.in/brands/77/172/sona-chandi-chyawanprash.php

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.

For Ref. My Previous Article:- http://www.viragbrand.blogspot.in/2012/12/dabur-chyawanprash-vs-himani-sona.html

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

Google Emotional in India !!!

Google Emotional in India!

First time, Google rolled out with emotional campaign in India and making strong brand personality as a best “Search Engine” in the world.

Branding Strategy with campaign brief:-

(1) Being a search engine leader globally, it is representing that it can easily search anything from Smartphone Device similar to being search through Desktop/laptop.

Total No. of Internet Users in India:- 205 Million till Oct.’13 and estimated reaching out 213 Million by end of Dec. 2013.

Total No. of Internet Users Through Mobile In India:- 110 Million till Oct.’13 and estimated reaching out 130 Million by end of Dec. 2013.

(2) Playing vital role as CSR in India:-

(A) Google has initiated innovative campaign “Helping Women Get Online” for those women who does not know basic skill of computer operating, so it has developed online computer skill program by Google. And, Google rolled out with three different category / segment wise campaign which is representing that how women can find easily anything from Google through their Smartphone devices, along with promoting campaign “Helping Women Get Online” to get basic computer & internet knowledge.

Television Commercial: - All of three campaigns are conveying message that to find anything easily from Google through Mobile & having knowledge of Google for search anything.

http://www.youtube.com/watch?v=ae0d_SR6plU  (Mother & Child – Segment - Housewife)

http://www.youtube.com/watch?v=7tXBjpY-Ycw   (Mother & Child - Business women/Upper class) Segment)

http://www.youtube.com/watch?v=tU1GnWB3HF4  (Mother & daughter – 20-24 year Age group Girl)

Log on: - http://www.hwgo.com/intl/en/index.html  Google has developed special website “Helping Women Get Online” where they can get all kinds of basic computer knowledge. Moreover, Google has covered category wise video which is segmenting/targeting to young, housewife & business class women.

(B) As a CSR, Google has selected burning subject that “Reunion between India & Pakistan” along with Google has promoted as best search engine country to country through Smart Device (Mobile phone).

Character Taken: Mr. Baldev (India) & Mr. Yusuf (Pakistan) who are best friends since childhood.

First phase (Similar to Teaser Campaign for Reunion):- As a Worldwide Strong Brand Equity, Google is rolled out with campaign where it is much emphasizing on “Search Engine through Smartphone Device”.

http://www.youtube.com/watch?v=vYVoM8tgbvA (Searching meaning of “Fennel”)

http://www.youtube.com/watch?v=Udsyll0WRmY (Searching Anarkali Dress)

http://www.youtube.com/watch?v=B-k1djmswbg (Searching recipe Sugar free Halwa sweet)

Second Phase: - Finally, Google has released full-fledge “Reunion” television commercial 3.32 minute, it is sorely heart touching and emotional jingle with awesome background music with voice-over (Singer).  

http://www.youtube.com/watch?v=vGvr3PhLgx8  (Reunion with English Subtitle)

In 3.32 minute commercial, Google has shown :- (i) As a CSR Two country (Delhi-India) & Lahore (Pakistan) where Mr. Baldev (India) is telling reminiscence of his childhood friend Mr. Yusuf to her granddaughter. Ad film becomes much emotional when both childhood friend identifying and embracing together.

 (ii) It has shown that how granddaughter & son are searching through laptop as well as Smartphone Device from both country i.e. focus on “Easily Search anything” as a Brand.

Google has done really good attempt for reunion along with developing strong brand personality as a best Search engine brand.

I really applaud to brand Google & entire team who has created “Reunion” campaign.