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:-
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”.
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.
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!!!
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