1. Dabur Chyawanprash

2. Dabur Chyawanprash
 A fast moving consumer goods company since 1884.
 Dabur India Limited is the fourth largest FMCG Company in India.
 Health care product-GOOD TASTE AND HEALTH IS EASY TO
RECOGNISE.
 Trusted name for your entire family health.
 Dabur Chyawanprash, the largest chyawanprash brand in India, contributes
around Rs 150 Crore to Dabur’s revenue.

3. Segmentation
 Demographic :
• Age
 Kids (5 -12 years)
 Teenagers (13 -19 years)
 Adults (20 and above)
 Psychographic
 All class people
 Behavioral
 Benefits: healthy life style
 Usage Rate: 2 spoons everyday

4. Targeting
Undifferentiated
One product for every age group
For the growing kids: In today's competitive environment, your children are under
high pressure to excel. Dabur Chyawanprash enriched with herbs like Bala not only
gives immunity for physical fitness, but also keeps them mentally fit.
For the competitive youth: Modern life keeps you extremely busy. Challenges
demand you to be active and efficient. Dabur Chyawanprash with Kesar and
Varahikand keeps you active and rejuvenated at all times.
For ever-busy housewives: Being the 'homemaker', you have to be fit in order to
shoulder all responsibilities. Dabur Chyawanprash with the goodness of Amla and
Haritaki helps you to stay in control.
For the aged: Old age weakens you physically and mentally. Dabur Chyawanprash
with Amla, Guduchi and Punarnava provides natural anti-oxidants that strengthen your
immune system while keeping you mentally agile.

5. Positioning
 Holistic Healthcare
 Health redifined
 'Dabur Chyawanprash, the trusted name for your entire family's health‘
 Two spoons a day keeps illness away

6. Marketing mix
Product
 Current products :-
Dabur chyawanprash: An ayurvedic formulation to boost your immunity system
Dabur chyawanPrakash: The time-tested benefits of Chyawanprash, now sugar-f
free.
Chyawanprash Mango & Orange: two new fruit-flavoured variants – Dabur
Chyawanprash Orange and Dabur Chyawanprash Mango flavours.
Dabur Chyawan Junior: Immunity, now in tasty, chocolaty granules specially for
growing children.

7. High quality product; low price
PRICE
HIGH MEDIUM LOW
HIGH Premium High Value
Super
Value
MEDIUM
Over
Charging
Medium
Value
Good Value
LOW Rip – Off
False
Economy
Economy
Q
U
A
L
I
T
Y

8. Actual Price
 100 gms: 28 Rs
 250 gms: 65 Rs
 500 gms: 110 Rs
 1kg: 210 Rs
 2kg: 360 Rs

9. Place
Urban market
 Available in malls, departmental stores and grocery shops .
 Health awareness events
Rural market
 Moms and pops stores (Kirana stores)

10. PROMOTIONS
 Advertising campaigns- Health is focus
 Trade promotional offers to vendors
 Seasonal offers
 Celebrity endorsements and Brand Ambassadors

12. 4 O’s
 Object of Purchase : To get Nutrition
 Objective of Purchase : Healthy
 Organisation of Purchase : User
 Occasion of Purchase : Winter
 Outlet of Purchase : General Stores

13. Recommendations
 Ad should have a emotional appeal.
 Very mini pack to distribute in schools.