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Dabur cha


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Dabur cha

  1. 1. Dabur Chyawanprash
  2. 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. 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. 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. 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. 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. 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. 8. Actual Price  100 gms: 28 Rs  250 gms: 65 Rs  500 gms: 110 Rs  1kg: 210 Rs  2kg: 360 Rs
  9. 9. Place Urban market  Available in malls, departmental stores and grocery shops .  Health awareness events Rural market  Moms and pops stores (Kirana stores)
  10. 10. PROMOTIONS  Advertising campaigns- Health is focus  Trade promotional offers to vendors  Seasonal offers  Celebrity endorsements and Brand Ambassadors
  11. 11. 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
  12. 12. Recommendations  Ad should have a emotional appeal.  Very mini pack to distribute in schools.