2. Chyawanprash – Dabur’s popular Ayurvedic
health supplement
Started with Regular variant, now comes with
Orange, Mango & Mixed Fruit also
Includes herbs like Amla, Giloy & 40 other natural ingredients,
clinically tested to boost immunity
Anti aging benefits claimed due to Anti-oxidant properties
Deep red packaging
The new Dabur packaging comprises a leaf and the use of bold red
colour suggesting growth, energy and rejuvenation.
Derived from 2500 year old Ayurvedic formula- totally chemical
free, natural & safe
Protects from cold, stress, cough, infections
Product
3. Products Frameworks
• Strengthens immunity
systemCore Benefits
• Jam like mixture of herbs,
spices and other
ingredients
Basic
Product
• Tangy, sweet-sour,
palatable
Expected
Product
• Natural anti-oxidants with
pleasurable nourishment
Augmented
Product
• Chutney, sauce, or
seasoning
Potential
Product
Product Levels
Brand Variant:
Orange, Mango &
Mixed Fruit Flavour
Product Line:
Ayurvedic Tonic
Product Class: Health
Supplement
Product Family:
Health Care
Need Family:
Immunity
Product Hierarchy
4. Pricing - SKUs
Competitive pricing
Uses second-degree price discrimination i.e. more the quantity,
lower the price
SKUs:
2kg Rs 380.00
1kg Rs.240.00
500g Rs.125.00
250g Rs. 65.00
5. Pricing Strategy
Dabur is today seen as far more proactive in the market –
stepped up investing in ad spend and marketing
The increase in credit period is helping them to increase their
revenue margins
Main factors affecting the pricing strategy:
Cost: Maintained operating margins over last two years through
judicious price hikes across products and reduction in pack sizes
Competition: Competitors to Dabur Chyawanprash include
Ranbaxy Chyawan Active, Himalaya, Himani Sona Chandi, Zandu
Kesari Jivan, Zandu Baidnath and other local brands. Dabur still
holds 67 per cent market share
Consumer Demand: Loyal consumer base - market leader in the
segment
6. Place
Present in all major cities in India along with tier 1/2/3 cities and
rural areas
It has 4,500 distributors in the country; reach over 2.5 million
retail outlets across the country
Ubiquitous international presence
7. Place
Available at Modern Trade Outlets, General Trade Outlets and
Alternate Channels of Distribution
Modern Trade- Supermarkets, Hypermarkets, Specialty Stores
General Trade- Kirana Stores, General Stores, Bakeries, etc
Alternate Channels- , E-Retail- Online Groceries (satvikshop.com,
aaramshop.com)
8. Promotion
Chyawanprash is the oldest brand in the world.
Dabur uses MS Dhoni to endorse its
Chyawanprash which has helped create a new
market for the product – the kids
Promotion - TV Campaigns, Social Media,
Outdoor & On ground Activities.
•TV ads- Released in many local languages
•Social Media- FB Page (90,000 fans), promotes itself as a shield
against change in weather
•On Ground Activities- free health check-up, engagement
activities, movie screenings, spot sales
•Outdoor- Bus Hoardings, Billboards
They also have a swasthya chetna abhyaan
9. Feedback on 4P Assignment
Group 9- Dabur Chyawanprash
Slide 2- Product
Covered well and in detail
Slide 3- Product Levels & Hierarchy
Expected product should cover- Boosting immunity and health benefits as it is one of the primary
promises of the product
Augmented Product: Here you could cover tasty, tangy, palatable, as usually most healthy
products are not associated with taste
Potential Product: By making it a chutney paste- you are changing the complete format- that is a
line extension (will be taught to you); The potential product could be a chyawanprash that is
created for different diseases, etc.
Slide 4- Price
Should have given prices of competitors as well- to clearly show the competitive pricing
Slide 7- Place
Not done in detail at all; just the jargon taught in class was pasted back here.
Examples of each type (or pictures) are not given
What type of specialty stores are you talking about?
It is not available in bakeries as far I know. Please check and give an example
The pictures put are examples of promotion strategies, its not the place
Slide 8- Promotion
No details of an ad was covered, what message is trying to be conveyed through their
communication
Billboards/Hoardings hold true for all brands- show pictures,
Details of Swasthya Chetna Abhiya should have been covered
Very vaguely and poorly done- could hold true for any brand; please ensure you go through the
promotion- ads, etc in greater detail
