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4P Analysis of DaburChyawanprash

Group -9Mayank Bhawsinghka

Devansh Doshi

Soumya Pritish

Akshay Modi

Shubhangi Dutta

Greeshma Rao

Sachin Gupta

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ChyawanprashDaburs 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 redcolour suggesting growth, energy and rejuvenation.

Derived from 2500 year old Ayurvedic formula- totally chemical

free, natural & safe

Protects from cold, stress, cough, infections

Product

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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

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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, ZanduKesari 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

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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

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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)

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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 productthe 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

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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 primarypromises of the product

Augmented Product: Here you could cover tasty, tangy, palatable, as usually most healthyproducts are not associated with taste

Potential Product: By making it a chutney paste- you are changing the complete format- that is aline extension (will be taught to you); The potential product could be a chyawanprash that iscreated 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 theircommunication

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 thepromotion- ads, etc in greater detail