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Group No. 2

Ankit Kumar Ankur

Arvind Pratap Singh

Lokesh Kumar Dhruw

Rakesh Ranjan Jha

Surat Prakash Dung dung

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AMBAR -BackgroundAmber Health Food Limited operates in natural and

traditional health remedies and product segment

Umbrella Company, 125 products Food Vs Hygiene and Personal Care Products

Traditional Ayurvedic remedies Vs Modern HealthConcepts

Nationwide distribution center covering both urbanand rural India

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Attitude ScoreAttributes I

iB

iEi

Ai

Nutrition 4.84 4.36 4.47 2.14

Taste 4.74 4.27 4.3 2.02

Immunity 4.52 3.56 4.03 3.87

Price 4.25 3.75 3.6 1.80

Growth 4.53 3.63 3.95 3.56

Mixing

Property 4.53 3.88 4.18 2.72

Natural 4.25 3.88 3.6 1.33

Ayurveda 4.11 3.09 3.14 3.20

Energy 4.66 3.57 3.74 4.08

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Biggest gap in attitudinal score is for attributesImmunity, Growth and Energy

Amber health drink and Amber Chyavanprash healthdrink has least gap score, 22.98 and 22.22 respectively

Both Amber products are more close to Idealcompared to other brand

Chyavanprash strongly associated with winter season

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Strategy comparison

Amber Chyavanprash healthdrink Amber health drink

Strong brand

Brand associated with family

May be perceived as drinks forwinter to fight cough and cold

Sale may boost up for shortterm, if launched in Winterseason

May cannibalize parent brandof Chyavanprash

Attitudinal score gap is 22.22

Purchasing intention is not infavor

Under umbrella brand ofAmber

Primary market is children,that need to be targeted withdifferent brand

No such perception

All season health drink

Increase in brand portfolio Attitudinal score gap is 22.98

Purchasing intension is infavor

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PlanPurchase intention is in favor of Amber health drink

The major attitudinal gap for attributes Immunity,Growth and Energy should be targeted

The health drink should be launched for children to giveimmunity, growth and energy

A children friendly taste should be adopted thoughtaste preference is less for the segment

The Influencer mainly elderly people should be targeted

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Plan Should be launched as all season health drink

Amber health drink can leverage on umbrella brand butsaves Chyavanprash brand from dilution

Should be the first identify and fill the gap area to takeadvantage

Should take advantage of umbrella brand Amber

Media is second big influencer thus a strong promotionaland advertising campaign must be launched

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How to initiate attitudinal changesAn effort is required to prevent other amber brands to

affect new brand image but still carry umbrella brand

Health tonic are generally not flavored while Amberhealth drink targeted to children must be flavored forchildrens liking

New brand must project energy growth and immunity

more than natural and ayurveda

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