Ambar Health Foods Case Study
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Transcript of Ambar Health Foods Case Study
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8/8/2019 Ambar Health Foods Case Study
1/13
Anindya Pal
Abhijit Samanta
Subhadip Chakraborty
Saugata Dastider
Kamalika Mondal
International School of Business & Media; Kolkata
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SITUATION ANALYSIS
Ambar a century old company specializing in
traditional and natural health remedies and
products.
Portfolio of125 products including toothpastes,shampoos, tonics etc.
Ambar market leader in most product categories.
Profits under threat due to price war in certain
FMCG hygiene products. Need for product extensions to enhance returns
and fight stagnant markets.
Choice between launching Ambar health drink
and Ambar Chyavanprash health drink.
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QUESTIONS
Should Ambar enter the market segment and
why?
Which option should it go for out of the two?
What should be the positioning?
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SHOULD AMBAR ENTER THE MARKET
SEGMENT AND WHY ?
Ambar should enter the market segment because of
following reasons:
Huge Product Portfolio: 125 Products (ranging form
toothpaste & powders, shops, hair oils & shampoos)
organized in 4 divisions.
The company is governed with the philosophy ofhealth &
healthy living traditions in India.
The market has already become stagnant & matured. So
brand and product line extension could be used to
generate more returns.
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SHOULD AMBAR ENTER THE MARKET
SEGMENT AND WHY?
Market leaders in most of the product categories.
A good opportunity to leverage its brand equity of100 years.
Agap in the portfolio which can be filled by brand
extension.
Strong distribution network which can be used for
the new launch.
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WHICH OPTION SHOULD IT GO FOR OUT OF
THE TWO?
Competitive Analysis
A new brand associated
with the Ambar houseand therefore
traditional strengths in
natural ayurveda
coupled with modern
outlook.
Attitudinal Gap score:22.98
Target Customer:
Children
All season product
One associated with
the traditionallystrong brand in paste
form i.e. Ambar
Chavanprash
Attitudinal Gap
score: 22.22
Target Customers:Family
Perceived as a winter
season product.
AmbarHealth DrinkAmbar Chyavanprash
Health Drink
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PURCHASE INTENSION SURVEY RESULT
Yes
61%
No
9%
Don't Know30%
Ambar Health Drink
Yes
35%
No
26%
Don't Know
39%
Ambar Chyavanprash Health Drink
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SWOT ANALYSIS
Ambar health drink
Modern Outlook.
Coupled with traditional
natural ayurveda
Purchase intension: 60%.
More in attitudinal gap
score in comparison withthe other option.
All season product.
Could attract the young
generation.
High competetive
market
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SWOT ANALYSIS
Ambar Chyavanprash Health Drink
Associated with strong brand in
the paste form.
The product will have high brandassociation with Ambar
Chyavanprash.
Perceived as a family product
Purchase intension is low as
compared to the Ambar health
drink.
Perceived as a seasonal product
Attitudinal gap score is
low about 22.22 which could
result in better return
High competetive
market
Possibility of
cannibalisation
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IT SHOULD GO FOR AMBAR HEALTH
DRINK BECAUSE
All season sales
Purchase intention as high as 60%.
No cannibalization of mother brand i.e. AmbarChyvanprash.
High association with traditional & natural
ayurveda.
Because ofyounger generation the volume of
target market is very high.
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WHAT SHOULD BE THE POSITIONING?
Nutrition ,immunity and energy for entire family
throughout the year.
This clearly helps to clarify that the product could be
positioned on its benefits.
More over it is found out from the survey that it ismore popular among the Elderly people who are
more concerned about the product benefits than its
feature (the packaging, color, looks).
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WHAT SHOULD BE THE POSITIONING?
To run the product successfully in the market we
should try to establish a Brand Personality which
could be associated with the users Self-image.
Ambar is around the Indian market for over a
decade, so it could be easier for them to try out
positioning the product which reflects their core
philosophy of Health and Healthy-Family.
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THANKYOU