Promotional Design

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Dabur wants to change its image and expand the target audience base. They want to modernize its products with the help of their packaging. But they do not want to loose old loyal customers. Come out with design solutions. BACKGROUND Dabur is India's 25th Most Valuable Brand Started in Calcutta in 1884 as a small pharmacy by Dr. S.K Burman. Believes in providing effective and affordable natural cures for common people. MOTTO Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science TARGET AUDIENCE Dabur through its diversified brands has tapped various target segments like the : Youth Health Conscious People School Children Mothers Old age group STRENGTHS Century Old Company Established Brand Ayurvedic/ herbal Product line Leader in Herbal Digestives where the product has 90% of the market share Promotional Design WEAKNESS Profitability is uneven across product line Still relying heavily on old customer base Does not appeal to the modern generation. Hitesh Kumar Singhal CD-6 Pearl Academy April 2010 I choose to work on the for sub-brands Chyawanprash and Vatika

description

Classroom project in art school.

Transcript of Promotional Design

Page 1: Promotional Design

Dabur wants to change its image and expand the target audience base. They want to modernize its products with the help of their packaging. But they do not want to loose old loyal customers. Come out with design solutions.

BACKGROUNDDabur is India's 25th Most Valuable BrandStarted in Calcutta in 1884 as a small pharmacy by Dr. S.K Burman.Believes in providing effective and affordable natural cures for common people.

MOTTOBe the preferred company to meet the health and personal grooming needs of our target consumers with safe, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science

TARGET AUDIENCEDabur through its diversified brands has tapped various target segments like the :YouthHealth Conscious PeopleSchool ChildrenMothersOld age group

STRENGTHSCentury Old CompanyEstablished BrandAyurvedic/ herbal Product lineLeader in Herbal Digestives where the product has 90% of the market share

Promotional Design

WEAKNESSProfitability is uneven across product lineStill relying heavily on old customer baseDoes not appeal to the modern generation.

Hitesh Kumar Singhal CD-6 Pearl Academy April 2010

I choose to work on the for sub-brands Chyawanprash and Vatika

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STRENGTHSEstablished BrandAyurvedic Product lineStrong loyaltyDabur Chyawanprash has been clinically provenfor therapeutic efficacy in Russia and the UK.

WEAKNESSIt does not appeal to kids.The product looks dated and does not fit in the modern lifestyle.

There is a perception among the consumers that Chyawanprash is something that has to be consumed when you are not feeling healthy.

The category is perceived to be of use to only 'kids and aged' and not for adults

Chyawanprash is an ayurvedic health supplement. The name is derived from Hindu Mythology. Dabur Chyawanprash is a heritage brand which came into existence in the year 1949. The brand is now ruling the market with a marketshare of around 60 - 70 %.

PRODUCT DESCRIPTIONChyawanprash is popular as a kid's health tonic. Parents used to rely on this product for their kids especially if the kids are between 6-16. Because the tweens are usually hyperactive and less inclined to taking foods. Hence Chyawanprash offered a solution to the worried parents. The ayurvedic tag also alleviated worries of side-effects. It is used by adults to increase their immunity.

COMPETITIONOver a period of time Dabur Chyawanprash began to face tough competition not from other chyawanprash marketers but from health food drinks market like Horlicks, Bournvita, Complan etc

CREATIVE STRATEGYThe product is tageted to kids and adults. The mothers try to feed it to the kids. But the kids do not find it appealing. The strategy revolves around making Chyawanprash an exciting product for the kids. Chyawanprash also suffers in fitting in with modern generation’s daily lifestyle. The product need to be modernised.In order to make Chyawanprash look more modern and exciting the product would be repackaged and promoted under a whole new advertisement campaign.The campaign would be based on the story of the origin of Chyawanprash. Chyawan Rishi would be developed as a character and his story would be told in an animated film, in print and other suitable media.

CREATIVE BRIEFRedesign the Chyawanprash packaging to make it look modern and energetic yet retaining the heritage look. An advertisement campaign revolving around the story of origin of Chyawanprash target children of age 6-16 yrs.

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Campaign was based on the theme of 'role reversal '. The ads featured the brand ambassador Amitabh Bachchan asking the audience to understand the challenges of being a kid, a father and a mother. The campaign involves mother taking the role of a kid, father and son taking the role of a mother and thus understanding the physical and metal exertions involved in each role. The ads end with the Voice-Over ' Dabur Chyawanprash , Zaroorat hai sabko

The recent campaigns revolve around MS Dhoni and him as a symbol of enerygy. The packaging has been changed to look more dynamic.

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The current design has an interesting bottle shape. The red color and gold lines show a lot of dynamism and energy.

But it has lost its Ayurvedic and herbal look. Also illustrations and photographs are not going well together.

I studied the old Chyawanprash packaging and Ayurvedic visual language. Dabur wanted to highlight its name in the packaging. By using logo of Dabur as part of the illustration I can reinforce the idea. The whole idea of packaging revolves on the product’s origin. The visual in the packaging shows how by Chyawan’s meditative energy the recipe for Chyawanprash was retrieved.

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Vatika in Hindi means ‘garden’. The brand attempts to live up to the promises – beauty and nature – that are associated with its very name. It has an entire range of haircare products including hair oil, shampoo and conditioner for various hair types.

PRODUCT DESCRIPTIONVatika products contain natural ingredients that have been blended together through scientific processes at Dabur’s in-house research laboratories. Dabur Research Foundation has more than 100 scientists working together to make superior quality products that match international standards.

Vatika comprises products primarily in hair care. Vatika Hair Oil has made a huge impact with its innovative product offering, pricing strategy and promotion campaigns. The product innovation was fed by the vital consumer insight that many women in contemporary India are worried about hair problems caused by urban pollution, frequent change of diet due to geographical mobility and other factors. Beset by modern-day hair problems, they are far more inclined to rely on home-grown remedies. By offering hair oil that combined the benefits of natural products in a single pack, Vatika created a niche for itself as the ‘total hair care’ brand.

MARKET STUDYThe perception is that shampoos contain harsh chemicals that could damage hair.

There is a view that the shampoo is more of a glamour product rather than a hygiene product led to lower sales.

Consumers attribute lathering to the act of cleaning.

Many women in contemporary India are worried about hair problems caused by urban pollution, frequent change of diet due to geographical mobility and other factors. Beset by modern-day hair problems, they are far more inclined to rely on home-grown remedies.

Sachets were more popular

Women prefer to stick to their brand of shampoo

The retailers do not push any particular brand of shampoo as they receive only 10% commission from sale of shampoo and soaps.

Confusing product names like shampoos for dry, normal, damaged hair leading to 'self-misdiagnosis' of one's hair resulting in disenchantment with the shampoos

Women prefer bottles which are transparent or see through. It looks better, they know how much is left and they can see the actual color of the shampoo.

The logo on the top head of bottles increases visibility of the product when kept under lower shelves.

MOTTOVatika is a brand that espouses traditional wisdom about health in a modern format. It believes that nature has perennial answers to day-to-day health issues, particularly when it comes to hair care and skin care. In a world where modern living causes untold stress the Vatika brand holds out the promise of providing natural ingredients that rejuvenate and safeguard the human body in an extraordinary way.

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COMPETITIONThe direct competition for Dabur Vatika is Parachute, Himalaya Herbals and Ayur. Among the other competitors are Clinic All Clear, Pantene, Dove, Garnier, Biotique, Sunsilk, etc.

TARGET AUDIENCEDemographics:Females in the age group 18-35 yrsResiding in metros/ urban towns. Vivid Disc :Priya, a 23 year-old college student who has just taken up her first step in corporate world. She is urbane, go getter, beauty conscious and knows that her hair plays a big role in overall beauty. She wants to look her best at every occasion and wants to come across as a confident person in every interaction.

Values & Personality��<RXQJ���0RGHUQ���3URJUHVVLYH����,QGLYLGXDOLVWLF���$FKLHYHU

BRAND PROPOSITIONBeauty and nature go hand in handCross-roads of EDFN�WR�QDWXUH�,QGLD�DQG�D�slice-of-the-West, the position of eminence that 9DWLND�KDV�UHDFKHG¬�

AIMTo target the new potential consumer, and reinforce among the existing consumers about the benefits of Vatika hair care products CREATIVE BRIEF'HVLJQ�D�FDPSDLJQ�DQG�SDFNDJLQJ��IRU�WKH�HGXFDWHG�XUEDQ�ZRPHQ�RI�,QGLD��highlighting them the benefits of Ayurveda and its application in hair care and reinforcing ‘Naturalness’ as its brand position.

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I used the logo as the source of inspiration of the design. The leaf logo has been played around on the bottle to reinforce the image of Vatika.

The concept is based on a character of hair goddess who blesses people with good hair. The character would be part of the packaging and the campaign

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WITH HENNA CREAMCONDITIONER

Smooth & SilkySHAMPOO

Enriched withGREEN ALMONDS AMLA & HENNA

Packaging is inspired by the henna art