7/30/2019 Branding 0f Dabur Chawanprash
1/19
Branding 0f Dabur Chawanprash
7/30/2019 Branding 0f Dabur Chawanprash
2/19
Brief History- Chawanprash According to Mahabharata Chawan was one of the eight son
of Bhrigu and Puloma, he was physically weak due to hispremature birth and he has enjoyed the status of being theonly divine son of Puloma. Maharashi Chyawan married KingSharyatis daughter Sukanya at an old age. Sometime after the
marriage, the twins Ashvini Kumaras came to the hermitage ofsaint Chyawan and offered him a medicine after the use ofwhich the saint regained his youth. That drug was named asChyawanprash after the name ofChyawan; thus it is a divinepreparation.
Times have changed and Chyawanprashis now more easily accessible than ever. Dabur Chyawanprashstrictly follows the recipe that was laid down centuries agoand its magical properties still remain the same.
7/30/2019 Branding 0f Dabur Chawanprash
3/19
Dabur: An Introduction
Dabur India Limited (DIL) is the fourth largest FMCG company
in India
With a legacy of more than 120 years built on attributes ofquality and trust, Dabur has proven its expertise in the fields
of health care, personal care, Homecare and Foods.
The company is headquartered in Ghaziabad, Uttar Pradesh, islisted on Indian stock exchanges and commands a valuation of
over US$ 1.5 billion.
7/30/2019 Branding 0f Dabur Chawanprash
4/19
Dabur: Historical Perspective The business was started by Dr S K Burman in 1884 in Kolkata.
His vision of "What is life that cannot bring comfort to others", wasinstrumental in giving direction to the company in its initial and currentstages of development.
In 1949, the company introduced Dabur Chyawanprash, the firstbranded restorative in a packaged form.
Over the years, Dabur has earned the reputation of being the most
trusted name in the natural health care space.
Dabur's health care range today boasts of an enviable portfolio in thecategories of health supplements, digestives, baby care and naturalcures
http://pitchonnet.com/blog/2007/03/05/dabur-chyawanprash-a-spoonfull-of-health/dabur-5/7/30/2019 Branding 0f Dabur Chawanprash
5/19
http://pitchonnet.com/blog/2007/03/05/dabur-chyawanprash-a-spoonfull-of-health/dabur-5/7/30/2019 Branding 0f Dabur Chawanprash
6/19
Dabur Chawanprash (Market &
Achievements) The health care range contributes 32% to the sales of the
company.
With revenues close to Rs. 140 crore (US$ 31.1 million), Dabur
Chyawanprash is not just one of the largest brands in Daburshealth care range, it is also the leader in the brandedChyawanprash market.
An over 100-year old brand, Dabur Chyawanprash is thelargest branded chyawanprash in the country and controlsaround 66% share of the market.((Source: ACNielsen ORG-MARG).
7/30/2019 Branding 0f Dabur Chawanprash
7/19
Brand as a product
Dabur Chyawanprash has anti-oxidant properties & strengthens your
body's internal defense mechanism, the immune system, thereby
protecting you from everyday infections, cough, cold & stress etc.
Dabur Chyawanprash, The Health Giver
Derived from 2,500-year-old Ayurvedic formula
Totally chemical-free, natural and safe
Powerful combination of herbs and plant extracts in a base of Amla
fruit pulp
Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system & helps fight disease
Trusted health provider of a majority of Indian households
7/30/2019 Branding 0f Dabur Chawanprash
8/19
Its distinct taste, loved by users, is one of the reasons why
Dabur Chyawanprash is the preferred choice.
Riding on the success of Chyawanprash , Dabur launched
Chyawanshakti in 2005 Chyawanshakti an innovative variant
of Dabur Chyawanprash was targeted at people between 30
and 50 years of age.
7/30/2019 Branding 0f Dabur Chawanprash
9/19
Brand as an organization
Vision: "Dedicated to the health and well being of every household"
Principles
Ownership:This is our company. We accept personal responsibility, and
accountability to meet business needs.
Passion for WinningWe all are leaders in our area of responsibility, with a deep
commitment to deliver results. We are determined to be the best at doing what
matters most.
People Development:People are our most important asset. We add value through
result driven training, and we encourage & reward excellence.
.
7/30/2019 Branding 0f Dabur Chawanprash
10/19
Consumer Focus: We have superior understanding ofconsumer needs and develop products to fulfill thembetter.
Team Work:We work together on the principle ofmutual trust & transparency in a boundary-lessorganisation. We are intellectually honest in advocating
proposals, including recognizing risks.
Innovation: Continuous innovation in products &processes is the basis of our success.
Integrity:We are committed to the achievement ofbusiness success with integrity. We are honest withconsumers, with business partners and with each other
7/30/2019 Branding 0f Dabur Chawanprash
11/19
Brand as a person
IN 2003: Amitabh Bachchan
In 2004: Virender Sehwag
In 2005: Vivek Oberoi
Since 2008: Ms Dhoni & retaining Amitabh
Bachchan
7/30/2019 Branding 0f Dabur Chawanprash
12/19
7/30/2019 Branding 0f Dabur Chawanprash
13/19
Brand as symbol The tree, a symbol of nature, is
indelibly regarded as a provider
of shelter, food and protection
The tree is regarded as sacred,
trustworthy and a symbol offertility
It conveys Daburs heritage,
commitment and stability
through the form and colours
of the tree, its branches and
leaves.
7/30/2019 Branding 0f Dabur Chawanprash
14/19
Brand Associations
7/30/2019 Branding 0f Dabur Chawanprash
15/19
Campaign Concept
Immune India Campaign was conceptualized
and designed with an aim to educate children
and their parents about the need to build
strong immune system to stay healthy. Whendeveloping the concept the co. focused on the
fact that the initiative needs to develop into a
movement and must deliver its core messageAnder se strong effectively
7/30/2019 Branding 0f Dabur Chawanprash
16/19
7/30/2019 Branding 0f Dabur Chawanprash
17/19
Brand value propostion
Functional benefits
Emotional benefits
Self Expressive benefits
7/30/2019 Branding 0f Dabur Chawanprash
18/19
Stretching the Relevance strategy
Dabur Chyawanprash becomes relevant for kids as itprovides immunity
Adults it provides strength and stamina
Dabur Chyawanprash's continuing strength and growth, isthe fact that its core positioning remains unchanged
7/30/2019 Branding 0f Dabur Chawanprash
19/19
But the brand message has been changed to help
current consumers better identify with the brand and
also to establish the age-old Chyawanprash's
relevance even in today's world
So, from "A tried and tested natural health tonic for
the family" to Kare bhitri shakti ka vikas to Andar
sestrong and Bimariyan door, osh bharpurthe
currentZaroorat.. series, the brand's core message
has been consistent.
Top Related