I have already
mentioned the Chyawanprash Concept in my article Nov.2011 (Winter War – II).
However, I would like to repeat again the Chyawanprash concept.
Chyawanprash concept:
- Basically, it is Ayurvedic health tonic which makes you healthier, maintain
your immunity system & make it stronger, gives lots of energy and
rejuvenator. The Chyawanprash is mixer or composition of pure Ayurvedic –
herbal elements, originally the word Chyawanprash came from Rishi Chyawan at
the ancient time. Chyawanprash is also known as Chyawanaprasha, Chyawanaprash, and Chyawanaprasam as well widely used in India. It is also
known as ‘Elixir of life’ because it gives highly nutrition’s.
And, Chyawanprash is widely use in India at the time of
winter season; it can be useful for everyone from small children to aged. Now,
winter season is starting slowly and Chyawanprash is also available in Indian
market.
Total Chyawanprash
market in India: - Rs. 400 crore (Approx.)
Objective: - Chyawanprash
is mainly work for immunity system, remove illness/weakness stress, and makes
you energizer & rejuvenator.
Market Players: -
Dabur Chyawanprash (Dabur), Himani Sona chandi Chyawanprash (Emami group). Both
brands are strong rivals & majorly dominated in Indian market. Other
brands like Jeevanprash, Amritprash (Emami group), as well many substitutes’
products are available in Indian market.
Dabur Chyawanprash
(Dabur group) is a market leader which is being holding over 70% market shares
in India.
Segment & Target
market: - On this time Dabur
Chyawanprash is focusing on kids and teenagers, last year (2011) it was
promoting for family also apart from for kids and teenagers. But, Dabur
Chyawanprash can be consuming for anyone age group.
Same as like Dabur, Himani
Sona Chandi Chyawanprash is targeting kids and teenagers as well as
corporate people. It can be consume anyone age group people.
Celebrity
endorsement: - Dabur Chyawanprash is being endorsing by Indian cricket Skipper
M.S.Dhoni.
Whereas Himani Sona (Gold) chandi (Silver) Chyawanprash was
being endorsing by Bollywood star Shahrukh Khan. But, on this time it has
already been started campaign without any celebrity.
Brand Campaign &
Strategy:-
(1) Dabur Chyawanprash: - Dabur is roped out
with two campaigns one is on “immune India School Challenge 2012” and another
is “Mother’s army” where Indian Cricket Skipper M.S. Dhoni is endorsing brand
& conveying message that Dabur Chyawanprash having 48 ayurvedic ingredients
which gives 3 times more immunity.
Advertisement of Immune
India School Challenge: -
Dabur Chyawanprash Immune India School Challenge 2012
campaigning strategy is that they are looking for most immune school in India
where School having strong immunity children. The campaigning brief is that
children are discussing in science laboratory & suddenly lights gone.
Principal requesting because it is question of school image. And, children are
gathering, started work scientifically, joined wire with bicycle, continuously
paddling in the rain with strong energy and lights come.
At the end of campaign, M.S.Dhoni feel proud on children
& conveying message that they (Dabur Chyawanprash) is looking for those
kind of school whose having such strong
& energetic children. Participate in Dabur Chyawanprash Immune India School
Challenge 2012 & make your school as “Most Immune School in India”.
Here, it is clearly
brand activation & promotion towards school instead of children. It has
found little lack in strategy that if brand is looking for best immune school
whose having strong & energetic children, then what about other school?
Shall it consider that those school’s children having not strong immunity which
will not come in challenge or which will not going to be participate? It may
give negative impact in mind of children & make down children confidence.
It should be required to promote different way where children can get
confidence, attract towards brand & feel real strong. Overall film
content writing, visuals, sound & music background are really appreciable
that gives energy & create enthusiasm.
Advertise of Mother’s
Army: - http://www.youtube.com/watch?v=tEy7s0CUTYk
Another campaign is on Mother’s army which includes various
fruits & vegetable. A boy is going to school & whenever he is going,
his mother’s army are following boy & give him protection. Suddenly rain is
falling down, army are feeling uncomfortable & taking protection under
umbrella.
At the end of campaign, Indian Skipper M.S.Dhoni is
conveying message that you have lack of immunity in your army which provides
only Dabur Chyawanprash. Dabur Chyawanprash having 48 kinds of ayurvedic herbs/ingredients
which are provides 3 times more immunity where it can fight against diseases.
Now, it’s complete mother’s
army (With Dabur Chyawanprash). Conveying simply message that keep strong army
i.e. immunity where you can fight easily against disease.
Overall, Dabur Chyawanprash is mainly focusing on Immunity
system, as well as it has also made change in packing. The new packing covered
with “3 times more immunity”.
(2)
Himani
Sona chandi Chyawanprash: - Sona chandi Chyawanprash is also roped out with
two campaigns that conveying message Sona (Gold) gives physically energy (i.e. strong
immune system) & Chandi (Silver) gives brain energy. It is very much challengeable
task against rival brand Dabur Chyawanprash that Sona chandi Chyawanprash brand
is campaigning without any celebrity which was being endorsed by Bollywood star
Shahrukh khan previously.
Punch line: - Kabiliyat
bane Kamiyabi (Skill/Talent becomes Success)”
Advertisement Link: - http://www.youtube.com/watch?v=XwJzWXTf31k
Brand is come out with
different concept which is being successful. The punch line is focus on “Kabiliyat
bane Kamiyabi (Skill/Talent becomes Success)”. Overall, concept has been taken
from the movie 3 Idiots where Starr Aamir Khan is being conveying dialogue that
“Don’t go behind success, Go towards Talent/Skill. Then Success will come forcefully
behind you”. So, same concept has been used over here. Last year, brand was
promoting as “jeeto jindagi ki har jung (Win life’s each moment)”.
By this punch line, consumers shall quickly remind the movie 3
idiots & perceived like concept is taken from movie, it has not created by
own way.
Overall, both brands
are mainly trying to take position on immunity by executing various ways.
Let’s see which brand
will be getting Kamiyabi (Success)…
