MARKET RESEARCH – DABUR CHYAWANPRASH GROUP MEMBERS: Ashmita Poddar Meghna Pal Prutha Yande Laxmikant Nandapurkar Prashant Nehete Dhaval Shah Parth Mithani
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MARKET RESEARCH – DABUR CHYAWANPRASH
GROUP MEMBERS:Ashmita Poddar
Meghna PalPrutha Yande
Laxmikant NandapurkarPrashant Nehete
Dhaval ShahParth Mithani
INTRODUCTION
• FMCG Products- People buy at regular intervals
• FMCG sector: offers high returns• 4th largest sector of Indian economy• Intense competition • Presence of MNCs• Availability of raw materials and cheaper labor
give India advantage
COMPANY PROFILE
• Established in 1884 by Dr. S K Burman in Kolkata
• Worlds largest Ayurvedic and Natural Health Care company
• Revenue of over Rs. 3416 Crore• Key consumer product categories- Hair Care,
Oral Care, Health Care, Skin Care and Foods• Key Brands- Vatika, Hajmola, Real Fruit Juice
ABOUT THE PRODUCT
• Dabur Chyawanprash• First documented formula – 2000 year old Charak
Samhita • Combination of herbs and plant extracts in base of
amla fruit pulp• Maintains youthfulness of body, vigor and vitality• Antioxidant properties reduces cell decay and aging• Dabur Chyawanprash – more than 60% market
share in Chyawanprash category
ENTRY INTO THE MARKET
• Dabur Chyawanprash entered into the market in 1949
• Introduced product at such time when no one was aware of this product segment
• Adopted original ayurvedic formula• Dabur Research team added new herbs and
refined processing to maintain quality standards
STRATEGIES ADOPTED
• Truly Indian product• Name derived from Hindu mythology• Formula from Charak samhita
• Targeted kids in 6 to 16 years in initial stages• 1990- Health conscious people in India• Product Mix• Product• Price• Place • Promotion
Marketing Mix •pioneered the concept of
branded Chyawanprash •Ayurvedic product
connected to mythology• Health product
Middle income
group very wide
distribution of its
products through
1.6 million retail
outlets and 50 C &
F agents all over
India who
distribute products
to the retailers
Advertising campaigns
in electronic media
Product Variants
SYRVEY RESULTS- COSUMER
Which brands of Chyawanprash are you aware of?
Which brand of Chyawanprash do you use?
Zandu Himani Baidyanath
Dabur0
5
10
15
20
25
30
35
40
45
PER-CEN-TAGE
Zandu Himani Baidyanath
Dabur0
10
20
30
40
50
60
PERCENT...
SURVEY RESULTS- RETAILER
Which brands of Chyawanprash do you stock?
Out of these which are the most preferred?
DABURZANDUHIMANIOTHERS
Zandu Himani Baidyanath
Dabur0
10
20
30
40
50
60
70
80
RATING(1-LOW 5-HIGH)
MARKET SHARE
Hence Dabur Chyawanprash is…
COMPETITOR ANALYSIS
• Himani, Zandu and Baidyanath• New compitition from Health
Drinks Bournvita, Complan• Competitors targeted modern life
style• In reply Dabur Started compaign
“Zarurat hai sabko”• Brand Ambassador- Amitabh
Bachchan
SWOT
• New entrants• Substitutes• Existing Competition
• Untapped market• Innovation• Export opportunities• Increasing income level
of the middle class• Creating additional
consumption pattern
• Seasonal Demand• High Price• Low Penetration• Limited differentiation
• Strong Brand Image• Product Development • Strong Distribution
Network• R & D – a key strength
Strength Weakness
Threats
Opportunities
DABUR OVER THE YEARS
CONCLUSION
• Created a market of commercialized Chyawanprash which was virtually non- existent
• High awareness among people• The television advertisements of Dabur
Chyawanprash has affected the sales majorly
THANK YOU FOR LISTENINGAND
STAY HEALTHY
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