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Branding 0f Dabur Chawanprash

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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.

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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.

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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/

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http://pitchonnet.com/blog/2007/03/05/dabur-chyawanprash-a-spoonfull-of-health/dabur-5/

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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).

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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

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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.

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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.

.

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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

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Brand as a person

IN 2003: Amitabh Bachchan

In 2004: Virender Sehwag

In 2005: Vivek Oberoi

Since 2008: Ms Dhoni & retaining Amitabh

Bachchan

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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.

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Brand Associations

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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

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Brand value propostion

Functional benefits

Emotional benefits

Self Expressive benefits

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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

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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.