MARKET RESEARCH – DABUR

CHYAWANPRASH
GROUP MEMBERS:
Ashmita Poddar
Meghna Pal
Prutha Yande
Laxmikant Nandapurkar
Prashant Nehete
Dhaval Shah
Parth 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 •pion
e
b ra n d e r e d t h e c
e o
•Ayu d Chyawa nce pt of
rv n
c o n n e d i c p r o d p ra s h
e u
• H e a c te d t o m c t
lth pr yth
o duct o l o gy

Mi y w i de s
d ver o n of i t
gro d l e i i b uti hrough
up nco di s t r
c ts t ai l
m e pr o d u r e t
m i llion 0 C &
1.6 s and 5 er
et ov
o utl e nts a l l
F ag dia who cts
In p r o du
t r i b u te a i l e rs
dis e re t
a i gns to t h
m p
a
i n g c edia
e r ti s nic m
v
A d l e c t ro
in e
Product Variants
 SYRVEY RESULTS- COSUMER
Which brands of Chyawanprash are you Which brand of Chyawanprash do you
aware of? use?
45
60
40
50
35
40
30
30
25
20
20
10
15

10
0
Zandu Himani Baidya... Dabur
5

0
Zandu Himani Baidyana Dabur
PERC
th ENTA
GE
 SURVEY RESULTS- RETAILER
Which brands of Chyawanprash do you Out of these which are the most
stock? preferred?

80

70

60

50

40
DABUR
ZANDU
30
HIMANI
OTHERS
20

10

0
Zandu Himani Baidyan Dabur RATING(1-LOW
ath 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
• Strong Brand Image • Seasonal Demand
• Product Development • High Price
• Strong Distribution Network • Low Penetration
• R & D – a key strength • Limited
differentiation

Weakness
Strength

Opportunities
Threats
• Untapped market • New entrants
• Innovation • Substitutes
• Export opportunities • Existing Competition
• Increasing income level of the
middle class
• Creating additional consumption
pattern
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 LISTENING
AND
STAY HEALTHY