Adarsh Chaurasia - PGP34001

CREATIVE STRATEGY: Nadeem Syed Mohammad - PGP34047

Nitika Bawa - PGP34074

DABUR CHYAWANPRASH Jinil Raj V - PGP34118

Shubham Sethi - PGP34186
Himanki Shahu - PGP34216
BRIEFING FORMAT
1. Brand Position
2. Brand Objective
3. Role of Advertising
4. Conceptual Target
5. Core Desire
6. Making the Right Connect
7. Role of Brand
8. Compelling Truth
9. Strategic Idea
BRAND POSITION
• Considered as irrelevant in the day to day life
• Brand is considered to be old
• People do not find any specific reason to use Dabur Chyawanprash
• Housewives associate the brand with old age people rather than kids/youth
BRAND OBJECTIVE
• To be part of the consumers day to day life
• Be the influencer product which keeps the consumer healthy
• Associate the product with Health and Immunity
• A product that helps the housewife to take care of the day to day
vulnerabilities of her family – Strength, Stamina and Immunity
ROLE OF ADVERTISING
• Contemporize a brand which is gradually losing touch with the emerging
consumer base
• The brand (Dabur Chyawanprash) had 100% awareness and 74% market
share, but loosing the market share rapidly
• Make the brand compete in the current market scenario
CONCEPTUAL TARGET
• Young working class mothers and educated housewives
• Age group 25-45
• Tier I and tier II cities
• Concerned about the family health and well being
• Educated enough to understand and differentiate between the product
benefits offered
CORE DESIRE
• “My kid should not fall sick”
• Primary concern of the target group is the health and well being of their
children
• Improve the family Immunity, Strength and Stamina
• If the family is not healthy it is an indication that the mother is not able to
take care of her responsibilities well enough
MAKING THE RIGHT CONNECT
CONSUMER MINDSET
Relevant product – Not associated
with old age people. Bad taste.
Person to associate with
Clear Benefit : Product to keep the
kids from falling sick
Outcome : Measure for the
benefit of the product
Reason to believe
A brand that kids love
and connect with
DABUR CHYAWANPRASH
New colorful packaging suitable
for kids and youth, New flavors
Madhuri Dixit Nene as brand
ambassador to create the connect
Positioned as
immunity booster (3X Immunity)
Immunometer : To measure
child’s immunity
Fortis Association
Immune India School Challenge
ROLE OF THE BRAND
• Immunity Booster
• The product increases immunity 3X
• Easy option to keep the health and well being of the family intact
COMPELLING TRUTH
• The Immunometer (analytics based on kids Height, BMI and missed classes)
• Fortis association validates the benefits
• Tried and proven formula of Dabur Chyawanprash
STRATEGIC IDEA
• Trusted Immunity Booster for modern day mother
• Addressing the concern of the target group
• New flavors that kids like
• Ensures health and well being of the family
THANK YOU!