Tuesday, January 29, 2008

Dabur Chyawanprash : Zaroorat Hai

Brand : Dabur Chyawanprash
Company : Dabur
Agency : Mccann Erickson

Brand Analysis Count : 306

Dabur Chyawanprash is an interesting brand for anyone who is interested in marketing. Two factors makes it special. First factor is that this is a truly Indian product and a product which is very close to our heritage and mythology. Second factor is the effort of market leader in rejuvenating the category.
Chyawanprash is an ayurvedic health supplement. The name is derived from Hindu Mythology. The story goes like this. Chyawan was the son of Bhingu and Puloma. He was physically weak and later in his life Ashvini Kumars came to his hermitage and offered him a divine medicine " Prash " which made Chyawan young and healthy. The name Chyawanprash came into existence based on this mythology.
Dabur Chyawanprash ( DCP) is a heritage brand which came into existence in the year 1949. The brand is now ruling the market with a marketshare of around 60 - 70 %. The total Chyawanprash market is estimated to be around Rs 300 crore ( AC Neilsen Retail Audit 2006-07 ).
Chyawanprash is popular as a kid's health tonic. Parents used to rely on this product for their kids especially if the kids are between 6-16. Because the tweens are usually hyperactive and less inclined to taking foods. Hence Chyawanprash offered a solution to the worried parents. The ayurvedic tag also alleviated worries of side-effects .

Over a period of time Dabur Chyawanprash began to face tough competition not from other chyawanprash marketers but from health food drinks market . Infact the generic competition was hurting DCP more than the brand competition. The health food drinks like Horlicks, Bournvita, Complan etc appealed more to kids than the Chyawanprash. The modern lifestyle also made this product look dated. There was also a perception among the consumers that Chyawanprash is something that has to be consumed when you are not feeling healthy.

From my own example, I was not considering this product category for my kid. But when my child had a series of cold and fever, I started looking at this product category. Hence this perception was limiting the potential for a brand like DCP. Another perception in the market was regarding the user profile. The category is perceived to be of use to only 'kids and aged' and not for adults. These issues severely restricted the growth of the category.

DCP although was ruling the market faced the issue of stagnation. The stagnation was a result of category stagnation rather than saturation. The only option left for DCP was to rejuvenate the entire product category.
In 2007, Dabur undertook a major repositioning exercise for this Rs 150 cr0re flagship brand. The purpose of repositioning was to :
Stretch the market for Chyawanprash
Make the brand more contemporary
Reinforce new set of attributes.

The brand identified two segments : Adults and Kids as the focal point in the repositioning exercise. A series of TVC and print campaigns were released to target both the segments. The campaigns were aimed at parents. The consumer insight was that people care about their loved ones than oneself ( source : Hindustan Times).

The entire campaign was based on the theme of 'role reversal '. The ads featured the brand ambassador Amitabh Bachchan asking the audience to understand the challenges of being a kid, a father and a mother. The campaign involves mother taking the role of a kid, father and son taking the role of a mother and thus understanding the physical and metal exertions involved in each role. The ads end with the Voice-Over ' Dabur Chyawanprash , Zaroorat hai sabko ' ( meaning - DCP : essential for everyone ).

DCP earlier had the slogan - Zaroorat Hai and was positioning itself as a health tonic which is essential for kids. The new tagline broadens the segments by including every member of the family. In the new positioning the brand retains the core brand manthra of ' Natural health tonic' but stretches the segments to include adults.
By positioning it to adults does not mean that the brand has lost its sight on kids. The brand makes itself relevant to kids by a series of campaigns featuring a new brand ambassador Vivek Oberoi.

By positioning itself to new segments, the brand aims to realize its full potential . DCP now stresses on the new set of attributes : health , stress and diabetes. While the standard Chyawanprash takes the health attribute, Dabur launched Chyawanshakthi to take on the stress platform. Chyawansakthi is positioned as a stress reliever and energizer.

DCP also makes the category attractive to diabetic/ diabetic prone consumers by launching Dabur Chyawanprakash. Chyawanprakash is targeting the high density of diabetic patients in our country which makes a highly lucrative market.To take on the competition from the health food drink market, Dabur is planning a foray into the HFD market with a new brand.

News reports suggest that the new gamble has paid off pretty well. What I liked about the repositioning is the execution of the entire idea. Without making much hue and cry, the brand had very subtly made itself relevant to adults.