Sona Chandi Chyavanprash: Trying hard: Not smart

Brand : Sona Chandi Chyavanprash

Agency : Ambience Publicis

Base line :Sona de surakshit tan, chandi de tez dimaag.






Chyavanprash is a 300 crore category with Dabur owning around 60-63% market share. The rest is held by Emami, Himani and other companies put together.
The competition has been hotting up in this category . This is due to the increase in demand for the health foods in the country. The root cause for such an increase in demand lies in the Psychographic profile of the Indian consumer. In other words, because of the changing lifestyle of Indian consumer.

Himani wants its share in the growing pie of this market. Dabur has roped in Amitabh Bachchan to endorse the product. So to compete with the big B, there is no other choice but Shah Rukh.

Shah Rukh makes perfect sense because of the unstoppable energy he has and the dream run he has at Bollywood.

Himani wants to get the share in the premium segment of the chyawanaprash market.

Sona chandi is positioned in the health platform offering both physical and intellectual well being.

Regarding the communication, as with Tata Indicom ad, the agency failed to impress even with the bubbling Shahrukh which could be blamed on the poor execution of the ad. With Shahrukh, Himani could have made a headway across the market , but alas.......

Hajmola : Tasty Funfilled Digestive

Brand : Hajmola
Company: Dabur
Agency: Lowe

Brand Count : 176

Hajmola is one of the power brands from Dabur's portfolio. The brand is one of the oldest and most respected brands in the digestive market in India. The brand commands 75% share in the Rs 90 crore digestive tablet market in India.

Hajmola is a 31 year old brand launched in 1975. The brand has ayurvedic formulation and is sold through all kind of shops unlike the antacids. Hajmola is very popular in North India and North is the strongest market for the brand.
Hajmola although a digestive is not positioned as a digestive brand. The brand has moved away from the therapeutic aspects and is positioned more as a naughty mischievous brand. The brand is positioned as a mild digestive that can be taken any time anywhere. The brand uses kids as the main ambassadors and the campaign that features a boy in the dormitory( Hajmola Sir) is still most remembered classic.

The brand has been nurtured by Dabur carefully. The brand was endorsed by Kapil Dev during 1995.Not restricting itself to tablets, the brand extended itself to candies and other forms of digestives. Now Hajmola has Candy, Candy Fun2, Mast Masala and Hajmola Yumshell. The brand also has changed its package from the old rustic glass bottle to a new contemporary pack. Dabur has now promoted Hajmola as an umbrella brand in the digestive segment .The brand is now worth Rs 100 crore.

In 2004 Dabur roped in Amitabh Bachchan to endorse all Dabur power brands. Hajmola also got the power of Big B into its fold. The ads now feature the fun filled tussle between Big B and a kid. Hajomola has kept its positioning of being a fun filled product. The reason for not restricting to digestive is to give the brand more room for growth. If positioned entirely as a digestive, the usage of brand will be limited. Hence Hajmola tries to induce the customers to take it anytime anywhere. In all the campaigns the brand is positioned on its Zingy Zangy taste (Khatta Meeta).
The brand has also ventured into the highly competitive candy market . The hard boiled candy market is estimated to be around Rs 350 crore and Hajmola is reported to have a 9% market share.
Hajmola has always tried to focus on the Northern market. The ads are predominately Hindi and not at all targeting the south market . The tagline of Hajmola " Hazm Sab, Chahe Jab" will not be understood by most South Indians. The brand is also not being promoted heavily in this market. One reason can be that the taste of Hajmola may not suit the South Indian Palate.

Like the Chawanprash market , the digestive market also feels the issue of stagnation. The endorsements by celebrities and the heavy spending are the only way out for brands facing such stagnation issues.

Related Brands
Gelusil
Sona Chandi

source: dabur.com, agencyfaqs,businessline,magindia,domainb