Analysis of Marketing Strategy of Dabur Chywanprash

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Conclusion:

As the saying goes, “prevention is better than cure,” it is better to strengthen one’s immune system and stay healthy instead of relying on medicines for cure. And this is exactly what Chyawanprash communicates. Today, even though there is an influx of foreign health supplements into the Indian market, Indians are still consuming ayurvedic products such as Chyawanprash because they do not have any side effects. At the same time, Dabur has always adopted appropriate marketing strategies which has made it the most preferred Chyawanprash brand, holding close to 70% of the total Chyawanprash market.

This project held us in identifying the strengths and weaknesses of Dabur Chyawanprash and the various opportunities and threats prevailing in the market. At the same time, we studied the political, economic, social and technological factors affecting the Chyawanprash industry. We also applied the Porter’s Five forces model to understand threat of substitutes, bargaining power of buyer & suppliers and competitive rivalry. A thorough comprehension of the business environment brought out the various factors affecting the brand and its functioning

We also floated a survey to understand the consumer consumption, behavior, purchases and perception towards Dabur Chyawanprash. Finally, we collected the data from the survey to give some recommendations to Dabur regarding Chyawanprash and discusses its future prospects.

References:

- https://en.wikipedia.org/wiki/Chyawanprash

- http://www.mbarendezvous.com/general-awareness/chyawanprash-market-in-india/

- http://www.livemint.com/Companies/UgUhTXwedPBnKgK0sgqIiO/Dabur-goes-back-to-basics-to-take-on-Patanjali.html

- https://www.scribd.com/document/185081866/VRIO-Analysis-Porters-5-Force-Model-Value-Chain-Dabur-India-Ltd

- https://www.slideshare.net/saikatbhowmick/presentation-on-chyawanprush-of-dabur-india-ltd

- http://www.mbaskool.com/brandguide/food-and-beverages/479-dabur-chyawanprash.html

- https://www.coursehero.com/file/p69k69p/POSITIONING-Andar-se-strong-Dabur-chyawanprash-has-the-tag-line-Andar-se-strong/

- http://viragbrand.blogspot.in/2012/12/dabur-chyawanprash-vs-himani-sona.html

Appendices:

- What is your gender?

- Male

- Female

- Which age group do you belong to?

-

- 16-20

- 21-25

- 26-30

- 31-35

- >35

- What comes to your mind when you hear the word Chyawanprash?

- Medicine

- Ayurvedic

- Taste

- Health Benefits

- Celebrity (Amitabh Bacchhan, Shah Rukh Khan)

- Which age group consumes the most in your family? (in years)

- 0-15

- 16-30

- 31-45

- 46-60

- >60

- Who normally purchases Chyawanprash in your family?

- Mother

- Father

- Myself

- Other, ________

- From where do you/your family generally purchase Chyawanprash?

- Kirana Store

- Medical Store

- Supermarket

- Online

- Others, ________

- How often do you purchase Chyawanprash?

- Once a month

- Once in 3 months

- Once in 6 months

- Once a year

- Which Chyawanprash brands are you aware of?

- Zandu

- Himani - Sona Chandi

- Dabur

- Baidyanath

- Others, __________

- Rate the reason why you would consume Chyawanprash on the following parameters:

- Taste

- Health Benefits

- Celebrity Endorsement

- Would you recommend Chyawanprash to others?

- Yes

- No