Dabur Chyawanprash: Repositioning and Continuous Reinforcement

Code : MM0078

Year :
2020

Industry :FMCG

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: This case describes how Dabur India (Dabur) repositioned one of its popular brands, Dabur Chyawanprash, over the years. Dabur Chyawanprash is not only one of Dabur’s renowned brands but is also a leader in the branded Chyawanprash market. Over a period of time, Dabur Chyawanprash started facing competition not only from other branded chyawanprash but also from related categories such as health drinks. Children did not find Chyawanprash as appealing as health food drinks like Horlicks, Bournvita, Complan, etc. Chyawanprash looked dated due to the changes in the modern lifestyle. Consumers had the perception that chyawanprash should be consumed when someone is not feeling healthy. Even though Dabur Chyawanprash was a market leader, its growth rate started declining.

To overcome this, Dabur went in for a major repositioning exercise of its popular brand Dabur Chyawanprash. The objective of repositioning was to stretch the market of Chyawanprash, make the brand more contemporary, and reinforce new sets of attributes. The case attempts to find out the impact of repositioning in terms of growth and new customer acquisition. It also gives ample scope for students to discuss how to manage the brand. .

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Pedagogical Objectives:

  • Understand the issues involved in repositioning an iconic brand to target a new segment
  • Understand how to fix the competitive frame of reference for positioning by defining the customer target market and nature of competition
  • Identify optimal Points-of-Difference and Points-of-Parity
  • Understand Brand Mantra and how it should be in sync with changed positioning
  • Appraise the changes made in a company’s positioning of a brand to target new customer segments.


    Keywords : Developing brand positioning, Managing the brands, Brand Mantra, Brand Reinforcement, Process of brand positioning, Points-of-Difference, Points-of-Parity, Repositioning, Continuous Reinforcement, Competitive Frame of Reference

    Contents :
    » INTRODUCTION
    » A NOTE ON DABUR
    » ABOUT DABUR CHYAWANPRASH
    » REPOSITIONING IN 2003: NEW PACKAGING AND CELEBRITY ENDORSEMENT
    » REPOSITIONING IN 2007: INCREASING RELEVANCE
    » CHANGE IN PROMOTIONAL STRATEGIES: EYING ON GEN X
    » PROMOTION THROUGH BELOW-THE-LINE (BTL) ACTIVITIES
    » PROMOTIONAL STRATEGY OF DABUR CHYAWANPRASH VS EMAMI SONA CHANDI CHYAWANPRASH
    » MADHURI DIXIT ENDORSING DABUR CHYAWANPRASH
    » SCIENCE-BASED AYURVEDA
    » LOOKING AHEAD
    » EXHIBITS


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