1. 4P Analysis of Dabur
Chyawanprash
Group -9
Mayank Bhawsinghka
Devansh Doshi
Soumya Pritish
Akshay Modi
Shubhangi Dutta
Greeshma Rao
Sachin Gupta

2.  Chyawanprash – Dabur’s popular Ayurvedic
health supplement
 Started with Regular variant, now comes with
Orange, Mango & Mixed Fruit also
 Includes herbs like Amla, Giloy & 40 other natural ingredients,
clinically tested to boost immunity
 Anti aging benefits claimed due to Anti-oxidant properties
 Deep red packaging
 The new Dabur packaging comprises a leaf and the use of bold red
colour suggesting growth, energy and rejuvenation.
 Derived from 2500 year old Ayurvedic formula- totally chemical
free, natural & safe
 Protects from cold, stress, cough, infections
Product

3. Products Frameworks
• Strengthens immunity
systemCore Benefits
• Jam like mixture of herbs,
spices and other
ingredients
Basic
Product
• Tangy, sweet-sour,
palatable
Expected
Product
• Natural anti-oxidants with
pleasurable nourishment
Augmented
Product
• Chutney, sauce, or
seasoning
Potential
Product
Product Levels
Brand Variant:
Orange, Mango &
Mixed Fruit Flavour
Product Line:
Ayurvedic Tonic
Product Class: Health
Supplement
Product Family:
Health Care
Need Family:
Immunity
Product Hierarchy

4. Pricing - SKUs
 Competitive pricing
 Uses second-degree price discrimination i.e. more the quantity,
lower the price
 SKUs:
 2kg Rs 380.00
 1kg Rs.240.00
 500g Rs.125.00
 250g Rs. 65.00

5. Pricing Strategy
 Dabur is today seen as far more proactive in the market –
stepped up investing in ad spend and marketing
 The increase in credit period is helping them to increase their
revenue margins
 Main factors affecting the pricing strategy:
 Cost: Maintained operating margins over last two years through
judicious price hikes across products and reduction in pack sizes
 Competition: Competitors to Dabur Chyawanprash include
Ranbaxy Chyawan Active, Himalaya, Himani Sona Chandi, Zandu
Kesari Jivan, Zandu Baidnath and other local brands. Dabur still
holds 67 per cent market share
 Consumer Demand: Loyal consumer base - market leader in the
segment

6. Place
 Present in all major cities in India along with tier 1/2/3 cities and
rural areas
 It has 4,500 distributors in the country; reach over 2.5 million
retail outlets across the country
 Ubiquitous international presence

7. Place
 Available at Modern Trade Outlets, General Trade Outlets and
Alternate Channels of Distribution
 Modern Trade- Supermarkets, Hypermarkets, Specialty Stores
 General Trade- Kirana Stores, General Stores, Bakeries, etc
 Alternate Channels- , E-Retail- Online Groceries (satvikshop.com,
aaramshop.com)

8. Promotion
 Chyawanprash is the oldest brand in the world.
 Dabur uses MS Dhoni to endorse its
Chyawanprash which has helped create a new
market for the product – the kids
 Promotion - TV Campaigns, Social Media,
Outdoor & On ground Activities.
•TV ads- Released in many local languages
•Social Media- FB Page (90,000 fans), promotes itself as a shield
against change in weather
•On Ground Activities- free health check-up, engagement
activities, movie screenings, spot sales
•Outdoor- Bus Hoardings, Billboards
 They also have a swasthya chetna abhyaan

9.  Feedback on 4P Assignment
 Group 9- Dabur Chyawanprash
 Slide 2- Product
 Covered well and in detail
 Slide 3- Product Levels & Hierarchy
 Expected product should cover- Boosting immunity and health benefits as it is one of the primary
promises of the product
 Augmented Product: Here you could cover tasty, tangy, palatable, as usually most healthy
products are not associated with taste
 Potential Product: By making it a chutney paste- you are changing the complete format- that is a
line extension (will be taught to you); The potential product could be a chyawanprash that is
created for different diseases, etc.
 Slide 4- Price
 Should have given prices of competitors as well- to clearly show the competitive pricing
 Slide 7- Place
 Not done in detail at all; just the jargon taught in class was pasted back here.
 Examples of each type (or pictures) are not given
 What type of specialty stores are you talking about?
 It is not available in bakeries as far I know. Please check and give an example
 The pictures put are examples of promotion strategies, its not the place
 Slide 8- Promotion
 No details of an ad was covered, what message is trying to be conveyed through their
communication
 Billboards/Hoardings hold true for all brands- show pictures,
 Details of Swasthya Chetna Abhiya should have been covered
 Very vaguely and poorly done- could hold true for any brand; please ensure you go through the
promotion- ads, etc in greater detail