Dabur Chyawanprash: Repositioning and Continuous Reinforcement

Code : MM0078

Year :

Industry :FMCG

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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INTRODUCTION: In 2007, Dabur India Limited (Dabur) a leading ayurvedic medicine and natural consumer products manufacturer in India, went in for a major repositioning exercise for its flagship brand, Dabur Chyawanprash . Prior to the repositioning exercise, Dabur Chyawanprash had used the tag line Zaroorat hai’ (‘Essential’) and was positioned as a health supplement for children. The new tagline ‘Zaroorat hai sabko’ (‘Essential for everyone’) broadened the segment to include every member of the family. Through this repositioning exercise, Dabur wanted to stretch the target customer to include the youth segment. A series of television commercials (TVC) and print campaigns were released to target both segments – children and youth. Parents were the target audience for the campaigns based on the consumer insight that they were the ones who would care about the health of their loved ones. In the new positioning, the brand retained its core brand mantra, ‘natural health tonic’, but stretched the segment to include adults. ..

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