Description
SWOT ANALYSIS OF HIMANI SONA CHANDI CHYAWANPRASH
Himani Sona Chandi Chyawanprash
Parent Company
Emami
Category
FMCG
Sector
Healthcare
Tagline/ Slogan
Sona de surakshit tan, chandi de tej dimag
It has the goodness of amla and other herbs have been fortified with the super power of precious metals like gold and silver benefiting USP body and mind, an excellent immunity builder STP
Segment
Health Supplement
Target Group
All age-groups middle and upper middle class
A complete ayurvedic health supplement which enhances, Positioning rejuvenates health and builds immunity for year-round protection SWOT Analysis
1. The Company launched the ‘Sona Chandi dhoondo’ campaign in many Indian cities; which supported with Below-the-line activities like door-to-door sampling, dealer boards, participation in fairs and festivals, as well as regular point-of-purchase marketing proved to be very successful. 2. The communication and packaging which emphasizes on product innovation- the gold and silver elements, has given it a distinctive positioning. 3. It has introduced product extensions- sona chandi keshar chyawanprash for older segment, a chocolate variant for children and a summer variant; thus products for everyone. 4. Celebrity endorsements by Indian movie stars giving it a high Strength advertising recall
5. Good availability and distribution due to strong parent brand
1. The brand does not have a high market share and faces stiff competition 2. With Zandu also having a chyawanprash in its portfolio, company needs to figure out how to position himani and zandu distinctly in this product category 3.With its strategy focusing on rural markets now, it might end up Weakness losing shares in urban market
1. It can position itself as a complete food supplement for pregnant women. 2. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups 3. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need Opportunity playing on its Ayurvedic features.
1. Chyawanprash as product category has matured 2. With unique ingredients required, the climbing raw material costs will hit the margins 3. the middle class and upper class have started preferring Threats international health brands Competition
1. Dabur Chyawanprash 2. Zandu Chyawanprash Competitors 3. Baidyanath Chyawanprash
doc_430099900.docx
SWOT ANALYSIS OF HIMANI SONA CHANDI CHYAWANPRASH
Himani Sona Chandi Chyawanprash
Parent Company
Emami
Category
FMCG
Sector
Healthcare
Tagline/ Slogan
Sona de surakshit tan, chandi de tej dimag
It has the goodness of amla and other herbs have been fortified with the super power of precious metals like gold and silver benefiting USP body and mind, an excellent immunity builder STP
Segment
Health Supplement
Target Group
All age-groups middle and upper middle class
A complete ayurvedic health supplement which enhances, Positioning rejuvenates health and builds immunity for year-round protection SWOT Analysis
1. The Company launched the ‘Sona Chandi dhoondo’ campaign in many Indian cities; which supported with Below-the-line activities like door-to-door sampling, dealer boards, participation in fairs and festivals, as well as regular point-of-purchase marketing proved to be very successful. 2. The communication and packaging which emphasizes on product innovation- the gold and silver elements, has given it a distinctive positioning. 3. It has introduced product extensions- sona chandi keshar chyawanprash for older segment, a chocolate variant for children and a summer variant; thus products for everyone. 4. Celebrity endorsements by Indian movie stars giving it a high Strength advertising recall
5. Good availability and distribution due to strong parent brand
1. The brand does not have a high market share and faces stiff competition 2. With Zandu also having a chyawanprash in its portfolio, company needs to figure out how to position himani and zandu distinctly in this product category 3.With its strategy focusing on rural markets now, it might end up Weakness losing shares in urban market
1. It can position itself as a complete food supplement for pregnant women. 2. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups 3. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need Opportunity playing on its Ayurvedic features.
1. Chyawanprash as product category has matured 2. With unique ingredients required, the climbing raw material costs will hit the margins 3. the middle class and upper class have started preferring Threats international health brands Competition
1. Dabur Chyawanprash 2. Zandu Chyawanprash Competitors 3. Baidyanath Chyawanprash
doc_430099900.docx