Description
SWOT ANALYSIS OF ZANDU KESARI JIVAN
Zandu Kesari Jivan
Parent Company
Emami/ Zandu
Category
FMCG
Sector
Healthcare
Tagline/ Slogan
Zyada Kesar, Zyada Sehat
Goodness of Kesar that not only makes one physically strong but also USP keeps the youthful vigour intact STP
Segment
Health Supplement
Target Group
Middle and Old aged people
Positioning
Saffron Enriched Revitaliser SWOT Analysis
1. Zandu is a very recognized name in Ayurvedic products and the product also benefits from the strong brand name association 2. They introduced a new television commercial of Zandu Kesari Jivan featuring Pt Birju Maharaj which would aid to increasing the brand recall 3. It enjoys a very strong distribution network 4. The company intends to focus strongly on the Ayurvedic properties of brands in its portfolio. They have a dedicated website that provides Strength information about the herbal ingredients, dosage required etc.
1. The brand has not been able to differentiate itself amidst competition in the market 2. Emami has two more products in the same category; thus it needs to find out a unique way to distinctly position it in consumers’ Weakness mindspace
1. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features 2. Introduction of newer variants would help better penetration in Opportunity both rural and urban markets
1. The middle class and upper class have started preferring international health brands 2. With unique expensive ingredients required, the climbing raw material costs will hit the margins Threats 3. Chyavanprash as product category has matured Competition
1. Dabur Chyawanprash Competitors 2. Baidyanath Chyawanprash
doc_125762508.docx
SWOT ANALYSIS OF ZANDU KESARI JIVAN
Zandu Kesari Jivan
Parent Company
Emami/ Zandu
Category
FMCG
Sector
Healthcare
Tagline/ Slogan
Zyada Kesar, Zyada Sehat
Goodness of Kesar that not only makes one physically strong but also USP keeps the youthful vigour intact STP
Segment
Health Supplement
Target Group
Middle and Old aged people
Positioning
Saffron Enriched Revitaliser SWOT Analysis
1. Zandu is a very recognized name in Ayurvedic products and the product also benefits from the strong brand name association 2. They introduced a new television commercial of Zandu Kesari Jivan featuring Pt Birju Maharaj which would aid to increasing the brand recall 3. It enjoys a very strong distribution network 4. The company intends to focus strongly on the Ayurvedic properties of brands in its portfolio. They have a dedicated website that provides Strength information about the herbal ingredients, dosage required etc.
1. The brand has not been able to differentiate itself amidst competition in the market 2. Emami has two more products in the same category; thus it needs to find out a unique way to distinctly position it in consumers’ Weakness mindspace
1. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features 2. Introduction of newer variants would help better penetration in Opportunity both rural and urban markets
1. The middle class and upper class have started preferring international health brands 2. With unique expensive ingredients required, the climbing raw material costs will hit the margins Threats 3. Chyavanprash as product category has matured Competition
1. Dabur Chyawanprash Competitors 2. Baidyanath Chyawanprash
doc_125762508.docx