CASE STUDies
CASE STUDY 3/5
DABUR
Dabur is the world’s leading Ayurveda company where ancient ayurveda meets modern science.
Dabur Chyawanprash (DCP as we called it) is built on a platform of strengthening your immunity, is a clinically tested ayurvedic formulation of more than 40 ayurvedic herbs that aid in boosting the immune system, thereby protecting the body from everyday infections like cough & cold etc. caused by bacteria, viruses, dust and weather change.
CHALLENGE
Dabur Chyawanprash (arch light brand of Dabur), Secret Recipe, saturating category, new players adding to existing brand challenges, I took up the challenge: Strategy/ approach was to prioritize (80:20 rule), focus on biggest pain points of the brand.
The brand which was pretty much the category, with multitude of benefits (more than 40 benefits as stated in various consumer researches done by the team)
The key challenge: build a single-minded proposition/key benefit from amongst the 40 benefits, the one which truly defined the purpose and need for the brand.
APPROACH
My game plan:
1. Sharply defined TG (decision maker and influencer)
2. Curating a single-minded benefit out of a stack of 40 RTBs, in unison with distribution, enhanced benchmarked brand coverage in Priority markets
3. Nudging customers to change habits, refining marketing mix to boost sales & enhance penetration.
Multiple consumer insights studies told us “Need a health supplement which can keep me and my family protected from everyday infections like cough & cold etc.” we added our proposition to it “Presenting DCP, Jo banaye aap ko “Andar Se Strong”” taking the Immunity builder route
Building a legacy and brand equity: Think Chyawanprash = Dabur Chyawanprash
OUTCOME
Captured additional 4% market share for Dabur Chyawanprash – Sutradhar for “Andar se Strong”- I call it the 40 se ek ka formula, leading with a watertight cascade and partnership with distribution. Increased RMS from 62% to 66% in a period of 21 months, TOM visibility and higher offtakes in congruence with benefit led advertising.
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