Top Story

e4m_logo.png

Home >> Marketing >> Article

Turnaround: Big B revitalises Chyawanprash category

27-January-2004
Font Size   16
Share
Turnaround: Big B revitalises Chyawanprash category

After lending his magic touch to many brands, Amitabh Bachchan has now cast his spell on the Rs 250-crore chyawanprash category by rejuvenating the segment which has been witnessing a flat growth in recent years.

With the Big B taking up cudgels for Dabur Chyawanprash, not only has he revitalised the stagnant category he has also reaped benefits for the brand whose growth had come to a virtual halt in recent times.

According to the ORG-Marg retail audit data for the period ended November 2003, the category which was showing a negative growth till October 2003 has for the first time turned around to show positive trend: the category has recorded a growth of 3.8 per cent in November 2003, up from -18.7 per cent recorded during October 2003.

For the Dabur Chyawanprash brand specifically, results are quite heartening: the country’s largest manufacturer of chyawanprash has gained from 62.4 per cent in October 2003 to 66.8 per cent in November 2003.

Besides Dabur, the other brand which seems to have gained is Himalaya whose market share has gone up from 1.9 per cent to 2.2 per cent, perhaps at the cost of Zandu and Baidyanath whose market shares are down from 7.8 per cent and 11.2 per cent to 6.9 and 9 per cent, respectively.

Industry analysts, however, say that while the trend is encouraging, it’s too early to say if it will last long. “Chyawanprash sales go up during winters. The growth now needs to be sustained,” says an industry analyst.

Dabur has so far aired three TV commercials with Mr Bachchan for chyawanprash that has been conceptualised by McCann Advertising. Two more are expected to be launched during the current season as part of the Rs 10-crore campaign.

Even though Dabur has been holding on to its market leader position, it has not registered any remarkable growth in recent years. The brand has also been threatened by new players like Himalaya.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends