This category has been prmiarily dominated by Dabur and Baidyanath Chywanprash. While Sona Chandi Chyawanprash has built a strong consumer loyalty over years, it has been facing stiff competition from the market leaders in this segment. Hence, the challenge while working on the re-positioning was to retain the heritage and yet define a new Brand personality for the product.
To manifest the right approach, a dipstick analysis was conducted to understand consumer insights and occupy the right space enabling the Brand to stand out amongst competition. The consumer insight analysis indicated that while chywanprash category offers immunity, it’s indirect competitors (Malt-based food drinks) are offering much more than just immunity. Hence, mothers being the primary buyers introduced MFDs to their families thereby replacing Chywanprash.
Keeping the Zandu heritage and insights analysis in mind, the look of the new pack was worked on. The visual equity like the gold, silver and red were retained while the new pack was conceptualized to bring out the new offering. The healthy-happy family on the centre of the pack communicates the new offering i.e. Immunity and Mind power. A stylised text unit, created for proposition and placed against the red band, to ensure its immediate noticeability. The revamp captures the brand promise with a strong shelf throw to grab the consumer's attention towards "2 in 1 benefit", which should result into increase in sales.
Talking about this revamp, Saswata Das, Managing Director & Head of Marketing & Strategy, WOW Design, said, “Consumer insight analysis indicated that while the chyawanprash category offers immunity, its indirect competitors-
About WOW Design:
WOW Design is a strategic brand design colsultancy which helps brands propel forward through the mode of strategic design. It has been the force behind some of the recent big Brand Launches and Revamps in the country and outside, ranging from Branding to Packaging to Communication to Retail Design. Some of the clients that it has partnered with include ITC, Kellogg's, Emami, CavinKare, Abbott and Heinz.