Zandu Kesari Jivan SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3447
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SWOT Analysis of Zandu Kesari Jivan with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zandu Kesari Jivan

Parent Company

Emami/ Zandu

Category

FMCG

Sector

Healthcare

Tagline/ Slogan

Zyada Kesar, Zyada Sehat

USP

Goodness of Kesar that not only makes one physically strong but also keeps the youthful vigour intact

STP

Segment

Health Supplement

Target Group

Middle and Old aged people

Positioning

Saffron Enriched Revitaliser

SWOT Analysis

Strengths

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 information about the herbal ingredients, dosage required etc.

Weaknesses

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’ mindspace

Opportunities

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 both rural and urban markets

Threats

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
3. Chyavanprash as product category has matured

Competition

Competitors

1. Dabur Chyawanprash
2. Baidyanath Chyawanprash



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