Himani Sona Chandi Chyawanprash SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 5965

SWOT analysis of Himani Sona Chandi Chyawanprash analyses the brand/company with its strengths, weaknesses, opportunities & threats. Himani Sona Chandi Chyawanprash is one of the leading brands in the FMCG sector. The table below also lists the top Himani Sona Chandi Chyawanprash competitors and elaborates Himani Sona Chandi Chyawanprash segmentation, targeting, positioning & USP.

Himani Sona Chandi Chyawanprash

Parent Company

Emami

Category

FMCG

Sector

FMCG

Tagline/ Slogan

Sona de surakshit tan, chandi de tej dimag

USP

It has the goodness of amla and other herbs have been fortified with the super power of precious metals like gold and silver benefiting body and mind, an excellent immunity builder

Himani Sona Chandi Chyawanprash STP

Segment

Health Supplement

Target Group

All age-groups middle and upper middle class

Positioning

A complete ayurvedic health supplement which enhances, rejuvenates health and builds immunity for year-round protection

Himani Sona Chandi Chyawanprash SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Himani Sona Chandi Chyawanprash. Strengths are:

1. The Company launched the ‘Sona Chandi dhoondo’ campaign in many Indian cities; which supported with Below-the-line activities like door-to-door sampling, dealer boards, participation in fairs and festivals, as well as regular point-of-purchase marketing proved to be very successful.
2. The communication and packaging which emphasizes on product innovation- the gold and silver elements, has given it a distinctive positioning.
3. It has introduced product extensions- sona chandi keshar chyawanprash for older segment, a chocolate variant for children and a summer variant; thus products for everyone.
4. Celebrity endorsements by Indian movie stars giving it a high advertising recall

5. Good availability and distribution due to strong parent brand

Weaknesses

Here are the weaknesses in the Himani Sona Chandi Chyawanprash SWOT Analysis:

1. The brand does not have a high market share and faces stiff competition
2. With Zandu also having a chyawanprash in its portfolio, company needs to figure out how to position himani and zandu distinctly in this product category
3.With its strategy focusing on rural markets now, it might end up losing shares in urban market

Opportunities

Following are the Opportunities in Himani Sona Chandi Chyawanprash SWOT Analysis:

1. It can position itself as a complete food supplement for pregnant women.
2. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups
3. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features.

Threats

The threats in the SWOT Analysis of Himani Sona Chandi Chyawanprash are as mentioned:

1.  Chyawanprash as product category has matured
2. With unique ingredients required, the climbing raw material costs will hit the margins
3. the middle class and upper class have started preferring international health brands

Himani Sona Chandi Chyawanprash Competition

Competitors

Below are the top 3 Himani Sona Chandi Chyawanprash competitors:

1. Dabur Chyawanprash
2. Zandu Chyavanprash
3. Baidyanath Chyawanprash


The brandguide table above concludes the Himani Sona Chandi Chyawanprash SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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