Marketing Management Assignment

Case Study On Sona Chandi Chyawanprash

Submitted By:- Soumyadeep Roy, Roll No 35 , EFT 4

Rhittick Roy, Roll No 25 , EFT 4
Shaheen Siraj Raza, Roll No 31 , EFT 4
Shantanu Chowdhury, Roll No 32 , EFT 4
Gaurav Banerjee, Roll No - 12 , EFT 4

Q:-1. Describe: (a) the brand personality, (b)

brand identity of Sona Chandi Chyawanprash.
Ans.(a) Brand personality implies the set of human characteristics that
we associate with a brand.
So if we can think out some humanly characteristics from the brand
Sona Chandi Chyawanprash we will probably associate this with a

Powerful man
Well armored fighter
Quick thinker
A protector

These are the traits we can associate with this brand as its portraying
itself with its benefits which are Immune from diseases
Mental agility
Fit body.
Ans.(b) Brand identity can be interpreted as how the business wants
its product to be perceived by the consumer. Identity is what it says
about who it is so the product type , quality, services, advantage it
can give to the consumer .
Brand identity of Sona Chandi Chawanprash
CORE BENEFITS:- Increase Immunity Of Human Body
EXTENDED BENEFITS:- Fitness & Mental Agility
TARGETED USERS:- All Age Group
PRODUCT SCOPE:- Health Supplement

USP:- It has the goodness of amla and other herbs and with the
inclusion of precious metals gold & silver, benefitting body and mind
and immunity builder.
PERSONALITY:- Strong, Protector, Fighter.

Q:-2. Develop a positioning statement for Sona

Chandi Chyawanprash.
Ans.Sona Chandi Chawanprash is positioned as an immunity
builder to the consumer of all age groups and gender with the
competitive advantage of having Sona & Chandi which makes a
person strong & mentally agile.

Q:-3. Develop a hypothetical perceptual map

using two most important attributes of
chyawanprash.
Ans.

Taste

Immune
from Cough
& Cold

Q:-4. What type/s of brand associations were

intended for Sona Chandi Chyawanprash?
Ans. The brands ad showcases Shah Rukh Khan in a double role,
one physically strong and the other mentally agile. They also featured
Sourav Ganguly and Sunny Deol in earlier ad campaigns of Sona
Chandi Chyawanprash.
According to Emami director Aditya V. Agarwal, "The new ad
campaign truly communicates the rejuvenating properties of Sona
Chandi Chyawanprash. A healthy body and a stable mind are two very
important attributes for being successful in life. Shah Rukh Khan
perfectly fits into this definition. His personality and the brand
promise of Sona Chandi synchronises well with each other."

Q:-5. Identify the critical factors that led to the

success of this brand.
Ans. Emami created a unique chyawanprash, which is softer, tastier
and included gold and silver as prime ingredients. It was given simple
brand name, easy to remember Sona Chandi Chyawanprash
The brands ad showcases Shah Rukh Khan in a double role, one
physically strong and the other mentally agile. The two go on to
merge and form a perfect combination of 'Surakshit Tan, Tez Dimaag'.
In fact, Sona Chandi is the first Chyawanprash to promise mental
agility, in addition to just physical strength, states an official release.
Sourav Ganguly and Sunny Deol have featured in earlier ad
campaigns of Sona Chandi Chyawanprash. Strong visuals with
Kallaripet (traditional martial arts of Kerala) fight with sword and
shield were made.
It strived to earn consumers confidence through money-back offer.
Consumer study showed that there was some disbelief about real gold

content. So, a gold challenge offer was formulated: whoever proves

that the product didnt contain gold, will be given 1 kg of pure gold.
There is a common belief that chyawanprash produces heat in the
body and so consumed in winter. But need for immunity, energy and
stamina customer will use Sona Chandi Chawanprass throughout the
year.

THANK YOU