Ambar Health

Foods :Extension
Plans
International School of Business & Media; Kolkata

 Anindya Pal
 Abhijit Samanta
 Subhadip Chakraborty
Saugata Dastider
 Kamalika Mondal
SITUATION ANALYSIS
 Ambar – a century old company specializing in traditional
and natural health remedies and products.
 Portfolio of 125 products including toothpastes,
shampoos, tonics etc.
 Ambar market leader in most product categories.

 Profits under threat due to price war in certain FMCG

hygiene products.
 Need for product extensions to enhance returns and fight
stagnant markets.
 Choice between launching Ambar health drink and Ambar
Chyavanprash health drink.
QUESTIONS
 Should Ambar enter the market segment and why?

 Which option should it go for out of the two?

 What should be the positioning?

SHOULD AMBAR ENTER THE MARKET
SEGMENT AND WHY ?

Ambar should enter the market segment because of following

reasons:
 Huge Product Portfolio: 125 Products (ranging form toothpaste &
powders, shops, hair oils & shampoos) organized in 4 divisions.
 The company is governed with the philosophy of “health & healthy
living traditions in India”.
 The market has already become stagnant & matured. So brand and
product line extension could be used to generate more returns.
SHOULD AMBAR ENTER THE MARKET
SEGMENT AND WHY?

 Market leaders in most of the product categories.

 A good opportunity to leverage its brand equity of 100

years.

 A gap in the portfolio which can be filled by brand

extension.

 Strong distribution network which can be used for the new

launch.
WHICH OPTION SHOULD IT GO FOR OUT OF THE TWO?

Competitive Analysis
Ambar Chyavanprash
Ambar Health Drink Health Drink

 A new brand associated  One associated with the

with the Ambar house and traditionally strong
therefore traditional brand in paste form i.e.
strengths in natural Ambar Chavanprash
ayurveda coupled with  Attitudinal Gap score:
modern outlook. 22.22
 Attitudinal Gap score:  Target Customers:
22.98 Family
 Target Customer: Children  Perceived as a winter
 All season product season product.
PURCHASE INTENSION SURVEY
RESULT

Ambar Health Drink Ambar Chyavanprash Health Drink

Don't Know
30%
Yes
Don't Know 35%
38%

Yes
61%

No
9%

No
26%
SWOT ANALYSIS
 Ambar health drink

Modern Outlook.
 More in attitudinal gap score
Coupled with traditional
in comparison with the other
natural ayurveda
option.
Purchase intension: 60%.

 All season product.

 Could attract the young  High competetive market
generation.
SWOT ANALYSIS
 Ambar Chyavanprash Health Drink

 Associated with strong brand in the  Purchase intension is low as

paste form.
compared to the Ambar health drink.
 The product will have high brand
 Perceived as a seasonal product
association with Ambar Chyavanprash.
 Perceived as a family product

 Attitudinal gap score is low

 High competetive market
about 22.22 which could result
Possibility of cannibalisation
in better return
IT SHOULD GO FOR AMBAR HEALTH
DRINK BECAUSE

 All season sales

 Purchase intention as high as 60%.
 No cannibalization of mother brand i.e. Ambar Chyvanprash.
 High association with traditional & natural ayurveda.
 Because of younger generation the volume of target market
is very high.
WHAT SHOULD BE THE POSITIONING?

 Nutrition ,immunity and energy for entire family throughout

the year.

 This clearly helps to clarify that the product could be

positioned on its benefits.

 More over it is found out from the survey that it is more

popular among the Elderly people who are more concerned
about the product benefits than its feature (the packaging,
color, looks).
WHAT SHOULD BE THE POSITIONING?

 To run the product successfully in the market we should try

to establish a ‘Brand Personality’ which could be associated
with the users “Self-image”.

 Ambar is around the Indian market for over a decade, so it

could be easier for them to try out positioning the product
which reflects their core philosophy of “Health and
Healthy-Family”.
THANK YOU