An Empirical Study on Marketing Strategies and Consumer Preferences for Chyawanprash Brands

Abstract

The marketing tactics of FMCG Healthcare Product Chyawanprash, a well-known health supplement with a 61% market share, are investigated in this study. Since its initial release in the 1950s, the product has made significant investments in consumer awareness, clinical research, and product development. The paper examines Chyawanprash's marketing mix rather than the health supplement product's entire marketing mix or strategy. It contains suggestions derived from SWOT analysis, Ansoff's Product Matrix Expansion Grid, and BCG Growth Share Matrix study. Data from the respondent questionnaire, the business website, internet resources, books, and articles form the basis of the analysis. The paper examines at Chyawanprash, the flagship product of FMCG Product, in the cutthroat Fast-Moving Consumer Goods industry using marketing techniques. Although serving the health-conscious segment for decades, the study underlines the requirement of assessing the success of these approaches in the light of changing customer tastes, growing competitiveness, and developing market trends.