Ambar Health Foods Case Study

8/8/2019 Ambar Health Foods Case Study

1/13

Anindya Pal

Abhijit Samanta

Subhadip Chakraborty

Saugata Dastider

Kamalika Mondal

International School of Business & Media; Kolkata


2/13

SITUATION ANALYSIS

Ambar a century old company specializing in

traditional and natural health remedies and

products.

Portfolio of125 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.


3/13

QUESTIONS

Should Ambar enter the market segment and

why?

Which option should it go for out of the two?

What should be the positioning?


4/13

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 ofhealth &

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.


5/13

SHOULD AMBAR ENTER THE MARKET

SEGMENT AND WHY?

Market leaders in most of the product categories.

A good opportunity to leverage its brand equity of100 years.

Agap in the portfolio which can be filled by brand

extension.

Strong distribution network which can be used for

the new launch.


6/13

WHICH OPTION SHOULD IT GO FOR OUT OF

THE TWO?

Competitive Analysis

A new brand associated

with the Ambar houseand therefore

traditional strengths in

natural ayurveda

coupled with modern

outlook.

Attitudinal Gap score:22.98

Target Customer:

Children

All season product

One associated with

the traditionallystrong brand in paste

form i.e. Ambar

Chavanprash

Attitudinal Gap

score: 22.22

Target Customers:Family

Perceived as a winter

season product.

AmbarHealth DrinkAmbar Chyavanprash

Health Drink


7/13

PURCHASE INTENSION SURVEY RESULT

Yes

61%

No

9%

Don't Know30%

Ambar Health Drink

Yes

35%

No

26%

Don't Know

39%

Ambar Chyavanprash Health Drink


8/13

SWOT ANALYSIS

Ambar health drink

Modern Outlook.

Coupled with traditional

natural ayurveda

Purchase intension: 60%.

More in attitudinal gap

score in comparison withthe other option.

All season product.

Could attract the young

generation.

High competetive

market


9/13

SWOT ANALYSIS

Ambar Chyavanprash Health Drink

Associated with strong brand in

the paste form.

The product will have high brandassociation with Ambar

Chyavanprash.

Perceived as a family product

Purchase intension is low as

compared to the Ambar health

drink.

Perceived as a seasonal product

Attitudinal gap score is

low about 22.22 which could

result in better return

High competetive

market

Possibility of

cannibalisation


10/13

IT SHOULD GO FOR AMBAR HEALTH

DRINK BECAUSE

All season sales

Purchase intention as high as 60%.

No cannibalization of mother brand i.e. AmbarChyvanprash.

High association with traditional & natural

ayurveda.

Because ofyounger generation the volume of

target market is very high.


11/13

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 ismore popular among the Elderly people who are

more concerned about the product benefits than its

feature (the packaging, color, looks).


12/13

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.


13/13

THANKYOU

Ambar Health Foods Case Study

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