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Amber Ltd: Marketing Strategy Overview

The document discusses Amber Ltd, an over-century old Indian company operating in natural health remedies and products. It recommends positioning Amber's health drink as a year-round product rather than seasonal. A marketing strategy is proposed with pricing varied by segment, new flavored health drink products, expanding geographic reach, and promotional activities including advertising, publicity, and sampling to increase market share.

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Prateek Kumar
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31 views12 pages

Amber Ltd: Marketing Strategy Overview

The document discusses Amber Ltd, an over-century old Indian company operating in natural health remedies and products. It recommends positioning Amber's health drink as a year-round product rather than seasonal. A marketing strategy is proposed with pricing varied by segment, new flavored health drink products, expanding geographic reach, and promotional activities including advertising, publicity, and sampling to increase market share.

Uploaded by

Prateek Kumar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

CONSUMER BEHAVIOUR

Assignment

on

Positioning and Marketing Strategy


of Amber ltd
BY:-
PRATEEK KUMAR
SANJAY SINGH
RATANDEEP SINGH BHATIA
RABINDRANATH SAHU
SUSHOBHAN BHANJA
Introduction
Over a century old company ,operating in
natural and traditional health remedy and
products segment.
Corporate philosophy revolves around health
and health living traditions in India helping
families in overcoming modern ailments.
In most categories amber products were
market leaders , having a 40% market share
PRODUCT RANGES:-

 Toothpaste and powders


 Soaps
 Shampoos and hair oils
 Tonics and pastes
Problem definition
Price wars in certain FMCG hygiene
products over two years.
Stagnant and maturing market
Competition in health drink market with
MNCs and FMCG players.
Chyavanprash and related products
associated with winter.
Health drink/tonics comprise of children
and elderly people.
Recommendation
AMBER HEALTH DRINK
Advantages:-
 60% positive respondent
Evaluated mean rating were better from
other brands
Is not considered as seasonal products
Fair market share without much
investment in brand building
Disadvantages of CHYAVANPRASH:-

Chyavanprash brand extension


associated with winter. Restricting its
usage.
Only 35% respondent readily accepted
amber chyavanprash health drink
Positioning strategy
It catered to the needs of the people for
entire year.
Taking care of normal grooming and
hygiene needs
Natural and ayurveda products with
modern outlook
“ source of energy to revitalize.
“liteness of natural herbs,burst of
refressment”
Marketing Objective
Health and healthy living tradition in india.
To capture the large market share.
To evolve with new flavored products and
health tonics.
Evolution of new health drinks for family
as whole.
Restructuring of the launched products in
an new variants or attractive packaging
style.
Marketing Strategy
PRICE:-
 Amber has various sub-categories ,it came out with
variable pricing to target every segment.
 Selective pricing strategy to combat increase in
demand.
 Flexible pricing strategy to stand out against
competition.
PRODUCT:-
Amber has the variety of fancy flavored health drinks
apart from its usual flavour , such as:-
 Tangy orange
 Tropicana twist mango
 Kala cola , etc…

PLACE:-
 Amber was continuously increasing its geographic
area to increase its sales revenue.
 Expanding the all India presence .
 Subsidries established in Nepal and Bangladesh.
PROMOTION:-
 Has own marketing and advertising team .
 Amber popularly used publicity and advertisement to
promote its product.
 In further deepening the brand penetration in the rural
market , it has to launch in low price sample.
 Using of common man and celebrity to promote its
product.
 Adopted Integrated Marketing Communication
program me its market share.
THANK YOU !

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