This case study on Dabur Vatika forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the leading hair care brand in India with a natural positioning has achieved success due to its consistency in marketing communication, well-timed product and marketing innovations.
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Report Table of Contents:
DATAMOnITOR View 1
Catalyst 1
Summary 1
INTRODUCTION 2
Identifying and maintaining a natural positioning helped Vatika evolve from a premium hair oil brand to become an umbrella brand for Dabur's haircare products 2
Analysis 4
Dabur Vatika's launch was backed by thorough consumer research among Indian women to understand their haircare regimen 4
Amidst increasing competition, Dabur Vatika's clear brand positioning helped it to carve and maintain a niche in the haircare market 4
Dabur extended the core product formulation into other haircare segments without altering the brand image 5
Early realization of a few unsuccessful brand extensions helped bring the brand back on track 6
The re-branding of the parent company Dabur created a 'Superbrand' 7
Well-timed micro-segmentation and change in communication strategy helped Dabur grow during the peak of the 'natural' revolution in India 8
Dabur has made effective use of different media to engage and interact with consumers 10
Conclusion 12
APPENDIX 13
Case study series 13
Methodology 13
Further reading 13
Ask the analyst 13
Datamonitor consulting 13
Disclaimer 14
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About Fast Market Research
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