Vatika Hair Oil

Prepared by : jayesh vasava Roll no : 38

Introduction

• The brand was launched in 1995 in the conservative coconut hair oil market.• It had henna, amla & lemon along with coconut oil.• It was priced at a 50% premium over branded coconut hair oils.

Consumer Insights

• Hair oil users faced increased premature hair problems.

• Consumers use natural ingredients (like amla, henna…) in addition to coconut oil to solve their hair problems.

Phase 1 (1995 - 1997)• Marketing objective was to create awareness of a

new product concept of a coconut oil with herbs.• Launch communication consisted of product-

attribute-led ads.• In that decade, category leader Parachute

witnessed a negative growth.• Favourable response to the concept of coconut plus

hair oil.

Phase 2 (1997-2001)

• In 1997 it was realised that though there was high awareness, the brand had low trials.

• It was successfully extended into a Henna conditioning shampoo in 1997 and an Anti Dandruff

Shampoo in 2000.

Role of advertising

To create a perception in the user’s mind that for the prevention of hair problems their oil was insufficient in context of:-

Pollution, Hard water and Chemicals

Phase 3 (2001 - 2002)• Vatika was a leader in the coconut-based category

within just 6 years of its launch.

• It has become the flagship brand of Dabur India Limited.

• one of the most successful Indian FMCG launches in the last decade.

• The ‘Vatika ke saath hair problems hogi to milegi na’ campaign was launched to show the confidence of the Vatika user in her problem-free beautiful hair.

MARKETING MIX

PRODUCT:

Brand Name

Innovative product offering

Packaging:- Bottles 75 ml, 150 ml, 300 ml Flip cans 150 ml, 300 ml

Price

50% premium over branded coconut hair oils.

PROMOTION

Vatika Hair Oil’s first promotion was focused on the key benefit – beautiful hair without hair problems.

Creating conceptual awareness-coconut oil enriched with natural herbs.

Sponsored events such as the Vatika Super Model India 2001 and Vatika Zee Sangeet Awards.

PLACE Vatika products are sold in 38 countries.

More than 15 lakh retail outlets and

5,000 distributors who service the entire country through a wide marketing network.

STP ANALYSIS OF VATIKA HAIR OIL

• SEGMENTATION

It was launched at an almost 100% premium to the market leader.

It valued nourishment of the hair above the price and tried to attend to that segment which was not price sensitive.

• TARGETING It targeted the high income urban category of hair

oil users. • POSITIONING

‘Total hair Care’ brand:- By offering hair oil that combined the benefits of natural products in a single pack, Vatika created a niche for itself as the ‘total hair care’ brand.

Product mix

Vatika hair oil- Hair Care Oil, Amla Hair Oil, Amla Lite Hair Oil, Vatika Hair Oil, Anmol Sarson Amla, etc.

Vatika Shampoo- Anmol Silky Black Shampoo, Vatika Henna Conditioning Shampoo, Vatika AntiDandruff Shampoo, Anmol Natural Shine Shampoo, etc.

Competitive profile

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Hair oil category

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Problems• Too much competition e.g. Parachute, Navratna,

Hair N care, bajaj almond etc.

• Heavy promotion activities by competitors.

• Price competitive.

• Low promotional activities of vatika hair oil.

Next Phase

SWOT ANALYSIS

Opportunities

Market Development

Innovation

Threats

ExistingCompetitors

Substitute product

Promotion strategy

The ‘Vatika ghane balon ka raaj’ campaign should be launched to attract the women to buys vatika hair oil.

Different media like : Newspaper, television, radio, magazine, internet etc should be used for advertising.

Brand should conduct Various Beauty contests in different areas.

The company should show the sample to its consumer.

They should use strategy- Buy 300ml vatika hair oil bottle and get conditioning shampoo free.

RECOMMENDATIONS

Proper placement of hoarding in different localities in urban as well as rural areas.

Reaching out to new geographies, within and outside India.

Provide consumers with innovative product offering.

Packaging and fragrance.

Pouch should be introduced.

Targeted population should also include male.

THANK YOU.