Dabur Vatika Case Study: leveraging natural positioning to create differentiation in the Indian hair care market

Published by: Datamonitor

Published: Feb. 9, 2010 - 14 Pages

Table of Contents

DATAMONITOR VIEW

Catalyst

Summary

INTRODUCTION

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

Analysis

Dabur Vatika's launch was backed by thorough consumer research among Indian women to understand their haircare regimen

Amidst increasing competition, Dabur Vatika's clear brand positioning helped it to carve and maintain a niche in the haircare market

Dabur extended the core product formulation into other haircare segments without altering the brand image

Early realization of a few unsuccessful brand extensions helped bring the brand back on track

The re-branding of the parent company Dabur created a 'Superbrand'

Well-timed micro-segmentation and change in communication strategy helped Dabur grow during the peak of the 'natural' revolution in India

Dabur has made effective use of different media to engage and interact with consumers

Conclusion

APPENDIX

Case study series

Methodology

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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