subject: Dabur Vatika Case Study: Leveraging Natural Positioning To Create Differentiation In The Indian Hair [print this page] "Introduction "Introduction
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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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
