BACKGROUND
• The brand was launched in 1995 in the conservative coconut hair oil market.
• The product was launched as a value-added coconut hair oil instead of another ‘me-too’ pure coconut oil.
• It had henna, amla & lemon along with coconut oil.
• It was priced at a 50% premium over branded...
brandoilbrand positioning
branded coconut
branding project
communication objective
consumer insights
context of pollution
hair oil market
high awareness
importance of brand
key insights
low trials
me-too
oil in india
oil industry
product launch
role of advertising
spur volumes
value-added coconut
vatika brand
vatika hair oil
