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...
brand oil
brand 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
vatikabrandvatika hair oil
