abhishreshthaa
Abhijeet S
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 coconut hair oils.
• Brand positioning was that of ‘A premium coconut hair oil with the extra nourishment of henna, amla and lemon to provide problem-free hair’ (hair which is free from dandruff, premature greying & hair fall).
• Dabur is attempting to spur volumes by harping on its ‘natural’ strengths against ‘chemicals’ used by Clinic and H&S. In its communication, it has even gone to the extent of taking a dig at the ZPTO issue – effective dandruff control…naturally! No harmful chemicals. No ZPTO.
Consumer Insights: The launch was based on two key insights
Hair oil users faced increased premature hair problems (like hair fall, dandruff & greying). Consumers use natural ingredients (like amla, henna…) in addition to coconut oil to solve their hair problems.
PHASE 1 (1995 - 1997) (miss world Priyanka- commercial)
Positioned as: ‘Just coconut oil is not sufficient to keep your hair problem-free. Your hair needs the extra nourishment of Vatika.’ Now hair problems are no problem.’
PHASE 2 (1997-2001)
In 1997 it was realised that though there was high awareness, the brand had low trials.
ROLE OF ADVERTISING
To create a perception in the user’s mind that their oil was insufficient in today’s context of pollution, hard water and chemicals for the prevention of hair problems.
COMMUNICATION OBJECTIVE
To reposition coconut oil
Coconut Hair Oil Vatika Hair Oil
• Insufficient for modern times • Sufficient for the changed times
• Coconut oil only • Coconut oil plus (Henna, Amla, Lime)
• Nourishing • Extra nourishing
• Ordinary • Extra ordinary
In communication, the concept of the Vatika Woman was introduced (women like Mandira Bedi, Shefali Chayya and Sudha Chandran who were perceived to have an extra edge in their personality, were used to endorse the brand).
Use of these women achieved a two-fold task
– Connected the extra property of the brand over coconut oils.
– Encouraged trial of the product by word-of-mouth.
The brand grew at a healthy rate for the next 3 years & became the category leader. It was successfully extended into a Henna conditioning shampoo in 1997 and an Anti Dandruff Shampoo in 2000.
HOLI AD – SIMONE SINGH
Advertisement having Archana Puran Singh as the hair dresser and touching up the artists hair in an outdoor shoot and griming about hair problems of these artists which is the reason why she has to wear gloves.
Then comes the entry of another artist Simone Singh with no hair problems,
‘Not just coconut oil. Vatika. Apart from coconut oil it also has amla which stops hairfall. And lemon which protects from dandruff. And henna which colours hair naturally.’
Thus this one ad not only describes the various hair problems that are present in todays world but also explains the various functional benefits of the ingredients of the product.
PHASE 3 (2001 - 2002)
Having got the early adopters for the brand last year, it was decided to move from the
brand attribute of extra nourishment to the brand benefit of problem-free hair.
The ‘Vatika ke saath hair problems hogi to milegi na’ (You will never have problems
with your hair with Vatika, because there are none!) campaign was launched to show the confidence of the Vatika user in her problem-free beautiful hair.
VATIKA TODAY
• Today Vatika is a leader in the coconut-based category within just 6 years of its launch.
• It has become the flagship brand of Dabur India Limited.
• It is also one of the most successful Indian FMCG launches in the last decade.
• Along with the two brand extensions of henna conditioning & anti dandruff shampoo, the brand has been valued at Rs.100 crores.
Concept questions
1. Brand
2. Branding
3. Brand Equity
4. Brand Awareness
5. Brand Loyalty
6. Perceived Quality
7. Brand Associations
8. Brand Recall
9. Brand Name Dominance
10. Brand Identity
11. Brand Essence
12. Brand Image
13. Core Identity
14. Extended Identity
15. Brand Positioning
16. Positioning by Attribute
17. Positioning by Benefit
18. Positioning by Price/Quality
19. Positioning by Product Class
20. Positioning by Product User
21. Positioning against Competitor
22. Positioning by Use/Application
23. Positioning by Cultural Symbols
24. Product Branding
25. Line Branding
26. Brand Distinction
27. Umbrella Branding
28. Source/Double Branding
29. Endorsement Branding
• 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 coconut hair oils.
• Brand positioning was that of ‘A premium coconut hair oil with the extra nourishment of henna, amla and lemon to provide problem-free hair’ (hair which is free from dandruff, premature greying & hair fall).
• Dabur is attempting to spur volumes by harping on its ‘natural’ strengths against ‘chemicals’ used by Clinic and H&S. In its communication, it has even gone to the extent of taking a dig at the ZPTO issue – effective dandruff control…naturally! No harmful chemicals. No ZPTO.
Consumer Insights: The launch was based on two key insights
Hair oil users faced increased premature hair problems (like hair fall, dandruff & greying). Consumers use natural ingredients (like amla, henna…) in addition to coconut oil to solve their hair problems.
PHASE 1 (1995 - 1997) (miss world Priyanka- commercial)
Positioned as: ‘Just coconut oil is not sufficient to keep your hair problem-free. Your hair needs the extra nourishment of Vatika.’ Now hair problems are no problem.’
PHASE 2 (1997-2001)
In 1997 it was realised that though there was high awareness, the brand had low trials.
ROLE OF ADVERTISING
To create a perception in the user’s mind that their oil was insufficient in today’s context of pollution, hard water and chemicals for the prevention of hair problems.
COMMUNICATION OBJECTIVE
To reposition coconut oil
Coconut Hair Oil Vatika Hair Oil
• Insufficient for modern times • Sufficient for the changed times
• Coconut oil only • Coconut oil plus (Henna, Amla, Lime)
• Nourishing • Extra nourishing
• Ordinary • Extra ordinary
In communication, the concept of the Vatika Woman was introduced (women like Mandira Bedi, Shefali Chayya and Sudha Chandran who were perceived to have an extra edge in their personality, were used to endorse the brand).
Use of these women achieved a two-fold task
– Connected the extra property of the brand over coconut oils.
– Encouraged trial of the product by word-of-mouth.
The brand grew at a healthy rate for the next 3 years & became the category leader. It was successfully extended into a Henna conditioning shampoo in 1997 and an Anti Dandruff Shampoo in 2000.
HOLI AD – SIMONE SINGH
Advertisement having Archana Puran Singh as the hair dresser and touching up the artists hair in an outdoor shoot and griming about hair problems of these artists which is the reason why she has to wear gloves.
Then comes the entry of another artist Simone Singh with no hair problems,
‘Not just coconut oil. Vatika. Apart from coconut oil it also has amla which stops hairfall. And lemon which protects from dandruff. And henna which colours hair naturally.’
Thus this one ad not only describes the various hair problems that are present in todays world but also explains the various functional benefits of the ingredients of the product.
PHASE 3 (2001 - 2002)
Having got the early adopters for the brand last year, it was decided to move from the
brand attribute of extra nourishment to the brand benefit of problem-free hair.
The ‘Vatika ke saath hair problems hogi to milegi na’ (You will never have problems
with your hair with Vatika, because there are none!) campaign was launched to show the confidence of the Vatika user in her problem-free beautiful hair.
VATIKA TODAY
• Today Vatika is a leader in the coconut-based category within just 6 years of its launch.
• It has become the flagship brand of Dabur India Limited.
• It is also one of the most successful Indian FMCG launches in the last decade.
• Along with the two brand extensions of henna conditioning & anti dandruff shampoo, the brand has been valued at Rs.100 crores.
Concept questions
1. Brand
2. Branding
3. Brand Equity
4. Brand Awareness
5. Brand Loyalty
6. Perceived Quality
7. Brand Associations
8. Brand Recall
9. Brand Name Dominance
10. Brand Identity
11. Brand Essence
12. Brand Image
13. Core Identity
14. Extended Identity
15. Brand Positioning
16. Positioning by Attribute
17. Positioning by Benefit
18. Positioning by Price/Quality
19. Positioning by Product Class
20. Positioning by Product User
21. Positioning against Competitor
22. Positioning by Use/Application
23. Positioning by Cultural Symbols
24. Product Branding
25. Line Branding
26. Brand Distinction
27. Umbrella Branding
28. Source/Double Branding
29. Endorsement Branding