4P-Dabur Vatika Hair OilProduct :Product & Innovation: A premium coconut hair product innovatively enriched with Henna(forms a protective coat to prevent oxidation), Amla (strengthens the root), Lemon(prevents dandruff) and five other trusted herbs.Vatika’s natural formulation ensures deeper oil penetration and problem free, healthy hair.Packaging: It has an attractive packaging. In the coconut hair category full of blue bottled products Dabur’s green and white packaging not only made it stand out in a cluttered market but also reflects the brand’s natural ancestry and a premium look.Regular pack: HDPE bottle– 75 ml,150 ml, 300 ml Tin can with tear open top(flip)- 150 ml, 300 ml  ( these were launched primarily for the winter season)European/American pack :HDPE bottle with ingredient list on label - 150 ml, 300 ml Quality: It has many natural ingredients blended together by a scientific process. Dabur Research Foundation has scientists working to meet international standards.Price:The traditional hair oil market was only familiar with the idea of a coconut hair oil. However Dabur rejuvenated the market with its innovative product laden with Henna, Amla , Lemon and other herbs. This was the reason that a product priced much above its competitors was able to gather a large market in its very first year.

In the Price v/s Quality Vatika Hair Oil falls under the high price, high quality segment thus aimed at the premium buyerPlace:Vatika products including the hair oil are marketed to over 60 countries with 17 ultra-modern manufacturing units over the globe. In India it has over 50 C&F agents, operates through more than 5000 distributors and sells through 3.4 million outlets. It’s distribution network extends over Central, North & South America, Australia,Asia, Middle East, North & South Africa, East & West Europe.Promotion: Dabur Vatika Hair Oil’s first add. promo focussed on the benefit of beautiful hair without problems-through nourishment of Henna,Amla,Lemon etc. They created conceptual awareness about the extra nourishment provided by the extra ingredients. Then they came out with a campaign stating how the “regular” coconut based oils were not equipped enough to fight against major causes of hair ailments-pollution, hard water and chemicals. Dabur Vatika has sponsored events like Vatika Super Model 2001, Vatika Sangeet Awards. Vatika also has had a strong association with the show Movers ‘N Shakers since its inception. This has been done to increase the brand visibility. The idea of using hair oil which provided extra ordinary nourishment was communicated through advertisements featuring Mandira Bedi, Aditi Gowatrikar,Minisha Lamba etc.New campaigns featuring Sonakshi Sinha (pan-India) and Samantha Prabhu(southern India) will soon be launched.

STP-Dabur Vatika Hair OilSegmentation Demographic: Even though Dabur Vatika Hair Oil is a unisex product it still is used the most by women. It is a perfumed hair oil which suits the requirement of providing extra nourishment to the hair of women who traditionally have long hair. Geographic: Dabur Vatika Hair was specifically aimed at the premium segment. It was launched at a price much higher than that of other brands of hair care products in the market. Dabur wanted to cater to a segment which was not too sensitive regarding the pricing of the product and which valued nourishment of the hair above price. Psychographic: Recently, Dabur has changed its segmentation strategy and has specifically targeted Southern India. This can be attributed to the more number of sales from Southern India. It has even appointed Samantha Prabhu as a separate brand ambassador for Dabur Vatika Hair Oil in South India.Targeting: Keeping in tune with the segmentation the product is particularly targeted at the premium buyer and serves individualistic needs rather than collective needs of the category. Since the product is priced at a premium it could mainly cater to the urban as opposed to the rural market which is more price sensitive. The product is particularly targeted towards the young, educated , multi-faceted, achievement driven and confident women who are termed as “Vatika Women”Positioning‘Total Hair Care’ Brand: Dabur relied on the customer insight which suggested that many women in the country were worried about the hair problems caused by pollution, changes in dietary habits, hard-water, chemicals etc. This had forced them to resort to home-made remedies to resolve their hair care problems. However by providing all the benefits of the natural ingredients in a single pack Dabur created a niche for itself and thus Vatika Hair Oil was called as “Total Hair Care” Brand.Natural Offering: Vatika addresses traditional wisdom about health in a modern format. It believes that nature has solutions for modern day health problems, particularly when it comes to hair care and skin care. In today’s world stress is a growing concern that continuously afflicts a person; however Vatika provides natural ingredients that rejuvenate and safeguard the human body in an extraordinary way. This simple concept is put to an effective use by Vatika in all its products including the hair oil.The Vatika Women: Vatika woman is young, educated , multi-faceted, achievement driven and confident. The Vatika Brand for her is like a reflection of her personal ideas and aspirations. Through the creation of the idea of a “Vatika woman” Dabur has tried to tried to etch out a new position in the minds of the new age woman.