MITTAL SCHOOL OF BUSINESS

ASSIGNMENT ON THE TOPIC

“Vatika Hairoil”

Submitted in partial fulfilment for the completion of

“Degree of Masters in Business Administration”

Submitted by

Name: Lubna Ghazal

Roll no: RQ2127A13

Registration no: 12112431

Annexure-V- Cover Page for Academic Tasks

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COURSE CODE: MKTM503
COURSE TITLE: MARKETING MANAGEMENT 2
COURSE INSTRUCTOR: Dr. Muramalla Venkata
ACADEMIC TASK NO.: 2 ACADEMIC TASK TITLE: ASSIGNMENT
DATE OF ALLOTMENT: 06/10/2021 DATE OF SUBMISSION: 24/10/21
STUDENT’S ROLL NO.: RQ2127A13 STUDENT’S REG. NO.: 12112431
EVALUATION PARAMETERS:

Learning Outcomes:
 Marketing and research analysis
 Economic aspects of the organisation
 Factors effecting the marketing segments

Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other students
work or from any other Source except where due acknowledgement is made explicitly in the text, nor
has any part been written for me by any other.
person.

Student’s Signature: Lubna Ghazal

EVALUATORS COMMENTS (FOR INSTRUCTOR USE ONLY)

GENERAL SUGGESTIONS FOR BEST PART OF

OBSERVATIONS IMPROVEMENT ASSIGNMENT

Evaluator’s Signature and Date:

Marks Obtained: Max. Marks: …………………

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 TABLE OF CONTENTS

1. INTRODUCTION

2. COMPANY HISTORY

3. PRODUCT PROFILE
1.An overview of the Hair Oil Segment
2.Overview of Vatika Hair Oil

4. STP Analysis of Vatika Hair Oil

5. MARKETING RESEARCH

6. POINT OF PURCHASE AND POINT OF DIFFERENCE

7. COMPETITOR ANALYSIS

8. OPPORTUNITIES-Opting new market segment

9. FACTORS AFFECTING THE SALES OF THE PRODUCT

10.CONCLUSION

11.REFRENCE

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 INTRODUCTION
Over 120 years of existence, the Dabur brand has represented beauty in the natural way of
life. An umbrella name for a variety of products, from hair care to bees, Dabur has always
been ranked among the top Indian brands. Its products are built on the basis of the belief that
the Dabur offering will not harm anyone.

The confidence levels enjoyed by this product are surprisingly high. While Rise and Trout
may ask "What does Dabur stand for - shampoo or digestive pills?" The answer is quite
simple, it represents the fourth fastest-moving indoor goods company in India with
undoubted and respectful and reliable trade, with an annual turnover of more than Rs. 15
billion.

The company is looking for new generations of customers with a variety of products that
cater to the modern lifestyle, while managing to deliver past generations of loyal customers.
Dabur is a friendly product for investors as financial performance shows. There are many
details of its investors and potential details including daily updates on price (something that
very few Indian brands do). There is a great sense of commitment to investor funds in the
watch. This is a direct extension of Dabur’s philosophy of caring for its manufacturers and
can add to the sense of reliance on the whole brand.

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 COMPANY HISTORY
Dabur India Ltd. make its start with a small pharmacy, but it has continued to study and grew
into a commanding industry. The company has come a long way in expanding and making it
accessible to the entire product range based on traditional Ayurvedic science. And then set
the highest standards for the development of products and processes strict quality practices.
As it grows further, Dabur will continue to mark at the top of major events along the way, he
sets the road for others to follow.

1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia
1919 - First R&D unit established
1930 - Automation and upgradation of Ayurvedic products manufacturing initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
1949 - Launched Dabur Chyawanprash in tin pack
1957 - Computerisation of operations initiated
1970 - Entered Oral Care & Digestives segment
1972 - Shifts base to Delhi from Calcutta
1978 - Launches Hajmola tablet
1979 - Dabur Research Foundation set up
1988 - Launches pharmaceutical medicines
1994 - Enters oncology segment
1996 - Enters foods business with the launch of Real Fruit Juice
2000 - The 1,000-crore mark
2001 - Super specialty drugs
2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore
2005 - Dabur announces bonus after 12 years
2006 - Approves FCCB/GDR/ADR up to $200 million

2008 - Foray into organised retail

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 PRODUCT PROFILE
An overview of the Hair Oil Segment
In the last phase of the last century Indian women have passed through the world mores,
ethics, fashions, and styles in a remarkable way. Still the popular image of Indian beauty
attaches itself to beautiful skin and dark, long shiny hair - a commonly accepted definition of
beauty in India the community. Nationwide, mothers spend countless hours teaching their
daughters what their mothers had taught them about the preservation of their natural beauty-
regarded primarily as skin and hair care. In the realm of hair care, of many orders are not
universally accepted as oiling anointing hair nutrition and the use of home-made henna
ingredients as well attaches shikakai to be given status. It may only surprise a few that hair oil
has an infiltration of about 98% (Source: IRS). In a branded market, hair oil builds up a lot of
chunk accounting for Rs. 13 billion coconut hair oil as prime part in Rs. 9.1 billion.

Overview of Vatika Hair Oil

Vatika product was introduced in 1995 with Vatika Hair Oil as its first product. In the first
year of its launch, it exceeded Rs. $ 100 million. More for years, Vatika has been one of the
company's best-sellers brands. It was joined in 1997 by Vatika Henna Cream Conditioning
Shampoo again. Later, in 2000, by Vatika Anti-Dandruff Shampoo. In 2007, product sales
plummeted Rs. 1,000 million. In the company's view, Vatika is expected to continue to drive
its growth in the years to come. With its new offerings, this product aims to be a leader in the
hair and skin care market care products. Vatika is a relatively small product but has already
been adopted by the influential role played by the pioneer in the transformation of sectors that
have been in existence. Currently, the total annual sales of Vatika products have exceeded Rs.
1,000 million. In this case, Vatika Hair Oil enjoys 6.4% market share in the coconut oil
sector.

STP Analysis of Vatika Hair Oil

 SEGMENTATION: Vatika Hair Oil was introduced at almost 100% of the market
price leader. This meant that the part of the market that Dabur wanted to
accommodate was the premium segment which valued nourishment of the hair above
its price, and it also tried to attend to that segment which was not price sensitive.
 TARGETING: This was in line with its proposal and a general premium product
strategy a high-quality product tailored to individual needs as opposed to a collection
class culture. It refers to the high income of hair oil users. As the product was more
expensive it could cater to the urban population in a market unlike the domestic
market where consumers have higher prices critical. Prescribed as an extract of amla,
henna and lemon, the product is aimed at young, modern, educated, diverse, driven,
and confident women who are positioned as Vatika Woman.
 POSITIONING:
1. ‘Total hair Care’ brand-Product design is nurtured by the important concept
of many consumers Indian women of the time were concerned about the
resulting hair problems urban pollution, constant food changes due to local
mobility and more features. Aside from modern hair problems, they are more
prone to reliance at home-grown remedies. By providing hair oil that

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 combines the benefits of natural products in one package, Vatika created a
niche for itself as a product of ‘complete hair care’.
2. “Natural” offering-Vatika is a product that supports traditional wisdom
about health in modern times format. It is believed that nature has endless
answers to everyday life and issues, especially when it comes to hair care and
skin care. In the world where modern life causes indescribable pressure the
Vatika product holds the promise of to provide natural ingredients that
rejuvenate and protect the human body in an unusual way. This concept is
used in the present tense, modern products, offered by Vatika.
3. The Vatika woman-This young Vatika Woman is young, modern, educated,
with a variety of characteristics, it is driven by success and self-confidence. It
is in the Vatika brand that sees the real manifestation of its own ideas. By
building the concept of Vatika woman, tried to paint a new position in the
minds of a young woman of years.

MARKETING MIX OF VATIKA HAIR OIL

Vatika Hair Oil has made a huge difference in its offering new products, pricing strategy,
easy availability, and promotional campaigns. In marketing Dabur mix, we will be discussing
4 Ps of marketing integration in relation to Vatika Hair Oil. The integration will be analysed
as follows:

 Product
 Price
 Place
 Promotion

PRODUCT:

 Product name: Vatika in Hindi means 'garden'. The product is trying to survive in
promises - beauty and nature - that go with their own name. Starting with these
organizations Vatika has inspired him to make a mark delivers on all of these prices
with their various product offerings, mom Vatika Hair Oil product.
 New product offerings: Vatika Hair Oil is a coconut hair oil with special ingredients
that add value to a product. While coconut oil has always been there, frequently used
by Indian women as a basic hair component, a combination of Natural remedies and
natural products such as henna, amla and lemon used for special hair needs. Coconut
hair oil provides nourishment to the hair, while henna goes hand in hand and some
herbs lubricate the hair and protect it from oxidation, thus preserving its texture
natural colour. Amla strengthens the hair follicles and helps preserve their nature
health and thickness. Lemon with its astringent action regulates the flow of sebum and
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 it helps to protect against dandruff. Besides henna, alma, and lemon, it also contains
other natural ingredients such as brahmi, neem, bahera, kapurkachari, harar, dugdha
and sugandhit dravyas.
 Packing: Qualifications of Vatika products, given the product by hundreds of
thousands of satisfied consumers, it has been further emphasized for its good
installation. In the category controlled green packs such as pure coconut oil, Vatika
breaks the norm with white and green bottle with a mushroom cap. Green and white
colours, used in it packaging, shows the natural ancestors of the products and gives it
a superior look. This also helps Vatika stand out from the crowded Indian shopping
malls.
Available in:
Bottles-75 ml, 150 ml, 300 ml
Flip cans-150 ml, 300 ml (Flip cans were introduced for the winter season)
 Quality: Vatika products contain natural ingredients put together scientific processes
in the internal study of Dabur labs. The Dabur Research Foundation has more than a
hundred scientists. We work together to make high quality international products
levels.
 Price: In the category of traditional coconut oil, which is probably more expensive
sensitive consumers, Vatika Hair Oil with its added ingredient - henna, amla and
lemon in pure coconut oil - broke this myth when it was introduced by almost 100%
premium for market leader; or by such a price scheme managed to get a significant
assignment from the leader in the very first year of its presentation.
 Place: Vatika products including Vatika Hair Oil are sold in 38 countries using others
there are 15 lakh stores and 5,000 distributors operating nationwide through a
comprehensive marketing network.
 Promotion: It focuses on an important benefit - beautiful hair without hair problems -
which comes as a result of additional nourishment with the addition of henna, amla
and lemon derived supplements.

POINT OF PURCHASE
ADVERTISING: Advertising is one of the best ways to communicate with the audience to
inform, teach, confirm, or plead, leading to mutually satisfactory exchange.

 Events: In a series of other promotional activities, Vatika has been accompanied by

shows and sponsored events such as Vatika Super Model India 2001 and Vatika Zee
Sangeet Awards. It also became the stronger organization, since its inception, and
Movers and Shakers-popular TV show.
 Celebrity Endorsements: The concept of using an unusual hair oil what provided
you with additional nutrition was informed by the campaigns containing icons such as
Mandira Bedi, Shefali Chhaya and Sudha Chandran - all modern, young women see
that they have that extra limit their personality. Many ads over the years have
appeared personalities such as Aditi Govitrikar, Preeti Jhangiani, Priyanka Chopra
and Shweta. Creating a momentum for youth and natural beauty, Sonakshi Sinha is
the current product ambassador.

POINT OF DIFFERENCE

 New Vatika Enriched Hair Coconut Oil is composed of 7 ayurvedic herbs such as
Amla, Brahmi, Henna, Kapoor, lemon, bahera and Harar and the beauty of coconut. It
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 is being developed by Tel Pak Vidhi, which helps to restore skin health and
strengthens hair from roots to tips and is the only Vatika coconut Hair Oil that has
been clinically proven to reduce hair loss by up to 50% in four weeks.

COMPETITOR ANALYSIS

Competition is a global business, keeping companies on their toes and driving them to
deliver on a regular basis - especially. Knowing your competitor gives you a glimpse
into their decision-making process and decision-making move at times. Competitive
Analysis is a learning process to know a competitor internally and externally.

Marico's leading brand in Parachute is the world's largest exporter of coconut hair
and is also in competition. Direct competitors are those who compete with the product
in the same category of product and the indirect competitors are those who may
replace the product. For example, Parachute Coconut Oil faces a straight face in a
straight line from Vatika Enriched Coconut Hair Oil as they are both in the same
category of coconut hair oil. Products such as Bajaj Almond Drops, Dabur Amla Hair
Oil, Nihar Shanti Amla Hair Oil, Keo Karpin Hair Oil, Bajaj Bramhi Amla Oil etc
replace Parachute Coconut oil as they provide hair care with some type of oil. To
understand the concept, let's first identify the STP of Parachute.

 SEGMENTATION: Hair oil identifies consumers in both urban and rural areas as it
is an important product. Parachute has its markets in India as well as international
markets in South-East Asia, Gulf, Bangladesh, UAE, and Egypt. Among women, it is
mainly focused on women of middle age and younger age. Customer income level is
not a problem as 1-rupee sheets and a bottle of small, medium, and large sizes are
available. Lifestyle and personality also have an impact on consumer behaviour, so
recently a parachute pointed out to teenagers emphasizing that one can try as hard as
one wishes with one's hair until it stays safe and healthy.
 TARGETING: Originally the target market was women of all ages who used
coconut oil. Today with a wide variety available such as Parachute Advanced,
Parachute Advanced Starz, Parachute Therapie, etc. One of the most targeted is young
people who have a modest income and who like to try their hair, which is why they
need a good hair care product. There are the following types of market identification:
1. Mass Target Marketing
2. Product Specialized Marketing
3. Market Specialized Marketing
4. Individual Target Marketing
5. Intended Target Separation
6. Niche Target Marketing
 POSITION: Parachute has always established itself as a natural product that provides
a number of nutrients to the hair. Parachute hair oils are listed as products for daily
hair care. This played out for Parachute a few years ago when there were no
competitors as it gave the brand name another name for home hair oil. This has
provided more flexibility and benefit from the product from the very beginning.

OPPORTUNITIES
Opting a new market segment which is not being catered to by Vatika or by Parachute
that if served can prove to be profitable.
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  Expand its business by opening salons to discover fielding interest from beauty
companies seeking to acquire or license invention.
 Extend Vatika brand to new categories like Skin Care Products and Body Wash
segments.
 Launch several Over the Counter products like drugs that are available without a
prescription, simply "over the counter."- Core knowledge of Ayurveda as competitive
advantage
 Vatika Hair Care Center: Lines at Karin's Kaya Skin Clinic, Dabur can start a
business called Vatika a hair care center that can fully provide hair care solutions.
There can be a hair care professional to solve hair problems. Services can include hair
treatment, hair straightening, treatment of fragmentation, etc.
 Launch Oral Care Segment
 Introduce herbal make-up product in the market
 Widening of product lines and introducing ayurvedic drinks can boost their business.
 Relative market share is one of the dimensions used to measure a company portfolio.
Increased corporate market share results in higher returns on cash.
 Increase in corporate stocks: Related market share is one of the measures used to
measure a company's portfolio. An increase in corporate stocks results in higher profit
margins.
Dabur is one of India's largest suppliers of FMCG and ayurvedic / health products. It has a
global presence in almost every continent of the world. Dabur passed 2017 through Amazon,
a major e-commerce platform. Therefore, the company has gained exposure in the market to
sell Ayurvedic products online. The company has set up a laboratory to test key food
products such as honey to eliminate adultery. Dabur is usually responsible for providing
consumers with authentic Ayurvedic medicines and FMCG products. Dabur has faced the
challenge of fierce competition and because of its brand name and high-quality product,
customers believe that Dabur offers 100 percent natural products, has always been a problem.
Social factors that influenced customer sentiment are directed at Dabur. The desire to change
before others and to always set new standards in corporate governance and the arts is what
separates Dabur from others.

FACTORS AFFECTING THE SALES OF THE PRODUCT

 Limited presence in foreign markets
 Competition from allopathic medicines
 Lack of brand stores
 Rising competition in Indian markets

Dabur's external presence is still limited. Mostly, it is because of the strict regulations in
overseas markets. These regulations make it difficult to obtain market share without the
cooperation of local strategies and products. Apart from Dabur, it has not focused on
marketing its products through retail stores. Its products are sold along with other products in
general stores or pharmacies. Many of its herbal health products are not happy with the high
level of awareness either. Even in the Indian market, Ayurvedic medicines and products are
lagging behind in market share before allopathic medicines or chemical products. While
trends may change, Ayurvedic products are far behind chemical products by brand
awareness.

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 CONCLUSION
The Vatika Hair Oil industry is yet to fully capture the Hair Oil market. Inside the market, it
is safe to be conclude that Dabur strikes more than peace with people. This would be great
due to Dabur success of ATA (Availability, Taste and Affordability) marketing module,
features highly rated by consumers. Lack of distribution has hampered productivity growth
advertising is needed to promote the Vatika hair oil brand.
As corporate strategies continue to change, it could be in Hair Oil industry, a company should
create ideas and cover what is real. It is an expensive proposal that requires significant
expense in advertising, support, and media. So, the best company would combine advanced
storage technology and consumer understanding.
As Vatika hair oil is introduced by Dabur and like to receive financial benefits from the
Government and therefore Dabur should exceed the minimum amount of the target market
for the benefit so that the target market can use Vatika hair oil and embraced it by making
daily meals thereby increasing the market share of Vatika hair oil.
Vatika goes for youth renovation: Vatika has always been known as the key behind strong,
healthy, long, and beautiful hair, and the product has always evolved as a center of beauty for
Indian women. Sources at the company said Dabur plans to launch a range of new premium
hair products under the Vatika brand soon.
A new alternative to black shampoo has been introduced into the market. As part of this
image redesign process, the Vatika logo and product portfolio have been updated. The firm
introduced a new leaf brand in this product to reflect the "nature" of the products. The
reconstruction of the logo was launched to give the product a youth appeal, sources said.

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 REFRENCES
 Marketing Management, 12th Edition (Philip Kotler, North-western University, Kevin
Lane Keller, Dartmouth College)
 www.dabur.com
 www.financialexpress.com
 www.sumamphilip.wordpress.com
 Hair Oil - Dabur Vatika or Parachute? (The Student
Roomhttps://www.thestudentroom.co.uk)

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