MBA (2021-2022)

CONSUMER BEHAVIOUR
Mini Project Report on:

Vatika Red Onion Black Seed Oil Shampoo

By:
ASHLESH PRAMOD PATIL
MBA21F26
MBA MKT-2

Guided by:
PROF. G. PRAVIN KUMAR
INTRODUCTION
Shampoo - includes all 2-in-1 shampoos and conditioners, regular shampoos,
anti-dandruff shampoos, and medicated shampoos. Excludes baby shampoos.
The shampoo market in India registered a positive compound annual growth
rate (CAGR) of 11.24% during the period 2015 to 2020 with a sales value of
INR 93,637.83 million in 2020, an increase of 5.44% over 2019. The market
achieved its strongest performance in 2016 when it grew by 13.50% over its
previous year and its weakest performance in 2020 when it increased by 5.44%
over 2019.
The fastest-growing segment of the Shampoo market in India between the years
2015 and 2020 was Anti-Dandruff which registered a CAGR of 17.26%. The
weakest performing segment of the market was Standard Shampoo with a
CAGR of 10.26%. In 2020 Standard Shampoo segment in India’s Shampoo
market accounted for a major share of 74.30%, while Anti-Dandruff stood in a
second position representing 14.07% of the market’s 2020 share.

COMPANY INFORMATION

Dabur India Limited is the fourth largest FMCG Company in India

with Revenues of over Rs. 9,500 Crore & Market Capitalization of over Rs
100,000 Crore. Building on a legacy of quality and experience of over 137
years, Dabur is today India’s most trusted name and the world’s largest
Ayurvedic and Natural Health Care Company with a portfolio of over 250
Herbal/Ayurvedic products.
Known as the 'Custodian of Ayurveda', Dabur marries age-old traditional
wisdom with modern-day science to develop products for consumers across
generations and geographies. Dabur's FMCG portfolio today includes 8 Power
Brands with distinct brand identities -- Dabur Chyawanprash, Dabur Honey,
Dabur PudinHara, Dabur Lal Tail, and Dabur Honitus in the Healthcare
space; Dabur Amla and Dabur Red Paste in the Personal Care category;
and Réal in the Food & Beverages category. In addition, Vatika is an
International Power Brand.
Dabur today operates in key consumer product categories like Hair Care, Oral
Care, Health Care, Skin Care, Home Care, and Foods. The ayurvedic
company has a wide distribution network, covering 6.7 million retail outlets
with high penetration in both urban and rural markets.
Dabur's products also have a huge presence in overseas markets and are
today available in over 120 countries across the globe. Its brands are highly
popular in the Middle East, SAARC countries, Africa, the US, Europe, and
Russia. Dabur's overseas revenue today accounts for over 27% of the total
turnover.
The 137-year-old ayurvedic company, promoted by the Burman family, started
operating in 1884 as an Ayurvedic medicines company. From its humble
beginnings in the by lanes of Calcutta, Dabur India Ltd has come a long way
today to become one of the biggest Indian-owned consumer goods companies
with the largest herbal and natural product portfolio in the world.
Overall, Dabur has successfully transformed itself from being a family-run
business to becoming a professionally managed enterprise. What sets Dabur
apart from the crowd is its ability to change ahead of others and to always set
new standards in corporate governance & innovation.

EVOLUTION OF PRODUCT CATEGORY

Vatika red onion black seed oil evolved to fulfill the very need for hair fall and
damage. As to keep hair healthy in this fast-moving and polluting environment
there was a need for a one-stop solution for all the problems which is effective
and ayurvedic. Onion Shampoo with black seed oil helps to revive your
tiredness resulting in strong & lustrous hair. This hair shampoo is infused with
red onion extract, black seed oil is known to help in the rejuvenating-tired scalp
and weak hair. It also helps to improve hair texture and strengthen the strands.
Onion shampoos are rich in onion juice that is known to stimulate hair
development, fight hair fall, and baldness, prevent dandruff, split ends
premature greying, and make your hair thicker. It enriches antioxidants,
nutrients, and vitamin E that support making healthy hair. It smoothens hair
cuticles and restores shine. This shampoo clarifies blocked roots and nourishes
roots. Black seed oil rich in fatty acids moisturizes roots and optimizes hair
health.

DIFFERENT SETS OF ORGANIZATIONS

PRODUCING THE PRODUCT

1. Emami

2. Wow skin sciences

3. Mamaearth

4. Khadi
 5. Spantra

DIFFERENT VARIETIES OF PRODUCTS ARE

AVAILABLE

Dabur Vatika red onion black seed oil shampoo is available in a single variety
of packaging which is 300 ml.
CONSUMER BEHAVIOUR ANALYSIS FOR THE
PRODUCT

a. Buying behaviour generally depends on two aspects values and lifestyle.

Vatika has been the most trusted and one of the oldest brands in India.
Also, the demographic and geographic differences affect the buying
 behaviour Vatika has been used since 1999 and was holding
approximately 25% of the market till 2000.

b. Being the most used brand the satisfaction level of customers and the
value for money given by the company made customers retain the brand.
Vatika shampoo was launched in 1999 and contributed Rs. 80 crores to
Dabur’s revenue.

c. Benefits of the product:

 No Parabens, No Sulphate & No Silicone Shampoo
 Enriched with Plant-Based Actives
 Contains pure & natural botanicals like “Red Onion Oil”, black
seed oil, saw palmetto extract, vitamin E & pro-vitamin B5.
 Helps Tackle Hair Loss & Scalp Build-ups
 Helps Clarify Blocked Roots
 Helps Smoothen hair cuticles
 Helps to make hair glossy & lustrous
 Helps in Scalp Nourishment
 Reduces Instances of Hair thinning
 Promotes Hair Growth

d. Customer motivation:
With Vatika launching a red onion black seed oil shampoo the customer
will be willing to buy with the motivation of having a product that is
chemical-free and ayurvedic.

e. Vatika is the producer of assured ayurvedic and chemical-free products

Vatika red onion black seed oil shampoo is purchased by the personalities
who are more into organic and natural products. Also, the personalities
who are looking for hair fall and damage control solutions in a single
product.

f. Consumer perception of different brands available in this product

category has changed as more and more competitive products are
available in the market. Consumers are now educated about the different
brands due to their online and offline presence.
 g. The motivation behind using Vatika red onion black seed oil shampoo
would firstly be it is and natural and ayurvedic product, So the side
effects of this product would be much less than other products on the
market. Also, the product will help people to take care of their hair.
People have known Vatika since the very beginning and hence the
involvement has been on the higher side. The information processing is
high as the advertisement shown in earlier times were relatable to the hair
problem. People who have been using Vatika shampoo have shared their
experiences and so the word of mouth comes into play. Shampoos are one
of those products which are used at regular intervals to take care of hair,
which makes it an essential commodity.

h. Category is chosen by the individual according to lifestyle and need of

the product. Vatika red onion black seed oil shampoo is a product that can
be used by everyone irrespective of gender, be it hair fall, dandruff or
damage, etc.

CONSUMER DECISION PROCESS

The decision process for buying Vatika red onion black seed oil shampoo is
done keeping in mind the results, side effects, and contents. Consumer decision
is also highly influenced by the advertisements and sometimes even by the
vendors of Why to use the product.

MARKETING MIX ANALYSIS

1. Vatika
 Product
Vatika uses the combo of demographic, geographic, and psychographic
segmentation variables to understand the customers’ ever-changing
desires and address them consequently. It uses differentiating targeting
ways to make the products on the market to the client consequently as per
their alternative.
 It uses usage & profit-based positioning ways to increase hair & care
awareness among the potential customers and to be their favorite
attention brand. Vatika offers an honest variety of products, primarily
consisting of Shampoos and Hair Oils, to satisfy the varied wants of
varied kinds of hair.
Following is the list of products that Vatika offers:
Anti-Dandruff Solutions
Thick & Long
Hair Fall Solution

 Price
From the vast competition within the hair care trade, Vatika has been
forced to stay up a relatively low worth. It offers products in terms of
small sachets ranging from Rs one to bottle prices of Rs 169.
Vatika uses a value-based evaluation methodology in its marketing mix
during which the price is decided in keeping with the perception of users.
as compared to the competitors like P&G, Vatika maintains a way
cheaper price. Nevertheless, Vatika has used lower costs if and once
markets were required to be punctured.
The evaluation strategy alongside the aggressive selling strategy has
enabled Vatika to retain its position united among the market leaders
within the hair care market globally.

 Place
Vatika positively catches the attention of the buyer with the intense
packaging it has. Moreover, the supply and visibility of Vatika are quite
high because it is available at each grocery store, retail store, and
convenience outlet.
On a bigger scale, Vatika is accessible in over eighty countries and
encompasses a market leader position in countries like India, Thailand,
Indonesia, and Sri Lanka. The distribution happens through Dabur and
there’s a separate team for handling the segmentation. because the market
is big and unfolds geographically, the distribution network is sort of in-
depth. except for the normal channel approach, warehouses are
maintained to account for the demand. the most important places of sale
of Vatika products are the grocery stores.

 Promotion
 Vatika has always been a brand that has focused on vigorous marketing
and promotion. the overall route of promotion through newspapers and
other mediums, television advertisements has been adopted by Vatika.
Celebrities like Priyanka Chopra promotes the brand. ‘Your hair by your
side’ is the tagline used by Vatika. It also increases consumer
participation by having interactive games and quizzes.
It also launched a web all-girl community which has helped in increasing
brand awareness among the target group. This initiative also ended up
getting large-scale media coverage. Vatika also included professionals
and experts in producing shampoos which emphasized the quality of the
brand. Vatika has proactively been involved in advertising and marketing
its products which have helped the brand achieve its current status. Vatika
has a unique way to associate and acknowledge the requirements of its
potential customers through its interactive website.

2. Wow skin sciences

 Product
Product is one of the most important components of the Mamaearth. The
Start-up that Keeps Toxin Safe Marketing mix. The distinctive
characteristics of the product by Mamaearth. The Start-up that Keeps
Toxin Safe are:
Quality
Ease to use
The benefit of product consumption

 Price
Mamaearth The Start-up that Keeps Toxin Safe marketing mix focuses on
a hybrid strategy for pricing to obtain maximum value for its products.
The marketing mix Mamaearth the Start-up that Keeps Toxin Safe uses a
combination of several techniques for pricing its products, which are
detailed below:
Premium
Psychological
Geographical
Bundle

 Place
Mamaearth The Start-up that Keeps Toxin Safe places high importance
on the placement of its products because it directly relates to accessibility
for consumers.
Company-operated stored
 Licensed stores
E-commerce
Supermarkets and hypermarkets
Partner agents

 Promotion
The marketing strategy for Mamaearth the Start-up that keeps Toxin Safe
also places high importance on the promotional tactics and strategies
used. The promotional strategies allow the Mamaearth Start-up that
Keeps Toxin Safe to interact with the consumers and influence them
directly. Mamaearth The Start-up that uses a 360-degree approach in its
promotional activities and makes use of the following means of
promotion:
Digital marketing
Reward Programs
Community Influencers
Conventional methods

CONCLUSION
Vatika being the ayurvedic and nontoxic series of oils and shampoos from the
parent brand Dabur is most trusted by the customers. Dabur being the dominant
brand in the Indian market also affects the buying behavior of the products.
Vatika red onion black seed oil shampoo is mostly purchased by the consumers
either teenage or middle be it male or female. Results of the shampoo suggest
damage and hair fall control. Dabur promotes the product which influences the
customers through TV ads and social media. Influence is created in such a way
that the consumers who don’t have any issues also buy the product to avoid
future problems and damage.