Abstract

The caselet provides an overview of brand management strategy adopted by Dabur for its personal care brand Dabur Vatika. The caselet follows the meticulous brand building initiatives taken by the company, from the launch of Dabur Vatika in 1995 to it becoming a Rs 1 bn brand by 2003. The caselet also examines the objectives and elements that were involved in Vatika’s brand building exercise.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand management strategies
• Product differentiation
• Packaging as a marketing communication tool
• Importance of choosing the right celebrity and its influence on the brand equity
• and Brand extensions and communication strategy.

Keywords

Dabur, Vatika, Value-Added Hair Oils Segment, Brand Building, Packaging, Positioning, Premium Pricing Parachute, Marico, All Clear, Head and Shoulders, Anti-dandruff shampoo and IRS Household Data