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BAJAJ ALMOND DROP HAIL OIL – A POSITIONING STRATEGY

neeti brand consultants mumbai

Organization:

Bajaj Consumer care ltd. Mumbai.  (Now Bajaj Corp Ltd)

Background:

Bajaj Consumer care Ltd. was one of the leading players in Hair oil category with brands like Bajaj Almond Drops Hair oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Hair oil and Bajaj Jasmine Hair oil. Bajaj Almond Drops was the non-sticky hair oil in the light hair oil segment. This premium hair oil, enriched with sweet almond oil nourishes the scalp and keeps hair healthy and beautiful.

During 2004, the brand was stagnent at Rs 15 cr per year. The company was interested in creating a new position for the brand.

Project Scope:

The goal was to drive the brand to the next level, which was showing no signs of any recovery. Create a new positioning for the brand which tranlates into increased sale and market share.

How it was done ?

a) A primary and secondary research was undertaken to understand the consumer expectation. It was found out that consumer did not see any clear differential values in the current offering.
b) It was also found out that the product had more than 300 % Vitamin E than in any other hair oil available.
c) Hence a campaign was created highlighting the fact that the product had more than 300 % more Vitamin E than any other hair oil to nourish the hair.This new positioning resonated with the consumers and sales started picking up at the retail level.
d) This advertising was supported by creating additional segments and going into new areas. The overall campaign was supported by consumer and retail schemes which ultimately helped in wider distribution and consumer offtake.

Result:

The new brand was successfully launched in the market, where the brand positioning of 300 % and the overall strategy played a key role to determine the outcome.

Today, Brand Bajaj Almond Drops Hair oil is the No. 1* hair oil in Indian market with Premium positioning and commands one of the highest per unit price in the industry.

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