Methodology
Dabur Amla Hair Oil encounters notable branding challenges, particularly in establishing a distinct brand identity and achieving strong advertisement recall. The weak branding of associated products, such as Dabur Anmol Gold Coconut Oil, has further contributed to diminished recognition and consumer perception. While the brand enjoys high spontaneous awareness, it faces difficulties in differentiating itself from key competitors like Bajaj, Nihar, and Patanjali. Strengthening brand positioning, enhancing marketing communication, and reinforcing unique value propositions will be essential in addressing these challenges and improving overall market presence.
Challenges
To tackle these branding challenges, a comprehensive research study was conducted through a mobile survey and in-person interviews using photo prompts in both urban and rural areas of Patna. The study aimed to assess the effectiveness of a Dabur Amla Hair Oil advertising campaign by measuring spontaneous and aided brand recall. A representative sample was recruited through door-to-door methods to ensure diverse consumer insights. Key metrics such as top-of-mind recall, campaign reach, and post-exposure recall were analyzed to evaluate the impact of the campaign, understand brand perception, and identify areas for strategic improvement.
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Methodology
The research findings for Dabur Amla Hair Oil indicated a strong advertisement reach, with 74% of respondents reporting exposure to the ad and 54% demonstrating effective recall. The key message recall analysis revealed that attributes such as "strong from roots" and "black hair" resonated significantly with the target audience, reinforcing brand positioning. However, despite high exposure levels, differentiation from competitors remains a challenge. Consumer feedback suggests an opportunity to enhance emotional appeal and relatability through storytelling and influencer-driven campaigns. Additionally, optimizing digital outreach and retail visibility could further strengthen brand engagement. These insights are crucial in refining branding and advertising strategies to maximize impact.
Results
As a result, the findings played a key role in refining Dabur's messaging by aligning it with consumer expectations and market trends. This allowed the brand to highlight its unique strengths, setting it apart from competitors. The enhanced messaging improved brand recall, strengthened consumer engagement, and fostered a deeper emotional connection. By effectively differentiating itself, Dabur reinforced its market presence and credibility. These strategic refinements contributed to increased customer trust and loyalty. Ultimately, the improved positioning helped drive long-term brand growth and competitiveness in the industry.
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