Introduction
The given brand is customized for individuals who are encountering serious hair fall or breakage or hair repair issues. Since the UAE climate is blistering and muggy, it influences a singular’s skin just as hair and scalp. Accordingly, a decent cleanser with a substance brimming with normal caring supplements is fundamental. There is a popularity for a hair item that treats and ensures harmed hair. Customers and merchandisers are becoming more open to the utilization of natural beauty care products (Amberg and Fogarassy, 2019). This can be observed in them utilizing an assortment of organic beauty products. This reality is additionally upheld by the pattern of natural and well-being mindfulness (Amberg and Fogarassy, 2019) These wonders can be found inside both the makers’ and the shoppers’ conduct. As green items have acquired fame on the lookout, more shoppers have searched for greener items with plant elements. Following the food industry, the natural individual consideration industry represented the second biggest piece of deals natural industry and has shown an increment in buyer interest.
The product is ideal for both men and women and suitable for all hair types. Even though the interest in a shampoo brand is mostly applicable to female buyers, in the UAE, shampoo purchase is often assigned to family members. People from 30- to 70-year-old with an average salary, mainly living in cities, are target customers. These are the people who are prone to have problems with hair loss and frail hair structure. Quality is a significant piece of the purchasing choice. Cost is likewise a principal factor of consumer behavior. Female respondents are found to be more focused on quality. Dabur Vatika Shampoo with Cactus and Gergir has 4.1 stars out of 5 in Amazon customer reviews globally with more than 600 reviews (Dabur Vatika natural shampoo, no date). It is ranked as 930 in the Hair Shampoo category on Amazon (Dabur Vatika natural shampoo, no date). The number of positive feedback suggests a high demand in clients. On the Flipkart website, the purchase of the shampoo is unavailable because it is sold out, showing its popularity among customers.
Close competitive with this product is Kerastase Bain Prevention Shampoo. It is thought to minimize the risk of hair loss, soothe and normalize the scalp, and reduce temporary or prolonged scalp problems. Premium Spécifique Anti Hair Loss Routine was introduced to address hair damage, split ends, hair breakage, and much other hair- and scalp-related problems. Bain Prévention shampoo is designed to prevent hair concerns perfect for daily usage. Kerastase is a reputable company that is well-known for its high-quality hair products. The weakness of this product is that it is about three times higher in price than the Dabur shampoo. In addition, it composes sulfate in it, which is unpreferable for a natural shampoo.
Another competitor in the market in the category of qualitative shampoo against hair loss is TRESemmé Hair Fall Defense Shampoo. The regular usage of shampoo is often expected to help a person grow hair faster and maintain a healthy and ‘silky’ look. It is also cheaper than the Dabur Vatika shampoo. The composition of the shampoo, however, is not organic.
Product analysis
Vatika Hair Fall Control Shampoo is improved with chosen regular concentrates that assist with controlling hair fall. It is made with normal fixings like Cactus, Garlic, and Gergir. For this reason, it is uniquely intended for breaking, falling, and weak hair (About Dabur-Ayurvedic Company, no date). It is appropriate for breaking and falling powerless hair.
The common shampoo package dimensions are‎ 5 x 3 x 2 inches, and it weighs about 13 Ounces (Dabur Vatika natural shampoo, no date). It additionally comes in numerous different sizes, appropriate for family use, individual use, and voyaging. Dabur Vatika Health Shampoo arrives in a green plastic container with a flip cap. The container is pleasant and has an amicable movement size. This is very reasonable and effectively accessible for quick and comfortable use. The cleanser has a pleasant green shaded medium consistency that floats well on hair, the scent of the product is unobtrusive, and the recipe is sufficient to make foam rapidly (Vatika Cactus & Gergir Hair Fall Control Shampoo, no date). This way, the company tries to send the “naturalness” message since Dabur is an Ayurvedic decorum medicine producer. However, the design does not appear to be anything unique. The product’s appearance is not different from other similar organic drugstore shampoos and does not catch the attention of the potential client.
It likewise spreads effectively on the scalp and is not difficult to wash. Besides, only a small aliquot of the product is required for one use. It contains all-natural botanicals, and the content has a very pleasant smell. Therefore, the shampoo should not irritate the scalp. Thus, this is assumed to be a nice everyday shampoo. One of the negative feedbacks which was noticed on several websites is bad packaging. It seems to frequently arrive with a broken lid to the clients, meaning the quality of the material durability is low (Dabur Vatika natural shampoo, no date).
Price Analysis
The price is generally affordable for a wide range of customers. This is proven by the positive customer review on different ordering websites. The price for this shampoo is $10.27 on average in different online shops. The brand is generally considered as the mass market in the stores, hence, available to most of the population in the country. It also often has free delivery shipping in UAE, and there are discounts if a client buys the shampoo together with a conditioner and a mask for hair from the same line. The company usually offers discounts for bigger volumes of shampoo, helping customers save up to 10% from shopping. If a client chooses to buy the product from Dabur’s official website, the link automatically sends him or her to the Amazon website, where the price for the brand is about $1.95 per 100 ml. The price ranges depending on the size of the purchasing shampoo. There is a 10% discount for the brand each month if bought on the website. Sometimes there is a cashback if the purchase hits a certain amount. Other than these, Dabur company does not do any additional promotions or discount offerings of the product.
The elasticity of demand provides an almost accurate measure of the degree to which a customer will react to changes in prices, income levels, or other factors. The elasticity was calculated as the ratio of the change in demand in percentage to the change in price over the last three years. The Dabur company decreased the price of the shampoo by 10% from 2017 to 2019 and the quantity demanded changed by only 2% for that period, then the ratio would be 0.02/0.1(change in demand quantity/change in price) = 0,2 ((GST impact: Dabur cuts shampoo, Air Freshener, skin care prices by 8-10% 2017; Published by Statista Research Department & 5, 2021). As a result, the demand does not depend on the price.
Since the calculated coefficient is less than 1, and the demand for the product usually does not change with its price, it is considered inelastic. For hygiene goods, the principle of the need to purchase them rather operates when consumers do not pay attention to the cost due to the low price.
Distribution analysis
Dabur Vatika Hair Fall Control Shampoo with Cactus and Gergir is available on almost all popular shopping platforms. It is often sold in the cosmetics section of all pharmacies in UAE and many supermarkets (About Dabur-Ayurvedic Company, no date). It also offers its services in health and wellness blogs and stockists, including big pharmacological companies in Asia. Nevertheless, this line of the Dabur Vatika shampoo seems to be less available than this company’s other types of shampoos. It is more challenging to find information on this exact type, and its distribution is not as widespread in all shopping sites as others.
Promotion analysis
The marketer uses the TTL approach, which focuses both on mass and specifically targeted audiences.
The advertisement is present on special hair care customizing platforms, as well as on general sale merchandising websites (About Dabur-Ayurvedic Company, no date). Dabur releases commercials on social media, television, and other means of advertising areas, and the company has a reputation on beauty product reviewing websites. It emphasizes the fact of its long stay on the UAE ayurvedic market’s top list.
Conclusion
In conclusion, Dabur Vatika Hair Fall Control Shampoo (Cactus & Gergir) is renowned in UAE for its natural ingredients and efficiency against hair loss. It has a relatively affordable price and does not contain sulfates and silicon, which makes it a better option than some of the competitors in the industry. The shampoo is suitable for both sexes and all ages, but people older than 30 are more prone to choose this product for its hair loss repair function. The design is not original and reminds many other hair care items. Despite the popularity of the brand, this line of shampoo is not distributed as widely as other products from the Dabur company.
Reference List
About Dabur – Ayurvedic Company (no date) Best Ayurvedic Company.
Amberg, N. and Fogarassy, C. (2019) ‘Green consumer behavior in the cosmetics market,’ Resources, 8(3), p. 137-156. doi: 10.3390/resources8030137.
Dabur Vatika natural shampoo (no date) Amazon.
GST impact: Dabur cuts shampoo, Air Freshener, skin care prices by 8-10%(2017) The Economic Times.
Published by Statista Research Department and 5, M. (2021) India: Market share of Hair Care Brands, Statista.
Vatika Cactus & Gergir Hair Fall Control Shampoo (no date) Flipkart.com.