As i was flipping through the economic times yesterday i came across the financial results of Dabur limited, next to the ad was a huge picture of Vidya balan endorsing Dabur's new product range of skin care named as U-veda which means Ayurveda for you. The choice of the brand name really makes sense as there are many companies already using the Ayurveda name in their product extensions and U-Veda breaks the clutter and yet retains/leverages "Ayurveda".
The brand ambassador "Vidya Balan" was considered after a survey which was conducted among the target market as the most preferred personality. The company has launched a wide range of skin care products under the U-veda brand, the packaging has also got a new look which is impressive and uses the standard color(red and gold)which dabur uses it in al its products.Dabur is one of the successful brands in India which has captured a great market in the Chywanprash category and has carved a niche for its products. Dabur also has Gulabari range of skin care products leveraging the "Rose water power" . With existing product line in skin care"was it a wise decision to launch a completely new range of products" ???
The answer according to me is yes as the skin care market is worth Rs 2500 crores in India, It is relatively untapped and the penetration level is low.and all the international brands are queuing up to enter the Indian Market and dabur can tap this oppurtunity as well by leveraging the brand equity of Dabur.
U-veda's product target market is the tier 2 and tier 3 cities ladies who want to protect their skin and also use safe products and Ayurveda is percieved as being made out of natural ingredients hence women want to play safe on their skin. many companies have leveraged Ayurveda in their skin creams like fair and lovely, fair-ever and even soaps and shampoos are branded as Pure Ayurvedic by the companies these days.
U-veda is a safe bet ..well lets wait and watch whether U really like U-veda
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