|
 It
was clear that Dhara Sunflower Oil would need to be positioned on
the 'good health' platform, as different from the Dhara image purity.
Consumers' expectation of health from an edible oil was a better
quality of everyday life, (rather than strength or fitness).
By 1996, the sunflower oil category showed tremendous growth potential.
A research conducted in the same year brought up three significant
pointers:
| 1. |
Health was an important consideration
while buying edible oil. |
| 2. |
Consumers perceived sunflower oil
as a healthy oil. |
| 3. |
Despite this, Dhara Sunflower Oil
was not in the consideration of such consumers. |
 As
a result, a decision was taken to re-launch the sunflower oil variant
as a sub-brand to help it maintain a distinct identity from the
mother brand Dhara.
Communication strategy:
Dhara's strategy was to communicate a compelling health proposition
and to extend its franchise to the health conscious sunflower oil
consumer. For this, the core target audiences identified were housewives
in SEC A, B and C, 25+.
The branding was kept simple and the key benefit was in the name
itself - Dhara Health. The product benefit of feeling lighter was
delivered through an emotional promise.
|
Refined
Sunflower Oil was the fifth variant to be launched under the umbrella
brand Dhara in 1992. From the beginning Dhara's image has been built
around purity and taste and this was also seen in the same light by
consumers. 
The
communication was built around how fathers can feel more energetic
even after a complete day's work and still have the energy to play
with the kids. 
The
launch was announced across all leading national dailies and TV
channels so as to maximise target reach. To ensure outdoor visibility,
POPs, shop boards and hoardings were taken in key centres. With
an aim to make it the flagship brand, and ensure high trial rates
there were some special initiatives like Father's Day Promotion,
Medal Scheme & Small Town Press Campaigns.
The
launch of Dhara Health was very successful and resulted in trial
rates and repeat purchases which were much higher than any of the
competitive brands launched during the same time period.