Fight on the Retail Shelves - Bajaj Almond Vs Dabur Almond
Industry sources suggest Dabur's recently launched ‘Dabur Almond’ is finding consumer acceptance due to aggressive pricing (Rs46/100 ml + 25% free) against market leader Bajaj Corp’s ‘Bajaj Almond’ (Rs48/100 ml)
While in the past, any competitive activity with the ‘Almond’ proposition aided Bajaj Corp due to its first-mover advantage, it seems to be different this time. The likely reasons are (1) Dabur’s strong heritage brand equity, (2) aggressive pricing: Dabur’s product is at ~30% discount to Bajaj’s, (3) seemingly similar products, in our view.
Both Dabur and Bajaj Corp have hired celebrities to endorse their products (Minissha Lamba and Kangana Ranaut respectively).
