Toothpaste RM

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    CHAPTER 1

    INTRODUCTION:

    TOOTHPASTE INDUSTRY:

    AN OVERVIEW

    The toothpaste history in India can be tracked back from 1975 with 1200tonnes of toothpaste pro

    by the toothpaste industry. Prior to the toothpastesOral Hygiene was the domain of local homemade powders and ayurvedh practitioners. With the entry

    Colgate in Indian marketplace the awareness about Oral care, and the importance of oral care. In rece

    years the Industry has shown impressive growth rate of 18.6% (this growth is calculated in terms of v

    growth in Rs.).

    The growth in the urban market has been largely by the Gel Segment. Presently, a large chunk ofMarket is still held by Colgate. The major players in the toothpaste Industry being Colgate Palmolive

    Hindustan Lever Limited and several minor players like Balsara hygiene, Dabur etc.Presently Colgate Dental Cream holds 52% of market share. HLLs Close up lies far behind with

    of the existing market share. The third player in the marketplace in terms of market share is Colgate G

    with 10.5% of the market share. That leaves 14.5% market share for other Brands like Close up, ClosPromise,Babool, Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste market is presently

    at Rs. 750 crores out of which the Gel segment has already bagged 1/3rd portion of it. The Gel segme

    presently stands at Rs. 248crores and is growing at a rate much faster than Cream. In India toothpasteas compared to other countries is very low which signifies about the potential of the market. In Urban

    the usage of toothpaste per person per year is just 190gms.Where as it is 200gms of toothpaste per pe

    per year in developing countriesIndonesia and Thailand. In developed countries as USA and other EuCountries the toothpaste usage is 375 gms per person year. In India the toothpastescompanies are going in for advertising on a heavy note, on an average the companies managing this F

    category are spending 6.15% of their sales on development. Colgate Palmolive had shelled out 15% o

    sales on ads in the year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. Whereas balsHygiene spend a huge 10.17% of their sales.

    http://www.pepsodentcare.com/http://www.pepsodentcare.com/http://promisetoothpaste.com/http://www.dabur.com/EN/Products/Personal_Care/Oral_Care/Babooltoothpastehttp://www.dabur.com/EN/Products/Personal_Care/Oral_Care/Babooltoothpastehttp://www.mouthshut.com/product-reviews/Cibaca_Toothpaste-925027787http://www.mouthshut.com/product-reviews/Cibaca_Toothpaste-925027787http://www.viccotoothpaste.com/http://www.pepsodentcare.com/http://promisetoothpaste.com/http://www.dabur.com/EN/Products/Personal_Care/Oral_Care/Babooltoothpastehttp://www.mouthshut.com/product-reviews/Cibaca_Toothpaste-925027787http://www.viccotoothpaste.com/
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    CLOSE UP TOOTH PASTE:

    Close-up is a brand oftoothpaste which is marketed by Unilever.Launched in 1967, it is the first gel toothpaste in the world. In 2003, Unilever sold the

    exclusive licensing rights of Close-Up in United States and Canada to Church & Dwight.This sale did not affect the brand in other countries, like India where Unilever and itssubsidiaries continue marketing Close-Up. The brand is positioned to target the youth

    segment with a lifestyle appeal in its advertising campaigns

    Young people. The target market being Multi Brand Households where young does not

    use what their parents. This particular targeting was significant when Close Up was

    launched because Colgate positioning was a sort of Flip flop between Tooth decay and

    Bad Breath and Colgate was going for a Broad market constituting of all the age groups.Sought to be perceived by the customers was Fresh Breath. The physical

    appearance by the users. The Bright Red Gel synergized well with the Fresh breath

    Benefit. The advertising account was handled by LINTAS which focused on FreshBreath that brought teenagers closer.

    By 1980 Close Up had 3% of the 16,000 tonnes toothpaste market. The production

    capacity was doubled through a deal with third party manufacturer and the Brand wastaken National over the next year and a half, the Premium slashed by 30%.

    Close Up countered this move by sharpening product benefits, while urging the

    customers to do the HA test by blowing air on the palm, the message was that Close Upfeels a lot cooler which reiterated the basic benefit of a fresh breath.

    1987 was a Probe into Problem year for HALL as Close Up was much below

    expectations with only 4.5% of the 32,000 tonnes toothpaste market.

    They identified two basic problems:

    (1) Appearance of Toothpastes detracts prospects from its serious buyers.

    (2) Commercials displayed too much of proximity between couples which was too much

    for a mother, who actually purchased the Toiletries.1998 Lever reworked 3 Ps in itsMarketing mix in Tamil Nadu where people have a strong sense of Oral Hygiene and the

    area has a cost effective media Reach.

    http://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Church_%26_Dwighthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Church_%26_Dwighthttp://en.wikipedia.org/wiki/India
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    (1) Product :

    Blue mint flavor introduced

    Tangerines of Read reduced. (For serious buyers.)

    Soft Squeeze tubes for toothpastes introduced for the first time in the

    country.

    (2)Distribution

    Took Brand to Sub Urban and Rural areas.

    Posters and Mobile Vans arrived in areas where urban lifestyle was a matter of

    aspiration. This was a purposeful move as the company did not want the Brand

    to be saddled with a restrictive. In 1991, Close Up launched Zing Green andsimultaneously Lever sponsored Close up Sangeet Muquabala targeted at the

    rural youth. In 1991 Close Upsmarket share increased to 16% of Rs 377 croresper year market. 1991 witnessed a few problems for Close Up Blue, which wasfaltering on repeat purchases as customers did not perceive much freshness

    value in it. In 1992, HLL launched

    AQUA BLUE with added attributes like increased Mouthwash contents and a

    more Minter flavor, so that customers perceived benefit is Freshness which is Levers

    positioning stance. In response Colgate introduced Red Actirinse andthen Colgate Blue. People at HLL thought to counter Colgates growth by cashing in

    on Medicinal appeal and came out with Close up with Germi check

    and Mentadent G now renamed as Close up G for Gum problems. Colgate counteredthis move by launching Colgate Total as an advanced paste to fight

    Tartar, Gingivitis, and other Dental ailments. 1993 was the year when HLL tried to

    woo the customers by innovative packaging. Firstly it introduced Stand Up Pumpdispensers for metros but it bombed in the market because of High price perception as

    compared to benefits. Sachets formula was used by lever to break into Colgates fort.

    The Close Up sachets was priced at Rs. 3 per unit and it offered 20 uses, which meansthat a family of five could use it four times each. The year it sponsored zee Close Up

    Antaksharee. HLL also went in for Close Up Toothbrushes under the Brand name

    Confident and launched it in Tamil Nadu.

    The confident toothbrushes were taken National and most importantly HLL

    advertisement account shifted from LINTAS to FTA due toGlobal alignment move by Levers parent Unilever. The brief given to the new

    agency was to Strengthen the Audiences perception of Brands functional values.Close Ups formulation was reworked and the new Close Up was enriched with

    Micro whiteners so that the perceived benefit by the customer be that he will have

    Shining Teeth. As the ad account was handed over to HTA, the ad moved closer to theIndian Culture, they also took note of the cultural changes which showed in their ads like

    Females were now more than equal participants in Boy Girl activities in Salim Anarkali

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    ad which showed her confidence by joining the Boy on the stage and saving the day.1996 witnessed introduction of Close Up Liquid fresh a liquid in a carry along squeeze

    can in two sizes:

    30 gm

    100 gmHLL gave it a dual positioning platform of a Mouth rinse and toothpaste, like squeeze theGel directly into Mouth. Close Up is pushing hard for semi Urban and Rural areas were

    disposable incomes are rising rapidly and in order to tap these markets it is going for

    Vernacular Advertising in Eight languages. In Bengal as the communication did not workall that work initially, HTA has contracted Anjan Dutta a signer popular with both Young

    and old alike in Bengal.

    KEY FACTS:

    Indias 1st gel toothpaste

    Market leader in gel toothpaste category for over 3 decades Some of the best known celebrities have been part of Closeup ads over the years

    RANGE OF PRODUCTS:

    Closeup Deep Action Eucalyptus Mint

    Closeup Deep Action Lemon Mint

    Closeup Deep Action Menthol Fresh

    Close Up Fire-Freeze

    Closeup Deep Action Peppermint Splash

    Closeup Deep Action Red Hot

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    CHAPTER 2

    OBJECTIVES OF THE STUDY

    Primary Objective:

    To study the consumer satisfaction towards Close up toothpaste.

    To know how many of consumer to know the content and use the close up

    tooth paste.

    To know which thing in close up to attract the consumer.

    To know how many of them to know the main ingredient

    Secondary Objective:

    To obtain information regarding the consumer preference towards various

    flavors offered by Close up toothpaste.

    To know the views of the user with the performance of Close up

    toothpaste.

    To give suitable suggestions to enrich the consumer preference of the

    Close up toothpaste.

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    CHAPTER 3

    SCOPE AND LIMITATIONS

    SCOPE OF THE STUDY

    The project is done in Chennai. This is done for students only.

    The study is conducted to know the consumer preference of Close up

    toothpaste. This may help the company to decide upon their new ventured.

    The research focuses on the several features of the close up and to know the

    suggestions of the user which may help the company in further development of

    the close up toothpaste.

    The research provides a complete feedback on The close up toothpaste which

    may give a Sincere backup for their future plans with respect to design area.

    LIMITATION OF THE STUDY

    The sample size is only 50.

    The period of study is limited

    There is no comparative study made.

    Under the study illiterate people excluded.

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    CHAPTER 4

    REVIEW OF LITERATURE

    CUSTOMER:

    Customers are the people who are going to purchase and use that product.

    CONSUMERS VALUE:

    Consumers delivered value is the difference between total consumers value

    and total consumers cost. Total consumers value is the bundle of benefits consumers

    expect to incur in evaluating, obtaining, using and disposing of the product or service

    CONSUMERS STATISFACTION:

    Satisfaction is a persons feelings of Pleasure of disappointment resulting fromcomparing products perceived performance (or outcome) in relation to his or her

    expectations.

    At this definition makes clear, satisfaction is a function of perceived performance and

    expectations. If the performance falls short of expectations, the

    consumer is dissatisfied. If the performance matches the expectations, the consumers aresatisfied. If the performance exceeds expectations, the consumer is highly satisfied or

    delighted.

    Many companies are aiming for high satisfaction because consumers who arejust satisfied still find it easy to switch when a better offer comes along. Those who are

    highly satisfied are much less to switch. High satisfaction or delight creates an emotional

    bond with the brand, not just, a rational preference. The results high consumers loyalty.From past buying experience, friends and associates advice, and marketers and

    competitors information and promises. The key to generating high consumers loyalty is

    to deliver high consumers value According to Michael Lanning, in high deliveringprofitable value; a company must develop a competitively superior value proposition and

    a superior value delivery system. A companys value proposition is much more than its

    positioning on a single attribute, it is a statement about the resulting experience

    consumers will have from the offering and their relationship with the supplier. The brandmust represent promise about the total resulting experience that consumers can expect.

    Whether the promise is kept depends upon the companys ability to manage its value

    -delivery system includes all the communications and channel experiences the consumerswill have on the way to obtaining the offering.

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    CHAPTER -5

    RESEARCH METHODOLOGY:

    DATA COLLECTION:The word data comes from datum. The datum is a Latin word, which literally means

    something given. It means a piece of information, which can be either quantitative orqualitative. The term data is the plural of datum and means facts and statistics

    collected together for reference or analysis. There are two type of that are collected and

    analysed in statistics.

    Primary data, and

    Secondary data.

    PRIMARY DATA:

    Primary data is known as the data collected for the first time through field

    survey. Such data are collected with specific set of objectives to asses the current statusof any variable studied. By survey methods the data can be collected by any one or more

    of the following ways.

    Questionnaire

    Schedule.

    Interview

    Observation.

    Feedback from.

    Sales force opinion.

    Projective techniques.

    Mechanical devices.

    SECONDARY DATA:

    The secondary data, are those which have already been collected some other agency and

    which have already been processed. Generally speaking, secondary data is collected bysome organization to satisfy its own need but it is being used by various departments for

    different reasons. Census figures taken are used by social scientists (economists) social

    planning and research.

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    SOURCES OF SECONDARY DATA:

    INTERNAL SOURCES:

    Register, Documents, Annual report, Sales reports, previous research papers, Sales

    records, Invoice etc.

    EXTERNAL SOURCES:

    Journals on magazines, Newspapers, Public speeches, State and Central government

    departments reports etc.

    SAMPLES:

    Samples size: 50.

    Target sample: Age between 20-30.

    Sampling techniques: Random sampling.

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    CHAPTER 6

    DATA ANALYSIS AND INTERPRETATION

    ANALYSIS

    Analysis refers to the methodical classification of data gives in the financial statements

    INTERPRETATION

    The term Interpretation means explaining the meaning and significance of the data so

    arranged. It is the study of relationship between various factors.

    ANALYSIS AND INTERPRETATION

    Analysis and Interpretation are closely related. Interpretation is not Possiblewithout analysis and without interpretation analysis has no value. Hence the term analysis

    is widely used to refer both analysis and interpretation. Readers

    satisfaction is an important element of marketing function which decides the profitabilityof any concern. In this chapter an attempt is made to analyze the main factors influencing

    the purchase decision of the selected sample respondents in the

    study area. For the purpose of the analysis, variables are classified into twoimportant strata viz., dependent variables and independent variable. The independent

    variables used in the study are age, sex, educational status, occupation, and income of the

    respondent, size of the family and awareness of the sample respondents.

    The study uses both primary as well as secondary data; primary data was collected

    through field survey method. For collecting the data questionnaire was used as a main

    tool. The data thus collected were tabulated systematically in an orderly form. Simplestatistical too like percentage age, and chi-square test were employed

    .

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    CHAPTER 7

    PERCENTAGE ANALYSIS:

    AGE:

    INTERPRETATION:

    The above table inferred that 100% of respondents are aged between 21-30 years.

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    GENDER:

    INTERPRETATION:

    The above table inferred that 70% of respondents are male and 30% are female

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    INTERPERTATION:

    The above table inferred that 60% of respondents are PG and 40% of respondents are UG

    OCCUPATION:

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    INTERPRETATION:

    The above table inferred that 70% of respondents are students and24% of respondents are

    workers and 6% of respondents are business people.

    HOW MANY TIMES BRUSH EVERY DAY:

    NO. OF

    TIMES

    BRUSH

    NO. OF

    RESPONDENT

    S

    PERCENTAGE

    ANALYSIS

    ONCE 13 26

    TWICE 26 52

    THRICE 11 22

    TOTAL 50 100

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    INTERPERTATION:

    The above table inferred that 26% of respondents are one time brush every day and 52%of respondents are two time brush every day and 22% of respondents are three times

    brush every day

    RESON FOR USING:

    REASON

    NO.OF

    RESPONDENT

    S

    PERCENTAGE

    ANALYSIS

    ECONOMICAL 18 36

    DOCTOR'S

    ADVICE 12 24ADVERTISEMENT 20 40

    TOTAL 50 100

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    INTERPRETATION:

    The above table inferred that 70% of respondents are students and24% of respondents areworkers and 6% of respondents are business people.

    HOW LONG HAVE BEEN USING?

    USING NO.OF.RESPONTENTS

    PERCENTAGE

    ANALYSIS

    PAST 6 MONTH 17 34

    PAST 1 YEAR 22 44

    MORE THAN A

    YEAR 11 22

    TOTAL 50 100

    INTERPRETATION:

    The above table inferred that 34% of respondents are using past 6month and 44% ofrespondents are using past 1 year and 22% of respondents are using more than a year

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    SATISFIED IN CLOSE UP:

    SATISFIED NO.OF.RESPONDENTSPERCENTAGEANALYSIS

    HIGHLY SATISFIED 18 36

    SATISFIED 12 24

    NETURAL 7 14

    DISSATISFIED 8 16

    HIGHLY

    DISSATISFIED 5 10

    TOTAL 50 100

    INTERPRETATION:

    The above table inferred that 36% of respondents are highlysatisfied, 24% of respondents

    are satisfied, 14% of respondents are neutral 16% of respondents are dissatisfied and 10%of respondents are highly dissatisfied.

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    ATTRACTIVE THING IN CLOSE UP:

    INTERPRETATION:The above table inferred that 42% of respondents are attractive in micro whiteness, 36%

    of respondents are attractive in active clean, and 22% of respondents are attractive in

    colour.

    QUALITY OF PRODUCT:

    QUALITY NO.OF.RESPONDENTS

    PERCENTAGE

    ANALYSIS

    EXCELLENT 18 36

    GOOD 19 38

    NOT SATISFIED 13 26

    TOTAL 50 100

    ATTRACTIVE NO.OF.RESPONDENTS PERCENTAGE ANALYSIS

    MICRO WHITENERS 21 42

    ACTIVE CLEAN 18 36

    COLOUR 11 22

    TOTAL 50 100

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    .

    INTERPRETATION:

    The above table inferred that 36% of respondents are says excellent, 38% of respondents

    are says good, and 26% of respondents are not satisfied

    PRICE OF OUR PRODUCT:

    PRICE NO.OF.RESPONDENTS

    PERCENTAGE

    ANALYSIS

    VERY CHEAP 15 30

    AFFORDABLE 20 40

    EXPENSIVE 15 30

    TOTAL 50 100

    INTERPRETATION:

    The above table inferred that 30% of respondents are says very cheap, 40% ofrespondents are says affordable, and 30% of respondents are says expensive.

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    MAIN INGERDIENT

    INGERDIENT NO.OF.RESPONDENT

    PERCENTAGE

    ANALYSIS

    SORBITAL 23 46

    SODIUM FLUORIDE 15 30

    SODIUM SACHARIN 12 24

    TOTAL 50 100

    INTERPRETATION:

    The above table inferred that 46% of respondents are sorbital, 30%of respondents are

    sodium fluoride, and 12% of respondents are sodium saccharin.

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    CHAPTER 8

    FINDING AND SUGGESTION:

    It was found that 52% of respondents are three times brushing every day, 26%

    of respondents are once in a day, and 22% of respondents are three times brushevery day

    It was found that sales are increase in his advertisement. Because in my survey

    40% person using after seeing the advertisement.

    It was found that sale is increase in last one year. In the survey past one year 22

    person starts to buy close up tooth paste.

    It was found that many consumers highly satisfied in this product. In the survey

    36% of consumer says that is highly satisfied.

    Many of consumer are attractive in the micro whiteners in the close

    up. Afterwards active clean is more attractive in the close up.

    Quality of product is many consumers are satisfied. Because 38%of consumers

    say thats good. Afterwards 36% of consumers say thats excellent.

    The price of the product is very affordable to the consumers. Because in the

    survey 40% of consumer says price is affordable.

    In this product only 46% of consumers only know the main ingredient in this

    paste. Others do not know the main ingredient of the product.

    Many of the consumer are giving suggestion is to introduce the more flavor in

    the close up.

    Many consumers want to more innovation in the products.

    SUGGESTION:

    The following are the suggestion offered to increase the satisfaction level of the

    close up toothpaste based on the readers opinion and analysis of the data.

    Most of the consumers expressed dissatisfaction over the price of the toothpaste

    and suggestions are given to improve the cavity protection of this toothpaste.

    A few respondents felt that their gum felt weak, so the makers have to take steps

    to improve this gum care feature.

    A few respondents in rural areas are dissatisfied because of non-availability of

    this toothpaste. Hence this toothpaste should reach rural areas also.

    A few respondents are dissatisfied about cavity protection of this tooth paste, so

    the maker has to ensure this feature.

    People in rural areas would like to have close up toothpowder.

    The company to improve the quality of the product. Because in the survey

    excellent percentage is less than the other. Most of the buyers only say thats

    good.

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    The company to give more importance to the advertisement. To put new and

    innovative advertisement.CHAPTER -9

    CONCLUSION

    Toothpaste plays a vital role in our life. Food is one of the most important things to

    live and to eat and grind that food tooth is needed, so to keep that teeth safetoothpaste is essential selection of toothpaste is also important in protecting our

    teeth. They have contributed enormously for the protection of our teeth. From the

    data analysis most of the respondents have preferred close up because of its gum

    care and cavity protection. Suggestions have been given by respondents to improveits quality

    .

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    CHAPTER 10

    BIBLIOGRAPHY

    Books

    KOTHARI- Research methodology PHILIPS KOTLER- Marketing management

    S.A. SHERLEKAR-Marketing management

    Websites

    WWW. Wikipedia.com.

    WWW. Google.com.

    1.NAME :

    2.AGE :

    3.GENDER : MALE / FEMALE

    4.EDUCATIONALQUALIFICATION :

    5.OCCUPATION :

    a) STUDENT

    b) BUSINESSc) WORKER

    6.WHICH TOOTHPASTE ARE YOU USING?

    a)COLGATE

    b) PEPSODENT

    c) CLOSEUPd) OTHER -----------

    (PLEASE MENTION THE NAME OF THE TOOTH PASTE)

    7.HOW MANY TIMES DO YOU BRUSH EVERYDAY?

    a) ONCE

    b) TWICE

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    c) THRICE

    8.WHY ARE YOU USING THAT PASTE PARTICULARY?

    a) ECONOMICAL

    b) DOCTORS ADVICEc) ADVERTISEMENT

    9.HOW LONG HAVE BEEN USING CLOSE UP?

    a) PAST 6 MONTH

    b) PAST 1 YEAR

    c) MORE THAN A YEAR

    10.ARE YOU SATISFIED WITH THIS TOOTHPASTE?

    a) YESb) NO

    11)WHAT IS THE ATTRACTIVE THING IN CLOSEUP?

    a)MICRO WHITENESSb) ACTIVE CLEAN

    c) COLOUR

    12)WHAT YOU THINK ABOUT THE QUALITY OF OUR PRODUCT?

    a)EXCELLENTb) GOOD

    c) NOT SATISFIED

    13)WHAT DO THINK ABOUT THE PRICE OF OUR PRODUCT?

    a)VERY CHEAP

    b) AFFORDABLEc) EXPENSIVE

    14)WHAT IS THE MAIN INGERDIENT IN CLOSE UP?

    a)SORBITOL

    b) SODIUM FLUORIDEc) SODIUM SACCHARIN

    15)DO YOU HAVE ANY SUGGESTONS AND FEEDBACK FOR THEBETTER

    MENT OF THE

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    PRODUCT?-------------------------------------------------------------------------------------

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