INTRODUCTION
In these days of technology parity, it does not take long to duplicates. Moreover, with the
availability of increasing number of brands, the consumers has little patience or the wit to
swift through and judge the uniqueness of features claimed by each of the brands. So, how
does one ensure that one is seen and heard in overcrowded market place? The answer lies in
brand positioning, one of the most powerful concepts in the marketing world, which enables
the seller to win the marketing battles by influencing the consumer’s mind set.
Did you know?
Dental caries according to WHO is still a major health problem in most industrialized
countries as it affects 60%-90% of school-aged children and the vast majority of
adults*
Around 63% of the Indonesian population suffer from serious caries problem,
averaging to 189 caries per person (Source : Susana’s 1998 and SKRT 1995)*
About 1.3% of the Indonesian population have dental problems every month reaching
an average of school or office disturbances of 386 daily (Source : National Research
& Development Institute, MOH RI; Perception & Motivation from Dental Care
Community - National Economic & Social Survey 1998)*
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Brand Positioning
Positioning a brand in the consumer's mind is critical to brand success. In an age sameness, a
brand must tout a variety of product or brand features and benefits, by drawing attention to
them and promoting their value to the consumer.The act of developing certain Brand
characteristics and promoting themis one of the few ways a brand can be differentiated. Your
own market is probably saturated with products that all look similar and offer thesame
benefits. Since most products or brands have a variety of features, such as speed, accuracy,
size, functionality, cost, style, specs, and more, each of these can be emphasized if they are
truly critical to a segment of the consumer market. If you want your brand to be known for a
subset of positioning the product brand in consumer's minds as being about those attributes.
You position a brand in order to establish your product as a superior choice to competitors.
What’s important to know is that many of your competitors will position their products and
brands the same way you intend to. That's when brand credibility comes into play. If you can
communicate your brand positioning better, then consumer's will view yours as the most
attractive or most credible. The credibility factor might only be delivered via the style of your
brand communication At this level of brand strategy where products are very similar, it takes
experience and expertise to fashion a strategy that gives you an advantage. At Brand Identity
Guru, we analyze your brand assets and determine which features and benefits need to be in
your brand or products value proposition to the customer. We'll use and describe these assets
in a way that makes them more attractive and compelling than your competitors. Where there
is no discernible brand advantage, we'll find one or create one and get your product
effectively differentiated and promoted.
Positioning has 4 components:
The 1st component is the product class or product category in which the brand is to operate.
To give a specific name to such a category is not always easy since boundaries are fluid e.g A
moisturizing lotion may decide to position itself in the cold cream market .The 2nd component
is consumer segmentation. It is impossible to think for a brand without , at the same time,
considering the segment forwhich it offers benefits that other brands don’t. Positioning and
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segmentation are like two sides of a coin, inseparable and integrated.The 3rdcomponent is
perceptual mapping, an essential tool to measure where brands are located in the perceptual
space of target consumer.Brand benefits and attributes make up the 4th component of
positioning, a consumer can allot a position in his mind only to a brand whose benefits are
meaningful to him. He compares and places bands in relation to these desirable benefits. The
concept of perceptual space forms the theoretical basis for brand positioning. The consumer’s
mind is regarded as the geometric perceptual space, with product categories and brands
occupying different points in that space. The search for vacant positions in the market be
conducted with reference to the preferred benefits and the preferred importance of such
benefits. These preferences are portrayed in the form of preference maps.The 1st purpose of
Preference Mapping is to measure the gap if any between the position of the brands as
actually perceived and the preferred or ideal position of its target segment.The 2nd purpose is
to discover holes or vacant positions in the market because they represent opportunities for
new products.Positioning is the pursuit of differential advantage. It is placing your product in
a certain distinct and preferably unique ways in the consumers mind. Strategy is how to get to
that positioning.
Brand Image
Brand image describes a products personality beyond its physical characteristics and
positioning in building brand image. Like brand personality, brand image is not something
you have or you don't! A brand is unlikely to have one brand image, but several, though one
ortwo may predominate. The key in brand image research is to identify ordevelop the most
powerful images and reinforce them through subsequent brand communications. The term
"brand image" gained popularity as evidence began to grow that the feelings and images
associated with a brand were powerful purchase influencers, though brand recognition, recall
and brand identity. It is based on the proposition that consumers buy not only a product
(commodity), but also the image associations of the product, such as power, wealth,
sophistication, and most importantly identification and association with other users of the
brand. In a consumer led world, people tend to define themselves and their Jungian "persona"
by their possessions. According to Sigmund Freud, the ego and superego control to a large
extent the image and personality that people would like others to have of them.Good brand
images are instantly evoked, are positive, and are almost always unique among competitive
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brands.Brand image can be reinforced by brand communications such as packaging,
advertising, promotion, and customer service, word-of-mouth and other aspects of the brand
experience. Brand images are usually evoked by asking consumers the first words/images
that come to their mind when a certain brand is mentioned (sometimes called "top of mind").
When responses are highly variable, non-forthcoming, or refer to non-image attributes such
as cost, it is an indicator of a weak brand image.
SNAPSHOT OF TOOTH PASTE BRANDS
Today’s companies are operating in macro environment forces. They are facing the toughest
competition ever. So, all the companies are involved in winning customers and out
performing competition. Indian tooth paste industry is one of the country largest market. The
Indian tooth paste market is very big. Large numbers of manufacturers are present. They are
trying to go at top most position.
Hindustan Lever Limited
Hindustan Lever Limited (HLL) is India's largest fast moving consumer goods company with
leadership in Home & Personal Care Products and Foods & Beverages. HLL's brands spread
across 20 distinct consumer categories, touch the lives of two out of three Indians. If
Hindustan Lever straddles the Indian corporate world, it is because of being single-minded in
identifying itself with Indian aspirations and needs in every walk of life.
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Close-up, a HLL product is the original youth brand in India – the first brand targeting youth
in the oral care market. Ever since its launch in 1975, Close-up has broken every rule in the
book on how toothpastes should behave! Close-up was the first gel toothpaste to be launched
in India and has led the gel toothpaste segment ever since. In 2004, Close-up was relaunched
with a bang. And this time it was packed with the power of Vitamin Fluoride System – a
powerful mix of Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect
combination of ingredients for fresher breath and stronger, whiter teeth. Close-up is now the
first Gel toothpaste with Fluoride in the Indian Market! Close-up also includes toothbrushes.
Pepsodent, a HLL product launched in 1993, was the first toothpaste with a unique anti-
bacterial agent to address the consumer need of checking germs even hours after brushing.
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Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers
to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002,
Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the
company has in the technical superiority of the product. Pepsodent connects directly with
kids and their parents. Pepsodent has always worked in the direction of an overall awareness
of dental health. The relaunch campaign in October 2003 widened the context to "sweet and
sticky" food and leveraged the truth that children do not rinse their mouths every time they
eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most
recent campaign aims at educating consumers on the need for germ protection through the
night. Pepsodent also includes a range of toothbrushes.
INTERNATIONAL DENTAL HEALTH FOUNDATION also approves it.
COLGATE is the product of Colgate-Palmolive ( India ) ltd. Its product line includes Colgate
Gel, Colgate Calciguard, Colgate Total, Colgate Sensation, Colgate Simple and others.
Colgate Calciguard being shown as an effectively decay premitive, dentifrice and Colgate
double protection, which is scientifically proven, provides better protection against plaque
and gum disease. Its key ingredients are Calcium carbonate, Silica, and Triclosan. Indian
Dental Association also approves it.
Acc. To I.D.A - Colgate dental cream is an effective decay preventive dentifrice that can be
of significant value when used as directed in a conscientiously applied program of oral
hygiene and regular professional care as directed by registered dental surgeons.
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Review of Literature
Six Levels of Brand’s Meanings
Attributes : Features associates with a brand.
Benefits : Functional and emotional benefits associated with brands.
Values : Producer’s values that gets associated with brands.
Culture : Represents the culture values of the place from where the brand originates.
Personality : Image of the brand as perceived by the user.
User : Kind of consumer who buys or uses the product.
Given the six levels of a brand’s meanings, marketers must decide at which level(s) to
deeply anchor the brand’s identity. The most enduring meaning of a brand is its values,
culture and personality. They define the brand’s eases
Brand varies in the amount of power and value they have in the market place. At
one extreme are brands that are not known by most buyers in the market place. Then there are
brands for which buyers have a fairly high degree of BRAND AWARENESS. Beyond this
are brands with high degree of BRAND ACCEPTABILITY i.e. brands that most customers
would not resist buying. Then there are brands that enjoy a high degree of BRANd
PREFERENCE.These are the brands that are selected over the other. Finally there are
brands that command a high degree of BRAND LOYALITY. This is where the acid test for
a brand lies.
Brand becomes known through the products they create and bring on to the market.
Whenever a brand innovates, it generates “me-too-ism”. The role of brand name is to protect
the innovation – it creates a mental patent. The brand name makes the innovation exclusive
and protects it against imitations.
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The sources of a brand’s identity include: The product, the name, brand characters and
symbols, Geographic and Historic roots of the brand and the content and form of advertising
used for the brand. Based on all these factors, a brand’s identity evolves over a period of
time.
The brand identity platform has four components:
1. The product class in which the brand is to operate.
2. The targeted consumer segment.
3. Brand location in the perceptual space of the target consumer.
4. Benefits and Attributes with the brand by the consumer.
As brands tend become physically similar, the brand manages falls back more and more on
Non-functional factors to distinguish his brands. This is called Brand Positioning. A brand
manager has various strategies available to himself. These strategies revolve around four
aspects of the brand, which can be expressed as four questions.
WHO AM I ?_____ This question deals with the origins of the brand, its parentage. A
brand can be positioned with reference to its corporate identity or as an extension of a well
established brand.
WHAT AM I ?____ This question relates to the capabilities of the brand and can be
further broken up as:
(a) Category related positioning: By choosing the product category in which the
position our brand, we are defining its composition. Similar brands can be
differentiated by positioning them in different categories.
(b) Benefit related Positioning: That particular benefit is selected, which will give the
brand the greatest competitive advantage. We get the flexibility in differentiating a
functionally similar product by emphasizing a benefit which the competitor has not
exploited.
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(c) Positioning by usage occasion: This strategy enables us to dominate a particular
usage. It also enables us to distinguish similar products by identifying our brand with
one or two usages that competition has neglected.
(d) Price-Quality Positioning: The consumer looks at the products in a category at
different levels of price, offering different standing of quality and decides which
price cum-quality level is most suitable for a given need.
FOR WHOM AM I ?____ This is the strategy of positioning a brand for a carefully
chosen target segment, where it is the best fit and has competitive advantage. Such segments
can be divided in the basis of Demographic, Behavioral, Benefit seeking and Psychographic
factors.
WHY ME ?____ All the above strategies enables a marketer to create a distinct and
persuasive perception of the brand. Aggressive marketing companies try to add to their brand
a clinic ling advantage through some unique features. It gives consumer a reason to why he or
she should select one brand in preference to another. Positioning by competitors and
positioning by a unique attribute can be the two strategies in this case.So much consumer
loyalty and goodwill surrounds a successful brand name that it is seen as the direct source of
much of the owner company’s profit. This is what is brand equity i.e. the incremental value
of a business above the value of its physical assets due to the market position achieved by its
brand and the extension potential of the brand. Drawing upon this concept of brand equity,
marketers have extended the names of successful brands to several new products in several
categories.But the extension need not be a trap. They can be effectively managed by
matching three criteria.
1st, the category chosen for the brand extension must be compatible with the nature of the
parent brand and the expertise it represents. There must be a fit.
2nd, for successful brand extension, one should ensure that there is consistency in the value
perception of the brand in the new category as compared to its parent brand.
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3rd , the brand name should have some in built advantage that gives it competitive strength
against established brands in the new category.
Techniques for Perceptual Mapping
1. Image Profile Analysis
This is probably the oldest and most widely used technique for measuring consumer
perception of competitive brands, services or companies. The starting point for this
analysis is the measurement of perceptions of each brand on a 5 or 7 points scale against a
series of pre-selected functional and psychological attributes. The individual scores are
then average obtains a composite mean score for each brand on different attributes.
An examination of the chart provides a profile of competitive brands and
their perceived strength and weakness. A further improvement on this chart could be
achieved by superimposing the profile of the ideal brand for each attribute. An
observation of this type of chart provides useful insights about which brand is competing
against whom, and on what attribute or attributes, and to what extent they are close to or
away from the ideal image.
However, image-profile analysis has its limitations. It is difficult to plot all the brands
in a single chart when the number of competitive brands is large. Moreover, all the
attributes consider for image perceptions may not be equally important or independent of
each other. In other words, some of the attributes may be highly correlated and thereby
represents basically the same dimension ( or factors ).
2. Factor Analysis
The brand image data may be collected on all variables, which could possibly have some
relevance to the objective of the study. Initially, a large set of variables (attributes) is
considered. Its prime objective is to reduce the initial set of variables and express them as
a linear combination of the smallest set of independent “ factors “ or dimensions. The
input data in all factors analysis procedures are the correlation coefficients between all
possible pairs of original variables. A satisfactory solution is the one, which will yield the
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minimum number of factors” that conveys all the essential information contained in the
original set of variables. Statistically speaking, the objective becomes:
1. To reproduce as best as possible the observed correlations
2. among the Original variables; and
3. To extract the maximum variation.
The factors thus derived will be uncorrelated to each other, hence independent. Moreover,
since all variables can be expressed as linear combinations of extracted factors, the
coefficients of various factors are called Factor Loading. From this, the analysis
ultimately aims to determine the weights associated with each factor. This enables us not
only to calculate the importance of each factor but also to determine the Factor Axes
corresponding to clusters of points including the positions of individual brands.
3. Cluster Analysis
The objective behind this procedure is to separate brands into groups such that each
brand in a group is more like the other brands in its group falling outside the group
In any cluster analysis procedure a measure of inter-object (between brands or objects)
similarity or dissimilarity has to be used.
RESEARCH WORK
Indian tooth paste industry is one of the country largest consumer market. The Indian tooth
paste market is psuedo-mature. It is amazingly complex being segmented not only on the
basis of prices and benefits but even range of emotions with in that outlining framework.
With in over 10-15 brands in the market, this segment of the consumer product offers a
tremendous to study the concept of brand positioning, specially when tooth paste is a fairly
intimate product and consumer prefers a brand which reflects his self image or fits in with
this fantasies. The focus of this study about tooth paste is consumer perception of the
various brand are available.
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MOST DEMANDING BRANDS & THEIR COMPARISION
COLGATE:-
Colgate, an oral hygiene product line and one of the namesake brands of the Colgate-
Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and
mouthwashes.
Colgate Ribbon Dental Cream was the first toothpaste in a collapsible tube, introduced in
1896. It had previously been sold in glass jars since 1873.
PEPSODENT:-
Pepsodent is the oldest and most well-known toothpaste in Indonesia, since the beginning
of its existence has always provided more than just basic efficacy.
Pepsodent was the first toothpaste in Indonesia that launches fluoridated paste back in
1980s and the only paste in Indonesia that actively educates and promotes proper habit of
brushing through school program and free dental check up service. Pepsodent has
completed its range product from basic cleaning to complete benefit paste ever since.
HOW IT WORK?
Colgate and Pepsodent continues to work even after I eat or drink Colgate and Pepsodent
contains a unique combination of ingredients that attaches to your teeth and gums and
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does not get washed away even when you eat or drink - so your whole mouth is protected
for up to 12 hours.
Colgate and Pepsodent works for up to 12 hours
Triclosan (an ingredient that fights germs) is held in place by Gantrez (a copolymer) that
attaches to teeth protecting them for up to 12 hours.
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TYPE OF PRODUCTS
COLGATE PEPSODENT
Colgate Total Advanced Pepsodent Complete + Gum Care
Colgate Total Complete 12
Colgate Max Fresh Pepsodent Herbal
Colgate Sensitive Pepsodent Milk Teeth Orange
Colgate Cavity Protection Pepsodent Milk Teeth Strawberry
Colgate Tartar Protection Pepsodent Sensitive
Colgate Luminous Pepsodent Whitening
Colgate Sparkling White Pepsodent Cavity Prevention
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RETAIL SHELVES
Brands SKU Range MRP (In Rs)
Colgate Dental Cream 100, 150, 200 & 300 gm 28, 42, 54 & 82Colgate Cibaca 200 gm 27Colgate Total 12 75 & 150 gm 33 & 62Colgate Sensitive 50 & 100 gm 35 & 58Colgate Active Salt 100 & 200 gm 29 & 54Colgate Advanced Whitening 75 & 150 gm 26 & 50Colgate Herbal 100 & 200 gm 30 & 55Colgate Fresh Energy Gel 80-150 & 200 gm 30, 50 & 63Colgate Max 80 & 150 gm 29 & 50Colgate Kids Pink, Blue 40 gm 24, 22Colgate 200 gm 38Colgate Sensitive 100 ml 40Pepsodent 2 In 1 80 & 150 gm 30 & 50Pepsodent Complete 80, 175 & 255 gm 25, 53 & 69Pepsodent G 150 gm 60Pepsodent Decay Protection 40, 80 & 175 gm 12, 23 & 46Pepsodent Sensitive 100 gm 55Pepsodent Whitening 80, 175 gm 30 & 50Pepsodent Superman 80 gm 45Pepsodent Barbie 80 gm 45Pepsodent Tom & Jerry 80 gm 45
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ADVERTISMENT
COLGATE:-
Colgate has a toothpaste and toothbrush mascot for children's entertainment, "Dr. Rabbit",
which has also been used in three tapes that teach about dental health and advertise
Colgate toothpaste.
"Gardol" was actually their trademark for the ingredient Sodium lauroylsarcosinate (and
identified as such on the package and in their advertising), which today is an ingredient in
Arm & Hammer's "Advance White" toothpaste, minus the "Gardol" identification.
PEPSODENT:-
Marketing efforts to sell Pepsodent toothpaste were very successful, and sales
skyrocketed thanks to a well-known slogan of, "You'll wonder where the yellow went
when you brush your teeth with Pepsodent." Entertainers also helped give the toothpaste a
boost. It was referred to in a popular 1949 musical called "South Pacific." Singer Cole
Porter also mentioned the tasty paste several times in his recordings, and Pepsodent was
the sponsor of the famous 1929 radio show "Amos and Andy."
COMPARISON OF BRANDS (IN %) AS PER DEMAND
Brands Demand
Colgate 33%
Pepsodent 26%
Close up 20%
Dabur/Babool 12%
Anchor 9%
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Demand
Colgate
Pepsodent
Close up
Dabur/Babool
Anchor
COMPARISON OF BRANDS (IN%) FOR CUSTOMER SATISFACTION
Satisfaction
Colgate
Pepsodent
Close up
Dabur/Babool
Anchor
Brands Satisfaction
Colgate 30%
Pepsodent 25%
Close up 22%
Dabur/Babool 14%
Anchor 9%
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CUSTOMER RESPONSE
Which is better? Colgate or Pepsodent? And how many times do you brush daily?
1. Well, what I would suggest here is, Colgate has always been the best among all, the
rest have come up now, but Colgate is a very old toothpaste manufacturing company
since British ruled India, so old is always gold for sure, one should always have or
make a habit to brush twice, once in the morning & then after dinner before going to
sleep for sure.
2. There are different types of toothpastes under one brand name. I tend to rely on
Colgate, however. Dentists highly recommend brushing in the morning and before
you go to bed. Also, if possible, you should brush after each meal if you want ultimate
oral health. Brushing at least twice a day also greatly decreases the chances of
obtaining bad breath.
3. You need familiarize yourself with the contents of toothpaste. Fluoride does more
harm than it does good. I am not suggesting that you stop brushing your teeth;
however, I am suggesting that you begin to familiarize yourself with the chemicals
that you poison your body almost religiously.
4. I have never tried those. I use only Crest. But.....Tooth brushing is necessary at least
twice a day: once in the morning before breakfast and once in the evening, after
dinner. The main goal is the complete removal of the bacterial plaque and not the
number of brushings.
5. Brushing once a day does get rid of left over food in your mouth that causes odors,
plague and bad breath. Food gets lodged in between your teeth thus causing stinky
breath.
6. I use Pepsodent. I do use Colgate on occasions, but i have found that Pepsodent works
better. For instance, i needed to whiten my teeth because they were not looking too
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good. Then, i put on a glob of pep. Toothpaste on my toothbrush and my teeth were
white. (make sure u floss and use mouth wash)
7. Colgate is better then Pepsodent according to my experience. Brush twice daily, once
in the morning n once b4 sleeping. Have healthy teeth.
8. Personally I prefer Colgate. And u should ideally brush after every meal.
9. I think Colgate. And it’s better if you brush after every meal. Or at least twice a day as
in day and night.
10. Dear I am not using Colgate I am using Pepsodent and daily I twice use it.
11. Pepsodent for me Because I used it too Regularly I brush my tooth twice a day After I
wake up n before I sleep...
Some possible product improvisations
Attached straight tongue cleaner cased in the toothbrush handle.
Cartoons character printed on the handle to attract kids.
Padding on the handle end to massage the gums.
Casing the toothbrush (for kids) in a toy form.
Neck with adjustable handle.
Get a certificate by the Indian Dental Association (IDA) for the toothbrush, like the
Colgate Calciguard Toothpaste.
Segregate the toothbrush types for different age groups, e.g.,
Children - Thicker handle for better grip, bright colours and cartoons printed on the handle.
Young People of Teenager - more trendy colours and designs, like stripes or polka dotted,
more vibrant colours.
Adults - Simple designs and sober and decent colours.
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For the new entrant
Introduce the product with the offer of one free toothbrush with the purchase of a brush
which will help in blocking and prepointing the purchase of the buyer.
As the target segment is the premium segment therefore, premium pricing of the product
is necessary.
Price the product at Rs. 251 -* or at Rs. 301- and not at Rs. 361 or Rs. 221- because the
shopkeepers face a problem in returning small changes of Rs. 31 or Rs. 31- and Rs. 11 so
they sometimes avoid the product as confessed by the shopkeeper.
Add value to the product by giving tips on taking good oral care, in the back side of the
package or a free pamphlet with the purchase of a brush, like brushing twice a day,
flossing, polishing, regular dental check-up by your dentist, this shows a caring and
concerned attitude by the company.
With the purchase of a toothbrush, give a free coupons which is to be filled in by the
consumer and can be used by him or her for getting a free dental check-up as when and
where specified in the advertisement in the newspaper. This kind of scheme can be
implemented by the company once in two three months.
However, these suggestions can be used by the big players in the market or the new entrant,
who has to be a big player because a large investment is needed for such heavy sales
promotion and also an attempt should be made to convert this low involvement product into
a high involvement as it is concerned with personal card and hygiene and a product of daily
use.
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RESEARCH METHODOLOGY
A goal is achieved through a clear-cut method. Research methodology is nothing but a
system of methods and principles for doing the research.
Research methodology is used to collect primary data through survey technique, which is
intended to secure the information from a sample of respondents where in the sample
respondents are selected through the process of Random sampling. The information from
the respondents is being recorded on a form known as “Questionnaire”. The respondents are
asked to answer the questions in the Questionnaire and that answers are used for the purpose
of the study.
SAMPLING TECHNIQUES
THE REASON FOR WIDE USE OF SURVEY TECHNIQUE
It could serve both quantitative as well as qualitative information directly from the
respondents.
It was quite flexible in terms of data to be assembled method of collection or timing
of research.
Apart from it was presumed that respondent
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Know the answer to the question
Have authority to answer to these questions
Were willing to co-operate in answering these questions in the best manner.
The study was carried in Bangalore city with the total sample size 50 the respondent were
contacted at their offices, service, centers, residence, colleges, bus stops, shops during their
leisure time and the interview spanned between 10 to 20 minutes per respondents.
The other factor is the revenue that the brand would earn in the position. The revenue
depends on the number of consumers in the preference segment, their average purchase rate,
the number end strength at competitions in that segment and the price change by the brands in
the segment.
PROCESS OF COLLECTING DATA
The following chart shows the process of collecting necessary information:
SOURCES OF DATA
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Formulation of Research ObjectivesFormulation of Research Objectives
Developing Research PlanDeveloping Research Plan
Mode of Data collection Mode of Data collection
Sampling PlanSampling Plan
SurveySurvey
Data CompilationData Compilation
Reporting of DataReporting of Data
One of the important tools for conducting marketing research is the availability of necessary
and useful data. Data collection is in many ways more of an art that a finds. Sometimes the
data are available readily in one form or the other and sometimes they are to be collected a
fresh. In the case of marketing research, the data collection may occupy only a minor part or
sometimes it may be most expensive and time consuming affair. Mainly data can be collected
using two methods. These are: -
i. Primary data
ii. Secondary data
PRIMARY DATA: The data which is collected directly from the consumer by communicating
with them. It helps to know the attitudes and opinions of people, awareness and knowledge,
behavior etc. Contacting the sample members and then getting the required information by
using observation and communication collects this data. There are some data collecting
instruments.
These are:
a. Survey Method
b. Observation Method
c. Experience Method.
SURVEY METHOD- Survey is most commonly used method of primary data collection in
marketing research. This method has been used because of its extreme flexibility. Survey
research is the systematic gathering of data from respondents through questionnaire. The
purpose of survey is to facilitate understanding or enable prediction of some aspects of
behavior of the population being surveyed. A questionnaire is a formal list of questions to be
answered in the survey. In the survey method for collecting primary data three techniques
can be used.
Personal Interview
Telephone Interview
Mail Interview
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SECONDARY DATA: These are data which can be collected from internal and external
sources apart from the information collected from the field. Secondary data can be collected
from the following sources:-
GOVERNMENT- Records, Generals, Books, Magazines etc.
COMMERCIAL- Market research companies, Add agencies and private data
collection agencies.
MISCELLANEOUS SOURCES- These are other sources like old Projects, Public
articles, Files and Books.
INTERNAL SOURCES- Company resources, Catalogs and Brochures etc.
In this project to get proper data primary and secondary data were taken. Primary data was
obtained through questionnaire to customers and interviewing employees of the organization.
Secondary data are obtained from company information, some brochures and from internet.
RESEARCH INSTRUMENTS
QUETIONNAIRE:
The questionnaire included closed ended questions and multi choice. Answers are to be
chosen by the respondents. The buyer of Toothpaste footwear filled the questionnaire, giving
the opinion without a prompting on my part.
TABLES: This study tables to represent the data collected from the various customers, they
are represented in both, numbers of samples and percentages.
GRAPHS: This table study is also employed graphs to represent the data on the table to give
better interpretation of percentage in the table. The graph used is column, pie and bar and
percentage analysis etc.
SAMPLING TECHNIQUES:
The sampling techniques were followed was judgment sampling method where Toothpaste
are selected.
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SAMPLING SIZE:
50 Customers of toothpaste users only. Response of the majority of the customer was good.
STATISTICAL TECHNIQUES:
Simple statistical technique such as drawing of percentage for generalizing tables for
analyzing and graphs for pictorial understanding were used on this study.
CONTACT METHOD:
In the survey, respondents were personally contacted and asked to fill the questionnaire that
is in most of the Toothpaste showroom in NCR. The customer of Toothpaste were selected
for the consumer satisfaction, the whole study is concentrated on the function area i.e. is
customer satisfaction towards Toothpaste brand footwear.
PLAN OF ANALYSIS
Since the structured questionnaire was used, data classified was done easily. This readily
revealed the buying behavior of the despondent towards Toothpaste. Tables were used for
tabulating, analysis was drawn from the table and interference .This leads to conclusion and
recommendation.
Research Project Descriptive
Data Source Primary data, Secondary data
Research Approach Survey method, Observation method, Experience
method
Research Instrument Questionnaire
Sample Plane Sampling unit –Customers of Bangalore city
Sample size – toothpaste
Sample Type – Random sampling.
Contact Method Personal interview/ Scheduling
25
There are two main research instruments in collecting primary data those are:
Questionnaire
Mechanical Instruments
QUESTIONNAIRE:
The questionnaire is the common instrument in collecting primary data. This consists of a set
of questions presented to respondents for their answers. In questionnaire the researcher has
used both closed and open-ended questions.
A) CLOSED-END QUESTIONS:
Pre-specific all the possible answers and respondents make a choice among them. In closed
and questions the researcher has used dichotomous as well as multiple-choice questions.
B) OPEN-END QUESTIONS:
Answers are not pre-specified any answer can be a source of information. A sample
questionnaire has been attached at the end of the Report.
MECHANICAL INSTRUMENTS:
Mechanical devices are occasionally used in the research. Galvanometer measures the
interest emotion aroused by exposure to a specific situation or problem.
In this survey questionnaire was use as research instrument and no mechanical instruments
were used.
CONTACT METHOD:
Information may be collected by mail, telephone or by personal interviews. The personal
interviewing method was adopted in this research work.
MAIL CONTACT METHOD:
26
Printed questionnaire is used to be send by the post to the customers and the answers of the
respondents are obtained.
PERSONAL INTERVIEW:
The investigator obtains answer to his questions in person from the respondents. The
individuals may be contacted at homes or at the work place.
TELEPHONE INTERVIEW:
In this the customers are contacted by telephone and answers from the respondents are
obtained.
ONLINE INTERVIEW:
A company can include a questionnaire at its web page and offer an incentive to answer the
questionnaire.
In this study, the survey was also carried out by personal interviews with the potential retail
customers to explain the need of survey and to extract the real opinions from them for
obtaining desired information.
SAMPLING PROCEDURE
Sampling procedure refers to “How should be respondents to be chosen”. In this survey the
researcher has used the probability random Sampling to these respondents. In this study, the
survey was also carried out by personal interviews with the potential customers to explain the
need of survey and to extract the real opinions from them for obtaining desired information.
SATISTICAL REPRESENTATION
The statistical information generated can be communicated visually by graphic
representations. Such graphic summarizations are especially useful for communicating
quantitative information to individuals who may not have an understanding of mathematical
forms. Graphical methods are also used in many research applications, instead of a statistical
description, to emphasize and dramatize various features of quantitative information. The
statistical representation for this research is tabulated and presented graphically with
inference in the next chapter.
27
INTERPRETATION
Interpretation in our usage of this world, means to bring out the meaning of data or one might
say to convert mere data into information. The climax of the research process is approached
as one prepares to draw conclusions from the data analyzed the whole investigation
culminates and reaches fruition drawing inferences that leads to conclusions as to the cause of
action or problem solution. This phase calls for a high degree of interpretive skill, both
quantitative and logical.
Objectives: -
1. To know about brand awareness.
2. To know about brand preference.
3. To know about the product/alternatives which consumers might
4. prefer to brush their teeth other than a tooth paste.
5. To know about the factors that influence the consumers decision to
6. buy a particular brand of tooth paste.
7. To know about the attributes that a consumers look for in a tooth
8. pate brand, when he buys for himself.
9. To know about the possibility reasons that lead to brand switch
10. over.
11. Image profile analysis of important tooth paste brands.
Limitation:
Time limitation.
Research has been done only at Dehradoon.
Some of the persons were not so responsive.
Possibility of error in data collection.
Possibility of error in analysis of data due to small sample size.
28
Scope
1. Wide scope in know about market share of toothpaste company
2. It provide information about consumer choice and preferences
3. it have scope in advertising aple for change preferences
4. it can help to increase market share of toothpaste company
29
DATA COLLECTION
METHOD OF DATA COLLECTION
For this project I have more emphasized on the secondary data in comparison of the primary
data. I have interacted with the industry people, which helped me to understand the nitty-
gritty’s of mutual funds. I have used the secondary data extensively for this project, as it was
not possible to collect the whole data on my own.
Data sources:
Research is totally based on primary data. Secondary data can be used only for the reference.
Research has been done by primary data collection, and primary data has been collected by
interacting with various people. The secondary data has been collected through various
journals and websites .
Primary Data Collection
By interacting with the people
By analyzing the data
Advantages
High accuracy level
Better understanding
Good conclusion
Disadvantages
It is time consuming
Sometimes accuracy is not there because of lack of data
Sometimes accuracy is not there because of the responsive error
30
Secondary Data Collection Methods
Internet
Various magazines
Brochures
Advantages
Helps in identifying the research problem
Helps in generation of new ideas which can be authenticated by primary research
Helps in gaining better insight into the project
Helps in understanding the concept better
Disadvantages
May not always answer the specific questions pertaining to your study
Lack of availability
Inaccurate, adulterated and outdated data
Lack of relevance
Insufficient data
Sampling:
Sampling procedure:
The sample is selected in a random way, irrespective of them being investor or not or
availing the services or not. It was collected through mails and personal visits to the
known persons, by formal and informal talks and through filling up the questionnaire
prepared. The data has been analyzed by using the measures of central tendencies like
mean, median, mode. The group has been selected and the analysis has been done on
the basis statistical tools available.
Sample size:
The sample size of my project is limited to toothpaste only. Out of which only
toothpaste people attempted all the questions. Other 65 not attempted questions.
31
Sample design:
Data has been presented with the help of bar graph, pie charts, line graphs etc.
Limitation:
Time limitation.
Research has been done only at Dehradoon.
Some of the persons were not so responsive.
Possibility of error in data collection.
Possibility of error in analysis of data due to small sample size.:
Administering a questionnaire on toothpaste customers residing collected the data in and
around faridabad, to know about consumers preferences and perception regarding various
aspects related a tooth paste such as factor which influence the consumers most when he
bought tooth paste, attribute that he look for while buying a tooth paste, reasons for brands
switch over etc. This data was then tabulated to make calculations on analysis, which from
the basis of the results, and findings of the study. A copy of questionnaire is given in
appendices.
SAMPLE SIZE : 50
SAMPLE PROFILE
CONSUMER QUESTIONNAIRE
1. AGE : ¹ 15-30 Years ¹ 30-40 Years ¹ 40-toothpaste years
¹ Above 50 years
2. SEX : ¹ Male ¹ Female
3. OCCUPATION :
¹ Govt. Service ¹ Self-employed ¹ Corporate Executive
¹ Student ¹ Others (specify __________________)
32
4. MARITAL STATUS : ¹ Single ¹ Married with children
¹ Married without children
5. AVERAGE MONTHLY INCOME/ALLOWANCE
¹ <Rs. 3000 ¹Rs. 3000-6000 ¹Rs. 6000-10000
¹Rs. 10000 - 20000 ¹>Rs. 20000
6. Which toothbrush do you generally use?
7. Name any other five toothbrushes that you can recall
1 2 3 4 5
8. Who purchases your toothbrush?
¹ Myself ¹ A family member ¹ A Subordinate
9. Do you ask for a toothbrush by name? ¹ Yes ¹ No
10. How much are you ready to spend on a toothbrush?
¹Rs. 5-10 ¹Rs. 10-15 ¹Rs. 15-20 ¹>Rs. 20
11. What prompted you to purchase your current toothbrush?
¹ Dentist’s advice
¹Impressed with the advertisement
¹ Shopkeeper gave it to me
¹ A well-wisher recommended it to me
¹ Just bought it no specific reason.
12. How often do you replace your toothbrush?
¹0-1 month ¹ 1-2 months ¹ 2-3 months ¹ 3-4 months
¹> 4 months
13. How often do you brush your teeth a day?
¹ Once ¹ Twice ¹ After every meal ¹ Not particular
RETAILER QUESTIONNAIRE
1. Location of the store :
2. Selling toothpaste since
33
3. Brands stocked
¹ Colgate Plus ¹Cibaca Supreme ¹ Aqua Fresh ¹ Oral-B
¹Pepsodent ¹ Promise ¹ Classic
4. Which are the top three toothpaste in terms of exist sales?
1.Colgate Plus 2.Pepsodent 3.¹ Aqua Fresh
5. In case not covered above. What is the status of:
1. Aquafresh ¹ Good ¹ Picking up Moderate ¹ Poor
2. Colgate Plus ¹ Good ¹ Picking up Moderate ¹ Poor
6. How do consumers ask for a toothpaste? (Rank them)
(a) Ask by brand name (b) Ask for a cheap paste
(c) Specify a price range (d) Go for an expensive paste
(e) Keep trying newer ones
7. Which of these two companies make it a point to:
(a) Get a regular feedback
Pepsodent Yes No
Colgate Plus Yes No
(b) Maintain regular supply
Pepsodent Yes No
Colgate Plus Yes No
8. Rank your profit margin for the following brands:
1. Cibaca Supreme 2. Colgate Plus
3. Oral-B 4. Aqua Fresh
5. Pepsodent
9. What is your a) Highest Margin
b) Lowest Margin
10. If the consumer does not ask for a specific toothbrush then which one would you
offer him? Why?
34
DATA ANALYSIS & INTERPRETATION
1. Gender Wise :-
Male 30
Female 20
2. Age Wise :-
3. Status Wise :-
Students 23
Professionals 14
House wives 8
Businessmen 5
Age Male Female Total
Up to 25 14 10 24
26 – 35 7 3 10
Above 35 9 7 16
35
Agewise and Gender Distribution of Samples
Pie Chart
.
36
.
Status Wise Distribution of Sample
.
Pie Chart
.
37
RESEARCH METHDOLOGY
Image Profile Analysis
1. Which Tooth paste do you like most?
Close up : 21
Pepsodent : 12
Colgate : 17
.
Methodology
The respondents were asked to list the name of Tooth Paste that they like most. After
research it was found that 42% people like Close-up, 24% Pepsodent, 34% Colgate.
The main reason behind the liking of Close-up is that the young generation mostly
likes the advertisement featuring various models ,flavours , colours and long lasting
freshness.
38
2. Number of tooth pastes used by people in a month?
No. of tooth paste No. of Families1 : 92 : 303 : 11
.
After survey it was found that most of the families used 2 tooth pastes on a average basis per
month. Some big joint families used 3 tooth pastes per month.
3 Which are the factors that influence you the most when you buy a tooth paste?
Price 367
Colour 385
Advertisement 310
Packing 230
Scheme 256
Availability 326
Taste 417
39
Liking 326
Methodology
After survey it was found that most of the people preferred that tooth paste whose taste they
liked. Colour stood second in their preference.Price was third. There was a tie between
Availability & Liking. Advertisement stood sixth. Scheme ranked seventh and last but not the
least was packing. All the points given to factors that influence customers to buy tooth paste
are based on Rank System. It was a combined survey of both males & females.
Procedure of Ranking.
Rank - Points1 - 102 - 93 - 84 - 75 - 66 - 57 - 48 - 3
4. Which attribute do look for when you buy a tooth paste?
Healthy Tooth and Gums - 199
Long lasting Freshness - 216
Prevention of Tooth Decay - 135
Whiteness - 70
Use of Natural Herbs - 189
Good Foam - 140
40
Methodology
It was found out that the people preferred that tooth paste the most which provided them with
Long Lasting Freshness. The tooth paste giving the quality of Healthy tooth & gums was
ranked second. Third in the race was tooth paste with Natural herbs. The fourth ranking was
given to tooth paste giving Whiteness to their teeth. Fifth ranking goes to paste providing
Good Foam and the least preferred was the paste which boasted of prevention of tooth decay.
All the points given to attributes that influence customers to buy tooth paste are based on
Rank System.
It was a combined survey of both males & females.
Procedure of Ranking
Rank - Points1 - 62 - 53 - 44 - 35 - 26 - 1
5. The tooth paste advertisement that they like most of:
F M T
Close-up - 11 12 23
Pepsodent - 5 7 12
Colgate - 4 11 15
41
.
6. I would switch to another brand, possibility for one or more of the following reasons:
Price rise of my current brand 19
Better packaging of another brand 6
Scheme with another brand 15
Advertisement impact 14
When my brand is not available 28
To try new option 23
Influence by others 5
Methodology
The main reason behind brand switch over was when the preferred brand of people choice
was not available. People strongly agreed to try new option just for the sake of exploring and
tasting the new brands available in the market. Price rise was also a major factor for brand
switch over. Schemes with other brands also shifted loyalty of people from their preferred
42
brands. Advertisements with attractive models were also one of the reasons for brand switch
over. Few people also preferred packaging of other brands and influence by others. It was a
combined survey on both males & females.
7. Which brand do you like most?
HLL - 32
COLGATE-PALMOLIVE - 18
43
.
Methodology
Most of the people preferred the HLL brand, which includes Close-up andPepsodent. Thirty-
two people preferred HLL brand, which targets the youth segment, and eighteen people
preferred Colgate-Palmolive brand. It was a joint survey of both males & females.Ratings
given to these brands are out of fifty.
CONSUMER PREFERENSES TOWARDS VARIOUS TOOTHPASTE
RESPONSE MALES (%) FEMALES (%) TOTAL (%)
Ask by brand name 57.6 70.8 62.8
bought it in person 73.3 75.0 70.4
44
eagerness to spend
s. 5-10 29.0 0.0 22.5
Rs. 10-15 41.9 29.2 40.0
Rs. 15-20 25.8 45.8 30.0
>Rs. 20 3.0 25.0 7.5
ASCRIBED TO
No specific reason 59.4 33.3 50.0
word of mouth 15.6 16.7 19.1
impressed with advt.
9.3 20.8 11.9
shopkeeper insisted 15.6 20.8 14.3
dentists advice 6.3 8.3 4.8
45
REPLACEMENT FREQUENCY
0-1 MONTHS 23.5 12.5 17.4
1-2 MONTHS 26.5 29.2 28.3
2-3 MONTHS 23.5 29.2 30.4
3-4 MONTHS 23.5 16.7 19.6
> 4 MONTHS 2.9 16.7 4.3
FREQ. OF BRUSHING
Once (per day) 50.0 28.0 46.7
Twice 44.2 68.0 46.8
after every meal 2.9 4.0 2.2
Not very particular 2.9 0.0 2.2
46
pressed with Advertisement
YES 11.1 22.2 12.9
NO 88.9 78.0 87.1
RELATIVE IMPORTANCE OF ATTRIBUTES
47
MALES FEMALES TOTAL RANK
PRICE 62.7 57.3 61.2 5
PACKAGING 40.2 49.3 44.6 8
DURABILITY 74.5 74.7 75.4 2
LONG HANDLE 51.9 60.0 57.0 6
FLEXIBLE NECK 52.9 60.0 57.1 6
COMFY. ANGLE 68.6 78.7 73.7 3
SOFT BRISTLES 78.4 86.7 82.9 1
LOOKS 46.1 40.0 44. 9
DIAMOND HEAD 36.3 41.3 38.9 10
GRIP 58.8 68.0 63.4 4
INDICATOR 28.4 41.3 34.3 11
48
COLGATE PLUS USERS RESPONSE
Males Females Total
v. Good
God Can’t say
v. Good
God Can’t say
v. Good
God Can’t say
Quality 17 73 10 40 60 - 21.5 65.5 13
Access 90 10 - 97.5 - 2.5 95.5 - 4.5
Value/price
42 50 8 60 23 7 51 32 17
Loyalty Yes-3 No-97
Yes-3 No-97
- Yes -3
No -97 -
49
BRANDS PERCENTAGE
COLGATE PLUS 30.96
CIBACA 14.28
ORAL-B 16.66
CLOSE-UP 9.52
PEPSODENT POPULAR 7.14
JORDAN 9.52
OTHERS 11.90
50
BRAND RECALL
BRANDS PERCENTAGE
COLGATE PLUS 20.47
PEPSODENT POPULAR 11.02
CIBACA 10.24
ORAL-B 9.54
AQUA-FRESH 7.59
AJANTA 7.09
OTHERS 28.35
51
Only about 5% of the respondents could not remember which toothbrush they were presently
using which were excluded from the above computing.
Chart 1
We have found that nearly half of our sample is highly aware as Colgate as their Toothpaste Brand with Pepsodent as Brand awareness is 25% with Close up at 20% and Amar and babool at 6% and 4% respectively
52
Chart 2
We have found that more than 75% of our sample is aware of their toothpaste brand due to television commercials whereas Product awareness by Print Media is 12% followed by others (Posters @ Retail Stores) is 8% and awareness via Radio is 2%
53
Chart 3
More than 60% of our respondents purchase their toothpaste after 6 weeks. Respondents who purchase toothpaste after 4 weeks are the ones who are brushing teeth twice a day and respondents who purchase every 2 week are the ones who buy smaller packs.
54
Chart 4
More than 65% of our sample is Brand Loyal, remaining sample size are satisfied withAny given brand of toothpaste
55
Chart 5
We have found that more than half of our sample doesn’t pay a great attention to the price as a factor while purchasing Crest Toothpaste.
56
Chart 6
The respondents have evaluated Crest toothpaste as very high concerning its ability to whiten their teeth, however more than 50% of respondents highly rated Crest for whitening their teeth
57
Chart 7
Concerning Crest toothpaste taste 50% of the respondents agreed that they dislike its taste, and are not satisfied with its taste, on the other hand they preferred Close-up toothpaste taste as it provides different kind of toothpaste tastes that it satisfies the needs of maximum respondents
58
Chart 8
A great percentage of our sample (72%) has been satisfied with Crest toothpaste ability to give them a fresh breath
59
Chart 9
More than 70% of the respondents very highly agreed that Crest toothpaste helps in cavity & gum protection
60
Chart 10
The majority of respondents agreed that Crest toothpaste does not help in maintaining of sensitive teeth. Colgate is most preferred toothpaste with 40% respondents whereas Pepsodent is preferred with 30% of respondents with Amar and Babool with 14% and 10% respondents respectively
61
Sensitivity
Colgate40%
Pepsodent30%
Amar14%
Crest6%
Babool10%
Colgate
Pepsodent
Amar
Crest
Babool
Chart 11
Majority respondents with 34% answered that they prefer Colgate toothpaste at 1st
place followed by Pepsodent’s preference at 22%, Crest-Close-up, Amar and Babool
62
Preferred toothpaste
Crest, 14
Pepsodent , 22
Amar, 10Colgate, 34
Babool, 6
Close up, 14
Crest
Pepsodent
Amar
Colgate
Babool
Close up
Chart 12
Out of all respondents of our sample size, 40% of them preferred to buy toothpaste from nearest retailer whereas 30% preferred to buy from supermarkets due to availability of discount on MRP whereas 20% preferred to buy from Hypermarkets and remaining 10% preferred from malls.
63
CUSTOMER ATTITUDE SURVEY TOWARDS
COLGATE V/s PEPSODENT
Q 1. Have you heard about any toothpaste producing company?
Ans (A) yes (B) No
If yes then name …………………………
Q 2. Which toothpaste you prefer?
Ans (A) Colgate (B) Pepsodent
(C) Close - up (D) Babool
Q 3. Which media make you aware about the tooth paste brand?
Ans (A) Television (B) Newspaper
(C) Relatives (D) Radio
Q 4. Which factor effects your choice towards tooth paste?
Ans (A) child (B) friends
(C) media (D) television
Q 5. Which characteristics influence you before buying toothpaste?
Ans (A) flavor (B) anti germ quality
(C) Freshness (D) price
(E) All
Q 6.Are you happy with your toothpaste brand?
Ans (A) Yes (B) No
If yes, than which quality is responsible for it.
……………………………………………….. …………………………..
If no, what do you want in your toothpaste?
……………………………………………...……………………………...
Q 7. Will you tell other to choose the brand which you prefer?
Ans (A) Yes (B) No
If yes, than which quality is responsible for it. …………………………..
If no, what do you want in your toothpaste. ……………………………...
Q 8. If you are ask for choosing a product between Colgate and Pepsodent. Which product
will you prefer and why?
64
Ans ……………………………………………………………………………
Q 9. How will you rating different toothpaste product?
Ans ……………………………………………………………………………
Q 10. If your toothpaste price decrease by 5 Rs. Then you will –
a. Increase Purchases
b. Decrease Purchase
c. Remain Unchanged
Q 11.If your toothpaste price Increases by 5 Rs. Then you will –
a. Increase Purchases
b. Decrease Purchase
c. Remain Unchanged
65
FINDINGS & ANALYSIS
At colgate customers are highly satisfied with the range of product and sufficient colour choice availability.
Customers are highly satisfied with the way products are displayed to them.
Customers are satisfied with the kind of information provided to them about different toothpaste brand
Customers are satisfied with the kind of attention they get at pepsodent retaler.
Customers are satisfied with the type of test facility provided by company and IDA.
Customers are satisfied by the way all the documents and services are explained to them.
Customers are satisfied with the advertising appel used by Toothpaste Company.
66
CONCLUSION
The present day brushing habits of the Indian society as a whole leaves a lot to be desired -
41 toothbrushes are sold for every 100 persons per year! Total units sold add u to a little over
400 million, growing at the rate of 10% p.a in volume terms and 25% in value terms
(difference explained by the shift to upper end of the market). This implies not much inroad
has been made into the rural and semi-urban market. Non-users constitute about 65% of total
population.
While the global brands try to create new markets and add new dimensions, there is much
greater latent demand.
Out of their stable of marketing strategies, advertising till now had been low priority for the
players (this was confirmed in our survey as 88.9% of respondents don’t recall the ads). This
indicates companies find it formidable to change the low involvement level psyche of
consumers and the route of aggressive sales promotion by way of price offs, POP displays,
tied sales and generous trade margins still hold the key to increasing off take of toothbrushes.
No one has made a serious attempt in the virgin territory of 65% non-users (CP’s Rural Van
Programme is a recent drive). The thought of doing a Nirma to the toothbrush market has
escaped everyone.
Despite packaging constituting a substantial (upto 40%) of the cost of a toothbrush it has
found to have influenced the purchasing decisions of the buyers. In our survey consumers
corroborated to this effect (refer to the survey findings). Companies could rethink their
strategy of increasing differentiability by packaging and instead invest in product
development for the same
The findings based on the data collected give a fairly good idea about the various
aspects of some important popular brands such as Pepsodent, Close-up and Colgate.
1. In terms of awareness, people are aware of both the brands. But they have their own
likings and disliking.
67
2. Most of the people like the advertisement of Close-up. The reason behind this is
that they target the youth segment by using young and attractive models.
3. People liked the HLL brand the most as compared to Colgate-Palmolive.
4. After survey it was found that most of the families used 2 tooth pastes on a
average basis per month. Some big joint families used 3 tooth pastes per month.
5. After research it was found that 42% people like Close-up, 24% Pepsodent, 34%
Colgate. The main reason behind the liking of Close-up is that the young generation
mostly likes the advertisement featuring various models ,flavours , colours and long
lasting freshness.
68
SUGGESTIONS
1) Colgate-Palmolive should try to target the youth segment by using Celebrities in their
advertisements. It is good thing that they mostly use Dentists to attract the customers
but as compared to HLL, they always use models and young people in their
advertisements. Celebrities attract today’s youth more.
2) Colgate-Palmolive should try to introduce a variety of attractive flavours in their tooth
pastes.
3) They should bring about some changes in their packaging & Labeling.
4) They should cut down their prices up to some extent because some tooth pastes of
Colgate are quite expensive as compared to Close-up &Pepsodent.
5) Close-up is less popular amongst senior citizens as compared to Colgate. Close
have already established a brand name in Youth segment but they should also
concentrate on targeting other classes of people.
6) Colgate stresses on Strong & Healthy teeth, Prevention of tooth decay, Use
a. of Natural herbs while HLL products believe in 24hrs protection from germs,
b. long lasting freshness and Whiteness of teeth’s.
2) In the Tooth Brush segment people prefer Colgate brushes more than HLL
toothbrushes because there is large variety and shapes of Colgate Tooth brushes
available in the market.
3) Both HLL and Colgate-Palmolive should try to explore the rural areas also because
both these brands are not very popular amongst the rural people.
69
APPENDIX
BIBLIOGRAPHY
1. Business Today Library
2. A&M Issues of June ‘05, June ‘05, April ‘2006
3. CII Library
4. FORE Library
5. Kotler Philip (Principles of Marketing
6. Kotler, Philip (Marketing Management).
Journals and Magazines:
1. Business Today
2. Business India
SITE VISITED
WWW.COLGATE.CO.IN
WWW.PEPSODENT.CO.IN
GOOGLE SEARCH
70
QUESTIONNAIRE
1. Name ________________________________
2. Age ________ , Gender _______ , Contact No.
____________________
3. Which Tooth Paste do you like most?
Close up Pepsodent Colgate
4. Status: Student Professional House Wife Businessman
5. Number of Tooth Pastes used per month ______
6. Which Brand do you like most ?
HLL Colgate-Palmolive
7. Which are the factors that influence you the most when you buy a tooth paste?(Give
Ratings 1-8 )
a) Price b) Colour c) Advertisement d)
Packing
e) Scheme f) Availability g) Taste h) Liking
8. Which attribute do you look for, when you buy a tooth paste?
( Rank in order of preference from 1 - 6 , the brand which has these attributes )
71
a) Healthy tooth& gums b) Long lasting freshness c) Prevention
of tooth decay
d) Whiteness e) Use of Natural herbs f) Good foam
9. The tooth paste advertisement that like most is of
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - -
RETAILER QUESTIONNAIRE
11. Location of the store :
12. Selling toothbrushes since
13. Brands stocked
¹ Colgate Plus ¹Cibaca Supreme ¹ Aqua Fresh
¹ Jordan ¹ Oral-B ¹ Royal
¹Pepsodent ¹ Promise ¹ Ajay
¹ Ajanta ¹ Classic
14. Which are the top three toothbrushes in terms of exist sales?
1. 2. 3. 4.
15. In case not covered above. What is the status of:
1. Aquafresh ¹ Good ¹ Picking up Moderate ¹ Poor
2. Colgate Plus ¹ Good ¹ Picking up Moderate ¹ Poor
16. How do consumers ask for a tooth brush? (Rank them)
(a) Ask by brand name (b) Ask for a cheap brush
(c) Specify a price range (d) Go for an expensive brush
(e) Keep trying newer ones
72
17. Which of these two companies make it a point to:
(a) Get a regular feedback
Aquafresh ¹ Yes ¹ No
Colgate Plus ¹ Yes ¹ No
(b) Maintain regular supply
Aquafresh ¹ Yes ¹ No
Colgate Plus ¹ Yes ¹ No
18. Rank your profit margin for the following brands:
1. Cibaca Supreme 2. Colgate Plus
3. Oral-B 4. Aqua Fresh
5. Classic 6. Ajanta
7. Pepsodent 8. Jordan
19. What is your a) Highest Margin
b) Lowest Margin
20. If the consumer does not ask for a specific toothbrush then which one would you
offer him? Why?
73
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