Summer Internship Report On STUDY OF CONSUMERS BEHAVIOUR ABOUT ANCHOR TOOTHPASTE AT ANCHOR HEALTH AND BEAUTY CARE PVT. LIMITED. By ASHWANI PRATAP SINGH GAUR 0911470020 MBA(Mktg.) Session: 2009-11 Under the Supervision of Prof .S.N Laharia Faculty (mktg.) 1
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Summer Internship Report On
STUDY OF CONSUMERS BEHAVIOUR ABOUT ANCHOR TOOTHPASTE AT ANCHOR HEALTH AND BEAUTY CARE PVT. LIMITED.
In China, 235% in France, 250 % in Japan and 333% in the US. Refrigerators
also have good potential for growth in view of a meager 2% penetration level.
Marketers in recent times have realized the importance of marketing
orientation, and this is being reflected in the application of marketing mix
elements. Consumer needs are fundamental to the formulation of any
marketing strategy, from developing a communication plan to offering a
discount sale. It may be worthwhile to explore the intricate aspects of
consumer behavior which focus on ‘consumer needs’. These concepts enable
marketers to analyze the applicability of strategies planned by
them.Recognising consumer needs
Need at a fundamental level is a ‘state of deprivation’. In today’s marketing
context, however, the meaning of the word ‘need’ is very broad based and
could include anything from buying a value-based detergent to aspiring for a
designer outfit which has an aura of prestige. In any situation, the task of the
marketer is to recognize two basic states of the consumer psyche which will
have relevance to
His or she needs—the actual state and the desired state. Recognition of these
two states leads to the recognition of the need. The discrepancy between the
two states helps the marketer to focus on consumer needs. Two decades
ago, the actual and desired states may not have existed with regard to
washing machines (though, even today, the penetration of washing machines
is not high). Recognizing the ‘need states’ (the two states) helps the marketer
to also know if the timing is right for a specific product. If there is no
discrepancy reflected (among the states) by consumers, the marketer may
have to either wait for the product to be launched or create awareness about
the actual state and desired state.
The protection of the environment and the health and safety of our customers,
our people and the communities in which we live and operate is an integral
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part of Colgate-Palmolive's mission to become the best truly global consumer
products company. We are committed to conducting ourselves in a socially
responsible manner and to keeping our business operations environmentally
sound. It is our worldwide policy to manufacture and market our products and
operate our facilities so that we comply with or exceed applicable
environmental rules and regulations. The health and safety of our customers,
our employees, and the communities in which we operate must be paramount
in all we do. These concerns have been translated into the following guiding
principles: Products
Anchor will provide the public with safe and effective products and will strive
to produce products that have the lowest practical impact on the environment.
COMPANY PROFILE
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Anchor is a renowned brand in electrical in India and Asia also.
Anchor health & beauty care PVT LTD is started in 1983.
The total turnover of the company is 150 cores.
Its sister concern company of anchor electrical limited.
This organization basically deals with oral and personal product.
Regna. Office of Anchor is at Mumbai.
Manufacturing plant -
-Oral division -Daman
-Personal division –haridwar
Anchor Health and Beauty Care Pvt. Ltd.
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COMPANY OVERVIEW
Anchor Health and Beauty Care Pvt. Ltd., a FMCG company, provides oral and personal care products. Its products include white toothpaste, gels, toothbrushes, tooth powders, and soaps. Anchor Health and Beauty Care Pvt. Ltd. provides its products through distributors and retail outlets. The company was incorporated in 1992 and is based in Mumbai, India. Anchor Health and Beauty Care Pvt. Ltd. is a subsidiary of Anchor Group.
KEY EXECUTIVES
Mr. Sanjay ShahManaging Director
Mr. Sashi NairPresident of Marketing
Mr. Vivek Patwardhan GM - R&D
Mr.Tejprakash Mishra Brand Manager
KEY DEVELOPMENTS FOR ANCHOR HEALTH AND BEAUTY CARE PVT. LTD.
As per sources, Anchor Health and Beauty Care Pvt. Ltd. have put the anchor toothpaste brand on the block. The company is looking to focus on brands image of Anchor toothpaste and Dyna soap, rather than profit. “While anchor health product has a notable heritage appeal, Anchor Health would have to invest significantly to re-position anchor health product and make it contemporary. In a highly competitive toothpaste market, Anchor Health is keen to back its existing brands,” said the source. Anchor Health promoters Sanjay Shah and could not
In a long time comes a commercial which grabs your attention and makes you wonder what product it features. Anchor White has delivered one such commercial recently.
Their latest Cake commercial is real solid literally. While surfing through the TV channels, TM Bee came across this interesting commercial. In the start it didn’t seem to be toothpaste commercial at all. It seems to be some consumer durable aiming at having a young brand personality, and then suddenly comes the twist. The cake shoots off the plate and hits the fridge and leaves a big dent in it and then falls on the floor to break the tiles.
Then the door bell rings and the husband of the protagonist enter and see the cake. Without second thoughts, he picks the cake up and bites into it. Now What?
Nothing, he eats it easily as he brushes his teeth with the new Anchor White toothpaste.
'Daant fit toh life fit'. That's the new message from Anchor toothpaste.
Well, err; we knew that already, no? I mean, you can't be having a good
life if you are in urgent need of a root canal, correct? Or, for that matter,
'Kidney fit though life fit', 'Heart fit though life fit', 'Kean fit though life fit'
are also valid, right? So then what are they saying out here?
Well, I suspect makers of Anchor Toothpaste could simply not find
anything new or relevant to say for their brand. Germs and plaque have
become infra dig.
Colgate has already hired all the dentists in the country to plug their
different variants (isn't that against ASCI guidelines? Does anyone
care?). And Close Up has adopted street kissing and made it its own.
So it seems the poor Anchor guys had no option but to weave in a
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convoluted tale. A while back, they called Anchor Toothpaste a '100%
vegetarian product' (whatever that means), but clearly that either didn't
work out with the veggies, or they have switched loyalties.
So now they are asking you to have a blast in life, with the help of
power teeth. The TVC stars an exuberant young bride (who looks like
she stays at Malabar Hill). She obviously has spent more time in her life
at spas and Page 3 parties rather than inside a kitchen. She's seen
trying to bake a cake for her beefcake partner. Grooving and dancing
(an ancient Hindi film song belts away in the background); she botches
it up and sends the cake crashing into the dirty wall. But since it's turned
out steely-hard, nothing happens to it. The hubby (who looks
Nothing, he eats it easily as he brushes his teeth with the new Anchor White toothpaste.
The Kajol Commercial
This commercial has the capability of making people stop and take notice of the brand which is trying to get your wallet share (and the mouth share) from long. When your competitors are Colgate and Pepsodent, it’s always tough but Anchor has always been an established brand and not just a ‘me-too’. But still their real competitors always turned out to be the likes of Dabur Red,Amar etc.
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Kajol endorsed this product for some time but then went missing. This new commercial doesn’t feature any ambassador. The ordinary looking guy with super teeth makes the ad look even better.
The Kajol Commercial
Anchor never had the Wow factor or an eye grabbing commercial with them to get the attention. They were a known brand but not a great brand. Anchor was assumed to be the toothpaste of the older generation. The younger generation preferred Colgate or Pepsodent. Is it or not?
Testis is not claiming that this commercial will make Anchor a known brand overnight but yes this commercial would be a hit.
Keep the funds away for now, just enjoy the commercial.
Packaging
To reduce the impact of our product packaging on the environment, we will
work to improve the environmental compatibility of all our packaging
materials. Anchor endorses the worldwide hierarchy of solid waste
management: source reduction; recycling (including reuse); incineration; and
land filling.
Facilities
Anchor toothpaste committed to the health and safety of our employees and
the communities in which we operate, as well as the protection of the
environment. We will establish and maintain programs for the operation and
design of our facilities that meet or exceed applicable environmental, health
and safety laws and regulations.
Business
Anchor toothpaste will consider environmental, health and safety issues in all
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significant business transactions, including acquisitions, divestitures,
discontinuance of operations, and entry into joint ventures. We will also act in
a responsible manner with respect to the environmental protection of the
lands under our management and ownership.
Oral care
Toothpaste: Anchor has an 11% share in the oral care segment. Its flagship
brand Anchor Dental Cream (ADC) is the selling toothpaste brand in the
Indian market with a 6% market share. The company relented the ADC brand
in FY01 with a new positioning. Two new brands Anchor Herbal – targeted at
traditional consumers who seek natural ingredients and Anchor White – a
brand catering to the economy segment were successfully launched during
the year.
Leading brands and market shares
ANCHOR BRAND MARKET SHARE
Anchor White 5%
Anchor Gel 2%
Anchor Herbal 1%
Toothpaste market share 8%
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Anchor has followed a flanking strategy by launch of brands in all price
segments. Also the marketing focus has been on selective brands such as
Anchor White, Anchor Gel, and Anchor Tooth Power. Which has been driving
growth?
Toothbrush: Anchor has a 3% market share in the toothbrush segment
contributed by the Hi-Care Zig Sag, Flexi Care, Wave, Junior+, brands and
extensions. This segment has traditionally been low profile with lower levels of
brand awareness and loyalty. But the entry of competition from multinationals
like SmithKline Beecham and Gillette has led to players offering superior
quality and variety of products. Anchor has also launched a variety of
specially designed toothbrushes in the last 2-3 years. The strategy in
Toothbrush segment has been to focus on the premium segment, where
margins are higher.
Toothpowder: Anchor has carved out a strong niche in toothpowder market,
where it has a 5% share in the organized market... Toothpowder is sold under
the Anchor Tooth Powder.
Anchor Health and Beauty Care Pvt.ltd. has USA Company. It is the market
leader in the Indian oral care market, with an 11% market share in the
toothpaste segment, 4% market share in the toothpowder market and a 2%
share in the toothbrush market. The company also has a presence in the
premium toilet soap segment and in shaving products, which are sold under
the Palmolive brand. Other well known consumer brands include Charms skin
cream and Axiom dish wash Anchor has faced intense competition during the
last 5 years initially from the no.1 Colgate no. 2 player HLL and more recently
from small local players (Meswak, Babool,) and other MNC’s such as Smith
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Kline (Acquires). The company has been fighting back through new launches
and revitalization of flagship brand CDC
The effort to protect and improve market share has adversely impacted the
company’s profitability. Operating margin has dipped sharply in the last 5
years in direct congruence with successive hikes in ad spends. The company
reinvested 10% of its turnover (Rs1.1bn) into advertising in FY01. The high ad
spend is expected to be maintained in FY02 also. The company has
relaunched its Gel toothpaste Anchor Ever fresh with an aggressive ‘Talk to
Me’ campaign with a view to revive growth in the stagnant segment.
Anchor has not been able to achieve any significant success in expanding its
non oral acre portfolio. The soap brand was relaunched last year in new
transparent skin care variants with innovative see through packaging. Market
shares in other categories such as shaving products, skin creams and
shampoo has remained negligibleThe company’s strategy is to focus on
growing volumes by improving penetration through aggressive campaigning
and consumer promotions. The company plans to launch new products in oral
and personal care segments and is prepared to continue spending on
advertising and marketing to gain market share. Margin gains are being
targeted through efficient supply chain management and bringing down cost
of operations. A substantial increase in profitability can be brought about
through ad spend reduction Business.
Anchor’s principal business is manufacturing and marketing of oral care
products - tooth paste, tooth brush and tooth powder, which contribute to
about 30% of its turnover. Other personal products include toilet soap,
shampoo, skin cream and household cleaning products.
Other product
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Toilet soaps: Anchor has a highly sophisticated, backward integrated toilet
soap manufacturing plant with matching fatty acid capacity at Aurangabad. Its
two major brands, Dyna positioned as premium and antibacterial soaps
respectively. The company launched Transparent Naturals premium soap in
unique see through packaging during the year.
Toothpaste Market in India
Toothpaste Market in India
Synopsis (part) of our research on toothpaste market in India.
o Toothpaste market in India is worth Rs 2200 Crore (2009).
o In India, per capita toothpaste consumption stood at 74g in 2008, which is amongst the lowest in the world, compared to 350g and 300g in Malaysia and Vietnam respectively.
o Toothpaste enjoys a country wide penetration level of 50%.o Rural: 39%o Urban: 75%
o Oral hygiene continues to be under aggressive competition, with sales increasing by a modest 3% in current value terms in 2008 to Rs. 2,400 Crore. Toothpaste accounted for a whopping 83% of value sales
.o HLL's market share in the dental care market has grown from a
mere five per cent in 1979 to an impressive 36 per cent today, whereas Colgate-Palmolive has been seen its market share decline from a dominating 75 per cent to a struggling 56 per cent.
Segments:Popular Segment Colgate Dental Cream, Pepsodent DecliningLow Price Packs Cibaca, Babool GrowingNiche Products Ayurvedic and Sensitive toothpastes StagnantFreshness Segment Colgate MaxFresh, Close Up, Anchor Gel Growing
o The Lower Price Point segment accounts for around 25% of total category volumes. Small and regional brands from the low priced segment are expected to perform well because they are often close to the market, respond faster to changes and are willing to learn from mistakes.
Colgateo Colgate has been present in the domestic oral care market
(of India) for the last 70 years.
o A dominant position in the toothpaste segment with a 48% market share in the domestic market.
o 1.5 times the second largest player.O Cibaca was acquired by Colgate in 1994 from Ciba Geigy.
O the Company today has two main brands in the toothpaste segment ' Colgate and Colgate Cibaca.
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O Colgate Cibaca has risen to become the 4th largest paste brand in the country in volume terms after Colgate Dental Cream, Pepsodent and Close-Up
PepsodentO Brand of Hindustan Unilever Ltd (HUL, erstwhile HLL)
O In a declining toothpaste market, HLL has managed to grow its brands and this has been attributed to Peps dent’s value proposition being redefined.
O Pepsodent share has been climbing steadily from 15.5 per cent in the last quarter of 2002 to 16.3 per cent in the quarter ending June 2006.
O HLL's Dental insurance scheme, being launched through a partnership with the New India Assurance, offered a dental insurance of Rs 1,000 on purchase of any pack of Pepsodent.
AnchorO Anchor belongs to Anchor Health and Beauty Care (AHBC), a part
of the Anchor Group (makers of Anchor Electrical switches).
O Anchor White Toothpaste was positioned as India’s first British Dental Health Society certified 100 per cent vegetarian toothpaste, in 1997.
O Anchor and Ajanta price their offerings at more than 40% discount, giving the market leaders a run for their money. These low priced competitors accounted for more than 80 per cent of the growing 'discount segment'.
Top 5 Brands - Market Share (2009)
1. Colgate Dental Cream 34%
2. Close-Up 14%
3. Pepsodent Complete 10.11%
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4. Colgate Cibaca Top 5.7%
5. Colgate Fresh Energy Gel 3%
6. Other Brands 32.3%
a. Anchor, Babool, Ajanta, etc
Company Market Share (Value), 2009
1. Colgate Palmolive Ltd: 47.3%
2. HLL: 33%
3. Dabur: 5%
4. Anchor : 8%
Actual and desired states—certain considerations:
Research could provide insights into the specific aspects of ‘states’.
A desired state need not necessarily involve a very specific benefit (as stated
earlier). When there is a proliferation of brands or when two strong brands
compete strongly in a non-durable market (egg Coke Vs Pepsi), the desired
state could just be an extension of the brand personality. Pepsi’s recent
commercial, involving a well-known celebrity, projects a ‘young, popular,
lively’ state which could be associated with the desired state. Though a soft
drink is not a habitual product for most people (except maybe a small cross-
section), the association of the demand could trigger off ‘the desired state’
whenever the consumer feels a need for a soft drink. Loral, Raymond and
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Videocon (the ‘Supermarket’ refrigerator model commercial) are examples of
marketing communication which have made a good attempt to create a
‘desired state’ by combining functional and/or emotional benefits.
Actual and desired states are dynamic
Marketers should note that the ‘states’ regarding needs are not static.
As individuals go through family life-cycle stages, differing earning
capacities and lifestyles, the states keep changing and this is one of the
reasons why marketers offer an updated product line to hold on to loyal
buyers. The entry of Raymond’s into ready-mades (Park Avenue) and
updated models of Marti are examples of catering to changing ‘desired
states’ apart from competing with new brands. It is essential to have a
‘pioneering lead’ to cater to changing ‘desired states’. Park Avenue
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entered readymade wear much before other brands. LML Vespa
marched ahead of Bajaj to cater to the changing ‘desired states’ of
consumers.
Product analysis’ is a technique which could be used by marketers to
identify the ‘problem recognition’ aspects concerning consumers. It
involves researching how consumers purchase or use a product. For
example, toothpastes (like shampoos), are now being offered in
sachets. However, consumers, after having used the paste, may want
to store it to be used on a later occasion—so Close-up has introduced
sachets with a cap. Similarly, the process of using medicinal drops for
the eyes and ears has often posed problems for consumers in terms of
breaking the nozzle of the container, finding a dropper which could be
used or just making a puncture on the container from where the
medicine can flow. Norfloxacin is a brand which offers a built-in
mechanism with which consumers can easily break the nozzle. Another
example is readymade wear brands which offer different kinds of fits
from which consumers can choose.
As brand differentiation becomes a difficult proposition to achieve over a
period of time, brands will be forced to concentrate on exploring
consumer needs.
Prior to liberalization, the Consumer Durables sector in India was
restricted to a handful of domestic players like Godrej, Alwen, Kelvinator
and Voltas. Together, they controlled nearly 90% of the market. They
were first superseded by players like BPL and Videocon in the early
1990s, who invested in brand-building and in enhancing distribution and
service channels. Then, with liberalization came a spate of foreign
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players from LG Electronics to Sony to Aiwa. Both rising living
standards, especially in urban India, and easy access to consumer
finance have fuelled the demand for consumer durables in the country.
Also, the entry of a large number of foreign players means the
consumer is no longer starved for choice. But this has also resulted in
an over-supply situation in recent times as growth levels have tapered
off. The major players in the consumer durables industry, operating in
different sectors such as air conditioners, washing machines,
refrigerators & television include Blue Star Ltd., Mirc Electronics Ltd.,
Whirlpool of India Ltd., Philips (India) Ltd., BPL Ltd., Sony Corporation
Ltd., Samsung India Ltd., LG Electronics India Ltd., Videocon
International Ltd., Thomson Ltd. & Daewoo Ltd.
There may finally be a silver lining to the gloomy economic picture
prevailing in the country. Last week, there were economic forecasts
from three important quarters that saw a better future for the country's
economy in the current year. The Centre for Monitoring Indian Economy
(CMIE) forecast a 6.3 per cent growth in real GDP in the current
financial year against 5.2 per cent growth in GDP in the last fiscal. Its
forecast was quickly followed by estimates from the Reserve Bank of
India (RBI) which saw the economy growing at over 6.5 per cent in
FY2001-2002 and then the finance minister stated that he saw the
economy turning around by the end of the calendar year. In a nutshell,
the picture for Indian economy appears to be brightening up as we go
forward into the year.
However, the most remarkable feature of this improving economic
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outlook is that the growth is projected to come almost entirely from the
agriculture sector. CMIE has forecast that growth in the agriculture
production during the current year would be a whopping 9 per cent over
the previous year. This would be almost the highest in the last seven
years and comes after two consecutive years of shrinkage in agriculture
sector
.
PART: - 2
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OBJECTIVE OF THE PROJECT
Marketing Strategies play a vital role in maximization of sales revenue with customer’s satisfaction. The objective of the project is to evaluate the marketing strategy adopts by Anchor Health and Beauty care for marketing it’s by products. The strategies are related the various aspects of marketing like market segmentation, target market, promotional activities, pricing policies etc.These strategies are evaluated on the basis of the kind of effort that the marketing department makes and its effectiveness in generating the desire result of maximization of sales revenue and customer satisfaction.
The following are some of the few objectives of my project study:-
To evaluate the present marketing strategy of Anchor health and Beauty care from marketing mix point of view.
To find out potential market for by-product.
To frame a competitive pricing strategy to fight global and domestic competition.
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To know the internal environment of marketing department with its customers.
To assess the feedback mechanism of Anchor Health and Beauty care for it’s by product.
RELEVANT CONCEPTS OF MARKETING USED
1. Marketing
Marketing is the process or art of bringing together buyers and sellers.
A market-focused, or customer-focused, organization first determines what its
potential customer’s desire, and then builds the product or service. Marketing
theory and practice is justified in the belief that customers use a
product/service because they have a need, or because it provides a perceived
benefit.
Two major factors of marketing are the recruitment of new customers
(acquisition) and the retention and expansion of relationships with existing
customers (base management). Once a marketer has converted the
prospective buyer, base management marketing takes over. The process for
base management shifts the marketer to building a relationship, nurturing the
links, enhancing the benefits that sold the buyer in the first place, and
decibel advertising will have to be continued in the wake of stiff competition
from not only the number 2 player, but also from small local brands which
compete by attractive pricing.
Earnings sensitivity factors
Competition activity: Ability to maintain market share in the toothpaste
segment and success of strategies adopted by the management.
Success of new launches in toothpaste as well as other product segments.
New launches entail large investments in marketing and advertising
expenditure and put a strain on margins
Expansion of rural market, where a vast potential for volume growth
exists.
Volume growth and capacity utilization in toilet soaps.
Raw/ packaging material (tubes, sorbitol, flavor etc) prices.
Anchor is distinguished by the skill and depth of its leadership team. The
Company's core team of seasoned executives is experienced across all
geographies and functions. Having played a major role in our past success,
this team will lead our growth momentum going forward. The biographical
information for Colgate's executive officers follow :
Consumer affairs :
Our business is consumer products - our success lies in the satisfaction, trust
and goodwill of our consumers. We believe, we can best serve the needs of
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consumers through a consistent, fair and sensitive consumer’s
communication program.
For that reason, Colgate has established Consumer Affairs in 31 locations
around the world - many of them with toll-free 800#s. The mission of
Consumer Affairs representatives who answer these phones is to:
Listen and learn about consumers in a professional, consistent and
caring manner that exceeds their expectations so that they experience
satisfaction with our products, in all respects.
Bring consumer feedback to the decision-making process at Colgate to
help improve existing products and develop new products that will meet
consumer needs.
The Consumer Affairs Department in India is staffed with professional
representatives who are knowledgeable about Colgate-Palmolive products
and welcome the opportunity to hear from consumers. To benefit our
consumers we have in place a Toll-free # and helpline.
Code of contact:
Anchor people around the world have built a reputation as a successful
company with the highest ethical standards. Through living our values of
Caring, Global Teamwork, and Continuous Improvement, and adhering to the
highest principles of integrity, honor, and concern for the environment and
others, we seek to:
Provide safe and quality products of value to consumers
Increase shareholder value
Offer opportunities for personal and professional growth to all Colgate
people
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Fulfill our corporate social responsibilities as a member of the global
community
MARKETING STRATEGIES OF ANCHOR STRATEGIES
MARKETING STRATEGIES OF ANCHOR FOR URBAN INDIA:MARKETING STRATEGIES OF ANCHOR FOR URBAN INDIA Adopted Total Productive Maintenance (TPM) to meet zero error, zero loss. Focuses on short supply chain for distribution. To meet the every needs of people everywhere. Also uses Direct selling channel(HUN), franchisee to reach everyone e.g. Aviance, Ayush. Build segments & market for the future where Unilever has strong expertise.
MARKETING STRATEGIES OF ANCHOR FOR RURAL INDIA Project Shakti, partnership with self help groups of rural women & covers 5000 villages in 52 districts in different states. Appointed 6000 Sub-stockiest that directly covers about 50,000 villages & 250 million customers. Integrate Economic, Environment & Social objectives with Business agenda.
Corporate social responsibility providing education on health and hygiene Women empowerment Water management Rehabilitation of special or underprivileged children Care for the destitute and HIV-positive rural development. Plays active role in natural calamities
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EVERYDAY I WILL SELL. EVERYDAY I WILL EARN. MONEY.
Segmentation
Toothpaste: Toothpaste is segmented based on product attributes as white, gel and herbal. White toothpaste leads the pack with 50% market share. Price wise, toothpaste can segmented as economy, regular and value added products. About 60% of the toothpaste is sold on family platform in India. There is generally one toothpaste for the entire family. Only 35% of the toothpastes are sold on cosmetic propositions.
World over, the oral care sector is represented by toothpaste and toothbrush. Other products include mouthwash, sprays and oral rinses. In India, there is significant presence of toothpowder as well. Valued at Rs 21 ban, the Indian oral care market is dominated by large multinational companies and a few Indian ones such as Anchor, and Dabur. Major players in this market are Colgate Palmolive, HLL and SmithKline with its Acquires brand.
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Toothpowder: Use of toothpowder is not a global phenomenon. Toothpowder was developed to cater to the people who used the traditional products like salt, neem and other herbal products. The unorganized sector mainly catered to this market and the products were black and red in color. It is only in the last few years, that the MNC’s have ventured into the toothpowder segment and launched the white toothpowder. Today it accounts for 65% of the market share.
Only about 50 %of India’s population uses toothpastes, around 35 % uses toothpowder while the rest, mainly concentrated in the rural areas, are yet to adopt oral care. Unlike western countries, the market for innovative oral care accessories such as mouth freshening washes, dental floss and teeth whitening products are at a nascent stage in India. The use of these products is limited to urban areas only.
Market players: Colgate Palmolive is the market leader in the oral care segment. Colgate is a household name and until a few years back, Colgate was almost like a generic name for toothpaste in India. Colgate and HLL together account for over 70% percent of the organized toothpaste market. In toothpowder segment, Colgate and Dabur are the two major players with Colgate having 48% share. Anchor also has major share of approximately 8 % of the toothbrush market.
Opportunity:Penetration of modern oral care products is very low in India. The average per-capita consumption of toothpaste in India is very low at approximately 100 gms and many people in rural India still clean their teeth with traditional products like twigs of the neem tree, salt, ash, and other herbal items. Also, people brushing twice in a day are just 7% of the population as compared to 61% in China.
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Percapitaconsumption
% twicebruising a day
China 219 61Malaysia 285 86India- Urban 110 7
To promote greater penetration of oral care products in the rural areas, anchor in association with dental associations have launched nationwide community dental health programs and informative commercials on oral health to raise awareness on dental hygiene. The companies are also using channels like e-choupals and Disha (unregulated periodic markets). anchor increased its reach from 162 villages in 2004 to 3,765 in 2005 through west bangal.
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RESEARCH
METHODOLOGY
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RESEARCH METHDOLOGY
RESEARCH METHODOLOGY
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DEVELOP THE RESEARCH PLAN
COLLECT THE INFORMATION
ANALYZE THE INFORMATION
PRESENT THE FINDINGS
MAKE THE DECISION
The methodology adopted in the current research would be a blend of primary
research and Diagnostic research. Considering the two major objectives of
the research, primary research would be conducted using the method of
‘Questionnaire’ and ‘Interview’. The customer would be personally
approached and would be interviewed as well as requested to fill up a pre
determined and standardized questionnaire. The questionnaire would include
objective as well as subjective questions and would be precise and formulated
in such a manner so as to extract maximum information from the respondent
(customer). The information thus collected from the responses would be
evaluated in the next phase of study. This involves diagnostic research as the
emphasis would be upon finding the causes of the problem areas and the
making pertinent suggestions.
Sampling used in the given study would be simple random sampling with a
simple size of 150 respondents, considering the customer profiles.
METHODOLOGY PROPOSED FOR RESEARCH STUDY
Following are the steps and techniques, which were used by me for
methodology: -
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Universe of the Study-Universe covers the whole defined field on which the study is based. The
present study was carried In GLA ITM located on the outskirts of Mathura city
Sample Size-
Sample size depends on the nature of the universe so it should represent the
whole universe without any bias. The limitation of time and money has not
permitted the researcher to study the whole universe. So the research
involves only 100 individuals.
Sampling Method-
Out of various types of sampling methods the Random Sampling is used in
research, as it was both times saving as well as easy method of picking up
the sample. As random sampling is also of many types so stratified random
sampling was used for study because it was more reliable. In this method
whole population that is required for study is divided into different groups and
sample were selected from them.
Sampling
Sampling is that part of practice concerned with the selection of individual
observations intended to yield some knowledge about a population of
concern, especially for the purposes of inference. Each observation
measures one or more properties (weight, location, etc.) of an observable
entity enumerated to distinguish objects or individuals. Results from
probability theory are employed to guide practice.
Fast Moving Consumer Goods (FMCG), are products that are sold quickly
at relatively low cost. Though the absolute profit made on FMCG products is
relatively small, they generally sell in large quantities, so the cumulative profit
on such products can be large.
Examples of FMCG generally include a wide range of frequently purchased
consumer products such as toiletries, soap, cosmetics, teeth cleaning
products, shaving products and detergents, as well as other non-durables
such as glassware, light bulbs, batteries, paper products and plastic goods.
FMCG may also include pharmaceuticals, consumer electronics, packaged
food products and drinks, although these are often categorized separately.
ANCHOR HEALTH AND BEAUTY CARE PVT.LTD. Is India's leading provider
of scientifically proven oral care products with multiple benefits at various
price points? The range includes toothpastes, toothpowder and toothbrushes
under the 'ANCHOR' brand, as well as a specialized range of dental therapies
under the banner of Oral Pharmaceuticals. These have become an essential
part of daily oral hygiene and therapeutic oral care in India.
Annual Survey for India's Top Brands for eight out of nine years during the
period 1992 to 2001.
ANCHOR Total 12 works like a protective shield around teeth and gums --
actively fighting 12 teeth and gum problems to:
1. Prevent tooth cavities
2. Prevent exposed root cavities
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3. Prevent gum inflammation
4. Prevent tartar
5. Prevent plaque build up
6. Keep fighting germs
7. Remove plaque
8. Remove stains
9. Fight bad breath
10. Reduce gum bleeding
11. Clean between teeth
12. Strengthen weak tooth enamel
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SWOT
ANALYSIS
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STRENGTH
HIGH QUALITY CONSUMER PRODUCTS AT REASMABLE PRICE.
GOOD AND EFFICIENT MARKETING SYSTEM.
GIVING PRIME IMPORTANCEC TO R & D.
EXISTENCE OF GOOD INDSTRIAL RELATION.
THE VEST NETWORK OF THE COMPANY’S FIELD STAFF REGULARLY COLLECTS INFORMATION FROM THE MERKRT INTELLIGENCE.
WEAKNESSES
LONG PRODUCTION PROCEDRES.
NON UTILIZATION OF 100% PRODUCTION CAPACITY
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. LACK OF EMPLOYEES PARTICIPATION IN THE MANAGERIAL
ACTIVITIES.
THE PRODUCTION UNIT IS SITUATED IN AN INDUSTRIALLY BACKWARD AREA.
THE TECHNOLOGY USED FOR THE PRODUCTION PROCESS IS
OLD.
OPPORTUNITIES
GOOD DEMAND FOR THE PRODUCT.
SCOPE FOR MORE EXPORT.
CHANCE TO DEVELOP NEW AND IMPROVED PRODUCT THRUGH R & D.
GLOBALIZATION AND LIBERALIZATION POLICIES HAVE OPENED NEW OPPORTUNITIES TO THE FIRM.
THREATS
CUTTHROAT COMPETITION.
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ENTRY OF DUPLICATIONS.
PERMANENT CUSTOMER MAY SUBSTITUTE OTHER PRODUCTS.
DATA
ANALYSIS
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Gender wise usage of the product:-
DEMOGRAPHICS OF SAMPLE
GENDER:-
In the total sample size of 100.there were 53 males and 47 females. So sample has a balance contribution of men and women respondents.
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Q. what is your age?Ans. The responses of individuals are as follows:-
AGE:
Most of the respondents lay in the age bracket of 20-30 years 68% further. Up to 10-20 15%, 30-40 6%, above 40 years 11%
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Q. what is your education background?
Ans. The responses of individuals are as follows:-
EDUCATION BACKGROUND. :-
1
The most of the respondents are quite educated as pie chart is showing 52% are graduate 23% are post graduate and 23% are 12th only 2% are 10th pass.
1
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Q.what is your occupation?
Ans. The responses of individuals are as follows:-
OCCUPATION :-
As already mentioned that sample collection was mainly one at college campus so masts of the respondents’ 86% are student further breakup is visible in pie chart.
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Q.what is your annual family income?
Ans. The responses of individuals are as follows:-
ANNUAL FAMILY INCOME:-
As it is very much well known that people are quilt reluctant to tell their family
income so the figure above is not exact but the representative. There was lot
of respondent who did not fill the question.
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Q. which mode you are using for cleaning the teeth?
Ans. The responses of individuals are as follows:-
MODE OF CLEANING THE TEETH
MODE OF CLEANING THE TEETH
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Q.which brand do you prefer?
Ans. The responses of individuals are as follows:-
BRAND PEPOLE USE
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Brand wise market is quite fragmented, the reason are first there good
amount of small and big player in the market at the same time presence of
half number brand of from a single company. But it is clear that Colgate
is undisputed leader but hul is not for behind with its two major brands
close up and Pepsodent and British dental product anchor.
Q.where do you buy toothpaste from?
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Ans. The responses of individuals are as follows:-
PLACE TO SHOP TOOTHPASTE
65% of people still relay to their local kirana shop for toothpaste, 30%
purchase from super store and 5% from medical store. The 30% is
showing growing growing Craze of organized retailing in India.
Q.what is your monthly consumption of toothpaste?
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Ans. The responses of individuals are as follows:-
AVERAGE CONSUMPTION OF TOOTHPASTE
India has a very less per capita toothpaste consumptions. The research is
supplying that also as in 53% families the approximate consumption is
100-200 gm in 38% families more than 200gm and in 9% families even
less than 100 gems.
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Q.what is duration of using for particular brand?
Ans. The responses of individuals are as follows:-
Duration of using
Major chunk of population 64% is associated with same brand for more than two year 10% for about two year 13% each for 6 month and 1 year .It shows that a good amount of population brand loyal in trams of toothpaste
Q.what is your source of information?
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Ans. The responses of individuals are as follows:-
SOURCE OF INFORMATION
How a consumer came to know about a particular brand it is very much
important for markets because with the help of this than can reach to their
market in better way. It is clean from the finding the TV advertisement
are the major source of information for costumer
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Q.WHICH FACTORS AFFECT THE CONSUMER DECISIONS:
Ans. The responses of individuals are as follows:-
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Q. Which ingredients influence Consumers?
Ans. The responses of individuals are as follows:-
THE PERCENTAGE OF INGREDIENTS WHICH INFLUENCE THE CONSUMERS
15%
25%
14%
31%
10% 5% MINT
FLUORIDE
TASTE
OLIVE OIL
COLOUR
OTHERS
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Q. How many people are satisfied from anchor?
Ans. the responses of individuals are as follows:-
SATISFACTION LEVEL OF BRAND
The prime aspect that will decide brand loyalty is the satisfaction level of a customer. Hence 46% people are satisfied with their existing brand.
About the Dental Council of India
The Dental Council of India was constituted in 1948 to regulate dental
education, the dental profession and dental ethics in the country and to
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recommend to the Government of India to accord permission to start Dental
Colleges, higher courses and increase seats.
About the Indian Dental Association
The Indian Dental Association, formed in 1946 is the largest recognized body
of dental professionals in India, which has helped shape the National Oral
Health Policy. Working towards the promotion, encouragement and
advancement of dental and allied sciences the IDA has a national presence
with 23 state branches and over 185 local branches spread across India. It
has a combined strength of around 22,000 dentists and student members
registered with it.
The detailed report India Info line Sector Studies: Indian Oral Care
Industry is available in Adobe PDF format. The Report provides
comprehensive information on Indian oral care market, overview of
major categories, segmentation, consumer habits, market size, growth,
market share, and profile and brand strategies of leading players.
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FINDINGS
It is found that the brand awareness of Anchor is quite low in
comparison by Close-up and Pepsodent.
It is found that the consumer purchase rate for Anchor is lowest
for the Pepsodent, Colgate and Close-up.
The advertisement plays the very crucial role for the promotion
of any particular brand that is indicated by the result of recall
rate of advertisement of toothpaste.
The major concern of consumer is about the safety of teeth that
motivate them for the use of toothpaste. That indicates the price
and factors like availability are not in the consumer mind.
The recall rate of USP of any particular brand simply indicates
that the effectiveness of any advertisement.
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PROBLEM ANALYSIS
INSUFFICIENT PROMOTION OF THE PRODUCT
Poor Marketing Strategy.
Irregularity of Advertisement.
Lack of Sales promotion
Consumers’ priority and nature of recognized problems
How consumers respond to the strategies of ‘actual’ and ‘desired’ states
would depend on two important factors:
1. The magnitude of discrepancy between the desired and actual stats: A
new dimension to scooter brands is the introduction of the four-stroke
scooter. If fuel consumption is a vital evaluation criterion of a
prospective consumer (maybe even in the replacement market), the
‘desired state’ in terms of fuel economy should be significantly higher in
a four-stroke scooter for the consumer to consider the new offering,
especially given the fact that the updated version of the product will
cost a few thousand more than conventional scooters. The magnitude
aspect becomes important when brands offer new benefits to gain an
edge over competing brands.
2. The relative importance of the problem: A consumer owning a two-
wheeler may like to own a car which may be his ‘desired state’ of
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satisfying a ‘transport’ need. But given the ‘priority hierarchy’ in the mind of
the consumer, he may attach very little importance to buying a car. In the
Indian context, generic competition (where the purchasing power of
consumers competes for a number of categories) is an important aspect.
While the consumer may be interested in several product categories, he
may priorities television as a priority buying item. The consumer durables
could make use of this aspect by creating ‘an immediacy of purchase’
around specific products. The microwave oven is one category which has
been around for almost a decade, and this approach may be very
applicable to it (though the benefits of the product may not be sufficient to
create an impending desire to own it).
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Suggestion
1. Introducing new advertisement policies.
2. Launching new schemes.
3. Market survey before the introduction of the product.
4. Product should be diversified in its maximum categories.
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Conclusion Most of the people using toothpaste are of the age group 20-30.And the
people who is using tooth pest most of them are of the graduate back ground,
means most of the user are literate.86% of the people from the sample is
service man who is using tooth pest and they are belonging from the income
group 2 to 3 lack.
From the sample population only 8% people are using anchor tooth
Pest So Anchor tooth pest need to increase its market share.100-200 gm
packs are using by 53% of sample people.
Updated version of the product will cost a few thousand more than
conventional but it is current demand so we have to promote new product with
some diversification.
We need to improve and pay attention to quality aspect of the product and
also go for heavy promotion of product by TV shows and more
Product has some effective brand ambassador for promotion of product and
who its own identity among the people .and have a forceful appeal to promote