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 & 1
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“Customer toward preference various toothpaste brand’’
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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
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
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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
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.
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
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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
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.
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
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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
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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
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pressed with Advertisement
YES 11.1 22.2 12.9
NO 88.9 78.0 87.1
RELATIVE IMPORTANCE OF ATTRIBUTES
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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
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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 -
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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
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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
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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
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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%
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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.
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Chart 4
More than 65% of our sample is Brand Loyal, remaining sample size are satisfied withAny given brand of toothpaste
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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.
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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
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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
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Chart 8
A great percentage of our sample (72%) has been satisfied with Crest toothpaste ability to give them a fresh breath
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Chart 9
More than 70% of the respondents very highly agreed that Crest toothpaste helps in cavity & gum protection
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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
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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
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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.
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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?
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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
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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.
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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.
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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.
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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.