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MBA Students Habit Toward Toothpaste

Aug 31, 2014

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A PROJECT REORT ON MARKETING RESEARCH

MARKET SURVEY OF MBA STUDENTS ON TOOTHPASTE

ACKNOWLEDGMENT

Perseverance, Inspiration and Motivation have always played a key role in success of any venture. I am fortunate enough to get support from a large number of persons for preparing my project and to whom we I shall always remain grateful. I have a deep sense of gratitude for my project guide Dr. Vasudev Modi for his constant cooperation and necessary suggestions and also without whose guidance the project could not have been completed. His inspiration and constructive criticism are the main cause of the report. Finally i would like to express my gratitude to all the respondents for giving their precious time and relevant information and experience, i required, without which the project would have been incomplete.

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TABLE OF CONTENTS

1. Executive summary 2. Introduction

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Trends in toothpaste industry Ingredients of toothpaste Toothpaste industry review

3. Research methodology

Research objectives and research problems Research Design Research instruments Sampling plan

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4. Findings 5. Conclusions 6. Recommendation 7. Limitations of the study 8. Appendix - Questionnaire 9. Bibliography

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EXECUTIVE SUMMARY This summary is based on my research work done on toothpaste to know the likings of customer (MBA students) in relation to the maintenance of oral hygiene and to also find the consumers response in terms of varieties those are present in toothpastes and which segments are preferred by them & also are they brand loyal or not and the major problem which was faced by me while doing this research was to find out what attributes consumers look for in a toothpaste brand when the person buys toothpaste for themselves and to study their market awareness of various toothpaste brands. In order to collect the data I preferred online questionnaire method. For the purpose of data analysis i have used internet. My primary data source is questionnaire and this data is collected from respondent who are MBA student. And my secondary data source is internet from where i collected various information regarding the oral care industry in India. There are many brands in the market, this segment of the consumer product offers a tremendous opportunity to study the concept of brand positioning, especially when tooth paste is a fairly intimate product and consumer prefers a brand which reflects his self image. Trend is visible in the toothpaste market. The penetration in the toothpaste market is quite low, around 50%. Industry experts are thankful to awareness and affluence in rural areas, as there is a surge in demand with consumers graduating from 'datum' to toothpaste. This growth has been largely driven by a consumer shift in rural markets from toothpowders to toothpastes. In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However, rising per capita income and increasing awareness is driving demand of oral 4

care products. Consumers have started switching to value-added toothpastes like mouth washes, and teeth whitening products. Sodium fluoride (NaF) is the most popular active ingredient in toothpaste to prevent cavities; some brands use sodium monofluorophosphate (SMFP). Ingredients such as baking soda, enzymes, vitamins, herbs, calcium, mouthwash, and/or hydrogen peroxide are often combined into base mixes and marketed as being beneficial. Toothpaste comes in a variety of flavors, most often being some variation on mint (spearmint, peppermint, regular mint etc). Toothpaste is one of the most dynamic segments of the oral care market. The frequency of product launches in existing segments of the market and genesis of new product segments contributes to continuous evolution of the toothpaste market. Whitening toothpastes and products offering multiple functions are driving growth in the dentifrices segment. The toothpaste history in India can be tracked back from 1975 with 1200 tones of toothpaste produced by the toothpaste industry. In India toothpaste usage as compared to other countries is very low which signifies about the potential of the market. Research design includes incorporating knowledge from secondary information analysis, qualitative research, methodology selection, question measurement & scale selection, questionnaire design and sample design to be used. target population, sampling frame and sampling techniques, sample size and then the execution of the sampling plan.i have collected data by online questionnaire by convenience sampling. Based on the data analysis and interpretation, it can be concluded that majority of Indian consumers rely on toothpaste with some who use both toothpaste and mouthwash together to cater to their hygiene needs. CLOSE-UP market share is 40% and COLGATE with 29% market and then followed by PEPSODENT which has 15% market share are the major players in this industry and these three brands together capture 84% of the market leaving a very small share for others. Price is not taken into consideration by majority when it comes to their oral hygiene. And majority of the respondents think ideal toothpaste to be a blend of all the attributes and not with one or two attributes and a major conclusion is the increasing market for mouthwash in India. The lifestyle and eating conditions of Indian consumer are changing very rapidly. And consumers for oral care industry are very much brand loyal. 5

INTRODUCTION This project is basically about the analysis of the consumer preferences regarding toothpaste industry. The main objective of this project is to find the consumers response in terms of varieties those are present in toothpastes and which qualities are preferred by them & also are they brand loyal or not. In order to collect the data we preferred questionnaire method because firstly it was the most feasible way to interact with the sample and get the relevant data for my research and secondly as it was suitable to get these questionnaires filled instead of interviewing the relevant persons. For the purpose of data analysis i have used internet.

TRENDS IN TOOTHPASTE INDUSTRY Indian tooth paste industry is one of the country largest consumer markets. The Indian tooth paste market is pseudo-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. The penetration in the toothpaste market is quite low, around 50%. Industry experts say that thanks to awareness and affluence in rural areas, there is a surge in demand with consumers graduating from 'datun' to toothpaste. "This growth has been largely driven by a consumer shift in 6

rural markets from toothpowders to toothpastes. With the growing affluence and awareness levels in rural India, more and more people are directly moving from using datun to toothpastes, which is further driving growth in the category," industry experts say. The focus of this study about tooth paste is consumer perception of the various brand are available. Certain major facts about the toothpaste industry are: Many people in India still clean their teeth with traditional products like neem twigs, salt, ash, tobacco or other herbal ingredients. Average all India per capita consumption of toothpaste is a dismal 82gms. The dentist to population ratio is a critically low 1:35000 in the country. This results in low oral hygiene consciousness and widespread dental diseases. Less than 15% of the Indian toothpaste users brush twice a day. The toothpaste market grew at a CAGR of 7-8% between1995-2000. But in 2001 the market grew by only 4%. Colgate and Hindustan Lever together account for over 85% of the organized toothpaste market. Red and Black toothpowder still accounts for 35% of the toothpowder market. In toothpowders, Colgate and Dabur are the leading players sharing between them 75% of the market. Penetration of toothpowder in the urban areas has been declining, as more and more consumers switch from powders to paste. Brand loyalty is quite high for toothpastes, but is extremely low for toothbrushes. 10 years ago the most expensive toothbrush was priced at Rs4. Today one can also buy a toothbrush priced at Rs999! In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However, rising per capita income and increasing awareness is driving demand of oral care products. Consumers have started switching to value-added toothpastes like gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching from toothpowders to toothpastes. A key industry trend is the move towards natural products comprising 7

of herbs, vitamins and minerals. A serious challenge for the industry is the low dentist-population ratio, with just one dentist for 10,000 people in urban areas and about 0.25 million people in rural areas. There is an urgent need of more dental health practitioners with relevant qualifications and training. Government has taken various initiatives like dental health camps to promote good oral care. Manufacturers have used advertising campaigns to promote higher consumption of toothpastes and toothbrushes. Colgate and HUL together account for over two-thirds of the organized toothpaste market. In toothpowder market, Colgate, HUL and Dabur are the major players. The report analyzes the oral care market in India. Todays companies are operating in macro enviro

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