Himalaya Herbal Toothpaste : Case

Solution

1. How does low category involvement affect brand attitude?

Explain the inconsistency in those instances where brand attitude
overwhelms category involvement.
Consumers agree that toothpaste is necessary but consumers are not too
much involved with the functional attributes of the toothpaste. But for
certain niche segment such as consumers suffering from tooth and gum
sensitivity problems, association with functional attributes of toothpaste is
high. This suggests that toothpaste is a low involvement category with
consumers knowing the need of toothpaste but not too attached to
functional attributes except in the niche segment. Consumers in the niche
segment are more involved in the buying decision of a tooth paste.
The result of the involvement levels gets reflected in the attitude towards the
brand. Perceptions such as freshness and shinier teeth have a lower score
compared to niche category segment owing to toothpaste being used.
Functional attributes of toothpaste like germ fighting and oral health has a
higher score in niche category. Personal attributes like confidence, bright
smile and a fresh start to a day is rated higher for niche segment owing to
toothpaste attributes. Consumers do not share a strong brand attitude. But a
higher involvement level category like the niche segment has a higher brand
attitude from the consumers.
Consumers are not emotionally attached to the brand of toothpaste. They
are on an average brand agnostic till the time their needs are getting
fulfilled.
Herbal category segment has high customer involvement and is a potential
area to be tapped.

2. Taking into account the category-level and segment-level

analyses, what kind of implications are relevant at the segment
level (for each segment)? How do consumer beliefs relate to the
positioning of brands in each segment?
Toothpaste segment is divided into 4 broad category segments:
1. Freshness
a. In this segment 80% of consumers brush once a day and 71% of
the consumers never visit a dentist. Also, 75% dentists never
recommend toothpaste to patients in this segment. Almost 88%
consumers in this segment are affected by oral health problems.
b. It is a low involvement category as consumers are not attached
to the functional attributes of the toothpaste.
2. Herbal
a. In this segment 88% of consumers brush once a day and 84% of
the consumers never visit a dentist. Also, 67% dentists never
recommend toothpaste to patients in this segment. Almost 92%
consumers in this segment are affected by oral health problems.
b. It is a low involvement category as consumers are not attached
to the functional attributes of the toothpaste.
3. Health
a. In this segment 56% of consumers brush once a day and 80% of
the consumers never visit a dentist. Also, 50% dentists never
recommend toothpaste to patients in this segment. Almost 80%
consumers in this segment are affected by oral health problems.
b. It is a low involvement category as consumers are not attached
to the functional attributes of the toothpaste.
4. Niche
a. In this segment 23% of consumers brush once a day and
64% of the consumers never visit a dentist. Also, 88% dentists
never recommend toothpaste to patients in this segment.
Almost 80% consumers in this segment are affected by oral
health problems.

b. Consumers are attached to the functional attributes of the

toothpaste like tooth and gum sensitive toothpastes.

3. What kind of recommendations would you provide for the

Himalaya brand after taking into consideration the responses to
questions 1-3?
Altering client perspective Key Strategy
Educate customers of their desires so propose however Himalaya can
match the needs to urge into consideration set of customers
Strong stress of the advantages can facilitate in developing favorable
perspective.
Changing perspective of Market Leaders customer
Influencing the emotional element can result in overall perspective
towards brand
Changing Consumers basic motivational perform (e.g.: Why herbal
tooth, build
particular need prominent)
Association the merchandise with an admired cluster or event
Resolving Conflicting Attitudes
Changing consumer beliefs regarding the competition brand
Differentiation will be solely achieved by value perception of customer
than the practical utility
Need to enter in an exceedingly new niche / problem solving class
keeping herbal USP
High average involvement score : 3.9/5 / 64 percent of total
shoppers
Increased use of brushing / customer Increase of 54 percent
Higher consumer cognitive and emotional Belief (Table 3) 92 % &
72 % respectively (compared to herbals 64 % and 44 %)
Low class Involvement customers robust psychological feature
belief 89% in niche vs 46 in flavoring.
High emotional belief of 60% in freshness class as compared to an
occasional 40 during the herbal class. We will encash on adding a
freshness part within the niche section.
A premium herbal toothpaste for the niche class Fresh,
Natural & Secure.
Providing freshness and answer to the subsequent problems: Tightening & Reducing swelling / gum bleeding.
Prevention of decay & Tooth Ache.
Bad Breath management.

Link Health of mouth with Health of Body.

4. What should the positioning dimensions of Himalaya be, and how

can it be differentiated? How can Himalaya create an attitude
towards its ads/brand to convey its differentiated proposition?
Target: Urban demography concerned towards oral healthcare
Himalayas Active Herbs
Herbal freshness & oral healthcare
Premium all natural, healthy, oral resolution with a herbal product
experience.
Solution to oral health issues with a freshness quotient
Brand character - safe , reliable & caring
Awareness of name Himalaya & creation of a positive attitude
Change overall brand rating: India/Worlds Best herbal toothpaste
counseled by Dentists
Change beliefs concerning competitors provided herbal toothpaste by

highlight the differentials.