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This project titled Image Profile Analysis of Leading Brands of Tooth paste amongst consumers is a study which seek to define the image of 2 tooth paste brands in which HLL have two products Close Up & Pepsodent and ColgatePalmolive have Colgate in terms of 6 attributes , Healthy tooth & gums , Long lasting freshness , Prevention of tooth decay ,Whiteness , Use of Natural herbs , Good foaming.

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 consumers mind set.

The 18th Century The earliest record of an actual toothpaste was in 1780 and included scrubbing the teeth with a formula containing burnt bread . Other toothpastes around this time called for:

1 1/2 oz. dragons blood 1 1/2 oz. cinnamon 1 oz. burnt alum Beat the above ingredients together and use every second day.

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The 19th Century

In the 19th century, charcoal became very popular for teeth cleaning purposes. Most toothpastes at this time were in the form of a powder. The purpose of the tooth powder was not only to clean the teeth, but to give fresh breath. The succulent strawberry (still available today) was considered to be a "natural" solution for preventing tartar and giving fresh breath..

The 20th Century

Liquid cleansers (mouth rinses) and pastes became more popular, often containing chlorophyll to give a fresh green color.

Bleeding gums became a concern as well as aching teeth. In 1915 leaves from certain trees in South East Asia (Eucalyptus) were beginning to be used in mouthwash formulas.

So....what's in the toothpaste of the 90s?

sodium monofluorophosphate (not to be confused with MSG) color foaming agents detergent Herbal toothpastes have gained popularity for people looking for a "natural" toothpaste or for those who don't want fluoride in their dental cleansers. Some herbal toothpastes contain:

And the 21st Century.... 86

Your guess is as good as ours!! If the trends of the 20th century continue we should see more toothpastes that whiten and brighten the teeth, are canker sore friendly, and give you the ultimate brushing or rinsing experience. The more things change, the more they stay the same! Toothpaste History The development of toothpaste began as long ago as 300/500BC in China and India. They studied the care of teeth and claimed different types of pain felt in the mouth could be cured by sticking gold and silver needles into different parts of the jaw and gum. Modern toothpastes were developed in the 1800s. In 1873, toothpaste was first massproduced into nice smelling toothpaste in a jar. In 1892, Dr. Washington Sheffield of Connecticut was the first to put toothpaste into a collapsible tube. Sheffield's toothpaste was called Dr. Sheffield's Creme Dentifrice. Advancements in synthetic detergents (after World War II) replaced the soap used in toothpaste with emulsifying agents such as Sodium Lauryl Sulphate and Sodium Ricinoleate. How toothpaste work Our mouth contains one or more of 500 types of microorganisms. Some of these, mainly streptococcus mutans, create sticky plaque from food residue in your mouth. Microorganisms in our mouth feed on left over food to create acid and particles called volatile sulfur molecules. The acid eats into tooth enamel to produce cavities while volatile sulfur molecules give breath its foul odor. 86

Toothpaste works with toothbrush to clean teeth and fight plaque bacteria. Toothpaste contains abrasives which physically scrub away plaque. In addition, toothpaste abrasives help remove food stains from teeth and polish tooth surfaces. Some toothpastes contain ingredients which chemically hinder the growth of plaque bacteria. Consumer buying behavior Three basic psychological process play an important role in understanding how actually

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behaviour

Five stage model of consumer buying proces 86

Brand loyalty Brand loyalty is something that every company strives for and believes they can attain. All it takes is a bigger marketing budget, a new advertising campaign or another creative agency. But ultimately the brand loyalty they aim for, that is a consumer so loyally devoted to the brand that they buy it again and again, can never be achieved because they place the emphasis of brand loyalty in the wrong place. Companies assume that brand loyalty is something that the consumer does for them, while in reality brand loyalty is something the company and the brand do for their customer. Building a strong brand requires careful planning and a great deal of long term investment. At the heart of a successful brand is a great product or service , backed by creatively designed and executed marketing 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 them is one of the few ways a brand can be differentiated. Your own marketis probably saturated with products that all look similar and offer the same 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. 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

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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 communications. 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 for which it offers benefits that other brands dont. Positioning and segmentation are like two sides of a coin, inseparable and integrated. 86

 The 3rd component is perceptual mapping, an essential tool to measure where brands are located in the perceptual space of target consumer 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 consumers 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 or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. The term "brand image" gained 86

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 brands. Brand image can be reinforced by brand communications such as packaging, advertising, promotion, and customer service, wordof- 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

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Six Levels of Brands Meanings

Attributes Benefits

: :

Features associates with a brand. Functional and emotional benefits associated with brands.

Values

Producers values that gets associated with brands.

Culture

Represents the culture values of the place from where the brand originates.

Personality User

: :

Image of the brand as perceived by the user. Kind of consumer who buys or uses the product.

Given the six levels of a brands meanings, marketers must decide at which level(s) to deeply anchor the brands identity. The most enduring meaning of a brand is its values, culture and personality. The define the brands essence. 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 86

 it creates a mental patent. The brand name makes the innovation exclusive and protects it against imitations. The Toothpaste Case Study A heavyweight contender for "biggest story" making the media and PR rounds in the aloe vera industry over the past few months has likely been the study published in the May/June 2009 issue of General Dentistry, the peerreviewed journal of the Academy of General Dentistry (AGD) titled "Comparative evaluation of the antimicrobial efficacy of aloe vera tooth gel and two popular commercial toothpastes: An in vitro study". Since its release I've seen a few companies, among other media outlets, that have crafted PR and marketingefforts that are titled anywhere from the tame "Aloe vera good for teeth and gums" to the more outgoing,"Aloe Toothpaste Proven To Fight Cavities". While on the one hand it's great to see research being done promoting Aloe vera and its many and varied uses, which is obviously something the IASC values, on the other hand it's important to remember that as responsible members of the industry we need to keep to that fine-line that is adequately and accuratel interpreting scientific research and making appropriate, FDA compliant, truthful and nonmisleading claims.

(Nikhil Vora,2006) The toothpaste market in India has players like ColgatePalmolive, whose brand Colgate leads the market, Hindustan Lever, with brands Pepsodent and Close-Up, and Dabur (brands Meswak and Babool). The toothpaste market is growing at 8% but it is expected to grow faster on the back of upgrades from toothpowder to toothpaste. The 30% growth of the toothbrush category is another indicator of this trend,

(Sunil duggal,2007)"Yes, the toothpaste market is fiercely competitive but gaps and platforms are always available.

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Industry overview India is still a nascent country in dental hygiene, with the majority of the population still not having access to modern dental care but relying on substances like coal ash and neem sticks. In India, per capita toothpaste consumption stood at 74g in 2005, which is amongst the lowest in the world, compared to 350g and 300g in Malaysia and Vietnam respectively Toothpaste enjoys a country wide penetration level of 50%. The penetration levels of dentifrice in the country have been on an upward trend over the last few years driven by strong improvements in toothpaste penetration The Rs. 2,700-crore toothpaste market (the largest oral care segment), grew a robust 10 per cent in value in 2000. But this wound down to 2.4 per cent in 2001. In the first six months of 2002, the market for toothpastes in fact shrank by around 5.7 per cent in value; in volumes terms it was much higher at 11 per cent. The going was tough for the oral care industry.

Little wonder that teeth were bared between the market leader, Colgate Palmolive, and the challenger, Hindustan Lever, as the marketing war between the two FMCG giants for protecting market share got tough.

As if that was not enough, these players found new aggressive competition coming their way from regional low priced competitors such as Anchor Healthcare & Ajanta India, who priced their offerings at over 40% discount, giving market leaders a run for their money

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These low priced competitors accounted for more than 80 per cent of the growing discount segment. It looked as if the multinational companies were helpless against challenger brands. The Toothpaste market Oral hygiene continues to be under aggressive competition, with sales increasing by a modest 3% in current value terms in 2006 to Rs. 2,400 crs. Toothpaste accounted for a whopping 83% of value sales. Toothpaste market in value (in Rs. crs.) Period Urban+Rural Urban Rura l 556 565 594

Apr-Mar10 Apr-Mar11 Apr-Mar12

1897 1950 2009

1340 1386 1414

Toothpaste market in volume (in tonnes) Period Apr-Mar10 Apr-Mar11 Apr-Mar12 Urban+Rural 77320 84501 86562 Urban 53791 59172 59922 Rural 23529 25329 26640

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Segments in the Industry

Price-based segmentation of the toothpaste category On the basis of price, the toothpaste market can be broken down into two distinct categories:

The Regular segment: Volume ( 64,922 tons ) Price range 50 gms Rs. 12.5-24 100 gms Rs. 25-30 150 gms Rs. 35-45 Prominent brands: Colgate

The Low price point segment: Volume ( 21,641 tons )

Colgate Cibaca Babool Anchor Ajanta

Pepsodent Close-up Meswak

Dabur Red

Low Price Point Segment

The Lower Price Point segment accounts for around 25% of total category volumes

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This segment offers good value for money and has seen its volume market share increase from 10.7% during 2000 to current levels. The entire category is characterized by intense competition in both the price segments.

Key Players

The toothpaste segment is largely a two player industry, Colgate Palmolive & HLL accounting for 80% of the entire market Table 4.1: Company Share (Value) Colgate Palmolive 47.3% HLL Dabur 30% 7.2%

Apr-Mar12 Table 4.2: Company Share (Volume)

Apr-Mar12

Colgate Palmolive 48.8%

HLL Dabur 27% 9.1%

Source: AC Nielsen Market Information Digest India 2006 Colgate the dominance continues Colgate has been present in the domestic oral care market for the last 70 years and its oral care brands enjoy strong brand equity in the market. The company has traditionally been the leader in the domestic oral care market. Currently, it occupies a dominant position in the toothpaste segment with a 48% market share in the domestic 86

market. Its relative market share is 1.5 times the second largest player.Faced with tough competition from HLL during early 2000, Colgate made a slew of successful new launches to protect its market share namely Colgate Herbal, Colgate Gel & revitalized Colgate Cibaca Top (in the low price segment). The company has continuously relied on innovations to stay ahead of the competition. It launched 3 new innovative variants during the course of FY12. 1. Colgate Active Salt Which capitalises on the traditional use of salt for oral care 2. Colgate Advanced Whitening Which contains microcrystals that polish ones teeth, restores and maintains their whiteness. 3. Colgate MaxFresh Gel An innovative gel-based toothpaste with cooling crystals Table 4.1.1: Current Brand portfolio: Toothpaste 1. Colgate Dental Cream 2. Colgate Total 3. Colgate Herbal 4. Colgate Kids ToothPaste 5. Colgate Advanced Whitening 7.Colgate Active Salt 8.Colgate Fresh Energy Gel 9.Colgate Max Fresh 10.Colgate Cibaca

Strong distribution The company has backed its products with a very strong distribution network. The company's distribution network covers 940 direct accounts and 3.8 million retail outlets. Colgate is the 2 nd

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most widely distributed product in the country. The company is tying up with initiatives like EChoupal and Disha to further strengthen its distribution network. HLL the challenger In the late 1980s, Hindustan Lever used the novelty element in gel toothpaste to make steady inroads into Colgate's dominance in the oral care market. Its gel toothpaste, Close-Up helped HLL become the second largest paste brand; posing a stiff challenge to Colgate. However as the novelty of gel toothpastes wore off, HLL renewed focus on its other brand Pepsodent to help it protect its turf. Its attempt at offering a low priced brand Aim was not completed and the brand was subsequently pulled back after launching it in early 2000 Both Close Up and Pepsodent have a combined market share of 30% The current brands offer distinct propositions; Close Up addresses the youth with new benefits and value-driven propositions, whereas Pepsodent is firmly entrenched on the family health platform with variants catering to oral health. Table 4.2: Current Brand portfolio: HLL Close Up Close-up Active Gel (red) with Vitamin Fluoride System Pepsodent 2 in 1 Close-up Lemon Mint Pepsodent Complete 10 Close-up Milk Calcium Pepsodent Whitening 86 Pepsodent Pepsodent Gumcare

Dabur Growth through acquisition Dabur has managed to grab a 7.2% market share with the acquisition of Balsara's oral care brands: Babool, Promise and Meswak in addition to its own brand Dabur Red (targeted to capture consumers shifting from toothpowder to toothpaste). Top 5 Brands Colgate Dental Cream Colgate Dental Cream is the most widely distributed oral care brand in India has a market share of 34% in value terms. It was revitalized in 2003 with an improved germ fighting formulation. Its anti-bacterial ingredient has been boosted to offer superior germ fighting efficacy. Close-Up Active Gel Launched in 1975, Close-up was the first gel toothpaste in India. It has since then undergone periodic relaunches. In 2010, 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 Indian Market. Current market share stands at 14%. Pepsodent Complete 10 Pepsodent, the second offering from HLL with a market share of 11% was launched in 1993 and

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was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing. Pepsodent has always been regarded as a mother's oral health care ally and has been associated with inculcating good dental habits amongst kids. Currently the brand is championing night brushing habits amongst kids through its latest TV commercial. The thrust is on making brushing at night a fun activity for kids. The brand plans to continue with its initiatives to promote healthy brushing habits. Colgate Cibaca Top Colgate Cibaca Top is currently the fourth largest brand with 5.7% market share. Colgate Fresh Energy Gel The Company launched new Colgate Gel Toothpaste in 1991. Colgate Fresh energy contains icy cool gel which leads to mouth coolness and minerals which make teeth stronger. It has a market share of 3%. The Colgate Fresh Energy Gel advertising campaign launched in 2010 used an innovative catch phrase Talk to Me and used television, outdoor and online media to connect with the youth. The company continued to build on its highly successful campaign and re-launched it with a new flavour in a transparent tube, a first for the category in India. Other brands Anchor Anchor belongs to Anchor Health and Beauty Care (AHBC), a part of the Anchor Group (makers of Anchor Electrical switches).

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Anchor forayed into the FMCG market with the launch of Anchor White Toothpaste, which was positioned as India's first British Dental Health Society certified 100 per cent vegetarian toothpaste, in 1997. In fact this proposition had so strong a consumer-pull that by 2002 it was the number three toothpaste brand. In 2006, Anchor decided to directly compete with Colgate Dental Cream, thereby differentiating itself from the LPP segment. It significantly upgraded its product bundle, both in terms of superior formulation (almost parity to CDC) claims and by the development of an All-round Protection sub brand. This is currently endorsed by Dravid with strong TV support. Babool Babool originally a Balsara product was acquired by Dabur last year. Babool straddles the economy and herbal platforms. Its natural toothpaste contains ayurvedic and medicinal benefits of the Babul tree, 'Acacia Arabica'. While Babool still pursues an aggressive promo strategy on all its SKUs, it has also upgraded its bundle ever since the acquisition, by putting the Dabur brand on its pack and signing up Vivek Oberoi as a brand ambassador. Ajanta Ajanta toothpaste is an offering from the personal care division of Ajanta Clock Manufacturing Company. With aggressive pricing as its USP, the company decided to do a Nirma in the toothpaste Industry. Originally priced at one-third of a Colgate or a Pepsodent, Ajanta rewrote the rules of the game for oral care products. It targeted its offering in the low price, mass-market segment. Colgate Cibaca Top In the year 2000, Colgate revitalized Cibaca which was relaunched nationally in the economy 86

segment as 'All New Colgate-Cibaca Top. With the launch, Colgate entered a new price band the economy segment.

Brand wise Market Share Brand Share (Value) Colgate Dental Pepsodent (all Brand Share % Cream Apr-Mar12 33.8 % variants) 16.0% Close-up (all variants) 11.0% Cibaca Top 5.7 % Colgate Fresh Energy Gel 3.3 %

Brand Share (Volume) Colgate Pepsodent (all Close-up (all variants) 8.5% Cibaca Top Anchor 10.3 % 4.5 %

Brand Share % Dental Cream variants) Apr-Mar 12 32.0 % 15.0%

Source: AC Nielsen Market Information Digest India 2006

RESEARCH TECHNIQUES FOR BRAND POSITIONING

The first task of the brand manager when he considers his positioning strategy is to form a reasonably good idea of the market structure in which his brand will be a player. Research can 86

help him to define these sub-structures, tell him different brands are positioned as judged by consumers, and thus give him a better idea of the specific product market in which he must complete. Research will tell him, by defining such market sub-structures, as to which brands are likely to be close competitors and which a more distant threat. Perceptual Mapping techniques help us to understand such market structures and sub-structures. 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 branon 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 . 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. 86

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 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. 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 similarity or dissimilarity has to be used. Rural Distribution Expansion Programme Rural India still presents huge opportunity for the company to grow the market. Even today, over 70% of population resides in rural areas. Colgate, therefore, continues to focus on expanding its rural distribution. Thrust of this market expansion programme commenced in FY 2001 under Operation Jagruti. This programme is in 2nd phase with massive rural sampling and seeding exercise for Colgate Herbal, targeted at nonusers and infrequent users of dentifrices. 86

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Todays 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 (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.

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 86

on how toothpastes should behave! Close-up was the first gel toothpaste to be launched 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 perfec combination of ingredients for fresher breath and stronger, whiter teeth.Close-up is now the first Gel toothpaste with Fluoride in the Indian Market!

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.Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs forthemselves. 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 Pepsodent also includes a range of toothbrushes. INTERNATIONAL 86

DENTAL HEALTH FOUNDATION also approves it.

COLGATE is the product of Colgate-Palmolive ( India ) ltd. Its produc 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 regulation.

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Objectives of Research
1. To know about the product/alternatives which consumers might prefer to brush their teeth other than a tooth paste. 2. To know about the factors that influence the consumers decision to buy a particular brand of tooth paste. 3. To know about the attributes that a consumers look for in a tooth paste brand, when he buys for himself. 4. To know about the possibility reasons that lead to brand switch over. 5. Image profile analysis of important tooth paste brands.

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Scope of the research

1. 2. 3. 4. Wide scope in know about market share of toothpaste company It provide information about consumer choice and preferences it have scope in advertising aple for change preferences it can help to increase market share of toothpaste company

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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.

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Apart from it was presumed that respondent 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 Lucknow city with the total sample size 50 the respondent were contacted at their 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.

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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 Data Source Research Approach Research Instrument Sample Plane

Descriptive Primary data, Secondary data Survey method, Observation method Questionnaire Sampling unit Customers of Lucknow city

Sample size toothpaste Sample Type Random sampling. Contact Method Personal interview

Collection of primary datas are: Questionnaire

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PROCESS OF COLLECTING DATA

Formulation of Research Objectives Formulation of Research Objectives

Developing Research Plan Developing Research Plan

Mode of Data collection Mode of Data collection

Sampling Plan Sampling Plan

Survey Survey
SOURCES OF DATA Data DataCompilation Compilation

Reporting of Data Reporting 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. ii. Primary data 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 86

using observation and communication collects this data. There are some data collecting instruments. These are: a. b. Survey Method Observation 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

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.

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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-grittys 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

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Secondary Data Collection Methods Internet Various magazines Brochures

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. Sample design: Data has been presented with the help of bar graph, pie charts, line graphs etc. Administering a questionnaire on toothpaste customers residing collected the data in and around Lucknow , 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.

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SAMPLE SIZE : 50

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. SAMPLING TECHNIQUES: The sampling techniques were followed was judgment sampling method where Toothpaste are selected. 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 lucknow . 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 .

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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. 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.

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DATA ANALYSIS & INTERPRETATION

1. Gender Wise :Male Female 30 20

2. Age Wise :-

Age Up to 25 26 35 Above 35

Male 14 7 9

Female 10 3 7

Total 24 10 16

3. Status Wise :-

Students Professionals

23 14

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House wives Businessmen

8 5

Age wise and Gender Distribution of Samples

60 50 40 30 20 10 0 upto 25 26-35 above 35

male female total male

Pie Chart . Status Wise Distribution of Sample

Status Wise Distribution of Sample

50
Students Professionals House wives Businessmen

. Pie Chart

Status

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RESEARCH METHDOLOGY Image Profile Analysis 1. Which Tooth paste do you like most? Close up Pepsodent Colgate : : : 42 24 34

Most Liked Tooth paste

60 40
Close-up

20 0 1 Brands

Pepsodent Colgate

Methodology 86

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.

2.

Number of tooth pastes used by people in a month?

No. of tooth paste 1 2 3

No. of : : :

Families 18 60 22

60 50 40 30 20 10 0 1 2 3
No. of toothpaste No. of Families

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.

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Which are the factors that influence you the most when you buy a tooth paste?

Taste Colour price Packing Scheme Availability Advertisement Liking 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. 86

Rank 1 2 3 4 5 6 7 8

Points 10 9 8 7 6 5 4 3

4. Which attribute do look for when you buy a tooth paste? Healthy Tooth and Gums Long lasting Freshness Prevention of Tooth Decay Whiteness Use of Natural Herbs Good Foam -

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 Points 86

1 2 3 4 5 6

6 5 4 3 2 1

5. The tooth paste advertisement that they like most of: F Close-up Pepsodent Colgate 22 10 8 M 24 14 22 T 46 24 30

Most liked Advertisement

50 40 30 20 10 0 F M T
Close-up Pepsodent Colgate

Company mainly focus of advertisement to attin the customers close up campaigning is most famous among the customer its 46% colgate attain 30% from advertisement and pepsodent got 24% market from advertisement.

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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 Better packaging of another brand Scheme with another brand Advertisement impact When my brand is not available To try new option Influence by others 19 6 15 14 28 23 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 brands. Advertisements with attractive models were also one of the reasons for brand switch over. Few

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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

100 80 60 40 20 0 Rs. 5-10 Rs. 10-15 Rs. 15-20 > Rs. 20

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 Ask by brand name bought it in person MALES (%) 57.6 73.3 FEMALES (%) 70.8 75.0 TOTAL (%) 62.8 70.4

80 70 60 50 40 30 20 10 0 Ask by brand name bought it in person

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Eagerness to spend s. 5-10 Rs. 10-15 Rs. 15-20 >Rs. 20 29.0 41.9 25.8 3.0 0.0 29.2 45.8 25.0 22.5 40.0 30.0 7.5

ASCRIBED TO No specific reason word of mouth impressed advt. 59.4 15.6 with 9.3 33.3 16.7 20.8 20.8 8.3 50.0 19.1 11.9 14.3 4.8

shopkeeper insisted 15.6 dentists advice 6.3

60 50 40 30 20 10 0
No specific reason word of mouth impressed with advt. shopkeeper insisted dentists advice

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REPLACEMENT FREQUENCY 0-1 MONTHS 1-2 MONTHS 2-3 MONTHS 3-4 MONTHS > 4 MONTHS 23.5 26.5 23.5 23.5 2.9 12.5 29.2 29.2 16.7 16.7 17.4 28.3 30.4 19.6 4.3

35 30 25 20 15 10 5 0 0-1 MONTHS 2-3 MONTHS > 4 MONTHS

FREQ. BRUSHING Once (per day) Twice after every meal

OF 50.0 44.2 2.9 2.9 28.0 68.0 4.0 0.0 46.7 46.8 2.2 2.2

Not very particular

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70 60 50 40 30 20 10 0 MALE (%) FEMALE (%) TOTAL (%)

pressed with Advertisement YES NO 11.1 88.9 22.2 78.0 12.9 87.1

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100 80 60 40 20 0 MALE FEMALE TOTAL

RELATIVE IMPORTANCE OF ATTRIBUTES MALES PRICE PACKAGING DURABILITY LONG HANDLE FLEXIBLE NECK COMFY. ANGLE SOFT BRISTLES LOOKS DIAMOND HEAD GRIP INDICATOR 62.7 40.2 74.5 51.9 52.9 68.6 78.4 46.1 36.3 58.8 28.4 FEMALES 57.3 49.3 74.7 60.0 60.0 78.7 86.7 40.0 41.3 68.0 41.3 TOTAL 61.2 44.6 75.4 57.0 57.1 73.7 82.9 44. 38.9 63.4 34.3 RANK 5 8 2 6 6 3 1 9 10 4 11
YES NO

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RANK

TOTAL

FEMALES

MALES

20

40

60

80

100

COLGATE PLUS USERS RESPONSE Males v. Good Quality Access Value/pric e Loyalty 17 90 42 God 73 10 50 Cant say 10 8 Females v. Good 40 97.5 60 God 60 23 Cant say 2.5 7 Total v. Good 21.5 95.5 51 Yes -3 God 65.5 32 No -97 Cant say 13 4.5 17 -

Yes-3 No97

Yes-3 No97

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100 90 80 70 60 50 40 30 20 10 0 Quality Access Value/price Loyalty

BRANDS COLGATE PLUS CIBACA ORAL-B CLOSE-UP PEPSODENT POPULAR JORDAN OTHERS

PERCENTAGE 30.96 14.28 16.66 9.52 7.14 9.52 11.90

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BRAND RECALL

35 30 25 20 15 10 5 0 BRANDS ORAL-B JORDAN

BRANDS COLGATE PLUS PEPSODENT POPULAR CIBACA ORAL-B AQUA-FRESH AJANTA OTHERS

PERCENTAGE 20.47 11.02 10.24 9.54 7.59 7.09 28.35

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Only about 5% of the respondents could not remember which toothbrush they were presently
30 25 20 15 10 5 0
BRANDS COLGATE PLUS PEPSODENT POPULAR CIBACA ORAL- B AQUA- FRESH AJ ANTA OTHERS

using which were excluded from the above computing.

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

Product Awareness
radio 2% Others 8% Print 12%
Television Print Others radio

Television 78%

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

Duration of purchase

8 weeks 30%

2 weeks 14%
2 weeks

4 weeks 22%

4 weeks 6 weeks 8 weeks

6 weeks 34%

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

Brand Loyal

No 34% Yes 66%

Yes No

More than 65% of our sample is Brand Loyal, remaining sample size are satisfied with Any given brand of toothpaste

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Chart 5

Price
Very Low 4% Low 8%

Very High 18%

Very High High Neutral Low Very Low

High 16% Neutral 54%

We have found that more than half of our sample doesnt pay a great attention to the price as a factor while purchasing Crest Toothpaste.

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Chart 6

Whiteness of teeth

Very Low 7% Low 14% Neutral 20% High 26% Very High 33%
Very High High Neutral Low Very Low

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

Taste

Very Low 22%

Very High 12%

Very High

Concerning Crest toothpaste taste 50% of the respondents agreed that they dislike its High taste, and are not satisfied with its taste, on the other hand they preferred High Close-up 22% Neutral the toothpaste taste as it provides different kind of toothpaste tastes that it satisfies Low needs of maximum respondents
Low 30% Neutral 14%
Very Low

Most of the customers are likely to go through the taste of the toothpaste more then 25> percent respondent go with the taste.

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Chart 8
Fresh Breath
Very Low 2% Low 8% Neutral 18% Very High 42%
Very High High Neutral Low Very Low

High 30%

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

Very Low 2% Low 4% Neutral 18%

Cavity & gum protection

Very High 46% High 30%

Very High High Neutral Low Very Low

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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Chart 11

Majority respondents with 34% answered that they prefer Colgate toothpaste at 1 st place followed by Pepsodents preference at 22%, Crest-Close-up, Amar and Babool

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Chart 12

Preferred Location

Supermarkets 30%

Retailer 40%

Retailer Malls Hypermarkets Supermarkets

Hypermarkets 20%

Malls 10%

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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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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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 todays 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 targeting other classes of people. have

already established a brand name in Youth segment but they should also concentrate on

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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 teeths. 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.

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 you 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 dont 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.

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No one has made a serious attempt in the virgin territory of 65% non-users . 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. 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. 2. 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 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% average

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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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.

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CUSTOMER ATTITUDE SURVEY TOWARDS COLGATE V/s PEPSODENT Q 1. Ans Have you heard about any toothpaste producing company? (A) yes (B) No

If yes then name Q 2. Ans Which toothpaste you prefer? (A) (C) Q 3. Ans Colgate Close - up (B) (D) Pepsodent Babool

Which media make you aware about the tooth paste brand? (A) (C) Television Relatives (B) (D) Newspaper Radio

Q 4. Ans

Which factor effects your choice towards tooth paste? (A) child (B) friends 86

(C)

media

(D)

television

Q 5. Ans

Which characteristics influence you before buying toothpaste? (A) (C) (E) flavor Freshness All (D) (B) price anti germ quality

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. Ans Will you tell other to choose the brand which you prefer? (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? Ans Q 9. Ans How will you rating different toothpaste product?

Q 10. If your toothpaste price decrease by 5 Rs. Then you will a. Increase Purchases b. Decrease Purchase c. Remain Unchanged 86

Q 11.If your toothpaste price Increases by 5 Rs. Then you will a. Increase Purchases b. Decrease Purchase c. Remain Unchanged

CONSUMER QUESTIONNAIRE 1. AGE : 2. SEX : 15-30 Years Male 30-40 Years 40-toothpaste years Above 50 years

Female

3. OCCUPATION : Govt. Service Student Self-employed Corporate Executive Others (specify __________________) Single Married with children

4. MARITAL STATUS :

Married without children 5. AVERAGE MONTHLY INCOME/ALLOWANCE <Rs. 3000 Rs. 3000-6000 Rs. 6000-10000 Rs. 10000 - 20000 Rs. 20000

6. Which toothbrush do you generally use? 7. Name any other five toothbrushes that you can recall 1 2 3 4 5 86

8. Who purchases your toothbrush? Myself A family member Yes A Subordinate No

9. Do you ask for a toothbrush by name?

10. How much are you ready to spend on a toothbrush? Rs. 5-10 Rs. 10-15 Rs. 15-20 Rs. 20

11. What prompted you to purchase your current toothbrush? -> Dentists advice ->Impressed with the advertisement ->Shopkeeper gave it to me ->A well-wisher recommended it to me ->Just bought it no specific reason.

12. How often do you replace your toothbrush? 0-1 month 1-2 months 2-3 months 3-4 months > 4 months

13. How often do you brush your teeth a day? Once Twice After every meal Not particular

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RETAILER QUESTIONNAIRE Location of the store : Selling toothpaste since Brands stocked Colgate Plus Cibaca Supreme Pepsodent Promise Aqua Fresh Oral-B Classic

Which are the top three toothpaste in terms of exist sales? 1.Colgate Plus 2.Pepsodent 3. Aqua Fresh

In case not covered above. What is the status of: 1. Aquafresh Good Picking up 2. Colgate Plus Good Picking up Moderate Poor Poor Moderate

How do consumers ask for a toothpaste? (Rank them) (a) Ask by brand name (b) Ask for a cheap paste

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(c) Specify a price range (e) Keep trying newer ones

(d) Go for an expensive paste

Which of these two companies make it a point to: (a) Get a regular feedback Pepsodent Colgate Plus Pepsodent Colgate Plus Yes Yes Yes Yes No No No No

(b) Maintain regular supply

Rank your profit margin for the following brands: 1. Cibaca Supreme 3. Oral-B 5. Pepsodent 2. Colgate Plus 4. Aqua Fresh

What is your

a) Highest Margin b) Lowest Margi

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 ______ 86

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? a) Healthy tooth& gums c) Prevention of tooth decay e) Use of Natural herbs b) Long lasting freshness d) Whiteness f) Good foam

9. The tooth paste advertisement that like most is of ----------------------------------------------------------------------

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RETAILER QUESTIONNAIRE Location of the store : Selling toothbrushes since Brands stocked Colgate Plus Cibaca Supreme Jordan Pepsodent Ajanta Oral-B Promise Classic Aqua Fresh Royal Ajay

Which are the top three toothbrushes in terms of exist sales? 1. 2. 3. 4.

In case not covered above. What is the status of: 1. Aquafresh Good Picking up 2. Colgate Plus Good Picking up Moderate Poor Poor Moderate

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How do consumers ask for a tooth brush? (Rank them) (a) Ask by brand name (c) Specify a price range (e) Keep trying newer ones (b) Ask for a cheap brush (d) Go for an expensive brush

Which of these two companies make it a point to: (a) Get a regular feedback Aquafresh Yes No No No No Colgate Plus Yes (b) Maintain regular supply Aquafresh Yes Colgate Plus Yes

Rank your profit margin for the following brands: 1. Cibaca Supreme 3. Oral-B 5. Classic 7. Pepsodent 2. Colgate Plus 4. Aqua Fresh 6. Ajanta 8. Jordan a) Highest Margin b) Lowest Margin

What is your

If the consumer does not ask for a specific toothbrush then which one would you offer him? Why?

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BIBLIOGRAPHY

BOOKS Kotler Philip, Marketing Management(12 edition by pearson) Nargundkar-Marketing Research(TMH 2ND EDITION)

WEBSITES www.hll.com 86

www.colgate.com www.allbusiness.com www.wikipedia.com www.asiamarketresearch.com

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