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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 theimage 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....


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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 mass-

produced 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.


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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

Five stage model of consumer buying proces

Problem recognition

Information search

Evaluation ofalternatives

Purchase decision

Post purchase

behaviour
http://www.parentingtoddlers.com/toothpaste-history.htmlhttp://www.parentingtoddlers.com/toothpaste-history.html


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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 ofbrand 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.
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The 3rdcomponent 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 physicalcharacteristics and positioning

in building brand image. Like brand personality,brand image is not something you have or

you don't! Abrand is unlikely to have one brand image, but several, though one ortwo may

predominate. The key in brand image research is to identify ordevelop the most powerful

images and reinforce them throughsubsequent brand communications. The term "brand image"

gained


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popularity as evidence began to grow that the feelings and imagesassociated with a brand were

powerful purchase influencers, thoughbrand recognition, recall and brand identity. It is based

on theproposition that consumers buy not only a product (commodity), but alsothe image

associations of the product, such as power, wealth,sophistication, and most importantly

identification and association withother users of the brand. In a consumer led world, people

tend to definethemselves and their Jungian "persona" by their possessions. Accordingto

Sigmund Freud, the ego andsuperego control to a large extent theimage and personality that

people would like others to have of them.Good brand images are instantly evoked, are positive,

and are almostalways unique among competitive brands.Brand image can be reinforced by

brand communications such aspackaging, advertising, promotion, and customer service, word-

of-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 : Features associates with a brand.

Benefits : 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 : Image of the brand as perceived by the user.

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 ofBRAND AWARENESS. Beyond this are brands

with high degree ofBRAND ACCEPTABILITY i.e. brands that most customers would not

resist buying. Then there are brands that enjoy a high degree ofBRAND PREFERENCE.

These are the brands that are selected over the other. Finally there are brands that command a

high degree ofBRAND 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


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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 thestudy published in the May/June 2009 issue of General Dentistry, the peer-reviewed journal of the Academy of General Dentistry (AGD) titled"Comparative evaluation of the antimicrobial efficacy of aloe vera tooth geland two popular commercial toothpastes: An in vitro study". Since its releaseI've seen a few companies, among other media outlets, that have crafted PRand marketingefforts that are titled anywhere from the tame "Aloe vera goodfor teeth and gums" to the more outgoing,"Aloe Toothpaste Proven To FightCavities". While on the one hand it's great to see research being donepromoting Aloe vera and its many and varied uses, which is obviouslysomething the IASC values, on the other hand it's important to rememberthat as responsible members of the industry we need to keep to that fine-line

that is adequately and accuratel interpreting scientific research and makingappropriate, FDA compliant, truthful and nonmisleading claims.

(Nikhil Vora,2006) The toothpaste market in India has players like Colgate-

Palmolive, 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

Apr-Mar10 1897 1340 556

Apr-Mar11 1950 1386 565

Apr-Mar12 2009 1414 594

Toothpaste market in volume (in tonnes)

Period Urban+Rural Urban Rural

Apr-Mar10 77320 53791 23529

Apr-Mar11 84501 59172 25329

Apr-Mar12 86562 59922 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

The Low price point segment:

Volume ( 21,641 tons )

50 gms Rs. 12.5-24

100 gms Rs. 25-30

150 gms Rs. 35-45

Prominent brands:

Colgate

Pepsodent

Close-up

Meswak

Dabur Red

Colgate Cibaca

Babool

Anchor

Ajanta

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 HLL Dabur

Apr-Mar12 47.3% 30% 7.2%

Table 4.2: Company Share (Volume)

Colgate Palmolive HLL Dabur

Apr-Mar12 48.8% 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


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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 E-

Choupal 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 Pepsodent

Close-up Active Gel (red) with

Vitamin Fluoride System

Close-up Lemon Mint

Close-up Milk Calcium

Pepsodent Gumcare

Pepsodent 2 in 1

Pepsodent Complete 10

Pepsodent Whitening


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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


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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)

Brand Share %

Colgate Dental

Cream

Pepsodent (all

variants)

Close-up (all

variants)

Cibaca

Top

Colgate Fresh

Energy Gel

Apr-Mar12 33.8 % 16.0% 11.0% 5.7 % 3.3 %

Brand Share (Volume)

Brand Share %

Colgate

Dental Cream

Pepsodent (all

variants)

Close-up (all

variants) Cibaca Top Anchor

Apr-Mar 12 32.0 % 15.0% 8.5% 10.3 % 4.5 %

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


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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 orcompanies. The

starting point for this analysis is the measurement ofperceptions of each brand on a 5

or 7 points scale against a series ofpre-selected functional and psychological attributes.

The individualscores are then average obtains a composite mean score for eachbranon

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.


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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 non-

users and infrequent users of dentifrices.


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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


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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


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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. Wide scope in know about market share of toothpaste company

2. It provide information about consumer choice and preferences

3. it have scope in advertising aple for change preferences

4. 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 ofRandom sampling. The information from the

respondents is being recorded on a form known asQuestionnaire. 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 Descriptive

Data Source Primary data, Secondary data

Research Approach Survey method, Observation method

Research Instrument Questionnaire

Sample Plane 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

SOURCES 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. Primary data

ii. 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

Formulation of Research ObjectivesFormulation of Research Objectives

Developing Research PlanDeveloping Research Plan

Mode of Data collectionMode of Data collection

Sampling PlanSampling Plan

SurveySurvey

Data CompilationData Compilation

Reporting of DataReporting of Data


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using observation and communication collects this data. There are some data collecting

instruments.

These are:

a. Survey Method

b. 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:-

G

OVERNMENT- Records, Generals, Books, Magazines etc.

COMMERCIAL- Market research companies, Add agencies and private datacollection 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 30

Female 20

2. Age Wise :-

3. Status Wise :-

Students 23

Professionals 14

Age Male Female Total

Up to 25 14 10 24

26 35 7 3 10

Above 35 9 7 16


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House wives 8

Businessmen 5

Age wise and Gender Distribution of Samples

0

10

20

30

40

50

60

upto 25 26-35 above 35

malefemaletotal

male

Pie Chart

.

Status Wise Distribution of Sample

.

0

50

Status

Status Wise Distribution of Sample

StudentsProfessionalsHouse wivesBusinessmen

Pie Chart


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.

RESEARCH METHDOLOGY

Image Profile Analysis

1. Which Tooth paste do you like most?

Close up : 42

Pepsodent : 24

Colgate : 34

.

0

20

40

60

1

Brands

Most Liked Tooth paste

Close-up

Pepsodent

Colgate

Methodology


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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 No. of Families

1 : 182 : 60

3 : 22

.

0

10

20

30

40

50

60

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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3 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 theleast 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.


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Rank - Points

1 - 102 - 9

3 - 8

4 - 75 - 6

6 - 57 - 4

8 - 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


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1 - 6

2 - 5

3 - 44 - 3

5 - 2

6 - 1

5. The tooth paste advertisement that they like most of:

F M T

Close-up - 22 24 46

Pepsodent - 10 14 24

Colgate - 8 22 30

.

0

10

20

30

40

50

F M T

Most liked Advertisement

Close-up

Pepsodent

Colgate

Company mainly focus of advertisement to attin the customers close up campaigning is mostfamous 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 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 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

COLGATE-PALMOLIVE - 18

0

20

40

60

80

100

Rs. 5-10 Rs. 10-15 Rs. 15-20 > Rs. 20


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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

0

10

20

30

40

50

60

70

80

Ask by brandname

bought it inperson


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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 withadvt.

9.3 20.8 11.9

shopkeeper insisted 15.6 20.8 14.3

dentists advice 6.3 8.3 4.8

0

10

20

30

40

50

60

No specificreason

word ofmouth

impressedwith advt.

shopkeeperinsisted

dentistsadvice


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REPLACEMENTFREQUENCY

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

0

5

10

15

20

25

30

35

0-1 MONTHS 2-3 MONTHS > 4 MONTHS


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pressed with

Advertisement

YES 11.1 22.2 12.9

NO 88.9 78.0 87.1

0

10

20

30

4050

60

70

MALE (%) FEMALE (%) TOTAL (%)


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RELATIVE IMPORTANCE OF ATTRIBUTES

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

0

20

40

60

80

100

MALE FEMALE TOTAL

YESNO


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COLGATE PLUS USERS RESPONSE

Males Females Total

v.

Good

God Cant

say

v.

Good

God Cant

say

v.

Good

God Cant

say

Quality 17 73 10 40 60 - 21.5 65.5 13

Access 90 10 - 97.5 - 2.5 95.5 - 4.5

Value/pric

e

42 50 8 60 23 7 51 32 17

Loyalty Yes-3 No-97

Yes-3 No-97

- Yes-3

No -97 -

0 20 40 60 80 100

MALES

FEMALES

TOTAL

RANK


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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

0

10

20

30

40

50

60

70

80

90

100

Quality Access Value/price Loyalty


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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

0

5

10

15

20

25

30

35

BRANDS ORAL-B JORDAN


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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.

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

0

5

10

15

20

25

30 BRANDS

COLGATE

PLUSPEPSODENTPOPULARCIBACA

ORAL-B

AQUA-FRESH

AJANTA


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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%

Product Awareness

Television

78%

Print

12%

Others

8%

radio

2%

Television

Print

Others

radio


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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 dayand respondents who purchase every 2 week are the ones who buy smaller packs.

Duration of purchase

2 weeks

14%

4 weeks

22%

6 weeks

34%

8 weeks

30%2 weeks

4 weeks

6 weeks8 weeks


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Chart 4

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

Any given brand of toothpaste

Yes66%

No34%

Brand Loyal

Yes

No


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Chart 5

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.

Price

Very High

18%

High

16%

Neutral

54%

Low

8%

Very Low

4%

Very HighHigh

Neutral

Low

Very Low


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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

Whiteness of teeth

Very High

33%

High

26%

Neutral

20%

Low

14%

Very Low7%

Very High

High

Neutral

Low

Very Low


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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

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

respondent go with the taste.

Taste

Very High

12%

High

22%

Neutral

14%

Low

30%

Very Low

22%

Very High

High

Neutral

Low

Very Low


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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

Fresh Breath

Very High

42%

High

30%

Neutral

18%

Low

8%

Very Low

2%

Very High

High

Neutral

Low

Very Low


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Chart 9

More than 70% of the respondents very highly agreed that Crest toothpaste helps in cavity

& gum protection

Cavity & gum protection

Very High

46%

High

30%

Neutral

18%

Low

4%

Very Low

2%

Very High

High

Neutral

Low

Very Low


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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

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.

Preferred Location

Retailer40%

Malls

10%

Hypermarkets

20%

Supermarkets

30% Retailer

Malls

Hypermarkets

Supermarkets


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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 have

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

targeting other classes of people.


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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 - 41toothbrushes 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 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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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. 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


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(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?

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


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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 : 15-30 Years 30-40 Years 40-toothpaste years Above 50 years

2. SEX : Male Female

3. OCCUPATION :

Govt. Service Self-employed Corporate Executive

Student Others (specify __________________)

4. MARITAL STATUS : Single Married with children

Married without children

5. AVERAGE MONTHLY INCOME/ALLOWANCE


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8. Who purchases your toothbrush?

Myself A family member A Subordinate

9. Do you ask for a toothbrush by name? Yes No

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 Aqua Fresh Oral-B

Pepsodent Promise 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 Moderate Poor

2. Colgate Plus Good Picking up Moderate Poor

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 (d) Go for an expensive paste

(e) Keep trying newer ones

Which of these two companies make it a point to:

(a) Get a regular feedback

Pepsodent Yes NoColgate Plus Yes No

(b) Maintain regular supply

Pepsodent Yes No

Colgate Plus Yes No

Rank your profit margin for the following brands:

1. Cibaca Supreme 2. Colgate Plus

3. Oral-B 4. Aqua Fresh5. Pepsodent

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 ______


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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 b) Long lasting freshness

c) Prevention of tooth decay d) Whiteness

e) Use of Natural herbs 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 Aqua Fresh

Jordan Oral-B Royal

Pepsodent Promise Ajay

Ajanta Classic

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 Moderate Poor

2. Colgate Plus Good Picking up Moderate Poor


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How do consumers ask for a tooth brush? (Rank them)

(a) Ask by brand name (b) Ask for a cheap brush

(c) Specify a price range (d) Go for an expensive brush

(e) Keep trying newer ones

Which of these two companies make it a point to:

(a) Get a regular feedback

Aquafresh Yes No

Colgate Plus Yes No

(b) Maintain regular supply

Aquafresh Yes No

Colgate Plus

Yes

No

Rank your profit margin for the following brands:

1. Cibaca Supreme 2. Colgate Plus

3. Oral-B 4. Aqua Fresh

5. Classic 6. Ajanta

7. Pepsodent 8. Jordan

What is your a) Highest Margin

b) Lowest Margin

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
http://www.hll.com/http://www.hll.com/


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www.colgate.com

www.allbusiness.com

www.wikipedia.com

www.asiamarketresearch.com
http://www.colgate.com/http://www.allbusiness.com/http://www.wikipedia.com/http://www.asiamarketresearch.com/http://www.colgate.com/http://www.allbusiness.com/http://www.wikipedia.com/http://www.asiamarketresearch.com/

Documents

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