Project on Toothpaste- image profile analysis of leading brand toothpastes
-
Upload
shah-faisal -
Category
Documents
-
view
26.184 -
download
5
Transcript of Project on Toothpaste- image profile analysis of leading brand toothpastes
PROJECT WORK
ON
( In partial fulfillment of MBA Degree )
Submitted To : Submitted By :
Mr. Sanjeev Kumar Dalbir Singh Jaskeerat Singh
MBA –II Sec-A
ACKNOWLEDGEMENT
We are very thankful to our Project guide Mr. Sanjeev Kumar faculty
member (lecturer)RIMT-IMCT, for his valuable guidance, deep-rooted
interest, inspiration and continuous encouragement through out the
period of project.
We also thank the respondents for their cooperation and spending
precious time in responding to the Questionnaire.
CONTENTS
i. Summary
ii. Introduction
iii. Snapshot of Tooth paste Brands
iv. Review of Literature
v. Research Work
vi. Conclusions
vii. Suggestions
viii. Bibliography
Chapter I
SUMMARY
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 Colgate–Palmolive have Colgate in terms
of 6 attributes , Healthy tooth & gums , Long lasting freshness ,
Prevention of tooth decay ,Whiteness , Use of Natural herbs , Good
foaming.
DATA COLLECTED METHOD
A survey was conducted on 50 people living in and around the
city of PATIALA to elicit their responses, on which the results and
findings of this study are based.
It tells the method used for data collected. It then gives the
description of the sample based on various parameters as Gender, Age ,
Status.
OBJECTIVES
1) To know about Brand awareness.
2) To know about Brand preference.
3) To know about the product/alternatives which consumers might prefer to brush their teeth other than a tooth paste.
4) To know about the factors that influence the consumers decision to buy a particular brand of tooth paste.
5) To know about the attributes that consumers look for in a tooth paste brand , when he/she buys for himself/herself..
6) To know about the possible reasons that lead to brand switch over.
7) Image profile analysis of 2 important tooth paste brands.
Chapter II
INTRODUCTION
In these days of technology parity, it does not take long to duplicates.
Moreover, with the availability of increasing number of brands, the
consumers has little patience or the wit to swift through and judge the
uniqueness of features claimed by each of the brands. So, how does one
ensure that one is seen and heard in overcrowded market place.
The answer lies in brand positioning, one of the most powerful concepts
in the marketing world, which enables the seller to win the marketing
battles by influencing the consumer’s mind set.
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 market
is 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. If you want your brand to be known for a subset of
the potential features and benefits it offers, then you are fixing or
positioning the product brand in consumer's minds as being about those
attributes. You position a brand in order to establish your product as a
superior choice to competitors.
What's important to know is that many of your competitors will position
their products and brands the same way you intend to. That's when brand
credibility comes into play. If you can communicate your brand
positioning better, then consumer's will view yours as the most attractive
or most credible. The credibility factor might only be delivered via the
style of your brand 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 don’t. Positioning and
segmentation are like two sides of a coin, inseparable and integrated.
The 3rd component is perceptual mapping, an essential tool to measure
where brands are located in the perceptual space of target consumer.
Brand benefits and attributes make up the 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 consumer’s 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
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, 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.
Chapter III
SNAPSHOT OF TOOTH PASTE BRANDS
Today’s 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 on how toothpastes
should behave! Close-up was the first gel toothpaste to be launched in
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 perfect
combination of ingredients for fresher breath and stronger, whiter teeth.
Close-up is now the first Gel toothpaste with Fluoride in the Indian Market!
Close-up also includes toothbrushes.
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 for
themselves. 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
mouths every time they eat, demonstrating that this makes their teeth
vulnerable to germ attack. Pepsodent's most recent campaign aims at
educating consumers on the need for germ protection through the night.
Pepsodent also includes a range of toothbrushes. INTERNATIONAL
DENTAL HEALTH FOUNDATION also approves it.
COLGATE is the product of Colgate-Palmolive ( India ) ltd. Its product
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 regular
professional care as directed by registered dental surgeons.
Chapter IV
Review of Literature
Six Levels of Brand’s Meanings
Attributes : Features associates with a brand.
Benefits : Functional and emotional benefits associated with brands.
Values : Producer’s 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 brand’s meanings, marketers must decide
at which level(s) to deeply anchor the brand’s identity. The most
enduring meaning of a brand is its values, culture and personality. They
define the brand’s 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 – it creates a
mental patent. The brand name makes the innovation exclusive and
protects it against imitations.
The sources of a brand’s identity include: The product, the name,
brand characters and symbols, Geographic and Historic roots of the
brand and the content and form of advertising used for the brand. Based
on all these factors, a brand’s identity evolves over a period of time.
The brand identity platform has four components:
1. The product class in which the brand is to operate.
2. The targeted consumer segment.
3. Brand location in the perceptual space of the target consumer.
4. Benefits and Attributes with the brand by the consumer.
As brands tend become physically similar, the brand manages falls back
more and more on Non-functional factors to distinguish his brands. This
is called Brand Positioning. A brand manager has various strategies
available to himself. These strategies revolve around four aspects of the
brand, which can be expressed as four questions.
WHO AM I ?_____ This question deals with the origins of the brand,
its parentage. A brand can be positioned with reference to its corporate
identity or as an extension of a well established brand.
WHAT AM I ?____ This question relates to the capabilities of the
brand and can be further broken up as:
(a)Category related positioning: By choosing the product category
in which the position our brand, we are defining its composition.
Similar brands can be differentiated by positioning them in different
categories.
(b) Benefit related Positioning: That particular benefit is
selected, which will give the brand the greatest competitive
advantage. We get the flexibility in differentiating a functionally
similar product by emphasizing a benefit which the competitor
has not exploited.
(c)Positioning by usage occasion: This strategy enables us to
dominate a particular usage. It also enables us to distinguish
similar products by identifying our brand with one or two
usages that competition has neglected.
(d) Price-Quality Positioning: The consumer looks at the
products in a category at different levels of price, offering
different standing of quality and decides which price cum-
quality level is most suitable for a given need. FOR WHOM AM I ?____ This is the strategy of positioning a
brand for a carefully chosen target segment, where it is the best fit and
has competitive advantage. Such segments can be divided in the basis of
Demographic, Behavioral, Benefit seeking and Psychographic factors.
WHY ME ?____ All the above strategies enables a marketer to create
a distinct and persuasive perception of the brand. Aggressive marketing
companies try to add to their brand a clinic ling advantage through some
unique features. It gives consumer a reason to why he or she should
select one brand in preference to another. Positioning by competitors and
positioning by a unique attribute can be the two strategies in this case.
So much consumer loyalty and goodwill surrounds a successful brand
name that it is seen as the direct source of much of the owner company’s
profit. This is what is brand equity i.e. the incremental value of a
business above the value of its physical assets due to the market position
achieved by its brand and the extension potential of the brand. Drawing
upon this concept of brand equity, marketers have extended the names of
successful brands to several new products in several categories.
But the extension need not be a trap. They can be effectively managed
by matching three criteria.
1st , the category chosen for the brand extension must be compatible
with the nature of the parent brand and the expertise it represents. There
must be a fit.
2nd , for successful brand extension, one should ensure that there is
consistency in the value perception of the brand in the new category as
compared to its parent brand.
3rd , the brand name should have some in built advantage that gives it
competitive strength against established brands in the new category.
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 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
brand on 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 ( or factors ).
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.
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; and
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
(between brands or objects) similarity or dissimilarity has to be used.
Chapter V
RESEARCH WORK
Indian tooth paste industry is one of the country largest consumer
market. The Indian tooth paste market is psuedo-mature. It is amazingly
complex being segmented not only on the basis of prices and benefits
but even range of emotions with in that outlining framework. With in
over 10-15 brands in the market, this segment of the consumer product
offers a tremendous to study the concept of brand positioning, specially
when tooth paste is a fairly intimate product and consumer prefers a
brand which reflects his self image or fits in with this fantasies. The
focus of this study about tooth paste is consumer perception of the
various brand are available.
Objectives: -
1. To know about brand awareness.
2. To know about brand preference.
3. To know about the product/alternatives which consumers might
4. prefer to brush their teeth other than a tooth paste.
5. To know about the factors that influence the consumers decision to
6. buy a particular brand of tooth paste.
7. To know about the attributes that a consumers look for in a tooth
pate brand, when he buys for himself.
8. To know about the possibility reasons that lead to brand switch
over.
9. Image profile analysis of important tooth paste brands.
DATA COLLECTION METHOD:
Administering a questionnaire on 50 customers residing collected the
data in and around Patiala, 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.
SAMPLE SIZE : 50SAMPLE PROFILE
1. Gender Wise :-
Male 30
Female 20
2. Age Wise :-
Age Male Female Total
Up to 25 14 10 24
26 - 35 7 3 10
Above 35 9 7 16
3. Status Wise :-
Students 23
Professionals 14
House wives 8
Businessmen 5
Agewise and Gender Distribution of Samples ( Column Type )
Pie Chart
Status Wise Distribution of Sample ( Cone type )
Pie Chart
MAJOR FINDINGS
Image Profile Analysis
1. Which Tooth paste do you like most?
Close up : 21
Pepsodent : 12
Colgate : 17
Methodology
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 Families1 : 92 : 303 : 11
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.
3. Which are the factors that influence you the most when you buy a tooth paste?
Price 367
Colour 385
Advertisement 310
Packing 230
Scheme 256
Availability 326
Taste 417
Liking 326
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.
Rank - Points1 - 102 - 93 - 84 - 75 - 66 - 57 - 48 - 3
4. Which attribute do look for when you buy a tooth paste?
Healthy Tooth and Gums - 199
Long lasting Freshness - 216
Prevention of Tooth Decay - 135
Whiteness - 70
Use of Natural Herbs - 189
Good Foam - 140
Methodology
It was found out that the people preferred that tooth paste the most
which provided them with Long Lasting Freshness. The tooth paste
giving the quality of Healthy tooth & gums was ranked second. Third in
the race was tooth paste with Natural herbs. The fourth ranking was
given to tooth paste giving Whiteness to their teeth. Fifth ranking goes to
paste providing Good Foam and the least preferred was the paste which
boasted of prevention of tooth decay. All the points given to attributes
that influence customers to buy tooth paste are based on Rank System.
It was a combined survey of both males & females.
Procedure of Ranking
Rank - Points1 - 62 - 53 - 44 - 35 - 26 - 1
5. The tooth paste advertisement that they like most of:
F M T
Close-up - 11 12 23
Pepsodent - 5 7 12
Colgate - 4 11 15
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 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
Methodology
Most of the people preferred the HLL brand, which includes Close-up
and Pepsodent. 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.
Chapter VI
CONCLUSION
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.
3. People liked the HLL brand the most as compared to Colgate-Palmolive.
4. After survey it was found that most of the families used 2 tooth pastes on a average basis per month. Some big joint families used 3 tooth pastes per month.
5. After research it was found that 42% people like Close-up, 24% Pepsodent, 34% Colgate. The main reason behind the liking of Close-up is that the young generation mostly likes the advertisement featuring various models , flavours , colours and long lasting freshness.
6. Price : 367
Colour : 385
Advertisement : 310
Packing : 230
Scheme : 256
Availability : 326
Taste : 417
Liking : 326
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.
7.
Healthy Tooth and Gums - 199
Long lasting Freshness - 216
Prevention of Tooth Decay - 135
Whiteness - 170
Use of Natural Herbs - 189
Good Foam - 140
It was found out that people preferred that tooth paste the most that 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.
8. 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
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 people also preferred packaging of other brands and influence by others.
Chapter VII
SUGGESTIONS
1) Colgate-Palmolive should try to target the youth segment by using Celebrities in their advertisements. It is good thing that they mostly use Dentists to attract the customers but as compared to HLL, they always use models and young people in their advertisements. Celebrities attract today’s youth more.
2) Colgate-Palmolive should try to introduce a variety of attractive flavours in their tooth pastes.
3) They should bring about some changes in their packaging & Labeling.
4) They should cut down their prices up to some extent because some tooth pastes of Colgate are quite expensive as compared to Close-up & Pepsodent.
5) Close-up is less popular amongst senior citizens as compared to Colgate. Close have already established a brand name in Youth segment but they should also concentrate on targeting other classes of people.
6) Colgate stresses on Strong & Healthy teeth, Prevention of tooth decay, Use
a. of Natural herbs while HLL products believe in 24hrs protection from germs,
b. long lasting freshness and Whiteness of teeth’s.
7) 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.
8) 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.
BIBLIOGRAPHY
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 ______
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?( Rank in order of preference from 1 - 6 , the brand which has these attributes )
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
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
10. I would switch to another brand, possibility for one or more of the following reasons :
a) Price rise of my current brand
b) Better packing of another brand
c) Scheme with another brand
d) Advertisement impact
e) When my brand is not available
f) To try new option
g) Influence by other _______________________
REFERENCES
BOOKS
Marketing Management by Philip Kotler
Marketing Mangement by C.N Sonatakki
WEBSITES
www.hll.com
www.colgate.com
www.allbusiness.com
www.wikipedia.com
www.asiamarketresearch.com