Pepsodent Tooth Paste

PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an essence

taking a view of the whole business organization and its ultimate objective concern for

marketing must penetrate all areas of the enterprise. Market survey in today’s

competitive world is a must for every organization.

This project is a study of market potential of Washing Soap The rational behind

this particular study is to find out the present market scenario of various brands & to find

out the corporate need and perception. It was a pleasurable experience to conduct a

research on behalf of Two-Wheeler pertaining to the study of the Automobile Sector.

Conclusion and there by recommendation has been arrived at by proper and

justified interpretation of the result derived from the above said analytical tools and

techniques.

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get support

from a large number o persons. I wish to express my deep sense of gratitude to all those who generously

helped in successful completion of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Principal Sir Dr.J.P.N.

Pandey , Head of Department Dr. Anand Tiwari , Mrs. Shikha Urmil Khan and Miss Deepti Patel

Department of Business Management , Govt. Autonomous Girls P.G. College of Excellence Sagar for

allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and inspiring guidance

of Miss. Deepti Patel she rendered me all possible help me guidance while reviewing the manuscript in

finalising the report.

I also extend my deep regards to my teachers , family members , friends and all those whose

encouragement has infused courage in me to complete to work successfully.

MEETA JAIN

B.B.A IInd Semester

IInd Batch

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " WASHING SOAP" on Market Segmentation is nay own

work conducted under the supervision of Miss.Deepti Patel Department of Business Management Govt.

Girls P.G. College of Excellence Sagar. To the best of my knowledge the report does not contain any

work , which has been submitted for the award of any degree , anywhere.

MEETA JAIN

B.B.A IInd Semester

IInd Batch

CERTIFICATE

The project report titled "TWO-WHEELER " been prepared by Miss. Meeta Jain BBA IInd

Semester , IInd Batch under the guidance and supervision of Miss. Deepti Patel for the partial fulfillment

of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

TOPIC

TITLE

1. Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of Toothpaste

6. History of Toothpaste

7. Marketing Segmentation

8. Swot Profile of Toothpaste

9. Scope of the Study

10 Limitations

11 Research Methodology

12 Data Analysis & Interpretation

13 Conclusion

14 Bibliography

15 Questionaire

1 Toothpaste Industry

1.1 Overview

Indian oral care industry (including toothpaste and toothpowder) is about Rs. 35 billion.

Colgate and HUL contribute around three fourth of the total market. Other major players

include Dabur and Anchor group together contributing around 15% of total market.

1.3 Consumer Behavior

World over the oral care market is largely represented by toothpaste and toothbrush.

Other products in this category include mouthwash, sprays and oral rinses. In India, there

is a significant presence oftoothpowder as well. Many other people in India still clean

teeth with traditional products like neem twigs, salt, ash, tobacco or other herbal

ingredients. Recent studies have indicated dual usage (powder and paste) in 10% of rural

households. The younger generation is increasingly shifting to toothpaste even in rural

areas. In relative terms, penetration of toothpowder is higher in North and toothpaste in

South. This could be due to higher education, purchasing power and urbanization in the

South.

Indian urban toothpaste per capita consumption is about 92 grams per month compared to

219 grams of China; and only 7% of Indian urban class brush twice a day compared to

86% in Malaysia. Thus there is tremendous scope for growth of doing business in India.

Toothpaste industry growth has been low as

compared to other products. For market leader

Colgate, in 2007 growth had been around 12%.

For same brands like Babool the market growth

was as high as 50%.

As per India Infoline Sector report, about 60%

of toothpaste in India is sold on family platform;

there is single toothpaste for the entire family.

Specialized toothpaste such as for children has

been available in India only in last 2-3 years

(mainly imported products) and usage is

extremely low.

About 35% of toothpaste is sold on cosmetic

propositions. These are targeted mainly at

young consumers and upper urban class on the proposition of fresh breath, white teeth

and functional benefits of controlling plaque, preventing cavity etc. There is a niche

market (5% of total) for toothpaste with therapeutic benefits. Toothpaste is also

segmented based on product attributes as White, Gel, Herbal, etc. Some products are also

available as a combination of both Whites and Gel. World over toothpaste positioned on

anti-cavity platform, contains fluorides. Excessive usage of fluoride can cause a disease

called Fluoresces, to which children are particularly vulnerable. In India, there is a strong

societal aversion to fluoride toothpaste.

Price wise, toothpastes can be segmented as Economy, Regular and Value-added

segments. The price range varies from Rs.15-20 for a 100 gm pack in the economy

segment to Rs.30-35 for a 100 gm pack in the Regular Segment to Rs.50 for a 100 gm

pack in the medicated/value added segment.

2 Intended Positioning

2.1 Methodology

The various mass media forms, namely television, newspapers, radio and internet, are the

main source of influencing a customer. Hence, we went through the marketing

campaigns, both print and electronic, that the various toothpaste companies have

launched to market their brands and position their products. The intended positioning was

essentially derived from this study. While doing the study, the advertisements were not

just studied at their face value but the purpose of their various claims was also

understood. This helped us come up with the intended positioning of the various

toothpastes based on a variety of different parameters.

Six brands namely; Close up, Colgate, Pepsodent, Vicco, Meswak and Amar were

identified. About 24 products under these six brands were studied as per the methodology

described above.

2.2 Results

The table below shows summary of the primary research on intended positioning.

Various attribute parameters are classified into distinct categories. Same is done for

emotion level positioning parameters.

This cluster map is then subjected to grouping so as to find common parameters for given

brand or common brands for given parameters. The table is sorted, so that product with

large number of parameters comes to top, while parameter which is used by maximum

products comes to left. This reveals a grouped cluster map.

Some conclusions that can be made by this map are

•

The products on the top of the table have either large number of independent

market segments or have failed to position on limited attributes or parameters.

•

The products at the bottom of the table are those, who have very niche or limited

market or have positioned themselves using few attributes or parameters.

•

Similarly parameters on the left are very common or functional parameters; hence

used by many brands/products

•Parameters on the right of the table are those used only by few products for

product differentiation.

8

3 Actual Positioning

3.1 Methodology

Having done the intended positioning it is important for us to study the actual positioning

and analyze where products/brands gone right or wrong have.

The methodology involved collecting perception data from actual customers. Given that

we have analyzed 24 products, considering we get information from 20 customers of each

product, we would have to analyze about 480 feedbacks. We took feedback from

customers in following way

•

Personal interviews (mainly in hostels and within campus)

•

Online survey

However, given the size of sample, it is difficult to give concrete recommendations or

suggestions to individual products.

3.2 Results

The results of the survey and interview are shown on the same cluster map of intended

positioning to point the difference. For various products we see a significant difference

between the intended and actual positioning.

4 Recommendations

Within the limitations of sample size of survey on actual positioning, we would like to

make following recommendations to the various products.

Some general observations

•

Close up- Uniquely perceived on the basis of color and cool image and hence the

11

company should bank on it rather than conventional attributes like strong teeth

with which it is not associated with.

•

Colgate brands (excluding Cibaca): Colgate has a very strong brand image to the

extent that people perceive it as an Indian brand. However, this has resulted in

there being no differentiation between the various products of Colgate. Hence,

Colgate needs to look into the differentiating aspect between them.

Appendix

1 Colgate

Presently, Colgate, India is marketing the following nine varieties of toothpaste: -

1.Colgate Dental Cream

2.Colgate Total 12

3.Colgate Max Fresh

4.Colgate Kids Toothpaste

5.Colgate Fresh Energy Gel

6. Colgate Herbal

7.Colgate Cibaca Family Protection

8.Colgate Advanced Whitening

9.Colgate Active Salt

Based on the various advertisements, following can be inferred about the segmentation

and positioning of the various varieties of Colgate toothpastes.

Note that Colgate being a very old player in the industry does not try to market itself as a

toothpaste brand as it is already perceived as one. Also, Colgate has been traditionally

thought to be value for money.

1.1Colgate Dental Cream

Segmentation/Target: When marketing the Dental Cream, Colgate has the whole

toothpaste market as its target. Being one of the oldest varieties of Colgate toothpaste, the

Colgate Dental Cream has been marketed as a synonym for toothpaste.

Positioning:

•

Attribute based positioning

Colgate Dental Cream positions itself as toothpaste that has the necessary calcium

and minerals to provide decay protection, strong teeth, germ protection and fresher

breath. Lately, with competition from indigenous “vegetarian” toothpastes, Colgate

Dental Cream has also positioned itself as an “always 100% vegetarian” toothpaste.

•

Emotion based positioning

The tagline of is advertisements, “Trusted by generations to make teeth stronger”,

clearly aims to position the Dental Cream as a toothpaste that has been used over

generations and hence creating a kind of emotional attachment with the toothpaste.

13

1.2Colgate Total 12

Segmentation/Target: Colgate total 12 claims to provide a 12-hour protection from

germs. It also provides a range of technical reasons for its superiority as compared to

other toothpastes. Hence, this variety of Colgate toothpaste is targeted at the educated

urban people who brush their teeth twice.

Positioning:

•


Colgate Total 12 has been projected as the “most advanced toothpaste” that

provides 12 hour germ protection even after eating and drinking by building a

protective shield around the teeth. It also tries to position itself higher in terms of

reliability of its claims by telling the consumers that its formula is a patented one

and the toothpaste is the most recommended one by the dentists.

•


Colgate Total 12 has a strong attribute based positioning with no real emotional

based positioning intended.

1.3Colgate Max Fresh

Segmentation/Target: Colgate Max Fresh, with its multiple flavors, seems to target the

youth. It also associates brands like iPod and sports like Kayaking with it through the

means of gifts/prizes which further enforces the belief that Colgate Max Fresh is for the

youth.

Positioning:

•


Colgate Max Fresh positions itself on the basis of “freshness”. The tagline “A

new dimension of freshness” brings home this very point.

•


No real emotional based positioning intended.

1.4Colgate Kids Toothpaste

Segmentation/Target: This variety of toothpaste is clearly, as even the name suggests,

targeted at kids. The advertisements and packing of the toothpaste further suggests that it

is meant specifically for the smaller kids.

Positioning:

•


Colgate Kids Toothpaste positions itself on the basis of taste.

•


The Kids Toothpaste tries to position itself based on emotions which is apparent

in its tagline “Makes fighting cavities fun”. It also provides the names of familiar

cartoon characters like Tweety and Bugs Bunny to the various flavors that it

markets and hence associating the tastes with the feelings of kids towards these

cartoon characters.

1.5Colgate Fresh Energy Gel

Segmentation/Target: Colgate Fresh Energy Gel is clearly aimed at the youth. Its sleek

toothpaste cover and the picture of a young couple on it unambiguously emphasize this

point.

Positioning:

•


Colgate Fresh Energy Gel, as the name itself suggests, basis its marketing strategy

on the toothpaste providing “freshness”. It positions itself as a “gel” (note that

here it tries to differentiate itself from a toothpaste) for fresh breath and

strong/white teeth.

•


The emotional positioning of Colgate Fresh Energy Gel is implicit by the way of

the photo of the couple on the toothpaste pack and in the advertisements. It

obviously wants to strike a chord with the young, and also the budding, couples of

the country.

1.6 Colgate Herbal

Segmentation/Target: Colgate Herbal targets the traditional and the naturalist market

which is pretty apparent from the name as well as the tagline “Strong teeth, healthy gums,

naturally” and the use of squirrel as the central character in its advertisements.

Positioning:

•


15

Colgate Herbal positions itself based on basically only one attribute, i.e. being

herbal.

•


No real emotion based positioning is intended.

1.7Colgate Cibaca Family Protection

Segmentation/Target: As the name itself suggests, this variety of Colgate toothpaste

targets families.

Positioning:

•


The toothpaste positions itself in a very standard way by claiming to provide

strong teeth and fresh breath.

•


The emotion based positioning of the Cibaca Family Protection is strong as it

targets families. Even when harping about its attributes, the advertisement brings

in the notion of the family (“Strong teeth, fresh breath for your family) and hence

a strong sense of emotional positioning is apparent.

1.8Colgate Advanced Whitening

Segmentation/Target: Colgate Advanced Whitening specifically targets people with

plague problems as the toothpaste claims to provide whiter teeth within 14 days.

Positioning:

•


Unique positioning as it is very focused on specific attributes like restoring

natural whiteness, preventing stains from adhering and fighting plague. Though

other toothpastes claim to provide stronger teeth none so directly claims to

provide whiter teeth.

•



16

1.9Colgate Active Salt

Segmentation/Target: This variety of toothpaste targets customers with orthodox

thinking who believe that salt is good for teeth.

Positioning:

•


The attribute that forms the basis of this variety of salt is that it has “active salt”.

The toothpaste hence also positions itself alongside the other toothpastes that

claim to fight gums and result in healthy gums and teeth.

•


Colgate Active Salt aims to strike a cord with traditional people who think that

salt is good for teeth.

18

2.2Amar strong toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the strong variety

toothpaste is aimed at people with preference for cinnamon taste.

Positioning:

•


Amar strong distinctly positions itself based on its unique cinnamon taste and the

associated “strong” aspect of the spice.

2.3Amar white toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the white variety

toothpaste is aimed at people with plague problems.

Positioning:

•


Amar white claims to be a solution for plague problems. Apart from this, it

positions itself distinctly from the other members of the Amar toothpaste family

by providing a mint flavor.

2.4Amar strong sachets

Segmentation/Target: Within the targeted customer base of Amar, the sachets are aimed

at people with low income and daily wage workers who have a very small but consistent

buying capacity.

Positioning:

•


The paste is same as Amar strong differing only in the size (25 grams) and cost.

3.2Pepsodent 2 in 1

Segmentation/Target: Pepsodent 2 in 1

targets basically the youth who along with

the germ fighting also want fresh breath.

Positioning:

•


A unique combination of paste and gel in one toothpaste.

Long lasting protection: Its advanced germi-check formula fights germs evenhours

after brushing to give superior protection.

Long Lasting freshness: Its germi-check gel gives lasting freshness.

•


Gel for fresh and original flavor combined with germi check paste makes brushing

fun rather than a chore and teeth stronger.

3.3Pepsodent Complete 10

Segmentation/Target: Pepsodent Complete targets the

entire consumer base.

Positioning:

•


Pepsodent Complete fights 10 problems of your mouth which no other toothpaste

does. Basically an all-in-one toothpaste


No real emotion based positioning intended.

3.4 Pepsodent Whitening

Segmentation/Target:

Pepsodent

Whitening targets consumers who are

more concerned about the whiteness of

their teeth.

Positioning:

•


Healthy white teeth for your family.

•


No intended emotion based positioning.

3.5 Pepsodent Regular

Segmentation/Target: Pepsodent regular targets

families.

Positioning:

•


Long lasting germ protection for your family.

•


The fact that one toothpaste is complete in itself to serve the purpose of entire family.

3.6Pepsodent Center Fresh

Segmentation/Target: Pepsodent has come up with a new variant Pepsodent Center

Fresh capturing the segment which wants germ protection as well as fresh breath

Positioning:

•


The new variant is positioned as a toothpaste that fights germs and also with

mouthwash. Now promoted heavily through TV and Print, this brand now adopts the

tagline "Protection Outside Freshness Inside". This is the first time Pepsodent is

venturing outside its domain of germ protection. Theoretically, Pepsodent is diluting

its core positioning of germ protection by adding one more feature. i.e. Freshness.

•


The brand has used visual imagery to promote the new differentiation of Mouthwash.

The color scheme and the analogy with Swimming Pool... all support the new thrust

of mouthwash with in the toothpaste. But the marketing idea doesn’t stop there. The

brand uses visual proof of the presence of the attribute inside the toothpaste which

can be physically seen by the customer. Hence three is a physical evidence of

mouthwash within the toothpaste. Such visual evidences provide the brand a powerful

support and can be even considered to be a brand element.

Some Advertising Campaigns and Strategies used by HLL to promote Pepsodent

Pepsodent was launched in 1993. It has experimented with its positioning allthrough its

life. Initially Pepsodent was launched in the highly successful "long lasting protection for

hours after brushing" platform. It was the first toothpaste with a unique anti-bacterial

agent to address the consumer need of checking germs even hours after brushing.

In 1999-2000 Pepsodent tried to fight the market leader Colgate by shifting to Benefits of

germ fighting rather than Process of germ fighting. But the positioning failed and

Pepsodent had to come back to the old positioning by 2001.

Targeting Rural India

Hindustan Lever Ltd pushed oral care brand Pepsodent in rural India with a country-wide

pitch aimed at 10,000 villages initially.

The campaign, propagated the benefits of oral care to around 13 million children by end-

2002, improved volumes and also created a benchmark in the industry, an HLL official

said. “The penetration of toothpastes is very low in rural India, so it is a very big market

not only for us but also for other toothpaste manufacturers. Along with an offer of free

dental check-ups, HLL is also planning to organize health camps involving villagers to

fortify its campaign. To promote Pepsodent, we will also offer free samples to the

villagers to try out the product and offer discount coupons on wrapper redemption

schemes,” marketing manager of the oral care division said.

Pepsodent included the germ indicator to its pack in 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 then came with dental insurance was considered the first of its kind dental

insurance scheme through its oral care brand, Pepsodent. The scheme, being launched

through a partnership with the New India Assurance, offers a dental insurance of Rs

1,000 on purchase of any pack of Pepsodent. Under this initiative, Pepsodent offers its

consumers insurance cover against expenses for the extraction of teeth due to caries and

pediodontitis. However, the scheme involves some amount of paperwork. Consumers

wanting to avail of the scheme are required to send in a proposal form which is available

in all Superior Pepsodent packs of 100 and 200 gms along with the wrapper of the

toothpaste. To make the claim, the consumer will have to send in three wrappers of

Pepsodent along with medical certificates and bills which will be assessed by New India

23

Assurance. However, the policy will not compensate claims for cosmetic dentistry or loss

of tooth due to accidents. Besides, the age limit of the consumer has an upside of 50

years. HLL said it would bear the entire cost of the insurance under this scheme.

Pepsodent connects directly with kids and their parents. Pepsodent has always

worked in the direction of an overall awareness of dental health. The re-launch 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. HLL then came with the famous Dishum dishum

campaign. The insight for this campaign was that Mothers were really worried about the

eating habits of their kids. From that insight came the Big Idea " let Pepsodent fight

germs for You". The campaign and the smart pricing virtually killed the regional brands

in the oral care market.

Pepsodent knew that they should expand the total market of tooth paste and decided to

increase the market by increasing the usage of the product. Thus came theBhoot

campaign. It aimed at educating consumers on the need for germ protection through the

night.

4 Close-up

Presently, Close-up, India is marketing the following three varieties of toothpaste: -

•

Red gel Vitamin fluoride system

•

Close Up Lemon Mint Toothpaste

•

Milk Calcium nutrient

4.1Red gel Vitamin fluoride system

Segmentation/Target: It is clearly aimed at the youth. Its sleek toothpaste cover and the

picture of a young people on it unambiguously emphasize this point.

Positioning:

•

Attribute based positioning:

It has positioned itself being toothpaste with vitamins fluoride system which helped in

white teeth, strong teeth and fresh breath for a longer period of time.

•

Emotion based positioning:

It was the first gel based toothpaste launched in India so they started a new revolution

of gel based toothpaste. They wanted that the customer insight should be that people

are conscious about their breath and want to get close with each other with

confidence. Based on this insight the brand was positioned on the Fresh Breath

platform with an image of being cool.

4.2Close-up Lemon Mint Toothpaste

Segmentation/Target: the segmentation is same as first product but just to create a

different appeal among the brand it has created a different product with different color

and other ingredients.

Positioning:

•


Close-up Lemon Mint, gel toothpaste with the whitening benefits of lemon. It has

flavor of lemon mint which help in giving freshness for a longer period of time as

mint is a sign of freshness. Along with that this toothpaste helps in better and stronger

teeth.

25

•



4.3Close-up Milk Calcium

Segmentation/Target: The segmentation is same as first product but just to create a

different appeal among the brand it has created a different product with different color

and other ingredients.

Positioning:

•


Close up Milk Calcium Nutrient with a new "centre-filled" gel. It is revolutionary

new toothpaste with the goodness of milk calcium in an industry-first core-in-sheath

format, with white milk calcium nutrient on the inside and a refreshing blue gel on the

outside.

•


It a positioning done for specific customers for more freshness and customers desiring

nutritious teeth.

5 Vicco

5.1 Vicco Vajradanti

Vicco Vajradanti offers this unique formula in a dental

care paste that has natural astringent, antiseptic, and

analgesic properties. These ingredients also stimulate

and reinforce gums, while resisting plaque formation. It

gives you strong gums, which makes your bite mighty,

which no cosmetic toothpaste can ever give.

Due to proven medicinal properties of its active ingredients, the Government has

permitted manufacturing of Vicco products under Ayurvedic Drug Licence.

The recipe for Vicco Herbal Toothpaste comes from the Indian system of holistic

medicine (Ayurveda) which aims to restore and maintain health through natural means.

Segmentation/Target: The target is the family people and the people who are health

conscious and inclined towards ayurveda and herbal care.

Positioning

•


It is positioned as an ayurvedic product which cleans, protects and strengthens teeth.

It has got 20 pure herbal extracts long established by Ayurvedic herbal tradition to be

good for teeth, mouth and gums.

•


The positioning is done in such a way it gives you strong gums, which makes your

every bite mighty, which no cosmetic toothpaste can ever give. It is focusing more on

ayurvedic which helps in better teeth.

6 Meswak

Segmentation/Target: Meswak was first launched in 1988 and generated with a rare

combination of ancient scripture and modern science. It basically targets consumers

seeking natural benefits in their toothpaste and is used by vegetarians, religious and

health conscious people.

Positioning:

•


The astringent and bactericidal properties of Meswak help reduce tooth decay, fight

plaque and prevent gum disease. Imagine Toothpaste that's a rare combination of

Ancient Wisdom and Modern Science. Imagine Toothpaste containing a natural

herbal ingredient in renowned ancient scriptures, and provided 70 different health

benefits for the entire body. This Toothpaste is scientifically proven to help

strengthen gums, prevent tooth decay, eliminate bad breath, and ensure strong teeth

all at once.

•


Some of the ad slogans of meswak are:

“Sadiyon ka khazana ab aasan hai apnana” in 1998,

“Meswak apnaiye, vishwas phelaiye” in 1999,

“Formula sirf Bharat ke pass hai” in 2002

These taglines cater to emotional based positioning promoting that consumers will be

proud to use an Indian brand. Hence, competing with multinational brands.

7 Primary Survey

7.1 Questionnaire

Demographics

As we observe, the survey data is very biased. The youth segment is also very dominant

in the demographics. This has been the reason why some of the products show failure in

positioning. For example, Vicco Vajradanti is targeted to old and aged population, who

stresses on herbal composition; however survey results have been unable to capture such

results.

Behaviour

As observed, less than 30% of sample brush twice daily.

Substantial part of sample, 25% believed that toothpaste help improve their social image.

Thus shows importance of emotion level positioning in toothpaste

Documents

Pepsodent Tooth Paste