1. INTRODUCTION
In these days of technology parity, it does not take long to duplicates.
Moreover, with theavailability of increasing number of brands, the
consumers has little patience or the wit toswift through and judge the
uniqueness of features claimed by each of the brands. So, howdoes one
ensure that one is seen and heard in overcrowded market place? The answer lies
inbrand positioning, one of the most powerful concepts in the marketing world,
which enablesthe seller to win the marketing battles by influencing the
consumer‟s mind set.
Did you know?
•Dental caries according to WHO is still a major health problem in most
industrializedcountries as it affects 60%-90% of school-aged children and the
vast majority of adults*
•Around 63% of the Indonesian population suffer from serious caries
problem,averaging to 189 caries per person (Source : Susana‟s 1998 and SKRT
1995)*•About 1.3% of the Indonesian population have dental problems every
month reachingan average of school or office disturbances of 386 daily (Source
: National Research& Development Institute, MOH RI; Perception &
Motivation from Dental CareCommunity - National Economic & Social Survey
1998)*
Brand Positioning
Positioning a brand in the consumer's mind is critical to brand success. In an age
sameness, abrand must tout a variety of product or brand features and benefits,
by drawing attention tothem and promoting their value to the consumer.The act
of developing certain Brandcharacteristics and promoting themis one of the few
ways a brand can be differentiated. Your own market is probably saturated with
products that all look similar and offer thesamebenefits. 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 aretruly
critical to a segment of the consumer market. If you want your brand to be
known for asubset of positioning theproduct brandin consumer's minds as being
about those attributes.You position a brand in order to establish your product as

2. a superior choice to competitors.What‟s important to know is that many of your
competitors will position their products andbrands the same way you intend to.
That's when brand credibility comes into play. If you cancommunicate your
brand positioning better, then consumer's will view yours as the mostattractive
or most credible. The credibility factor might only be delivered via the style of
your brand communication At this level of brand strategywhere products are
very similar, it takesexperience and expertise to fashion a strategy that gives
you an advantage. At Brand IdentityGuru, we analyse your brand assets and
determine which features and benefits need to be inyour brand or products value
proposition to the customer. We'll use and describe these assetsin a way that
makes them more attractive and compelling than your competitors. Where
thereis no discernible brand advantage, we'll find one or create one and get your
producteffectively differentiated and promoted.
Positioning has 4 components:
The1stcomponent 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.
The2ndcomponentis consumer segmentation. It is impossible to think for a
brand without, at the same time,considering the segment forwhich it offers
benefits that other brands don‟t. Positioning and2segmentation are like two
sides of a coin, inseparable and integrated.
The3rdcomponent isperceptual mapping, an essential tool to measure where
brands are located in the perceptualspace of target consumer.Brand benefits and
attributes make up the4thcomponent of positioning, a consumer can allot a
position in his mind only to a brand whose benefits aremeaningful to him. He
compares and places bands in relation to these desirable benefits. Theconcept of
perceptual space forms the theoretical basis for brand positioning. The
consumer‟smind is regarded as the geometric perceptual space, with product
categories and brandsoccupying different points in that space. The search for
vacant positions in the market beconducted with reference to the preferred
benefits and the preferred importance of suchbenefits. These preferences are

3. portrayed in the form of preference maps.The 1stpurpose of Preference
Mapping is to measure the gap if any between the position of the brands
asactually perceived and the preferred or ideal position of its target segment.The
2ndpurpose isto 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 ina certain distinct and preferably unique
ways in the consumers mind. Strategy is how to get tothat positioning.Brand
ImageBrand image describes a products personality beyond its physical
characteristics andpositioning in building brand image. Likebrand
personality,brand image is not somethingyou have or you don't! A brand is
unlikely to have one brand image, but several, though oneortwo may
predominate. The key in brand image research is to identify ordevelop the
mostpowerful images and reinforce them through subsequent brand
communications. The term"brand image" gained popularity as evidence began
to grow that the feelings and imagesassociated with a brand were powerful
purchase influencers, though brand recognition, recalland 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 thebrand. In a consumer led world, people tend to define
themselves and their Jungian "persona"by their possessions. According to
Sigmund Freud, theegoandsuperegocontrol to a largeextent the image and
personality that people would like others to have of them.Good brandimages are
instantly evoked, are positive, and are almost always unique among competitive
3 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 brandexperience. Brand images are usually evoked by
asking consumers the first words/imagesthat 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-imageattributessuchas cost, it
is an indicator of a weak brand image.SNAPSHOT OF TOOTH PASTE
BRANDS Today‟s companies are operating in macro environment forces. They
are facing the toughestcompetition ever. So, all the companies are involved in
winning customers and outperforming competition. Indian tooth paste industry
is one of the country largest market. TheIndian tooth paste market is very big.
Large numbers of manufacturers are present. They aretrying to go at top most
position.Hindustan Lever LimitedHindustan Lever Limited (HLL) is India's

4. largest fast moving consumer goods company withleadership in Home &
Personal Care Products and Foods & Beverages. HLL's brands spreadacross 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 inidentifying itself with Indian aspirations and needs in every
walk of life.4
Close-up, a HLL product is the original youth brand in India – the first brand
targeting youin the oral care market. Ever since its launch in 1975, Close-up has
broken every rule in thebook on how toothpastes should behave! Close-up was
the first gel toothpaste to be launchedin India and has led the gel toothpaste
segment ever since. In 2004, Close-up was relaunchedwith a bang. And this
time it was packed with the power of Vitamin Fluoride System – apowerful mix
of Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfectcombination
of ingredients for fresher breath and stronger, whiter teeth. Close-up is now
thefirst 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.5
Pepsodent packs included a Germ Indicator in February-May 2002, which
allowed consumersto 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 thecompany has in the technical
superiority of the product. Pepsodent connects directly withkids and their
parents. Pepsodent has always worked in the direction of an overall awarenessof
dental health. The relaunch campaign in October 2003 widened the context to
"sweet andsticky" food and leveraged the truth that children do not rinse their
mouths every time theyeat, demonstrating that this makes their teeth vulnerable
to germ attack. Pepsodent's mostrecent campaign aims at educating consumers
on the need for germ protection through thenight. Pepsodent also includes a
range of toothbrushes.INTERNATIONAL DENTAL HEALTH
FOUNDATIONalso approves it.COLGATE is the product of Colgate-
Palmolive ( India ) ltd. Its product line includes ColgateGel, Colgate
Calciguard, Colgate Total, Colgate Sensation, Colgate Simple and others.
Colgate Calciguard being shown as an effectively decay primitive, dentifrice
and Colgatedouble protection, which is scientifically proven, provides better
protection against plaqueand gum disease. Its key ingredients are Calcium

5. carbonate, Silica, and Triclosan. IndianDental Association also approves it.Acc.
To I.D.A- Colgate dental cream is an effective decay preventive dentifrice that
can beof significant value when used as directed in a conscientiously applied
program of oralhygiene and regular professional care as directed by registered
dental surgeons.6
Review of Literature
Six Levels of Brand’s MeaningsAttributes:
1. Features:associates with a brand.
2. Benefits: Functional and emotional benefits associated withbrands.
3. Values: Producer‟s values that gets associated withbrands.
4. Culture: Represents the culture values of the place fromwhere the brand
originates.
5. Personality: Image of the brand as perceived by the user.
6. 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) todeeply anchor the brand‟s identity. The most enduring meaning of a
brand is its values,culture and personality. They define the brand‟s eases
Brand varies in the amount of power and value they have in the market place.
Atone extreme are brands that are not known by most buyers in the market
place. Then there arebrands for which buyers have a fairly high degree of
BRAND AWARENESS. Beyond thisare brands with high degree of BRAND
ACCEPTABILITYi.e. brands that most customerswould 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 arebrands 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 exclusiveand protects it against imitations.

6. The sources of a brand’s identity include: The product, the name, brand
characters andsymbols, Geographic and Historic roots of the brand and the
content and form of advertisingused 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 onNon-functional factors to distinguish his brands. This is called
Brand Positioning. A brandmanager 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. Abrand can be positioned with reference to its corporate identity or
as an extension of a wellestablished brand.
WHAT AM I?____ This question relates to the capabilities of the brand and
can befurther broken up as:
(a)Category related Positioning:By choosing the product category in which
theposition our brand, we are defining its composition. Similar brands can
bedifferentiated by positioning them in different categories.
(b)Benefit related Positioning:That particular benefit is selected, which will
give thebrand the greatest competitive advantage. We get the flexibility in
differentiating afunctionally 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 withone or two usages that competition has neglected.

7. (d)Price-Quality Positioning:The consumer looks at the products in a category
atdifferent levels of price, offering different standing of quality and decides
whichprice cum-quality level is most suitable for a given need.
FOR WHOM AM I?___ This is the strategy of positioning a brand for a
carefullychosen target segment, where it is the best fit and has competitive
advantage. Such segmentscan be divided in the basis of Demographic,
Behavioural, Benefit seeking and.
WHY ME?___ All the above strategies enables a marketer to create a distinct
andpersuasive perception of the brand. Aggressive marketing companies try to
add to their branda 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 andpositioning 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
valueof a business abovethe value of its physical assets due to the market
position achieved by itsbrand 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 severalcategories.But the extension
need not be a trap. They can be effectively managed bymatching three criteria.
1stthe category chosen for the brand extension must be compatible with the
nature of theparent brand and the expertise it represents. There must be a fit.
2ndfor successful brand extension, one should ensure that there is consistency
in the valueperception of the brand in the new category as compared to its
parent brand.9
3rdthe brand name should have some in built advantage that gives it competitive
strengthagainst established brands in the new category.
Techniques forPerceptual Mapping

8. 1. Image Profile AnalysisThis is probably the oldest and most widely used
technique for measuring consumer perception of competitive brands, services or
companies. The starting point for thisanalysis is the measurement of perceptions
of each brand on a 5 or 7 points scale against aseries of pre-selected functional
and psychological attributes. The individual scores arethen average obtains a
composite mean score for each brand on different attributes.An examination of
the chart provides a profile of competitive brands andtheir perceived strength
and weakness. A further improvement on this chart could beachieved by
superimposing the profile of the ideal brand for each attribute. Anobservation of
this type of chart provides useful insights about which brand is
competingagainst 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 brandsin a single chart when the
number of competitive brands is large. Moreover, all theattributes 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
therebyrepresents basically the same dimension ( or factors ).2. Factor
AnalysisThe brand image data may be collected on all variables, which could
possibly have somerelevance to the objective of the study. Initially, a large set
of variables (attributes) isconsidered. Its prime objective is to reduce the initial
set of variables and express them asa linear combination of the smallest set of
independent “ factors “ or dimensions. Theinput data in all factors analysis
procedures are the correlation coefficients between allpossible pairs of original
variables. A satisfactory solution is the one, which will yield the10 minimum
number of factors” that conveys all the essential information contained in
theoriginal set of variables. Statistically speaking, the objective becomes:1. To
reproduce as best as possible the observed correlations2.among the Original
variables; and3. 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, thecoefficients of
various factors are called Factor Loading. From this, the analysisultimately aims
to determine the weights associated with each factor. This enables us notonly to
calculate the importance of each factor but also to determine the Factor
Axescorresponding to clusters of points including the positions of individual
brands.3. Cluster AnalysisThe objective behind this procedure is to separate
brands into groups such that eachbrand in a group is more like the other brands
in its group falling outside the groupIn any cluster analysis procedure a measure

9. of inter-object (between brands or objects)similarity or dissimilarity has to be
used.RESEARCH WORK Indian tooth paste industry is one of the country
largest consumer market. The Indian toothpaste market is psuedo-mature. It is
amazingly complex being segmented not only on thebasis 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 atremendous
to study the concept of brand positioning, specially when tooth paste is a
fairlyintimate product and consumer prefers a brand which reflects his self
image or fits in withthis fantasies. The focus of this study about tooth paste is
consumer perception of thevarious brand are available.11
MOST DEMANDING BRANDS & THEIR COMPARISIONCOLGATE:-
Colgate, an oral hygiene product line and one of the namesake brands of the
Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes,
toothbrushes, andmouthwashes.Colgate Ribbon Dental Cream was the first
toothpaste in a collapsible tube, introduced in1896. It had previously been sold
in glass jars since 1873.PEPSODENT:- Pepsodent is the oldest and most
well-known toothpaste in Indonesia, since the beginningof its existence has
always provided more than just basic efficacy.Pepsodent was the first toothpaste
in Indonesia that launches fluoridated paste back in1980s and the only paste in
Indonesia that actively educates and promotes proper habit of brushing through
school program and free dental check up service. Pepsodenthascompleted its
range product from basic cleaning to complete benefit paste ever since.HOW IT
WORK?Colgate and Pepsodent continues to work even after I eat or drink
Colgate and Pepsodentcontains a unique combination of ingredients that
attaches to your teeth and gums and12
does not get washed away even when you eat or drink - so your whole mouth
is protectedfor up to 12 hours.Colgate and Pepsodent works for up to 12
hoursTriclosan (an ingredient that fights germs) is held in place by Gantrez (a
copolymer) thatattaches to teeth protecting them for up to 12 hours.13
TYPE OF PRODUCTSCOLGATE PEPSODENTColgate Total Advanced
Pepsodent Complete + Gum CareColgate Total Complete 12Colgate Max Fresh
PepsodentHerbalColgate Sensitive Pepsodent Milk Teeth Orange14
Colgate Cavity Protection Pepsodent Milk Teeth StrawberryColgate Tartar
Protection PepsodentSensitiveColgate Luminous
PepsodentWhiteningColgateSparkling White Pepsodent Cavity

10. PreventionRETAILSHELVESBrands SKU Range MRP (In Rs)Colgate Dental
Cream 100, 150, 200 & 300 gm 28, 42, 54 & 82Colgate Cibaca 200 gm
27Colgate Total 12 75 & 150 gm 33 & 62Colgate Sensitive 50 & 100 gm 35 &
58Colgate Active Salt 100 & 200 gm 29 & 54Colgate Advanced Whitening 75
& 150 gm 26 & 50Colgate Herbal 100 & 200 gm 30 & 55Colgate Fresh Energy
Gel 80-150 & 200 gm 30, 50 & 63Colgate Max 80 & 150 gm 29 & 50Colgate
Kids Pink, Blue 40 gm 24, 22Colgate 200 gm 38Colgate Sensitive 100 ml
40Pepsodent 2 In 1 80 & 150 gm 30 & 50Pepsodent Complete 80, 175 & 255
gm 25, 53 & 6915
Pepsodent G 150 gm 60Pepsodent Decay Protection 40, 80 & 175 gm 12, 23 &
46Pepsodent Sensitive 100 gm 55Pepsodent Whitening 80, 175 gm 30 &
50Pepsodent Superman 80 gm 45Pepsodent Barbie 80 gm 45Pepsodent Tom &
Jerry 80 gm 45ADVERTISMENTCOLGATE:- Colgate has a toothpaste and
toothbrush mascot for children's entertainment, "Dr.Rabbit",which has also been
used in three tapes that teach about dental health and advertiseColgate
toothpaste."Gardol" was actually their trademark for the ingredient Sodium
lauroylsarcosinate (andidentified as such on the package and in their
advertising), which today is an ingredient inArm& Hammer's "Advance White"
toothpaste, minus the "Gardol" identification.PEPSODENT:- 16
Marketing efforts to sell Pepsodent toothpaste were very successful, and
salesskyrocketed thanks to a well-known slogan of, "You'll wonder where the
yellow wentwhen you brush your teeth with Pepsodent." Entertainers also
helped give the toothpaste aboost. It was referred to in a popular 1949 musical
called "South Pacific." Singer ColePorter also mentioned the tasty paste several
times in his recordings, and Pepsodentwasthe sponsor of the famous 1929 radio
show "Amos and Andy."COMPARISON OF BRANDS (IN %) AS PER
DEMAND DemandColgatePepsodentCloseupDabur/BaboolAnchor
COMPARISON OF BRANDS (IN%) FOR CUSTOMER
SATISFACTIONBrandsDemandColgate 33%Pepsodent 26%Close up
20%Dabur/Babool 12%Anchor 9%Brands SatisfactionColgate 30%Pepsodent
25%Close up 22%Dabur/Babool 14%Anchor 9%17
B) OPEN-END QUESTIONS:Answers are not pre-specified any answer can
be a source of information. A samplequestionnaire has been attached at the end
of the Report.MECHANICALINSTRUMENTS:Mechanical devices are
occasionally used in the research. Galvanometer measures theinterest emotion

11. aroused by exposure to a specific situation or problem.In this survey
questionnaire was use as research instrument and no mechanical
instrumentswereused.CONTACTMETHOD:Information may be collected by
mail, telephone or by personal interviews. The personalinterviewing method
was adopted in this research work.MAIL CONTACT METHOD:Printed
questionnaire is used to be send by the post to the customers and the answers of
therespondents are obtained.PERSONALINTERVIEW:The investigator obtains
answer to his questions in person from the respondents. Theindividuals may be
contacted at homes or at the work place.TELEPHONEINTERVIEW:In this the
customers are contacted by telephone and answers from the
respondentsareobtained.ONLINE INTERVIEW:A company can include a
questionnaire at its web page and offer an incentive to answer
thequestionnaire.27
In this study, the survey was also carried out by personal interviews with the
potential retailcustomers to explain the need of survey and to extract the real
opinions from them for obtaining desired
information.SAMPLINGPROCEDURESampling procedure refers to “How
should be respondents to be chosen”. In this survey theresearcher has used the
probability random Sampling to these respondents. In this study, thesurvey was
also carried out by personal interviews with the potential customers to explain
theneed of survey and to extract the real opinions from them for obtaining
desired information.SATISTICALREPRESENTATIONThe statistical
information generated can be communicated visually by graphicrepresentations.
Such graphic summarizations are especially useful for
communicatingquantitative information to individuals who may not have an
understanding of mathematicalforms. Graphical methods are also used in many
research applications, instead of a statisticaldescription, to emphasize and
dramatize various features of quantitative information. Thestatistical
representation for this research is tabulated and presented graphically
withinference in the next chapter.INTERPRETATIONInterpretation in our
usage of this world, means to bring out the meaning of data or one mightsay to
convert mere data into information. The climax of the research process is
approachedas one prepares to draw conclusions from the data analyzed the
whole investigationculminates 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, bothquantitative and
logical.Objectives: -1.To know about brand awareness.2.To know about brand

12. preference.3.To know about the product/alternatives which consumers
might4.prefer to brush their teeth other than a tooth paste.28
5.To know about the factors that influence the consumers decision to6.buy a
particular brand of tooth paste.7.To know about the attributes that a consumers
look for in a tooth8.pate brand, when he buys for himself.9.To know about the
possibility reasons that lead to brand switch10.over.11.Image profile analysis of
important tooth paste brands.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.Scope1.Wide scope in know about
market share of toothpaste company2.It provide information about consumer
choice and preferences3.it have scope in advertising aple for change
preferences4.it can help to increase market share of toothpaste company29
DATA COLLECTIONMETHOD OF DATA COLLECTIONFor this project I
have more emphasized on the secondary data in comparison of the primarydata.
I have interacted with the industry people, which helped me to understand the
nitty-gritty‟s of mutual funds. I have used the secondary data extensively for
this project, as it wasnot possible to collect the whole data on my own.30
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 byinteracting with various people. The
secondary data has been collected through variousjournals and websites
.Primary Data Collection•By interacting with the people•Byanalyzing the
dataAdvantages•High accuracy
level•Betterunderstanding•GoodconclusionDisadvantages•It is time
consuming•Sometimes accuracy is not there because of lack of data•Sometimes
accuracy is not there because of the responsive error Secondary Data Collection
Methods•Internet•Variousmagazines•BrochuresAdvantages•Helps in identifying
the research problem•Helps in generation of new ideas which can be
authenticated by primary research•Helps in gaining better insight into the
project•Helps in understanding the concept better 31
Disadvantages•May not always answer the specific questions pertaining to your
study•Lack of availability•Inaccurate, adulterated and outdated data•Lack of
relevance•InsufficientdataSampling:Sampling procedure: The sample is
selected in a random way, irrespective of them being investor or not or availing

13. the services or not. It was collected through mails and personal visits to
theknown persons, by formal and informal talks and through filling up the
questionnaireprepared. The data has been analyzed by using the measures of
central tendencies likemean, median, mode. The group has been selected and
the analysis has been done onthe basis statistical tools available.Sample size:
The sample size of my project is limited to toothpaste only. Out of which
onlytoothpaste 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.Limitation: Time limitation.Research has been
done only at Dehradoon.Some of the persons were not so
responsive.Possibility of error in data collection.32
Possibility of error in analysis of data due to small sample
size.:Administering a questionnaire on toothpaste customers residing collected
the data in andaroundfaridabad, to know about consumers preferences and
perception regarding variousaspects related a tooth paste such as factor which
influence the consumers most when hebought tooth paste, attribute that he look
for while buying a tooth paste, reasons for brandsswitch over etc. This data was
then tabulated to make calculations on analysis, which fromthe basis of the
results, and findings of the study. A copy of questionnaire is given
inappendices.SAMPLESIZE : 50SAMPLE PROFILECONSUMER
QUESTIONNAIRE1. AGE :¹15-30 Years¹30-40 Years¹40-toothpaste
years¹Above 50 years2. SEX :¹Male¹Female3. OCCUPATION :¹Govt.
Service¹Self-employed¹Corporate Executive¹Student¹Others (specify
__________________)4. MARITAL STATUS :¹Single¹Married with
children¹Married without children5. AVERAGE MONTHLY
INCOME/ALLOWANCE¹<Rs. 3000¹Rs. 3000-6000¹Rs. 6000-10000¹Rs. 10000
- 20000¹>Rs. 200006. Which toothbrush do you generally use?7. Name any
other five toothbrushes that you can recall1 2 3 4 533
8. Who purchases your toothbrush?¹Myself ¹A family member ¹A
Subordinate9. Do you ask for a toothbrush by name?¹Yes¹No10. How much are
you ready to spend on a toothbrush?¹Rs. 5-10¹Rs. 10-15¹Rs. 15-20¹>Rs. 2011.
What prompted you to purchase your current toothbrush?¹Dentist‟s
advice¹Impressed with the advertisement¹Shopkeeper gave it to me¹A well-
wisher recommended it to me¹Just bought it no specific reason.12. How often
do you replace your toothbrush?¹0-1 month¹1-2 months¹2-3 months¹3-4

14. months¹> 4 months13. How often do you brush your teeth a
day?¹Once¹Twice¹After every meal¹Not particular RETAILER
QUESTIONNAIRE1. Location of the store :2. Selling toothpaste since3.Brands
stocked¹Colgate Plus¹Cibaca Supreme¹Aqua Fresh¹Oral-
B¹Pepsodent¹Promise¹Classic4. Which are the top three toothpaste in terms of
exist sales?1.Colgate Plus 2.Pepsodent 3.¹Aqua Fresh5. In case not covered
above. What is the status of:1. Aquafresh¹Good¹Picking up Moderate¹Poor 2.
Colgate Plus¹Good¹Picking up Moderate¹Poor 34
6. How do consumers ask for a toothpaste? (Rank them)(a) Ask by brand name
(b) Ask for a cheap paste(c) Specify a price range(d) Go for an expensive
paste(e) Keep trying newer ones7. Which of these two companies make it a
point to:(a) Get a regular feedback Pepsodent Yes NoColgate Plus Yes No(b)
Maintain regular supplyPepsodent Yes NoColgate Plus Yes No8. Rank your
profit margin for the following brands:1. Cibaca Supreme 2. Colgate
Plus3.Oral-B 4.Aqua Fresh5. Pepsodent9. What is your a) Highest Marginb)
Lowest Margin10. If the consumer does not ask for a specific toothbrush then
which one would youoffer him? Why?DATA ANALYSIS &
INTERPRETATION1. Gender Wise :-Male 30Female 2035
2. Age Wise :-3. Status Wise :-Students 23Professionals 14House wives
8Businessmen 5Agewise and Gender Distribution of SamplesAge Male Female
TotalUp to 25 14 10 2426 – 35 7 3 10Above 35 9 7 1636
Pie Chart..Status Wise Distribution of Sample37
.Pie Chart.RESEARCHMETHDOLOGYImage Profile Analysis1. Which Tooth
paste do you like most?Close up : 21Pepsodent : 12Colgate : 1738
7. Which brand do you like most?HLL - 32COLGATE-PALMOLIVE -
18.MethodologyMost 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 peoplepreferred Colgate-Palmolive brand. It
was a joint survey of both males &females.Ratingsgiven to these brands are out
of fifty.4401020304050Rs. 5-10 Rs. 10-15 Rs. 15-20 >Rs. 20
CONSUMER PREFERENSES TOWARDS VARIOUS
TOOTHPASTERESPONSE MALES (%) FEMALES (%) TOTAL (%)Ask by
brand name 57.6 70.8 62.8bought it in person 73.3 75.0 70.4eagerness to
spends. 5-10 29.0 0.0 22.5Rs. 10-15 41.9 29.2 40.0Rs. 15-20 25.8 45.8 30.0>Rs.

15. 20 3.0 25.0 7.5ASCRIBED TONo specific reason 59.4 33.3 50.0word of mouth
15.6 16.7 19.1impressed withadvt.9.3 20.8 11.9shopkeeper insisted 15.6 20.8
14.3dentists advice 6.3 8.3 4.84501020304050607080Ask by brandnamebought
it in person
REPLACEMENTFREQUENCY0-1 MONTHS 23.5 12.5 17.41-2 MONTHS
26.5 29.2 28.32-3 MONTHS 23.5 29.2 30.43-4 MONTHS 23.5 16.7 19.6> 4
MONTHS 2.9 16.7 4.3460102030405060No specificreasonword of
mouthimpressedwithadvt.shopkeeperinsisteddentistsadvice
FREQ. OFBRUSHINGOnce (per day) 50.0 28.0 46.7Twice 44.2 68.0
46.8after every meal 2.9 4.0 2.2Not very particular 2.9 0.0
2.247051015202530350-1 MONTHS 2-3 MONTHS > 4 MONTHS
pressedwithAdvertisementYES 11.1 22.2 12.9NO 88.9 78.0 87.1RELATIVE
IMPORTANCE OF ATTRIBUTES48010203040506070MALE (%) FEMALE
(% TOTAL (%0102030405060708090MALE FEMALE TOTALYESNO
MALES FEMALES TOTAL RANK PRICE 62.7 57.3 61.2 5PACKAGING
40.2 49.3 44.6 8DURABILITY 74.5 74.7 75.4 2LONG HANDLE 51.9 60.0
57.0 6FLEXIBLE NECK 52.9 60.0 57.1 6COMFY. ANGLE 68.6 78.7 73.7
3SOFT BRISTLES 78.4 86.7 82.9 1LOOKS 46.1 40.0 44. 9DIAMOND HEAD
36.3 41.3 38.9 10GRIP 58.8 68.0 63.4 4INDICATOR 28.4 41.3 34.3 1149
COLGATE PLUS USERS RESPONSEMales Females
Totalv.GoodGodCan‟tsayv.GoodGodCan‟tsayv.GoodGodCan‟tsayQuality 17
73 10 40 60 - 21.5 65.5 13Access 90 10 - 97.5 - 2.5 95.5 - 4.5Value/price42 50
8 60 23 7 51 32 17Loyalty Yes-3 No-97Yes-3 No-97- Yes-3No -97 -500 20 40
60 80 100MALESFEMALESTOTALRANK
BRANDS PERCENTAGECOLGATE PLUS 30.96CIBACA 14.28ORAL-B
16.66CLOSE-UP 9.52PEPSODENT POPULAR 7.14JORDAN 9.52OTHERS
11.90510102030405060708090100Quality Access Value/price Loyalty
BRAND RECALLBRANDS PERCENTAGECOLGATE PLUS
20.47PEPSODENT POPULAR 11.02CIBACA 10.24ORAL-B 9.54AQUA-
FRESH 7.59AJANTA 7.09OTHERS 28.355205101520253035BRANDS
ORAL-B JORDAN
Only about 5% of the respondents could not remember which toothbrush they
were presentlyusing which were excluded from the above computing.Chart 1We

16. have found that nearly half of our sample is highly aware as Colgate as
theirToothpaste Brand with Pepsodent as Brand awareness is 25% with Close
up at 20%and Amar and babool at 6% and 4%
respectively53051015202530BRANDSCOLGATEPLUSPEPSODENTPOPUL
ARCIBACAORAL-BAQUA-FRESHAJANTA 2 weeks14%4 weeks22%6
weeks34%8 weeks30%Duration of purchase2 weeks4 weeks6 weeks8 weeks
Chart 2We have found that more than 75% of our sample is aware of their
toothpaste branddue 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%54Product
AwarenessTelevision78%Print12%Others8%radio2%TelevisionPrintOthersradi
o
SUGGESTIONS1) 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 customersbut 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 toothpastes.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. Closehave already established a brand name in Youth segment but
they should alsoconcentrate on targeting other classes of people.6) Colgate
stresses on Strong & Healthy teeth, Prevention of tooth decay, Usea. of Natural
herbs while HLL products believe in 24hrs protection from germs,b. long
lasting freshness and Whiteness of teeth‟s.2) In the Tooth Brush segment people
prefer Colgate brushes more than HLLtoothbrushes because there is large
variety and shapes of Colgate Tooth brushesavailable in the market.3) Both
HLL and Colgate-Palmolive should try to explore the rural areas also
becauseboth these brands are not very popular amongst the rural people.70
APPENDIXBIBLIOGRAPHY1. Business Today Library2.A&M Issues of
June „05, June „05, April „20063.CII Library4. FORE Library5.Kotler Philip
(Principles of Marketing6. Kotler, Philip (Marketing Management).Journals and
Magazines:1. Business Today2. Business IndiaSITE

17. VISITEDWWW.COLGATE.CO.IN
WWW.PEPSODENT.CO.INGOOGLE SEARCH 71
QUESTIONNAIRE1. Name ________________________________ 2. Age
________ , Gender _______ , Contact No.____________________ 3. Which
Tooth Paste do you like most?Close up Pepsodent Colgate4. Status:Student
Professional House Wife Businessman5. Number of Tooth Pastes used per
month ______ 6. Which Brand do you like most ?HLL Colgate-Palmolive7.
Which are the factors that influence you the most when you buy a tooth
paste?(GiveRatings 1-8 )a) Price b) Colour c) Advertisement d)Packinge)
Scheme f) Availability g) Taste h) Liking8. 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 )72
a) Healthy tooth& gums b) Long lasting freshness c) Preventionof tooth
decayd) Whiteness e) Use of Natural herbs f) Good foam9. The tooth paste
advertisement that like most is of - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - -RETAILER
QUESTIONNAIRE11. Location of the store :12. Selling toothbrushes
since13.Brands stocked¹Colgate Plus¹Cibaca Supreme¹Aqua Fresh¹Jordan¹Oral-
B¹Royal¹Pepsodent¹Promise¹Ajay¹Ajanta¹Classic14. Which are the top three
toothbrushes in terms of exist sales?1. 2. 3. 4.15. In case not covered above.
What is the status of:1. Aquafresh¹Good¹Picking up Moderate¹Poor 2. Colgate
Plus¹Good¹Picking up Moderate¹Poor 16. 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 ones73
17. Which of these two companies make it a point to:(a) Get a regular
feedback Aquafresh¹Yes¹NoColgate Plus¹Yes¹No(b) Maintain regular
supplyAquafresh¹Yes¹NoColgate Plus¹Yes¹No18. Rank your profit margin for
the following brands:1. Cibaca Supreme 2. Colgate Plus3.Oral-B 4.Aqua
Fresh5.Classic 6. Ajanta7. Pepsodent 8. Jordan19. What is your a) Highest
Marginb) Lowest Margin20. If the consumer does not ask for a specific
toothbrush then which one would youoffer him? Why?74
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