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Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
Himalaya herbal toothpaste- richard ivey case
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Himalaya herbal toothpaste- richard ivey case

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This will help in understanding Attitutde of Consumers toward toothpaste in the oral care segment especially Himalaya. Before going through this PPT, one should go through the Richard Ivey Case on …

This will help in understanding Attitutde of Consumers toward toothpaste in the oral care segment especially Himalaya. Before going through this PPT, one should go through the Richard Ivey Case on Himalayan toothpaste Because the Analysis is based on the information given in the case and the Advertisements of varios toothpaste.

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  • 1. Himalaya Herbal Toothapase Category & Brand Invovement in Emerging Market Group Project RESHMI RAVEENDRAN
  • 2. ORAL CARE INDUSTRY ORAL CARE CATEGO RY TOOTH PASTE TOOTH BRUSH ES TOOTH POWDE R MOUT H WASH DENTA L FLOSS WHITENIN G PRODUCT S  FMCG was broadly split into: Household Care, Personal Care and Food & Beverages  FMCG market in India projected to be around US$15-18 billion in 2010, & expected to grow to US$33 billion by 2015  The average Indian consumer spent around 8% of his income on personal care products  Growth of the personal care segment can be attributed to:  Increasing levels of discretionary spending  Greater attention to personal hygiene  Increase in the no. of new media channels  Distribution  In 2010, the oral care market in India was around US$980 million  Growth of the toothpaste category was around 9%
  • 3. Study Results “THE PERCEPTION OF CONSUMERS REGARDING THE TOOTHPASTE CATEGORY”  68% of the Indian consumers who participated in the survey believed that using the right toothpaste was more important than using the right toothbrush.  Most of them believed that oral care was not as important for personal grooming as hair care or skin care.  28% of the respondents brushed twice daily.  68% of the respondents had never visited a dentist & 87% would not consider visiting a dentist as a preventive measure.  WHO reported that 98% of the Indian population suffered from oral health problems.  Ratio of dentists to patients is just 1 dentist for 10,000 people in urban areas & 1 for about 0.25 million people in rural areas.  Conclusion: Significant scope for marketers to enhance the involvement level associated with the toothpaste category among consumers.
  • 4. TOOTHPASTE INDUSTRY : Key Facts INDUSTRY FACTS  The toothpaste market in India had a very low penetration rate of 60%.  Urban Penetration: 76% Rural Penetration: 40%  Average consumption of toothpaste in rural households was significantly lower than in urban households.  Per capita consumption of toothpaste in grams per year:  India: 115  China: 255  United States: 542 COMPETITION DATA  Key brands in the Indian Oral Care industry: Colgate- Palmolive India & Hindustan Unilever Limited  Colgate was one of the main brands for oral care, with the category contributing to 96% of Colgate- Palmolive India’s annual company sales.  Colgate was the market leader in the toothpaste, toothbrush & toothpowder categories.  It led the toothpaste market with a 52% market share.  Hindustan Unilever was 2nd in the oral care market with a 25% share in the toothpaste category.
  • 5. HIMALAYA HERBAL HEALTHCARE  One of the key players in the pharmaceutical field for several decades.  Product Offerings in three segments  Health Supplements,  Personal Care Products &  Pain Ointments  Unique Proposition: The scientific rigor associated with the testing of its herbal offerings  The company launched Ayurveda based Consumer Products to enter FMCG Market.  Target Audience :- Young Urban Professional population to create brand awareness. In the early 20th Century it was brought under the Himalaya umbrella brand for with various products like soaps, shampoos, face washes, health supplements, baby products, etc.  By 2010, 40% of Himalaya’s turnover was from consumer products.
  • 6. • It had several exclusive outlets throughout India, & had shop-in-shop counters in modern retail outlets. • Himalaya did not advertise as much as other FMCG manufacturers, & brand associations were nurtured by Word of Mouth. • To build market share in the highly competitive personal health care market, it begun to advertise its face wash & toothpaste brands • Started exporting to several countries • The brand has a positive perception among consumers
  • 7. TOOTHPASTE INDUSTRY : Segmentation Pricing Economy Popular Premium Product Variants Paste Gel Categorization Freshness Herbal Overall Health Niche
  • 8. Involvement level with respect to habits and practices 0 20 40 60 80 100 120 Freshness Herbal Oral Health Problem Solving Total Category Brushing Frequency Frequency of Brushing Twice Frequency of Brushing Once 0 5 10 15 20 25 30 1 2 3 4 5 Did dentist recommend the tooth paste? Did dentist recomment the tooth paste? No Did dentist recomment the tooth paste? Yes no yes 0 2 4 6 8 Freshness Herbal Oral Health Problem Solving Total Category Did you change your tooth paste on recommendation by a dentist? Did you change the toothpaste on Dentist's recommendation? No Did you change the toothpaste on Dentist's recommendation? Yes 0 5 10 15 20 Freshness Herbal Oral Health Problem Solving Total Category Did you change your tooth paste to solve any problem? Did you change your toothpaste to solve any problem? No Did you change your toothpaste to solve any problem? Yes twice once no yes no yes
  • 9. 0 20 40 60 80 100 120 Freshness Herbal Oral Health Problem Solving Total Category Do you have any oral health problems? Did you have any oral health problems? Yes Did you have any oral health problems? Nono yes
  • 10. Findings regarding Habits and practices through out category • 58% of respondents brush once in a day • 78% of all respondents never visit a dentist • Dentist recommendation: – 72% of all respondents do not take a toothpaste recommended by dentist – 86% of respondents change their toothpaste on recommendation by dentist • 85% of consumers have oral health problems • 67% of consumers change their toothpaste to solve a problem
  • 11. Category involvement 0 10 20 30 40 50 60 70 Niche Freshness Herbal Overall Oral Care Total Category
  • 12. Interpretation of findings • People agree that toothpaste is necessary for them as depicted by highly negative responses to questions such as “tooth paste is useless for me/irrelevant for me/boring for me”, • But people display more or less a neutral attitude when they consider the functional attributes except for niche segment • This suggests that toothpaste is a low involvement category with consumers knowing the need of a toothpaste but are not too attached to functional attributes except in the niche category
  • 13. Components of attitude • Attitude: Predisposition to behave consistently in a favorable or an unfavorable way. – Cognitive: The Knowledge and perceptions that are acquired by combination of direct experience with the attitude object and information from related sources. – Affective: Consumer’s emotions and feelings about a particular product or brand.
  • 14. Significance of attitude components for familiar and unfamiliar brands • For familiar brands Cognition mediates the impact of positive affect while negative affect has direct impact on brand attitude. • For unfamiliar brands Cognition plays less role and Affective attitude takes precedence.
  • 15. Attitude towards category 0 10 20 30 40 50 60 70 80 90 100 Freshness Herbal Oral Health Problem Solving Total Category Category Wise Cognitive Beliefs Affective Beliefs
  • 16. Toothpaste Low Involvement Variety Seeking Behaviour
  • 17. Close UP
  • 18. Dabur Red
  • 19. Colgate Active Salt
  • 20. Pepsodent
  • 21. Marketing Communication by the Competitors Brand Key Marketing Message Brand Proposition Customer Segment “Close up” (HUL) Paas Aao Campaign – “makes one want to kiss” Freshness ---> Closeness Young generation mostly College goers, Urban India “Pepsodent” ( HUL) “Removes 95% of Germs in just 2 minutes” Protection + Effectiveness Family ( Strong inclination towards Children) “Colgate Dental Cream” “All round Protection from Decay” / “No.1 Brand Recommended by Dentist” Trust + Protection Complete Family Protection from Child to Adult “Colgate Active Salt” “Kills Germs to make gums Strong & Healthy” Problem Solving+ Health Niche Segment- Consumers with dental problems “Dabur Red Toothpaste” “Lets Drive Away Dental Problems” Curative Niche Segment- Consumers with dental problems Meswak Herbal Meswak for Complete Oral Care Curative Niche Segment Consumers with dental problems Marketing Communication by The Competitors
  • 22. Resultant attitudes from the brand communication as per research 0 20 40 60 80 100 120 Closeup (Freshness) Dabur Red (Herbal) Colgate Dental Cream (Oral Health) Colgate Active Salt(Niche) Brand Wise Cognitive Beliefs Affective Beliefs
  • 23. How does category Involvement affect brand attitude? • Perception that a toothpaste keeps teeth healthy gets a score of 3.5 in Freshness category w/a in the Niche category score is 3.9 • Perception that toothpaste fights cavities scores 3.29 in Herbal where as 4.0 in Niche • Statement “the person in advertisement reminds me of myself” gets a score 3.23 in Overall Oral Care w/a 3.83 in Niche Towards low involvement categories people display a neutral attitude where as towards high involvement categories the attitude is quite strong.
  • 24. How many Consumers expressed consistency between Strength of Cognitive and Strength of Affective Belief Brand choice (Ref- Exibit 4) Segment Cognitive Belief(+) & Affective Belief (+) Cognitive Belief(+) & Affective Belief (-) Cognitive Belief(-) & Affective Belief (+) Cognitive Belief(-) & Affective Belief (-) Freshness 44% 20% 16% 20% Herbal 40% 24% 4% 32% Overall Oral Care 32% 24% 4% 40% Niche Problem Solving 68% 24% 4% 4% Total 46% 23% 7% 24%
  • 25. Cognitive Beliefs Affective Beliefs Leading Brand Segment Consumers with Cognitive Belief (+) in line with brand’s communication Leading Brand Segment Consumers with Cognitive Belief (+) in line with brand’s communication Closeup (Freshness) 80% Closeup (Freshness) 60% Dabur Red(Herbal) 38% Dabur Red(Herbal) 38% Colgate Dental Cream (Overall Oral Care) 60% Colgate Dental Cream (Overall Oral Care) 20% Colgate Active Salt(Niche: Problem Solving) 100% Colgate Active Salt(Niche: Problem Solving) 92% Exhibit 6 (Ref.)
  • 26. Himalaya
  • 27. Recommendations to Himalaya • Altering Consumer Attitude –Key Strategy • Educate customers of their needs and then propose how Himalaya will match the needs to get into consideration set of customers • Strong Emphasis of the benefits will help in developing favourable attitude. • Changing Attitude of Market Leaders Customer • Influencing the Affective Component will lead to overall attitude towards brand
  • 28. • Changing Consumer’s basic Motivational Function (eg: Why herbal tooth, make particular need prominent) • Association the product with an admired group or event • Resolving Conflicting Attitudes • Changing Consumer beliefs about the competitor brand Eg: Even after brushing daily you experience.. Differenciation can be only achieved by Value perception of customer than the functional utility
  • 29. Recommendations… • Need to enter in a new niche / Problem Solving category keeping herbal USP – High avg involvement score : 3.9/5 / • 64% of total consumers – Increased use of brushing / customer • Increase of 54% – Higher Consumer Cognitive & Affective Belief (Table 3) • 92% & 72% respectively (compared to herbal’s 64% &44%) – Low Category Involvement customers – strong cognitive belief • 89% in niche vs 46% in herbal – High affective belief of 60% in freshness category as compared to a low 40 % in the herbal category. We can encash on adding a freshness element in the niche segment
  • 30. • A premium Herbal Toothpaste for the niche category – “Fresh , Natural & Secure” • Providing freshness and solution to the following problems:- – Tightening & Reducing swelling / bleeding of gums – Prevention of Tooth Decay & Tooth Ache – Bad Breath Control – Link Health of mouth with Health of Body
  • 31. Positioning Target :Urban demography concerned towards oral healthcare Himalaya’s Active Herbs Herbal freshness & oral healthcare premium all natural, healthy, oral solution with a herbal product expertise. Solution to oral health problems with a freshness quotient brand character - safe , reliable & caring Awareness of Brand Himalaya & creation of a favourable attitude Change overall Brand rating: India/World’s Best Herbal toothpaste recommended by Dentists
  • 32. Emotional Benefit Closeup Colgate Fresh Energy Gel Colgate MaxFresh Anchor White Himalaya Dental Cream Anchor Gel Pepsodent Babool MintFresh Colgate Dental Cream Colgate MaxWhite Economy Tier Popular Tier Premium Tier Dabur Red Colgate Cibaca Babool Ajanta Colgate ActiveSalt Colgate Sensitive Dabur Meswak Colgate Total Promise Colgate Herbal Sensodyne Himalaya Functional Benefit Should have been here
  • 33. Safe , reliable & caring Awareness of Brand Himalaya & creation of a favourable attitude Change overall Brand rating: India/World’s Best Herbal toothpaste recommended by Dentists Change beliefs about Competitor herbal toothpaste eg: Other herbal toothpaste does only… Proposed Strategies
  • 34. Thank You Any Questions??

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