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F A M I L Y  D E C I S I S O N  I N  O R A L  H Y G I N E  P R O D U C T Final
 

F A M I L Y D E C I S I S O N I N O R A L H Y G I N E P R O D U C T Final

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    F A M I L Y  D E C I S I S O N  I N  O R A L  H Y G I N E  P R O D U C T Final F A M I L Y D E C I S I S O N I N O R A L H Y G I N E P R O D U C T Final Presentation Transcript

    • FAMILY ROLE IN DECISION MAKING OF ORAL HYGIENE PRODUCT PRESENTED BY: ANKUR CHHAJER (09) RAVIKANT PRASAD (34) RUPAK CHOUDHARY (10) SURAJ SINGH (48)
    • FLOW OF PRESENTATION
      • Oral Hygiene.
      • Major Players.
      • Buying Behavior.
      • Decision Making Process.
      • Buying Roles.
      • Advertisements.
      • Conclusion.
    • WHAT IS ORAL HYGIENE
      • The oral hygiene market consists of dental floss, denture care, mouthwash, toothpaste and toothbrushes. The market is valued according to retail selling price (RSP) and includes any applicable taxes.
      • The oral care market is estimated at around 77,000 tons in volumes & Rs. 18 billion in value
      • The toothpaste market is segmented as Whites and Gels.
      • Whites account for almost 80% of the market.
      • During the last 2-3 years, volume growth is not happening in the market.
      • As per ORG, the oral care market witnessed a declining trend in volumes.
      Market Map
      • About 80% of the market is dominated by
      • Colgate, Close-Up and Pepsodent.
      • Anchor – who came in a few years ago
      • Balsara with its Babool brand is another significant player
      Market Map Contd….
    • Major Players in Oral Hygiene Care
    • Colgate Palmolive India Ltd.
    • Hindustan Unilever Ltd
    • Dabur India Ltd.
    • SmithKline Beecham consumer Healthcare
    • Anchor Health & Beauty Products
    • Use of other oral hygiene products
    • Buying behavior Habitual buying behavior Colgate, Pepsodent ,Close-up ,Meswak Dabur Red, Colgate Cibaca ,Babool Anchor ,Ajanta Dissonance-reducing behavior Few difference between brands Variety-seeking buying behavior Close-up Active Gel (red) with Vitamin Fluoride, lemon Mint , Milk Calcium Pepsodent Gumcare , 2 in 1 , complete 10 , whitening Complex buying Behavior Significance difference between brands Low involvement High involvement
    • Decision making process NEED RECOGNITION DO I REQUIRE ORAL CARE PRODUCT? WHY?
    • INFORMATION SEARCH
      • WHAT TO BUY? HOW CAN I GET IT?
      TOTAL SET COLGATE CLOSEUP PEPSODENT BABOOL ANCHOR AIM DABUR LAL ORAL-B HAPPYDENT PASS-PASS …… . CONSEDERD SET COLGATE PEPSODENT CLOSEUP DABURLAL ORAL-B HAPPYDENT PASS-PASS EVOKE SET COLGATE CLOSEUP DABURLAL ORAL-B HAPPYDENT
    • EVALUATION OF ALTERNATIVES
      • WHICH ONE IS BETTER ?
    • PURCHASE DECISION
      • HOW MUCH TO BUY?
      • WHEN TO BUY?
    • POSTPURCHASE
      • PRODUCT
      GET RID OF IT TEMPRORILY GET RID OF PARMANENTLY KEEP IT
    • Households
      • Husband-dominant decisions : automobiles, liquor, cigarettes , life insurance and consumer electronic products.
      • Wife -dominant decisions : furniture, jewelry,food and home appliances.
      • Joint- decisions : House, vacation
    • Household Decision Making process Consumer (children) Purchaser (Parents) Influencer (Children) Information gatherer (Parents) Decision maker (Parents, Children) Comm. Targeted at children (Taste) Comm. Targeted at parents ( nutrition) e.g. For children’s products
    • Colgate
      • He is a dentist aged between 35-38 years.
      • Has two children, a girl and a boy.
      • He wants his children to be well educated and to be knowledgeable enough.
      • He has a big clinic in Mumbai and his practice is going good.
      • His wife is a working woman
      • He is a caring father and a loving husband
    • Pepsodent
      • She is a housewife and a mother.
      • Her age is 28-30 years.
      • She attends kitty parties and loves to keep herself fit and good looking.
      • She reads magazines like Femina and Savvy.
      • She goes to gym regularly.
      • Her husband is working in a MNC and is earning good.
      • She likes to go for shopping.
      • She keeps her home neat and clean.
    • Close-Up
      • He is a college going boy.
      • His age is around 20 years.
      • He is not very good looking but dresses cool.
      • He does not have a girl friend but wants to have one.
      • He is an intelligent guy and always a rank holder.
      • He likes to dance but cannot dance well.
      • He is a confident guy and never shies off for anything.
    • Babool
    •  
    • THANK YOU