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 FinalPresentation 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
Decision Making Process.
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.
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?
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 ?
HOW MUCH TO BUY?
WHEN TO BUY?
GET RID OF IT TEMPRORILY GET RID OF PARMANENTLY KEEP IT
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
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
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.
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.