This document analyzes the consumer behavior and market for toothpaste in India. It discusses the major players in the toothpaste industry like Colgate, Dabur, and Patanjali's Dant Kanti. It outlines the consumer decision process and presents findings from a consumer feedback survey. The survey found that most consumers have a positive view of Dant Kanti, seeing it as a herbal alternative to other brands. However, it concludes that while the product has grown, more work is still needed for it to overtake the market leader Colgate.

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CONSUMER BEHAVIOUR OF
TOOTHPASTE
Minor 2 Assignment
Marketing Management in Industry (SML413)
Submitted to Submitted by
Ms. Mobina Akhtar Kartik Maniktala (BBA, K12664)
(Assistant Professor) Bhuvnesh Malooka (B.Com, K13006)
Shivangi Rawlani (B.Com, K12625)

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OBJECTIVES
To understand -
consumer
behavior
consumer
buying process
product
attributes that
influence the
consumer
buying behavior

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INTRODUCTION
INDUSTRY PROFILE
Oral care huge
opportunities
Traditional
products,neem
Increasing
awareness
COMPANY PROFILE
Patanjali Ayurved Limited,
FMCG
Acharya
Balkrishna and Baba
Ramdev
Herbal products
Profit for charity,
444 products
DANT KANTI “Prakarti Ka Sach”

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SWOT ANALYSIS
STRENG
TH
WEAKNE
SS
Competitors
Colgate,
Closeup
Variety,
Colgate
has 25
varietie
s
Color & taste

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Other
company’s
ayurvdic
products
New ideas
from other
companies
THREATS
OPPORTUNIT
Y
More oral care
products
Overseas
market as
Ayurveda
is
expanding
Diversifying in
apparels

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COMPETITORS
55%
4%
7%
22%
12%
Market Share
Colgate
Dant Kanti
Dabur
Pepsodent/Closeup
Others

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Consumer Company
Competitor Conditions
MARKET
ANALYSIS

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CONSUMER DECISION PROCESS
1 Problem
recognition
2
Information
search
3
Alternative
evaluation
4 Purchase
5 Post
Purchase
Behavior
Consumer
Decision
Process

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CONSUMER FEEDBACK
• Positive- Have used the product
• Negative- Different thinking about ayurvedic products
• Neutral- Have not used product, toothpaste don’t matter and
ingredients are good
0%
10%
20%
30%
40%
50%
60%
Positive Negative Neutral
Percentage

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CONCLUSION
More people are liking the product
Product has good growth
Still work is needed to get over other
brands

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QUERIES

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THANK YOU