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Consumer buying behaviour & STP-dental market

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Consumer buying behaviour & STP - dental market

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  • can u share ppt to mercuryvinay@gmail.com
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  • @Jawed K but remember i made this ppt during my mba for class discussion about consumer buying behaviour
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  • @Moin Shah sorry for delay..but remember i made this ppt during my mba for class discussion about consumer buying behaviour
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Consumer buying behaviour & STP-dental market

  1. 1. Segmentation, Positioning & Consumer Behavior Focus on DENTAL MARKET -Reema Jagtap
  2. 2. Pepsodent  Established itself as a strong brand  2nd in terms of market share next to Colgate.  Endorsed by FDI ( the largest dental association globally).  Among the most trusted brands in India.
  3. 3. SEGMENTATION • Rural Areas • Urban Areas Geographic • Normal Use • Whitening • Complete Care Behavioural • Pepsodent G • Pepsodent Kids • Pepsodent Milk Teeth Strawberry Demographic
  4. 4. Geographic Segmentation The urban market for toothpaste is almost stagnant. For deeper penetration in rural markets pepsodent came with smaller 100gms packs priced at 10 rupees Tooth campaigns at various schools in villages.
  5. 5. Behavioural Segmentation Variants to suit different consumer preferences 1.G for Gum Care 2.Germicheck for Cavities 3.Whitening for White teeth
  6. 6. Demographic segmentation AGE Pepsodent Kids 1. Strawberry (pink colour) 2. Kids 2-6 (Blue/pink colour) 3. Orange fruity (Orange colour) FAMILY SIZE Pepsodent family size pack
  7. 7. Pepsodent positioning Pepsodent was launched in 1993 by HUL to capture the market from Colgate. It was launched in the platform of Germ fighting property. Pepsodent have experimented with its positioning althrough its life. Ad Campaigns to supplement this positioning: Lasting Protection for hours Germ Fighting Campaign Dental Insurance Dishum Dishum Bhoot Campaign
  8. 8. Pepsodent positioning Lasting protection. Dishum Dishum Bhoot campaign
  9. 9. CONSUMER BEHAVIOR ▪ The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. CONSUMER MARKET ▪ Consists of all the individuals and households who buy or acquire goods and services for personal consumption.
  10. 10. CONSUMER BUYING DECISION PROCESS Problem Recognition Information Search Evaluation of Alternatives Post-Purchase Evaluation Purchase Decision
  11. 11. TYPES OF BUYING BEHAVIOUR Determined by: Level of Involvement in purchase decision Routine Response-Buying low involvement frequently purchased low cost items Limited Decision-buying product occasionally. Extension Decision-Complex high involvement, unfamiliar, expensive and/or infrequently bought products. Impulse Buying-No conscious planning.
  12. 12. Consumer Behaviour Reflects: ▪ Whether ▪ What ▪ Why ▪ How ▪ When ▪ Where ▪ How much/ ▪ How often Acquisition Usage Disposition Products Services Activities Ideas Information gatherer Influencer Decider Purchaser User Hours Days Weeks Months Years
  13. 13. ADOPTION PROCESS 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Decision 6. Confirmation
  14. 14. Consumer Behaviour ▪ Consumer purchases are influenced strongly by four factors 1) Cultural Factor- Culture , Social Class 2) Social Factor- Groups , Family , Roles and status 3) Personal Factor- Age and life cycle stage , Occupation, Economic situation , Life style , Personality and self concept 4)Psychological Factor- Motivation , Perception , Learning, Beliefs and attitudes
  15. 15. Cultural Factors: Culture has a great influence on the behaviour of a consumer. ▪ If the social class of people is lower, then people may not buy Sensodyne toothpaste. Social Factors: Family: If the head of family or who go to shopping chose other toothpaste rather than Sensodyne, so the other family eventually uses the same toothpaste. ▪ So we can say that family has an influence on the consumer behaviour.
  16. 16. Roles and Status: Sensodyne toothpaste offers a quality and price which are more suitable for upper and medium class people. Personal Factors:  Age: has the influence on consumer behaviour. Occupation: A doctor is always conscious about their health where a student has not same consciousness. And also the choice and buying capacity of a product is depends on their occupation. It varies according to their jobs category.
  17. 17. Psychological Factors: Motivation: We must take some motivated activities to persuade the customer. Ex-Advertising, give some free sample etc. Perception: The process by which people select, Organize, and interpret information to form a meaningful picture. The company must try to create the positive perception on the mind of individual such as Sensodyne is #1 toothpaste for sensitive teeth.  Beliefs and attitudes: Plays major role and influences consumer behaviour. e.g. Religious beliefs are very important when considering ingredients of toothpaste in our society.
  18. 18. Factors affecting consumer behaviour Culture Cultural Factors Subculture • Toothbrush • Toothpaste • Brushing thrice a Social Class day • Dental cosmetology • Miswak stick in toothbrush for muslims • Income • Occupation • Wealth
  19. 19. Social Factors Opinion Leader Family Groups
  20. 20. Psychological Factors Motivation Learning Believes Perception Biological motivation such as discomfort drives the person to satisfy need. To serve such need (problem of tooth sensitivity) GSK motivate customers to buy
  21. 21. Perception/learning/believes  Tittle-To understand the customers perception and knowledge on tooth bleaching  Objective 1) To understand rationale for bleaching tooth 2) To understand the learning and believes of the customers towards bleaching treatments  Sample Size-50  Area-Navi Mumbai  Questions and Responses 1)Have you heard about tooth bleaching? 75% 25% YES NO
  22. 22. 2) How did you know about tooth bleaching? 70% 60% 50% 40% 30% 20% 10% 3)Have you ever tried using bleaching products or undergone tooth bleaching treatment in dental clinics? 100% 80% 60% 40% 20% 0% 82% 18% NO YES 0% 65% 15% 12% 8% 4)Which treatment did you gone through? 80% 60% 40% 20% 0% 73% 17% In office Self 5)What are the reasons for using the bleaching products / treatment? 80% 60% 40% 20% 0% 70% 30% Stains Complexion
  23. 23. 6)How would you rate your satisfaction regarding the results of bleaching treatment? 80% 60% 40% 20% 0% Highly Satisfied Satisfied Not satisfied 15% 63% 22% 8)Do you think the bleaching products/treatment are safe? 60% 50% 40% 30% 20% 10% 0% 32% 58% 10% YES Not Sure No 8)What do you think about the prices of these teeth bleaching treatment options 80% 60% 40% 20% 0% 73% 27% 0% High Medium low 7)Do you intend to undergo bleaching treatment in the future? 100% 80% 60% 40% 20% 0% 82% 18% YES NO
  24. 24. Conclusion 1. 75% of the population is aware of tooth bleaching treatment 2. 18% of the population have undergone tooth bleaching of which majority of them did treatment at dental clinic. 3. As majority of the population is satisfied with the result and given a choice will tend go for a bleach in future we can conclude that customers believe in this regard is high. 4. People visit dental clinics for removing the stains followed by dental aesthetics. 5. Safety and price are the concerns because of which customers may abstain from such treatment.
  25. 25. Introduction to Dentistry ▪ Dentistry: Branch of medicine that is involved in the study, diagnosis, prevention, and treatment of diseases and disorders of the oral cavity. ▪ Dentist: Examine, diagnose, and treat diseases, injuries, and malfunctions of teeth and the gums.  A person qualified to treat the diseases and conditions that affect the teeth and gums.
  26. 26. 1.General Dentist 2.Orthodontics 3.Periodontics 4.Pedodontics Specialities of Dentistry
  27. 27. 5.Prosthodontist 6.Endodontics 7.Oral & Maxillofacial Surgeons 8.Cosmetic Dentists
  28. 28. Dental Market in India Market Drivers Trends • By end of 2014 the Indian dental healthcare industry is expected to reach US$ 116.43 millions. • Indian dental equipment industry is expected to reach US$ 116.43 million • Aging Population • Booming Dental Tourism • Provision of affordable dental healthcare services Challenges • Low Oral hygiene Awareness • More Expensive • Technological Advancement • Growth in Dentistry
  29. 29. Dental Diseases ▪ Dental Caries ▪ Gingivitis ▪ Periodontitis
  30. 30. Opportunities ▪ Indian dental care services market is expected to reach US $ 1302.5 million by 2015 at a CAGR of 12 %. ▪ Corporate dental chain segment-Apollo White Dental is planning to open six dental spas along with 100 dental care centres in India by end of March 2015. ▪ Observes a shift, where one does not just visit the dentist, when one has serious dental problems. ▪ Instead, we are seeing increasing demand for Cosmetic dentistry like whitening, tooth reshaping, chipped teeth, etc.
  31. 31. ▪ Indian Dental Insurance sector : High dental service charges hinder patients willing to avail their services Comprehensive dental insurance plan that would encourage more people to avail dental treatments.  Dental Tourism : The latest treatment methods to provide quality dental care in India to International patients.
  32. 32. Sensodyne • Sensodyne is an oral health brand global leader in the premium toothpaste category targeted at people with sensitive teeth, it is owned by GlaxoSmithKline • Desensitizing toothpaste based on a Strontium chloride formulation. • Sensodyne Sensitive Oral Care offers : Sensodyne Rapid Relief Toothpaste Sensodyne Toothpaste for 24x7 hour protection Sensodyne Daily Repair Toothpaste
  33. 33. The following table shows the market segment for toothpaste industry:
  34. 34. Positioning Strategy ▪ Positioning statement: Toothpaste that can actually Repair Sensitive Teeth World’s No.1 Toothpaste for Sensitive Teeth. ▪ Clinically proven active ingredients to help relieve sensitivity within 2 weeks ▪ (Ries and Trout, 1986) propose that positioning is essentially what marketers do to the mind of the prospect and highlight its use as a base from which to develop marketing communication strategy. ▪ Hence, positioning has long been recognized as a vital tool to confront competitive pressure in a market environment. ▪ Sensodyne has developed a successful product differentiation and service differentiation which enables them to stand out from their competitors. ▪ Thus, whenever consumers think of Sensodyne, they will think of their sensitive teeth protection
  35. 35. Idea: ▪ To create a strong relation with target audience that Sensodyne is choice to relieve tooth sensitivity causes by fast food, snacks or cold drinks. The Approach: ▪ All of the design elements will based on the concept of care for sensitive teeth. ▪ Ice cold elements can be used to remind or make a connection with consumers who suffer pain from tooth sensitivity problem.
  36. 36. Augmentin  Augmentin continue to be the first drugs of choice due to their safety and effectiveness against oral infections.  It is more effective against endodontic and periodontal infections.
  37. 37. Strategy of Augmentin General Dentist Market Segment Target Endodontist Oral & Maxillofacial surgeon Pedodontist Periodontist Target Target
  38. 38. Positioning ▪ Positioning Statement: Inspiring Infectious Smiles. ▪ An Antimicrobial treatment of Odontogenic bacteria. ▪ Drug Of Choice for several Odontogenic Infections (Chronic Periodontitis, aggressive Periodontitis, Acute Pulpitis..etc) ▪ I.V Augmentin 1.2g (Amoxicillin + Clavulanic acid 200mg) majorly targeted for Oral and Maxillofacial Surgeons as a prophylactic measure. ▪ Given at induction of anaesthesia. surgeonlofacial surgeon
  39. 39. Positioning of……LISTERINE
  40. 40. Listerine was used as an antiseptic and dandruff remover
  41. 41. 1920s…… • Listerine used the concept of inventing a disease and selling the product • It sold the concept of “Halitosis” .i.e. bad breath “Listerine stops bad breath 4 times better than tooth paste”
  42. 42. Listerine lost a major portion of market share to “SCOPE” Slogan : “medicine breath” Slogan : “sweet breath” v/s
  43. 43. 1960s……. • Listerine uses its functionality itself to persuade consumers to use it. • Many brands like Scope and Colgate Plax differentiate themselves as a ‘better tasting’ mouthwash, • Listerine however persuades consumers to use it not despite the taste but because of it
  44. 44. Repositioned ….against gingivitis • In a clinical research Listerine was found to be more effective against gingivitis • Came up with “Action hero” campaign where Listerine bottle guy was introduced • With 85% brand recall Listerine market share had grown to 34% against 26% of Scope in 2002
  45. 45. STP Segment Oral hygiene – mouth wash Demographic : Listerine smart rinse ( for kids) Listerine cool mint (for adults) Behavioral : For healthier mouth • Listerine antiseptic mouthwash For cleaner and fresher mouth • Listerine zero For white teeth • Listerine healthy white For pocket • Listerine pocketpacks Target Catering well-to-do families in urban and semi urban areas Positioning Listerine kills bacteria that causes bad breath and help prevent plaque and germ build up while fighting off gingivitis USP Listerine has been the first producer of Oral health care products in the market which gives a competitive advantage to it.
  46. 46. TYPES OF BUYING BEHAVIOUR Routine Response Limited Decision Extension Decision Impulse Buying
  47. 47. Consumer Behaviour 1) Cultural Factor- culture has less influence. 2) Social Factor- 3) Personal Factor- Age and life cycle stage , Occupation, Economic situation , Life style , Personality and self concept 4)Psychological Factor- Motivation , Perception , Learning, Beliefs and attitudes
  48. 48. Oral Hygiene Survey Q.1 How frequently do you brush in a day? Q.2 For how long do you brush? 42% 58% 22% 8% 32% 38% Q.3 What type of toothbrush do you use ? Q.4 Which brand do you prefer for toothpaste ? 92% 6% 2% 48% 24% 12% 6% 4% 6%
  49. 49. Oral Hygiene Survey (cont) Q.5 Rank your criteria for buying a toothpaste Q.6 Do you use multiple toothpaste for different purposes? Q.8 Which brand do you prefer? yes 2 4% no 48 96% This 4% uses sensodyne 40% 28% 20% 4% 6% Q.7 Do you use mouthwash daily? 12% 88%
  50. 50. Oral Hygiene Survey (cont) Q.9 How frequently do you floss ? Q.10 How often do you see your dentist? Never 24 48% Occassionaly 14 28% Daily 4 8% Rarely 8 16% Only when needed 37 74% Every 6 months 4 8% 1 - 2 year 2 4% More than 2 year 7 14%
  51. 51. Conclusion ▪ Dental products are very low involvement products ▪ Dental hygiene awareness is low ▪ Very few people use daily mouth wash and floss ▪ Majority of the mass visit dentist only when needed
  52. 52. Happy Brushing

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