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Segmentation, 
Positioning & Consumer Behavior 
Focus on DENTAL MARKET 
-Reema Jagtap
Consumer buying behaviour & STP-dental market
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.
SEGMENTATION 
• Rural Areas 
• Urban Areas Geographic 
• Normal Use 
• Whitening 
• Complete Care 
Behavioural 
• Pepsodent G 
• Pepsodent Kids 
• Pepsodent Milk Teeth Strawberry 
Demographic
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.
Behavioural Segmentation 
Variants to suit different consumer preferences 
1.G for Gum Care 
2.Germicheck for Cavities 
3.Whitening for White teeth
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
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
Pepsodent positioning 
Lasting protection. 
Dishum Dishum 
Bhoot campaign
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.
CONSUMER BUYING DECISION PROCESS 
Problem 
Recognition 
Information 
Search 
Evaluation of 
Alternatives 
Post-Purchase 
Evaluation 
Purchase 
Decision
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.
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
ADOPTION PROCESS 
1. Awareness 
2. Interest 
3. Evaluation 
4. Trial 
5. Decision 
6. Confirmation
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
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.
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.
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.
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
Social Factors 
Opinion 
Leader 
Family 
Groups
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
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
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
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
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.
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.
1.General Dentist 
2.Orthodontics 
3.Periodontics 
4.Pedodontics 
Specialities of Dentistry
5.Prosthodontist 
6.Endodontics 
7.Oral & Maxillofacial Surgeons 
8.Cosmetic Dentists
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
Dental Diseases 
▪ Dental Caries 
▪ Gingivitis 
▪ Periodontitis
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.
▪ 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.
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
The following table shows the market segment 
for toothpaste industry:
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
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.
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.
Strategy of Augmentin 
General 
Dentist 
Market 
Segment 
Target 
Endodontist 
Oral & 
Maxillofacial 
surgeon 
Pedodontist Periodontist 
Target 
Target
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
Positioning of……LISTERINE
Listerine was used as an 
antiseptic and dandruff 
remover
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”
Listerine lost a major portion of market share to “SCOPE” 
Slogan : “medicine breath” 
Slogan : “sweet breath” 
v/s
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
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
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.
TYPES OF BUYING BEHAVIOUR 
Routine Response 
Limited Decision 
Extension Decision 
Impulse Buying
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
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%
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%
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%
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
Happy Brushing

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Consumer buying behaviour & STP-dental market

  • 1. Segmentation, Positioning & Consumer Behavior Focus on DENTAL MARKET -Reema Jagtap
  • 3. 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.
  • 4. SEGMENTATION • Rural Areas • Urban Areas Geographic • Normal Use • Whitening • Complete Care Behavioural • Pepsodent G • Pepsodent Kids • Pepsodent Milk Teeth Strawberry Demographic
  • 5. 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.
  • 6. Behavioural Segmentation Variants to suit different consumer preferences 1.G for Gum Care 2.Germicheck for Cavities 3.Whitening for White teeth
  • 7. 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
  • 8. 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
  • 9. Pepsodent positioning Lasting protection. Dishum Dishum Bhoot campaign
  • 10. 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.
  • 11. CONSUMER BUYING DECISION PROCESS Problem Recognition Information Search Evaluation of Alternatives Post-Purchase Evaluation Purchase Decision
  • 12. 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.
  • 13. 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
  • 14. ADOPTION PROCESS 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Decision 6. Confirmation
  • 15. 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
  • 16. 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.
  • 17. 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.
  • 18. 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.
  • 19. 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
  • 20. Social Factors Opinion Leader Family Groups
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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.
  • 26. 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.
  • 27. 1.General Dentist 2.Orthodontics 3.Periodontics 4.Pedodontics Specialities of Dentistry
  • 28. 5.Prosthodontist 6.Endodontics 7.Oral & Maxillofacial Surgeons 8.Cosmetic Dentists
  • 29. 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
  • 30. Dental Diseases ▪ Dental Caries ▪ Gingivitis ▪ Periodontitis
  • 31. 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.
  • 32. ▪ 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.
  • 33. 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
  • 34. The following table shows the market segment for toothpaste industry:
  • 35. 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
  • 36. 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.
  • 37. 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.
  • 38. Strategy of Augmentin General Dentist Market Segment Target Endodontist Oral & Maxillofacial surgeon Pedodontist Periodontist Target Target
  • 39. 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
  • 41. Listerine was used as an antiseptic and dandruff remover
  • 42. 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”
  • 43. Listerine lost a major portion of market share to “SCOPE” Slogan : “medicine breath” Slogan : “sweet breath” v/s
  • 44. 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
  • 45. 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
  • 46. 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.
  • 47. TYPES OF BUYING BEHAVIOUR Routine Response Limited Decision Extension Decision Impulse Buying
  • 48. 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
  • 49. 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%
  • 50. 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%
  • 51. 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%
  • 52. 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