A Project Report
On “Market Analysis on Oral Health Care Products with respected to
Electronic Toothbrush”
For
“Philips El...
ACKNOWLEDGEMENT
Any accomplishment requires the efforts of many people and this work is not different. I
express great ple...
List of Abbreviation
 MTB: - Manual Toothbrush
 ETB: - Electronic Toothbrush
 DTB: - Dental Toothbrush
 NTP: - Normal ...
Index
SR.NO. TITLE PAGE NO.
01 Executive Summary 1
02 Company Profile 3
03 Objectives of the Study 10
04 Research Methodol...
CHAPTER 1
EXECUTIVE SUMMARY
The Project Report on Market Research on Oral Heath Care Products is based on
live experience ...
products. Mostly sales of the ETB are good in highly located area and preferred by
middle upper income range households.
A...
Chapter- II: Company Profile
History
Philips started operations in India at Kolkata (Calcutta) in 1930. Established as “Ph...
to music. In 1985, Philips inaugurates its consumer electronics factory at Salt Lake,
Kolkata. 1993 sees Philips launching...
shops, which showcase the entire consumer electronics range, and provide an enhanced
brand shopping experience to the Indi...
grinders, specially designed for Indian culinary preferences, a range of bread toasters and
sandwich makers. For the body ...
Mission and vision / values and strategy
Company Mission:
We improve the quality of people's lives through the timely intr...
We will:
• Increase profitability through re-allocation of capital towards opportunities
offering more consistent and high...
DAP
Domestic Appliances and Personal Care employs approximately 10,000 people
worldwide and operates in four business area...
If you look around you today, the pace of change is certain to scare you at
times. Rapid progress is being made in the way...
 To study the movements of Oral Care Products in market.
 To understand the buying behavior of consumer while selecting ...
RESEARCH METHODOLOGY
The methodology is basically the set of rules, procedures, tools, and techniques used by
the research...
Descriptive research gives emphasis on description & such studies are simply fact
gathering expedition. Descriptive studie...
The techniques of sample are classified as:
1) Probability sampling method.
These methods are generally applied in case of...
The data are basically classified into two broad categories:
Primary data (data collected by means of direct mail, persona...
Oral Products Available in Market
Oral Products Available in Market
18
11 14
3
20
4
11
3 1
14
4
0
5
10
15
20
25
NTP
Toothp...
mouthwash and floss picks are available with both the chemists and Kirana stores and
Super and Hyper markets. MTB and NTP ...
The graph represents the products available in the Kirana stores, Departmental stores.
Normal Toothpastes and Manual Tooth...
Some toothbrush companies mentioned like Himalaya, Amar, Ajanta, Neem, Babool etc.
have an offer with the toothpastes. The...
Monthly Sale Figure with Chemist
Monthly Sales of ToothpasteToothpaste
Normal
Toothpastes Monthly Sales (In Rupees)
Colgat...
Toothpowder Monthly Sales
Tooth Powder Daily Sales Weekly Sales Monthly Sales
Colgate 575 4025 17250
Pepsodent 450 3150 13...
Monthly Sales of Toothbrushes
TOOTHBRUSH
Toothbrushes Companies Monthly Sales
DTB
Oral- B 16200
Senolin 12150
Colgate 1740...
Above graph represents the sales of DTB, MTB and ETB. In DTB, sales are
nearby of all the 3 companies. Colgate is having h...
sales in some location. Colgate and AMPM special are 2 brands that are mostly preferred
by the dentists and even prescribe...
In chewing gums/mints, sales of happy dent are very high as compared to
other mint/gums. From the graph it can be seen tha...
Total Monthly Sales of Chemist Product wise (In Rupees)
Product Wise Sales With Chemists
368100
101700
62250
193500
45550
...
Toothbrush, Floss pick, Gum paints) are nearly same. As the sales of these products
depends of the Dentist prescription. S...
Monthly Sales of Products in Kirana stores, Hyper & Super Market
Monthly Sales in Kirana, Dept.stores & Hypermarkets
16200...
low as compared to sales with the chemist. Even it is seen that the sales of dental
toothpaste of all the 5 companies are ...
volume. But due to high price segment the sale figure of ETB is nearby it to MTB.
Herein, the sales of ETB are very high i...
Total Monthly Sales of Chewing Gums/Mints
Chewing gums/Mints Total Monthly Sales
Happy dent 99150
Protex Happy dent 97650
...
Total Monthly Sales of Floss Pick
Floss Pick Total Monthly Sales
Oral B 11700
DR. Floss 9900
Colgate 6600
J&J 0
Above grap...
Total Monthly Sales Product Wise
Products Total Monthly Sales
Toothpaste 2817900
Toothpaste Dental 74700
Tooth Powder 2475...
Mouthwash like Listerine, Colgate Plax & AMPM special has well sell
in market.
Electronic toothbrushes like Colgate and Or...
Total Monthly Sales of Products among Dealers
The above represents the daily and monthly sales of products among the deale...
demand for the product is more in some areas and some departmental stores or
hypermarkets or even Chemist and Druggists.
P...
Companies like Colgate, Pepsodent are having wide range of product with different price
of different size. Each product is...
The above table represents the products type and it prices. From the table we
can see that in toothbrush there are wide ra...
Even some companies have their products in kids range. Oral-B have different cartoon
shape toothbrush and with it they pro...
range. There more than 15 companies of manual toothbrush in the market. But the major
market players in manual toothbrush ...
toothbrush is positioned with only one variety of Rs. 300/- in the name Royal smile
specialist and 2 replaceable brush hea...
SWOT Analysis of ETB
Brands
Names Types Rates
Colgate Multi Action 395
Kids 395
Oral-B Cross Action Power 395
Action Power...
Royal Smile Specialist 300
Trisa CH 6234 550
Gray Market
Names Types Rates Wholesale Rates
Lucky Star - 120 50
Signal 2 - ...
• Promotion.
Weakness:
• No knowledge of product to Dealers, Chemist, Storekeepers.
• Change of battery within 1 month (2 ...
• Tie Up with Loreal, Lakme, and Juice Beauty Saloons.
• Heavy Promotion in Malls, Apparels, Hypermarket i.e. Product Awar...
Royal 10 90
Trisa 2 98
Availability Of ETB in Market
77 75
10
0
77 75
10
33 35
90
100
33 35
90
98
2
0
20
40
60
80
100
120
...
Number of time consumer brush in day
0%
78%
4%
9%
9%
0%
Number of times cosumer brush
in a day
Early Morning
Evening
Every...
Brand Preference
Brands Preferred by Consumers (MTB)
Colgate
44%
Oral-B
32%
Pepsodent
10%
Others
14%
Colgate
Oral-B
Pepsod...
Factors Considered while Buying
Factors Considered while Buying
Reliability
37%
Durability
9%
Price
18%
Comfort
18%
Reputa...
Consumer’s Behavior Using ETB
The entire graph below plotted represents the consumer behavior of those
who are using ETB. ...
Form the graph it can also be seen that now the consumers are moving
towards ETB. Because of change in Indian consumer beh...
Brand Preference (ETB)
Colgate, Oral-B and Royal are the only brand available in the market.
From the graph plotted below ...
While buying ETB, consumers give importance to reliability,
durability and price. Consumers while buying consider shape, c...
Awareness about the Product
Awareness about the product is major concerned while launching new
product. What is the produc...
Awareness About Philips ETB
Yes
30%
No
70%
Yes
Not
The above graph tells the awareness about the Philips ETB in Market. On...
DP Visits
Number of Visit in one Day:
Everyday nearly on an average 25-30 patients do visit the dentist. Patient
of age 7-...
• To have teeth filled.
• Root Canal.
Dentist Suggestion:
Most of the dentist suggests or subscribe to use medicine depend...
the brushing instructions supplied with your power toothbrush. Instructions for using the
Dental Mumbai range of rotating ...
Step 1 Step 2 Step 3
DP Insight
Attitude towards ETB:
According to dentist, there is no such difference between ETB and MT...
Some dentists do use ETB and have experienced the fell of using ETB. They
found that it is somewhat more effective than MT...
Chapter-VI: Findings
From the data analysis following points was derived:
1. The movement of the oral products like NTP, M...
3. It was even found that most of the consumers are not aware about the ETB, its
benefits and usage. Even it is found that...
Chapter VII: Suggestions & Conclusions
Suggestion from Floor Managers:
Stores/ Shops Area
Premson bazaar Breach Canndy
Hyp...
appliance and it is launching Oral product. Are Consumers aware that Philips does serve
for oral product? Company has comp...
It is even proved that young generation who are earning in early stages, are
more likely to spend on health care products....
Another 2-3 products can be launched with additional feature and within
the price brands of Rs. 1200-1400, Rs. 1500-1700 a...
Oral Health Care is wide subject. There are nearby more than 15 products available in
market. Form the project data it can...
Chapter-VIII: Bibliography
1. Colgate Company Website “www.colgate.com”.
2. Oral-B Company website “www.oralbprofessional....
Questionnaire for consumers using MTB
Personnel Information:
1) Name:
2) Age:
3) Occupation: 4) Phone Number:
5) Approx Ho...
Q.5. How do you take care of your teeth?
Brushing: Mouthwash: Floss Picks: Other way:
Q.6. What is more important for good...
Yes: No:
Q.19. What is your feel about it?
Q.20. Can you differentiate Electronic and Manual toothbrush?
Manual Toothbrush...
Rs.500-700: Rs. 700-1000: Rs. 1000-1500: More than 1500:
Questionnaire for consumers using ETB
Personnel Information:
1) N...
Q.7. Which Electronic toothbrush brand you use? (Mention Rate)
Oral-B: Colgate: Royal: Other:
Q.8. what do you consider th...
Design: Modern: Contemporary:
Shape: Attractive Not Attractive:
Q.17. Will you are interested to buy Philips electronic to...
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0601089 market analysis on oral health care products with respected to

  1. 1. A Project Report On “Market Analysis on Oral Health Care Products with respected to Electronic Toothbrush” For “Philips Electronics India Ltd.” By Sunil Vaggu Under the Guidance of Prof. Sunil Doke Submitted To University Of Pune In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) Through Vishwakarma Institute of Management Pune-48 1
  2. 2. ACKNOWLEDGEMENT Any accomplishment requires the efforts of many people and this work is not different. I express great pleasure in introducing my project report titled “Market Analysis for Oral Care Products with respected to Electronic Toothbrush”. First of all I would like to say thank you to Mr. Siddarth Kumar from Philips Electronic India Ltd. because of whom I got chance to prove my talent in market research. I take this opportunity to express my most sincere and heartfelt gratitude to Mr. Tanuj Batra (Deputy-Manager Personal Care Products) and Mrs. Shabnam Sayed (Manager- Marcom Personal Care Products), Philips Electronics India Ltd, Pune, for providing me with a wonderful opportunity to execute this project in their esteemed organization and for patiently monitoring and guiding me throughout the project. I am also grateful to the individuals and organization for giving me permission for their support in my research work. This project would not have been successful without the precious guidance of our director Prof. Sharad Joshi and my project guide Prof. Sunil Doke, to whom I express my sincere gratitude and all those who have helped me directly and indirectly. Special note of thank you to all my friends and my family members for their unconditional support and encouragement to pursue my interest. Sunil Vaggu. 2
  3. 3. List of Abbreviation  MTB: - Manual Toothbrush  ETB: - Electronic Toothbrush  DTB: - Dental Toothbrush  NTP: - Normal Toothpaste  DTP: - Dental Toothpaste  DAP: - Domestic Appliance and Personal Care 3
  4. 4. Index SR.NO. TITLE PAGE NO. 01 Executive Summary 1 02 Company Profile 3 03 Objectives of the Study 10 04 Research Methodology 12 05 Data Analysis 16 06 Findings 60 07 Suggestions & Conclusions 62 08 Limitations 66 09 Bibliography 67 4
  5. 5. CHAPTER 1 EXECUTIVE SUMMARY The Project Report on Market Research on Oral Heath Care Products is based on live experience of work and Market research. This was carried during the tenure of 3 months with Philips Electronics India Ltd. under the guidance of Deputy Manager, Personal Care Division Mr. Tanuj Batra. The Project was mainly based on their new idea of introducing an Electronic Toothbrush in India. This is called Philips Sonicare. The data collected during the project was secondary as well as primary data. The secondary data was collected to create the database of the survey. The sources used for secondary data are various magazines like Men’s Health, India outlook, Indian journals of marketing etc. and Internet. Beside this some information was collected from Indian Dental Association website, and newspapers. Using questionnaires, Personal Interview and Observation, Primary Data was collected. The analysis was carried out on the basis of the information obtained from questionnaire, Observation and personal interview. From the analysis it is concluded that dentist play major role in selecting Oral health care products, consumer are more health conscious and are always looking something new in the market. Even from the analysis it is seen that sales of oral products like toothpaste, toothbrush both manual & electronic, mouthwash are good moving products in the market as compared to dental toothpaste and toothbrushes. From the analysis it is also seen that Electronic toothbrush is least preferred, but gradually the trend is moving towards it and consumer wants to try once fro their experience. It is also seen that the product awareness is very low for ETB so some consumer are afraid to buy these 1
  6. 6. products. Mostly sales of the ETB are good in highly located area and preferred by middle upper income range households. After undergoing the project it is understood that even the analysis shows good potential for Electronic toothbrush Indian market, to introduce it Indian Market, the company has to arrange some awareness programs such as demonstrations, create product awareness among the consumers, exposing the product in exhibitions, Strong marketing strategy where in they have to use pull and push strategy, Marcom strategy etc. . 2
  7. 7. Chapter- II: Company Profile History Philips started operations in India at Kolkata (Calcutta) in 1930. Established as “Philips Electrical Co. (India) Pvt Ltd”, the company comprised a staff of 75 and was a sales outlet for Philips lamps imported from overseas. In keeping with the Philips philosophy of promoting the industrial development of emerging economies, Philips India set up its first Indian lamp-manufacturing factory in 1938 in Kolkata. Subsequently, Philips decided to produce radio receivers in India to make this product readily and widely available to the Indian consumer. In 1948, after the Second World War, Philips started manufacturing radios in Kolkata. The first valve- based Philips set was well received by the consumers. This was a major turning point for Philips India, and marked the beginning of the company's subsequent growth in the world of electronics. In 1957, the company is converted into a public limited company, renamed “Philips India Ltd” and in 1959, a second radio factory is established near Pune. In 1963, Philips invents the compact audiotape cassette and sets a global standard for tape recording that has never been altered since. India gets exposed to this Philips invention. In 1965 (3 April), the millionth Philips radio is manufactured in India. In the same year Philips pioneers the concept of son-et-lumiere shows in India with the installation of such a lighting and electro-acoustic system at the Red Fort in Delhi. In 1970 a new consumer electronics factory is started in Pimpri near Pune. Come 1982, Philips brings colour television transmission to India with the supply of four outdoor broadcast vans to Doordarshan during the IX Asian Games. The company also completes a prestigious turnkey project by handling the lighting and electro-acoustic installations of stadia built specially for the IX Asian Games. In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens 3
  8. 8. to music. In 1985, Philips inaugurates its consumer electronics factory at Salt Lake, Kolkata. 1993 sees Philips launching its domestic appliance business in India and in 1995 Philips introduces compact fluorescent lamps into the country. In 1996, the Philips Software Centre is established in Bangalore. In 1998, Philips launches Flat Televisions and CD-recorders - both firsts in India. As is seen, throughout the 1900’s Philips continued to bring the Indian consumer new and innovative products backed by the latest technology and bearing the renowned Philips stamp of quality. Today… Today, company is No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is our understanding of how people experience technology- because people interact with technology practically every second, often without even realizing. Philips brought the incandescent lamp to India over 70 years ago. Today it has wide range of products used in homes, whether in the remote reaches of India or penthouses in South Mumbai Philips or in commercial spaces like in hotels, offices, city streets, and malls, anywhere and everywhere light enhances the quality of the ambience. It is also attempting to make a mark in automotive lighting. State of the art technology greatly enhances the quality of light and the energy efficiency in the usage. Philips brought the radio to India when wireless opened up new horizons for information and entertainment. Valves and tubes were quickly replaced by transistors, and Philips has remained the innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for richer and better listening experience. Richer viewing was also on the menu. With Digital Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before. With technology and style playing a significant role in the final consumer choice, the focus is on creating technologies that are cutting edge and in sync with ever-changing lifestyles and, introducing globally launched technologies simultaneously in India. Philips recently introduced its patented proprietary and state-of- the-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand 4
  9. 9. shops, which showcase the entire consumer electronics range, and provide an enhanced brand shopping experience to the Indian Consumers. Philips' presence in Healthcare in India is all embracing. 50% of Cardiac examinations in India are done on Philips equipment. In the specialized area of surgical x-ray, Philips innovation in the mobile c- arm for intra operating imaging is unmatched. Philips Medical Division has been growing rapidly and has recorded more than 40% growth in 2005.Philips in India enjoys No.1market share in High field MR, Cardiac CT, Cath Lab and Monitoring systems Today, we are No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is our understanding of how people experience technology- because people interact with technology practically every second, often without even realizing. Philips brought the incandescent lamp to India over 70 years ago. Today it has wide range of products used in homes , whether in the remote reaches of India or penthouses in South Mumbai Philips or in commercial spaces like in hotels, offices, city streets, malls , anywhere and everywhere light enhances the quality of the ambience. It is also attempting to make a mark in automotive lighting. State of the art technology greatly enhances the quality of light and the energy efficiency in the usage. Philips brought the radio to India when wireless opened up new horizons for information and entertainment. Valves and tubes were quickly replaced by transistors, and Philips has remained the innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for richer and better listening experience. Richer viewing was also on the menu. With Digital Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before. With technology and style playing a significant role in the final consumer choice, the focus is on creating technologies that are cutting edge and in sync with ever-changing lifestyles and, introducing globally launched technologies simultaneously in India. Philips recently introduced its patented proprietary and state-of-the-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand shops, which showcase the entire consumer electronics range, and provide an enhanced brand shopping experience to the Indian Consumers. To the consumers' kitchen and home Philips brings convenience and high styling. For the kitchens a range of food processors: blenders, juicers and 5
  10. 10. grinders, specially designed for Indian culinary preferences, a range of bread toasters and sandwich makers. For the body beautiful, hair styling and epilation products for the woman and shavers for men. Philips is revolutionizing garment care at home with over a million steam irons in perhaps as many homes. All these lifestyle and healthcare consumer offerings get better and better with digitalisation and the intelligence that is embedded. Philips technology platforms are unsurpassed in these. Philips is the leader in inventing, innovating and creating the technologies that underpin the products that people experience every day. Philips is today the leading lifestyle and healthcare company in India. It has fashioned itself to continue to be the leader in an India where people are increasingly becoming part of three revolutions: the convergence revolution, the digital revolution and the Internet revolution. Philips is far more focused, leaner, even more consumer centered, more agile - all of which is reflected in its performance and in the excitement within the company. Philips in India is part of Royal Philips Electronics. As one of the nation's most well- known and well-loved brands, Philips is a part of practically every Indian's life. Philips products find a use in virtually every aspect of daily life - at home, at work and on the move. Today, Philips stands as a source of reliable and innovative products that enhance the quality of consumers' professional and personal lives. Philips India was recognized by Business world Magazine as The Most Respected Company in India in the Consumer Durables Sector for 2002. This award was based on a peer perception survey among 584 senior managers of the corporate world conducted by Business world Magazine and the India Market Research Bureau. Royal Philips Electronics of the Netherlands is one of the world’s biggest electronics companies and Europe’s largest, with sales of EUR 29 billion in 2003. It is a global leader in color television sets, lighting, electric shavers, medical diagnostic imaging and patient monitoring, and one-chip TV products. Its 165,300 employees in more than 60 countries are active in the areas of lighting, consumer electronics, domestic appliances, semiconductors, and medical systems. 6
  11. 11. Mission and vision / values and strategy Company Mission: We improve the quality of people's lives through the timely introduction of meaningful technological innovations. Company vision In a world where technology increasingly touches every aspect of our daily lives, we will be a leading solutions provider in the areas of healthcare, lifestyle and enabling technology, aspiring to become the most admired company in our industry as seen by our stakeholders. Company values • Delight customers • Deliver on commitments • Develop people • Depend on each other. Company brand promise Our brand promise is 'sense and simplicity'. It encapsulates our commitment to delivering products and solutions that are advanced, easy to use, and designed to meet the needs of all our users, wherever in the world they may be. Company Strategy: 7
  12. 12. We will: • Increase profitability through re-allocation of capital towards opportunities offering more consistent and higher returns • Leverage the Philips brand and our core competencies in healthcare, lifestyle and technology to grow in selected categories and geographies • Build partnerships with key customers and suppliers, both in the business-to- business and business-to-consumer areas • Continue to invest in maintaining world-class innovation and leverage our strong intellectual property position • Strengthen our leadership competencies • Drive productivity through business transformation and operational excellence Management Philips Electronics India Limited Board of Directors Non-Executive Director & Chairman S. M. Datta Executive Vice Chairman & Managing Director K. Ramachandran Executive Directors S.Venkataramani, Non-Executive Directors Andreas Wente, Rajeev Bakshi Businesses 8
  13. 13. DAP Domestic Appliances and Personal Care employs approximately 10,000 people worldwide and operates in four business areas: Shaving & Beauty; Domestic Appliances; Oral Healthcare and Health and Wellness. It maintains sales and service organizations in 60 countries and runs manufacturing operations in the Netherlands, Austria, Poland, the USA, Brazil, China and Singapore. Lighting Lighting employs approximately 46,500 people worldwide and operates in five business areas: Lamps; Luminaires; Lighting Electronics; Automotive, Special Lighting and UHP and LumiledsIt maintains sales and service organizations in over 60 countries and runs manufacturing operations in the Netherlands, Belgium, France, Germany, the People's Republic of China and South Korea. Medical Systems Medical Systems employs approximately31,000 people worldwide and operates in three main business areas: Diagnostic Imaging Systems; Customer Services and Clinical Solutions. It maintains sales and service organizations in more than 63 countries and runs manufacturing operations in the Netherlands, Germany, Finland, Israel and the USA. Consumer Electronics Consumer Electronics employs approximately 16,000 people worldwide and operates in three main business areas: Connected Displays; Home Entertainment Networks and Mobile Infotainment. It maintains sales and service organizations in 50 countries and runs manufacturing operations in Belgium, France, Hungary, Mexico, Argentina, Brazil, India and China. Chapter-Ill: Objectives of the study 9
  14. 14. If you look around you today, the pace of change is certain to scare you at times. Rapid progress is being made in the way things are bought, made and sold. The consumer today is clearly the King. The choices he has before him today are unimaginable. For a simple toothbrush, have about 100 choices. From colors to shapes to bristle length’s to bristle types, different price segment and attractive packaging. The places he buys from too are continuously being upgraded. Consumers want touch, feel and experience the product before they actually buy it. The choices that a consumer faces today extend right to the point of purchase. The consumer evaluates the outlets where he purchases and will not buy a product or service unless the retail outlet provides value to the customers. With increase in the disposable income, the attitude and buying behavior of consumer is changing. Even the shopping trend in Indians is changing with increase in shopping mall and retail outlets. Everyone wants to buy the products from the mall or big retail shops. Here, the need for the project is to understand the oral health care in detail. And even to understand how the consumer takes care of their teeth and dentist role- played in oral health care. And even understand the oral care product companies role- played in oral care. Even consumers are not satisfied with product they are using and looking something new in the market. Objective of this project: 10
  15. 15.  To study the movements of Oral Care Products in market.  To understand the buying behavior of consumer while selecting toothbrush and their attitude towards ETB.  To check the awareness of the electronic toothbrush in market.  To find out the market feasibility and opportunity of electronic toothbrush in market for Philips.  To find the Dentists role in Oral care products and their Attitude towards ETB. CHAPTER 5 11
  16. 16. RESEARCH METHODOLOGY The methodology is basically the set of rules, procedures, tools, and techniques used by the researcher for realization of research objective. The process of designing research study involves many interrelated decisions. The most significant decision is the choice of research approach. This determines how the information will obtain. There are three types of research approach: - 1) Exploratory research 2) Descriptive research. These types differ significantly in terms of research purpose, research question, precision of hypotheses that are formed and data collection method used. In this project only 2 out of 3 research methods were used. 1) Exploratory research: - Exploratory research is seeking insight into general nature of a problem, the possible decision alternatives and relevant variables that need to be considered. The objective of exploratory research is to find out new ideas flexibility, & ingenuity characterized by the investigation. In the exploratory research emphasis is given on the finding practices and policies that need changing and developing possible alternatives. Exploratory research seeks to discover new relationships. Hence most of the marketing research is of an exploratory type. Exploratory research defines problem, which is then solved by conclusive research. 2) Descriptive research: - 12
  17. 17. Descriptive research gives emphasis on description & such studies are simply fact gathering expedition. Descriptive studies attempt to obtain a complete & accurate description of situation. Descriptive data are based as direct basis for marketing decisions. In planning and designing a specific research project it is necessary to anticipate all the points that must be undertaken if the project is to be successful in collecting valid and reliable information. The steps in which the project was carried out were as follows: - 1) Define the problem and specify objective. 2) Developing research plan. 3) Design the data collection method. 4) Organize and carryout the field work 5) Analyze the collected data 6) Presentation of the project report SAMPLING DESIGN 13
  18. 18. The techniques of sample are classified as: 1) Probability sampling method. These methods are generally applied in case of important decisions, where accuracy is at a premium, regardless of the time and cost involved, in plain terms, every member of the population has an equal chance of selection. 2) Non-probability sampling method. Samples are selected according to convenience of the researcher in non-probability sampling. So it has the benefits of simplicity and low cost. This sampling does not provide a chance of selection to each population element. In the project non-probability sampling method was used to select sample in Mumbai region, which was selected on the basis of target market. Sample size selected was 50. Universe: Mumbai and Pune. Sampling Methods: 1. Random sampling while selecting companies of oral product. 2. Convenient sampling while selecting Dentist, stores, Hypermarket. Size of Sample: 1. Consumers using MTB: 30 2. Consumers using ETB: 20 3. Dentist Professionals: 20 4. Kirana Stores: 30 5. Departmental store, Hyper markets, super markets: 50 6. Chemist and Druggist: 50 DATA COLLECTION METHOD 14
  19. 19. The data are basically classified into two broad categories: Primary data (data collected by means of direct mail, personal interview, direct contact, questionnaire, etc.) The primary data was collected to fulfill the objective of the project. The data was collected through questionnaire and personal interviews with consumers, Chemists and floor managers of Departmental stores, Hyper and Supermarkets. Some questionnaires were collected through the direct mail. Secondary data (data collected from secondary sources such as Indian Dental Association, Competitors websites, Health magazines, internet, etc) The secondary data was collected to get some additional information and to support the primary data to meet the objective. Chapter-V: Data Analysis 15
  20. 20. Oral Products Available in Market Oral Products Available in Market 18 11 14 3 20 4 11 3 1 14 4 0 5 10 15 20 25 NTP Toothpow der MTB Mouth wash Bleaching Agent FlossPick Products No.OfCompanies No. of Companies These products were available with Chemist & Druggist, Kirana Stores and Departmental Stores. Medical products like Dental toothpaste & toothbrush, Gum paints, Floss picks and bleaching agents are available with Chemist and Druggists only. Some products like 16 Products No. Of Companies NTP 18 DTP 11 Toothpowder 14 DTB 3 MTB 20 ETB 4 Mouth wash 11 Gum Paints 3 Bleaching Agent 1 Chewing Gums/Mints 14 Floss Pick 4
  21. 21. mouthwash and floss picks are available with both the chemists and Kirana stores and Super and Hyper markets. MTB and NTP are the products available with 20 and 18 companies. Whereas bleaching agent is available in only one company. ETB are available in market but only with 3 companies. Products available with Kirana & Departmental Stores and Chemists Products Available in Market Stores Products No. Of Companies Super/Hypermarkets And Kirana Store NTP 15 Toothpowder 20 MTB 20 ETB 3 Chewing Gums/Mints 10 Mouth Wash 5 Chemists & Druggists NTP 15 DTP 10 Toothpowder 20 DTB 3 MTB 20 ETB 3 Mouth wash 12 Gum Paints 2 Bleaching Agent 1 Chewing Gums/Mints 10 Floss Pick 4 Products Available in Market 15 20 20 3 10 5 15 10 20 3 20 3 12 2 1 10 4 0 510 1520 25 NTP Toothpowder MTB ETB Chewing Gums/Mints MouthWash NTP DTP Toothpowder DTB MTB ETB Mouthwash GumPaints Bleaching Agent Chewing Gums/Mints FlossPick Super/Hypermarkets And Kirana Stores Chemists & Druggists Comapnies and stores No.OfCompanies No. Of Companies 17
  22. 22. The graph represents the products available in the Kirana stores, Departmental stores. Normal Toothpastes and Manual Toothbrushes are available in varieties. Only three companies of Electrical Toothbrushes are available with the departmental stores. Those are Oral-B, Colgate & Eclean. Mouthwash is available with limited addition within the stores like AMPM special, Listerine and Colgate Plax. Manual toothbrushes are available in the market in bulk. Some toothbrush companies are having free offer with toothpaste. Retail shop like Spencer’s are selling toothbrush under their brand name. In toothpaste, more than 20 brands are available but shopkeepers prefer to keep only limited brand. Nearby 11 Oral products are available with the chemist. In which products like dental toothpaste, Dental toothbrush, Mouthwash, Gum paints, Floss picks and Bleaching agents are available in bulk. Some of the chemists have electrical toothbrushes. Only two companies of ETB are available in the market i.e. Colgate and Oral-B. Other chemist do keep the ETB but on customers order basis. Products like normal toothpaste and manual toothpaste are available with chemist but with limited amount and only branded products like Colgate, Oral-B etc. 18
  23. 23. Some toothbrush companies mentioned like Himalaya, Amar, Ajanta, Neem, Babool etc. have an offer with the toothpastes. The toothbrushes are labeled in companies’ name. 19 List of Companies Toothpaste (Normal) Toothpaste (Dental) Toothpowder Toothbrush (Dental) Toothbrush (Manual) Colgate Sanquel Colgate Oral- B Oral- B Pepsodent Thermoseal Pepsodent Senolin Cello Cibaca Sensodent Dabur Colgate Colgate Neem Metro hex Neem Pepsodent Binaca Metro gel Dg gel Binaca Cibaca Amar Emoform Amar Neem Ajanta Stoline Ajanta Binaca Anchor Try guard Anchor Amar Meeswak Senzo Meeswak Ajanta Babool Dentobac Babool Anchor LG C- Sensitive Vicco Aqua Close Up Oragaurd B Babool Vicco Fixon Spencer Oragaurd B Porwal Close Up Sensitive Vicco Himalaya Oragaurd B Dabur Senolin Promise Plack Off Sanixo Trisa Himalaya Toothbrush (Electronics) Mouth wash Gum Paints Chewing Gums/Mints Floss Pick Oral- B Aqua white Gum X Orbit Oral B Colgate Listerine Dili Gel Happy dent DR. Floss Eclean Colgate Plax Dentogel Protex happy dent Colgate Denturite Polo J&J Chlohex Mentos Sequel Ad Pehlicos myntz Detadine Chlormint Sensowash Tid Bits Diclofenac(Redirinse) Double Mint AMPM Special Center Fresh Crola Chlormint Halls Boomer Freshmint
  24. 24. Monthly Sale Figure with Chemist Monthly Sales of ToothpasteToothpaste Normal Toothpastes Monthly Sales (In Rupees) Colgate 126000 Pepsodent 110700 Close Up 73800 Himalaya 23400 Meeswak 34200 Dental Sensodent 21600 Thermo seal 25200 Metro hex 21600 Dentobac 15300 Emoform 18000 Monthly Sales of Toothpastes 126000110700 73800 23400342002160025200216001530018000 0 20000 40000 60000 80000 100000 120000 140000 Colgate Pepsodent CloseUp Himalaya Meeswak Sensodent Thermo seal Metrohex Dentobac Emoform Dental Toothpaste Brands SalesInRupees Monthly Sales Sales of normal toothpaste are very high as compared to dental toothpastes. In normal toothpaste, Colgate is a most preferred product followed by Pepsodent. In dental toothpaste, the sales are nearby same of 3 products as these products sales depend on dentist preference. Dentobac is having least sales in dental toothpastes whereas Thermo seal is having highest sales. 20
  25. 25. Toothpowder Monthly Sales Tooth Powder Daily Sales Weekly Sales Monthly Sales Colgate 575 4025 17250 Pepsodent 450 3150 13500 Binaca 200 1400 6000 Anchor 175 1225 5250 Vicco 675 4725 20250 Tooth Powder 575 450 200 175 675 4025 3150 1400 1225 4725 17250 13500 6000 5250 20250 0 5000 10000 15000 20000 25000 Colgate Pepsodent Binaca Anchor Vicco Companies sales Daily Sales Weekly Sales Monthly Sales From the above graph it is seen that, the sales toothpowder as compared to toothpastes is very low. Consumers mostly prefer toothpaste while brushing. Old people mostly prefer the toothpowder while brushing. Sales of Vicco are very high followed by Colgate toothpowder. Anchor is having the least sale as compared to Binaca and Pepsodent. 21
  26. 26. Monthly Sales of Toothbrushes TOOTHBRUSH Toothbrushes Companies Monthly Sales DTB Oral- B 16200 Senolin 12150 Colgate 17400 MTB Oral B 62100 Colgate 60300 Pepsodent 31500 Cibaca 22500 Anchor 17100 ETB Colgate 19750 Oral- B 19750 Eclean 0 Royal 6000 Monthly Sales of Toothbrush 16200 12150 17400 31500 22500 19750 0 6030062100 19750 17100 6000 0 10000 20000 30000 40000 50000 60000 70000 Oral-B Senolin Colgate OralB Colgate Pepsodent Cibaca Anchor Colgate Oral-B Eclean Royal DTB MTB ETB Toothbrush Companies SalesinRupees Monthly Sales 22
  27. 27. Above graph represents the sales of DTB, MTB and ETB. In DTB, sales are nearby of all the 3 companies. Colgate is having highest sale whereas Senolin is having the least. In ETB, Oral-B is most preferred by the consumers followed by Colgate but the sales of these are same. Royal is having very low sales as consumers are facing technical problem with this ETB. Total Monthly Sales of Mouthwash Mouthwash Monthly Sales Listerine 33600 Colgate Plax 42000 AMPM 28800 Aqua White 22800 Monthly Sales of Mouthwash 33600 42000 28800 22800 0 10000 20000 30000 40000 50000 Listerine Colgate Plax AMPM Aqua White Companies SalesInRupees Monthly Sales From the above graph it can be seen that, in mouthwash Colgate Plax is having very good sale followed by Listerine. Listerine is having good sales in highly located area whereas AMPM special is also having good sales in area like Malad and Andheri. Even Colgate Plax is having good sales in highly located area. Aqua white is also having fair 23
  28. 28. sales in some location. Colgate and AMPM special are 2 brands that are mostly preferred by the dentists and even prescribe consumer/patients to use it. Total Monthly Sales in Rupees Products Companies Monthly Sales Gum Paints Gum X 18000 Dili Gel 18000 Dentogel 15300 Chewing gums/Mints Happy dent 24000 Protex Happy dent 21150 Polo 24750 Orbit 19350 Chlormint 20550 Monthly Sales of Gum Paints & Chewing gums 18000 18000 15300 24000 21150 24750 19350 20550 0 5000 10000 15000 20000 25000 30000 GumX DiliGel Dentogel Happy dent Protex Happy dent Polo Orbit Chlormint Gum Paints Chewing gums/Mints Companies SalesinRupees Series1 Above graph represents the monthly sales of Gum paints and Chewing gums/Mints. Here from the graph it can be seen that in Gum Paints, Dentogel is most preferred by the dentist and consumers. Even the sales of Gum-X and Dili gel are same. These products are slowing moving in the market. 24
  29. 29. In chewing gums/mints, sales of happy dent are very high as compared to other mint/gums. From the graph it can be seen that sales of other mints like Protex happy dent, Polo, Orbit and Chlormint are almost same. The sales of these mints are very high in kirana and departmental stores and with chemists. Monthly Sales of Floss Pick Floss Pick Monthly Sales Oral B 12000 DR. Floss 14250 Colgate 10500 J&J 8250 Monthly Sales of Floss Pick 12000 14250 10500 8250 0 5000 10000 15000 Oral B DR. Floss Colgate J&J Companies SalesinRupees Monthly Sales From the graph it can be suggested that sales of Dr. floss is very high followed by Oral-B floss pick. The sales of these floss pick is very slow in market and most of the consumer are not aware of this product and it use. Dentists suggest only those consumers to use floss pick who are having severe tooth ache or gums problem. Most of the consumers use this product after having their meal or always after having some foodstuff. 25
  30. 30. Total Monthly Sales of Chemist Product wise (In Rupees) Product Wise Sales With Chemists 368100 101700 62250 193500 45550 45750 51300 127200 109800 45000 Normal Toothpaste Toothpaste Dental Tooth Pow der Toothbrushes Toothbrush Dental Toothbrush Electronic Gum Paints Mouthw ash Chew ing gums/Mints Floss Pick From the survey it is seen that Toothpastes like Colgate & Pepsodent are the fast moving products. Even the sales of Toothbrushes like Colgate and Oral-B are most preferred by the customers. The sales of Dental product (Dental Toothpaste & 26 Sales Product Wise Products Monthly Sales Normal Toothpaste 368100 Toothpaste Dental 101700 Tooth Powder 62250 Toothbrushes 193500 Toothbrush Dental 45750 Toothbrush Electronic 45550 Gum Paints 51300 Mouthwash 127200 Chewing gums/Mints 109800 Floss Pick 45000
  31. 31. Toothbrush, Floss pick, Gum paints) are nearly same. As the sales of these products depends of the Dentist prescription. So these are slow moving items. Mouthwash like Listerine, Colgate Plax and AMPM special are the good moving product in the market. Sales of Chewing gums are very good in the markets. Sales of Electronic toothbrushes are slow moving. Sales of these products depend on the areas. The sales are good in some areas and very poor in some area. Area like Town sides, Mulund, Andheri, Malad and Bandra has good sales (Weekly sales 7-8 piece) and areas like Mahim, Thane, New Mumbai and Ghatkopar very low (1-2 per week). 27
  32. 32. Monthly Sales of Products in Kirana stores, Hyper & Super Market Monthly Sales in Kirana, Dept.stores & Hypermarkets 162001530013500 15300 1050300 798300 500400 244800 39000 81750 12000 1950095250 224100 144000 200000 400000 600000 800000 1000000 1200000 Sensodent Thermoseal Metrohex Dentobac Emoform Colgate Pepsodent CloseUp Himalaya Meeswak Colgate Pepsodent Binaca Anchor Vicco Dental Normal Pow der Products SalesinRupees Sales The above graph represents the monthly sales of toothpaste (normal and dental) and tooth powder. From the graph it can be suggested that the sale of toothpaste is very high as compared to toothpowder. Even in toothpaste, sales on dental toothpaste are very 28 Toothpaste&Toothpowder Products Company Sales Dental Sensodent 16200 Thermoseal 15300 Metrohex 13500 Dentobac 15300 Emoform 14400 Normal Colgate 1050300 Pepsodent 798300 Close Up 500400 Himalaya 244800 Meeswak 224100 Powder Colgate 95250 Pepsodent 39000 Binaca 19500 Anchor 12000 Vicco 81750
  33. 33. low as compared to sales with the chemist. Even it is seen that the sales of dental toothpaste of all the 5 companies are nearly same. Now in normal toothpaste, the sales of Colgate is very high followed by Pepsodent then by Close Up. Total Monthly Sales of toothbrush Toothbrush Products Companies Sales in Rupees Manual Oral B 558000 Colgate 544500 Pepsodent 338400 Cibaca 67500 Anchor 40500 Dental Oral- B 11700 Senolin 0 Colgate 11700 Electronic Oral B 556950 Colgate 474000 Eclean 0 Royal 100000 Montly Sales of Toothbrushes 558000544500 338400 67500 11700 0 11700 556950 474000 0 100000 40500 0 100000 200000 300000 400000 500000 600000 OralB Colgate Pepsodent Cibaca Anchor Oral-B Senolin Colgate OralB Colgate Eclean Royal Manual Dental Electronic Coampanies SalesinRupees Sales This graph gives the entire sales figure of toothbrush in kirana/ dept. stores and super and hypermarkets. The sales of ETB and MTB are very high where as sales of DTB is very low. Here, there is tight fight between Oral-B and Colgate in both the ETB and MTB. Here the sales of MTB are very high in volume and ETB is very low in 29
  34. 34. volume. But due to high price segment the sale figure of ETB is nearby it to MTB. Herein, the sales of ETB are very high in hypermarket, dept. store and Health shops like Health and Glow. Total Monthly sales of Mouthwash Mouthwash Total Monthly Sales Listerine 56700 Colgate Plax 55500 AMPM 55650 Aqua White 47150 Total Monthly Sales of Mouthwash 56700 55500 55650 47150 0 10000 20000 30000 40000 50000 60000 Listerine Colgate Plax AMPM Aqua White Companies SalesinRupees Series1 The above graph represents the monthly sales report of mouthwash in super and hypermarket and dept. and kirana store. If compared all the companies having tight competition within themselves. Colgate Plax, AMPM special and Listerine are having nearly same sales whereas Aqua white is low than these three companies. AMPM special is the only company having one product in kids range and sale of this is also fair enough as compared to all. Listerine is having wide range of varieties with different price range and different packaging. 30
  35. 35. Total Monthly Sales of Chewing Gums/Mints Chewing gums/Mints Total Monthly Sales Happy dent 99150 Protex Happy dent 97650 Polo 99000 Orbit 89700 Chlormint 86100 Here from the figure it can be predicted that sales of chewing gums/ mints is good moving in the market. Even from the graph it can be seen that the sale of a 3 companies i.e. Happydent, Polo and Protex happydent, is having nearly the same. The kids and youngsters mostly prefer all these items. The movements of these products are good in kirana store and supermarkets as compared to dept. stores and hypermarkets 31
  36. 36. Total Monthly Sales of Floss Pick Floss Pick Total Monthly Sales Oral B 11700 DR. Floss 9900 Colgate 6600 J&J 0 Above graph mentions the monthly sales of Floss Pick within dept. stores, kirana store, hypermarket and Super markets. From the figure it can be predicted that the sales of floss pick is very low. The consumers mostly prefer oral-B floss pick and Dr. Flossers. As most of the consumers are not aware of this product and it uses, the sales in market is very low. In dept. stores and hypermarkets the sales of Oral-B is very high in areas like Andheri, Juhu, Marine Drive etc. and Dr. Flossers has good sales in small and medium type of dept. store and supermarkets. 32
  37. 37. Total Monthly Sales Product Wise Products Total Monthly Sales Toothpaste 2817900 Toothpaste Dental 74700 Tooth Powder 247500 Toothbrushes 1548900 Toothbrush Dental 23400 Toothbrush Electronic 1030950 Gum Paints 26100 Mouthwash 165000 Chewing gums/Mints 471600 Floss Pick 28200 Monthly Sales Product wise 28200 471600 165000 26100 1030950 23400 1548900 247500 74700 2817900 Toothpaste Toothpaste Dental Tooth Pow der Toothbrushes Toothbrush Dental Toothbrush Electronic Gum Paints Mouthw ash Chew ing gums/Mints Floss Pick The graph represents the total monthly sales of products. This monthly sale was collected from Kirana stores, Hypermarket, Super market & Departmental stores. Toothpastes and Toothbrushes are the fast moving product in market. Toothpastes brands like Colgate and Pepsodent are best selling product. Colgate Total 12 and Pepsodent Center fresh is the product preferred by the consumers. Dental product like Toothpaste, Toothbrushes, Gum paints & Floss pick are not so fast moving product hypermarket and super markets. 33
  38. 38. Mouthwash like Listerine, Colgate Plax & AMPM special has well sell in market. Electronic toothbrushes like Colgate and Oral-B have an average movement. The daily sales of these are 1-3 pieces per day. Some Customer asks for other brands in the market. As many consumers are not aware of the product because of less promotion and product awareness in the market. 34
  39. 39. Total Monthly Sales of Products among Dealers The above represents the daily and monthly sales of products among the dealers in Mumbai. The dealers are allotted areas wise distribution. There is more one or two dealer of one company. Only Colgate and Oral-B is having on one distributor within Mumbai. If we compare the daily and monthly sales we find the difference in calculation. This is due 35 Dealers List Products Dealers Name Area Daily sales Monthly Sales Tooth Paste Colgate Gulab Sales Ghatkopar 1,00,000 40,00,000 Pepsodent Bhavana Agency Chincholi Phatak 1,00,000 30,00,000 Close Up Bhavana Agency Chincholi Phatak 75,000 25,00,000 Dental Toothpaste Thermo seal Shubda Enterprise Mahim 5000 2,00,000 Sensodent Asiad Enterprises Lower Parel 3000 1,50,000 Metro hex Desai Agency Princess Street 3000 1,50,000 Dentobac Raka & Co. Princess Street 2000 1,25,000 Emoform J.K.Agency Mahim 6000 2,00,000 Gum Paints Gum X Arihant Distributors Dadar 2000 1,25,000 Dili Gel Mahavir Worli Naka 3000 1,50,000 Toothbrushes Colgate Gulab Sales Ghatkopar 90,000 30,00,000 Pepsodent Bhavana Agency Chincholi Phatak 75,000 25,00,000 Oral B C G Marketing Dock yard 1,00,000 35,00,000 Mouth Wash Listerine J.K.Agency Mahim 50,000 18,00,000 Colgate Plax Gulab Sales Ghatkopar 50,000 18,00,000
  40. 40. demand for the product is more in some areas and some departmental stores or hypermarkets or even Chemist and Druggists. Product Features Product Details (Toothpastes) Product Names Rates in Rupees Colgate 40gm s 80gm s 150gm s 200gm s Packaging Colour Max fresh cooling 14 25 48 - Tube Blue Max fresh Lemon 14 25 48 - Tube Green Fresh Energy 22 30 56 - Tube Red Fresh Energy 22 30 56 - Tube Blue Herbal - - 50 - Tube Green Strong Teeth 14 38 50 - Tube Red Salt - 28 50 - Tube Red Total12 - 30 56 - Tube White Gel(Blue) - 39 50 - Tube Blue Gel(Red) - 39 50 - Tube Red Whitening 24 45 - - Tube White Value Pack - 74 - - Tube Red Sensitive - 58 - - Tube Pink Bubble mint 22 - - - Tube Pink, Green Close-Up Active Gel 15 27 48 - Tube Blue Mint - 30 47 - Tube Blue Milk Calcium - 30 47 - Tube Blue Pepsodent 2 in 1 11 25 46 - Tube Blue Whitening - 24 47 - Tube White Complete 11 26 46 - Tube Blue Gum Care - - 58 - Tube Green Center fresh - 28 50 - Tube Blue Himalaya - 40 - 64 Tube Green Meeswak - 36 50 - Tube - The above table shows the products features i.e. price, product line, packaging and color. 36
  41. 41. Companies like Colgate, Pepsodent are having wide range of product with different price of different size. Each product is differentiated with the packaging, it color and labeling. Tooth Brushes Colgate Adults Kids Pepsodent Adults Kids Oral B Adults Kids Rates Rates Rates 360 Degree 57 - Double Care 37 - Advantage + 50 12 Navigator 47 - Gum Care 32 - Advantage 36 - Zig Zag + 30 - Expert 19 - Exceed 49 - Massager 52 - Perfect 23 - Fresh Clean 16 - Whitening 38 - Whitening 42 - Contura 37 - Classic 20 - Easy Clean 15 - Classic 30 - Antigem 14 - Fighter 13 - Mickey - 14 Cartoon - 22 Champion 11 - Kid - 25 Super Flexi - 10 Zig Zag 18 - Vision 40 - Zig Zag Junior - 20 Perfect 23 - Anchor Adults Kids Cibaca Adults Kids Rates Rates Bi-level 22 - Classic 20 - Advance Flex 28 - Supreme 22 - Kids - 14 37
  42. 42. The above table represents the products type and it prices. From the table we can see that in toothbrush there are wide ranges of products varying from size to price, from color to style. Today, the market is flooded with various brands of toothbrushes, some with more attractive packaging and the others with effective advertising, stating the size, shape, pliability, colour, and other physical features, each claiming superiority of it over the other. E.g. Pepsodent zigzag, Colgate 360 etc. Even companies are launching their toothbrush in N number of colors, different shape, and different size. Now the companies have even differentiated their bristle into soft, medium and hard. Companies have even launched the toothbrushes having zigzag and x shaped bristle. E.g. Colgate Zigzag, Pepsodent Zigzag, Oral-B Exceed 38 Tooth Powder Toothbrushes Electronic Product Rates Products Rates 25 Gms 50 Gms 100 Gms Oral B Cross Action Power 395 Colgate 11 20 38 Oral B Action Power 400 595 Pepsodent 10 20 - Colgate MultiAction 395 Binaca 12 20 - Colgate Kids 395 Anchor 11 18 - Vicco - 22 50 Floss Dental Toothpaste Products 25m 150m 200m Product Rates Dr. Floss 20 - - 50 gms 100gms 200gms Oral B Ultra - 135 - Sensodent 30 55 - Oral B Super - 110 - Thermoseal 30 55 - Oral B Essential - 85 - Metro hex - 43 - J & J 20 - - Dentobac - 45 - Mouthwash Emoform - 52 68 Rates Product 50 ml 100 ml 200 ml Gum Paints Listerine 23 67 - Products Rates Colgate Plax - 60 - Gum X 18 72 AMPM 44 54 150 Dili Gel 18 30 AMPM Junior 35 60 - Dento Gel 20 - Aqua white - 65 -
  43. 43. Even some companies have their products in kids range. Oral-B have different cartoon shape toothbrush and with it they provide free cartoon rubber. Even Colgate has different range for kids with different shape, bristles etc. Even products like Floss pick, Toothpowder, Gum Paints and dental Toothpastes are having varieties of range with different price and different size. Mouthwash is also available with different size of bottle like 50ml, 100ml and 200ml with different packaging. Some products are in glass bottles while some are in fiber and plastic bottle with different size for kids and adults. In ETB, companies like Oral-B and Colgate have launched their product in market with price range of Rs. 395/- to Rs. 595/-. This toothbrush is launched for those who are always looking for something new in market. Companies have launched this product with different colors and with proper grip to handle and bristle’s in revolving shape. Similarly, for kids company has some different shape i.e. like cartoon or Barbie doll handle etc. Price Segments For Toothbrushes For Manual Toothbrush: 1 1 3 3 1 3 1 1 1 1 1 2 3 3 0 1 1 1 5 0 2 1 2 4 1 2 1 0 1 2 3 4 5 6 7 100- 200 200- 300 300- 400 400- 500 500- 600 600- 700 1400- 1500 10*20 20-30 30-40 40-50 50-60 100- 200 200- 300 300- 400 400- 500 500- 600 600- 700 1400- 1500 10*20 20-30 30-40 40-50 50-60 Battery Rechargable Manual Battery Rechargable Manual Electrical Manual Electrical Manual Adult Kids Trisa Royal Oral B Colgate Pepsodent Cibaca Anchor Gray Above figure represents the competitors profiling for manual as well as electronic toothbrush. The graph suggests the prices and number of varieties in that price 39
  44. 44. range. There more than 15 companies of manual toothbrush in the market. But the major market players in manual toothbrush are Oral-B, Colgate, Pepsodent, Cibaca and Anchor. All these companies have very good brand image in the market and are most preferred by the consumers. Colgate and Oral-B are having near by 12 types and variety toothbrush in market. Normally the variety ranges from Rs. 10/- to Rs. 60/-. Colgate is having the price band of Rs. 14/- to Rs. 60/- for Adults and Rs. 10/- to Rs. 22/- for kids. Similarly Oral-B with the price band of Rs. 13/- to Rs 50/- for Adults and for kid’s price ranges from Rs.12/- to Rs. 25/-. Cibaca, Pepsodent and Anchor are having price band between Rs. 10/- to Rs. 42/-. Manual toothbrush is having good sales in market. Oral-B and Colgate as compared to Anchor, Cibaca and Pepsodent are leading the market with heavy sales. Oral-B toothbrushes are the most preferred brand the consumers. Oral-B Exceed and Vision are fast moving brushes and in Colgate Zigzag+, Navigator, Massager is having good sales in Market. Price segment for Electronic Toothbrush: The same graph also represents the price range of electronic toothbrushes. Nearly 9 electronic toothbrush companies were seen in the market in which 5 are from gray market and rest 4 are well known companies. Colgate, Oral-B, Royal and Trisa well know brands seen in the market. Colgate battery operated is having 2 varieties 1 for adult (Colgate Multi Action) and 1 for kids (Colgate Kids) with same price of Rs. 395/-. And the replaceable brush heads cost Rs. 200 with 2 brushes. Oral-B has positioned the product with 2 varieties Oral-B cross action power with price Rs. 395/- and action power 400 for Rs. 595/-. Oral-B has products only for the adults and not for kids. The Oral-B replaceable brush head costs for Rs. 200 with 2 brushes. Where as Royal electronic 40
  45. 45. toothbrush is positioned with only one variety of Rs. 300/- in the name Royal smile specialist and 2 replaceable brush heads for Rs. 150/-. The Swiss brand Trisa CH 6234 is imported through gray market from Swiss and sold here at different price by different retailer. In some shops, the product is sold at the price Rs. 500/- and at some shop it is sold at Rs. 500/-. And the brush head cost is same all over the market. The price is about Rs. 300/- for 2 pieces. The sales of these battery-operated toothbrushes were very low as compared to the manual toothbrush. The sale of the battery-operated toothbrush is good in high-located areas. Sales in supermarket, departmental stores and hypermarket as compared to chemist are fair good enough. Only one brand of rechargeable toothbrush was identified in the market. Oral-B vitality pro-white was seen in market but it was also imported through gray market. The price of this brush ranged between Rs. 1200/- to Rs. 1500/-. But the original price is more than Rs. 2000/-. Few years back, Oral-B had launched the same product in market but due lack of sales it had withdrawn the product from the market. But some of the Chemist suggests that the few customers do ask for the same product. 41
  46. 46. SWOT Analysis of ETB Brands Names Types Rates Colgate Multi Action 395 Kids 395 Oral-B Cross Action Power 395 Action Power 400 595 Vitality Pro-white 1450 42
  47. 47. Royal Smile Specialist 300 Trisa CH 6234 550 Gray Market Names Types Rates Wholesale Rates Lucky Star - 120 50 Signal 2 - 150 50 Massage Cleaner - 150 60 Amber - 150 80 Revolving Brush - 100 65 Strength and Weakness Colgate& Oral-B ETB: Strength: • Brand Name. • Reasonable Price which is affordable for common person. • Faith and Trust on Company as serving in market from long time. • Varieties of Product. 43
  48. 48. • Promotion. Weakness: • No knowledge of product to Dealers, Chemist, Storekeepers. • Change of battery within 1 month (2 AA Cell). • No Precaution mentioned on packages. • No service if damage. • No product awareness in market. • No warranty/Guarantee for product. • No Battery Indicator, No on/off light indicator. • No single brush heads available in market. Consumer has to buy set of 2 brush head. For Company Opportunities: • Overcome the weakness of competitors. • Malls, Apparels, Hypermarket. • Beauty & Cosmetic Shop. 44
  49. 49. • Tie Up with Loreal, Lakme, and Juice Beauty Saloons. • Heavy Promotion in Malls, Apparels, Hypermarket i.e. Product Awareness. • Company Brand Image as Philips serving market in electronic appliances from long years. • Family Pack. • Multipurpose use. Threats: • Duplication of product. • Competitors: - Competitors may launch the same product with low price. • Gray Market: - As some of the Oral-B product like Vitality Prowhite, and Swiss brand Trisa is imported from the gray market and they sell under company name. • Company Brand Image: - As Philips is serving Indian market for home appliance from long time and Indian market is not aware that Philips does serve the personal care products. And will company overcome the brand like Colgate and Oral-B as Philips is new player into the Indian market for oral products. Availability of Electronic Toothbrushes in Market Shops Type Companies Yes No Chemists & Druggist Colgate 77 33 Oral-B 75 35 Royal 10 90 Trisa 0 100 Super/Hyper Market And Kirana and Dept. Stores Colgate 77 33 Oral-B 75 35 45
  50. 50. Royal 10 90 Trisa 2 98 Availability Of ETB in Market 77 75 10 0 77 75 10 33 35 90 100 33 35 90 98 2 0 20 40 60 80 100 120 Colgate Oral-B Royal Trisa Colgate Oral-B Royal Trisa Chemists & Druggist Super/Hyper mkt and Stores Comapnies and Stores No.OfShops Series1 Series2 The graph represents the availability of ETB in Mumbai market. This data was collected from the 100 Chemists & Druggists and 100 Dept. stores & kirana stores and hypermarkets. From the data collected it can be suggested that companies like Colgate and Oral-B are easily available in the market both in chemists and stores. As the sales of Royal are low, the product is available at only specific area like Borivili, Kandivili etc targeting middle class people. Trisa brand is available in market only with two shops where these products are imported through gray market. Even one variety of Oral-B i.e. Vitality Prowhite is imported through gray market. Consumer Insight Brushing Habits: The entire graph shown below represents the consumer behavior, their brushing habits and their brand preferences. All these data are collected from the 50 customers’. 46
  51. 51. Number of time consumer brush in day 0% 78% 4% 9% 9% 0% Number of times cosumer brush in a day Early Morning Evening Every time after meal Before Sleep Both Morning & evening Above graph show the number of times the customers brush within the day. It was found that 78% of the consumers brush their teeth once in a day and 9% of the consumers brush twice in a day i.e. in the morning and before going to sleep. From below graph, it was even found that only 20% of the consumers do brush scientifically and 62% brush carefully. Way Consumer Brush thier Teeth Carefully 62% Scientifically 20% casually 14% Carelessly 4% Carefully Scientifically casually Carelessly 47
  52. 52. Brand Preference Brands Preferred by Consumers (MTB) Colgate 44% Oral-B 32% Pepsodent 10% Others 14% Colgate Oral-B Pepsodent Others Form the above graph, it is seen that the brand preferred most by the consumer are Colgate and Oral-B. As both these companies always come with new and innovative varieties, it gives consumers to make their choice to always try something new and different from the previous choice. And even both these brands are most preferred by the dentist worldwide and serving Indian market from long time. Both these companies are having varieties of products within the price range of Rs. 10/- to Rs. 60/-. Even these companies are having huge varieties in size, shape and price. 48
  53. 53. Factors Considered while Buying Factors Considered while Buying Reliability 37% Durability 9% Price 18% Comfort 18% Reputation 18% Reliability Durability Price Comfort Reputation Above graph represents factors considered by consumers while making a brand choice or while buying the new toothbrush. As N numbers of toothbrushes are available in market with varieties of features, price, colors and other factors by which dilemma is created in consumers mind to which brand to prefer. About 37% of consumer prefers reliability and few consumers prefer price, reputation and comfort as important factors while buying new toothbrush. 49
  54. 54. Consumer’s Behavior Using ETB The entire graph below plotted represents the consumer behavior of those who are using ETB. These data is been collected from 20 consumers who are using ETB. Time Since Consumer's Using ETB From Years 10% 1 years 50% 6 Months 25% Recently 15% From Years 1 years 6 Months Recently Above graph represents the time/period since the consumer are using ETB. From graph it can be seen that more than 70% of the consumers are those who have sifted to use ETB from MTB. The reason given by the consumers to sift to ETB form MTB are, • For Change. • It is more convenient to use. • Easy to use then MTB. • Removes more plaque, more effective and give clean teeth than MTB. • It’s more durable. 50
  55. 55. Form the graph it can also be seen that now the consumers are moving towards ETB. Because of change in Indian consumer behavior and increase income, more people afford to use these products. As more people are not aware about the product, about its feature and its benefits, they are not ready to bye the product. Consumers are not satisfied as they always have to change battery and bristles get worn out very soon. So they are looking something new in the market. 51
  56. 56. Brand Preference (ETB) Colgate, Oral-B and Royal are the only brand available in the market. From the graph plotted below it can be seen that only Oral-B is the most preferred brand in the market. Oral-B is having two varieties of ETB with price of Rs. 395/- and Rs. 595/- And Colgate is also having 2 varieties one for adults and other for kids both with same price Rs. 395/-. Colgate is having good sale in kids range. Even Oral-B doesn’t have any product in kids range. Royal has also launched one product named Royal Smile Specialist of price Rs. 300/-. But it is not having good sale in market the reason behind is the machine starts giving problem after few months. Brand Preferred (ETB) Colgate 35% Oral-B 65% Royal 0% Other 0% Colgate Oral-B Royal Other 52
  57. 57. While buying ETB, consumers give importance to reliability, durability and price. Consumers while buying consider shape, color, battery life and easy availability of brush heads as an important factor. Consumers buy these products from the shop like supermarket, hypermarket and beauty and health shops whichever is convenient for them. One survey was carried consumers preference while choosing ETB. The table given below shows the need and rating given by consumers while choosing ETB. Customers statement Interpreted Need Rating Looks pretty Toothbrush has appealing appearance 5 Vibrates plaque off Toothbrush effectively removes plaque 5 Gets into crevices Toothbrush reaches all areas of teeth 4 Easily replaceable heads Toothbrush has easily replaceable heads 3 Cheap Toothbrush is affordable 4 Easy to hold Toothbrush has pleasing ergonomics 4 Long battery life Toothbrush battery lasts long time 5 Balance of speed Toothbrush has multiple speeds 2 Built-in toothpaste Toothbrush comes with toothpaste 1 53
  58. 58. Awareness about the Product Awareness about the product is major concerned while launching new product. What is the product? What is so special about it and how people going get benefit from this? Oral-B and Colgate has launched ETB in the market but people are not aware about the products, about the features and benefit of using ETB. Retailers and shopkeepers do not have enough information with them to explain the benefits to the consumers. This is the main reason some consumers are not able to sift to ETB from MTB. Consumers do find the ETB’s in market but no knowledge about the products. And even there is no promotion from either of the companies to create product awareness among the consumers. Now, Colgate is planning to make heavy promotions to create product awareness among the consumers. Even company’s salesman on every weekend carry out some games for kids and later explains a benefit about the products i.e. carries out product awareness. 54
  59. 59. Awareness About Philips ETB Yes 30% No 70% Yes Not The above graph tells the awareness about the Philips ETB in Market. Only 15 consumers i.e. 30%, out of 50 are aware and rest all are not aware. Everyone is aware that Philips in well-known brand in electronic goods. But most people are not aware that company deals in personal products too. 55
  60. 60. DP Visits Number of Visit in one Day: Everyday nearly on an average 25-30 patients do visit the dentist. Patient of age 7-15 years in kids and above 40 ages do visit the dentist. Patient between ages 20 to 30 have least visit to dentist. Some of the patient have visited dentist more than twice or more than thrice. Adults Children Solutions Toothpaste Toothpaste Normal/Sensitive Normal/Sensitive Normal/Sensitive . The dental products are divided in 2 groups for Adults and Children’s. It is further divided into solution and Toothpaste, which is further, divided in normal and sensitive. Major Reasons Patient visiting Dentist: • Tooth ache • Regular Check up • To have teeth cleaned. 56
  61. 61. • To have teeth filled. • Root Canal. Dentist Suggestion: Most of the dentist suggests or subscribe to use medicine depending upon the patient’s defined problem. Some dentist suggests using mouthwash, floss pick after having food and to stop bad smell. Recommendation to use Electronic toothbrush: Dentist do suggest to use electronic toothbrush to those patients ask for new techniques for brushing and for good oral health. Some dentists recommend using ETB for patients who are suffering from tartar or some those who are suffering from very severe pain and severe oral problem. Even dentist recommend using Electronic Toothbrush for people who are handicapped. Brushing Steps while Using ETB: Dental Mumbai pioneered oscillating-rotating technology in 1991 and has published over 60 clinical studies demonstrating its superior performance. Now, an independent landmark study has confirmed what Dental Mumbai knew all along - oscillating-rotating technology is superior to other power toothbrush technologies. This brushing action is very different from ordinary manual toothbrushes, as it does the job of brushing for you-just be sure to guide the brush head to all parts of your mouth. Refer to 57
  62. 62. the brushing instructions supplied with your power toothbrush. Instructions for using the Dental Mumbai range of rotating power toothbrushes are as follows: Step1: Guide the brush head slowly from tooth to tooth, following the curve of the gum and the shape of each tooth. Hold the brush head in place for a few seconds before moving on to the next tooth. Step2: Don't forget to reach all areas, including the inner and chewing surfaces, and behind your back teeth. Step3: Direct the brush head along the gum line. It isn't necessary to press hard or scrub. Simply let the brushes do all the work. 58
  63. 63. Step 1 Step 2 Step 3 DP Insight Attitude towards ETB: According to dentist, there is no such difference between ETB and MTB. They say that the brush is not important but the brushing technique playa a crucial part in cleaning the teeth. All these varieties of brushes are just a marketing strategy to sell it. Some Dentists have shown positive attitude toward ETB. They do recommend using ETB to those consumers those who are suffering from Tartar and those are physically handicapped or for kids who are not able brush themselves. Dentists have found it more effective in those patients who are suffering from tartar. Even ETB prevent gum diseases, significantly reduce gingivitis and bleeding and is as known to be as gentle on teeth and gums as a soft manual toothbrush. They even do suggest to those customer who are very conscious about their teeth or those who are looking for something new in the market. According to some dentists rotating ETB is more effective then vibrating ETB. But some are opposite to it. So it is very difficult to verify that rotating ETB or Vibrating ETB is more effective. 59
  64. 64. Some dentists do use ETB and have experienced the fell of using ETB. They found that it is somewhat more effective than MTB; it helps in removing plaque very easily as compared to MTB. Some Dentists have stopped ETB as they have found that the bristles are not easily available in market. And some Dentist prefers using MTB as they feel ETB is not very effective. According to them the brushing technique is very important not the toothbrush. Recommendation Rate: The recommendation rate varies from dentist to dentist. Some dentist prefer rate Rs. 200/- to Rs. 300 for battery operated ETB and for Rechargeable Rs.500/- to Rs. 600/-. And some dentists recommend Rs. 300/- to Rs. 400/- and for rechargeable Rs. 800/- to Rs. 1000/-. Brand Preference: As dentists are much more aware about the toothbrush in market, the most preferred brand by the dentists are Colgate and Oral-B. Some dentists prefer to use Pepsodent as there one of the choice other than Oral-B and Colgate. And in ETB, Oral-B is most preferred toothbrush in market. Some dentists prefer Colgate but the most dentists preferred brand is Oral-B. 60
  65. 65. Chapter-VI: Findings From the data analysis following points was derived: 1. The movement of the oral products like NTP, MTB, Mouthwash are very fast moving product in the market. Even products like ETB, DTP, Chewing gums/mints have average movement in the market and products like floss picks, Gum Paints and dental Toothbrushes have least movement in the market. Dental products like DTP, DTB, Floss picks have slow movement because these products are sold on the dentist prescription. 2. Most of the consumers prefer reliability, durability as an important factor while buying the MTB and ETB; even it is found that consumers are aware about his scientific brushing style. The most brands preferred by the consumers are Colgate followed by Oral-B in MTB and while in ETB Oral-B is most preferred toothbrush followed by Colgate. While buying ETB consumers prefers the benefits of the products then prefers looks and durability. 61
  66. 66. 3. It was even found that most of the consumers are not aware about the ETB, its benefits and usage. Even it is found that, there is no product awareness promotions carried out by the companies. Most of the consumer don’t know what is ETB and they where amused to hear about the product. Some consumers are aware of the ETB but the as the price more as compared to MTB, consumer are more inclined towards MTB. 4. The main objective of this project was to find the market opportunity and feasibility to launch Philips ETB. From the survey it was found that company has good opportunity in market to launch the product. As there are only two companies in ETB and less competition, company has opportunity to launch it ETB, having strong marketing strategy and making product awareness within the market. Philips is known as repudiated brand in India especially in Electronic good which is strong point for company. 5. Dentists play a major role in Oral Health Care Products especially in ETB. Consumers prefer only those products that are suggested by dentists. Dentist suggests ETB for only those consumers who are facing problem from Tartar, those who are physically handicapped, and those who are looking something new in the market. Dentists have moderate attitude towards ETB. According to them, brushing technique is more important not the brush. Both the MTB and ETB are equal for them, but ETB is somewhat more effective than MTB. 62
  67. 67. Chapter VII: Suggestions & Conclusions Suggestion from Floor Managers: Stores/ Shops Area Premson bazaar Breach Canndy Hyper city Malad Carmichaels Chemist & General Stores Pedder Road Food Bazaar Andheri Sahakari Bhandar Worli Shoprite Hyper Mulund Food land Juhu Health & Glow Mulund Health & Glow Malad Health & Glow Colaba Alfa Vile Parle Haikko Supermarket Powai If Philips Company wants to launch the product the price should be within 1500-2000 rupees. Some consumers do ask for other product range more than present price. Company has to target big and Hi-Fi people. They said company has to make heavy promotion before launching the product. As Company has good name in market & consumer will prefer the brand. But threat is the company is serving for home 63
  68. 68. appliance and it is launching Oral product. Are Consumers aware that Philips does serve for oral product? Company has competition with market leaders like Colgate & Oral-B who are serving oral products from decades. If company launches the product with price range of Rs.1500-2000/- first the sale will be slow but later the sale will increase. They predict that later sale will be nearby Rs. 20000-30000 per month. Questions rose:  Why Should I prefer your brand? What’s so special in it?  Why should I use Rs.1500-2000/- electronic brush when the other companies provide the same for Rs. 400/- and when both give same result?  Even if company come with service center for it will customer come down to service center for repair the toothbrush? Will he waste his time for it? Suggestion: The company should target the consumers those who belongs to upper middle class and very rich class. Company can target consumer between the ages of 20 years to 50 years. As Indian market is called as young market and within this age group the company has large opportunity to convert the consumer who are always looking for branded goods and also always looking something new in the market. 64
  69. 69. It is even proved that young generation who are earning in early stages, are more likely to spend on health care products. Company has very good chance to come with new varieties. As only 2-3 companies are in the ETB market with limited range and limited varieties, companies can come with the new varieties in adults and kids range. Company can have product line of 3-4 varieties for adult with one range that competes with competitors and another three with high price range product and with additional features, new shape, and pretty look. Even company can come up with new ETB for kids. Only Colgate is having its ETB for kids with cartoons and Barbie dolls shape on it. Companies can launch its product for kids with have Donald duck’s, Tom and Jerry and Harry Porters picture on it. For brush heads, company can launch it with 2-3 varieties so that consumers may get choice to select brush heads they like. Company can launch the ETB with different price for different varieties. Company can have products with price between Rs. 700-2000 for both adults and kids, which can be targeted to those customers with middle upper income group and higher- class group. For Adults: For adults one variety can be launched within price of Rs. 700-1000 with minimum features and which can compete with Oral-B’s Rs. 595/- product. This price range can be targeted to upper middle-income group. 65
  70. 70. Another 2-3 products can be launched with additional feature and within the price brands of Rs. 1200-1400, Rs. 1500-1700 and Rs. 1700-2000. For Kids: Company can have new ETB for kids with price of Rs. 500-700. All the products can be placed in Departmental store, hypermarkets, super markets and health and beauty shops. Some products with price range of Rs. 500-1000 can be placed in beauty saloons like Lakme, Loreal, and Juice etc. where especially women can be targeted. Even the same price range ETB can be launched in men’s saloon. Even the product with the price of Rs. 500-700 can be launched within medical shops and mini departmental stores depending upon the location. While making advertisement for ETB the company should concentrate on various attributes. Company can emphasize on the product feature and benefits from the products. Where the advertising objective of company should be: • Emphasis of benefit of the products. • Building brand image in ETB. • Highlight the usage of new products. • Create product awareness among the consumers. • Offer a range of products. The advertisement can be given on T.V. and magazines like men’s health magazines where company can build brand image and create product awareness among the consumers. Conclusion: 66
  71. 71. Oral Health Care is wide subject. There are nearby more than 15 products available in market. Form the project data it can be concluded that in Oral Care Product are having good movements in the market. Whereas ETB is concerned, the product awareness is very less among the consumer, dealers and storekeepers. If the product awareness is created among the consumer and benefits of the products are made aware, the sale of the ETB will be good in the market. Dentists play major role in Oral Health Care and Oral Products. The sales of Oral products like DTP, DTB and others like floss pick etc depends on the dentist’s prescription. Even the attitude of the dentist is moderate towards the ETB. Chapter-VII: Limitations 1. Project was restricted to Electronic toothbrush. 2. This project was restricted to Mumbai city only. 3. Another limitation of this project was that while filling questionnaire from consumers is was very difficult to find ETB users. 4. Awareness about the product in market is very less. 67
  72. 72. Chapter-VIII: Bibliography 1. Colgate Company Website “www.colgate.com”. 2. Oral-B Company website “www.oralbprofessional.com” 3. Men’s Health Magazines. 4. 4P’s Marketing Magazines. 5. Indian Dental Association website www.ida.org.in & www.dentalhealthindia.com 6. Philip Kotler’s textbook “Marketing Management”. 7. Rajan Saxsena’s “Marketing Management” textbook. 68
  73. 73. Questionnaire for consumers using MTB Personnel Information: 1) Name: 2) Age: 3) Occupation: 4) Phone Number: 5) Approx Household Income: What do you own? a) Car: b) 2 Wheeler: c) T.V.: e) Washing M/C: f) Other Specify: Media Habits: Q.1. which newspaper you read regularly? Q.2. Which T.V. Channel you watch the most? Q.3. Which website you visit the most? Q.4. Which radio channel you hear the most? 69
  74. 74. Q.5. How do you take care of your teeth? Brushing: Mouthwash: Floss Picks: Other way: Q.6. What is more important for good teeth? Toothpaste: Toothbrush: Both: Other: Q.7. How do you describe your teeth? V.Good: Good: Average: Fair: Bad: Q.8. How many times you brush in a day? Early morning: Evening: Every time after meal: Before Sleep: Q.9. How do you brush your teeth? Carefully: Scientifically: Casually: Carelessly: Q.10. Which toothbrush brand you prefer? Why? Colgate: Oral-B: Pepsodent: Other: Q.11. What do you consider the most important factor for making a brand choice/ purchase? Reliability: Durability: Price: Comfort: Reputation: Q.12. Where do you buy it from? Supermarket: Hypermarket: Chemist: Kirana Stores: Q.13. How much minute you brush for? 5 Min: 5-8 min: 8-10 min: more then 10 min: Q.14. Are you satisfied with the Manual toothbrush you are using? Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied: Q.15. Are you looking for something new in the market? Yes: No: Q.16. Are you aware of electronic toothbrushes? Yes: No: If yes, which Brand? Q.17. If yes, where you have heard from? Dentist: Internet: Newspaper: T.V.: Others: Q.18. Have you ever used? 70
  75. 75. Yes: No: Q.19. What is your feel about it? Q.20. Can you differentiate Electronic and Manual toothbrush? Manual Toothbrush: Easy to use: Very easy: Very Difficult: Durability: Very Durable: Not Durable: Economy: Cheap: very cheap: Assurance of clean teeth: Guarantee: Not Guarantee: Design: Modern: Contemporary: Shape: Attractive Not Attractive: Electronic Toothbrush: Easy to use: Very easy: Very Difficult: Durability: Very Durable: Not Durable: Economy: Cheap: very costly: Assurance of clean teeth: Guarantee: Not Guarantee: Design: Modern: Contemporary: Shape: Attractive Not Attractive: Q.21. Do you have detailed knowledge about electronic toothbrush? Yes: Somewhat: Not at all: Q.22. Have you ever been to Dentist? Once: Twice: More than twice: Never: Q.23. what was the reason you visited dentist? Regular check up: To have teeth cleaned: Toothache: To have teeth filled: No Visit: Other reason: Q.24. Had any dentist suggested you to use Electronic toothbrush? Yes: No: Q. 25. What should be the price range of electronic toothbrush? 71
  76. 76. Rs.500-700: Rs. 700-1000: Rs. 1000-1500: More than 1500: Questionnaire for consumers using ETB Personnel Information: 1) Name: ________________________________________________ 2) Age: _________ 3) Occupation: _____________________ 4) Phone Number: ________________ 5) Approx Household Income: ________________ Q.1. How do you take care of your teeth? Brushing: Mouthwash: Floss Picks: Other way: Q.2. What is more important for good teeth? Toothpaste: Toothbrush: Both: Other: Q.3. How do you describe your teeth? V.Good: Good: Average: Fair: Bad: Q.4. How many times you brush in a day? Early morning: Evening: Every time after meal: Before Sleep: Q.5. Since when are you using electronic toothbrush? Years ago: 1 year ago: 6 months: Recently: Q.6. Why you have shifted to electronic toothbrush from Manual toothbrush? 72
  77. 77. Q.7. Which Electronic toothbrush brand you use? (Mention Rate) Oral-B: Colgate: Royal: Other: Q.8. what do you consider the most important factor for making a brand choice/ purchase? Reliability: Durability: Price: Comfort: Reputation: Q.9. where do you buy it from? Supermarket: Hypermarket: Chemist: Departmental Stores: Q.10. Are you satisfied with the Manual toothbrush you are using? Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied: Q.11. Are you looking for something new in the market? Yes: No: Q.12. Are you aware of Philips electronic toothbrush (Rechargeable)? Yes: No: Q.13. If yes, where you have heard from? Dentist: Internet: Newspaper: T.V.: Others: _________ Q.15. Can you differentiate Electronic and Manual toothbrush? Manual Toothbrush: Easy to use: Very easy: Very Difficult: Durability: Very Durable: Not Durable: Economy: Cheap: very cheap: Assurance of clean teeth: Guarantee: Not Guarantee: Design: Modern: Contemporary: Shape: Attractive Not Attractive: Electronic Toothbrush: Easy to use: Very easy: Very Difficult: Durability: Very Durable: Not Durable: Economy: Cheap: Very Costly: Assurance of clean teeth: Guarantee: Not Guarantee: 73
  78. 78. Design: Modern: Contemporary: Shape: Attractive Not Attractive: Q.17. Will you are interested to buy Philips electronic toothbrush if launched? Yes: _________ No: _________ Can’t Say: ___________ Q. 18. What should be the price range of electronic toothbrush (Rechargeable)? Rs: 700-1000: Rs.1000-1500: Rs. 1500-2000: More than 2000: 74
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