Toothpaste Industry - Segmentation

CONSUMER BEHAVIOUR
HIMALAYA HERBAL TOOTHPASTE

Category and Brand Involvement in an Emerging Market
Case Presentation
GROUP- 05
1
TOOTHPASTE INDUSTRY
Key brands:
Colgate- Palmolive India
Hindustan Unilever Limited
Colgate- Palmolive was the market leader

Toothpaste market in India had a very low penetration rate of
60%
Urban penetration: 76%
Rural penetration: 40%
Rural consumption was comparatively lower than urban
consumption
Per capita consumption:
India- 115
China- 225
TOOTHPASTE INDUSTRY Segmentation

Pricing
Economy
Popular
Premium
Product
Variant
Paste
Gel
Categorizati
on
Freshness
Herbal
Overall
Health
Niche
HIMALAYA
The Himalaya Drug Company had been in pharmaceutical field for
several decades
To enter into the market, Ayurvedic Concepts were launched
offering:
Health Supplements
Personal Care Products
Pain Ointments
Target Audience: Young Urban Professional population to create
brand awareness
In 2010, 40% of Himalayas turnover was from consumer products
Himalaya did not advertise as much as other FMCG manufacturers,
brand associations were nurtured by Word of Mouth
4
Most of Himalaya offerings were exported to several countries
ORAL CARE INDUSTRY

Average Indian consumers spent
around
8% of his/her income on personal
care (oral care, hair care, skin
care)
Whit
enin
g
prod
ucts
Dent
al
Floss
Tooth
paste
ORAL
CARE
INDU
STRY
Tooth
brush
Tooth
Powd
er
Mout
h
Wash
5
METHODOLOGY
Sampling Method- Questionnaire
Demographics
Age: 25-55
Gender: Female
Life stage: Urban households
Geographical area: Karnataka, a state in South India
Sample size: 100- (25 from each segment)
Participants Responses Regarding their

habits and practices
Brushing Frequency
Did you have any health problems?
12
12
10
10
2
0
YES
YES
NO
NO
Did you change your toothpaste to solve the problem?

12
10
8
6
4
2
0
YES
NO
Category Involvement
SEGMENT
HIGH-INVOLVEMENT
CONSUMERS
Freshness
28%
Herbal
40%
Overall oral care
32%
Niche
64%
Total Category
41%
From the above table you can conclude that herbal category has the second highest
percentage of High Involvement consumers.
Means End Chain Model

Values
Psychologic
al
Consequenc
es
Functional
Consequenc
es
Attribute
s
Confidence, Freshness
Fresh start, Fresh

Breath, Healthy Tooth
Whitening, Reducing
Swelling of gums, Stop
gum bleeding,
preventing toothache
Price, Quality, Flavors,
Reliability, Prestige of
the brand, Taste
9
Attitudes towards
brand
Believes of the consumers that the toothpaste creates freshness, healthy feel
and makes teeth shiner gets a score of 3.5, where niche category is leading
with a score of 3.9
Functional attributes and scoresGerm fighting- 3.5
Teeth from decay- 3.4
Oral health problems- 3.5
Relief from toothache- 3.4
Niche marketing is leading in all the 4 functional attributes with 3.85
Cont..,
Personal perceptions and scoreConfidence- 3.45
Smile 3.47
Enjoy eating all foods- 3.41
In control feeling- 3.43
Great start to my day- 3.40
Niche category is leading in these personal perception
with a score of 3.9
Emotional attachment and scoreLike in the earlier attributes, in the emotional attachment the average score of all
the attributes is 3.3 unlike that for functional and personal perception attributes
Cont...,
The level of involvement is not important in the respect of emotional
attachment
It can be interpreted that people are more neutral towards emotional
attachment of the brand
DECISION MAKING AS A PROBLEM SOLVING

Problem recognition: To identify the major problems in oral health
Search for the alternative solutions: Started giving awareness about the usage of tooth paste
Bringing the various elements as their USP as follows
Freshness segment (Close up)
Overall oral health segment (Colgate)
Herbal (Dabur)
Colgate Active salt
Himalaya dental cream
Evaluation of alternatives (alternatives in the terms of salient beliefs)
From table 6
Colgate Active salt ( 100%) (92%)
Dabur (both the cognitive and affective belief as 38%)
Purchase (assumption) :- colgate and dabur
Post purchase use :- Dabur
ELEMENTS OF PROBLEM SOLVING

An end Goal :- To solve the health issues of dental by satisfying consumers.
Goal hierarchy :- sub goals are
To make the consumers aware of the usage of the tooth paste
Consumer satisfaction
To identify the consumers category and the brand involvement
Relevant product knowledge :- Each brands were concentrated on the issues of the oral health of
consumers . Eg:- close up brand has given an knowledge as they were concentrated on freshness.
A set of simple rules or heuristic by which consumers search for evaluate and integrate this
knowledge to make :- According to this case they were trying to link the products USP and the
pricing tier to attract more consumers
Choices :- According to the case the consumers are more preferring the colgate brand
because(assumption)their ad concentrated more on the over all oral health care
INFLUENCES ON CONSUMER PROBLEM SOLVING

Consumer goals :- In the exhibit 1 one of the case each brand has their on brand proposition
in accordance with the price tire and when this brand proposition and the consumer
requirements match the consumers prefer to buy
Knowledge about choice alternatives and criteria :- After matching the consumer
requirements and brand proposition then the consumer will check for the brands eg :- colgate
dental cream ,pepsodent
Level of involvement :- Depends on the consumers preference and the oral problem
Cognition and Affective
Cognitive beliefs of the consumers towards non niche categories are almost same with
a percentage of score around 60%
Affective beliefs score a high in the freshness category with a score of 60%
comparing to a low 40 % in the herbal category
Himalaya
Cognitive beliefs could be:
Ayurvedic products may not have side affects
Affective belief :
Can have and eat the food I desire
Maps the comparison between the strength of the cognitive responses and that of
the affective responses for respondents in all categories.
46% of the total respondents had a consistently strong belief for both the cognitive
as well as the affective aspects of the brand.
SEGMENT/BRAND
BRAND PROPOSITION
COGNITION AFFECT
Freshness segment Close

up
Freshness that gives you the confidence to get

closer to someone
It gives confidence to talk with

others
Overall health segment

1) Colgate Dental cream
All-round decay protection, even where a

toothbrush cannot reach
The brand helps you to keep your

teeth healthy and safe
2) Pepsodent
Fights germs and prevents cavities for healthy

teeth and gums
It would prevent cavities from

forming
Herbal segment
Dabur Red Tooth paste
Keeps your dental problems away with the

power of Ayurveda
No side affects
Niche segment
Colgate active salt
Fights germs for healthy gums and teeth
Keeping the gums strong and

healthy
Thank You!
21

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CONSUMER BEHAVIOUR

HIMALAYA HERBAL TOOTHPASTE

Colgate- Palmolive was the market leader

TOOTHPASTE INDUSTRY Segmentation

ORAL CARE INDUSTRY

Participants Responses Regarding their

Did you have any health problems?

Did you change your toothpaste to solve the problem?

Overall oral care

Means End Chain Model

Fresh start, Fresh

DECISION MAKING AS A PROBLEM SOLVING

ELEMENTS OF PROBLEM SOLVING

INFLUENCES ON CONSUMER PROBLEM SOLVING

Cognition and Affective

Freshness segment Close

Freshness that gives you the confidence to get

It gives confidence to talk with

Overall health segment

All-round decay protection, even where a

The brand helps you to keep your

Fights germs and prevents cavities for healthy

It would prevent cavities from

Keeps your dental problems away with the

Fights germs for healthy gums and teeth

Keeping the gums strong and

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