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Himalaya Herbal Toothpaste

category and brand involvement


Consumer Behavior : Group 3

Roll No.
231009
231013
231023
231049
231054
231060

Name
Abhishek Goyal
Aditya Nagpal
Anant Aggarwal
Deepankar Anand
Anjan Sharma
Gursimran Ahuja

HIMALYA DRUG COMPANY

One of the key players in the pharmaceutical field for several decades.
Herbal Offerings in Health Supplements, Personal Care Products & Pain Ointments
in the retail & prescriptive segments
Unique Proposition: The scientific rigor associated with the testing of its herbal
offerings
The company launched Ayurvedic Concepts to enter the consumer markets.
Initially, in the late 90s, Ayurvedic Concepts targeted the young urban
professional population to create brand awareness. In the early 20th century, it
was brought under the Himalaya umbrella brand for several categories of soaps,
shampoos, face washes, health supplements, baby products, etc.
In 2010, 40% of Himalayas turnover was from consumer products.
It had several exclusive outlets throughout India, & had shop-in-shop counters in
modern retail outlets.
Himalaya did not advertise as much as other FMCG manufacturers, & brand
associations were nurtured by Word of Mouth.
To build market share in the highly competitive personal health care market, it
begun to advertise its face wash & toothpaste brands
Its offerings were exported to several countries
The brand has a positive perception among consumers

ORAL CARE INDUSTRY


TOOTH
PASTE
WHITENI
NG
PRODUC
TS

DENT
AL
FLOSS

ORAL
CARE
CATEGO
RY
MOUT
H
WASH

TOOTH
BRUSH
ES

TOOTH
POWD
ER

FMCG was broadly split into: Household Care,


Personal Care and Food & Beverages
FMCG market in India projected to be around US$1518 billion in 2010, & expected to grow to US$33
billion by 2015
The average Indian consumer spent around 8% of
his income on personal care products
Growth of the personal care segment can be
attributed to:
Increasing levels of discretionary spending
Greater attention to personal hygiene
Increase in the no. of new media channels
Distribution
In 2010, the oral care market in India was around
US$980 million
Growth trend of toothpastes over the past 3 yrs was
relatively slower than that of other key FMCG
categories (11%)
Growth of the toothpaste category was even lower,
at around 9%

STUDIES ON THE PERCEPTION OF


CONSUMERS REGARDING THE
TOOTHPASTE CATEGORY

One study reported that 68% of the Indian consumers who participated
in the survey believed that using the right toothpaste was more
important than using the right toothbrush. However, they did not give
much importance to the toothpaste category. Most of them believed that
oral care was not as important for personal grooming as hair care or skin
care.
Another study revealed that only 28% of the respondents brushed twice
daily.
Yet another study indicated that 68% of the respondents had never
visited a dentist & 87% would not consider visiting a dentist as a
preventive measure.
WHO reported that 98% of the Indian population suffered from oral
health problems.
Ratio of dentists to patients was dismally low, with just 1 dentist for
10,000 people in urban areas & 1 for about 0.25 million people in rural
areas.
It could be concluded from these studies that there was a significant
scope for marketers to enhance the involvement level associated with
the toothpaste category among consumers.

TOOTHPASTE INDUSTRY : Key Facts


INDUSTRY FACTS
The toothpaste market in
India had a very low
penetration rate of 60%.
Urban Penetration: 76% Rural
Penetration: 40%
Average consumption of
toothpaste in rural
households was significantly
lower than in urban
households.
Per capita consumption of
toothpaste in grams per year:
India: 115
China: 255
United States: 542

COMPETITION DATA
Key brands in the Indian Oral Care
industry: Colgate- Palmolive India &
Hindustan Unilever Limited
Colgate was one of the main brands for
oral care, with the category
contributing to 96% of ColgatePalmolive Indias annual company
sales.
Colgate was the market leader in the
toothpaste, toothbrush & toothpowder
categories.
It led the toothpaste market with a
52% market share.
Hindustan Unilever was 2nd in the oral
care market with a 25% share in the
toothpaste category.

TOOTHPASTE INDUSTRY :
Segmentation
Pricing
Economy

Product
Variants
Paste

Popular
Premium

Gel

Categoriza
tion
Freshness
Herbal
Overall
Health
Niche

POSITIONING MAP OF BRANDS


Emotional Benefit
Closeup
Colgate Fresh Energy Gel

Anchor White
Cream
Anchor Gel
Babool MintFresh
MaxWhite

Colgate MaxFresh

Himalaya Dental
Pepsodent
Colgate Dental Cream

Colgate

Economy Tier
Premium Tier
Dabur Red
Colgate Cibaca
Babool
Ajanta

Colgate ActiveSalt

Colgate

Sensitive
Dabur
Meswak
Promise

Colgate Herbal

Functional Benefit

Colgate Total
Sensodyne

Marketing Communication by the


Competitors
Marketing Campaign /
Positioning Statement

Selling Point

Close up

Paas Aao Campaign makes one


want to kiss

Freshness > Closeness

Colgate
Dental
Cream

All round Protection from Decay /


No.1 Brand Recommended by
Dentist

Trust + Protection

Pepsodent

Removes 95% of Germs in just 2


minutes

Protection +
Effectiveness

Herbal Dabur Red


Toothpaste

Lets Drive Away Dental Problems

Curative

Colgate
Niche Active Salt

Kills Germs to make gums Strong &


Healthy

Problem Solving+ Health

Overall Health Category

Brand

SURVEY KEY FINDINGS


58% of respondents brush once in a day
78% of all respondents never visit a dentist
dentist recommendation
72% of all respondents do not take a toothpaste
recommended by dentist
86% of respondents change their toothpaste on
recommendation by dentist

85% of consumers have oral health problems


67% of consumers change their toothpaste to
solve a problem
Overall Category involvement is 41%

Involvement Levels
Analyzed
People all agree that a toothpaste is necessary for them
as the low score signifies in the last slide
But people display more or less a neutral attitude when
they consider the functional attributes of a toothpaste.
The functional level score only goes up in the niche
segment
This suggests that toothpaste is a low involvement
category with consumers knowing the need of a
toothpaste but are not too attached to functional
attributes except in the niche category
Consumers in the niche segment are more involved in
the buying decision of a tooth paste

Attitude towards Brands


The results of the involvement levels gets reflected in the attitude
towards the brand as well
Perception that a toothpaste creates freshness and makes teeth
shinier gets a score of 3.5 with the niche category scoring higher with
a value of 3.9
Functional attributes like germ fighting and oral health gets a score of
3.5 with the niche category scoring 3.9
Personal perceptions like confidence , dazzling smile and a good start
to a day gets a avg score of around 3.35 with the niche segment
scoring a high of 3.85.
This resonates the findings of the involvement levels. Attitude towards
low involvement categories are neutral. People do not share a strong
brand attitude. But a higher involvement level category like the niche
segment garners a higher brand attitude from the consumers.

Emotional attachment
Analyzing the scores we infer that
involvement levels does not play a
very important role in this respect.
The avg score is around 3.3 with all
segments scoring the same unlike
what we saw in the earlier slides
This also shows that people are
almost neutral in emotional
attachments towards the brands

Category Involvement
Segment

High Involvement customers

Freshness

28%

Herbal

40%

Overall oral care

32%

Niche

64%

Total category

41%

The above table depicts that the herbal category has the second highest percent
High involvement customers. It is a favorable situation that can be tapped

Attitude towards category


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
We can use this data to formulate a marketing
strategy which emphasizes on the freshness
aspect as well to cash in on the affective
beliefs of the customers

Segment Analysis
Freshn
ess

Herbal

Oral
Health

Consumer
Behavior

Consumer
Behavior

Consumer
Behavior

Consumer
Behavior

80% of brush once a


day
71% never visit a
dentist
75% dentist doesnt
recommend the
toothpaste
Oral Health Problem =
88%

88% of brush once a


day
84% never visit a
dentist
67% dentist doesnt
recommend the
toothpaste
Oral Health Problem =
92%

56% of brush once a


day
80% never visit a
dentist
50% dentist doesnt
recommend the
toothpaste
Oral Health Problem =
80%

23% of brush once a


day
64% never visit a
dentist
88% dentist doesnt
recommend the
toothpaste
Oral Health Problem =
80%

Low Involvement
& high Attitude
66%

Low Involvement
& high Attitude
46%

Low Involvement
& high Attitude
46%

Low Involvement
& high Attitude
89%

High involvement
28%

High Involvement
40%

High Involvement
32%

Niche

High Involvement
64%

Recommendations :
Himalaya

Need to enter in a new niche / Problem Solving


category keeping herbal USP
High avg involvement score : 3.9/5 /
64% of total consumers

Increased use of brushing / customer


Increase of 54%

Higher Consumer Cognitive & Affective Belief


92% & 72% respectively (compared to herbals 64% &44%)

Low Category Involvement customers strong cognitive


belief
89% in niche vs 46% in herbal

High affective belief of 60% in freshness category as


compared to a low 40 % in the herbal category. We can
encash on adding a freshness element in the niche
segment

Himalaya Toothpaste :
Differentiation
A premium Herbal Toothpaste for the
niche category Fresh , Natural &
Secure
providing freshness and solution to
the following problems: Tightening & Reducing swelling /
bleeding of gums
Prevention of Tooth Decay & Tooth Ache
Bad Breath Control

Positioning Statement
To consumers in Urban demography
concerned towards oral healthcare,
Himalayas Active Herbs Toothpaste is
the brand of herbal freshness & oral
healthcare, a toothpaste that offers
specific solutions to oral health
problems with a freshness quotient
because its a premium all natural,
healthy, oral solution with a herbal
product expertise.
The brand character is safe , reliable &

Brand Campaign
Enjoy superior protection & long
lasting freshness with the power of
herbs
Brand Ambassador to be used
Dentist approval not reccomended

Thank You