Professional Documents
Culture Documents
Roll No.
231009
231013
231023
231049
231054
231060
Name
Abhishek Goyal
Aditya Nagpal
Anant Aggarwal
Deepankar Anand
Anjan Sharma
Gursimran Ahuja
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
DENT
AL
FLOSS
ORAL
CARE
CATEGO
RY
MOUT
H
WASH
TOOTH
BRUSH
ES
TOOTH
POWD
ER
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.
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
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
Selling Point
Close up
Colgate
Dental
Cream
Trust + Protection
Pepsodent
Protection +
Effectiveness
Curative
Colgate
Niche Active Salt
Brand
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
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
Freshness
28%
Herbal
40%
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
Segment Analysis
Freshn
ess
Herbal
Oral
Health
Consumer
Behavior
Consumer
Behavior
Consumer
Behavior
Consumer
Behavior
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
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