Himalaya Herbal Toothpaste

category and brand involvement

Brand Management - Group 4

Roll No. Name

FT13170 Shouvik Das
FT13224 Ishani Sircar
FT13312 Arjun Choudhry
FT13351 Namita Joshi
FT13389 Vikrant Vijay Mahajan
FT13466 Ruchika Salhotra
•
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 Himalaya’s 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
• FMCG was broadly split into: Household Care,
TOOTH Personal Care and Food & Beverages
PASTE • FMCG market in India projected to be around US$15-
18 billion in 2010, & expected to grow to US$33
billion by 2015
WHITENING TOOTH • The average Indian consumer spent around 8% of his
PRODUCTS BRUSHES income on personal care products
• Growth of the personal care segment can be
attributed to:
ORAL CARE  Increasing levels of discretionary spending
CATEGORY  Greater attention to personal hygiene
 Increase in the no. of new media channels
DENTAL TOOTH  Distribution
FLOSS  In 2010, the oral care market in India was around
POWDER US$980 million
 Growth trend of toothpastes over the past 3 yrs was
MOUTH relatively slower than that of other key FMCG
categories (11%)
WASH  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
Colgate- Palmolive India’s 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
Product
Pricing Categorization
Variants
Economy Freshness
Paste
Herbal
Popular
Overall Health
Gel
Premium Niche
 POSITIONING MAP OF BRANDS
Emotional Benefit
Closeup
Colgate Fresh Energy Gel Colgate MaxFresh

Anchor White Himalaya Dental Cream

Anchor Gel Pepsodent
Babool MintFresh Colgate Dental Cream Colgate MaxWhite

Economy Tier Premium Tier

Dabur Red
Colgate Cibaca
Babool
Ajanta
Colgate ActiveSalt Colgate Sensitive
Dabur Meswak
Colgate Total
Promise Colgate Herbal Sensodyne

Functional Benefit
 Marketing Communication by the
Competitors
Brand Marketing Campaign / Selling Point
Positioning Statement
Overall Health Category

“Close up” Paas Aao Campaign – “makes one want to Freshness > Closeness
kiss”

“Colgate Dental “All round Protection from Decay” / “No.1 Trust + Protection
Cream” Brand Recommended by Dentist”

“Pepsodent” “Removes 95% of Germs in just 2 minutes” Protection + Effectiveness

“Dabur Red “Lets Drive Away Dental Problems” Curative

Herbal Toothpaste”

“Colgate Active “Kills Germs to make gums Strong & Healthy” Problem Solving+ Health
Niche Salt”
 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 percentage of
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
Oral
Freshness Herbal Niche
Health
Consumer Behavior Consumer Behavior Consumer Behavior Consumer Behavior
•80% of brush once a day •88% of brush once a day •56% of brush once a day •23% of brush once a day
•71% never visit a dentist •84% never visit a dentist •80% never visit a dentist •64% never visit a dentist
•75% dentist doesn’t •67% dentist doesn’t •50% dentist doesn’t •88% dentist doesn’t
recommend the toothpaste recommend the toothpaste recommend the toothpaste recommend the toothpaste
•Oral Health Problem = 88% •Oral Health Problem = 92% •Oral Health Problem = 80% •Oral Health Problem = 80%

High involvement 28% High Involvement 40% High Involvement 32% High Involvement 64%

Low Involvement & Low Involvement & Low Involvement & Low Involvement &
high Attitude 66% high Attitude 46% high Attitude 46% high Attitude 89%
 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 herbal’s 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, Himalaya’s 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 it’s a premium all
natural, healthy, oral solution with a herbal
product expertise.
The brand character is safe , reliable & caring
 Brand Campaign
• “Enjoy superior protection & long lasting
freshness with the power of herbs”
• Brand Ambassador to be used
– Dentist approval not reccomended
Thank You