Professional Documents
Culture Documents
INTRODUCTION:
The toothpaste history in India can be tracked back from 1975 with 1200
tonnes of toothpaste produced by the toothpaste industry. Prior to the toothpastes
Oral Hygiene was the domain of local homemade powders and ayurvedh
practitioners. With the entry of Colgate in Indian marketplace the awareness about
Oral care and the importance of oral care. In recent years the Industry has shown
impressive growth rate of 18.6% (this growth is calculated in terms of value growth
in Rs.).
The growth in the urban market has been largely by the Gel Segment. Presently,
a large chunk of the Market is still held by Colgate. The major players in the
toothpaste Industry being Colgate Palmolive and Hindustan Lever Limited and
several minor players like Balsara hygiene, Dabur etc.
Presently Colgate Dental Cream holds 52% of market share. HLL’s Close up
lies far behind with 23% of the existing market share. The third player in the
marketplace in terms of market share is Colgate Gel with 10.5% of the market
share. That leaves 14.5% market share for other Brands like Close up, Close up G,
Promise, Babool, Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste
market is presently valued at Rs. 750 crores out of which the Gel segment has
already bagged 1/3rd portion of it. The Gel segment presently stands at Rs. 248
crores and is growing at a rate much faster than Cream. In India toothpaste usage as
compared to other countries is very low which signifies about the potential of the
market. In Urban India the usage of toothpaste per person per year is just 190gms.
Where as it is 200gms of toothpaste per person per year in developing countries as
Indonesia and Thailand. In developed countries as USA and other European
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countries the toothpaste usage is 375 gms per person year. In India the toothpastes
companies are going in for advertising on a heavy note, on an average the
companies managing this FMCG category are spending 6.15% of their sales on
development. Colgate Palmolive had shelled out 15% of their sales on ads in the
year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. Whereas
balsara Hygiene spend a huge 10.17% of their sales.
Young people. The target market being “Multi Brand Households” where
young does not use what their parents. This particular targeting was significant
when Close Up was launched because Colgate positioning was a sort of Flip flop
between Tooth decay and Bad Breath and Colgate was going for a Broad market
constituting of all the age groups.
1987 was a “Probe into Problem” year for HALL as Close Up was much
below expectations with only 4.5% of the 32,000 tonnes toothpaste market. They
identified two basic problems:
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(1) Appearance of Toothpastes detracts prospects from its serious buyers.
(2) Commercials displayed too much of proximity between couples which was too
much for a mother, who actually purchased the Toiletries.
(1) Product :
· Soft Squeeze lamitubes for toothpastes introduced for the first time in the
country.
(3) Distribution
· Posters and Mobile Vans arrived in areas where urban lifestyle was a
matter of aspiration. This was a purposeful move as the company did not want the
Brand to be saddled with a restrictive.
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“AQUA BLUE” with added attributes like increased Mouthwash contents and a
more Minter flavour, so that customer’s perceived benefit is Freshness which is
Lever’s positioning stance. In response Colgate introduced “Red Actirinse” and
then “Colgate Blue”. People at HLL thought to counter Colgate’s growth by
cashing in on Medicinal appeal and came out with “Close up” with Germicheck snf
“Mentadent G” now renamed as “Close up G” for Gum problems. Colgate
countered this move by launching “Colgate Total” as an advanced paste to fight.
Tartar, Gingivitis, and other Dental ailments. 1993 was the year when HLL tried
to woo the customers by innovative packaging. Firstly it introduced “Stand Up
Pump dispensers” for metros but it bombed in the market because of High price
perception as compared to benefits. Sachets formula was used by lever to break
into Colgate’s fort. The Close Up sachets was priced at Rs. 3 per unit and it
offered 20 uses, which means that a family of five could use it four times each.
The year it sponsored zee Close Up Antaksharee. HLL also went in for Close Up
Toothbrushes under the Brand name “Confident” and launched it in Tamil Nadu.
The confident toothbrushes were taken National and most importantly HLL
advertisement account shifted from LINTAS to FTA due to
Global alignment move by Lever’s parent Unilever. The brief given to the new
agency was to “Strengthen the Audience’s perception of Brand’s functional
values.”
Close Up’s formulation was reworked and the new Close Up was enriched with
“Microwhiteners” so that the perceived benefit by the customer be that he will have
Shining Teeth. As the ad account was handed over to HTA, the ad moved closer to
the Indian Culture, they also took note of the cultural changes which showed in
their ads like Females were now more than equal participants in Boy Girl activity
as in Salim Anarkali ad which showed her confidence by joining the Boy on the
stage and saving the day.
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S1996 witnessed introduction of “Close Up Liquid fresh” a liquid in a carry
along squeeze can in two sizes:
30 gm Rs.
100 gm Rs.
CHAPTER – 2
OBJECTIVES OF THE STUDY
Primary Objective:
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To know how many of consumer to know the content and use the
close up tooth paste.
Secondary Objective:
CHAPTER - 3
SCOPE AND LIMITATIONS
SCOPE OF THE STUDY
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The study is conducted to know the consumer preference of Close up
toothpaste. This may help the company to decide upon their new ventured.
The research focuses on the several features of the close up and to know the
suggestions of the user which may help the company in further development
of the close up toothpaste.
REVIEW OF LITERATURE
CUSTOMER:
Customers are the people who are going to purchase and use that
product.
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CONSUMERS VALUE:
CONSUMERS STATISFACTION:
Many companies are aiming for high satisfaction because consumers who
are just satisfied still find it easy to switch when a better offer comes along. Those
who are highly satisfied are much less to switch. High satisfaction or delight
creates an emotional bond with the brand, not just, a rational preference. The result
is high consumer’s loyalty. From past buying experience, friend’s and associate’s
advice, and marketer’s and competitor’s information and promises. The key to
generating high consumer’s loyalty is to deliver high consumers value According to
Michael Lanning, in high delivering profitable value; a company must develop a
competitively superior value proposition and a superior value delivery system.
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A company’s value proposition is much more than it’s positioning on a
single attribute, it is a statement about the resulting experience consumers will have
from the offering and their relationship with the supplier. The brand must represent
a promise about the total resulting experience that consumers can expect. Whether
the promise is kept depends upon the company’s ability to manage its value -
delivery system includes all the communications and channel experiences the
consumers will have on the way to obtaining the offering.
CHAPTER -5
RESEARCH METHODOLOGY:
DATA COLLECTION:
The word ‘data’ comes from ‘datum’. The ‘datum’ is a Latin word, which
literally means ‘something given’. It means a piece of information, which can be
either quantitative or qualitative. The term ‘data’ is the plural of ‘datum’ and means
‘facts and statistics collected together for reference or analysis’. There are two
type of that are collected and analysed in statistics.
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Primary data, and
Secondary data.
PRIMARY DATA:
Primary data is known as the data collected for the first time through field
survey. Such data are collected with specific set of objectives to asses the current
status of any variable studied. By survey methods the data can be collected by any
one or more of the following ways.
Questionnaire
Schedule.
Interview
Observation.
Feedback from.
Sales force opinion.
Projective techniques.
Mechanical devices.
SECONDARY DATA:
The secondary data, are those which have already been collected
some other agency and which have already been processed. Generally speaking,
secondary data is collected by some organization to satisfy its own need but it is
being used by various departments for different reasons. Census figures taken are
used by social scientists (economists) social planning and research.
INTERNAL SOURCES:
EXTERNAL SOURCES:
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Journals on magazines, Newspapers, Public speeches, State and
Central government departments reports etc.,
SAMPLES:
Samples size : 50.
ANALYSIS
INTERPRETATION
The study uses both primary as well as secondary data; primary data
was collected through field survey method. For collecting the data questionnaire
was used as a main tool. The data thus collected were tabulated systematically in an
orderly form. Simple statistical too like percentage age, and chi-square test were
employed
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CHAPTER - 7
PERCENTAGE ANALYSIS:
AGE:
NO PERCENTA
AGE GROUP . OF GE ANALYSIS
RESPONDENTS
<19 0 0
20-24 50 100
25-29 0 0
35< 0 0
TOTAL 50 100
INTERPRETATION:
The above table inferred that 100% of respondents are aged between 21-
30 years.
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GENDER:
GENDER NO. OF
PERCENTAGE
RESPONDENTS ANALYSIS
MALE 35 70
FEMALE 15 30
TOTAL 50 100
INTERPRETATION:
The above table inferred that 70% of respondents are male and 30% are
female.
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EDUCATION QUALIFICATION:
UG 20 40
TOTAL 50 100
INTERPERTATION:
The above table inferred that 60% of respondents are PG and 40% of
respondents are UG.
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OCCUPATION:
STUDENTS 35 70
WORKERS 12 24
BUSINESS 3 6
TOTAL 50 100
INTERPRETATION:
The above table inferred that 70% of respondents are students and
24% of respondents are workers and 6% of respondents are business people.
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HOW MANY TIMES BRUSH EVERY DAY:
TWICE 26 52
THRICE 11 22
TOTAL 50 100
INTERPERTATION:
The above table inferred that 26% of respondents are one time
brush every day and 52% of respondents are two time brush every day and 22% of
respondents are three times brush every day.
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RESON FOR USING:
ECONOMICAL 18 36
DOCTOR’S 12 24
ADVICE
ADVERTISEMENT 20 40
TOTAL 50 100
INTERPRETATION:
The above table inferred that 70% of respondents are students and
24% of respondents are workers and 6% of respondents are business people.
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HOW LONG HAVE BEEN USING?
PAST 6 MONTH 17 34
PAST 1 YEAR 22 44
MORE THAN A 11 22
YEAR
TOTAL 50 100
INTERPRETATION:
The above table inferred that 34% of respondents are using past 6
month and 44% of respondents are using past 1 year and 22% of respondents are
using more than a year.
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SATISFIED IN CLOSE UP:
HIGHLY 18 36
SATISFIED
SATISFIED 12 24
NETURAL 7 14
DISSATISFIED 8 16
HIGHLY 5 10
DISSATISFIED
TOTAL 50 100
INTERPRETATION:
ACTIVE CLEAN 18 36
COLOUR 11 22
TOTAL 50 100
INTERPRETATION:
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QUALITY OF PRODUCT:
EXCELLENT 18 36
GOOD 19 38
NOT SATISFIED 13 26
TOTAL 50 100
INTERPRETATION:
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The above table inferred that 36% of respondents are says
excellent, 38% of respondents are says good, and 26% of respondents are not
satisfied.
AFFORDABLE 20 40
EXPENSIVE 15 30
TOTAL 50 100
INTERPRETATION:
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The above table inferred that 30% of respondents are says very
cheap, 40% of respondents are says affordable, and 30% of respondents are says
expensive.
MAIN INGERDIENT:
SORBITAL 23 46
SODIUM 15 30
FLUORIDE
SODIUM 12 24
SACHARIN
TOTAL 50 100
INTERPRETATION:
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The above table inferred that 46% of respondents are sorbital, 30%
of respondents are sodium fluoride, and 12% of respondents are sodium saccharin.
CHAPTER – 8
FINDING AND SUGGESTION:
It was found that 52% of respondents are three times brushing every day,
26% of respondents are once in a day, and 22% of respondents are three
times brush every day.
It was found that sale is increase in last one year. In the survey past one
year 22 person starts to buy close up tooth paste.
It was found that many consumers highly satisfied in this product. In the
survey 36% of consumer says that is highly satisfied.
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Many of consumer are attractive in the micro whiteners in the close up.
Afterwards active clean is more attractive in the close up.
In this product only 46% of consumers only know the main ingredient in
this paste. Others do not know the main ingredient of the product.
SUGGESTION:
The following are the suggestion offered to increase the satisfaction level of the
close up toothpaste based on the reader’s opinion and analysis of the data.
A few respondents felt that their gum felt weak, so the makers have to take
steps to improve this gum care feature.
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A few respondents are dissatisfied about cavity protection of this toothpaste,
so the maker has to ensure this feature.
The company to improve the quality of the product. Because in the survey
excellent percentage is less than the other. Most of the buyers only say that’s
good.
The company to give more importance to the advertisement. To put new and
innovative advertisement.
CHAPTER -9
CONCLUSION
Toothpaste plays a vital role in our life. Food is one of the most important
things to live and to eat and grind that food tooth is needed, so to keep that teeth
safe toothpaste is essential selection of toothpaste is also important in protecting
our teeth. They have contributed enormously for the protection of our teeth. From
the data analysis most of the respondents have preferred close up because of its
gum care and cavity protection. Suggestions have been given by respondents to
improve its quality.
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CHAPTER - 10
BIBLIOGRAPHY
Books
Websites
WWW. Wikipedia.com.
WWW. Google.com.
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I, BASKAR doing MBA in Sathyabama University. As I have to do a project for
the fulfillment of my degree and requesting to fill a following question.
1. NAME :
2. AGE :
3. GENDER : MALE FEMALE
4. EDUCATIONAL
QUALIFICATION :
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SIGNATURE
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