A DISSERTATION REPORT ON

A STUDY ON CONSUMER BRAND PREFERENCE TOWARDS TOOTHPASTE

SUBMITTED TO PUNE INSTITUTE OF BUSINESS MANAGEMENT

BY
Sumer Yadav PGDM-FIN (2020-2022)
Roll No: DM20A52

UNDER THE GUIDANCE OF

Prof. Suresh Kadam

IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT, PUNE- 412115

 To whom so ever it may concern

This is to certify that the Dissertation Report titled A STUDY ON

CONSUMER BRAND PREFERENCE TOWARDS TOOTHPASTE, is an
authentic work carried out by Mr. Sumer Yadav from PGDM-FIN of
IAEER’s Pune Institute of Business Management, Pune - 412115 as a
fulfillment of PGDM Course of Pune Institute of Business Management. He
has worked under our guidance and satisfactorily completed his/ her
dissertation work.

Place: Date:

Signature of Internal Guide

Signature of External Examiner

Signature of Director / COE

1
 Sumer Yadav

DM20A52

PGDM - 1

2
 CERTIFICATE

This is to certify that Mr. Sumer Yadav of PGDM (2020-22 Batch) a student of P.I.B.M -
Pune Institute of Business Management, Pune has undertaken the project on A STUDY ON
CONSUMER BRAND PREFERENCE TOWARDS TOOTHPASTE. The survey, data
collection, & analysis work for preparing the project has been carried out by the student in
partial fulfilment of the requirements for the award of PGDM Degree, under my guidance and
supervision.

I am satisfied with the work of Mr. Sumer Yadav

Date: Faculty Mentor

Prof. Suresh Kadam
(Signature)

3
 DECLARATION

I, Sumer Yadav, the undersigned, a student of Pune Institute of Business

Management, Pune, declare that this project titled “A STUDY ON CONSUMER
BRAND PREFERENCE TOWARDS TOOTHPASTE” is submitted in partial
fulfilment of requirement for the dissertation project during the post graduate
diploma in management. This is my original work and has not been previously
submitted as a part of any other degree or diploma of another business school or
university. The findings and conclusion of this report are based on my personal
study and experience.

Sumer Yadav

DM20A52

Pune Institute of Business Management, Pune

4
 ACKNOWLEDGEMENT
The research I did on “A STUDY ON CONSUMER BRAND PREFERENCE
TOWARDS TOOTHPASTE” was a great chance for my learning and professional
development. I feel honored to have interacted with wonderful people and
professionals who led me through this research period.

I am using this opportunity to express my deepest gratitude to our HOD Prof.

Suresh Kadam, my Mentor, PIBM for their valuable guidance, critical review of
project and above all the moral support provided throughout.

I perceive this as a big milestone in my career development. I will strive to use the
gained skills and knowledge in the best possible way, and I will continue to work
on their improvement, in order to attain the desired career objectives. I hope to
continue cooperation with all of you in the future.
Sincerely
Sumer Yadav
Pune

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Contents
DISSERTATION SYNOPSIS.............................................................................................................................8
EXCEUTIVE SUMMARY.................................................................................................................................9
RESEARCH PROPOSAL................................................................................................................................10
SCOPE OF THE STUDY:...............................................................................................................................11
RESEARCH METHODOLOGY.......................................................................................................................11
SECTOR INFORMATION.............................................................................................................................13
1. INTRODUCTION..............................................................................................................................13
2. MARKET SIZE/CONTRIBUTION TO GDP..........................................................................................14
3. Government Initiatives..................................................................................................................16
4. Investments/ Developments..........................................................................................................16
5. Growth Pattern Observed in the last 5 Years.................................................................................17
6. Reason for the Growth Pattern observed in this Sector................................................................17
7. PORTERS FIVE FORCE ANALYSIS OF THE SECTOR...........................................................................19
COMPANY INFORMATION.........................................................................................................................20
1. COMPANY SNAPSHOT....................................................................................................................20
2. Global Market Share of the Company............................................................................................21
3. PRODUCT OFFERED BY THE COMPANY..........................................................................................25
4. COMPETITOR ANALYSIS.................................................................................................................31
MARKETING STRATEGY..............................................................................................................................32
1. SWOT ANALYSIS OF THE COMPANY...............................................................................................32
2. P&G STP.............................................................................................................................................33
3. BCG Matrix & PLC of P&G..............................................................................................................34
4. Comparison of Sales......................................................................................................................36
5. MARKETING STRATEGIES OF P&G..................................................................................................36
6. SWOT ANAYLSIS OF THE PRODUCT................................................................................................38
7. MARKETING MIX OF ORAL-B..........................................................................................................39
8. STP of ORAL-B................................................................................................................................41
9. ORGANIZATION STRUCTURE..........................................................................................................41
RESEARCH METHODOLOGY.......................................................................................................................42
1. INTRODUCTION..............................................................................................................................42
2. RESEARCH DESIGN.........................................................................................................................42
DATA ANALYSIS & INTERPRETATION.........................................................................................................44

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FINDINGS, SUGGESTIONS & CONCLUSION................................................................................................51
1. OBSERVATIONS/FINDINGS.............................................................................................................51
2. CONCLUSION.................................................................................................................................52
3. SUGGESTIONS................................................................................................................................53
4. LIMITATIONS OF STUDY.................................................................................................................53
5. BIBLIOGRAPHY...............................................................................................................................53

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DISSERTATION SYNOPSIS
Project Title “A STUDY ON CONSUMER BRAND
PREFERENCE TOWARDS TOOTHPASTE”

Student Name Sumer Yadav

Student Roll No DM20A52

Project Guide Name Prof. Suresh Kadam

Project Guide Designation Finance

Confidential Report (Yes/No) No

Duration of project Semester 4 (PGDM)

8
EXCEUTIVE SUMMARY

This report is prepared for the Semester 4 - Dissertation phase of PGDM program
of Pune Institute of Business Management.
The following task is primarily based on one of the maximum famed brands in the
marketplace of toothpaste ORAL-B. The task is at the customer association we
surveyed over 79 people. We made questions that can carry out the positions
ORAL- B created in people’s thoughts. We kind out the facts we were given from
the survey and inquire about them. Then analyze the inquiry to get an outline of
the cutting- edge coffee market.
We also accrued our secondary facts from the famed internet site and ORAL-B
legitimate internet site the facts provide an explanation for us how people are
using the toothpaste trends in now a day. Although they may be many toothpaste
brands within the marketplace ORAL-B serves exceptional refreshments, teeth
whitening, dental care for which it created a distinct positioning in humans'
thoughts.
As a growing economic ORAL-B is running its commercial enterprise effectively
for many motives. For instance, there is numerous tooth brand in our marketplace
but they are not good as Oral-B. ORAL-B holds its position to the pinnacle with
the aid of shooting younger generations more significantly. The younger humans
are extra into the dental care tendencies hereby they are much more likely to
choose ORAL-B over any other brand. The motive for preparing the document is
to make ready a client-driven marketplace approach for Oral-B. Initially, we began
our discussion with a quick advent consisting of the essential facts for the
corporation. Then we've got focused on the distinctive strategies like marketing
blend techniques, promotional strategies, product lifestyles cycle, STP strategies,
etc. We also communicate approximately different factors that are associated with
the boom of Oral-B and marketplace survival we've accomplished exceptional
evaluations like BCG matrix and SWOT analysis. We have gained a variety of
expertise in this mission and learned loads of things that assist us in information
advertising for special angles. We have performed research by means of studying
a variety of magazines and papers approximately P&G and ORAL-B. And

9
 advised a few techniques to improve their advertising strategies.

10
RESEARCH PROPOSAL
TITLE: A STUDY ON CONSUMER BRAND PREFERENCE TOWARDS
TOOTHPASTE

Abstract
‘Consumer is king’–the announcement incorporates profound truth in it. These days the
fulfillment of any company depends upon the delight of consumers. To pleasurable the
consumers, the company needs to understand approximately the behavior and desire of the
purchasers. In those instances, knowledge client is a totally tough undertaking due to the
converting technology, innovation, and modifications in lifestyles fashion. Respond to these
adjustments, comprehensively and successfully. The observation particularly focuses on the
know-how of the logo's overall performance in toothpaste class and external factors like
demographic, socioeconomic factors, and different product attributes, and so on.

INTRODUCTION
Toothpaste is a day-by using-day oral care product, the chemical composition of that is
continuously changing due to the producer`s competition. One of the quickest-growing a
segment in the FMCG region has been the toothpaste section. As in line with Euro show India,
`the toothpaste corporation in India is over Rs.6000 crore in 2013. The important reason for
toothpaste is to smooth and offer fluoride to shield the teeth in opposition to decay, and
sensitivity, whiten the enamel and save you awful breath. Customer delight refers to the amount
to which clients are happy with the product and offerings furnished via an agency. Customer
pleasure is the very last reason for a marketer. Stiff opposition arose withinside the toothpaste
organisation. Customer level can be measured with the aid of the usage of survey techniques and
questionnaires. Gaining immoderate ranges of purchaser pride can be very critical to a company
due to the fact happy clients are most probable to be dependable to make repeat orders and to use
a large style of offerings supplied via the use of a commercial enterprise. The sizeable desire for
toothpaste and the numerous components makes it difficult for sufferers to pick the proper
toothpaste and complicate the acquisition of dental merchandise with the useful resource of
experts.

PROBLEM STATEMENT:
The buy of toothpaste is then to be regarded as a problem-fixing technique. There has been an
excessive proliferation of brands within the market. At the time of purchase, purchasers may
additionally get pressured to pick a specific logo to satisfy their desires. The method whereby
individuals will decide whether or not, what, while, how, and from whom to purchase goods and
offerings can be termed as the patrons or the customer behavior.

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OBJECTIVE OF THE STUDY:
 To examine the consumer brand choice of the toothpaste.

 To have a look at the emblem cognizance for numerous brands and the attributes
and influencers impacting purchase conduct.

 To look at the impact of consumer promotions and thing influencing switching

behaviour.

SCOPE OF THE STUDY:

 Toothpaste facilitates keeping your teeth clean and healthy, offers you satisfactory
breath prevents opposition to plaque, cavities, and gum illnesses preserve teeth white
and stronger.
 It attributes taste, health factors, taste, and accorded priority.

RESEARCH METHODOLOGY:
METHODOLOGY
There are two assets of statistics series techniques that have been followed for this examination.
One is Primary data and another is Secondary information. This examination is basically
relying on number one facts with the aid of framing a properly- based questionnaire to draw
evaluations or responses from respondents.

PROFILE OF TOOTHPASTE INDUSTRY IN INDIA

 The toothpaste records in India may be tracked again from 1975 with 1200 tonnes of
toothpaste produced by way of the toothpaste enterprise. Prior to the toothpaste, Oral
Hygiene changed into the domain of nearby homemade powders and Ayurveda
practitioners. With the access of Colgate in the Indian market the notice about Oral
care and the significance of oral care.

 The growth within the Urban marketplace has been in large part through the Gel
Segment. Presently, a large bite of the Market is still held by Colgate. The most
important players in the toothpaste Industry are Colgate Palmolive and Hindustan Lever
Limited and numerous minor players like Balsara hygiene, Dabur, etc. Many human
beings in India nevertheless smooth their enamel with conventional products like Neem
twigs, salt, ash, tobacco, or other natural components. Average all India in keeping with
capita consumption of toothpaste is a dark 82gms. The dentist to populace ratio is a
critically low 1:35000 within the USA.

 This outcome in low oral hygiene consciousness and good-sized dental diseases. Less
than 15% of Indian toothpaste users brush two times a day. Colgate and Hindustan Lever
collectively account for over 85% of the prepared toothpaste market. Red and Black
toothpowder nevertheless account for 35% of the toothpowder marketplace. In
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 toothpowders, Colgate and Dabur are the main players sharing among them 75% of the
marketplace.

TOP MOST POPULAR TOOTHPASTE BRANDS IN INDIA:

1. Colgate: Colgate toothpaste emblem is owned by using American Colgate Palmolive
Company and is one of the most relied-on logos in India for oral hygiene merchandise.
2. Close Up: Close-Up toothpaste logo is owned by means of Hindustan Unilever
together with Pepsodent toothpaste and is one of the top toothpaste brands in India in terms of
sales and position.
3. Pepsodent: Pepsodent is every other famous American logo of toothpaste owned
by Unilever and additionally a few of India’s most dependent brands
4. Patanjali Dant Kanti: Patanjali Dant Kanti Toothpaste is packed with herbal
components and recognized to enhance oral fitness. Dant Kanti Advanced Toothpaste, Patanjali
Dant Kanti Red and Dant Kanti Medicated are powerful toothpaste for tightens gums and
tackles germs.
5. Meswak: It is a herbal toothpaste logo natural extract from the Meswak plant or
Salvadore Persica tree from India. Meswak herbal toothpaste is nice for wholesome gums &
robust tooth, owned with the aid of Dabur in conjunction with other toothpaste brands
Babool and Promise
6. Dabur Red Paste: Dabur Red Paste is well known for wholesome tooth and offers
particular combination of traditional Indian medicine. Red is packed with Ayurvedic
substances like Laung and Pudina.
7. Vicco Vajradanti: Vicco Vajradanti paste and teeth powder are the perfect mixture of
Ayurvedic herbs, consisting of babul, lavang, and Bakul. The natural paste of Vicco Vajradanti
ayurvedic has medicinal ingredients for treatments for oral health.
8. Sensodyne: Sensodyne logo of toothpaste and Aquafresh toothpaste are owned with
the aid of GlaxoSmithKline and one of the nice touchy toothpastes.

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SECTOR INFORMATION
1. INTRODUCTION
Fast-transferring purchaser goods (FMCG) sector is India’s fourth-biggest area with family and
private care accounting for 50% of FMCG sales in India. Growing awareness, easier access, and
converting existence had been the important thing boom drivers for the arena. The city phase
(money owed for a revenue share of around 55%) is the largest contributor to the general revenue
generated by the FMCG area in India. However, in a previous couple of years, the FMCG market
has grown at a quicker pace in rural India in comparison to urban India. Semi-urban and rural
segments are developing at a fast pace and FMCG products account for 50% of the whole rural
spending.
- FMCG sector splits into three segments.

FMCG

Food & Beverages Health Care Household & Personal Care

19% 31% 50%

Health beverages,
staples/cereals,
Oral care, hair care,
bakery products,
snacks, chocolates,
ice cream, skin care,
OTC products
tea/coffee/soft cosmetics/deodorants
and ethical
drinks, processed , perfumes, feminine
fruits & vegetables, hygiene and paper
dairy products, & products, Fabric
branded flour products, household
cleaners.

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 2. MARKET SIZE/CONTRIBUTION TO GDP
 The retail marketplace in India is estimated to reach US$ 1.1 trillion by means of 2020
from US$ 840 billion in 2017, with the current exchange predicted to grow at 20-25% per
annum, which is likely to boost sales of FMCG businesses.

 The FMCG market in India is expected to boom at a CAGR of 14.9% to reach US$ 220
billion by using 2025, from US$ one hundred ten billion in 2020.

 Final consumption expenditure multiplied at a CAGR of 5.2% during 2015-20.

According to Fitch Solutions, real household spending is projected to grow 9.1% YoY
in 2021, after contracting >9.3% in 2020 because of the monetary effect of the
pandemic. The FMCG area's revenue growth will double from 5-6% in FY21 to ten-
12% in FY22, in step with CRISIL Ratings.

 Revenue of the FMCG region reached Rs. 3.4lakh crore (US$ 52.75 billion) in FY 18
and is estimated to reach US$ 103.7 billion in 2020. FMCG marketplace is expected to
develop at 9-10% in 2020.

 The rise in rural intake will drive the FMCG marketplace. It contributes around 36% to
the general FMCG spending. FMCG urban segment witnessed an increase in the price
of 8%, while, the rural section grew by 10.6% within the zone ended September 2020.
Due to numerous authorities tasks (which include packaged staples and hygiene
categories); high agricultural produce, opposite migration, and a decreased
unemployment fee. The rise in rural consumption will pressure the FMCG market.

 The Indian processed food market is projected to extend to US$ 470 billion with the
aid of 2025, up from US$ 263 billion in 2019-20.

 E-trade organizations suggested sales are really worth US$ 9.2 billion across platforms in
October and November (2021), driven by using accelerated purchasing all through the
festive season. With festive season income, Flipkart Group emerged as the leader with a
62% market percentage.

 Advertising volumes on tv recorded healthy growth in the July-September region,

registering 461 million seconds of advertising, which is the best in 2021. FMCG
continued to keep its management position with a 29% boom in advert volumes in
opposition to the same period in 2019. Even the e-trade zone showed a wholesome 26%
bounce over 2020.

15
16
 3. Government Initiatives
 In November 2021, Flipkart signed an MoU with the Ministry of Rural Development of
the Government of India (MoRD) for his or her bold Deendayal Antyodaya Yojana –
National Rural Livelihood Mission (DAY-NRLM) program to empower nearby agencies
and self-assist corporations (SHGs) with the aid of bringing them into the e-commerce
fold.

 The Government of India has approved 100% FDI in the cash and bring section and in
unmarried-brand retail together with 51% FDI in multi-emblem retail.

 The Government has drafted a brand-new Consumer Protection Bill with a unique
emphasis on putting in place an extensive mechanism to make certain simple, rapid,
on hand, affordable and timely shipping of justice to customers.

 The Goods and Services Tax (GST) is beneficial for the FMCG industry as the various
FMCG merchandise including soap, toothpaste, and hair oil now come beneath the 18%
tax bracket against the preceding charge of 23-24%. Also, GST on food merchandise
and hygiene merchandise has been decreased to 0-5% and 12-18% respectively.

 GST is predicted to transform logistics within the FMCG zone right into a contemporary
and green version as all principal agencies are re-modeling their operations into large
logistics and warehousing.

4. Investments/ Developments
 The Government has allowed a 100% Foreign Direct Investment (FDI) in
meals processing and single-emblem retail and 51% in multi-brand retail.

 The sector witnessed healthy FDI inflows of US$ 18.59 billion from April 2000 to
June 2021.

 In October 2021, Procter & Gamble announced a funding of Rs. 500 crore (US$
66.8 million) in rural India.

 In September 2021, PepsiCo commissioned its Rs. 814 crore (US$ 109.56 million) Kosi
Kalan ingredients facility in Mathura, Uttar Pradesh; it's miles the enterprise's biggest
greenfield manufacturing investment in India.

 In August, Adani Wilmar, a 50/50 joint mission between Adani Group and Singapore-
based Wilmar, filed for initial public supplying (IPO) to raise up to Rs. 4,500 crore
(US$ 607.13million) for expansion.

 In November 2021, McDonald’s India partnered with an FMCG business enterprise

ITC to feature a differentiated fruit beverage, B Natural, in its Happy Meal, on the way
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 to be

18
 available throughout all McDonald’s eating places in South and West India, basically
catering to kids aged 3–12 years.

 In June 2021, Dabur India announced its Rs. 550 crore (US$ 75.6 million) investment to
install a new plant in Madhya Pradesh for the production of meals merchandise,
ayurvedic medicines, and health dietary supplements.

 In May 2021, Tata Digital Ltd., a 100% subsidiary of Tata Sons, acquired a 64.3% stake
in grocery store grocery substances, the commercial enterprise-to-commercial enterprise
arm of Big Basket in tandem with Tata Group’s approach to building a digital patron
ecosystem. According to the Economic Times, the deal is really worth U$ 1.8-2 billion.

5. Growth Pattern Observed in the last 5 Years

Trends in FMCG revenue over the years

(US$ Billion)
120
103.7
100
83.3
80 68.4
60 49 52.8
43.1
40

20

0 Revenue in US$ Billion

2015201620172018F2019F2020F

6. Reason for the Growth Pattern observed in this Sector

(i) Growing Demand:
 The FMCG market in India is predicted to boom at a CAGR of 14.9% to attain US$
220 billion with the aid of 2025, from US$ 110 billion in 2020.
 Rising earning and developing teenager population had been key growth drivers
of the arena. Brand awareness has additionally aided demand.
 India’s contribution to global intake is anticipated to more than double to 5.8
percent by 2020.
 Indian packaged grocery store is anticipated to double to US$ 70 billion by 2025.
 Rural India is witnessing elevated demand for pleasant items and services
driven through upgraded distribution channels of FMCG companies.

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 (ii) Attractive Opportunities:
 Low penetration levels in the rural market give room for the boom.
 Disposable earnings in rural India have improved because of the direct coins
transfer scheme.
 Exports are any other developing segment.
 E-commerce phase is forecasted to make a contribution of 11 percent of the overall
FMCG sales by means of 2030.

(iii) Higher Investments

 Investment in this area attracts buyers as FMCG merchandise has demand
throughout the year.
 The sector witnessed a wholesome FDI influx of US$ 18.59 billion from April
2000 to 2021.
 Many gamers are increasing into new geographics and classes.
 Supa Star Foods Pvt Ltd, a packaged foods and beverage maker, has obtained
its second funding from Roots Ventures which will assist the agency to develop
its distribution community and upload extra merchandise.
 Dabur is planning to make investments of Rs. 250-three hundred crores (US$ 38.79–
46.55 million) in FY 19 for capacity expansion and is likewise planning to make
acquisitions inside the domestic marketplace.

(iv) Policy Support

 Investment approval of as much as 100 percent foreign equity in single emblem retail
and 51 percent in multi-emblem retail.
 Initiatives like Food Security Bill and direct cash transfer subsidies reach about 40
percent of families in India.
 The minimal capitalization or overseas FMCG companies to invest in India is US$
100 million.

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 7. PORTERS FIVE FORCE ANALYSIS OF THE SECTOR

BARGAINING POWER OF SUPPLIER THREAT OFSUBSTITUTE

Low –Big FMCG companies are able to dictate the pricesHigh
through local sourcing
– Presence frombrands
of multiple a fragmented group of key commod
Price War Narrow Product
differentiation under many brands.

COMPETITORS RIVALRY
High – Private levels brands by retailers are prices at discount to mainframe brand limits competiti
Highly fragmented industry as more MNC’s is entering.

BARGAINING POWER OF BUYER THREAT OF NEW ENTRANTS

High – Low switching cost induces the customer’s products
Moderate
shift. – Huge investment in setting up distribution network &
Influence of marketing strategies. Spending on Advertisement is aggressive.
Availability of same or similar
alternatives.

Positive Impact
Neutral Impact
Negative Impact

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COMPANY INFORMATION
1. COMPANY SNAPSHOT
PROCTER & GAMBLE (P&G)
The Procter & Gamble Company (P&G) is an American multinational consumer
goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William
Procter and James Gamble. It specializes in a wide range of personal health/consumer
health, and personal care and hygiene products; these products are organized into several
segments including beauty; grooming; health care; fabric & home care; and baby,
feminine, & family care. Before the sale of Pringles to Kellogg's, its product portfolio also
included food, snacks, and beverages. P&G is incorporated in Ohio.

 Industry: Consumer goods

 Founded: October 31, 1837; 184 years ago
 Revenue: US$ 76.12 billion
 Predecessor: (a) Procter & Gamble Australia Pty Ltd.

Shareholding Pattern
No. of Shareholdings (%)
Promoter 70.64
FII 2.63
DII 13.48
Public 13.27

Keyperson: Jon R. Moeller

Jon R. Moeller (born 1964) is an American businessman. He serves as the Chief Operating
Officer of Procter & Gamble. He was elected Chief Executive Officer of Procter & Gamble on
July 29, 2021, to succeed David S. Taylor on November 1, 2021.
He joined Procter & Gamble on September 1, 1988 and was appointed Vice President in 2007.
He also served as treasurer from 2007 to December 2008. On January 1, 2009, he became Chief
Financial Officer. He is also a visiting lecturer at the Samuel Curtis Johnson Graduate School of
Management at his alma mater, Cornell University.
He sits on the board of directors of Monsanto since August 3, 2011. He serves on the Council for
Division Finance Leaders of The Conference Board, and he is a member of the Cincinnati
Business Advisory Council of the Federal Reserve Bank of Cleveland as well as the executive
committee of the Cincinnati Commercial Club.
He sits on the board of trustees of the Cincinnati Art Museum

22
 COMPANY SNAPSHOT
EMPLOYEES (ALL CITIES): 101,000 (2021)
ASSETS (UD$): 119.3 billion (2021)
REVENUE (US$): 76.12 billion (2021)
TICKER SYMBOL: PG
YEAR STARTED: 1837
INCORPORATED: 1933
FISCAL YEAR END: June
SALES GROWTH%: 7.00%

2. Global Market Share of the Company

23
U.S Oral Care Market Size by Product

Earnings before Income Tax

24
Net Income

Segment Net Sales

25
Global Market Share

26
 3. PRODUCT OFFERED BY THE COMPANY:

27
28
29
30
31
32
 4. COMPETITOR ANALYSIS
 Johnson & Johnson Services, Inc.
 Colgate-Palmolive Company
 Unilever
 ITC Limited
 Dabur India
 Marico

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MARKETING STRATEGY
1. SWOT ANALYSIS OF THE COMPANY
Procter and Gamble
(P&G)
1. P&G has over 300 manufacturers globally
which might be available in over 180 countries.
2. Over 100,000+ human beings are hired in
P&G globally.
STRENGTHS 3. It has around 24 manufacturers which
have annual sales of over a billion dollars.
4. Its brand has a high remember, excessive
visibility due to wonderful advertising
and marketing.
5. P&G has operations in over 80 countries.
6. P&G brand has additionally contributed
as sponsors in important wearing and
leisure occasions.
7. Several of its brands like Gillette, Duracell,
Ariel, Olay, etc. Our distinguished international
manufacturers.
8. P&G has been recognized via numerous
awards among manufacturers, and sectors
globally.
9. Sponsorships of the way of life occasions,
competitions, and so forth. Have helped the
brand to build a connection with the people.
10. Excellent distribution and availability of P&G
merchandise thru supermarkets, groceries,
online and so on.
1. Fake products offered below the call of their
logo name are a huge challenge for P&G.
WEAKNESSES 2. Its products have stiff opposition from large
home gamers and worldwide brands.

1. P&G can tap rural markets and increase

penetration in city regions.
OPPORTUNITY 2. Mergers and acquisitions can be done to
reinforce the brand.
3. Increasing purchasing strength of human
beings thereby increasing call for.
4. P&G can leverage its strong call and effective
manufacturers to diversify into extra client
merchandise

34
 1. Intense and increasing opposition amongst
different FMCG organizations can affect the
THREATS marketplace share of Procter and Gamble.
2. FDI in retail thereby allowing
worldwide manufacturers international.
3. Competition from unbranded and
neighborhood merchandise.
4. Since P&G is a global logo, recessions, fluctuating
dollar costs, financial disasters, etc. Can have an
effect on its commercial enterprise operations.

2. P&G STP
P&G STP

SEGMENT Product and services for Daily needs.

TARGET Every Indian Household especially the

GROUP middle class.

POSITIONING P&G products are used by its customers

to improve their lives.

35
3. BCG Matrix & PLC of P&G
STAR QUESTION MARK
Gillette Pantene Olay

Head & Shoulders Pamper

HIGH Whisper

MARKET
CASH COWS DOGS
GROWTH
RATE
Ariel Vicks Ambipur
LOW Tide Oral-B

HIGH LOW

RELATIVE
MARKET SHARE

 For the STAR product phase of P&G, the beauty phase invests more to retain the
product and improve similarly.

 For the QUESTION MARK market product segments like healthcare and fabric
care first, analyze if the commercial enterprise has the ability to improve the market
proportion and grow to be a celeb one or is it declining in growth and turning into a
capacity canine. In both cases invest in the product phase and consciousness on
advertising the product extra to improve performance.

 For the CASH COW of merchandise perceive approaches of advertising the product
phase to a larger client base however at the equal time do not permit the market
percentage go down. Try to earn the most earnings viable for this product and focus
on the increase of the product.

 For the DOG merchandise like Ambi-Pur stop making an investment on the product
and awareness on the opposite merchandise if the goods have a very pathetic market
percentage marketplace increase.

36
PLC of P&G

Stage 1: Pantene, Hair Tonic Maker

are in Introduction Stage.

Stage 2: Vicks and since 2005 Pantene

are in Growth Stage.

Stage 3: Most of the brands are in

Maturity Stage.

Stage 4: In the era of financial crunch

& downtrend are in Decline Stage.

37
 4. Comparison of Sales

Sales (In crore.)

4000 3574

3500 2946 3001

3000 2455
2320
2500
2000
1500

1000
500
0

2017 2018 2019 2020 2021

5. MARKETING STRATEGIES OF P&G

 An advertising mix is an enterprise tool utilized in marketing with the aid of marketing
specialists. The marketing mix is regularly essential when figuring out a product or
brand's presentation, and is regularly synonymous with the 4 Ps: price, product,
promotion, and place; in provider marketing, however, the four Ps have been
accelerated to the Seven Ps or Eight Ps to cope with the unique nature of offerings.

Product classification – carrier client precise

Product differentiation- form, capabilities, overall performance, reliability
Superior era
Attractive packaging
Catchy taglines
Established as a logo itself Pricing
Optional – feature pricing
Product- line pricing
Cost- plus pricing
Competitive pricing
Distribution pricing Place
In shop placement method
Already present strong links in city location
Rural penetration
Develop advertising channels as robust and penetrated so that it might advantage
get entry to remote regions

38
Promotional Strategy
 P&G insists on a pull strategy
 Heavy Advertising and Media Pioneer
 Advertising Creativity
 P&G – A click mortar company
 Coupon
 Celebrity Advertising

39
 6. SWOT ANAYLSIS OF THE PRODUCT
ORAL-B SWOT ANALYSIS

1. Frequent and lots of improvements in a low

involvement product like toothbrush.
2. Introduction of recent features regularly.
3. Focuses on solving troubles usually
associated with the toothbrush use.
STRENGTH 4. Aggressive Advertising

1. Could no longer mirror its main position in

India as it's miles globally.
WEAKNESSES 2. Price wars with competitors.
3. New Innovations arising in the marketplace.
4. Indian market is no longer as aware of
innovations in toothbrushes as the
international marketplace.

1. More innovations to distinguish from the

competitors.
OPPORTUNITY 2. Increasing involvement in Personal
care Products.
3. Differentiated advertising and marketing
strategies to attract customers.
1. Aggressive Competition.
THREATS 2. Regular creation of recent merchandise by
means of competitors.
3. Copied Innovation via competitors.

40
 7. MARKETING MIX OF ORAL-B
(i) PRODUCT
Oral-B is one of the main toothcare brands inside the international. Oral-B usually
gives significance to innovation and product nice. The foremost made of Oral-B is
toothbrushes which specially accommodates of electric, battery and manual
variations. It also has floss, mouthwash and toothpaste part of its advertising and
marketing blend product portfolio. They have specifically designed products for
youngsters taking care of their touchy enamel. Within the youngsters’ variety, they
have divided the products for every age institution. For electric powered brushes, they
also produce the alternative brushes. Oral-B have commenced the usage of indicator
which tells us whilst you ought to change your toothbrush.
Within each version, they have got various models depending on extraordinary types
of bristles.

(ii) Price
Oral-B has focused on the middle- and top-magnificence phase of society as its customer,
as they're those searching out qualitative and progressive products. Oral-B has located
itself as a global leader in toothbrush marketplace and is also the first desire for most of
the dentists.
Oral-B has set a pricing coverage for its merchandise. It has invented some very specific
product gadgets which does no longer have many competitors. The corporation at times
books a income by promoting it's innovative and newly released merchandise at a faster
fee via adopting premium fees. Later whilst different manufacturers release comparable
sounding merchandise it adopts a competitive pricing strategy to tackle its competitors. It
drops its expenses by the manner of offers, discounts, and incentives to preserve its
position and consumer retention.

41
 ORAL-B is known for its famous tagline “Better bristles, beautiful teeth.”.

(iii) Place & Distribution

The merchandise of Oral-B may be found in all the countries where P&G promotes its
products. P&G promotes its merchandise in extra than 180 international locations. In
India, Oral-B merchandise can be determined in urban, sub-city, and rural areas. In rural
areas, the goods are of decrease or mid-variety. The top-class merchandise is gift simplest
in confined regions due to its low income. The products may be found in a small grocery
keep in a massive mall. It has also a presence at online shops and upcoming grocery
turning in startups.
P&G enterprise and technical centers are unfolded across Baddi, Bhiwadi, Mandideep,
Goa, Hyderabad, and Ahmedabad.
Oral-B has a robust distribution community because it gets the advantage from its parent
company’s distribution community.

(iv) Promotion & Advertising

Oral-B employs all kinds of techniques to promote its product. It uses the mainstream
media for its promotion. In India, they have got partnered with several Bollywood
superstars to sell their products. Sometimes their tv advertisements consist of dentists
who are cognizant of teaching the masses about dental hygiene and consequently selling
their product. Oral-B additionally gives dental care statistics and offers discounts and
incentives on purchases from its website online. They also provide dentists with free
samples so that it will use them and advocate for them. Hence this concludes the
advertising mix of Oral-B.
Blogs and Website
Internet and Mobile

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 8. STP of ORAL-B
ORAL-B STP

SEGMENT People have medium Purchasing Power. Middleclass

and higher classes.
TARGET People look for good quality and innovative products
GROUP in tooth brushes.
Dentist’s choice of toothbrush.
POSITIONING

9. ORGANIZATION STRUCTURE

43
RESEARCH METHODOLOGY
1. INTRODUCTION
Research is the system of systems and in intensity have a look at or look for any particular
subject matter, issue, or location of research, subsidized with the aid of collection, compilation,
presentation, and interpretation of relevant info or data. Research technique is a way to
systematically clear up the research trouble. It can be understood as a technology of reading how
studies are carried out scientifically.
Research may develop a hypothesis and check it. In it, we take a look at the numerous steps
which might be normally followed by means of the researcher in analyzing his research hassle
alongside the common sense behind them.
Research should be primarily based on fact observable records form a sound foundation
for studies inductive investigation lead higher support to research finding for reading
records a systematic method of analysis must be advanced and end result interpreted
logically
It is necessary for the researcher to recognize now not only the study's technique or techniques
but also the technique. Thus, whilst we talk of study’s methodology, we now not only speak of
the studies strategies but also don't forget the common sense behind the techniques we use inside
the context of our studies study and give an explanation for why we are the use a selected
approach or method and why we aren't the usage of others so that research outcomes are able to
be evaluated either through the researcher himself or with the aid of others.
Research issues could bring about certain conclusions by logical analysis which the selection-
maker may additionally use for his action or answer.

2. RESEARCH DESIGN
A research design is pure and without a doubt the frame paintings plan for a take a look at that
courses the gathering and evaluation of records. In this have a look at the researcher has followed
descriptive research layout.
Descriptive research design: It includes surveys and reality-finding enquires of various sorts. It
truly describes something including a demographic of employees. It offers with a description of
the state of offers as its miles and the researchers haven't any have an impact on the respondents.

SOURCES OF DATA
Data collection – Data collection is one of the most critical components of research. For
the fulfillment of any project accurate statistics is very essential and essential.

Methods of data collection:

 Primary Data
 Secondary Data

Primary Data: Data gathered with the aid of a researcher is known as primary data. It is accrued
by using a person for his personal use acquired from findings. This is taken into consideration as
firsthand statistics. These are records that are collected by means of us to meet our very own
precise purpose. The facts are amassed with the aid of the method of a questionnaire filled in
through employees working across diverse sectors.
Secondary Data: Secondary records mean facts that are already available i.e., they refer to
44
statistics which has already been gathered and analyzed by a person else. This kind of records

45
statistics can also be used by the researcher for his use as 2d hand information assets thru which
secondary records may be accrued. Secondary facts used are extracted from numerous
countrywide & international journals.

Research Approach
Survey Method- The Survey method is the method of amassing records with the aid of asking
questions to folks that are notion to have favored information. A formal list of questionnaires is
ready. Generally, a non-disguised approach is used. Survey technique pursues principal
purposes:
1. Describing positive components or traits of the population and/or
2. Testing hypotheses about the nature of relationships inside a population.

Here the purpose of the survey was to explain the aspects or traits of the population.
Research instrument Questionnaire- Questionnaires were used for the reason of gathering
primary statistics. Additionally, the questionnaires were used for the subsequent reasons: their
ability to reach a huge quantity of respondents within a short time, the potential to allow the
respondents ok time to respond to the questions, a feeling of security (confidentiality) to the
respondent, and its goal hence no bias as a consequence of the personal traits (as in an
interview).

46
DATA ANALYSIS & INTERPRETATION

Interpretation: The above pie-chart shows that 40.5% of the respondents are male and 59.5% of
the respondents are female. Majority 59.5% of the respondents are female.

Interpretation: The above pie-chart shows that 50.6% of the respondents are between 21 years
to 30 years of age, 19% of the respondents are of the age 31 years to 40 years, 19% of the
respondents are between 12 years to 20 years of age, and remaining 11.4% of the respondents are
Above 40 years of age.

47
Interpretation: 43% of the respondents are Students, 20.3% of the respondents are Housewives,
20.3% of the respondents are Self Employed and remaining 16.5% of the respondents are
Businessman.

Interpretation: 25.3% of the respondents prefer to use Colgate, 16.5% of the respondents prefer
to use Close Up, 13.9% of the respondents prefer to use Meswak, 12.7% of the respondents
prefer to use Sensodyne, 10.1% of the respondents prefer to use ORAL-B, 10.1% of the
respondents prefer to use Pepsodent, 7.6% of the respondents prefer to use Dabur Red, 1.3% of
the respondents prefer to use Biotique, 1.3% of the respondents prefer to use Glowdent, and
remaining 1.3% of the respondents prefer to use Patanjali.

48
Interpretation: With 27.8% of the respondents using Total care as a toothpaste variant, it is the
most used one. This is followed by Herbal (24.1%), Salty (16.5%), Sensitive (16.5%), Whiteness
(15.2%) type of toothpastes.

Interpretation: 44.3% of the respondents use toothpaste twice a day and 35.4% use it once a
day. There are very few people (20.3 %) who use toothpaste after every meal. This shows
that majority use toothpaste as a daily morning and night routine.

49
Interpretation: 41.6% of the respondents bought their toothpaste from Kirana shops. Almost
36.7% of the respondents bought their toothpaste from supermarkets like, Big Bazaar, Reliance
Fresh etc. and 19% of the respondents bought their toothpaste from medical shops/ chemists,
1.3% of the respondents bought their toothpaste from D-mart and remaining 1.3% of the
respondents bought their toothpaste from Online. Thus, a greater number of toothpaste purchases
was from Supermarkets.

Interpretation: 31.7% of the respondent’s toothpaste buying is an Individual decision, 20.3% of

the respondents’ toothpaste buying through Dentist suggestions, 15.2% of the respondents’
toothpaste buying through Shopkeepers/Salesperson decision, 13.9% of the respondents’
toothpaste buying through their Parents Decision, 12.7% of the respondents’ toothpaste buying
through their Friends suggestion and remaining 6.3% of the respondents’ toothpaste buying
through their Spouse Decision.

50
Interpretation: 36.7% of the respondents prefer to buy Toothpaste according to their Quality,
24.1% of the respondents prefer to buy Toothpaste according to their Brand Name, 20.3% of the
respondents prefer to buy Toothpaste according to their Flavour and the remaining 19% of the
respondents prefer to buy Toothpaste according to Other Parameters.

Interpretation: 32.9% of the respondents find Discount Promotion get attracted to buy
Toothpaste, 29.1% of the respondents find attracted by Extra Quantity in their product to buy
Toothpaste, 20.3% of the respondents find attracted by Less Price of the product to but
Toothpaste, 17.7% of the respondents find attracted to buy Toothpaste when something is Gifted
with the product.

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Interpretation: 41.8% of the respondents purchase Toothpaste only Once in a month, 39.2% of
the respondents purchase Toothpaste Twice in a month, and remaining 19% of the respondents
who used to do Brush after every meal they used to buy Toothpaste Thrice in a month.

Interpretation: 32.9% of the respondents prefer to attribute to buy Toothpaste for their Healthy
tooth and gums, 17.7% of the respondents prefer to attribute to buy Toothpaste for their Long-
Lasting freshness, 15.2% of the respondents prefer to attribute to buy Toothpaste for their Teeth
Whiteness, 12.7% of the respondents prefer to attribute to buy Toothpaste from prevention of
tooth decay, 12.7% of the respondents prefer to attribute to buy Toothpaste for use of Natural
Herbs, and remaining 8.9% of the respondents prefer to attribute to buy Toothpaste for better
Good Foam.

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Interpretation: 26.6% of the respondents find Recommendation of Professional Bodies while
buying Toothpaste, 26.6% of the respondents attracts by Advertisement for buying Toothpaste,
17.7% of the respondents attracts by Sales Promotion for buying Toothpaste, 16.5% of the
respondents find attracted by Celebrity Endorsements and the remaining 12.7% of the
respondents find attracted by Pricing.

Interpretation: 21.5% of the respondent’s switch because of Short Supply of Brand, 19% of the
respondents switch because of Increase in Price of the Product, 19% of the respondents switch
because of Promotional Offers which they find interesting to switch on another brands, 17.7% of
the respondents switch because they like to switch Brands to try something New, 15.2% of the
respondents like to switch due to Advertisement which they find attractive to Switch to another
Brand, and remaining 7.6% of the respondents like to switch because of the Influence of the
Retailers.

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FINDINGS, SUGGESTIONS & CONCLUSION
1. OBSERVATIONS/FINDINGS
Majority 50.6% of the respondents are from the age group of 21-30 years.

Majority 59.5% of the respondents are Female.

Majority 43% of the respondents are Students followed by Self-Employed,

Housewives and Businessman.

Majority 25.3% of the respondent like Colgate rather than any Brand.

Majority 27.8% of the respondents feel that Total Care is the important thing in the
toothpaste.

Majority 44.3% percent of the respondents use Toothpaste 2 times a day.

Majority 41.8% percent of the respondents buy Toothpaste from Kirana shop followed
by Supermarket and Medical Shop/Dentist.

Majority 31.7% percent of the respondents like to buy toothpaste by influencing by its
Individual decision and followed by Dentist and Salesperson.

Majority 44.3% percent of the respondents like to buy due to Availability of the product,
27.8% of the respondents like to buy because of Price factor, 24.1% of the respondents
like to buy due to Packing factor and followed by Ingredients & Quality.

Majority 36.7% percent of the respondents prefer to buy toothpaste due to their Quality
followed by Brand, and Flavour.

Majority 41.8% percent of the respondents used to buy Once in a month followed by
39.2 Twice in a month and 19% Thrice in a month.

Majority 21.5% of the respondents like to switch because of the short supply of the
brand followed by Promotional offers and Increase in Price.

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 2. CONCLUSION
It is very difficult to are expecting patron behavior normally. Companies focus on the
handiest studying the requirement of consumers and additionally strategies to keep them.
This takes a look at what was conducted to apprehend the behavior and reasons of
customers in India for buying toothpaste.

There is a big ability for Oral care marker in India as penetration and per capita
consumption of oral care merchandise may be very low. With rising according to capita
income and higher consciousness there may be a growing demand seen for oral care
merchandise. Many humans in India nonetheless smooth their teeth with conventional
merchandise like Neem twings, salt, Ash, tobacco, or other conventional materials. The
common all India in line with capita intake of toothpaste in dismal 82 gms. The dentist
populace ratio is abysmally low at 1:3500 within the United States of America. All this
has contributed to low oral hygiene attention and huge dental diseases. Less than 20% of
Indian toothpaste users brush twice an afternoon.

The government of India has taken tasks like conducting dental fitness camps for selling
the product consumption and creating attention amongst not unusual human beings on
the blessings of retaining oral hygiene. Toothpaste manufacturers use advertising
campaigns to promote a better intake of toothpaste. Brand photo, advertising, and
income promotions play a vital role in shopping toothpaste even as supporting the
purchasers in comparing with competitor products and selecting the exceptional one.
Product attributes are also analyzed via the client for zeroing down on a specific
emblems. Consumers transfer from one product to another product primarily based on
commercial, logo calls, packaging availability, rate adjustments, etc. Moreover, Indian
consumers have a high degree of family orientation, which extends to even prolonged
family and buddies. Brands with identities that assist their own family values have a
tendency to be famous and widely widespread without problems in the Indian
marketplace. Therefore, corporations need to investigate these types of factors and find
out the high-quality appropriate gear and cultural orientations for selling their toothpaste
manufacturers in India.

55
 Growth in the rural markets has been excellent for all the FMCG businesses that’s why
each company is turning its cognizance toward the rural region. P&G has made rural
attain better via NGOs and neighborhood organizations.

3. SUGGESTIONS
(i) In the existing have a look at, and try has been made to degree the customers
pride towards the toothpaste for measuring client's delight, different factors were
considered. This examine has furnished a way for in addition studies additionally.

(ii) Preferred and interested to buy the toothpaste at a specified price along with some gift
and price offer scheme. Hence, It is suggested that producers of toothpaste should
makes their toothpaste with some offer like price deduction, free gift, coupon, etc.,

(iii) Influenced by television, advertisement to go for a specified brand of toothpaste

that the producers should focus their marketing strategy though television
advertisement with either sponsored programme or spot programme

(iv) Respondents expect only the related product along with the product as a
discount/free gifts.

(v) Advertisement in every possible media would increase the market share

4. LIMITATIONS OF STUDY
 The examination is restricted handiest to a particular region in Chennai town and
therefore, the findings of the take a look at cannot be identical for other areas.
 All the findings and observations made inside the observation are drawn handiest on the
data supplied via the respondents that are based on their desire, and thoughts, and hence
there is a threat of bias.
 The barrier contained in the primary statistics was that of restrained pattern size used
for the study, for this reason, the pattern cannot be illustrated for the target. Moreover,
consumer shopping is a complex system in which a number of things like monetary
factors, social reputation, and psychographic elements influence the shopping of the
customer, the ones are not considered for the take a look at.
5. BIBLIOGRAPHY
 https://www.ibef.org/industry/fmcg.aspx
 https://destylio.com/blog/wp-content/uploads/2018/06/blog1.jpg
 https://www.equitymaster.com/
 https://www.pginvestor.com/presentations-events/
 https://in.pg.com/brands/

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