Professional Documents
Culture Documents
TOOTHPASTECATEGORY AND
BRAND INVOLVEMENT
CB E GROUP F
Group F
Cynthia Moreau IE/17/002
Pragjyotika Nandan PGP/17/030
Pooja Punjabi PGP/17/102
Reeshil N PGP/17/229
Gopika Pushpangadan
PGP/17/320
Umesh Kumar PGP/17/361
Freshness
freshness that fills you with confidence
Herbal
Complete oral care with help of natural ingredient
Niche-problem solving
Offered specific solutions to oral health problems
daily
- 64% brushes their teeth once a day while only 36% brushes twice
Visiting
a dentist
- 74% respondents never visited a dentist compared to just 13% who visited a
dentist once in a six months
Toothpaste
recommended by dentist
-Only 28% people agreed that they use a dentist recommended toothpaste
Changing
Oral
problem
- 85% people believed that they dont have any oral problem while WHO reports says
that 98% of Indian population suffer from oral health problem
Changing
Only a smaller number of people brush their teeth twice a day and even a
smaller chunk of people visit a dentist on regular basis
Until any oral problem surfaces people dont pay any attention towards oral
care
Most of the people despite having oral problems believe that they dont have
any oral problems
All these habits and practices show that toothpaste is a low involvement product
and marketers have significant scope to enhance the involvement level
It reaches even
where a
toothbrush
cannot reach
It makes me feel
in control
Gives me fresh
breath and fights
cavities
It gives me a
dazzling smile
Gives me healthy
teeth and fights
cavities
Gives me
dazzling smile
It has a great
flavor and taste
It allows me to
feel free and
unworried
Freshness
Herbal
Overall Oral
Care
Niche
Toothpaste is valuable to me
3.63
3.32
3.38
3.90
Toothpaste is beneficial to me
3.60
3.42
3.32
3.90
Toothpaste is appealing to me
3.69
3.48
3.45
4.07
Toothpaste is essential to me
3.63
3.32
3.45
4.00
Prevents Cavities
3.51
3.35
3.48
4.00
Healthy Teeth
3.45
3.51
3.42
4.10
Healthy Gums
3.42
3.42
3.38
3.97
3.38
3.45
3.42
4.10
3.54
3.51
3.45
3.83
3.48
3.35
3.32
4.07
Dazzling Smile
3.48
3.42
3.45
3.87
Attributes with overall rating of more than 3.5 are taken. The categories which have rating higher than
average are highlighted in red
Freshness
Herbal
Overall Oral
Care
Niche
Makes my breath
fresh
3.51
3.45
3.38
3.87
3.54
3.29
3.26
4.10
Healthy Teeth
3.57
3.42
3.42
3.93
Fights cavities
3.57
3.45
3.42
4.00
Protects from
germs
3.45
3.29
3.35
3.90
Freshness
Herbal
Overall Oral
Care
Niche
3.17
3.26
3.17
3.87
3.29
3.35
3.32
3.93
3.26
3.29
3.38
3.87
3.20
3.32
3.17
3.93
3.26
3.26
3.23
3.97
3.29
3.17
3.23
3.9
Verdict : LOW
INVOLVEMENT
Niche
Oral care
Herbal
Freshness
From involvement
table, in affective
elements, this
category is above
average rating
In cognitive attributes,
we can see that it has
higher scores as
compared to other
segments
In affective attributes,
in certain elements
like makes in feel in
control, great start to
a day, it fares well
Verdict: MEDIUM
INVOLVEMENT
Close Up
Brand attitude
val
ue
Dazzling smile
3.29
Freshens my breath
3.14
3.26
3.26
Product Involvement
3.32
3.29
val
ue
3.42
Fights cavities
3.42
3.35
3.29
3.35
Recommended by dentists
2.86
3.32
3.17
3.20
3.17
Protected by an expert
3.20
Claims to be recommended by
dentists
Avg val is 3.25 which shows the
all round protection from decay
consumer shows involvement in
purchase by nearly agreeing with the
brand attitude
Product Involvement
Pepsodent
Brand attitude
val
ue
3.42
Fights cavities
3.42
Prevents
germsInvolvement
from affecting teeth
Product
3.35
3.29
3.35
3.38
3.32
3.17
3.20
Dabur Red
Mean values
by segment
3.42
3.29
3.32
It is recommended by dentists
2.86
3.11
3.2
Colgate ActiveSalt
Attitude towards brand
Mean values
by segment
3.9
3.8
3.83
3.92
3.83
Portrays an indulgent
protagonist
Mean values
by segment
3.93
It fights cavities
4.0
3.83
3.87
3.83
3.97
The product can even be used for small children and hence it will
help to reduce the perception about risk.
Affective belief:
Affective:
Fear Appeal:
Dramatic stories of how evil cavities and germs would affect the creates
a feeling of fear among the audience.
Negative consequences of not having teeth protection in the form of
tooth aches.
Affective
Unique formulation of Active salt killed germs to make gum strong and
healthy.
Affective
Fear Appeal: The focus on the absence of salt in the toothpaste currently
being the cause of the toothache.
The storyboard across multiple settings implying the situation could arise to
anyone anytime
Contained ingredients like neem, pomegranate, miswak etc that kept away adult
dental problems.
Popular among the young, modern consumers who indulged in variety of activities.
Provide the consumers protected from teeth decay against all varieties of food.
Affective
Recommendations
Recommendations
Positioning
Position as Herbal tooth paste for your family with natural ingredients,
which provides effective solutions for cavities, teeth decay,
sensitivity & gum health problems and makes your breath fresh
THANKYOU