HIMALAYA HERBAL

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

1.Describe the Product category involvement

based on the habits and practices of Consumers

Differentiation of consumers based on degree of personal

interest (Concept of product involvement)
High involvement categories
Extensive buying behavior include
following aspects:
Risk Reduction
Enhancement of self-image
Greater degree of gratification

Low involvement categories

Buying behavior include following aspects:
Bought in a routine manner
Degree of personal interest

Toothpaste category falls into low involvement category which creates

competitive challenges in enhancing degree of involvement for marketers

Toothpaste category segments

Freshness
freshness that fills you with confidence

Herbal
Complete oral care with help of natural ingredient

Overall oral health

Healthy teeth and strong gums

Niche-problem solving
Offered specific solutions to oral health problems

Habits and practices of respondents

Brushing

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

toothpaste on dentists recommendation

- 14% people changed their toothpaste on dentists recommendation

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

toothpaste to solve problem

- 33% people change their toothpaste to solve any oral problems

Product category involvement of toothpastes

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

Ratio of dentists to patients in India is dismally low

All these habits and practices show that toothpaste is a low involvement product
and marketers have significant scope to enhance the involvement level

2.Identify the Cognitive and Affective associations

with each segment . Classify the segments as low
medium and high involvement in relation to cognitive
and affective associations

Highest Cognitive and Affective association with

each segment

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

Involvement levels with respect to

toothpaste
Attribute

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

Protect from sensitivity

3.38

3.45

3.42

4.10

Made up of natural ingredients

3.54

3.51

3.45

3.83

It should keep my childrens teeth

healthy

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

Brand Attitude- Cognitive

Associations
Attribute

Freshness

Herbal

Overall Oral
Care

Niche

Makes my breath
fresh

3.51

3.45

3.38

3.87

Great Flavour and

taste

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

Overall health care 3.48

3.29
3.35
3.90
Associations greater than 3.5 overall and atleast one segment higher than 3.8 are
taken

Brand Attitude- Affective

Associations
Attribute

Freshness

Herbal

Overall Oral
Care

Niche

Brand for my family

3.17

3.26

3.17

3.87

Gives a dazzling smile

3.29

3.35

3.32

3.93

Gives me confidence to get close

to people

3.26

3.29

3.38

3.87

Allows me enjoy all kinds of food

3.20

3.32

3.17

3.93

Allows me to feel free and

unworried

3.26

3.26

3.23

3.97

Gives great start to my day

3.29

3.17

3.23

3.9

Makes me feel in control

3.32
3.2
3.26
3.93
Associations greater than 3.4 overall and atleast one segment higher than 3.8 are
taken

Involvement Levels based on cognitive and affective

elements

Verdict : LOW
INVOLVEMENT

From the cognitive and

affective association
table we can see that
Niche segment always
scores above average,
thereby proving it to
be a high involvement
segment (Also from
exhibit 6, we see its
involvement level as
64%)
From involvement
table, we can infer
that niche scores
highest in both
cognitive and affective
attributes
VERDICT: HIGH
INVOLVEMENT

Niche

Oral care scores

lowest in 4 out of 6
cognitive elements
and second lowest in
remaining
In affective elements
also, it scores low in
every attribute
Similarly, for the
involvement table, the
scores are
considerably low

Oral care

In both cognitive and

affective attributes, it
is neither the lowest
nor the highest
It is perceived more as
brand for family with
herbal ingredients
suitable for all
In certain affective
elements it fares
better than freshness
and oral care
categories
Verdict: MEDIUM
INVOLVEMENT

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

3.Explain the relationship between involvement and

brand attitude in different segments: Are there
inconsistencies in the relationship?

Close Up
Brand attitude

The ads for close up shows young

couples coming close to each other
due to freshness
Its portrays itself as the toothpaste
which makes one to kiss

Involvement level wrt Freshness

val
ue

Dazzling smile

3.29

Freshens my breath

3.14

Confidence to get close to people

3.26

Feel free and unworried

3.26

Product Involvement

Pass aao jingle implies giving

Makes one feel in control
confidence to youngsters to get
Person in ads reminds of oneself
close to each other
Avg val is 3.26 which shows the consumer shows
It is high on emotional benefit
involvement in purchase by nearly agreeing with
the brand attitude

3.32
3.29

Colgate Dental Cream

Brand attitude

Involvement level wrt Freshness

val
ue

Showing care for children

Keeps my teeth healthy

3.42

Doesnt depend on proper usage of

toothbrush by children

Fights cavities

3.42

Prevents germs from affecting teeth

3.35

Highlights dental benefits like

protection against decay, no hidden
decay

Protects tooth decay

3.29

Takes care of oral health problems

3.35

Recommended by dentists

2.86

For people with oral health problems

3.32

Brand for family

3.17

Trust children with

3.20

Enjoys all kinds of food

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

Involvement level wrt Freshness

val
ue

Shows father-child relations in ads

Keeps teeth healthy

3.42

Stressing on daily brushing of teeth

Fights cavities

3.42

Quick action of toothpaste as

highlighted by two minutes timing

Prevents
germsInvolvement
from affecting teeth
Product

3.35

Protects my teeth from decay

3.29

Care of oral health problems

3.35

Relief from toothache

3.38

For people with oral health problems

3.32

Brand for my family

3.17

Toothpaste I can trust for my children

3.20

Germicheck removes 95% of

germs

Avg val is 3.32 which shows the

consumer shows involvement in
purchase by nearly agreeing with the
brand attitude

Dabur Red

Has 13 Ayurvedic ingredients

Has advanced formula unique in

composition and ingredients

Attitude towards brand

Mean values
by segment

It keeps my teeth healthy

3.42
3.29

Keeps teeth healthy from within

It takes care of all my oral

health problems

Drives away dental problems

It has natural ingredients

3.32

It is recommended by dentists

2.86

It is a toothpaste I can trust for

my children

3.11

It makes me feel protected by an

expert

3.2

Mean= 3.2 implies moderate

relation between involvement and
attitude

Colgate ActiveSalt
Attitude towards brand

Mean values
by segment

It prevents germs from affecting

my teeth

3.9

Unique formulation of ActiveSalt

Kills germs and makes gums

strong and healthy

It keeps my gums healthy

3.8

Ideal for people who have pain

in gums

It gives me relief from toothache

3.83

It allows me to enjoy all types of

food

3.92

The person in the advertisement

reminds me of myself

3.83

Mean= 3.85 implies high

involvement due to brand attitude

Himalaya Dental Cream

Only adult toothpaste

Has ingredients like neem,

pomegranate, meswak etc

Keeps away dental problems

Portrays an indulgent
protagonist

Tagline Indulge like a child

Brush like an adult

Mean= 3.90 implies high

involvement due to brand attitude

Attitude towards brand

Mean values
by segment

It keeps my teeth healthy

3.93

It fights cavities

4.0

It protects my teeth from

decay

3.83

It has natural ingredients

3.87

It allows me to enjoy all types

of food

3.83

It allows me to feel free and

unworried

3.97

4. Evaluate the brand communication for each

brands in strengthening Cognitive and Affective
beliefs among consumers

Freshness Segment: Closeup

Cognitive Belief:
Popular

among the young couples.

Provided the users with fresh breath with a warming and cooling sensation.
Affective Belief:
The ad was able to create an positive affective belief in the consumers :
Freshness of breath will attract the opposite sex.
Classic conditioning : The jingle Pass Aao played in the background over the past
few years contributed in developing a product liking by transferring the positive
emotions of the music to the brand.
The colorful picturisation of the young attractive couple provided a peripheral cue
which helped to create a positive attitude.

Freshness Segment : Colgate Dental Cream

Cognitive Belief:

The product can even be used for small children and hence it will
help to reduce the perception about risk.

The calcium and minerals present in Colgate provided complete

protection from decay.

Decay would be usually hidden in between the teeth and not

visible. The product was able to reach hidden areas and hence
guarantee protection.

Affective belief:

The ad communicates a feeling of trustworthiness and expertise.

The product was recommended by a dentist who has no apparent
motive to mislead

Freshness Segment : Pepsodent

Cognitive:

Quick protection against germs(within 2 minutes)

Removal of 95% of the germs.

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.

Trust: The ad is endorsed by celebrity who have a public persona and

whom the audience trust

Convenience : Easy protection within just 2 minutes.

Herbal Segment: Dabur Red Toothpaste

Cognitive
The ad generated the following belief among the audience

Ayurvedic product with 17 ingredients including clove and mint

leaves and hence good for health.

Advanced formula used in the toothpaste was unique in its clove

and mint leaves.

Consumers were guaranteed healthy teeth by driving away dental

problems.

Affective

Fear appeal: How people tend to have teeth problems despite

brushing everyday.

Niche Segment: Colgate Active Salt

Cognitive

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

The journalist and the media crew attaches a significant amount of

importance to the issue at hand.

Himalaya Dental Cream

Cognitive

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

Nonverbal content: Triggered positive feeling through the picturisation of the

woman having fun at social gatherings, birthday celebration etc.

Positive consequences of using the product communicated.

5. What kind of recommendations would you

provide Himalaya in terms of the implications of
the findings and in developing a positioning frame
for Himalaya. Justify your inferences.

Recommendations

Get into Niche: Problem solving segment

High involvement consumers in this segment (64%)
People give more importance to dental health in this segment

Concentrate on functional benefits

Functional benefits are more appealing to this segment
Concentrate on importance of prevention in communications

Recommendations

Project presence of herbal ingredients

People believe presence of herbal ingredients are essential in this
category

Introduce freshness as an additional feature

In both cognitive and affective communication freshness is one of the
best perceived feature
Freshness along with presence of herbal ingredients provides
differentiation

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

Target premium tier consumers who are willing to

pay for oral health
Urban consumers
Working professionals etc.

Communicate the brand positioning through ads

and campaigns

Concentrate on natural ingredients, functional benefits and

freshness
Emphasize Herbal toothpaste for your family to connect well
with the female consumers in the family

THANKYOU