ANALYZING & INTERPRETING BRAND

POSITIONING OF BIG BAZAR

A P R E S E N TAT I O N BY -
ANIRBAN BANERJEE
A N K I TA C H A K R A B O RT Y
P R I YA NKA R OY
POULAMI GHOSH
RAHUL BASAK
OVERVIEW OF THE PRESENTATION-
• Case Summary
• About Big Bazar
• Consumers attitudes in oral care
• Purpose of the study
• Objective of the study
• Interpretations of the data
CASE SYNOPSIS
• The case is all about the determination of the consumers
attitude & behavior towards the fast growing toothpaste
industry a research done by Vineet Saraiwala(asst mngr)

• Increased disposable incomes triggered consumers to take

advantage of the benefits provided by the toothpaste
category

• It provides a new perspective on how a modern retail can

consider the positioning strategies of brands
BIG BAZAR
• A large retail conglomerate of Future Group
• Founder- Kishore Biyani
• Strength- The knowledge of the local market and
insights into local consumer behavior
• Deals with variety of categories, variety of sales
promotions, stock keeping units and brands and
consumers
CONSUMER ATTITUDES IN ORAL CARE
• The importance of oral care has been witnessing a rise among
urban Indian consumers
• With the changing lifestyles there has been a steep increase in
consumers paying attention to oral care & looking for solutions and
benefits such as – whitening, breathe freshness, sensitivity, gum
care & cavity control
• From 2013 there has been a growing demand for natural, organic
& herbal oral care products
• Immediately Ayurvedic & herbal offering toothpaste brands
popped up and grabbed a good market share
 PURPOSE OF THE STUDY
• To understand the brand positioning and brand associations related
to the toothpaste category that included herbal & non- herbal
toothpaste brands in particular

• Using an exploratory study reflects the value of openness to analyze

consumer behavior in dynamic environment

• To enhance the strategies of Big Bazar with respect to its consumers

in the toothpaste categories
OBJECTIVE OF THE STUDY
• To identify the factors that shape consumers attitudes toward the
category & evaluate how the various brands fare on the same

• A sample of 175 respondents(age 18-30yrs) either studying or

professionals staying in hostels of Bangalore

• Chosen brands were- Colgate, Close-up, Dabur & Patanjali

INTERPRETATION OF THE DATA
Exhibit 2-
• Respondents indicate that toothpaste is beneficial & useful
application with value
• Trustworthiness was the highest ranked category characteristics
followed by caring & family oriented
• Respondents also placed a large value on the quality & prestige in
deciding the brand of the toothpaste
• In a recent article from LIVE MINT(2017)- Colgate market share has
decreased by 2% highlighting the fact that the competitive market
scenario
Exhibit 3-
• Close up brand scored the highest in perceived quality and general
attractiveness
• Keeping in mind that close up focuses on the younger generation , the
exhibit indicates that target age group 18-30yrs places a premium on the
benefits of breathe freshness & white teeth as it pertains to confidence &
social interactions
• Under brand association attribute question of most “Advanced” brand Close
up has the highest rating even though their campaign didn’t focus on
feature & technology
• This indicates that gel toothpaste in Indian market is giving a perception of
greater technology
• The highest rating in trust & honest in Exhibit 3 were achieved by Patanjali
& Dabur, indicating that consumers have confidence in Indian products
that offers herbal features

• Patanjali also had a match with Colgate in the quality rating

RELEVANT CONSUMER REFERENCE GROUPS
• The biggest influence on consumer behavior comes from
reference groups which are groups that a consumer identifies with
or may want to join

• In Exhibit-2 the results in the influencers attribute section , support

the claim above that family members in India are most influencing
on buying behavior on the consumers 18-30yrs
REALIZATION
• The young population has fueled a great deal of modernization within the
country , resulting in a more connected society with increasingly complex
consumer needs
• Appealing to this portion of the population is the main goal of the most
successful oral care brands in India
• This is further supported by the fact that the top brands advertisements in
India are centered round a youthful culture
• Quality is the most important factor while purchasing a toothpaste with
price being the least relevant
• The dominance of natural products & Ayurvedic products show that the
Indian consumers are influenced by religious, spiritual & traditional values