Title of the report:

Analyzing the promotional activities of Close-up toothpaste.

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Title of the report: Analyzing the promotional activities of Close-up
toothpaste.

Submitted to:

Name: Dr. Md. Shariful Alam.

Designation: Associate professor.

Major: School of business and economics.

Submitted by:

Name: Md. Adnan Nahian.

ID:111151458

Major: Marketing.

Trimester: Spring-2020

School of Business and Economics

United international university

Date of submission: August25, 2020

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Letter of transmittal
August25, 2020

Dr. Md. Shariful Alam

Associate Professor

United International University

Subject: Submission of project report on analyzing the promotional activities of Close-up toothpaste.

Dear Sir,

With due respect and humble submission, I am pleased to place the dissertation paper titled
analyzing promotional activities of Close- up toothpaste as a brand that you assigned me as a part of
my marketing major area.

This report contains the overall overview of Close –up toothpaste as a brand. At the time of preparing
report, I have tried to focus most of the important promotional policies and strategies. My assignment
was an eye- opener for me. I had little knowledge on this issue before writing this paper. I wish you
forgive me the scope of developing knowledge on this topic. So, you shall be highly encouraged if
you are kind enough to receive my report and pardon me for any errors and mistakes.

Sincerely yours,

Md. Adnan Nahian(ID:111151458)

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 Certification of similarity index:
The promotional activities of close-up toothpaste are given below:

The focuses are given beneath:

1. Advertising: Using a few data sources might be useful in distinguishing new-item

thoughts. New – item thought distributions are accessible from organizations that desire to
sell or permit thoughts they don't wish to popularize. News sources may likewise yield
data about the new-item exercises of contenders.

2. Sales advancement: Innovative work labs keep on creating some new-item thoughts. The
not many nations apportion a higher level of GDP to R and D.

3. Social media: Studies of item clients help to distinguish needs that can be fulfilled by new
items. Many exchange distributions contain new-item declarations. Organizations need to
recognize the pertinent inquiry territories and dole out duty regarding thought search to an
individual group.

4. Online advancement: Plan and actualize a two-day advancement workshop of top chiefs
to build up a development plan. This would include utilization of cross utilitarian groups,
asset portions, prizes and data execution measurements.

5. Marketing examination: Assessment ought to happen routinely as a thought travels

through the new-item arranging stages. Since the goal is to wipe out the helpless dangers
as ahead of schedule as could be expected under the circumstances, assessment is
fundamental at each phase in the arranging cycle. Impetuses might be helpful to get new-
item thoughts from representatives, promoting accomplices and clients.

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 Declaration of the student:

My name is Md. Adnan Nahian. My Id is 111151458. My major area is marketing. I declared that
analyzing promotional activities of close-up toothpaste is the important topics. I have learned many
issues regarding promotion of close-up toothpaste. The declaration of those points are given below:
1. Brand awareness.
2. Defining Brand potential.
3. Brand Focus.
4. Branding new products and services.
5. Designing a Brand hierarchy.
6. Corporate Image dimensions.
7. Branding brief.
8. Identifying Brand extension opportunities.
9. Managing the corporate brand.
10. Levels of Brand hierarchy.
11. The science of Branding.
Some firms use formal programs to train their salespeople, while others use informal on- the –job
training. The organizational design adopted should support the firm’s salesforce strategy.
The declaration of promotional activities of close-up toothpaste for the consumer points are given
below:
1. Defining the selling process.
2.Brand building on a small budget necessitates leveraging every possible positive association.
3. Stronger brand making good relationship.
4. Innovate manual typewriters for promotion of a toothpaste.
5. Achieving maxuimum results for promotion.
6. Above- average rates of brand promotion for persistence.

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 Acknowledgement:

The most pleasant part of submitting the project is to get the opportunity of completing and learning
from it. I would like to thank the supervisor Dr. Md. Shariful Alam who have contributed to it a lot.
And a special thanks to Md. Shariful Alam for his cordial hospitality and helping us to gather as
much as information about the project.Many activities may be part of the total promotion program
including trade shows, contests, coupons and free samples. I focus on gathering main information of
promotional activities of a toothpaste.

At last, I sincerely acknowledge our debt to Md. Shariful Alam our honorable faculty, for his
valuable counseling about the regarding topic of the report. Without his encouragement and support,
this would have never been possible.
June 5, 2020
Md. Shariful Alam
Associate Professor
United International University

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 Abstract/Executive summary:
In this report I discussed broadly about the strategies and its implementation in brand promotion for
close-up toothpaste that serving the society. From this report one can know the every aspect’s of
brand preference, purchase intent, mission, vision, goal, features, corporate information, strategically
analysis and promotional activities of close –up as a brand. Here will be a lot of personal
observation ideas though the activities of close-up toothpaste should be known popular to all
consumers.I know about the issues. I collected data through both primary and secondary data. For
primary data I took history of the brand and for secondary data I use the company website. By the
completing the data collection and data analysis plan to determine some of the potential outcomes of
the brand. The brand model is discussed several times to understand the gaining of competitive
advantages. Their path of gaining competitive advantage is difficult to earn as difficult to maintain.
The branding system is more or less same compare to the other data so it’s hard to differentiate
themselves from others. So in this report I will know how they maintain their strategies also. Why the
brand and how it become the leader of branding preference I will know by this report. I also gain
knowledge for observing promotional activities of a consumer. Close-up toothpaste helps consumers
to make traditional communications than it used to be.

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Table of Contents
Title of the report: ........................................................................................................................................... 1
Title of the report: Analyzing the promotional activities of Close-up toothpaste. ............................................ 2
Letter of transmittal ........................................................................................................................................ 3
Certification of similarity index: ....................................................................................................................... 4
Declaration of the student:.............................................................................................................................. 5
Acknowledgement: ......................................................................................................................................... 6
Abstract/Executive summary:.......................................................................................................................... 7
List of Figure:................................................................................................................................................. 10
List of Tables: ................................................................................................................................................ 11
List of Equations: ........................................................................................................................................... 12
List of Abbreviation: ...................................................................................................................................... 13
Chapter 1: Introduction; ................................................................................................................................ 14
1.1 Background of the study: ..................................................................................................................... 14
1.2 Statement of the problem: .................................................................................................................. 14
1.3 Objectives of the study: ....................................................................................................................... 14
1.4 Motivation of the Study: ...................................................................................................................... 16
1.5 Scope and limitations of the Study: ...................................................................................................... 16
1.6 Definition of key terms: ....................................................................................................................... 16
1.7 Organization of the remaining chapter: ............................................................................................... 20
Chapter 2: Review of the literature:............................................................................................................... 26
2.1 Introduction: ....................................................................................................................................... 26
2.2 Industry analysis: ................................................................................................................................. 26
2.2.1 Specification of the industry: ............................................................................................................ 27
2.2.2 Size, trend and maturity of the industry: ......................................................................................... 27
2.2.3 External economic factors: ................................................................................................................ 28
2.2.4 Technological factors : ...................................................................................................................... 28
2.2.5 Barriers to entry: ............................................................................................................................. 28
2.2.6 Supplier Power: ................................................................................................................................ 28

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 2.2.7 Buyer Power: .................................................................................................................................... 29
2.2.8 Threat of Substitutes: ....................................................................................................................... 30
2.2.9 Industry rivalry:................................................................................................................................. 31
2.3 Literature survey:............................................................................................................................. 31
Chapter 3 : Research Methods: ..................................................................................................................... 33
3.1 Introduction: ....................................................................................................................................... 33
3.2 Research design: .................................................................................................................................. 34
3.3 Sample: ............................................................................................................................................... 34
3.4 Questionnaire development: ............................................................................................................... 34
3.5 Data collection:.................................................................................................................................... 35
3.6 Data Analysis plan:............................................................................................................................... 36
Chapter 4: Research Findings: ....................................................................................................................... 36
Chapter 5 : Discussion: .................................................................................................................................. 39
5.1 Conclusions: ........................................................................................................................................ 40
5.2 Suggestions for Future Research: ......................................................................................................... 40
5.3 Recommendations (if any): .................................................................................................................. 41
Reference:..................................................................................................................................................... 50
Appendix – A: ................................................................................................................................................ 51

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 List of Figure:

The figure of a list of close-up toothpaste is given below:

1. Protects against cavities.
2. Cleans deeply.
3. Uniquely infused with the fleshing power.
4. Focusing on Anti-Germ Mouthwash Formula.
5. Micro shine crystals.
6. Enjoy long lasting fresh breath.
7. For a sparkling white smile.
8. This formula should be used over 4 weeks.

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 List of Tables:
The list of tables for Promotional activities of close-up are given below:
Similarities and differences Many commonalities across markets.
Shortcut brand Building Vision of the Mass Market.
Establish marketing infrastructure Unique about different markets.
Embrace marketing communications Aspects of marketing environment.
Cultivate brand partnerships Legal restrictions.
Balance standardization Competitive activity.
Customization Determining the appropriate marketing
programs.
Balance global Considering nontraditional forms.
Local Control Avoid compromising the brand promise.
Establish operable guidelines Relevant elements of marketing programs.
Implement a global brand equity Brand’s desired positioning and heritage.
Leverage brand elements Explicated brand management guidelines.
Brand Recall and language Established clear managerial guidelines.
License without permission Conducting brand audits.

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 List of Equations:
The list of equations points are given below in a list:

Constructs Statements
Using informative advertising the company can do the desired task
successfully with no effort.
By creating relationship they can complete the desired task successfully
Efficiency
without wasting time.
By promoting close-up toothpaste they can complete the desired task
accurately.
The Close-up toothpaste interface sufficiently displays the current status
information.
In
The brand interface properly presents the necessary information to me.
formativeness
The information on the customers to purchase close-up toothpaste is highly
visible.
The use method of my consumer reviews are familiar.
When the company start a task on their private labels the following actions are
Learn ability
mostly predictable.
Their promotional method is intuitive.
When the company make a mistake while using their methods, an error
message clearly notifies them.
User Support Close-Up company prevents an error situation before it occurs.
When using company websites phone, feedback information (action
confirmation, error alarm, etc.) is helpful.
Close-up has a simple design.
Simplicity The way to use promotional ads looks simple.
It looks like their branding decisions are uncomplicated.
It looks like their branding toothpaste was made elaborately.
Delicacy It looks like their consumer reviews are made delicately.
It looks like a skillful expert made their decisions.
Their media coverage looks luxurious.
Luxuriousness Their performance orientation looks expensive.
Their promotional decisions looks superior in quality.
Their brand represents their personality.
Self- When using their method, traditional media effectiveness feel a sense of
Satisfaction accomplishment.
Close-up company feel a sense of pride when using branding policies..
Using short term performance, I can express my emotions to other people.
Sociability Using their informations, consumers can share their feelings with other people.
Using consumer reviews, they can have friendly relations with other people.
Close- up appeals to their senses.
Sense
Their practical knowledge stimulates their senses.

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 List of Abbreviation:

The list of abbreviation for brands of Close-up are given below:

Facilitate New product acceptance Provide Feedback Benefits to the parent

Brand
Improve brand image Diversification
Reduce risk perceived by customers Product development
Emerging new communication options. Market development
Low-priced competitors. Market penetration
Follow-up marketing programs Line extension
Reduce costs of introductory Category extension
Allow for packaging Existing brands
Labeling efficiencies Combination of a new brand
Permit consumer variety-seeking Best- practice management
Brand extensions. Managerial guidelines
Deregulation. Key academic research
Globalization. Customer segments
Asset leverage. Greater accountability.
Revitalize the brand Most valuable assets
Permit subsequent extensions Major consumer goods

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 Chapter 1: Introduction;
To make sure about using the close-up toothpaste at a time. The consumer should know the retail
price. It focuses on developing a set of actions by which a consumer should easily use it. Mass media
also helps to advertise the brand. Many celebrities now- a-days uses Close-up toothpaste.

1.1 Background of the study:

The background style is given below:

1. Developing fluoride gel toothpaste.

2. Gaining substantial commercial interest.
3. Managing customer applications.
4. Alter the performance of nano -crystalline particles.
5. Empowered the investors.
6. Got aggressive on price.
7. Building implementation effectiveness.
8. Achieving strategic CMO capabilities.
9. Focusing on the growth of global retailers.

1.2 Statement of the problem:

The problems are given below:
1. Opportunities should be shared with the consumers.
2. Consumer behavior should be specific and good.
3. The high quality service also attracts the customers.
4. Gaining extraordinary attention.
5. Receive favorable treatment across all the worldwide locations.

1.3 Objectives of the study:

I have prepared this project based on the main objectives. They are given below:

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1) Decide on which products are to be introduced.
2. Choose small businesses.
3. Design creative brand – Building push Campaigns.
4. Leverage as many secondary associations as possible.
5. Marketers must have brand knowledge.
The specific objectives to satisfy the customers for analyzing the promotional activities
are given below:
1. Create a brand hierarchy.
2. Individual departments.
3. Classes of service.
4. Shopping Experience.
5. Retail service.
6. Avoid over branding.
7. Maximize service quality.
8. Focusing on the importance of social media.
9. Design corporate communication programs.
The general objectives for which this project is so special for me is given below:
1. Manage annual budget.
2. Decide on the number of levels.
3. Decide on the levels of awareness and types of associations to be created at each
level.
4. Decide on how to link brands from different levels for a product.
5. Decide on how to link a brand across products.
6. Enhancing value chain activities.

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1.4 Motivation of the Study:
The motivation of the study is that while brand vision means understanding the brands inherent
potential, brand actualization and brand proliferation. The major steps for achieving the pricing
strategy should be maintained seriously. Every consumer should become motivated while purchasing
the product. The major role helps a marketer to decide how to achieve success.

1.5 Scope and limitations of the Study:

The scope of the study is given below:
1. The strength of close-up market to satisfy the consumers.
2. The characters that the buyer should follow at a time.
3. The major instrument of competition to buy and sell a product.
The limitations of the study is given below:
1. Lower category expected life.
2. Lower brand knowledge structure.
3.Capitalizing royalty earnings from a brand name.

1.6 Definition of key terms:

Major actions are taken by the marketers to consume a brand. A brand hierarchy must be built up.
Many marketers must track down the mass media channels. The psychology of distribution must be a
better solution to follow.
. The key terms are given below:
1. This was a brand launched in the 1970s as a toothpaste-cum-mouthwash, with the advertisement
focusing on ―the close-up smile‖ of urban young teenagers and getting ‖close‖ to unleash the ―
close-up smile.
2.A recent advertisement for the brand shows a group of youngsters chatting in a restaurant and one
youngster who cannot laugh aloud at a joke because of ‖bad‖ teeth.
3. The other table has another youngster(using the brand) who is all smiles, with his white teeth
shown while laughing.

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4. The setting and the laughter assume special significance because of girl companions.
The values that are identified are given below:
1. Social-orientation.
2. Self-esteem.
3. Group affiliation.
4. Utilitarianism.
The ritual setting options are given below:
1. Romantic.
2. Need for good teeth to impress members of the opposite sex.
3. Using similar analysis.
The following were extracted for Close-up toothpaste brands:
1. Target segment and brand benefits.
2. Cultural Interface Values.
3. Rural setting that will match the chosen values.
4. IMC with synergy toward consistent brand image.
5. Customizing content to each channel of communication.
6. Combining cultural interface values and rural setting.
The aspects of Close-up study of promotional activities are given below:
1. Focusing on consumer knowledge, laws and customs.
2. Sum total of learned beliefs and values.
3. To regulate the consumer behavior of members.
4. Values are guides for consumer behavior.
5. Customs are usual and accepted ways of behaving.
The impact of Close-up on society are given below:
1. It is very much natural.
2. Its influence on behavior is rarely noted.
3. It offers order, direction and guidance to consumers.
4. It creates all phases of human problem solving.
5. It is a dynamic process.
6. Gradually and continuously evolves to meet the needs of society.
7. It is a part of social experience.

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The consumers focusing on survey from Close –up are given below:
1. It is acquired through formal learning.
2. Capturing market performance.
3. Measuring and interpreting brand performance.
4. Exploring price premiums using marketing based comparative approaches.
5. Active Engagement.
The distribution strategy must be built to make distribution intensity. To better grasp all its
dimensions we adopt a multidisciplinary view to interpret branding effects and more completely
understand brands. The following options are given below:
1. Define overall strategy applications.
2. Justifying brand investments.
3. Achieving deeper brand understanding.
4. Finding the branding Sweet Spot.
5. Protecting brand equity.
Brand image that are shown by the audience are given below:
1. Price and retail outlets symbolically convey images concerning the quality of brands.
2. The elements of brands are transmitted by the peer group.
3. Mass media for promotion of Close-up through editorial content and through advertising.
4. A wide range of measurement techniques is used to study brand.
The brand promotion range includes several research activities. They are given below:
1. Renewed emphasis on Research and development.
2. New communication approaches.
3. New research approaches.
4. New branding philosophy.
5. Future brand priorities.
6. Provide superior delivery of desired benefits.
Strategically design of promotional activities of a brand named Close-up are given below:
1. Family orientation.
2. Savings orientation.
3. Penchant for festivities.
4. Mythology and shopping.

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5. Attachment toward colorful green toothpaste.
6. Mobile urban segments.
7. Material success and personal achievement.
8. Strong work ethics.
9. Impulse gratification.
10. Use of hi-tech brands.
11. Middle of the road approach to tradition.
12. Failure to live up to the brand promise.
13. Failure to be patient with the brand.
14. Important to understand the cultural aspects of emerging markets.
15. Develop integrated marketing communications in tune with these traditional and new cultural
values.
16. Effective basis for segmenting consumer markets.
The Close-up toothpaste should project a consistent image of the brand through synergized
communication through various media channels. They are given below:
1. Telecommunication developments.
2. Digitalization.
3. Convergence.
4. Social networking groups.
5. Cultural interface values.
6. TV commercials.
7. Print advertisements.
8. The Internet.
9. Mobile advertisements.
10. Point-of-purchase advertisements.
11. Hoardings.
12. Cinema advertisements.
13. Wall paintings.
14. Process of using cultural values for formulating the IMC for Close-up in an emerging market.
15. Young group (group affiliation).
16. Use a popular celebrity (celebrity orientation).

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17. Utilitarianism based on positive aspects of green toothpaste.
18. The brand’s website can run a promotional campaign.
19. Characteristics of a particular celebrity.
20. Several rounds of filtering.
21. All channels of communication must be planned.

1.7 Organization of the remaining chapter:

Organization plays an important role. The roles are given below:

1. Understand brand meaning.

2. Properly position the brand.

3. Communicate with a consistent voice.

4. Embrace integrated marketing communications.

5. Supporting marketing activities and secondary associations.

6. Develop a pricing strategy accordingly.

7. Maintain innovation.

8. Implement a brand architecture strategy.

The inferences with regard to cultural values in promotional activities are given below:

1. In an emerging market in Bangladesh, Integrated marketing communications (IMC) should be

formulated taking into consideration the values that are associated with the culture, especially when
they have been an important part of the advertising scenario for several decades.

2. The analysis of advertisements of several categories/ brands clearly shows that there are specific
cultural values that are used by most advertisements.

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3. Utilitarianism for creating values.

4. The rural setting adds meaning to the perception of the advertisements containing cultural values.
The rural setting can vary from brand to brand and category to category. IT needs to be formulated
based on the type of target segment for the respective brand.

5. Close-up brands are driven by hedonic motivation rather than by utilitarianism.

6. It is not very explicit.

7. It must project the cultural values in advertisement.

8. Several categories offer tangible benefits.

Close-up toothpaste has several variants in the country. They are given below:

1. Strong teeth positions itself as a strong teeth.

2. Family bonding.

3. Family hierarchy orientation.

4. Advice of father to son and brushing of teeth as a ritual.

5. Using the brand.

The values that are driven by Close-up are given below:

1. Power distance.

2. Uncertainty avoidance.

3. Forward looking.

4. Conservatism.

5. Need for affiliation.

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6. Fatalism.

7. Achievement seeking.

8. Respect for age.

9. Cooperation.

10. Group Emphasis.

11. Respect for work.

12. Seeking prosperity.

13. Social orientation.

14. Hospitality.

15. Self-esteem.

16. Honor.

17. Innovation.

18. Gifting trends.

The work ethic of a consumer of a Close-up toothpaste are given below:

1. Freight and handling must be better.

2. Product quality and features must be determined.

3. Fast-paced jobs.

4. Involved in high-tension.

5. Time pressure.

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6. Time-compression or convenience brands.

The mythological stories, scriptures and cooling gel are the part of Close-up toothpaste. The close-up
company should focus on the price. Every strategic planner must play their own role.

Such services are given below:

1. Type of buyers.

2. Geographical territories.

3. Economic spectrum of consumers.

4. Roadside shop selling toothpaste.

5. Departmental stores in a reflection.

6. Regularly basic commodities.

7. Bargaining for transaction process.

8. Sales promotion strategy.

9. Durable brands.

10. Higher problem solving capacity.

11. Membership groups must be entertained.

12. Other conventional outlets.

The savings orientation for Close-up toothpaste for promotional activities are given below:

1. Income generation.

2. Dealing with the unfamiliar.

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3. Futuristic orientation of the individual.

4. Not wanting to lead a fashionable lifestyle.

5. A sense of belongingness with others.

6. A close and a bonded relationship with family.

7. Buying brands that have sheer utility value.

8. Resigned to destiny.

9. A strong desire to be successful.

10. Commitment and involvement with one’s work.

11. being cordial with friends and relatives.

12. One’s beliefs about one’s self- worth.

13. Desire to buy Close-up toothpaste made in Bangladesh.

The achievement orientation through motivational levels of Close-up toothpaste are given below:

1. Membership of prestigious clubs.

2. Holidaying in a foreign resort.

3. A status symbol.

4. Significantly different from its equivalent counterparts.

5. Tremendous exposure to the environment.

6. Work experience abroad.

7. Intelligence.

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8. Education.

9. High profile entrepreneurs.

The consumer fieldwork for Close-up toothpaste are given below:

1. Examining a specific market.

2. Useful to both marketers and policymakers.

3. Interested in comparing advertising claims.

4. Field observation.

5. Depth Interviews.

6. Focus - group sessions.

7. Emerging a social or cultural change.

8. It takes place within a natural environment.

9. Interested in performing subject’s awareness.

10. Highly-skilled researchers.

11. Pictorial communications.

12. Written ads.

13. Attitude measurement and personality changing methods.

14. Longitudinal study.

15. Independence and determination.

16. Starting a new job for selling Close-Up toothpaste.

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17. Getting a new job promotion.

18. Company party.

19. Virtual Communities.

20. Educational Institutions.

21. Houses of worship.

Chapter 2: Review of the literature:

While making a project I need to review the literature. The literature review points are given below:
1. Personal information about the brand.
2. Professional training courses.
3. Management of professional jobs held.
4. Performance ratings.
5. Work history.
6. Skill competencies.

2.1 Introduction:
The close-up company must understand the demand and supply forecasting techniques. Then they
must recognize the importance of marketing management system. Replacement analysis also helps to
track when unpredictable changes occur. New jobs must be introduced for new employees.

2.2 Industry analysis:

The main points of industrial rivalry are given below:
1. Establish new equity and enhance existing equity.
2. Maximize coverage and minimize overlap.
3. Assessment centre and appraisal data.
4. Key accountabilities for the current job.

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5. Identify differences in marketing.
6. Adjust branding program.
7. Delphi technique.
8. Impact analysis.
9. Create abstract associations relevant to as many as possible.
10.Differentiate individual products and brands.

2.2.1 Specification of the industry:

The specification of this report is to –
1. Designing brand tracking studies.
2. Identify the market share of different toothpaste brands.
3. And identify the factors that influence customers to purchase Close-up toothpaste brands.
4. Establishing a brand equity management system.
5. Conducting brand audits.

2.2.2 Size, trend and maturity of the industry:

The size of the industry is given below:
1. Greater loyalty.
2. Larger margins.
3. Possible licensing opportunities.
The trend of the industry is given below:
1. More elastic response to price increases.
2. More favorable brand extension evaluations.
3. Purchase consumption.
The maturity of the industry is given below:
1. Recall recognition.
2. Adaptability.
3. Protectability.
4. Memorability.

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2.2.3 External economic factors:
The economic factors should be known by the consumers. The capacity of inflation rates, exchange
rates and core competencies in order of priority must be organized. Track the workforce size
overtime.

2.2.4 Technological factors :

The factors related with technology are given below:
1. Marketing shortage and surplus.
2. Contingency plans.
3. Managerial and executive personnel.
4. Recruits.
5. Specialist/ Technical personnel should be hired.

2.2.5 Barriers to entry:

The barriers to entry to the close-up toothpaste industry are given below:
1. Designated groups.
2. Higher organizational flexibility.
3. Close linkage to manage selling costs.
4. Expanding the time horizon.
5. Lower trade cooperation and support.

2.2.6 Supplier Power:

The supplier power of the Close-up brand is given below:
1. Broadening the focus.
2. Creating a talent pool of replacements.

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3. Leverage brand elements.
4. Balance standardization and customization.
5. Cultivate brand partnerships.

2.2.7 Buyer Power:

The buyer power needs to be determined very easily. The marketers should focus on relevant issues
and must discuss the evaluation system. The buyer power should be high and accurate with the price
of product.

Basically the symbolic nature of buyers towards buying a Close-up toothpaste are given below:
1. Implement a global brand equity management system.
2. Common customer needs.
3 .Human problem solving Capability.
4. Practices can be innovatively used by brands.
5. Sharing cultural characteristics.
6. Subjective cultural differences.
7. Cognitive beliefs.
8. Behavioral Intention.
9. Automatic decisions.
10. Downscale consumers.
11. Objective measures.
12. Perceived price.
13. Reference prices.
14. Satisfaction-based pricing.
15. Efficiency pricing.
16. Long-term contacts.
17. Cost-leader pricing.
18. Recognizing and reducing customers perceptions of uncertainity.
19. Encouraging long-term relationships.

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20. Contemporary Image.
21. Appropriate repositioning strategies.
22. Contemporary Image.
23. Positioning aims.
24. Country of origin.

2.2.8 Threat of Substitutes:

The threats that a consumer should face when purchasing close-Up toothpaste is given below:
1. Decrease internal candidate pools.
2. Reduce skill gaps.
3. Retain employees.
4. Develop leaders more quickly.
5. Assure business continuity.
The effectiveness for the threat of substitutes of promotion are given below:
1. Attention from others when one consumes it.
2. Immediate and direct response.
3. Sensory organs.
4. Sensory receptors.
5. Individual selects.
6. Meaningful and coherent picture of the world.
7. Unchanging environment.
8. Appeal to sound.
9. Strong fragnances.
10. The sensory dynamics of perception.
11. Major life events.
12. Perceived self-image.
13. Inner directed consumers.
14. Highly dogmatic consumers.

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2.2.9 Industry rivalry:
Social class is also an important variable in determining where a consumer shops. People tend to
avoid stores that have the image of appealing to a social class very different from their own. Saving,
spending and credit card usage all seem to be related to social-class standing. Social- class groupings
differ in terms of their media habits and in how they transmit and receive communications.
Knowledge of these differences is invaluable to marketers who segment their markets on the basis of
social class. Regional differences in terminology, choice of words and phrases and patterns of usage
also tend to increase as we move down the social-class ladder. For many consumers, then family is
the primary reference group for many attitudes and behaviors. The family is the prime target market
for products and product categories. As the most basic membership group, families are defined as two
or more persons related by blood, marriage or adoption who reside together. Social stratification, the
division of members of a society into a hierarchy of distinct social classes, exists in all societies and
cultures.
Marketers learned long ago that certain brands, in the minds of consumers, possess a strong
geographical association. Consequently, by employing geography in the brand’s name, the brand
manufacturer creates a geographic personality for the brand. Such a geographic personality can lead
to geographic equity for the brand, meaning that in the consumer’s memory.

2.3 Literature survey:

The literature survey shows that the subjective approach to measuring social class, individuals are
asked to estimate their own social class positions.
The main points that are linked with the literature is given below:
1. Develop leaders more quickly.
2. Encourage the advancement of diverse groups.
3. Improve employees ability.
4. Align succession management plans.
5. Competencies needed to meet strategic objectives.
The delivering actions that are performed by a seller to a Close-up toothpaste towards a consumer are
given below:
1. Brand cultural uniqueness.

31
2. Language.
3. Change Behavior.
4. Affective Involvement.
5. Brand Expertise.
6. Attitude.
7. Cross-cultural Adoption Intention.
8. Compulsive buying scale.
9. Purchasing a brand related to the dream.
10. Variety or novelty seeking.
11. Research evidence.
12. Higher SS scores.
13. Rely on job- based approach.
14. Focus on enterprise resource planning.
15.Business process re-engineering.
How consumers handle risk for purchasing a close up toothpaste is given below:
1. Consumers seek Information.
2. Consumers are brand loyal.
3. Consumers select by brand Image.
4. Consumers rely on store image.
5. Consumers buy the most expensive model.
6. Consumers seek reassurance.
7. Word of mouth communication.
8. It should be received from friends and family and from other people.
9. They spend more time thinking.
10. High risk perceivers take a degree to purchase.
11. Factors that influence their purchase strategies.
12. Implied assurance of quality.
13. Consumer imagery extends beyond perceived price and store image.
14. Some major marketers are inexpensive.
There are at least four alternative strategies that consumers can adopt for promotion. They are given
below:

32
1. Consumers may delay the decision until missing information is obtained.
2. Consumers may ignore missing information and decide to continue with the current decision rule.
3. Consumers may change the customarily used decision strategy to one that better accommodates
missing information.
4.Consumers may infer(―construct‖) the missing information.

Chapter 3 : Research Methods:

Research methods are basically classified into two basic categories.
1. Qualitative methods.
2. Quantitative methods.
The research methods for promoting a close-up toothpaste has focused on some basis points. They are
given below:
1. Information technology.
2. Relational database.
3. Self-service.
4. Technology acceptance.
5. Specialty products.

3.1 Introduction:
The consumer need to focus on some important points. They are given below:
1. Incomplete definition of needs.
2. Lack of planning.
3.Lack of resources.
4.New technology.
5.Unclear goals.

33
3.2 Research design:
The research design of Close-up toothpaste is given below:
1. Toothpaste, beverages and tobacco.
2. Transport and communication.
3. Gross rent, fuel and power.
4. Clothing and footwear.
5. Medical care and health services.
6. Recreation, education and cultural services.
7. Furniture, furnishing appliances and services.
8. Misc. goods and services.
9. Celebrity testimonial.
10. Consumer profile.

3.3 Sample:
In the sample we should focus on the importance of feedback in the communications process. The
provision of feedback changes the communications process from one-way to two-way
communication. This is important to senders because it enables them to determine whether and how
well communication has taken place. But feedback also is important to receivers because it enables
them to participate, to be involved, to experience in some way the message itself.

 Participation:
Participation by the receiver reinforces the message. An experienced communicator asks questions
and opinions of an audience to draw them into the discussion. Many buyers use the participative
approach in markets rather than the more sterile lecture format because they recognize that the seller
tends to facilitate internalization of the information covered.

3.4 Questionnaire development:

This development requires some basic options. They are given below:

34
1. E- referrals and recommendations.
2. Exposure effects.
3. Audience profiles.
4. Broadcast model.
5. Celebrity spokesperson.
6. Consumer-generated media.
7. Encoding.
8. Narrowcast messages.
9. Opinion receiver.
10. Publicity.
11. Sales effects.
12.Social networks.
13. Viral marketing.
14. Word of mouth.
15. Unmeasured media.

The level of their liking towards the promotion, brand awareness has been determined by the set of
questions.
The questionnaire development should follow some of the basic steps. They are given below:
1. Avoidance and confrontative.
2. Problem and emotion focused.
3. Predecision and postdecision.
4. Strategies implemented to offset outcomes from other strategies.

3.5 Data collection:

The data collection process of close-up toothpaste is given below:
1. Out-of-home media.
2. Interactive TV.
3. Buzz agents.
4. Direct mail.

35
5. Radio.
6. Magazines.
7. News papers.
8. Ideal point model
9. Theory of trying to consume.
10. Defensive attribution.

3.6 Data Analysis plan:

A data analysis plan is a process by which the data should be easily transferred and processed. A
consumer should follow the steps to find a data and make a business plan.
1.Policy and procedure development.
2.Segment survey respondents to compare the opinions of different demographic groups.
3.Installation
The Marketing inputs that are related for data analysis plan are given below:
1. Direct attempt to reach.
2. Gathering information.
3. Other noncommercial resources.
4. Evaluation of Alternatives.
5. Inform and persuade consumers to buy.
6. Use Close-up decision making process.
7. Specific Marketing Mix strategies.

Chapter 4: Research Findings:

The research findings from the Close-up toothpaste is given below:

1. Picture quality.

2. Audio quality.

36
3. Usefulness of special features.

4. Handling Ease.

5. Esthetic appeal.

6. Compactness.

7. Changing brand beliefs.

8. Adding an Attribute.

9. Changing the overall brand rating.

10. Changing components of the Multi attribute Model as needed.

11. Resolving two conflicting attitudes.

12. Associating the product with a special group.

13. Combining several functions of brands.

14. Changing the basic motivational function.

15. Personality factors.

Discover the story in your information:

For some sorts of exploration, the fundamental work of understanding is impossible until the greater
part of the information has been gathered and dissected. For other people, the information as of now
exists (as chronicled reports or scholarly messages, for instance), and crafted by deciphering it starts a
lot prior in the exploration cycle. Whatever sort of exploration you are doing, there comes a second
when your head is loaded with thoughts that have risen up out of your examination. In a perfect
world, you will have thought of them down as they came to you. Presently you need to change over
that mass of material and thoughts into a composed book that will sound good to a peruser, and do
equity to your discoveries. Finding the center: In what manner will you choose which parts of your
37
discoveries are the most intriguing and significant? It is helpful to help yourself what the assignment
to remember reviewing research is about:

Tip

The significant undertaking of composing [about our research] includes turning out to be the means
by which to make logically grounded hypothetical focuses that are seen as a commitment by the
applicable expert network of perusers.(Brilliant Biddle and Locke, 1997, p. 20).That is, in your
proposition you have to make focuses that are:

•Contextually grounded (in view of your information).

•Theoretical (identified with significant hypothesis).

•Viewed as a commitment by the significant expert network of perusers (they add something to the
momentum assortment of exploration or hypothesis).

These focuses must fit into a system that makes an intelligent story of your discoveries.

What have you gained from your information?

The initial step is to explain for yourself what you know now, because of your examination. David
Evans and Paul Gruba (2002, p.112) advise us that our brains keep on chipping away at issues when
we aren't contemplating them intentionally. So it merits discovering what ends your cerebrum has
reached while you were gathering and investigating your information. Evans and Gruba recommend
you attempt these strategies:

Action:

1. Record all the things you know since you didn't have a clue when you began the examination.
Utilize a solitary sentence for everything. Now, don't stress over whether they identify with your
points or exploration questions.

38
2. Sort the sentences into gatherings. Give each gathering a heading. Presently check the headings
against your exploration question(s). Do all the headings identify with the examination question(s)?
Do the inquiries need refining?

3. Utilize these gatherings and headings to make an arrangement of the focuses you need to make in
your conversation.

4. Making records functions admirably for certain individuals, yet for nobody else. Another method
you can use to open your oblivious perspectives is freewriting.

Freewriting definition

Freewriting on a subject methods taking a new bit of paper or opening another word-processor
archive and composing whatever comes into your head on that theme temporarily. It must be in entire
sentences and you should not stop. In the event that you don't have anything to compose, compose 'I
don't have anything to compose'. This is writing to think. It likely won't produce text you can use in
your theory, however it may assist with explaining your thoughts and give you approaches to
structure your contention.

1. Expound on your information for 5 minutes. You don't need to show what you keep in touch with
anybody.

2. Stop.

3. Presently read over what you've composed. Have you gotten the hang of anything? Is there
anything there you need to grow further? You could have a go at featuring watchwords, or
recognizing any focuses that need further examination.

Three sorts of story: macrostructures for a proposition

The manner in which you present the investigation and translation of your information sits inside a
more extensive proposition structure, which would itself be able to be thought of as a story (adjusted
from Silverman, 2005, p. 242-43):

•The theory story (this is the standard structure for theories in the experimental sciences.

Chapter 5 : Discussion:
The process in which audience talk about something and tell each other their ideas or opinions.

39
We will have discussions with about employees to focus on actions. The process is still under
discussion (= being considered. a discussion in a group.

5.1 Conclusions:

The current market trends in the Close-Up Toothpaste, for brand in particular, are being driven by
ever changing customer needs, wants , and demands. As a result Dell Inc. is forced into a constant
state of adoption in order to satisfy their customer. By taking full advantage of strength, paying close
attention to their weakness and identifying both opportunities and threats from the macro-
environment, these companies can position themselves as significant shareholders in an intensely
competitive market. The era of toothpaste when start at that point of time pepsudent type toothpaste
solely sold in the market as a result consumers of Bangladesh are habituated with Colgate and
traditionally consumers consume Close-up; and usually we experience this truth in current market
scenario. But it would be no longer a first option for the consumers to consume Close-up flavored
beverage in near future as because consumption patterns of consumers has begun to shift from
Colgate flavored red mint flavored toothpaste due to mouthwash flavored Soft chili comes with more
distinctive flavor that gives different tests to the consumers and it giving something different value to
the consumers. Now a day consumer’s preference level for Colgate and Close-Up flavor soft drink
like 50:50. Much research remains to be done to explore the multifaceted natureof relationship
marketing. The framework is apotentially useful starting point for the development of improved
understanding of the aspects of relationship marketing in terms of its creation, maintaining and
enhancing. This study does not attempt to establish the impact of diversified variables on the
relationship marketing practice. Thus, future experimental studies can find out this issue and provide
the evidence for more or less influencing variable that can help management in taking the decisions.

5.2 Suggestions for Future Research:

The suggestions for making a future research of Close-up toothpaste are given below:
1. Ensuring data security.
2. Unrealistic timeframes.
3. Unrealistic expectations.
4. Project no longer needed.
5. Explore the marketplace.
6. Issue a request for proposal.
7. Evaluate vendors and products.
8. Conduct a need analysis.
9. The need to reduce operating costs.
10. The desire to decrease levels of management.
11.Declining profit.
12. Business downturn.
13. Resource allocation.
14. Cutting investment.
15.Increasing outsourcing.

40
5.3 Recommendations (if any):
The online advertising interface and mobiles have created one more dimension to the limited
problem- solving process wherever appropriate. Close- Up brands that are using those methods are
given below:
1. Create a new brand.
2. Adopt or modify an existing brand.
3. Combine an existing and a new brand.
4. Leveraging secondary brand associations.
5. Similar knowledge about the brand.
6. New associations, judgments or feelings.
7.Emphasize source factors of a particular person.

There have been several limitations I have faced while conducting the survey. At every stage in this
study I have been tried to be done with reasonable level of competence in the field of marketing
research. Despite of these efforts some internal and external shortcomings have been observed while
doing the questionnaire preparation, field working and editing-coding and analyzing the data obtained
from the respondents.

The major recommendations are as the followings:

1. Most of seller paid less attention to answer the questionnaire. This was the most important
limitation in preparation of the report.

2. Most of the respondents are not used to a formal survey, so a big portion of response error has been
occurred at the initial stage.

3. No pre-contact with the respondents have been ensured prior to the survey, which was necessary.

41
4. To fill-up a questioner with a large number of questions, seeks a high degree of attention by
the respondents. For their time as well as their cooperation the respondents must be provided free
sample of the products or gifts. But no such initiative was taken ahead. Which has demoralized the
respondents and disturbed their mental stability; it also affected their response.

5. A test survey must have been conducted prior to the actual survey. No test survey was conducted.
6. Relevant papers and documents were not available sufficiently because of confidentiality. In many
case, up to date information is not available. The lack of knowledge about the sources of secondary
data is also a limitation of this study.

7. The ability to understand how others feel and good bargaining skills. Effectiveness in focusing on
the critical aspects of performance in managing marketing activities.

8. Some of the options present in the questioner are not adequately categorized. In the question where
the information about the income of the respondents as their demographic information has to be
given; there could be a customize option for Income. This limitation results in a number of response
errors.

9. To fill-up a questioner with a large number of questions, seeks a high degree of attention by the
respondents. For their time as well as their cooperation the respondents must be provided free sample
of the products or gifts. But no such initiative was taken ahead. Which has demoralized the
respondents and disturbed their mental stability; it also affected their response.

10. In some cases lack of coordination with the some of respondents has caused turbulence &
confusion while creating the report. It also has affected the research conduction.

11.Problem has been faced regarding time management. Time constraint is a major limitation. To
conduct a diversified and vast research, a longer period of time should be spent to get a representative
outcome.

12.For the above reason, the ranking and rating questions were to some extent complicated for me.

42
For making this kind of project I should focus on how to make major recommendations . They are
given below:
1. Advertising wear out.
2. Aided and unaided recall tests.
3. Avatars.
4. Behavioral learning.
5. Central route to persuasion.
6. Classical conditioning.
7. Co-branding.
8. Cognitive associative learning.
9. Consumer involvement.
10. Evoked set.
11. Information overload.
12. Information processing.
13. Long-term store.
14. Modeling.
15. Observational learning.
16. Shaping.
17. Product placement.
18. Sensation.
19. Manufacturer’s image.
20.Halo effect.

Connection to other examination:

Since one of the prerequisites of a doctorate is to make a commitment to information, it is

fundamental to show how your outcomes fit in with other work that has been done in your field.

• Point out the arrangements and differences between your information and that of others.

• In introducing your own translation of the outcomes, think about the qualities and shortcomings of
elective understandings from the writing.

Suggestions

43
Another part of clarifying the commitment of your examination is to draw out the ramifications of
your discoveries. Contingent upon the nature or your exploration, these will most likely be identified
with:

• Current hypothesis

• Technical applications

• Professional practice

Composing your conversation

The aptitude recorded as a hard copy a fruitful conversation is in moving in reverse and advances
between others' examination and your own exploration, making it understood:

• Which has been finished by others.

• Which has been finished by you.

• And how they supplement one another.

Utilizing wary language

Examining results and making determinations includes making claims about understanding,
importance and pertinence. This is done inside an examination convention where existing information
is continually being adjusted in the light of new outcomes. As an analyst, you are relied upon to
recognize cautiously between:

1. Knowledge you make certain of in light of the fact that you have solid proof for it.

2. Other information you are more uncertain of.

3. Other information you believe is just inside the domains of plausibility.

In this manner, solid cases, similar to the one beneath, are uncommon in scholarly composition

Lessening fat admission brings down the danger of coronary illness.

I. Structure and Approach

44
For most exploration paper designs, there are two different ways of introducing and sorting out the
outcomes.

1. Present the outcomes followed by a short clarification of the discoveries. For instance, you may
have seen an unordinary relationship between's two factors during the examination of your
discoveries. It is right to call attention to this in the outcomes segment. Nonetheless, guessing
concerning why this connection exists, and offering a speculation about what might be occurring, has
a place in the conversation part of your paper.

2. Present a segment and afterward talk about it, before introducing the following segment at that
point examining it, etc. This is more normal in longer papers since it causes the peruser to more
readily see each finding. In this model, it tends to be useful to give a short end in the outcomes
segment that ties every one of the discoveries together and connections to the conversation.

NOTE: The conversation segment ought to by and large follow a similar arrangement picked in
introducing and sorting out the outcomes.

II. Content

As a rule, the substance of your outcomes segment ought to incorporate the accompanying
components:

1. An starting setting for understanding the outcomes by rehashing the exploration issue that supports
the reason for your investigation.

2. A synopsis of your key discoveries organized in a sensible succession that for the most part follows
your procedure area.

3. Inclusion of non-printed components, for example, figures, graphs, photographs, maps, tables, and
so on to additionally represent the discoveries, if proper.

45
4. In the content, a methodical portrayal of your outcomes, featuring for the peruser perceptions that
are generally applicable to the theme under scrutiny [remember that not all outcomes that rise up out
of the strategy that you used to accumulate the information might be relevant].

5. Use of the past tense when refering to your outcomes.

6. The page length of your outcomes segment is guided by the sum and kinds of information to be
accounted for. Notwithstanding, center just around discoveries that are significant and identified wit h
tending to the exploration issue.

Utilizing Non-printed Components

1.Either place figures, tables, graphs, and so on inside the content of the outcome, or remember them
for the rear of the report- - do either however never do both.

2. In the content, allude to each non-literary component in numbered request [e.g., Table 1, Table 2;
Diagram 1, Outline 2; Guide 1, Guide 2].

3. If you place non-printed components toward the finish of the report, ensure they are obviously
recognized from any joined reference section materials, for example, crude information.

4. Regardless of situation, each non-printed component must be numbered continuously and complete
with subtitle [caption goes under the figure, table, diagram, etc.]

Each non-literary component must be named, numbered successively, and complete with a heading
[title with depiction goes over the figure, table, diagram, etc.].

•In editing your outcomes segment, be certain that each non-literary component is adequately finished
so it could remain all alone, separate from the content.

46
III. Issues to Maintain a strategic distance from

When composing the outcomes segment, abstain from doing the accompanying:

1. Discussing or deciphering your outcomes. Spare this for the following segment of your paper, in
spite of the fact that where suitable, you should contrast or difference explicit outcomes with those
found in different investigations [e.g., "Like Smith [1990], one of the discoveries of this examination
is the solid relationship among's inspiration and scholastic achievement...."].

2. Reporting foundation data or endeavoring to clarify your discoveries; this ought to have been done
in your Presentation segment, however don't freeze! Regularly the consequences of an examination
highlight the need to give extra foundation data or to clarify the subject further, so don't figure you
accomplished something incorrectly. Change your presentation varying.

3. Ignoring negative outcomes. On the off chance that a portion of your outcomes neglect to help your
speculation, don't overlook them. Report them, at that point state in your conversation area why you
accept a negative outcome rose up out of your investigation. Note that negative outcomes, and how
you handle them, regularly furnishes you with the chance to compose an additionally captivating
conversation area, hence, don't be reluctant to feature them.

4. Including crude information or middle computations. Inquire as to whether you have to incorporate
any crude information produced by your investigation, for example, records from meetings or
information documents. On the off chance that crude information is to be incorporated, place it in a
supplement or set of indeces that are alluded to in the content.

5. Be as real and compact as conceivable in detailing your discoveries. Try not to utilize phrases that
are dubious or vague, for example, "seemed, by all accounts, to be more noteworthy or lesser than..."
or "exhibits promising patterns that...."

6. Presenting a similar information or rehashing a similar data more than once. On the off chance that
you want to feature something, you will get an opportunity to do that in the conversation area.

47
7. Confusing figures with tables. Make certain to appropriately name any non-printed components in
your paper. On the off chance that you don't know, look into the term in a word reference.

What is the Outcomes area and what does it do?

The Outcomes segment of a logical exploration paper speaks to the center discoveries of an
examination got from the techniques applied to assemble and investigate data. It presents these
discoveries in a consistent succession without inclination or understanding from the writer, setting up
the peruser for later translation and assessment in the Conversation area. A significant motivation
behind the Outcomes area is to separate the information into sentences that show its hugeness to the
examination question(s).

The Outcomes segment shows up third in the part grouping in most logical papers. It follows the
introduction of the Techniques and Materials and is introduced before the Conversation segment—in
spite of the fact that the Outcomes and Conversation are introduced together in numerous diaries.
This segment responds to the fundamental inquiry "What did you find in your exploration?"

What is remembered for the Outcomes?

The Outcomes area ought to incorporate the discoveries of your investigation and Just the discoveries
of your examination. The discoveries include:

Information introduced in tables, diagrams, charts, and different figures (might be put among research
text or on a different page)

• A relevant investigation of this information clarifying its significance in sentence structure

• Report on information assortment, enrollment, and additionally members

• Information that compares to the focal exploration question(s)

48
• Optional discoveries (auxiliary results, subgroup examinations, and so forth.)

In the event that the extent of the examination is wide or has numerous factors, or if the approach
utilized yields a wide scope of various outcomes, the creator should state just those outcomes that are
generally pertinent to the exploration question expressed in the Presentation segment.

When in doubt, any data that doesn't present the immediate discoveries or result of the investigation
ought to be kept separate from this part. Except if the creator is mentioned by the diary or consultant
to included Outcomes and Conversations together, clarifications and translations of these outcomes
ought to be excluded from the Outcomes.

How are the outcomes composed?

The most ideal approach to compose your Outcomes area is "coherently." One consistent and away
from of arranging the outcomes is to give them close by the exploration questions—inside each
examination question, present the sort of information that tends to that exploration question.

The examination of subjective exploration includes expecting to reveal and/or comprehend the 10,000
foot view - by utilizing the information to depict the marvel and what this implies. Both subjective
and quantitative investigation includes naming and coding the entirety of the information all together
that likenesses and contrasts can be perceived. Reactions from even an unstructured subjective
meeting can be gone into a PC with the end goal for it to be coded, checked and broke down. The
subjective analyst, in any case, has no framework for pre-coding, hence a technique for recognizing
and marking or coding information should be built up that is bespoke for each exploration. - which is
called content investigation.

Content examination can be utilized when subjective information has been gathered through:

1. Interviews.

2. Focus gatherings.

3. Observation .
49
4. Documentary examination.

Reference:

Vani, G., &Panchanatham, N. (2010).Toothpaste Brands –A Study of consumer behavior

in Bangalore city. Journal of Economics and Behavioral studies, 1(1), 27-39.

Yee, R., McDonald, N., & Walker, D. (2003).An advocacy project to fluoridate toothpastes in
Nepal. International dental journal, 53(4), 220-230.

Ahmed, K., Shabnam, S., &Choudhury, A. (2013). Promoting toothpaste brands in

Bangladesh: A content analysis on IMC approaches. Int. J. Business Commerce, 2(7), 37-
44.

Dani, V. (2013).Buying behavior of toothpaste in Urban India: A study on Pune city. Pacific
Business Review International, 5(11), 48-56.

Miskell, P. (2004). Cavity protection or cosmetic perfection?Innovation and marketing of

toothpaste brands in the United States and Western Europe, 1955-1985. Business History
Review, 29-60.

Kulkarni, N., &Bansod, S. (2013). A study of consumer behavior with respect to various
brands of toothpastes in Nagpur city. ZENITH International Journal of Business Economics
& Management Research, 3(8), 73-82.

Sethi, M. H. K. Marketing Research: Toothpaste Industry.

Dent, J. (2003).An advocacy project to fluoridate toothpastes in Nepal. Healthy Choices,

Healthy Smiles: Appropriate and Affordable Fluorides in Nepal, 53, 83.

Thakur, M. Consumer Behaviour with Reference to Oral Care Products–A Study of

Toothpaste Brands in Sambalpur City, Odisha.

Millard, L. G. (1973). Contact sensitivity to toothpaste. British medical journal, 1(5854), 676.

Torres, C. R. G., Perote, L. C. C. C., Gutierrez, N. C., Pucci, C. R., & Borges, A. B. (2013).
Efficacy of mouth rinses and toothpaste on tooth whitening. Operative dentistry, 38(1), 57-
62.

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Subiza, J., Subiza, J. L., Valdivieso, R., Escribano, P. M., Garcia, R., Jerez, M., &Subiza, E.
(1992).Toothpaste flavor-induced asthma. Journal of allergy and clinical immunology, 90(6),
1004-1006.

Appendix – A:
Journals:
1. Daily KalerKantha.
2. Bangladesh protidin.
Notes:
1. Based on Kevin Lane Keller, ‖The Brand Report Card,‖ Harvard Business
review(January/February 2000).
2. Allen P. Adamson, Brand Simple(New York: Palgrave Macmillan,2006).
3. Francis J.3 Kelly and Barry Silverstein, The breakwayBrand(New York:Mcgraw-Hill,2005)
4. John Gerzema and Ed Leber, The Brand Bubble(New York: Jossey- Bass,2008)
5.Mary Jo Hatch and Majken Schultz, Taking Brand Initiative (San Francisco:Jossey-Bass 2008).
5. Leonard L.Berry, A Hierarchical approach.
6. Adam Morgan, Eating thebig Fish,2 nd edition.
7. Helen Coster, ―A step ahead.‖
8.’’How I Did It: Alden Mills of perfect fitness,‖ Inc, September 2009.
9.Added Value for some practical tools,Mark Sherrington.
10.The brand Gym,2nd edition, John Wiley and Sons 2010.

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52