CONSUMER BEHAVIOUR

HIMALAYA HERBAL TOOTHPASTE

Category and Brand Involvement in an Emerging Market

Case Presentation

GROUP- 05
1

TOOTHPASTE INDUSTRY
Key brands:
Colgate- Palmolive India
Hindustan Unilever Limited

Colgate- Palmolive was the market leader

Toothpaste market in India had a very low penetration rate of
60%
Urban penetration: 76%
Rural penetration: 40%
Rural consumption was comparatively lower than urban
consumption
Per capita consumption:
India- 115
China- 225

TOOTHPASTE INDUSTRY Segmentation

Pricing
Economy
Popular
Premium

Product
Variant

Paste
Gel

Categorizati
on
Freshness
Herbal
Overall
Health
Niche

HIMALAYA
The Himalaya Drug Company had been in pharmaceutical field for
several decades
To enter into the market, Ayurvedic Concepts were launched
offering:
Health Supplements
Personal Care Products
Pain Ointments
Target Audience: Young Urban Professional population to create
brand awareness
In 2010, 40% of Himalayas turnover was from consumer products
Himalaya did not advertise as much as other FMCG manufacturers,
brand associations were nurtured by Word of Mouth
4
Most of Himalaya offerings were exported to several countries

ORAL CARE INDUSTRY

Average Indian consumers spent
around
8% of his/her income on personal
care (oral care, hair care, skin
care)

Whit
enin
g
prod
ucts

Dent
al
Floss

Tooth
paste

ORAL
CARE
INDU
STRY

Tooth
brush

Tooth
Powd
er

Mout
h
Wash
5

METHODOLOGY
Sampling Method- Questionnaire
Demographics
Age: 25-55
Gender: Female
Life stage: Urban households
Geographical area: Karnataka, a state in South India
Sample size: 100- (25 from each segment)

Participants Responses Regarding their

habits and practices
Brushing Frequency

Did you have any health problems?

12

12

10

10

2
0

YES

YES

NO

NO

Did you change your toothpaste to solve the problem?

12
10
8
6
4
2
0

YES

NO

Category Involvement
SEGMENT

HIGH-INVOLVEMENT
CONSUMERS

Freshness

28%

Herbal

40%

Overall oral care

32%

Niche

64%

Total Category

41%

From the above table you can conclude that herbal category has the second highest
percentage of High Involvement consumers.

Means End Chain Model

Values
Psychologic
al
Consequenc
es
Functional
Consequenc
es

Attribute
s

Confidence, Freshness

Fresh start, Fresh

Breath, Healthy Tooth
Whitening, Reducing
Swelling of gums, Stop
gum bleeding,
preventing toothache
Price, Quality, Flavors,
Reliability, Prestige of
the brand, Taste
9

Attitudes towards
brand
Believes of the consumers that the toothpaste creates freshness, healthy feel
and makes teeth shiner gets a score of 3.5, where niche category is leading
with a score of 3.9
Functional attributes and scoresGerm fighting- 3.5
Teeth from decay- 3.4
Oral health problems- 3.5
Relief from toothache- 3.4
Niche marketing is leading in all the 4 functional attributes with 3.85

Cont..,
Personal perceptions and scoreConfidence- 3.45
Smile 3.47
Enjoy eating all foods- 3.41
In control feeling- 3.43
Great start to my day- 3.40
Niche category is leading in these personal perception
with a score of 3.9
Emotional attachment and scoreLike in the earlier attributes, in the emotional attachment the average score of all
the attributes is 3.3 unlike that for functional and personal perception attributes

Cont...,
The level of involvement is not important in the respect of emotional
attachment
It can be interpreted that people are more neutral towards emotional
attachment of the brand

DECISION MAKING AS A PROBLEM SOLVING

Problem recognition: To identify the major problems in oral health
Search for the alternative solutions: Started giving awareness about the usage of tooth paste
Bringing the various elements as their USP as follows
Freshness segment (Close up)
Overall oral health segment (Colgate)
Herbal (Dabur)
Colgate Active salt
Himalaya dental cream
Evaluation of alternatives (alternatives in the terms of salient beliefs)
From table 6
Colgate Active salt ( 100%) (92%)
Dabur (both the cognitive and affective belief as 38%)
Purchase (assumption) :- colgate and dabur
Post purchase use :- Dabur

ELEMENTS OF PROBLEM SOLVING

An end Goal :- To solve the health issues of dental by satisfying consumers.
Goal hierarchy :- sub goals are
To make the consumers aware of the usage of the tooth paste
Consumer satisfaction
To identify the consumers category and the brand involvement
Relevant product knowledge :- Each brands were concentrated on the issues of the oral health of
consumers . Eg:- close up brand has given an knowledge as they were concentrated on freshness.
A set of simple rules or heuristic by which consumers search for evaluate and integrate this
knowledge to make :- According to this case they were trying to link the products USP and the
pricing tier to attract more consumers
Choices :- According to the case the consumers are more preferring the colgate brand
because(assumption)their ad concentrated more on the over all oral health care

INFLUENCES ON CONSUMER PROBLEM SOLVING

Consumer goals :- In the exhibit 1 one of the case each brand has their on brand proposition
in accordance with the price tire and when this brand proposition and the consumer
requirements match the consumers prefer to buy
Knowledge about choice alternatives and criteria :- After matching the consumer
requirements and brand proposition then the consumer will check for the brands eg :- colgate
dental cream ,pepsodent
Level of involvement :- Depends on the consumers preference and the oral problem

Cognition and Affective

 Cognitive beliefs of the consumers towards non niche categories are almost same with
a percentage of score around 60%
Affective beliefs score a high in the freshness category with a score of 60%
comparing to a low 40 % in the herbal category

Himalaya
Cognitive beliefs could be:
Ayurvedic products may not have side affects
Affective belief :
Can have and eat the food I desire

 Maps the comparison between the strength of the cognitive responses and that of
the affective responses for respondents in all categories.
46% of the total respondents had a consistently strong belief for both the cognitive
as well as the affective aspects of the brand.

SEGMENT/BRAND

BRAND PROPOSITION

COGNITION AFFECT

Freshness segment Close

up

Freshness that gives you the confidence to get

closer to someone

It gives confidence to talk with

others

Overall health segment

1) Colgate Dental cream

All-round decay protection, even where a

toothbrush cannot reach

The brand helps you to keep your

teeth healthy and safe

2) Pepsodent

Fights germs and prevents cavities for healthy

teeth and gums

It would prevent cavities from

forming

Herbal segment
Dabur Red Tooth paste

Keeps your dental problems away with the

power of Ayurveda

No side affects

Niche segment
Colgate active salt

Fights germs for healthy gums and teeth

Keeping the gums strong and

healthy

Thank You!

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