Himalaya Herbal Toothpaste

category and brand involvement

Brand Management - Group 4

Roll No. Name

FT13170 Shouvik Das
FT13224 Ishani Sircar
FT13312 Arjun Choudhry
FT13351 Namita Joshi
Vikrant Vijay
FT13389 Mahajan
FT13466 Ruchika Salhotra

HIMALYA DRUG COMPANY
One of the key players in the pharmaceutical field for several decades.
Herbal Offerings in Health Supplements, Personal Care Products & Pain Ointments
in the retail & prescriptive segments
Unique Proposition: The scientific rigor associated with the testing of its herbal
offerings
The company launched Ayurvedic Concepts to enter the consumer markets.
Initially, in the late 90s, Ayurvedic Concepts targeted the young urban
professional population to create brand awareness. In the early 20th century, it
was brought under the Himalaya umbrella brand for several categories of soaps,
shampoos, face washes, health supplements, baby products, etc.
In 2010, 40% of Himalayas turnover was from consumer products.
It had several exclusive outlets throughout India, & had shop-in-shop counters in
modern retail outlets.
Himalaya did not advertise as much as other FMCG manufacturers, & brand
associations were nurtured by Word of Mouth.
To build market share in the highly competitive personal health care market, it
begun to advertise its face wash & toothpaste brands
Its offerings were exported to several countries
The brand has a positive perception among consumers
 ORAL CARE INDUSTRY
FMCG was broadly split into: Household Care,
TOOTH Personal Care and Food & Beverages
PASTE FMCG market in India projected to be around US$15-
18 billion in 2010, & expected to grow to US$33
WHITENI TOOTH billion by 2015
NG The average Indian consumer spent around 8% of
PRODUC BRUSH
TS ORAL ES his income on personal care products
Growth of the personal care segment can be
CARE attributed to:
Increasing levels of discretionary spending
CATEGO Greater attention to personal hygiene

RY
Increase in the no. of new media channels
DENT TOOTH
Distribution
AL POWD In 2010, the oral care market in India was around
FLOSS ER US$980 million
MOUT Growth trend of toothpastes over the past 3 yrs was
H relatively slower than that of other key FMCG
categories (11%)
WASH Growth of the toothpaste category was even lower,
at around 9%
 STUDIES ON THE PERCEPTION OF
CONSUMERS REGARDING THE
TOOTHPASTE CATEGORY
One study reported that 68% of the Indian consumers who participated
in the survey believed that using the right toothpaste was more
important than using the right toothbrush. However, they did not give
much importance to the toothpaste category. Most of them believed that
oral care was not as important for personal grooming as hair care or skin
care.
Another study revealed that only 28% of the respondents brushed twice
daily.
Yet another study indicated that 68% of the respondents had never
visited a dentist & 87% would not consider visiting a dentist as a
preventive measure.
WHO reported that 98% of the Indian population suffered from oral
health problems.
Ratio of dentists to patients was dismally low, with just 1 dentist for
10,000 people in urban areas & 1 for about 0.25 million people in rural
areas.
It could be concluded from these studies that there was a significant
scope for marketers to enhance the involvement level associated with
the toothpaste category among consumers.
 TOOTHPASTE INDUSTRY : Key Facts
INDUSTRY FACTS
The toothpaste market in
India had a very low
penetration rate of 60%.
Urban Penetration: 76% Rural
Penetration: 40%
Average consumption of
toothpaste in rural
households was significantly
lower than in urban
households.
Per capita consumption of
toothpaste in grams per year:
India: 115
China: 255
United States: 542
COMPETITION DATA
Key brands in the Indian Oral Care
industry: Colgate- Palmolive India &
Hindustan Unilever Limited
Colgate was one of the main brands for
oral care, with the category
contributing to 96% of Colgate-
Palmolive Indias annual company
sales.
Colgate was the market leader in the
toothpaste, toothbrush & toothpowder
categories.
It led the toothpaste market with a
52% market share.
Hindustan Unilever was 2nd in the oral
care market with a 25% share in the
toothpaste category.
 TOOTHPASTE INDUSTRY :
Segmentation
Product Categoriza
Pricing
Variants tion
Economy Freshness
Paste
Herbal
Popular
Overall
Health
Gel
Premium Niche
 POSITIONING MAP OF BRANDS
Emotional Benefit
Closeup
Colgate Fresh Energy Gel Colgate MaxFresh

Anchor White Himalaya Dental

Cream
Anchor Gel Pepsodent
Babool MintFresh Colgate Dental Cream Colgate
MaxWhite

Economy Tier
Premium Tier
Dabur Red
Colgate Cibaca
Babool
Ajanta
Colgate ActiveSalt Colgate
Sensitive
Dabur
Meswak
Colgate Total
Promise Colgate Herbal Sensodyne

Functional Benefit
 Marketing Communication by the
Competitors
Brand Marketing Campaign / Selling Point
Positioning Statement
Overall Health Category

Close up Paas Aao Campaign makes one Freshness > Closeness

want to kiss
Colgate All round Protection from Decay / Trust + Protection
Dental No.1 Brand Recommended by
Cream Dentist
Pepsodent Removes 95% of Germs in just 2 Protection +
minutes Effectiveness

Herbal Dabur Red Lets Drive Away Dental Problems Curative

Toothpaste
Colgate Kills Germs to make gums Strong & Problem Solving+ Health
Niche Active Salt Healthy
 SURVEY KEY FINDINGS
58% of respondents brush once in a day
78% of all respondents never visit a dentist
dentist recommendation
72% of all respondents do not take a toothpaste
recommended by dentist
86% of respondents change their toothpaste on
recommendation by dentist
85% of consumers have oral health problems
67% of consumers change their toothpaste to
solve a problem
Overall Category involvement is 41%
 Involvement Levels
Analyzed
People all agree that a toothpaste is necessary for them
as the low score signifies in the last slide
But people display more or less a neutral attitude when
they consider the functional attributes of a toothpaste.
The functional level score only goes up in the niche
segment
This suggests that toothpaste is a low involvement
category with consumers knowing the need of a
toothpaste but are not too attached to functional
attributes except in the niche category
Consumers in the niche segment are more involved in
the buying decision of a tooth paste
 Attitude towards Brands
The results of the involvement levels gets reflected in the attitude
towards the brand as well
Perception that a toothpaste creates freshness and makes teeth
shinier gets a score of 3.5 with the niche category scoring higher with
a value of 3.9
Functional attributes like germ fighting and oral health gets a score of
3.5 with the niche category scoring 3.9
Personal perceptions like confidence , dazzling smile and a good start
to a day gets a avg score of around 3.35 with the niche segment
scoring a high of 3.85.

This resonates the findings of the involvement levels. Attitude towards

low involvement categories are neutral. People do not share a strong
brand attitude. But a higher involvement level category like the niche
segment garners a higher brand attitude from the consumers.
 Emotional attachment
Analyzing the scores we infer that
involvement levels does not play a
very important role in this respect.
The avg score is around 3.3 with all
segments scoring the same unlike
what we saw in the earlier slides
This also shows that people are
almost neutral in emotional
attachments towards the brands
 Category Involvement
Segment High Involvement customers
Freshness 28%
Herbal 40%
Overall oral care 32%
Niche 64%
Total category 41%

The above table depicts that the herbal category has the second highest percent
High involvement customers. It is a favorable situation that can be tapped
 Attitude towards category
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
We can use this data to formulate a marketing
strategy which emphasizes on the freshness
aspect as well to cash in on the affective
beliefs of the customers
 Segment Analysis
Freshn Oral
Herbal Niche
ess Health
Consumer Consumer Consumer Consumer
Behavior Behavior Behavior Behavior
80% of brush once a 88% of brush once a 56% of brush once a 23% of brush once a
day day day day
71% never visit a 84% never visit a 80% never visit a 64% never visit a
dentist dentist dentist dentist
75% dentist doesnt 67% dentist doesnt 50% dentist doesnt 88% dentist doesnt
recommend the recommend the recommend the recommend the
toothpaste toothpaste toothpaste toothpaste
Oral Health Problem = Oral Health Problem = Oral Health Problem = Oral Health Problem =
88% 92% 80% 80%
High involvement High Involvement High Involvement High Involvement
28% 40% 32% 64%

Low Involvement Low Involvement Low Involvement Low Involvement

& high Attitude & high Attitude & high Attitude & high Attitude
66% 46% 46% 89%
 Recommendations :
Himalaya
Need to enter in a new niche / Problem Solving
category keeping herbal USP
High avg involvement score : 3.9/5 /
64% of total consumers
Increased use of brushing / customer
Increase of 54%
Higher Consumer Cognitive & Affective Belief
92% & 72% respectively (compared to herbals 64% &44%)
Low Category Involvement customers strong cognitive
belief
89% in niche vs 46% in herbal
High affective belief of 60% in freshness category as
compared to a low 40 % in the herbal category. We can
encash on adding a freshness element in the niche
segment
 Himalaya Toothpaste :
Differentiation
A premium Herbal Toothpaste for the
niche category Fresh , Natural &
Secure
providing freshness and solution to
the following problems:-
Tightening & Reducing swelling /
bleeding of gums
Prevention of Tooth Decay & Tooth Ache
Bad Breath Control
 Positioning Statement
To consumers in Urban demography
concerned towards oral healthcare,
Himalayas Active Herbs Toothpaste is
the brand of herbal freshness & oral
healthcare, a toothpaste that offers
specific solutions to oral health
problems with a freshness quotient
because its a premium all natural,
healthy, oral solution with a herbal
product expertise.
The brand character is safe , reliable &
 Brand Campaign
Enjoy superior protection & long
lasting freshness with the power of
herbs
Brand Ambassador to be used
Dentist approval not reccomended
Thank You