Project On Toothpaste- Image Profile Analysis Of Leading Brand Toothpastes

PROJECT WORK ON

( In partial fulfillment of MBA Degree )

Submitted To :

Submitted By :

Mr. Sanjeev Kumar

Dalbir Singh Jaskeerat Singh

MBA –II Sec-A

ACKNOWLEDGEMENT

We are very thankful to our Project guide Mr. Sanjeev Kumar faculty member (lecturer)RIMT-IMCT, for his valuable guidance, deep-rooted interest, inspiration and continuous encouragement through out the period of project. We also thank the respondents for their cooperation and spending precious time in responding to the Questionnaire.

CONTENTS

i. Summary ii. Introduction iii. Snapshot of Tooth paste Brands iv. Review of Literature v. Research Work vi. Conclusions vii. Suggestions viii. Bibliography

Chapter I SUMMARY

This project titled ‘ Image Profile Analysis of Leading Brands of Tooth paste amongst consumers ‘ is a study which seek to define the image of 2 tooth paste brands in which HLL have two products – Close Up & Pepsodent and Colgate–Palmolive have Colgate in terms of 6 attributes , Healthy tooth & gums , Long lasting freshness , Prevention of tooth decay ,Whiteness , Use of Natural herbs , Good foaming.

DATA COLLECTED METHOD A survey was conducted on 50 people living in and around the city of PATIALA to elicit their responses, on which the results and findings of this study are based. It tells the method used for data collected. It then gives the description of the sample based on various parameters as Gender, Age ,

Status. OBJECTIVES

1) To know about Brand awareness. 2) To know about Brand preference. 3) To know about the product/alternatives which consumers might prefer to brush their teeth other than a tooth paste. 4) To know about the factors that influence the consumers decision to buy a particular brand of tooth paste. 5) To know about the attributes that consumers look for in a tooth paste brand , when he/she buys for himself/herself.. 6) To know about the possible reasons that lead to brand switch over. 7) Image profile analysis of 2 important tooth paste brands.

Chapter II INTRODUCTION

In these days of technology parity, it does not take long to duplicates. Moreover, with the availability of increasing number of brands, the consumers has little patience or the wit to swift through and judge the uniqueness of features claimed by each of the brands. So, how does one ensure that one is seen and heard in overcrowded market place. The answer lies in brand positioning, one of the most powerful concepts in the marketing world, which enables the seller to win the marketing battles by influencing the consumer’s mind set.

Brand Positioning Positioning a brand in the consumer's mind is critical to brand success. In an age sameness, a brand must tout a variety of product or brand features and benefits, by drawing attention to them and promoting their value to the consumer.

The act of developing certain brand characteristics and promoting them is one of the few ways a brand can be differentiated. Your own market is probably saturated with products that all look similar and offer the same benefits. Since most products or brands have a variety of features, such as speed, accuracy, size, functionality, cost, style, specs, and more, each of these can be emphasized if they are truly critical to a segment of the consumer market. If you want your brand to be known for a subset of the potential features and benefits it offers, then you are fixing or positioning the product brand in consumer's minds as being about those attributes. You position a brand in order to establish your product as a superior choice to competitors. What's important to know is that many of your competitors will position their products and brands the same way you intend to. That's when brand credibility comes into play. If you can communicate your brand positioning better, then consumer's will view yours as the most attractive or most credible. The credibility factor might only be delivered via the style of your brand communications.

At this level of brand strategy where products are very similar, it takes experience and expertise to fashion a strategy that gives you an advantage.At Brand Identity Guru, we analyze your brand assets and determine which features and benefits need to be in your brand or products value proposition to the customer. We'll use and describe these assets in a way that makes them more attractive and compelling than your competitors. Where there is no discernible brand advantage, we'll find one or create one and get your product effectively differentiated and promoted.

Positioning has 4 components:

The 1st component is the product class or product category in which the brand is to operate. To give a specific name to such a category is not always easy since boundaries are fluid e.g A moisturizing lotion may decide to position itself in the cold cream market . The 2nd component is consumer segmentation. It is impossible to think for a brand without , at the same time, considering the segment for which it offers benefits that other brands don’t. Positioning and segmentation are like two sides of a coin, inseparable and integrated.

The 3rd component is perceptual mapping, an essential tool to measure where brands are located in the perceptual space of target consumer. Brand benefits and attributes make up the 4th component of positioning, a consumer can allot a position in his mind only to a brand whose benefits are meaningful to him. He compares and places bands in relation to these desirable benefits. The concept of perceptual space forms the theoretical basis for brand positioning. The consumer’s mind is regarded as the geometric perceptual space, with product categories and brands occupying different points in that space. The search for vacant positions in the market be conducted with reference to the preferred benefits and the preferred importance of such benefits. These preferences are portrayed in the form of preference maps. The 1st purpose of Preference Mapping is to measure the gap if any between the position of the brands as actually perceived and the preferred or ideal position of its target segment. The 2nd purpose is to discover holes or vacant positions in the market because they represent opportunities for new products. Positioning is the pursuit of differential advantage. It is placing your product in a certain distinct and preferably unique ways in the consumers mind. Strategy is how to get to that positioning.

Brand Image

Brand image describes a products personality beyond its physical characteristics and positioning in building brand image. Like brand personality, brand image is not something you have or you don't! A brand is unlikely to have one brand image, but several, though one or two may predominate. The key in brand image research is to identify or develop the most powerful images and reinforce them through subsequent brand communications. The term "brand image" gained popularity as evidence began to grow that the feelings and images associated with a brand were powerful purchase influencers, though brand recognition, recall and brand identity. It is based on the proposition that consumers buy not only a product (commodity), but also the image associations of the product, such as power, wealth, sophistication, and most importantly identification and association with other users of the brand. In a consumer led world, people tend to define themselves and their Jungian "persona" by their possessions. According to Sigmund Freud, the ego and superego control to a large extent the image and personality that people would like others to have of them. Good brand images are instantly evoked, are positive, and are almost always unique among competitive brands.

Brand image can be reinforced by brand communications such as packaging, advertising, promotion, and customer service, word-ofmouth and other aspects of the brand experience.

Brand images are usually evoked by asking consumers the first words/images that come to their mind when a certain brand is mentioned (sometimes called "top of mind"). When responses are highly variable, non-forthcoming, or refer to non-image attributes such as cost, it is an indicator of a weak brand image.

Chapter III

SNAPSHOT OF TOOTH PASTE BRANDS

Today’s companies are operating in macro environment forces. They are facing the toughest competition ever. So, all the companies are involved in winning customers and out performing competition. Indian tooth paste industry is one of the country largest market. The Indian tooth paste market is very big. Large numbers of manufacturers are present. They are trying to go at top most position.

Hindustan Lever Limited (HLL) is India's largest fast moving consumer goods company with leadership in Home & Personal Care Products and Foods & Beverages. HLL's brands spread across 20 distinct consumer categories, touch the lives of two out of three Indians. If Hindustan Lever straddles the Indian corporate world, it is because of being single-minded in identifying itself with Indian aspirations and needs in every walk of life.

Close-up, a HLL product is the original youth brand in India – the first brand targeting youth in the oral care market. Ever since its launch in 1975, Close-up has broken every rule in the book on how toothpastes should behave! Close-up was the first gel toothpaste to be launched in India and has led the gel toothpaste segment ever since. In 2004, Close-up was relaunched with a bang. And this time it was packed with the power of Vitamin Fluoride System – a powerful mix of Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect combination of ingredients for fresher breath and stronger, whiter teeth. Close-up is now the first Gel toothpaste with Fluoride in the Indian Market! Close-up also includes toothbrushes.

Pepsodent, a HLL product launched in 1993, was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing. Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product. Pepsodent connects directly with kids and their parents. Pepsodent has always worked in the direction of an overall awareness of dental health. The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night. Pepsodent also includes a range of toothbrushes. INTERNATIONAL DENTAL HEALTH FOUNDATION also approves it.

COLGATE is the product of Colgate-Palmolive ( India ) ltd. Its product line includes Colgate Gel, Colgate Calciguard, Colgate Total, Colgate Sensation, Colgate Simple and others. Colgate Calciguard being shown as an effectively decay premitive, dentifrice and Colgate double protection, which is scientifically proven, provides better protection against plaque and gum disease. Its key ingredients are Calcium carbonate, Silica, and Triclosan. Indian Dental Association also approves it. Acc. To I.D.A - Colgate dental cream is an effective decay preventive dentifrice that can be of significant value when used as directed in a conscientiously applied program of oral hygiene and regular professional care as directed by registered dental surgeons.

Chapter IV Review of Literature Six Levels of Brand’s Meanings Attributes

:

Features associates with a brand.

Benefits

:

Functional and emotional benefits associated with brands.

Values

:

Producer’s values that gets associated with brands.

Culture

:

Represents the culture values of the place from where the brand originates.

Personality

:

Image of the brand as perceived by the user.

User

:

Kind of consumer who buys or uses the product.

Given the six levels of a brand’s meanings, marketers must decide at which level(s) to deeply anchor the brand’s identity. The most enduring meaning of a brand is its values, culture and personality. They define the brand’s essence.

Brand varies in the amount of power and value they have in the market place. At one extreme are brands that are not known by most buyers in the market place. Then there are brands for which buyers have a fairly high degree of BRAND AWARENESS. Beyond this are brands with high degree of BRAND ACCEPTABILITY i.e. brands that most customers would not resist buying. Then there are brands that enjoy a high degree of BRAND PREFERENCE. These are the brands that are selected over the other. Finally there are brands that command a high degree of BRAND LOYALITY. This is where the acid test for a brand lies. Brand becomes known through the products they create and bring on to the market. Whenever a brand innovates, it generates “me-tooism”. The role of brand name is to protect the innovation – it creates a mental patent. The brand name makes the innovation exclusive and protects it against imitations.

The sources of a brand’s identity include: The product, the name, brand characters and symbols, Geographic and Historic roots of the brand and the content and form of advertising used for the brand. Based on all these factors, a brand’s identity evolves over a period of time. The brand identity platform has four components: 1. The product class in which the brand is to operate. 2. The targeted consumer segment. 3. Brand location in the perceptual space of the target consumer. 4. Benefits and Attributes with the brand by the consumer. As brands tend become physically similar, the brand manages falls back more and more on Non-functional factors to distinguish his brands. This is called Brand Positioning. A brand manager has various strategies available to himself. These strategies revolve around four aspects of the brand, which can be expressed as four questions. WHO AM I ?_____ This question deals with the origins of the brand, its parentage. A brand can be positioned with reference to its corporate identity or as an extension of a well established brand.

WHAT AM I ?____ This question relates to the capabilities of the brand and can be further broken up as: (a)

Category related positioning: By choosing the product category

in which the position our brand, we are defining its composition. Similar brands can be differentiated by positioning them in different categories. (b)

Benefit related Positioning: That particular benefit is selected, which will give the brand the greatest competitive advantage. We get the flexibility in differentiating a functionally similar product by emphasizing a benefit which the competitor has not exploited. (c)

Positioning by usage occasion: This strategy enables us to

dominate a particular usage. It also enables us to distinguish similar products by identifying our brand with one or two usages that competition has neglected. (d)

Price-Quality Positioning: The consumer looks at the products in a category at different levels of price, offering different standing of quality and decides which price cumquality level is most suitable for a given need.

FOR WHOM AM I ?____ This is the strategy of positioning a brand for a carefully chosen target segment, where it is the best fit and has competitive advantage. Such segments can be divided in the basis of Demographic, Behavioral, Benefit seeking and Psychographic factors.

WHY ME ?____ All the above strategies enables a marketer to create a distinct and persuasive perception of the brand. Aggressive marketing companies try to add to their brand a clinic ling advantage through some unique features. It gives consumer a reason to why he or she should select one brand in preference to another. Positioning by competitors and positioning by a unique attribute can be the two strategies in this case. So much consumer loyalty and goodwill surrounds a successful brand name that it is seen as the direct source of much of the owner company’s profit. This is what is brand equity i.e. the incremental value of a business above the value of its physical assets due to the market position achieved by its brand and the extension potential of the brand. Drawing upon this concept of brand equity, marketers have extended the names of

successful brands to several new products in several categories. But the extension need not be a trap. They can be effectively managed by matching three criteria.

1st , the category chosen for the brand extension must be compatible with the nature of the parent brand and the expertise it represents. There must be a fit. 2nd , for successful brand extension, one should ensure that there is consistency in the value perception of the brand in the new category as compared to its parent brand. 3rd , the brand name should have some in built advantage that gives it competitive strength against established brands in the new category.

RESEARCH TECHNIQUES FOR BRAND POSITIONING The first task of the brand manager when he considers his positioning strategy is to form a reasonably good idea of the market structure in which his brand will be a player. Research can help him to define these sub-structures, tell him different brands are positioned as judged by consumers, and thus give him a better idea of the specific product market in which he must complete. Research will tell him, by defining such market sub-structures, as to which brands are likely to be close competitors and which a more distant threat. Perceptual Mapping techniques help us to understand such market structures and sub-structures. Techniques for Perceptual Mapping 1. Image Profile Analysis This is probably the oldest and most widely used technique for measuring consumer perception of competitive brands, services or companies. The starting point for this analysis is the measurement of perceptions of each brand on a 5 or 7 points scale against a series of pre-selected functional and psychological attributes. The individual

scores are then average obtains a composite mean score for each brand on different attributes. An examination of the chart provides a profile of competitive brands and their perceived strength and weakness. A further improvement on this chart could be achieved by superimposing the profile of the ideal brand for each attribute. An observation of this type of chart provides useful insights about which brand is competing against whom, and on what attribute or attributes, and to what extent they are close to or away from the ideal image. However, image-profile analysis has its limitations. It is difficult to plot all the brands in a single chart when the number of competitive brands is large. Moreover, all the attributes consider for image perceptions may not be equally important or independent of each other. In other words, some of the attributes may be highly correlated and thereby represents basically the same dimension ( or factors ).

2. Factor Analysis The brand image data may be collected on all variables, which could possibly have some relevance to the objective of the study. Initially, a large set of variables (attributes) is considered. Its prime objective is to reduce the initial set of variables and express them as a linear combination of the smallest set of independent “ factors “ or dimensions. The input data in all factors analysis procedures are the correlation coefficients between all possible pairs of original variables. A satisfactory solution is the one, which will yield the minimum number of “factors” that conveys all the essential information contained in the original set of variables. Statistically speaking, the objective becomes: 1. To reproduce as best as possible the observed correlations 2. among the Original variables; and 3. To extract the maximum variation.

The factors thus derived will be uncorrelated to each other, hence independent. Moreover, since all variables can be expressed as linear combinations of extracted factors, the coefficients of various factors are called Factor Loading. From this, the analysis ultimately aims to determine the weights associated with each factor. This enables us not only to calculate the importance of each factor but also to determine the Factor Axes corresponding to clusters of points including the positions of individual brands.

3.

Cluster Analysis The objective behind this procedure is to separate brands into

groups such that each brand in a group is more like the other brands in its group falling outside the group. In any cluster analysis procedure a measure of inter-object (between brands or objects) similarity or dissimilarity has to be used.

Chapter V RESEARCH WORK Indian tooth paste industry is one of the country largest consumer market. The Indian tooth paste market is psuedo-mature. It is amazingly complex being segmented not only on the basis of prices and benefits but even range of emotions with in that outlining framework. With in over 10-15 brands in the market, this segment of the consumer product offers a tremendous to study the concept of brand positioning, specially when tooth paste is a fairly intimate product and consumer prefers a brand which reflects his self image or fits in with this fantasies. The focus of this study about tooth paste is consumer perception of the various brand are available.

Objectives: -

1. To know about brand awareness.

2. To know about brand preference. 3. To know about the product/alternatives which consumers might 4. prefer to brush their teeth other than a tooth paste. 5. To know about the factors that influence the consumers decision to 6. buy a particular brand of tooth paste.

7. To know about the attributes that a consumers look for in a tooth pate brand, when he buys for himself. 8. To know about the possibility reasons that lead to brand switch over. 9. Image profile analysis of important tooth paste brands.

DATA COLLECTION METHOD: Administering a questionnaire on 50 customers residing collected the data in and around Patiala, to know about consumers preferences and perception regarding various aspects related a tooth paste such as factor which influence the consumers most when he bought tooth paste, attribute that he look for while buying a tooth paste, reasons for brands switch over etc. This data was then tabulated to make calculations on analysis, which from the basis of the results, and findings of the study. A copy of questionnaire is given in appendices. SAMPLE SIZE : 50 SAMPLE PROFILE 1. Gender Wise :Male

30

Female 20 2. Age Wise :Age

Male

Female

Total

Up to 25

14

10

24

26 - 35

7

3

10

Above 35

9

7

16

3. Status Wise :Students

23

Professionals

14

House wives

8

Businessmen

5

Agewise and Gender Distribution of Samples ( Column Type )

30 25 20

male

15

female

10

total

5 0 upto 25

26-35

above 35

Pie Chart

male

upto 25 26-35 above 35

female

upto 25 26-35 above 35

Status Wise Distribution of Sample ( Cone type )

25 20

Students

15

Professionals

10

House wives

5

Businessmen

0

Status

Pie Chart

Status

Students

Professionals

House wives

Businessmen

MAJOR FINDINGS

Image Profile Analysis 1.

Which Tooth paste do you like most? Most Liked Tooth paste 25 20 15

Close-up

10

Pepsodent

5

Colgate

0 1 Brands

Close up :

21

Pepsodent :

12

Colgate

17

:

Methodology The respondents were asked to list the name of Tooth Paste that they like most. After research it was found that 42% people like Close-up, 24% Pepsodent, 34% Colgate. The main reason behind the liking of Close-up is that the young generation mostly likes the advertisement featuring various models , flavours , colours and long lasting freshness. 2.

Number of tooth pastes used by people in a month?

No. of tooth paste 1 : 2 : 3 :

No. of Families 9 30 11

After survey it was found that most of the families used 2 tooth pastes on a average basis per month. Some big joint families used 3 tooth pastes per month. 30 25 20 No. of toothpaste

15

No. of Families

10 5 0 1

2

3

3. Which are the factors that influence you the most when you buy a tooth paste? Price 367 Colour

385

Advertisement

310

Packing

230

Scheme

256

Availability

326

Taste

417

Liking

326

Methodology After survey it was found that most of the people preferred that tooth paste whose taste they liked. Colour stood second in their preference. Price was third. There was a tie between Availability & Liking. Advertisement stood sixth. Scheme ranked seventh and last but not the least was packing. All the points given to factors that influence customers to buy tooth paste are based on Rank System. It was a combined survey of both males & females.

Procedure of Ranking. Rank 1 2 3 4 5 6 7 8 -

Points 10 9 8 7 6 5 4 3

4. Which attribute do look for when you buy a tooth paste? Healthy Tooth and Gums

-

199

Long lasting Freshness

-

216

Prevention of Tooth Decay -

135

Whiteness

70

-

Use of Natural Herbs

-

189

Good Foam

-

140

Methodology It was found out that the people preferred that tooth paste the most which provided them with Long Lasting Freshness. The tooth paste giving the quality of Healthy tooth & gums was ranked second. Third in the race was tooth paste with Natural herbs. The fourth ranking was given to tooth paste giving Whiteness to their teeth. Fifth ranking goes to paste providing Good Foam and the least preferred was the paste which boasted of prevention of tooth decay. All the points given to attributes that influence customers to buy tooth paste are based on Rank System. It was a combined survey of both males & females.

Procedure of Ranking Rank 1 2 3 4 5 6 -

Points 6 5 4 3 2 1

5. The tooth paste advertisement that they like most of: F

M

T

Close-up -

11

12

23

Pepsodent -

5

7

12

Colgate

4

11

15

-

Most liked Advertisement 25 20 15

Close-up

10

Pepsodent Colgate

5 0

F

M

T

6. I would switch to another brand, possibility for one or more of the following reasons: Price rise of my current brand

19

Better packaging of another brand

6

Scheme with another brand

15

Advertisement impact

14

When my brand is not available

28

To try new option

23

Influence by others

5

Methodology

The main reason behind brand switch over was when the preferred brand of people choice was not available. People strongly agreed to try new option just for the sake of exploring and tasting the new brands available in the market. Price rise was also a major factor for brand switch over. Schemes with other brands also shifted loyalty of people from their preferred brands. Advertisements with attractive models were also one of the reasons for brand switch over. Few people also preferred packaging of other brands and influence by others. It was a combined survey on both males & females.

7. Which brand do you like most? HLL

-

32

COLGATE-PALMOLIVE -

18

Most Liked Brand

HLL ColgatePlamolive

Methodology Most of the people preferred the HLL brand, which includes Close-up and Pepsodent. Thirty-two people preferred HLL brand, which targets the youth segment, and eighteen people preferred Colgate-Palmolive brand. It was a joint survey of both males & females. Ratings given to these brands are out of fifty.

Chapter VI

CONCLUSION

The findings based on the data collected give a fairly good idea about the various aspects of some important popular brands such as Pepsodent, Close-up and Colgate. In terms of awareness, people are aware of both the brands. But they have their own likings and disliking.

1.

2. Most of the people like the advertisement of Close-up. The reason behind this is that they target the youth segment by using young and attractive models. 3. People liked the HLL brand the most as compared to ColgatePalmolive. 4. After survey it was found that most of the families used 2 tooth pastes on a average basis per month. Some big joint families used 3 tooth pastes per month. 5.

After research it was found that 42% people like Close-up, 24% Pepsodent, 34% Colgate. The main reason behind the liking of Close-up is that the young generation mostly likes the advertisement featuring various models , flavours , colours and long lasting freshness.

6. Price

:

Colour

367 :

385

Advertisement : 310 Packing

:

230

Scheme

:

256

Availability

:

Taste

417

:

Liking

:

326

326

Most of the people preferred that tooth paste whose taste they liked. Colour stood second in their preference. Price was third. There was a tie between Availability & Liking. Advertisement stood sixth. Scheme ranked seventh and last but not the least was packing. 7. Healthy Tooth and Gums

-

199

Long lasting Freshness

-

216

Prevention of Tooth Decay -

135

Whiteness

-

170

Use of Natural Herbs

-

189

Good Foam

-

140

It was found out that people preferred that tooth paste the most that provided them with Long Lasting Freshness. The tooth paste giving the quality of Healthy tooth & gums was ranked second. Third in the race was tooth paste with Natural herbs. The fourth ranking was given to tooth paste giving Whiteness to their teeth. Fifth ranking goes to paste providing Good Foam and the least preferred was the paste which boasted of prevention of tooth decay. 8. Price rise of my current brand

-

19

Better packaging of another brand

-

6

Scheme with another brand

-

15

Advertisement impact

-

14

When my brand is not available -

28

To try new option

-

23

Influence by others

-

5

The main reason behind brand switch over was when the preferred brand of people choice was not available. People strongly agreed to try new option just for the sake of exploring and tasting the new brands available in the market. Price rise was also a major factor for brand switch over. Schemes with other brands also shifted loyalty of people from their preferred brands. Advertisements with attractive models were also one of the reasons for brand switch over. Few people also preferred packaging of other brands and influence by others.

Chapter VII SUGGESTIONS 1) Colgate-Palmolive should try to target the youth segment by using Celebrities in their advertisements. It is good thing that they mostly use Dentists to attract the customers but as compared to HLL, they always use models and young people in their advertisements. Celebrities attract today’s youth more.

2) Colgate-Palmolive should try to introduce a variety of attractive flavours in their tooth pastes. 3) They should bring about some changes in their packaging & Labeling. 4) They should cut down their prices up to some extent because some tooth pastes of Colgate are quite expensive as compared to Closeup & Pepsodent. 5) Close-up is less popular amongst senior citizens as compared to Colgate. Close have already established a brand name in Youth segment but they should also concentrate on targeting other classes of people. 6) Colgate stresses on Strong & Healthy teeth, Prevention of tooth decay, Use

a. of Natural herbs while HLL products believe in 24hrs protection from germs, b. long lasting freshness and Whiteness of teeth’s. 7) In the Tooth Brush segment people prefer Colgate brushes more than HLL toothbrushes because there is large variety and shapes of Colgate Tooth brushes available in the market. 8) Both HLL and Colgate-Palmolive should try to explore the rural areas also because both these brands are not very popular amongst the rural people.

BIBLIOGRAPHY

QUESTIONNAIRE 1.

Name ________________________________

2.

Age ________

3.

Which Tooth Paste do you like most? Close up

,

Gender _______

Pepsodent

,

Contact No. ____________________

Colgate

4.

Status : Student

Professional

5.

Number of Tooth Pastes used per month ______

6.

Which Brand do you like most ? HLL

7.

8.

9.

House Wife

Businessman

Colgate-Palmolive

Which are the factors that influence you the most when you buy a tooth paste?(Give Ratings 1-8 ) a)

Price

e)

Scheme

b) f)

Colour

c) Advertisement

Availability

d)

g) Taste

h)

Packing

Liking

Which attribute do you look for, when you buy a tooth paste? ( Rank in order of preference from 1 - 6 , the brand which has these attributes ) a) Healthy tooth & gums

b) Long lasting freshness

c) Prevention of tooth decay

d) Whiteness

e)

f) Good foam

Use of Natural herbs

The tooth paste advertisement that like most is of --------------------------------------------------------------------------

10. I would switch to another brand, possibility for one or more of the following reasons : a)

Price rise of my current brand

b) Better packing of another brand c)

Scheme with another brand

d) Advertisement impact e) When my brand is not available f)

To try new option

g)

Influence by other _______________________

REFERENCES

 BOOKS •

Marketing Management by

Philip Kotler

•

Marketing Mangement by

C.N Sonatakki

 WEBSITES •

www.hll.com

•

www.colgate.com

•

www.allbusiness.com

•

www.wikipedia.com

•

www.asiamarketresearch.com