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Submitted To : Submitted By :
MBA –II
Sec-A
ACKNOWLEDGEMENT
We are very thankful to our Project guide Mr. Sanjeev Kumar faculty
period of project.
i. Summary
ii. Introduction
v. Research Work
vi. Conclusions
vii. Suggestions
viii. Bibliography
Chapter I
SUMMARY
foaming.
It tells the method used for data collected. It then gives the
OBJECTIVES
6) To know about the possible reasons that lead to brand switch over.
INTRODUCTION
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
The answer lies in brand positioning, one of the most powerful concepts
in the marketing world, which enables the seller to win the marketing
Brand Positioning
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
such as speed, accuracy, size, functionality, cost, style, specs, and more,
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
their products and brands the same way you intend to. That's when 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
products value proposition to the customer. We'll use and describe these
assets in a way that makes them more attractive and compelling than
find one or create one and get your product effectively differentiated and
promoted.
The 1st component is the product class or product category in which the
e.g A moisturizing lotion may decide to position itself in the cold cream
market .
for a brand without , at the same time, considering the segment for
forms the theoretical basis for brand positioning. The consumer’s mind
and brands occupying different points in that space. The search for
brand is unlikely to have one brand image, but several, though one or
proposition that consumers buy not only a product (commodity), but also
other users of the brand. In a consumer led world, people tend to define
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
facing the toughest competition ever. So, all the companies are involved
paste industry is one of the country largest market. The Indian tooth
goods company with leadership in Home & Personal Care Products and
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
India and has led the gel toothpaste segment ever since.
In 2004, Close-up was relaunched with a bang. And this time it was
Close-up is now the first Gel toothpaste with Fluoride in the Indian
Market!
Pepsodent connects directly with kids and their parents. Pepsodent has
and sticky" food and leveraged the truth that children do not rinse their
mouths every time they eat, demonstrating that this makes their teeth
educating consumers on the need for germ protection through the night.
against plaque and gum disease. Its key ingredients are Calcium
approves it.
Review of Literature
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
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
mental patent. The brand name makes the innovation exclusive and
brand and the content and form of advertising used for the brand. Based
As brands tend become physically similar, the brand manages falls back
WHO AM I ?_____ This question deals with the origins of the brand,
categories.
brand for a carefully chosen target segment, where it is the best fit and
companies try to add to their brand a clinic ling advantage through some
name that it is seen as the direct source of much of the owner company’s
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
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
3rd , the brand name should have some in built advantage that gives it
structure in which his brand will be a player. Research can help him to
judged by consumers, and thus give him a better idea of the specific
This is probably the oldest and most widely used technique for
to plot all the brands in a single chart when the number of competitive
becomes:
determine the weights associated with each factor. This enables us not
only to calculate the importance of each factor but also to determine the
of individual brands.
3. Cluster Analysis
groups such that each brand in a group is more like the other brands in
RESEARCH WORK
complex being segmented not only on the basis of prices and benefits
over 10-15 brands in the market, this segment of the consumer product
brand which reflects his self image or fits in with this fantasies. The
over.
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
SAMPLE SIZE : 50
SAMPLE PROFILE
1. Gender Wise :-
Male 30
Female 20
2. Age Wise :-
Students 23
Professionals 14
House wives 8
Businessmen 5
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
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.
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
15 No. of toothpaste
No. of Families
10
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
Procedure of Ranking.
Rank - Points
1 - 10
2 - 9
3 - 8
4 - 7
5 - 6
6 - 5
7 - 4
8 - 3
4. Which attribute do look for when you buy a tooth paste?
Whiteness - 70
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
that influence customers to buy tooth paste are based on Rank System.
Rank - Points
1 - 6
2 - 5
3 - 4
4 - 3
5 - 2
6 - 1
F M T
Close-up - 11 12 23
Pepsodent - 5 7 12
Colgate - 4 11 15
25
20
15 Close-up
10 Pepsodent
5 Colgate
0
F M T
6. I would switch to another brand, possibility for one or more of the
following reasons:
Advertisement impact 14
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
of the reasons for brand switch over. Few people also preferred
HLL - 32
COLGATE-PALMOLIVE - 18
HLL
Colgate-
Plamolive
Methodology
Most of the people preferred the HLL brand, which includes Close-up
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.
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.
Colour : 385
Advertisement : 310
Packing : 230
Scheme : 256
Availability : 326
Taste : 417
Liking : 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.
Whiteness - 170
8.
Price rise of my current brand - 19
Advertisement impact - 14
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
4) They should cut down their prices up to some extent because some
tooth pastes of Colgate are quite expensive as compared to Close-
up & Pepsodent.
1. Name ________________________________
HLL Colgate-Palmolive
7. Which are the factors that influence you the most when you buy a tooth paste?(Give Ratings 1-8 )
8. 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
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10. I would switch to another brand, possibility for one or more of the following reasons :
d) Advertisement impact
g) Influence by other
_______________________
REFERENCES
BOOKS
WEBSITES
• www.hll.com
• www.colgate.com
• www.allbusiness.com
• www.wikipedia.com
• www.asiamarketresearch.com