Cp Project Work

8/2/2019 Cp Project Work

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Comprehensive Project Report On:

Image Profile Analysis of Leading Brand of Tooth-paste Amongst Consumers

Contents:

1. Summary

2. Introduction

3. Snapshot of Tooth paste Brands

4. Review of Literature

5. Research Work

6. Conclusions

7. Suggestions

8. Bibliography

1.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-1.Close Up &

2.Pepsodent and ColgatePalmolive

Both have Colgate in terms of 6 attributes, Healthy tooth & gums , Long lasting

freshness ,Prevention of tooth decay ,Whiteness , Use of Natural herbs , Good foaming.

Collecting of Data:

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.


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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.

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 theconsumers 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


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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 thinkfor a brand without , at the same time, considering the segment for which it offers

benefits that other brands dont. 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 consumers 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


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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 importantlyidentification 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.


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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.

Literature Review:

Six Levels of Brands Meanings

Attributes : Features associates with a brand.

Benefits : Functional and emotional benefits associated with brands.Values : Producers 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 brands meanings, marketers must decide at which level(s) to

deeply anchor the brands identity. The most enduring meaning of a brand is its values,

culture and personality. They define the brands 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


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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 brands 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 brands 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 BrandPositioning. 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.


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(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 companys 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.


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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 Brands 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 individualscores 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


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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 extractedfactors, 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.


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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


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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 8Businessmen 5

Agewise and Gender Distribution of Samples ( Column Type )

0

5

10

15

20

25

30

upto 25 26-35 above 35

male

female


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total

Pie Chart

male

upto 25

26-35

above 35

female

upto 25

26-35

above 35

Status Wise Distribution of Sample ( Cone type )

0

5

10

15

20

25

Status

StudentsProfessionals

House wives

Businessmen

Pie Chart

Status

Students Professionals House wives Businessmen


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MAJOR FINDINGS:

Image Profile Analysis

1. Which Tooth paste do you like most?

1

0

5

10

15

20

25

Brands

Most Liked Tooth paste

Close-up

Pepsodent

Colgate

Close up : 21

Pepsodent : 12

Colgate : 17

MethodologyThe 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 No. of Families

1 : 9

2 : 30

3 : 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


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3 tooth pastes per month.

0

5

10

15

20

25

30

1 2 3

No. of toothpaste

No. of Families

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 326Taste 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 - Points


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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?

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 inthe 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 - Points

1 - 6

2 - 5

3 - 4

4 - 3


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5 - 2

6 - 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

0

5

10

15

20

25

F M T

Most liked Advertisement

Close-up

Pepsodent

Colgate

6. I would switch to another brand, possibility for one or more of thefollowing 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


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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

Colgate-

Plamolive

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.

1. In terms of awareness, people are aware of both the brands. But

they have their own likings and disliking.

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 Colgate-


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Palmolive.

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 : 367

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.

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


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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 oneof 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 todays 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 &


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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 teeths.

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 ________ , Gender _______ , Contact No. ____________________

3. Which Tooth Paste do you like most?

Close up Pepsodent Colgate

4. Status : Student Professional House Wife Businessman

5. Number of Tooth Pastes used per month ______

6. Which Brand do you like most ?

HLL Colgate-Palmolive

7. Which are the factors that influence you the most when you buy a tooth paste?(Give

Ratings 1-8 )


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a) Price b) Colour c) Advertisement d) Packing

e) Scheme f) Availability g) Taste h) Liking

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

d) Whiteness e) Use of Natural herbs f) Good foam

9. 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 othe

REFERENCES:

Marketing Management by Philip Kotler Marketing Mangement by C.N Sonatakki

www.hll.com

www.colgate.com

www.allbusiness.com

www.wikipedia.com

www.asiamarketresearch.com

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