FAMILY ROLE IN DECISION MAKING OF ORAL HYGIENE

PRODUCT

PRESENTED BY:ANKUR CHHAJER (09)

RAVIKANT PRASAD (34)RUPAK CHOUDHARY

(10)SURAJ SINGH (48)

FLOW OF PRESENTATION

• Oral Hygiene.• Major Players.• Buying Behavior.• Decision Making Process.• Buying Roles.• Advertisements.• Conclusion.

WHAT IS ORAL HYGIENE

The oral hygiene market consists of

dental floss, denture care, mouthwash, toothpaste and toothbrushes. The market is valued according to retail selling price (RSP) and includes any applicable taxes.

• The oral care market is estimated at around 77,000 tons in volumes & Rs. 18 billion in value

• The toothpaste market is segmented as Whites and Gels.

• Whites account for almost 80% of the market.

• During the last 2-3 years, volume growth is not happening in the market.

• As per ORG, the oral care market witnessed a declining trend in volumes.

Market Map

• About 80% of the market is dominated by Colgate, Close-Up and Pepsodent.

• Anchor – who came in a few years ago

• Balsara with its Babool brand is another significant player

Market Map Contd….

Major Players in Oral Hygiene Care

Colgate Palmolive India Ltd.

Hindustan Unilever Ltd

Dabur India Ltd.

SmithKline Beecham consumer Healthcare

Anchor Health & Beauty Products

Use of other oral hygiene products

0

5

10

15

20

25

30

35

40

45

50

5 8 12 15

Age

%Dental floss

Mouthwash

Chewing gum

Buying behavior

High involvement

Low involvement

Significance difference between brands

Complex buyingBehavior

Variety-seeking buying behavior Close-up Active Gel (red) with Vitamin Fluoride, lemon Mint , Milk Calcium Pepsodent Gumcare , 2 in 1 , complete 10 , whitening

Few difference between brands

Dissonance-reducing behavior

Habitual buying behavior Colgate, Pepsodent ,Close-up ,Meswak Dabur Red, Colgate Cibaca ,Babool Anchor ,Ajanta

Decision making process

NEED RECOGNITION

DO I REQUIRE ORAL CARE PRODUCT? WHY?

INFORMATION SEARCH• WHAT TO BUY? HOW CAN I GET IT?

TOTAL SET

COLGATECLOSEUP

PEPSODENTBABOOLANCHOR

AIMDABUR LAL

ORAL-BHAPPYDENTPASS-PASS

…….

CONSEDERD SET

COLGATEPEPSODENT

CLOSEUPDABURLAL

ORAL-BHAPPYDENTPASS-PASS

EVOKE SET

COLGATECLOSEUP

DABURLALORAL-B

HAPPYDENT

EVALUATION OF ALTERNATIVES

• WHICH ONE IS BETTER ?

PURCHASE DECISION

• HOW MUCH TO BUY?

• WHEN TO BUY?

POSTPURCHASE

• PRODUCT

GET RID OF IT TEMPRORILY

GET RID OF PARMANENTLY

KEEP IT

Households

• Husband-dominant decisions : automobiles, liquor, cigarettes , life insurance and consumer electronic products.

• Wife -dominant decisions : furniture, jewelry,food and home appliances.

• Joint- decisions : House, vacation

Household Decision Making process

Consumer(children)

Purchaser(Parents)

Influencer(Children)

Information gatherer (Parents)

Decisionmaker

(Parents,Children)

Comm.Targeted at

children (Taste)

Comm. Targeted atparents ( nutrition)

e.g. For children’s products

Colgate • He is a dentist aged

between 35-38 years.• Has two children, a girl and

a boy.• He wants his children to be

well educated and to be knowledgeable enough.

• He has a big clinic in Mumbai and his practice is going good.

• His wife is a working woman• He is a caring father and a

loving husband

Pepsodent

• She is a housewife and a mother.

• Her age is 28-30 years.• She attends kitty parties

and loves to keep herself fit and good looking.

• She reads magazines like Femina and Savvy.

• She goes to gym regularly.• Her husband is working in

a MNC and is earning good.• She likes to go for

shopping.• She keeps her home neat

and clean.

Close-Up• He is a college going boy.• His age is around 20 years.• He is not very good looking

but dresses cool.• He does not have a girl

friend but wants to have one.

• He is an intelligent guy and always a rank holder.

• He likes to dance but cannot dance well.

• He is a confident guy and never shies off for anything.

Babool

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HA

NK

YO

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