This section of the report presents the origin of the report, "Consumer Behavior Analysis of Magic Toothpowder" and outlines its main objectives, limitations and the sources of information used in its formation of the report. 1.1 BACKGROUND OF THE REPORT
The report, "Consumer Behavior Analysis of Magic Toothpowder", is prepared in compliance with the partial requirement of the course Consumer Behavior (M403), instructed by Mr. Syed Munir Khasru, Associate Professor, Institute of Business Administration, University of Dhaka. The report aims to analyze the consumer behavioral aspects related to Magic Toothpowder. 1.2 OBJECTIVES
In providing an analysis of the consumer behavior of Magic Toothpowder, the report's objectives are to explore the following areas: 1.3 SCOPE
The report focuses mainly on the consumer behavior of Magic toothpowder and tries to relate the theories of the text with the reality. It provides a general description of the consumer profile and how the company implements marketing strategies designed for the target market. This report also highlights the some of the recommendations we have made for the brand based on the current marketing strategy and consumer survey conducted. 1.4 METHODOLOGY
A mixture of primary and secondary sources was used for the preparation of the report. Information was gathered from the following sources: Interviews from officials in Square Toiletries and MediaCom Consumer survey
The report is limited to only the consumer behaviour perspective of the product separately though it is integrated with other marketing activities. A more thorough analysis could have provided us with a better insight. A more detailed and vast consumer survey could have produced better analysis. It was impossible to go for such detailed analysis due to time constraint and limitation of the scope.
2.0 BACKGROUND OF THE INDUSTRY
The toothpowder industry contains two generic products Black toothpowder and White toothpowder. The basic difference between black and white powders is in its ingredients. The white toothpowder is more effective in cleaning germs but the black toothpowder is more popular. This is due to two reasons First, the black toothpowder is cheaper. It only costs half as much as the white tooth powder. Second, it is abrasive. Black toothpowder contains granules which give the customers the feel that their teeth are getting cleaned better. There are also variations among the white powders such as neem, herbal etc. The total Market Size is 7,117 Metric Ton, which accounts for a total of 744 Million Taka. Black toothpowder holds 69% of the market share, whereas white toothpowder has only 31% (considering sales in metric ton). Market Growth Rate is 7% per annum. There are about 30 companies (See Appendix) in this industry.
Figure 1: Market share of different companies in the industry As can be seen from the graph, in terms of total volume, Biddut Kalo Neemer Majan holds the highest market share. In terms of taka sales, Pepsodent is the market leader, followed by Magic and Colgate. Most of the companies follow the same price structure. The MRP of different types and sizes of toothpowder are as follows: 100gm White ToothpowderTaka 20
50gm White ToothpowderTaka 12
Biddut Kalo Nimer MajonTaka 6
Other black Tooth Powder (Ash)Taka 5
Table 1: MRP of black & white toothpowder
2.1 Company Background
Square Group of Companies is one of the most reputed and largest local companies of Bangladesh. The company is very reputed and has a very good image not only in Bangladesh but also in many foreign nations. It was set up in 1958 with the Pharmaceutical Company and in 1988 Square Toiletries Limited made its entry as one of the divisions of Square Pharmaceuticals Ltd. In 1994 Square Toiletries Limited began its journey as a separate entity. At present, Square Toiletries is the country's leading manufacturer of international...