A Study of Toothpaste Category in India

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Toothpaste is the category chosen for this excercise. The oral care market in India is huge, about Rs 4400 crores of which toothpaste is about Rs 3200 crores (as of April 2010).The toothpaste market is flooded with brands(Colgate total, colgate active salt,colgate gel,peposodent,close up,meswak,babool to name a few) with very little value proposition for the brands to talk about and hence very little, if any, distinctive personalities for them.Colgate is the maket leader with about 50% of the share , followed by Hindustan Unilever(HUL) at 28% (of which close up is 17% and pepsodent 11%). Dabur has about 10% of the market share with its brand like red toothpaste,promise ,meswak and babool. Reasons for choosing the “Toothpaste” Category

In the toothpaste category, comparison based on the functional attributes by consumers among different brands is very difficult. Therefore, if the marketers are able to create a symbolic appeal by creating a positive brand personality, they could rise above the competition. Positive brand personality would lead to a more favorable attitude towards the brand, brand preference and consequently brand loyalty in a category where switching brands to explore new alternatives (exploratory purchase behavior) is common. To study if brand personality could help the toothpaste brands in differentiating themselves.

Some of the prominent brands in the toothpaste category are Colgate, Colgate active salt, Colgate gel, Close up, Pepsodent , Meswak and Babool. Colgate has carved for itself a personality of being strong and effective in preventing tooth decay. Colgate active salt has used the concept of information influence effectively by using dentists in the commercials and also suggesting that Colgate is the number one brand suggested by the dentists. It is believed the consumers tend to select brands that preserve or enhance the “self image” of the consumer. Colgate gel has used this concept by portraying how a youngster can enhance...
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