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The questions for the case are: 1. What are the basic attributes of toothpaste involvement in India? 2.

How has consumer involvement generated by different brands? 3. Define the Point of differentiation between the major brands. Using the Elaboration Likelihood model suggest how PODs lead to involvement 4. Why is oral care in India a low involvement category? How can cognitive and affective aspects be changed to make it relevant? 5. Evaluate Himalaya's strategy so far. How does low involvement theory explain it? 6. Suggest marketing strategies to improve product/brand's positioning.

Qn1: Attributes of toothpaste involvement in India Personal Factors Confidence to get close to people Appealing Fights germs Freshens breath Tastes good Healthy teeth

Stimulus Factors Keeps gums healthy Protects teeth from decay Protects from overall oral health problems Protects from pain when hot/cold substance is consumed Prevents cavities

Situational Factors Bad breath not accepted socially Need for brushing Less time/no time spent in making the choice

Qn2: consumer involvement generated by different brands

Close-up Portrays as makes one wants to kiss Focus on freshness which is a low involvement attribute Good flavour and taste Keeps teeth healthy Dazzling smile

Colgate Dental cream Convinced to use by a dentist Accredited by IDA Educates kids also to use Colgate Promotes the toothpaste can work in hard to reach places also All round protection from decay No.1 recommended by dentists

Pepsodent Presence of celebrity Portrayed as family toothpaste Covers kids with dramatic story telling ads Gives confidence that 95% of germs is removed in two minutes Also focus on ill effects if we dont brush

Dabur Red Advanced formula and Unique composition Thirteen ayurvedic ingredients Kept teeth from healthy within Drive away dental problems

Himalaya Dental Cream To indulge like a child, brush like an adult Functional benefits Healthy teeth Ayurvedic ingredients

Qn3: Define the Point of differentiation between the major brands. Using the Elaboration Likelihood model suggest how PODs lead to involvement Brand Close-UP PoD Freshness

Colgate Dental Cream Pepsodent Dabur Red Colgate Active Salt Himalaya

OHS OHS Herbal Niche Segment Herbal

Central
Niche
Keeps gums healthy Protects teeth from decay Protects from overall oral health problems Protects from pain when hot/cold substance is consumed Prevents cavities

Peripheral
Freshness
Focus on freshness Good flavour and taste Keeps teeth healthy Dazzling smile

Herbal
Advanced formula and Unique composition Thirteen ayurvedic ingredients Functional benefits Healthy teeth

OHS
All round protection from decay No.1 recommended by dentists Presence of celebrity Portrayed as family toothpaste

Qn4: Why is oral care in India a low involvement category? How cognitive and affective abilities can be changed to make it relevant? 1. Oral care industry was considered as a low involvement category because it was not considered as important for personal grooming as hair care or skin care. 2. The study revealed that only 28% of the respondents of the survey conducted said they bruised twice a day.68% of them had never visited a dentist .87% consider not consider visiting a dentist as a preventive measure. All the above factors show that consumers are not caring much about the oral care products in India.

3. It has been mentioned in the case that ratio of dentists to patients in India was dismally low; it shows that the entire market itself is considered as a low involvement segment How cognitive and affective abilities can be changed to make it relevant?

COGNITVE ABILITIES AND AFFECTIVE ABILITIES: Cognitive abilities have to do with how a person understands and acts in the world. It is the set of abilities, skills or process that are part of nearly every human action. Cognitive abilities and how it can be changed to make the oral care industry relevant: SNO 1 2 3 4 5 COGNITIVE ABILITY Perception Attention Memory Visual and spatial processing Executive functions CHANGES Creating awareness through TV ads depicting the importance of Oral care Creating attention through briefings and promotion with dentists Including Oral care in personal care Making visuals ads and hoardings Increasing share of mind

Effective abilities can be make a real difference in changing a low involvement product into high involvement product. 1. In this case we take few respondents and make them to brush twice a day, point them their improvements 2. Creating ads in which real life experience can be shared. 3. Providing customers free samples of the product, pointing them the improvements in their oral care because of the products.