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3. To Check The Ions Present In The Toothpaste

Abstract
To Check The Ions Present In The Toothpaste And Determine The Quality.

Theory
Every toothpaste contains the following ingredients: binders, abrasives, subsers, humectants,
flavours, sweeteners, fluorides, tooth whiteners, a preservative and water. Binders thicken
toothpaste- they prevent separation of the solid and liquid component, especially storage. They also
effect the speed and volume of foam production, rate of flavor release and product dispersal, the
appearance of toothpaste ribbon on the toothbrush. Some binders are gum solid alignate, methyl
cellulose, carrageen and magnesium aluminium silicate

Colour Of The Paste- White

Chemical Reaction
1. CO3 +MgSO4 MgCO3 + SO4 (white ppt.)
2.
CO3
+
2CH3COOH

(CH3COO)2Ca + (NH4)2C2O4 2CHCOONH4 +CaC2O4

(CH3COO)2Ca

3. NaHPO4 + MgCl2+ NH4OH Mg(NH4)PO4 + 2NaCl + H2O

4. I+ AgNO3 NO3+AgI (yellow ppt.)
5. (COOH)2 + 2CH3COONa NO REACTION
6. Pb + 2KI NO REACTION
7. MgCl2 + NH4OH+ (NH3)2HPO4 Mg(NH4)PO4 + 2NH4 +H2O

Test On Colgate
Colour of Paste- White

H2O

IONS PRESENT:- Mg, I, PO4, Ca, CO3

Chemical Reactions
1.
(white ppt.)

CO3

+MgSO4

MgCO3

2.
CO3
+
2CH3COOH

(CH3COO)2Ca + (NH4)2C2O4 2CHCOONH4 +CaC2O4

(CH3COO)2Ca

SO4
+

H2O

3. NaHPO4 + MgCl2+ NH4OH Mg(NH4)PO4 + 2NaCl + H2O

4.
(yellow ppt.)

I+

AgNO3

5. (COOH)2 + 2CH3COONa NO REACTION

6. Pb + 2KI NO REACTION
7. MgCl2 + NH4OH+ (NH3)2HPO4 Mg(NH4)PO4 + 2NH4 +H2O

Test On Close Up

NO3+AgI

Colour Of The Paste- Red Gel

IONS PRESENT:- Mg, I, PO4, Ca, CO3, CH3COO

Chemical Reactions
1. CO3 +MgSO4 MgCO3 + SO4 (white ppt.)
2.
CO3
+
2CH3COOH

(CH3COO)2Ca + (NH4)2C2O4 2CHCOONH4 +CaC2O4

(CH3COO)2Ca

H2O

3. NaHPO4 + MgCl2+ NH4OH Mg(NH4)PO4 + 2NaCl + H2O

4. I+ AgNO3 NO3+AgI (yellow ppt.)
5. (COOH)2 + 2CH3COONa NO REACTION
6. Pb + 2KI NO REACTION
7. MgCl2 + NH4OH+ (NH3)2HPO4 Mg(NH4)PO4 + 2NH4 +H2O

Conclusion
Hence after testing different samples of toothpaste, we find that colgate has all necessary for
stronger and whiter teeth

Bibliography
1.
2.
3.
4.
5. CHEMISTRY TODAY

PRADEEPS
BRITANNICA
NCERT

CHEMISTRY
ENCYCLOPEDIA
CHEMISTRY
GOOGLE

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P. 43
Project on Toothpaste- image profile analysis of leading brand toothpastes
Project on Toothpaste- image profile analysis of leading brand toothpastes
(7 ratings)
|Views: 28,221|Likes: 318
Published by shah faisal
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Categories:Types, Research
Published by: shah faisal on May 01, 2009

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PROJECT WORK ON ( In partial fulfillment of MBA Degree )Submitted To :
Submitted By :Mr. Sanjeev Kumar Dalbir SinghJaskeerat Singh
MBA II
Sec-A

ACKNOWLEDGEMENT
We are very thankful to our Project guide Mr. Sanjeev Kumar facultymember
(lecturer)RIMT-IMCT, for his valuable guidance, deep-rootedinterest, inspiration and
continuous encouragement through out the period of project.We also thank the
respondents for their cooperation and spending precious time in responding to the
Questionnaire.
CONTENTSi.Summaryii.Introductioniii.Snapshot of Tooth paste
Brandsiv.Review of Literaturev.Research
Work vi.Conclusionsvii.Suggestionsviii.Bibliography
Chapter ISUMMARY
This project titled
Image Profile Analysis of Leading Brands of Tooth paste amongst
consumers

is a study which seek to define theimage of 2 tooth paste brands in which HLL have
two products
Close Up
&
Pepsodent
and ColgatePalmolive have
Colgate
in termsof 6 attributes , Healthy tooth & gums , Long lasting freshness ,Prevention
of tooth decay ,Whiteness , Use of Natural herbs , Goodfoaming.
DATA COLLECTED METHOD
A survey was conducted on 50 people living in and around thecity of PATIALA to
elicit their responses, on which the results andfindings of this study are based.It tells
the method used for data collected. It then gives thedescription of the sample
based on various parameters as Gender, Age ,
Status.
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.
Chapter II

INTRODUCTION
In these days of technology parity, it does not take long to duplicates.Moreover,
with the availability of increasing number of brands, theconsumers has little
patience or the wit to swift through and judge theuniqueness of features claimed by
each of the brands. So, how does oneensure that one is seen and heard in
overcrowded market place.The answer lies in brand positioning, one of the most
powerful conceptsin the marketing world, which enables the seller to win the
marketing battles by influencing the consumers 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 brandfeatures and benefits, by
drawing attention to them and promoting their value to the consumer.

The act of developing certain brand characteristics and promoting themis one of the
few ways a brand can be differentiated. Your own marketis probably saturated with
products that all look similar and offer thesame 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 brandin consumer's minds as being about thoseattributes. You position
a brand in order to establish your product as asuperior choice to competitors.What's
important to know is that many of your competitors will positiontheir products and
brands the same way you intend to. That's when brandcredibility comes into play. If
you can communicate your brand positioning better, then consumer's will view
yours as the most attractiveor most credible. The credibility factor might only be
delivered via thestyle of your brand communications.

At this level of brand strategywhere products are very similar, it takesexperience

and expertise to fashion a strategy that gives you anadvantage.At Brand Identity
Guru, we analyze your brand assets anddetermine which features and benefits need
to be in your brand or products value proposition to the customer. We'll use and
describe theseassets in a way that makes them more attractive and compelling
thanyour competitors. Where there is no discernible brand advantage, we'llfind one
or create one and get your product effectively differentiated
and promoted.Positioning has 4 components:The
1
st
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 notalways easy since
boundaries are fluide.g A moisturizing lotion may decide to position itself in the cold
creammarket .The
2
nd
component is consumer segmentation. It is impossible to think for a brand without ,
at the same time, considering the segment for which it offers benefits that other
brands dont. Positioning andsegmentation are like two sides of a coin, inseparable
and integrated.

The
3
rd

component is perceptual mapping, an essential tool to measurewhere brands are

located in the perceptual space of target consumer.Brand benefits and attributes
make up the
4
th
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 inrelation to
these desirable benefits. The concept of perceptual spaceforms the theoretical basis
for brand positioning. The consumers mindis regarded as the geometric perceptual
space, with product categoriesand 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 preferences are portrayed in the form of preference maps.The 1
st
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 2
nd
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 theconsumers mind. Strategy is how to get to that positioning.
Brand Image
Brand image describes a products personality beyond its physicalcharacteristics and
positioning in building brand image. Like
brandpersonality,
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 throughsubsequent brand communications. The term "brand image"
gained popularity as evidence began to grow that the feelings and
imagesassociated 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 alsothe image associations of the product,
such as power, wealth,sophistication, and most importantly identification and
association withother users of the brand. In a consumer led world, people tend to
definethemselves and their Jungian "persona" by their possessions. Accordingto
Sigmund Freud, the

ego
and
superego
control to a large extent theimage and personality that people would like others to
have of them.Good brand images are instantly evoked, are positive, and are
almostalways unique among competitive brands.
Brand image can be reinforced by brand communications such as packaging,
advertising, promotion, and customer service, word-of-mouth and other aspects of
the brand experience.Brand images are usually evoked by asking consumers the
firstwords/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-imageattributessuch as cost, it is
anindicator of a weak brand image.

Chapter III
SNAPSHOT OF TOOTH PASTE BRANDS
Todays companies are operating in macro environment forces. They arefacing the
toughest competition ever. So, all the companies are involvedin winning customers
and out performing competition. Indian tooth paste industry is one of the country
largest market. The Indian tooth paste market is very big. Large numbers of
manufacturers are present.They are trying to go at top most position
.
Hindustan Lever Limited (HLL) is India's largest fast moving consumer goods
company with leadership in Home & Personal Care Products andFoods & Beverages.
HLL's brands spread across 20 distinct consumer categories, touch the lives of two
out of three Indians.If Hindustan Lever straddles the Indian corporate world, it is
because of being single-minded in identifying itself with Indian aspirations
andneeds in every walk of life.

Close-up, a HLL product is the original youth brand in India the first brand
targeting youth in the oral care market. Ever since its launch in1975, Close-up has

broken every rule in the book on how toothpastesshould behave! Close-up was the
first gel toothpaste to be launched inIndia and has led the gel toothpaste segment
ever since.In 2004, Close-up was relaunched with a bang. And this time it
was packed with the power of Vitamin Fluoride System a powerful mix of Vitamins,
Fluoride, Mouthwash and Micro whiteners, the perfectcombination of ingredients for
fresher breath and stronger, whiter teeth.Close-up is now the first Gel toothpaste
with Fluoride in the IndianMarket!Close-up also includes toothbrushes.

Pepsodent, a HLL product launched in 1993, was the first toothpastewith a unique
anti-bacterial agent to address the consumer need of checking germs even hours
after brushing.Pepsodent packs included a Germ Indicator in February-May
2002,which allowed consumers to see the efficacy in fighting germs for themselves.
As a follow-up, in October 2002, Pepsodent offered DentalInsurance to all its
consumers to demonstrate the confidence thecompany has in the technical
superiority of the product.Pepsodent connects directly with kids and their parents.
Pepsodent hasalways worked in the direction of an overall awareness of dental
health.The relaunch campaign in October 2003 widened the context to "sweetand
sticky" food and leveraged the truth that children do not rinse their mouths every
time they eat, demonstrating that this makes their teethvulnerable to germ attack.
Pepsodent's most recent campaign aims ateducating consumers on the need for
germ protection through the night.Pepsodent also includes a range of toothbrushes.
INTERNATIONALDENTAL HEALTH FOUNDATION also approves it.

COLGATE is the product of Colgate-Palmolive ( India ) ltd. Its productline includes

Colgate Gel, Colgate Calciguard, Colgate Total, ColgateSensation, Colgate Simple
and others. Colgate Calciguard being shownas an effectively decay premitive,
dentifrice and Colgate double protection, which is scientifically proven, provides
better protectionagainst plaque and gum disease. Its key ingredients are
Calciumcarbonate, Silica, and Triclosan. Indian Dental Association alsoapproves it.
Acc. To I.D.A
- Colgate dental cream is an effective decay preventivedentifrice that can be of
significant value when used as directed in aconscientiously applied program of oral
hygiene and regular professional care as directed by registered dental surgeons.

Chapter IV
Review of LiteratureSix Levels of Brands MeaningsAttributes
: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 fromwhere 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 decideat which level(s) to deeply anchor the brands
identity. The mostenduring meaning of a brand is its values, culture and personality.
Theydefine the brands essence.
Brand varies in the amount of power and value they have in themarket place. At
one extreme are brands that are not known by most buyers in the market place.
Then there are brands for which buyers havea fairly high degree of
BRAND AWARENESS
. Beyond this are brandswith high degree of
BRAND ACCEPTABILITY
i.e. brands that mostcustomers would not resist buying. Then there are brands that
enjoy ahigh degree of
BRAND PREFERENCE
. These are the brands that areselected over the other. Finally there are brands that
command a highdegree of
BRAND LOYALITY
. This is where the acid test for a brandlies.Brand becomes known through the
products they create and bringon to the market. Whenever a brand innovates, it
generates me-too-ism. The role of brand name is to protect the innovation it
creates amental 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.
Basedon 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. Thisis
called Brand Positioning. A brand manager has various strategiesavailable 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 corporateidentity 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 categoryin which the position our brand, we are defining its
composition.Similar brands can be differentiated by positioning them in
differentcategories.
(b)
Benefit related Positioning:
That particular benefit isselected, which will give the brand the greatest
competitiveadvantage. We get the flexibility in differentiating a functionallysimilar
product by emphasizing a benefit which the competitor has not exploited.
(c)
Positioning by usage occasion:
This strategy enables us todominate a particular usage. It also enables us to
distinguishsimilar products by identifying our brand with one or twousages that
competition has neglected.
(d)
Price-Quality Positioning:
The consumer looks at the products in a category at different levels of price,
offeringdifferent standing of quality and decides which price cum-quality 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 andhas 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 createa distinct and persuasive
perception of the brand. Aggressive marketingcompanies try to add to their brand a
clinic ling advantage through someunique features. It gives consumer a reason to

why he or she shouldselect 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 brandname
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 positionachieved by its brand and the extension
potential of the brand. Drawingupon 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.
1
st

, the category chosen for the brand extension must be compatiblewith the nature of
the parent brand and the expertise it represents. Theremust be a fit.
2
nd
, for successful brand extension, one should ensure that there isconsistency in the
value perception of the brand in the new category ascompared to its parent brand.
3
rd
, the brand name should have some in built advantage that gives itcompetitive
strength against established brands in the new category.

RESEARCH TECHNIQUES FOR BRAND POSITIONING

The first task of the brand manager when he considers his positioning strategy is to
form a reasonably good idea of the marketstructure in which his brand will be a
player. Research can help him todefine 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,
bydefining such market sub-structures, as to which brands are likely to beclose
competitors and which a more distant threat.Perceptual Mapping techniques help us
to understand suchmarket structures and sub-structures.
Techniques for Perceptual Mapping1.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

individual
scores 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 thistype of chart provides
useful insights about which brand is competingagainst whom, and on what attribute
or attributes, and to what extentthey are close to or away from the ideal
image.However, image-profile analysis has its limitations. It is difficultto 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
independent of eachother. In other words, some of the attributes may be highly
correlatedand thereby represents basically the same dimension ( or factors ).
2.Factor Analysis
The brand image data may be collected on all variables, whichcould 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
andexpress them as a linear combination of the smallest set of independent
factors or dimensions. The input data in allfactors analysis procedures are the
correlation coefficients between all possible pairs of original variables. A
satisfactorysolution is the one, which will yield the minimum number of factors
that conveys all the essential information contained inthe original set of variables.
Statistically speaking, the objective becomes:1.To reproduce as best as possible the
observed correlations2.among the Original variables; and3.To extract the maximum
variation.
The factors thus derived will be uncorrelated to each other, henceindependent.
Moreover, since all variables can be expressed as linear combinations of extracted
factors, the coefficients of various factors arecalled Factor Loading. From this, the
analysis ultimately aims todetermine the weights associated with each factor. This
enables us notonly to calculate the importance of each factor but also to determine
theFactor Axes corresponding to clusters of points including the positionsof
individual brands.
3. Cluster Analysis
The objective behind this procedure is to separate brands intogroups such that each
brand in a group is more like the other brands inits 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.
Chapter V

RESEARCH WORK

Indian tooth paste industry is one of the country largest consumer market. The
Indian tooth paste market is psuedo-mature. It is amazinglycomplex being
segmented not only on the basis of prices and benefits but even range of emotions
with in that outlining framework. With inover 10-15 brands in the market, this
segment of the consumer productoffers a tremendous to study the concept of brand
positioning, speciallywhen tooth paste is a fairly intimate product and consumer
prefers a brand which reflects his self image or fits in with this fantasies. Thefocus
of this study about tooth paste is consumer perception of thevarious 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 might4.prefer to brush their teeth
other than a tooth paste.5.To know about the factors that influence the consumers
decision to6.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 switchover.9.Image profile analysis
of important tooth paste brands.
DATA COLLECTION METHOD:
Administering a questionnaire on 50 customers residing collected thedata 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 brandsswitch over etc. This data was then tabulated to make
calculations onanalysis, which from the basis of the results, and findings of the
study. Acopy of questionnaire is given in appendices.SAMPLE SIZE : 50SAMPLE
PROFILE1.Gender Wise :-Male30Female202.Age Wise :- AgeMaleFemaleTotalUp to
2514102426 - 357310Above 359716

3.Status Wise :- Students23Professionals14House wives8Businessmen5

Agewise and Gender Distribution of Samples ( Column Type )

051015202530upto 25 26-35 above 35malefemaletotal

Pie Chart

maleupto 2526-35above 35femaleupto 2526-35above 35

Status Wise Distribution of Sample ( Cone type )

0510152025StatusStudentsProfessionalsHouse wivesBusinessmen
Pie Chart
StatusStudents Professionals House wives Businessmen

MAJOR FINDINGSImage Profile Analysis

1. Which Tooth paste do you like most?
10510152025
Brands
Most Liked Tooth paste
Close-upPepsodentColgate
Close up:21Pepsodent :12Colgate:17
Methodology
The respondents were asked to list the name of Tooth Paste thatthey like most. After
research it was found that 42% people likeClose-up, 24% Pepsodent, 34% Colgate.
The main reason behindthe liking of Close-up is that the young generation mostly
likes theadvertisement featuring various models , flavours , colours andlong lasting
freshness.2. Number of tooth pastes used by people in a month?

No. of tooth pasteNo. of Families1:92:303:11After survey it was found that most of

the families used 2 tooth pastes on a average basis per month. Some big joint
families used3 tooth pastes per month.
0510152025301 2 3No. of toothpasteNo. of Families
3. Which are the factors that influence you the most when you buy atooth paste?
Price 367Colour385Advertisement
310Packing230Scheme256Availability326Taste417Liking326

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 theleast was packing. All the points given to factors that
influencecustomers to buy tooth paste are based on Rank System. It was acombined
survey of both males & females.Procedure of Ranking.Rank-Points1-102-93-84-7566-57-48-3

4. Which attribute do look for when you buy a tooth paste?Healthy Tooth and Gums199Long lasting Freshness-216Prevention of Tooth Decay-135Whiteness-70Use of
Natural Herbs-189Good Foam-140
Methodology
It was found out that the people preferred that tooth paste the mostwhich provided
them with Long Lasting Freshness. The tooth pastegiving the quality of Healthy
tooth & gums was ranked second. Third inthe race was tooth paste with Natural
herbs. The fourth ranking wasgiven 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
attributesthat influence customers to buy tooth paste are based on Rank System.It
was a combined survey of both males & females.
Procedure of Ranking
Rank-Points1-62-53-44-35-26-15. The tooth paste advertisement that they like most
of:FMTClose-up-111223Pepsodent-5712Colgate-41115
0510152025F M T
Most liked Advertisement
Close-upPepsodentColgate

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

reasons:Price rise of my current brand19Better packaging of another brand6Scheme
with another brand15Advertisement impact 14When my brand is not available28To
try new option23Influence by others 5
Methodology
The main reason behind brand switch over was when the preferred brandof people
choice was not available. People strongly agreed to try newoption just for the sake
of exploring and tasting the new brands availablein 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. It was a combinedsurvey on both males &
females.
7. Which brand do you like most?HLL-32COLGATE-PALMOLIVE-18
Most Liked Brand
HLLColgate-Plamolive
MethodologyMost of the people preferred the HLL brand, which includes Closeupand Pepsodent. Thirty-two people preferred HLL brand, which targetsthe 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 ideaabout the various
aspects of some important popular brands suchas Pepsodent, Close-up and Colgate.
1.
In terms of awareness, people are aware of both the brands. Butthey have their own
likings and disliking.2. Most of the people like the advertisement of Close-up.
Thereason behind this isthat they target the youth segment by using young and
attractivemodels. 3. People liked the HLL brand the most as compared to ColgatePalmolive.4.After survey it was found that most of the families used 2 tooth pastes
on a average basis per month. Some big joint familiesused 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 theliking of Close-up is that the young
generation mostly likes theadvertisement featuring various models , flavours ,
colours andlong lasting freshness.

6.Price: 367Colour:385Advertisement :
310Packing:230Scheme:256Availability:326Taste:417Liking:326Most 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. Schemeranked seventh and last but not the least was
packing.7.Healthy Tooth and Gums-199Long lasting Freshness-216Prevention of
Tooth Decay-135Whiteness-170Use of Natural Herbs-189Good 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 thequality of Healthy tooth &
gums was ranked second. Third in the racewas tooth paste with Natural herbs. The
fourth ranking was given totooth 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 brand19Better packaging of another brand-6Scheme with another brand-15Advertisement
impact -14When my brand is not available-28To try new option-23Influence by
others- 5The main reason behind brand switch over was when the preferred brandof
people choice was not available. People strongly agreed to try newoption just for the
sake of exploring and tasting the new brands availablein 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 VIISUGGESTIONS
1)Colgate-Palmolive should try to target the youth segment by usingCelebrities in
their advertisements. It is good thing that they mostlyuse Dentists to attract the
customers but as compared to HLL, theyalways use models and young people in
their advertisements.Celebrities attract todays youth more.2)Colgate-Palmolive
should try to introduce a variety of attractiveflavours in their tooth pastes.3)They
should bring about some changes in their packaging &Labeling.4)They should cut
down their prices up to some extent because sometooth pastes of Colgate are quite
expensive as compared to Close-up & Pepsodent.5) Close-up is less popular
amongst senior citizens as compared toColgate. Close have already established a
brand name in Youthsegment but they should also concentrate on targeting other
classesof people.6)Colgate stresses on Strong & Healthy teeth, Prevention of
toothdecay, 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 morethan 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 ruralareas also because both these
brands are not very popular amongstthe rural people.

BIBLIOGRAPHY

QUESTIONNAIRE
1.Name ________________________________ 2.Age ________ , Gender _______ , Contact
No. ____________________ 3.Which Tooth Paste do you like most?Close up Pepsodent
Colgate4. Status
:
StudentProfessional House Wife Businessman5.Number of Tooth Pastes used per
month ______ 6.Which Brand do you like most ?HLL Colgate-Palmolive7.Which are
the factors that influence you the most when you buy a tooth paste?(Give Ratings 18 )a)Price b) Colour c) Advertisement d) Packinge) Scheme f) Availability g) Taste h)
Liking8.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 &
gumsb) Long lasting freshness c) Prevention of tooth decayd) Whiteness e) Use of
Natural herbs f) Good foam9.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
brandc) Scheme with another brandd) Advertisement impacte) When my brand is
not availablef) To try new optiong) Influence by other _______________________

REFERENCES

BOOKS

Marketing Management
by Philip Kotler

Marketing Mangement
by C.N Sonatakki

WEBSITES

www.hll.com

www.colgate.com

www.allbusiness.com

www.wikipedia.com

www.asiamarketresearch.com

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