Image analysis of leading

brands of
tooth brush amongst
consumers
Presented by-
Pramod kumar
Naim khan
 Introduction
In these days of technology parity, it does not take
long to duplicate. Moreover, with the availability
of increasing number of brands, the consumers
has little patience or the wit to swift through and
judge the uniqueness of features claimed by each
of the brands. So, how does one ensure that one is
seen and heard in overcrowded market place. The
answer lies in brand positioning, one of the most
powerful concepts in the marketing world, which
enables the seller to win the marketing battles by
influencing the consumer’s mind set.
 Brand Positioning
Positioning a brand in the consumer's mind is critical to
brand success
Positioning has 4 components:

 The 1st component is the product class or product category

in which the brand is to operate

 The2nd component is consumer segmentation.

 The3rd component is perceptual mapping, an essential

tool to measure where brands are located in the
perceptual space of target consumer.

 Brand benefits and attributes make up the 4th component of

positioning
 Brand Image

A unique set of associations in the minds of

customers concerning what a brand stands for
and the implied promises the brand makes.
SNAPSHOT OF TOOTHBRUSH BRANDS

Hindustan Uni Lever Limited (HUL)

Its toothbrushes have sold under the Close-Up and
Pepsodent brands.
 Colgate -Palmolive

Colgate is india’s most trusted brand and market leader

in oral care. The various toothbrushes under colgate
brand are
Colgate360
‡Colgate Zigzag
‡Colgate Cibaca
PROCTER AND GAMBLE

Oral-B is the brand name of the toothbrush manufactured by P&G

Aquafresh is the brand of gsk. The various toothbrush under
this brand are
Aquafresh Gel-Flex Toothbrush
Aquafresh Deep-Action Toothbrush
Aquafresh Direct Plus Toothbrush
Aquafresh Direct Toothbrush
RESEARCH WORK
 Method of data collection

A survey was conducted on 50 people living in

and around GREATER NOIDA to elicit their
responses, on which the results and
findings of this study are based
 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
4) To know about the factors that influence the
consumers decision to buy a particular brand of
toothbrush.
5) To know about the attributes that consumers look for
in a tooth brush brand , when he/she buys for
himself/herself..
6) To know about the possible reasons that lead to
brand switch over.
 Sample profile

1.Gender wise

Male 30

Female 20
2.Age wise
Age Male Female Total

Up to 25 14 10 24

26-35 7 3 10

Above 35 9 7 16
Status wise
Students 23

Professionals 14

House wives 8

Businessmen 5
 CONCLUSION
The findings based on the data collected give a fairly good idea about the
various aspects of some important popular brands such as Pepsodent, Close-up,
Colgate and Aquafresh.

1.In terms of awareness, people are aware of pepsodent, close-up and colgate
brands . But they have their own likings and disliking.
2. Most of the people like the advertisement of Colgate. The reason behind this is
that they target the consumer by using dentists in their advertisements.
3. People liked the Colgate brand the most as compared to HUL Brand.
4. After survey it was found that most of the people used 4 toothbrush per year.
5. The main reason behind brand switch over was when the preferred brand of
people choice was not available. People strongly agreed to try new option just for
the sake of exploring and tasting the new brands available in 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 one of the reasons for brand switch over. Few people
also preferred packaging of other brands and influence by others. It was a
combined survey on both males & females.
6.After research it was found that 42% people like
colgate toothbrush,34% Pepsodent toothbrush, 24%
Close-up toothbrush. The reason behind the liking of
Colgate tooth brush is that the people mostly likes the
advertisement featuring various Dentists.
7.After survey it was found that price is the major factor
which influence the consumer . Scheme stood second
in their preference. Availability was third.
Advertisement stood fourth. colour stood fifth and
last but not the least was packing.
 suggestions
 Colgate should cut down their prices up to some extent
because some tooth brushes of Colgate are quite expensive as
compared to Close- up & Pepsodent brand toothbrushes
 Close-up tooth brushes are less popular amongst senior
citizens as compared to Colgate toothbrushes. They should
take care of this.
 Both HUL and Colgate-Palmolive should try to explore the
rural areas also because both these brands are not very popular
amongst the rural people.
 In the Toothbrush segment people prefer Colgate brushes more
than HLL toothbrushes because there is large variety and
shapes of Colgate Tooth brushes available in the market.Other
companies should also introduce differnet varities of
toothbrush in the market.
 They should bring about some changes in their packaging &
Labeling.
QUESTIONNAIRE
1.Name________________________________
2. Age________
3.Gender_______
4.Contact No.____________________
5. Status:
a) Student
b)Professional
c)House Wife
d)Businessman
6. Which Toothbrush do you like most-----------------------------------
7.Number of toothbrushes used by people in a Year?
a) 2
b) 3
c) 4
d) 5
e) 6
8. Which are the factors that influence you the most when you buy a tooth paste?
a) Price
b) Colour
C) Advertisement
d) Packing
e) Scheme
f) Availability
9. . Have you ever had any side-effects using a particular brand of toothpaste?
a) Yes (pls. specify) ___________
b) No
10.How often do you brush your teeth?
a) 3+ times per day
b) 2 times per day
c) 1 time per day
11.Which attribute do you look for when you buy a toothbrush?
a) Indicator Bristles
b) Angled neck
c) Handle with grip
d) Bristle type
12. The toothbrush advertisement that they like most ?
a) Colgate
b) Close-up
c) Pepsodent
d) Aquafresh
13. I would switch to another brand, possibility for one or more of the following reasons-
a) Price rise of my current brand
b) Better packaging of another brand
c) Scheme with another brand
e) Advertisement impact
f) When my brand is not available
g) To try new option
 REFERENCES
References
www.hul.com
www.colgate.com
www.allbusiness.com
www.wikipedia.com
www.asiamarketresearch.com
THAN
K YOU