Acknowledgment

I would like to take this opportunity to express my deep gratitude

to all those who have been the part of this project in some way or
the other. First and foremost, I would like to thank our mentor
Asst. Prof. Mr. Sunit Kumar Mishra for his valuable guidance and
regular support that greatly helped me through the survey.
I am also thankful to our coordinator Asst. Prof. Mr. Rishi Raman
Singh for his encouragement and timely suggestions, which
helped me greatly during the course of this survey.
I would like to thank to all the respondents who gave me their
valuable time and filling the questionnaire which ultimately help
me in the completing the project.
Last but not the least; I would like to acknowledge all those at my
college who worked so hard to make succeed this survey.
I would like to extend my thanks to our Director Prof. P N Jha for
giving us the chance gained such immense and practical insight
through this project.

VINEET TRIPATHI
PG/21/61

DECLARATION

I hereby declare that the information presented in this project is

correct to the best of my knowledge. This project report has not
been published anywhere else.

VINEET TRIPATHI
PG/21/61

Preface

I am highly obliged to the learners and the teachers, whose kind

blessings energies me to complete my report. I would specially
like to thanks and great regards to my guide and mentor Asst.
Prof. Mr. Sunit Kumar Mishra, whose kind guidance and motivation
made me to complete this report on time.

This project is divided into 4 chapters, 1 st chapter gives a brief

idea about the survey, and the second chapter gives the concept
of FMCG sector. The 3rd chapter deals with the ideology of the
consumer taste and preferences in FMCG sector by toothpaste
users, and 4th chapter deals with the analysis and interpretation of
the survey.
This survey is basically held on the brand emergence and market
standing of PATANJALI toothpaste among the various other brands
of toothpastes.

VINEET TRIPATHI
PG/21/61

Introduction to FMCG sector

Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are
products that are sold quickly and at relatively low cost. Examples include nondurable goods such as soft drinks, toiletries, over-the-counter drugs, processed
foods and many other consumables. In contrast, durable goods or major appliances
such as kitchen appliances are generally replaced over a period of several years.
The term was coined by Neil H. Borden in The Concept of the Marketing Mix in
1965 (1996, Prentice-Hall, Inc.).
FMCG have a short shelf life, either as a result of high consumer demand or
because the product deteriorates rapidly. Some FMCGs, such as meat, fruits and
vegetables, dairy products, and baked goods, are highly perishable. Other goods,
such as alcohol, toiletries, pre-packaged foods, soft drinks, chocolate, candies, and
cleaning products, have high turnover rates. The sales are sometimes influenced by
some holidays and season.
Though the profit margin made on FMCG products is relatively small (more so for
retailers than the producers/suppliers), they are generally sold in large quantities;
thus, the cumulative profit on such products can be substantial. FMCG is probably
the most classic case of low margin and high volume business.

Characteristics
The following are the main characteristics of FMCGs.

From the consumers' perspective

Frequent purchase

Low involvement (little or no effort to choose the item)

Low price

Short shelf life

Must use for daily consumption

From the marketers' angle

High volumes

Low contribution margin

Extensive distribution networks

High stock turnover

ISIC definition
The retail market for FMCGs includes businesses in the following International
Standard Industrial Classification (ISIC) (Revision 3) categories:

ISIC 5211 retail sales in non-specialized stores

ISIC 5219 other retail sales in non-specialized stores

ISIC 5220 retail sales of food, beverages and tobacco in specialized stores

ISIC 5231 retail sales of pharmaceutical and medical goods, cosmetic and
toilet articles

ISIC 5251 retail sales via mail order houses

ISIC 5252 retail sales via stalls and markets

ISIC 5259 wholesale goods

ISIC 5269 wholesale medical prescriptions

Supplier industries for FMCGs include:

1512 fish and fish products

1513 fruit and vegetables

1514 vegetable and animal oils and fats

1520 dairy products

1531 grain mill products

1532 starches and starch products

1533 animal feeds

1541 bakery products

1542 sugar

1543 cocoa, chocolate and sugar confectionery

1544 macaroni, noodles, couscous

1549 other food products

1551 spirits, ethyl alcohol

1552 wines

1553 malt liquors and malt

1554 soft drinks, mineral waters

1600 tobacco products

2101 pulp, paper and paperboard

2102 corrugated paper, containers

2109 other articles of paper and paperboard

2424 soap and detergents, cleaning preparations, perfumes

2430 men's and women's inner garments, shaving gels, deodorants

Fast-moving consumer electronics

Fast-moving consumer electronics are typically low-priced generic or easily
substitutable consumer electronics, including mobile phones, MP3 players, game
players, earphones ,headphones, OTG cables, and digital disposable cameras.

The fast moving consumer goods (FMCG) segment is the fourth largest sector in
the Indian economy. The market size of FMCG in India is estimated to grow from
US$ 30 billion in 2011 to US$ 74 billion in 2018.

Food products is the leading segment, accounting for 43 per cent of the overall
market. Personal care (22 per cent) and fabric care (12 per cent) come next in
terms of market share.

Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the sector.

What are FMCG goods?

FMCG goods are popularly known as consumer packaged goods. Items in this
category include all consumables (other than groceries/pulses) people buy at
regular intervals. The most common in the list are toilet soaps, detergents,
shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and
household accessories and extends to certain electronic goods. These items are
meant for daily of frequent consumption and have a high return.

Rural set to rise

Rural areas expected to be the major driver for FMCG, as growth continues to be
high in these regions. Rural areas saw a 16 per cent, as against 12 per cent rise in
urban areas. Most companies rushed to capitalise on this, as they quickly went
about increasing direct distribution and providing better infrastructure. Companies
are also working towards creating specific products specially targeted for the rural
market.

The Government of India has also been supporting the rural population with higher
minimum support prices (MSPs), loan waivers, and disbursements through the
National Rural Employment Guarantee Act (NREGA) programme. These measures
have helped in reducing poverty in rural India and given a boost to rural
purchasing power.

Hence rural demand is set to rise with rising incomes and greater awareness of
brands.

Urban trends

With rise in disposable incomes, mid- and high-income consumers in urban areas
have shifted their purchasing trend from essential to premium products. In
response, firms have started enhancing their premium products portfolio. Indian
and multinational FMCG players are leveraging India as a strategic sourcing hub
for cost-competitive product development and manufacturing to cater to
international markets.

Top Companies

According to the study conducted by AC Nielsen, 62 of the top 100 brands are
owned by MNCs, and the balance by Indian companies. Fifteen companies own
these 62 brands, and 27 of these are owned by Hindustan UniLever.

The top ten India FMCG brands are:

1.Hindustan
Unilever
2.ITC (Indian
Tobacco
3.Nestl
India
4.GCMMF (AMUL)
5.Dabur
India
6.Asian
Paints (India)
7.Cadbury India
8.Britannia Industries
9.Procter
&
Gamble
10. Marico Industries

Ltd.
Company)

Hygiene

and

Health

Care

What the millenniums expect

According to a study by TMW and Marketing Sciences that surveyed 2,000 people
across different age groups ranging, young consumers are the most rational and
likely to spend more time weighing up potential purchases. The survey also
suggests that younger people are using recommendations from their peers about
products and services in order to make rational purchase decisions. According to

the study, shoppers aged 18 to 24 are 174 per cent more likely to use
recommendations on social media than shoppers aged 25 and over.

Another key factor today is speed. Today's consumer wants packaged goods that
work better, faster, and smarter. The need for speed" trend highlights the
importance of speed as a potentially decisive purchase factor for packaged goods
products in a world where distinctions between products are shrinking.

Younger consumers express the greatest need for speed, not a huge surprise for the
smartphone generation. Datamonitor's 2013 Consumer Survey found that younger
consumers those in the 15-24 year old age group were twice as likely to say that
"results are achieved quickly" has a "very high amount of influence" on their
health and beauty product choices than consumers in the oldest age group, those
aged 65 or older. Speed matters, and 2014 will almost certainly see the introduction
of new game-changing timesavers.

Road Ahead

FMCG brands would need to focus on R&D and innovation as a means of growth.
Companies that continue to do well would be the ones that have a culture that
promotes using customer insights to create either the next generation of products or
in some cases, new product categories.

One area that we see global and local FMCG brands investing more in is health
and wellness. Health and wellness is a mega trend shaping consumer preferences
and shopping habits and FMCG brands are listening. Leading global and Indian
food and beverage brands have embraced this trend and are focused on creating
new emerging brands in health and wellness.

According to the PwC-FICCI report Winds of change, 2013: the wellness

consumer, nutrition foods, beverages and supplements comprise a INR 145 billion
to 150 billion market in India, is growing at a CAGR of 10 to 12%.
What is this Toothpaste all about?
Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to
clean and maintain the aesthetics and health of teeth. Toothpaste is used to
promote oral hygiene: it serves as an abrasive that aids in removing the dental
plaque and food from the teeth, assists in suppressing halitosis, and delivers active
ingredients (most commonly fluoride) to help prevent tooth decay (dental caries)
and gum disease (gingivitis). Salt and sodium bicarbonate (baking soda) are among
materials that can be substituted for commercial toothpaste. Toothpaste is not
intended to be swallowed due to the fluoride content, but is generally not very
harmful if accidentally swallowed in small amounts; however, one should seek
medical attention after swallowing abnormally large amounts.
Ingredients
In addition to 2042% water, toothpastes are derived from a variety of
components, the three main ones being abrasives, fluoride, and detergents.
Abrasives
Abrasives constitute at least 50% of a typical toothpaste. These insoluble particles
help remove plaque from the teeth. The removal of plaque and calculus helps
minimize cavities and periodontal disease] Representative abrasives include
particles
of aluminum
hydroxide (Al(OH)3), calcium
carbonate (CaCO3),
various calcium
hydrogen
phosphates,
various silicas and zeolites,
and hydroxyapatite (Ca5(PO4)3OH).
Abrasives, like the dental polishing agents used in dentists' offices, also cause a
small amount of enamel erosion which is termed "polishing" action. Some brands
contain powdered white mica, which acts as a mild abrasive, and also adds a
cosmetically pleasing glittery shimmer to the paste. The polishing of teeth removes
stains from tooth surfaces, but has not been shown to improve dental health over
and above the effects of the removal of plaque and calculus.

Fluorides
Fluoride in various forms is the most popular active ingredient in toothpaste to
prevent cavities. Fluoride occurs in small amounts in plants, animals, and some
natural water sources. The additional fluoride in toothpaste has beneficial effects
on the formation of dental enamel and bones. Sodium fluoride (NaF) is the most
common source of fluoride, but stannous fluoride (SnF2), olaflur (an organic salt of
fluoride), and sodium mono fluorophosphates (Na2PO3F) are also used. Stannous
fluoride has been shown to be more effective than sodium fluoride in reducing the
incidence of dental caries and controlling gingivitis.
Much of the toothpaste sold in the United States has 1,000 to 1,100 parts per
million fluoride. In European countries, such as the UK or Greece, the fluoride
content is often higher; a NaF content of 0.312% w/w (1,450 ppm fluoride) is
common.
Surfactants
Many, although not all, toothpastes contain sodium lauryl sulfate (SLS) or
related surfactants (detergents). SLS is found in many other personal care products,
as well, such as shampoo, and is mainly a foaming agent, which enables uniform
distribution of toothpaste, improving its cleansing power.
Other components
Antibacterial agents
Triclosan, an antibacterial agent, is a common toothpaste ingredient in the United
Kingdom. Triclosan or zinc chloride prevent gingivitis and, according to the
American Dental Association, helps reduce tartar and bad breath. A 2006 review of
clinical research concluded there was evidence for the effectiveness of 0.30%
triclosan in reducing plaque and gingivitis.
Flavorants
Toothpaste comes in a variety of colors, and flavors intended to encourage use of
the product. Three most common flavorants are peppermint, spearmint,
and wintergreen. Toothpaste flavored with peppermint-anise oil is popular in the
Mediterranean region. These flavors are provided by the respective oils, e.g.

peppermint oil. More exotic flavors

include
Anethole anise, apricot, bubblegum, cinnamon, fennel, lavender, neem, ginger, van
illa, lemon, orange, and pine. Alternatively, unflavored toothpastes exist.
Remineralizers
Hydroxyapatite nanocrystals and a variety of calcium phosphates are included in
formulations for remineralization i.e. the reformation of enamel.

Toothpaste is sold in many brands.

Miscellaneous components
Agents are added to suppress the tendency of toothpaste to dry into a powder.
Included are various sugar alcohols, such as glycerol, sorbitol, or xylitol, or related
derivatives, such as 1,2-propylene glycol and polyethyleneglycol Strontium
chloride or potassium nitrate is included in some toothpastes to reduce sensitivity.
Sodium polyphosphate is added to minimize the formation of tartar.

Safety

Fluoride
Although water fluoridation has been praised as one of the top medical
achievements of the 20th century, fluoride-containing toothpaste can be acutely
toxic if swallowed in large amounts. The risk of using fluoride is low enough that
the use of 'full-strength' toothpaste (13501500 ppm fluoride) is advised for all
ages (although smaller volumes are used for young children; a 'smear' of toothpaste
until three years old). A major concern of dental fluorosis is for children under 12
months ingesting excessive fluoride through toothpaste. Several non-fluoride
toothpastes are available.
Diethylene glycol
The inclusion of sweet-tasting but toxic diethylene glycol in Chinese-made
toothpaste led to a recall in 2007 involving multiple toothpaste brands in several
nations. The world outcry made Chinese officials ban the practice of using
diethylene glycol in toothpaste.
Triclosan
Reports have suggested triclosan, an active ingredient in many toothpastes, can
combine with chlorine in tap water to form chloroform ,which the United States
Environmental Protection Agency classifies as a probable human carcinogen. An
animal study revealed the chemical might modify hormone regulation, and many
other lab researches proved bacteria might be able to develop resistance to
triclosan in a way which can help them to resist antibiotics,
Miscellaneous issues and debates
With the exception of toothpaste intended to be used on pets such as dogs and cats,
and toothpaste used by astronauts, most toothpaste is not intended to be swallowed,
and doing so may cause nausea or diarrhea. 'Tartar fighting' toothpastes have been
debated. Case reports of plasma cell gingivitis have been reported with the use of
herbal toothpaste containing cinnamon. SLS has been proposed to increase the
frequency of mouth ulcers in some people, as it can dry out the protective layer of
oral tissues, causing the underlying tissues to become damaged.

Alteration of taste perception

After using toothpaste, orange juice and other juices have an unpleasant taste.
Sodium lauryl sulfate alters taste perception. It can break down phospholipids that
inhibit taste receptors for sweetness, giving food a bitter taste. In contrast, apples
are known to taste more pleasant after using toothpaste. Distinguishing between
the hypotheses that the bitter taste of orange juice results from stannous fluoride or
from sodium lauryl sulfate is still an unresolved issue and it is thought that
the menthol added for flavor may also take part in the alteration of taste perception
when binding to lingual cold receptors
Other types of toothpaste
Whitening toothpastes
Many toothpastes make whitening claims. Some of these toothpastes contain
peroxide, the same ingredient found in tooth bleaching gels. The abrasive in these
toothpaste remove the stains, not the peroxide. Whitening toothpaste cannot alter
the natural color of teeth or reverse discoloration by penetrating surface stains or
decay. To remove surface stains, whitening toothpaste may include abrasives to
gently polish the teeth, and/or additives such as sodium tripolyphosphate to break
down or dissolve stains. When used twice a day, whitening toothpaste typically
takes two to four weeks to make teeth appear more white. Whitening toothpaste is
generally safe for daily use, but excessive use might damage tooth enamel. Teeth
whitening gels represent an alternative. However, the whitening process can
permanently reduce the strength of one's teeth, as the process scrapes away a
protective outer layer of enamel.
Herbal and natural toothpastes
Companies such as Tom's of Maine, among others, manufacture natural and herbal
toothpastes and market them to consumers who wish to avoid the artificial
ingredients commonly found in regular toothpastes. Many herbal toothpastes do
not contain fluoride or sodium lauryl sulfate. The ingredients found in natural
toothpastes vary widely but often include baking soda, aloe, eucalyptus oil, myrrh,
plant extract (strawberry extract), and essential oils.
According to a study by the Delhi Institute of Pharmaceutical Sciences and
Research, many of the herbal toothpastes being sold in India were adulterated
with nicotine

Striped toothpaste
Striped toothpaste was invented by a New Yorkr named Leonard Lawrence
Marraffino in 1955. The patent (US patent2,789,731, issued 1957) was
subsequently sold to Unilever, who marketed the novelty under the 'Stripe' brandname in the early 1960s. This was followed by the introduction of the 'Signal'
brand in Europe in 1965 (UK patent 813,514). Although 'Stripe' was initially very
successful, it never again achieved the 8% market share that it cornered during its
second year.
Marraffino's design, which remains in use for single-color stripes, is simple. The
main material, usually white, sits at the crimp end of the toothpaste tube and makes
up most of its bulk. A thin pipe, through which that carrier material will flow,
descends from the nozzle to it. The stripe-material (this was red in 'Stripe') fills the
gap between the carrier material and the top of the tube. The two materials are not
in separate compartments. The two materials are sufficiently viscous that they will
not mix. When pressure is applied to the toothpaste tube, the main material
squeezes down the thin pipe to the nozzle. Simultaneously, the pressure applied to
the main material causes pressure to be forwarded to the stripe material, which
thereby issues out through small holes (in the side of the pipe) onto the main
carrier material as it is passing those holes.
In 1990 Colgate-Palmolive was granted a patent (USPTO 4,969,767) for two
differently colored stripes. In this scheme, the inner pipe has a cone-shaped plastic
guard around it, and about half way up its length. Between the guard and the
nozzle-end of the tube is a space for the material for one color, which issues out of
holes in the pipe. On the other side of the guard is space for second stripe-material,
which has its own set of holes.
Striped toothpaste should not be confused with layered toothpaste. Layered
toothpaste requires a multi-chamber design (e.g. USPTO 5,020,694), in which two
or three layers extrude out of the nozzle. This scheme, like that of pump dispensers
(USPTO 4,461,403), is more complicated (and thus, more expensive to
manufacture) than either the Marraffino design or the Colgate design.

History

Early toothpastes
The Greeks, and then the Romans, improved the recipes for toothpaste by adding
abrasives such as crushed bones and oyster shells. In the 9th century, the Iraqi
musician and fashion designer Ziryab invented a type of toothpaste, which he
popularized throughout Islamic Spain. The exact ingredients of this toothpaste are
unknown, but it was reported to have been both "functional and pleasant to
taste". It is not known whether these early toothpastes were used alone, were to be
rubbed onto the teeth with rags, or were to be used with early toothbrushes, such
as neem-tree twigs and miswak. Toothpastes or powders came into general use in
the 19th century.
Tooth powder
Tooth powders for use with toothbrushes came into general use in the 19th century
in Britain. Most were homemade, with chalk, pulverized brick, or salt as
ingredients. An 1866 Home Encyclopedia recommended pulverized charcoal, and
cautioned that many patented tooth powders that were commercially marketed did
more harm than good.
Arm & Hammer marketed a baking soda-based toothpowder in the United States
until approximately 2000, and Colgate currently markets toothpowder in India and
other countries.
Modern toothpaste

Modern toothpaste gel

An 18th-century American and British toothpaste recipe called for burnt bread.
Another formula around this time called for dragon's blood(a resin), cinnamon, and
burnt alum.

By 1900, a paste made of hydrogen peroxide and baking soda was recommended
for use with toothbrushes. Pre-mixed toothpastes were first marketed in the 19th
century, but did not surpass the popularity of tooth-powder until World War I. In
1880, Doctor Washington Sheffield of New London, CT manufactured toothpaste
into a collapsible tube, Dr. Sheffield's Creme Dentifrice. He had the idea after his
son traveled to Paris and saw painters using paint from tubes. In York in
1896, Colgate & Company Dental Cream was packaged in collapsible tubes
imitating Sheffield. The original collapsible toothpaste tubes were made of lead.
Fluoride was first added to toothpastes in the 1890s. "Tanagra", containing calcium
fluoride as the active ingredient, was sold by Karl F. Toellner Company,
of Bremen, Germany, based upon the early work of chemist Albert Deninger. An
analogous invention by Roy Cross, of Kansas City, Mo., was initially criticized by
the American Dental Association (ADA) in 1937. Fluoride toothpastes developed
in the 1950s received the ADA's approval. To develop the first ADA-approved
fluoride toothpaste, Procter & Gamble started a research program in the early
1940s. In 1950, Procter & Gamble developed a joint research project team headed
by Dr. Joseph Muhler at Indiana University to study new toothpaste with fluoride.
In 1955, Procter & Gamble's Crest launched its first clinically proven fluoridecontaining toothpaste. On August 1, 1960, the ADA reported that "Crest has been
shown to be an effective anticavity (decay preventative) dentifrice that can be of
significant value when used in a conscientiously applied program of oral hygiene
and regular professional care."
In 2006 BioRepair appeared in Europe with the first toothpaste containing
synthetic hydroxylapatite as an alternative to fluoride for the remineralization and
reparation of tooth enamel. The "biomimetic hydroxylapatite" is intended to
protect the teeth by creating a new layer of synthetic enamel around the tooth
instead of hardening the existing layer with fluoride that chemically changes it
into fluorapatite.
In June 2007, the US Food and Drug Administration and similar agencies
in Panama, Puerto Rico and Australia advised consumers to avoid certain brands of
toothpaste manufactured in China after some were found to contain the
poisonous diethylene glycol, also called diglycol or labeled as "DEG" on the tube.

The toothpaste history in India can be tracked back from 1975 with 1200 tonnes of
toothpaste produced by the toothpaste industry. Prior to the toothpastes Oral
Hygiene was the domain of local home made powders and ayurvedh practitioners.
With the entry of Colgate in Indian marketplace the awareness about Oral care and
the importance of oral care. In recent years the Industry has shown impressive
growth rate of 18.6% (this growth is calculated in terms of value growth in Rs. ).
The growth in the Urban market has been largely by the Gel Segment. Presently, a
large chunk of the Market is still held by Colgate. The major players in the
toothpaste Industry being Colgate Palmolive and Hindustan Lever Limited and
several minor players like Balsara hygiene, Dabur etc.
Presently Colgate Dental Cream holds 52% of market share. HLLs Close up lies
far behind with 23% of the existing market share. The third player in the
marketplace in terms of market share is Colgate Gel with 10.5% of the market
share. That leaves 14.5% market share for other Brands like Pepsodent, Pepsodent
G, Promise, Babool, Sensofoam, Forhans,Cibaca, Neem, Vicco etc. The toothpaste
market is presently valued at Rs. 750 crores out of which the Gel segment has
already bagged 1/3rd portion of it. The Gel segment presently stands at Rs. 248
crores and is growing at a rate much faster than Cream. In India toothpaste usage
as compared to other countries is very low which signifies about the potential of
the market. In Urban India the usage of toothpaste per person per year is just
190gms. Where as it is 200gms of toothpaste per person per year in developing
countries as Indonesia and Thailand. In developed countries as USA and other
European countries the toothpaste usage is 375 gms per person year. In India the
toothpastes companies are going in for advertising on a heavy note, on an average
the companies managing this FMCG category are spending 6.15% of their sales on
development. Colgate Palmolive had shelled out 15% of their sales on ads in the
year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. whereas
balsara Hygiene spend a huge 10.17% of their sales.

TOOTHPASTE COMPANIES AND TOOTHPASTE BRANDS

(1) Company

Shri Niranjan
Tumsur (Mah)

Aurvedh

Bhawan,

Product Range

Niranjan

(a) 200 gm Tube

Rs

(b) 100 gm Tube

Rs

(c) 50 gm Tube

Rs

Segmenting Factor

Veg. / Non-veg. Population

Target

20% educate customers that all

toothpastes
have
di-calcium
phosphate or bone ash which is
animal based. Whereas they use
calcium rich PIPAL insted.

Availability

Maharastra

Distributors

107 (newly appointed)

Positioning Stance

Yoga For Teeth.

Direct Competitor

Vicco Vajradanti, but they feel that

will beat them in the price game as
VICCOs 200 gm tube for Rs 44.

(2) Company

Hindustan Lever Limited

Brand Name

Close Up

Marketed By

Hindustan Lever limited (HLL)

Product Range

Close Up (Red, Green, Blue)

50 gm Rs
100 gm Rs
150 gm Rs

Pepsodent

50 GM Rs

100 GM Rs
200 GM Rs
Pepsodent G

50 gm Rs
150 gm Rs

Segmenting Factor

Age

Targeted At

Young people. The target market

being Multi Brand Households
where young does not use what their
parents. This particular targeting
was significant when Close Up was
launched
because
Colgate
positioning was a sort of Flip flop
between Tooth decay and Bad
Breath and Colgate was going for a
Broad market constituting of all the
age groups.

Sought to be perceived by the customers was Fresh Breath. The physical

appearance by the users, the Bright Red Gel synerized well with the Fresh breath
Benefit. The advertising account was handled by LINTAS which focused on Fresh
Breath that brought teenagers closer.
By 1980 Close Up had 3% of the 16,000 tonnes toothpaste market. The production
capacity was doubled through a deal with third party manufacturer and the Brand
was taken National over the next year and a half, the Premium slashed by 30%. In
1983 Colgate started fearing after witnessing a downfall in market share and
started airing its campaign by inviting customers into its Dental ring of confidence,
by stressing more on breath and posing as a complete toothpaste. Close
Up countered this move by sharpening product benefits, while urging the
customers to do the HA test by blowing air on the palm, the message was that
Close Up feels a lot cooler which reiterated the basic benefit of a fresh breath.

1987 was a Probe into Problem year for HALL as Close Up was much below
expectations with only 4.5% of the 32,000 tonnes toothpaste market. They
identified two basic problems:
(1) Appearance of Toothpastes detracts prospects from its serious buyers.
(2) Commercials displayed too much of proximity between couples which was too
much for a mother, who actually purchased the Toiletries.
1998 Lever reworked 3 Ps in its Marketing mix in Tamil Nadu where people have
a strong sense of Oral Hygiene and the area has a cost effective media Reach. The
three reworked Ps are as follows:
(1) Product :

Blue mint flavour introduced.

Tangerines of Read reduced. (for serious buyers.)

Soft Squeeze lamitubes for toothpastes introduced for the first time in the
country.

(2) Communication

Advertisement focus moved from spotlight to Gregarious couples. This group

orientation was more acceptable to the Mother.

(3) Distribution

Took Brand to Sub Urban and Rural areas.

Posters and Mobile Vans arrived in areas where Urban lifestyle was a matter of
aspiration. This was a purposeful move as the company did not want the Brand
to be saddled with a restrictive.
Up market image
In the year 1990, Colgate followed Close Up by launch of its Blue Colgate Gel. It
was targeted at the youngsters within its Brand fold who were seeking Freshness. It
was priced at par with Close Up gel. The Colgate ad showed a fluorescent Blue
spiral round the users body and it talked of Fresh Breath Energy. By this time Gel
became the Battleground in order to become the leader because:
*

There is rapid expansion in gel segment.

Youngsters thought white paste to be outdated.

In 1991, Close Up launched Zing Green and simultaneously Lever sponsored

Close Up Sangeet Muquabala targeted at the rural youth. In 1991 Close Ups
market share increased to 16% of Rs 377 crores per year market. 1991 witnessed a
few problems for Close Up Blue, which was faltering on repeat purchases as
customers did not perceive much freshness value in it. In 1992, HLL launched
AQUA BLUE with added attributes like increased Mouthwash contents and a
more Minter flavour, so that customers perceived benefit is Freshness which is
Levers Positioning stance. In response Colgate introduced Red Actirinse and
then Colgate Blue. People at HLL thought to counter Colgates growth by
cashing in on Medicinal appeal and came out with Pepsodent with Germicheck
snf Mentadent G now renamed as Pepsodent G for Gum problems. Colgate
countered this move by launching Colgate Total as an advanced paste to fight.
Tartar, Gingivitis, and other Dental ailments. 1993 was the year when HLL tried to
woo the customers by innovative packaging. Firstly it introduced Stand Up Pump
dispensers for metros but it bombed in the market because of High price
perception as compared to benefits. Sachets formula was used by lever to break
into Colgates fort. The Close Up sachets was priced at Rs. 3 per unit and it
offered 20 uses, which means that a family of five could use it four times each.
The year it sponsored zee Close Up Antaksharee. HLL also went in for Close Up
Toothbrushes under the Brand name Confident and launched it in Tamil Nadu.
The confident toothbrushes were taken National and most importantly HLL
advertisement account shifted from LINTAS to FTA due to
Global alignment move by Levers parent Unilever. The brief given to the new
agency was to Strengthen the Audiences perception of Brands functional
values.
Close Ups formulation was reworked and the new Close Up was enriched with
Microwhiteners so that the perceived benefit by the customer be that he will
have Shining Teeth. As the ad account was handed over to HTA, the ad moved
closer to the Indian Culture, they also took note of the cultural changes which
showed in their ads like Females were now more than equal participants in Boy
Girl activity as in Salim Anarkali ad which showed her confidence by joining the
Boy on the stage and saving the day.
1996 witnessed introduction of Close Up Liquifresh a liquid in a carry along
squeeze can in two sizes :

 30 gm Rs.
100 gms Rs.
HLL gave it a dual positioning platform of a Mouthrinse and a toothpaste, like
squeeze the Gel directly into Mouth. Close Up is pushing hard for semi Urban and
Rural areas were disposable incomes are rising rapidly and in order to tap these
markets it is going for Vernacular Advertising in Eight languages. In Bengal as the
communication did not work all that work initially, HTA has contracted Anjan
Dutta a signer popular with both Young and old alike in Bengal.
3) Company : Colgate Palmolive (India) Limited
Brand : Colgate
Product Range :
1. Colgate dental Cream
*

50 gm

100 gm

150 gm

200 gm

250 gm

2. Colgate Gel (Blue and Red)

50 gm

100 gm

150 gm

200 gm

250 gm

3. Colgate Total

50 gm

100 gm

150 gm

200 gm

4. Colgate Calciguard

50 gm

100 gm

150 gm

200 gm

5. Colgate Sensitive
Segmenting Factor : Family
Target Audience : The Brand Colgate and its extensions are targeted at Indian
families taking booth economical and premium stances.
Availability : All over India.
Positioning Stance : on Health care through Duality of benefits, talks about
Stops bad breath and fights tooth decay. This positioning stance has worked well
in Indian probably because Oral. Now also the company is constantly following the
fresh breath route which proved successful for the company.
Care is not taken in a sensitized manner and hence the custom
looks for multi-benefits.

History of Colgate :
For people in Colgate volume is the key. This is the Mantra for India a. Today the
Indian arm is one of the top 10 subsidiaries of the global giant ; one of the top three
volume drivers in toothpastes. In India, the Multinational is first and foremost
identified with Toothpaste (Dental care) are currently there is a lot of curiosity on
how C-P is responding to the challenges that HLL is throwing its way. On
toothpastes, where C-P claims an overall 62.3 percent market share a clear cut
strategy is evident i.e. maintaining leadership in Oral care and expand the oral care
market size. Consistency of communication is of strategic importance. More so in
an increasingly cluttered environment. Vice President of C-P (India) limited dually
complies We have not changed the platform - Duality of Benefits - for the last 15
years.

The main growth in the Urban toothpaste market for C-P has for sometime been
coming from the Gel segment. Colgate gel has been performing well with its
market share standing at 11 percent and a growth faster than Close Ups market
share, which has declined by the end of 96.
In an effort to capitalize in the growth, C-P recently introduced its latest
extensions, Fresh Stripes, with Stripes of Benefit. this latest launch brings C-Ps
toothpastes to a total of six, with mega Brand Colgate Dental Cream (CDC), the
category volume driver; Colgate Gel-Positioned as giving long lasting fresh breath;
Calciguard with an anti cavity therapeutic positioning marketed in the Metros;
Colgate Total with its therapeutic positioning and multi benefits and Colgate
Sensitive being Marketed through Dental Profession.
To expand the category, C-P has an on going Rural Van programme, rather similar
to the HLL idea of expanding the market and also not being confused as a premium
consumers. An intensive investment this Video van develops the market by
teaching people to use a brush or seen a finger properly to clean their teeth with the
Big Red CDC. In addition there is also a school programme which covered 1.5
million children last year. According to Rechard Usuquen VP C-P (India) Ltd. CPs action will center around finely balancing the Urban market - where it claims a
59.5 percent market share - with the Rural where it claims a 68 per cent share. So
while the company has introduced such premium packaging as stand-up toothpaste
tubes with Flip up caps in the Urban market, it is also selling sachets of CDC at
low prices.
In 2001, the company has come up with a lot of schemes such as 25% extra in
100gm pack. In 50% gm pack there is an off of Rs 5.5. In 200gm pack the
company is providing 2 toy planes for kids. They are also providing a lot of
discount and incentives to its stockiest and retailers. They have also come up with
transparent packaging in gel segment to attract the customers.

DATA FOR THE TOOTHPASTE INDUSTRY :

(A) ZONE WISE SEGMENTATION :

ZONE
EAST
NORTH
WEST
SOUTH

(B)

PERCENTAGE
21%
25%
21%
33%

SEGMENTATION

RURAL
URBAN

MARKET
MARKET

AS

RURAL

AND

URBAN

MARKETS

40%
60%

The above segmentation details gives us an overall scenario of the toothpaste

industry. As seen from the zone wise segmentation table, the distribution is fairly
even in all the zones. Also the rural to urban markets ratio is 40:60 which is
expected and thus no surprises are seen from this data or rather no unusual
variation is observed.

(C) MARKET SHARE OF MAJOR PLAYERS OF THE INDUSTRY :

NAME
% SHARE
COLGATE DENTAL
46
COLGATE GEL
10
CIBACA
3
CLOSEUP
18
PEPSODENT
09
PROMISE
9.5
BABOOL
0.5

The data tabulated above clearly supports the fact that Colgate and HLL products
are way ahead as far as market share goes. These brands have earned a place in
customers minds or speaking in a technical term they have been positioned in the
customer's
minds.
Secondly, the brands like Promise and Babool are catering to a very specific
segment of customers which is the Herbal toothpaste user segment. Thus, they also
have positioned themselves as Herbal toothpastes and hence they always target the
same segment. This can be termed as a 'niche market' which they are catering to
these segments.

Toothpaste Industry in India

The Quick Facts That you must know about the Toothpaste Industry in India
With so many new tooth paste brands coming up in India, it is certainly pretty
much challenging rather confusing on whether the product that are using is worth
reliable. Are we dealing in the safe product or merely it is something that we need
to focus more on while choosing. At such point of time, when you look around
other countries in the world which have been selling such product, you may notice
that there are selective brands only that are sold in the market on the commercial
basis. Talking about some of the best products that are sold at a higher rate in India,
toothpaste is one of the leading one. With so many different brands available in the
same product, certainly consumer needs to think from the budget and results point
of view.
The facts which must be highlighted

It seems that all the toothpaste brands promises to offer the best result to the
customers. But the question is actually the customer satisfied?

There are so many expectations from the customer for the toothpaste which
they use. Right from the fresh smell tills the white teeth. However, is the toothpaste
which you pop in your bag the right one?

The brands in the market are ruled by typically 2- 3 names. Some come in
form of paste while some come in gel. Is there any kind of difference that you may
notice in any of such product?
Well if we think on such facts, we come to know that to get the right product
simply relying on the advertisement will not provide us with the proper brand. At
the end decision is entirely on us. However, looking at the India as growing one in
terms of toothpaste, it seems that there are so many new styles of products coming
up every day that this industry is slowly but positively growing well in the market
today.
Know who is Ruling?
The tooth paste History in India dates back on 1975 with 1200 tones of toothpaste.
However, due to growing industry with so many great brands and the overall hyped
advertisement, people are now moving their interest from the natural products to
the brands which promise to give the results.

Currently products like Colgate Dental Cream is holding 52% of market share
while pepsondent, Babool and Neem which are other common Indian brands share
14.5% market share. If you compare the toothpaste industry in India with
developed countries as USA and other European countries, the toothpaste sold to
Indian citizen as compared to other counties in terms of gms per person is pretty
less. In India it is sold at 190gms while in other countries it is 375 Gms per person.
Though tooth paste industry in India is growing, but the question is it really giving
the customers value for the money which they pay. If not, then what initiative they

should make to do a good improvement and provide the country with more better
yet cost friendly product. Looking at the fast pace of tooth paste industry in India,
it seems that more and more brands will arrive.

Competitors in FMCG sector

Colgate (sub-brand of Colgate-Palmolive) is an oral hygiene product line

of toothpastes, toothbrushes, mouthwashes and dental floss. Colgate toothpaste
was first sold by the company in 1873, sixteen years after the death of its
founder, William Colgate.
History
Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in New
York when it had previously been sold in glass jars since 1873.
It has been in Singapore since the 1920s. It is in Nepal and India, with
manufacturing units based in India and exported to Nepal.
In 1992, Colgate established its first factory in India to produce toothpaste for the
domestic market, and by 1999 became the highest selling brand in the
world. Colgate products are marketed in China using the transcription
which is pronounced gaolujie, similar to Colgate, and has a positive meaning of
high-quality cleaning gel. As of 2002, Colgate occupied 20% of the market share
for toothpastes in China. Present day, this toothpaste is "one of the thickest known
on the market".

Pepsodent is an American brand of toothpaste with a minty flavour derived

from sassafras. It is owned by Unilever since 1944, except in the US and Canada,
where since 2003, it is owned by Church & Dwight.
History
Pepsodent toothpaste was introduced in the USA in 1915 by the Pepsodent
Company of Chicago. The original formula for the paste contained pepsin, a
digestive agent designed to break down and digest food deposits on the teeth,
hence the brand and company name.
In the 1930s a massive animated neon advertising sign, featuring a young girl on a
swing, hung on a building in Times Square in New York City. (This ad was recreated for the climax of the 2005 film King Kong.)
Following the acquisition of the Pepsodent Company by Unilever in 1944, sales of
Pepsodent in the UK increased rapidly, more than doubling between 1944 and
1950. The company outgrew its original factory in Park Royal, and the
manufacture of the product was moved to the factory of another Unilever-owned
toiletry manufacturer, Joseph Watson and Sons of Whitehall Road, Leeds, in 1951.
Pepsodent was a very popular brand before the mid-1950s, but its makers were
slow to add fluoride to its formula to counter the rise of other highly promoted
brands
such
asCrest and Gleem
toothpaste by Procter
&
Gamble,
and Colgate's eponymous product; sales of Pepsodent plummeted. Today
Pepsodent is a value brand marketed primarily in discount stores and retails for
roughly half the price of similarly sized tubes of Crest or of Colgate.

The product was discontinued in South Africa in 1974 but was revived in 1976
with a new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity
endorsers Rita Moreno,Steve Lawrence, and others. The popular slogan was also
changed in South Africa to "You'll wonder where the dullness went / when you
polish your teeth with Pepsodent".
Pepsodent is still sold as a Unilever property in all markets except the United
States and Canada. In Vietnam, Pepsodent is called P/S. In 2013, Pepsodent was
ranked 201st among India's most trusted brands according to the Brand Trust
Report 2013 India study, a research conducted by Trust Research Advisory.
According to the Brand trust Report 2014, Pepsodent moved up to 71st position
among India's most trusted brands. Pepsodent's parent company Hindustan
Unilever was ranked 47th in the Trust Report 2014.
Advertising
Pepsodent was advertised for its purported properties for fighting tooth decay,
attributed in advertisements to the supposed ingredient Irium. In a 1994 speech,
then-FCC chairman Reed Hundt claimed that the "Irium" mentioned in Pepsodent
advertisements "didn't exist". Irium happens to be another word for sodium lauryl
sulfate, an inexpensive ionic surfactant.
Another ingredient, "I.M.P.", which stood for "Insoluble Meta-Phosphate" was
purported to whiten teeth. Its best-known slogan was You'll wonder where the
yellow went / when you brush your teeth with Pepsodent!, adapted by UK school
kids to "You'll wonder where your teeth have gone/ when you brush them with an
atom bomb". British comedianJasper Carrott referred to the slogan in one of
his stand-up routines, saying On your tongue that's where the yellow went!
Radio program
Pepsodent sponsored a radio program, The Pepsodent Show Starring Bob
Hope that began airing in 1938 and ran for approximately 10 years on NBC. The
show featured Bob Hope and his cast of regular characters such as Jerry
Colonna, Barbara Jo Allen as Vera Vague, Frances Langford, and Skinnay Ennis.
Famous Hollywood guest stars such as Cary Grant, Orson Welles, Judy
Garland, Bette Davis, Humphrey Bogart, Paulette Goddard, Dorothy Lamour, Rita
Hayworth, Penny Singleton, Arthur Lake, Basil Rathbone, Gary Cooper, Veronica

Lake, Ginger Rogers, Edward G. Robinson, Hedda Hopper, and many more would
be on hand to trade comedic barbs with Hope. The show was the first radio
program to broadcast live from the Hollywood Canteen on October 13, 1942, and
soon the show was playing live to U.S. troops during World War II, even including
some of the soldiers in the show.

Babool (brand)
Babool is a toothpaste brand which was launched in India by Balsara Hygiene in
1987. Babool is made from the bark of the Babool tree, which has traditionally
been used to clean teeth in India. The brand was positioned as an economic
toothpaste with the tagline "Babool Babool paisa vasool". Babool was relaunched
with the tagline "Begin a great day, the Babool way" in 2002, when Babool was
Balsara's biggest brand. In 2005, Babool was sold by Balsara to Dabur along with
other
Balsara
toothpaste
brands
Promise and Meswak in
a 1.43
billion (US$21 million) deal. As of 2007, the Babool brand was valued at 1
billion (US$15 million)
Meswak
Meswak (also referred to as Miswak) is a toothpaste brand that was launched
in India by Balsara Hygiene in 1998. The toothpaste is marketed as
a herbal toothpaste as it is made from extracts of the Salvadora persica plant. The
brand was relatively unknown until a television advertising campaign during the
1998 Coca-Cola Cup spread brand awareness In 2005, Meswak was sold by
Balsara to Dabur along with other Balsara toothpastebrands Babool and Promise in
a 1.43 billion (US$21 million) deal. As of 2007, the Meswak brand was valued at
200 million (US$3.0 million). In 2011, Dabur announced that Bipasha Basu would
be Meswak's brand ambassador.

Close-up
A close-up or closeup in filmmaking, television production, still photography and
the comic strip medium is a type of shot, which tightly frames a person or an
object. Close-ups are one of the standard shots used regularly with medium shots
and long shots (cinematic techniques). Close-ups display the most detail, but they

do not include the broader scene. Moving in to a close-up or away from a close-up
is a common type of zooming.
History
Most early filmmakerssuch as Thomas Edison, Auguste and Louis
Lumire and Georges Mlistended not to use close-ups and preferred to frame
their subjects in long shots, similar to the stage. Film historians disagree as to
which filmmaker first used a close-up. One of the best claims is for George Albert
Smith in Hove, who used medium close-ups in films as early as 1898 and by 1900
was incorporating extreme close-ups in films such as As Seen Through a
Telescope and Grandma's Reading Glass. In 1901, James Williamson, also
working in Hove, made perhaps the most extreme close-up of all in The Big
Swallow, when his character approaches the camera and appears to swallow it. D.
W. Griffith, who pioneered screen cinematographic techniques and narrative
format, is associated with popularizing the close up with the success of his films.
For example, one of Griffith's short films, The Lonedale Operator (1911), makes
significant use of a close-up of a wrench that a character pretends is a gun. Lillian
Gish remarked on Griffith's pioneering use of the close-up:
The people in the front office got very upset. They came down and said: 'The
public doesnt pay for the head or the arms or the shoulders of the actor. They want
the whole body. Lets give them their moneys worth. Griffith stood very close to
them and said: Can you see my feet? When they said no, he replied: Thats what
Im doing. I am using what the eyes can see
Practical application
Close-ups are used in many ways and for many reasons. They are often employed
as cutaways from a more distant shot to show detail, such as characters' emotions,
or some intricate activity with their hands. Close cuts to characters' faces are used
far more often in television than in movies; they are especially common in soap
operas. For a director to deliberately avoid close-ups may create in the audience an
emotional distance from the subject matter
Close-ups are used for distinguishing main characters. Major characters are often
given a close-up when they are introduced as a way of indicating their importance.
Leading characters will have multiple close-ups. There is a long-

standing stereotype of insecure actors desiring a close-up at every opportunity and

counting the number of close-ups they receive. An example of this stereotype
occurs when the character Norma Desmond in Sunset Boulevard, announces "All
right, Mr. DeMille, I'm ready for my close-up" as she is taken into police
custody in the film's finale.
Close-up shots do not show the subject in the broad context of its surroundings. If
overused, they may leave viewers uncertain as to what they are seeing. Close-ups
are rarely done with wide-angle lenses, because perspective causes objects in the
center of the picture to be unnaturally enlarged. Certain times, different directors
will use wide-angle lenses, because they can convey the message of confusion, and
bring life to certain characters.
Types of close-up
There are various degrees of close-up depending on how tight (zoomed in) the shot
is. The terminology varies between countries and even different companies, but in
general these are:

Medium Close Up ("MCU" on camera scripts): Half-way between a mid

shot and a close-up. Usually covers the subject's head and shoulders.

Close Up ("CU"): A certain feature, such as someone's head, takes up the

whole frame.

Extreme Close Up ("ECU" or "XCU"): The shot is so tight that only a detail
of the subject, such as someone's eyes, can be seen.[1]

Lean-In: when the juxtaposition of shots in a sequence, usually in a scene of

dialogue, starts with medium or long shots, for example, and ends with closeups.

Lean-Out: the opposite of a lean-in, moving from close-ups out to longer

shots.

Lean: when a lean-in is followed by a lean-out.

When the close-up is used in shooting, the subject should not be put in exactly the
middle of the frame. Instead, it should be located in the frame according to the law
of golden section.

Patanjali Ayurved
Patanjali Ayurved Limited is an Indian FMCG company. Located in the industrial
area
of Haridwar,
the
company
manufactures
mineral and herbal products. According to CLSA and HSBC, Patanjali is the
fastest growing fast-moving consumer company in India. It is valued
at 13000 crore (US$1.9 billion)
and
some
predict
revenues
of 5000 crore (US$740 million) for the fiscal 201516
History
Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along
with Baba Ramdev with the objective of establishing science of Ayurveda in
accordance and coordinating with the latest technology and ancient wisdom
Introduction to Patanjali FMCG company
Patanjali Ayurved Limited is an Indian FMCG company. Located in the industrial
area of Haridwar,the
company
manufactures
mineral and herbal products. According to CLSA and HSBC, Patanjali is the
fastest growing fast-moving consumer company in India. It is valued
at 13000 crore (US$1.9 billion)
and
some
predict
revenues
of 5000 crore (US$740 million) for the fiscal 201516

History
Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along
with Baba Ramdev with the objective of establishing science of Ayurveda in
accordance and coordinating with the latest technology and ancient wisdom

Revenues
Patanjali Ayurveda's annual turnover for the year 2014-15 increased
to 2500 crore (US$370 million)
as
compared
to
previous
turnovers
of 1200 crore (US$180 million) (201314), 850 crore (US$130 million) (2012-13)
and 450 crore (US$67 million) (201112). Future Group which has tied up with
Patanjali sells about 30 crore (US$4.5 million) worth of Patanjali products every
month
Production
Patanjali Food and Herbal Park at Haridwar is the main production facility
operated by Patanjali Ayurved. The company plans to establish further units
in India and in Nepal
In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of
35 armed Central Industrial Security Force (CISF) commandos. The park will be
the eighth private institute in India to be guarded by CISF paramilitary
forces. Baba Ramdev is himself a "Z" category protectee of central paramilitary
forces
Products
Patanjali Ayurved produces products in the categories of personal care and
food. The company manufactures 800 products including 45 types of cosmetic
products and 30 types of food products. Patanjali products are cheaper than
alternatives in the market due to lesser production and marketing costs. Patanajali
has also launched beauty and baby products. Patanjali Ayurvedic manufacturing
division has over 300 medicines for treating a range of ailments and body
conditions, from common cold to chronic paralysis.
Patanajali launched instant noodles on 15 November 2015. Food Safety and
Standards Authority of India slapped a notice on the company as neither Patanjali
nor Aayush, which are the two brand names under which Patanjali got licenses,
have got any approval for manufacturing instant noodles

Sales and distribution

Patanjali Ayurved sells through nearly 4000 retail outlets as of 2015. Patanjali also
sells its products online and is planning to open outlets at railway stations and
airports Patanjali Ayurveda has tied up with Pittie Group and Kishore
Biyani's Future Group on 9 October 2015. As per the tie-up with Future Group, all
the consumer products of Patanjali will be available for the direct sale in Future
Group outlets. Patanjali Ayurveda products are also available in modern trade
stores including Reliance retail, Hyper city and Star Bazaar apart from online
channels. Defense organization DRDO entered into licensing agreements with
Patanjali Ayurveda for transfer of technology.

Patanjali Ayurved, the home-grown foods-to-FMCG player that recently took on

Swiss multinational giant Nestle by launching its own noodle brand, is eating into
the market share of another MNC giant, Colgate Palmolive, in the toothpaste
segment.
Haridwar-based Patanjali Ayurved, run by yoga guru Baba Ramdev, has garnered a
4.5% market share in the toothpaste segment, a report by Kotak Institutional
Equities said. In comparison, in the last one year, Colgate Palmolive, the sector
leader, has lost its market share by 60 basis points (100 basis points = 1 percentage
point) to 57.3%. In an attempt to boost market share, Patanjali Ayurved is beefing
up its main toothpaste brand, Danta Kanti, with variants like medicated, advance
and
junior.
After Colgate's October-December quarter results on Wednesday, several
brokerages have flagged competition from Patanjali Ayurved as a threat to MNC
giants in the toothpaste segment. Prabhudas Lilladher, a domestic brokerage house,
cut Colgate's earnings estimates for the next three years by 4-10% because of the
threat from Patanjali Ayurved.
Toothpastes and noodles are not the only segments which excite Patanjali Ayurved
as it is also taking on MNCs like Glaxo SmithKline Consumer, Mondelez and
Johnson & Johnson by launching its own health food drinks and baby care
products.
In a recent report on the Indian consumer segment, Deutsche Bank analysts Manoj

Menon and Gaurav Bhatia said that emergence of Patanjali Ayurved as a serious
player in the segment as it gains scale and market share, "its competitors, such as
Colgate (toothpaste), Britannia, ITC (biscuits, dairy), Dabur (Honey,
chywanprash), Nestle (Maggi, packaged foods) etc., will be starting to take notice
of the strong growth delivered by Patanjali and its expansion into new categories."
In a report, Edelweiss had said Patanjali's PowerVita will provide competition to
all health food drink companies like Mondelez and GSK Consumer. It is also
planning to launch products like baby oil, talcum powder, baby soap, shampoo etc.
A major shake-up is underway in the Rs 6,200 crore oral care market with FMCG
major Hindustan Unilever (HUL) losing ground, with homegrown Dabur eating
into its market share and Colgate-Palmolive consolidating its leadership.
As per research firm Nielsen's data on the domestic toothpaste market, HUL has
been losing market share.
While category leader Colgate-Palmolive gained volume market share in 2014 at
56.7 per cent as against 55.9 per cent in 2013, HUL's share declined to 21.5 per
cent from 22.8 per cent in 2013.
Market share of HUL's both brands, Pepsodent and Close Up, dipped during the
period.
Dabur also gained volume market share from its brands Dabur Red and Meswak in
2014 to 13.4 per cent from 12 per cent in the previous year.
Analysts blame HUL's "wrong strategy" of just focussing on two brands,
Pepsodent and Close Up while rivals have focussed on product innovation and
offering a bouquet, specially after the entry of Procter & Gamble into the segment
albeit little initial success.
When contacted, an HUL spokesperson said: "Oral Care continues to be a priority
for HUL. We continue to drive our growth in this category through consumer
relevant innovations.
"We have launched several innovations in the category in the recent past, such as
Closeup Diamond Attraction, Pepsodent Clove and Salt, and the relaunch of
Pepsodent Expert Gum care. These innovations have received very good consumer
response."

In the April-December period this fiscal, Colgate- Palmolive increased its volume
market share to 56.7 per cent from 56.2 per cent in the year-ago period. HUL, on
the other hand, saw it decline to 21.4 per cent from 22.5 per cent in the
corresponding period last fiscal.
Dabur also gained and its market share stood at 13.5 per cent up from 12.5 per cent
in the same period last fiscal, according to Nielsen data.
"Toothpaste category is highly competitive. Colgate continued to be a leader with
better volumes and HUL is consistently losing market share," Prabhudas Lilladher
Sr Vice President - Research (FMCG) Amnish Aggarwal told PTI.
Explaining where HUL has tripped up, Morningstar Investment Equity Research
Analyst Suruchi Jain said: "HUL has obviously gone wrong in its strategy. While
Colgate has a bouquet of products, specific for different tooth problems, HUL
followed a general strategy with Pepsodent and Close Up."
The analysts feel although P&G hasn't met with so much of initial success, its
entry has intensified competition and is forcing HUL to relook at its strategy.
"Now they (HUL) are trying to follow Colgate and bringing out new variants ...
P&G has also eaten into HUL's market share," Jain said.
P&G entered the toothpaste market in India with its product Oral B in July 2013.
Recently, HUL launched new variants of Pepsodent, Salt and Clove and and relaunched Gum Care.
Total toothpaste industry sales in India in 2014 stood at Rs 6,189.67 crore, up 4.12
per cent from Rs 5,944.38 crore in the previous year.
In an earnings call for the quarter ended December 2014, HUL CEO and Managing
Director Sanjiv Mehta had also admitted to the company's failure to meet its
targets.
"As for Oral, while overall growth was impacted by the phase out of excise duty
benefit, the one category where the hit was the hardest, there is clearly much more
work to be done on Pepsodent, where the performance is still subdued and falling
short of our own expectations," he had said. Mehta said action has been planned to
"step up growth in 2015 so that we can able to get back to competitive growth in
this category."

The challenge for HUL is that analysts feel P&G, which will make another push in
the oral care market, will gain at the expense of HUL and not from the market
leader.
"Despite P&G's initial failure in the toothpaste category, we expect the company to
re-launch toothpastes with much more fervour. Though we expect P&G to gain
share from the No.2 player (HUL), Colgate will retain its market share," HDFC
Securities said in a research report.
According to Motilal Oswal Securities Ltd Vice-President - Institutional Equities
Gautam Duggad, HUL's bid to push toothpaste through heightened advertising
campaigns hasn't worked so far. "Pepsodent is not performing despite efforts by the
company to push up the brand. HUL has been spending on advertising but the
industry is very fragmented. It is tough for HUL," he said.
Analysts expect Colgate to remain a market leader in the times to come.
"Colgate has upped its focus on innovations which would help the company
outperform peers," HDFC Securities said. Colgate launched Colgate Maximum
Cavity Protection plus Sugar Acid Neutralizer and Visible White Regimen and
Visible White Plus Shine Toothpaste in the market.

Regional toothpaste brands, including Anchor and Vicco, have almost been wiped
out from theRs 7,000-crore Indian oral-care market as large players rapidly fill
gaps in their network and product range to reach all areas of the country.
The combined share of all the local brands, including Vicco, Ajanta, Anchor,
Smyle and Baidyanath considered a major force just a decade ago slipped to
2% in calendar 2013 from more than 5% two years ago, industry officials said,
quoting data from Nielsen. Nielsen didn't validate the data, citing client
confidentiality policies.
Regional players had over 15% share in the toothpaste market some 10 years ago.
So what has changed? Big marketers such as Colgate, Hindustan Unilever and the
lone Indian player in the big league, Dabur, have widened their reach to almost all
rural and urban markets and slashed entry-level prices to Rs 5 and Rs 10 hitting
local brands on their home turf. Also, multinationals Procter & Gamble (P&G) and
GlaxoSmithKline (GSK) entered the oral-care market recently, increasing
competition.

"Pricing for bottom of the pyramid consumers were blurred by several national
companies, including Dabur, in the last few years," Rana Banerjee, category head
for oral care at Dabur, said.
Dabur has 11% market share in the country's oral-care market. Banerjee said its
Dabur Red toothpaste is the fastest growing brand in the market with 17% annual
growth rate. The brand crossedRs 200-crore mark last year.
Companies such as Dabur and Hindustan Unilever ( HUL) have doubled their rural
reach over the past couple of years to grow their market share. Market leader
Colgate, too, increased its share in the toothpaste segment to 54% last year, from
51% in 2011.
Big players in the oral-care space also wooed consumers with value-added
products that offer extra benefits at a small premium to the basic white toothpaste
that most regional players sell. The successful entry of P&G and GSK to the
market since 2011 also affected small regional players.
GSK's Sensodyne has already gathered more than 2.3% share in the Indian oralcare
market, while P&G's mass brand Oral B has garnered a market share of 30 basis
points in the first six months of its launch.
Jayant Singh, executive vice-president for marketing at GSK Consumer
Healthcare, said Sensodyne has crossed Rs 100 crore in annual revenues and leads
the sensitive toothpaste category with a 27% market share. "Localised taste, rising
awareness, innovative retail display and aggressive advertising helped us establish
brand Sensodyne,"

Objectives of the Study:

In relation to the proposed research study the specific objectives of the study will
comprise of the following objectives:

1.)
To measure the customer brand awareness, brand
association, brand responses and brand relationship.
2.)
To compare the different brands of Ayurvedic and
Synthetic toothpaste brand
3.)
To study the parameters which mostly affect while
purchasing the Ayurvedic and Synthetics toothpaste brand

Research Methodology:
Type of Research

Descriptive

Data Collection Method

Question Method

Types of Data Collected

Primary

Data Collection Instrument

Questionnaire

Sampling Method

Convenience

Sample Size

200

Sample Unit

Consumers

Statistical Tools

Central tendency, Standard Deviation, Variance

Survey Analysis And Interpretation

Rural 100
Age category16 25 = 29
26 35 = 84
35 50 = 73
50 above= 14
Gender
Male 146
Female 54
Occupation

Urban 100

Government 23
Private 64
Business 53
Student 44
House wife 16

1. Name any 5 toothpaste brands you are aware of in the

categories given below.
Ayurvedic
herbal
toothpaste

1.

Synthetic
toothpaste

1.

2.

3.

4.

5.

2.
5.

Colgate, Pepsodent, Babool 83

Dant kanti, Colgate, Meswak 117

3.

4.

2. Have you heard of these toothpaste brands?

Dabur
red
Patanjali
dant
kanti
Colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

151

33

16

17

80%
70%
60%

175

50%
40%

35
150

pepsodent
cogate

15

patanjali
dabur

30%
20%
10%

152

34

0%
definitely yes yes

14
0
confused

no definitely no

Interpretation: Most of the general public had heard the name of the products
mentioned above but Colgate with 175 recognitions is at the top followed by
Pepsodent and Dabur.

3. Could you recognize the following brands among competing

brands?
Dabur
red
Patanjali
dant
kanti
colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

143

80%
70%
60%

17

144
33

50%
40%

128

10%

132

40
8
pepsodent

38
1
1

31

0%
definitely yes yes

cogate
patanjali

31

30%
20%

dabur
7

30
0
confused

no definitely no

Interpretation: While asking about recognition ,here Patanjali got the negative
impact with 7 people deny to recognize it. Again Colgate is at the top with 144
recognitions.

4. Do you have good knowledge of the features, quality, and price

of the following brands?
Dabur
red
Patanjali
dant
kanti

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Colgate

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

127

80%
70%
60%

47

31

120

10%

pepsodent

24

cogate
46

112

30%
20%

17

24

50%
40%

17

40
112

0%
definitely yes yes

patanjali
18

dabur

47

confused

no definitely no

Interpretation: Knowledge about the features of product , as well known about

the general tendency the ratio of respondents become low in technical questions,
hence pepsodent is highly recognize by its features followed by the rest of 3.

5. Do you feel quality of following brands is very good for the

price they have and reliable?
Dabur
red
Patanjali
dant
kanti

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Colgate

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

0
1

100%
90%

64

41

79

55

37

107

16

80%
70%
60%

50%
40%

72

40

71

47

36

101

pepsodent
8

10%

0%
definitely yes yes

patanjali
dabur

30%
20%

cogate

16
0

confused

no definitely no

Interpretation: the pricing and the reliability of the product is highly confusing to
the customers because of high competitions and a large range.

6. Do you have positive feelings for following brands?

Dabur
red

Definitely yes
definitely no

yes

confused

no

Patanjali
dant
kanti
Colgate

Definitely yes
definitely no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

64

80%
70%
60%

48

27

64

30%
20%
10%

48

16
24

108
10

50%
40%

85

76

126
9

cogate
16

28

0%
definitely yes yes

pepsodent

10

patanjali
dabur

16
16
1

confused

no definitely no

Interpretation: while positive feeling by the customers see,s to be equivalent by

Patanjali and Pepsodent while Dabur seems to be most complicated with its pricing
and reliability.

7. Do you feel it make sense to buy the following brands if there

is another brand with same quality and price?

Dabur
red
Patanjali
dant
kanti
Colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

48

16

48

88

24

103

32

80%
70%
60%
50%
40%

24

cogate

18
74

10%

patanjali

74
34

30%
20%

pepsodent

48

20

0%
definitely yes yes

dabur

108
16
confused

8
8

no definitely no

Interpretation: customer royalty seems to be better in the condition of pepsodent

while not good for patinjali.
Dabur again seems to be more complicated among these 4.

8. Even if there is another toothpaste brand with same features

and price would you prefer the following brands?

Dabur
red
Patanjali
dant
kanti
Colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

53

19

85

8
35

80%
70%

8
56

13

60%

30

50%
40%

93

24

40

24

0%
definitely yes yes

96

confused

cogate
patanjali
dabur

16

30%
10%

16

72

72

20%

pepsodent

24

16

no definitely no

Interpretation: This question is also related with the brand loyalty where Dabur and
Patanjali get some disappointment facts but still they are highly acceptable by their
existing customers

9. If somebody asks you about following brands would give

positive comments?
Dabur
red
Patanjali
dant
kanti
Colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

97

17

67

80%
95

70%
60%

63

30%
10%

33

8
pepsodent

93
77

13

57

17

20%

10

23

50%
40%

0%
definitely yes yes

22

cogate
15

patanjali
dabur

117

confused

34

11

no definitely no

Interpretation: Pepsodent seems to be the best among the all as the 97 respondents
will suggest other about any mentioned product above

10.
Would you recommend the following brands to other
people?
Dabur
red
Patanjali
dant
kanti
Colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

11
97

80%

21
49

70%
60%

83

18

53
21

51

31

cogate

50%
40%
30%
20%
10%

pepsodent
patanjali

87
79

49
63

0%
definitely yes yes

51

confused

dabur

34

3
no definitely no

Interpretation: Again the result is same which is basically on the customer

brand loyalty and Pepsodent has a high recommendation to others.

11.
Would you always prefer buying the following
brands?
Dabur
red
Patanjali
dant
kanti
colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

99

38

80%
59

48

50%
40%

10%

26
pepsodent

37

cogate

29
71

30%
20%

47
47

70%
60%

3
7

13

69

43

27

0%
definitely yes yes

patanjali
31

39

confused

38

dabur

27
no definitely no

Interpretation: it seems that Pepsodent with high percentage and Dabur with
the least of just 96 respondents.

12.

Do you purchase the following brands?

Dabur
red
Patanjali
dant
kanti
colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

27
83

48

29

13

80%
70%
60%

43

58

57

27

50%
40%

75

30%
20%
10%

67

48

23

61
29

0%
definitely yes yes

confused

37

24

15
pepsodent
17

cogate
patanjali
dabur

19

no definitely no

Interpretation: Here Patinjali and Pepsodent are most purchased and the
promise to purchase ratio is higher for those in comparison of other.

13.
Do you consider yourself loyal to the following
brands?
Dabur
red
Patanjali
dant
kanti
colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

71

16

94

11

80%
70%
60%

23
40

25

91

pepsodent

37

cogate

50%
40%
30%
20%
10%

95

64

16

33
56

0%
definitely yes yes

103

16

patanjali
dabur

0
8

0
confused

no definitely no

Interpretation: Patanjali Dant Kanti has the highest loyalty as no one deny to
be the loyal to the product.

14.
If the following brands are unavailable at shop
would you go to other shop?
Dabur
red
Patanjali
dant
kanti
Colgate

Definitely yes
definitely no
Definitely yes
definitely no

yes

confused

no

yes

confused

no

Definitely yes
definitely no

yes

confused

no

Pepsode
nt

Definitely yes
definitely no

yes

confused

no

100%
90%

67

32

73

80%
85

70%
60%

55

30%

61

20%
10%

35

19
27

18

50%
40%

28

22

0%
definitely yes yes

15
95

16

pepsodent
cogate
patanjali
dabur

95

confused

25

23

no definitely no

Interpretation: Here Pepsodent, Patanjali and Colgate are having most rigidity
in the taste and preference of the customer but Dabur fails to make such rigidity.

15.
Rank the following from 1 5 where 1 represents
most preferable and 5 represents least preferable in
terms of your brand preference?
Product
Category

Toothpast
e

Brands

Dabur red

100%

90%

80%
70%

54

40%

52
37
43

30%
20%

59

31
4

10%

47

Colgate

32
44

60%
50%

Patanjali
dant kanti

Pepsodent

55
53

12
56

56

76
60

41
45

32

76

0%
rank

dabur red patanjali

colgate pepsodent

Interpretation: Pepsodent with highest amount of top rank allotted is ranked 1st
then Patanjali being the 2nd ,Colgate on 3rd and Dabur by highest amount of least
rank allotted by the respondent is on 4th.

Findings
By this survey we came to know about the toothpaste product market share
and also the popularity for Patanjali company among the population of
Varanasi.

We got some very positive feedback about the Patanjali and other products
and also came to know that 48% of the people are well aware by the product
and price strategy in Varanasi region.

Colgate and Pepsodent are still arises as the market leader but they are
facing very tough competition by the herbal toothpaste as well.

These data certainly shows the popularity and market capturing of Patanjali
herbal toothpaste very rapidly in Varanasi and there is a positive feedback
for them.

Dabur is loosing its market holding which is a huge task for them to retain in
the market as they are the initiator of herbal toothpaste in Indian market.

Conclusion
Although the survey has given a very positive frame of the
Varanasi population for Patanjali Dant Kanti toothpaste as a
herbal toothpaste.

it should be kept in mind that the government policy are

changing day to day and we are not in the shades now but
the competition is getting tough.

So the company should review their approach towards the

market and bring something new again for which they are
known for.

Limitations
This survey was conducted to know the market positioning of
Patanjali Herbal Toothpaste and due to some constrains the
sample size was only 200 , so we cant predict that the result
of this survey will be same or not influenced on larger
sample size.

While having survey it was tough to identify the respondent

as lack of interest in them.

Bibliography
1. Research Methodology (methods and techniques): C.R.
Kothari.

2. Corporate and Company (introduction with complete

profile): India Today.

3. Search engine: www.google.com

4. Websites: www.wikipedia.com
www.education.nic.in
5. FSSAI.com

SPSS Analysis of Survey

Statistics
r1,u2
Valid

q1,1

q1,2

q1,3

q1,4

543

543

200

200

200

343

343

343

Mean

1.33

1.17

1.33

Median

1.00

1.00

1.00

Std. Deviation

.609

.468

.617

Variance

.371

.219

.381

1.708

2.902

1.728

.172

.172

.172

1.727

7.668

1.745

.342

.342

.342

Missing

Skewness
Std. Error of Skewness
Kurtosis
Std. Error of Kurtosis

r1,u2
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

272

50.1

50.1

50.1

.2

.2

50.3

1.

100

18.4

18.4

68.7

.2

.2

68.9

2.

100

18.4

18.4

87.3

.2

.2

87.5

.2

.2

87.7

.2

.2

87.8

confused

13

2.4

2.4

90.2

definitely no

13

2.4

2.4

92.6

definitely yes

13

2.4

2.4

95.0

no

13

2.4

2.4

97.4

rank

.2

.2

97.6

yes

13

2.4

2.4

100.0

Total

543

100.0

100.0

q1,1
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

259

47.7

47.7

47.7

.4

.4

48.1

0.

.4

.4

48.4

.4

.4

48.8

1.

152

28.0

28.0

76.8

10

.2

.2

77.0

11

.4

.4

77.3

127

.2

.2

77.5

13

.4

.4

77.9

143

.2

.2

78.1

151.

.2

.2

78.3

16

.6

.6

78.8

16.

.2

.2

79.0

17

.4

.4

79.4

18

.2

.2

79.6

19

.4

.4

79.9

2.

34

6.3

6.3

86.2

21

.2

.2

86.4

23

.2

.2

86.6

24

.4

.4

86.9

27

.4

.4

87.3

29

.2

.2

87.5

.2

.2

87.7

3.

14

2.6

2.6

90.2

32

.2

.2

90.4

33.

.2

.2

90.6

35

.2

.2

90.8

38

.2

.2

91.0

40

.2

.2

91.2

41

.2

.2

91.3

47

.4

.4

91.7

48

.4

.4

92.1

53

.6

.6

92.6

55

.2

.2

92.8

60

.2

.2

93.0

64

.4

.4

93.4

67

.4

.4

93.7

71

.2

.2

93.9

73

.2

.2

94.1

76

.4

.4

94.5

79

.2

.2

94.7

.7

.7

95.4

83

.2

.2

95.6

85

.4

.4

95.9

88

.2

.2

96.1

.6

.6

96.7

94

.2

.2

96.9

97

.4

.4

97.2

99

.2

.2

97.4

14

2.6

2.6

100.0

543

100.0

100.0

pepsodent
Total

q1,2
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

150

27.6

75.0

75.0

Missing

35

6.4

17.5

92.5

15

2.8

7.5

100.0

Total

200

36.8

100.0

System

343

63.2

543

100.0

Total

q1,3
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Missing

175

32.2

87.5

87.5

17

3.1

8.5

96.0

1.5

4.0

100.0

Total

200

36.8

100.0

System

343

63.2

543

100.0

Total

q1,4
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Missing

151

27.8

75.5

75.5

33

6.1

16.5

92.0

16

2.9

8.0

100.0

Total

200

36.8

100.0

System

343

63.2

543

100.0

Total

Statistics
r1,u2

q7,2

q7,3

q7,4

543

200

200

200

200

343

343

343

343

Mean

2.76

2.40

2.56

2.64

Median

3.00

3.00

3.00

3.00

1.144

1.268

1.137

1.130

Valid

q7,1

Missing

Std. Deviation

Variance

1.309

1.608

1.293

1.277

Skewness

-.006

.406

-.067

-.099

.172

.172

.172

.172

-.471

-.797

-.804

-.789

.342

.342

.342

.342

Std. Error of Skewness

Kurtosis
Std. Error of Kurtosis

r1,u2
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

272

50.1

50.1

50.1

.2

.2

50.3

1.

100

18.4

18.4

68.7

.2

.2

68.9

2.

100

18.4

18.4

87.3

.2

.2

87.5

.2

.2

87.7

.2

.2

87.8

confused

13

2.4

2.4

90.2

definitely no

13

2.4

2.4

92.6

definitely yes

13

2.4

2.4

95.0

no

13

2.4

2.4

97.4

rank

.2

.2

97.6

yes

13

2.4

2.4

100.0

Total

543

100.0

100.0

q7,1
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

40

7.4

20.0

20.0

24

4.4

12.0

32.0

96

17.7

48.0

80.0

24

4.4

12.0

92.0

16

2.9

8.0

100.0

200

36.8

100.0

Total

Missing

System

Total

343

63.2

543

100.0

q7,2
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Missing

72

13.3

36.0

36.0

24

4.4

12.0

48.0

72

13.3

36.0

84.0

16

2.9

8.0

92.0

16

2.9

8.0

100.0

Total

200

36.8

100.0

System

343

63.2

543

100.0

Total

q7,3
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Missing

56

10.3

28.0

28.0

16

2.9

8.0

36.0

96

17.7

48.0

84.0

24

4.4

12.0

96.0

1.5

4.0

100.0

Total

200

36.8

100.0

System

343

63.2

543

100.0

Total

q7,4
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

48

8.8

24.0

24.0

24

4.4

12.0

36.0

88

16.2

44.0

80.0

Missing
Total

32

5.9

16.0

96.0

1.5

4.0

100.0

Total

200

36.8

100.0

System

343

63.2

543

100.0