Understanding the usage pattern and attitude of

sensitive toothpaste users and exploring

opportunities for a new sensitive toothpaste
brand

Exam Roll Number: 152332

1
Understanding the usage pattern and attitude of sensitive toothpaste users
and exploring opportunities for a new sensitive toothpaste brand

Prepared For:

Chairman

Internship Placement Committee

Prepared by:

Exam Roll Number: 152332

4th year, 8th semester

Batch Number: 24th, BBA Program

Academic Session: 2014-15

Institute of Business Administration

Jahangirnagar University

Date: 17. 06.2019

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June, 2019

Chair person

Internship Placement committee

Institute of Business Administration, Jahangirnagar University

Savar, Dhaka-1342

Subject: Submission of internship report on “Understanding the usage and attitude of

sensitive toothpaste users and exploring opportunities for a new sensitive toothpaste brand
in the market”

Dear Sir,

This is my utmost pleasure to submit the internship report of my three months long internship
program in the Square Toiletries Limited under Marketing Department. I have prepared this report
to fulfill the requirement of my internship program at my assigned organization, Square Toiletries
Limited.

I have worked effortlessly to make this report a successful one. Moreover, it has been an
enlightening experience for me to work under this organization & prepare this report. I intended
to utilize the knowledge I have gained and observed in Square Toiletries Ltd. during my
internship period.

I sincerely desire that this report fulfils the objectives and requirements of my internship. I would
like to express my sincere gratitude for the kind guidance in preparing the report.

Sincerely,

Nafisa Tabassum

ID: 152332

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 ACKNOWLEDGMENTS:

This internship report is prepared successfully due to the relentless endeavors of many respected
individuals. Firstly, I would convey my sincere gratitude towards my internship advisor, respected
faculty member and Associate Professor Mr. Chowdhury Golam Kibria of Institute of Business
Administration, JU; for his whole hearted supervision during my internship tenor and internship
report preparation process. His valuable suggestions & guidance helped me a lot to prepare the
report in a well-organized manner.

I want to express my gratitude towards the marketing team of Square Toiletries Ltd. for always
supporting me and giving me opportunities to learn through my internship tenor at the marketing
department. I am thankful to Dr Jesmin Zaman, Head of Marketing, Square Toiletries Limited for
giving me the opportunity to complete my internship under a well-known organization. I am
grateful to Senior Brand Manager and my organizational supervisor Ms. Tehsina Khanom, for her
resourceful guidance, motivation and valuable suggestions. I would also like to express my
gratitude to Mr. Tanvir Alam, Executive, Faisal Bin Kamal, Brand Manager, and Shadman Wasi,
Brand Executive constant supervision and informative inputs. Without their guidance it may not
have been possible to experience the real life business environment in such an effective manner.

Executive Summary:

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Sensitive toothpaste has now become widely used toothpaste among all ages and types of
consumers. Earlier, its usage was limited to dental patients only but because of the smart
marketing strategies of companies such as GSK, sensitive toothpaste is now used by those who
are conscious about keeping their teeth healthy. This report is prepared with the purpose of
understanding the usage pattern of those consumers who use sensitive toothpaste on a regular
basis. The report will explore attitudes and behaviors that led consumers to use sensitive
toothpaste. The reason behind choosing a specific brand of sensitive toothpaste will also be
identified in this report. It has been found in the survey that many respondents who do not face
teeth sensitivity problem also regularly use sensitive toothpaste. The prime reason behind this is
family influence and for keeping teeth healthy. Most of the respondents who do not face teeth
sensitivity but use this type of toothpaste belong to the below 40 age group. The respondents who
use sensitive toothpaste because of teeth problems are above 40 years. Most of the sensitive
toothpaste users have family income above 80,000. People with low incomes hardly use this type
of toothpaste even though they face teeth sensitivity problem. It has also been found that those
who use sensitive toothpaste because of teeth problems face much other type of teeth related
problems other than teeth sensitivity. Dentist recommendation and advertisements has played key
roles in creating brand awareness among consumers about the sensitive toothpaste brands. The
other purpose of this report is also to identify the opportunities of a new sensitive toothpaste brand
that will enter the market soon. The existing products in this category have created a competitive
environment in the market. The existing products are successful in earning consumer satisfaction.
So, it will be tough for a new sensitive toothpaste brand to grab attention of the target consumers
and make them switch from their current used brand. However, respondents are eager to try new
product especially those who do not face any major teeth problems and use sensitive toothpaste
because of their health consciousness.

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Chapter 1: Introduction

1 Introduction:

The business world no longer functions only with its primary concerns of earning profits but go
beyond with various new methods to understand the consumer needs and demands. Formally or
informally, people and organizations engage in vast number of activities that helps them
understand the consumer usage pattern and the reasons behind consuming a specific brand of
product or service. It helps spreading the company’s target consumer reach and increases the
brand’s popularity among the consumers (Philip Kotler, 2015). It is a process which maximizes
profit for the existing products and creates opportunities for new brands to enter the market.
Understanding the usage pattern and attitude of the consumers towards a specific type of product
can help the management address the reasons that makes the consumers use that specific type of
product, identify the problems that consumers are currently facing while using the product,
provide better versions of the product to achieve consumer satisfaction. It also helps those
companies which plan to enter in a new market. (Jesko Perrey D. S., 2012).

Sensitive toothpaste has a niche consumer base in our country which is increasing exponentially
day by day due to increased awareness of the consumers about teeth sensitivity problem. The
study “Understanding the usage and attitude of sensitive toothpaste users and exploring
opportunities for a new sensitive toothpaste brand in the market” has two parts. The first part
is about understanding the sensitive toothpaste usage pattern and existing consumer’s attitude
towards sensitive toothpaste. The other part is going to identify the opportunities of a new
sensitive toothpaste brand to enter in existing sensitive toothpaste market. It is important for any
new brand to know the current usage pattern of sensitive toothpaste and identify the target
consumer base. In a growing industry like this, it is necessary to know the existing sensitive
toothpaste user’s reason behind using this specific type of toothpaste in their daily life (Kapferer,
2011).

1.1 Background of the Study:

Toothpaste is one of the most common and staple oral hygiene product that is used almost daily
to keep the teeth healthy, white and odor free. Brushing teeth regularly using a good toothpaste is
not only important for keeping the oral hygiene of the mouth area intact but also to whiten the
teeth and have fresh breath. In the modern day and age, hygiene, especially oral hygiene is given
utmost important, as negligence toward ensuring teeth and mouth hygiene can bring harmful
consequences to human health. Unfortunately, tooth decay, gum bleeding, teeth sensitivity, and
gum or teeth pain are among the major problems faced by majority of the world population. Now-
a-days, people start facing such problems related to oral health even before becoming old. Even
people of young age are now affected by teeth sensitivity. Studies provided by the American
Dental Associations have shown that general health disease such as diabetics and cardiovascular
disease have strong connection with oral diseases such as tooth decay or gum bleeding (Keller,
2013). This study will focus on the sensitive toothpaste usage of the consumers in Bangladesh.

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Chapter 2: Methodology

2.1. Objective:
The objectives of the study can be divided into two sections which are broad objective and
specific objective. The broad and specific objectives of this study are described below in two
separate sections.

2.1.1. Broad Objectives:

The purpose of this study is to understand the purchase and usage pattern of the regular and
frequent sensitive toothpaste users. Finding the attitude of sensitive users and the reason behind
using this type of toothpaste is also the aim of this report. The potential of a new sensitive
toothpaste brand entering into the market is also analyzed in this report.

2.1.2. Specific Objectives:

• Understanding the sensitive toothpaste user’s attitude in Bangladesh.
• The reason behind brand loyalty of sensitive toothpaste users.
• Checking the brand awareness of sensitive toothpaste
• Understanding the problems existing sensitive toothpaste brands
• Opportunities of a new sensitive toothpaste brand.
• The reasons of sensitive toothpaste users to switch between brands.
• The reason behind purchasing a new brand of sensitive toothpaste.

2.2. Methodology of the Study:

The method used is conducting this survey and preparing this report is given below:

2.2.1. Type of paper:

This paper is both Exploratory and Conclusive. To get the insight of the research or to understand
the situation of the brand, exploratory research has been done first by expert survey which is done
in the office by consulting with the brand managers. Then a descriptive research has been done on
the customer representatives by a survey to get the characteristics of the market their wants, needs
and current trend.

2.2.2. Type of information:

The type of information included in this report is both Qualitative and Quantitative. First by
interview with expert qualitative data is obtained. Then by survey structured quantitative data is
obtained.

2.2.3. Source of data:

To obtain the final research objective both primary and secondary data needed to be utilized.
More emphasis has been given on primary data to conduct the research program authentically.
Primary data includes conversation with customers, conversation with employees, and survey
questionnaire. Primary data is mainly collected through the questionnaire survey. Secondary data
includes Square Toiletries Website, Square Toiletries product brochure, Square Toiletries field
research data, and Square Toiletries Market research summary.

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2.2.4. Method of Data Collection:
Then survey was conducted through questionnaire and personal interview. As a different type of
questionnaire was designed to get the actual perception of the customers about the product so it
was needed to ask the questions individually to the respondents at a time. That’s why personal
interview technique was used to get the accurate information.

2.2.5. Scaling and Questionnaire Design:

The survey data is obtained by non-comparative scaling technique. Questionnaire is designed by
different types of structure and unstructured question which included Basic Questions (multiple
choice, dichotomous question, open ended question, branching question), usage pattern Question,
and Classification Questions.

2.2.6. Sampling Design:

Target population:
Consumers who use sensitive toothpaste regularly to take care of their teeth in Dhaka city
( Mohakhali, Mirpur, Mohammadpur, Dhanmondi area, and Gonoshastho Nagar Hospital’s
Dental patients) in April, 2019.

2.2.7. Sampling technique:

Non Probability (Convenience and Judgment) Sampling Technique as people of convenient
place has been chosen and sample is selected based on who use sensitive toothpaste.

2.2.8. Sample Size:

Sample size is 80 respondents.

2.2.9. Method of data analysis:

Descriptive Statistics by frequency distribution, cross tabulation, and presented by pie diagram,
bar diagram, column diagram, tables.

2.2.10. Tools used for data analysis:

Tools used to data analysis are SPSS, MS EXCEL, and MS Power Point.

2.3. Limitation of the study:

• Information unavailability due to confidentiality
• Short time span
• Lack of experience
• Inconsistent information
• Limited access to specific information
• Random answering
• People are too busy to give such information
• In ability of the respondents to identify accurate reasons of purchase decisions.
• Unwillingness of respondents to give information

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Chapter 3: Organization Profile

3.1. Square Group:

Since its inception in 1958, Square Group has today burgeoned into one of the top line
conglomerates in Bangladesh. In a career spanning across four and half decades it has pioneered
the development of the local business in fields as diverse as Pharmaceuticals, Toiletries,
Garments, Textile, Information Technology, Health Products, Food Products, Hospital,
etc.” Mr. Samson H Chowdhury is the Founder of Square Group. SQUARE today is a name not
only known in the Pharmaceutical world, it is today a synonym of quality- be it consumer
product, toiletries, health products, textiles, agro vet products, information technology and few
more. All these were possible due to his innovative ideas, tireless efforts, perseverance and
dedication with self-confidence which contributed to his successful achievements. Now the name
"SQUARE" inspires trust. Under his dynamic leadership, SQUARE is set to continue its progress
globally.

3.1.1. Concerns of Square group are:

 Square Pharmaceuticals Limited

 Square Hospitals Limited

 Square Food and Beverage Limited

 Square Textiles Limited

 Square Herbal and Nutraceuticals Limited

 Square Informatix Limited

 Maasranga Communications Limited

 Square Fashions Limited

 Mediacom Limited

 Maasranga Productions Limited

 Sabazpur Team Company Limited

 Aegis Securities Limited

3.1.2. Associate concerns of SQUARE:

 Sheltech (Pvt.) Limited.

 Pioneer Insurance Co. Ltd.

 Mutual Trust Bank Ltd.

 National Housing Finance and Investments Ltd.

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3.2. Square Toiletries Ltd.
Square Toiletries Ltd. is a part of the highly renowned local conglomerate in Bangladesh- Square
Group. With their relentless innovation, STL is the pioneer for bringing in new products and
packaging concepts in Bangladesh. STL debuts its journey in 1988 based on trust of Bangladeshi
consumers, sound marketing and technical experience, square embarked upon a challenging
journey into the toiletries market. Square Toiletries Limited was first merely a division of
SQUARE Pharmaceuticals Ltd (SPL) and became a separate private Ltd in 1994. STL
manufactures and markets a wide array of consumer toiletries products ranging from hair oil,
toilet soaps, fabric care to winter care and summer products, baby care, dental care, shaving
products and hygiene products.

3.2.1. Vision & Missions:

Square attempt to understand the unique needs of the consumer and translate that needs into
products which satisfies them in the form of quality products, high level of service and affordable
price range in a unique way. The missions of the company are:

 To treasure consumer understanding as one of our most valued assets and thereby
exerting every effort to understand consumers' dynamic requirements to enable us in
offering maximum satisfaction.
 To offer consumer products at affordable price by strictly maintaining uncompromising
stance with quality. With continuous R&D and innovation we strive to make our products
complying with international quality standards.
 To maintain a congenial working environment to build and develop the core asset of STL
– its people. As well as to pursue for high level of employee motivation and satisfaction.
 To sincerely uphold the responsibility towards the government and society with utmost
ethical standards as well as make every effort for a social order devoid of malpractices,
anti-environmental behaviors, unethical and corruptive dealings.

3.2.2. Quality Policy:

STL strives to continuously upgrade their manufacturing technology and to maintain optimum
level of quality measures in conformity with the international standard – ISO 9001:
2008.Committed to achieve quality objective through continuous employee training and
maintaining congenial working environment.

3.2.3. Major Brands of STL:

The brand portfolio and products of Square Toiletries Ltd. are described below:

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A. Senora:

 Senora Confidence Ultra

 Senora Confidence
 Femina Antibacterial
 Senora Confidence Super Long
 Senora Eco Belt
 Senora Eco Panty
B. Supermom:
 Supermom Baby Diaper
 Supermom Baby Wipes
C. JUI:
 Jui Pure Coconut Oil
 Jui Hair Care Oil
D. Kool:
 Kool after shave Lotion
 Kool after shave Gel
 Kool Body Spray
 Kool Shaving Foam
 Kool after shaving Cream
 Kool Deo Talc Powder
E. Meril:
 Meril Petroleum Jelly
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 Meril Olive Oil
 Meril Chap Stick
 Meril Lip Gel
 Meril Glycerin
 Meril Rose Water Glycerin
 Meril Lip Balm
 Meril Milk Soap Bar
 Meril Baby Lotion
 Meril Baby shampoo
 Meril Baby Powder
 Meril Baby soap
 Meril Baby olive oil
 Meril Baby Gel Toothpaste
 Meril Baby Toothbrush
F. Magic:
 Magic Tooth Powder Extra Fresh
 Magic Tooth Powder Total Clean
 Magic Total Clean Toothpaste
G. Max Clean
 Max Clean Anti-Bacterial Dish wash Bar & Dish wash Liquid
H. Chaka:
 Chaka Ball Soap
 Chaka Laundry Soap
 Chaka Super White Washing Powder
I. Chamak:
 Chamak Fabric Brightener.
J. White Plus:
 White plus Toothpaste
 White plus Kids
K. Shakti:
 Shakti Toilet Cleaner
L. Select Plus:
 Select Plus Ketoconazole Shampoo
M. Xpel:

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  Xpel Aerosol
N. Spring:
 Spring Air Freshener- Lemon Fresh
 Spring Air Freshener- Orange Fresh
 Spring Air Freshener-Floral Fresh
 Spring Air Freshener- Anti-Tobacco
 Spring Odor Block- Tuberose
 Spring Odor Block- Lavender
 Spring Odor Block- Rose
O. Revive:
 Revive Talcum Powder
 Revive Moisturizing Lotion
 Revive Enhance & Repair Shampoo
 Revive Brightening Face Wash
P. Sepnil:
 Sepnil hand Sanitizers
 Sepnil Hand Wash
Q. Zerocal:
 Zerocal Cache
 Zerocal Tablet

3.3. Job Responsibilities:

During my internship period from 3 January 2019 to 3 April 2019 in Square Toiletries Limited, I
worked as a marketing intern in the marketing department. A significant amount of time was
spent for learning by observing how marketing department works. However I had a number of job
responsibilities assigned, which I had to perform during the period of my internship. These were:

I) Conducting Consumer Surveys:

In my internship period I conducted consumer surveys by giving them some questionnaire and
collected feedback from them. I did survey in some universities and took their feedback about the
brands. This surveys are usually conducted I did survey for Jui, Chaka, Zerocal, Revive Lotion,
Meril Soap, Meril Baby Lotion, Meril Baby Oil, Chamak and some other brands.

II) Data Entry:

After getting the survey feedback from the consumers, the survey data which I collected, those
data’s are basically for research purposes. Along with my supervisor I also entries those collected
data’s in SPSS (Statistical package for social science) and analyze the data to derive information
about the brands.
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 III) Preparing Reports:

When all the analysis of the data is finished I prepare report for my superiors. During my
internship period I have prepared more than 20 reports.

IV) FGD (Focus Group Discussion):

I also did qualitative research with group of consumers and asked about their perception, opinion,
beliefs and attitudes towards the brand. I randomly asked some selective questions and collected
their feedback. FGD helped me to understanding and insight into consumer behavior and
attitudes. I conducted a FGD about shampoo usage among a group of teenage girls.

V) Interview:

I did interview session with Brand managers, sales executive, sales representative inside the
company and also with consumers and retailers. I directly talked with them about the selective
brands. The questions which I made for them all were open-ended and they describe their thought
and give their opinion in details.

VI) Assist Brand Managers In Daily Brand Management Activities:

In my daily routine I did some work to assist brand managers in their daily brand management
activities. I learned many things from all the brand managers during this work period. They
helped me in finishing the work in a proper way.

VII) Competitive Statement:

Brand managers assigned me to distinguish and evaluate among many different price quotations
offered by many companies and marking the sector where some cost is overrated.

VIII) Database:

One of the daily tasks that I had was to manage and prepare database of various things. I used to
keep database of the marketing expenses.

IX) Maintain Social Media Platforms of the Brands:

Square Toiletries ltd gives utmost importance to the digital media platforms to promote their
brands. So, all of the major brands have individual face book and YouTube page. My task was to
maintain the Facebook Page of Senora. I handled the customer’s quires, boosted posts if
necessary, prepared new topic to post on the pages when needed.

X) Market Visit:

There are many activation programs which help to increase the sale of the brands as well as the
brand popularity. I was assigned to visit many of the activations to insure smooth activation. My
task in all the activation visits was to supervise the activation team to fulfill the objectives of the
activations. During my internship tenor, I visited the DITF stall of Supermom’s stall.

14
Chapter 4: Quantitative Analysis

4.1. Respondents Profile:

The demographic information of the respondents is given below:

Gender:

44% of the respondents are female and 36% of them are male.

Figure 1: Gender of the respondents

Profession:

60% are job holders, 20% are home-makers and 10% of them are students.

Figure 2: Profession of the Respondents

Age:

26% of the respondents are in the 26 to 30 age group, 15% are above 45 years old, 13% are 31 to
35 years old, 12% are 21 to 25 years old, 9% are 36 to 40 years old, and 5% are 41 to 45 years
old.

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Figure 3: Age of the respondents
Family Income:

52% of the respondents have a family income above 80,000 taka, 28% respondent’s family
income is between 61,000-80,000 taka and 19% respondent’s family income is between 41,000-
60,000 taka.

Figure 4: Family Income of the respondents

Education:

58% of the respondents are graduates, 38% of them are post graduates, and rests of them are HSC
pass individuals.

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Figure 5: Educational qualifications of the respondents

1.2 Core Attributes Analysis:

As the survey is about the sensitive toothpaste usage pattern, so identifying the teeth related
problems and the causes of them are necessary.

Teeth Problems Pattern of the Respondents:

31% of the respondents suffer from teeth problems regularly; another 31% face teeth problem
sometimes but not always. The rests of the 38% have never faced teeth sensitivity problem.

Figure 6 Respondents facing teeth problems after consuming cold/hot food items

Problems Faced after Consumption of Certain Food Items:

As stated earlier, 38% of the respondents do not face any problem but. 46% of the respondents
face sensitivity problem.

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Figure 7: Types of problems faced by the respondents.

Top of Mind Sensitive Toothpaste Brands:

Top of mind brands refer to those brands that are most recognizable brands for the target
consumers. The respondents were asked about the most known brand to them.

Figure 8: Top of Mind (TOM) Sensitive toothpaste brands

Sensitive toothpaste users recognize this brand whenever they think of sensitive toothpaste. 60%
of the respondents relate the sensitive toothpaste category with the brand “Sensodyne”. When the
sensitive toothpaste category comes to these respondents mind then the first brand that comes to
their mind is Sensodyne.

Spontaneous Aided Sensitive Toothpaste Brand:

After recognizing the top of mind brand, the respondents are asked to tell about the other brands
that come to their mind when they think of sensitive toothpaste category.

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Figure 9: Spontaneous Aided Sensitive Toothpaste Brand
This gives a picture of which brand the consumer think of purchasing or using when the top of
mind brand is not available. 44% of the respondents identified Mediplus as the second most
known brand.

Aided Sensitive Toothpaste Brands:

Aided brands are those brands in the category which are known by the target consumers but are
not on top of their mind when they think of sensitive toothpaste brand.

Figure 80: Aided Sensitive Toothpaste Brand

30% of the respondents recognized Sensitive fresh by Pepsodent when they were told this brand
name. So, based on the brand funnel theory, Sensodyne is top of mind, MediPlus was
Spontaneous, and Sensitive Expert by Pepsodent is aided to recall as a sensitive toothpaste brand.

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Brand Awareness of a new Sensitive Toothpaste Brand:
Another reason behind using the brand funnel is to identify the potential of a new sensitive
toothpaste brand in the existing sensitive toothpaste market.

Figure 91: Brand awareness of new Toothpaste

68% of the respondents are familiar with the brand name White Plus. 12% were not able to recall
the brand name White Plus.

Purchase Decision of the new Sensitive Toothpaste Brand:

To identify the yet to be launched brand’s potential, it should be identified whether the consumers
are willing to purchase a new sensitive toothpaste.

Figure 102: Purchase Consideration of New Sensitive Toothpaste brand

55% of the respondents will consider purchasing the new sensitive toothpaste product.. 24% of
the respondents are not going to consider purchasing the new Sensitive toothpaste. 21% of the
respondents are not sure about their purchase decision. They are not yet sure whether they will
purchase the sensitive brand in the near future.

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Reasons of Purchasing the New Sensitive Toothpaste:
The respondents have stated some reasons behind their decision which are given below:

 The existing sensitive toothpaste brands available in the market are mostly imported from
foreign countries. That increases the price of the toothpaste. Respondents will be willing
to purchase locally produced sensitive toothpaste of good quality if it can be sold in a
reasonable price than the foreign products.

 Some respondents are eager to consider purchasing this toothpaste as they want to try
sensitive toothpaste of a new and different type.

 Some of the respondents consider purchasing the toothpaste because the manufacturing
company (Square Toiletries Ltd.) has a good reputation of producing good quality
products. That made the respondents sure about the products good quality.

Consumer Brand Loyalty of Sensitive Toothpaste Brand:

Many of the respondents use both sensitive toothpaste and regular toothpaste especially those who
do not face teeth sensitivity problem on a regular basis or do not face sensitivity problems at all.

Figure 113: Sensitive Toothpaste Brand Changing Pattern

41% of the respondents are brand loyal, 21% of the respondents change sensitive toothpaste brand
within every 6 month, and 20% change every month. .

Reason of Changing Sensitive Toothpaste Brands:

The reason behind changing brands are to explore different brands in the market, switch to low
cost alternatives, dentist recommendations etc.

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Figure 124: Reasons behind Changing Sensitive Toothpaste Brand

Sensitive Toothpaste Usage Pattern:

Now, the sensitive toothpaste usage pattern, source of knowing about sensitive toothpaste, time of
sensitive toothpaste usage pattern of the respondents will be described here.

Figure 135: Sensitive Toothpaste Usage Practice

62% of the respondents use sensitive toothpaste only when there is teeth pain or teeth sensitivity
in their teeth. 38% of the respondents always use sensitive toothpaste.

Source of Sensitive Toothpaste Brand Awareness:

49% of the respondents were first informed about this category of toothpaste which is sensitive
toothpaste through advertisements of specific sensitive toothpaste brand. Most of these
respondents first knew about sensitive toothpaste from the advertisements of the brand
“Sensodyne”. 29% of the respondents who are mostly dental patients became aware about
sensitive toothpaste brands through dentist recommendation. Rests of the respondents were
introduced to the sensitive toothpaste category through family influence, shopkeeper
recommendation, and friend’s recommendations.
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Figure 146: Source of Sensitive Toothpaste Brand Awareness

Sensitive Toothpaste Usage Pattern:

56% use twice and 25% of the respondents use sensitive toothpaste once a day.

Figure 157: Sensitive Toothpaste Usage Pattern

Usage Pattern in Different Age Groups:

Majority of respondents in the 26 to 30 years age group (60%) use sensitive toothpaste only once
a day. 29% of the people above 45 years use sensitive toothpaste twice a day.

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Figure 168: Sensitive Toothpaste Usage Pattern in Different Age Groups

Time Pattern of Sensitive Toothpaste Usage:

56% brush their teeth with sensitive toothpaste before going to bed at night and after waking up in
the morning. 25% use sensitive toothpaste only once a day in the morning.

Figure 19: Time Pattern of Using Sensitive Toothpaste

Currently Used Sensitive Toothpaste Brand:

54% use and 29% of the respondents are currently using Medi Plus.

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Figure 170: Currently Used Sensitive Toothpaste Brand

Reason of Using Specific Sensitive Toothpaste Brand:

31% use because of quality. 21% use it to keep the teeth healthy. 20% use the toothpaste because
other family members also use the same toothpaste.

Figure 181: Reason of Using the Sensitive Toothpaste Brand

Reason of Purchase in Different Age groups:

Respondents above 45 years use it on (36%) dentist recommendation.

25
Figure 192: Reason behind Purchasing Sensitive Toothpaste in Different Age groups

Sensitive Toothpaste Purchase Pattern:

61% of them purchase toothpaste monthly. 22% purchase within a 2-3 months interval. 9%
purchase within 4-5 months interval. Only 3% purchase toothpaste only when there is sensitivity
or pain in their teeth.

Figure 23: Sensitive Toothpaste Purchase Pattern

26
Chapter 5: Findings of the Study

5.1. Core Attribute findings of the Study:

 38% of sensitive toothpaste users do not have any teeth sensitivity or any other teeth
related problem. On the other hand, 31% face teeth sensitivity problem frequently but not
always and the other 31% have major teeth related problems.

 62% of the respondents use sensitive toothpaste only when there is teeth pain or teeth
sensitivity in their teeth. 38% of the respondents always use sensitive toothpaste.

 When asked about Sensitive Toothpaste Brand, it is found that Sensodyne hit Top of
mind for 60% of the respondents; Mediplus was spontaneously mentioned by 44% of the
respondents, from, 30% are aided to mention Sensitive Expert by Sensodyne.

 49% of the respondents were first informed about this category of toothpaste which is
sensitive toothpaste through advertisements of specific sensitive toothpaste brand.

 56% of the respondents use sensitive toothpaste twice in a day. Majority of respondents in
the 26 to 30 years age group (60%) use sensitive toothpaste only once a day. 29% of the
people above 45 years use sensitive toothpaste twice a day.

 Sensodyne is the most prominently used sensitive toothpaste brand. 54% of the
respondents are currently using Sensodyne.

 People above 41 years use sensitive toothpaste mostly because of dentist

recommendation. On the other hand, respondents between 21 to 30 years use sensitive
toothpaste because of family influence and to keep the teeth healthy.

 31% of the respondents have four family members who use the same sensitive toothpaste
brand. 29% have three members and 17% have two family members who use the same
sensitive toothpaste brand.

 72% of the respondents are satisfied with the sensitive toothpaste brand that they are
using and 28% are not satisfied or do not like using this sensitive toothpaste brand.

 86% of the respondents are recommenders and 14% of them do not recommend the brand
to others.

 An attribution table was made and asked the respondents to give marks about their
opinion about the statement to three competing brands where it’s found that Sensodyne is
the leading brand in the sensitive toothpaste category. Sensodyne performed better in the
teeth sensitivity (4 our 5) and Whitening (3.8 out of 5) attribute than the other two
sensitive toothpaste brands. Medi Plus performed better in the removing mouth odor (3.5
out of 5). Sensodyne and Medi Plus got same remarks on teeth pain (3.2 out of 5)
attribute.

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Chapter 6: Recommendations & Conclusion

Recommendations:

 Customers identify with sensitive toothpaste brands through visiting dentist clinics. If the
new brand can promote its product in the dental clinics then it can grab its target
customers.

 One of the strong steps taken by Sensodyne is promoting the brand through informative
and useful advertisements. The advertisements of Sensodyne gave people the information
about teeth sensitivity problem and influenced people with teeth problems to start using
this toothpaste. People who do not have teeth sensitivity but are eager to keep their teeth
healthy also started using this product. So, advertisement plays a key role in build positive
brand image.

 Some respondents described the high prices of imported sensitive toothpastes as a

problem in using sensitive toothpaste without worrying about the budget. The local
sensitive toothpaste brand Medi Plus has succeeded in creating a niche target group for
their brand through affordable prices while keeping the quality of the toothpaste as same
as the imported brands. So, White Plus must ensure that they can provide affordable good
quality products to the consumers.

 Many sensitive toothpaste users who do not face teeth sensitivity are using it because of
their family influence. The toothpaste brand should be promoted through the departmental
store shopkeepers and chemists, usually where individuals with families purchase
toothpaste. If the local chemists or shopkeepers can refer the White Plus brand then those
families will consider buying this new brand.

Conclusion:
The toothpaste industry is growing rapidly and sensitive toothpaste is becoming a leader in this
industry even though being a niche product. Sensitive toothpaste sales are gradually surpassing
the sale of other type of toothpastes. Earlier, the sales portion of sensitive toothpaste was trivial in
comparison to other type of toothpastes in the FMCG industry. GSK has mastered the art of being
market leader in a product that the companies have created on their own through tactful marketing
strategies. Earlier, sensitive toothpaste was considered a part of the toothpaste industry. Now, due
to the increasing sales and success of Sensodyne’s strategy in grabbing the market has led other
sensitive toothpaste brands in promoting their sensitive toothpaste on large platforms. Ensuring
quality and reasonable pricing along with strategic decisions will definitely lead the new sensitive
toothpaste brand to its desired goal.

References:
Bird, S. (2010). Marketing Communications.

28
David L. Mothersbaugh, D. I. (2014). Consumer Behavior (13th ed.). Mc Grew Hill Education.

Dierks, A. (2009). Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical
Applications.

Jesko Perrey, D. S. (2012). Retail Marketing and Branding: A Definitive Guide to Maximizing
ROI. John Wiley and Sons Ltd. Publications.

Jesko Perrey, T. F. (2011). Power Brands: Measuring, Making, and Managing Brand Success.
Wiley.

Kapferer, J.-N. (2011). Strategic Brand Management: New Approaches to Creating and
Evaluating Brand Equity. The Free Press.

Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson.

Philip Kotler, K. L. (2015). Marketing Management (14 ed.). Pearson.

Robert Rugimbana, S. N. (2010). Cross-cultural Marketing.

GSK Bangladesh Official Website. Link: https://www.gsk.com/

Sensodyne Official Website. Link: https://www.gsk.com/en-gb/products/our-consumer-

healthcare-products/oral-health/sensodyne/ .

Anfords Bangladesh Official Website. Link: https://panjiva.com/Anfords-Bangladesh-

Ltd/44040851

Square Toiletries Ltd's Official Website. Link: https://squaretoiletries.com/

Unilever Bangladesh Official Website. Link: https://www.unilever.com.bd/

Appendix: Survey Sensitive Toothpaste Usage Survey

Part 1: Basic Question

1. When you think about Sensitive Toothpaste, which is the first brand that comes to your

29
 mind? DO NOT PROMPT. (SINGLE CODE ONLY).
Sensodyne 1 1 1

Medi Plus 2 2 2

Colgate Sensitive-Fresh 3 3 3

Pepsodent Pro-Sensitive 4 4 4

2. Do you face any problem in your teeth after consuming any hot/cold food items?

o Yes
o No
o Not Always but sometimes

3. What type of problems do you face after consuming such products?

--------------------------------------------------

4. Since when are you using sensitive toothpaste? (How many years/ months/ days)

--------------------------------------------------

5. How often do you change your (sensitive) toothpaste brand?

o Every Month
o Every Year
o Brand Loyal
o Others ---------------------------------

6. What is the reason behind Changing Toothpaste Brands? (If you are not a Brand Loyal)

--------------------------------------------------

7. Do you use Sensitive Toothpaste only when there is sensation/pain in your teeth?

o Yes
o No

8. How you got to know first about Sensitive Toothpaste?

Advertisement 01

Family 02

Dentist Recommendation 03

Collegue 04

Friends 05

Shopkeeper 06

9. Sensitive Toothpaste Usage Pattern

30
 One time in a day 01

Twice a day 02

3-2 times a month 05

When there is pain in the teeth 07

Others

10. In which time do you prefer to use sensitive toothpaste?

o At Night before going to bed

o Before consuming cold/hot/sweet food items
o After consuming cold/ hot/ sweet food items
o In the Morning
o Two times in a day
o Others..................................................................

11.Which sensitive toothpaste brand do you use?

Names Current
Use

Sensodyne 01

Medi Plus 02

Colgate Sensitive Lasting 04

Fresh

Pepsodent Sensitive 05

12.Why do you use this sensitive toothpaste brand?

Price 01

Reduces teeth problem 02

Dentist Recommendation 03

Advertisement 04

Family Influence 06

Keeps teeth healthy 07

13. Time intervel between buying Sensitive Toothpaste (self/home)

Monthly 01

2-3 months interval 02

6 monthly 04

Yearly 05
31
 Whenever there is 06
pain in the teeth

14. If a new sensitive toothpaste brand is launched will you purchase this sensitive toothpaste?

o Yes
o No

15. What are the reasons behind the purchase decision? (If previous answer is yes)

--------------------------------------------------

Part 2: Respondents Profile

Gender:

I. Female II. Male

Occupation:

 Student

 Home makers

 Job Holder

 Others…………………..

Age:

 21 to 25 years

 26 to 30 years

 31 to 35 years

 36 to 40 years

 41 to 45 years

 Above 45 years

Education:

 Secondary

 Higher Secondary

 Graduation

 Post Graduation

Family Income (Monthly):

32
 Below 20,000

 21,000-40,000

 41,000-60,000

 61,000-80,000

 Above 80,000

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34