HIMALAYA

HERBAL
TOOTHPASTE
Group 8_Session S8

DH48-CB10-Group 8
 CASE INTRODUCTION
ORAL CARE INDUSTRY
● Comprises many products.
● The growth trend of toothpastes over the
past three years was relatively slower
than that of other several key products of
the FMCG categories as the consumers
did not give much importance to the
category itself.
→It is a significant scope for marketers
to enhance the involvement level
associated with the toothpaste category
among consumers.
TOOTHPASTE INDUSTRY
● A low penetration rate of 60%.
● The two leading brands in the oral care
industry were Colgate-Palmolive India
and Hindustan Unilever Limited.
● The toothpaste category was
segmented into three price tiers:
economy, popular and premium with
four-benefit segments in the market
namely freshness, herbal, overall oral
health and niche - problem solving.
Himalaya herbal
healthcare
● The Himalaya Drug Company has been in the
pharmaceutical field for several decades.
● Launch Ayurveda concepts targeting the young urban
population → create awareness of the brand.
● Himalaya advertised in several top metropolitan cities
through outdoor advertising but had a relatively smaller
presence in television advertising compared to other
brands.
→ Going on to launch a range of herbal prescription-based
oral care products.
 Question 1
● Only 36% of respondents brushed teeth twice a day →
low involvement in oral care category and low
awareness of the need for healthy teeth.
● 74 respondents had never been to the dentist, only 13
visited the dentist as recommended (once in 6
months).
● Almost half of respondents going to the dentist were
recommended to change their toothpaste by the
dentist and 6 over 7 of them switched.
● 15% of the respondents have problems with oral
health, ⅓ of them changed their toothpaste to solve
the problems.
● Niche segmentation has the most consistency
between cognitive belief and affective belief of
consumers. It is the segmentation with the highest
percentage of consumers having low involvement
with category and high attitude towards brands.
Question 2
Involvement levels of oral care category and the segments

Moderate-to-low
Segments High involvement
involvement
● 59% of respondents still
Freshness 28% 72% have moderate-to-low
involvement in oral
Herbal 40% 60%
care
Overall oral care 32% 68% ⇒ Toothpaste brands need to
find ways to deal with
Niche: Problem
64% 36% low-involvement consumers
solving

Total category 41% 59%

Question 2
Cognitive and Affective associations with the segments

Strong cognitive Moderate-to-low Strong affective Moderate-to-low

Segments Segments
beliefs cognitive beliefs beliefs affective beliefs

Freshness 64% 36% Freshness 60% 40%

Herbal 64% 36% Herbal 44% 76%

Overall oral Overall oral

56% 44% 36% 64%
care care

Niche: Niche:
Problem 92% 8% Problem 72% 28%
solving solving

Total category 69% 31% Total category 53% 47%

 QUESTION 3 (1)
LOW CATEGORY INVOLVEMENT & BRAND ATTITUDE
Limited attention
Low involvement → not pay much
attention to brand-related
information → shallow processing of
information → weaker brand attitude.
Weak brand associations
Low involvement → limit the formation of
strong brand associations → not have a
deep understanding of the brand's
attributes, benefits, or values → weaken
their overall attitude towards the brand.
Reduced brand loyalty
Low involvement → easier to be
influenced by external factors → less
loyal and more likely to switch to
alternative options.
Minimal information
processing
Low involvement → not actively seek out
or evaluate brand information → less
favorable brand attitude, as consumers
may rely on heuristics or simple cues
rather than in-depth evaluation.
 QUESTION 3 (2)
INCONSISTENCY IN THE INSTANCE
Freshness is the category having the lowest number of
high-involvement consumers (28%). However, Closeup
from Hindustan Unilever Limited is still the key brand in
the Indian oral care industry

Low involvement does not always have a

negative impact on brand attitude

In some cases, consumers may have positive prior experiences or rely on

brand familiarity, which can result in a more favorable attitude even with
low involvement. Additionally, effective marketing strategies can still
influence consumers' brand attitudes, even in low involvement situations.
QUESTION 04
Consistency Inconsistency Explain

Consumer with strong Brand switching: Consumers

46% cognitive and affective
●
may switch brands
beliefs
● New information: Exposure to
Consumer with strong new information about a brand
23% cognitive and weak affective ● Personal experiences: Can also
beliefs
affect their affective beliefs
Consumers with weak
07% cognitive and strong
affective beliefs
Consumers with weak
24% cognitive and affective
beliefs
 FRESHNESS
● 28% of respondents have high category involvement (lowest among 4 segments)
● 66% of consumers with low category involvement who have strong cognitive or
affective beliefs.
● 64% having strong cognitive beliefs ~ 60% with strong affective beliefs
QUESTION 5

→
● Freshness is an important cognitive and affective beliefs for consumers.
● Toothpaste marketers in the freshness segment should focus on effective
components that need to be induced more effectively, communicating how the
freshness is closely tied to their ego and self-image.
→ “fills you with confidence”.

HERBAL
● 40% of respondents have high category involvement
● 64% having strong cognitive beliefs > 40% with strong affective beliefs

→ Customers in this segment pay more attention to the functional benefits (natural/herbal
ingredients) rather than the product’s emotional appeal which is based on feelings.
 OVERALL ORAL HEALTHCARE
● 40% consumers with weak cognitive and affective beliefs (highest among 4 segments)
● 32% of consumers have high category involvement (2nd lowest among 4 segments)

→ Purchasing toothpastes proving overall oral healthcare (healthy teeth, strong gums) is not
impactful and important enough in consumers’ minds.
QUESTION 5

→ Chosen by families who want to form good oral health habits but don't want to spend much
effort to take proper care by using different products for each benefit → They choose 1 product
for every function.

NIGHE-PROBLEM SOLVING
● 64% respondents have high category involvement (greatest among segments).
● 92% having strong cognitive beliefs (highest among segments) > 72% (highest among
segments) with strong affective beliefs.
● 68% (highest among segments) of consumers with either strong cognitive or affective
beliefs.
● 98% of Indians suffered from oral problems.
→ More attention to the functional benefits of toothpaste providing specific solutions to
oral health problems than emotional appeals.

→ The most effective and successful segment achieving both trusts based on functional
benefits and emotional benefits.
CONSUMER BELIEFS & BRAND POSITIONING
- 80% customers with strong cognitive beliefs (highest among 4 brands)
- 60% customers with strong affective beliefs (highest among 4 brands).
CLOSEUP
(FRESHNESS) → Close up communication of brand positioning (Freshness) has been
strengthened through advertising: formed both affective and cognitive
beliefs in the minds of consumers only in response to consumer need for
affiliation through campaigns like Paas aao (India), Free to love, etc.

TOOTHPASTE.COM
CONSUMER BELIEFS & BRAND POSITIONING
- 38% customers with strong cognitive belief
- 38% customers with strong affective belief.

Dabur Red ● Has not been able to connect with beliefs that are affective or cognitive.
● Emotional appeals are absent because functional benefits have received more
(Herbal) emphasis through the brand’s communication (has only indicated functional
benefits of herbal ingredients: e.g. Difficult things will seem easy, etc.) until the “Desh
ka Lal’ campaign which showcases how the brand has been embraced by Indians
and cuts across regions, language and cultures, becoming an integral part of their
lives through catching music.
● The campaign name also remind about the brand name and positioning ’Lal’ = Red

TOOTHPASTE.COM
CONSUMER BELIEFS & BRAND POSITIONING
- Consumers' cognitive beliefs correspond with what brand is positioning.
Colgate dental - Despite usually including scenes which seem to be affective components (mom’s
cream watching her kid playing then telling about her worries) in advertising, the affective
(Overall oral beliefs are not taken into consideration while a greater emphasis is placed on
healthcare) functional benefits with the description of oral problems and how Colgate dental
cream can solve and prevent them.

- Colgate Active Salt: It connected brand positioning and consumer beliefs most
Colgate active
successfully.
salt
- Communicate the functional benefits along with including affective components
(Niche-Problem (e.g. music video “dental problems? No chance!” - ear-catching music with lyrics
solving) describing the benefits of the product.)
 Q6. SUMMARY & RECOMMENDATIONS

NOT A TOP CHOICE RECOMMENDATIONS

- REASON: Premium price
- RESULTS: Consumers may
consider other alternatives
and evaluate them based on
some specific criteria
APPLY INTERCEPT STRATEGY
- Marketers should emphasis on
attracting customers’ attention
- EX: give free samples, place test
samples in shopping centers,...