PowerPoint Presentation
DANT KANTI - A PATANJALI PRODUCT
Toothpaste IndustryBACKGROUNDMAJOR PLAYERS
Patanjali and Dant Kanti
DANT KANTIPATANJALI
Management Decision ProblemManagement Research ProblemTo
evaluate the positioning and the current marketing strategy for
Dant KantiTo understand consumer behavior in toothpaste product
segmentTo understand the positioning of Dant Kanti
Brand Positioning of Dant KantiA Herbal ToothpasteSafe, No
adverse impact and a Natural product
Produced by traditional Herbs for preventing diseases of teeth
(Pioria, gingivitis, bad Odour etc)e.g. Neem, Timbaru, Turmeric and
Cloves: remove BacteriaPudin and Peepli: Refresh gumsPeelu and
Maju: Power to gums
Suitable for all age groupsA Holistic ToothpasteFrom Dental
Protection to Dental Beauty
Exploratory ResearchConducted One Focus Group Discussion and 11
Depth interviews
Parameter/ AttributeInsightPriceNot a significant
factorTasteChemical toothpastes: tanginess is avoidedNon Chemical
toothpastes: compromise with taste for health benefitsPurchase
ChannelNearby retail shops for mainstream brands and exclusive
brand stores/ agents for othersAvailabilityKey aspect, nearby shops
are preferred else similar brand, or smaller pack of other brand is
purchased. In case of Non Chemical products far of shops are also
searched for at timesParameter/ AttitudeInsightSize &
PackagingLarge packs are preferred for regular use, smaller ones
for journey purpose.
Functional benefitsOral protection, freshness, whitening and
avoiding bad breath ColorBright colors are preferredIngredientsOnly
non chemical users are aware of the non chemical nature of their
toothpastes but not aware of the actual ingredientsUsage patternNon
medical in case of chemical users, and both need based & non
medical in case of Non Chemical usersProduct awarenessWord of mouth
is crucial factor in for non chemical toothpastesAdvertisements and
PromotionsAds improve the brand recall esp in Chemical category,
and promotions are not crucial in buying decision
Factor analysis of attributesKMO and Bartlett's
TestKaiser-Meyer-Olkin Measure of Sampling Adequacy..795Bartlett's
Test of SphericityApprox. Chi-Square812.435df120Sig..000Based on
our exploratory research (focus groups and depth interviews) we
have collated a set of 16 attributes that customers look for when
they buy a toothpasteTasteColorForm (gel/paste)FoamPresence of
chemical ingredientsNatural ingredientsFresh
BreathWhiteningSensitivity protectionCavity preventionOral
CareBrand of the toothpastePricePackagingSize of
packagesAvailabilityWe took the importance of attributes on a 7
point scale, then we ran a factor analysis for the attributes KMO
Measure greater than 0.5Barletts test value is significantly
higherRotated Component
MatrixaComponent12345Q10_1.240.057.787-.029-.064Q10_2-.062.314.759.200.021Q10_3.380-.005.556.395-.101Q10_4.100.216.128.822.101Q10_5.035.041-.125.160.846Q10_6.375.025.186-.325.515Q10_7.753.089.315-.155.075Q10_8.712-.003.224.032.190Q10_9.837-.054.196.096-.055Q10_10.894-.034-.076.101-.011Q10_11.861-.119.010.048.133Q10_12.168.399.437-.195.102Q10_13-.014.690.100.151.081Q10_14-.078.853.186.159-.010Q10_15-.156.867.076.009.027Q10_16.470.536-.006-.131-.255Factor
analysis of attributesThese factors were utilized further to
compare various brands of toothpaste to achieve multi dimensional
scaling
Ethnocentricity HYPOTHESIS: H0: Customers do not prefer Indian
brands over foreign brandsH1: Customers prefer Indian brands over
foreign brandsThe t critical value is 1.658 which is less than t
value of 2.32, null hypothesis is rejected.Therefore, Customers
prefer Indian Brands over foreign brands
Importance of TasteHYPOTHESIS: H0: Customer does not value taste
when making the purchase decisionH1: Customer values taste when
making the purchase decisionThe absolute t critical value is 1.657
which is less than the observed t value of 9.301. Hence, we reject
the null hypothesis.Taste is an important actor for a costumer in
making the purchase decision.
Taste of Dant Kanti HYPOTHESIS: H0: Taste of Dant Kanti is not
appealing to the costumer H1: Taste of Dant Kanti is appealing to
the customer
The absolute T critical value is 1.684 which is more than t
value. Hence, we fail to reject the null hypothesis.Consumers do
find the taste not appealing
Importance of ColourHYPOTHESIS: H0: Color is not an important
factor in making the purchase decision H1: Color is an important
factor in making the purchase decisionThe absolute t critical value
is 1.657 which is more than the observed t value of 0.047. Hence,
we fail to reject the null hypothesis.Color is not an important
actor for a costumer in making the purchase decision.
Colour of Dant Kanti HYPOTHESIS: H0: Color of Dant Kanti is
appealing to the customersH1: Color of Dant Kanti is not appealing
to the customers The absolute T critical value is 1.684 which is
less than t value of 3.209. Hence,the null hypothesis is
rejected.Consumers do not find the color of Dant Kanti as
appealing.
Importance of AvailabilityHYPOTHESIS: H0: Availability is not an
important factor in making the purchase decision H1: Availability
is an important factor in making the purchase decisionThe t
critical value is 1.657 which is less than the observed t value of
6.873. Hence,we reject the null hypothesis.Availability is an
important factor for a costumer in making the purchase
decision.
Availability of Dant Kanti HYPOTHESIS: H0: Dant Kanti is readily
available H1: Dant Kanti is not readily available
The absolute T critical value is 1.684 which is less than t
value of 5.064. Hence,the null hypothesis is rejected.Consumers
consider Dant Kanti is not readily available
Cluster AnalysisDivided into 3 clusters (Tool used :
SPSS)Cluster 1: 62 respondentsCluster 2: 52 respondentsCluster 3:
11 respondents
Cluster AnalysisAttributeCluster 1Cluster
2Taste5.85.04Color4.93.06Form5.85.03Foam4.94.2Presence of Chemical
ingredients4.23.9Natural Ingredients5.35.25Fresh
Breath6.56.2Whitening6.136.07Sensitivity Protection5.96.01Cavity
Prevention5.966.2Oral Care5.86.3Brand of Toothpaste5.64.5Price of
Toothpaste5.53.4Packaging5.2 2.5Sizes
available5.472.8Availability6.024.5
Cluster AnalysisCluster 1 exhibit relatively high values
on:ColorBrand of toothpastePrice of toothpaste PackagingSizes
availableAvailabilityCluster 2 exhibit marginally high values
on:Sensitivity ProtectionCavity ProtectionOral care
Characteristics:They prefer brand with focus on look and feel.
Availability is also importantCharacteristics:Give more attention
to the benefits obtained. Exhibit more brand loyalty
Perceptual
MapColgatePepsodentCloseupViccoPatanjaliHimalayaDabur
Inferences
Dimension 1 can be interpreted as Oral protection
Dimension 2 can be interpreted as taste from the plot
Dant Kanti (5) is low on taste and high on oral care
Dant Kanti is ranked low on lather
Brands 4,5,7 are all falling low on the taste attribute.
Patanjalis-Dant Kanti
Results and ConclusionPeople prefer Indian brands over Foreign
brandsTaste and availability of toothpaste are factors that
influence the buying behavior of consumers. However, Color does not
come out to be an important factor in the analysis Oral protection
attribute is a trigger for customer to choose Dant Kanti. But the
unpleasant taste, unappealing color and less availability act as
drawback for Dant KantiThank You
