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A Research ReportA Research Report
OnOn
“ROLE OF ELECTRONIC MEDIA IN“ROLE OF ELECTRONIC MEDIA IN PROMOTION OF TOOTH PASTE”PROMOTION OF TOOTH PASTE”
Submitted to: Submitted by:Director, RBMI Mahendra SinghGreater Noida M.B.A. 4th Sem.
Roll No. 0721170034
Rakshpal Bahadur Management InstitutePlot no. 4, Knowledge Park-3, Greater Noida-201308
1
ACKNOWLEDGEMENT
With a profound sense of gratitude, I record my indebtedness to Mrs. MadhviMrs. Madhvi
UpadhyayaUpadhyaya, project guide, Apeejay institute of technology, school of
management for providing me the support to undergo this project.
The nurturing and blossoming of this present work was mainly due to his
valuable guidance, astute judgment, constructive criticism and an eye for
perfection. But for his overwhelming interest, the present work would not have
seen the light of days.
And last but not the least; I am thankful to all the helpful people who
were not even aware of the contribution they made towards the completion
Of this project.
PRADEEP GUPTA
2
PREFACE
Many Managers thinks of marketing as a company department whose job is to
analyses the market, discern opportunities, formulate marketing strategies,
develop specific strategic and tactics, propose a budget and establish a set of
control but there is more to marketing.
Marketing must push the rest of the company to be consumer oriented
and market driven. Marketing must convince every one in the company and in
its larger network to create and deliver superior customer values. Marketing is
also a process, which involves formulating a broad strategies and redefining it
in to a detailed marketing mix and action plan, evaluating the results, and
making further improvements Market share of a particular brand falls down
mainly because of three reasons:
1. They want a change from traditional.
2. The product price rises.
3. The better alternative came up.
A satisfied consumer needs production of product along with good
distribution proper exchange and excellent promotion.
3
EXECUTIVE SUMMARY
The main purpose of this Study was to know the media awareness among
people; to measure the effective of electronic media; to analyze the media
behavior of the people; and to identify the first source of information for
consumer products.
The study has been conducted to collect the information about the scope
and effectiveness of advertising media mix for a particular group, and the role
of different source of information in buying a product.
That’s why the study has been conducted by taking a special reference
like toothpaste. Because toothpaste is generally used by every individual and
almost in every home. How the consumers come across to know a particular
brand of toothpaste? What was the source of information? If that information
has been got from electronic media like television, radio, cinema, internet or
newspaper, then at what extent that information was effective?
Are consumers purchasing the particular product because of awareness got by
the electronic media or from elsewhere? Can the consumers recall any
advertisement? These are the basic questions, which have been focused to solve
in this study. Effective advertising and awareness is much more emphasis in
this study.
4
Table Of Contents
Industry history
Objective of the study
Scope of the study
Importance of the study
Over view of Indian tooth market
About the Electronic Media
Research Methodology
Analysis and Discussion
Limitations of the study
Conclusion
Bibliography
Annexure – A Questionnaire
Annexure – B List of Table
5
Industry History
The history of toothpaste goes back to 300-500 years before the birth of Christ
but toothpaste and powder first appeared in printed pots round the 1860's. By
the 1880's many chemists were making their own toothpaste, packaged in their
own printed pots. The date of the first manufactured toothpaste was 1873 but it
was not until 1896 that a product similar to that on the market today appeared in
1873; Colgate introduced aromatic toothpaste in a jar in the U.S. in 1896
Colgate dental cream was the first to be packaged in collapsible tubes similar to
those in use today. The number and varieties of toothpaste being manufactured
by high street chemists started to decline as large scale manufacturing chemists
were able to supply such outlets with mass produce toothpaste sold in metal
tubes. Toothpaste today is chiefly packaged in plastic (latitudes) rather than
metal tubes and the choice of flavors in fairly uniform.
6
Objective Of The Study
The main purpose of this Study was to know the media awareness among
people; to measure the effective of electronic media; to analyze the media
behavior of the people; and to identify the first source of information for
consumer products.
The study has been conducted to collect the information about the scope
and effectiveness of advertising media mix for a particular group, and the role
of different source of information in buying a product.
That’s why the study has been conducted by taking a special reference
like toothpaste. Because toothpaste is generally used by every individual and
almost in every home. How the consumers come across to know a particular
brand of toothpaste? What was the source of information? If that information
has been got from electronic media like television, radio, cinema, internet or
newspaper, then at what extent that information was effective? Are consumers
purchasing the particular product because of awareness got by the electronic
media or from elsewhere? Can the consumers recall any advertisement? These
are the basic questions, which have been focused to solve in this study.
Effective advertising and awareness is much more emphasis in this study. So,
in the summer forms we can illustrate have the main objectives of the study as
follows:
7
To know the media awareness among the people.
To measure the effectiveness of electronic media.
To analyze the Media behavior f the people.
To identify first source of information.
To identify the change in attitude of the consumer due to electronic
media.
To analyze the media habits of the respondents.
To identify the factors which affects the change in decision?
To analyze the media distribution of the respondents.
The study would be immense interest to advertising agencies engaged in
promoting consumer products through various electronic media. It is expected
that this study would be above to expose many hidden facts of media
effectiveness in advertising.
8
Scope of the Study
Media has emerged as a potent means of mass communication. The
essence of lies in conveying the target audience the wants satisfying quantities
of a product or service. The business world has consistently been searching for
ways and means to improve the products or services that one buys, but the
information regarding these improvements as well as great deal of prodding and
pushing come from the advertising end of the business. It, infect, offers a quick
and effective way for any marketer to tell the people that he has designed a new
product or improved his product or that he deals in this product or provides that
service. It is a million tongued salesmanship and the very fact that it is carried
over mostly by mass media shows that it is likely to reach many people at some
time or the other. As a matter of fact, the success of the company’s product
development as well as other marketing activities is closely tied up with the
success of its advertising programs.
9
However, how much effective an electronic media has been or to what
extent the advertiser has been able to convey the meaning to the target audience
has been more a matter of conjecture. It is worth pointing out here that some
attempts have been made from time to time to measure the effectiveness of
electronic media. The present study is also a modest attempt in the same
direction.
Many researchers have developed various techniques and have taken
different aspects of media for measuring effectiveness. In fat, there is no dearth
of literature on media research. For the purpose of this study, however, it was
considered prudent to confine to only some aspects, since to cover all aspects
would have been preposterous.
10
Importance of the Study
Since independence newspaper, magazine, radio, cinema, Television and
Internet are being used increasingly by companies for sailing their products.
Now a day’s Internet becomes important segment of the electronic media.
Despite there growing importance, it is difficult to determine what effect a
particular advertisement media makes on the mind of a consumer. It is equally
difficult to measure the effectiveness of such media in terms of Sale increase as
it is not certain whether the sale accrued due to an electronic media or because
of other reasons.
In order to know the media to which people are exposed, to know the
media about which they were aware, and to know the media which influence
customer buying behavior, a careful review of different advertisement though
electronic media was made to locate a particular product using all the media. It
was found that toothpaste was utilizing almost all the important media. Hence,
it was proposed to measure the effectiveness of different media among rural and
urban people in the content of this product. The selected electronic media for
this study were television, internet, radio, cinema etc. The major criterion for
selecting these media was that they were commonly used for advertising
toothpaste in this country
11
Overview Of Indian Toothpaste Market
The oral care sector consists of three main segments
Toothpaste
Toothpowder and
Toothbrush
Prior to the 80's Colgate was the dominant player in the Indian toothpaste
market with its leading brand namely Colgate dental cream. The rest of the
market was fragmented and some of the better known brands at that time were
Bianca, Forhans, Vicco, Signal and Closeup in the toothpowder segments,
Dabur's Lal Dant manjan red toothpowder and Bandar Chaap Black
toothpowder manufactured by the unorganized segments were the two well
known brands.
In the early 80's, Balsara Hygiene's Promised was able to achieve a product
break through with it's positioning of the product on clove oil ingredient.
Indians have been traditionally using clove as a household remedy for cavity
problems. Balsara Hygiene introduced another product, Babool at a significant
price discount catering to the lower end of market.
12
The late 80's witnessed a significant shift in industry structure and positioning
platforms. In 1987, Hindustan Lever was a minor player who had launched
close UP. Forhans was withdrawn from the Indian market in 1987 due to
problems with fluoride formulations. Close up was re launched in 1988 with the
proposition of gel and mouthwash. The toothpaste market is dominated by white
toothpaste followed by gel and then stripes.
Worldwide annual per capital consumption of toothpaste averaged 363 grams
while consumer in India used only 107 grams of toothpaste annually. The
average annual per capital consumption of toothpaste in India is lower than the
worldwide average due to a lower than the worldwide average due to a lower
average personal income and a lack of consumer education.
Also, recent studies have indicated a high price elasticity of almost 300% for
certain mass consumer products: i.e. a10% drops in prices could lead to a 30%
increase in consumption.
13
The major player and their market shares in the 90,000 tons
Toothpaste market is given below.
Tooth paste market
Players Market Share
Colgate Palmolive 50.90%
HLL 32.90%
Balsara Hygiene 6.50%
Others 9.70%
Source:CPIL
14
The following shows the percentage of population who use toothpaste,
toothpowder and other conventional methods for oral care.
Mode Of Oral Care and % of Population
ModeUsage(%) of total Population
Toothpaste47%
Toothpowder23%
Conventional Methods30%
Source: A & M
15
Toothpaste has been primarily perceived as an urban
product. Also, it is titled heavily in favor of large
metros this could be due to higher education,
purchasing power and urbanization.
Penetration levels of Toothpaste
ALL INDIA 47.0%
URBAN 73.0%
RURAL 35.0%
Source: Equity master.com
Consumers in the lower end of the market in rural/semi urban areas use
toothpowder and natural products such as neem, tobacco, and black powder for
cleaning their teeth. These products are largely manufactured by unorganized
sector. Form a recent survey it has been found that the upper class consumers in
urban areas are looking for specialized product with cosmetic promises like
fresh breath, white teeth and functional benefits of controlling plaque,
preventing cavity etc. Among toothpaste users about 15% of consumers brush
twice a day.
16
The growth in the Toothpaste market demand can be attributed to a number of
factors. Perhaps the two most important are rising penetration higher intensity
of use. Penetration is driven by purchasing power, reach of media, availability
and also price. Growth in rural areas is driven by conversion of non users.
Various initiatives such as distribution of free samples, low unit price packs in
small sizes and conducting oral care education in the rural areas are being
undertaken by leading players.
Paralleling these trends had been dramatic increase in Advertising expenditure
and new value proposition introduced by the players in the market. The
cumulative of above initiatives had been to increase the consumer awareness in
rural areas and conversion of non-users to branded product.
Segmentation
The Toothpaste market in India can also be segmented on the basis of benefits
sought from the product. They are broadly classified into four segments. for
sales contribution from each segment see table.
Protection
The value proposition offered to this segment is protection of teeth & gums
from germs, preventing cavity and controlling plaque. This segment largely
comprises of family. The brands, which are sold under this proposition, are
Colgate dental cream, Pepsodent, Aqua fresh, Forhans,(recently this brand was
sold for a sum of around Rs.3.6 Crore to and undisclosed buyers )
17
Social Interaction
The sale is on proposition of fresh breath and White teeth. This segment is
dominated by gel toothpaste. Particularly teens and young adults seek these
benefits. Gels which are marketed on parameters of freshness and energy are
estimated to have market share of 20 - 35% of the total market. The brand
which are very prominent in this segment are Close up gel, Colgate gel and
Anchor gel etc.
Economic
The toothpaste sale is on "Value for Money" proposition for families with low
to medium level of income .The price have significant importance in this
segment. Promise, Babool etc are the toothpastes sold in this segment. Brands
like Anchor, Aqua-Fresh, Ajanta and Babool are capturing volumes on the
value for money platform, with equal spending promotions and better trade
margins than the biggies.
Therapeutic
This is a niche segment. The toothpaste is positioned to offer medicinal benefits.
They offer protection from aliments like bleeding of gums, prevention of tooth
decay etc. The brands like Mentadent, Pepsodent-G etc.
18
Segment &sales contribution
Protection & Economy 65%
Social Interaction 35%
Therapeutics 5%
Source: Indiainfoline.com
Product
Toothpaste is formulated to provide varied value propositions like protection
from bad breath, cavity, and plaque etc. Toothpaste is marketed as squeeze
tubes manufactured using HDPE, LLDPE and PP polymers. Over the years, the
technological advancement has changed the role of packaging in Toothpaste
industry from a carrier
and protector to that of a marketing tool, performing a vital role in brand
communication and on shelf differentiation.
All the players in the market offer toothpaste in various sizes designed for
varied purpose like traveling, family, use etc.
19
The performance characteristics of toothpaste include white teeth .fresh breath,
plaque control, cavity prevention. For the brands switchers, the size and prices
of toothpaste were important attributes. In a recent study it has been found that
80% of the families share the same toothpaste for all the members of the family.
The packaging size and prices vary for different brands. widely. Annexure a
gives the SKUs and prices
Demand
With a population of 1.02 billion and population growth rate of 1-2%, India
provides a huge potential market for toothpaste. Estimate for the rate of future
growth of toothpaste vary but all observers agree that growth penetration, and
the intensity of usage.
The toothpaste market has recorded an 8% CAGR in the last five Years.
Demand for toothpaste in urban area has been growing at 2-3% p.a. whereas in
rural areas it is about 12-14%. Amongst various segments, protection &
economy segment is growing at 5-6% p.a.
Whereas the social interaction segment is growing at a fast pace of 10-12%p.a.
Competition
Profiles of some leading competitors in the toothpaste industry are given below.
20
COLGATE PALMOLIVE (I) LTD
Colgate Palmolive (India) ltd. (CPIL), a 51% subsidiary of US$9.1billion
Colgate-Palmolive Company, USA, has been a leading player in oral care
category for over 5 decades in India with sales of 9.9B and net income of
$1.42B in FY03.
Colgate is the dominant player in the oral care market with a market share of
50.6% in the toothpaste, 45% in toothpowder and 30.8% in toothbrush
segment .Colgate has significant persons in protection, social interaction and
economy segment
CPIL drives around 85% of its revenues from the oral care category. Colgate
has the market share of about of 65% till the late 80’s with the increased
competition, Colgate’s market share was considerably hit in the early 90’s and
so to salvage it’s position Colgate took over ciba Geigy’s, Cibaca brand
(4%share) oral care business .but Colgate’s market share continued to fall and
currently stands at around 50.6% from a high of 65% in 1995. In its successful
drive the new “Social interaction” segment and this segment recorded strong
growth with Closeup maintaining leadership and Colgate gel at no 2 position.
21
Colgate managed to gain a 2% market share in FY00 after considerable
advertising but its bottom line got hilt in the process and it reverted back to its
lower ad spend regime. But still Colgate continues to be the numero-uno in this
sector and its brand Colgate was adjusted as India’s #1 brand across all
categories in seven out of the last eight years by A&M Magazine’s annual
survey of India’s top brands.
CPIL’s focus in urban markets is primarily on conversion of non-users,
encouragement of the habit of brushing twice a day and meeting the evolving
needs of consumers by providing a variety of differently formulated toothpaste
offering unique benefits. Its traditional strategy of targeting non users in rural
India and converting them into consumers of toothpaste has been one of
Colgate’s strong points. The company has novel ways to enhance awareness of
oral hygiene in the interior areas of the country. The campaign will include wall
paintings, rural van operations, puppet shows. Colgate spends Rs. 4 crore every
year to preach the value of using branded oral care products to villagers, using
72 vans, covering 7800 villages per anum.
Using a 30 minute film as its communication vehicle, the company distributes
for free an average of 7 million toothbrushes every year to initiate toothpaste
usages.
In toothpowder, the company maintained a rural thurst to bring non-users into
the consumption bracket and Colgate has also launches toothpaste and
22
toothpowder in sachets with a free toothbrush thrown into offer an entry pricing
point for the low spending customer.
This thrust has brought Colgate dental cream a distribution reach of 46 percent
in rural markets versus close up’s 20 percent and pepsodent’s 12 percent.
Trouble is, it is losing a larger proportion of consumers at the upper end than it
is adding at the entry-level. Thus, Colgate’s rural market share has fallen from
70.30 % in 95 to 68.50% in 99.Colgate launched fresh stripe gel nationally in
May 1998 with its alternating red and white stripes with red gel containing
actirinse fort fresh breathe and white stripes containing actiwhilte to lend
sparkle to teeth. Colgate Palmolive India then decided to withdraw four sub
brands of its toothpaste, Colgate double protection calciguard. Fresh mint and
fresh stripes due to poor market share and introduce new variants. The company
had invested Rs 20-25 crore in these four brands Colgate dental cream and
Colgate herbal.
23
PRODUCTS OF COLGATE
Based on their positioning the products can be classified into the following
segments.
Colgate Palmolive-toothpaste segments
Toothpowder segments Colgate tooth powder
Economy segments Colgate cibaca top
Natural segments Colgate herbal
Regular paste segments Colgate dental crème
Breathe freshness segments Colgate gel
Oral hygiene segment Colgate sensitive care
24
Top end users Colgate total
Whitening toothpaste segments Colgate sensation
whitening
HISTUSTAN LEVER LTD
Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest
FMCG Company, with a turnover of Rs 118bn. The company’s business
sprawls from personal and household care products to foods, beverages and
specially chemicals. The company has a dominating market share in most
categories that it operates in such as toilet soaps, detergents ,skincare, hair
care ,color cosmetics,etc. it is also the leading player in food products such as
packaged tea,coffee,ice cream and other culinary products.
Two pillars strong brand equity and a wide distribution network characterize the
fast moving consumer goods business. Brand equities are built over a period of
time by technological innovation, consistent high quality, aggressive
advertisement and marketing .Availability near the consumer through a wide
distribution network is another crucial success factor, as product are of small
value ,frequently purchased ,daily use items. HLL is strong on both these fronts
with leading brands, which are market leaders in their respective categories, and
25
a1 m n strong direct retail reach. The leading business magazine, Forbes Global
has placed Hindustan
lever limited at the top among the best consumer household products companies
world wide for the current year.
The oral care segment contribution about 4%to its revenues buts its bottom line
has been hit due to the heavy adverting costs and sales promotions.
In 1987, Hindustan lever was a minor player who had launched with 5%market
share represents mainly by close –up.
HLL’s other brand signal had a negligible share and was later withdrawn with a
65%share. HLL has been a small player in the oral care sector untill1987when it
repositioned close up as a gel and mouthwash targeted at the youth. After 87
HLL has been consistently gaining market and in oral care segment, HLL has
emerged as a strong no 2 player with 32.9 % market share.
HLL has about 100 manufacturing facilities all over India and also has
manufacturing arrangement with third parties. HLL has strong presence in all
the segments with Pepsodent G being prominent in therapeutic segment .some
other strong brands are close up super fresh close up oxy fresh, Pepsodent etc.
26
PRODUCTS OF HLL
In 1993, HLL launched Pepsodent in direct competition to Colgate’s flagship
product Colgate dental cream. But Pepsodent could achieve only 4-5% market
share. In 1995 pepsodent’s proposition was changed to ‘Germicheck protection’
(an extended protection from germs), which received tremendous success. In
August 97, HLL added an anti-bacterial agent triclosan to its Pepsodent brand.
In re-launched the new Pepsodent on the Germicheck platform with claims of
102% superiority to any other ordinary toothpaste, based on the 0.2% content of
triclosan in its toothpaste brand. Triclosan is a proven anti-bacterial agent,
which was also used by Colgate in its costller Colgate total brand. The
aggressive marketing of new Pepsodent against Colgate dental cream led to a
marketing war between the two. Colgate questioned the claim of pepsodent’s
superiority and the matter was referred to MRTP commission to determine the
validity of HLL’s claim. Colgate’s CDC witnessed a rapid decline in market
share (by over 5-6% points) during this period Pepsodent on the other hand has
gained strength and currently has a market share of 15%.
27
Launched in 1993, Pepsodent is positioned on oral health platform of’ check
germs even hours after brushing. It was the first toothpaste with a unique
antibacterial agent to be launched to address the consumer need of checking
germs even hours after brushing.
Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it
provide long lasting protection from germs as well as long lasting fresh breath
through is cool mint. Technology.
In April2002,Pepsodent G was relaunched as Pepsodent G gum care
‘toothpaste .with attractive golden stripes, this gum protecting variant is now
available in contemporary new packaging, clearly outlining the benefits it
offers..Pepsodent G gum care is an internationally renowned specialist brand in
the HLL oral care portfolio known for its enhanced protection against gum
problems. It is targeted at all health conscious adults who either suffer from or
seek reliable protection against gum problem’s and bleeding.
Pepsodent in India is also available as a toothpowder with proven antibacterial
agents. It gives protection against germs and is excellent cleaning due to
effective abrasive system for strong teeth and healthy gums.
Pepsodent has conducted various programmers across the country to promote
oral care and hygiene amongst its customers and the community. Pepsodent
Jadui Chikitsa is one such initiative to increase awareness of oral hygiene in
rural areas. A poster on brushing technique, which was translated into local
languages, was printed on tin plate as a lasting impression of Pepsodent Jadui
28
Chikitsa for the rural areas. A poster on proper brushing technique, which was
translated into languages, was printed on tin plate as a lasting impression of
Pepsodent jadui chikitsa for the rural areas.
Close-up, the youth brand, was the first gel toothpaste to be launched in India
in1975 and has remained the category leader ever since. The brand arose out of
a universal need for confidence in asocial situation, starting with fresh breath.
Close-up was relaunched in1988 with the proposition of gel and mouthwash.
The new look close-up was positioned as the toothpaste ,enhancing social
interaction ,offering value propositions like good breath ,white teeth etc and was
backed by an extremely successful advertising campaign. Close up market share
rose consistently thereafter from 5% (1987) to 22%.
In 2002 close up was relaunched in two variant- close up tingly red and close up
eucalyptus waves. This toothpaste with their superior formulation provides
superior cleaning, enhanced flavor and a freshness that extends from nose to
29
throat. The communication for close up focuses on the base line, ‘Jee Ke Dekho
Yaar’, which encourages young people to go out and get a life.
The new flavours are in line with HLL’s endeavour to continuously innovate
and offer new advance products to the consumers these flavours have been
special designed to win over competition consumers.
Recently close-up whitening, the tooth-whitening variant, was introduced with a
unique self check device called ‘’shade-card’’. This helps consumers identify
how ‘’yellow’’ their teeth really are also to track the improvement in teeth
colour as use the paste. The toothpaste helps teeth get whiter in 4 weeks of
regular use. This tooth-whitening segment is having total market share of 6%of
the total toothpaste market.
30
DABUR INDIA LTD.
Dabur India ltd is the fourth largest FMCG Company in India with interests in
healthcare, personal care and food products. building on a legacy of quality and
experience for over 100years, today Dabur has a turnover of Rs.1232 crore with
powerful brands like Dabur Amla,Vatika ,Hajmola &Real.
Dabur is an important player in oral care segment with revenue of Rs.1000.3
crore and net income of 77.6 crore .the oral care contribution about 12% to the
revenue of Dabur in 99. in 1970 ,Dabur expanded its personal care portfolio by
adding oral care products. Dabur Lal Dant manjan was relaunched and its
captured the Indian rural market. Sales in 1999 recovered a sharp 19%yoy
decline in volumes, which are marketed aggressively by MNC players.dabur
had bought the Bianca brand in1997.Dabur boasts of a transnational distribution
network serving 1.3 million retail outlets and product availability in 50
31
countries around the globe. The quality of Dabur products has been its greatest
strength throughout and to support this Dabur research foundation (DRF), an
independent company is setup to spearhead Dabur’s multi-faceted research
PRODUCTS OF DABUR
Dabur Red Toothpaste
Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that
helps prevent toothache, pudina, which helps prevent bad breath, and tomar,
which kills harmful germs. It is therefore the first ever toothpaste which keeps
all your dental problems away, thereby providing you strong teeth.
Dabur Lal Dant Manjan
Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch,
pudina satva, pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya,
Kasni, Garlic, Powder, other natural ingredients.
Bianca fresh toothpowder – “Saanse ho taazi, to jeetoge baazi”
It is being advertised as start your day with the freshness of cool, cool mint. Use
Bianca fresh toothpowder, for extra sparkling teeth
tangy daylong fresh breath. That’s the coolest way to add zing to your day. It
contains calcium and extra mint.
32
BALSARA HYGIENE PRODUCTS LTD
Balsara Hygiene Products limited founded in 1925, operated as a family owned
and controlled private enterprise till 1980. The business was transferred to
Balsara Hygiene Products Ltd. in July ’80. The company has a domestic annual
sales turnover of Rs 1.31 bn and income of Rs 8mn. It also has a rapidly
growing international sales turnover of Rs 350 mn. The Balsara group is
professionally managed, with manufacturing, sales, distribution and
administrative operations located throughout India and internationally. The
company has a national sales and distribution network of 600,000 retail outlets.
Balsara derives 60% of the sales from its oral care products. In the international
market, Balsara supplies a wide range of personal and household care products
to 40 countries around the world. The company’s flagship brand, Promise
toothpaste, is marketed in 29 countries.
The Balsara group has a toothpaste manufacturing capacity of 38,000 tons pa,
the largest in India. It is one of the lowest cost producers of toothpaste and
manufactures a wide range of toothpaste
33
formulations such as natural, herbal. Fluoride, baking soda, tartar control, and
gel and for sensitive teeth. High volumes and low input costs due to in house
availability of product ingredients and package materials from companies with
in Balsara group, allow Balsara to provide quality product at extremely
competitive rates. Balsara groups have presence in economy and protection
segment. The prominent brands are Babool, promise etc. By introducing
promise , Balsara hygiene quickly garnered 12% market share. Promise and
Babool together had a market share of about 15% till 1987.
34
PRODUCTS OF BALSARA HYGIENE:
Promise toothpaste
Promise toothpaste is unique toothpaste containing natural and time-tested clove
oil. The scientifically proven antiseptic and bactericidal properties of clove oil
help keep teeth strong and gums healthy. Promise toothpaste was awarded le
monde world selection gold medals in London and Amsterdam for superiority
in product quality.
Recently. Promise became the world’s first and only toothpaste to receive
international accreditation from the British dental health foundation (BDHF).
Promise Gel
Promise gel comes packed with all the natural and time tested goodness of
clone, traditionally known for its beneficial oral care properties and trusted by
dentist’s the world over. The product’s natural antiseptic and germ killing
properties protect teeth and gums from harmful bacteria promise gel’s sweet
and spicy flavours provides’ wake-up freshness’ right through the day.
Promise ‘just for kids’
35
Promise ‘just for kids’ is sparkling gel toothpaste for children available in two
exciting flavours- ‘Tooty-Fruity’ and ‘fruit & mint’. This toothpaste is specially
formulated to protect tender tooth enamel, making it suitable for use by
children. Promise ‘just for kids ‘toothpaste has been awarded accreditation by
the British dental health foundation (BDHF).
Meswak toothpaste is scientifically formulated from pure extract of the
Meswak plant, ‘salvadore persica’- the famous; toothbrush tree’ used for
centuries. The astringent and bactericidal properties of Meswak help reduce
tooth decay fight plaque and prevent gum disease.
Babool
Babool toothpaste is natural toothpaste containing the ayurvedic and medicinal
benefits of the Babool tree,’ Acacia Arabica’ the Babool herbal extract in super
Babool toothpaste helps prevent swelling & bleeding of gums ,keeping healthy
and teeth strong.
36
OTHER PLAYERS
Shri Niranjan Ayurved Bhavan Limited a rural tooth powder marketing outfit
based at Tumsar, Maharashtra, launched herbal toothpaste – Niranjan .The paste
claims to be wholly vegetarian. Price at Rs 32 for 200gms, Rs 19 for 100gms
and Rs 11 for 50gms. This product is segmented to strict vegetarian in the
country (an estimated 1/5 of the total population). Aimed garnering 15% of this
population, company will be having 30 million people as primary target
audience.
Company used calcium rich pipal as a substitute for bone ash, which gives the
paste its consistency and uses its abrasive power to clean teeth.
Delhi based ralson visionary formulation, which has a moderate presence in
homeo based products-the most famous being arnica shampoo has launched
dental clean toothpaste with 100 gm for Rs.22 and 50 gm for Rs 12. It was the
only lemon flavored toothpaste in homeopathic market. Earlier cibaca launched
lemon flavored toothpaste but failed in the market place. Dental cleaner
contains antiseptic homeopathic formulations which treat dental ailments such
37
as bleeding gums, bad breath and toothaches. The other players in this segment
are lordent from lord homeopharmacy and homeo dent from sharda bioron.
About Electronic Media
The electronic media would include radio and the television. The advent
of the radio allowed the advertisers the liberty of using certain ‘jingles’ and
music, which could be associated with their brand and product. Whereas the
television brought the visuals along with the audio effects. This was a
revolution and the print media found it being sidelined as far as advertising
went. Talking of India, the Cable TV boom in the early nineties added to the
choices available to the advertiser on a regional segment.
IMPACT ON VARIOUS MEDIA
Up till now, the best way to build a mainstream brand is to advertise on
television, where mainstream consumers account for roughly half audience. But
companies that want to avoid the high cost of national advertising can find other
ways to insert their brands into consumers’ physical world. As a gardening
supplier, this company must appeal to high-income pessimists. Yet every article
includes a shopping list, an 800 number (free calling system available in USA)
38
and the web site address where consumers can buy the plants and tools they see.
Start-ups may not like the prospect of investing in non-Internet marketing
channels, but this is what it will take to win mainstream consumers.
The Internet makes consumer industries far more competitive and
dynamic than they were in the past. In this harsh environment, the companies
that intend to thrive in the long run must build a defendable strategic position.
In other word, the companies need to build an advantage that other companies
do not have in the marketplace. Cutting prices by 50 per cent and running
Super Bowl advertisements create huge short-term growth, but it does nothing
to secure the future of the company. Having a hot IPO or a high stock price
may help, but it won’t suffice. The companies that ultimately will win the battle
for Internet consumers see now that profitable growth can not go on forever and
simply being “a dotcom” does not constitute a strategic advantage.
As the Internet matures, companies must learn to compete in world of
Dynamic Trade, where the apparent supply to consumers rises and companies
must heed the signals of current demand, what companies want now? Dynamic
Trade will make consumer industries more efficient and on the whole less
profitable than they were in the past. They must build a unique value. One way
to do this is to build a brand based on consumer experiences. A projected
image, even one that has millions of dollars in marketing budget behind it, will
not stand up unless the every day experience of the consumers on the internet
39
reinforce the brand. Companies that ignore this truth will find that they are not
just wasting half of their advertising budget.
40
Research Methodology
Descriptive Design- A research design is purely & simple the framework or
plan for a study that guides the collection & analysis of data .
The present study is basically descriptive in nature the major purpose of
descriptive research is description of the state of affairs at the exists at
present situation .
In order to know the media to which people are exposed, to know the media
about which they were aware, and to know the media which influence
customer buying behavior, a careful review of different advertisement
through electronic media was made to locate a particular product using all
the media. It was found that toothpaste was utilizing almost all the
important media. Hence, it was proposed to measure the effectiveness of
different media among rural and urban people in the context of this product.
The selected electronic media for this study were television, internet, radio,
cinema etc. The major criterion for selecting these media was that they were
commonly used for advertising toothpaste in this country.
Selection of sample: The sample consisted of 100 respondents – 80 of
them were resident of Lucknow and remaining 20 from adjoining areas of
Lucknow. Purposive sampling technique was used for selecting the
respondents. It was intentionally decided to select NOIDA AND
41
GREATER NOIDA in NCR because it included all types of socio
economic groups. I contacted the people who were anxious to participate in
this study. One individual (not less than 16 years of age) in each home was
interviewed. To make the sample uniform and representative, it was kept in
mind that selected persons should be either purchasing the toothpaste or
influencing the purchase decision. Questionnaire and personal interview
techniques were followed to collect the information.
The ratio of respondents between urban and rural areas was 1:3 as the
toothpaste consuming habits of people in a rural area is different from that in
an urban area. People in the village use relatively less toothpaste as other
substitutes such as Datun, Mud are available in abundance. Although this
ratio was decided upon judgment and experience, yet every effort was made
to make the sample uniform and representative.
Type of data- primary data &secondary data are used in the present
research .
Primary data- primary data collected from field survey I collected primary
data through survey method , questionnaire & personel interview.
42
Formulation of Questionnaire:
For the preparation of questionnaire, a few retailers of toothpaste
brand were contacted to get primary information. The questionnaire was
prepared to seek information both urban and rural people regarding the first
source of information about toothpaste brands which the respondents were
using, the advertisements which they had come across about the same brand
or any other, their reading and listening habits of electronic media, influence
of these media on their buying behavior, etc. Because of poor memory
factor, added recall and unpadded recall were given due place in the
construction of questionnaire. The questionnaire were kept short, and less
factors and directly related were excluded to solicit better response. A non-
disguised, structured questionnaire was prepared.
Each respondent was asked to mention the toothpaste brand being
used at present and brand he was using before. This was asked mainly to
know the brand in which the respondent was taking more interest.
Respondents were to mention the first source of information for brands.
They were asked to mention the names of media from which they read pr
listened or viewed advertisements about the present brands. Moreover, they
were given restricted choice to specify that media which influenced their
buying behavior about the present brands.
43
Interview Procedure:
The response of respondent was recorded on questionnaire at the place or
interview. It naturally brought the advantages of personal interview. For
recalling the source of advertisement, the respondent was added by the
various electronic media. But for recalling the source of media which
influenced the buying behavior, unaided recall method was used. One
question was asked purposely (not get forced choice) to name one electronic
media only. Further the respondent was given add only when it was clear
that the respondent knew the answer, but because of insufficient knowledge
about ingredients and intricacies of advertisement media, he was unable to
express his views. Aided recalls also helped in getting the pointed reply
firm the respondent for a particular question. The role of unaided recall was
to know the depth of knowledge of respondent and to avoid any bias.
Unaided were sought to the extent possible.
44
Analysis and Discussion
Profile of respondent:
The general profile of respondents in terms of age, sex, marital status,
education and income are given as follows:
Age & Sex of the respondents:
There are 53% male and 47% female, among which the research has
been conducted. Out of these respondents 20% respondents belong to the
rural areas, 30% respondents are age group of above 30 years, 40% belong
to the age group of 26 – 30 years, 20% respondents belong to the age group
of 21-25 years and 10% belongs to the age group of 16 – 20 years.
There is a great impact of electronic media over the age and sex and
slightly differ in number, it is because of exposure to the media.
45
Table 1: Distribution of the respondents according to their age
and sex.
Age Group Male Female No. of respondents
16-20
21-25
26-30
Above 30
6
13
18
16
4
7
22
14
10
20
40
30
Total 53 47 100
46
Marital status of the respondents:
65% of the total respondents among males and females are married while
35% of the total respondents are unmarried. The percentage of married male
and female respondents is higher in urban areas than in rural areas.
Table 2 Distribution of the respondents according to their marital
status
Marital status No. of respondents
Married
Unmarried
65
35
Total 100
Education level of the respondents:
The percentage of the respondents having post graduate level
education is 41% and the percentage of graduate level of education is 47%
while 12% respondents have the intermediate level education. Exposure and
effectiveness of electronic media vary with the education level as highly
educated and urban based are much exposed than that of rural and low
qualified respondents.
47
Table 3 Distribution of the respondents according to their
education level
Education Level No. of respondents
Intermediate
Graduate
Post Graduate
12
47
41
Total 100
Profession of the respondents:
When the respondents were asked about their profession following
data were obtained.
The maximum numbers of respondents were from the teaching
background (42%), followed by the housewife for (27%). The respondents
were also student for (19%) and it was followed by the businessperson
(12%), the rest number of respondents from professional background.
48
Table 4 Distribution of the respondents according to
their professions
Profession
Background
No. of respondents
Govt.services
Business
House wife
Student
42
12
27
19
Total 100
Income group of the respondents
Family income is considered as the basis for the purpose of making groups.
This group has been done keeping in the view the purchasing power on the
one hand and likely needs, desires and aspiration of the respondents on the
other hand.
55% respondents have the income more than Rs. 9000, 28% respondents
belong to the income group of Rs. 6000-9000 and 12% respondents belong
to their the income group of Rs. 3001-6000 while 5% of respondents belong
to the income group of below Rs. 3000.
49
Table 5 Distribution of the respondents according to their income
groups
Income Level No. of respondents
9001 &above
6001 to 9000
3001 to 6000
below 3000
55
28
12
5
Total 100
PRESENT BRAND OF TOOTHPASTE USED
After having established the fact that the respondents have been consuming
toothpaste for some period, they are also asked the name of present brand
used.
30% respondents consume Pepsodent, 32% respondents consume Colgate,
15% respondents consume Close-up , 4% respondents consume
cibaca ,3%respondent consume Anchor, and 5% respondents consume other
50
brands like Babool, Neem etc. This is the mix-up response from both rural
and urban areas.
This indicates that the premium brands having high exposure through
various electronic media are used very frequently.
Table 6 Distribution of the respondents according to
their present brand used
Toothpaste
brands
No. of respondents
Pepsodent
Close-Up
Colgate
Cibaca
Anchor
Miswak
Other
Total
30
15
32
04
03
05
11
100
51
Distribution of the respondents
30
15
32
4 3 511
05
101520253035
Series1
Time Duration of the present brand used:
24% respondents have been using the present brand for less than six
months while 76% respondents have been using the present brand for the
more than six months.
It is because, the toothpaste brand of high exposure with the benefits
are used very much than that of low exposure of toothpaste brand.
52
Table 7 Distribution of the respondents according to their time
duration of present brand used
Time Duration No. Of respondents
Less than 6 months
More than 6 months
24
76
Total 100
time duration of present brand used
24%
76%
Less than 6months
More than 6months
Earlier used Brand:
Prior to the present brand 48% respondents used Colgate, 28%
respondents used Pepsodent, 14% respondents used close-up while 10%
respondents used other toothpaste brand like Cibaca, Anchor, Neem,
Miswak and Babool.
53
Electronic media created a large gap between
the prior brand used and present brand used.
Consumers are very much affected through the
various electronic media sources and change their
decision on behalf of the different aspect.
Table 8 Earlier brand used by the respondents
Present Brand No. of respondents
Colgate
Pepsodent
Close-up
Others
48
28
14
10
Total 100
Reason to change in the Earlier Brand:
Consumer changes their preferences in brand at time to time. There
were several factors/reasons which play an important role in changing the
54
brand and selection of new brands. These factors may be internal or
external. In internal factors their come the taste, price, family and cultural
environment. In the external factors advertisement and promotional
schemes play a vital role.
32% respondents say that they change the earlier brand because of
taste in toothpaste, 6% respondents changed their earlier brand because of
price, 30%respondents changed their earlier brand because of advertisement,
7% respondents changed their earlier brand because of promotional schemes
and 25% respondents say that there are other reasons for change like change
and involvement of the family member.
Exposure to the advertisement is the most important because by the
exposure of advertisement the consumer could know very easily about price,
taste and promotional schemes. In the whole discussion the effectiveness of
electronic media could be easily understood.
55
Table 9 Response of reasons to change in earlier brand by the
respondents
Earlier Brand No. Of respondents
Taste
Price
Advertisement
Promotional Schemes
Others
32
06
30
07
25
Total 100
56
Factors affect the change in decision:
Change in the decision always occurred when different options are
present and several factors affect the decision-making.
20% respondent’s emphasis on the statement that there are herbal
ingredients consists in the present brand of toothpaste. 56% respondents feel
that by using the present brand of toothpaste they could maintain healthy
gums and strong teeth. Brand of reputed company is also important
segment and 17% respondents are very much affected by this Statement. In
other factors 7% respondents the earning consumer are very affected by the
likings of children and family member.
In overall discussion these information could only be known when the
respondents are asked to the advertisement. Only media especially
electronic media provides such types of information to the consumer and
consumer takes their decision.
Table 10 Factors affect the change in decision
57
Factors affecting decision No. of respondents
Herbal ingredients
Healthy gums & Strong teeth
Reputed brand
Other
20
56
17
07
Total 100
Herbalingredients
Healthy gums &Strong teeth
Reputed brand
Other
58
First Source of Information:
Table 11 reveals that the most important first source of information is
the Television for 79% of the respondents followed by Newspaper (12%),
Shopkeeper (5%) and the relatives (4%). In rural areas the most important
first source of information is shopkeepers and the radio.
This indicates that most of the respondents are very much exposed to
the Television in rural as well as urban areas because of the cheapest source
in the present scenario. Newspaper is the second important source of
information.
59
Table 11 Relative distribution of first source of information
First Source of Information No. of respondents
Shopkeeper
Television
Newspaper
Relatives
05
79
12
04
Total 100
60
Exposure to the present brand:
The respondents are asked after knowing the first source of
information as to whether they could come Across any advertisement about
the brand presently Being used by them because the advertisement appeals
the use of brand.62% respondents have seen the advertisement about the
toothpaste brand presently being used by them. 38%espodents have not seen
the advertisement of present toothpaste brand. This indicates that
advertisements of the toothpaste brands are very much effective by the
different electronic media.
Table 12Responses of the respondents whether they come across
any advertisement
Effectiveness of advertisement No. of respondents
Yes
No
62
38
Total 100
61
RELATIVE MEDIA DISTRIBUTION
In response to the question regarding the media of advertising the
respondents were asked about the media. In the electronic media there are
Television, Internet, radio, newspaper and cinema.
79% respondents say that they come across the advertisement of the present
toothpaste brand by the television, 1 5% respondents come across to Radio
and followed by cinema (6%).
This shows that the appearance of the advertisements on Television is very
much effective and that's why it is important segment of electronic media.
In rural areas the Newspaper and Radio is important segment of electronic
media.
62
Table 13Responses of the respondents regarding relative
distribution of media
Effectiveness of advertisement No. of respondents
Televisions
Internet
News papers
Radio
Cinema
79
0
0
15
6
Total 100
63
EFFECTIVENESS OF ADVERTISEMENTS ON
ELECTRONIC MEDIA
The advertisement, which appears on television, that may or may not be
effective to the consumer point of view. This effectiveness leads to the brand
selection.
76% respondents' say that the advertisement appears on television is very
much effective while 24% respondents select the average effectiveness of
the advertisements.
It is concluded that the advertisements are very much effective which appear
on Television to the rural and urban consumer point of view.
Table 14Responses of the respondents regarding effectiveness of
advertisement on electronic media
Effectiveness of advertisement No. of respondents
Very Much
Average
76
24
Total 100
64
Impact on brand preference:
After the appearance of the advertisement on Television, the
effectiveness leads to the brand preference. In some cases it is not true.
69% respondents say that there is great impact on brand preference because
of the effectiveness of the advertisement on Television. While 31%
respondents’ refuse of impact on brand preference.
This again reflects the importance and effectiveness of electronic
media.
Table 15Responses of the respondents regarding impact of
advertisement on brand preference
Responses No. of respondents
Yes
No
69
31
Total 100
65
Factors Appealed:
Those who have impact on brand preference because of advertisement
are appealed to toothpaste brands like punch-line, simplicity, advertisement
appeal, and herbal ingredients. These appealed are known to consumer
through electronic media. Star appeal is an important segment of this appeal
This again reflects the importance and effectiveness of electronic media.
Advertisement Recall:
In response to the question regarding the recall of advertisement
electronic media, the respondents gave their responses. In some cases,
respondents faced difficulty in recalling the media as it was long time that
they had been using the present brand of toothpaste. Out of total
respondents 76% respondents can recall the advertisement of toothpaste
brand but 24% respondents can’t recall any advertisement of any toothpaste
brand.
This result indicate that the advertisement which are exposed
frequently before the consumer and are interesting they could easily recall,
however less exposed advertisement can’t easily recalled. Maximum
recalling of the advertisement is in the urban areas as
66
compare to rural areas. Important point is that the advertisement of star
appeal are easily recalled because of this, the interesting advertisement are
easily recalled.
Table 16 Responses of the respondents regarding recalling of
advertisement of toothpaste on electronic media.
Responses No. of respondents
Yes
No
76
24
Total 100
67
Brand of the Toothpaste:
The advertisement which could be recall very frequently is very much
popular for the respondents. It is because of the effectiveness of electronic
media. The advertisements which are passed before the consumer, the
respondents are using those brands.
Out of 76% respondents, 36% respondents are consuming the Colgate
brand of toothpaste, 29% respondents are consuming Pepsodent brand of
toothpaste while 11% respondents are consuming other brand of toothpaste
Table 17 Brand of toothpaste (Out of 76 respondents)
Toothpaste Brand No. of respondents
Colgate
Pepsodent
Close-up
36
29
11
Total 76
68
Exposure to the Media:
Advertisements are through the various media channels. In the
electronic media segment Television, Cinema, Radio and Newspaper are
important. In today’s scenario Television is the most important and
common segment. That’s why it is highly effective segment of electronic
media.
90% respondents say that they have seen the advertisement of
toothpaste brand on Television which could be recalled and find much
interesting. 6% respondents say that recalled advertisement was listened by
them at radio while 4% respondents say that they have seen the
advertisement in the cinema. This mix-up response of the respondents
because Television is not available in almost every rural areas but rural
people has the radio facility.
69
Table 18 Exposure to the media
Responses No. of respondents
Television
Radio
Cinema
90
06
04
Total 100
70
Media habits of the respondents:
To study the media habits, the respondents were asked to give their
opinion regarding their habit relating to different media such as newspaper,
radio, television, and cinema. In answering this question, the respondents
were given free choice to indicate all those media to which they were
exposed. The response threw some light about hose respondents who were
exposed to some media but did not care the advertisement in those media.
Finally, when the respondents are asked about the media habits, how
much they exposed to the media which is available to that areas. One
respondent has multiple media habits and frequently passed through time to
time.
100% respondents watch the Television regularly because of cheapest
and easily available media. 44% surf the internet regularly. This is very
scare media which is not easily found in the rural areas. Second most
common media habit was radio and respondents of such type were 52%.
If we take serious consideration of media habit, it is found that
television is watched by almost every respondent. Second common habit
was surfing internet and followed by listening to radio and less effective
media habit was the cinema. In the media habit, a respondent has not passed
all four media habit except the cinema.
71
Table 19 Media habit of the respondents (Multiple Choice)
Habits No. of respondents
Watch the television regularly Go to cinema
regularly
Surfing the internet regularly Listen to radio
regularly
100
44
58
52
72
Limitation of the study
The effectiveness of various electronic media is measured in keeping in
mind the constraints and limitation given below ;
1. The present study was confined to Lucknow city and its adjoining
areas. The findings of this study may not applicable to other areas.
2. The limitations and biasness of sampling techniques used in this
study may influence the findings of this study.
3. Due to limitation of time and resources, all the possible factors
influencing media effectiveness could not be considered.
4. The study of electronic media effectiveness may not hold well over
a period of time due to various improvements in the present
electronic media.
73
Conclusion
The main purpose of this study was to identify the first source of
information of toothpaste brand, to know the media awareness and media
behavior of the people, to study the media habit of the people to measure the
effectiveness of various electronic Media. We can summarize and
concluded the study by the following manner.
The brands which are much exposed before the people through
various electronic media are used at large. Some brands like Pepsodent and
Colgate are frequently exposed with good illustration, are very much used.
This clearly shows the effectiveness of electronic media.
Whatever information the consumer gets from advertisement which
appears on various electronic media, he takes the decision on the basis of
those information’s. So, whatever information’s will be exposed on the
electronic media, they will definitely helpful in changing the attitudes of the
consumer at large extent.
Urban respondents were more exposed to advertisement and had
favorable response towards advertisement appearing through various
electronic media than the rural respondent.
74
Television and newspaper were important source of information in the
urban areas. Shopkeepers and relatives are other first source of information,
so they are also considered as integral part of the media. Now a days
television is much popular in rural areas as well as urban areas, that’s why
maximum companies are taking help from television in exposure of their
brands. Radio and cinema were also first source of information for a very
few people.
After collecting information 88% respondents came across the
advertisement about that brand. Out of 88% respondent’s maximum number
of the respondents was exposed with the television followed by the radio and
cinema. So, television is the best media exposure and was very effective to
the consumer point of view.
Consumer responded that advertisement which appears on television
were very much effective and such type of respondents are 62% and rest
38% respondent in average affectivity. And this affectivity leads to a
consumer for impact on brand preference, because of this reason the brand is
preferred. Punch-line, simplicity and contents make the advertisement
effective. When the advertisement is exposed on electronic media, these
factors are highly considered to create effectiveness.
75
Recalling of the advertisement by the maximum number of
respondents shows the effectiveness of the electronic media. It happens only
when the advertisement is exposed in a good manner and on a good track
which leads towards the change in consumer’s attitude of buying and
awareness.
Every respondent had multiple media habits. The respondents who
had the media habit of watching television regularly were 100%. That’s
why television is the best media habit for the respondents. Surfing internet
and listening radio was the second and third media habit of the respondents
respectively. Radio is highly effective in both rural and urban areas.
Cinema is the fourth effective media habit. Cinema and internet were
available only in the urban areas and because of this reason it is not effective
media habit for all the respondents.
Concluding the topic of the study “Effectiveness of the electronic
media with a special reference of toothpaste” It is said that the respondents
are very much affected by the media especially Television, Radio,
Newspaper, Cinema, and Internet. Out of these electronic media the most
effective media was television which is available almost in every home and
people are very much exposed to it.
76
Bibliography
Books:
Research Methodology C. R. Kothari
Advertising D. R. Singh,
R. M. Upadhaya,
R. K. Tandon,
Journal Asia-pacific business review
Asia –pacific institute of
Management New Delhi
77
Annexure
(A) Questionnaire
Name :…………………………………………………………..
Sex : Male / Female …………………………………
Address : …………………………………………………………
…………………………………………………………..
Marital Status : Married / Unmarried
Age Group : 16 – 20 yrs. ……………………
21 – 25 yrs. ……………………
26 – 30 yrs. ……………………
Above 30 yrs. ……………………
Education Level : Primary ……………………
Matriculation ……………………
Intermediate ……………………
Graduate ……………………
Post Graduate ……………………
Other (Specify) ……………………
Profession : Student ……………………
Govt. Service ……………………
Business ……………………
House Wife ……………………
78
Income Group : Below 3000 ……………………
3001 – 6000 ……………………
6001 – 9000 ……………………
9001 & Above ……………………
(I) Which toothpaste brand are you using at present?
Pepsodent
Close – Up
Colgate
Anchor
Neem
Miswak
Babool
Cibaca
Others
(II) Since when have you been using the present brand?
Less than 6 months
More than 6 months
(III) Which toothpaste brand were you using prior to this
present brand? Please specify the brand name.
…………………………………………………………………
…………………………………………………………………
79
(IV) Why have you change the earliest Toothpaste brand?
Because of …………
Taste
Price
Advertisement
Promotional Schemes
Other (Specify) …………
(V) Which factor/s affects your change in decision?
It is certified by dental association
It consist of herbal ingredients
It maintains healthy gums & Strong teeth
Brand of reputed company
Other(Specify)
……………………………………………………………
(VI) What was the source of information for the present brand?
Friend
Shopkeepers
Television
Newspaper
Relatives
Other(Specify)
……………………………………………………………
80
(VII/A) After collecting information from above sources did you
come across any advertisement about this brand?
Yes
No
(B) If yes, what was the media?
Television
Internet
Radio
Cinema
(VIII) In your opinion how effective was the advertisement appearing
on television?
Very Much
Average
Below
Average
(IX/A) Was there any impact on your brand preference?
Yes
No
(B) If yes, what appealed you? Plea specify
…………………………………………………………………
…………………………………………………………………
81
(X/A) Can you recall any advertisement about any another toothpaste
brand of electronic media?
Yes
No
(B) If yes, name the toothpaste brand?
…………………………………………………………………
(c) Where have you seen this?
Television
Internet
Radio
Cinema
(XI) Tick which ever is more applicable in your case.
Watch the television regularly
Go to cinema regularly
Surfing internet regularly
Listen to Radio regularly
(XII/A) Can you recall any advertisement about any toothpaste brand,
which you find more interesting?
Yes
No
82
(B) If yes, name the toothpaste brand?
…………………………………………………………………
…………………………………………………………………
(C) Specify the media?
Television
Internet
Radio
Cinema
The advertisement of which brand you like most
Pepsodent
Close – Up
Colgate
Anchor
Neem
Miswak
Babool
Cibaca
Others
83
(B) List of the Table
Table 1 Distribution of the respondents according to their age and
sex.
Table 2 Distribution of the respondents according to their marital
status
Table 3 Distribution of the respondents according to their education
level
Table 4 Distribution of respondents according to their profession
Table 5 Distribution of the respondents according to their income
group
Table 6 Distribution of the respondents according to their present
brand used
Table 7 Distribution of the respondents according to their time
duration of present brand used
Table 8 Earlier brand used by the respondents
Table 9 Response of reasons to change in earlier brand by the
respondents
Table 10 Factors affect the change in decision
Table 11 Relative distribution of first source of information
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Table 12 Responses of the respondents whether they come across any
advertisement
Table 13 Relative distribution of media
Table 14 Effectiveness of advertisement according to the respondents
Table 15 Responses of the respondents regarding impact of
advertisement on brand preference
Table 16 Responses of the respondents regarding recalling of
advertisement of toothpaste on electronic media.
Table 17 Brand of toothpaste (Out of 76 respondents)
Table 18 Exposure to the media
Table 19 Media habit of the respondents (Multiple Choice)
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