close up paste

8/2/2019 Close Up Paste

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INTRODUCTION

Many peoples 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 broadstrategies 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.

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.

Toothpaste is a paste or gel dentifrice used with a toothbrush as an

accessory to clean and maintain the aesthetics and health ofteeth.

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Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids

in removing the dental plaque and food from the teeth, assists in

suppressing halitosis, and delivers active ingredients such

asfluoride or xylitol to help prevent tooth and gum disease (gingivitis). Most

of the cleaning is achieved by the mechanical action of the toothbrush, and

not by the toothpaste. Salt and sodium bicarbonate (baking soda) are among

materials that can be substituted for commercial toothpaste. Toothpaste is

not intended to be swallowed, but is generally not very harmful if

accidentally swallowed in small amounts.

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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.

Thats 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.

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So, in the summer forms we can illustrate have the main objectives of

the study as follows:

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.

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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 hedeals 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 companys product development as well as

other marketing activities is closely tied up with the success of its

advertising programs.

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 varioustechniques 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.

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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 days 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

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CHAPTER - II

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.

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Close Up

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.

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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 (include Close up) 32.90%

Balsara Hygiene 6.50%

Others 9.70%

Source:CPIL

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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

Mode

Usage(%) of total Population

Toothpaste

47%

Toothpowder

23%

Conventional Methods

30%

Source: A & M

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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

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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.

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.

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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, Close up, Pepsodent, Aqua fresh,

Forhans, (recently this brand was sold for a sum of around Rs.3.6 Crore to

an undisclosed buyers)

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 has 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

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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.

Segment &sales contribution

Protection & Economy 65%

Social Interaction 35%

Therapeutics 5%

Source: Indiainfoline.com

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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 forvaried purpose like traveling, family, use etc.

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.

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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.

HISTUSTAN LEVER LTD

Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the

largest FMCG Company, with a turnover of Rs 118bn. The companys

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.

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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 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.

HLLs 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

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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.

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PRODUCTS OF HLL

In 1993, HLL launched Pepsodent in direct competition to Colgates

flagship product Colgate dental cream. But Pepsodent could achieve only 4-

5% market share. In 1995 pepsodents 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 pepsodents superiority and the matter

was referred to MRTP commission to determine the validity of HLLs claim.

Colgates 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%. 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

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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 problems 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 topromote 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 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

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,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 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 HLLs 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.

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

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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.

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CHAPTER III

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 were

resident of Attur taluk. Purposive sampling technique was used for selecting

the respondents. 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

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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 Datum, 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 presentresearch.

Primary data- primary data collected from field survey I collected primary

data through survey method, questionnaire & personel interview.

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, 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.

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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.

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.

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ANALYSIS AND INTERPRETATION

Profile of respondent:

The general profile of respondents in terms of age, sex, marital status,

education and income are given as follows:

Table 4.1:

Distribution of the respondents according to their age and sex.

Age Group Male Female No. of respondents

16-20 6 4 10

21-25 13 7 20

26-30 18 22 40

Above 30 16 14 30

Total 53 47 100

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.

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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.

Table 3 Distribution of the respondents according to their

education level

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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.

Table 4 Distribution of the respondents according to

their professions

Profession

Background

No. of respondents

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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.

Table 5 Distribution of the respondents according to their income

groups

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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 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.

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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

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Distribution of the respondents

30

15

32

4 35

11

05

10152025

3035

Pepsod

ent

Close-Up

Colgate

Ciba

ca

Anchor

Misw

ak

Other

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.

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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 6

months

More than 6

months

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.

Electronic media created a large gap between the prior brand used and

present brand used. Consumers are very much affected through the various

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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

10Total 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

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.

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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.

Table 9 Response of reasons to change in earlier brand by the

respondents

Earlier Brand No. Of respondents

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Taste

Price

Advertisement

Promotional Schemes

Others

32

06

30

07

25

Total 100

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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% respondents 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 thelikings 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

Factors affecting decision No. of respondents

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Herbal ingredients

Healthy gums & Strong teeth

Reputed brand

Other

20

56

17

07

Total 100

Herbal

ingredients

Healthy gums &

Strongteeth

Reputedbrand

Other

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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.

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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

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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

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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.

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Table 13Responses of the respondents regarding relative

distribution of media


Televisions

Internet

News papers

Radio

Cinema

79

0

0

15

6Total 100

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EFFECTIVENESS OF ADVERTISEMENTS ON ELECTRONIC

MEDIA

The advertisement, which appears on television, that may or may not beeffective 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


Very Much

Average

76

24

Total 100

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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 15

Responses of the respondents regarding impact of

advertisement on brand preference

Responses No. of respondents

Yes

No

69

31

Total 100

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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 cant 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 cant easily recalled. Maximum

recalling of the advertisement is in the urban areas as

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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.


Yes

No

76

24

Total 100

Brand of the Toothpaste:

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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

Exposure to the Media:

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Advertisements are through the various media channels. In the

electronic media segment Television, Cinema, Radio and Newspaper are

important. In todays scenario Television is the most important and

common segment. Thats 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.

Table 18 Exposure to the media

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Television

Radio

Cinema

90

06

04Total 100

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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. Onerespondent 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.

Table 19 Media habit of the respondents (Multiple Choice)

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Limitation of the study

Habits No. of respondents

Watch the television regularly Go to cinema

regularly

Surfing the internet regularly Listen to radio

regularly

100

44

58

52

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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.

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

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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 ofthose informations. So, whatever informations 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.

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, thats 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.

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After collecting information 88% respondents came across the

advertisement about that brand. Out of 88% respondents 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.

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 consumers attitude of buying and

awareness.

Every respondent had multiple media habits. The respondents who

had the media habit of watching television regularly were 100%. Thats

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

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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.

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

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Annexure

(A) Questionnaire

Name :..

Sex : Male / Female

Address :

..

Marital Status : Married / Unmarried

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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

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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

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More than 6 months

(III) Which toothpaste brand were you using prior to this

present brand? Please specify the brand name.

(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

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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)

(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?

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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

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(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

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(XII/A) Can you recall any advertisement about any toothpaste brand,

which you find more interesting?

Yes

No

(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

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Anchor

Neem

Miswak

Babool

Cibaca

Others

(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

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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

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 mediaTable 19 Media habit of the respondents (Multiple Choice)

close up paste

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