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FAMILY ROLE IN DECISION MAKING OF ORAL HYGIENE
PRODUCT
PRESENTED BY:ANKUR CHHAJER (09)
RAVIKANT PRASAD (34)RUPAK CHOUDHARY
(10)SURAJ SINGH (48)
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FLOW OF PRESENTATION
• Oral Hygiene.• Major Players.• Buying Behavior.• Decision Making Process.• Buying Roles.• Advertisements.• Conclusion.
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WHAT IS ORAL HYGIENE
The oral hygiene market consists of
dental floss, denture care, mouthwash, toothpaste and toothbrushes. The market is valued according to retail selling price (RSP) and includes any applicable taxes.
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• The oral care market is estimated at around 77,000 tons in volumes & Rs. 18 billion in value
• The toothpaste market is segmented as Whites and Gels.
• Whites account for almost 80% of the market.
• During the last 2-3 years, volume growth is not happening in the market.
• As per ORG, the oral care market witnessed a declining trend in volumes.
Market Map
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• About 80% of the market is dominated by Colgate, Close-Up and Pepsodent.
• Anchor – who came in a few years ago
• Balsara with its Babool brand is another significant player
Market Map Contd….
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Major Players in Oral Hygiene Care
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Colgate Palmolive India Ltd.
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Hindustan Unilever Ltd
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Dabur India Ltd.
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SmithKline Beecham consumer Healthcare
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Anchor Health & Beauty Products
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Use of other oral hygiene products
0
5
10
15
20
25
30
35
40
45
50
5 8 12 15
Age
%Dental floss
Mouthwash
Chewing gum
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Buying behavior
High involvement
Low involvement
Significance difference between brands
Complex buyingBehavior
Variety-seeking buying behavior Close-up Active Gel (red) with Vitamin Fluoride, lemon Mint , Milk Calcium Pepsodent Gumcare , 2 in 1 , complete 10 , whitening
Few difference between brands
Dissonance-reducing behavior
Habitual buying behavior Colgate, Pepsodent ,Close-up ,Meswak Dabur Red, Colgate Cibaca ,Babool Anchor ,Ajanta
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Decision making process
NEED RECOGNITION
DO I REQUIRE ORAL CARE PRODUCT? WHY?
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INFORMATION SEARCH• WHAT TO BUY? HOW CAN I GET IT?
TOTAL SET
COLGATECLOSEUP
PEPSODENTBABOOLANCHOR
AIMDABUR LAL
ORAL-BHAPPYDENTPASS-PASS
…….
CONSEDERD SET
COLGATEPEPSODENT
CLOSEUPDABURLAL
ORAL-BHAPPYDENTPASS-PASS
EVOKE SET
COLGATECLOSEUP
DABURLALORAL-B
HAPPYDENT
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EVALUATION OF ALTERNATIVES
• WHICH ONE IS BETTER ?
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PURCHASE DECISION
• HOW MUCH TO BUY?
• WHEN TO BUY?
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POSTPURCHASE
• PRODUCT
GET RID OF IT TEMPRORILY
GET RID OF PARMANENTLY
KEEP IT
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Households
• Husband-dominant decisions : automobiles, liquor, cigarettes , life insurance and consumer electronic products.
• Wife -dominant decisions : furniture, jewelry,food and home appliances.
• Joint- decisions : House, vacation
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Household Decision Making process
Consumer(children)
Purchaser(Parents)
Influencer(Children)
Information gatherer (Parents)
Decisionmaker
(Parents,Children)
Comm.Targeted at
children (Taste)
Comm. Targeted atparents ( nutrition)
e.g. For children’s products
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Colgate • He is a dentist aged
between 35-38 years.• Has two children, a girl and
a boy.• He wants his children to be
well educated and to be knowledgeable enough.
• He has a big clinic in Mumbai and his practice is going good.
• His wife is a working woman• He is a caring father and a
loving husband
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Pepsodent
• She is a housewife and a mother.
• Her age is 28-30 years.• She attends kitty parties
and loves to keep herself fit and good looking.
• She reads magazines like Femina and Savvy.
• She goes to gym regularly.• Her husband is working in
a MNC and is earning good.• She likes to go for
shopping.• She keeps her home neat
and clean.
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Close-Up• He is a college going boy.• His age is around 20 years.• He is not very good looking
but dresses cool.• He does not have a girl
friend but wants to have one.
• He is an intelligent guy and always a rank holder.
• He likes to dance but cannot dance well.
• He is a confident guy and never shies off for anything.
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Babool
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