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