himalaya herbal toothpaste case study- g2- sec f

8/10/2019 Himalaya Herbal Toothpaste Case Study- g2- Sec f

http://slidepdf.com/reader/full/himalaya-herbal-toothpaste-case-study-g2-sec-f 1/6

HIMALAYA HERBAL

TOOTHPASTE: CATEGORY

AND BRAND INVOLVEMENT

IN AN EMERGING MARKET

CASE STUDY

Section F - Group 2

Apoorv MisraArihant Jain

Dharna Chauhan

Isha Dwivedi

Manoj Kumar

Pratyush Banka

Tuhin Anand



Involvement level of consumers in

Oral care category: Major findings

• As per the data given 32% of the consumers are highly

involved consumers and they are particular about the

toothpaste they are using

• 44% of the consumers (11 out of 25) brush twice a day which

shows a moderate involvement

• 40% of the consumers (2 out of 5) who had oral health

changed their toothpaste and remaining 60% did not which

shows that those 60% consumers are low involved

• 12% of the consumers (3 out of 25) visited the dentist once in

every 6 months, these changed their toothpaste when

recommended by the dentist, proving that the 3 consumers are

highly involved



High or Low cognitive and affective

associations with regard to each of the brands• As per the data given 32% of the consumers exhibit high involvement and 68% of the

consumers exhibit low or medium involvement in the oral care category• The high and low cognitive and affective associations with regard to each of the brands is as

below

• As shown in the table the Freshness segment 64% of the consumers have strong cognitive

beliefs which shows their high involvement level. Similarly , it can be interpreted for the rest

Cognitive Beliefs by segment Affective Beliefs by segment

Segment Strong

Cognitive

belief

consumers

Low

cognitive

belief

consumers

Segment Strong

Affective

belief

consumers

Low

Affective

belief

consumers

Freshness 64% 36% Freshness 60% 40%

Herbal 64% 36% Herbal 44% 56%

Overall

Oral Care

56% 44% Overall Oral

Care

36% 64%

Niche 92% 8% Niche 72% 28%



Brand attitude affected by low category

involvement• Low involvement consumers are the ones who buy the products as a mere routine

and they are not concerned with the functional benefits of the brand

• As per the exhibit 6,the percentage of customers who have both strong cognitive

and affective beliefs are greatly influenced by the brand advertisements

• Advertisements play major role in the development of attitude towards a brand

because if the advertisement does not connect and communicate the message

properly ,the consumers can develop a negative brand attitude

• The instances where brand attitude overwhelms category involvement for OralCare is shown below and similarly it can be located for the other categories also

Oral care (Brand) Oral care

(Toothpaste)

Fresh breath 3.38 3.29

Great flavor and taste 3.26 3.35

Germ fighting 3.35 3.23

Fight cavities 3.42 3.48

Oral health problem 3.35 3.26

Healthy gums 3.26 3.38



Consistency between the strength of cognitive

beliefs and the strength of affective beliefs

Consumer consistency:

• 46% of the customers have consistency in strong cognitive and

strong affective beliefs

• 23% of the customers have consistency in weak cognitive and

weak affective beliefs

Inconsistencies:

• 23% of the consumers are with strong cognitive and weak affective

beliefs which means that seeking for more of functional benefit

rather than emotional benefits

• 7% of the consumers are with weak cognitive and strong affective

beliefs which shows that they are mildly low involved people and

are looking for more of emotional benefits rather than functional

benefits



THANK YOU

himalaya herbal toothpaste case study- g2- sec f

Documents