Consumer

Behavior:
Case-2
Positioning and
Behavioral
Introduction:
Dimensions:
The given case talks about
Implications the study to understand the brand positioning and brand
for Big
associations related to the toothpaste category that was included herbal and non-herbal
Bazaar
toothpaste brands in particular, by Vineet Saraiwala who was the assistant manager of Big
Bazar. The objective behind this was to identify the factors that shape consumer attitudes
toward the category and evaluate how the various brands fare on the same. For that they
consider four brands for it that were Colgate, Close-up, Dabur and Patanjali. They collected a
sample of 175 respondents which involved graduates, post-graduates and professionals as
well, majority of them was staying in hostel and they ask the respondents to rate the
importance of each attributes in shaping their attitudes towards the category and the brands.
Based on the responses they identify the factors for toothpaste category and for specific
brands as well such as category/brand associations, attitudes towards category/brands,
attitude towards ads, word-of-mouth associated with category/brand, reference group effects,
feelings, influencers associated with the purchase, self-brand connection, self-celebrity
connection, emotional appeal, sensory appeal, and collectivist values. On the basis of this,
Vineet Saraiwala had to analyze and interpret brand positioning and associations with the
data in a direction that would be helpful to Big Bazaar in finalizing the retail promotional
strategies for these brands.

Questions:
1. What are the inferences about attitudes towards the toothpaste, herbal toothpaste, and
non-herbal toothpaste categories?
Ans: The inferences about the attitudes towards the toothpastes in non-herbal categories
are the positive attitudes which helps the consumer to analysed whether it valuable or
useful for them or not, whether it is beneficial, pleasant, happiness, also the advertisement
that are shown is either emotional or appealing, is it advance, innovative, family-oriented,
quality product, the brand connection that you had with it, for example, Colgate is the
brand which is trust worthy and expertise for strong teeth and prevent from cavities, this
kinds of things were become very-very important when it comes to choose or purchase a
toothpaste. As far as the herbal category is concerned there is a distinct preference for
celebrity who are trust- worthy for example, if we talk about Patanjali, it was the
personality or image of Baba Ramdev which tends the consumers to trust and purchase
their products as his image was portrayed as an honest and an expert personality in the
field of Ayurveda also, if we look towards Dabur they portrays their product as an
Ayurvedic solution for one’s family dental problems, they also associated with the dentist
which gives the scientific validations to their products as well.

2. What role does the consumer reference groups play in shaping consumer attitudes?
Ans: Reference groups are associated with the manner in which they influenced the
attitude and behavior of the consumers to purchase a particular product. Talking about
Colgate, it has a moderate impact on the consumers as the consumers are not so much
influenced with what others are saying about the brand, consumers were not feeling a
connection with other users it may be because of fewer number of people are using that
brand and those who get influenced are mostly because of their family and close friends.
Looking towards Close-up which is majorly influenced by the reference group by word-
of-mouth as the consumers are believing in the opinions and suggestions of the group and
they actively spread positive word-of-mouth to the brand. So, the consumers are majorly
influenced by their family members, friends also followed by customer reviews. Now
talking about Dabur its reference group impact on the consumers purchase behavior are
very less because consumers are getting influenced by the suggestions of the reference
groups and they are willing to spread a word about the brand, because consumers were
feeling any kind of connection with the users and this may happen because they may not
the high perception about the brand, even Dabur has run high on feeling and prestige but
there is an unwillingness among consumers to attach themselves with the brand. Now if
we look towards Patanjali it has the highest impact of the reference group in the
purchasing behavior of the consumers as people are getting influenced by the opinion and
suggestions also Patanjali users are the one who are most influenced by word-of-mouth
about the brand. The reference group of the Patanjali had spread a positive perception
about the products along with its ingredients. Here in the case of Patanjali the consumers
are highly influenced by their family members and their close friends and also, they are
getting recommendation by the public and private reference groups

3. What role do consumer values and culture play in shaping consumer attitudes?
Ans: The roles that consumer values and culture plays in shaping consumer attitudes are:
 Close-up: Since, the Indian consumers are not identifying close-up as an Indian
brand which tends that the rating of the close-up is very moderate. When it comes
 to sticking to our own values and culture and then using that product, it seems as
the western effect when it comes about the close-up.
 Colgate: Colgate had positioned itself as number 1 brand recommended by
dentists and also associated with Indian Dental Association. Colgate has a better
goodwill in the market which tends that the people when they visit to shop to buy
tooth-paste they generally asked to give Colgate instead of saying to give a
toothpaste to them also the Colgate comes with a green mark which was also
suggested by the dentists to use the toothpaste which have that green mark.
 Dabur: Dabur is rated high in family orientation and ethnocentrism, because the
Indian cultural connection is high with the brand because of the Ayurveda.
 Patanjali: Since, Patanjali is identified as a swadeshi brand which added more
values among the consumers in shaping the positive attitude towards the brand.
Also, Baba Ramdev who is the brand face of Patanjali and its proposition of
herbal and ayurvedic products shifting the preferences of many consumers
towards the brand.

4. Examine the existing positioning and comment on how it is in line or not in line with
the overall analysis (for each brand). How would you improve it?
Ans: Close up is credited with inventing gel-based toothpaste as a foreign brand. In
addition, it was the market leader in gel toothpaste segment and its positioning was based
on freshness and whitening. Close-up mainly targeted youths as it various flavours and
colors promoted excitement and the joy of youthful energy. Also, its new flavours and
perfect combination of gel and mouthwash also lent an image of innovativeness.
Colgate is a brand that has been in the industry for a long time and has successfully
preserved its reputation. Colgate positioned their product using both emotional and
practical appeal, such as dentist tips and natural toothpaste containing minerals and
toothpaste containing charcoal.
Dabur is best known for its herbal products, but the company also sells a variety of other
items. Dabur positioned its products as a solution to cure or prevent all dental problems
and defends its products by citing scientific evidence as well as Ayurveda's cultural
significance.
Patanjali presented itself as the tough competitor of Colgate with a market share of 4.5%.
The brand was also benefited from the huge followers of Baba Ramdev who enjoyed
immense trust from a large segment of Indian consumers. With its promise of Swadeshi
and Pure Ayurvedic, Patanjali is a well-known brand in the industry.

5. In an environment that is radically oriented toward the modern retail format, how can
Big Bazaar use behavioral insights to its advantage in the toothpaste category?
Ans: Big Bazaar might have to come up with some effective brand promotional strategies
by consider the buying trends and behavior of the consumers, they also can hold a contest
or something similar because which leads to the consumer participation in the toothpaste
category. Such tactics will help Big Bazaar to collect and analyse data of consumer
buying trends which they can use as an advantage for understanding and preparing
themselves accordingly for future.