Himalaya Herbal

Toothpaste
Category and brand involvement.
Group-1-B
Abhishikta
Sonal
Ramya
How does low category involvement affect brand attitude? Explain
the inconsistency in those instances where brand attitude
overwhelms category involvement.
28
40
32
64
41
0
20
40
60
80
Freshness Herbal Overall Oral CareNiche Total
Category Involvement
Toothpaste is a moderate to low involvement product
with consumers knowing the need of a
toothpaste(essential for daily grooming/health) but are
not too attached to functional attribute except for
niche segment.

Towards low involvement products, people display
neutral attitude as compared to high involvement
product where people display strong attitude.
Example-
Freshness Herbal Overall oral care Niche Total
Category
It is important that my toothpaste
prevents cavities
3.51 3.35 3.48 4.00 3.59
It is important that my toothpaste
gives me healthy teeth
3.45 3.51 3.42 4.10 3.62
However in niche segment, consumers are highly involved. They have given high rating
for positive attitude involving questions and low rating on negative questions.
How many consumers expressed consistency between the strength of their cognitive beliefs
and the strength of their affective beliefs associated with their respective brand choices? How
can any inconsistencies in the same be explained
Segment Strong
cognitive
belief and
strong
affective
belief
Strong
cognitive
belief and
weak
affective
belief
Weak
cognitive
belief and
strong
affective
belief
Weak
cognitive
belief and
weak
affective
belief
Freshness 44% 20% 16% 20%
Herbal 20% 24% 4% 32%
Overall Oral
Care
32% 24% 4% 40%
Niche 68% 24% 4% 4%
Total 46% 23% 7% 24%
Strong cognitive
belief
strong affective
belief
CloseUP(Freshness) 80% 60%
Dabur Red(Herbal) 38% 38%
Colgate dental
cream(Overall Oral
Care)
60% 20%
Colgate Active
Salt(Niche)
100% 92%
For a favorable attitude in purchasing the
toothpaste, the company should focus on
consistent and positive mix of cognitive and
affective component.

Total inconsistency is 30% where theres no
balanced mix of cognitive and affective
component.Hence, Consistency is 70%.
Niche segment is high involvement, therefore
highly consistent.
Colgate dental cream(Overall Oral Care)-Low
involvement product, mostly customers are family
which tend to buy product which guarantee
overall protection. Hence people dont switch
due to inertia.
Dabur Red(Herbal) shows least level of positive
consistency in cognitive and affective
componentshowing low probability of buying
behavior.
CloseUP(Freshness) shows higher level of positive
consistency as compared to negatibe in cognitive
and affective component. Catchy pass aao
campaign.
Premium range as
consumers will be
willing to pay more
for the extra benefits
associated with the
product.
TV advertising
Sales promotion (For
distributors and
retailers)
Urban population
concerned for oral
care.
Niche segment
product.
Freshness segment
PRODUCT PLACE
PRICE PROMOTION
Reasons-Niche Segment
High average involvement score-
64% of the total consumers.
68% consumers brushes twice.
High cognitive belief- 92% and High
affective belief -72% compared to
others.
89% of the consumers who had low
involvement with the category, also
had high attitude towards the brand
which is greater than the other
brands.
Since freshness also had high
affective component, more youth
can be targeted.

Recommendations
Proposed Strategies
Target urban demography concerned towards oral healthcare
Positioning- Premium herbal toothpaste for niche category -Fresh, Natural
and Reliable