Slide 1: LIBB PHARMACEUTICALS Presented by- Anirudh Datta
Neha Sharma Slide 2: LIBB PHARMACEUTICALS Market share of libb pharmaceuticals declined from 15% to
Firm should undertake attitude research on toothpaste market
to determine Can consumers attitude towards brands predict individual
consumer brand preference.
What perception do people have of Alive toothpaste?
What are preferences for and perceptions of the other major
major brands of toothpaste?
How can Alive toothpaste best be positioned in the market
place? Slide 3: BACKGROUND- Libb pharmaceuticals was started in 1855, founder Phillip
developed an all purpose skin ointment
By early 1900s firm was manufacturing & distributing wide
line of pharmaceutical & personal care product.
Firm manufactured 4 different type of toothpaste.
By end of world war II firm decided Alive will be
firms only brand of toothpaste
It will be modified & reformulated as appropriate
to keep the brand competitive with changing
market conditions and potentials. Slide 4: PRODUCT & POSITIONING- Alive positioned as an all-in-one mouth care product
Alive toothpaste polishes your teeth as bright as any other
Alive contains special ingredients that freshens your breath
Alive contains special fluoride to reduce tooth decay
Alive brightens & protects your teeth & freshens your mouth
Brand advertisement- TV commercials, day & prime time
Focus on boy meets girl & vice versa
2nd largest budget to national magazines with some use of
Sunday newspaper supplement.
Focus to reach as many consumers as possible with the
amount of promotional dollars available. Slide 5: RESULTS OF CONSUMER RESEARCH- Crest was ranked as most preferred by 46.4% of the
Alive was ranked 1st by 10.5%
Alive was ranked 2nd by 22.7% and 3rd by 22.3%
Brand preference highest for Alive toothpaste among the
people going to grammar school
As education level increases, the preference for Alive also
Same phenomena holds true for Colgate while the opposite
is true for Crest.
75% of the respondents ranked Decay prevention as the
most important attribute in selecting a brand of toothpaste
Price ranked as the least important attribute.
. Slide 6: Cont... Attitude model correctly predicted most preferred brand for
74.9% of the respondents
Model also correctly predicted the 2nd most prefered brand
for 45.5% of the sample
Least preferred brand was correctly predicted 63.3% of time
Alive was rated as a 1.27 on taste/flavour (the lower the
rating, more satisfactory brand is perceived on that attribute)
by those who prefer it and as 2.23 by those who stated
preference for some other brand. Slide 7: How are consumers attitude formulated? How can
Marketers attempt to change/modify consumer
attitude? Attitudes are learned- Attitudes relevant to purchase behavior are formed as a
result of direct experience with product, Information acquired from others or
exposure to mass media advertisement. Classical Conditioning- Consumers often purchase new products that
are associated with a favorable viewed brand name. Their favorable
attitude towards brand name is a result of repeated satisfaction with
other products produced by the same company.
Instrumental conditioning- attitude follow the purchase and consumption
of a product. Eg. Consumer may purchase a brand name product
without having prior attitude towards it, because as it is the only product
of its kind available.
Cognitive Learning theory- When consumers seek to solve a problem
or satisfy a need, they are likely to form attitudes on products on basis
of information exposure and their own cognition. Slide 8: Sources of Influence on Attitude Formation Direct Experience- Consumers direct experience in trying and
evaluating the product.
Influence of family and friends- Family is an extremely important
source of influence on the formation of attitude
Exposure to Mass media- consumers are exposed to new ideas,
products, opinions and advertisement through newspapers,
commercials. Slide 9: Strategies of Attitude change- Change the basic motivation function Ego-defensive function
Value expressive function
Knowledge function Associating product with special group, events or cause
Resolving two conflicting attitudes
Changing the relative evaluation of attributes
Changing the brand belief
Adding an attribute
Changing belief about competitors brand Based upon results of the research, how would you reposition Alive toothpaste? : Based upon results of the research, how would you reposition Alive toothpaste? Why do people choose one tooth paste rather than another? : Why do people choose one tooth paste rather than another? Consumers are classified into segments.
Consumers judge toothpaste on taste and appearance; teeth whitening ; prevention of tooth decay etc.
These segments represent customers with specific needs.
If there is no positioning the consumer is confused especially if he/she is looking for a specific positioning
Alive toothpaste has a general positioning. Based upon results of the research, how would you reposition Alive toothpaste? : Based upon results of the research, how would you reposition Alive toothpaste? Choose your position
See if you product is honest to that position
This will give TG and the communication medium. My medium of advertising changes with my segment.
Right now they are wasting a lot of money and diffusing their effort on marketing.
Even if they do choose positioning of tooth decay, there might be other brands already there so the company needs to make a choice. The advertising campaign that launched the Crest brand has become one of the most memorable in marketing history. In television commercials, smiling children proudly proclaimed,“Look Mom — no cavities!” : The advertising campaign that launched the Crest brand has become one of the most memorable in marketing history. In television commercials, smiling children proudly proclaimed,“Look Mom — no cavities!” Thank you : Thank you