Alive Toothpaste

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LIBB PHARMACEUTICALS Presented by- Anirudh Datta Ishan Sinha Jyoti Bhandari Neha Sharma

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LIBB PHARMACEUTICALS Market share of libb pharmaceuticals declined from 15% to present 10%. 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?

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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.

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PRODUCT & POSITIONING- Alive positioned as an all-in-one mouth care product Alive toothpaste polishes your teeth as bright as any other brand 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.

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RESULTS OF CONSUMER RESEARCH- Crest was ranked as most preferred by 46.4% of the respondent 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 decreases. 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. .

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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.

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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.

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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 Direct Marketing Exposure to Mass media- consumers are exposed to new ideas, products, opinions and advertisement through newspapers, commercials.

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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

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