A STUDY ON ROLE OF ADVERTISING MEDIA IN PROMOTION OF

TOOTHPASTE WITH SPECIAL REFERENCE TO ERODE CITY

PROJECT REPORT
Submitted to the Bharathiar University in partial fulfillment of the Requirement for the
award of the degree BACHELOR OF BUSINESS ADMINISTRATION of the Bharathiar
University, Coimbatore.
Submitted By
NAME
REGISTER NUMBER
1. NANDHAKUMAR 1625F0105
2. B.PARAMASIVAM 1625F0106
3. G.RAMESH 1625F0107
4. T.RANJITHKUMAR 1625F0108
5. K.SATHISHKUMAR 1625F0109
6. P.SOUNDHRAPANDI 1625F0110
Under the Guidance of
DR. B.GAYATHIRI
Assistant professor, Department of Business Administration

MARCH – 2019
DEPARTMENT OF BUSINESS ADMINISTRATION
SRI VASAVI COLLEGE
(SELF FINANCE WING)
ERODE-638316

1
 CERTIFICATE
Thus is to certify that this project work entitled “A STUDY ON ROLE OF
ADVERTISING MEDIA IN PROMOTION OF TOOTH PASTE WITH SPECIAL
REFERNCE TO ERODE CITY”. submitted to the Bharathiar University, Coimbatore, in
partial fulfillment of requirements for the award of the degree of BACHELOR OF
BUSINESS ADMINISTRATION is a record of original project work done by
B.NANDHAKUMAR , B.PARAMASIVAM , G.RAMESH, T.RANJITHKUMAR ,
K.SATHISHKUMAR , P.SOUNDHRAPANDI Under my supervision during their period of
study in SRI VASAVI COLLEGE (Self-Finance wing), Erode.
Signature of the candidates
1. 4.
2. 5.
3. 6.

Signature of the guide

Countersigned

Signature of the HOD Signature of the Director

Viva – voice examination held on__________________

Internal examiner External examiner

2
 ACKNOWLEDGMENT
We feel great pleasure to thanks our beloved Thiru.V.ATHIKESAVAN, secretary of sri
vasavi college (self finance wing) , Erode and Prof.V.SIVAKUMAR,M.COM.,MPhil.,
Director of Sri Vasavi Institutions, Erode for the encouragements & he rendered us in doing
the project report well.
Words are insufficient when we endeavor to express our heart-felt thanksfulness to
S.MUTHUMARI,MBA.,M.Phil., Head of the department of Business Administration for
the valuable advice and suggestions she gave us to complete this project report.
Words alone cannot express our deep sense of gratitude towards Dr.B.GAYATHRI
,MCS.,MBA.,PGDCA., who guidance made successful completion of this project report
need a special mention because her rare and constructive criticism and constant
encouragement.
We extend our sincere thanks to Mrs.R.RAJAMALATHI, Mrs.SUBA, who directly or
indirectly helped us in all stages of work.
We thanks to our friends and as a mark of respect and graduate we dedicate this project to our
beloved parants.

B.NANDHAKUMAR
B.PARAMASIVAM
G.RAMESH
T.RANJITHKUMAR
K.SATHISHKUMAR
P.SOUNDHRAPANDI

3
 DECLARATION
We hereby declare that the project report entitled “ A STUDY ON OVERALL
FINANCIAL PERFOMANCE OF Submitted to the bharathiar university , Coimbatore, in
partial fulfillment of requirements for the award of the degree of BHACHELOR OF
BUSINESS ADMINISTRATION is a record of original project work done by
B.NANDHKUMAR , B.PARAMASIVAM , G.RAMESH T.RANJITHKUMAR ,
S.SATHISHKUMAR , S.SOWNDHARAPANDI of final year under the Supervision and
guidance of Mrs.B.GAYATHIRI, and that it has not found the basis for the award for the
award of any degree / diploma or other similar title to any candidate of Any university .

Name Register number signature

1.B.NANDHAKUMAR 1625F0105
2B.PARAMASIVAM 1625F0106
3.G.RAMESH 1625F0107
4.T.RANJITHKUMAR 1625F0108
5.S.SATHISHKUMAR 1625F0109
6.SOWNDHARAPANDI 1625F0110

Date :
Place:
Counter signed

Signature of the duide head of the department

4
Table Of Contents

 Industry history

 Objective of the study

 Scope of the study

 Importance of the study

 Over view of Indian tooth market

 About the Electronic Media

 Research Methodology

 Analysis and Discussion

 Limitations of the study

 Conclusion

 Bibliography

 Annexure – A Questionnaire

 Annexure – B List of Table

5
 Industry History

The history of toothpaste goes back to 300-500 years before the birth of Christ

but toothpaste and powder first appeared in printed pots round the 1860's. By the

1880's many chemists were making their own toothpaste, packaged in their own

printed pots. The date of the first manufactured toothpaste was 1873 but it was

not until 1896 that a product similar to that on the market today appeared in 1873;

Colgate introduced aromatic toothpaste in a jar in the U.S. in 1896 Colgate dental

cream was the first to be packaged in collapsible tubes similar to those in use

today. The number and varieties of toothpaste being manufactured by high street

chemists started to decline as large scale manufacturing chemists were able to

supply such outlets with mass produce toothpaste sold in metal tubes. Toothpaste

today is chiefly packaged in plastic (latitudes) rather than metal tubes and the

choice of flavors in fairly uniform.

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 Objective Of The Study

The main purpose of this Study was to know the media awareness among people;

to measure the effective of electronic media; to analyze the media behavior of the

people; and to identify the first source of information for consumer products.

The study has been conducted to collect the information about the scope

and effectiveness of advertising media mix for a particular group, and the role of

different source of information in buying a product.

That’s why the study has been conducted by taking a special reference like

toothpaste. Because toothpaste is generally used by every individual and almost

in every home. How the consumers come across to know a particular brand of

toothpaste? What was the source of information? If that information has been got

from electronic media like television, radio, cinema, internet or newspaper, then

at what extent that information was effective? Are consumers purchasing the

particular product because of awareness got by the electronic media or from

elsewhere? Can the consumers recall any advertisement? These are the basic

questions, which have been focused to solve in this study. Effective advertising

and awareness is much more emphasis in this study. So, in the summer forms we

can illustrate have the main objectives of the study as follows:

 To know the media awareness among the people.

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  To measure the effectiveness of electronic media.

 To analyze the Media behavior f the people.

 To identify first source of information.

 To identify the change in attitude of the consumer due to electronic media.

 To analyze the media habits of the respondents.

 To identify the factors which affects the change in decision?

 To analyze the media distribution of the respondents.

The study would be immense interest to advertising agencies engaged in

promoting consumer products through various electronic media. It is expected

that this study would be above to expose many hidden facts of media

effectiveness in advertising.

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 Scope of the Study

Media has emerged as a potent means of mass communication. The essence

of lies in conveying the target audience the wants satisfying quantities of a

product or service. The business world has consistently been searching for ways

and means to improve the products or services that one buys, but the information

regarding these improvements as well as great deal of prodding and pushing come

from the advertising end of the business. It, infect, offers a quick and effective

way for any marketer to tell the people that he has designed a new product or

improved his product or that he deals in this product or provides that service. It

is a million tongued salesmanship and the very fact that it is carried over mostly

by mass media shows that it is likely to reach many people at some time or the

other. As a matter of fact, the success of the company’s product development as

well as other marketing activities is closely tied up with the success of its

advertising programs.

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 However, how much effective an electronic media has been or to what

extent the advertiser has been able to convey the meaning to the target audience

has been more a matter of conjecture. It is worth pointing out here that some

attempts have been made from time to time to measure the effectiveness of

electronic media. The present study is also a modest attempt in the same

direction.

Many researchers have developed various techniques and have taken

different aspects of media for measuring effectiveness. In fat, there is no dearth

of literature on media research. For the purpose of this study, however, it was

considered prudent to confine to only some aspects, since to cover all aspects

would have been preposterous.

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 Importance of the Study

Since independence newspaper, magazine, radio, cinema, Television and Internet

are being used increasingly by companies for sailing their products. Now a day’s

Internet becomes important segment of the electronic media. Despite there

growing importance, it is difficult to determine what effect a particular

advertisement media makes on the mind of a consumer. It is equally difficult to

measure the effectiveness of such media in terms of Sale increase as it is not

certain whether the sale accrued due to an electronic media or because of other

reasons.

In order to know the media to which people are exposed, to know the media

about which they were aware, and to know the media which influence customer

buying behavior, a careful review of different advertisement though electronic

media was made to locate a particular product using all the media. It was found

that toothpaste was utilizing almost all the important media. Hence, it was

proposed to measure the effectiveness of different media among rural and

urban people in the content of this product. The selected electronic media for this

study were television, internet, radio, cinema etc. The major criterion for

11
selecting these media was that they were commonly used for advertising

toothpaste in this country

Overview Of Indian Toothpaste Market

The oral care sector consists of three main segments

 Toothpaste

 Toothpowder and

 Toothbrush

Prior to the 80's Colgate was the dominant player in the Indian toothpaste market

with its leading brand namely Colgate dental cream. The rest of the market was

fragmented and some of the better known brands at that time were Bianca,

Forhans, Vicco, Signal and Closeup in the toothpowder segments, Dabur's Lal

Dant manjan red toothpowder and Bandar Chaap Black toothpowder

manufactured by the unorganized segments were the two well known brands.

In the early 80's, Balsara Hygiene's Promised was able to achieve a product break

through with it's positioning of the product on clove oil ingredient. Indians have

been traditionally using clove as a household remedy for cavity problems. Balsara

Hygiene introduced another product, Babool at a significant price discount

catering to the lower end of market.

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The late 80's witnessed a significant shift in industry structure and positioning

platforms. In 1987, Hindustan Lever was a minor player who had launched close

UP. Forhans was withdrawn from the Indian market in 1987 due to problems with

fluoride formulations. Close up was re launched in 1988 with the proposition of

gel and mouthwash. The toothpaste market is dominated by white toothpaste

followed by gel and then stripes.

Worldwide annual per capital consumption of toothpaste averaged 363 grams

while consumer in India used only 107 grams of toothpaste annually. The average

annual per capital consumption of toothpaste in India is lower than the worldwide

average due to a lower than the worldwide average due to a lower average

personal income and a lack of consumer education.

Also, recent studies have indicated a high price elasticity of almost 300% for

certain mass consumer products: i.e. a10% drops in prices could lead to a 30%

increase in consumption.

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The major player and their market shares in the 90,000 tons

Toothpaste market is given below.

Tooth paste market

Players Market Share

Colgate Palmolive 50.90%

HLL 32.90%

Balsara Hygiene 6.50%

Others 9.70%

Source:CPIL

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The following shows the percentage of population who use toothpaste,

toothpowder and other conventional methods for oral care.

Mode Of Oral Care and % of Population

Mode
Usage(%) of total Population

Toothpaste
47%

Toothpowder
23%

Conventional Methods
30%

Source: A & M

15
Toothpaste has been primarily perceived as an urban product. Also, it is titled

heavily in favor of large metros this could be due to higher education, purchasing

power and urbanization.

Penetration levels of Toothpaste

ALL INDIA 47.0%

URBAN 73.0%

RURAL 35.0%

Source: Equity master.com

Consumers in the lower end of the market in rural/semi urban areas use

toothpowder and natural products such as neem, tobacco, and black powder for

cleaning their teeth. These products are largely manufactured by unorganized

sector. Form a recent survey it has been found that the upper class consumers in

urban areas are looking for specialized product with cosmetic promises like fresh

breath, white teeth and functional benefits of controlling plaque, preventing

cavity etc. Among toothpaste users about 15% of consumers brush twice a day.

16
The growth in the Toothpaste market demand can be attributed to a number of

factors. Perhaps the two most important are rising penetration higher intensity of

use. Penetration is driven by purchasing power, reach of media, availability and

also price. Growth in rural areas is driven by conversion of non users. Various

initiatives such as distribution of free samples, low unit price packs in small sizes

and conducting oral care education in the rural areas are being undertaken by

leading players.

Paralleling these trends had been dramatic increase in Advertising expenditure

and new value proposition introduced by the players in the market. The

cumulative of above initiatives had been to increase the consumer awareness in

rural areas and conversion of non-users to branded product.

Segmentation

The Toothpaste market in India can also be segmented on the basis of benefits

sought from the product. They are broadly classified into four segments. for sales

contribution from each segment see table.

Protection

The value proposition offered to this segment is protection of teeth & gums from

germs, preventing cavity and controlling plaque. This segment largely comprises

of family. The brands, which are sold under this proposition, are Colgate dental

cream, Pepsodent, Aqua fresh, Forhans,(recently this brand was sold for a sum of

around Rs.3.6 Crore to and undisclosed buyers )

17
Social Interaction

The sale is on proposition of fresh breath and White teeth. This segment is

dominated by gel toothpaste. Particularly teens and young adults seek these

benefits. Gels which are marketed on parameters of freshness and energy are

estimated to have market share of 20 - 35% of the total market. The brand which

are very prominent in this segment are Close up gel, Colgate gel and Anchor gel

etc.

Economic

The toothpaste sale is on "Value for Money" proposition for families with low to

medium level of income .The price have significant importance in this segment.

Promise, Babool etc are the toothpastes sold in this segment. Brands like Anchor,

Aqua-Fresh, Ajanta and Babool are capturing volumes on the value for money

platform, with equal spending promotions and better trade margins than the

biggies.

Therapeutic

This is a niche segment. The toothpaste is positioned to offer medicinal benefits.

They offer protection from aliments like bleeding of gums, prevention of tooth

decay etc. The brands like Mentadent, Pepsodent-G etc.

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 Segment &sales contribution
Protection & Economy 65%

Social Interaction 35%

Therapeutics 5%

Source: Indiainfoline.com

Product

Toothpaste is formulated to provide varied value propositions like protection

from bad breath, cavity, and plaque etc. Toothpaste is marketed as squeeze tubes

manufactured using HDPE, LLDPE and PP polymers. Over the years, the

technological advancement has changed the role of packaging in Toothpaste

industry from a carrier

and protector to that of a marketing tool, performing a vital role in brand

communication and on shelf differentiation.

All the players in the market offer toothpaste in various sizes designed for varied

purpose like traveling, family, use etc.

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The performance characteristics of toothpaste include white teeth .fresh breath,

plaque control, cavity prevention. For the brands switchers, the size and prices of

toothpaste were important attributes. In a recent study it has been found that 80%

of the families share the same toothpaste for all the members of the family. The

packaging size and prices vary for different brands. widely. Annexure a gives the

SKUs and prices

Demand

With a population of 1.02 billion and population growth rate of 1-2%, India

provides a huge potential market for toothpaste. Estimate for the rate of future

growth of toothpaste vary but all observers agree that growth penetration, and the

intensity of usage.

The toothpaste market has recorded an 8% CAGR in the last five Years. Demand

for toothpaste in urban area has been growing at 2-3% p.a. whereas in rural areas

it is about 12-14%. Amongst various segments, protection & economy segment

is growing at 5-6% p.a.

Whereas the social interaction segment is growing at a fast pace of 10-12%p.a.

Competition

Profiles of some leading competitors in the toothpaste industry are given below.

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 COLGATE PALMOLIVE (I) LTD

Colgate Palmolive (India) ltd. (CPIL), a 51% subsidiary of US$9.1billion

Colgate-Palmolive Company, USA, has been a leading player in oral care

category for over 5 decades in India with sales of 9.9B and net income of $1.42B

in FY03.

Colgate is the dominant player in the oral care market with a market share of

50.6% in the toothpaste, 45% in toothpowder and 30.8% in toothbrush segment

.Colgate has significant persons in protection, social interaction and economy

segment

CPIL drives around 85% of its revenues from the oral care category. Colgate has

the market share of about of 65% till the late 80’s with the increased competition,

Colgate’s market share was considerably hit in the early 90’s and so to salvage

it’s position Colgate took over ciba Geigy’s, Cibaca brand (4%share) oral care

business .but Colgate’s market share continued to fall and currently stands at

around 50.6% from a high of 65% in 1995. In its successful drive the new “Social

interaction” segment and this segment recorded strong growth with Closeup

maintaining leadership and Colgate gel at no 2 position.

21
Colgate managed to gain a 2% market share in FY00 after considerable

advertising but its bottom line got hilt in the process and it reverted back to its

lower ad spend regime. But still Colgate continues to be the numero-uno in this

sector and its brand Colgate was adjusted as India’s #1 brand across all categories

in seven out of the last eight years by A&M Magazine’s annual survey of India’s

top brands.

CPIL’s focus in urban markets is primarily on conversion of non-users,

encouragement of the habit of brushing twice a day and meeting the evolving

needs of consumers by providing a variety of differently formulated toothpaste

offering unique benefits. Its traditional strategy of targeting non users in rural

India and converting them into consumers of toothpaste has been one of Colgate’s

strong points. The company has novel ways to enhance awareness of oral hygiene

in the interior areas of the country. The campaign will include wall paintings,

rural van operations, puppet shows. Colgate spends Rs. 4 crore every year to

preach the value of using branded oral care products to villagers, using 72 vans,

covering 7800 villages per anum.

Using a 30 minute film as its communication vehicle, the company distributes for

free an average of 7 million toothbrushes every year to initiate toothpaste usages.

In toothpowder, the company maintained a rural thurst to bring non-users into the

consumption bracket and Colgate has also launches toothpaste and toothpowder

in sachets with a free toothbrush thrown into offer an entry pricing point for the

low spending customer.

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This thrust has brought Colgate dental cream a distribution reach of 46 percent in

rural markets versus close up’s 20 percent and pepsodent’s 12 percent. Trouble

is, it is losing a larger proportion of consumers at the upper end than it is adding

at the entry-level. Thus, Colgate’s rural market share has fallen from 70.30 % in

95 to 68.50% in 99.Colgate launched fresh stripe gel nationally in May 1998 with

its alternating red and white stripes with red gel containing actirinse fort fresh

breathe and white stripes containing actiwhilte to lend sparkle to teeth. Colgate

Palmolive India then decided to withdraw four sub brands of its toothpaste,

Colgate double protection calciguard. Fresh mint and fresh stripes due to poor

market share and introduce new variants. The company had invested Rs 20-25

crore in these four brands Colgate dental cream and Colgate herbal.

PRODUCTS OF COLGATE

Based on their positioning the products can be classified into the following

segments.

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 Colgate Palmolive-toothpaste segments

Toothpowder segments Colgate tooth powder

Economy segments Colgate cibaca top

Natural segments Colgate herbal

Regular paste segments Colgate dental crème

Breathe freshness segments Colgate gel

Oral hygiene segment Colgate sensitive care

Top end users Colgate total

Whitening toothpaste segments Colgate sensation

whitening

HISTUSTAN LEVER LTD

Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest FMCG

Company, with a turnover of Rs 118bn. The company’s business sprawls from

personal and household care products to foods, beverages and specially

chemicals. The company has a dominating market share in most categories that it

24
operates in such as toilet soaps, detergents ,skincare, hair care ,color

cosmetics,etc. it is also the leading player in food products such as packaged

tea,coffee,ice cream and other culinary products.

Two pillars strong brand equity and a wide distribution network characterize the

fast moving consumer goods business. Brand equities are built over a period of

time by technological innovation, consistent high quality, aggressive

advertisement and marketing .Availability near the consumer through a wide

distribution network is another crucial success factor, as product are of small

value ,frequently purchased ,daily use items. HLL is strong on both these fronts

with leading brands, which are market leaders in their respective categories, and

a1 m n strong direct retail reach. The leading business magazine, Forbes Global

has placed Hindustan

lever limited at the top among the best consumer household products companies

world wide for the current year.

The oral care segment contribution about 4%to its revenues buts its bottom line

has been hit due to the heavy adverting costs and sales promotions.

In 1987, Hindustan lever was a minor player who had launched with 5%market

share represents mainly by close –up.

HLL’s other brand signal had a negligible share and was later withdrawn with a

65%share. HLL has been a small player in the oral care sector untill1987when it

repositioned close up as a gel and mouthwash targeted at the youth. After 87 HLL

25
has been consistently gaining market and in oral care segment, HLL has emerged

as a strong no 2 player with 32.9 % market share.

HLL has about 100 manufacturing facilities all over India and also has

manufacturing arrangement with third parties. HLL has strong presence in all the

segments with Pepsodent G being prominent in therapeutic segment .some other

strong brands are close up super fresh close up oxy fresh, Pepsodent etc.

PRODUCTS OF HLL

In 1993, HLL launched Pepsodent in direct competition to Colgate’s flagship

product Colgate dental cream. But Pepsodent could achieve only 4-5% market

share. In 1995 pepsodent’s proposition was changed to ‘Germicheck protection’

(an extended protection from germs), which received tremendous success. In

August 97, HLL added an anti-bacterial agent triclosan to its Pepsodent brand. In

26
re-launched the new Pepsodent on the Germicheck platform with claims of 102%

superiority to any other ordinary toothpaste, based on the 0.2% content of

triclosan in its toothpaste brand. Triclosan is a proven anti-bacterial agent, which

was also used by Colgate in its costller Colgate total brand. The aggressive

marketing of new Pepsodent against Colgate dental cream led to a marketing war

between the two. Colgate questioned the claim of pepsodent’s superiority and the

matter was referred to MRTP commission to determine the validity of HLL’s

claim. Colgate’s CDC witnessed a rapid decline in market share (by over 5-6%

points) during this period Pepsodent on the other hand has gained strength and

currently has a market share of 15%.

Launched in 1993, Pepsodent is positioned on oral health platform of’ check

germs even hours after brushing. It was the first toothpaste with a unique

antibacterial agent to be launched to address the consumer need of checking

germs even hours after brushing.

Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it

provide long lasting protection from germs as well as long lasting fresh breath

through is cool mint. Technology.

In April2002,Pepsodent G was relaunched as Pepsodent G gum care ‘toothpaste

.with attractive golden stripes, this gum protecting variant is now available in

contemporary new packaging, clearly outlining the benefits it offers..Pepsodent

G gum care is an internationally renowned specialist brand in the HLL oral care

portfolio known for its enhanced protection against gum problems. It is targeted

27
at all health conscious adults who either suffer from or seek reliable protection

against gum problem’s and bleeding.

Pepsodent in India is also available as a toothpowder with proven antibacterial

agents. It gives protection against germs and is excellent cleaning due to effective

abrasive system for strong teeth and healthy gums.

Pepsodent has conducted various programmers across the country to promote oral

care and hygiene amongst its customers and the community. Pepsodent Jadui

Chikitsa is one such initiative to increase awareness of oral hygiene in rural areas.

A poster on brushing technique, which was translated into local languages, was

printed on tin plate as a lasting impression of Pepsodent Jadui Chikitsa for the

rural areas. A poster on proper brushing technique, which was translated into

languages, was printed on tin plate as a lasting impression of Pepsodent jadui

chikitsa for the rural areas.

Close-up, the youth brand, was the first gel toothpaste to be launched in India

in1975 and has remained the category leader ever since. The brand arose out of a

universal need for confidence in asocial situation, starting with fresh breath.

28
Close-up was relaunched in1988 with the proposition of gel and mouthwash. The

new look close-up was positioned as the toothpaste ,enhancing social interaction

,offering value propositions like good breath ,white teeth etc and was backed by

an extremely successful advertising campaign. Close up market share rose

consistently thereafter from 5% (1987) to 22%.

In 2002 close up was relaunched in two variant- close up tingly red and close up

eucalyptus waves. This toothpaste with their superior formulation provides

superior cleaning, enhanced flavor and a freshness that extends from nose to

throat. The communication for close up focuses on the base line, ‘Jee Ke Dekho

Yaar’, which encourages young people to go out and get a life.

The new flavours are in line with HLL’s endeavour to continuously innovate

and offer new advance products to the consumers these flavours have been special

designed to win over competition consumers.

Recently close-up whitening, the tooth-whitening variant, was introduced with a

unique self check device called ‘’shade-card’’. This helps consumers identify

how ‘’yellow’’ their teeth really are also to track the improvement in teeth colour

as use the paste. The toothpaste helps teeth get whiter in 4 weeks of regular use.

This tooth-whitening segment is having total market share of 6%of the total

toothpaste market.

29
DABUR INDIA LTD.

30
Dabur India ltd is the fourth largest FMCG Company in India with interests in

healthcare, personal care and food products. building on a legacy of quality and

experience for over 100years, today Dabur has a turnover of Rs.1232 crore with

powerful brands like Dabur Amla,Vatika ,Hajmola &Real.

Dabur is an important player in oral care segment with revenue of Rs.1000.3 crore

and net income of 77.6 crore .the oral care contribution about 12% to the revenue

of Dabur in 99. in 1970 ,Dabur expanded its personal care portfolio by adding

oral care products. Dabur Lal Dant manjan was relaunched and its captured the

Indian rural market. Sales in 1999 recovered a sharp 19%yoy decline in volumes,

which are marketed aggressively by MNC players.dabur had bought the Bianca

brand in1997.Dabur boasts of a transnational distribution network serving 1.3

million retail outlets and product availability in 50 countries around the globe.

The quality of Dabur products has been its greatest strength throughout and to

support this Dabur research foundation (DRF), an independent company is

setup to spearhead Dabur’s multi-faceted research

PRODUCTS OF DABUR

Dabur Red Toothpaste

Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that

helps prevent toothache, pudina, which helps prevent bad breath, and tomar,

31
which kills harmful germs. It is therefore the first ever toothpaste which keeps all

your dental problems away, thereby providing you strong teeth.

Dabur Lal Dant Manjan

Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch,

pudina satva, pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya, Kasni,

Garlic, Powder, other natural ingredients.

Bianca fresh toothpowder – “Saanse ho taazi, to jeetoge baazi”

It is being advertised as start your day with the freshness of cool, cool mint. Use

Bianca fresh toothpowder, for extra sparkling teeth

tangy daylong fresh breath. That’s the coolest way to add zing to your day. It

contains calcium and extra mint.

BALSARA HYGIENE PRODUCTS LTD

32
Balsara Hygiene Products limited founded in 1925, operated as a family owned

and controlled private enterprise till 1980. The business was transferred to

Balsara Hygiene Products Ltd. in July ’80. The company has a domestic annual

sales turnover of Rs 1.31 bn and income of Rs 8mn. It also has a rapidly growing

international sales turnover of Rs 350 mn. The Balsara group is professionally

managed, with manufacturing, sales, distribution and administrative operations

located throughout India and internationally. The company has a national sales

and distribution network of 600,000 retail outlets.

Balsara derives 60% of the sales from its oral care products. In the international

market, Balsara supplies a wide range of personal and household care products to

40 countries around the world. The company’s flagship brand, Promise

toothpaste, is marketed in 29 countries.

The Balsara group has a toothpaste manufacturing capacity of 38,000 tons pa, the

largest in India. It is one of the lowest cost producers of toothpaste and

manufactures a wide range of toothpaste

formulations such as natural, herbal. Fluoride, baking soda, tartar control, and gel

and for sensitive teeth. High volumes and low input costs due to in house

availability of product ingredients and package materials from companies with in

Balsara group, allow Balsara to provide quality product at extremely competitive

rates. Balsara groups have presence in economy and protection segment. The

prominent brands are Babool, promise etc. By introducing promise , Balsara

33
hygiene quickly garnered 12% market share. Promise and Babool together had a

market share of about 15% till 1987.

PRODUCTS OF BALSARA HYGIENE:

34
Promise toothpaste

Promise toothpaste is unique toothpaste containing natural and time-tested clove

oil. The scientifically proven antiseptic and bactericidal properties of clove oil

help keep teeth strong and gums healthy. Promise toothpaste was awarded le

monde world selection gold medals in London and Amsterdam for superiority in

product quality.

Recently. Promise became the world’s first and only toothpaste to receive

international accreditation from the British dental health foundation (BDHF).

Promise Gel

Promise gel comes packed with all the natural and time tested goodness of clone,

traditionally known for its beneficial oral care properties and trusted by dentist’s

the world over. The product’s natural antiseptic and germ killing properties

protect teeth and gums from harmful bacteria promise gel’s sweet and spicy

flavours provides’ wake-up freshness’ right through the day.

Promise ‘just for kids’

Promise ‘just for kids’ is sparkling gel toothpaste for children available in two

exciting flavours- ‘Tooty-Fruity’ and ‘fruit & mint’. This toothpaste is specially

formulated to protect tender tooth enamel, making it suitable for use by children.

Promise ‘just for kids ‘toothpaste has been awarded accreditation by the British

dental health foundation (BDHF).

35
Meswak toothpaste is scientifically formulated from pure extract of the Meswak

plant, ‘salvadore persica’- the famous; toothbrush tree’ used for centuries. The

astringent and bactericidal properties of Meswak help reduce tooth decay fight

plaque and prevent gum disease.

Babool

Babool toothpaste is natural toothpaste containing the ayurvedic and medicinal

benefits of the Babool tree,’ Acacia Arabica’ the Babool herbal extract in super

Babool toothpaste helps prevent swelling & bleeding of gums ,keeping healthy

and teeth strong.

36
 OTHER PLAYERS

Shri Niranjan Ayurved Bhavan Limited a rural tooth powder marketing outfit

based at Tumsar, Maharashtra, launched herbal toothpaste – Niranjan .The paste

claims to be wholly vegetarian. Price at Rs 32 for 200gms, Rs 19 for 100gms and

Rs 11 for 50gms. This product is segmented to strict vegetarian in the country (an

estimated 1/5 of the total population). Aimed garnering 15% of this population,

company will be having 30 million people as primary target audience.

Company used calcium rich pipal as a substitute for bone ash, which gives the

paste its consistency and uses its abrasive power to clean teeth.

Delhi based ralson visionary formulation, which has a moderate presence in

homeo based products-the most famous being arnica shampoo has launched

dental clean toothpaste with 100 gm for Rs.22 and 50 gm for Rs 12. It was the

only lemon flavored toothpaste in homeopathic market. Earlier cibaca launched

lemon flavored toothpaste but failed in the market place. Dental cleaner contains

antiseptic homeopathic formulations which treat dental ailments such as bleeding

gums, bad breath and toothaches. The other players in this segment are lordent

from lord homeopharmacy and homeo dent from sharda bioron.

37
 About ADVERTISING Media

The electronic media would include radio and the television. The advent

of the radio allowed the advertisers the liberty of using certain ‘jingles’ and music,

which could be associated with their brand and product. Whereas the television

brought the visuals along with the audio effects. This was a revolution and the

print media found it being sidelined as far as advertising went. Talking of India,

the Cable TV boom in the early nineties added to the choices available to the

advertiser on a regional segment.

IMPACT ON VARIOUS MEDIA

Up till now, the best way to build a mainstream brand is to advertise on television,

where mainstream consumers account for roughly half audience. But companies

that want to avoid the high cost of national advertising can find other ways to

insert their brands into consumers’ physical world. As a gardening supplier, this

company must appeal to high-income pessimists. Yet every article includes a

shopping list, an 800 number (free calling system available in USA) and the web

site address where consumers can buy the plants and tools they see. Start-ups

38
may not like the prospect of investing in non-Internet marketing channels, but

this is what it will take to win mainstream consumers.

The Internet makes consumer industries far more competitive and dynamic

than they were in the past. In this harsh environment, the companies that intend

to thrive in the long run must build a defendable strategic position. In other word,

the companies need to build an advantage that other companies do not have in the

marketplace. Cutting prices by 50 per cent and running Super Bowl

advertisements create huge short-term growth, but it does nothing to secure the

future of the company. Having a hot IPO or a high stock price may help, but it

won’t suffice. The companies that ultimately will win the battle for Internet

consumers see now that profitable growth can not go on forever and simply being

“a dotcom” does not constitute a strategic advantage.

As the Internet matures, companies must learn to compete in world of

Dynamic Trade, where the apparent supply to consumers rises and companies

must heed the signals of current demand, what companies want now? Dynamic

Trade will make consumer industries more efficient and on the whole less

profitable than they were in the past. They must build a unique value. One way

to do this is to build a brand based on consumer experiences. A projected

image, even one that has millions of dollars in marketing budget behind it, will

not stand up unless the every day experience of the consumers on the internet

reinforce the brand. Companies that ignore this truth will find that they are not

just wasting half of their advertising budget.

39
 Research Methodology

Descriptive Design- A research design is purely & simple the framework or

plan for a study that guides the collection & analysis of data .

The present study is basically descriptive in nature the major purpose of

descriptive research is description of the state of affairs at the exists at present

situation .

In order to know the media to which people are exposed, to know the media

about which they were aware, and to know the media which influence

customer buying behavior, a careful review of different advertisement through

electronic media was made to locate a particular product using all the media.

It was found that toothpaste was utilizing almost all the important media.

Hence, it was proposed to measure the effectiveness of different media among

rural and urban people in the context of this product. The selected electronic

media for this study were television, internet, radio, cinema etc. The major

criterion for selecting these media was that they were commonly used for

advertising toothpaste in this country.

Selection of sample: The sample consisted of 100 respondents – 80 of

them were resident of Lucknow and remaining 20 from adjoining areas of

Lucknow. Purposive sampling technique was used for selecting the

respondents. It was intentionally decided to select NOIDA AND GREATER

40
NOIDA in NCR because it included all types of socio economic groups. I

contacted the people who were anxious to participate in this study. One

individual (not less than 16 years of age) in each home was interviewed. To

make the sample uniform and representative, it was kept in mind that selected

persons should be either purchasing the toothpaste or influencing the purchase

decision. Questionnaire and personal interview techniques were followed to

collect the information.

The ratio of respondents between urban and rural areas was 1:3 as the

toothpaste consuming habits of people in a rural area is different from that in

an urban area. People in the village use relatively less toothpaste as other

substitutes such as Datun, Mud are available in abundance. Although this

ratio was decided upon judgment and experience, yet every effort was made

to make the sample uniform and representative.

Type of data- primary data &secondary data are used in the present research

Primary data- primary data collected from field survey I collected primary

data through survey method , questionnaire & personel interview.

41
Formulation of Questionnaire:

For the preparation of questionnaire, a few retailers of toothpaste brand

were contacted to get primary information. The questionnaire was prepared

to seek information both urban and rural people regarding the first source of

information about toothpaste brands which the respondents were using, the

advertisements which they had come across about the same brand or any

other, their reading and listening habits of electronic media, influence of these

media on their buying behavior, etc. Because of poor memory factor, added

recall and unpadded recall were given due place in the construction of

questionnaire. The questionnaire were kept short, and less factors and directly

related were excluded to solicit better response. A non-disguised, structured

questionnaire was prepared.

Each respondent was asked to mention the toothpaste brand being used

at present and brand he was using before. This was asked mainly to know the

brand in which the respondent was taking more interest. Respondents were

to mention the first source of information for brands. They were asked to

mention the names of media from which they read pr listened or viewed

advertisements about the present brands. Moreover, they were given

restricted choice to specify that media which influenced their buying behavior

about the present brands.

42
Interview Procedure:

The response of respondent was recorded on questionnaire at the place or

interview. It naturally brought the advantages of personal interview. For

recalling the source of advertisement, the respondent was added by the various

electronic media. But for recalling the source of media which influenced the

buying behavior, unaided recall method was used. One question was asked

purposely (not get forced choice) to name one electronic media only. Further

the respondent was given add only when it was clear that the respondent knew

the answer, but because of insufficient knowledge about ingredients and

intricacies of advertisement media, he was unable to express his views. Aided

recalls also helped in getting the pointed reply firm the respondent for a

particular question. The role of unaided recall was to know the depth of

knowledge of respondent and to avoid any bias. Unaided were sought to the

extent possible.

43
 Analysis and Discussion

Profile of respondent:

The general profile of respondents in terms of age, sex, marital status,

education and income are given as follows:

Age & Sex of the respondents:

There are 53% male and 47% female, among which the research has

been conducted. Out of these respondents 20% respondents belong to the

rural areas, 30% respondents are age group of above 30 years, 40% belong to

the age group of 26 – 30 years, 20% respondents belong to the age group of

21-25 years and 10% belongs to the age group of 16 – 20 years.

There is a great impact of electronic media over the age and sex and

slightly differ in number, it is because of exposure to the media.

44
 Table 1: Distribution of the respondents according to their age

and sex.

Age Group Male Female No. of respondents

16-20 6 4 10

21-25 13 7 20

26-30 18 22 40

Above 30 16 14 30

Total 53 47 100

45
Marital status of the respondents:

65% of the total respondents among males and females are married while 35%

of the total respondents are unmarried. The percentage of married male and

female respondents is higher in urban areas than in rural areas.

Table 2 Distribution of the respondents according to their

marital status

Marital status No. of respondents

Married 65

Unmarried 35

Total 100

Education level of the respondents:

The percentage of the respondents having post graduate level education

is 41% and the percentage of graduate level of education is 47% while 12%

respondents have the intermediate level education. Exposure and

effectiveness of electronic media vary with the education level as highly

educated and urban based are much exposed than that of rural and low

qualified respondents.

46
Table 3 Distribution of the respondents according to their

education level

Education Level No. of respondents

Intermediate 12

Graduate 47

Post Graduate 41

Total 100

Profession of the respondents:

When the respondents were asked about their profession following data

were obtained.

The maximum numbers of respondents were from the teaching

background (42%), followed by the housewife for (27%). The respondents

were also student for (19%) and it was followed by the businessperson (12%),

the rest number of respondents from professional background.

47
Table 4 Distribution of the respondents according to
their professions
Profession No. of respondents
Background
Govt.services 42

Business 12

House wife 27

Student 19

Total 100

Income group of the respondents

Family income is considered as the basis for the purpose of making groups.

This group has been done keeping in the view the purchasing power on the

one hand and likely needs, desires and aspiration of the respondents on the

other hand.

55% respondents have the income more than Rs. 9000, 28% respondents

belong to the income group of Rs. 6000-9000 and 12% respondents belong

to their the income group of Rs. 3001-6000 while 5% of respondents belong

to the income group of below Rs. 3000.

48
Table 5 Distribution of the respondents according to their

income groups

Income Level No. of respondents

9001 &above 55

6001 to 9000 28

3001 to 6000 12

below 3000 5

Total 100

PRESENT BRAND OF TOOTHPASTE USED

After having established the fact that the respondents have been consuming

toothpaste for some period, they are also asked the name of present brand

used.

30% respondents consume Pepsodent, 32% respondents consume Colgate,

15% respondents consume Close-up , 4% respondents consume cibaca

,3%respondent consume Anchor, and 5% respondents consume other brands

49
like Babool, Neem etc. This is the mix-up response from both rural and

urban areas.

This indicates that the premium brands having high exposure through

various electronic media are used very frequently.

Table 6 Distribution of the respondents according to

their present brand used

Toothpaste No. of respondents

brands

Pepsodent 30

Close-Up 15

Colgate 32

Cibaca 04

Anchor 03

Miswak 05

Other 11

Total 100

50
 Distribution of the respondents
35 30 32
30
25
20 15
15 11
10 4 3 5
5
0
n t p te a o r a k er
U a c h h
o de se- olg iba nc isw Ot
eps Clo C C A M Series1
P

Time Duration of the present brand used:

24% respondents have been using the present brand for less than six

months while 76% respondents have been using the present brand for the more

than six months.

It is because, the toothpaste brand of high exposure with the benefits

are used very much than that of low exposure of toothpaste brand.

51
Table 7 Distribution of the respondents according to their time

duration of present brand used

Time Duration No. Of respondents

Less than 6 months 24

More than 6 months 76

Total 100

time duration of present brand used

24%
Less than 6
months
More than 6
76% months

Earlier used Brand:

Prior to the present brand 48% respondents used Colgate, 28%

respondents used Pepsodent, 14% respondents used close-up while 10%

respondents used other toothpaste brand like Cibaca, Anchor, Neem, Miswak

and Babool.

52
 Electronic media created a large gap between the prior brand used and

present brand used. Consumers are very much affected through the various

electronic media sources and change their decision on behalf of the different

aspect.

Table 8 Earlier brand used by the respondents

Present Brand No. of respondents

Colgate 48

Pepsodent 28

Close-up 14

Others 10

Total 100

Reason to change in the Earlier Brand:

Consumer changes their preferences in brand at time to time. There

were several factors/reasons which play an important role in changing the

brand and selection of new brands. These factors may be internal or external.

53
In internal factors their come the taste, price, family and cultural environment.

In the external factors advertisement and promotional schemes play a vital

role.

32% respondents say that they change the earlier brand because of taste

in toothpaste, 6% respondents changed their earlier brand because of price,

30%respondents changed their earlier brand because of advertisement, 7%

respondents changed their earlier brand because of promotional schemes and

25% respondents say that there are other reasons for change like change and

involvement of the family member.

Exposure to the advertisement is the most important because by the

exposure of advertisement the consumer could know very easily about price,

taste and promotional schemes. In the whole discussion the effectiveness of

electronic media could be easily understood.

54
Table 9 Response of reasons to change in earlier brand by the

respondents

Earlier Brand No. Of respondents

Taste 32

Price 06

Advertisement 30

Promotional Schemes 07

Others 25

Total 100

55
Factors affect the change in decision:

Change in the decision always occurred when different options are

present and several factors affect the decision-making.

20% respondent’s emphasis on the statement that there are herbal

ingredients consists in the present brand of toothpaste. 56% respondents feel

that by using the present brand of toothpaste they could maintain healthy gums

and strong teeth. Brand of reputed company is also important segment and

17% respondents are very much affected by this Statement. In other factors

7% respondents the earning consumer are very affected by the likings of

children and family member.

In overall discussion these information could only be known when the

respondents are asked to the advertisement. Only media especially electronic

media provides such types of information to the consumer and consumer takes

their decision.

56
Table 10 Factors affect the change in decision

Factors affecting decision No. of respondents

Herbal ingredients 20

Healthy gums & Strong teeth 56

Reputed brand 17

Other 07

Total 100

H er bal
i ngr edi ent s

H eal t hy gums &

St r ong t eet h

R eput ed br and

Ot her

57
First Source of Information:

Table 11 reveals that the most important first source of information is

the Television for 79% of the respondents followed by Newspaper (12%),

Shopkeeper (5%) and the relatives (4%). In rural areas the most important

first source of information is shopkeepers and the radio.

This indicates that most of the respondents are very much exposed to

the Television in rural as well as urban areas because of the cheapest source

in the present scenario. Newspaper is the second important source of

information.

58
Table 11 Relative distribution of first source of information

First Source of Information No. of respondents

Shopkeeper 05

Television 79

Newspaper 12

Relatives 04

Total 100

59
Exposure to the present brand:

The respondents are asked after knowing the first source of information

as to whether they could come Across any advertisement about the brand

presently Being used by them because the advertisement appeals the use of

brand.62% respondents have seen the advertisement about the toothpaste

brand presently being used by them. 38%espodents have not seen the

advertisement of present toothpaste brand. This indicates that advertisements

of the toothpaste brands are very much effective by the different electronic

media.

Responses of the respondents whether they come across

Table 12
any advertisement

Effectiveness of advertisement No. of respondents

Yes 62

No 38

Total 100

60
RELATIVE MEDIA DISTRIBUTION

In response to the question regarding the media of advertising the

respondents were asked about the media. In the electronic media there are

Television, Internet, radio, newspaper and cinema.

79% respondents say that they come across the advertisement of the present

toothpaste brand by the television, 1 5% respondents come across to Radio

and followed by cinema (6%).

This shows that the appearance of the advertisements on Television is very

much effective and that's why it is important segment of electronic media.

In rural areas the Newspaper and Radio is important segment of electronic

media.

61
 Responses of the respondents regarding relative
Table 13
distribution of media

Effectiveness of advertisement No. of respondents

Televisions 79

Internet 0

News papers 0

Radio 15

Cinema 6

Total 100

62
 EFFECTIVENESS OF ADVERTISEMENTS ON

ELECTRONIC MEDIA

The advertisement, which appears on television, that may or may not be

effective to the consumer point of view. This effectiveness leads to the brand

selection.

76% respondents' say that the advertisement appears on television is very

much effective while 24% respondents select the average effectiveness of

the advertisements.

It is concluded that the advertisements are very much effective which appear

on Television to the rural and urban consumer point of view.

Responses of the respondents regarding effectiveness of

Table 14
advertisement on electronic media

Effectiveness of advertisement No. of respondents

Very Much 76

Average 24

63
 Total 100

Impact on brand preference:

After the appearance of the advertisement on Television, the

effectiveness leads to the brand preference. In some cases it is not true. 69%

respondents say that there is great impact on brand preference because of the

effectiveness of the advertisement on Television. While 31% respondents’

refuse of impact on brand preference.

This again reflects the importance and effectiveness of electronic

media.

Responses of the respondents regarding impact of

Table 15
advertisement on brand preference

Responses No. of respondents

Yes 69

No 31

Total 100

64
Factors Appealed:

Those who have impact on brand preference because of advertisement

are appealed to toothpaste brands like punch-line, simplicity, advertisement

appeal, and herbal ingredients. These appealed are known to consumer

through electronic media. Star appeal is an important segment of this appeal

This again reflects the importance and effectiveness of electronic media.

Advertisement Recall:

In response to the question regarding the recall of advertisement

electronic media, the respondents gave their responses. In some cases,

respondents faced difficulty in recalling the media as it was long time that

they had been using the present brand of toothpaste. Out of total respondents

76% respondents can recall the advertisement of toothpaste brand but 24%

respondents can’t recall any advertisement of any toothpaste brand.

This result indicate that the advertisement which are exposed frequently

before the consumer and are interesting they could easily recall, however less

65
exposed advertisement can’t easily recalled. Maximum recalling of the

advertisement is in the urban areas as

compare to rural areas. Important point is that the advertisement of star appeal

are easily recalled because of this, the interesting advertisement are easily

recalled.

Table 16 Responses of the respondents regarding recalling of

advertisement of toothpaste on electronic media.

Responses No. of respondents

Yes 76

No 24

Total 100

66
Brand of the Toothpaste:

The advertisement which could be recall very frequently is very much

popular for the respondents. It is because of the effectiveness of electronic

media. The advertisements which are passed before the consumer, the

respondents are using those brands.

Out of 76% respondents, 36% respondents are consuming the Colgate

brand of toothpaste, 29% respondents are consuming Pepsodent brand of

toothpaste while 11% respondents are consuming other brand of toothpaste

Table 17 Brand of toothpaste (Out of 76 respondents)

Toothpaste Brand No. of respondents

Colgate 36

Pepsodent 29

Close-up 11

Total 76

67
Exposure to the Media:

Advertisements are through the various media channels. In the

electronic media segment Television, Cinema, Radio and Newspaper are

important. In today’s scenario Television is the most important and common

segment. That’s why it is highly effective segment of electronic media.

90% respondents say that they have seen the advertisement of

toothpaste brand on Television which could be recalled and find much

interesting. 6% respondents say that recalled advertisement was listened by

them at radio while 4% respondents say that they have seen the advertisement

in the cinema. This mix-up response of the respondents because Television

is not available in almost every rural areas but rural people has the radio

facility.

68
Table 18 Exposure to the media

Responses No. of respondents

Television 90

Radio 06

Cinema 04

Total 100

69
Media habits of the respondents:

To study the media habits, the respondents were asked to give their

opinion regarding their habit relating to different media such as newspaper,

radio, television, and cinema. In answering this question, the respondents

were given free choice to indicate all those media to which they were exposed.

The response threw some light about hose respondents who were exposed to

some media but did not care the advertisement in those media.

Finally, when the respondents are asked about the media habits, how

much they exposed to the media which is available to that areas. One

respondent has multiple media habits and frequently passed through time to

time.

100% respondents watch the Television regularly because of cheapest

and easily available media. 44% surf the internet regularly. This is very scare

media which is not easily found in the rural areas. Second most common

media habit was radio and respondents of such type were 52%.

If we take serious consideration of media habit, it is found that

television is watched by almost every respondent. Second common habit was

surfing internet and followed by listening to radio and less effective media

habit was the cinema. In the media habit, a respondent has not passed all four

media habit except the cinema.

70
Table 19 Media habit of the respondents (Multiple Choice)

Habits No. of respondents

Watch the television regularly Go to 100

cinema regularly 44

Surfing the internet regularly Listen to 58

radio regularly 52

71
 Limitation of the study
The effectiveness of various electronic media is measured in keeping in

mind the constraints and limitation given below ;

1. The present study was confined to Lucknow city and its adjoining

areas. The findings of this study may not applicable to other areas.

2. The limitations and biasness of sampling techniques used in this

study may influence the findings of this study.

3. Due to limitation of time and resources, all the possible factors

influencing media effectiveness could not be considered.

4. The study of electronic media effectiveness may not hold well over

a period of time due to various improvements in the present

electronic media.

72
 Conclusion

The main purpose of this study was to identify the first source of

information of toothpaste brand, to know the media awareness and media

behavior of the people, to study the media habit of the people to measure the

effectiveness of various electronic Media. We can summarize and concluded

the study by the following manner.

The brands which are much exposed before the people through various

electronic media are used at large. Some brands like Pepsodent and Colgate

are frequently exposed with good illustration, are very much used. This

clearly shows the effectiveness of electronic media.

Whatever information the consumer gets from advertisement which

appears on various electronic media, he takes the decision on the basis of those

information’s. So, whatever information’s will be exposed on the electronic

media, they will definitely helpful in changing the attitudes of the consumer

at large extent.

73
 Urban respondents were more exposed to advertisement and had

favorable response towards advertisement appearing through various

electronic media than the rural respondent.

Television and newspaper were important source of information in the

urban areas. Shopkeepers and relatives are other first source of information,

so they are also considered as integral part of the media. Now a days

television is much popular in rural areas as well as urban areas, that’s why

maximum companies are taking help from television in exposure of their

brands. Radio and cinema were also first source of information for a very few

people.

After collecting information 88% respondents came across the

advertisement about that brand. Out of 88% respondent’s maximum number

of the respondents was exposed with the television followed by the radio and

cinema. So, television is the best media exposure and was very effective to

the consumer point of view.

Consumer responded that advertisement which appears on television

were very much effective and such type of respondents are 62% and rest 38%

respondent in average affectivity. And this affectivity leads to a consumer for

impact on brand preference, because of this reason the brand is preferred.

74
Punch-line, simplicity and contents make the advertisement effective. When

the advertisement is exposed on electronic media, these factors are highly

considered to create effectiveness.

Recalling of the advertisement by the maximum number of respondents

shows the effectiveness of the electronic media. It happens only when the

advertisement is exposed in a good manner and on a good track which leads

towards the change in consumer’s attitude of buying and awareness.

Every respondent had multiple media habits. The respondents who had

the media habit of watching television regularly were 100%. That’s why

television is the best media habit for the respondents. Surfing internet and

listening radio was the second and third media habit of the respondents

respectively. Radio is highly effective in both rural and urban areas. Cinema

is the fourth effective media habit. Cinema and internet were available only

in the urban areas and because of this reason it is not effective media habit for

all the respondents.

Concluding the topic of the study “Effectiveness of the electronic media

with a special reference of toothpaste” It is said that the respondents are very

much affected by the media especially Television, Radio, Newspaper,

Cinema, and Internet. Out of these electronic media the most effective media

75
was television which is available almost in every home and people are very

much exposed to it.

Bibliography

Books:

Research Methodology C. R. Kothari

Advertising D. R. Singh,

R. M. Upadhaya,

R. K. Tandon,

Journal Asia-pacific business review

Asia –pacific institute of

Management New Delhi

76
 Annexure

(A) Questionnaire

Name :…………………………………………………………..
Sex : Male / Female …………………………………
Address : …………………………………………………………
…………………………………………………………..
Marital Status : Married / Unmarried
Age Group : 16 – 20 yrs. ……………………
21 – 25 yrs. ……………………
26 – 30 yrs. ……………………
Above 30 yrs. ……………………

Education Level : Primary ……………………

Matriculation ……………………
Intermediate ……………………
Graduate ……………………

77
 Post Graduate ……………………
Other (Specify) ……………………

Profession : Student ……………………

Govt. Service ……………………
Business ……………………
House Wife ……………………

Income Group : Below 3000 ……………………

3001 – 6000 ……………………
6001 – 9000 ……………………
9001 & Above ……………………

(I) Which toothpaste brand are you using at present?

 Pepsodent
 Close – Up
 Colgate
 Anchor
 Neem
 Miswak
 Babool
 Cibaca
 Others

(II) Since when have you been using the present brand?

78
  Less than 6 months
 More than 6 months

(III) Which toothpaste brand were you using prior to this

present brand? Please specify the brand name.
…………………………………………………………………
…………………………………………………………………

(IV) Why have you change the earliest Toothpaste brand?

Because of …………
 Taste
 Price
 Advertisement
 Promotional Schemes
 Other (Specify) …………

(V) Which factor/s affects your change in decision?

 It is certified by dental association
 It consist of herbal ingredients
 It maintains healthy gums & Strong teeth
 Brand of reputed company
 Other(Specify)
……………………………………………………………

(VI) What was the source of information for the present brand?
 Friend

79
  Shopkeepers
 Television
 Newspaper
 Relatives
 Other(Specify)
……………………………………………………………

(VII/A) After collecting information from above sources did you

come across any advertisement about this brand?
 Yes
 No

(B) If yes, what was the media?

 Television
 Internet
 Radio
 Cinema

(VIII) In your opinion how effective was the advertisement appearing

on television?
 Very Much
 Average
 Below
 Average

(IX/A) Was there any impact on your brand preference?

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  Yes
 No

(B) If yes, what appealed you? Plea specify

…………………………………………………………………
…………………………………………………………………

(X/A) Can you recall any advertisement about any another toothpaste
brand of electronic media?
 Yes
 No

(B) If yes, name the toothpaste brand?

…………………………………………………………………

(c) Where have you seen this?

 Television
 Internet
 Radio
 Cinema

(XI) Tick which ever is more applicable in your case.

 Watch the television regularly
 Go to cinema regularly
 Surfing internet regularly
 Listen to Radio regularly

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(XII/A) Can you recall any advertisement about any toothpaste brand,
which you find more interesting?
 Yes
 No

(B) If yes, name the toothpaste brand?

…………………………………………………………………
…………………………………………………………………

(C) Specify the media?

 Television
 Internet
 Radio
 Cinema
The advertisement of which brand you like most
 Pepsodent
 Close – Up
 Colgate
 Anchor
 Neem
 Miswak
 Babool
 Cibaca
Others

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 (B) List of the Table

Table 1 Distribution of the respondents according to their age and

sex.

Table 2 Distribution of the respondents according to their marital

status

Table 3 Distribution of the respondents according to their education

level

Table 4 Distribution of respondents according to their profession

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Table 5 Distribution of the respondents according to their income

group

Table 6 Distribution of the respondents according to their present

brand used

Table 7 Distribution of the respondents according to their time

duration of present brand used

Table 8 Earlier brand used by the respondents

Table 9 Response of reasons to change in earlier brand by the

respondents

Table 10 Factors affect the change in decision

Table 11 Relative distribution of first source of information

Table 12 Responses of the respondents whether they come across any

advertisement

Table 13 Relative distribution of media

Table 14 Effectiveness of advertisement according to the respondents

Table 15 Responses of the respondents regarding impact of

advertisement on brand preference

Table 16 Responses of the respondents regarding recalling of

advertisement of toothpaste on electronic media.

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Table 17 Brand of toothpaste (Out of 76 respondents)

Table 18 Exposure to the media

Table 19 Media habit of the respondents (Multiple Choice)

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