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    Dant Kanti

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    Dant Kanti is an herbal toothpaste produced by Patanjali that aims to provide dental protection through traditional herbs like neem and turmeric. The document analyzes Dant Kanti's positioning through exploratory research involving focus groups and interviews. Key findings are that customers prefer Indian brands and value taste and availability when choosing toothpaste. Analysis of Dant Kanti shows its strength is oral protection attributes, but weaknesses are its unappealing taste, color, and lack of availability, which hinder its positioning against mainstream brands. Customer clusters were identified that differ in priorities like brand versus functional benefits.

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    Dant Kanti

    Uploaded by

    Deepen
    1K views22 pages
    Dant Kanti is an herbal toothpaste produced by Patanjali that aims to provide dental protection through traditional herbs like neem and turmeric. The document analyzes Dant Kanti's positioning through exploratory research involving focus groups and interviews. Key findings are that customers prefer Indian brands and value taste and availability when choosing toothpaste. Analysis of Dant Kanti shows its strength is oral protection attributes, but weaknesses are its unappealing taste, color, and lack of availability, which hinder its positioning against mainstream brands. Customer clusters were identified that differ in priorities like brand versus functional benefits.

    Original Description:

    Patanjali dant kanti toothpaste - RMD

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    Dant Kanti is an herbal toothpaste produced by Patanjali that aims to provide dental protection through traditional herbs like neem and turmeric. The document analyzes Dant Kanti's positioning through exploratory research involving focus groups and interviews. Key findings are that customers prefer Indian brands and value taste and availability when choosing toothpaste. Analysis of Dant Kanti shows its strength is oral protection attributes, but weaknesses are its unappealing taste, color, and lack of availability, which hinder its positioning against mainstream brands. Customer clusters were identified that differ in priorities like brand versus functional benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views22 pages

    Dant Kanti

    Uploaded by

    Deepen
    Dant Kanti is an herbal toothpaste produced by Patanjali that aims to provide dental protection through traditional herbs like neem and turmeric. The document analyzes Dant Kanti's positioning through exploratory research involving focus groups and interviews. Key findings are that customers prefer Indian brands and value taste and availability when choosing toothpaste. Analysis of Dant Kanti shows its strength is oral protection attributes, but weaknesses are its unappealing taste, color, and lack of availability, which hinder its positioning against mainstream brands. Customer clusters were identified that differ in priorities like brand versus functional benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 22

    DANT KANTI A PATANJALI PRODUCT

    Toothpaste Industry
    BACKGROUND

    MAJOR
    PLAYERS

    14.7
    1.6
    2.3
    2.8

    48.4

    13.5

    16.7

    Patanjali and Dant Kanti


    PATANJALI

    DANT KANTI

    Management Decision
    Problem

    To evaluate the positioning and the current


    marketing strategy for Dant Kanti

    Management Research
    Problem
    To understand consumer behavior in
    toothpaste product segment
    To understand the positioning of Dant Kanti

    Brand Positioning of Dant


    Kanti

    A Herbal Toothpaste
    Safe, No adverse impact and a Natural product

    Produced by traditional Herbs for preventing diseases of


    teeth (Pioria, gingivitis, bad Odour etc)
    e.g. Neem, Timbaru, Turmeric and Cloves: remove Bacteria
    Pudin and Peepli: Refresh gums
    Peelu and Maju: Power to gums

    Suitable for all age groups


    A Holistic Toothpaste
    From Dental Protection to Dental Beauty

    Exploratory Research
    Conducted One Focus Group Discussion and 11 Depth
    interviews
    Parameter/ Attribute
    Insight
    Price

    Not a significant factor

    Taste

    Chemical toothpastes: tanginess


    is avoided
    Non Chemical toothpastes:
    compromise with taste for health
    benefits

    Purchase Channel

    Nearby retail shops for


    mainstream brands and exclusive
    brand stores/ agents for others

    Availability

    Key aspect, nearby shops are


    preferred else similar brand, or
    smaller pack of other brand is
    purchased. In case of Non
    Chemical products far of shops
    are also searched for at times

    Parameter/ Attitude

    Insight

    Size & Packaging

    Large packs are preferred for


    regular use, smaller ones for
    journey purpose.

    Functional benefits

    Oral protection, freshness,


    whitening and avoiding bad
    breath

    Color

    Bright colors are preferred

    Ingredients

    Only non chemical users are


    aware of the non chemical nature
    of their toothpastes but not
    aware of the actual ingredients

    Usage pattern

    Non medical in case of chemical


    users, and both need based &
    non medical in case of Non
    Chemical users

    Product awareness

    Word of mouth is crucial factor in


    for non chemical toothpastes

    Advertisements and Promotions

    Ads improve the brand recall esp


    in Chemical category, and
    promotions are not crucial in

    Factor analysis of
    attributes
    Based on our exploratory research (focus groups and depth interviews) we have collated a set of
    16 attributes that customers look for when they buy a toothpaste

    1)
    2)
    3)
    4)
    5)

    Taste
    Color
    Form (gel/paste)
    Foam
    Presence of chemical
    ingredients
    6) Natural ingredients
    7) Fresh Breath
    8) Whitening
    9) Sensitivity protection
    10)Cavity prevention
    11)Oral Care
    12)Brand of the
    toothpaste
    13)Price
    14)Packaging
    15)Size of packages
    16)Availability

    We took the importance of attributes on a 7 point scale,


    then we ran a factor analysis for the attributes

    KMO Measure
    greater than
    0.5

    Barletts test value


    is significantly
    higher

    KMO and Bartlett's Test


    Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .795
    Bartlett's Test of Sphericity Approx. Chi-Square 812.435
    df 120
    Sig. .000

    Factor analysis of
    Rotated Component Matrix
    attributes

    Component
    1 2 3 4 5
    Q10_1 .240.057.787-.029
    -.064
    Q10_2 -.062
    .314.759.200.021
    Q10_3 .380-.005
    .556.395-.101
    Q10_4 .100.216.128.822.101
    Q10_5 .035.041-.125
    .160.846
    Q10_6 .375.025.186-.325
    .515
    Q10_7 .753.089.315-.155
    .075
    Q10_8 .712-.003
    .224.032.190
    Q10_9 .837-.054
    .196.096-.055
    Q10_10 .894-.034
    -.076
    .101-.011
    Q10_11 .861-.119
    .010.048.133
    Q10_12 .168.399.437-.195
    .102
    Q10_13 -.014
    .690.100.151.081
    Q10_14 -.078
    .853.186.159-.010
    Q10_15 -.156
    .867.076.009.027
    Q10_16 .470.536-.006
    -.131
    -.255

    These factors were utilized further to compare various brands of toothpaste to achieve multi

    Ethnocentricity

    HYPOTHESIS:
    H0: Customers do not prefer Indian brands over foreign brands
    H1: Customers prefer Indian brands over foreign brands

    t critical value is 1.658 which is less than t value of 2.32, null hypothesis is rejected.
    refore, Customers prefer Indian Brands over foreign brands

    Importance of Taste

    HYPOTHESIS:
    H0: Customer does not value taste when making the purchase decision
    H1: Customer values taste when making the purchase decision

    he absolute t critical value is 1.657 which is less than the observed t value of 9.301.
    Hence, we reject the null hypothesis.
    aste is an important actor for a costumer in making the purchase decision.

    Taste of Dant Kanti


    HYPOTHESIS:
    H0: Taste of Dant Kanti is not appealing to the costumer
    H1: Taste of Dant Kanti is appealing to the customer

    The absolute T critical value is 1.684 which is more than t value. Hence, we
    fail to reject the null hypothesis.
    Consumers do find the taste not appealing

    Importance of Colour
    HYPOTHESIS:
    H0: Color is not an important factor in making the purchase decision
    H1: Color is an important factor in making the purchase decision

    he absolute t critical value is 1.657 which is more than the observed t value of 0.047.
    Hence, we fail to reject the null hypothesis.
    Color is not an important actor for a costumer in making the purchase decision.

    Colour of Dant Kanti


    HYPOTHESIS:
    H0: Color of Dant Kanti is appealing to the customers
    H1: Color of Dant Kanti is not appealing to the customers

    The absolute T critical value is 1.684 which is less than t value of 3.209. Hence,
    the null hypothesis is rejected.
    Consumers do not find the color of Dant Kanti as appealing.

    Importance of Availability

    HYPOTHESIS:
    H0: Availability is not an important factor in making the purchase decision
    H1: Availability is an important factor in making the purchase decision

    The t critical value is 1.657 which is less than the observed t value of 6.873. Hence,
    we reject the null hypothesis.
    Availability is an important factor for a costumer in making the purchase decision.

    Availability of Dant Kanti


    HYPOTHESIS:
    H0: Dant Kanti is readily available
    H1: Dant Kanti is not readily available

    The absolute T critical value is 1.684 which is less than t value of 5.064. Hence,
    the null hypothesis is rejected.
    Consumers consider Dant Kanti is not readily available

    Cluster Analysis
    Divided into 3 clusters (Tool used : SPSS)
    Cluster 1: 62 respondents
    Cluster 2: 52 respondents
    Cluster 3: 11 respondents

    Cluster Analysis
    Attribute

    Cluster 1

    Cluster 2

    Taste

    5.8

    5.04

    Color

    4.9

    3.06

    Form

    5.8

    5.03

    Foam

    4.9

    4.2

    Presence of Chemical
    ingredients

    4.2

    3.9

    Natural Ingredients

    5.3

    5.25

    Fresh Breath

    6.5

    6.2

    6.13

    6.07

    5.9

    6.01

    5.96

    6.2

    Oral Care

    5.8

    6.3

    Brand of Toothpaste

    5.6

    4.5

    Price of Toothpaste

    5.5

    3.4

    Packaging

    5.2

    2.5

    Sizes available

    5.47

    2.8

    Availability

    6.02

    4.5

    Whitening
    Sensitivity Protection
    Cavity Prevention

    Cluster Analysis
    Cluster 1

    Cluster 2

    exhibit relatively high values on:


    a. Color
    b. Brand of toothpaste
    c. Price of toothpaste
    d. Packaging
    e. Sizes available
    f. Availability

    exhibit marginally high values on:


    a. Sensitivity Protection
    b. Cavity Protection
    c. Oral care

    Characteristics:
    They prefer brand with focus
    on look and feel. Availability is
    also important

    Characteristics:
    Give more attention to the benefits
    obtained. Exhibit more brand loyalty

    Perceptual Map
    Inferences

    1. Dimension 1 can be interpreted as Oral protection


    1.
    2.
    3.
    4.
    5.
    6.
    7.

    Colgate
    2. Dimension 2 can be interpreted as taste from the
    Pepsodent
    Closeup
    Vicco 3. Dant Kanti (5) is low on taste and high on oral care
    Patanjali
    4. Dant Kanti is ranked low on lather
    Himalaya
    Dabur
    5. Brands 4,5,7 are all falling low on the taste attribu

    Patanjalis-Dant Kanti

    Results and Conclusion

    People prefer Indian brands over Foreign brands

    Taste and availability of toothpaste are factors that influence


    the buying behavior of consumers.

    However, Color does not come out to be an important factor


    in the analysis

    Oral protection attribute is a trigger for customer to choose


    Dant Kanti. But the unpleasant taste, unappealing color and
    less availability act as drawback for Dant Kanti

    Thank You

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