Himalaya Herbal Toothpaste

Himalaya Herbal Toothpaste : Case Solution

1. How does low category involvement afect brand attitude? Explain the inconsistency in those instances where brand attitude overwhelms category involvement. Consumers agree that toothpaste is necessary but consumers are not too much involved with the functional attributes of the toothpaste. But for certain niche segment such as consumers suering from tooth and gum sensitivity problems, problems, association with functional attributes of toothpaste is high. This suggests that toothpaste is a low involvement category with consumers knowing the need of toothpaste but not too attached to functional attributes except in the niche segment. Consumers in the niche segment are more involved involved in the buying decision of a tooth paste.  The result of the involvement involvement levels levels gets reected reected in the attitude towards towards the brand. erceptions erceptions such as freshness and shinier teeth have a lower score compared to niche category segment owing to toothpaste being used. !unctional !unctional attributes of toothpaste like germ "ghting and oral health has a higher score in niche category. ersonal attributes like con"dence, bright smile and a fresh start to a day is rated higher for niche segment owing to toothpaste attributes. Consumers do not share a strong s trong brand attitude. But a higher involvement level category like like the niche segment has a higher brand attitude from the consumers. Consumers are not emotionally attached to the brand of toothpaste. They are on an average brand agnostic till the time their needs are getting ful"lled. #erbal category segment has high customer involvement and is a potential area to be tapped.

2. Taking into account the categorylevel and segmentlevel analyses! what kind o" implications are relevant at the segment level #"or each segment$? How do consumer belie"s relate to the  positioning o" brands in each segment?  Toothpaste segment is divided into $ broad category segments%

1. Freshness a. &n this segment '() of consumers brush once a day and *+) of the consumers never visit a dentist. lso, *-) dentists never recommend toothpaste to patients in this segment. lmost '') consumers in this segment are aected by oral health problems. b. &t is a low involvement category as consumers are not attached to the functional attributes of the toothpaste. 2. Herbal a. &n this segment '') of consumers brush once a day and '$) of the consumers never visit a dentist. lso, *) dentists never recommend toothpaste to patients in this segment. lmost /0) consumers in this segment are aected by oral health problems. b. &t is a low involvement category as consumers are not attached to the functional attributes of the toothpaste. 3. Health a. &n this segment -) of consumers brush once a day and '() of the consumers never visit a dentist. lso, -() dentists never recommend toothpaste to patients in this segment. lmost '() consumers in this segment are aected by oral health problems. b. &t is a low involvement category as consumers are not attached to the functional attributes of the toothpaste. 4. Niche a. &n this segment 23% of consumers brush once a ay  and $) of the consumers never visit a dentist. lso, !!% entists ne"er recommen toothpaste to patients in this segment. lmost '() consumers in this segment are aected by oral health problems.

b. Consumers are attached to the functional attributes of the toothpaste like tooth and gum sensitive toothpastes.

%. &hat kind o" recommendations would you provide "or the Himalaya brand a"ter taking into consideration the responses to 'uestions 1%?           

ltering client perspective 12ey 3trategy 4ducate customers of their desires so propose however #imalaya can match the needs to urge into consideration set of customers 3trong stress of the advantages can facilitate in developing favorable perspective. Changing perspective of 5arket 6eaders customer &nuencing the emotional element can result in overall perspective towards brand Changing Consumer7s basic motivational perform 8e.g.% 9hy herbal tooth, build particular need prominent: ssociation the merchandise with an admired cluster or event ;esolving Conicting ttitudes Changing consumer beliefs regarding the competition brand problem solving class keeping herbal ?3  #igh average involvement score % @./>- > A $ percent of total shoppers  &ncreased use of brushing > customer A &ncrease of -$ percent  #igher consumer cognitive and emotional Belief 8Table @: A /0 )  *0 ) respectively 8compared to herbals $ ) and $$ ):  6ow class &nvolvement customers 1 robust psychological feature belief A '/) in niche vs $ in avoring.  #igh emotional belief of () in freshness class as compared to an occasional $( during the herbal class. 9e will encash on adding a freshness part within the niche section.

  ( 

premium herbal toothpaste "or the niche class ) *+resh! ,atural -amp /ecure0. roviding freshness and answer to the subseuent problems%D   Tightening ampE ;educing swelling > gum bleeding.  revention of decay ampE Tooth che.  Bad Breath management.

6ink #ealth of mouth with #ealth of Body.

 . &hat should the positioning dimensions o" Himalaya be! and how can it be diferentiated? How can Himalaya create an attitude towards its adsbrand to convey its diferentiated proposition? Tar#et: $rban emo#raphy concerne toars oral healthcare Himalaya&s 'cti"e Herbs 

#erbal freshness ampE oral healthcare

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remium all natural, healthy, oral resolution with a herbal product experience.

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3olution to oral health issues with a freshness uotient

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Brand character D safe , reliable ampE caring

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wareness of name #imalaya ampE creation of a positive attitude

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Change overall brand rating% &ndia>9orld7s Best herbal toothpaste counseled by
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Change beliefs concerning competitors provided herbal toothpaste by highlight the dierentials.