HIMALAYA HERBAL TOOTHPASTE: CATEGORY AND BRAND INVOLVEMENT IN AN EMERGING MARKET Or. S. Ramesh Kumar and Nitys Guruvayurappan wrote this case solely to provide material for class discussion. The authors do not Intend to Mustrate either efective of merrective handling of a managers/ situation. The authors may have disguised certain names and other loenfiving Information to protect confidentially Richard Ivey School of Business Foundation promelts any form of reproduction, storage of transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rants organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, NGA 3K7; phone (510) 801-3206, fax (519) 001-3852, e-man cases@ivey.two.ca Copyright @ 2012, Inclan Institute of Management Bangalore and Richard Ivey School of Business Foundation Version: 2012-01-50 Ramesh Kumar had been teaching for the last twenty-five years, after spending a few years in the corporate sector. In addition to the satisfaction involved in the profession, he found that teaching presented many exciting opportunities to link concepts with practice. In January 2011, an executive of the Himalaya Drug Company attended his training program, and a discussion sparked off some interesting thoughts. Himalaya was a brand that had herbal offerings in health supplements and personal care products. The use of herbal remedies and products had been an integral part of Indian culture, and Himalaya's unique proposition was he scientific rigor associated with the testing of its herbal offerings. Historically, the brand had not advertised like a typical health care company; however, to build market share in the highly competitive personal care market, it had begun to advertise its face wash and toothpaste brands. Its offerings were exported to several countries, and the brand had a positive perception among consumers (www.himalayahealthcare.com). Kumar was curious to find out whether consumers were really loyal to the brands in this category. He was interested in the toothpaste category, and Himalaya had herbal offerings in the retail and prescriptive segments. Were consumers involved in the category? Did they remember the functional brand benefits? Were consumers buying brands due to the social benefits reflected in the ads? Did consumers continue to buy particular brands without switching, due to inertia? Were consumers interested in herbal offerings? How should Himalaya be perceived by consumers? This medley of issues presented yet another opportunity to an academic to conceptualize the situation, one that was perhaps unique to the Indian context The concept of product involvement differentiated consumer segments based on the degrees of personal interest expressed by consumers with regard to specific products and services. High-involvement categories required consumers to be involved in extensive buying behavior that led to one or more of the following aspects: risk reduction, enhancement of self-image, and a greater degree of gratification in having achieved an optimal choice after examining the various alternatives in the category. Low- involvement categories were those that were bought in a routine manner by the consumer, with a degree of personal interest that was lower than that associated with the high-involvement categories. Marketersalways had to faze competitive challenges in enhancing the degree of involvement even in law- avolvement categories through appropriate branding Initiatives. The toothpaste catagory was gas ruch calorory in the Indian context. ORAL CARE INDUSTRY The fast moving consumer goods (FMCG) category was broadly split into household care, personal care, and food and beverages. The FMCG market in India was projected to be around US$13-15 billion in 2010. and was likely to grow to US$35 billion by 2013. The average Indian consumer spent around eight por cunt of his or har mcome on personal care (oral care, hair care, and skin care) products." The Increasing loved of discretionary spending. greater attention to personal hygiene, and proliferation of now media channel and distribution contributed to the growth of the personal care wagmount. The oral care category comprised toothpaste, toothbrushes, toothpowder, mouthwash, dental floss and whiteming products. In 2010, the oral care market in India was around US$940 million (calculated at the rate of USSI por Ra. 43). The growth trand of toothpastes over the past three years (11 par cast) was relatively slower than that of several other kay FIMCCO categories. The growth of the toothbrush category was wven lower. at around nine par cant." Some studies were undertaken on the perception of consumers regarding the toothpaste category. One study reported that 45 per cent of the Indian consumers who participated in the survey believed that using the right toothpaste was more important than using the right toothbrush. However, the consumers did not t's much importanes to the category isals, as most of them believed that oral care was not as important for personal grooming as hair care or skin care." Another abady revealed that only 25 per cent of the respondents brushed twice a day." Yet another study indicated that do por cast of the respondents had never visited a dentist, and 87 par cost would not gomulder visiting a dontist as a proventive measure. " The World Health Organization (WHO) reported that 98 per cant of the Indian population suffered from oral health problems." The ratio of dentists to patients in India was dismally low, with just one dentist for 10,090 people in urban areas, and one for about 0 35 million people in rural areas." Hence, it could be inferred that there was significant scope for marketers to enhance the involvement level associated with the toothpaste category among convamen,Page 3 98114032 TOOTHPASTE INDUSTRY: BRANDS AND SEGMENTS The toothpaste market in India had a penetration rate as low as 60 per cent Urban penetration was around 76 par cant, whereas rural penetration was 40 per cent." The average consumption of toothpaste in rural households was significantly lower than in urban households." The per capita consumption of toothpaste in grams per year in India was around 115, whereas it was 135 in China, and 541 in the United States." The kay brands in the Indian oral care industry were Colgate-Palmolive India and Hindustan Unilever Limited. Colgate was one of the flagship brands for oval care, with the catagory contributing to 96 per cent of Colgate-Palmolive India's annual company wales, and it was the market leader in the toothpaste, toothbrush and toothpowder categories. It led the toothpaste market with a 32 per cent market share. Hindustan Unilever was second in the oral care market, and had a 25 per cent share in the toothpaste category." The toothpaste category was segmented into three price tiers, namely, economy, popular, and premium" The toothpaste category existed in two product variant types paste and gal formats. The definition of the price tiers and the classification of the kay brands according to pricing and product variant type ure summarized in Exhibit 1. After reviewing the kay benefits and the propositions of the various brands in the oral care market," Kumar concluded that there were four benefit-based segments in the market. A detailed description of the kay brands in each segment, along with the storyboard of a recent advertisement for each brand, is provided in Exhibit 2 (Exhibit 3 presents the same for the Himalaya brand). The classification of the brands based on target segments and individual propositions is vemmarized in Exhibit 4. Category Segments Fresh ness: with confidence." Way berghe The proposition for this segment was built around the concept of "Freshness that fills you Herbal: We berger This segment offered complete cual care with the help of natural herbal or Ayurvedic ingredients. ""Eand Moving Consumer Goods, "1865, www/bofox downbod man_socioxi.got osmond March 31, 3011. March 3P, 3011. opening For10108 him, mesnows March 31, 2017- March Anchor Can " www.gak camv/gro accaand March 31, 2011.Page 4 981 14032 Overall oral health: Key brugAir: This segment offered healthy tooth and strong game for the entire family through protection from germs Niche - problem solving; Key Denghe This vagment offered specific solutions to oral health problems for convomers with higher involvement in oral care. The benefits included addressing sensitivity of guns and tooth, satisfying whitening requirements, and so on. A fifth segment in this category was the children's toothpaste ragment; however, it was not as significant in size as the others were. Children's toothpastes were flavored such that children would find them appealing, and included cartoon characters on the tobes or freebies. Colgate and Poprodent both had variants in this segment, priced in the popular price tier. A detailed listing of all the brands is presented in Exhibit 1, and a positioning diagram in Exhibit + compares the pricing and proposition of the brands. HIMALAYA: COMPANY PROFILE The Himalaya Drug Company" had been in the pharmaceutical field for several decades." In order to enter the consumer markets with wellness and personal care offerings, the company had launched Ayurvedic Concepts, which offered health supplements, skin care products and pain ointments. Ayurveda was a popular form of alternative medicine in India that was based on herbal ingredients. Initially, in the late minetion, Ayurvedic Concepts targeted the young waban professional population, in an attempt to create awareness of the brand. In the early years of the twenty-first century, " in order to hand towards being a global brand, Ayurvedic Concepts was brought under the Himalaya umbrella brand for several categories wach as soaps, shampoos face washes, health supplements, baby products, ate. In 2010, 40 per cent of Himalaya's turnover was from consumer products. It had several exclusive outlets throughout the country, and had shop-in-shop counters in modern retail outlets. " Himalaya did not advertise as much as other FMCG manufacturers, and brand associations were nurtured by word of mouth. Himalaya's lead offering in the toothpaste category was Himalaya Dental Cream, with natural ingredients like nowm, extracts of Toothache Tres, pomegranate, otc. It was priced in the premium tour. It offered several benefits including tightening and reducing swelling of goms, stopping gum bleeding, preventing toothache and decay and controlling bad breath." Himalaya started advertising this toothpaste in above- the-lime media with its concept "Indulge like a child, brush like an adult." Apart from this, Himalaya advertised in several top metropolitan cities through outdoor advertising, mainly through billboards. However, it had a relatively smaller presence in television advertising compared to the brands it competed with, such as Colgate and Popeodent. The print advertisement for this brand of toothpaste and Kumar's interpretation of its storyboard are presented in Exhibit 3. March 31, 3011. P308 March 31 3011.Page S 98118032 Following this, Himalaya want on to launch a range of herbal prescription-based oral care products - the HiOra range - which included a toothpaste, two mouthwashes, an ulcer gel, a ram astringent, and s whitening agent. HIOrs was expected to compete with brands operating in the proveription oral cure mymom! (proscribed by doctor) and not in the FRIGO oral care segment. Although the doctor-proscribed oral care market was just five par cost in 1010, it was showing a growth of 21 per cent annually, Indicating an increase in the awareness about oral cars. " METHODOLOGY For sampling purposes, the target population was defined as: . Females aged 13-15, belonging to urban households with an SEC socioeconomic classification (a clausiflemtion of households in India commonly used as a market segmentation tool based on the educational level and occupation of the chief wage samar of the household that influenced the consumption pattern of the household) " The geographical area was usban Karnataka, a state in South India. An external marketing research agency was wood to collect data in April 2011. The questionnaires that had been formulated in English wars translated into Kannada, the local language of the consumers. based on the above criteria, 100 respondents were chosen, with twenty five respondents from each benefit segment. The scales ware designed to capture consumer involvement, " brand attitude, and brand attackment." Exhibit 2 presents samples of brand communication of a key brand in each of the four segments. Exhibit } presents a sample of Himalaya's brand communication. Exhibit : prevents the questionnaire that was deployed along with the mann wabbas for the venlo looms by category and segment across the 100 consumer interviewed. Exhibit a presents other aspects of the consumer study as percentages. Kumar had to process the data that the agency had collected.Page 6 9811AC32 Exhibit 1 SNAP SHOT OF ALL KEY BRANDS Company Brand Type Target goncumer Brand propos tion Young adults, mostly Freshness that gives you a Cal Popular confidence to get clover to HUL Family (strong children Fighta gems and erevents Pepaodent Popular imagery cavities for healthy leein and Dental Cream Popular Famly wrong children Al-round decay protection, Even Total 12 Premium full range of oral health problems Premium Niche: Consumers With Roller from pain and protection Makiresh Popular Young adults, mosby Colgain Fresh Enclar Young adults Fresh bremen for conncane: to Herbal Popular Family Strong teeth and healthy gums, Economy Family isame children Strong teeth and mesh bresinter agery Four TaIN Popular Niche. Consumers With Fights germs for Reality gums Premium Niche: Consumers With whitening requirements Himalay! Dental Cream Indulge like a chillid, brush log an Boboal Mint Falen you start the day wit s Fri Economy Family (sare children Economy Family have children Anatural way to Begin a great Dobur Red Popular Family (strong children away with the power of Meswak Premium Forly Incredible herbal Meawake for Popular Family Same children Fights envilles with te wergin Anchor When Economy Family (strong children All-round protection to keep your Anchor begin it and Ife fit Anchor Cal Economy Young adults OAK Banodyne Premium Niche: Consumers with World's number 1 took paste for Economy Family (Strong children For healthy and sparking whilePage 7 98118032 Exhibit 2 EXAMPLES OF BRAND COMMUNICATION FROM VARIOUS BENEFIT SEGMENTS Freshnaga Segment Storyboard Interpretation: Closeup The ad opened with a young, amactive couple sitting next to each other in a car. As they smiled at each other, meir fresh breath attracted one another, and they came doser to kiss. The woman stopped and pointed coyly at something in the distance, where a flower vendor sat in view, Surrounded by baskets of roses. The focus then shited to a different scene, where another young and attractive couple entered an elevator. Once again, as mey prepared to kiss, the girl pointed at the camera Insloe me elevator. The man pulled out a couple of rosebuds from her hat and as she blew on them gently, the rosebud's bloomed Into roses. Bom scenes concluded with the couples kissing which was Noden from view by strategically placing the roses in front of mel faces. The "Pass Aso" (come closer) Jingle played In the background through the advertisement; this had been a common theme across all the ads for Closeup over the past few years. The advertisement ended with a volceover describing the active mouthwash present in Closeup that takes one want to kiss " Close up FIRE-FREEZE Closeup Overall Oral Health Segment Storyboard Interpretation: Colgate Dental Cream The latest sovertisement for Colgate Dental Cream Showed a dentist who found her young daughter examining her doll's reeth, pretending to ask the doll how many chocolates she had had The mother asked her what was going on and her daughter explained that she was trying to find decay In her doll's teeth. Her mother explained that decay was not that easy to locate, given that it was usually Woden in between reeth and not waible, which was why they used Colgate. She went on to explain the product's benent's, and said that the calcium and minerals present in Colgate worked In hard-to-reach places, giving complete protection against decay hence there would be no hidden decay. The advertisement stated that the toothpaste offered the benent of "sit-round protection from decay, " and closed with the claim that "Colgate is the No. 1 brand recommended by dentists."Page 8 981 14032 Exhibit 2 (continued) Storyboard Interpretation: Pepsodent Fepsodent Gericheck had a campsign known as "Pageu and Pappa" (Papou being me name of a child and Pagoa refering to his father), In which a poowar celebrity played the role of the father. The campaign had multiple ads set in me washoom, with Papou and his father crushing their teeth, and the drama enacted theren. In the first ad of me series, Pappu asked his father what would happen if they ald not brush. His father replied with s oramanic story narrating how evil cavities and gems would affect a ther teeth. In me second so, Papou's father pretended to refuse to brush, and then acted as if cavities within his mouth were hurting RT. He then fold a curious Pagov how this could be avoided and that his feeth could be protected in just two minutes with the help of Pecsodent Gemicheck. The advertisement ended with the claim that Pepsodent Gemicheck removes 0576 of germs in just two minutes" Herbal Segment Storyboard Interpretation Dabur Red Toothpaste" The Dabur Red advertisement opened onto the scene of a school execution competition, where the fools was announced as "My foothosste. "A young boy started speaking about how despite brushing every day, people tended to have various tooth problems. He said that that was why he used Dacur Red toompasia He explained that scientists had denied that this toothpaste Red minteen Ayurvedic Ingredients, such as Glove and mint leaves the scene then shited to a dentist who explained ins to a group of children gathered around him. The dentist said that Daour Red's advanced formwa was unique in its composition and Ingredients. The scene cut back to the young boy in the elocution competition who said that the brand kept team healthy from within. The advertisement ended with a group of children coming together to deliver the punch line "Let's one sway dental problems" Niche Segment Storyboard Interpretation Colgate Act The Activesalt campaign had a consistent storyboard across multiple settings. The advertisement opened with the protagonist, who had just chewed on something and cried out in pain. The setting for this atvallon was olerent in overent ads. In an airplane, at a cafe at the checkout counter in a may, and in the bathroom while brushing his teeth. As soon as the person cried out in agony, the door opened and a camera crew walked in, led by a young woman with a microphone in her hand. The selling resembled a typical media crew, with the young woman being the journalist She pushed the microphone towards the man who hadjust cried out in pain, and asked whether his gums hurt and troubled him. He said yes, and then she asked whether his toothpaste had salt in it. He looked puzzled and she brought out the Colgate Active Sat pack and handed it to him, saying that it had salt in it The voiceover described how the unique formation of Activesalt killed germs to make gums strong and healthy.Page 9 96114032 Exhibit s HIMALAYA'S BRAND COMMUNICATION Storyboard Interpretation: Himalaya Dental Cream C The advertisement rolled out backwards in tme, and opened with a young, modern woman in bed at moright The next frames jaw in reverse timeine) showed that just before going to bed, She had eaten a huge face of pastry from her refrigerator, Before that carver in the evening, She had been at a social gamering where she had piled up her clare with a variety of food, The story continued backward, tholeading that on her way back from work, she had enjoyed a bar of chocolate ice cream, and carver ar work, she had had a helping from a colleague's birthday cake. Even earlier, on her way to work, she had dropped to treat herself to something sweet. At this point, the voiceover Stated, If you want to howige lke a child, livest brian lie an Bout. " The ad continued in reverse being, to show the woman crushing wit Himaidya Dental Cream first thing in the morning The advertisement ended with me statement that Himalaya was the only acuit toothpaste with ingredients live near, pomegranate, miswak, els that kept away sout dental problems. Handed Indulge like a child. Brush The an adult. Do NoPage 10 Exhibit 4 POSITIONING MAP OF BRANDS Emotional banutri Post Colgate Fruch Exaror Gal Colgate MaxFresh Anchor White Anchor Gw Boboal MiniFam Colgin MostWhite Economy tier Dober Red I'ramium bur Ajunio Cobur Moomok Calgain Toand Celguin Herbal Sorocdyno Functionul bunch: Do NotPage 11 98114032 Exhibit 5 MEAN VALUES OF CONSUMER RESPONSES For each of the statements below, the mean value is summarized, which Is calculated by assigning values to the Likert scale responses of the consumers such that strongly disagree = 1 and strongly agree - 5. Table 1: Involvement levels with respect to toothpaste Niche Mean values by segment Freshness Herbal Overall oral care Problem Total category Toothpaste Is valuable to me aolving Toothpaste Is beneficial to me 3.63 3.60 3.35 3.32 3.90 3.90 3.56 3.56 Toothpaste Is appealing to me 3.69 3.45 4.07 ipaste essential for me 3.63 3.67 3.45 3.60 aste Is of no concem to me 2.24 2.37 2.37 2.68 2.06 aute 3 Inelevant to me 2.65 1.96 2.32 Toothpaste a useless to me 1.28 1.68 1.56 1.28 1.45 Tooth atte Is trial to me 1.24 paste Is boring to me 1.32 1.56 Toothpaste Is unexciting to me 1.24 1.48 1.48 1.64 1.44 1.43 1.42 Toothpaste Is mundane to me 3.60 1.80 1.24 1.48 3 26 1.48 3 26 1,32 1.46 Toothpaste Is undesirable to me 1.76 1.64 3.97 1.56 3.52 1.61 Toothpaste Is not necessary for me 1.32 1.76 1.64 1.24 1.45 It's Important to me that my toothpaste has gel (3.03 3.11 3.11 3.73 3.26 It Is Important to me that my toothpaste tastes good 3.42 3.26 3.35 3.83 3.47 It Is Important to me that my toothpaste freshers my breath 3.14 3.23 3.28 3.83 3.37 It Is Important to me that my toothpaste gives me confidence to get close to people 3.23 3.32 3.20 3.87 3.41 It Is Important to me that my toothpaste lights germs 3.32 3.20 3.23 3.83 3.40 It is Important to me that my toothpaste prevents carvilles 3.51 3.35 3.48 4.00 3.59 It Is Important to me that my toothpaste gives me healthy teeth 3.45 3.51 3.47 4.10 3.62 It is Important to me that my toothpaste keeps my gums healthy 3.42 3.42 3.38 3.97 3.65 It is Important to me that my toothpaste protests my teeth from 3.48 3.17 3.26 decay 3.70 3.40 It is important to me that my toothpaste protects me from all oral 3.35 3.17 3.26 3.77 3.39 health problems It Is Important to me that my toothpaste protects my teeth from 3.38 3.45 3.47 4.10 3.59 pain when I eat hot or cold thingsPage 12 98114032 Exhibit & (continued) C It is important to me that my toothpaste has herbal ingredients 3.35 3.38 3 29 3.73 3.43 It is important to me that my toothpaste is made of natural 3.84 3.51 3.48 Ingredients orly 3.83 It is Important to me that my toothpaste keeps my children's 3.45 3.38 3.32 4.07 Teeth healthy 3.86 It is Important to me that my toothpaste gives me a dazzling 3.45 3.42 3.48 3.87 3.86 It is Important to me that ing toothpaste makes my teeth whiter 3.42 3.29 3.29 3.90 3.43 It is Important to me biat ing toothpaste has Ayurvedic 3.32 3.20 Ingredients 3.23 3.83 3.41 It is important to me that my toothpaste is recommended by derbats 3.35 3.35 3.38 3.73 3.45 Table 2: Attitude towards brand Mean values by segment Freshness Herbal Overall Niche: Problem Total It makes my breath fresh care solving category Ithat great haver and taste 3.84 325 3.87 it keeping veelli heally 3.87 4.10 3.12 3.93 3.89 it names cavities 4,CO teeth It prevents germs from affecting my 3.35 3.90 3.80 It keepa my qurra healthy It protects my teeth from decay 3.40 It reaches even where a tocuibrush 3.43 3.80 3.20 3.28 3.90 3.49 it takes care of all my oral health problem's 3,48 3.29 3.35 3.90 3.81 Itgives me rellef from toothand 3138 3.83 It has natural Ingredients It whitens my teeth 3.87 3.93 It is recommended by dentists 3.83 It is used by experts 3.83 It is not different from any other toculpable 2.88 2.78 1.86 2.39 it is an expensive toothpaste It is for people with oral health 2.80 problem's 3.14 3.20 3.32 3.50 3.39 it is used by celebrities itis a brand for my family 3.17 3.33 It is a toothpaste I can trust for my 3.87 children 3.14 3.11 9 20 3.77 3131Page 13 98114032 Exhibit 5 (continued) It makes my teeth look healthy 3.17 3.17 3.20 3.87 3.35 It gives me a dazzling sme 3.29 3.35 3.32 3.93 3.47 It gives me the confidence to get close to people 3.26 3.29 3.38 3.87 3.45 It allows me to enjoy eating all types of food 3.20 3.32 3.17 3.41 It alows me to feel free and unworried 3.26 3.26 3.23 3.97 3.43 It makes me feel protected by an expert 3.23 3.20 3.20 3.87 3.35 It makes me feel In control 3.312 3.20 3.93 3.43 It gives me a great start to my day 3.29 3.17 323 3.90 3.40 The person In the advertisement reminds me of myself 3.29 3.08 3.23 3.83 3.36 Table 3: Brand attachment For each of the statements below, the mean value Is summarized, which Is calculated by assigning values to the response scale of the consumer such that very low extent = 1 and very large extent = 5. Niche: Mean values by segment Herbal Overall oral care Problem Total solving category To what extent do you feel emotionally connected to your brand? 3.43 3.26 3.26 3.47 3.37 To what extent does your brand Bay something to others about who you are? 3.03 3.29 3.17 3.50 3 26 To what extent do thoughts and feelnge for your brand come to your mind on their 3.43 3.32 3.38 3.80 3.50 Own? To what extent do you think of your brand naturally and Instanty? 3.23 3.14 1.03 3.47 3 23 To what extent would you be distressed If your brand were discontinued? 3.26 3.14 3.29 3.37 3 27 To what extent is It difficult to Imagine life without your brand? 3.26 3.14 3.17 3.20 3.19 Sowe: Onto sbigined from the surewy conducted by the authora (discussed in the Methodology nesian).Page 14 98114032 Exhibit s SUMMARY OF FINDINGS Table 1: Participants' responses regarding their habits and practices (by segment) Habita and practices Number of consumers Freahneng Herbal IBJO Problem Total health Bolying category Frequency of 20 22 64 brushing [ dally' TWICE 11 17 Once In T 3 13 montha Frequency of Once In a ver 1 3 vlalita to the dentlet Once In two or more 9 years Never Did the dentist recommend the toothpaste? NO 18 Old you change the toothpaste on 2 your dentist's recommendation? No Did you have any 15 oral health problems? NO 21 Did you change your toothpaste to solve any problem? No 3 10 Table 2: Category Involvement Segment High-Involvement consumers Freshness Herba Overall oral care Niche: Problem solving Total category 415Page 15 98118032 Exhibit 6 (continued) Table 3: Attitude towards category Affective beliefs by segment Sopment strong cognitive bellof Segment strong afractive ballet Freshness Herbal Overall oral care Overall oral care Tolal categor Table 4: Comparison of consistency between cognitive and affective bollers of consumers Consumers Consumers Con wumore with strong Consumers with strong with weak with wook Sogment cognitive and strong cognitive and cognitive and Cognitive strong and wouk afractive wook anactive affective affective ballath bollare 45 Nione: Problem solving 24 187 Table S: Low-involvement and high-attitude consumers Consumers with low category involvement who have strong cognitive or affective ballets towarda brand Freshness Herbal Overall NichtPage 16 98114032 Exhibit 6 (continued) Table S: Attitude towards category: Cognitive and affective beller strength for key brands Cognitive bellefe Affective belets Consumers with Consumers with Leading brand In strong cognitive Leading brand In strong affective bellefe In line with bellefe In line with brand's sagment brand's communication communication Closeup /Freshness) Closeup Freshness Dabur Red /Herbal 389% Dabur Red Herbal Colgate Dental Cream Colgate Dental Cream EVED JENO EJBAO) 2076 Colgate ActiveSalt (Niche: Colgate ActiveSalt Problem solving 100%% (Niche: Problem 9216 coming Not Co