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Answer for Q8

Himalaya Dental Cream is a herbal category toothpaste that provides total oral care with the herbal & Ayurvedic ingredients like neem, meshwak and extracts of tooth ache tree, etc. The value position that Himalaya portrayed was “Indulge like a child, brush like an adult”. The level of involvement of the consumers for the toothpaste category is low. The branding activities done by various brands has created awareness for this category. The customers now are choosing a brand that fulfils their dental requirements and liking.

The competitors are giving value propositions such as strong teeth, complete germi check, freshness and all round protection, Himalaya could not position itself correctly in the mind of customers.

Following are the reasons why:

* It did not communicate the differentiating point and benefits of Himalaya dental cream. * The commercial advertisement was not convincing. It could not get the audience to try the product.

VALUE POSITION SUGGESTED

The brand should communicate the characteristics of its product to educate the audience about its benefits. The value position can be “Dental protection in a herbal way with Himalaya”

The advertisements could portray that the Himalaya dental cream cures dental problems of swelling of gums, tooth decay, and bad breath using the ayurvedic ingredients like neem, meswak, pomegranate, etc.

PTO

Q7

| Brand | Value Proposition | Value Proposition Conveyed | Product Category | HUL | Closeup | Freshness, Confidence | Freshness | Freshness | | Pepsodent | Healthy Teeth and Gums, Prevents Cavities, Fights Germs | Prevents Cavities and Fights Germs | Overall Oral Health | Colgate | Dental Cream | All round Decay Protection | Decay protection, No. 1 brand | Overall Oral Health | | Total 12 | Germ Protection | | Overall Oral Health | | Sensitive | Pain relief, tooth sensitivity | | Niche | | Maxfresh | Freshness | | Freshness | | Fresh Energy Gel | Freshness, Confidence | | Freshness | | Herbal | Strong Teeth, Healthy gums, Natural ingredients | | Herbal | | Cibaca | Strong Teeth, Fresh Breath, Family product | | Overall Oral Health | | Active salt | Fights Germs, Healthy teeth and gums | Relieves Pain, strong and healthy teeth & gums | Niche | | Maxwhite | Teeth Whitening | | Niche | Himalaya | Dental Cream | Total Protection | Overall dental care | Niche/Overall healthcare | Dabur | Babool Mint Fresh | Freshness | | Freshness | | Babool | Natural | | Herbal | | Red | Herbal, Overall Health | | Herbal/Overall Health | | Meswak | Herbal, Overall Health | | Herbal | | Promise | Cavities Fighting | | Overall Oral Health | Anchor | Anchor White | All round protection | | Overall Oral Health | | Anchor Gel | Fights Gums, Freshness | | Freshness | GSK | Sensodyne | Teeth Sensitivity | | Niche | Ajanta | Ajanta | Healthy Sparkling White Teeth | | Overall Oral Health |

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