The case attempts to approach retailing from several

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RESPECT TO ITS CONSUMERS IN THE TOOTHPASTE CATEGORY. THE CASE ATTEMPTS TO APPROACH RETAILING FROM SEVERAL BEHAVIOURAL DIMENSIONS THAT INCLUDE ATTITUDES, SELF-BRAND CONNECTION, AND CELEBRITY-BRAND CONNECTION.
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THE TOOTHPASTE CATEGORY IN INDIA INDIA HAS RS 105 BILLION (ORAL CARE AS PER 2015) MARKET EXPECTED TO GROW BY 12% OF HIS VALUE TOOTHPASTE CATEGORY CONTRIBUTED RS 83 BILLION, PEGGING A VALUE GROWTH RATE OF 11.7%. TRADITIONAL ORAL CARE PRODUCT: - NEEM, SALT, CHARCOAL, ETC
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THE TOOTHPASTE CATEGORY IN INDIA AFTER THAT AWARENESS ABOUT HEALTH AND HYGIENE GREW THE COMPANIES IS COMING IN THE MARKET PLACE. NOW A DAYS PER CAPITA USAGE IN INDIA 146 GMS PER PERSON. MAJOR PLAYER – COLGATE PALMOLIVE AND HINDUTAN UNILIVER , DABUR ALL BRAND STARTED INVESTING IN EDUCATING CONSUMER ABOUT THE IMPORTANCE OF ORAL CARE
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COMPETITIVE SCENARIO
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DABUR BRAND POSITIONING: A BRAND OF HERBAL AND AYURVEDA PRODUCTS. AS A SOLUTION TO CURE OR PREVENT ALL DENTAL PROBLEMS. ITS FOCUS ON 13 AYURVEDIC INGREDIENTS HELPED IT FACE THE COMPETITION. BRAND ASSOCIATION: BUILT CREDITABILITY BY INCLUDING OPINIONS AND RECOMMENDATIONS FROM DENTISTS.
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PATANJALI BRAND POSITIONING: HERBAL AND AYURVEDIC BRAND. COMBINATION OF HIGH QUALITY AND LOW PRICE. BASED ON RATIONAL APPEAL OF HEALTH BENEFITS OF HERBS AND AYURVEDA. BRAND ASSOCIATION: AYURVEDIC ASSOCIATION AND CONNECTION WITH BABA RAMDEV HELPED TO SNATCH A SIGNIFICANT SHARE OF THE MARKET.
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COLGATE COLGATE COME WITH THE MISSION OF BRIGHTENING AND SPREADING SMILES COLGATE FOCUSED ON EMOTIONAL (DENTIST RECOMMENDATION AND SOCIAL
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  • Fall '18
  • Marketing, Toothpaste, Colgate-Palmolive

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