Miscellaneous / Consumer Behavior Analysis Of Magic Tooth Powder

Consumer Behavior Analysis Of Magic Tooth Powder

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Autor:  anton  18 December 2010
Tags:  Consumer,  Behavior,  Analysis,  Powder
Words: 5556   |   Pages: 23
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1.0 INTRODUCTION

This section of the report presents the origin of the report, "Consumer Behavior Analysis of Magic Toothpowder" and outlines its main objectives, limitations and the sources of information used in its formation of the report.

1.1 BACKGROUND OF THE REPORT

The report, "Consumer Behavior Analysis of Magic Toothpowder", is prepared in compliance with the partial requirement of the course Consumer Behavior (M403), instructed by Mr. Syed Munir Khasru, Associate Professor, Institute of Business Administration, University of Dhaka. The report aims to analyze the consumer behavioral aspects related to Magic Toothpowder.

1.2 OBJECTIVES

In providing an analysis of the consumer behavior of Magic Toothpowder, the report's objectives are to explore the following areas:

1.3 SCOPE

The report focuses mainly on the consumer behavior of Magic toothpowder and tries to relate the theories of the text with the reality. It provides a general description of the consumer profile and how the company implements marketing strategies designed for the target market. This report also highlights the some of the recommendations we have made for the brand based on the current marketing strategy and consumer survey conducted.

1.4 METHODOLOGY

A mixture of primary and secondary sources was used for the preparation of the report. Information was gathered from the following sources:

В• Interviews from officials in Square Toiletries and MediaCom

В• Consumer survey

В• Analysis

1.5 LIMITATIONS

The report is limited to only the consumer behaviour perspective of the product separately though it is integrated with other marketing activities. A more thorough analysis could have provided us with a better insight. A more detailed and vast consumer survey could have produced better analysis. It was impossible to go for such detailed analysis due to time constraint and limitation of the scope.

2.0 BACKGROUND OF THE INDUSTRY

The toothpowder industry contains two generic products В– Black toothpowder and White toothpowder. The basic difference between black and white powders is in its ingredients. The white toothpowder is more effective in cleaning germs but the black toothpowder is more popular. This is due to two reasons В– First, the black toothpowder is cheaper. It only costs half as much as the white tooth powder. Second, it is abrasive. Black toothpowder contains granules which give the customers the feel that their teeth are getting cleaned better. There are also variations among the white powders such as neem, herbal etc.

The total Market Size is 7,117 Metric Ton, which accounts for a total of 744 Million Taka. Black toothpowder holds 69% of the market share, whereas white toothpowder has only 31% (considering sales in metric ton). Market Growth Rate is 7% per annum. There are about 30 companies (See Appendix) in this industry.

Figure 1: Market share of different companies in the industry

As can be seen from the graph, in terms of total volume, Biddut Kalo Neemer Majan holds the highest market share. In terms of taka sales, Pepsodent is the market leader, followed by Magic and Colgate.

Most of the companies follow the same price structure. The MRP of different types and sizes of toothpowder are as follows:

100gm White Toothpowder Taka 20

50gm White Toothpowder Taka 12

Biddut Kalo Nimer Majon Taka 6

Other black Tooth Powder (Ash) Taka 5

Table 1: MRP of black & white toothpowder

2.1 Company Background

Square Group of Companies is one of the most reputed and largest local companies of Bangladesh. The company is very reputed and has a very good image not only in Bangladesh but also in many foreign nations. It was set up in 1958 with the Pharmaceutical Company and in 1988 Square Toiletries Limited made its entry as one of the divisions of Square Pharmaceuticals Ltd. In 1994 Square Toiletries Limited began its journey as a separate entity. At present, Square Toiletries is the country's leading manufacturer of international quality cosmetics and toiletries products. Today with over 50 products, Square Toiletries Ltd is one of the largest companies in the toiletries sector of Bangladesh, covering a wide range of personal, health, home, and fabric care products. These ranges of products include White Plus Toothpaste, Meril Shampoo, Meril Soap, Senora Sanitary Napkins etc. Through their distribution network, they have succeeded to penetrate consumers the most in the country.

2.2 Product Background

Magic toothpowder is one of the dental care products of Square Toiletries Limited. It was introduced into the market in 1996. It is a mint-flavored white foaming toothpowder with fluoride which helps to remove bad breath and keeps teeth healthy and clean. Currently the brand has two SKUs of 50 grams and 100 grams. The retail price of these SKUs is same as that of the market. The product has been re-launched in the market in September, 2005 with a completely new positioning.

The core benefit offered by Magic is the elimination of bad breath. Magic toothpowder contains Triclosan, Calcium and Spicy mint flavor. Triclosan is effective against most types of oral cavity bacteria. Calcium strengthens the teeth and prevents gum decay. Spicy mint flavor can help to give a better feeling in the mouth and to an extent mask the bad breath. Though most often people cannot perceive their own bad breath the presence of the spicy mint flavor inside the mouth increases the user's confidence. The augmented benefit offered to the customers is the elimination of fear of losing face.

2.3 Target Market

Magic identifies the following characteristics of their target group:

Demographic Background

Age 24 to 48 years

Gender Male

Location Rural and Semi Urban Area

Education Below SSC

Household Income Tk. 2,500 up to Tk. 8,000 (Monthly)

Occupation Skilled Worker (Driver, Mechanic), Street Vendors, Clerk, Peon/ Security Guards, Farmer, Laborer, etc.

Table 2: Demographic Background of the Target Group of Magic

Psychographic Background

The lives of this target group are constricted with financial, educational, as well as social concerns. These people consider themselves as oppressed and deprived of things that they deserve such as education. Because of these constraints, they suffer from a constant feeling of inferiority. These people are involved mainly in laborious activities and spend majority of their time in such activities. These people have interest towards very basic entertainment like Bengali movies and magazine programs. They are under mental pressure to meet their daily needs and value the functional utility of products. Many still do not consider toothpowder as their daily necessities. However, they can afford to use toothpowder quite frequently, i.e. once a day.

3.0 BRANDING & PRODUCT POSITIONING

3.1 Brand Image

The Brand image portrayed by Magic is a person who is hard working, not afraid or hesitated due to bad breath & has the liberty to speak out. The brand promise and the brand soul of Magic is the tag line "Jorsey Bolo". This dialogue made its strong presence in the TVC and wall paints which is the dialogue representation of the core benefit.

3.2 Brand Positioning

When Magic was launched into the market there were already many existing toothpowders both black and white which had been in the market for a long time. Thus from the beginning of its journey Magic has always been the follower of the market leader i.e. Pepsodent. While introducing the brand, they did not use any proper positioning. Square Toiletries tried to introduce Magic as a replacement of Ash, so instead of promoting the brand "Magic", they tried to promote the product "toothpowder". This was not proper because the product category of "toothpowder" was already introduced by the market leader Pepsodent. As a result, Magic failed to create any distinct position on the mind of its target market since it did not offer any distinct utility which will differentiate the brand from the other existing brands. In addition to that, they mainly used retail push as a sales strategy to enhance growth.

The toothpowder market is segmented based on the benefits provided by different brands. The existing players have already been leveraging on their value proposition. The core benefit of Magic had to be an untapped benefit that has not been captured by any of the players.

Benefits Healthy Teeth Strong Teeth Fresh Breath Bad Breath

Removal

Brands Pepsodent Colgate Close Up ?

Table 3: Benefit Segmentation

Thus Magic's recent positioning has been changed to a single solution: Bad Breath. Bad Breath can have serious negative impact on an individual's ability to maintain personal and business relationships, leading to poor self-esteem and increased stress. One of the basic reasons for bad breath is smoking. Smoking prevalence is highest among the poorer strata of population which is the target audience for Magic. No existing player has come up with the solution to this.

Association of the benefit to the target markets is also an important task. Hence the hard working people who work from hand to mouth, live an ordinary life, want to be recognized and have the urge to speak out was targeted. To portray it properly, the image of Mofiz, a CNG three wheeler driver was used to represent the category that do not use toothpowder or uses traditional & ordinary means of cleaning the teeth.

3.3 Current Marketing Strategy

3.3.1 Retail Strategy

The distribution network of STL is extensive and previously they followed rigorous push strategy. The previous "Push" strategy was replaced by "Push and Pull" strategy simultaneously, where the pull factors were generated by creating brand awareness through BTL promotions such as danglers and shelf tuckers which is facilitated by the extensive distribution network of Square.

3.3.2 Advertisements and Package Design

The ATL advertisements include TVC, Radio ads, posters and billboards. The TVC is shown in all the Bangla channels, especially in ATN Bangla and BTV. The same advertisement is aired on Radio. BTL promotions include advertisements through POS materials like stickers. They also came up with interesting media called wall painting and rickshaw branding. All these media include the popular figure of the TVC which is Mofiz. The red color package of Magic is eye catchy and attractive.

3.3.3 Evaluation of TVC

The TVC is nicely executed leveraging on the core benefit of Magic. The negative impacts of bad breath were emphasized through Mofiz, the representator of the target audience. His ordinary, oppressed and dull life has become colorful and lively with the remedy of bad breath. The TVC is highly popular and has helped create significant mind share and heart share for Magic.

3.4 Product Positioning: Perceptual Mapping

Two perceptual maps have been developed. The 1st perceptual map is based on product attributes and benefit proposition while the second one is based on customer delivered value (see appendix). This map focuses on the two core benefits of the tooth powder. Colgate comes up with the image of strong teeth whereas Pepsodent focuses on germ-free and healthy teeth. Close up is perceived as a provider of fresh breath and fresh mouth. Magic is perceived as a solution to bad breath problem.

4.0 EXTERNAL INFLUENCES

4.1 Cultural values

The following are the cultural values that come into play for Magic Toothpowder.

4.1.1 Other-oriented Values

Collective- The target market lives in a collective society and is influenced by the opinions and thoughts of the surrounding people. Thus, while making a purchase decision they often consider the other individuals as they do not want to risk their reputation in front of others. When they see that the people around them are maintaining a degree of cleanliness and hygiene, they want to do the same, and hence purchase and use products by seeing others. Prevention of bad breath is an important issue for the target market consumers since they do not want the people they are interacting with at close proximity to have any negative notion about them with regard to sensitive issues as such.

Extended and Limited Family- Majority of the target market live in extended families. However, a large portion of the target group, who live mainly in the urban areas, have a limited family. In both cases, they usually buy products that will satisfy the needs of all the family members. Due to the financial constraint of the consumers, they use the same product and follow the decision taken by the head of the family.

Masculine- The lower class segment is still very much male-dominated and males make the important decisions within the family. Since Magic is a product for the people from the lower end of the society, it is targeted towards the males.

4.1.2 Environment-oriented Values

Cleanliness- Cleanliness is important in our culture. Everyone tries to maintain some degree of personal cleanliness as this is a factor by which people are judged by others. Majority of the target market are smokers and eat betel leaf, and thus have the problem of bad breath. Most of them cannot afford to use toothpaste and generally have a negative attitude toward it, and are habitual powder (majon and chhaai) users. They perceive toothpowder as performing the functions of both dental care and fresh breath.

Tradition and Change-The people targeted by Magic Toothpowder are by nature risk-averse and resistant to change, unless they feel that change will result in a positive and necessary benefit for them. The consumers are not comfortable using toothpaste and toothbrush, feeling that these are ineffective. But majons and chhaai are not fulfilling their needs for cleanliness and fresh breath, so they are switching to toothpowder.

Problem-solving- The advertisement of Magic Toothpowder shows a man with the problem of bad breath that is solved by the use of Magic. This has given the man the confidence to express himself. So, the product is positioned as a problem-solver for the target market.

4.1.3 Self-oriented Values

Active- The target market for Magic toothpowder is highly active, and the daily activities of an individual's life indicate their need for cleanliness and sense of freshness.

Hard Work- The target market of Magic is extremely hard working. They constantly struggle for survival as well as for upward mobility. The survey conducted on some of the consumers show that people in this segment work over 10 hours everyday interacting with various kinds of people. (Appendix)

4.1.4 Non-Verbal Communication

Symbols- The picture of two men on the package of Magic toothpowder indicates that it is a product mainly for the males. The respondents also acknowledged the product as a Square product and perceive that it is of good quality.

4.2 Groups

The influence of the reference group for the target market is very high, particularly in the form of:

Informational influence- The non users of any dental care product consider the positive word of mouth by their friends or family about a particular brand while making a purchase decision.

Normative influence- The consumers are fulfilling others' expectation of them having fresh breath. The use of the product will provide the consumer with some conviction that others will not keep him at a distance and he will be able to give his views on different matters in group gatherings and not be left aside.

5.0 INTERNAL INFLUENCES

5.1 Consumer Perception

Consumer perception of Magic is the idea consumers have of the brand in their minds.

5.1.1 Exposure

For Magic, exposure is done through television advertisements, radio advertisements, posters, rickshaw branding, wall painting, stickers etc. Among these, customers get maximum exposure through the TVC and radio advertisements. The new TVC of Magic toothpowder is shown on a regular basis on the channels such as ATN Bangla and BTV, which are widely viewed by the target group. However, the target group is even more exposed to radios, especially since it can be found in places where they gather for gossiping such as street side tea stalls. A high amount of exposure is also done though rickshaw branding and wall paintings. All these are random exposures.

5.1.2 Attention

A number of factors are being used to draw the attention of Magic's target market. The billboards are generally very large in size where the package is highlighted. Extensive wall painting and rickshaw branding has been done, especially in the rural and semi urban areas, where the target group is less exposed to media. The humor appeal of the TVC captures attention of the viewers.

The TVC is shown mainly during the commercial breaks of the popular soap operas and Bangla cinemas, the radio advertisements are aired during the target group's leisure time, i.e. during the lunch hours or in the evening. Thus Magic tries to ensure maximum attention.

The color В– Red, White & Blue of Magic is extensively highlighted in all the promotional materials so that the moment a consumer sees any of these material, he knows that it is of Magic. In the TVC also, the central character "Mofiz" is shown wearing red fotua with blue lungi and gamchha. The contrast of red and white helps drawing attention toward Magic. Stickers and POP posters are placed in positions that come in direct eye level with people sitting in the road side restaurants.

5.1.3 Interpretation

The tag line used by this product "Jorsey Bolo" portrays strength; the power to break the hesitations and overcome the psychological barriers. It symbolizes the freedom to speak out. The confident tone and loud voice of the character "Mofiz" after using Magic toothpowder also symbolizes this strength and freedom.

Affective interpretation also works for the TVC of Magic. Even though the advertisement is a humorous one, it creates an emotional impact on the consumers' minds, showing a kind of a person who could not express himself properly throughout his life, who feels oppressed and deprived inside. The target market may empathize with that character, it may remind them of the hidden and latent desires they have had but could not achieve due to many constraints, which will trigger emotional interpretation.

5.2 Learning

5.2.1 Low Involvement

The buying process of the toothpowder is a low involvement process. Customers never actively seek for information about the available toothpowder brands. The existing users always buy the ones they are used to, and the non users buy the brands that are suggested either by the retailers or by their acquaintances. For a low involvement product like toothpowder, Magic uses heavy promotional campaigns. All these promotional campaigns stress on the benefit of not having a bad breath and the urge to speak.

5.2.2 Vicarious Learning

A substantial amount of vicarious learning occurs in low involvement situations like Magic. In the case of Magic many of the consumers said they started to use Magic by seeing others using it or by hearing about it from others. The target market for Magic are generally people who live in rural or semi urban areas. They often share their views and opinions about specific products and are hence exposed to it in a greater extent. Moreover, they may even come across situations where they share products with others. Consequently, when they make individual purchase they often end up buying the product which they had seen others use.

5.2.3 Iconic Rote

In the TVC of Magic the story goes to show a small boy who speaks very meekly and later even when the boy grows up to be a CNG driver his habit does not change. The audience may deduce that the speaking approach of the person suggests that he has some problem in his mouth. This is being associated without having any information regarding the problem and may be termed as iconic rote learning.

5.2.4 Strength of learning

Repetition increases the strength and speed of learning. The more times people are exposed to information the more likely they are to learn it. The Magic ad, which is shown very frequently in all the Bangladeshi cable channels as well as BTV, enhances the repetition of ads and leads to stronger learning about the brand.

5.2.5 Stimulus Generalization

Stimulus generalization happens for the consumers of Magic in a way that often people think that since Square is a large company making good pharmaceuticals or other toiletries, Magic, being a Square brand would also be of good quality.

5.3 Memory

5.3.1 Short & Long Term Memory

The Magic logo and the color (mainly red) on the pack of Magic Toothpowder act as an easy memory retriever. The marketers of the Magic are doing Maintenance Rehearsal by very frequent airing of the TVC and extensive POP materials through the vast distribution network of Square Toiletries Limited along with wall paintings and POS materials. All these help people to easily recall the brand and the advertisement when they see the TVC or the POS materials. The position, style and color of both the brand name and logo on the packet always remained the same which has helped to retain the long term memory. The brand name and logo has remained consistent, helping to build brand image throughout the materials. The extensive use of the vibrant color red has also helped consumers to retain the information that red is the color for Magic in the long term memory.

5.3.2 Schema

The schematic memory of a brand is pattern of associations around that particular concept. It is what the consumer thinks of and feels when the brand name is mentioned. When we were talking to the respondents about Magic, these were the words that came into their mind.

Figure 3: Schema

5.4 Motivation

Figure 4: Benefit Chain

Need for Affiliation: The individuals constituting the target market for magic Toothpowder have the need of belongingness. As a result, they purchase a product such as Magic that will make them acceptable by others by preventing bad breath.

Need for Self-Expression: People like the character "Mofiz" shown in the TVC who feel neglected by others have a strong desire to become someone in the eyes of others. They want to feel equal and important, as the rest of the members of their reference group and their society.

Need for Ego-Defense: People always try to protect their ego or identity, and react defensively when their ego is under threat. This defense can be through use of products. In the TVC, Magic Toothpowder shows "Mofiz" with a problem of bad breath and provides him an extremely-desired solution thus acting as an ego booster for him.

Figure 5: Latent & Manifest motive

5.5 Consumer Attitude

The consumer attitude is based upon very subtle factor in the low income segment of toothpowder consumers. The function that comes into play for this segment is:

Value Expressive Function- One of their shortcomings of the target market for not being able to express is the bad breath which Magic promises to overcome. Thus the product gives them a chance to express their value in a social context and serves the value expressive function.

The attitudes of individuals are mainly considered to have three components:

5.5.1 The Cognitive Component

Square is one of the leading local companies of the country with a high goodwill in the market. Thus customers have a perceived belief that Magic being a Square product will be of good quality. Hence the parting message at the end of the ad which states "Ekti Square Ponno" also creates awareness among the consumers that Magic is a Square product and helps to shape the positive belief about the object. Magic has been in the market for the last 10 years which has also created a distinct positive brand image of В‘Magic Toothpowder', even for people who fail to recognize or notice the fact that В‘Magic Toothpowder' is a product of Square Group.

5.5.2 The Affective Component

The advertisement for Magic toothpowder shows a small boy who does not feel secured to speak aloud. It also shows the boy growing up and the problem remaining with the person. This inability to express himself creates an emotional impact in the minds of the viewers of the advertisement. The advertisement indirectly shows the feelings of deprivation and oppression that the target customers often feel and illustrate that they are a neglected part of society who want to be better and want to speak out loud. Thus this ad has an affective component which affects consumers' emotions or feelings about the product.

5.5.3 The Behavioral Component

The users of this product appear to be loyal customers who do not intend to go for any other brands. This is mainly due to the fact that the target group of Magic has limited ability to buy. Thus few are ready to take the risk to try out a new brand so there is less tendency of brand switching. Another reason is, the price of all the white toothpowder brands are the same, so even though the market is price sensitive, they do not feel any urge to switch the brand because of the absence of price difference among brands.

5.5.4 Appeal Characteristics

Fear Appeal- The fear appeal used by Magic is the fear of social sanction caused by bad breath. Throughout the ad it is shown how the boy grows up from childhood to adulthood with a kind of social insecurity regarding his bad breath, for which the person could not express himself properly and became introvert

Humor Appeal- The entire story of the advertisement has been designed to use an overall humor appeal. The humor appeal is shown in the TVC when the person is scolded by others when he could not speak properly and also when he expresses himself very loudly after the use of Magic toothpowder.

6.0 SELF CONCEPT

It is an inherent characteristic of an individual to seek upward mobility. A product like Magic enhances this idea through its promotions which shows that the individual can express himself after use of the product. The individual in his actual self is a person who engages in minimal communication with others to hide his problem of bad breath. However he wants to overcome his problem and be an expressive person. Magic helps him to go from his actual self to his ideal self. The use of magic or any other toothpowder only provides the satisfaction of healthy teeth to ones В‘private self' but magic also transforms the individual into a more confident and expressive person thus taking care of the social self. For the lower class people, use of Magic prevents the bad breath and thus helps him move upward socially and become more acceptable. Through maintenance an individual uses to enhance what he has. The use of Magic helps the individuals to acquire his desired self concept.

7.0 LIFE STYLE

7.1 The VALS Lifestyle: The Strugglers

The lifestyle of the target market for Magic toothpowder matches the lifestyle of the strugglers of the VALS lifestyle system. These are people who have the lowest resource base. Strugglers are essentially people with low or minimal education. These people are working hard to avail the basic necessities of life. Their work is tedious and involves work often of more than 12 hours per day and they generally engage in physically laborious work. Thus for these people the functional utility of the Magic is very crucial. They also compare the price of the product with the value they gain from it and try to choose products that give highest utility in terms of price paid. Magic toothpowder is also a very price sensitive product and the target market considers the product to have moderate pricing.

8.0 SITUATIONAL INFLUENCE

Communication situation: The TVC of Magic Toothpowder are mostly aired during the popular programs relating to Bengali movies and prime time shows since these people are most likely to watch television at these hours. During this time, people are expected to be in a receptive communication situation and thus the marketer is able to deliver effective message to the market segment.

Purchase situation: STL tries to influence the purchase situation through retail push strategy. In order to capture more attention, STL tries to place "Magic" at the eye level of the customers in the retails stores. This may have an impact on the purchase decision.

Task definition: People use Magic for many other reasons since it provides different utilities to individuals. Some consumers use it to keeps teeth healthy while others use it for shiny teeth. For people who eat beetle nut use of toothpowder is quite common and often also recommended by doctors.

9.0 EVALUATIVE CRITERIA

Although Magic has high brand loyalty, not much thought is usually put into the purchase since it is a low involvement product. Customers usually make choice based on what they already use and according to convenience. However, certain elements of choice do play a role, which have been found from the survey. These decision criteria are briefly explained below.

Price: The target market for toothpowder is the low-income people so these people are quite price-sensitive regarding such products. However, the target market perceives the price of Magic Toothpowder as moderate and affordable.

Personality Match: The character "Mofiz" of the Magic TVC creates a personality and image of the brand on the customers' minds which has already been discussed previously. This character can be considered as a representative of the target market. Therefore, we conclude that the product has matched the personality of its intended target market.

Retail Availability: Retail availability plays an important role in customers' purchase decisions because, the target group believes more availability means the product has more demand, which in turn means that it is of good quality. The level of Magic's retail availability is quite high; however, it is still much lower compared to the market leader's distribution network

Usage Experience: The customers judge a toothpowder brand mainly after the usage. While using it, a customer look for the following benefits, based on which they evaluate a brand:

В• How well the brand helps in preventing bad breath

В• Its effect on teeth and gums: How clean, strong and polished it makes the teeth

Magic meets the criterion of bad breath prevention very well. According to the survey respondents, it also meets the other criteria to a certain extent by making the teeth and the gum strong.

10.0 RECOMMENDATIONS

1. Sales Promotion- According to some of the survey respondents, they are willing to try out magic if the company offers some sort of sales promotion. So one possible strategy for Magic could be to provide extra 20 gm in 100 gm containers. This could create a pull from the customers as they would be getting more toothpowder for the same price.

2. Promotion in Rural Areas- In the rural areas, people are less exposed to media. In order to create awareness among them, Magic can conduct promotional activities in those areas. Attention can be drawn by giving away free samples of Magic among the non users of toothpowder in the local "haats", where many people gather on a specific day of the week. Miking can also be done in rural public places in order to create awareness about Magic.

3. Promotion using Local Cable Channels and Movie Theatres- The target market frequently watches Bengali movies so it would be more effective in terms of reach if this advertisement is broadcasted in between Bengali movie in the theaters. TVC can also be shown in the local cable channels provided by the cable distributors at a very low cost. Through this a huge number of target markets can be reached.

4. Increasing Penetration- Since retail availability is an important evaluative criterion, Magic should increase its market penetration. In the markets where Magic is not available due to low reach of STL, the customers will buy toothpowders of some other brand having extensive penetration such as Pepsodent. As a result, they will get used to other brands. So when these customers will come to the semi urban or urban areas, they will still be loyal customers of the brands they are used to. So it can be observed that due to low reach, Magic is losing many of its potential markets. STL should definitely increase the distribution of Magic in the remote areas.

The reach could be increased in two ways mainly. It can use the distribution channel of other companies of the Square Group and utilize the robust distribution system properly. Another way of ensuring distribution is using the street side shops. These shops are one of the major sellers of cigarette. Since one of the major parts of Magic's target market is the smokers, Square should easily make its product, Magic, available in these markets.

5. Introducing Magic Toothpowder Sachets- Sachets are becoming more popular among the lower class people everyday because of the low cash outlay of the sachets. Since Close Up toothpaste is competing against the whole tooth powder market, it can be safely concluded that the sachet concept is definitely a popular one.

6. Change in Packaging- The picture of the packaging container has not been changed even though the product has been re-launched recently with the mint flavor. Since the new advertisement has been able to create quite an impact on the target market, the picture of the character "Mofiz" should be shown on the packaging design in order to enable the target market to relate the advertisement more to the toothpowder.

11.0 CONCLUSION

Through its new positioning and extensive promotional strategies Magic toothpowder has been successful in reaching its target market by properly positioning itself as a solution to bad breath. The brand is also providing benefits beyond its promised core benefit to the consumers. However, much more needs to be done in order to increase market share. Though Magic has high mind share among consumers, its distribution network needs to be made more effective in order to reach rural areas throughout the country. Furthermore, the promotional activities of Magic should be increased in order to try and induce non-users to switch to Magic.

12.0 RECAP OF EXPERIENCE

This coursework has provided us with immense insight into the mindset of the low-income earning working males and how a product needs to be promoted in order to induce the consumers of that segment. Through the course of this task we have learnt some intriguing facts about the target segment of Magic toothpowder. This experience has been joyful for us as through random grouping, we have learnt new aspects of ourselves and our respective group members.



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