brand image measurement of happydent

BRAND IMAGE MEASUREMENT OF HAPPYDENT Submitted to Prof. S. Govindrajan

Submitted by:

Anton Babu

Ayan Dasgupta

Gaurav Kayal

Ishita Goel

Brand Image Measurement

CONTENTS

EXECUTIVE SUMMARY ............................................................................................................................ 3

HISTORY AND EVOLUTION OF THE BRAND ............................................................................................. 4

STRATEGIES FOR SUCCESSFUL DATA COLLECTION AND EVALUATION ................................................... 6

INSTRUMENTS FOR DATA COLLECTION .................................................................................................. 8

Laddering: Qualitative Research Model adopted ............................................................................... 8

Brand Asset Valuator (BAV) .............................................................................................................. 15

ANALYSIS ............................................................................................................................................... 18

QUESTIONNAIRE ADMINISTERED FOR QUANTITATIVE RESEARCH (A SCREENSHOT) ...................... 23


EXECUTIVE SUMMARY

Happydent, a brand from Perfetti Van Melle India is being tracked in the project. The brand

tracking was done though a combination quantitative and qualitative methodology. In

quantitative, a suitable adaptation of Young and Rubicam’s BAV has been used to identify

the performance of the brand in its category across 82 respondents through online

questionnaire. Apart from this, 17 responses were taken where respondents rated

Happydent and other products of their choice in the same product category on same

questions.

For qualitative analysis of the brand, laddering interviews were conducted and Attributes‐

Consequences‐Values identified and plotted on the Hierarchical Value Map.

Belonging, Self Esteem and Societal Conformance was included in most ladders. These value

orientations in a person’s ladder have served as the basis for classification in terms of

segmentation and advertising strategies to be followed. With most respondents exhibiting a

sense of belonging – to the society or their peer group to be specific – as their ‘value

orientation’, the scenario for the advertisement i.e. the vehicle by which the value

orientation is to be communicated becomes all too clear. (For example, based on the fact

that “whitening” is perceived as a desired consumer benefit Happydent took the liberty of

dramatizing whiteness to a degree of unbelievable, a fantastical exaggeration).

The BAV indicates that the brand is a leader in its category, given the fact that it has high

‘esteem’ (in terms of the one of the four broad dimensions that the BAV evaluates a brand).

Even though the brand has low ‘differentiation’ as compared to ‘relevance’, it is perceived

as a better product by consumers because of its health utility.


HISTORY AND EVOLUTION OF THE BRAND

Chewing gum is one of the most popular traditional confectionary items which have

endured the test of time through suitable product evolution & innovation. Typically,

chewing gum is made of Chicklet, a natural latex product (that is why the brand name‐

Chicklets). If we look at the per‐capita consumption of chewing gum in India it is only 8 per

year as compared to 2000 per year in U.S.A & 1000 in Russia. The current size of the Indian

chewing gum market is estimated to be about 1000 Crores (INR)thus it offers huge

opportunity to companies like Perfetti & Wrigley in terms of market & new product

development.

Perfetti launched the brand `Happydent’ in 1970 along with Alpenlibe, Big Babol and the

brand has been growing ever since. The parent company of Happydent, Perfetti Van Melle

was established in March 2001 through the merger of Perfetti S.P.A and Van Melle NV. In

2001, Perfetti Van Melle India introduced the functional gum category to India by way of

Happydent White, a chewing gum containing ingredients (baking soda) that provides the

benefit of keeping teeth naturally white. In this category, Happydent competed with

strongly entrenched brands with high awareness and big spends. The brand was sailing

along but could not really shake the competitors. In early 2006, Orbit White (Wrigley’s)

stepped up, with marketing inputs. It has been as serious potential threat to Happydent

White.

The category of chewing gums is an impulse purchase and so ads play a very important role

in market share. Based on the fact that “whitening” is perceived as a desired consumer

benefit Happydent took the liberty of dramatizing whiteness to a degree of unbelievable, a

fantastical exaggeration‐ Thus was borne the bizarre idea of a human bulb—a man who is a

professional bulb since his teeth are so white. Spontaneous recall more than doubled to 16

percent, from the previous 8 percent in 2005. Market share simply doubled and trebled.

Total brand awareness scores of HAPPYDENT doubled and grew dramatically to reach the 90

percent level. Gross national volume grew by 102 percent over 2005 figures.

Happydent has also been successful in increasing health awareness amongst consumers

thus making functional gums the most exciting sub‐category within confectionery. What

adds to the excitement is the fact that functional aspects bring some level of “planning” in


the purchase procedure from the customer’s side. This is good news as it means

incremental business for confectionery‐players with increased relevance to the customer

and possible addition in the monthly grocery list. To tap into this opportunity Happydent has

tried innovative pricing and a new packaging (pocket bottles) which carry aesthetic appeal

which tends to increase per‐customer‐throughput . The launch of products like Protex

Happydent which is claimed to prevent tooth decay due to the presence of a special

ingredient called 'Xylitol' and Happydent White which contains sodium bi‐carbonate helps to

keep teeth clean & white helped to leverage its position in this segment. The latest variety is

Happydent wave which is already making the waves in the market.


STRATEGIES FOR SUCCESSFUL DATA COLLECTION AND EVALUATION

Successful data collection and evaluation, of any type, can be enhanced with some

preliminary planning and thought. We set the following ground rules to s to increase the

likelihood of a successful evaluation.

Knowing Your Audience ‐ Prior to designing an evaluation and determining what data

collection techniques will be used, it is important to recognize who the audience for the

evaluation results will be. Since most of the respondents were from within the campus

between the age group of 20‐27 the questions were framed in accordance with it.

Deciding What Exactly will be Evaluated ‐ Given the limitations, we focussed on obtaining

"actionable" results.

Determining Costs and Schedules‐ There wasn’t much of a costing to be done but it was

very important to come up with a schedule for the completion of the project detailing the

key tasks that will have to be done over the duration of the study.

Identifying the Appropriate Study Participants –Since chewing gum is a product mostly

used by age group 15‐25 we were able to get respondents from within the campus.

Developing, Pretesting, and Refining Data Collection Instruments ‐ Qualitative data

collection techniques require data collection instruments that make sense to the

participants. One useful approach followed was to have the data collection instruments

reviewed by a group of individuals who are members of the user group from which you will

be obtaining the data.

Administering Instruments Appropriately

The logistics associated with administering data collection instruments can be formidable.

Yet overlooking any of these details can seriously affect evaluation outcomes. Key concerns

are: getting the full participation of all subjects, providing a forum for participants to discuss

issues and concerns that the moderator does not bring up, and documenting participants'


comments completely and accurately. To minimize these concerns, the following may be

helpful:

• Arrange for a pleasant setting to conduct the focus group, surveys,

transaction logs, interviews, etc., and typically, provide some refreshments

and amenities

• Consider the order and development of topics to be discussed in the session

• Record and analyze the content of the session while it is occurring (e.g., use

note takers, audio or video recorders, etc.)

• Manage and moderate the session in a positive and productive manner

(prevent individuals from dominating or disrupting the session)


INSTRUMENTS FOR DATA COLLECTION

Laddering: Qualitative Research Model adopted

WHAT IS LADDERING?

• Laddering is an interview technique used in semi‐structured interviews.

• Laddering is a method that helps you elicit the higher or lower level abstractions of

the concepts that people use to organize their world.

• The method is performed by using probes. Probing means to “peel back the layers”

of the informant’s experience.

• Laddering and probing is used to: “understand the way in which the informant sees

the world” (Reynolds & Gutman, 1988).

WHEN IS LADDERING USED?

Laddering is used within two streams of research: Consumer research and organization

research

• Consumer research to elicit consumers’ preferences towards certain products or

services.

• Consumers’ preferences are categorized into three dimensions:

‐ Attributes of a product/service

‐ Consequences

‐ Values

• Organization research to elicit values and decision making structures in

organizations.

– The laddering method can be used to elicit values among managers or

employees (e.g. work conditions among employees).


– Preferences are categorized into means and ends

WHY USE THIS TECHNIQUE FOR OUR RESEARCH?

• The laddering interview technique is a structured approach.

• You get to know what is important to the informants and why it is important; the

values.

• The high degree to which the method can provide the appropriate data

• The relatively less amount of time required to collect and analyse the data

• Low Costs associated with collecting and analysing the data.

• Low Level of commitment and involvement required of interviewees

• Requirements for training in the method – Even though Laddering becomes more

effective with experience the formal training required is relatively less

• The informants are able to relate to this way of thinking (e.g. focus group interview).

RATIONALE OF OUR LADDERING TECHNIQUE:

A couple of the interviews done using this technique and the reason for asking such

questions are given below:

INTERVIEW (1)

Interviewer: You indicated that you are likely to consume a mouth freshener after a long,

stressful day at work, why is that?

Respondent: Well, when I am stressed out I tend to have a ‘bad feeling in the mouth’.

Having a mouth freshener – a chewing gum mostly – kind of rejuvenates me.

Interviewer: How does getting rid of a ‘bad feeling in the mouth’ rejuvenate you?(Reason:

Evoking the Situational Context)

Respondent: See, what happens is that after a long tiring day (something like attending 6

lectures in a day) is that your muscles are all tensed up; so chewing gum (kind of) unlocks

the intensity brewing inside...


Interviewer: So you mean a chewing gum will do, its ‘mouth‐freshening’ features are not

that important to you?

Respondent: Yes kind of, but a mouth freshener allows for a cool, refreshing feeling as well.

Interviewer: What is the benefit of feeling rejuvenated after having gone through a long,

tiring day?

Respondent: You just feel instantly better.

Interviewer: Okay, let me phrase this differently, you’ve mentally exhausted yourself after a

hectic day and you have a mouth freshener (say) in the evening and you feel better. Does

that help in any way? (Reason: Communication check)

Respondent: I can’t really say, but then being an MBA student means you have a myriad

other activities to attend to so maybe there is a need somewhere.

Interviewer: A need for what?

Respondent: A need to be on your toes at all times, to keep the energy levels high and put

in your best in everything else you do.

Summary Ladder for the above is as follows:

V Sense of accomplishment (putting in one’s best in everything)

C Rejuvenates

C Releases pent‐up energy (unlocks the intensity brewing inside)

A Cool, refreshing feeling

INTERVIEW (2)

Interviewer: When do you generally prefer consuming a mouth freshener?

Respondent: To freshen my breath after smoking; my way of maintaining good oral hygiene.

Interviewer: Do you consider any other alternative to a freshener if ti’s not available?

(Reason: Postulating the absence of an object)

Respondent: Yeah it need not always be a mouth freshener, I could opt for pan masala,

meetha masala etc.

Interviewer: When did you start thinking that it was advisable to have a mouth‐

freshener/chewing gum after a fag? (Reason: Age‐Regression Contrast Probe)

Respondent: I guess I just saw others doing so...


Interviewer: Would you say it is important to not have bad breath when in the company of

friends, especially if they do not smoke themselves?

Respondent: Frankly, I would not really care. But then, on second thoughts, I wouldn’t want

others to figure out that I had just had a ‘sutta’, simply because I was carrying bad breath

Interviewer: Would you suggest your friends to have a freshener after a Smoke? (Reason:

Projective technique)

Respondent: Yes, I think I would.

Interviewer: Do your folks at home know that you smoke?

Respondent: No, but then I cut down on this habit of mine when I am at home.

Interviewer: Somehow one gets the feeling that it’s not really a case of ‘bad‐breath‐

riddance’ that compels you to have a mouth freshener post a fag?

Respondent: You are right; actually you avoid that irritating feeling in your mouth.

Interviewer: Why should that be important to you?

Respondent: Of course it’s important; otherwise I just don’t feel very confident when

interacting with others.

Summary Ladder for the above is as follows:

V Self Esteem (feel more confident when interacting)

C Avoid an irritating feeling in the mouth

C Not carry bad breath

A Freshens the breath, good oral hygiene

LADDER FREQUENCIES FOR ATTRIBUTE‐VALUE LINKAGE


The above table includes a summary by attribute and value for respondents whose ladders

extended to values level. ‘Belonging’ was included in most ladders, with ‘societal

conformance’ and ‘self‐esteem’ following in decreasing order of frequency. One can also

summarize from the above findings that the attributes that consumers of candy‐mouth

fresheners look for, are their mouth‐freshening and whitening capabilities in most cases

(This indicates why Orbit and Happydent which focus on the ‘whitening’ attributes in their

advertisements are the market leaders in this product category). Thus valuable information

is provided in terms of (a) segmenting consumers with respect to their values orientations

for a brand and (b) as a basis for advertising strategies.

The benefit of laddering as in this case would be the interesting insights it provides for

advertising strategists. With most respondents exhibiting a sense of belonging – to the

society or their peer group to be specific – as their ‘value orientation’, the scenario for the

advertisement i.e. the vehicle by which the value orientation is to be communicated

becomes all too clear. For example, Based on the fact that “whitening” is perceived as a

desired consumer benefit Happydent took the liberty of dramatizing whiteness to a degree

of unbelievable, a fantastical exaggeration. (Thus was borne the bizarre idea of a human

bulb) This supposedly resulted in a doubling of the market share.

Even in the new ad these companies focus on these attributes and our analysis shows that

these are indeed the attributes which needs focus. Since chewing gums are an impulse

purchase the importance of advertising strategy can never be understated.


Hierarchical Value Map


Brand Asset Valuator (BAV)

Brand Image is defined as consumer perceptions of a brand and is measured as the brand

associations held in consumer’s memory.

The Brand Asset Valuator, a proprietary tool developed by advertising agency Young &

Rubicam, measures Brand Image by applying four broad dimensions: Differentiation,

Relevance, Esteem, and Knowledge. These four core aspects of the brand are called ‘Pillars’.

The four pillars can be clubbed into two‐directional indicators‐

Brand Vitality: This is a combination of Differentiation and Relevance. As these pillars are

indicators of where the brand is likely to shape out in the future, Brand Vitality is a leading

indicator.

Brand Stature: This is a combination of Esteem and Knowledge. It gives a sense of the

brand’s present and past. Brand Stature tends to, over time, mimic brand strength and is

thus a lagging indicator.

The BAV is an ideal tool for advanced brand analysis such as managing brand portfolios,

positioning/repositioning exercises, understanding target audience etc. BAV's database is

the result of the world's most extensive research project on branding, based on data on

30,000 brands across 400,000 consumers in 48 countries through 240 studies.

Quantitative Research Model to test the current status of the Brand (using a suitable

adaptation of the BAV model)

Core Aspects of a

Brand: ‘The Pillars’

Sample Questions Rationale

RELEVANCE

i. How does Happydent help in

fulfilling the need for

freshening your mouth (post a

meal or after a smoke etc.)?

ii. How aware are you of the

“health pay‐off” (dental

Relevance is simply a

measure of how well suited

the brand’s offering is to

the consumer’s life.


benefits) that Happydent

delivers?

iii. How has Happydent fared in

terms of “cutting through the

Indian mindset that chewing

gum is not a socially

acceptable etiquette”?

iv. Is Happydent suitable for all

age groups and not just

children?

DIFFERENTIATION

i. How unique do you think is

Happydent’s USP (Unique

Selling Proposition) as

compared to its competitors?

ii. How willing are you to pay a

premium for Happydent?

iii. How successful according to

you has Happydent been in

breaking through the clutter

that is there in the market for

candy‐mouth‐fresheners?

iv. Is Happydent an innovative

brand as compared to its

competitors?

Differentiation is a measure

of how distinct the

consumers perceive a

particular brand to be. It is

this difference that enables

the brands to charge a

premium.

ESTEEM

i. Would you say that Happydent

is a ‘trustworthy’ brand as

compared to its competitors?

ii. Would you associate ‘high

quality’ with Happydent as

opposed to other similar

products?

Esteem is a function of

positive brand experience

and brand communication

and essentially the regard

that the consumer has for

the brand.


iii. Do you believe that what

Happydent claims are its

product features (oral

whitening etc.) are authentic?

iv. Would you consider

Happydent to be a leader in

the product category of candy

mouth fresheners?

KNOWLEDGE

i. How familiar are you with the

‘brand’ called Happydent?

ii. How aware are you of the

latest product variations and

promotions carried out by

Happydent?

iii. How would you rate your

knowledge about brand

Happydent’s history?

Some brands makes you

feel like you know the

brand as you would a close

friend. This is called

knowledge. This in effect is

a culmination of the other

three pillars.

Note: The set of sample questions referred to in the above table are not an exhaustive

compilation and other questions were also asked to ensure maximum quality of responses.

Additionally, a similar questionnaire was also administered to the same respondents asking

them to rate their preferences for other brands in the ‘candy‐mouth‐fresheners ‘category.

This essentially provides us valuable information on how audiences are consuming brands

within the same product category.

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The Brand Vitality value was obtained as a percentage product of Brand relevance and

Brand Differentiation. The results were obtained on a 100 point scale (percentage).

Brand Stature 74.87341 Brand Vitality 85.03106

The results indicate the following –

• The brand vitality is high. This is due to high brand relevance or in another words,

the brand enjoys personal relevance among the customers and a lower (but still

high) brand differentiation score. Many of the respondents, interviewed pointed out

that easy availability is one reason why they have opted for Happydent.

• The brand stature is relatively lower. The major contributor here is the brand esteem

itself. Brand knowledge is comparatively far behind. This indicates that the

consumers don’t have considerable knowledge about the, but hold it in high esteem

and thus are willing to learn about it more.

Differentiation and Relevance of a brand taken together say a lot about a Brand’s strength

(Brand Vitality). These two pillars point to the brand’s future value, rather than just

reflecting its past.

Differentiation measures the distinctiveness or Margin opportunity of the brand. Relevance

measures the appropriateness or “Brand Appeal” of the brand.

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differentiation and relevance for the brand Happydent in the “candies mouth freshner’s”

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QUESTIONNAIRE ADMINISTERED FOR QUANTITATIVE RESEARCH (A

SCREENSHOT)

brand image measurement of happydent

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