Colgate Focus Group Report

Lahore School of Economic

COLGATE TOOTHPASTE FOCUS

GROUP

A report submitted to Ms .Mariyum Niazzia

In partial fulfilment of the requirement of the course

Consumer Behavior
On 22nd June 2014

Dr.Taniya Haseeb
Jawaria Iqbal
Shahreyar Baber
Abul Hassan
Salman Khalid

Sec B EMBA

Colgate Focus Group Report

TABLE OF CONTENTS
1.
2.

EXECUTIVE SUMMARY..................................................................1
INTRODUCTION............................................................................2

2.1

PURPOSE............................................................................................2

2.2

RESEARCH OBJECTIVES.........................................................................3

2.3

DISCUSSION GUIDE..............................................................................3

3.

DESCRIPTION OF METHOD...........................................................4

3.1

HOW WAS THE STUDY CONDUCTED?......................................................4

3.2

RECRUITMENT PROCESS........................................................................4

3.3

HOW WAS DISCUSSION GUIDE HELD?.....................................................5

3.4

DEMOGRAPHIC DETAILS OF PARTICIPANTS.................................................5

4.

DETAILED FINDINGS.....................................................................7

4.1

WHAT IS YOUR FAVORITE BRAND & FLAVOR OF TOOTHPASTE?....................7

4.2

WHAT ATTRACTS YOU TO YOUR SELECTED TOOTH PASTE?.........................7

4.3

REASON BEHIND CHOOSING COLGATE AS A TOOTH PASTE?........................7

4.4

ARE YOU SATISFIED WITH THE PRICE OF THE TOOTHPASTE?.......................8

4.5

WHO PROMPTED YOU TO PURCHASE TOOTHPASTE?...................................8

4.6

COMPLETE THE SENTENCE: COLGATE GIVES ME:.......................................8

4.7

AFTER

4.8

HOW DO YOU FEEL FOLLOWING

4.9

DO

5.
6.

WATCHING THE

YOU HAVE

AD, DID

YOU LEARN ANYTHING

THE

NEW?........................8

TASTING?.........................................9

ANY RECOMMENDATIONS

FOR

CHANGES?..............................9

TABULATIONS.............................................................................10
CONCLUSION.............................................................................11

6.1

CONSUMER AWARENESS COLGATE........................................................11

6.2

CONSUMER PURCHASE MOTIVATION.......................................................11

6.3

EFFECTIVENESS OF PROMOTIONAL SCHEMES...........................................12

6.4

LIMITATIONS......................................................................................12

7.
8.

APPENDIX A: CONDUCTING A FOCUS GROUP............................13

APPENDIX II: DISCUSSION GUIDE...............................................15

Colgate Focus Group Report

Colgate Focus Group Report

1.

EXECUTIVE SUMMARY

With the increase in dental awareness, consumers are becoming more informed and
conscious regarding the use of toothpaste and select the one which best suits their
purpose. Oral care is one of the most prominent segments of Colgate Palmolive.
Colgate is rank number in the oral care product sales, with a market share of more
than 44% in toothpaste segment. The company benefits from its long-established
presence in the country with the Colgate brand.
As Pakistan experiences ever increasing urbanization and modernization, the future
prospects for oral care are excellent. The cosmetics and personal
care markets in recent years have average annual growth rates
of over 14 per cent in Pakistan. Pakistan is the ninth largest
market with an estimate 180 million consumers. Toothpaste use is
increasing with dynamic rate. The toothpaste market is
approximately seven billion rupees. Higher levels of literacy and
widening awareness of hygiene among consumers will also boost
oral care sales in the coming years.
Colgate-Palmolive Company is the clear market leader. The competition among the
different companies has always been ferocious with companies launching new
products with new features regularly. Currently averting tooth decay is not
sufficient, toothpaste companies are offering new benefits including: fresher breath,
healthier gums and whiter teeth.
The objective of the project was to understand the customers needs, market
reception and preferences for Colgate tooth paste. Current Colgate users were
screened, and invited to attend an in depth focus group. A series of informal talks
with the consumers helped to judge their perception about the availability and
satisfaction.
Colgate consumers are brand loyal. They have limited knowledge regarding the
extensive product range. They are price insensitive. Product promotional schemes
and advertising are a limited motivational value to them. Taste, texture, packaging
again all are positive reinforcement for an already committed customer. They buy
for brand and perceived value.
Colgate has seemingly taken strong market share in this target market (Our study
consisted of Lahore School of Economics students and faculty a relatively affluent
segment of the Pakistan population.) It is recommended to tailor future campaigns
at a different market segment to continue to grow and increase overall toothpaste
market share.
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Colgate Focus Group Report

One of the major limitations of the project was the small sample size due to the
short time limit.

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Colgate Focus Group Report

2.
2.1

INTRODUCTION

PURPOSE
This report is a part of a research project for a Consumer Behavior class at the
Lahore School Economics. The project was designed to learn specifics regarding the
preference and buying reasons behind purchasing Colgate toothpaste. There is a
variety of Colgate products:

Name

Purpose

Colgate Total Advance

Gum and Teeth Problems

Colgate Sensitive

Protection from Painful Sensitivity

Colgate Max-fresh

Wipe Out Bad Breath, Freshness

Colgate Herbal

Use of Natural Herbs

Colgate Cavity
protection

Strengthens Teeth; Fights Against

Cavity

Colgate Advance
whiting

Whiting Teeth

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Colgate Focus Group Report

2.2

RESEARCH OBJECTIVES
1. Determine consumer awareness regarding Colgate brand.
2. Evaluate consumer motivation to purchase Colgate toothpaste.
3. Determine consumer preference of buying Colgate toothpaste.
4. Evaluate effectiveness of promotional schemes.

2.3

DISCUSSION GUIDE
The discussion guide was designed to facilitate an in-depth discussion regarding
consumer choice when purchasing toothpaste. As the consumers were preselected Colgate customers, the discussion questions were solely designed to solicit
information regarding why they used Colgate. Specific topics discussed during the
session were:

Peoples attributes and attitudes towards Colgate tooth paste

Thoughts and feelings while purchasing Colgate tooth paste

Feedback on the taste of Colgate tooth paste

Interest in being educated about the product

Identification of preferred flavor being mostly consumed

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Colgate Focus Group Report

3.
3.1

DESCRIPTION OF METHOD

HOW WAS THE STUDY CONDUCTED?

A focus group is a method to reach out to potential
consumers to directly learn their opinion regarding a
specific topic/issue. Organizations use focus groups in
marketing, or evaluation, to improve products or
services.
Responses in a focus group are typically spoken, openended, relatively broad, and qualitative in nature. They
have more depth and variety. Nonverbal
communications and group interactions can also be observed. Due to the informal
nature of a focus group, the casual conversations reveal deep insight into true
consumer thought processes during purchase. The focus group attempted to create
an accepting environment that puts participants at ease allowing then to
thoughtfully answer questions in their own words and add meaning to their
answers. Focus groups can get closer to what people are really thinking.
A focus group is a small group of six to ten people led through an open discussion
by a moderator. The group needs to be large enough to generate discussion but not
so large that some participants are left out. Well-run focus group felt very natural
and comfortable to be talking with a group of strangers.
A good focus group requires planning a lot more planning than merely inviting a
few key people to casually share their opinions about a topic.

3.2

RECRUITMENT PROCESS
Prior to conducting the focus group session a series of screener questions were
developed in order to select the target group to conduct the focus group session.
The screener questions allow the focus group to pre-select candidates that fit the
purpose of the study.
An example question is:
Have you ever used Colgate toothpaste?
Yes
No

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Colgate Focus Group Report

Participants were recruited at random from the Lahore Economics School.
Individuals who passed the screener questions were invited to attend a focus
group session. Eight candidates agreed to attend.

3.3

HOW WAS DISCUSSION GUIDE HELD?

The focus group session was held on June 10, 2014 at the Library of the Lahore
School of Economics at around 11 am. The room was large enough and free of
distracting noise, that the participants feel comfortable during the session and
moderator can easily move around. A moderator from the team was selected. The
moderator was well briefed and rehearsed regarding the questions to be asked.
In order to document the focus group proceedings, the entire two hour session was
videotaped. Nonverbal communications and group interactions can also be
observed on the video recordings. A note take was also on hand to record additional
pertinent information.
Name cards were placed right in front of the participants using just their first name,
making environment less formal. Participants respond much more comfortable
when they were addressed by their name.
Introductions were made by the moderator and the participants. The moderator
explained the purpose of the session and some basic ground rules. Moderator
relaxed the participants with a series of warm up questions.
Next study specific questions were asked. Participants were asked to share their
views about Colgate toothpaste.
Example :

What type of Colgate toothpaste you prefer to buy ?

What is your perception of that person, who is buying Colgate tooth

paste?

There was a session of advertisement recall. Participants watched three different

advertisements and were asked them to share their perception, and feelings.
The tooth paste preference test was conducted to solicit feedback on preferred
taste choices.
The summary section gives participants an opportunity to share any thoughts not
previously elicited or any improvement they want to make and suggest

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3.4

DEMOGRAPHIC DETAILS OF PARTICIPANTS

It is important to have a good mix of participants to solicit opinion across a range of
factors (e.g. age, gender, ethnicity, location, education, income). In this quick study
we only focused on ensuring the mix of genders was equal.
Due to the time limit, there was only one focus group of eight participants
conducted. Ideally there would have been many more from different socioeconomic backgrounds (within Colgates concerned target market).
NAME

AGE

GENDER

QUALIFICATI
ON

OCCUPATION

Saira Ali

30-40

Female

BA

Librarian

Andaleeb Naseeb

30-40

Female

BA

Librarian

Haseeb Durani

20-30

Male

BBA

Student

Jahanzaib
Nooruddin

20-30

Male

BBA

Student

Waqar Ali

20-30

Male

BBA

Student

Ahmed Iqbal

20-30

Male

BBA

Student

Amarra Ishfaq

30-40

Female

BA

Librarian

Rafay Salman

20-30

Male

BBA

Student

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Colgate Focus Group Report

4.

DETAILED FINDINGS

The video and notes were reviewed, analyzed by the team.

4.1

WHAT IS YOUR FAVORITE BRAND & FLAVOR OF TOOTHPASTE?

Key point: Colgate Max Fresh and Colgate Mint
Comments:
Colgate is my favorite brand and I like using Max Fresh.
Summary: All participants selected Colgate as their preferred brand; Max fresh
was the most favorite flavor as it gives them fresh breath.

4.2

WHAT ATTRACTS YOU TO YOUR SELECTED TOOTH PASTE?

Key points: Packaging, celebrity endorsement, flavor
Comments:
Watching Shahid Kapoor in the advertisement encouraged me to try Colgate. I am
now a Colgate user.
Summary : We had mixed views as some liked the packaging (the smart red box
color attracts them), some liked the taste and still others are attracted by the
celebrity endorsement advertisement. Few have a brand loyalty and they have an
association /relations with the brand.

4.3

REASON BEHIND CHOOSING COLGATE AS A TOOTH PASTE?

Key Points: taste, nostalgic attachment
Comments:
I did experiment one time and Pepsodent. It was terrible; I didnt like the taste. I
switched back to Colgate; I love Colgate.
Summary: People have a strong association with the Colgate brand and they dont
like changes, especially when it comes to health concerns.

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Colgate Focus Group Report

4.4

ARE YOU SATISFIED WITH THE PRICE OF THE TOOTHPASTE?

Key Points: highly satisfied
Comments:
Price doesnt matter. Its not an important factor; its the last thing one looks at
while purchasing product.
Summary: Most of the participants were not purchasing the product with their own
earnings so they are least concerned about the price. Brand is the most important
factor.

4.5

WHO PROMPTED YOU TO PURCHASE TOOTHPASTE?

Key points: family, friends, and the dentist
Comments:
Father. He always bought Colgate so did I when it was my turn to buy(Female)
Dentist. It is the number one brand! (Male)
Summary: Colgate users experienced very positive outcomes from using the
product. All the participants refereed to a feeling of clean, fresh, and some cases
confidence.

4.6

COMPLETE THE SENTENCE: COLGATE GIVES ME:

Comments:
Wakeup call (Male)
Protection (Female)
Summary: All participants responses were strongly positive responses tied to
their daily routine. Colgate is a definitive part of their lives.

4.7

AFTER WATCHING THE AD, DID YOU LEARN ANYTHING NEW?

Key Points: provokes, informative, mixed reponse
Comments:

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Colgate Focus Group Report

Every ad targets a different user group. I learned there is not a single Colgate
toothpaste, but many different toothpastes for different users. (Male)
I have been using the wrong toothpaste for years. (Female)
Not a thing. (Male)
Summary: The overall response to the ad was
indifferent. Although two of the participants were
slightly positive, most of the others were neither positive
nor negative. The messaging of the advertisement was
mostly ignored.
Perhaps the advertisement was not meant for this fairly
homogenous group.

4.8

HOW DO YOU FEEL FOLLOWING THE TASTING?

Key Points: Freshness
Comments:
Fresh as mint. (Female)
Morning fresh breath - satisfied. (Male)
Summary: As fresh breath is key selling point of toothpaste, Colgate has a done a
good job providing consumers with a feeling of freshness. Overall every
participants enjoyed the taste and responded in the positive.

4.9

DO YOU HAVE ANY RECOMMENDATIONS FOR CHANGES?

Key Points: Happy Consumers
Comments:
Not a thing. (Female)
No. I am loyal to what I am used to. Why change it? (Male)
Summary: Overall consumers all very pleased with Colgate toothpaste. Only one
participant had an off handed remark about sweeting the flavor. Overall not one
recommended any material changes.

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Colgate Focus Group Report

5.

TABULATIONS

Many of the questions are subjective, soliciting participants free-form response.

The questions that were able to be quantified are tabulated below:

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Colgate Focus Group Report

6.

CONCLUSION

The focus group was conducted to evaluate the following objectives:

Determine consumer awareness regarding Colgate brand

Evaluate consumer motivation to purchase Colgate toothpaste
Evaluate effectiveness of promotional schemes

Despite the relatively small scale of the focus group, a wealth of information was
gathered.

6.1

CONSUMER AWARENESS COLGATE

The focus group members were all very aware of Colgate they strongly believed
the corporate brand messaging quality, consistency, legacy and health. The
participants by in large are brand loyal users; although they may not keep up with
the latest product development are well aware Colgate is the marker leader and
without exception have bought Colgate regardless of price, or merchandising and
promotional efforts. They buy simply because they believe Colgate is a superior
product (brand loyalty).
Colgate does need to do a better effort to create true product awareness beyond
brand. Consumers know Colgate but few new the value of the different products
offered by Colgate.

6.2

CONSUMER PURCHASE MOTIVATION

The focus group members purchased Colgate due to the excellent marketing
Colgate has done to differentiate their products from the marketplace as superior.
Regardless of price and promotional efforts the participants consistently
purchased Colgate. Although the participants claimed it was brand loyalty to a
superior product, no one was able to single out any specifics. There are other well
established toothpaste brands; only one participants claimed to have tried another.
Is this a case of brand snobbery or perhaps a case of bad sampling (due to the small
group size)?
When prompted participants did point out Colgates branding efforts: favorable
attractive packaging, taste, celebrity endorsement, and of course perceived health
benefits. Colgate has larger budgets than the local brands for such activity. The
other imported brands (e.g. Oral-B, Aquafresh, Crest) do not see Pakistan is a
target market and as a result have not invested large marketing resources.

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Colgate Focus Group Report

Colgate has capitalized on this vacuum in the marketplace from the early days.
Most of the participants noted their very early adoption of the Colgate from their
parents.
In a brand conscience world (or sample group) Colgate is bought solely for their
brand.

6.3

EFFECTIVENESS OF PROMOTIONAL SCHEMES

The participants were asked to review three different television advertisements.
Following the viewing they were asked a series of questions to gauge the
effectiveness of the messaging in the advertisements. The results were mixed. The
celebrity endorsement reinforced the positive feeling for Colgate. The specific
product features messaging was lost. The participants had an overall feeling that
Colgate toothpaste was healthy but could not point to any real specifics. When
asked only one participant said he has learned something new and will use this
new knowledge.
Only one participant mentioned a promotional effort by Colgate offering a free
toothbrush with a purchase. He mentioned this motivated him to purchase the new
flavor. All others said they purchase Colgate regardless of any scheme, price
consideration of television advert. These efforts only provide minor reinforcement
or added value but in no way does it motivate them to a purchase decision.

6.4

LIMITATIONS
Due to the limited time factor, a very small size group was brought together for this
exercise. A small group size especially when homogeneous in nature has a risk of
provided restricted feedback. Colgate is marketing to a wide target market. In a
subsequent study it is recommended to have a larger sampling size across a wider
range of socio-economics classes and geographic range.

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Colgate Focus Group Report

7.

APPENDIX A: CONDUCTING A FOCUS

GROUP

Screener Questionnaire
Hello Mr./Mrs./Ms. _______________________ , my name is ______________________ .
We are the students of Lahore school of Economics. As part of the coursework, we
are conducting a market survey. This study is designed to learn first hand
customers perception regarding Colgate toothpaste. Please help us by completing
this survey. The information provided will be confidential and used only for
academic purposes.
With your permission could I ask few questions ?
Note Gender
Male
Female
( 80 % is Male and 20 % is Female )
1) Age group

Under 14 years (Terminate)

14 to 18
19 to 25
26 to 35
Over 35

2) How much formal education you have completed ?

Under Matric
Matric
Graduate
Post Graduate

3) In past years have you ever being a part of a focus group or any depth
interview.
Yes (Terminate)
No
4) What product do you use to clean your teeth?
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Colgate Focus Group Report

Toothpaste (Continue)
Toothpowder (Terminate)
Miswak (Terminate)
Other (pl. specify) _________________

5) Have you ever used Colgate toothpaste?

Yes
No (Terminate)
6) How often you purchase Colgate toothpaste?

Once a month
Once every other month
Once a year
Others ______________________

As part of our current research we are conducting a focus group, discussion

with 8 to 10 participants. The session will last for approximate two hours.
During the interview you may express your thoughts and feelings about the
product. You cannot comment or give your views to other participants. The
focus group will be held at __________________, located at
_________________________. It will takes place on ____________ at ____________.
Can you attend?
Yes
No
If you are able to attend please provide following information:
Name : _____________________________________
Address : _____________________________________
Phone no : _______________________________________
Date of focus group :____________________________
Time of focus group : _____________________________

Thank you for your time.

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Colgate Focus Group Report

8.

APPENDIX II: DISCUSSION GUIDE

Focus Group Discussion Moderators Guide: Introductions and

Explanations
Moderator introduction and purpose of discussion
Welcome. My name is
, and this is my group .I will be
facilitating our discussion. Thank you for joining us. We appreciate your precious
time to provide us your opinions. We are conducting a focus group to learn about
your buying decision making and choice. It is similar to a survey, but the conducted
in as a group discussion. It is important that everyone express their view and
opinion. There is no right or wrong answers. You all are open to share your
thoughts; please speak up, even if you disagree with someone else.

Procedure
For documentation purposes our discussion will be videotaped. The purpose of the
recording is to write up a findings report. Individuals will not be identified in any
way. The questions are to be directly answered. There is to be no discussions or
debate amongst the participants. It is helpful for us to conduct this discussion if
every participant is allowed an opportunity to express their opinions.

Self-introductions
First, a quick round of introductions. Just tell us your first name and your occupation.
Note gender
Male
Female

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Colgate Focus Group Report

General Toothpaste Use

1) What is your favorite brand and flavor of toothpaste?
2) Who purchases the toothpaste in your household?
3) Do you buy the same brand of the toothpaste most of the time?
4) In what way do you prefer buying toothpaste?
5) What attracts you to your selected toothpaste?
6) What are preferences toward ingredients present in your toothpaste?
7) Who prompted you to purchase your toothpaste?
8) Will you tell other to choose the brand which you prefer?

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Colgate Focus Group Report

Colgate Use
1) Do you plan to purchase Colgate toothpaste in the future?
2) What type of Colgate toothpaste you prefer to buy?
3) Are you satisfied with the price of the toothpaste?
4) What difference do you feel in Colgate and some other toothpaste brand ?
5) How would you feel if you have to use some other toothpaste instead of
Colgate?
6) Reason behind choosing Colgate as toothpaste for regular use?
7) How satisfied were you in terms of product effectiveness the last time you
used Colgate toothpaste?
8) What does your friend thinks about Colgate?
9) How would you convince someone to purchase Colgate toothpaste ?

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Colgate Focus Group Report

Brand Personification
10) What word comes in the mind when using Colgate?
11) Complete the sentence: Colgate gives me _____________________________
12) When you close your eyes what images come in your mind after brushing
with Colgate ?
13) What is your perception of that person, who is buying Colgate tooth paste?
14) How would you describe that person who have not used Colgate toothpaste
ever ?
15) If Colgate was a person what would he /she be look like ?
16) Have you ever visited a Web site to find information regarding Colgate tooth
paste?

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Colgate Focus Group Report

Television Advertisement Recall

I would like to have you all watch these advertisement and after that will be waiting
to hear your feedback. There are a total of three ads for you to review. We are
interested in hearing your response which spots do the best job of motivating .
1) After watching these adds what is your likes and dislikes ?
2) Did you learn anything new ?
3) Are you more likely to purchase Colgate now after viewing the advertisement?
4) Would you recommend Colgate to your friends after viewing the
advertisement?

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Colgate Focus Group Report

Toothpaste Taste Preference Test

The toothpaste brands have been covered up. Please close your eyes and taste
each toothpaste. Please clean your palate between each tasting.
1) Diagnose the taste of the brand Colgate ?
2) For your preferred toothpaste, state
a. what sensation you like
b.

how you feel following the tasting.

2) Do you have any recommendations for changes/new flavors ?

Thank you
Any final thoughts to improve Colgate ?
Thank you very much for participating and thanks for sharing your opinions and
your time with. This session has been very helpful. Thanks again and have a good
day.

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