The document summarizes a market research report on the city of Mathura. It describes the target demographics, daily routines, media consumption, and product usage habits of families in Mathura. It focuses specifically on oral care product usage, finding that residents use manjans (ayurvedic tooth powders) after meals due to the city's culture of eating sweets. It identifies two respondent families, finding one is a frequent switcher looking for deals while the other is loyal to Colgate. The objective of the report is to introduce a new Colgate toothpaste variant for whitening and sensitivity relief in Mathura.

1. KHOJ ANALYSIS OF MATHURA
CITY

2. Let us get a brief as per
the study report
The report goes in this manner
 Focus on the town Mathura.
 Focus on the locality and the lifestyle of the
respondent.
 Introduction to respondent’s family

3.  Focus on the media habits.
 Focus on specific product areas -Cleanliness and
health
 Focus on specific product areas- Personal care
 Daily routine
 Focus on specific product areas- Aches and Pains

4. Objective
 Introduction of a New Colgate Toothpaste
variant in the town of Mathura.
 The new variant is Colgate Sensi-White which
provides instant relief from sensitivity of
teeth and gums and also provides whitening
to your teeth.

5. Target Group
 Toward rural rich and consuming class - We
would come up with small tubes of these
tooth paste and position toward rural
population who buy in smaller lots .
 For Urban rich and consuming class, we
would come up with the products on the basis
of functional benefits .
(For age group 25 + and SEC A and B)

6. BRIEF ON MATHURA

7. Focus on the Town
 We start by asking questions which focus on the
town name, the meaning of that name, its
cultural and historical significance and what is
the town famous for.
 The analysis we derive about the city of
Mathura is that it is the city of temples and
home of lord Krishna. It is famous for dahi, pedas
and mithai. Mathura is a holy place.

8. Further focus on the locality
and the lifestyle
 The respondent gives description about the locality she
lives in.
 The lifestyle they live everyday.
 The problems they face everyday.
 The basis conclusion is that the city
has places which has all the basic
facilities compared to other places which are
Under-developed.

9. Introduction to family
 We get further introduction to family members.
 We get their names, their age, their current role in the
family and their occupation.
 The family basically feels that all the family members
should be educated to grasp opportunities in life.
 We get information on how family members
came together and the family was
formed.

10. Home and family lifestyle
 We gathered information on the products the family uses.
How are these products stored?
 The products are segregated into the daily use products etc.
 Who prepares food at home. What are the eating habits of
different family members.
 The main outcome is that family prefers drinking Tata tea.
 Then we focus on the meal table. Who all are present and
what conversation goes on while having a family meal.

11.  The family gives a description on the products their
currently own.
 The purchase decision depends on the family budget.
 They give information on the products they aspire for.

12. Media habits
 We then focus on the media consumptions
habits of the family.
 TV, Newspapers, magazines, Internet(if
applicable)
 The family sees TV commercials
 Commercials which are mostly repeated are the
products which are mostly purchased.

13. Focus on specific product areas
-Cleanliness and health
 We focus on the hygiene habits of
the family members.
 How clothes are washed.
 How frequently they take bath or brush their teeth.
 We asked what does cleanliness and health mean to them.
 What are the rituals followed for health.
 The family basically believes on staying healthy and adopting healthy
living habits.

14.  Then we turn our focus on oral health.
 The family purchases colgate. The family has shifted to closeup later.
 Later we focus on body health.
 The focus then turns to medicines.
 How are these products stored.
 Then we shift our focus to clealiness and sanitation management at
home.

15. Focus on specific product
areas- Personal care
 We did a audit of the wardrobe in order to find the personal
care products.
 We asked for the description of these products.
 What is the emotional hook for the family members in
using these products.
 How did they actually start using these products.
 What is the consumption pattern of these products.

16. Daily routine
 What focused on daily routine of the family members.
 How did it vary by day.
 People usually get up early and pray.
 Mostly people are working.

17. Focus on specific product areas
–Nutrition and Energy
 We focused on the nutritional needs of the family
members.
 The family prefers Bournvita but its expensive.
 Any supplements if used by the members.
 We asked them to list down the branded and unbranded
products along with grandma remedies.
 The rational and the emotional needs towards these
products.

18. Focus on specific product
areas- Aches and Pains
 The rituals followed for curing aches and pains.
 The medicines which are used.
 They mostly rely on Dispirin.
 The believe on prescription by doctors.
 We asked to describe the curative Vs preventive patters.
 What are their aspirations regards to them.

19. Finally we asked them to add any other
information they think is relevant.
No additional information
was provided.

20. Findings from the report
 It’s the city of temples that’s why people are
more inclined towards eating sweets as it is
available in plenty.
 Due to this eating habit, they are more prone to
dental problems.
 As per their oral care habits, to avoid the dental
problems, they use manjans after every meal.

21. Responses received towards
oral care
Respondent 1 (As stated by respondent 1 in the study)
 Close-up Toothpaste / Toothbrush – Oral B
 “Once I got Neem ka manjan which was very helpful to me”
 “There is another manjan which comes for Rs.5 – Nirala
Dantmanjan”

22.  “I generally use my finger for cleaning my
teeth while other use brush”
 “Colgate advertises a lot in newspapers. It
gives us information on how it kills
germs, etc.”
 Emotional Hook of Respondent 1 with oral
care products - “We shifted from Colgate to
Close-up. I think it was because we were
getting a better deal here”

23. Respondent 2 (As stated by respondent 2 in
the study)
 Kalyan Dant manjan is used after every meal
and it has been very effective..’
 “All of us in the family use Colgate and I have
been getting it from my canteen for a long
time now…”

24. Analysis of the responses
received
 Respondent 1
 He is a frequent switcher and he looks for
better deals being offered.
 He is not brand loyal

25.  Respondent 2
 He is brand loyal towards Colgate.
 They are really cautious towards oral care.

29. THANK YOU
Gaurav M. Advani (25)
Sudha Gupta (101)
Vikram Singh Khangarot (110)
Pankaj Chaturvedi (64)
Bina Bhatia (14)
Robin Dhan (80)