Abstract:
Toothpaste is the ever growing segments of the oral hygiene market. New advancements in technology have resulted to initiate a variety of new innovative products. Pakistan toothpaste market is growing rapidly due to the increasing competition in the brands, and Colgate is the leading toothpaste brand in Pakistan with a variety and range of innovative products. This project is about Colgate toothpaste in which the researcher studies the factor analysis and form principal component, which helps for Colgate to develop the (USP) of their toothpaste brand. The data has been collected through Questionnaire in the region of Isd/Rwp. The result shows that people of Isd/Rwp are conscious for their dental heath and they use Colgate toothpaste to prevent from cavity, strengthen their gums, prevention from tooth decay, these 3 factors combines to form one component which is named as health factors. Secondly, the people are very conscious for their appearance in social environment, they use Colgate which gives Shinny teeth, Attractive teeth, and fresher breathe to satisfy their social needs, these 3 factors combines to form a second component which is named as Social factors. So, these two principal components which are hygiene factors and Social Factors, becomes the Unique Selling Prepositions (USP) of Colgate toothpaste brand. These two factors help in developing the USP. The Colgate should be focused on the hygiene factor which gives the complete dental security from the diseases and also concentrate on the social factor which gives social appearance to the consumers. The Colgate must emphasize in their advertising on these factors while generating the (USP) of their toothpaste brand that it can help to position their brand in the mind of consumers which gives the customer loyalty and the company enjoys the maximum profits.
