35000592 Toothpaste

download 35000592 Toothpaste

of 25

  • date post

    01-Jun-2018
  • Category

    Documents

  • view

    214
  • download

    0

Embed Size (px)

Transcript of 35000592 Toothpaste

  • 8/9/2019 35000592 Toothpaste

    1/25

      1

    Toothpastes

  • 8/9/2019 35000592 Toothpaste

    2/25

      2

    Product Features

     Toothpaste is a low involvement product

     Grinds away the leftover food and plaque on your

    teeth, with the help of your toothbrush  Abrasive paste

     The abrasive in toothpaste is called dicalcium  phosphate dihydrate

     The other main part of toothpaste is the paste which is made up of water and things to help it spread through your mouth easily

  • 8/9/2019 35000592 Toothpaste

    3/25

      3

    The Toothpaste Market  Industry size: Rs ! billion

     Toothpaste can be considered as a solution to the need of oral care

     Types of toothpastes:

    " #hites " Gels

    " $erbals

     %layers: &'( dominated mar)et *(olgate, $++

     &ar)et growth: -./0 (AGR 

     %er capita consumption: / gms

  • 8/9/2019 35000592 Toothpaste

    4/25

      4

    Porter’s Five Forces Analysis  (ompetition in the sector 

    " 1ominated by large multinational companies such as (%, $++ " A few Indian companies such as 1abur, Anchor and 2abool

     Threat from substitute products

    " Traditional products li)e twigs of the neem tree, salt, ash, and other herbal items" Toothpowders with 30 mar)et share can act as a threat to the toothpaste mar)ets

     Threat of new entrants:

    " 4ector is not capital intensive  2argaining power of suppliers

    " &ost of the companies in the industry are integrated bac)wards" &anufacturing is largely outsourced  2argaining power of customers

    " 5ery low

  • 8/9/2019 35000592 Toothpaste

    5/25

      5

    Players

    Company Types of toothpaste

    (olgate %almolive #hites, Gels

    $++ Gels

    2alsara $ygiene +td *now 1abur $erbal

    1abur India +td Toothpowders, Gels

    4mith)line 2eecham Gels

    Anchor #hite

    5icco +abs $erbal

  • 8/9/2019 35000592 Toothpaste

    6/25

      6

    Market Share

  • 8/9/2019 35000592 Toothpaste

    7/25   7

    Analyzing Market Opportunities

  • 8/9/2019 35000592 Toothpaste

    8/25   8

    Consumer Needs  (lean teeth

     %revention of tooth decay

     6resh breath

     %revention of plaque, tartar and other diseases

  • 8/9/2019 35000592 Toothpaste

    9/25   9

    Customer Segments

    Customer 

    segments

    Habit driven

    Value-driven

    (price conscious

    Variet! see"ing

  • 8/9/2019 35000592 Toothpaste

    10/25   #$

    Competitors  &'( dominated mar)ets

     Two largest players constituting /70 of the

    mar)et share

     2rand.wise share:

    " (olgate !80

    " $++ 330

    " 1abur 90

  • 8/9/2019 35000592 Toothpaste

    11/25

      ##

    Colgate  !80 mar)et share

     6lagship brand is largest selling toothpaste brand

    %roduct 4hare

    (olgate 1ental (ream 390

    (ibaca Top !0

    (olgate Gel 70

    (olgate $erbal 0

    (olgate Total 80

  • 8/9/2019 35000592 Toothpaste

    12/25

      #2

    !!  Indias leading 6&(G company

     +ate entrant

     330 mar)et share

    " %epsodent 8-;

  • 8/9/2019 35000592 Toothpaste

    13/25

      #3

    "a#ur   Acquired 2alsara

     %resence in all segments

     3=0 share in toothpowders  90 share in toothpastes

    " 2abool !0

    " %romise > &eswa) 70

  • 8/9/2019 35000592 Toothpaste

    14/25

      #4

    "eveloping Marketing Strategy

  • 8/9/2019 35000592 Toothpaste

    15/25

      #5

    Positioning

     (olgate

    " 1iversified portfolio " &ar)et leader  " ?uality products, catering to all needs of customers

    " (olgate gel positioned as lifestyle product" (olgate Total for tartar control " (ibaca Top for low income groups

     $++

    " (loseup: Targeted towards youth; 6resh breath, confidence inducing

    " %epsodent: %roviding e@tended protection from germs and toothdecay  1abur 

    " $erbal oral care for all segments 

  • 8/9/2019 35000592 Toothpaste

    16/25

      #6

    Product$Service %nnovations  (olgate

    " (ontinuous line e@tention and upgradation " Increased R1 spending " 7=0 sales *==7 came from new product launches

    " 5ariants li)e (olgate Total, 6resh Bnergy Gel, (olgate $erbal to fill allgaps  $++

    " 3.way convergence of product availability, brand communication and  brand e@perience

    " (reating new touch points " Csing the $++ distribution networ)  " Aggressively entering the out.of.home consumption category

     1abur 

    "  'ew campaign *Subah babool ki to din tumhara "  'ew pac)aging

  • 8/9/2019 35000592 Toothpaste

    17/25

      #7

    "elivering Marketing Programs

  • 8/9/2019 35000592 Toothpaste

    18/25

      #8

    Promotional Strategies

     +ow involvement products

     &ostly habitual purchases, low brand loyalty

     1ifferentiation through mar)eting

    communications required

  • 8/9/2019 35000592 Toothpaste

    19/25

      #9

    Colgate

     6reebies galore

    " Dne of the first to introduce 2DGD6 " E2elow.the.line promotion strategy

    " +arge discounts on offer *upto !0  (overage by higher realizations

    " 4ustained promotional offers possible because of high manufacturer margins

    " 3=.3!0 price hi)e during ===.=3 on almost all brands  Ad.spendF4ales ratio 8/;0 *==8→ 89;90 *==

     Dperating profit margins /;0→ 9;0

  • 8/9/2019 35000592 Toothpaste

    20/25

      2$

    !! &Closeup and Pepsodent'

     Rural:Crban mi@  3=:-=

     Target is to achieve a !=:!= mi@

     Removing wea) brands and strengthening strong brands

    " Aim, green variant of (loseup, (loseup o@yfresh withdrawn from the mar)et

    " 4trong brands li)e %epsodent Germichec) flan)ed by brands li)e .in.8 and %epsodent G

    +oo)ing at brand e@tentions with a Ewhitening  proposition

     6ree dental insurance *Rs 8=,=== scheme launched in

    == for %epsodent

  • 8/9/2019 35000592 Toothpaste

    21/25

      2#

    !!

     4trategic advertising

    " Tie.up with the movie EHyon, $o Gaya 'a *==7

    " ‘Kya aap closeup karte hain ingle, designed by +intas " %epsodent.4ha)timan contest *==!

    " ‘Dhishoom-dhishoom’  campaign for %epsodent

     &ar)et e@pansion by using the tagline Etwice.a. day brushing for %epsodent

  • 8/9/2019 35000592 Toothpaste

    22/25

      22

    "a#ur 

      'ew pac)aging with logo and celebrity

    endorsement

    $arping on natural strength of teeth by strengthening the roots

     E+ive life big bite campaign

    &edia spend: Rs ! crore in ==!.=<

  • 8/9/2019 35000592 Toothpaste

    23/25

      23

    (earing )p *or the Future

     $uge opportunities because of low per.capita

    consumption

    Reaching rural consumers )ey to growth  (onsumer education also necessary to increase

    toothpaste use

  • 8/9/2019 35000592 Toothpaste

    24/25

      24

    (earing )p *or the Future (Cont.)

     (olgate

    " (ompetencies in analysis, microbiology, pac)aging and consumer research

    " Target

      6aster proect implementation2etter supply chain management  $++

    " 4egmentation of general trade " 4elf.service stores and supermar)ets

    " %roect 4ha)ti

     1abur 

    " %lans to restructure its sales and distribution structure in line with the recommendations of Accenture

      Increase direct coverage to gap outlets and gap towns where 1abur is not present

  • 8/9/2019 35000592 Toothpaste

    25/25

    25

    !aunching P+(’s Crest in %ndia

     $istory

    " 6irst.ever toothpaste to use clinically proven fluoride to prevent tooth decay

    " Bndorsed by the American 1ental Association  

    (urrent status " (olgate )noc)ed (rest off its throne as the 'o; 8 toothpaste in 899- with

    the launch of (olgate Total

    " In late ===, after five years of research and development (rest #hitestrips was introduced

     Rationale for entering the Indian mar)et

    " %enetration of modern oral care products and average per capitaconsumption of toothpaste very low " Industry sources e@pect penetration of oral care products to increase

    around