Marketing Strategy Trust Toothpaste 1

7/27/2019 Marketing Strategy Trust Toothpaste 1

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Marketing Strategy-Trust

Toothpaste

Group No 7Shaurya Bountra

Varun Chawla

Ankur Sharma

Samir Gupta


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Business Objective

Diversify in new consumers product areas-

Toothpaste Industry.

Target market share-5% Initial foray into urban toothpaste sector and

subsequently rural sector.

Create oral care awareness to the consumerwith a value added product.


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Organistion

Estd in 1960-Deepa Products Pvt. Ltd.

Core business- Manufacturing of various

packaging material for consumer andindustrial products.

Market repute for quality products and

systematic marketing strategies. Organizational vision is to diversify into new

consumer products.


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Market Survey

85 to 90 % Indians are prone to dental diseases such cavity,plaque, bad breath and tooth decay.

70% ignorant of advantages of night brushing. More than95% of those who are aware still dont brush their teeth in

night. Monthly consumption per household is 300 gm of toothpaste.

Decision maker for purchasing a toothpaste is mostly awoman.

80% of toothpaste consumers are brand loyal.

60% of toothpaste consumers are willing to switch brands ifadditional value is seen.

Business Proposition-

15-20% new consumers added annual ly to the consumer list

which gives room for a new entrant in the market provided thenew entrant gives some value addition.


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Fast Growing States

43.0%

34.0%

35.0%

21.0%

0 .0 % 1 0.0 % 2 0.0 % 3 0.0 % 4 0.0% 5 0.0 %

Orrisa

Kerala

As s am

Bihar

States

Percentage


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Competitors Market share

57.0%

6.0%9.0% 11.0% 7.2% 8.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Colgate Cibaca Close Up Promise Forhans Vicco

Vajradanti

Brand

Percentage


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SWOT Analysis-Toothpaste

Strength- Reputation for quality.

Experience in packaging hence cost advantage.

Detailed R&D on product conducted.

Chemically proven potent bacteria acid Chlorohexidine in our product

Weakness- Single Industry experience and New Domestic Entrant

Lack of distribution network.

Lack of brand name and power.

Opportunities- Fast growing market (15-20%) with enough profit margin.

Few players in toothpaste market

Largely untapped rural market.

Threats- Competition from current market players.

Market leaders too have faced failure on new product launches.

Other industry players endeavoring to enter the toothpaste market suchTOMCO, Nirma and Parle.


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Marketing Mix

Product Character- Nomenclature-Trust Night:

Packaging-Box cover in Blue & tube colour dark blue

and white Position- night long protection

Composition-23 ingredients of natural, herbal andmedicated

Value addition-chlorohexidinea chemically provenpotent bacteria acid. Six hours night protection againstoral diseases.

Available Size- 50 gms & 100 gms.


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Marketing Mix-Product

Nomenclature-Trust Regular

Packaging- Box and tube cover in red & white

Position for flavour of freshness in the morning

Composition & Value addition-additional mint flavour towhat Trust Night has in it.

Available in 2 sizes: 50 gms & 100 gms.


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Promotion

Brand launch and promotion by air time on major TVand radio networks.

Launching oral awareness programs in schools,

colleges and shopping malls.

Interaction with distributors and retailers on productand organizational advantages.

Time lines

Phase I-Launch of Trust Night with airtime on high

audience channels. Post 14 days Launch Trust Regular onairtime, and awareness campaign

Phase II- Launch of Combo packs after 45 days of phase I

and market feedback.

Better margins being shared with distributors and

retailers due to cost saving in own product packaging.


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Place(New Market Horizon)

Target Market

Individuals and households.

Market Demographics

Geographics North India region.

Demographics

Primarily women above the age 20yrs.

Also households


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Market Share-Region wise

29%

18%

29%

24%

North East South West

Region PercentageNorth 30.0%

East 18.0%

South 30.0%

West 24.0%


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Pricing Matrix

Brand 50gm 100gm 150gm 200gm

Colgate INR 12 INR 20 INR 26 -

Forhans INR 11 INR 18 - INR 32

Close Up INR 12 INR 22 INR 31 -Promise - - - INR 28

Vicco Vajradanti - - - INR 31

Babool INR 10 INR 16 INR 22 -

Trust INR 10 INR 18

Trust Combo INR 16 INR 28

Trust Combo available after 45 days of launch


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Way Forward

Future expansion based on market

response and acquisition.

Launch capability/sizing can be based onthe geographic region.

We can also promote night in different size

and regular in different size so as not to eat

our own market share in the size available.


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Thank You

Marketing Strategy Trust Toothpaste 1

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