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Toothpaste Launch Strategy In

Rural Markets

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%wise market share of major players

We can clearly make out that Colgate is the market leader in

rural areas as well. So it is the biggest competitor for our product.

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Product Features

� Kills Germs & other Bacteria's.

� Mouth Freshener.

� Complete Oral Care.

� Protects Teeth & Gums, increasing their life.

� Reduces risk of MOUTH CANCER.

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Current Gujarat scenario

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Profile of Gujarat

� Population� Climate

� Language

� Culture/Religion

� Occupation

� Media habits

� Income

� Literacy rate

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Our correspondent from Gujarat reporting

from Kutchh will throw some light on STP.

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Targeting

� Our ideal segment would be one with :-

Village Size 1500 to 5000 people.

Density Rural & Semi Rural.

Family

Size

Product

Size.

Income Rs 2000 & above.

REC

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Lifestyle Rigid & Changing Attitude.

Personality Authoritarian.

Benefit Oral Care.

Attitude Towards Product Positive.

User Status Non, First time & Potential

user

REC

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Datun is UniqueREC

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Positioning

� A must with Datun.

� Increases the effect of Datun.

� Datun is Good but not the Best,

this is what makes it the BEST.

REC

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Product Strategy� Easy to understand & simple to use.

� Product Education will be provided.

� Core Benefit will be delivered.

� Literature on packs in Gujarati.

� Logo & clearly visible on pack.

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Packaging

� Packing Advertises the

product.

� Low cost but effective

packs.

� Sizes of packs 50g

(trial pack), 75g, 190g

& 500g (Family pack).

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Price

� Organizational Pricing Objectives

Revenue Maximization.

Penetration of the market.

Minimum return on sale.

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Pricing Strategy

� Low Cost Packaging.

� Value Pricing .

� Power Pricing.

� Penetration Pricing

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Price for product

� Rs 5 for 50g.

� Rs 7 for 75g.

� Rs 15 for 190g.

� Rs 25 for 1/2kg.

Pricing in easy denominations and affordable to all consumers.

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Place

�P

roductionP

lant at Limbdi.

� Warehouse near the production center.

� Satellite Distribution system.

� Village Shops.

� Star Sellers, SHG or women to be appointed / contacted

for interior villages.

� Long Term contract with a Transporter.

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Major Markets

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Distr ibution Process

Factory at Limbdi Warehouse near Manuf   Distr ict Stockist

Further Distr ibution by Retailer,

SHG/women, Star Sellers

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Sales force

� Awareness

� Product demonstration.

� Opinion leaders

� Sales force team divided into

NEWS Gujarat.

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OUR STRATEGIES

� Local sales force.

� Training & Development.

� Structuring NEWS for

control & feedback.

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Developmental Marketing

Awareness

Tr ial

Product

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Personal

Selling

Personal

Selling

Sales PromotionPublic RelationsAdvertisingPersonal Selling

PROMOTION

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Disclaimer 

Pictures that will be shown are

DISTURBING.

Watch AT YOUR OWN RISK.

Mouth Cancer 

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Advertising Mix

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Public Relations

� Oral care camps.

� Sponsoring local

events.

� NGO support for

Mouth Cancer.

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Bibliography

WEBSITES:

� www.google.com� www.wikipedia.com

� www.gujaratgov.org

� www.marketresearch.com

BOOK:

-Rural and Agricultural Marketing by Ramkishen

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Krutika Agrawal - 01

Roshni Bhatia - 07

Ruchin Bhavsar - 08

Priyanka Dalvi - 12

Sanket Dave - 13

Gobind Kohli - 31

Saquib Ziya - 60

TYBMS ALPHA