TOOTHPASTE - U.K. NEW DELHI. CEO IANM COOKM.COOK GLAXO SMITH SUNILDUGGAL KLINE LOGO. IDENTIFYING...

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Transcript of TOOTHPASTE - U.K. NEW DELHI. CEO IANM COOKM.COOK GLAXO SMITH SUNILDUGGAL KLINE LOGO. IDENTIFYING...

  • TOOTHPASTETOOTHPASTE

    PRESENTED BY

    ShubhangiJainSnigdhaRakeshShweta PandeyShwetaPandeyShubhamSinghal

  • Companies/Features

    COLGATE SENSODYNE DABUR

    FOUNDER WILLIAMCOLGATE

    ALEXANDERBLOCK

    DR.S.KBURMANCOLGATE BLOCK BURMAN

    FOUNDED 1806 1907 1884

    HEADQUATERS NEW YORKCITY. LONDON, GHAZIABAD,U.S.A U.K. NEWDELHI.

    CEO IANM COOK GLAXO SMITH SUNIL DUGGALCEO IANM.COOK GLAXO SMITHKLINE

    SUNIL DUGGAL

    OGOLOGO

  • IDENTIFYING CONSUMER NEEDSIDENTIFYING CONSUMER NEEDSIDENTIFYINGCONSUMERNEEDSIDENTIFYINGCONSUMERNEEDSCLEAN TEETH

    PREVENTION OF TOOTH DECAY

    FRESH BREATHFRESH BREATH

    PREVENTION OF PLAQUE, TARTAR AND OTHER DISEASES

  • Marketing mix

  • Company

    St t iStrategies

    ProductCustomizetoothpastefordifferent usage of

    Providingrelieffromsensitivity,freshmint& fresh gel available

    13Ayurvedicingredientskeepsplaque bad breathdifferentusageof

    customers,&freshgel,availablein40gm&100gm.

    plaque,bad breathaway.BlendoftraditionalIndianMedicines.

    Price Visiblewhite100g68,maxfresh150g64,strongt th 100 78 t

    42for40gmtubeoffreshmint,45for40gmtube offreshgel.

    50gm15100gm45150gm60

    teeth100g78..etc

    Place Throughdirectdistributionchannels &available

    Retailstores&hypermarketsinurbanmarket pharmacies

    Serving1.3millionretail outlets.Dealerswhole sellerschannels&available

    urban,semiurban.market,pharmacies ,wholesellers,

    kirannastore.

    Promotion Through TV&printmedia,endorsing

    TVcommercials,chilltestinhypermarket,

    Endorsedmostlybychildren,stillfacing, g

    Cibacaforruralclass,hoarding, fmradioforurban.

    yp ,throughdentist.

    , gproblemsdespitebrushingdaily

  • MarketShareOfToothpastep

  • Marketingsegmentationoftoothpaste

  • Targetmarketing

    Colgate targetedatmiddleincome&upperincome

    it targetedpeoplehavingsensitiveteeth.Itispremium

    Theytargetpeopleinruralareaswhowereaccustomed

    families.Colgateneveralteredits

    targetmarketsegment.Colgate was introduced in

    product,pricedhigherthanregulartoothpaste.80%ofpatientswhoundergo teeth whitening

    tolaldantmanjan.alsotheytargetedpeople

    withdentalproblemstogivethen strong teethColgatewasintroducedin

    thesemiurbanandruralareas.Colgatehasconsistent

    undergoteethwhiteningtreatmentwillexperiencesensitiveteeth.Sensodyneismarketedastoothpastefor

    thenstrongteeth.Theytargetsmallchildrenandadvertisearoundmotherandchild.

    targetmarket. relievingdiscomfort.

  • Marketpositioning

    Provides decayprotection,strongteeth,germprotection.

    Toothpastewithadifferentstyle&tastefordifferentsegment

    Sensodyne isatoothpastemarketedforindividualswithsensitiveteethandthosewho

    segment.

    trustedbygenerationstomaketeethSTRONGER

    wishtopreventssensitiveteeth.

    Itwaspositionedasageltoothpastewith ablendpofancientAyurvedaandmodernpharmaceuticaltechnologywhichcuresdental problemsdentalproblems.

  • INDUSTRY PLAYERSINDUSTRY PLAYERS

  • ColgateProductMix

  • THANK YOUTHANK YOU