MARKET SCENARIO

90% OF THE POPULATION SUFFERS FROM VARIOUS TYPES OF DENTAL PROBLEM

MANY PEOPLE IN INDIA STILL CLEAN THEIR TEETH WITH TRADITIONAL PRODUCTS LIKE NEEM TWIG,SALT,ASH ,TOBACCO OR OTHER HERBAL INGREDIENTS

NEARLY 80% OF CONSUMERS SURVEYED ARE LOYAL TO THEIR BRANDS

60% OF CONSUMERS SURVEYED WERE WILLING TO TRY OUT A NEW BRAND IF IT OFFERS ADDED VALUE

AN AVERAGE OF 300 gms ARE CONSUMED BY EACH HOUSEHOLD EVERY MONTH

PER CAPITA TOOTHPASTE CONSUMPTION STANDS AT 40 gms against 600 gms in USA.

Industry size: Rs 25 billion Toothpaste can be considered as a solution to the need of oral care Types of toothpastes:

Whites

Gels

Herbals Players: MNC dominated market (Colgate, HLL) Market growth: 15-20%

THE TOOTHPASTE MARKET

3

BRANDS SEGMENTATION

BENEFITS

COLGATE ALL SEGMENTS

STRONG TEETH

PEPSODENT UPPER CLASS FIGHT GERMS

CLOSE-UP YOUTH FRESHNESS

VICCO HERBAL AYURVEDIC

BABOOL ECONOMICAL HERBAL/NEEM

MAJOR PLAYERS

PROMISE HERBAL SMELL- CLOVE OIL ESSENCE

COLGATE 58%CIBA

8%CLOSE-UP

6%

PROMISE9%

FORHANS11% VICCO

8%

MARKET SHARE

Huge opportunities because of low per-capita consumption

Reaching the sub-urban consumers will be the key to growth

Consumer awareness is also necessary to increase toothpaste usage

STIMULUS TO ENTER THE MARKET

CLEAN TEETH

PREVENTION OF TOOTH DECAY

FRESH BREATH

PREVENTION OF PLAQUE, TARTAR AND OTHER DISEASES

IDENTIFYING CONSUMER IDENTIFYING CONSUMER NEEDSNEEDS

Active

Silica

Sorbital

Triclosan

Sodium Chloride

Zinc Citrate

Eugenol

Chlorohexidine

Clove oil

Inactive

Water

Detergent

Binding Agents

Preservatives

Abrasives for cleaning & polishing

KEY INGREDIENTS

SEGMENTATION

TRUST TOOTHPASTE –“FULL PROTECTION WITH COOL FRESHNESS” HIGH QUALITY PRODUCTEFFECTIVELY REDUCES PLAQUE & TARTAR24X7 GUM CAREVALUE FOR MONEYSOOTHING TASTEATTRACTIVE COVER

POSITIONING STATEMENT

CHARACTERISTICS

BRAND price (in Rs)

50 g 100g 150g 200g

TRUST 8 15 --- ---

Colgate 12 20 25.40 ---

Forhans 11 18.40 --- 32

CloseUp 12 22.40 31.40 ---

Promise --- --- --- 28

Vicco vajra

--- --- --- 31.20

babool 10 16 22 ---

PRICE COMPARISONPRICE COMPARISON

PRODUCT AND PRICE

4 P’S4 P’S

PLACE

-GENERAL STORES -DEPARTMENTAL STORES -GROCERY STORES -SUPER MARKETS

PRODUCT QUANTITY PRICE

TRUST NIGHT

50gms 8

100gms 15

TRUST REGULAR

50gms 8

100gms 15

SUB-URBAN & RURAL

WALL PAINTINGS

DEMO VANS

RADIO AND T.V

PAMPHLETS & POSTERS

DENTAL CAMPS

FREE SAMPLES

URBAN:-

MULTIMEDIA ADVERTISING

FREE SAMPLES

HOARDINGS

DISCOUNT OFFERS

CONTESTS

DIRECT MARKETING

HOUSEHOLD JOURNALS

PROMOTIONAL STRATEGIES

QUESTIONS

1.WHAT MARKETING STRATEGY SHOULD BE DESIGHNED BY MR.SARIN TO BE ABLE TO ACHIEVE THE TAGETED 5% MARKET SHARE?

2. HOW SHOULD DEEPA PRODUCTS (P) Ltd. POSITION TRUST REGULAR AND TRUST NIGHT TO INDUCE CONSUMERS TO BUY IT?WHAT SHOULD BE THE KEY BENEFITS OF THE TOOTH PASTE?

3. SHOULD THE COMPANY PRICE ITS PRODUCTS ECONOMICALLY, OR SHOULD IT AIM FOR PREMIUM PRICING?

CONCLUSION