TRUST TOOTHPASTE

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    18-Jan-2015
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S-T-P & MARKET PENETRATION STRATEGIES FOR LAUNCHING A NEW TOOTHPASTE BRAND.

Transcript of TRUST TOOTHPASTE

  • 1. PRESENTED BY:RAKESH PANDADIPTAKSHYA BANERJEE SWAROOP RANJAN PADHAY GUIDED BY: PROF. RAJ DASH

2. 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
  • NEARLY80% 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 AT82 gms

3. The Toothpaste Market

  • 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%

4. MAJOR PLAYERS :- BRANDS SEGMENTATION BENEFITS COLGATEALL SEGMENTS STRONG TEETH PEPSODENT UPPER CLASS FIGHT GERMS CLOSE-UP YOUTH FRESHNESS VICCO HERBAL AYURVEDIC BABOOL ECONOMICAL HERBAL/NEEM PROMISE HERBAL SMELL- CLOVE OIL ESSENCE 5. MARKETSHARE 6. STIMULASTO ENTER THE MARKET

  • 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

7.

  • CLEAN TEETH
  • PREVENTION OF TOOTH DECAY
  • FRESH BREATH
  • PREVENTION OF PLAQUE, TARTAR AND OTHER DISEASES

IDENTIFYING CONSUMER NEEDS 8. KEY INGREDIENTS

  • Active
  • Silica
  • Sorbital
  • Triclosan
  • Sodium Chloride
  • Zinc Citrate
  • Eugenol
  • Chlorohexidine
  • Inactive
  • Water
  • Detergent
  • Binding Agents
  • Preservatives
  • Abrasives for cleaning & polishing

9.

  • SUB-URBAN
  • URBAN
  • DEMOGRAPHIC:-
  • FAMILY SIZE
  • INCOME GROUP
  • AGE
  • PSYCHOGRAPHIC:-
  • HEALTH CONSCIOUS
  • BEHAVIOURAL:-
  • QUALITY
  • USAGE RATE
  • AWARENESS

SEGMENTATION GEOGRAPHIC:- 10. TARGET MARKET

  • URBAN & SUB-URBAN
  • CHILDREN
  • ELDERLY PERSONS
  • DENTISTS

11. POSITIONING STATEMENT

  • TRUST TOOTHPASTE - FULL PROTECTIONWITH COOL FRESHNESS
  • HIGH QUALITY PRODUCT
  • EFFECTIVELY REDUCESPLAQUE & TARTAR
  • 24X7 GUM CARE
  • VALUE FOR MONEY
  • SOOTHING TASTE
  • ATTRACTIVE COVER

12. 13. 14. 4 PS

  • PRODUCT AND PRICE:-
  • PLACE:-
  • -GENERAL STORES
  • -DEPARTMENTAL STORES
  • -GROCERY STORES
  • -BETEL SHOPS

PRODUCT QUANTITY PRICE TRUST REGULAR 50 Gms 11.00 100 Gms 25.00 COMBO PACK 250 Gms 42.00 15. PROMOTIONALSTRATEGIES

  • SUB-URBAN
  • 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

16. THANKYOU