PRESENTED BY: RAKESH PANDA

DIPTAKSHYA BANERJEESWAROOP RANJAN PADHAY

GUIDED BY: PROF. RAJ DASH

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 82 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 GelsHerbals

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

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

MARKET SHARE

COLGATE 57%

CIBACA6%

CLOSE-UP9%

PROMISE11%

FORHANS7%

AYURVEDIC8%

OTHERS2%

STIMULAS TO ENTER THE MARKET

Huge opportunities because of low per-capita consumptionReaching the sub-urban consumers will be the key to growthConsumer awareness is also necessary to increase toothpaste

usage

CLEAN TEETH

PREVENTION OF TOOTH DECAY

FRESH BREATH

PREVENTION OF PLAQUE, TARTAR AND OTHER DISEASES

IDENTIFYING CONSUMER NEEDSIDENTIFYING CONSUMER NEEDS

KEY INGREDIENTSActiveSilicaSorbitalTriclosanSodium ChlorideZinc CitrateEugenolChlorohexidine

InactiveWaterDetergentBinding AgentsPreservativesAbrasives for cleaning

& polishing

SUB-URBAN URBAN

DEMOGRAPHIC:-DEMOGRAPHIC:-

FAMILY SIZE INCOME GROUP AGE

PSYCHOGRAPHIC:- HEALTH CONSCIOUS

BEHAVIOURAL:- QUALITY USAGE RATE AWARENESS

SEGMENTATIONGEOGRAPHIC:-

TARGET MARKET

URBAN & SUB-URBANCHILDRENELDERLY PERSONSDENTISTS

POSITIONING STATEMENTTRUST TOOTHPASTE -

“ FULL PROTECTION WITH COOL FRESHNESS”

HIGH QUALITY PRODUCTEFFECTIVELY REDUCES PLAQUE & TARTAR24X7 GUM CAREVALUE FOR MONEYSOOTHING TASTEATTRACTIVE COVER

4 P’S4 P’SPRODUCT AND PRICE:-

PRODUCT QUANTITY PRICE

TRUST REGULAR

50 Gms 11.00

100 Gms 25.00

COMBO PACK

250 Gms 42.00

PLACE:-

-GENERAL STORES-DEPARTMENTAL STORES-GROCERY STORES-BETEL SHOPS

PROMOTIONAL STRATEGIES SUB-URBANWALL PAINTINGSDEMO VANSRADIO AND T.VPAMPHLETS &

POSTERSDENTAL CAMPSFREE SAMPLES

URBAN:-MULTIMEDIA

ADVERTISINGFREE SAMPLESHOARDINGSDISCOUNT OFFERSCONTESTSDIRECT

MARKETINGHOUSEHOLD

JOURNALS

THANK YOU