1. AJANTA TOOTHBRUSH

2. Established in 1949 in Bombay. Being amongst the first to manufacture tooth brushes in India Today Ajanta Toothbrush is a well established brand for 60 years since its inception. Slogan Ajanta Toothbrush papa ka, mummy ka, bhaiya ka, ...aur Ajanta mera being widely recognized amongst the population. A pioneer of toothbrush industry in India, Ajanta has now introduced in its portfolio a variety of other oral care as well as hair care products, all designed to provide excellent value for money. 3. Manufacturing, processing, packaging are all done inhouse on automatic machines using the latest technologies and the finest materials. Each and every product is subject to strict quality control checks before packing. Catering to over 1800 towns and cities in India.High quality, reasonable pricing and continual innovations and improvements make Ajanta the clean favorite. 4. Toothbrushes ToothpasteShaving Brushes Shaving Cream Tongue Cleaners Combs Shampoo 5. InputProcessOutput Environment Family & friends through advocacy Evaluation of alternatives. Repeat Purchase by loyalists , senior citizens in rural area Marketing Efforts Shelf space in rural area Competitive Pricing 6. BrandAwareness has dropped drastically. It enjoys a small proportion of mind share in the older generation. Ajanta- the 1st thing that comes to the mind is Watches and not Toothbrush. 7. NObrand awareness. NO sales in spite having excellent manufacturing capacity and distribution network. 8. New Entrants HIGHSupplier LOWCompetition ( Cut Throat)Substitute MEDIUMCustomer HIGH 9. PRODUCTSExisting NewMARKETSExistingNewMarket PenetrationProduct DevelopmentMarket DevelopmentDiversification 10. The company plans to grow in the urban market, with their current portfolio, with setting up of new distribution channels and capturing Customers Mind Share. 11. Resources Strong Manufacturing Capabilities Experience Pan India distribution for Rural Vast Product Portfolio Reach Cost Advantage, Economies of Scale Competence Product DevelopmentCore Competence Cost Advantage Product Development 12. Geographic:PAN India. Demographic: I. II. Age: 3 years to 15 years Income: Rs 5 lac and above annually. Psychological & Culture: Awareness of Oral Hygiene and Brush your teeth 2 times a day. Family Life Circle: Youngnest. 13. Oral Care3-15Normal15-3535-6565+DesignerThe Company plans to target the Designer Toothbrush Segment in the age group of 3 to 15 years, in the oral care industry with the product AJANTA KIDS. 14. Age High5BaboolMeswak ViccoDaburColgate Powder PepsodentAqua Fresh3 21ListerenePlaxOral-B0 -6-4-2-1 0Namudri2 MaxFresh4 Close-up-2 Crest Anchor Ajay-3 Amway-4 -5 Age LowPepsodent KidsAJANTA KIDS6Design HighDesign LowColgate4 15. Designer; theme based series of Toothbrush and Toothpaste. 16. Product:Designer; Theme based Toothbrush, toothpaste and Tongue cleaners for children aged 3 to 15 years. Price:Premium 17. Place:I.II. III.New Distribution network: higher margins and push the product, Target selling(incentives) Multi Brand Retail Stores General, Kirana and Medical Stores. 18. Promotion:i. ii.iii. iv. v.Tie up with Schools, Day care centers Associations with animated TV channels and Reality shows. Sponsor School events. Social Media Marketing & Online Presence. Ads on Books of Navneet, Classmate etc. 19. Public1. 2. 3. Relation with Major Influencers: Dentist Pediatricians Schools. Purpose: to provide the customer with the most innovative and attractive designs, which will happen with appropriate sync from the suppliers, through the organization, to the customer. 20. Very low, no Awareness, no Mind share, no Brand Recall. Will focus on: Promotion Campaigns, Features, Benefits and the Quality of the Product. 21. Develop Brand Personality that consumers can relate it to themeslves. Eg: Coke: Social Happiness. 22. How receptive a person is to new experiencesTo understand how consumers will respond to social influencesConsumer InnovativenessConsumer susceptibility to Interpersonal InfluenceConsumer MaterialismConsumer EthnocentrismThe degree of the consumers attachment to worldly possessionsThe consumers likelihood to accept or reject foreign-made products 23. Cant deviate from the Brand Personality created. 1st Purchase made- 1st touch point- Sensation(purchase) Stimulate the desire to buy- Consumer Innovativeness. 24. Imperative for the brand to perform. Is a preferred brand now, Attitude Formation for the brand. Repeat Purchase. 25. Performanceisbeyondcustomerexpectation. Becomes Loyal to the brand and advocates the same. Ultimate stage any brand can reach. 26. Please Advocate