BY AIMROHIT SHARMA

Balsara Toothpaste

Balsara Toothpaste

The Comp. was incorporated on 29th April 1978. The objects is to manufacture & deal in

hygiene products

It operates in two major product categories

Oral Care

Tooth paste

Tooth powder

Tooth brush

Household Care

Mosquito Repellents

Air Fresheners

Scouring Powder & Bar

Toilet Cleaners

Balsara toothpaste

Promise Toothpaste’ in the year 1978

Meswak was first launched in 1988

Babool toothpaste first launched in 1988 generated a consumer

franchise based on its 'Paisa Vasool' positioning

Success OF Balsara’s tooth paste

PROMISE

Its unique positioning of clove oil

Clove oil in India is a traditional remedy for the prevention of

dental and toothaches this powerful connation succeeded

It was not promoted on me-too concepts like fluoride ,

mouthwash, fragrance, taste,

Slogan - “the unique toothpaste with time tested clove oil gave it a

very new position hit hero not capitalized on by any other brand.

MESWAK

Meswak has positioned itself on the basis of:

ATTRIBUTES : Meswak is positioned as a toothpaste containing a

natural herbal ingredient in the renowned ancient scriptures providing

about 70 benefits for the entire body.

EMOTION BASED POSITIONING: which was done with the help of

taglines like “Meswak apnaiye, vishwas phelaiye” or “Formula sirf

Bharat ke pass hai. This cater to the emotional based positioning

promoting that consumers will be proud to use an Indian brand. Hence,

competing with the multinational brands

Failure

Promise

Promise toothpaste, in 1990 had a sizable 13 per cent market share, which was

incidentally better than HLL'S. But as HLL turned on the heat , Promise lost focus. As

the freshness market in toothpaste started growing with the advent of Close-Up,

Balsara's Promise deviated from its given niche of being clove-dominated. It started

targeting freshness, a folly in the ultimate analysis. Things went wrong when it was

discovered that it was an under supported category in terms of advertising and

marketing expenditure. Further, promise didn't have the ability to cross-subsidies in

terms of surplus cash.

Meswak

Non aggressive market & promotional strategy

limited variants

Weak advertising campaign

No Brand Ambassador