TRUST TOOTHPASTE
-
Upload
skyranger007 -
Category
Education
-
view
8.084 -
download
4
description
Transcript of TRUST TOOTHPASTE
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