Trust

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Trust

  1. 2. MARKET SCENARIO <ul><li>90 % OF THE POPULATION SUFFERS FROM VARIOUS TYPES OF DENTAL PROBLEM </li></ul><ul><li>MANY PEOPLE IN INDIA STILL CLEAN THEIR TEETH WITH TRADITIONAL PRODUCTS LIKE NEEM TWIG,SALT,ASH ,TOBACCO OR OTHER HERBAL INGREDIENTS </li></ul><ul><li>NEARLY 80% OF CONSUMERS SURVEYED ARE LOYAL TO THEIR BRANDS </li></ul><ul><li>60% OF CONSUMERS SURVEYED WERE WILLING TO TRY OUT A NEW BRAND IF IT OFFERS ADDED VALUE </li></ul><ul><li>AN AVERAGE OF 300 gms ARE CONSUMED BY EACH HOUSEHOLD EVERY MONTH </li></ul><ul><li>PER CAPITA TOOTHPASTE CONSUMPTION STANDS AT 40 gms against 600 gms in USA. </li></ul>
  2. 3. <ul><li>Industry size: Rs 25 billion </li></ul><ul><li>Toothpaste can be considered as a solution to the need of oral care </li></ul><ul><li>Types of toothpastes: </li></ul><ul><ul><li>Whites </li></ul></ul><ul><ul><li>Gels </li></ul></ul><ul><ul><li>Herbals </li></ul></ul><ul><li>Players: MNC dominated market (Colgate, HLL) </li></ul><ul><li>Market growth: 15-20% </li></ul>THE TOOTHPASTE MARKET
  3. 4. MAJOR PLAYERS BRANDS SEGMENTATION BENEFITS COLGATE ALL 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
  4. 5. MARKET SHARE
  5. 6. <ul><li>Huge opportunities because of low per-capita consumption </li></ul><ul><li>Reaching the sub-urban consumers will be the key to growth </li></ul><ul><li>Consumer awareness is also necessary to increase toothpaste usage </li></ul>STIMULUS TO ENTER THE MARKET
  6. 7. <ul><li>CLEAN TEETH </li></ul><ul><li>PREVENTION OF TOOTH DECAY </li></ul><ul><li>FRESH BREATH </li></ul><ul><li>PREVENTION OF PLAQUE, TARTAR AND OTHER DISEASES </li></ul>IDENTIFYING CONSUMER NEEDS
  7. 8. <ul><li>Active </li></ul><ul><li>Silica </li></ul><ul><li>Sorbital </li></ul><ul><li>Triclosan </li></ul><ul><li>Sodium Chloride </li></ul><ul><li>Zinc Citrate </li></ul><ul><li>Eugenol </li></ul><ul><li>Chlorohexidine </li></ul><ul><li>Clove oil </li></ul><ul><li>Inactive </li></ul><ul><li>Water </li></ul><ul><li>Detergent </li></ul><ul><li>Binding Agents </li></ul><ul><li>Preservatives </li></ul><ul><li>Abrasives for cleaning & polishing </li></ul>KEY INGREDIENTS
  8. 9. SEGMENTATION
  9. 10. <ul><li>TRUST TOOTHPASTE –“FULL PROTECTION WITH COOL FRESHNESS” </li></ul><ul><li>HIGH QUALITY PRODUCT </li></ul><ul><li>EFFECTIVELY REDUCES PLAQUE & TARTAR </li></ul><ul><li>24X7 GUM CARE </li></ul><ul><li>VALUE FOR MONEY </li></ul><ul><li>SOOTHING TASTE </li></ul><ul><li>ATTRACTIVE COVER </li></ul>POSITIONING STATEMENT
  10. 11. CHARACTERISTICS
  11. 12. PRICE COMPARISON BRAND price (in Rs) 50 g 100g 150g 200g TRUST 8 15 --- --- Colgate 12 20 25.40 --- Forhans 11 18.40 --- 32 CloseUp 12 22.40 31.40 --- Promise --- --- --- 28 Vicco vajra --- --- --- 31.20 babool 10 16 22 ---
  12. 13. <ul><li>PRODUCT AND PRICE </li></ul>4 P’S <ul><li>PLACE </li></ul><ul><li>-GENERAL STORES </li></ul><ul><li>-DEPARTMENTAL STORES </li></ul><ul><li>-GROCERY STORES </li></ul><ul><li>-SUPER MARKETS </li></ul>PRODUCT QUANTITY PRICE TRUST NIGHT 50gms 8 100gms 15 TRUST REGULAR 50gms 8 100gms 15
  13. 14. <ul><li>SUB-URBAN & RURAL </li></ul><ul><li>WALL PAINTINGS </li></ul><ul><li>DEMO VANS </li></ul><ul><li>RADIO AND T.V </li></ul><ul><li>PAMPHLETS & POSTERS </li></ul><ul><li>DENTAL CAMPS </li></ul><ul><li>FREE SAMPLES </li></ul><ul><li>URBAN:- </li></ul><ul><li>MULTIMEDIA ADVERTISING </li></ul><ul><li>FREE SAMPLES </li></ul><ul><li>HOARDINGS </li></ul><ul><li>DISCOUNT OFFERS </li></ul><ul><li>CONTESTS </li></ul><ul><li>DIRECT MARKETING </li></ul><ul><li>HOUSEHOLD JOURNALS </li></ul>PROMOTIONAL STRATEGIES
  14. 17. QUESTIONS
  15. 18. 1.WHAT MARKETING STRATEGY SHOULD BE DESIGHNED BY MR.SARIN TO BE ABLE TO ACHIEVE THE TAGETED 5% MARKET SHARE?
  16. 19. 2. HOW SHOULD DEEPA PRODUCTS (P) Ltd. POSITION TRUST REGULAR AND TRUST NIGHT TO INDUCE CONSUMERS TO BUY IT?WHAT SHOULD BE THE KEY BENEFITS OF THE TOOTH PASTE?
  17. 20. 3. SHOULD THE COMPANY PRICE ITS PRODUCTS ECONOMICALLY, OR SHOULD IT AIM FOR PREMIUM PRICING?
  18. 21. CONCLUSION

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