Toothpaste industry in india.

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Toothpaste industry in india.

  1. 1. Submitted By- Deepak Singh Negi Amity Business School deepak2009negi@gmail.com MBA-(General), Sec-A
  2. 2. INTRODUCTION Earlier in India oral hygeine was the domain of localhome made ayurvedic powders or natural herbs. Thehistory of toothpaste in India can be traced back inyear 1975.Now the awareness regarding oral hygeinein Indian society has increased with the differentbrands of toothpaste.
  3. 3. Opportunities for ToothpasteIndustry In indiaIn India, oral care market offers huge potential aspenetration and per capita consumption of oral careproducts is very low. However, rising per capita incomeand increasing awareness is driving demand of oral careproducts. Consumers have started switching to value-added toothpastes like gels, mouth washes, and teethwhitening products. In rural areas, consumers areswitching from toothpowders to toothpastes.
  4. 4. INDUSTRY OVERVIEWTotal market of 750 crores.Growth rate of 18.6%Per capita usage mere 85 gms per person.Major player – Colgate Palmolive and Hindutan uniliver
  5. 5. GROWTH PROSPECTSIncreased at a compound growth rate of 6.6% between 2004-09Rising income level i.e increasing purchasing power of consumerLarge domestic market with population over a billionUntapped rural market
  6. 6. TOP TEN TOOTHPASTE BRANDS COLGATE (Coalgate Palmolive Ltd.) PEPSODENT (Hindustan unilever) CLOSE UP (Hindustan Unilever) SENSODYNE (GlaxoSmithKline) AQUAFRESH (GlaxoSmithKline) ANCHOR (Anchor health & beauty care Ltd.) DABUR RED (Dabur India) BABOOL (GlaxoSmithKline) MESWAK (GlaxoSmithKline) VICCO BAJRADANTI (Vicco Laboratories)
  7. 7. Industry OverviewGrowth RateToothpaste Sub SegmentMajor PlayersPer Capita ConsumptionPenetration Level
  8. 8. GROWTH RATEGrowth rate of 18.6%Registered a compound growth rate of 6.6% between 2004-09 Changing spending pattern – with a increase in purchasing power, there is a upward trend in the expenditure incurred upon FMCG.Changing profile and mindset – People look for “MONEY FOR VALUE” rather than “VALUE FOR MONEY”. Switching from economy to premium brands
  9. 9. MAJOR PLAYERSColgate – Palmolive Ltd. (Market Share- 47.3%)Hindustan Unilever Ltd (Market share- 30%)Dabur India Ltd. (Market Share- 7.2%)Other companies like Vicco, Patanjali, Promise etc.
  10. 10. Top 5 Brands - Market Share (2009)Colgate Dental Cream 34%Close-Up 14%Pepsodent Complete 10 11%Colgate Cibaca Top 5.7%Colgate Fresh Energy Gel 3%Other Brands 32.3%
  11. 11. Segments:Popular Segment Colgate , Pepsodent DecliningLow Price Packs Cibaca, Babool GrowingNiche Products Ayurvedic and Sensitive toothpastes StagnantFreshness Segment Colgate MaxFresh,Close Up,Anchor Gel Growing
  12. 12. Price-based SegmentsRegular Segment: 100 gm: Rs 25-30Low Price Segment: 100 gm: Rs 14-20The Lower Price Point segment accounts for around 25% of total category volumes
  13. 13. INTERNAL EXTERNAL SWOTAnalysis of the Toothpaste Industry
  14. 14. Strengths-> Low operational costs. Presence of well known brands. Presence of established distribution network. S
  15. 15. Weakness->Low export level.Low scope of investing in technology and achieving economies of scale.Me-too products which illegally depicts the label of the established brands. W
  16. 16. Opportunities->Untapped rural market.Purchasing power increase.Low Dentist Population ratio 1:35000People being aware of dental health.Penetration level has increased with cable TV, internet and FM radio stations. O
  17. 17. Threats->Stiff well established competitors.Threat of Substitutes. T
  18. 18. PortersFive Forces Analysis
  19. 19. HIGH HIGH MED HIGHPorters Five Forces Analysis HIGH
  20. 20. BRAND QUESTIONNAIRE FORMPERSONAL INFORMATIONName of Participant-Address-State-City-PIN-Mobile-
  21. 21. QUESTIONNAIREQ1 Which particular toothpaste brand is generally demanded by customers?Q2 Which of these brands of toothpaste have customers asked in the past or are currently demanding?CoalgatePepsodentDabur RedClose Up
  22. 22. CoalgatePepsodentDabur RedClose UpQ3 Which toothpaste brands have promotional schemes and what are the prices and discount offers?CoalgatePepsodentDabur Red
  23. 23. Close UpBaboolSibakaMiswaakViccoTermericQ4 Are customers brand conscious when it comes to buying a toothpaste?YesNo
  24. 24. Q5 Do you tell your customers about a certain brand to purchase?YesNoQ6 Which of the following brands do you always prefer to customers?CoalgatePepsodentDabur RedClose UpBaboolSibaka
  25. 25. MiswaakViccoTermericQ7 What are the other variants these products have?CoalgatePepsodentDabur RedClose UpBaboolSibakaMiswaakViccoTermeric
  26. 26. Q8 Where do u prefer buying brand from?DistributersDealersAgencyWholesaler
  27. 27. Shops We Visted For Survey..
  28. 28. Thank You !

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