TRUST TOOTHPASTE

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S-T-P & MARKET PENETRATION STRATEGIES FOR LAUNCHING A NEW TOOTHPASTE BRAND.

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TRUST TOOTHPASTE

  1. 1. PRESENTED BY: RAKESH PANDA DIPTAKSHYA BANERJEE SWAROOP RANJAN PADHAY GUIDED BY: PROF. RAJ DASH
  2. 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 82 gms </li></ul>
  3. 3. The Toothpaste Market <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>
  4. 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
  5. 5. MARKET SHARE
  6. 6. STIMULAS TO ENTER THE MARKET <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>
  7. 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
  8. 8. KEY INGREDIENTS <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>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>
  9. 9. <ul><li>SUB-URBAN </li></ul><ul><li>URBAN </li></ul><ul><li>DEMOGRAPHIC:- </li></ul><ul><li>FAMILY SIZE </li></ul><ul><li>INCOME GROUP </li></ul><ul><li>AGE </li></ul><ul><li>PSYCHOGRAPHIC:- </li></ul><ul><li>HEALTH CONSCIOUS </li></ul><ul><li>BEHAVIOURAL:- </li></ul><ul><li>QUALITY </li></ul><ul><li>USAGE RATE </li></ul><ul><li>AWARENESS </li></ul>SEGMENTATION GEOGRAPHIC:-
  10. 10. TARGET MARKET <ul><li>URBAN & SUB-URBAN </li></ul><ul><li>CHILDREN </li></ul><ul><li>ELDERLY PERSONS </li></ul><ul><li>DENTISTS </li></ul>
  11. 11. POSITIONING STATEMENT <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>
  12. 14. 4 P’S <ul><li>PRODUCT AND PRICE:- </li></ul><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>-BETEL SHOPS </li></ul>PRODUCT QUANTITY PRICE TRUST REGULAR 50 Gms 11.00 100 Gms 25.00 COMBO PACK 250 Gms 42.00
  13. 15. PROMOTIONAL STRATEGIES <ul><li>SUB-URBAN </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>
  14. 16. THANK YOU

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