This document discusses promotional strategies for launching a new toothpaste in rural Rajasthan, India. It begins by providing background on the toothpaste industry and rural markets in Rajasthan, where the majority of the population lives in rural areas with lower literacy and income levels. The strategies proposed include advertising through local radio, television, newspapers and magazines to reach a wide audience. Personal selling techniques like door-to-door promotion and celebrity endorsements for kids are also suggested. Direct marketing to clinics and shops and sales promotions like buy-one-get-one offers and free samples are recommended to introduce the new toothpaste product.

1. New Toothpaste for
Rural Rajasthan
Niwin Sunil Thomas
S2 MBA (2021-23)
Mar Athanasios College for Advanced Studies Thiruvalla (MACFAST)
Kerala , India
www.macfast.org

2.  Introduction
• The toothpaste history in India can be tracked back from 1975
with 1200 tonnes of toothpaste produced by the toothpaste
industry. Prior to the toothpastes Oral Hygiene was the domain
of local home made powders and ayurvedh practitioners.
• With the entry of Colgate in Indian marketplace the awareness
about Oral care and the importance of oral care. In recent years
the Industry has shown impressive growth rate of 18.6%.
• In India the toothpastes companies are going in for advertising
on a heavy note, on an average the companies managing this
FMCG category are spending 6.15% of their sales on
development.
• This presentation is aimed at describing the promotional
strategies for launching a new toothpaste in rural Rajasthan

3.  Rural Market in Rajasthan
• In our country over 76% of the total population live in villages.
• In Rajasthan here rural population varies from 80-90%
• While rural markets offer big attractions to the marketers, it is not easy to
enter the market and take a sizeable share of the market within a short period
• Due to low literacy, low income,seasonal demand and problems with regard to
transportation, communication and distribution channel
• There is a need to understand the rural markets in terms of buyer
behavior,attitudes,beliefs and aspirations of people

4.  Brand Promotion
• Organizations want to advertise their products
so that people buy and consume and also in
turn they earn.
• In what's known as "brand promotion," the
brand advances itself. Moving its concentration
to the brand all in all.
• the organization tries to drive consciousness of
what it is and what is does, with the general
thought that a more common brand is more
fruitful than a brand nobody has known about.

5. Promotional Strategies
1. Advertising :
Depending on the budget, the company can
leverage several print and electronic media channels
to market our toothpaste products effectively.
The Company’s toothpaste ads, which should
highlight the top features of our toothpaste to attract
maximum attention, can be placed with radio and
television stations that reach a wide audience.
Local daily or national newspapers and health
magazines also offer good opportunities to advertise
our toothpaste

6. Promotional Strategies (Contd…)
2. Personal selling:
The Company also uses personal selling marketing techniques for
promoting the product. The direct marketing is a door to door service
that we provide for promoting the product. It also help to maintain the
direct link with customer so that the customer can complaint and also
give suggestion for that particular product.
• We can use door to door service .
• Customer can give order through internet.
• Customer also gives order through the telephone.
• For personal selling ,need to hire people and need to printed
broacher and banner.

7. Promotional Strategies (Contd…)
3. Direct Marketing:
For kids and youngsters , a celebrity will
endorse the product.
For sensitive teeth products , the doctors will
be approached and incentives will be given for
their endorsement.
Clinics and pharmaceutical shops will be asked
to promote the product to the customers.

8. Promotional Strategies (Contd…)
4.Sales promotional Activities:
To introduce Buy One Get One free
offer’s.
 Provide free sachets for trial to
customers and let them know about
the product
Distribute discount coupons to the
first customers of the product and
enabling them to avail those discounts
on their next purchase