1. TOOTHPASTE IN INDIAN CONTEXT(HERBAL)
GROUP MEMBERS
Manish k. Chaubey
Ankit Chauhan
Preeti Pandey
Soumajit Nag
Naureen Saba
Bimlesh Kr. Singh

2. DABUR HERBAL COMPANY PROFILE
 Dabur was founded in 1884 by Dr. S.K.Burman, a physician in West
Bengal.
 It is the fourth largest Fast moving consumer goods company in
India.
 It has consolidated revenue generation of over INR 7,800 Crores
and market capitalization of over INR 46,000 Crore.
 The legacy of the company is over 130 years.
 Dabur has a portfolio of over 381 trusted products spread across 21
categories but the main product of Dabur is it’s toothpaste.
 Transformation of Dabur’s family run business is done to a
professionally managed enterprise.
 Dabur is India’s most reliable brand and world’s largest ayurvedic
medicine company.
 It has an estimated employees in it’s company of over 6,434 people
constituting the whole organization.

3. MARKET SHARE/STRENGTH AS BRAND
 Pricing for bottom of pyramid consumers were
blurred by several national companies i.e.
Dabur babool toothpaste.
 Dabur babool has 30% market share in the
country’s oral-care market.
 Dabur babool toothpaste is the fastest growing
brand in the market.
 It has an annual growth of 17% in the market.
 The brand crossed the INR 200 crore rupees
last year.
 Dabur babool toothpaste had reached to almost
all rural and urban markets in Indian sector.
 In the rural area specially Dabur babool has
increased in it’s market share compared to the
urban sector.
 By slashing the prices of the Dabur babool
toothpaste in the Indian market from Rs10 to
Rs5, the company made a good profit in the
market which had hitted other local brands in
the market.
30%
19%24%
27%
Market Share
Dabur
Babool
Himalaya
toothpaste
Natural
Toothpaste
Oral-B
health
herbal
toothpaste

4. IDENTITYING CUSTOMER’S NEEDS
 Shining teeth
 Fresh Breath
 Strong Gums
 Herbal product
 Reasonable price
 Availability of product

5. 4P’S…

6. SEGMENTATION, TARGETING AND POSITIONING
IN HERBAL TOOTHPASTE…

9. PROMOTION…
 Dabur babool toothpaste heavily announced it’s brands through mass
advertising tools like : TV, Radio, Newspaper and also in the internet.
 Company launched it’s first Dabur babool toothpaste which is less in cost
i.e. toothpaste of worth Rs 5.
 It also made promotion activities in the Melas or Haats, which was the
basic medium for promotion of Dabur babool toothpaste.
 Initially in the digital media advertising of the Dabur babool toothpaste it
took the people who are less famous as celebrities.
 Using the video vans Dabur babool toothpaste had made promotional
events in the country.
 Along with Dabur babool toothpaste it made promotion of Dabur Red gel,
Dabur Red toothpaste, Dabur Lal Dant Manjan, Dabur Binaka toothbrush,
Miswak and Promise toothpastes too.

10. COMPETITORS…
The competitors of Dabur Babool toothpaste are as follows :
1. Himalaya complete care toothpaste
2. Vicco herbal ayurvedic toothpaste.
3. Herbodent (Orohyi) toothpaste.
4. Sangam Herbal toothpaste.
5. Colgate Herbal toothpaste.
6. Natural Toothpaste (Green Apple) ayurvedic.
7. Zymo Herbal toothpaste
8. Dentosys Neem Herbal toothpaste.
9. Kalodent (Pro-Care) Herbal toothpaste.
10. Sudanta Herbal toothpaste.
11. Herb-dent herbal toothpaste.
12. Oral-B Pro-health herbal toothpaste.

11.  The brand was positioned as an economic toothpaste with the tagline
“Babool Babool paisa vasool”.
 This toothpaste is traditionally used in all over India i.e. both Rural and
Urban.
 Babool is made from bark of babool tree and the toothpaste made by the
extracts of it are very effective in nature resulting in proper gum facilities.
 It has been observed that people of all age groups are using Dabur babool
toothpaste.
 The families are generally preferring the Dabur babool toothpaste in
comparison to other ayurvedic toothpastes because of it’s quality and
pricing.
 Therefore, customer satisfaction and preference can only be determined by
it’s demand for the product.