Analysis of Toothpaste industry in
India – by Ajay Chowdary Bobbur
Earlier in India oral hygiene was the domain of local
home made ayurvedic powders or natural herbs. The
history of toothpaste in India can be traced back in
year 1975.Now the awareness regarding oral hygiene
in Indian society has increased with the different
brands of toothpaste.
Market reach for both rural
and urban area
Availability of raw materials
Low operational cost
Point of parity
Research and development
Low dentist population
Total market of 750 crores.
Growth rate of 18.6%
Per capita usage mere 85 gms per person.
Major player – Colgate Palmolive and HUL
Top ten tooth pastes
(Coalgate Palmolive Ltd.)
PEPSODENT (Hindustan unilever)
(Anchor health & beauty care Ltd.)
DABUR RED (Dabur India)
VICCO BAJRADANTI (Vicco Laboratories)
In 1806, William Colgate introduced starch, soap and
candle factory on Dutch Street in New York City under the
name of "William Colgate & Company".
Colgate – Palmolive company is an American diversified
multinational corporation focused on the
production, distribution and provision of
household, healthcare and personal products, such as
soaps, detergents, and oral hygiene products (including
toothpaste and toothbrushes).
In 1873, the firm introduced its first toothpaste, an
aromatic toothpaste sold in jars.
Future strategy on 4p`s basis:
They try to position some innovative toothpaste with a brand
name other than Colgate but under the umbrella of Colgate
Focusing toward rural rich and consuming class by endorsing
the development of „Colgate Ayurvedic Toothpowder„.
They would come up sachets of these tooth powder and
position toward rural population who buy in smaller lots.
For Urban population, they would come up
with the products suiting to young generation.
For Urban rich and consuming class, they would come up
with the products on the basis of functional benefits.
Eg: they launch a special toothpaste for kids in the age group
from 4-10 years.
Based on the competitor's price .
Pricing done on the basis of price points
Packaging would be customized on the basis of price
positioning Colgate dental white crème and
toothpowder towards rural rich segment.
For rural consuming class they endorsing Cibaca
Advertisement through T.V. media, Print media.
FM Radio for Urban population & MW and SW radio for
Hoarding on National highways.
They would try to increase product penetration to rural
They would try to increase the wholesalers to smaller
They would track the distribution path so that they are
covering all the village areas around the towns
Dentists and plastic surgeons.
Drug stores or Grocery stores.
Large retail stores and department stores.
In 1940,the Colgate Company used
Slogan was "It cleans your breath
while it cleans your teeth " .
The 1960s onwards, the slogan was
"The Colgate ring of confidence" .
In the late 1950's and early 1960's,
Colgate stressed the fact their
"Dental Cream" contained Gardol,
a formula that helped protect teeth
from cavities and tooth decay .
"Gardol" was actually their trademark for the
ingredient Sodium lauroyl sarcosinate .
Now they used various Slogan for different different
products like For MAX FRESH is “A Whole new
Dimension of Freshness” & For WHITE TOOTHPASTE is
“All Around Decay Protection”.
Increasing circumference of toothpaste tube.
Free Dental Check-up in mobile vans
Sparkling gel comes in 2 exciting variants – Bright Pink gel
, and Bright Blue gel ,yummy Bubble Fruit flavour
Tweety and bugs bunny are favourites with kids
The fruity bubble gum flavour – kids brush longer
developing good oral care habits
Strong teeth and fresh breath
Developed using Colgate‟s international expertise in oral
Unique formula protects teeth from decay
Refreshing minty flavour makes breath
Icy wave of minty coolness
Cooling crystals and emphasis on “taazgi”
People with sensitive teeth
Fights pain due to
sweet/sour/hot/cold foods by desensitising nerves
Helps maintain the natural whiteness of your teeth
Significant inhibitory effect on the formation of supragingival calculus
Notice improvement in 2-4 weeks
Relief from the pain of sensitive teeth
Proven protection from sensitivity with regular use
Market leader - dominance in Oral Care
Catering to all the segments -long product line
Massive advertising, awareness ,especially in
Different packaging for all its product line
Changes packaging according to product innovation
Differentiation due to massive promotion on channels
Create a different image in the eyes of consumers
Pioneered in new product development and business
Cutting edge technology- innovation strategy
Colgate‟s market segmentation is very broad because all their
products are of need to most people so those people share a
similar interest in product needs.
Colgate uses a segmentation bases by knowing that certain groups
of people need Colgate toothpaste for a specific similar reason
like yellow teeth, sensitive teeth or just teeth with cavities.
Colgate also uses the family life cycle because they make
toothpaste that could be used for grownups and children.
Also, toothbrushes are made to attract young children with
cartoon characters and different tastes and are less strong so that it
wouldn‟t damage their gums.
Positioning and creating Brand
Consumer- more health and hygiene conscious
Vast consumer base in India
Sectoral opportunity in other oral products
Smaller packs to drive growth
Direct media promotions
“Operation Jagruti” program
villagers about oral hygiene
Its benefits vis-à-vis traditional products like “Neem”
Conducted by giving product trials and free samples
Hindustan Unilever Limited
In India since 1895
Formed by merging3 subsidiaries of unilever limited
A $2.2billion company
India‟s largest FMCG company
Over 20 distinct product categories
Market leader across categories
Vanilla variants –
Pepsodent Germi-Check –
Rs. 62 for 200g.
Colgate Dental Cream–
Rs. 65 for 200g
Pepsodent Center Fresh –
Rs. 65 for 150g
Colgate Max Fresh –
Rs. 64 for 150g
Pepsodent WhiteningRs. 65 for 150g
Colgate Max WhiteRs. 65 for 150g
Gum care variants-
Pepsodent GRs. 37 for 80g
Colgate SensitiveRs. 80 for 80g
Pepsodent SensitiveRs. 80 for 80g
SensodyneRs. 80 for 80g
Colgate Sensitive Pro-reliefRs. 120 for 80g
Along with an offer of free dental check-ups, HUL is
also planning to organise health camps involving
villagers to fortify its campaign.
“To promote Pepsodent, we will also offer free samples
to the villagers to try out the product and offer discount
coupons on wrapper redemption schemes,”
In May,2010, Pepsodent had roped in Shah Rukh
Khan to be their Brand Ambassador.
SRK had been roped in for pepsodents latest
campaign „Pappu & Papa‟
agreed to sell its
Products with a toy
along with the
purchase of the
With phrases like
All!”, the customers
would want to buy
more products in
order to collect all
• Rural Areas
• Urban Areas
• Normal Use
• Complete Care
• Pepsodent G
• Pepsodent Kids
• Pepsodent Milk Teeth Strawberry
TARGET MARKET SELECTION
Pepsodent is currently into Selective Specialization
Pepsodent Kids for kids
Smaller and cheaper variants for rural markets
Pepsodent complete for the educated urban
Pepsodent was launched in 1993 by HUL to capture the market
It was launched in the platform of Germ fighting property.
Pepsodent have experimented with its positioning althrough its
Ad Campaigns to supplement this positioning:
Lasting Protection for hours
Germ Fighting Campaign
Dabur India Limited
• Established in 1884 : 125 Years of Trust & Excellence
• India‟s leading FMCG Companies with Sales of Rs.52,832 million , Market
Capitalization of Rs.2,09,133million & Net profit of Rs.6,449million
• World‟s largest Ayurvedic and Natural Health Care Company
• Consumer products categories like Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods
• Distribution network, covering over 2.8 million retail outlets
• Available in over 60 countries across the globe
• 17 world class manufacturing plants catering to needs of diverse markets
• Dabur's overseas revenue today accounts for over 30% of the total turnover
Key Players: FMCG
Source: Dabur Corporate Profile August 2012
in Rs. million
Market Cap. as of Aug 8,2012
Product Mix Width Strategy
International Sales (FY 12)
Source: Dabur Annual Report 2011-2012
Four P’s of Dabur
a) 200 gm
b) 100 gm
c) 50 gm
d) 20 gm
a) 200 gm
b) 300 gm
Four P’s of Dabur
3) Babool Tooth
a) 380 gm
b) 190 gm
c) 90 gm
d) 50 gm
e) 30 gm
4) Promise 340 gm 65
Product line length strategy
Dabur amla hair
Dabur red tooth
Vatika hair oil
Babul mintfresh gel
Lal dant manjan
Pricing Strategy :
Dabur implented value based, cost based, compititor based
pricing is done based on companies'
image in the
pricing is done based on cost of production.
pricing is done based on competitors.
Ex: vatika dandruff control shampoo.
Segmentation is done only on the basis of
income of the consumers. So they have made
sure to produce a product in different quantity
and made it available to every customer. Under
the new strategy, Dabur segmented its products
into two - those operating in larger urban
markets requiring exclusive category focused
sales and those meant for smaller towns and
rural markets requiring an integrated sales force.
Dabur has a wide portfolio catering to all the
Targeting: Dabur's latest move follows the
company's recent rejig in 'route to market'
strategy to utilise synergies across divisions,
maximise reach and maintain cost.
Dabur plans to double its rural reach to
have direct access to some 27,000 villages
with more than 3,000 people this fiscal, in a
bid to keep pace with market leader
Health conscious people
Existing old age groups
Dabur Herb‟l Toothpaste positioned as a herbal alternative
to other toothpaste brands.
Dabur International, one of the most trusted and
recognized personal and healthcare brands in the world, has
revealed that its Dabur Herb‟l Toothpaste, a new range of oral
care products specially formulated with herbs, has been
positioned in the market as a healthier oral care
alternative, as it does not contain chemicals that can cause
harmful effects on the teeth such as dental fluorosis.
It has taken a strong head start in the Middle East market as
it is specially formulated with trusted herbs that are
actively used in the region for various health purposes.
F ACTORS INFLUENCING BUYING BEHAVIOUR
Cultural factors High
As dabur company is based on “ayurvedic
and natural” methods. Ayurvedic is
basically from and Indians believe that
Dabur is having a history of 125 years.
It‟s a well known and old company in the
society, and as company‟s vision is to
provide the well being of society.
Personal factors High
Dabur products are categorized into
oral care, hair care, skin care, health
care, food, home care, which mainly
concentrate on children, old age
people, women‟s teenagers etc.
company is promoting it‟s products
through famous celebrities like amitab
bachhan, dhoni,rani mukharjee etc.
Dabur is old, and well known
company, mainly it is ayurvedic based.
Dabur is international company
customer has trust on dabur company.
Net Sales (In Rs. Crores)
Net Sales (In Rs. Crores)
Annual Report 20112012
Nature is the lifeline of Dabur company. Dabur
works in active collaboration with nature to
provide the best of ayurvedic ,herbal health
and personal care products to its consumers.
They define their business in ways that provide
societal, environmental, and economic
benefits to the communities and Geographic‟s
where they operate.