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Magic may move into the unattended bad breath section

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  1. 1. 6 August 2005 Presented by
  2. 2. Why do people brush teeth? <ul><li>To prevent bad breath </li></ul><ul><li>To prevent/relieve tooth and gum diseases (pain and decay) </li></ul><ul><li>To have strong healthy teeth </li></ul><ul><li>To have fresh feelings in the mouth </li></ul><ul><li>To prevent stomach problems </li></ul><ul><li>To follow the prophet’s teaching </li></ul>
  3. 3. Benefits offered by the various brands <ul><li>Pepsodent: Jibanu mukto shustho daat </li></ul><ul><li>Colgate: Shakto daate </li></ul><ul><li>Magic: Shustho, shakto, ujjal daat </li></ul><ul><li>Close-up Sachet: Fresh mouth and fresh breath </li></ul>
  4. 4. Benefits offered by the various brands ? Close Up Colgate Pepsodent Bad breath Fresh breath Shakto daat Sustho daat
  5. 5. Magic may move into the unattended bad breath section
  6. 6. Can the brand deliver?
  7. 7. Bad breath/halitosis <ul><li>Causes </li></ul><ul><li>Bad breath/halitosis, is caused by anaerobic bacteria that live within our mouths </li></ul><ul><li>Specific bacteria that cause the problem are Treponema denticola, Porphyromonas gingivalis, Prevotella intermedia, Tannerella forsythensis, etc. </li></ul>
  8. 8. Bad breath/halitosis <ul><li>Mechanism </li></ul><ul><li>When these bacteria are given the right environment or food source they can grow in number very quickly and will start to convert proteins to Volatile Sulphur Compounds (VSC) thus causing a bad breath problem with in a short time </li></ul>
  9. 9. Can the brand deliver? <ul><li>Magic </li></ul><ul><li>DCPA formulation </li></ul><ul><li>Triclosan </li></ul><ul><li>Calcium </li></ul><ul><li>Spicy mint flavour </li></ul>
  10. 10. Triclosan <ul><li>Triclosan (2,4,4'-trichloro-2'-hydroxydiphenylether) is a broad spectrum non-ionic antimicrobial agent </li></ul><ul><li>This lipid soluble substance has been found to be effective against most types of oral cavity bacteria (anaerobic bacteria) </li></ul><ul><li>Triclosan’s ability to reduce malodor increases with the duration of the product use </li></ul>
  11. 11. Spicy Mint Flavor <ul><li>Spicy mint flavour can help to give a better mouth feel and to an extent mask the bad breath </li></ul><ul><li>Though most often people cannot perceive their own bad breath the presence of the spicy mint flavor inside the mouth will increase the user’s confidence in the brand </li></ul>
  12. 12. Yes, the brand can deliver.
  13. 13. Is there a big-enough market?
  14. 14. Is there a big-enough market? <ul><li>Smoking & Bad Breath </li></ul><ul><li>Smoking causes bad breath for a couple of reasons: </li></ul><ul><li>Tar and nicotine build up on mouth surfaces such as teeth, tongue and sides of cheeks. </li></ul><ul><li>Smoking dries the mouth by inhibiting saliva flow. This, in turn, leads to the growth of bacteria, causing bad breath. </li></ul><ul><li>Smoking can exacerbate sinus conditions, such as post-nasal drip, an important bad breath risk. </li></ul><ul><li>It's a known fact that persons who smoke have a tendency to have more problems with periodontal disease (&quot;gum disease&quot;) than those who don't </li></ul>
  15. 15. Is there a big-enough market? <ul><li>Smoking increases bad breath </li></ul>
  16. 16. Is there a big-enough market? <ul><li>Smoking in Bangladesh </li></ul><ul><li>Men aged 35~49 years have the highest smoking prevalence at 70.3% </li></ul><ul><li>Smoking prevalence is highest among the poorest </li></ul><ul><li>The highest rate (58.2%) is among men with a household income of less than $24/month </li></ul><ul><li>Lowest rate(32.3%) being for men with a monthly household income of $118/month or more </li></ul>
  17. 17. Yes, there is a large-enough market
  18. 18. What will the competition do? <ul><li>Mostly what they are doing now. Competitors like Pepsodent, Colgate, Close-Up cannot move away from the long established brand position of Healthy Teeth, Strong Teeth and Fresh Breath and Confidence </li></ul><ul><li>In that case the strongest challenge will come from Close-up sachet </li></ul><ul><li>Throughout the southeast Asia the sachet phenomena has been spearheading the rural penetration </li></ul><ul><li>The same is likely to be the trend in Bangladesh </li></ul>
  19. 19. What will the competition do? <ul><li>The difficulty for Close-up would come from the clash between their present image with the psychograph of the toothpowder users </li></ul>
  20. 20. Excerpts from Unilever website <ul><li>“... the youthful personality of the brand is an equally strong attraction for so many people to embrace the brand.” </li></ul><ul><li>“...representing the bright future that this country holds.” </li></ul><ul><li>“..Close Up lies in the very heart of these people, symbolizing the hopes and aspirations of a young and influential population.” </li></ul>
  21. 21. The Close-up imagery
  22. 22. Magic’s strategy <ul><li>To succeed Magic has to connect to a deeper insight of the typical toothpowder users </li></ul><ul><li>Also to offset the competition we suggest the launch of Magic sachet to be dispensed through the cigarette and bidi retailers </li></ul><ul><li>In India the leading brands Colgate and Dabur have both launched toothpowder sachet </li></ul>
  23. 23. Psychology of bad breath
  24. 24. Psychology of bad breath <ul><li>George Orwell said, “You can have affection for a murderer, but you cannot have affection for a man whose breath stinks.”* </li></ul>'The Road to Wigan Pier*
  25. 25. Psychology of bad breath <ul><li>Bad Breath is the most mentioned reason for cleaning teeth </li></ul><ul><li>People associate bad breath with callousness, and lack of personal hygiene </li></ul><ul><li>People suffering from bad breath maintain distance in personal interaction with others </li></ul><ul><li>Bad Breath can have serious negative impact on an individual’s ability to maintain personal and business relationships, leading to poor self-esteem and increased stress </li></ul>
  26. 26. Psychology of bad breath <ul><li>Introducing Mofiz </li></ul><ul><li>Age:26 years </li></ul><ul><li>Single </li></ul><ul><li>Occupation: CNG three-wheeler driver </li></ul><ul><li>Education: Class VIII </li></ul><ul><li>Related behavior: Uses Biddyut Kalo Nim-er Majon </li></ul><ul><li>He is aware of his bad breath and have tried various remedies like paan, masala, beetle nut etc. In fact he has developed a muffled voice as a way to minimize escape of bad breath from his mouth. Even at times when he has felt the urge to speak out he has restrained himself fearing this will give away his bad breath </li></ul>
  27. 27. Laddering Freedom to speak out No bad breath No fear of losing face
  28. 28. Brand promise <ul><li>Jorse bolo </li></ul>