ajanta tooth brush new product launch

1. AJANTA TOOTHBRUSH

3. 




Established in 1949 in Bombay.
Being amongst the first to manufacture tooth brushes in India
Today Ajanta Toothbrush is a well established brand for 60
years since its inception.
Slogan “Ajanta Toothbrush papa ka, mummy ka, bhaiya ka, ...aur
Ajanta mera” being widely recognized amongst the population.
A pioneer of toothbrush industry in India, Ajanta has now
introduced in its portfolio a variety of other oral care as well as
hair care products, all designed to provide excellent value for
money.

4. 



Manufacturing, processing, packaging are all done inhouse on automatic machines using the latest
technologies and the finest materials.
Each and every product is subject to strict quality
control checks before packing.
Catering to over 1800 towns and cities in India.
High quality, reasonable pricing and continual
innovations and improvements make Ajanta the clean
favorite.

5.  Toothbrushes
 Toothpaste
Shaving Brushes
 Shaving Cream
 Tongue Cleaners
 Combs
 Shampoo


7. Input
Process
Output
• Environment
• Family & friends
through advocacy
• Evaluation of
alternatives.
• Repeat Purchase by
loyalists ,
• senior citizens in rural
area
• Marketing Efforts
• Shelf space in rural
area
• Competitive Pricing

8.  Brand
Awareness has dropped drastically.
 It enjoys a small proportion of mind share in
the older generation.
 Ajanta- the 1st thing that comes to the mind is
Watches and not Toothbrush.

9.  NO
brand awareness.
 NO
sales in spite having excellent
manufacturing capacity and distribution
network.

10. New
Entrants
HIGH
Supplier
LOW
Competition
( Cut
Throat)
Substitute
MEDIUM
Customer
HIGH

11. PRODUCTS
Existing
New
MARKETS
Existing
New
Market
Penetration
Product
Development
Market
Development
Diversification

12. The company plans to grow in the urban
market, with their current portfolio, with
setting up of new distribution channels and
capturing Customers Mind Share.

13. Resources
•
•
•
•
Strong Manufacturing Capabilities
Experience
Pan India distribution for Rural
Vast Product Portfolio
• Reach
• Cost Advantage, Economies of Scale
Competence • Product Development
Core
Competence
• Cost Advantage
• Product Development

14.  Geographic:
PAN India.
 Demographic:
I.
II.


Age: 3 years to 15 years
Income: Rs 5 lac and above annually.
Psychological & Culture: Awareness of Oral
Hygiene and Brush your teeth 2 times a day.
Family Life Circle: Youngnest.

15. Oral
Care
3-15
Normal
15-35
35-65
65+
Designer
The Company plans to target the Designer Toothbrush Segment
in the age group of 3 to 15 years, in the oral care industry with the
product AJANTA KIDS.

16. Age High
5
Babool
Meswak
Vicco
Dabur
Colgate Powder
Pepsodent
Aqua Fresh
3
2
1
Listerene
Plax
Oral-B
0
-6
-4
-2
-1 0
Namudri
2
MaxFresh
4
Close-up
-2
Crest
Anchor
Ajay
-3
Amway
-4
-5
Age Low
Pepsodent Kids
AJANTA KIDS
6
Design High
Design Low
Colgate
4

17. Designer; theme based series of Toothbrush
and Toothpaste.

18.  Product:
Designer; Theme based
Toothbrush, toothpaste and Tongue cleaners
for children aged 3 to 15 years.
 Price:
Premium

19.  Place:
I.
II.
III.
New Distribution network: higher margins
and push the product, Target
selling(incentives)
Multi Brand Retail Stores
General, Kirana and Medical Stores.

20.  Promotion:
i.
ii.
iii.
iv.
v.
Tie up with Schools, Day care centers
Associations with animated TV channels
and Reality shows.
Sponsor School events.
Social Media Marketing & Online Presence.
Ads on Books of Navneet, Classmate etc.

21.  Public
1.
2.
3.

Relation with Major Influencers:
Dentist
Pediatricians
Schools.
Purpose: to provide the customer with the most
innovative and attractive designs, which will
happen with appropriate sync from the
suppliers, through the organization, to the
customer.

23. Very low, no Awareness, no Mind share, no Brand Recall.
Will focus on: Promotion Campaigns, Features, Benefits and
the Quality of the Product.

24. Develop Brand Personality that consumers can relate it to
themeslves.
Eg: Coke: Social Happiness.

25. How receptive a
person is to new
experiences
To understand
how consumers
will respond to
social influences
Consumer
Innovativeness
Consumer
susceptibility to
Interpersonal
Influence
Consumer
Materialism
Consumer
Ethnocentrism
The degree of
the consumer’s
attachment to
“worldly
possessions”
The consumers
likelihood to
accept or reject
foreign-made
products

26. 


Cant deviate from the Brand Personality created.
1st Purchase made- 1st touch point- Sensation(purchase)
Stimulate the desire to buy- Consumer Innovativeness.

27. Imperative for the brand to perform.
Is a preferred brand now, Attitude Formation for the brand.
Repeat Purchase.

29.  Performance
is
beyond
customer
expectation.
 Becomes Loyal to the brand and advocates
the same.
 Ultimate stage any brand can reach.

30. Please Advocate