Marketing Communication Strategies for New Toothpaste "CHAMAK 32C

Designing Marketing
Communication Strategies for
“CHAMAK 32C”
(Toothpaste)
Presented To: Presented By:
Dr. Daisy Kurien Section 1
Group Members
Namrata Saraswat 18PG063
Ritul Bhargava 18PG100
Ajesh Patidar 18PG005
Nikunj Kalal 18PG041
Kajal Jain 18PG027

Introduction
PGDM Section 1, Group 1:
1) Kajal Jain (18PG027)
2) Namrata Saraswat (18PG063)
3) Ritul Bhargava (18PG100)
4) Nikunj Kalal (18PG041)
5) Ajesh Patidar (18PG005)
Our group consist of 5 members. We are assigned with an assignment of understanding
Designing Marketing Communication Strategies for toothpaste and designing a product in order
to satisfy their needs. To design a product firstly we need to understand the market requirements
and for understanding requirements we need to conduct market survey in field of product that we
have chosen, by enriching qualitative interviews of various toothpaste consumers. By conducting
interview we came to know about our product and various problems in the market with respect of
chosen field. We designed our product in such a manner which proves to satisfy consumer needs
as a solution.
We also had several ideas before coming to a final decision by a group member. Ideas were such
as:
1. Bangel Box.
Bangel Box we gave a chance to think because it could be a unique product. One of our group
members relative have a planning to start the same business in reality. We didn’t take it forward
because lack of information as in Competitor list. There are no major competitors in this field.
To get a secondary data on same could be a difficult task in order to finish the project.

2. IHL Limited – A Service Firm
IHL stands for “Is He Loyal?” That’s a unique idea with a confidence of our group members that
it could make us gain profit in today’s time. This idea was presented by our two group members
[Ajesh & Nikunj]. They thought this in order to match with our most of today’s youth problem.
Where through this service we would be helping couple to have a loyalty test on their other half
which is followed by the T&C. But somehow, this wasn’t taken into consideration by other
group members as none of had an idea of the same.
3. Pet’s Café
The idea was introduced by Namrata Saraswat as she has a personal interest in Pets. After a bit
research other group member found that it was a limited concept and more exposure could be
needed so we dropped it.
4. Toothpaste
One of us faced a dental problem and was recommended Sensodyne toothpaste. On using it the
user did not found same freshness as ever on using other products. And on other side using
brands like close up which made me feel absolute fresh but no solution to dental problems. So
here we thought a problem and a gap.
Going through group discussions we understood each’s pros and quants.
Later on, we finalized a “Toothpaste” as our product because, after a market survey we came to
know that other people are also facing same problem between two major benefits related to taste
and preference. First is dental relief problem and second is taste of a toothpaste. Where we found
that in toothpaste brands like Sensodyne, Patanjali there consumer gets dental relief but by taste
they aren’t happy enough and also kids don’t like it. And on other hand where brands like Close
up, Visible White etc. gives good taste with freshness of mouth are at best but far away from
solving dental problems. So here we are with a toothpaste brand named “CHAMAK 32C”
which is a combo of a good taste & anti sensitive.
SecondaryData
Secondary data refers to data which is collected by someone who is someone other than the user.
Common sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for other
research purposes. The oral care market in India is estimated to be Rs 4,400-crore. Toothpaste,
for the record, isestimated to be Rs 3,200 crore in size, followed by the toothbrush segment at Rs
800 crore,toothpowder at Rs 300 crore, and mouthwash being Rs 100 crore.Colgate Palmolive is
the leader in Indian toothpastes having a market share of 50% in 2009. HUL follows with 28%.
It’s Close-Up has a market share of 17% and Pepsodent 11%, according to ACNielsen
data.Another player, Dabur, enjoys 10% share through its portfolio of Red Toothpaste, Promise,
Meswakand Babool. Recently, GlaxoSmithKline Consumer forayed into the sector by launching
Sensodyne(though it was available as an import earlier), a toothpaste brand for sensitive teeth.
The FutureGroup launched its Sach brand recently in this segment. P&G is launching Crest in

IndiaIn toothpowder, Colgate leads in the white segment with 70 per volume share (value share
is evenmore), while Dabur leads in the red segment with 70 per cent volume share again (value is
more than70 per cent).
The major brands are:
The companies considered for secondary study is “Colgate Palmolive” & Dabur India.

Company Profile
Company Name: Colgate Palmolive Ltd
Date of Establishment: 1937
Revenue: 347.188 (USD in Millions)
Market Cap: 111160.5286158 (Rs. In millions)
Corporate Address: Colgate Research Centre, Main Street Hiranandani Gardens Powai
,Mumbai-400076, Maharashtra www.colgate.co.in
Management Details: Chair person - J Skala
MD – R D Calmeyer2012-14
Directors – Derrick Samuel, J K Setna,Skala,
K V Vaidyaanathan, M Elias,PK
Ghosh, R A Shah, V S Mehta
Business Operation: Household &Personal Products
Background: Colgate-Palmolive is Rs 1.300 crore company started in year 1937. In Rs 2,400
crore domestic market it enjoys 50% of markets share. It spread across 4.5 million retails outlets
out of which 1.5 million are direct outlets.
Financials: Total Income – Rs 20606.60 Million (year Ending Mar 2010) Net Profit – Rs
4232.60 Million (year Ending Mar 2010)
Company Secretary: K V Vaidyanathan2012-14
Introduction – Colgate Palmolive
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).
Under its “Hills” brand, it is also a manufacturer of veterinary products. The company’s
corporate offices are on Park Avenue in New York City, across from the Waldrof Astoria.

In India, it operates under the name as Colgate-Palmolive (India) limited and its head office is at
Mumbai.
Colgate Palmolive is a $10.6 billion global company serving people in more than 200 countries
and territories with consumer products that make lives healthier and more enjoyable.
Colgate Palmolive:India
 Headquarter in Mumbai.
 Annual Turnover around 1100 crs.
 Market leaders in oral care.
 Colgate consistently won India no 1 brand of the year award from last three years. 
Colgate ranked among best employer in India.
 Customer base of more than 8 lacs retailers.
 Serviced by company field force, more than 1800 stockiest & super stockiest & their field
force.
 Colgate is the brand that people trust, for complete oral care protection for themselves
and ones they love.
Company History
1806 William Colgate starts a starch, soap and candle business on Dutch Street in New York
City.
1817 - First Colgate advertisement appears in a New York newspaper.
1820 - Colgate establishes a starch factory in Jersey City, New Jersey.
1857 - Upon the death of founder William Colgate, the company is reorganized as Colgate &
Company under the management of Samuel Colgate, his son.
1873 - Colgate introduces toothpaste in jars.
1879 - Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the Mennen
Company.
1896 - Colgate introduces toothpaste in a collapsible tube.
1902 - Stylish Colgate advertising begins, emphasizing ingredient purity and product
benefits.
1906 - Colgate & Company celebrates its 100th anniversary. Product line includes over 800
different products.

1911 - Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and
provides hygienists to demonstrate tooth brushing.
1914 - Colgate establishes its first international subsidiary in Canada.
1930 - On March 13, Colgate is first listed on the New York Stock Exchange.
1939 - Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from
kidney disease. This breakthrough leads to the first Hills Prescription Diet product.
1956 - Colgate opens corporate headquarters at 300 Park Avenue in New York City.
1968 - Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.
1972 - Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral
Pharmaceuticals.
1985 - Colgate-Palmolive enters into a joint venture with Hong Kong- based Hawley &
Hazel, a leading oral care company, which adds strength in key Asian markets.
1989 - Annual Company sales surpass the $5 billion mark.
1995 - Colgate enters Central Europe and Russia, expanding into fast- growing markets.
1997 - Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market
leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral health
problems.
2004 - Colgate acquires the GABA oral care business in Europe, with its strength in the
important European pharmacy channel and its ties with the dental community.
Today … Today, with sales surpassing $15 billion, Colgate focuses on four core businesses:
Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in
over 200 countries and territories worldwide.

Product Life Cycle of Colgate
1. INTRODUCTION: Colgate has introduced first product as Colgate’s Ribbon Dental
Cream in the year 1896. Years later this dental cream was disappeared by replacing other
formulas in introduction of new creams in Colgate.
2. GROWTH: In 1997 Colgate Total toothpaste is introduced in the U.S. and quickly
becomes the market leader. Only Colgate Total, with its 12-hour protection, fights a
complete range of oral health problems and quickly becomes the market leader.
3. MATURITY: The maturity stage is divided into three stages : a) In the beginning sales
increases but at declining rate. b) In second stage sales rate remain stable. c) In third stage
sales begin to decline.
4. DECLINE: Today Colgate’s Toothpowder is not much popular. People have stopped
using toothpowders and shifted themselves by dental creams and mouthwash.

Marketing Mix
Marketing
Mix
Product
Price
Place
Promotion
CUSTOMER WANTS AND NEEDS.
PRODUCT
COST TO SATISFY
PRICE
CONVIENCE TO BUY
PLACE
COMMUNICATION
PROMOTION

1. Product:
 The product, the Precision toothbrush, is a product that should add value to a buyer’s
life.
 It should also add utility, and meet the wants and needs of targeted consumers.
 The product should be unique and different from all similar products that are already
available on the market.
 The strategy is to differentiate the product’s design and packaging, which in return
will cause the toothbrush to stand out.
Various Types of Colgate

2. Price
 The price of a product says something about the quality.
 Even though the quality of the Precision toothbrush will be significantly higher than
other leading toothbrushes, the price of the toothbrush will be determined by the
prices of the other toothbrushes already in the market.
 This pricing strategy is a result of positioning the toothbrush as a mainstream product
rather than a niche product.
3. Place
 Place represents the location where a product can be purchased.
 The most important part of marketing is how a product will get from the seller to
the buyer.
 Many products go through a channel of distribution, which involves
manufacturers, wholesalers, retailers, and consumers.
 The distribution strategy proposed for the Precision toothbrush is through dentists,
plastic surgeons, drug stores, grocery stores, large retail stores, and department
stores.

 The product is available in the all India market, including semi-urban & rural
markets which are their primary focus.
4. Promotion
 Product promotion is communication spread through advertising, Publicity and
sales promotion.
 Promotion represents all of the communication that marketers use in the market.
 We suggest that Colgate-Palmolive advertise their products by using commercial,
magazine ads, the radio, ads that are to be placed in dentist offices, billboards, and
the sides of buses.
 Advertising is done to promote new products, remind consumers of existing
products, and also promote the image of the company at hand.
 We also suggested that Colgate offer special coupons and rebates through their
other products, and also food products.
 Also, Colgate could benefit from the usage of in-store displays.
 Most of the promotional activities would be T.V. media.
 T.V., FM radio for urban population.
 Promotion towards rural population also.
SWOT Analysis
 “SWOT is an acronym for the internal strength and weakness of a firm and the
environmental opportunities and threats facing the firm.
 SWOT analysis is a widely used technique through which managers create a quick
overview of a company’s strategic situation.
 The technique is based on the assumptions that an effective strategy derives from a sound
“fit” between a firm’s internal resources (strengths and weakness) and its external
situation (opportunities and threats).
Internal Factors
(1) STRENGTH: -
 Colgate dental cream offers all-round cavity protection, even where a toothbrush
cannot reach.
 Its great mint taste freshens breath.
 It protects against root caries.
 It cleans & makes teeth whiter and repairs early decay spots.
 Extremely popular brand and high brand awareness due to advertising.

(2) WEAKNESS: -
 High dependence of the company on a single category i.e., oral care.
 Reduction in advertisement expenditure in order to maintain growth.
External Factors
(3) OPPORTUNITIES: -
 Leverage on fact that Colgate has been ranked as the most trusted brand in India.
 Focus on innovations and new product launches by deploying advanced
technologies.
 Growth in emerging markets – rural and semi- urban.
(4) THREATS: -
 High competition from competitive brands like Pepsodent from HUL.
 Increasing commodity prices for manufacturing.
Competitive advantage in the Marketing strategy of Colgate
Their broad product portfolio & apt differentiation based on the benefits provided by Colgate is
the driving force for them to be competitive. Different segmentation of their products set an edge
for them; moreover, their healthy communication with competitors had contributed positively to
the competition.

The other competitive advantage that Colgate has is its extensive distribution networkin rural &
urban markets. It is making the product available as product availability is the major concern in
the highly competitive market. Due to having such large product line it is helping the company to
occupy large shelf space resulting into high visibility & organic promotions.
STP ANALYSIS
1) SEGMENTATION: -
 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.
2) TARGET GROUP:-
 MAX FRESH :– Colgate targeted youth with the introduction of this toothpaste,
as this helps in refreshes breath.
 ACTIVE SALT :- Elder people are targeted in this segment as it makes teeth
stronger and provides protection from cavities.
 COLGATE TOTAL :- Colgate Total contains the anti- microbial ingredient
triclosan, which reduces the number of bacteria that cause gingivitis, cavities and
halitosis Basically it’s for kids but Mothers are targeted as they are very
concerned about their kids. This toothpaste safeguards teeth for 12 hours.

 COLGATE SENSITIVE :- People who have sensitive teeth are targeted in this
segment who have problem in their gums.
 KIDS TOOTHPASTE :- Often small children don’t like to brush teeth, so for
them this toothpaste was launched. Colgate had focused on taste aspect to
encourage kids to brush teeth.
 COLGATE WHITENNING – A whitening toothpaste that is "Clinically-proven
to whiten in 14 days”. Its whitening ingredient is hydrogen peroxide, which
gradually bleaches the teeth Focus is given on group of customers in this segment
those who are already suffering from plaque in their teeth.
 COLGATE 2in1 :- People who want both strongness and fresh breath are
targeted.
3) POSITIONING:-
 Colgate dental cream positions itself as toothpaste that has the necessary calcium
and minerals to provide decay protection, strong teeth, germ protection and
fresher breath.
 Colgate positioned several toothpaste so that people would like the products more
like adding a different style or taste to the toothpaste.
 Colgate repositions their products because with the way they market and promote
their products, consumers know that these products are way better than other
brands and competition that is out there.
 Lately with competition from indigenous “vegetarian” toothpastes, Colgate dental
cream has also positioned itself as an “always 100% vegetarian” toothpaste. The
tagline of its advertisements, “trusted by generations to make teeth stronger”.
 Colgate total12 have been projected as the “most advanced toothpaste” that
provide 12 hours germ protection even after eating and drinking by building a
protective shield around the teeth.
 Colgate max fresh positions itself on the basis of “freshness”. The tagline “new
dimensions brings” home this very point.
 Colgate kids toothpaste tries to position itself based on emotions which is
apparent in its tagline “makes fighting cavities fun”
Recommendations
 Colgate should hire celebrities for the advertisement.
 They should also increase their CSR activities because they have very good image in the
market. Target market should be clearly emphasized in the advertisement.
 Colgate should emphasize on digital branding i.e., online purchase.

Conclusion
 By the Detailed study on the product and market of COLGATE it was able to get a clear
picture of the past and present of the products and was able to get in to the assumptions
about the future of the product.
 The Brand “COLGATE” has been sold successfully and has created a good demand all
the time.
 It is also holding a good place in the toothpaste market with a share of around 10% -
15%.
 As like for all other products Colgate is also facing a tight competition in the toothpaste
Market. Since the competition is too strong the company has to keep on watching market
closely for avoiding any sudden collapse for the product.
 Finally, it should note that the company may have to face lot of threats in coming years
like political threats, legislation threats ongoing economic crisis, changing life style of the
people etc. If the company is able to overcome all the threats and can prepare themselves
for facing the problems in advance it can achieve a good growth for “COLGATE”

Company Profile
Company Name: DABUR INDIA LTD.
Type - Public (NSE, BSE)
Founded - 1884
Headquarters - Ghaziabad
Key people - V. C. Burman
Business - Dabur’s product range encompasses health care, personal care, ayurvedic specialties
and food segments.
Brands - Well-known brands include Amla, Chyawanprash, Hajmola, Lal Dantmanjan, Nature
Care and Pudin Hara.
Location - Dabur has been marketing its products in more than 50 countries all over the world.
The company has offices and representatives in Europe, America and Africa. Manufacturing
facilities are spread across three overseas locations.
Revenue – Turnover of approx Rs 3417,1 Crore (FY-2010) & Market Capitalization of Rs. 15500
Crore.
Official Website - www.dabur.com
MISSION:
To maximize shareholder’s value, by offering superior quality nature based products, that
contributes in improving consumer’s life in Personal care, Health Care and foods.
VISION:
“HEALTH AND WELL BEING OF EVERY HOUSEHOULD”

Dabur is a company with a set of established business values, which direct it's functioning as
well as all its operations. The guiding forces for Dabur are the words of its founder, Dr.S. K.
Burman,
"What is that life worth that cannot give comfort to others?"
The Company offers its customers, the products to suit their needs and give them good values
for money. The company is committed to follow the ethical practices in doing business. At Dabur,
nature acts as not only the source of raw materials but also an inspiration and the company is
committed to product the ecological balance.
Introduction
Dabur (Dabur India Ltd.) is one of the India's largest Ayurvedic medicine & natural consumer
products manufacturer.
“Dabur is derived from the word ‘Da’ for ‘Daktar’ or ‘Doctor’ and ‘bur’ from Burman.”
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of about US$750
Million (over Rs 3416 Crore) & Market Capitalization of over US$3.5 Billion (over Rs 16,000
Crore). Building on a legacy of quality and experience of over 125 years, Dabur is today India’s
most trusted name and the world’s largest Ayurvedic and Natural Health Care Company.
Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic
products. Dabur's FMCG portfolio today includes five flagship brands with distinct brand
identities -- Dabur as the master brand for natural healthcare products, Vatika for premium
personal care, Hajmola for digestives, real for fruit juices and beverages and Fem for fairness
bleaches and skin care products.
Dabur today operates in key consumer products categories like Hair Care, Oral Care, Health Care,
Skin Care, Home Care and Foods. The company has a wide distribution network, covering
over 2.8 million retail outlets with a high penetration in both urban and rural markets.
Dabur's products also have a huge presence in the overseas markets and are today available in over
60 countries across the globe. Its brands are highly popular in the Middle East, SAARC countries,
Africa, US, Europe and Russia. Dabur's overseas revenues stand at over Rs 500 Crore in the 2008-
09 fiscal, accounting for about 20% of the total turnover.
The 125-year-old company, promoted by the Burman family, had started operations in 1884 as an
Ayurvedic medicines company. From its humble beginnings in the bylines of Calcutta, Dabur India
Ltd has come a long way today to become one of the biggest Indian-owned consumer goods
companies with the largest herbal and natural product portfolio in the world. Overall, Dabur has
successfully transformed itself from being a family-run business to become a professionally
managed enterprise. What sets Dabur apart from the crowd is its ability to change ahead of others
and to always set new standards in corporate governance & innovation.

Ayurvedic Toothpaste Ingredients
• Clove Oil: Helps in fighting germs and useful in gingivitis
• Pudina Satva: Helps prevent Bad breath & Toothache
• Tomar Beej (Zanthoxylum alatum): Helps prevent dental diseases
• Sunthi (Ginger): Helps prevent toothache
Home Remedies for Toothache
Dental Care
Oral Hygiene
Explore Dabur's other Ayurvedic products & medicines which are formulated using various
effective medicinal plants as recommended by ayurveda.
Company History
1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
Early 1900s - Production of Ayurvedic medicines Dabur identifies nature-based Ayurvedic
medicines as its area of specialization. It is the first Company to provide health care through
scientifically tested and automated production of formulations based on our traditional science.
1930 - Automation and up gradation of Ayurvedic products manufacturing initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda Dabur introduces Indian consumers to personal care
through Ayurveda, with the launch of Dabur Amla Hair Oil. So popular is the product that it
becomes the largest selling hair oil brand in India.
1957 - Computerization of operations initiated
1970 - Entered Oral Care & Digestives segment Addressing rural markets where homemade oral
care is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a
conveniently packaged herbal toothpowder is made available at affordable costs to the masses.
1972 - Shifts base to Delhi from Calcutta
1975 - The Company was incorporated on 16th September for manufacture of high grade edible
& industrial guar gum powder and its sophisticated derivatives. It was incorporated in the name
of Vishal Chemical (India) Ltd.
1978 - Launches Hajmola tablet Dabur continues to make innovative products based on
traditional formulations that can provide holistic care in our daily life. An Ayurvedic medicine
used as a digestive aid is branded and launched as the popular Hajmola tablet.
1979 - Dabur Research Foundation set up
1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant at
that time

1981 - On 19th September, the name was changed to Videogame and Chemicals Ltd. The
capacity of the plant was 2700 tpa of modified and refined guar gum powder and derivatives
such as oxidized guar gum, carboxymethylated guar gum, sydoxalkylated, guar gum and similar
carbo hydrate modification. It was promoted by Dabur (S. K. Burman) Pvt. Ltd. and founded in
1884 in Calcutta. The company manufactures herbal and Ayurvedic medicines and cosmetics in
India. The other products are Dabur Amla Hair Oil, Badur Chavanprash, Pudin Hara etc.
The company undertook to set up a unit at Matsya Industrial Estate, Alwar, Rajasthan for
manufacture of edible and industrial grade guar gum powder and its derivatives.
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun The Ayurvedic digestive formulation is converted into a children's fun
product with the launch of Hajmola Candy. In an innovative move, a curative product is
converted to a confectionary item for wider usage.
1992
- A new range of coconut oil under the brand name `Anmol' was launched. The company
developed Dab 10, an intermediate for anti-cancer drug namely Taxol.
- The Company undertook to implement a phytopharma project at Ghaziabad U.P. This unit
would manufacture a specialised anti cancer drug Taxot apart from manufacture of chemical
intermediary for cancer drug and Terfenadine a non sedative anti allergic drug. The installed
capacity of Taxot, the intermediate drug and anti allergic drug would be `6 Kg, 40 Kgs. and 18
tonnes respectively.
- The company entered into a joint venture agreement with M/s. Guldenhorst BV Netherland to
form a company for manufacture and marketing of all types of bubble gum, chewing gum,
toffees, chocolate and cocoa related products, sugar based spreading creams etc. The company
co-promoted Dabur Finance Ltd. to carry on the business of leasing, financing etc.
- 45, 50,520 shares allotted. Pursuant to a scheme of amalgamation of Dabur with Videogame.
1994
- New products launched were `Dent care,' Vatika and Lactonic which were well received in the
market.
- An integrated facility was designed at Alwar for manufacture of Ayurvedic Veterinary range at
Alwar, a joint venture in technical collaboration with Shikobo Ltd., Japan to extend the range of
natural gum products into specialty products.

- The company also undertook to set up a project in Himachal Pradesh for manufacture of
Hajmola, honey, Gulabari, Pudin Hara, Lavan Bhaskar Churna and soft gel capsules, part of the
existing range of products.
- At its Sahibabad plant, the company undertook to install various balancing equipments,
mechanize operations, hitherto performed manually, install reverse Osmosis plant, a
concentration plant for extraction of herbs, barks, roots, seed etc.
- The company also undertook to upgrade amla pulping section, expand storage space for
ayurvedic raw materials and to meet the cost of the installation of two additional DG sets.
- The Company floated two companies a manufacturing unit in Egypt in the name of Dabur
Egypt Ltd. and Dadur International Ltd. in BVI. The company entered into a joint venture with
Separate International Ltd. in the name of `Innova' Inc. For manufacture of anti cancer drug
namely `Paclitaxel'.
- The company signed a MOU with Osein Internatinal Ltd. for manufacture of biscuits, snack,
foods & other products in India.
1995
- In addition to the existing products, the company exported products like an improved version of
Chyawanprash (with more honey and less pungency) liquid form of Chyawanprash an aqueous
based, hair vitalizer Melatonine etc.
- 182, 02,080 bonus equity shares issued in prop. 4:1. During November 1993, the company
issued 57,00,000 equity shares of Rs 10 lakh at a prem. of Rs 85 per share of which the following
were reserved for allotment on a preferential basis: (1) 2,64,000 shares to employees of the
company's shareholders of group cos. (all were taken up); (2) 5,27,000 shares to NRIs (all were
taken); (3) 11,40,000 shares to Indian Fin. Insts. (only 8,38,400) shares taken up; (4) 5,40,000
shares to FIIs (all were taken up); (5) 6,00,000 shares to Indian Mutual Funds (all were taken
up). Balance 26, 29,000 shares along with 3,01,600 shares not taken up by FIIs, issued to public.
Additional 56,530 equity shares allotted.
1996
- The company launched Madhuvanni an anti cough preparation.
- A unit was being set up at Baddi for manufacture of Chywanprash Janma Ghunti, Lal Tail,
Dashmularishta and Ashokarishta. Semi synthetic pacitaxel and Docetaxel and various front line
anti cancer drugs were being produced both for domestic as well as export market. The company
proposed to double the volume of the Katni plant and introduce modern technology in processing
Amla with high productivity and improved quality.

- The company undertook to set up a joint venture in Bangrain of France in the names of Dabon
International Pvt. Ltd. Another joint venture viz. General de Cafeteria Pvt. Ltd. commenced
commercial production in April 1995.
1997
- The Company set up a new manufacturing unit with a high degree of automation at Baddi
(H.P.), to produce company's well known brands viz. Chyawanprash, Janma Ghunti, Ayurvedic
oils and Asva-Arishtas. A modern air conditioned packing line was commissioned at Sahibabad
for homemade brands of ethnic pastes and line juices.
- The Dabur India Ltd has formed a joint venture with Osem of Israel for the production of food
product in India. The joint venture named as Excelcia Food Pvt Ltd will have the Rs.15 paid up
capital in which Dabur will have 60 per cent stake while Osem will have the rest 40 per cent
holding in the company.
- The company extended its range of real fruit juice by offering mixed fruit juice and tomato
juice. Its veterinary division launched `mastilep' for curing mastitis in cattle.
- Dabur India launched a range of extruded snack foods, ready-to-use cooking pastas and sauces
here on Thursday. - Dabur India is negotiating with Antonio Puig of Spain, the maker of the
Paco Rabanne perfume range, and Kesling of France to set up joint ventures in the country as a
part of its strategy to establish a strong presence in the personal care sector.
- Dabur India Ltd, Great Eastern Shipping Company Ltd and Ranbaxy Laboratories Ltd. have
signed agreements with NSDL to get their securities admitted for dematerialisation at NSDL.
- Dabur Industries Ltd has signed a tripartite agreement with the National Securities Depository
Ltd and MCS ltd for dematerializing Dabur shares, becoming the first MCG Company to avail of
the facility. - Dabur India Ltd is launching a new communication campaign this month to
reposition its oldest brand - `Pudinhara'.
1998
- Dabur India Ltd on 19th January 1998 launched low sodium cooking salt called Nutrasalt in
Chandigarh.
- Dabur signed a joint venture with Bong rain International SA of France to form a new
company called Dabon International Ltd
- Dabur India Ltd has launched a range of ayurvedic health care products for dogs under the
umbrella brand name Ayupet.
- Dabur India Ltd (DIL) has commissioned consultancy firm Noble and Hewitt to script a
employee stock option plan.
- Dabur India has tied up with Godrej Foods for the manufacture and packaging of its `Real'
range of fruit juices and fruit drinks in tetra packs.
1999
- Dabur India Ltd has entered into an agreement with its Spanish partner Agrolimen to offload its
49 per cent stake in the joint venture company General De Cafeteria India Ltd in favour of an
Agrolimen group company.

- Dabur Pharmaceuticals Limited (DPL) has set up its first overseas arm in Britain with a $5
million investment commitment and is considering similar ventures in Russia as well as South
African countries.
2000
- The Company has taken Nestle SA to the Company Law Board (CLB) charging the latter with
"arm-twisting" it as a majority shareholder in their biscuit manufacturing joint venture Excelcia
Foods Ltd (EFL).
- FMCG major Dabur, along with US insurance company Allstate and Prudential-ICICI joint
venture have applied for life insurance license as the Insurance Regulatory and Development
Authority.
- The Company has divested its entire 40 per cent stake in the controversial joint venture
Excelcia Foods with Swiss major Nestle SA for a token amount of Rs 10.
- The Company sub-divides the fully paid-up equity shares of Rs. 10 each into 10 fully paid-up
equity shares of Re. 1 each.
- Three domestic pharma companies - Cadila Pharmaceuticals, Shantha Biotech and Dabur India
have signed an agreement with the department of biotechnology (DBT) for developing and
marketing basic molecules in leprosy, hepatitis and tumor disease segments.
- Crisil reaffirmed the highest safety rating of `P1+' to the company's Rs 100-crore commercial
paper programme. Crisil has reaffirmed its AA rating, indicating high safety, assigned to the Rs
20 crore non-convertible debenture issue of the company.
- Dabur India Ltd., has launched Efarelle Comfort, a natural menstrual pain reliever.
- Dabur India's ayurvedic specialties division has launched plain is a bgol husk under the brand
name Nature Care.
2001
- Dabur India Ltd. proposes to increase the number of directors on its board, by adding three
new directors.2002
- Dabur India Ltd has informed that Mr. Ninu Khanna would now be continuing as CEO &
Director till the Date of the next Board Meeting scheduled to be held on January 22, 2002.
2002
- Dabur India Ltd has informed that Mr. Ninu Khanna has resigned as Chief Executive Officer
and Director of the Company and the resignation has been accepted.
- Dabur India Ltd has informed that the Compensation Committee has allotted 16660 fully paid
equity shares of Re 1 each for cash at par to the employees of the Company.
- Dabur India Ltd has informed that the Board of Directors has approved the restructuring of the
Board. Mr A CBurman, Mr Sidharth Burman, Air Chief Marshal N C Suri (Retd), Mr S M Datta,
Mr Raja Vijay Karan. Mr Ashok Goenka have resigned from the Directorship of the Company
and the Board has accepted the same w e f April 1, 2002.Further, Mr V C Burman and Mr Pradip
Burman have also resigned from the Whole-time Directorship of the Company. Mr V C Burman
and Mr Pradip Burman will, however continue as Non-executive Directors of the Company.
-Pradip Burman appointed as Whole time Director of Dabur India.
-The Board of Directors of Dabur India Ltd has appointed Mr Sunil Duggal as Chief Executive
Officer of the company we July 01, 2002.

2003
-The fourth Largest FMCG, Dabur India Ltd has tied with Free Markets Inc. for using leading
edge technologies to execute online markets for its procurement needs.
-CRISIL assigned "CRISIL GVC LEVEL 2" rating for governance and value creation practices
of the company.
-Dabur has sued Pharmaceutical major Ranbaxy for telecasting the comparative commercial of
"Pepfiz".
-Dabur India has inducted Mr. Siddharth Burman as the chairman and Mr Sunil Duggal, Mr. D
Narang and Mr Charanjit Mohan as the directors of the 4-member board of Dabur India's global
arm based in Dubai.
-The company acquired 10, 00,000 ordinary fully paid shares of 1 Pound Sterling each of
Redrock Limited with this acquisition Redrock Limited has become a wholly owned subsidiary
of the company. Redrock Limited is engaged in the business of manufacture and sale of various
cosmetics, toiletries and health care products and operates from the Jebel Ali Free Trade Zone in
Dubai.
-Acquires equity in Shri Dhanwantry Educational Society
-Dabur forges alliance with Dhanwantry
-Dabur launch new Herbal pill for diabetics
2004
-Dabur set to acquire Egyptian hair oil brand Touch
-Dabur India gets Tetra Pak award
-Dabur India inks pact with Accenture for outsourcing
-Implements `Spend visibility solution' software provided by FreeMarkets Inc to control costs
and strengthen the company's procurement process
-Dabur ties up Uttarnachal for cancer drug
-Dabur India has acquired a Nigerian company African Consumer Care Ltd, a step precursor to
its plans to go on-shore for manufacturing in the country
-Dabur joins hands with DLF for healthcare hub
2005 -Delists equity shares from The Calcutta Stock Exchange Association Ltd (CSE) with
effect from January 27, 2005,
- Completes the acquisition process of Balsara Hygiene Products Ltd & Besta Cosmetics Ltd on
April 16, 2005.
-Dabur signs Sonu Nigam to endorse cough drops
-Dabur acquires Balsara's businesses for Rs.1.43 bn
2006
-Dabur's Director P D Narang appoints as Chairman of PTL
-Dabur India secures prestigious National Award from ICSI
-Dabur promoters acquires stake in Vishal Mega Mart
-Dabur crosses $2 bln market cap, adopts US GAAP.
- Approves FCCB/GDR/ADR up to $200 million
-Dabur India has given the Bonus in the Ratio of 1:1
2007

-The Company has issued Bonus Shares in the Ratio of 1:2.
-Dabur India decides to merge its wholly-owned subsidiary Dabur Foods Limited with itself to
extract synergies and unlock operational efficiencies. The integration will also help Dabur
sharpen focus on the high growth business of foods and beverages, and enter newer product
categories in this space
-Dabur India announced its foray into the organized retail business through a wholly-owned
subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by 2010 to establish its presence in
the retail market in India with a chain of stores on the Health & Beauty format.
2008
- Acquires Fem Care Pharma Dabur India acquires Fem Care Pharma, a leading player in the
women's skin care market. Besides an entry into the high-growth skin care market with an
established brand name FEM, this transaction also offers Dabur a strong platform to enter newer
product categories and markets.
-Dabur India - Launch of First Retail Store by Subsidiary Company
2009 - Dabur India Ltd has appointed Dr. Ajay Dua as an Additional Director of the Company
under the category of Independent, Non Executive Director we’ve. September 03, 2009.
- Dabur launched Odomos Naturals, a range of personal application mosquito repellents packed
with Aloe Vera and Citronella with two options, cream and lotion.
-Dabur Red Toothpaste becomes the Dabur's ninth Billion Rupee brand. Dabur Red Toothpaste
crosses the billion rupee turnover mark within five years of its launch.
2010
- Dabur India announced on Monday that it has acquired a leading personal care products
company Hobi Kozmetik Group.
- Dabur Acquires Namaste Group for $100 Million".
- Dabur Chyawanprash was launched in Orange and Mango flavored variants.
- Dabur Amla Hair Oils enters Limca Book of Records for achieving a record feat of hosting the
longest ever non-stop head massage marathon.
- Dabur India has given the Bonus in the Ratio of 1:1
2011
- Dabur enters professional skin care market with the launch of OxyLife Professional Facial Kit,
created exclusively for professional use.
- Dabur India Ltd. launches its first-ever online shopping portal www.daburuveda.com.
- Dabur India acquires 30-Plus from Ajanta Pharma.
- Dabur India Ltd sets up new subsidiary in Sri Lanka Dabur Lanka (Pvt.) Ltd.
- Dabur India Ltd launches Dabur Almond Hair Oil.
2012
- Namaste Cosmeticos Ltd, has been added as the Company's new step down subsidiary
Company in Brazil.

- Dabur India has expanded its range of fruit juices viz. Racal Active.
- Mr. Lalit Malik has joined as Chief Financial Officer of the Company.
2013
-Dabur Is First Company To Be Listed On MCX-SX
-Dabur Enters Yoghurt Drink Market with Brand Real Active
-Dabur Expands Skin Care Portfolio launches Oxy Life Gel Bleach
-Dabur Launches New Fruit Juice Range: Real Supa Fruits
-Dabur Enters Male Grooming Market
-Dabur Launches Indias First Oral Health Portal
-Dabur Vatika launches Hibiscus range of Shampoo, Hair Oil; Marks next big Innovation in Hair
Care
-Dabur Babool builds Oral Hygiene awareness among 80,000 school kids
2014
-Dabur India Ltd Announces 125% Interim Dividend
-Dabur Launches Anmol Coconut Hair Oil with Jasmine
-Dabur Chyawanprash announces "Immune India School Challenge 2014"
-Dabur Launches India First Ayurvedic Medical Journal
-Dabur enters Packaged Coconut Water market with Real Active
2015
-Dabur India Ltd has inked an agreement with Stardom Media Vest Group (SMG).
-Dabur India Ltd has introduced an array of professional salon facial products for men and
women under the Ox life brand
-Dabur India has introduced the sugar-free version of its popular ayurvedic product
Chyawanprash named Ratnaprash Sugar Free
2016
-Dabur Unveils New Premium Natural Baby Care Brand -Dabur acquires South African
cosmetic firm Discaria Trading
-Dabur India launches fruit juice-based aerated drinks
2017
- Dabur India has tied up with e-commerce major Amazon for an online ayurveda marketplace
which will house all ayurvedic brands and products available in the country. -Dabur India Ltd
inaugurated a skill development centre for women here, as part of the company CSR campaign.
- Dabur India launched an on-the-wheels lab to test honey so as to help reduce adulteration and
ensure greater purity of the product.

Product Life Cycle of Dabur
Marketing Mix
Marketing Mix of Dabur analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Dabur marketing strategy. The article elaborates the pricing,
advertising & distribution strategies used by the company.
Product:
Dabur has a wide range of product portfolio. The following are the products in the marketing
mix strategy offered by Dabur globally:
• Hair Care: Dabur Amla and Vatika Naturals are the brands in this category

This category includes products such as Hair oils, Shampoos, Conditioners, Hair Cream, Hair oil
treatment, Shampoo replacement, Men’s hair tonic, Men’s hair cream and kids oil.
• Oral Care: Dabur Herbal and Dabur Miswak are the two brands offered in this category
The products include a range of natural toothpastes from the house of Dabur (Classic range, Gel
range, Premium range, new ingredient range)
• Skin Care: DermoViva USA, Fem and Jaquline are the brands offered in this category.
The products include face wash, face scrub, face mask, body creams, body lotions, sun care,
soap, body wash and hand wash.
• Baby Care: DermoViva Baby is the brand offered in this category.
The product list includes Hair Oils, Massage Oils, Soaps, Shampoos, Body lotions, Creams,
Enriched powder and baby wipes.
The following are the product categories offered by Dabur in India: Health Supplements,
Digestives, Shampoos, Hair Oils, Skin Care, Foods, Oral Care, TC & Ethicals, Home Care, and
Guar Gum. Dabur positions its products as healthy for its customers. It’s committed in offering
its customers products that are of excellent quality and are herbal.
Price:
Dabur follows different pricing strategies in its marketing mix for different product offerings.
For its premium products such as Dabur Herbal (Premium range), Sun care, body wash, body
creams are priced at a premium as they are targeted at high end target segment. For its low cost
products, the prices are kept low and competitive pricing strategy is followed. More emphasis is
given on the product quality and its products are priced low to gain more customer base. Its main
aim is to sell more units although through a lesser margin. Since it a competitive industry with
major players, Dabur has to follow a competitive pricing policy for its non-premium products to
sustain itself in the long run.
Place:
Dabur is one of the leading FMCG companies in India. The main aim of the FMCG company is
to make its products available at most number of outlets and also to ensure that there is no stock
out. Shelf space also plays an important role in creating visibility. Being in the industry for many
years, Dabur has built an extensive network of distribution channels. The marketing mix
promotional strategy of Dabur is dependent upon its manufacturing plants, distributors and
retailers. The distribution is not only in India but abroad as well.
In India, Dabur has various plants manufacturing located throughout the country. Most of its
plants are located in Himachal Pradesh, Rajasthan and Madhya Pradesh. From these plants, the
products are transported to the carrying and forwarding agents. From there they are passed down
to the stockists, distributors, wholesalers and then retailers and Kirana stores from where the
final consumers can purchase the products. Sometimes the products are transported directly to
the supermarkets and modern retail through the distributors.
Dabur also exports its products to Dubai, Bangladesh, Egypt, UK, Nigeria, US and Nepal where
they have overseas offices which manage the distribution and sales.

Promotion:
Dabur does its major promotions through TV advertisements. In India, famous celebrities and
sportsmen endorse their products. Amitabh Bachchan is seen in ads like Dabur Chyawanprash
and Dabur Hajmola. Sonakshi Sinha endorses for Dabur Vatika. It also advertises on
newspapers. Hoardings are put up at retailers and supermarkets. This covers the marketing mix
of Dabur.
STP Analysis
Dabur is one of the largest Ayurveda and natural health company in the world with the range of
over 250 Ayurveda & herbal products. While majority of its products are mass products there are
other for segmentation (Like the brand Nature’s Best was developed to target institutional sales
like hotels, airlines etc.). Such type of segmentation is used to make the product affordable to every
income strata of the society. Dabur products are targeted to every household but majority of its
customers are middle class people.
Dabur initially have ambiguous positioning. It was unclear to the public reason being that although
they are in Health care, personal care, foods & home care but it was shedding its old-age umbrella
brand strategy, where its entire product portfolio was under one roof. They realised this mistake &
repositioned its brands on the basis of benefits. Also they separated their FMCG & pharmaceuticals
business.
Marketing StrategyOf Dabur India Ltd
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage.

Marketing strategy consists of the analysis, strategy development, and implementation
activities in: “Developing a vision about the market(s) of interest to the organization, selecting
market target strategies, setting objectives, and developing, implementing, and managing the
marketing program positioning strategies designed to meet the value requirements of the customers
in each market target”.
Strategic marketing is a market-driven process of strategy development, taking into
account a constantly changing business environment and the need to deliver superior customer
value. The focus of strategic marketing is on organizational performance rather than a primary
concern about increasing sales. Marketing strategy seeks to deliver superior customer value by
combining the customer-influencing strategies of the business into a coordinated set of market-
driven actions. Strategic marketing links the organization with the environment and views
marketing as a responsibility of the entire business rather than a specialized function.
Because of marketing’s boundary orientation between the organization and its customers,
channel members, and competition, marketing processes are central to the business strategy
planning process. Strategic marketing provides the expertise for environmental monitoring, for
deciding what customer groups to serve, for guiding product specifications, and for choosing
which competitors to position against. Successfully integrating cross-functional strategies is
critical to providing superior customer value. Customer value requirements must be transformed
into product design and production guidelines. Success in achieving high-quality goods and
services require finding out which attributes of goods and service quality drive customer value.
SWOT Analysis
STRENGTHS
 Century Old Company
 Established Brand
 Ayurvedic/ herbal Product line
 Leader in Herbal Digestives where the product has 90% of the market share
 Core knowledge of Ayurveda as competitive advantage
 Strong Brand Image
 Strong Distribution Network
 Extensive Supply Chain
 R & D - a key Strength
WEAKNESS
 Seasonal Demand (like Chyawanprash in winter and Vatika not in winter)
 Profitability is uneven across product line
 Low Penetration (Chyawanprash)
 Limited differentiation (Vatika)
 Unbranded players account for 2/3rd of the total market (Vatika)
OPPORTUNITIES

 Extend Vatika brand to new categories like Skin Care and body wash segments
 Market Development
 Export Opportunities
 Innovation
 Increasing income level of the middle class
 Creating additional consumption pattern
THREATS
 Existing Competition like Himami, Baidyanth and Zandu for Dabur Chyawanprash and
Marico, Keo Karpin, HLL and Bajaj for Vatika Hair Oil)
 New Entrants
 Other fields of medicine- Allopathic and Homeopathic
Recommendations
 Focus on growing core brands across categories.
 Reaching out to new geographies areas.
 Improve operational efficiencies by leveraging technology.
 Be the preferred company to meet the health and personal grooming needs of our target
consumers with safe, efficacious, natural solutions by synthesizing the deep knowledge
of ayurveda and herbs with modern science.
 Provide consumers with innovative products within easy reach.
 Vatika hair care centre: On the lines of Marico’s Kaya Skin Clinic, Dabur could start a venture
called Vatika hair care centre which would provide total hair care solutions. It could have hair
care experts to solve hair problems. Services could include dandruff treatment, straightening
of hair, treatment for split ends,etc.
 Position Dabur Chyawanprash as not more of a medicine but as something which is necessary
for health.
 More initiatives like “Dabur ki Deewar” to increase brand visibility. It is an initiative to occupy
shelf space.
Conclusion
It was really a very great experience to study this FMCG Company “Dabur India Limited”. After
going into all its aspects i.e. its marketing strategies, policies, pricing strategies etc. we can
conclude that the company is excellent on all the fronts. The company’s different projects like
Sundesh and its social initiatives in Nepal etc. indicates that the company is also loyal towards the
society, and all such social responsibilities are very necessary to build a strong customer base and
brand loyalty
Through its comprehensive range of products it touches the lives of all consumers, in all age
groups, across all social boundaries. And this legacy has helped them develop a bond of trust with
our consumers. That guarantees us the best in all products carrying the Dabur name. Dabur has

Strong distribution network. Dabur is the Fourth largest FMCG Company of India. Dabur is one
of the most trusted brands.
Advertising must position the Brand:
Advertising is mass, paid communication, the ulitimate purpose of which is to impart
information, develop attitude and induce action beneficial to the advertiser – generally the sale of
the product or service. [Defination by Russel Colley]
This is a comprehensive definition. You cannot fault it.
But we could attempt another definition that is more operational that specifically take into
account a competitive marketplace and that recognize the increasing difficulty of creating
distinct brand identities.
“Advertising is the discovery and communication of a persuasive difference for a brand to the
target prospect”
There are 3 critical elements here. Advertiseing must communicate the difference for a brand. It
must be competitive and persuasive difference.Such a difference may not fall into the
communicator’s lap in the form of a readymade USP. In the absence if strong functional
superiority or distinction, he must search and discover where such persuasive differentiation,lies.
MarketOpportunity
Identification of Market opportunity is critical before the management of a firm takes a decision
to launch or diversified in any product area. This involves an analysis of following:
 Size of the market.
 Marketing Strategies and the extent the quality of services randoded by other firms
(Competition) in the industry.
 Marketing programme required to satisfy market wants.
 Indentification of key success factors in an industry and linking them to a firm’s strength
& weakness.

Product Chosen– Introduction to “CHAMAK 32C”
CHAMAK 32C toothpaste at an affordable price to the multiple level of income the economic
pyramid in Gujarat. The vast majority of poor people in India cannot afford purpose made
toothpaste. CHAMAK 32C toothpaste gives them this rare opportunity. In this way, the lower
income people of economic prosperity can avoid different oral diseases and live a healthy
lifestyle. Our objective is to reduce competition from other brands by offering product at a
relatively affordable price. CHAMAK 32C toothpaste is a Indian toothpaste brand focusing on
oral care for lower income people. The flow of services by the toothpaste is extra ordinary. Due
to its magnificent services, CHAMAK 32C will be recognized more positively. CHAMAK 32C
is a product that serves in the oral care needs of this country. The brand with its exciting product
line and advertising will soon become the number 1 choice of Indian consumers. Main
ingredients used in our toothpaste are sorbitol, aqua, hydrated silica, sodium Lauryl Sulphate,
PG32, flavor, cellulous gum, sodium saccharin, sodium fluoride, zinksulfat, CI77019, sodium
hydroxide, CI19140, CI42051, CI77891. The quality and smell is good. The toothpaste color is
blue, pink, brown, red. Our product is for lower income people. Our idea is to give the best
product and oral care to the lower income people in their affordable range and also make profit
for the company as well. Ahmedabad, Rajkot and Surat, in these 3 cities our product will be sold.
In today’s market careful planning and a good product strategy are essential to help you
succeeding in the market. Companies everywhere are competing more than ever to develop new
and unique products or services and gain a higher position in the market. Companies develop a
high number of new products every year. Most of these products fail to secure competitive
advantages and end up being just another high cost for the company.
The aim of this thesis is to develop a product and launch process for CHAMAK 32C. CHAMAK
32C is a young company that creates innovative tooth paste for the industry. Developing new
unique products that offer several benefits to the customers is the company mission and at the
same time one of the main strengths.

This study is a product-oriented thesis which is focused in developing a new product
development and launch process for Company CHAMAK 32C, a company which offers
innovative roll handling for the FMCG industry. The objective of the thesis is to find and
develop a framework which would clarify the entire product development and launch process
and increase the success rate on the new product launch.
The competitor company like colgate palmolive & Dabur are reviewed for the new product
launch model. Even the thesis is product oriented, a qualitative research, in form of in-depth
interviews is conducted. The qualitative research helps, in connecting the theoretical part with
the actual process followed in the business. The product outcome of this thesis is a concrete
structured process, including each step from the product conceptualisation to the stage of
launching the product into the market.
This thesis proposes elaborated guidelines which Company CHAMAK 32C could follow in its
product development and launch process. The launch plan was developed based on the Colgate
Palmolive™ process, which is a reliable and successful method used in different successful
launch cases. The Colgate Palmolive™ process was adopted according to the industry and
company´s strategy. We hope that the final results could help the company to have a clear
understanding of each stage in the product launching process and implement each of these stages
in accordance with the type of the project or launching strategy.
New products are very essential for the corporate success. Innovation is a must if you want to
continue competing in the market. However the new product development is one of the riskiest
processes that require focus and high investments. Several studies have been done in the
sucessful product launch cases, and success drivers have been discovered. Corporations are using
a structured idea-to- launch process which help them manage implementing these success drivers
and reduce the risk of product launch fail.
At CHAMAK 32C it would be very beneficial to take the sucessful factors and organize in a
stuctured product development and launch process which would reduce significantly to the risk
of a product launch fail. The new developed product launch process should include each step that
should be taken when developing new products.

From the Gallery of CHAMAK 32C

Objective of CHAMAK 32C
Objectives and Issues Our main vision is:
1. To reduce the spread of oral care associated infections: There are many people who love to
take some foods which are harmful for the teeth. They don’t brush their teeth perfectly and this
creates harm to their teeth. The wastes of the teeth infect the teeth and this infection can take a
person to various kinds of health problems. There are some toothpaste which creates a side effect
on tooth. That’s why we’ve come with a toothpaste, which has no side effects and reduce the
infection.
2. Provide a best product in an affordable price: There is much toothpaste which is very
expensive. All the people can’t afford these toothpastes. That’s why we’ve come with toothpaste,
which is effective and also cheap. We will be offering our product at their affordability. They are
already buying toothpowder or coal at some cost. We will persuade them to switch to another
substitute; toothpaste. For that we have to make them aware that using toothpowder or coal is not
good for their teeth. They can switch to our product by spending same or less cost.
3. Bring smile in everyone’s face: Many people living in the world face different types of teeth
problems. Our main mission is to remove those problems and bring smile in everyone's face.
CurrentMarketingSituation
At the beginning, we went to some super shop (like Agora, Mina Bazar, Shoppno etc.) and also
some local shop in many areas, because we wanted to gather as much as information about all
the toothpaste brands. In a shop, after getting the permission from shop representative, we met
some salespeople who are servicing there. Then we asked some questions like  How many
toothpaste brands are in the market?  What brands are most selling?  What are their
specialties?  What are their prices plus amount? From this information and observation, we
came know the top five brands in our local market. The brands are- 1. Close-up 2. Pepsodent
3. Colgate 4. Sensodyne 5. White plus Introducing a new product in market and generate profit
with this is a challenging thing to achieve. But we believe that if we do branding with a unique
way consumer will definitely buy our product. There are 3 core product’s categories in market of
toothpaste. These are paste form, gel form and powder form. Consumers are very much bias
towards those products. Customers of the current market are happy with the current products
because they have no better option. But still they are seeking something better. After analyzing
the market condition of toothpaste in current market, we come up with a new product called
“CHAMAK 32C toothpaste”. Brand name- Our brand name is CHAMAK 32C. This name was
chosen because it is…  Relatable to the nature of the product,  Easy to pronounce, recognize
and remember. Distinctive from the names of other brands, e.g. Close-up, Pepsodent, Colgate,
Sensodyne, Whiteplus. etc. Can be registered and legally protected.

ProductLifeCycleof Chamak32C
Product life cycle is the progression of an item through the four stages of its time on the market.
The four life cycle stages are: Introduction, Growth, Maturity and Decline. Every product has a
life cycle and time spent at each stage differs from product to product.
Life Cycle through the Stages
At the Introduction stage the product comes to the market and the business looks to get a
foothold on the sales ladder by:
 Establishing branding and assuring the market of the quality of the new product.
 An initial low pricing policy to get into the market, though with little competition, price may
be high initially to recoup development costs.
 Selection of a distribution model to get the product into the market.
 Promotion of the product through aiming it at specific target groups such as online forums.
After successful Introduction comes the Growth stage. This will look to take developments at the
first stage up to another level by:
 Maintaining the quality of the product and adding any extra services or support that becomes
obvious during introduction.
 Keeping the price at a good level to maintain sales growth.
 Increasing distribution and sourcing new, faster ways of getting the product onto the shelves.
 Marketing campaigns aimed at a broader audience and at growing market share for the
product.
With growth established, Maturity is the next stage of the life cycle. The business deals with
this by:
 Adding features that will make the product differ from the inevitable competitors that enter the
market.
 Cutting price to counter competition.
 Revising distribution channels and using incentives to encourage stores to stock the original
product in preference to newcomers.

 New promotions that aim to show differences between products.
When the Decline happens, the business will consider:
 Keeping the product on the market but adding or removing features or finding new uses for it.
 Reducing costs and production and keeping it just for a niche segment of the market.
 Discontinuing the product or selling the production rights to another company.
By keeping a strong hold on the four stages of a product life cycle, a business can maximise
returns and realise when the time is right to divest itself of the product. By not doing so may cost
the business money and lead to a limited life cycle for the product.
Marketing Strategyof CHAMAK 32C
One of the basic elements in marketing strategies is segmentation. Value Added Marketing
Strategies (VAMS) is based on segmental analysis and using the segment information for
product design. The market Segmentation can help focus corporates resources, much more
sharping then otherwise. Segmentation can also help provide leverage for marketing resources on
the more productive customer groups. One approach to this is to target customers, who are
dissatisfied with their existing supplies and supplier. This are the customers who do not perceive
significant value in their current purchases and enhance our wonder able to change to a supplier
who deliver more value.

1. Targeting:
The market is based on the different groups and classes; we will need to choose our targets. We
need to develop specific strategies for our target market. We are going to use concentrated
targeting or niche targeting. This approach focuses on selecting a particular market niche on
which marketing efforts are targeted. We are focusing on a single segment so we can concentrate
on understanding the needs and wants of that particular market closely.
We also concentrated these 4 units:
1) Defining the abilities of the company and resources needed to enter a market
2) Analyzing competitors on their resources and skills
3) Considering the company’s abilities compared to the competitors' abilities
4) Deciding on the actual target markets.
2. Positioning:
Now the question is how to create an identity or image of the product in the mind of the
customer. Every segment is different from the others, so different customers with different ideas
of what they expect from the product. We have divided our brand positioning in to three ways;
product attributes, product benefits and product beliefs and values. In our brand positioning our
product will suggest the benefits and also it will differentiate from others product.
The corporate marketing strategies was aim to create an retailer satisfy customer. This is possible
only when the firms add value for the customer. Not only this the customer should pensive the
value to be distinctively more then the firm rival. When this happens, the firm gets the premium
on its product or emerges as a market leader. This is a true for all product it is more visible in
Industrial Product in the form of customer training, updated technologies at low cost, on sights
servicing to ensure 0 down time in the customers manufacturing facilities, etc. In consumer
goods, too value is perceived, when the product serves the needs for which it is bought.
 Product attributes:
Best valued product at your affordability. Also we will produce such quality toothpaste with a
great flavor.
 Product benefits:
It makes your teeth strong and clear. Our main focus will be to make the user experience the
beauty of a fresh smile
 Beliefs and values:

We want our customers to believe that our product is very good in terms of quality and highly
protest against cavities. They have to believe that they are not just buying a product; they are
buying a value in the shape of a paste tube.
And our tagline is ‘A Healthier Mouth Day In, Day Out’ and our focus with this tagline is that,
we can reach to customers at an emotional level. And for Kids toothpaste our tag line is “ Moms
want and Kids Love”
3. Product line:
As we are new in the market, so we should keep a different and good quality product to get
position in the competitive market. Our product is more hygiene among the entire toothpaste
brands in the market.
The main features of our product are safety, germ free, good smelled, healthy, hundred percent
secure. These useful features are the main competitive tools for differencing our product from
competitor’s product. We launched three different solution in our one product (Fresh Breath,
Sensitive Teeth and Pro Health) addressing the specific need of all the members of a family. We
targeted a huge amount of smoker, basically whose are chain-smoker. There are so many black
stains on their teeth. Our “Pro Health” flavor is especially for them. By using this toothpaste all
stains are will be removed.
5. Price:
Pricing is one of the most important elements of the marketing mix, as it is the only mix, which
generates money for the company. Toothpaste, this type of product is very price sensitive, as
there are some other competitors. Our company is very careful about their pricing policies,
strategies, approaches, influencing factors etc. We will use penetration pricing for our product
because we want to set an affordable price to increase sales and market share. It is not possible to
provide best quality toothpaste at the cheapest price of the market. Even if it is possible our lead
competitors could have done that. But based on the value we are offering cheapest price ever.
The idea is high quality but affordable price product. Most of our target customer, earn very
limited money. So if there is a product which is at their available price, people will buy it,
because our target consumers always look or the good quality in their budget. For example,
consumers look for the cheapest and best alternative available. Consumer’s selections are based
on price of product. After this we have decided that we will launch our product in low price so
the consumer can afford the product. We have set the prices based on the existing products from
other brand. We are offering lower than them.

Here is a price table- Brand Name CHAMAK 32C Size Price:
Brand Name
CHAMAK
32C
Size Price
Pro Health
Sensitive
Fresh
Breath
25g 10/-
50g 20/-
100g 45/-
6. Distribution:
Place or distribution is about how a business gets its products to the customers. The objective of
distribution is making products available in the right place at the right time in the right quantities.
For our product distribution we will be using indirect marketing channel. This channel will have
two intermediaries; wholesalers and retailers.
Wholesalers will buy and store large quantities of our product. And they will supply the retailers
with smaller quantities.
7. Sales Promotions:
We have come with a creative idea for our promotional message. It will be emotional and also
rational. We will mostly focus on that specific target customer. We are going to tell in our
promotional activities that we are here for you. Our brand tagline is “A Healthier Mouth Day In,
Day Out”. And for Kids toothpaste our tag line is “ Moms want and Kids Love”We will
emphasize on that line and our every promotional activities will based on that line. Our target
market is familiar with our national cricket team player and local movie hero. We will be using
them for our promotion. We are thinking that we will make some billboards, TV commercial by
using our cricketers, like Sachin Tendulkar and Virat Kholi.
Producer Wholesaler Retailer Consumer

8. Marketing research:
We went to some super shop (like D Mart, Big Bazar,Osia etc.) and also some local shop in
many areas. From there, we came know the top five brands in our local market. The brands are-
1. Close-up
2. Pepsodent
3. Colgate
4. Sensodyne
5. White plus
These products are expensive for the poor people. That’s why we are selling our products in an
affordable price.
Action Plan
We can turn our marketing strategies to specific action programs by:
1. Targeted mallings:
Direct mail has long been a preferred tactic for many agents. Senior Market Sales works with a
number of vendors who can help with your direct mail campaigns.
2. Seminars:
Offering it for free will certainly attract greater attendance, but most advisors who charge a small
fee for their seminars find they draw a much higher quality prospect.
3. Networking:
If someone knows, like and trusts you and they have a need you can fulfill, you’re already most
of the way to a sale.
4. Strategic alliances:
Develop strategic alliances or referral partnerships with attorneys, CPAs, financial planners, P &
C agents.
5. Referrals:
Create a referral kit that includes a marketing brochure about you, your business card and any
other material you’d like to include. Tell your clients if they are happy with your service, you’d
appreciate it if they would pass it along to someone who might benefit from your services.
6.Media placements:
The effectiveness of advertising with traditional media (print, television, radio) seems to be
waning. Many companies are responding by reducing their advertising budget and focusing more

online. You can take a different approach by becoming an expert resource for the media. You
could write an article for your local newspaper or be an interview source. Some advisors have
even gained exposure by starting their own radio shows. It’s a great way to position you as an
expert.
PromotionalBudgeting
1. Timing of advertisement: If you want to advertise between 7AM - 9AM it varies
between INR 1,000 - INR 24,000 for 30 seconds of advertisement. English channels
like HBO charge you about INR 1000 and News channel charge the highest about INR
24,000 as the viewership is maximum in the morning.
2. Weekends Vs Weekdays: The cost of advertising during Weekends goes as high as
45% when compared during a weekday. The cost depends based on the channel.
a. Surprisingly movie channels charge you lower on a Sunday. The cost drops by almost
45% during weekends
3. Viewership: The cost of advertising differs from channel to channel based on the
number of viewers they attract.
a. Average amount spent per customer for an advertisement of 30 seconds is about INR
0.007. (Yes the reach is great)
9 Factors that determine advertising coston TV
 Demographic of viewers – Advertisers want their ads to have maximum impact by reaching the
age group that spends money, that is why the most popular demographic is people in age group
of 25-54.
 Live viewership – Advertisers pay more for the programs that are watched live. This is the
reason why ads during important cricket matches are most expensive.
 Time selection – Primetime ad spots are when most people watch TV, in India the time around
7pm to 8pm is the prime time.
 Geographical location – People in metro cities are the ones who spend more money as compared
to the people living in smaller towns.

NewspaperAdvertising
Gujarat Samachar
Times of India
Divya Bhaskar
Radio Advertising
Pricing Details of FM Radio Advertising – Radio Advertising Rates are calculated with
following method:

Ad Rates: If the cost of an ad is listed as Rs 600 for a radio station in a city, it means its the
pricing unit of 1 jingle played for 10 seconds If advertisers play a 60-second Ad 4 times for 7
days, the cost would be Rs. (600 X 60*4*7)/10 = Rs. 1,00,800.
This is the primary form of radio advertising that a radio station offers. The commercial timings
are classified in three categories:
Prime Time: 7am – 12noon, 5pm – 11pm..
Non Prime Time: 7am – 12noon, 12noon – 5pm, 5pm to 11pm..
The Entire Day: 12noon – 5pm.
Billboard Advertising
The billboard advertising cost in India has no standard pricing and purely depends on thlocation.
The cost of booking a billboard for one month in a metropolitan city may vary from 1 lakh upto
15 lakhs. The pricing for tier 2/3 cities are solely based on the cost per square ft of space.
Without a doubt, the pricing may seem very vague and unrealistic.
City Type Printing Mounting
Monthly
Fee
GST
Metropolitan
Rs.8-
15/sq. ft
Rs.2-5/sq.
ft
Rs.1 –
15 lakhs
18%
Tier 2 & 3 cities
Rs.10-
15/sq. ft
Rs.4-6/sq.
ft
Rs.25-
45/sq. ft
18%
Being Digital – Digital Technology
The world is increasing the digital a single search engine retries over 115 million pages with the
word Digital in it, an increase form 35 Million just 2 years earlier. Newspaper stories yield a list
of digital devices; digital cameras digital kiosks, digital telephone, digital television even digital

noses. This devices lead tot a host of digital uses. Digital special effect, digital commerce and a
digital democracy and a digital beach.
Despite the vast range of digital technologies tendency of uses a digital concnept is very simple.
Something is digital when all of its property and information are stored as a string of zeros and
ones. All of the text, pictures, and videos seen through a computer digital or over th internet are
just different sequency passing to the machine. This zeros and one are called bits. A bit is a
single peace of information, the smallest peace of the digital puzzle. One of the visionary of
digital technology Nicholas Negroponte of the MIT Media lab. Describe the essence of bits.
A bit has no color, size, or weight and it can travel at the speed of lilght. It is the smallest
atmonic element in the DNA of Information. It is a state of being on or off, true or false up or
down, in our out, black or white. Everything on the internet is digital. All of the technologie used
on the net shares the advantage or disadvantages of being digital. Understanding the technical
economic factors behind the digital revolution allows the marketer to anticipate and take better
decision of digital opportunity.
Digital revolution is the most established of the general purpose technologies forming the
foundation of online marketing. Although there are hince and beginning with earlier inveentions,
the effect beginning is with the introduction of computing in the 1940’s forming from this
beginning, digital technologies are digital technologies now permits our life.
Digital Benefits for Advertisement
3 Factors mega translation into bits and such a powerful process. The first is moore’s law and it
has historically being the most important which has been storten. If a single reason was choosen
to explain why the internet has become so explosively so popular the moore’s law would have to
be it.
The second force the making the digital important to advertising it is its ability to create
environment. Not only our digital technology become cheaper but programmers and designers
are learning how to make entire digital world. This digital environment are much more flexible
and adaptable.
Digital environment have important property that save messages and marketing communication.
Digital Advertisement
Advertising communication is basically concerned with the process of sharing a paid message,
either buy a company or a storage, buy way of mass media existing and poptential consumer.
There is marked difference between the study of advertising and advertising communication
among the various aspect of advertising it includes, departments avertiseing budget. Therefore,
we can ay that advertising communication is a suspect. Advertising communication focuses its
intention attention to achieve a desire set of response with market segment of consumers.
Why Advertising Communication?

Advertisment has become an intergral part tof our society. In a way, it has become embedded in
our daily life. We cannot go through a new spaper relation to a radio or watch the television,
without readin or hearning seeing same advertisement of commercials. We see that on bill
boards, on buses trains, in magazines on the match boxes and on many novelty items. The
messages in at influcing on making aware of advertiser product. Advertising is forcefull tool in
molding our attitdes towards product. Product ideas and services the word of mouth and
associates are direct experience with this goods and services further strengths effect of
advertising message of our minds.
The Impact of Advertising
The advertising business has become such an important factor in the economic in many
countries, specially in India. It also changes the economic itself, society culture and the political
system. The Sitmulation for the the demand of products and services helps the economy goes
stronger and stronger. New inventions become known much faster and can establish therefore in
the sales figure of the economy. If there are more people buying. This product is will become
cheaper for the customer wich raise his willingness to buy even more. On the other hand
advertisement are very expensive and some economics belives that this cost are put on top of
actual price paid by the customer.
Promotionalmix tools
A promotional mix is an allocation of resources among five primary elements:
1. Advertising
2. Public relations
3. Sales promotion
4. Direct marketing
5. Personal selling
6. Digital Marketing
Advertising :-
The first tool for promotion of our product is advertisement of our product. Advertising is a form
of mass communication. It is paid for by the seller who wants to communicate about his product
or service to the customers. The advertiser wants to persuade and induce the reader, viewers or
listeners to take some action viz. to buy the advertised product so that the advertiser can have
profitable sales
Advertising is a major promotion tool. It offers planned and controlled message. It can contact and
influence numerous people simultaneously, quickly and at a low cost per prospect. Hence, it is
called mass means of communication. Mass production and mass distribution totally depend on all
forms of advertising and publicity. Advertising is the backbone of modern national and
international marketing.

We are advertising our product as it provides
- Varieties of flavours
- Different flavours for young and kids
- All in one concept
Sales promotion:-
Promotion is an incentive tool used to drive up short term sales. Promotion can be launched
directed at consumer or trade. The focus of advertising to create reason for purchase the focus of
promotion is to create an incentive to buy. Consumer incentives could be samples, coupons, free
trial and demonstration. Trade incentive could be price off, free goods and allowances. Sales
force incentive could be convention, trade shows, competition among sales people.
Sales promotion activity can have many objectives, for example, to grab attention of new
customer, reward the existing customer, increase consumption of occasional users. Sales
promotion is usually targeted at the fence sitters and brand switchers.
Sales promotional activity for the product is selected looking at the overall marketing objective
of the company. The final selection of the consumer promotional tools needs to consider target
audience, budget, competitive response and each tool’s purpose.
Sales promotion activity should under-go pretest before implementation. Once the activity is
launched it should be controlled as to remain within the budget. Evaluation program is a must
after implementation of the promotional scheme.
We can do our sales promotion by:
1. By sponsoring campaign onhealth awareness
2.Event sponsorship
3.Advertisement on wheels
4.coupons
5.free toothbrush with our product
Public Relations
Companies cannot survive in isolation they need to have a constant interaction with customers,
employees and different stakeholders. This servicing of relation is done by the public relation
office. The major function of the public relation office is to handle press releases, support
product publicity, create and maintain the corporate image, handle matters with lawmakers,
guide management with respect to public issues.
Companies are looking at ways to converge with functions of marketing and public relation in
marketing public relation. The direct responsibility of marketing public relation (MPR) is to
support corporate and product branding activities.
MPR is an efficient tool in building awareness by generating stories in media. Once the story is
in circulation MPR can establish credibility and create a sense of enigma among sales people as

well as dealers to boost enthusiasm. MPR is much more cost effective tool than other
promotional activities.
For public relation as a promotional tool of our product Public relation will be used to explain
the benefits of chamak 32c toothpaste (like benefits of pleasant fragrance and varieties of flavour
offering ).
Direct Marketing
The communication establishes through a direct channel without using any intermediaries is
referred to as direct marketing. Direct marketing can be used to deliver message or service.
Direct marketing has shown tremendous growth in recent years. The internet has played major
part in this growth story. Direct marketing saves time, makes an experience personal and
pleasant. Direct marketing reduces cost for companies. Face to face selling, direct mail, catalog
marketing, telemarketing, TV and kiosks are media for direct marketing.
Direct marketing like internet and catalogswill beusedto inform the targeted segments about the feature of the
product and various models of the product.
Personal selling
The first task in planning and managing selling from a marketing communications perspective is
to determine what role, if any, personal selling is to play in the mix. We looked at the tools of
marketing communications. Some companies have no personal selling activities; others use only
personal selling to communicate with their targets. Many factors affect this choice, for example,
personal selling is likely to play a more significant role in business-to-business marketing. The
marketing of high cost or high complexity products such as cars and computers often favour a
personal selling approach. Overall a decision must be made about what represents the most cost-
effective way of communicating with the target market and the selection of the appropriate
communication mix should reflect this.
SWOT Analysis
Strength:
 Contains no sugar
 Clinically proven active ingredients to help relieve sensitivity within 2 weeks.
 Proven carried protection of fluoride (Does not use stannous fluoride which may produce
surface staining of the teeth).
 No. 1 dentist recommended brand for sensitive teeth.

 A variety of flavors and choices.
 Its formula keeps breath feeling fresh for hours.
 Helps protect against cavities, maintain healthy teeth and gums.
 Can be used every day as basic toothpaste.
Weakness:
 Customers confuse which flavours to choose as it seems like all has the same functions.
 Unclear information given on the packaging, thus consumers do not know what kind of feature
it actually provides.
 Colors and design on the packaging is rather pale compare with the others.
Opportunity:
 Malaysian growing awareness of hygiene and product innovation.
 With changing diet, tooth sensitivity is increasingly felt by all age groups.
Threats:
 Most of the people would prefer to choose normal toothpaste because it is cheaper and they do
not know it can also be used as normal toothpaste.
 Some customers dislike the taste of Sensodyne, as it does not have strong taste like normal
toothpaste.
Exploratory Research:
Questionnaire:
1. Which brands of toothpaste are you aware of?
2. What brand of toothpaste do you use?
3. Why do you use the aforementioned toothpaste?
4. What additional features would you like to see in your toothpaste?
5. What factors influence the choice of toothpaste?
Findings:
The exploratory research phase aims to find out the parameters over which the research should
proceed. The questionnaires explored the different factors that respondents look intobefore
buying toothpaste. The sample size was 12 respondents. Some of the findings of exploratory
research were as follows:
Brands commonly used were:
Colgate, close-up and Pepsodent

Other Brands which people were able to recall were:
Babool, Cibaca, Meswak, Signal, Vicco Vajradanti, Dabur, Glister, Emofoam, Neem, Amway
Some of the reasons given by the respondents for choosing their preferred brand of
toothpaste were:
Good Cleaning Power, Habit, Brand Loyalty, Good Lather, Color, Shelf Positioning,Calcium
content, Flavors, liking for gel based toothpastes , taste , Cavity Protection,Prevention of Bad
Breath, Medicinal Value , and utility viewpoint.
Some additional features that the respondents said they might want in their tooth pastes
were:
Lower Price, Change of Color, New Flavors, Mouth, Refreshing Breath, Anti Bacterial
Protection
The factors that respondents’ thought were influential in buying toothpastes ingeneral
were:
Advertisements, Family Influence, Packaging, Personal Experience, Protection, Cleanliness,
whitening, freshness, taste, Dentist Recommendations, Pricing, Availability and peersuggestion.
Questionnaire Design:
Two questionnaires were administered with the aim of conducting multi-dimensional scaling.
Questionnaires were distributed to similar set of respondents to get similar unbiased responses.
Questionnaire 1: Basedon Non Attribute BasedResponse
Recruiter
1. Name: _________________________
2. Occupation: _____________________
3. Gender
4. Age:
o Less than 15
o Between 16-20
o Between 21-25
o Between 26-30Above 30
Main Questionnaire
1. How often do you use toothpaste in day?
ce a day

2. How often do you buy toothpaste?
3. Which brand of toothpaste do you use?
(____________)
4. How long have you been using this toothpaste?
5.How often do you change your toothpastes?
ally
a toothpaste, the brand doesn’t matter
6. Which type of toothpaste do you prefer?

7. Where do you buy your toothpaste from?
8. What features do you look for while buying toothpaste? Rank these features according to your
preference.
Features Rank Price Cleansing Power Medicinal value Lather Calcium Content Cavity
Protection Prevention against bad breath Anti Bacterial Protection Flavors Brand
9. What various promotional activities for toothpaste have you come across?
10. Whose advice do you generally take while buying toothpaste?
11.I select the toothpaste because it is cheaper than other toothpastes.
(1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 –stronglydisagree)
12.The cleansing power of the toothpaste matters a lot.

(1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5–stronglydisagree)
13.The brand of the toothpaste is important.
14.I look for what medicinal value the toothpaste has to offer.
(1-Strongly agree; 2- agree; 3- neither agree nor disagree; 4- disagree; 5 –stronglydisagree
15.Toothpaste which does not lather does not provide satisfaction.
16.My toothpaste should provide me with optimum quantity of calcium content.
17.I like experimenting with various flavours that toothpaste companies have tooffer.
18.My toothpaste should protect me against cavity.
19.The best toothpaste is which prevent me against bad breath.
20.I look for new features promised by the toothpaste every time I buy mytoothpaste.
21.I prefer Indian toothpastes over imported toothpastes.
22.I buy combo packs rather than single units in order to save money.
Analysis
Through our analysis in this report, we have figured out various important factors throughwhich
marketers can target various consumer segments for their brands of toothpastes.With the help of
analysis, it was found that with the change in demographic factors, the various consumer patterns
for toothpastes also change. The following resultswere found:

preference for brand also change as younger people relate themselves with
brands like Colgate and Close up while older people relate themselves with brands like Dabur
etc.
preference for the point of purchase also changes.
the toothpastes alsochanges.
While students do not experiment much because of lower disposable income, earning people
tend to experiment more with toothpastes and hence become frequent switchers.
be more brand loyal than females.With the help of factor analysis, we found
out the various factors that a consumer considerwhile buying toothpaste. These factors are:
Sales Promotion
The various offers given by companies like extra toothpaste,discounts, freebies, promotional
packs have a significant impact on the buyingbehaviour.
Prevention Against Germs
The protection provided by toothpaste against cavityand bad breath is considered very important
by consumers
Value For Money
The brand and the price at which the brand is offered is also amajor influence in the buying
decision.
Medicinal Content
The medicinal value provided by the toothpaste along with thecalcium content is considered an
important feature for buying toothpastes.
Functions
The basic functions provided by toothpastes like cleansing, whitening,freshness etc also
influence consumers while buying their toothpastes.Based on these 5 factors, 10 perceptual maps
were drawn to see how the various attributesare associated with each other and also to find
the nature of association between theattributes.Then, multi-dimensional scaling was used based
on the responses given by two similar setof respondents. One set of respondents were measured
on the basis of non-attribute basedquestions while the other set of respondents were measured on
the basis of attribute basedquestions. With the analysis, we identified two major dimensions i.e.
Prevention Against Germs And Medicinal Content
on which consumers perceive each brand. The perceptualmap drawn on the basis of this
technique helped to identify the market gap at whichmarketers can introduce their new
toothpastes.
Limitations

various colleges.
nts were largely from Ahmedabad and Gandhinagar which biased the results towards
the consumer behaviour of the urban areas.
genders.
questionnaire hastily are high.
Findings
According to the findings of the project, we can confer that consumers are more enticed by
factors like sales promotion, prevention against germs, value for money, medicinal content and
functions. Marketers hold a huge potential to target such opportunities and to cash in all what
they can attain. As a researcher, this project was a great platform to learn the techniques and
apply them in a marketing research project.
Annexure
The day we got this marketing project we all were excited for launching a product and creating
itsadvertisement. Slowly and steadily we came to know that this is a vast concept project which
will require deep research of every minute detail which will consist of phases and knowing,
fulfilled by distributing work and compiling all as a team.
Initially we decided to launch product like:
 Bangle Box: Bangel Box we gave a chance to think because it could be a unique product.
One of our group members relative have a planning to start the same business in reality.
We didn’t take it forward because lack of information as in Competitor list. There are no
major competitors in this field. To get a secondary data on same could be a difficult task
in order to finish the project.
 IHL Limited – A Service Firm: IHL stands for “Is He Loyal?” That’s a unique idea with
a confidence of our group members that it could make us gain profit in today’s time. This
idea was presented by our two group members [Ajesh & Nikunj]. They thought this in
order to match with our most of today’s youth problem. Where through this service we
would be helping couple to have a loyalty test on their other half which is followed by the
T&C. But somehow, this wasn’t taken into consideration by other group members as
none of had an idea of the same.
 Pet’s Café: The idea was introduced by Namrata Saraswat as she has a personal interest
in Pets. After a bit research other group member found that it was a limited concept and
more exposure could be needed so we dropped it.
 Toothpaste: One of us faced a dental problem and was recommended Sensodyne
toothpaste. On using it the user did not found same freshness as ever on using other

products. And on other side using brands like close up which made me feel absolute fresh
but no solution to dental problems. So here we thought a problem and a gap.
Going through group discussions we understood each’s pros and quants.
Later on, we finalized a “Toothpaste” as our product because, after a market survey we came to
know that other people are also facing same problem between two major benefits related to taste
and preference. First is dental relief problem and second is taste of a toothpaste. Where we found
that in toothpaste brands like Sensodyne, Patanjali there consumer gets dental relief but by taste
they aren’t happy enough and also kids don’t like it. And on other hand where brands like Close
up, Visible White etc. gives good taste with freshness of mouth are at best but far away from
solving dental problems. So here we are with a toothpaste brand named “CHAMAK 32C”
which is a combo of a good taste & anti sensitive.
Our Advertise:
The advertise consist of 5 people that are our group members. “Kajal Jain, Ajesh Patidar, Nikunj
Kalal, Ritul Bhargava & Namrata Saraswat”. We have made a advertise on toothpaste where we
are acting and trying to promote product that is “CHAMAK 32C”. We have made
CHAMAK32C for multi propose and for different target market. We are trying to capture full
market by providing it at a nominal rate with all benefit in one. We have targeted low income
level people, Chain smoker, Kids, Adults. Yes! Reason for Low income people cannot afford
branded toothpaste because of its price which is high and also no toothpaste is giving all benefits
as ours. CHAMAK 32C give all solution in one like Fresh breath, Sensivity, ProHealth, relief
from dental health.
Why Chainsmokers, because they have different types of problems and stain on their teeth which
our toothpaste will help them just as other oral dental care toothpaste but with good flavor in it
and with freshness at nominal price.
Why Kids? Kids are the one facing everyday teeth problem as they are the one whon consumes a
lot of Ice cream and Choclates… and they are so small that taste of dental care toothpaste cannot
be bared and they have to take force fully. So here our product is different from other as our
CHAMAK 32C products comes for kids as well in Strawberry flavor which they will enjoy
doing and also same will take care of them.
Our advertise shows how brushing can make everyone’s morning happy and refreshing. Here
we are elaborating that how 2 College students get up in the morning and starts their day with
brushing and how our brush flavors make them feel refreshing and thinking about their good
time.
Our product is beneficial those who are looking for Oral Care, Freshness, Pro Health, Good
Flavors all in one. CHAMAK 32C comes in nominal price. Our toothpaste comes in 5 pack Sizes
also. 25g for Rs. 10, 50g for Rs. 20, 100g Rs. 48.
Thus, those who want to give a try to CHAMAK 32C can go for 25g for trail and as an when
liked they can switch to the bigger pack as required.

From the Gallery of Osia Hyper Mart

Marketing Communication Strategies for New Toothpaste "CHAMAK 32C

Marketing Communication Strategies for New Toothpaste "CHAMAK 32C

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Marketing Communication Strategies for New Toothpaste "CHAMAK 32C

Similar to Marketing Communication Strategies for New Toothpaste "CHAMAK 32C (20)

More from Kajal Jain

More from Kajal Jain (12)

Recently uploaded

Recently uploaded (20)

Marketing Communication Strategies for New Toothpaste "CHAMAK 32C