This document presents a marketing plan for a new toothpaste called Twin Care. It contains two benefits in one tube. The plan outlines the following: - Five products were shortlisted, including Twin Care toothpaste, an electronic budget maintainer, a modified water purifier, an all-in-one washing machine, and a refrigerator with wave technology. - Twin Care provides the benefits of two toothpaste variants in one tube at an affordable price point. It aims to increase oral hygiene awareness. - The plan details competitors, attributes, benefits, pricing, placement, promotions, target segments, and an overall marketing budget of Rs. 6.5 million over one year.

1. MARKETING
LIVE PROJECT
SUBMITTED BY:
JASMINE AHUJA
KUMAR KARTIKEY
KUMUDI ARORA
LEKHA LOKHWANI
JIGYASA KAPOOR
AGRIM BOHRA
SHIVAM KAKKAR
IBS GURGAON

2. PRODUCTS WE HAVE
CHOOSEN
 Button whistle
 Teleportation machine
 Air wing
 Modified RO
 Electric butter knife
 Bustle chimney
 All in one washing machine
 Electronic budget maintainer
 Twin Care toothpaste
 Refri-wave

3. 5 SHORTLISTED PRODUCTS
Twin Care Toothpaste
Refri-wave
Electronic budget maintainer
Modified RO
All in one washing Machine

4. TWIN CARE
(ek mai do ka dum )
For fresh morning with fresh
mouth, Twin care delivers twin
benefits for strong teeth and
beautiful smile.

5. TWIN CARE
SOLUTION

6. INTRODUCTION
 In today’s competitive business environment, new toothpaste brands
are entering into market and old players are making efforts to hold
their position strong in the market.
 This leads to a problem that which brand is being preferred by
consumers.
 Every brand is trying to project themselves in a different way.
 Oral care in India is moving towards premiumisation, with premium
variants being launched by the top players in the market during 2015.
 Much of this premiumisation trend was driven by market leader
Colgate-Palmolive India.

7. INDIAN TOOTHPASTE
MARKET
 The oral care market in India is valued at Rs 3,976 crore and is
expected to reach Rs 4,373crore by 2017.
 The market can be segmented into mouthwashes, toothpastes,
toothbrushes and tooth powders.
 The toothpaste market is estimated at Rs 2,866 crore and is
expected to reach Rs 3,226 crore by 2012.
 They are facing the toughest competition ever. So, all the
companies are involved in winning customers and outperforming
competition.
 Indian tooth paste industry is one of the country largest markets.
The Indian tooth paste market is very big. Large numbers of
manufacturers are present. They are trying to go at top most
position.

8. UNMET NEED SATISFIED
 Fulfilling the need of the customers who want the benefits of
two different variants of toothpastes.
 Providing different combinations of flavours in a single tube.
 Focus on increasing the oral hygiene consciousness.
 Decreasing wide spread dental diseases.

9. COMPETITORS
 Colgate
 Close-up
 Sensodyne
 Pepsodent
 Oral B
 Meswak
 Dabur Red
 Aquafresh
 Babul
 Dant kanti

10. ATTRIBUTES
Value for money
Economical
Taste
Prevention of decay
Freshness
Whitening quality
Foaming
Packaging

11. BENEFITS
Increase awareness regarding the toothpaste that a
customer should use depending upon their dental
care.
 Our toothpaste delivers an advance formula that
helps improve mouth health simply by brushing.
Benefits of two different variants are provided in
a single toothpaste.
Our product is a right choice for those for whom
dental care is a priority.

12. PRICING STRATERGIES
Our product is highly economic and is
available for all levels of pyramid.
The prices are placed less than the price of
the competitors.
Weight
(in Grams)
Price Range of
(in Rs.)
Price Range of
competitors
(in Rs.)
50 18 20
100 42 45
150 85 90

13. PLACE
Toothpaste being a consumer product
Should be placed in ....
i. General stores
ii. Chemist shops
iii. 24*7 stores
iv. Super stores in malls

14. PLACE
It’s crucial to evaluate what the ideal locations
are to convert potential customers into actual
customers.
The product will be placed along with the other
toothpastes.
The background of the shelves where the
product will be placed would be of neon colour.
The presence of neon background will attract
the attention of more customers.

15. PLACE
•To reach a large no. of consumers we will be taking help
of both wholesalers as well as the retailers.

16. PROMOTIONS
Twin Care will be promoted by two basic
mediums
i. Mass advertisement
ii. One to one advertising

17. PROMOTIONS
Mass advertisement
i. Online advertising – different social media
platforms will be used.
ii. Print media advertising – different magazines,
newspapers, pamphlets will be used.
iii. On air advertising
iv. Hoardings
v. Television advertisement

18. PROMOTIONS
One to one advertising
i. Canopies – set up in front of gyms and parks
during morning hours.
ii. Door campaign – agents will market the product
in small cities.
iii. Street play- focus on importance of oral care
and relating it to benefits provided by twin care.

19. SEGMENT CUSTOMERS
 Demographic
Initially it will be
launched in Some
states of India
Target will be urban
sector of the country
Urban Sector
Maharashtra
Uttar Pradesh
Tamil Nadu etc.
 Behavioral
For the customers
looking for various
benefits in a single
product
User Status – Potential
User
Usage Rate – Medium &
Light users

20. ATTRACTIVE SEGMENT
It’s a basic product & expands much faster in the
surrounding region and gives you max crowd
 Urban Sector
Maharashtra
Uttar Pradesh
Tamil Nadu etc.
 Middle class families

21. IS THE SEGMENT
GIVING PROFIT ?

22. AS PER AC NIELSEN
 Middle class of Indian population are most
promising market for FMCG
 Low per capita consumption as well as low
penetration level , but the potential for growth is
huge
 Penetration Level of toothpaste in Urban Areas is
3X that in the Rural areas
 Potential growth is immense in the urban
toothpaste market
 Level of penetration – 50%
 Level of urbanization increased from 27.81 % to
31.16%
 Indian personal care market has potential to grow
@ 15-16%

23. MARKETING BUDGET
Distributio
n cost
Qty * price Amount Taxes Total
Fright 2lack * Rs3 600000 20000 620000
Where
housing
2lack* Rs2 400000 14000 414000
Total 1000000 34000 1034000

24. PROMOTION
COST
MONTHLY
CHARGES
NUMBER OF
MONTHS
TOTAL
ONLINE
PREMOTION
Rs 100000 12 months Rs 1200000
PRINT MEDIA
PREMOTION
Rs 200000 10 months Rs 2000000
ON AIR
PREMOTIONS
RS 300000 4 months Rs 1200000
ONE TO ONE
PREMOTIONS
Rs 100000 12 months Rs 1200000
TELEVISION
ADVERTISEME
NT
RS 300000 3 months Rs 900000
TOTAL RS 6500000
MARKETINGBUDGET

25. THANK YOU
(happy brushing)