The document presents a marketing strategy and plan for a new children's toothbrush called the Magical Tooth-Brush, which features cartoon stickers, built-in music and timers, and rechargeable batteries. It discusses the product features and benefits, compares it to manual and electric toothbrushes, analyzes the competition and SWOT, and outlines the positioning, marketing objectives, and key strategic initiatives including promotional activities. The target consumer is children ages 2 to 7 and their parents looking for an engaging way to encourage good oral hygiene habits.

1. Marketing Strategy &
Plan for the Selected Product
Product Name : Magical Tooth-Brush
Punch line : Shake, Rattle & Roll
Slogan : Brush your child's teeth with Fun
Presented By :
Sourabh – Roll No. 1
Aarti – Roll No. 2
Sushma – Roll No. 3
Amrutha – Roll No. 4
Prachiti – Roll No. 5

2. Over View of our
Company
• “Rainbow” is your companies name. We have a variety of other oral care
products, all designed to provide excellent value for money.
• Manufacturing, processing, packaging are all done in-house on automatic
machines using the latest technologies and the finest materials.
• Each and every product is subject to strict quality control checks before
packing.
• Catering to over 1800 towns and cities in India.
• High quality, reasonable pricing and continual innovations and
improvements make “Rainbow” the clean favorite.

3. Product Portfolio
• Toothbrushes
• Toothpaste
• Shaving Brushes
• Shaving Cream
• Tongue Cleaners
• Combs
• Shampoo

4. Product Description
Magical Tooth Brushes are for Kids features are as follows :-
7 different cartoon stickers on the Brushes.
Music / English Rhymes in-Build.
Plus can be connected to PC to load songs as per your
child liking.
Vibration and Oscillating / Rotating Toothbrush Head
Alarm to wake up in Morning
2 Minutes Timer for Brushing
Chargeable battery which works for 15 Hours
Waterproof
Electric Shock Proof
Built in Electric USB Charging

5. Product Features

6. Product Features

7. Freebies
1 Tooth Paste of Chhota Bheem
Free
Stickers Free2 Heads Free

8. Comparison - Manual vs Electric
Manual
• Put the brush at a 45-
degree angle against gums;
• move it back and forth
gently in tooth wide strokes
over all teeth;
• move the "toe" of the brush
up and down to clean inside
front teeth;
• brush your tongue gently to
remove bacteria and
freshen breath
Electric
• Electric toothbrushes don't
just sit there
• Brush heads tend to be
either sonic (they vibrate
side to side) or
• Spinning (they rotate very
fast in one direction, then
the other),
• Bristles may pulsate in and
out.
Manual and Electric toothbrushes can be equally effective if used in right manner.

9. Primary Survey
Reasons for not Brushing Teeth :
1. Laziness
2. Likes to play
3. Do not like to Brush
4. Do not want to Brush by their own

10. Primary Survey
What are the Issues / Problems faced by you as a parent while brushing your Childs Teeth ?
 I have to convince a lot because his interest is in playing only
 They don't allow us to brush their teeth
 To convince them the importance of brushing teeth
 Not standing in one place
 After she seen brush in my hand she ran away.
 When it touches jaws it pains to them
 Children eat toothpaste
 I am not getting the perfect toothbrush for my baby.
They are writing as soft but in reality its hard.

11. Primary Survey
Parents who Said “YES”
 Child always interested in
something different
 New Concept
 That looks good / Its attractive
 New generation invention
 Children would love it
 So she can brush getting her
favorite cartoon or some thing
new
 Brush is in round shape which will
not harm them
 He will enjoy while brushing
 It has music so children will love
to brush and this will save our
time running back of them
Parents who Said “NO”
• Motivation is temporary
• We are satisfied
• Won't solve my problem
• May not purchase a product
which is very costly for just
brushing teeth of my child

12. Segmentation & Targeting
 Geographic: PAN India.
 Family Life Circle: Youngest.
 Culture: Awareness of Oral Hygiene and Brush your teeth 2
times a day.

13. Consumer Understanding
• Primary / Secondary Research Findings
 Parents are more interested in Childs Oral Health with Entertainment.
• Need Gaps
 Parents wants more stuff to be added to this like :
 Lights
 Childs Personal Photo
• Key Consumer Insight
 Parents like the products & where excited to buy the product

14. Competition Analysis
Oral B Chinese Products
But Oral B and Chinese Companies do not have many features which we are offering and
also the Price is also very high as compared to our product.
Price of our Product is Rs. 499/-

15. SWOT Analysis

16. SWOT Analysis
STRENGTH
• Magical Tooth-Brush is the world market leader in oral care
products.
• Magical Tooth-Brush’s extensive to Indian Market.
• Magical Tooth-Brush’s strong commitment to innovation
through investment in R&D is a prominent strength.
• Magical Tooth-Brush has a large number of stock keeping
units for their toothbrush line.

17. SWOT Analysis
WEAKNESS
• Release of Magical Tooth-Brush’s new toothbrush, may affect
sales of its existing toothbrush lines.
• Magical Tooth-Brush’s media expenditure layout is very small
compared to its rivals.
• Not the most recommended brand by dentist.

18. SWOT Analysis
OPPORTUNITIES
• Magical Tooth-Brush’s constant innovation provides an
opportunity to convert consumers away from less advanced
toothbrushes .
• The emergence of the Niche “For Kids” category presents a golden
opportunity for Magical Tooth-Brush to increase market share for
several reasons.
• Magical Tooth-Brush can capitalize upon this demographic
segment to ensure a successful release of their “For Kids”
toothbrush.
• Magical Tooth-Brush could establish a media target with
educational ads depicting accuracy toothbrushes as technologically
superior to its rivals at an equivalent or less cost.

19. SWOT Analysis
THREATS
• Threat of intense segment rivalry.
• Threat of new entrants
• Threat of supplier's growing bargaining power

20. Positioning Elements
Target Consumer definition
• Demographic:
1. Age: 2 years to 7 years
2. Income: Rs 3 lakhs and above annually.
• Psychographic:
Awareness of Oral Hygiene and Brush your teeth 2 times a
day.

21. Brand Benefits
Rational and Emotional
• Rational :
It cleans your breath while it cleans your teeth.
• Emotional :
If the person who owns the toothbrush has any oral disease –
that toothbrush can share it with you if you use it.

22. RTB (Reason to Believe)
RTB (Reason to Believe)
• Replace your toothbrush regularly
• You need to make sure you are brushing properly. Believe it
or not, 90 percent of people don’t brush correctly.
• Toothbrush has to be correct, as per your Teeth’s & Gums.

23. Brand Differentiator
Specially designed keeping KIDS psychology in mind.
It’s as per their needs and wants.
It’s Theme based Toothbrush. (Cartoon)

24. Brand Values & Personality
Presence is Very low, no Awareness, no Mind share,
no Brand Recall.
 So will focus on: Promotion Campaigns, Features, Benefits
and the Quality of the Product.
We will develop Brand Personality that consumers can
relate it to themselves.
 Your kids Health & Safety
1st Purchase made - Sensation
 Stimulate the desire to buy & repeat purchase

25. Marketing Objective
To provide the customer with the most innovative and
attractive designs, which will happen with appropriate
system from the suppliers, through the organization, to the
customer.

26. Key Strategic Initiatives
The 4 P’s
• Product
• Price
• Place
• Promotion
The 4 A’s (The Challenges)
• Acceptability
• Affordability
• Availability
• Awareness

27. Key Strategic Initiatives
Designer; Attractive to Kids
Theme based Toothbrush, (Cartoon)
Tongue cleaners for children aged 2 to 7 years.
Additional features apart from just Brushing
your teeth
Price is Rs. 499/- Per Piece
(including 2 Heads Extra/Free)

28. Key Strategic Initiatives
Target Selling (Incentives)
Multi Brand Retail Stores
General Stores, Kirana and Medical
Stores
On E-Commerce Sites
Tie up with Schools, Day care centers
Associations with animated TV channels
and Reality shows.
Sponsor School events.
Social Media Marketing & Online
Presence.
Ads on Books of Navneet, Classmate etc.
Major Influence : Dentist, Pediatricians