Downloaded 324 times
Uploaded byShaminder Saini
Patanjali Dant Kanti-Marketing Presentation
This document presents a marketing report on Patanjali Ayurveda's Dant Kanti toothpaste. It summarizes key information about Dant Kanti, including that it is an herbal toothpaste launched in 2015 that has gained significant market share. The summary also notes that Dant Kanti is positioned as a natural, affordable alternative to competitors' products and has benefited from Patanjali's brand equity. Consumer research indicates that Dant Kanti users perceive it as effective for issues like gum bleeding at a reasonable price.
More Related Content
Similar to Patanjali Dant Kanti-Marketing Presentation
Patanjali Dant Kanti-Marketing Presentation
- 1. Presented by Team3 Anil Tirunagari Gowtham KK Nidhi Raj Shaminder Saini Marketing Management MKT501 6-12-2016 2nd Quarter SME, Shiv Nadar University
- 2. INTRODUCTION - PATANJALIAYURVEDA • Indian FMCG company, headquarters in Haridwar. • Established in 2006 by Baba Ramdev and Acharya Balkrishna. • Products- Food, Beverages, Personal Care, Ayurvedic Medicine, Books, Yoga CDs/DVDs. • Valued at Rs. 30 billion with revenues of Rs. 5000 crore (2015-2016) • Areas Served- South Asia (India, Nepal, Bangladesh, Sri Lanka) and Middle East (Saudi Arabia)
- 3. TOOTHPASTE COSUMPTION WORLDWIDE Per CapitaConsumption (in grams) of Toothpaste in Selected Countries Source : http://www.strategyr.com/MarketResearch/Toothpaste_Market_Trends.asp Lowest at 159 grams
- 4. ORAL CARE INDUSTRYIN INDIA • The Oral care industry in India is worth Rs. 5400 Crore with Toothpaste : 60%, Tooth Powder : 23 %, Toothbrush:17% • Rapidly growing dynamic markets in India’s FMCG sector. • CAGR of 11.4% from last five years is expected to double by 2021. • Reasons of Growth- Rising oral care, brand awareness, increasing demand in middle class, availability of affordable oral products.
- 5. DANT KANTI • Category– Personal Care • 4 Toothpaste Variants – Regular, Advanced, Medicated & Junior. • 1 Tooth powder Variant- Divya Dant Manjan • Contains more than 10 natural extracts. (26 in Medicated) • Sales of Rs. 450 crore in 2015-16 • “An Effective Protection For Your Teeth” • Tagline – “Tightens Gums Fights Germs”
- 6. NEEDS SERVED • Strongerand healthy teeth. • Fight germs. • Protection from cavities. • Protection from bleeding and swollen Gums. • Prevents Bad Breath. • Protection from toothache, sensitivity.
- 7. MARKETING OBJECTIVES Short TermObjectives • Building Brand Awareness • Increasing Sales • Target New Customers • Increase in Market Share Long Term Objectives • Export in more International Markets • Enhance Customer Relationships • Beat the Competitors • Increase Profit
- 8. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS PremiumOral Care Products Become a Leading Brand Reach in International Markets Color/Taste might not be soothing Not available in small stores Reach in Rural Markets Competitors launching similar products. Strong Brand Equity Safe Product (Chemical free) Appealing Brand Ambassador
- 9. VALUE PROPOSITION • BackTo Basics- Herbal Product • No Brand Premium • Product Efficacy – Dant Kanti first delivered value to the consumers with minimum advertising costs. • Reputation and Trust- Patanjali and Baba Ramdev.
- 10. COMPETITORS • Toothpaste, ToothPowder, Mouth wash, Neemsticks (Daatun) • Key competitors in toothpaste are : • Colgate by Palmolive • Pepsodent, Close-Up by HUL • Dabur Red by Dabur • Sensodyne by GlaxoSmithKline • Babool, Meswak by Balsara Hygiene • Oral B by Procter & Gamble • Vicco Bajradanti by Vicco • Glister by Amway
- 11. VALUE MARKET SHARE Colgate HUL Dabur DantKanti Sensodyne Others
- 12. POSITION VIS-À- VISTHE KEY COMPETITIONS • People in India believe strongly in natural ingredients (herbs and spices). • Dant Kanti has been one of the biggest disruptors in the Indian consumer market. • Most of the competitors are now trying to replicate Dant Kanti’s success by launching herbal toothpastes. • Colgate-Palmolive that has the highest share in India’s toothpaste market has launched its first herbal toothpaste in India after 80 years- Cibaca Vedshakti
- 13. SEGMENTATION • Dant KantiJunior • Region (Geographic) – Urban, Semi-Urban • Age Group (Demographic) – Children (5-12 years) • Benefits (Behavioral) – Toothache, Gum problem • Dant Kanti Regular • Region (Geographic) – Urban, Semi-Urban, Rural • Age Group (Demographic) - Youngsters(>12) and Adults • Benefits (Behavioral) – Bad breath, fights Gingivitis • Dant Kanti Advanced and Dant Kanti Medicated • Region (Geographic) – Urban • Age Group (Demographic) – Adults and Aged People • Benefits (Behavioral) – Sensitivity, Teeth Whitening, Pyorrhea prevention
- 14. POSITIONING • Differentiating fromCompetitors- With a strong competition from Global existing brands, Dant Kanti was positioned as a “Swadeshi” (local) Brand. • Customer Benefits – Useful in gingivitis, prevents bad breath, sensitivity. • Points of Difference- Dant Kanti doesn’t have any harmful chemicals. • Value for Money- High quality to low pricing works well with Dant Kanti as consumer prefers a quality product at best price.
- 15. BRANDING STRATEGY • Patanjalifollows “Branded House” strategy in which the company itself is the brand and all the products are promoted under one brand. • Hence, low cost is involved for marketing activities. • Dant Kanti is widely accepted because of the image of Patajanli Ayurveda and brand equity is thus transferred from the parent brand. • Most of the other competitors like P&G and HUL follow “House of Brands” strategy.
- 16. PRODUCT STRATEGY • DantKanti packaging is simple and white in color which resembles purity, innocence and cleanliness. • Distribution via exclusive 4700+ Patanjali stores, big retail chains like Big Bazaar, Reliance Fresh, and E- Commerce websites. • The product quality is consistent and is able to meet the expectations of it’s target audience. • Dant Kanti is different from other’s based on ingredients (natural extracts,herbs).
- 17. ANALYZING CONSUMER BEHAVIOR •Our research is primarily based on the surveys conducted using Google Forms. • The survey questionnaire was sent to 80-100 people, out of which 37 people had responded.
- 18. How long haveyou been using 'Dant Kanti' ?
- 19. What are themain reasons behind switching to 'Dant Kanti'?
- 20. Who influences yourpreference for toothpaste brands?
- 21. What other brandsyou considered, before selecting 'Dant Kanti' ?
- 22. Select the factorsthat influence you most for the purchase of “Dant Kanti” over others
- 23. Do you thinkPatanjali 'Dant Kanti' is better than other toothpastes available in market these days?
- 24. How do youperceive 'Dant Kanti'?
- 25. Have your toothrelatedproblems decreased after using 'Dant Kanti' ?
- 26. Will you stickto the same product if its price is increased?
- 27. Wouldyou recommend'Dant Kanti'to others?
- 28. CONSUMER DECISION MAKING Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Behavior •My Toothpaste is going to get over. I need to buy one. •My gums are bleeding. I need to try some other brand •Discuss With Friends or Family •Saw Dant Kanti advertisement onTV •Gum Bleeding Stopped •Satisfied with Dant Kanti •Recommend Dant Kanti to others Compare options •Ingredients •Gum Bleeding Control •Cavity Protection •Price •Sets minimum acceptable cut off level •Finally buys Dant Kanti from store.
- 29.