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.

1. Presented by Team 3
Anil Tirunagari
Gowtham KK
Nidhi Raj
Shaminder Saini
Marketing Management
MKT501
6-12-2016
2nd Quarter
SME, Shiv Nadar University

2. INTRODUCTION - PATANJALI AYURVEDA
• 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 Capita Consumption (in grams) of Toothpaste in Selected Countries
Source : http://www.strategyr.com/MarketResearch/Toothpaste_Market_Trends.asp
Lowest at 159 grams

4. ORAL CARE INDUSTRY IN 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
• Stronger and healthy teeth.
• Fight germs.
• Protection from cavities.
• Protection from bleeding and swollen Gums.
• Prevents Bad Breath.
• Protection from toothache, sensitivity.

7. MARKETING OBJECTIVES
Short Term Objectives
• 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
Premium Oral 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
• Back To 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, Tooth Powder, 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
Dant Kanti
Sensodyne
Others

12. POSITION VIS-À- VIS THE 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 Kanti Junior
• 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 from Competitors- 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
• Patanjali follows “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
• Dant Kanti 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 have you been using 'Dant Kanti' ?

19. What are the main reasons behind switching
to 'Dant Kanti'?

20. Who influences your preference for toothpaste
brands?

21. What other brands you considered, before selecting
'Dant Kanti' ?

22. Select the factors that influence you most for the
purchase of “Dant Kanti” over others

23. Do you think Patanjali 'Dant Kanti' is better than other
toothpastes available in market these days?

24. How do you perceive 'Dant Kanti'?

25. Have your tooth relatedproblems decreased after
using 'Dant Kanti' ?

26. Will you stick to 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. THANK YOU