The document provides an analysis of the toothpaste industry in India. It discusses the key players in the industry including Colgate, HUL, and Dabur. Colgate is the market leader with over 50% market share. It has a wide product portfolio and uses aggressive advertising. HUL produces Pepsodent and Close-Up toothpastes. It focuses on rural markets with affordable pricing and promotions. Dabur produces herbal toothpastes like Babool and Red and focuses on health-conscious consumers. It has a large portfolio of Ayurvedic products. The Indian toothpaste market is growing at 18% annually but per capita consumption is low at 85g.

1. Analysis of Toothpaste industry in
India – by Ajay Chowdary Bobbur

2. Introduction
 Earlier in India oral hygiene was the domain of local
home made ayurvedic powders or natural herbs. The
history of toothpaste in India can be traced back in
year 1975.Now the awareness regarding oral hygiene
in Indian society has increased with the different
brands of toothpaste.

3. Swot analysis
Strength
Market reach for both rural
and urban area
Availability of raw materials
Low operational cost
Weakness
Point of parity
Research and development
Opportunities
Purchasing power
increases
Health camp
Low dentist population
ratio
Threats
Well established
competitor
subsitutes

4. Overview
 Total market of 750 crores.
 Growth rate of 18.6%
 Per capita usage mere 85 gms per person.
 Major player – Colgate Palmolive and HUL

5. Top ten tooth pastes
 COLGATE









(Coalgate Palmolive Ltd.)
PEPSODENT (Hindustan unilever)
CLOSE UP
(Hindustan Unilever)
SENSODYNE (GlaxoSmithKline)
AQUAFRESH (GlaxoSmithKline)
ANCHOR
(Anchor health & beauty care Ltd.)
DABUR RED (Dabur India)
BABOOL
(GlaxoSmithKline)
MESWAK
(GlaxoSmithKline)
VICCO BAJRADANTI (Vicco Laboratories)

6. MARKET SHARES - TOOTHPASTE

7. 3 companies taken for analysis
 Colgate
 HUL
 Dabur

8. Colgate

10. Introduction
 In 1806, William Colgate introduced starch, soap and
candle factory on Dutch Street in New York City under the
name of "William Colgate & Company".
 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).
 In 1873, the firm introduced its first toothpaste, an
aromatic toothpaste sold in jars.

11. POSITION IN GLOBAL
MARKET

12. Future strategy on 4p`s basis:
1. Product:
 They try to position some innovative toothpaste with a brand
name other than Colgate but under the umbrella of Colgate
Palmolive.
 Focusing toward rural rich and consuming class by endorsing
the development of „Colgate Ayurvedic Toothpowder„.
 They would come up sachets of these tooth powder and
position toward rural population who buy in smaller lots.

For Urban population, they would come up
with the products suiting to young generation.

For Urban rich and consuming class, they would come up
with the products on the basis of functional benefits.
Eg: they launch a special toothpaste for kids in the age group
from 4-10 years.

14. 2. Price
 Based on the competitor's price .
 Pricing done on the basis of price points
 Packaging would be customized on the basis of price
points.

15. 3. Promotion
 They




positioning Colgate dental white crème and
toothpowder towards rural rich segment.
For rural consuming class they endorsing Cibaca
toothpaste.
Advertisement through T.V. media, Print media.
FM Radio for Urban population & MW and SW radio for
Rural population.
Hoarding on National highways.

16. 4. Place
 They would try to increase product penetration to rural
population.
 They would try to increase the wholesalers to smaller
towns.
 They would track the distribution path so that they are
covering all the village areas around the towns

17. Distribution strategy
 Dentists and plastic surgeons.
 Drug stores or Grocery stores.
 Large retail stores and department stores.

18. ADVERTISEMENT
 In 1940,the Colgate Company used
Slogan was "It cleans your breath
while it cleans your teeth " .
 The 1960s onwards, the slogan was
"The Colgate ring of confidence" .
 In the late 1950's and early 1960's,
Colgate stressed the fact their
"Dental Cream" contained Gardol,
a formula that helped protect teeth
from cavities and tooth decay .

19.  "Gardol" was actually their trademark for the
ingredient Sodium lauroyl sarcosinate .
 Now they used various Slogan for different different
products like For MAX FRESH is “A Whole new
Dimension of Freshness” & For WHITE TOOTHPASTE is
“All Around Decay Protection”.

21. Promotional tools
Increasing circumference of toothpaste tube.
 Free Dental Check-up in mobile vans


22. Target Market
Kids :
 Sparkling gel comes in 2 exciting variants – Bright Pink gel
, and Bright Blue gel ,yummy Bubble Fruit flavour
 Tweety and bugs bunny are favourites with kids
 The fruity bubble gum flavour – kids brush longer
developing good oral care habits
Family :
 Strong teeth and fresh breath
 Developed using Colgate‟s international expertise in oral
care
 Unique formula protects teeth from decay
 Refreshing minty flavour makes breath

super fresh
Youth :
 Icy wave of minty coolness
 Cooling crystals and emphasis on “taazgi”

23. People with sensitive teeth
Fights pain due to
sweet/sour/hot/cold foods by desensitising nerves
Helps maintain the natural whiteness of your teeth
Significant inhibitory effect on the formation of supragingival calculus
Pleasant taste
Notice improvement in 2-4 weeks
Relief from the pain of sensitive teeth
Proven protection from sensitivity with regular use
Fresh breath

24. Marketing Strategies
Market Dominance
 Market leader - dominance in Oral Care
 Catering to all the segments -long product line
 Massive advertising, awareness ,especially in
child segment
Product Differentiation
 Different packaging for all its product line
 Changes packaging according to product innovation
 Differentiation due to massive promotion on channels
 Create a different image in the eyes of consumers
Innovation Strategy
 Pioneered in new product development and business
model innovation
 Cutting edge technology- innovation strategy

25. 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.

26. Positioning and creating Brand
Equity
 Consumer- more health and hygiene conscious
 Vast consumer base in India
 Sectoral opportunity in other oral products
 Smaller packs to drive growth
 Direct media promotions
 “Operation Jagruti” program
 Educate
villagers about oral hygiene
 Its benefits vis-à-vis traditional products like “Neem”
 Conducted by giving product trials and free samples

28. Hindustan Unilever Limited
PEPSODENT
CLOSE UP

29. Hindustan Unilever Limited
 In India since 1895
 Formed by merging3 subsidiaries of unilever limited




in 1956
A $2.2billion company
India‟s largest FMCG company
Over 20 distinct product categories
Market leader across categories

36. PRODUCT

37.  Pepsodent has its products
which cover a large area
 Their products are
Pepsodent Germicheck +
Pepsodent Whitening
Pepsodent 2 in 1
Pepsodent G
Pepsodent Kids

39. PRICE

40. TYPE
PEPSODENT
COMPETITORS
Vanilla variants –
Pepsodent Germi-Check –
Rs. 62 for 200g.
Colgate Dental Cream–
Rs. 65 for 200g
Gel variants-
Pepsodent Center Fresh –
Rs. 65 for 150g
Colgate Max Fresh –
Rs. 64 for 150g
Whitening variants
–
Pepsodent WhiteningRs. 65 for 150g
Colgate Max WhiteRs. 65 for 150g
Gum care variants-
Pepsodent GRs. 37 for 80g
Colgate SensitiveRs. 80 for 80g
Pepsodent SensitiveRs. 80 for 80g
SensodyneRs. 80 for 80g
Colgate Sensitive Pro-reliefRs. 120 for 80g

41. PLACE

42. PRODUCT DISTRIBUTION CHANNEL

43. PROMOTION

44.  Along with an offer of free dental check-ups, HUL is
also planning to organise health camps involving
villagers to fortify its campaign.
 “To promote Pepsodent, we will also offer free samples
to the villagers to try out the product and offer discount
coupons on wrapper redemption schemes,”

45.  Brand Ambassador
 In May,2010, Pepsodent had roped in Shah Rukh
Khan to be their Brand Ambassador.
 SRK had been roped in for pepsodents latest
campaign „Pappu & Papa‟

46.  Free Gifts
 Pepsodent had
agreed to sell its
Products with a toy
along with the
purchase of the
product.
 With phrases like
“Collect Them
All!”, the customers
would want to buy
more products in
order to collect all
the gifts.

47. Segmentation
Geographic
• Rural Areas
• Urban Areas
Behavioural
• Normal Use
• Whitening
• Complete Care
Demographic
• Pepsodent G
• Pepsodent Kids
• Pepsodent Milk Teeth Strawberry

49. TARGET MARKET SELECTION
 Pepsodent is currently into Selective Specialization
 Pepsodent Kids for kids
 Smaller and cheaper variants for rural markets
 Pepsodent complete for the educated urban
consumer

50. Positioning Matters

51. Pepsodent positioning:
 Pepsodent was launched in 1993 by HUL to capture the market
from Colgate.
 It was launched in the platform of Germ fighting property.
 Pepsodent have experimented with its positioning althrough its
life.
 Ad Campaigns to supplement this positioning:
Lasting Protection for hours
Germ Fighting Campaign
Dental Insurance
Dishum Dishum
Bhoot Campaign

54. Dabur India Limited
• Established in 1884 : 125 Years of Trust & Excellence
• India‟s leading FMCG Companies with Sales of Rs.52,832 million , Market
Capitalization of Rs.2,09,133million & Net profit of Rs.6,449million
• World‟s largest Ayurvedic and Natural Health Care Company
• Consumer products categories like Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods
• Distribution network, covering over 2.8 million retail outlets
• Available in over 60 countries across the globe
• 17 world class manufacturing plants catering to needs of diverse markets
• Dabur's overseas revenue today accounts for over 30% of the total turnover

55. Key Players: FMCG
Source: Dabur Corporate Profile August 2012
in Rs. million
Market Cap. as of Aug 8,2012

56. Product Mix Width Strategy
Home Care
Home Care
Hair Care
Skin
Care
Personal Care
Foods

57. Digestives
OTC and
Ethical's
Oral Care
Health
Supplement

59. International Sales (FY 12)
6%
22%
26%
16%
30%
Source: Dabur Annual Report 2011-2012
Africa
Middle East
Asia
US
Others

60. 12 Billion- Rupee Brands
 Dabur Amla
 Dabur Chyawanprash
 Vatika
 Real
 Dabur Red Tooth paste
 Dabur Lal Dant Manjan
 Babool
 Hajmola
 Dabur Honey
 Glucose
 Fem
 Odonil

62. INDUSTRY COMPETITORS
DABUR
Colgate-Palmolive Ltd.
HUL(Hindustan
Uniliver Limited)
P&G(Proctor
&Gamble)

63. Four P’s of Dabur
PRODUCT
1.Dabur red
toothpaste
a) 200 gm
b) 100 gm
c) 50 gm
d) 20 gm
2.Dabur Meswak
a) 200 gm
b) 300 gm
PRICE
65
42
17
12
PLACE OR
DISTRIBUTIO
N CHANNEL
Manufacturer
Wholesaler
Retailer
Consumer
75
112
PROMOTION





TV commercials
Newspapers
POP Display
Wall Painting
Video Vans

64. Four P’s of Dabur
3) Babool Tooth
Paste
a) 380 gm
b) 190 gm
c) 90 gm
d) 50 gm
e) 30 gm
Manufacturer
Wholesaler
65
42
20
15
10
4) Promise 340 gm 65
Agents
Retailers






TV commercials
Newspapers
POP Display
Wall Painting
Video Vans
Sales Proportions

65. Product line length strategy
Hair oil
Shampoo
Oral care
Skin care
Digestives
Dabur amla hair
oil
Dabur vatika
shampoo
Dabur red tooth
paste
Gulabri skin
care
Hajmola tablets
Vatika hair oil
Babul mintfresh gel
Dabur uveda
Hajmola candy
Dabur Almond
Babool tooth
paste
Fem Range
Hingoli
Promise
toothpaste
Pudin Hara
Meswek
Pudin Hara
Lemon Fizz
Lal dant manjan
Nature Care

66.  Pricing Strategy :
Dabur implented value based, cost based, compititor based
pricing stragies.
 Value based:
pricing is done based on companies'
market.
Ex:chwanprash
image in the
 Cost based:
pricing is done based on cost of production.
Ex: hajmola.
 Competitor based:
pricing is done based on competitors.
Ex: vatika dandruff control shampoo.

70. Segmentation is done only on the basis of
income of the consumers. So they have made
sure to produce a product in different quantity
and made it available to every customer. Under
the new strategy, Dabur segmented its products
into two - those operating in larger urban
markets requiring exclusive category focused
sales and those meant for smaller towns and
rural markets requiring an integrated sales force.
Dabur has a wide portfolio catering to all the
categories –
 Masses
 value seeking
 premium.

71. Targeting: Dabur's latest move follows the
company's recent rejig in 'route to market'
strategy to utilise synergies across divisions,
maximise reach and maintain cost.
Dabur plans to double its rural reach to
have direct access to some 27,000 villages
with more than 3,000 people this fiscal, in a
bid to keep pace with market leader
Hindustan Unilever.

72. Positioning
 Youth
 Health conscious people
 School children
 Mothers
 Existing old age groups

73. Dabur Herb‟l Toothpaste positioned as a herbal alternative
to other toothpaste brands.
Dabur International, one of the most trusted and
recognized personal and healthcare brands in the world, has
revealed that its Dabur Herb‟l Toothpaste, a new range of oral
care products specially formulated with herbs, has been
positioned in the market as a healthier oral care
alternative, as it does not contain chemicals that can cause
harmful effects on the teeth such as dental fluorosis.
It has taken a strong head start in the Middle East market as
it is specially formulated with trusted herbs that are
actively used in the region for various health purposes.

74. F ACTORS INFLUENCING BUYING BEHAVIOUR
FACTORS
HIGH/ME JUSTIFICATION
DIUM/LO
W
IMPACT
Cultural factors High
impact
Social factors
High
impact
As dabur company is based on “ayurvedic
and natural” methods. Ayurvedic is
basically from and Indians believe that
method.
Dabur is having a history of 125 years.
It‟s a well known and old company in the
society, and as company‟s vision is to
provide the well being of society.

75. Personal factors High
impact
Dabur products are categorized into
oral care, hair care, skin care, health
care, food, home care, which mainly
concentrate on children, old age
people, women‟s teenagers etc.
company is promoting it‟s products
through famous celebrities like amitab
bachhan, dhoni,rani mukharjee etc.
Pschycological
factors
Dabur is old, and well known
company, mainly it is ayurvedic based.
Medium
impact
Dabur is international company
customer has trust on dabur company.

76. Net Sales (In Rs. Crores)
6,000
5,283
5,000
4,077
4,000
3,391
3,000
2,805
Net Sales (In Rs. Crores)
2,361
2,000
Source: Dabur
Annual Report 20112012
1,000
0
FY 08
FY 09
FY 10
FY 11
FY 12

77. Profit After Tax (In Rs. Crores)
700
645
600
569
501
500
391
400
333
Profit After Tax (In Rs.
Crores)
300
200
100
Source: Dabur
Annual Report
2011-2012
0
FY 08
FY 09
FY 10
FY 11
FY 12

78. Conclusion
 Nature is the lifeline of Dabur company. Dabur
works in active collaboration with nature to
provide the best of ayurvedic ,herbal health
and personal care products to its consumers.
 They define their business in ways that provide
societal, environmental, and economic
benefits to the communities and Geographic‟s
where they operate.