The document discusses the Indian toothpaste market. It notes that 90% of Indians suffer from dental problems but many still use traditional cleaning methods. The toothpaste market is dominated by multinational brands and sees 15-20% annual growth. There are opportunities for new brands to reach suburban consumers and increase awareness of toothpaste's benefits like clean teeth and fresh breath. The proposed new brand, Trust Toothpaste, would target urban and suburban residents with a quality product offering full protection and freshness at an affordable price.

1. PRESENTED BY: RAKESH PANDA DIPTAKSHYA BANERJEE SWAROOP RANJAN PADHAY GUIDED BY: PROF. RAJ DASH

2. MARKET SCENARIO 90 % OF THE POPULATION SUFFERS FROM VARIOUS TYPES OF DENTAL PROBLEM MANY PEOPLE IN INDIA STILL CLEAN THEIR TEETH WITH TRADITIONAL PRODUCTS LIKE NEEM TWIG,SALT,ASH ,TOBACCO OR OTHER HERBAL INGREDIENTS NEARLY 80% OF CONSUMERS SURVEYED ARE LOYAL TO THEIR BRANDS 60% OF CONSUMERS SURVEYED WERE WILLING TO TRY OUT A NEW BRAND IF IT OFFERS ADDED VALUE AN AVERAGE OF 300 gms ARE CONSUMED BY EACH HOUSEHOLD EVERY MONTH PER CAPITA TOOTHPASTE CONSUMPTION STANDS AT 82 gms

3. The Toothpaste Market Industry size: Rs 25 billion Toothpaste can be considered as a solution to the need of oral care Types of toothpastes: Whites Gels Herbals Players: MNC dominated market (Colgate, HLL) Market growth: 15-20%

4. MAJOR PLAYERS :- BRANDS SEGMENTATION BENEFITS COLGATE ALL SEGMENTS STRONG TEETH PEPSODENT UPPER CLASS FIGHT GERMS CLOSE-UP YOUTH FRESHNESS VICCO HERBAL AYURVEDIC BABOOL ECONOMICAL HERBAL/NEEM PROMISE HERBAL SMELL- CLOVE OIL ESSENCE

5. MARKET SHARE

6. STIMULAS TO ENTER THE MARKET Huge opportunities because of low per-capita consumption Reaching the sub-urban consumers will be the key to growth Consumer awareness is also necessary to increase toothpaste usage

7. CLEAN TEETH PREVENTION OF TOOTH DECAY FRESH BREATH PREVENTION OF PLAQUE, TARTAR AND OTHER DISEASES IDENTIFYING CONSUMER NEEDS

8. KEY INGREDIENTS Active Silica Sorbital Triclosan Sodium Chloride Zinc Citrate Eugenol Chlorohexidine Inactive Water Detergent Binding Agents Preservatives Abrasives for cleaning & polishing

9. SUB-URBAN URBAN DEMOGRAPHIC:- FAMILY SIZE INCOME GROUP AGE PSYCHOGRAPHIC:- HEALTH CONSCIOUS BEHAVIOURAL:- QUALITY USAGE RATE AWARENESS SEGMENTATION GEOGRAPHIC:-

10. TARGET MARKET URBAN & SUB-URBAN CHILDREN ELDERLY PERSONS DENTISTS

11. POSITIONING STATEMENT TRUST TOOTHPASTE - “ FULL PROTECTION WITH COOL FRESHNESS” HIGH QUALITY PRODUCT EFFECTIVELY REDUCES PLAQUE & TARTAR 24X7 GUM CARE VALUE FOR MONEY SOOTHING TASTE ATTRACTIVE COVER

14. 4 P’S PRODUCT AND PRICE:- PLACE:- -GENERAL STORES -DEPARTMENTAL STORES -GROCERY STORES -BETEL SHOPS PRODUCT QUANTITY PRICE TRUST REGULAR 50 Gms 11.00 100 Gms 25.00 COMBO PACK 250 Gms 42.00

15. PROMOTIONAL STRATEGIES SUB-URBAN WALL PAINTINGS DEMO VANS RADIO AND T.V PAMPHLETS & POSTERS DENTAL CAMPS FREE SAMPLES URBAN:- MULTIMEDIA ADVERTISING FREE SAMPLES HOARDINGS DISCOUNT OFFERS CONTESTS DIRECT MARKETING HOUSEHOLD JOURNALS

16. THANK YOU