Dentonic Case Study

2. 1. CURRENT MARKET SEGMENTATION
AND TARGET

3. • Dentonic’s target market is on the basis of niche marketing.
• Geographic market for Dentonic is both urban and rural
areas.
• Generation-X i.e. elderly people as well as the earlier
Millennial (Generation-Y), who saw Dentonic Toothpowder’s
early advertisement are aware of the product.
• Since, at present, there is not a single strong marketing for
Dentonic, so their users are very rare.
• Consumers whom were using Dentonic Toothpowder for
over 10-15 years on a regular basis i.e. they tend to be hard
core loyal.
CURRENTMARKETSEGMENTATION AND
TARGET

5. Product Chart

6. 2. SOME OLD ADVERTISMENTS
FROM NEWSPAPERS

9. 3. SWOT ANALYSIS

11. STRENGTHS
• Market Leader in Toothpowder Brand.
• Pioneer in Animated Advertisement of Tooth-based Products.
• Natural (Herbal) Product Ingredients.
• Long Brand Survival.
• Hard-Core Loyal Customers of Generation-X.
• Green Products through Environmental Friendly Processes.
• Pioneer in Toothpowder Manufacturing Industrial Set up.

12. WEAKNESS
 Lack of Consistency in STP Process causing Brand Failure in Current
Market.
 Unsuccessful Distribution Strategy due to Lack of Availability in the
Super Markets.
 Lack of Communication cause Failure of Product Orientation.
 No Extension in Production Facility through Advancement of
Technology.
 Distorted Image of Toothpowder is perceived among Urban Areas
Customers, that, it is a Product (Manjan) for Backward and Illiterate
People.
 No Product Improvement in terms of Technology and Innovation
through Packaging Style.
 Weak Financial Situation due to Low Sales.

13. OPPORTUNITIES
 Blue Ocean Strategy development in Low Cost and Competition,
Differential Products.
 Higher Inflation Rate requires the Customers to seek Low Price and
Good Quality Products.
 Strong Promotional Campaigns will Win-Back the Millennial
(Generation-Y).

14. THREATS
 Highly Competitive Red-Ocean Industry.
 Aggressive Advertisement Campaigns by Local and Multinational
Competitors.
 Change in Buying Behavior due to High Standards of Living, Literacy
Rate and Income Generation.
 Advancement in Technology in Competitive Market reduce Market
Shares of Dentonic.
 CPEC will further reduce the Market Share and Enhance Competition
for Dentonic.
 Strong Barriers to enter Premium Segment Target Market.
 Fake Brand with Similar Name developed i.e. Homeopathic Dentonic.
 Smuggling also causes the Customers to Switch to Smuggled Products
of Low Cost.

15. PORTER FIVE FORCES
THREAT OF COMPETITION: HIGH THREAT OF NEW ENTRANTS: HIGH
 Promotion Decline: Cutting Down Profit Margin in
Dentonic Products.
 Local Brands like English, Forhans etc. and
International brands like Colgate, Close Up,
Sensodyne, MacLeans etc.
 Local Companies like English etc.
 Smuggling Products.
 Cheap Raw Material from Local Markets.
THREAT OF SUBSTITUTES: MODERATE POWER OF SUPPLIERS: MODERATE TO HIGH
 Lukmani Manjan reduces Profitability.
 Brand Replica in the Local Market causing Future
Losses in Toothpowder Products.
 Low costing switch to toothpastes like English,
Sparkle.
 Growing trend of strong tooth, whitening teeth
(MacLean’s) and sensitivity tooth paste
(Sensodyne) and gels
 Lack of Research and Development (RnD) due to
Lack of Credibility and Resources (i.e. Labs,
Equipment’s & Chemicals etc.).
 Devaluation of Rupee.
 Import of Essential Oils from Foreign Market i.e.
China and England.
 Payment of Cash to Suppliers.
POWER OF BUYERS: MODERATE TO HIGH
* Sales on Credit to Retailers, Distributors and Departmental Stores.

17. CHOOSING VALUE
Segmentation & Targeting:
• Dentonic will grab the psychographic segment of achievers and
experiencers, whom are family-oriented and innovative respectively.
• The foremost target should be women (housewives), cause 60% of the
buying decision of the toothpaste for household is took by them.
• The target market will include kids cause in most cases, they influence
the buying decisions of their parents.

18. CHOOSING VALUE
Segmentation & Targeting:
• The geographical areas of urban and rural center both will be the
target market of Dentonic.
• The competitor advantage of Dentonic lies in the fact that it would
capture the market of young working class i.e. bankers, corporates,
managers, teachers etc. as well as students and kids.

19. BRAND DIFFERENTIATION &
POSITIONING
Tooth Health:
• Dentonic toothpowder for sensitive teeth stand out for sensitive, bleeding and
gingivitis teeth problems.
• The ingredients of the Dentonic are natural and healthy and instantly curing the
excruciating tooth ache.
Green Product :
• Dentonic products are 100% made of food grade natural products.
Environmental Friendly Production:
The production processes of Dentonic toothpowder and toothpaste are
environmental friendly i.e. no environmental deterioration of land, air and water
pollution.

20. Animated Advertisement:
• Dentonic was the pioneer in creating the animated advertisement of the tooth-
based products.
Hard-Core Loyal Customers:
• The CEO of the Dentonic claims that he receives wrote letter of brand
appreciation from the Generation-X comprising of the hard-core loyal customers.
Affordable Products:
• Dentonic tooth products are still surviving the market through their low cost
variable products.
BRAND DIFFERENTIATION &
POSITIONING

21. DIFFERENT STRATEGIES
Employee Differentiation:
• ALA Chemicals must train and educate their employees to be the best service
provider within its industry.
Channel Differentiation:
• ALA Chemicals need to re-design its existing means of distribution channels,
coverage, expertise, and performance to make the buying of the product a way
easier, convenient and enjoyable to the consumers. For example, it can facilitate
its consumers through launching its official e-site selling and promoting the
product effectively.
Image Differentiation:
• A must need of re-designing the logo with attractive images and colors in order to
appeal consumer’s social and psychological needs.

22. DIFFERENT STRATEGIES
Service Differentiation:
• ALA chemicals must need to make sure to provide a convenient system to
deliver the product in a better and faster way. For example, online selling and
keeping the delivery time at minimum in order to make the consumers feel that
they opted for right and good choice/product.

26. 4. DESIGN VALUE

27. 1. Product Differentiation
• In order to create a sustainable strategy, Dentonic need to specialize in one core
product line, which will have a limited amount of configurations.
• Dentonic needs to create a product that provides a specific core benefits and
make it more affordable than the other high quality products.
2. Packaging
• Price: (which is clearly written on the pack).
• Some information relating to the use of the product and benefits etc., would be
given in the pack.
• Company name and P.O. Box number shall be given in front.
• Another thing is that the package shall be attractive.
• Dentonic would use various packing.
• Expiry Date should be clearly mentioned on the Dentonic Packet.

28. 5. COMMUNICATING
VALUE

29. Mobile App:
• Dentonic should collaborate with Q-Mobile or any other Pakistani mobile
company to develop apps related teeth care.
Dental Expert:
• Is a patient’s guide to understanding dentistry procedures, including
some tips on how to care for your own smile.
Dental Phobia:
• Provides users with information that you need to deal with dental
fears and phobias.

30. Braces Help:
• Is an informative app for patients wearing braces. The app includes
resources on how to care for your braces and what to do if you have
any problems with your braces.
Teeth Whitener:
• Is a fun app that allows you to see how you would look with a
brighter smile.
Kids Dental:
• Uses animation to help you teach your child about their dental health in an
entertaining and exciting way.

31. My Smile:
• Allows you to compare your tooth’s color shade on a 15 shade palate.
Dentonic Tooth Fairy:
• Helps your family build regular brushing routines with fun teeth timers to brush
with. Other games included in this app are “Funky Smiles”, where you can add
crazy, funky smiles to a photo of yourself and “Teeth Battle”, where Dr. Dentonic
can fight bugs before they damage your teeth.
Brush DJ:
• Helps you to brush your teeth for the full two minutes to a randomly selected
song from your playlist.

32. Events:
Bring the attention to your audience over a key
concept

33. a. Eid:
• Dentonic can grab the attention of the customers by organizing various events at
shopping malls and bazars during Eid shopping.
• During the campaign, Dentonic would organize various games for kids and quiz
contest for the adults to win exciting gift hamper from Dentonic.
b. Ramazan:
• Dentonic would offer to purchase combo packs of 2 toothpaste and 1gel and get
a Reusable water bottles as on-pack gift for free.
• It will attract a lot of consumer’s attention as the reusable water bottle will help
the customers to keep hydrated in the scorching heat, at both Sehar and Iftar
time.
c. Pakistan Day:
• Discounted rates will be introduced for the customers to celebrate Pakistan Day.
d. Oral Care Day:
• Free-sampling could be conducted at a walk organized on World Oral Care Day at
20th March each year, with the aim to develop Pakistan healthier, cleaner and
stronger each day.

34. Oral Care Day:
• Dentonic could organize free dental check-ups and sampling at the prime
locations of the city i.e. shopping malls, schools, colleges, universities, hospitals
and blood bank to raise awareness regarding oral health and tooth disease.
• Poster competitions will be organized by Dentonic in school and colleges.
• The contestant winning the competition will be awarded a gift hamper by Dr.
Dentonic and his/her poster will be displayed at Dentonic official website.
• Oral health awareness programs in newspapers, radio and television will be
sponsored by Dentonic along will surprise gifts

35. Online Campaigns:
Create a Facebook contest in collaboration with
Daraz, whereas, only if a person shares
Dentonic promos with all his/her friends,
he/she gets a promo code that entitles him to
buy Dentonic Ultra-Whitening Refreshing Gel
from an e-commerce partner (e.g. Daraz) at a
discounted rate for his/her next 4 purchases
plus any other goodie that the e-commerce
partner may want to give.

36. MEDIA

37. Morning, Ramazan and Quiz Shows:
• Dentonic would give gift hampers to the contestant winning various competitions
organized during the show.
News Channels:
• Oral health awareness programs at Health TV, GEO, Hum, Samma, ARY, Dunya,
BOL etc., will be sponsored by Dentonic.
Newspapers:
• Daily DAWN, Business Recorded, Express Tribune, JANG, Express (Urdu), Dunya
etc., will cover the advertisements and the activities sponsored by Dentonic.

38. 6. DELIVERING VALUE

39. VALUE NETWORK CHANNELS
Explore Retail Marketing Channels
• Retail outlets may be able to provide advertising opportunities for your
toothpaste by allocating display space for your products and posters so
shoppers readily see them.
Consumer Marketing Channels:
E-Commerce and M-Commerce Marketing Practice :
• The concept of brick and click or re-intermediation would be applied on the
Dentonic products i.e. they can be order online or through Dentonic mobile
app, when it is in bulk supply.
1. Producer Wholesalers Retailers Consumers
2. Producer Retailers Consumers

40. thanks!
Any Questions?