TRUST TOOTHPASTE
- 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