Escolar Documentos
Profissional Documentos
Cultura Documentos
India
Introduction
Earlier in India oral hygiene was the domain of local
GROWTH PROSPECTS
Industry Overview
Growth Rate
Toothpaste Sub Segment
Major Players
Per Capita Consumption
Penetration Level
Segments:
Popular Segment
Colgate , Pepsodent
Declining
Low Price Packs
Cibaca, Babool
Growing
Niche Products
Ayurvedic and Sensitive toothpastes Growing
Freshness Segment
Colgate MaxFresh,Close Up,Anchor Gel Growing
Porter's
Five Forces Analysis
HIGH
HIGH
HIGH
MED
HIGH
Swot analysis
Strength
Market reach for both rural and
urban area
Availability of raw materials
Low operational cost
Opportunities
Purchasing power increases
Health camp
Low dentist population ratio
Weakness
Point of parity
Research and development
Threats
Well established
competitor
subsitutes
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
Colgate
Introduction
In 1806, William Colgate introduced starch, soap and
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.
3. Promotion
They
4. Place
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
Distribution strategy
ADVERTISEMENT
Promotional tools
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 Colgates 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
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
Segmentation:
Colgates market segmentation is very broad because all their products are
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
characters and different tastes and are less strong so that it wouldnt
damage their gums.
in 1956
A $2.2billion company
Indias largest FMCG company
Over 20 distinct product categories
Market leader across categories
PRODUCT
PRICE
PRICE
TYPE
PEPSODENT
COMPETITORS
Vanilla variants
Pepsodent Germi-Check
Rs. 62 for 200g.
Gel variants-
Whitening variants
PLACE
PLACE
PROMOTION
Brand Ambassador
In May,2010, Pepsodent had roped in Shah Rukh
Free Gifts
Pepsodent had
Segmentation
consumer
Positioning Matters
Pepsodent positioning:
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:
in Rs. million
ProductMixWidthStrategy
Home Care
Home Care
Hair Care
Skin
Care
Personal Care
Foods
Digestives
OTC and
Ethical's
Oral Care
Health
Supplement
6%
22%
26%
16%
30%
Africa
Middle East
Asia
US
Others
INDUSTRY COMPETITORS
DABUR
Colgate-Palmolive Ltd.
HUL(Hindustan
Uniliver Limited)
P&G(Proctor
&Gamble)
Four Ps of Dabur
PRODUCT
1.Dabur red
toothpaste
a) 200 gm
b) 100 gm
c) 50 gm
d) 20 gm
2.Dabur Meswak
e) 200 gm
f) 300 gm
PRICE
65
42
17
12
75
112
PLACE OR
DISTRIBUTIO
N CHANNEL
PROMOTION
Manufacturer
Wholesaler
Retailer
Consumer
TV commercials
Newspapers
POP Display
Wall Painting
Video Vans
Four Ps 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
Shampoo
Oral care
Skin care
Digestives
Dabur vatika
shampoo
Gulabri skin
care
Hajmola tablets
Dabur uveda
Hajmola candy
Dabur Almond
Babool tooth
paste
Fem Range
Hingoli
Promise
toothpaste
Pudin Hara
Meswek
Pudin Hara
Lemon Fizz
Nature Care
Pricing Strategy :
Dabur implented value based, cost based, compititor based pricing
stragies.
Value based:
pricing is done based on companies'
Ex:chwanprash
image in the
Cost based:
market.
Positioning
Youth
Health conscious people
School children
Mothers
Existing old age groups
HIGH/ME JUSTIFICATION
DIUM/LO
W
IMPACT
Social factors
High
impact
Pschycological
factors
Medium
impact
Conclusion
Nature is the lifeline of Dabur company. Dabur