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  • Balsara Toothpaste Success N Failure Story

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    Balsara Toothpaste was incorporated in 1978 and manufactures oral care and household care products. It launched Promise Toothpaste in 1978 positioning it as unique with clove oil, which is a traditional Indian remedy. Meswak toothpaste was launched in 1988 positioning itself as a natural herbal toothpaste containing ingredients mentioned in ancient scripts. While Promise and Meswak were initially successful, Promise lost market share to competitors as it deviated from its clove oil positioning and lacked advertising support. Meswak also declined due to a non-aggressive marketing strategy, limited variants, weak advertising, and no brand ambassador.

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    Balsara toothpaste success n failure story

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    Balsara Toothpaste was incorporated in 1978 and manufactures oral care and household care products. It launched Promise Toothpaste in 1978 positioning it as unique with clove oil, which is a traditional Indian remedy. Meswak toothpaste was launched in 1988 positioning itself as a natural herbal toothpaste containing ingredients mentioned in ancient scripts. While Promise and Meswak were initially successful, Promise lost market share to competitors as it deviated from its clove oil positioning and lacked advertising support. Meswak also declined due to a non-aggressive marketing strategy, limited variants, weak advertising, and no brand ambassador.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    2K views8 pages

    Balsara Toothpaste Success N Failure Story

    Uploaded by

    rohit7853
    Balsara Toothpaste was incorporated in 1978 and manufactures oral care and household care products. It launched Promise Toothpaste in 1978 positioning it as unique with clove oil, which is a traditional Indian remedy. Meswak toothpaste was launched in 1988 positioning itself as a natural herbal toothpaste containing ingredients mentioned in ancient scripts. While Promise and Meswak were initially successful, Promise lost market share to competitors as it deviated from its clove oil positioning and lacked advertising support. Meswak also declined due to a non-aggressive marketing strategy, limited variants, weak advertising, and no brand ambassador.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 8

    Balsara Toothpaste

    BY
    AIM
    ROHIT SHARMA
    Balsara Toothpaste

     The Comp. was incorporated on 29th April 1978. The objects is to manufacture & deal in hygiene
    products
     It operates in two major product categories

    Oral Care
    Tooth paste
    Tooth powder
    Tooth brush
    Household Care
    Mosquito Repellents
    Air Fresheners
    Scouring Powder & Bar
    Toilet Cleaners
    Balsara toothpaste

     Promise Toothpaste’ in the year 1978

     Meswak was first launched in 1988

     Babool toothpaste first launched in 1988 generated a consumer

    franchise based on its 'Paisa Vasool' positioning


    Success OF Balsara’s tooth paste

    PROMISE

     Its unique positioning of clove oil

     Clove oil in India is a traditional remedy for the prevention of

    dental and toothaches this powerful connation succeeded


     It was not promoted on me-too concepts like fluoride ,
    mouthwash, fragrance, taste,
     Slogan - “the unique toothpaste with time tested clove oil gave it a

    very new position hit hero not capitalized on by any other brand.
    MESWAK
    Meswak has positioned itself on the basis of:
     ATTRIBUTES : Meswak is positioned as a toothpaste containing a natural
    herbal ingredient in the renowned ancient scriptures providing about 70
    benefits for the entire body.
     EMOTION BASED POSITIONING: which was done with the help of
    taglines like “Meswak apnaiye, vishwas phelaiye” or “Formula sirf Bharat
    ke pass hai. This cater to the emotional based positioning promoting that
    consumers will be proud to use an Indian brand. Hence, competing with the
    multinational brands
    Failure

    Promise
     Promise toothpaste, in 1990 had a sizable 13 per cent market share, which was

    incidentally better than HLL'S. But as HLL turned on the heat , Promise lost focus. As

    the freshness market in toothpaste started growing with the advent of Close-Up,

    Balsara's Promise deviated from its given niche of being clove-dominated. It started

    targeting freshness, a folly in the ultimate analysis. Things went wrong when it was

    discovered that it was an under supported category in terms of advertising and

    marketing expenditure. Further, promise didn't have the ability to cross-subsidies in

    terms of surplus cash.


    Meswak
     Non aggressive market & promotional strategy

     limited variants

     Weak advertising campaign

     No Brand Ambassador

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