ALTIUS CO.

PVT LTD
your zenith) (. reach

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DENTIN TOOTHBRUSH
(REASON TO SMILE)

PREFACE

Expenditure Statement
5% 45% 12% 20% Basic amenities Education Medical charges Dentist Entertainment Savings

8%

10%

The best solution to augment your savings is DENTIN TOOTHBRUSH, one of the lowest cost battery operated toothbrush in India with a quality, which is competitive even in the international market. Toothbrush is shopping consumer good, which is been offered by the company to the consumers as per their requirements Future plans 1. To give Indian market better standards of living at a lower cost 2. To be a market leader 3. To have excellency in product quality and technology.

 4 out of 5 new toothbrushes straight out of the package are already contaminated (U.S.A Today)

The sharp tip of the toothbrush bristles can cause tiny lacerations in the gums that allow infection to enter the body

Studies have shown that contaminated toothbrushes not only harbor , but also transmit both viruses and bacterias that cause localized and oral inflammatory diseases. (By American dental association)

Study of 1372 people found that those with gum diseases had a triple the risk of heart attacks in 10 years period. ( University of Buffalo)

EXECUTIVE SUMMARY From the above studies it is clear that a unhygienic & contaminated toothbrush is dangerous Altius a pioneer in manufacturing low cost but high quality hygienic(clinically proven by ADA) toothbrushes is here to solve all your dental problems. It gives a look of cosmetic dentistry parlours. The main objectives of the company are survival & product quality leadership. We sell high quality product at a competitive rate, which deliver a value to our customers. Altius company is growth-oriented company with future plans to establish channels for different target markets & aim for efficiency, control & adaptability.

Address Altius & Co Pvt Ltd

Dentin toothbrushes Malmadar vada Extension Road Kanchipada B/2 Malad (w)-400064

Mumbai
Fax: - 0222-5221434 Website: - www.Altius.com Email: - Dentin @ Altius.com

Managing Director:- Meenal Mehta CEO:- Supriya Desai Directors:Ramnarayan Sharma Shivkumar Sharma Roderick Fernandez Radha Desai Rekha Mehta

Approvals\Sanctions of government Authorities:Certificate of incorporation The electricity authority The telecommunication department for installation of special communication system including telephone &fax lines. Excise authorities (central &state department) Registration under sales tax act for dealing in transaction of purchase & sale of goods & availing of available concessions To apply to the income tax department for various matters such as a. Deduction of tax at source b. Creation of PP trust c. Creating of gratuity fund Water authorities Pollution control board ISI certificate Regional office of the bureau of Indian standards Quality marking certificate- Quality marking center of state govt Weights & measures Inspectors of weights & measures. Appointment of auditor of the company Sanction plan Declaration of the building plans Memorandum of association &Articles of association

Memorandum of association &Articles of association Process , location and layout plans Flowchart and organization chart Resource testing Inspection Survey report ,quotations and pricelists

PROCESS

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PROCESS There are mainly three steps involved in manufacturing a toothbrush: Step 1:Machine :- Injection machine Input :- Imported Plastic

Here the plastic is feed into the moulds and inserted into the Injection machine. After the process is completed handles of the toothbrush emerge out into which the battery & wires are inserted to complete the mechanism of the toothbrush.

Step 2: Machine: - Tufting machine Input :- Handles

Here handles are inserted into the Tufting machine and bristles are inserted into the heads of the handled by the machine. Here bristles are unleveled.

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Step 3: Machine :- Leveling machine Input :- Handles with unleveled bristles

Here the unleveled bristles are leveled and the quality department according ADA standards tests the brushes. Once approved it is sent for packing. Unbreakable plastic covers (purchased form a manufacture) similar to that of a test tube are used to give an attractive look. Then a packing machine with a brand name seals these.

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HIERARCHY OF THE ORGANISATION

BOARD OF DIRECTORS

MANAGING DIRECTOR CHIEF EXECUTIVE OFFICER

FINANCE

MARKETING HR DEPT DEPT.

LEGAL PRODUCTION R&D DEPT. DEPT. DEPT DEPT.

ACCOUNTANT

SALES FORCE

PURCHASE

QUALITY

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MARKETING

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MARKETING In this report Dentin examines the toothbrush market analyzing its size and trends along with consumer behaviour and purchasing trends

Percentage reduction in plaque after 2 min brushing

100 80 60 40 20 0

Battery operated toothbrush

Normal toothbrush

Battery operated toothbrush

Normal toothbrush

Battery operated toothbrush

It is evident from the above study battery operated toothbrushes are are better performers than a normal toothbrushes.

USP :1. Easy Brushing & maintenance product 2. Affordable & durable 3. Unbreakable

Normal toothbrush

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Main features are: We have a integrated marketing communication which looks at the whole marketing process from the viewpoint of the customers Automatic battery operated toothbrush with a replaceable head. Multiangular, Triple effect, Flexi head, Massage Plus, Multicare & Oscillating head Proven by American Dental Association that it is safe and hygienic on your gums and teeth . . Available in various packs such as family packs in the nearest outlets which can be gifted to others. Attractive toothbrushes for Generation K with cartoon characters embossed on them. Toothbrushes that change their colour to indicate the preset time set for brushing on the timer for adults. Music for children for their entertainment. (Brushing is a now a Fun with Dentin toothbrush) Rubber grip for a better hold. Convenient travels carry packing. Speed adjustable rotator to suit your convenience Oscillating movement can also be controlled.

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Marketing Strategies Good value strategy i.e. high quality lower prices & Product bundle pricing strategies adopted Geographical market segmentation undertaken. Hybrid marketing channels adopted.

CATALOGS, TELEOHONES CONSUMER SEGMENT 1 RETAILOR CONSUMER SEGMENT 2

PRODUCER

DISTRIBUTOR

DEALERS SALES FORCE

COSUMER SEGMENT 3 CONSUMER SEGMENT 4

All the 4 Ps of marketing have been given equal importance: a. Place b. Price : - A strong distribution, which ensures that the produce is available at the nearest outlet. : - A price affordable by common man. Discounts are offered.

c. Promotion: -Heavy promotional activities undertaken . d. Product :- An eye-catching toothbrush

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Informative type of advertising with pulsing periods will be used as the product is in the introduction stage. Personality symbols are also a mode of advertisements. Trade fairs and Exhibitions also used as a means promotional activity. Display modes in retail outlets are also included in the promotion budget. Provisions made for providing in the international flights, five star restaurants and multiplexes at concessional rates with a view to promote our product in international market. . Coupons being provided to schoolchildren & less privileged children to attract age group between 5-15. Sharpeners with model cartoon characters provided free to kids. Mouthfreshner a complimentary product with the adults toothbrush. One of our objectives being Save mother earth we are registered under rsg@globind.com, which recycles the waste plastic products.

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FINANCE

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1.Machinery/ Equipment (Rs. in 000s) 1. S.no. 1 2 3 4 5 Description Moulds Injection Machine Tufting Machine Handling Machine Packing Machine Total Quantity Required 3 2 2 2 2 11 Price Per machine 2,50 4,25 9,17 30 30 Total Value 7,50 8,50 18,34 60 30 35,24 Names Of Suppliers Mumbai Mumbai Mumbai Mumbai Mumbai

2.Raw Materials (Rs in 000s) S.no. 1 2 3 4 5 6 7 8 Items Imported plastic Imported plastic Nylon 66 Nylon 6 Rubber Grip Button & Wires Packing Miscellany Total Annual Quantity Year 1 Year2 142020 170424 74208 89052 26616 31944 13320 15984 2028000 2433600 0 0 2028000 2433600 0 0 2028000 2433600 0 0 2028000 2433600 0 0 Value (Rs) Year 1 Year2 1,63,32 2,01,12 89,04 1,08,60 1,73,04 2,07,60 69,96 83,88 81,12 1,09,56 4,05,60 50,76 4,05,60 4,86,72 60,84 4,86,72 Sources Mumbai Mumbai Mumbai Mumbai Mumbai Mumbai Mumbai Mumbai

14,38,84 17,45,0 4

3.Utilities (Rs in 000s) S.no. 1 2 3 Particulars Electricity (factory) Electricity (Office) Water &Fuel Total Annual Expenses (Rs) Year 1 Year 2 7 84 63 7,56 2 24
20

Total

72

8,64

4. Man Power (Rs in 000s)

S.no. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Particulars Skilled Semiskilled Unskilled M.D CEO Directors Research & Development Marketing Human Resource Finance Purchase Production Quality Legal Accountant General Total

Number 5 30 15 1 1 5 2 8 2 2 4 2 4 1 2 10

Total Annual Wages & Salaries Year 1 1,92 9,00 3,60 4,40 3,84 15,00 2,40 7,68 1,92 2,88 3,84 1,92 3,84 1,08 1,92 1,92 35,40 Year 2 20,16 9,48 3,84 5,04 4,44 17,28 3,12 8,40 2,04 2,52 4,20 2,04 4,20 1,20 2,04 2,04 58,56

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5. Working Capital (Rs in 000s) S.no. 1 2 3 4 Particulars Raw materials Stock Semi-Finished Stock Finished Goods Stock 1 Month Production Expense (Utilities+Wages+Salaries) Total Duration 1 month 1 month 1 month 1 month Value (Rs) Year 1 Year 2 1,19,87 1,45,42 9,59 11,63 71,92 87,25 6,32 8,41 2,07,70 2,52,71

6. Fixed Capital (Rs in 000s) S.no. 1 2 3 3 4 5 Particulars Land Building Machinery/Equipments Furniture/Fixtures Car Computer Total Year 1 1,12,00 48,00 35,24 15,00 10,00 6,00 2,26,24 Value (Rs) Year 2 26,43 1,12,00 46,08 12,00 8,00 3,60 2,08,11

7. Total Cost Of The Project (Rs in 000s)

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S.no. 1 2 3 4 5

Particulars Fixed Capital Working Capital Preliminary& Preoperative Expenses Escalation & Contingencies Technical Total

Value (Rs) 2,20,24 2,07,70 24,00 8,78 11,43 4,72,15

8. Means Of Finance Particulars S.no. 1 Term Loan 2 Promoters capital Total Value (Rs) 3,14,77 1,63,38 4,78,15 Remarks MSFC & IDBI

a. Funds raised from 49 shareholders. b. Installment amount :-1572 c. Interest rate d. Pay back period :- 14% :- 20 years

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9.

Project Profitability Analysis S.no. Description Income 1 Sales Revenue Expenses 2 Manufacturing Expenses 3 Selling & Distribution & Advertisements Expenses 4 Administrative Expenses 5 Traveling Expenses 6 Interest 7 Packing 8 Free goods 9 Preliminary & Preoperative Expense Written Off 10 Depreciation 11 Excise Duty 12 Sales Tax 13 Profit before tax Less Income Tax Less Surcharge Profit after tax Percentage of gross profit Percentage of net profit Operating profit Debt Equity ratio Year1 values 281,89,20 17,72,81 117,93,40 14,96,37 8,40 44,06 4,05,60 10,14,00 4,80 18,85 26,49,33 28,81,14 61,00,44 22,12,47 99,13 37,88,83 21.64% 13.44% 60,37,53 2:1 Year2 Value 338,27,04 21,27,03 137,10,77 19,63,96 17,56 41,87 5,47,56 12,16,80 4,80 13,89 31,43,08 34,18,09 76,21,63 27,64,17 1,23,85 47,33,61 22.53% 13.99% 75,65,87 2:1

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BALANCE SHEET Year 1 Liabilities Fixed liabilities Share capital Loan Reserves & Surplus General reserves Current Liabilities Creditors TOTAL LIABILITIES Assets Fixed assets Building Land Machinery Furniture Car Current Assets Debtors Inventory Cash at bank Investment TOTAL ASSETS 1,57,38 2,99,05 37,88,83 2,07,70 44,52,96 46,08 1,12,00 26,43 12,00 8,00 23,49,10 2,01,38 6,97,97 10,00,00 44,52,96 Year 2 1,57,38 2,83,33 85,22,44 2,78,70 92,41,85 44,24 1,12,00 21,14 9,60 6,40 28,18,92 24430 12,85,25 47,00,00 92,41,85

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Schedules Administrative expenses Sl No. 1 2 3 4 5 6 7 8 9 10 11 12 Particulars Legal expenses Insurance Bank charges Printing, Stationery & communication Postage & Telegram Car Expenses Property Tax Salary Employees Benefits Electricity Fuel & Water Sales Promotion Total Year 1 60 2,00 3,10 6,22,05 80,00 75 25 35,40 22,05 84 24 7,29,09 14,96,37 Year 2 60 2,00 3,66 8,15,50 82,00 90 25 58,56 24,26 96 36 9,74,91 19,63,96

Manufacturing expenses Sl No. 1 2 3 4 5 6 7 8 Particulars Repairs & Maintenance Raw Material consumed Raw Materials in stock Work in progress Finished goods Labour Electricity Carriage Inwards Total Year 1 85,00 14,38,44 1,19,87 9,59 71,92 31,80 7,56 8,63 17,72,81 Year 2 85,80 17,45,04 25,55 2,04 15,33 33,48 7,56 10,85 19,25,62

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Selling & Distribution: S.no. 1 2 3 4 5 Particulars Television ads Internet Hoardings Magazines & Newspaper Packing & forwarding TOTAL Year 1 95,00,00 85,00 12,00,00 4,00,00 6,08,40 117,93,40 Year 2 114,45,69 1,36,41 9,00,00 6,00,00 8,30,08 139,12,18

Depreciation S.no. 1 2 3 4 5 Particulars Machinery Building Furniture Car Computer TOTAL Year 1 8,81 1,92 3,00 2,00 3,60 18,85 Year 2 6,61 1,84 2,40 1,60 1,44 13,89

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BREAK EVN POINT Break Even Sales Revenue = FC P/v Ratio Sales Revenue = 281,89,20 Fixed Cost = 15,85,36 Variable Cost = 8,73,05

P/V Ratio

Sales Revenue - Variable Cost Sales Revenue

P/V Ratio

281,89,20 8,73,05 281,89,20

0.969 15,85,36 0.969

Break Even Sales Revenue =

Break Even Sales Revenue = 16,36,07

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SWOT ANAYSIS

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 Low cost high quality automatic battery operated toothbrush. Hygienic & a toothbrush that takes cares like a dentist & gives a Look of a cosmetic dentistry parlours. Easy to use with simple procedures to operate. Attractive packs, which can even be gifted to others. Gentle on your teeth & gums & tough on the plaque. Imported bristles to take care of your teeth. Generation k toothbrushes for fun brushing. Attractive colours well designed, rubber grip, speed adjustable Toothbrushes Musical brushes with timers available for convenient brushing. Imported unbreakable plastic. Flexi head, Multinuclear, Criss cross bristles for easy brushing on every corner of the mouth.

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W Weakness No major weaknesses were visible, if any suggestions are always Welcomed by us. Now a days there has been a downward trend in the FMCG industry but we are positive that we will be able to reach our targets because of our strategies

O- Opportunities India has always been the most potential market. We are expecting to tap both the upper class & upper middle & middle class society which form the major chunk of the society. International market has also attracted our attention. We are planning for exports in the third year.

. T- Threats Threats have also been a part & parcel of any business, but we have completely geared ourselves up to face any kind of the threats or competitions put froth in front of us. Government rules& regulation are a mojor point on which we have taken considerable care upon Dental associations have approved our product on the aspects of its quality & safety.

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FUTURE PLANS

34

Growth has been inevitable to any kind of business. But for a stabilized & profitable growth planning is necessary.

Our major future plans are: 1. Launching toothbrushes with rechargeable batteries. 2. Going in for exports for the third year to tap the international market. 3. It has been a new trend to use flossments & this has not escaped our attention. Companies future plans includes this point 4. Expanding the range to suit the consumer needs. 5. Our company has also invested a considerable amount in R&D. 6. Market leadership i.e. increasing the market share.

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