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Factorial study of brand loyalty for toothpaste in buyers of

Ghazipur city

SURVEY PROJECT REPORT
Submitted to
Veer Bahadur Singh Purvanchal University, Jaunpur
In partial fulfillment of the requirements for the degree of
BACHELOR OF BUSINESS ADMINISTRATION

Submitted by Under the supervision of
Shiva Kumar Verma Mr. Arif Sultan
BBA 4
th
SEMESTER (Assistant Professor)
ROLL NO. 1359 Department of Business Administration





2011
Technical Education & Research Institute
Post-Graduate College, Ravindrapuri
Ghazipur 233001

Certificate
This is to certify that Yogendra Nath Pursuing BBA 4
th
Semester from this institute, has
prepared the survey project report entitled SWOT ANALYSIS OF COLGATE TOOTHPASTE
IN GHAZIPUR CITY in partial fulfillment of the requirement of the degree of Bachelor of
Business Administration from Veer Bahadur Singh Purvanchal University, Jaunpur During the
session 2010-2011.
This report is based on survey project undertaken by Mr. Yogendra Nath under my
supervision during the course of fourth semester and fulfills the requirements relating to the
nature and standard of BBA course of V.B.S. Purvanchal University, Jaunpur.

I recommend that this project may be sent for evaluation.






Rahul Anand Singh Miss chandan Singh
Associate Professor & Head (Assistant Professor)
Dept. of Business Administration Dept. of Business Administration


DECLARATION

I Yogendra Nath hereby declare that this survey project report entitled SWOT ANALYSIS OF
COLGATE TOOTHPASTE IN GHAZIPUR CITY Has been prepared by me on the basis of
survey done during the course of my fourth semester BBA programme under the supervision of
Miss Chandan Singh Lecturer, Department of Business Administration, TERI P.G. College
Ghazipur.

This survey project is my bonafide work and has not been submitted in any University of
Institute for the award of any degree or diploma prior to the under mentioned date. I bear the
entire responsibility of submission of this project report.





30
th
April 2011 Yogendra Nath
BBA 4
th
SEMSETER
Department of Business Administration
Technical Education & Research Institute
P.G. College, Ghazipur



INDEX OF CONTENTS

PREFACE
CHAPTER 1
Introduction (Objective
CHAPTER 2
Research Methodology
Limitation
CHAPTER 3
Data analysis & Interpretations
CHAPTER 4
Finding & Recommendations
CHAPTER 5
Appendix
Bibliography




PREFACE
B.B.A programme is one of the most reputed professional courses in the field of
management. This course includes both theory and its application contents of curriculum. Project
Report is an integral part of the B.B.A. program at V.B.S. Purvanchal University Jaunpur
Each student is required to prepare research report in his or her 4
th
semester. This programmed
intends to get familiar with practical aspect of management through survey. The importance of
any academic course would give advantage and acceptance of the true from only through
practical experience. The topic assigned for the research report is Market analysis of Sunglass
brand available in Ghazipur City I know the opinion of the sample by personal interview &
questionnaire. The Research programmed is an integral constant of the cause curriculum of
programmed in Management. This survey is divided into forth chapters. Each chapter has its
own relevance and importance.
The chapters are divided and defined in a logical, systematic and scientific manner to
cover every nook and corner of the topic. The Introductory stage of this survey report is based on
introduction of Colgate toothpaste Brand, its objective, importance, scope & limitation.
Second chapter dealt with Research Methodology. The process of carrying out the
whole research problem is defined in it. It contains information about the methods of data
collection, sampling, sample design, Data analysis & interpretation.
Third chapter is finding and conclusion. Contains the findings and conclusion of the
study. This based on the data analyzed and interrelated in previous chapters. This is the most
important section of the report, for repot is evaluated on the validity and correctness of its
findings. Depicted conclusion which concludes the whole repot, that is, gives a brief description
of the process employed so far. It also showed annexure which contains a format of the
questionnaire used for the purpose of data collection.
Fourth Chapter one title bibliography contains the list of sources from where the matter
and information is collected. It contains the list of books, author, volume number, issue year,
publisher etc.
















ACKNOWLEDGEMENT

I would like to express my gratitude to Miss Preeti Sagar Pathak
(Lectures, T.E.R.I. P.G. College Ghazipur) who supervise and guide me entire
whole Research Report premarital.
I am grateful to Dr. Rahul Anand Singh (HOD-BBA T.E.R.I., P.G. College,
Ghazipur) and Shri D.N. Singh (Director T.E.R.I. P.G. College, Ghazipur) for
their support & encouragement .
I would also like to thanks to all the respondents who directly provide
the data for Research Report & support during the survey.

Place: Parul Singh
Date Roll Number:1026




INTRODUCTION
OF TOOTHPASTE

Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and
maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an
abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing
halitosis, and delivers active ingredients such as fluoride or xylitol to help prevent tooth and gum disease
(gingivitis). Most of the cleaning is achieved by the mechanical action of the toothbrush, and not by the
toothpaste. Salt and Baking soda are among materials that can be substituted for commercial
toothpaste. Toothpaste is not intended to be swallowed.
Toothpastes or powders came into general use in the 19th century. The Greeks,
and then the Romans, improved the recipes for toothpaste by adding abrasives such as crushed
bones and oyster shells. In the 9th century, the Persian musician and fashion designer Ziryab
invented a type of toothpaste, which he popularized throughout Islamic Spain. The exact
ingredients of this toothpaste are unknown, but it was reported to have been both "functional and
pleasant to taste". It is not known whether these early toothpastes were used alone, were to be
rubbed onto the teeth with rags, or were to be used with early toothbrushes, such as neem-tree
twigs and miswak.Washington Sheffield made the original collapsible toothpaste tubes lead.

Tooth powder
Tooth powders for use with toothbrushes came into general use in the 19th century in Britain.
Most were homemade, with chalk, pulverized brick, or salt as ingredients. An 1866 Home
Encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth
powders that were commercially marketed did more harm than good.
Modern toothpaste

An 18th century American and British toothpaste recipe
called for burnt bread. Another formula around this time
called for dragon's blood (a resin), cinnamon, and burnt
alum. By 1900, a paste made of hydrogen peroxide and baking soda was recommended for use
with toothbrushes. Pre-mixed toothpastes were first marketed in the 19th century, but did not
surpass the popularity of tooth-powder until World War I. In 1892, Dr. Washington Sheffield of
New London, Connecticut, manufactured toothpaste into a collapsible tube, Dr. Sheffield's
Creme Dentifrice. He had the idea after his son traveled to Paris and saw painters using paint
from tubes. In New York City in 1896, Colgate & Company Dental Cream was packaged in
collapsible tubes imitating Sheffield.Fluoride was first added to toothpastes in 1914, and was
initially criticized by the American Dental Association (ADA) in 1937. Fluoride toothpastes
developed in the 1950s received the ADA's approval. To develop the first ADA-approved
fluoride toothpaste, Procter & Gamble started a research program in the early 1940s. In 1950,
Procter & Gamble developed a joint research project team headed by Dr. Joseph Muhler at
Indiana University to study new toothpaste with fluoride. In 1955, Procter & Gamble's Crest
launched its first clinically proven fluoride-containing toothpaste. On August 1, 1960, the ADA
reported that "Crest has been shown to be an effective anticavity (decay preventative) dentifrice
that can be of significant value when used in a conscientiously applied program of oral hygiene
and regular professional care." The amount of fluoride in toothpastes varies from country to
country.
In 2006 appeared in Europe the first toothpaste containing synthetic hydroxylapatite as an
alternative to fluoride for the remineralization and reparation of tooth enamel. The "biomimetic
hydroxylapatite" is intended to protect the teeth by creating a new layer of synthetic enamel
around the tooth instead of hardening the existing layer with fluoride that chemically changes it
into Fluorapatite.
In June 2007, the US Food and Drug Administration and similar agencies in Panama,
Puerto Rico and Australia advised consumers to avoid certain brands of toothpaste manufactured
in China after some were found to contain the poisonous diethylene glycol, also called diglycol
or labeled as "DEG" on the tube.
Striped toothpaste
The red area represents the material used for stripes, and the rest is the main toothpaste material. The
two materials are not in separate compartments; they are sufficiently viscous that they will not mix.
Applying pressure to the tube causes the main material to issue out through the pipe. Simultaneously,
some of the pressure is forwarded to the stripe-material, which is then pressed onto the main material
through holes in the pipe.Striped toothpaste was invented by a New Yorker named Leonard Lawrence
Marraffino in 1955. The patent was subsequently sold to Unilever, who marketed the novelty under the
'Stripe' brand-name in the early 1960s. This was followed by the introduction of the 'Signal' brand in
Europe in 1965. Although 'Stripe' was initially very successful, it never again achieved the 8% market
share that it cornered during its second year.
Marraffino's design, which remains in use for single-color stripes, is simple. The main
material, usually white, sits at the crimp end of the toothpaste tube and makes up most of its
bulk. A thin pipe, through which that carrier material will flow, descends from the nozzle to it.
The stripe-material (this was red in 'Stripe') fills the gap between the carrier material and the top
of the tube. The two materials are not in separate compartments. The two materials are
sufficiently viscous that they will not mix. When pressure is applied to the toothpaste tube, the
main material squeezes down the thin pipe to the nozzle. Simultaneously, the pressure applied to
the main material causes pressure to be forwarded to the stripe material, which then issues out
through small holes (in the side of the pipe) onto the main carrier material as it is passing those
holes.
In 1990 Colgate-Palmolive was granted a patent for two differently-colored stripes. In
this scheme, the inner pipe has a cone-shaped plastic guard around it, and about half way up its
length. Between the guard and the nozzle-end of the tube is then a space for the material for one
color, which then issues out of holes in the pipe. On the other side of the guard is space for
second stripe-material, which has its own set of holes.Striped toothpaste should not be confused
with layered toothpaste. Layered toothpaste requires a multi-chamber design, in which two or
three layers then extrude out of the nozzle. This scheme, like that of pump dispensers, is more
complicated (and thus, more expensive to manufacture) than either the Marraffino design or the
Colgate design.
Brief History of Toothpaste
Toothpaste use was first reported in Africa (Egypt) at about the 4th AD. The primitive toothpaste
was we know was made up of salt, pepper, mint leaves and iris flower. Urine based toothpaste
was widely used in Europe during the Roman times.In early America, toothpaste consisted of
burnt bread.Up till today in many parts of Africa, specific types of herbs are still been chewed
which helps to keep the mouth and teeth pristine clean.you can now buy your close up toothpaste
hereWhat brand of toothpaste do you use? Today there are at least 20 different brands of
toothpaste in the market. Most contains the same basic ingredients: Sodium fluoride or sodium
mono-fluoride. Why close up toothpaste in an African food shop? Yes. I would have asked the
same too. I was at Dalston Market in London the other day, and meet a queue of people waiting
to buy this close up toothpaste.What is the force about this particular brand of toothpaste? I
asked. I was made to understand that many Africans in Europe and America do not use any other
toothpaste apart from this for its unique taste and "tingly freshness".
This Close up toothpaste is made by Lever Brothers Limited (Unilever) and used all over
Africa, from Tema in Ghana, Nairobi in Kenya, Kampala Uganda, Addis Ababa Ethopia, Dar es
Salam Tanzania, Limbe Malawi to Lusaka Zambia.Curiously, this toothpaste contains the same
basic ingredients like the one made in Europe. I started using it myself and found it to be really
nice now you can understand why we stock it. Get your own close up toothpaste along with
your shopping and try it today.
The Close up toothpaste contains
Sodium Fluoride, Triclosan, with sorbitol, hydrated silica, water, PEG32 SLS, flavours,
cellulose, gum, sodium saccharin, trisodium phosphate, C1 16035 and C1 17200. A prominent
entity; offering a spellbound range of Gel toothpaste,White toothpaste,Herbal
toothpaste,Medicated toothpaste,Clear gel toothpaste,Mint toothpaste, etc..
about us
Driven solely by the power of conviction, innovation, and dynamism towards the goal of
raising its identity worldwide, Jaikaran India Limited has achieved an impeccable success in
its overall business operation. The company, incorporated in the year 1993, primarily deals in
formulating different types of toothpaste. Presently, the company is headed under the visionary
guidance of Dr. J. K. Goel, the CMD. Operating under his orientation and strategic planning, we
have succeeded in building an incomparable reputation in the international market. Today, with
our sharp competitive approach, we are reckoned among the pioneer manufacturers and
exporters of toothpastes. We offer an unmatched variety of toothpaste in various formulations
which includes Gel toothpaste, White toothpaste, Herbal toothpaste, Medicated toothpaste, Clear
gel toothpaste, Mint toothpaste, etc. Besides these above mentioned formulations, we also have
specialization in manufacturing an exclusive herbal toothpastes in the name of HERBODENT
that is mostly marketed in the Western Countries.Majority of our toothpaste brands are supplied
to respective buyers, importers, wholesalers and distributors, settled all across the globe. We take
pride in having an ever growing and prestigious list of customers and associations world over.
Today, besides supplying our range in the domestic markets, we are also exporting our range of
toothpastes to some of the major global markets like Asia, Africa, Europe, America & Gulf
countries
Our Products
An unmatched variety of toothpaste formulations manufactured and exported by Jaikaran
India Limited is enlisted below:
Gel toothpaste
White toothpaste
Herbal toothpaste
Medicated toothpaste
Clear gel toothpaste
Mint toothpaste
Kids toothpaste
Sensitive care toothpaste
SLS free toothpaste
100% Vegetarian toothpaste
Natural toothpaste
Quality
The overall strength of our organization lies in its product specialty and quality. We always
remain conscious to offer only qualitative range of toothpaste formulations so that our customers
feel assured and develop a long lasting relationship.We have employed a team of quality control
experts to ensure flawless production.
Infrastructure
We, Jaikaran India Limited, are endowed with a well planned production unit, situated at HSIDC
Industrial Area, Delhi, India. This unit is well equipped with all state of art plant & machinery
and is also supported by a trained manpower. Besides this manufacturing facility we are also
backed by a highly capable R&D facility.Our overall unit is spread over an area of about 18,000
sq. ft., with the total land area of 30,000 sq. ft. Backed by such an robust infrastructural facility
we are capable to meet and exceed, both the planned and unplanned bulk orders of our clients
with ease.
Customer Satisfaction
At Jaikaran India Limited, we work day and night to achieve 100% customer satisfaction for
every customer we deal with. We always focus to come up with unmatched product innovation,
aggressive cost optimization and the best customer services to leave our clients spellbound from
our end. We leave no space for any kind of customer grievances and remain conscious to deliver
only best assorted products to the clients.
Why Us?
Specialist in Toothpaste manufacturing
Qualitative range of products
Unmatched innovation in product development
Robust infrastructural facility
Customer orientation
Cost effective prices
Timely Delivery.
Private Labeling for Exports
We Jaikaran India Ltd are specialised into manufacturing of toothpaste in private labeling for export
market. We are one of the leading manufacturer and exporter of toothpaste in private label for exports
of :
Herb Dent Toothpaste
Ayurvedic Toothpaste
Plaque Control Toothpaste
Herbodent Toothpaste
Medicated Toothpaste
Toothpaste
Herbodent Ayurvedic Toothpaste
Mint Toothpaste
Gel Toothpaste
Natural Herbal Toothpaste
Herbal Toothpaste
Herbodent Herbal Toothpaste
Whitening Tooth Paste
Private Label Toothpaste

Ingredients
In addition to 20-42% water, toothpastes are derived from a variety of components, including
three main ones: abrasives, fluoride, and detergents.
Abrasives
Abrasives constitute at least 50% of a typical toothpaste. These insoluble particles help remove
plaque from the teeth. The removal of plaque and calculus prevents cavities and periodontal
disease. Representative abrasives include particles of aluminum hydroxide (Al(OH)
3
), calcium
carbonate (CaCO
3
), various calcium hydrogen phosphates, various silicas and zeolites, and
hydroxyapatite (Ca
5
(PO
4
)
3
OH).
Abrasives, like the dental polishing agents used in dentists' offices, also cause a small
amount of enamel erosion which is termed "polishing" action. Some brands contain powdered
white mica which acts as a mild abrasive, and also adds a cosmetically-pleasing glittery shimmer
to the paste. The polishing of teeth removes stains from tooth surfaces, but has not been shown to
improve dental health over and above the effects of the removal of plaque and calculus.
Fluorides
Fluoride in various forms is the most popular active ingredient in toothpaste to prevent cavities.
Although it occurs in small amounts in plants, animals, and some natural water sources, the
additional fluoride has beneficial effects on the formation of dental enamel and bones. Sodium
fluoride (NaF) is the most common source of fluoride but stannous fluoride (SnF
2
), Olaflur (an
organic salt of fluoride), and sodium monofluorophosphate (Na
2
PO
3
F) are also used. Much of
the toothpaste sold in the United States has 1000 to 1100 parts per million fluoride. In the UK,
the fluoride content is often higher, a NaF of 0.32% w/w (1,450 ppm fluoride) is not uncommon.
Surfactants
Many, although not all, toothpastes contain sodium lauryl sulfate (SLS) or related surfactants
(detergents). SLS is found in many other personal care products as well, such as shampoo, and is
mainly a foaming agent, which enables uniform distribution of toothpaste, improving its
cleansing power.
Other components
Antibacterial agents
Triclosan, an antibacterial agent, is a common toothpaste ingredient in the UK. Triclosan or zinc
chloride prevent gingivitis and, according to the American Dental Association, helps reduce
tartar and bad breath.
Flavorants
Toothpaste comes in a variety of colorings, and flavors intended to encourage use of the product.
Three most common flavorants are peppermint, spearmint, and wintergreen. Toothpaste flavored
with peppermint-anise oil is popular in the Mediterranean region. These flavors are provided by
the respective oils, e.g. peppermint oil. More exotic flavors include anise, apricot, bubblegum,
cinnamon, fennel, lavender, neem, ginger, vanilla, lemon, orange, and pine. More unusual
flavors have been used, e.g. peanut butter, iced tea, and even whisky. Unflavored toothpaste
exist.
Remineralizers
Hydroxyapatite nanocrystals and calcium phosphate are included in some formulations for
remineralization.Toothpaste is sold in many brands
Miscellaneous components
Agents are added to suppress the tendency of toothpaste to dry into a powder. Included are
various sugar alcohols such as glycerol, sorbitol, xylitol, or related derivatives, such as 1,2-
propylene glycol and polyethyleneglycol. Strontium chloride or potassium nitrate are included in
some toothpastes to reduce sensitivity. Sodium polyphosphate is added to minimize the
formation of tartar.
Safety
Fluoride
Although water fluoridation has been praised as one of the top medical achievements of the 20th
century, fluoride-containing toothpaste can be acutely toxic if swallowed in large amounts.The
risk of using fluoride is low enough that the use of 'full-strength' toothpaste (1350-1500ppm
fluoride) is advised for all ages (although smaller volumes are used for young children; a 'smear'
of toothpaste until 3 years). Several non-fluoride toothpastes are available.
Triclosan
Reports have suggested that triclosan, an active ingredient in many toothpastes, can combine
with chlorine in tap water to form chloroform , which the United States Environmental
Protection Agency classifies as a probable human carcinogen. An animal study revealed that the
chemical might modify hormone regulation, and many other lab researches proved that bacteria
might be able to develop resistance to triclosan in a way, which can help them to resist
antibiotics also.
Diethylene glycol
The inclusion of sweet-tasting but toxic diethylene glycol in Chinese-made toothpaste led to a
multi-nation and multi-brand toothpaste recall in 2007. The world outcry made Chinese officials
ban the practice of using diethylene glycol in toothpaste.
Miscellaneous issues and debates
With the exception of toothpaste intended to be used on pets such as dogs and cats, and
toothpaste used by astronauts, most toothpaste is not intended to be swallowed, and doing so
may cause nausea or diarrhea. 'Tartar fighting' toothpastes have been debated. Case reports of
plasma cell gingivitis have been reported with the use of herbal toothpaste containing cinnamon.
SLS has been proposed increase the frequency of mouth ulcers in some people as it can dry out
the protective layer of oral tissues causing the underlying tissues to become damaged.
Alteration of taste perception
After using toothpaste, orange juice and other juices have an unpleasant taste. This effect is
attributed to products of the chemical reaction between stannous fluoride in toothpaste and the
acetic acid in the juices. Sodium lauryl sulfate alters taste perception. It can break down
phospholipids that inhibit taste receptors for bitterness, giving food a bitter taste. It is also
thought to inhibit sweet receptors. In contrast, apples are known to taste more pleasant after
using toothpaste. Distinguishing between the hypotheses that the bitter taste of orange juice
results from stannous fluoride or from sodium lauryl sulfate is still an unresolved issue and it is
thought that the menthol added for flavor may also take part in the alteration of taste perception
when binding to lingual cold receptors.
Other types of toothpaste
Whitening toothpastes
Many toothpastes make whitening claims. Some of these toothpastes contain peroxide, the same
ingredient found in tooth bleaching gels. The abrasive in these toothpaste remove the stains, not
the peroxide. Whitening toothpaste cannot alter the natural color of teeth or reverse discoloration
by penetrating surface stains or decay. To remove surface stains, whitening toothpaste may
include abrasives and additives such as sodium tripolyphosphate. When used twice a day,
whitening toothpaste typically takes two to four weeks to make teeth appear more white.
Whitening toothpaste is generally safe for daily use, but excessive use might damage tooth
enamel. Teeth whitening gels represent an alternative.
Herbal and "natural" toothpastes
Herbal toothpaste from Croatia
Herbal toothpastes are made from natural ingredients and some are even certified as organic.
Many consumers have started to switch over to natural toothpastes in order to avoid synthetic
and artificial flavors that are commonly found in regular toothpastes. Due to the increased
demand of natural products, most of the toothpaste manufacturers now produce herbal
toothpastes. This type of toothpaste does not contain dyes or artificial flavors.
Many herbal toothpastes do not contain fluoride or sodium lauryl sulfate. The ingredients
found in natural toothpastes vary widely but often include baking soda, aloe, eucalyptus oil,
myrrh, plant extract (strawberry extract), and essential oils. In addition to the commercially
available products, it is possible to make one's own toothpaste using similar ingredients. When
using a toothpaste that has not been proven to be efficient in preventing periodontal diseases it is
particularly important to have regular dental checkups.

History
Early toothpastes
Toothpastes or powders came into general use in the 19th century. The Greeks, and then the
Romans, improved the recipes for toothpaste by adding abrasives such as crushed bones and
oyster shells. In the 9th century, the Persian musician and fashion designer Ziryab invented a
type of toothpaste, which he popularized throughout Islamic Spain.
[20]
The exact ingredients of
this toothpaste are unknown, but it was reported to have been both "functional and pleasant to
taste".It is not known whether these early toothpastes were used alone, were to be rubbed onto
the teeth with rags, or were to be used with early toothbrushes, such as neem-tree twigs and
miswak.Washington Sheffield made the original collapsible toothpaste tubes lead.
Tooth powder
Tooth powders for use with toothbrushes came into general use in the 19th century in Britain.
Most were homemade, with chalk, pulverized brick, or salt as ingredients. An 1866 Home
Encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth
powders that were commercially marketed did more harm than good.


Modern toothpaste
An 18th century American and British toothpaste recipe called for burnt bread. Another
formula around this time called for dragon's blood (a resin), cinnamon, and burnt alum. By 1900,
a paste made of hydrogen peroxide and baking soda was recommended for use with
toothbrushes. Pre-mixed toothpastes were first marketed in the 19th century, but did not surpass
the popularity of tooth-powder until World War I. In 1892, Dr. Washington Sheffield of New
London, Connecticut, manufactured toothpaste into a collapsible tube, Dr. Sheffield's Creme
Dentifrice. He had the idea after his son traveled to Paris and saw painters using paint from
tubes. In New York City in 1896, Colgate & Company Dental Cream was packaged in
collapsible tubes imitating Sheffield.
Fluoride was first added to toothpastes in 1914, and was initially criticized by the
American Dental Association (ADA) in 1937. Fluoride toothpastes developed in the 1950s
received the ADA's approval. To develop the first ADA-approved fluoride toothpaste, Procter &
Gamble started a research program in the early 1940s. In 1950, Procter & Gamble developed a
joint research project team headed by Dr. Joseph Muhler at Indiana University to study new
toothpaste with fluoride. In 1955, Procter & Gamble's Crest launched its first clinically proven
fluoride-containing toothpaste. On August 1, 1960, the ADA reported that "Crest has been
shown to be an effective anticavity (decay preventative) dentifrice that can be of significant
value when used in a conscientiously applied program of oral hygiene and regular professional
care." The amount of fluoride in toothpastes varies from country to country.
In 2006 appeared in Europe the first toothpaste containing synthetic hydroxylapatite as an
alternative to fluoride for the remineralization and reparation of tooth enamel. The "biomimetic
hydroxylapatite" is intended to protect the teeth by creating a new layer of synthetic enamel
around the tooth instead of hardening the existing layer with fluoride that chemically changes it
into Fluorapatite.
In June 2007, the US Food and Drug Administration and similar agencies in Panama,
Puerto Rico and Australia advised consumers to avoid certain brands of toothpaste manufactured
in China after some were found to contain the poisonous diethylene glycol, also called diglycol
or labeled as "DEG" on the tube.

Toothpaste Brands Including Tooth Whitening Brands in the United States
Include
Aim toothpaste
Aquafresh
Arma nd Hammer
BlanX
Close-Up
CloSYSII
Colgate
Complete toothpaste
Crest
Cuprident
Darlie
Druide
Elmex
Euthymol
Fluoride
Fresh Breath
Gleem
Ipana
Janina Whitening Toothpaste
Macleans
Mentadent
Oral-B
Oravive
Pepsodent
Rembrandt (whitening)
Sensodyne (marketed for individuals with sensitive teeth; trademark of GlaxoSmithKline)
Shane toothpaste
Signal
Squigle
The Natural Dentist
Thera Breath
Tom's of Maine


CLOSE-UP
Close-Up has bagged the honor of being first gel toothpaste bringing together, a toothpaste and a
mouthwash in one formula. Monofluorophosphate, an ingredient in Close-Up helps in strengthening
teeth and dental care. Lychee, Tangerine Burst and Choko-loko are the flavors available in Close Up
toothpaste. Close-Up whitens teeth fast and gives a fresh breath.
Everyone wants to have that amazing set of pearly whites. However, merely dreaming of
attaining that enviable set of teeth is not enough. You will need to try out some methods that will help
to whiten teeth fast. There are many simple ways by which you can ensure that your dental health is top
notch



Ways to Whiten Teeth Faster
As clichd as it may sound, it is very important to brush teeth regularly. This is because, it takes
no time for cavities and tooth decay to start in the oral cavity. Hence, it is very important to
brush teeth at least twice a day.
Our teeth consist of grooves and fissures that are difficult to access easily with the toothbrush.
Hence, despite brushing regularly, one needs to visit the dentist at least every six months, so
that if a person has any cavities that are in their initial stages, then they can be treated before
they progress any further. Also, a dentist can clean your teeth to remove any tartar and calculus,
which tend to give a yellowish hue to teeth. This is one of the best ways to whiten teeth fast.
Make sure to use dental floss so that any food that may get stuck between your teeth does not
lead to the formation of new inter-dental cavities.
If you are a smoker, then needless to say, you need to stop smoking as soon as possible.
Smoking tends to stain teeth very easily. At times, it can also lead to black staining of lips and
gums. Hence, it is best to stop smoking as soon as possible to prevent any further damage to the
teeth.
Try and use a fluoridated toothpaste as much as possible. Fluoride helps to strengthen the
enamel present in teeth. This helps to prevent the formation of cavities in teeth.
Avoid drinking tea and coffee as much as possible. Coffee and tea tend to stain teeth, especially
the facial surfaces of front teeth. In such cases, prevention is better than cure.
Diet plays a very important part when it comes to whitening teeth fast. There are certain food
items that have a lot of fiber content and so, chewing such food helps to naturally massage the
gums, which increases the circulation in the gums. Also, some fruits like strawberries help to
whiten teeth naturally.
Use mouthwashes but in moderation. This is because mouthwashes help to prevent the
formation of plaque on the surfaces of teeth. Thus, they help to prevent the initiation of caries
in the oral cavity. However, excessive use of mouthwashes can lead to staining of teeth, as
sometimes mouthwashes contain potassium nitrate which has a tendency of staining teeth. In
such cases, it is best to visit the dentist and seek advice on how often to use mouthwash.
Some people may claim that there are some simple ways to whiten teeth fast at home, like by
using baking soda or sodium chloride (table salt). It is claimed that rubbing this on the surface of
teeth helps to keep them white and shiny. This is one of the most harmful ways that you can
possibly resort to if you want to whiten teeth fast. Rubbing any kind of powder on the surface of
teeth tends to abrade them very easily, as it creates friction. This wears off the enamel and
leads to other problems like sensitive teeth symptoms. Thus, try to avoid using such teeth
whitening methods which will cause more harm than good.
Close Up is the original youth oral care brand of Unilever Arabia and Middle East. It is one of
the first brands targeting youth in the oral care market globally, with an edgy and youthful image
which stays relevant till date.
A unique oral care brand for up-close situations
Unlike the typical opaque, mint-flavored toothpaste of the time, Close Up debuted in
1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A
unique brand identity was developed, with Close-Up positioned as the toothpaste that gives
people confidence in those very "up close and personal" situations.

Couples with bright smiles in very "close" situations were featured on the packaging, and
commercials depicted youthful adults blowing kisses at each other.
The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little
extra self-confidence and sex appeal provided instant appeal to consumers. Over the years,
Close-Up briefly flirted with a few variations,
In 2006, Close-up Limited Edition launch in Arabia redefined the toothpaste market with its
unique new flavors: Choco-loko, Tangerine Burst, and Lychee. It brought excitement and life
into the rather boring toothpaste category and helped the brand achieve record sales and shares.
One thing remains constant: Close-up is still symbolized by attractive white smiles in very close
situations.
Key facts
First toothpaste in US to combine mouthwash and toothpaste in one formula
First gel toothpaste in the world
The Fouride in Close Up called monofluorophospate, makes the entire tooth structure more
resistant to delay. It also strengthens teeth, which aids in repairing early delay before the
damage can even be seen All the toothpaste brands promise different things to the consumer.
Some offer the whitest teeth, some talk of freshest breath or healthiest teeth. So which
toothpaste should you pop into your shopping bag? Sometimes having so much variety and
choice can be dreadfully tiring for the mind! Besides as the dentists all tell us it is important to
pay specially attention to your child's dental hygiene right from the age of 2. But which of the
toothpastes will actually live up to the advertising? Lets find out -
Brand analysis
the price of a paste and brush
The brands in the market offer basically two types of toothpastes - one is in the form of
the conventional paste and the other is the gel. Colgate Total, Pespodent Germicheck, etc are
examples of the former type. They offer clean teeth and a safeguard against cavities. The Close
up range, Promise Gel, Colgate Gel, etc promise fresh breath. Aquafresh and Pepsodent 2-in-1
combine the two types by having both gel and paste together.



ORAL-B
Oral-B is a brand name of toothbrush and other dental care products (such as dental floss)
manufactured by Procter & Gamble who acquired Gillette in 2005. The brand also includes
power toothbrushes and interdental products (such as irrigators and oral care centers).
History
Pre-1980s
1950 - The first Oral-B toothbrush was designed and patented in California by Dr. Robert Hutson,
a California periodontist. The first product was called "Oral-B 60," as it had 60 tufts. Dr. Hutson
started a family-owned company based on the brush.
1969 - An Oral-B toothbrush is the first to go to the moon. It rode on the Apollo 11 mission.
1978 - The electric toothbrush called the "D1" was mass produced, simulating the manual side-
to-side movements of a manual brush. It was sold predominantly in Europe.
1980s
1981 - The "Oral-B Right Angle" was introduced.
1984 - Oral-B was acquired by Gillette. Braun introduced the first power toothbrush that
combined vertical and horizontal movements. The Star Wars toothbrush is released for children.
1986 - Muppets toothbrushes and toothpaste for children were launched.
1987 - The Oral-B Ultra Plus is released, the first Oral-B product design with Braun collaboration.
1990s
1991 - The D5 was released and clinically proven to clean better than a manual toothbrush. The
Oral-B Indicator was released with fading bristles. The Chilean business Duralon was acquired.
1992 - The Oral-B Plaque Control Center, OC5, was released with a power toothbrush and oral
irrigator.
1993 - The Oral-B Advantage toothbrush was released featuring multilevel trim patterns.
1994 - The D7 (with indicator bristles and nonslip gripping) and the Oral-B Compact Interdental
brush were launched.
1995 - The Squish Grip and Gripper brushes were released. Oral-B UltraFloss dental floss is
launched. The Pro business in Latin America was acquired.
1996 - The Advantage Control Grip toothbrush was released featuring micro-textured bristles
and an ergonomic dual material handle. The D9 (Oral-B Plaque Remover) and the Oral-B
Interclean Interdental Plaque Remover were launched.
1997 - Oral-B partners with Nickelodeon. Oral-B acquired the Prudent business in India.
1998 - The Oral-B 3D Plaque Remover, Oral-B CrossAction toothbrush and SATINfloss were
released.
2000s
2000 - The Oral-B 3D Excel, Oral-B Kids' Power toothbrush, and the Oral-B Battery Toothbrush
were launched.
2001 - Oral-B entered into an exclusive license agreement with Disney to release products
including manual, battery, and rechargeable power toothbrushes, showcasing Mickey Mouse,
Winnie the Pooh, Buzz Lightyear, and the Disney Princesses.
2002 - The Oral-B Stages line is introduced, marking the first time children's toothbrushes are
designed for the four different stages of a child's dental development.
2003 - The Oral-B CrossAction Power toothbrush is launched. The Oral-B CrossAction Vitalizer
manual toothbrush and Stages Kids' Flossers are also introduced.
2004 - Oral-B introduces its first sonic toothbrush, the Oral-B Sonic Complete.
Other products introduced in 2004 are the CrossAction Power Max and ProfessionalCare
8000 series of electric toothbrushes, the Advantage Artica manual toothbrush, Stages power
toothbrushes and Stages tooth & gum cleanser.
Oral-B acquires the Zooth brand of children's power toothbrushes which feature sculpted
characters like Barbie, Hello Kitty, My Little Pony, Finding Nemo, and Hot Wheels.
2005 - The Gillette Company is acquired by Procter & Gamble, uniting Oral-B and Crest beneath
the umbrella of P&G Oral Care. P&G Oral Care becomes the only company to have offerings
across all key segments of the category - providing consumers with a broad range of products
for their full oral health regimen, including toothpaste, toothbrushes, mouthwash, dental floss,
whitening and dentures.
An independent review by the prestigious Cochrane Collaboration, a British-based non-
profit health research group, found oscillating-rotating technology, pioneered by Oral-B, to be
consistently better at removing plaque and reducing gingivitis than manual toothbrushing.Oral-B
Triumph ProfessionalCare 9000 is introduced, featuring "smart technology".Oral-B Pulsar is
introduced featuring the first manual toothbrush with a pulse.
2006 - Oral-B Vitality is launched, marking the first time rechargeable power toothbrushes are
available at an affordable price of less than $20, including Sonic technology.Oral-B Sensitive
Advantage is introduced - an extra soft brush for sensitive gums.
2007 - Oral-B introduces Pulsar Pro-Health, combining the bristle and brush head innovation
from Oral-B Pulsar with new gentle ProSoft bristles.
Oral-B Triumph with SmartGuide is launched. It is the first rechargeable power toothbrush to
combine cleaning and gum care with a wireless remote display to provide while-you-brush
feedback for optimal brushing habits.
2010 - P&G rebrands Crest Glide as Oral-B Glide
Oral B is a specially formulated toothpaste for children in India. It comes in one flavour -
mint. Though the children like the mild flavour the paste itself does not foam. Also the paste
comes along with a brush making it an expensive buy if you are not interested in using their
brush. Alright all the ads are spectacular - but what's the bottom line? Basically all toothpastes
are alike. In the olden days (sometime soon after the age of the dinosaurs) our not so distant
ancestors chewed datuan - the neem twig and most of them had strong healthy teeth right to the
very end. Further, here's a secret that most advertisers have long known - people aren't as
interested in the anti bacterial qualities of the toothpaste as in its ability to promote fresh breath
and make your mouth taste good. As a result many of us brush early morning even though we
haven't eaten anything just then, in order to lose that morning breath. But few people remember
to brush in the evening when it's really necessary! So the differences in the toothpastes are more
in flavour and attractive colour than actual ingredients.



COLGATE TOOTHPASTE
In 1806, William Colgate, himself a soap and candle maker,
opened up a starch, soap and candle factory on Dutch
Street in New York City under the name of "William
Colgate & Company". In the 1840s, the firm began selling
individual cakes of soap in uniform weights. In 1857, William Colgate died
and the company was reorganized as "Colgate & Company" under the management of
Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the
firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first
toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1896, Colgate hired Martin Ittner and
under his direction founded one of the first applied research labs. By 1908 they initiated mass selling of
toothpaste in tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate University
(formerly Madison University).
In Milwaukee, Wisconsin, the "B.J. Johnson Company" was making a soap entirely of
palm and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was
popular enough to rename their company after it - "Palmolive". At the turn of the century
Palmolive, which contained both palm and olive oils, was the world's best-selling soap, and
extensive advertising included The Palmolive Hour, a weekly radio concert program which
began in 1927 and Palmolive Beauty Box Theater which ran from 1934 to 1937. A Kansas-based
soap manufacturer known as the "Peet Brothers" merged with Palmolive to become Palmolive-
Peet. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet
Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive
Company", the current name.
Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the
world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly
after World War II, and thousands of consumers turned from Colgate's soaps to the new product.
Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in
its toothpaste. In the beginning of television, "Colgate-Palmolive" wished to compete with
Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in
part, they fully sponsored the serial The Doctors.George Henry Lesch was president, CEO, and
chairman of the board of Colgate-Palmolive in the 1960s and 1970s, during that time
transformed it into a modern company with major restructuring.In 2005, Colgate sold the under-
performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the
license of the Ajax brand for laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix
Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care
products.
In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a
leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom
Chappell in 1970.
Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly
listed in only two, the United States and India.
In June 2007, counterfeit Colgate toothpaste imported from China was found to be
contaminated with diethylene glycol, and several people in eastern U.S. reported experiencing
headaches and pain after using the product. The tainted products can be identified by the claim to
be manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml
tubes (a size which Colgate does not sell in the United States) and the tubes/packaging contain
numerous misspellings on their labels. Colgate-Palmolive claims that they do not import their
products from South Africa into the United States or Canada and that DEG is never and was
never used in any of their products anywhere in the world. The counterfeit products were found
in smaller "mom and pop" stores, dollar stores and discount stores in at least four states.
The Microcrystal Enriched Whitening Toothpaste uses advance whitening formula contains
microcrystal that gently polishes the teeth to restore and maintain their natural whiteness. Colgate-
Palmolive [India] Limited offers Microcrystal Enriched Whitening Toothpaste. Colgate-Palmolive [India]
Limited supplies various types of personal care, dental care and home care products. The Microcrystal
Enriched Whitening Toothpaste comes under the brand name `Colgate Advanced`. This Whitening
Toothpaste fights plague and cavities to ensure the teeth stay healthy and strong as they are white.
Salient features of Microcrystal Enriched Whitening Toothpaste are


e.
colgate total toothpaste


Colgate Total is a toothpaste that claims to protect teeth for twelve hours and protect against
many tooth and gum problems. The Colgate company started in 1806 when William Colgate started a
starch, soap and candle business in New York on Dutch Street. In 1896, toothpaste in a collapsible tube
is introduced. In 1968, the company added MPP fluoride to the recipe to help reduce the risk of cavities.
About 30 years later, the Bright Smiles Bright Futures program was introduced. This program brings
education about oral hygiene to children in over 50 countries worldwide. Colgate Total toothpaste was
officially introduced to the public for the first time in 1997.
Colgate has won fifteen awards in the United States alone. It has also won awards in
Argentina, Brazil, the Dominican Republic, Greece, India, Italy, Puerto Rico, the United
Kingdom and The company also makes different varieties such as Colgate Total Advance, Mint
Stripe, Clean Mint, Advanced Whitening, Advanced Clean, Advanced Fresh and also make a lot
more to choose from, including specially formulated toothpaste for sensitive gums and enamel
renewal. They have also made tropical flavors and flavors of a more mild nature than the
sometimes harsh mint.
On the Colgate website there are coupons, promotional offers and videos that include
everything from how to brush and floss, how to teach kids to brush and floss to the company
background of the tooth whitening
Toothpaste History
Toothpaste was used in China and India as long ago as 300 B.C. The first tooth cleaning
ingredients were crushed bone, crushed egg and oyster shells. When tooth powders were invented they
included powdered charcoal, powdered bard and flavoring. Tooth powder and past can in ceramic posts
in the late 18th century. In the 1800s, the first toothpastes similar to modern toothpaste was invented.






PEPSODENT
Pepsodent is a brand of toothpaste with a
wintergreen flavor. The brand is owned by Unilever, but in
2003 the rights to the brand in the United States and Canada were
bought by Church and Dwight.
The history of Pepsodent goes back at least to the 1920s.It was advertised for its purported
properties fighting tooth decay, attributed in advertisements to the supposed ingredient Irium.
Irium is another word for sodium lauryl sulfate, an inexpensive ionic surfactant.However, in a
1994 speech, then-FCC chairman Reed Hundt claimed that the "Irium" mentioned in Pepsodent
advertisements "didn't exist".Another ingredient, "I.M.P." was purported to whiten teeth. Its best-
known slogan was You'll wonder where the yellow went / when you brush your teeth with
Pepsodent! British comedian Jasper Carrott referred to the slogan in one of his stand-up
routines, saying On your tongue - that's where the yellow went!
Pepsodent was a very popular brand before the mid '50s, but its makers were slow to add
fluoride to its formula to counter the rise of other highly promoted brands such as Crest and
Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sales of Pepsodent
plummeted. Today Pepsodent is a value brand marketed primarily in discount stores and retails
for roughly half the price of similarly-sized tubes of Crest or of Colgate.
In the 1930s a massive animated neon advertising sign, featuring a young girl on a swing,
hung on a building in Times Square in New York City. This ad was re-created for the climax of
the 2005 film King Kong.The product was discontinued in South Africa in 1974 but was revived
in 1976 with a new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita
Moreno, Steve Lawrence, and others. The popular slogan was also changed in South Africa to
"You'll wonder where the dullness went / when you polish your teeth with Pepsodent".
Pepsodent is still sold as a Unilever property in all markets except the United States and Canada.
In popular culture
Pepsodent was so popular that Rodgers and Hammerstein included a reference to it in
their long-running 1949 hit musical South Pacific, when the Seabees sing about the native
woman Bloody Mary:Bloody Mary's chewing betel nuts And she don't use Pepsodent.It's also
referenced in some versions of Cole Porter's song You're The Top:You're the baby grand of a
lady and a gent, You're an old Dutch master, you're Mrs. Astor, You're Pepsodent.One of the
great memories of Pepsodent is from an old Mad Magazine 50 or 60 years ago. It had a cartoon
(realistic) of Leonardo Di Vinci looking at his easel, sitting in front of the Mona Lisa thinking, "I
wonder where the yellow went?" Among the tubes of paint is a tube of Pepsodent.


BABOOL TOOTHPASTE
Babool toothpaste is a herbal product which contains the extracts of the Babul tree. This immensely
popular product from the Dabur family is endorsed by Vivek Oberoi. Vivek Oberoi is one of the latest
additions to the young bandwagon who have stormed the screen with his brilliant performance in Ram
Gopal Verma's Company. Among the numerous products of Dabur Vivek Oberoi is endorsing Babool
toothpaste. This youthful actor is seen in the latest advertisement.
Dabur has a range of oral products like Meswak, Promise and Babool and Vivek Oberoi has been paid a
handsome amount to endorse the brand products. All the Babool products like the Babool toothpaste
and the Babool toothpowder are known for their Ayurvedic quality. Both of them are attractively
packaged and the compositions include natural ingredients. Dabur is one of the biggest FMCG
companies which specialize on food products and health care essentials.
With an annual turnover of more than 2233.72 crores of money Dabur is known in the market for a
number of important products like Vatika, Dabur Chyawanprash and Hajmola which is one of the most-
loved appetizers. Most of the products of Dabur are herbal products and this Ayurvedic element has
made them extremely popular among the consumers. Vivek Oberoi who has become a household name
among after Company roped in as the brand ambassador because his appeal is huge among the young
generation. He has quite a few impressive films in his kitty and that includes not only Company but the
huge hit Saathiya. He paired against Rani Mukherjee for this romantic flick which is the Hindi remake of
one of the very popular Telegu movies by ace director Maniratnam. His impressive performance in
Omkara has created a place for him in the Bollywood film industry. It is his powerhouse performances in
many movies like Shootout at Lokhandwala or Yuva which have made him one of the most energetic
actors ofBollywood. From a hardcore romantic movie like Saathiya to power-packed performances of
Maya Dola in Shootout at Lokhandwala, Vivek Oberoi has come a long way. He has created a brand for
himself which remains appealing for its own reasons. Vivek Oberoi is the newest joinee in the long list of
brand ambassadors which includes big names like Amitabh Bachchan and Shahrukh Khan.









VICCO TOOTHPASTE
Vicco Pure Herbal Toothpaste is the original Ayurvedic toothpaste.
Vicco cleans your teeth, refreshens your breath, stimulates your gums. Every
tube of Vicco contains 20 pure herbal extracts long established by Ayurvedic herbal
tradition to be good for teeth, mouth and gums. Ayurvedic practice, centuries old, actively
involves those elements in nature most beneficial to the individual. Vicco toothpaste is made
from herbs, barks, roots and flowers, no artificial ingredients or refined sweeteners, no harsh
abrasives fluoride just the best ingredients for dental care. Vicco's concentrated formula lasts
longer and tastes great. Vicco is a worldwide favorite for decades.
World Leader in Ayurvedic Dental Hygiene
Ayurveda is a combination of the two words "Ayu" and "Veda" which, when combined,
mean the "science of life." Ayurveda is a health care science developed through observation,
experimentation and the experience of life compiled over more than 2000 years. This includes
an extensive Materia Medica, or herbal encyclopedia, of herbs and their beneficial uses, and it is
from this background that the ingredients of Vicco Toothpaste have been brought together.
Vicco Herbal Toothpaste is the original Ayurvedic toothpaste. It is formulated from more than
20 herbal extracts revered for centuries in the Ayurvedic tradition for their beneficial effect on
teeth and gums.

Modern Technology to Deliver Ancient Wisdom
In order to provide a toothpaste that has the right consistency, taste, texture and foaming
effect, Vicco has invested heavily in modern production equipment and techniques. Central to
this effort is a full-scale water purification plant on the premises, utilizing such processes as
Activated Carbon filters, cation, anion beds, mixed bed and UV filters to provide pure, bacteria-
free, demineralized water for production. Thus, starting from pure water, adding pure herbal
extracts, in a process using modern production equipment, Vicco attains a level of purity and
sanitary production that is unmatched by its competition. These modern production techniques,
together with the ancient knowledge of Ayurveda, combine to provide the "best of both worlds."
Vicco Toothpaste: Naturally
Vicco Toothpaste contains more than 20 herbal extracts. These herbal extracts are
chosen for their beneficial effect on the teeth or the gums. Vicco is made from herbs, barks,
roots and flowers, not from artificial chemicals. In fact, Vicco Toothpaste is formulated to
include a number of extraordinary herbs which have a significant action on the gums. You can
feel the tingle as you brush as the astringent, tightening action of the herbs go to work. Vicco
Toothpaste includes the famous Ayurvedic herb called Vajradanti, which, when translated,
means "diamond teeth." It contains no artificial ingredients, no harsh abrasives, no fluoride.

And it tastes good
Vicco Toothpaste has a refreshing anise taste that leaves your mouth feeling clean and
fresh rather than the artificial sweet taste of many commercial toothpastes. Vicco does not use
sugar in its formulation (as is the case in many commercial toothpastes.) The taste is pleasant
and invigorating and our customers around the world comment on the wonderful sensation and
taste of Vicco in their mouths.
Teeth and Gum Problems?
Dentists report that more adults lose their teeth due to gum problems than to tooth decay.
Dentists advise that regular dental care, along with daily flossing and brushing is the best way to
protect the teeth. Vicco Herbal Toothpaste wants to encourage everyone to follow this good
advice. Use Vicco Toothpaste as your dentifrice of choice as part of your regular dental hygiene
program.
A Little Goes a Long Way
Vicco Toothpaste is concentrated. While most commercial toothpastes are whipped with
air, Vicco comes to you in a highly concentrated form. You use only a little bit, giving you more
brushes per tube than other commercial products. The result is you save money while you clean
your teeth.

Compassionate Beauty
Vicco contains no animal ingredients and is not tested on animals. It is a "cruelty free" product
in the truest sense of the word. Vicco does not have to harm animals to provide high quality
benefits because the herbal ingredients of Vicco have been time tested and safely applied for
thousands of years.
Vicco Toothpaste Will Make You Smile
Preserving the health of your mouth preserves the beauty of your smile. Following the
program of dental hygiene recommended by dentists and consistently using Vicco as your
toothpaste of choice will help maintain the radiance of your smile. When you experience the
fresh, clean action of Vicco in your mouth you will feel like smiling! When you see the savings
you experience with concentrated Vicco Toothpaste, you will smile even more. And knowing
that Vicco is manufactured under the strictest conditions of purity, using good manufacturing
procedures, you will be able to maintain that smile!
Where to Buy Vicco at Retail
Vicco products are available at most major natural products stores and online retailers
such as amazon.com or internatural.com. If you shop at a store that does not carry the item you
are seeking, please ask them to carry it as it is available from their distributors in most cases. If
you cannot find Vicco locally, you are welcome to purchase through our online store.
Where to Buy Vicco at Wholesale
Distributor inquiries are welcome. Please contact us directly to locate a distributor in
your area. Distributors include: UNFI, Mountain Peoples, Threshold, Lotus Light, Frontier, Tree
of Life, Natures Best and others.
Vicco Vajradanti Ayurvedic Toothpaste is the original Ayurvedic toothpaste from India.
Vicco cares for your mouth - effective, active, totally natural. Vicco cleans your teeth, refreshes
your breath, and stimulates your gums.Every tube of Vicco contains 20 pure herbal extracts,
long established by Ayurvedic herbal tradition to be good for teeth, mouth and gums. Ayurvedic
practice, centuries old, actively involves those elements in nature that are most beneficial for
your body. Vicco toothpaste is made from herbs, barks, roots and flowers... no artificial
ingredients or refined sweeteners, no harsh abrasives or flouride... just the best ingredients for
dental care. Vicco's concentrated formula lasts longer and tastes great. Vicco is a worldwide
favorite, and has been for decades.Vicco uses only the purest herbs and ingredients. The sodium
lauryl sulphate comes from Indian coconut oil;
Ingredients
Purified Chalk, Water, Sorbitol, Sodium Lauryl Sulphate, Gum Tragacanth. Extracts of Indian
Licorice root, Indian Almond, Common Jujube, Currant, Sarsaparilla, Cinnamon, Sappan Wood,
Persian Walnut, Rose Apple, Medlar, Barleria Prinoitis, Prickly Ash, Asian Holly Oak, Bedda
Nut, Bengal Madder, Bishop's Weed, Catechu, Mayweed.
NEEM ACTIVE TOOTHPASTE
A toothpaste brand that merges the traditional benefits of Neem
with the technical expertise of Henkel, to give our consumers
an excellent product for complete Oral hygiene.Neem has been used by
generations over the years for protection of teeth against bacteria. Neem is widely
acknowledged as a natural anti-bacterial agent.
Product Benefits
For 4000 years, the goodness of neem has been used to safeguard dental health. Neem
twigs used as "toothbrushes" are effective in preventing periodontal disease. Neem is excellent in
protecting from, and healing, gum inflammation. The powerful astringent and antibacterial
properties of neem are available in "Neem Active Toothpaste, helping it to fight tooth decay,
removes dental plaque, tighten gums, making them resistant to inflammation and bleeding. Thus,
ensuring that smiles never fade.
IngredientsInclude
Calcium Carbonate, Purified Water, Dicalcium Phosphate, Glycerin, Sodium Lauryl
Sulphate, Seamint, Neem Extract, Carrageenan, Sodium Saccharine, Sodium Benzoate, CI
19140, CI 42090, Tea Tree Oil. Neem extract from the bark of Neem tree, with its components
like Azadiractin, Nimbin, Nimbinin and Nimbidin, having proven antibacterial and germicidal
properties. A unique compound containing Mouth Freshener (Menthol, Peppermint),
Antibacterial (Spearmint), Natural Antiseptics (Clove oil),
Natural Antipyretics (Ajwan oil), Astringents and Pain Killers (Methyl salysalate) Natural
Fragrances (Sandalwood oil). Neem Active is 100% Vegetarian.










AMAR TOOTHPASTE
Amar Remedies Limited is a profit making Company having
business of manufacturing and marketing of toothpastes, toothpowders,
balm and pain relief ointment.Our Company was originally incorporated as a private limited
company under the provisions of the Companies Act on April 18, 1984 as "Swami Aushadhalaya
Private Limited" and subsequently the name of our Company was changed to "Amar Remedies
Private Limited" on September 5, 1995 and subsequently to "Amar Remedies Limited" on
September 6, 1995.
Incorporation
Amar Remedies Limited is a profit making Company having business of manufacturing and
marketing of toothpastes, toothpowders, balm and pain relief ointment.Our Company was
originally incorporated as a private limited company under the provisions of the Companies Act
on April 18, 1984 as "Swami Aushadhalaya Private Limited" and subsequently the name of our
Company was changed to "Amar Remedies Private Limited" on September 5, 1995 and
subsequently to "Amar Remedies Limited" on September6,1995.
OUR HISTORY
1984-89
The objective to start our Company was to research extensively in ayurveda. We started
researching for ayurvedic medicines not available in the markets and for cure of extreme
diseases. For the first 5 years, we focused mainly on R&D. In the process, Mr. P Shah set up the
first manufacturing facility at Surat. The first breakthrough for our Company was in research of
oral care products. During this period, we constantly tried out various methods of manufacturing
of oral care range of products. We were successful in launching our first product in the year
1989. The product was toothpowder under the brand name `AMAR'. It was the first product
launched by our Company and therefore a lot of marketing planning was to be done. The product
proved its efficacy but could not create volumes in sales as toothpowder over all was a slow
market and most of the new generations were opting for toothpaste. At the same time the product
was not very price competitive as it was made with the finest herbs and had medicinal value.
Therefore the sales could not bring in the desired volumes and our Company started looking out
for possibility of developing the same formulation in toothpaste. There were lots of problems in
trying to stabilize the formulation of the toothpaste as various herbs had to be put in and at the
same time it had to be manufactured without using any ingredients derived fromanimals.
1989-94
We continued our focused R&D on toothpaste and developed effective ayurvedic vegetarian
toothpaste under the brand name `AMAR'. In those days, toothpaste manufacturers were using
gelatine as one of their ingredients because of which the toothpaste was non-vegetarian. Our
toothpaste was successful in developing a formulation, which was gelatine free. This was a
breakthrough and hence AMAR toothpaste was launched in the markets of Gujarat for the first
time in 1991. This was just test marketing, as we were new in selling toothpaste and needed to
study consumer behaviour. It took us almost 2 years to study and to conclude targets for
launching toothpaste in various areas of India. Therefore after making the necessary changes, we
launched extensively in the western markets of India, i.e. Maharashtra, Gujarat and Madhya
Pradesh in the year 1994 and set ourselves ambitious sales targets for toothpastes
undervariousbrands.
1994-99
In the year 1995 Mr. Sagar P Shah joined our management. He was to focus on marketing,
as effective marketing strategy was required to have nation wide presence and build the
corporate image parallely to regular focus on R&D. During the year 1998 we decided to have
brand extension and launched AMAR regular and named the earlier toothpaste as `AMAR
Strong'. Making variation in addition of active ingredients made them different from each other.
This was done keeping in mind the competition and to give new consumers an option. Doing this
we expected more volumes, which were achieved in due course. At the same time we were very
successful in our R&D in ayurvedic medicines. We had finalized the formulation for 24 different
products, which would cover cosmetics and health care. This gave the company a chance to
diversify into ayurvedic medicines, which had started picking momentum in the domestic
markets and the foreign markets as alternative treatment.

1999-2004
During this period, we transformed our family run business into a professionally managed
company. We also explored the possibility of exporting our toothpastes. The first sale to
intermediate trader was made in November 2001. We received encouraging response and
therefore decided to set up another factory in Daman. In the year 2001, we finished our final
work at our newly made Daman plant and inaugurated in June 2001. The reason for setting
another manufacturing unit in Daman was the tax benefits offered by the government, which
gave it an edge in marketing. Further, Daman had better infrastructure available at that point of
time, in terms of Power supply, water, transportation and labour. In exports it benefited us as
Daman is closer to the Port from where most of the shipments were made. This reduced the
freight cost for the exporters also. We achieved success in selling to traders in African countries
like, Nigeria, Ghana, Sudan, and Tanzania and also in countries like Dubai & Panama and as a
result volumes doubled. During this period only, we decided to shift our existing operations of
Surat to Daman keeping in view the advantages available in Daman. We increased our capacities
in the meantime and started producing more varieties of toothpastes for different segments. We
were successful in developing various brands of toothpaste and by the end of this period we were
manufacturing more than 29 different brands including its variants. This was very significant as
it put the turnover of the company to more than double compared to previous years. The
company also got a major exposure of foreign markets and learnt the selling & distribution
methods of each market.
During this time, we also manufactured and launched Pain Balm and Get-Up but we got more &
more occupied in selling toothpaste which was giving us immediate response and therefore in
Daman we could not focus on any other products then toothpaste. All these facilities were set up
and expanded from our own internal accruals. Recently, we have expanded our capacities of
toothpaste to more than 35% of the current capacity to cater the ever-growing market demand.
We had not taken any term loan facilities from any banks or financial institutions during the last
20 years period.
2007
Amar Remedies Ltd has appointed Mr. Yusuf Iqbal Yusuf as an additional director of the
Company w.e.f. August 30, 2007.
2010
Amar Remedies Ltd has appointed Mrs. Preeti Balwantrai Desai and Mr. Jyotirmay Prakash
Varma as an Additional Director of the Company w.e.f. June 22, 2010








AMAR TOOTHPASTE
Amar Remedies, a pioneer in Ayurvedic and Healthcare products
today announced the launch of their first ever clove gel based toothpaste. The
toothpaste offers the benefit of clove in a non-fluoridated gel based solution thereby
ensuring a longer lasting freshness, healthier teeth and at the same time free from fluoride which is
safer for children to use.
Available in 3 SKUs 150g, 80g and 40g, Amar Clove Gel is available at all retail
outlets across the country. As a launch offer, Amar Remedies is offering free original Disney
movie DVD worth Rs. 399 with every 150 gm pack of Amar clove gel tooth paste which is
priced at Rs.50 only. These movie DVDs are collectables and include titles like Jungle Book,
High School Musical 3, The Incredibles, Up, Mickeys big Splash, Hannah Montana, Toy Story
2, Cars and Bolt. The introductory offer is for a limited period and gives customers the
opportunity to collect all the 9 Disney DVDs.
But thats not all; consumers can participate in a contest wherein they submit the DVD
covers of all nine Disney movies through a simple form available on the Amar Remedies
website. Submission of the covers of all 9 DVDs will entitle the consumer to an assured Disney
Merchandise and stand a chance to win an all expense trip to Disneyland Hong Kong.
All Amar toothpastes are non-fluoridated, contain no bone powder and have been PETA
certified as the Best Vegan Toothpaste, and are also ISO certified. Amar Remedies has also been
awarded the International Star for Quality Award.
Speaking on the occasion Sagar Shah, Managing Director, Amar Remedies, We are extremely
proud to launch our first ever clove gel based tooth paste. Amar Clove Gel is backed by some
extensive market research to cater to the need our target audiences. Unlike regular gel
toothpastes in the market, Amar Clove Gel offers consumer the benefit of clove that results in
longer lasting freshness and stronger teeth.
Further speaking on the occasion Shah informed that Amar Remedies have come out with
a unique introductory offer wherein children get the opportunity to collect some of their favorite
Disney movies on DVD and can even win a trip to Disneyland.
Amar Remedies launches Amar Clove Gel Toothpaste
Mazbooti Ki Bina Taazgi Ka Kya Fayda
Amar Remedies, a pioneer in Ayurvedic and Healthcare products today announced the launch of
their first ever clove gel based toothpaste. The toothpaste offers the benefit of clove in a non-
fluoridated gel based solution thereby ensuring a longer lasting freshness, healthier teeth and at
the same time free from fluoride which is safer for children to use.
All Amar toothpastes are non-fluoridated, contain no bone powder and have been PETA
certified as the Best Vegan Toothpaste, and are also ISO certified. Amar Remedies has also been
awarded the International Star for Quality Award.
Amar Clove Gel is backed by some extensive market research to cater to the need our
target audiences. Unlike regular gel toothpastes in the market, Amar Clove Gel offers consumer
the benefit of clove that results in longer lasting freshness and stronger teeth.
The TVC highlighting the USP Mazbooti Ki Bina Taazgi Ka Kya Fayda---- This distinct
selling proposition for Amar Clove Gel toothpaste TVC hits the message home; setting itself
apart from other gel toothpastes available in the marketplace. The creators of the advertisement
have subtly emphasized on the offering of the product for strong and healthier teeth as its brand
values rather than just another gel toothpaste that offers freshness.
Creative Partners M&C Saatchi have effectively managed to add humor and at the same
time getting the brand message through its proposition Taazgi Bhi Mazbooti Bhi in the TVC.
At the same time, Corcoise Films and the director Binay Pradhan ensured that the film has an
aspirational look The TVC has a funny twist that sticks on in the consumers mind.
The brief to the agency was to emphasize on the healthy & strong aspect along with
freshness vis--vis those toothpastes that offered only Freshness. Targeted at the discerning
younger audience it reinforces the message that the product contains clove oil; which not just
offers fresh breath but also the promise of stronger teeth.
The TVC: Amar Clove Gel: Not just for fresh breath but for stronger teeth too
The TVC highlighting the USP Mazbooti Ki Bina Taazgi Ka Kya Fayda---- This
distinct selling proposition for Amar Clove Gel toothpaste TVC hits the message home; setting
itself apart from other gel toothpastes available in the marketplace. The creators of the
advertisement have subtly emphasized on the offering of the product for strong and healthier
teeth as its brand values rather than just another gel toothpaste that offers freshness.
Creative Partners M&C Saatchi have effectively managed to add humor and at the same
time getting the brand message through its proposition Taazgi Bhi Mazbooti Bhi in the TVC.
At the same time, Corcoise Films and the director Binay Pradhan ensured that the film has an
aspirational look The TVC has a funny twist that sticks on in the consumers mind.
The brief to the agency was to emphasize on the healthy & strong aspect along with
freshness vis--vis those toothpastes that offered only Freshness. Targeted at the discerning
younger audience it reinforces the message that the product contains clove oil; which not just
offers fresh breath but also the promise of stronger teeth.










Amar Premium: Indias Complete Protection
Toothpaste

Amar Premium is the first ayurvedic toothpaste in India with an exotic mix of
14 natural herbs to give you oral hygiene of par excellence. It is an premium quality
toothpaste providing complete protection against each and every problem concerning tooth care. It is
100% vegetarian (without bone Powder-Phosphate and Gelatin). Amar Premium Toothpaste is the
mixture of effective & selective natural herbs like Vajradanti, Aritha, Bheda, Babool, Harde, Thomar,
Godavaj, Sindhav, Kalamari, Phatakadi, Jethimadh, Mayuphal, Long Peper and Samudraphal. Extremely
gentle on teeth and gums, spreads easily and evenly into your mouth. Cinnamon flavour keeps intact the
freshness for a long time. Amar Premium adds life to your teeth.




DABUR
Dabur India Limited is India's leading FMCG company with interests in health care, personal
care and foods. Dabur has a history of more than 100 years and the company has carved a niche
for it self in the field of Ayurvedic medicines. The products of Dabur are marketed in more than
50 countries worldwide. The company has 2 major strategic business units (SBU) - Consumer
Care Division (CCD) & Consumer Health Division (CHD), and 3 Subsidiary Group companies -
Dabur Foods, Dabur Nepal and Dabur International. Dabur International has 3 step down
subsidiaries - Asian Consumer Care in Bangladesh, African Consumer Care in Nigeria and
Dabur Egypt.

The origin of Dabur can be traced back to 1884 when Dr. S.K. Burman started a health care
products manufacturing facility in a small Calcutta pharmacy. In 1896, as a result of growing
popularity of Dabur products, Dr. Burman set up a manufacturing plant for mass production of
formulations. In early 1900s, Dabur entered the specialized area of nature based Ayurvedic
medicines. In 1919, Dabur established research laboratories to develop scientific processes and
quality checks. In 1936, Dabur became a full-fledged company with the name Dabur India (Dr.
S.K. Burman) Pvt Ltd. Dabur shifted its operations to Delhi in 1972. Dabur became a Public
Limited Company in 1986 and Dabur India Limited came into existence after reverse merger
with Vidogum Limited. In 1992, Dabur entered into a joint venture with Agrolimen of Spain to
manufacture and market confectionary items in India. In 1994, Dabur raised its first IPO. In
1998, day to day running of the company was handed over to professionals. In 2000, Dabur
achieved a turnover of Rs 1000 crores. In 2005, Dabur acquired Balsara. Dabur crossed $ 2
billion market cap in 2006.
Dabur Red Toothpastes growth has also helped the company emerge as the fastest
growing toothpaste company in India during 2009-10, with a near 20 per cent growth as against
an industry average of under 6 per cent. In comparison, Colgate-Palmolive (the largest player in
the segment) reported 8.7 per cent growth while the No. 2 player Hindustan Unilever saw its
toothpaste sales decline by 4.2 per cent, according to AC Nielsen data. Dabur Red Toothpaste
alone accounts for over 4 per cent of the toothpaste market share while Dabur, as a company,
controls nearly 14 per cent of the toothpaste market. The toothpaste was introduced as the paste
format of Daburs highly popular Dabur Lal Dantmanjan in order to capture those consumers
who had upgraded from a toothpowder to toothpaste. The brands claim that that the toothpaste is
packed with the power of 13 ayurvedic ingredients like laung, pudina and sunthi to offer
problem-free teeth has obviously found many takers, as it reported a 17.4 per cent growth during
the 2009-10 fiscal.
With this, Dabur now has a portfolio that boasts of ten Rs 100 crore brands -- Dabur
Chyawanprash, Real, Vatika, Dabur Amla, Dabur Glucose, Dabur Honey, Lal Dant Manjan and
Babool.
Dabur, say company officials, operates in the toothpaste market with a highly
differentiated product portfolio that includes Dabur Red Toothpaste, Babool and Meswak.
While Red Toothpaste offers the benefits of ayurveda that are validated by science, Babool and
Meswak offer the benefits of natural herbs for oral care. The efficacy of our products is proven
by the growing number of consumers, says Nobel Dhingra, Brand Head - Dabur Red
Toothpaste.
The success has come through a lot of hard work education of consumers being one of
the main drivers. Key marketing initiatives like school contact programmes under which Dabur
reached out to 1.5 million students annually to educate them about oral hygiene have helped in
conversions and in increasing market share.
Ayurvedic toothpaste was not something that Dabur was the first to create. There are age-
old brands like Baidyanath Red Tooth Paste, Vicco Toothpaste and Amrutanjan, but what tilted
the scale in Daburs favour is the companys herbal heritage.
Harminder Sahni, Managing Director, Wazir Advisors, says, Earlier such products were
popular among rural consumers, now even urban consumers are picking these up
Dhingra agrees, We are increasingly seeing a shift in consumer preference towards
natural and ayurvedic products that are offered in contemporary, ready-to-use formats. Its no
surprise therefore that the brand sells primarily in urban areas of West Bengal, Andhra Pradesh,
Maharashtra and Uttar Pradesh.







DABUR RED TOOTHPASTE


Dabur Red Toothpaste is packed with the power of 13 active Ayurvedic ingredients like Laung Pudina &
Tomar, that keep all your dental problems away. It is the first-ever toothpaste which keeps all your
dental problems away, thereby providing you strong teeth. Its superior formulation that has been
scientifically validated has made Dabur Red Toothpaste the prefered oral care brand for millions of
Indians. No wonder that Dabur Red Toothpaste has become a Rs 100 crore brand within just five years
of its birth.Dabur Red Toothpaste is available in 4 SKUs: 200gm, 100gm, 50gm and 20gm.
Ingredients
Laung: Helps prevent toothache
Pudina: Helps prevent bad breath
Tomar: Kills harmful germs
Brand David has won the creative mandate for Dabur Red Toothpaste and Dabur Lal Dant
Manjan. Bates 141 was the incumbent agency on the business. The size of the account is pegged
at around Rs 15 crore. The other agency in fray for the business was Mudra.Commenting on the
win, Vandana Das, Branch Head, Brand David, said, We are looking forward to working with
the client in this challenging category. We are excited to partner them and we
believe that we will take the brand to greater heights
MESWAK TOOTHPASTE
Meswak is a scientifically formulated herbal toothpaste with
pure extract of the Miswak plant 'Salvadore Persica', the famous
'Toothbrush Tree' used for centuries. The astringent and anti-bacterial properties
of Meswak help reduce tooth decay, fight plaque and prevent gum diseases.Miswak Herb is
a rare, potent, priceless, wonder herb that delivers incredible Oral Care benefits. Dabur brings
this wonder herb in the form of Incredible 'Meswak' toothpaste. It is scientifically proven to
reduce tarter & plaque, fights germs & bacteria to keep gum healthy, helps prevent tooth decay,
eliminates bad breath and ensure strong teeth. In short, Meswak provides Incredible Oral Care.
No wonder, Meswak is today the largest premium toothpaste brand in the country.Meswak
Toothpaste is scientifically formulated from pure extract of the Miswak plant, 'Salvadore Persica'
- the famous 'Toothbrush Tree' used for centuries. The astringent and bactericidal properties of
Miswak help reduce tooth decay, fight plaque and prevent gum disease. A rare woody stemmed
herb, Miswak grows slowly amidst barren sand dunes of Africa and South Asia in arid
conditions, resisting the brutal forces of extreme heat and cold temperatures.
This incredible herb imbibes the finest and potent gifts from nature Used Traditionally for
centuries for oral care. Even a small amount of Miswak is capable of providing Complete Oral
Care for You. The Miswak herb contained in this toothpaste is scientifically proven to help
reduce tarter and plaque, fight germs and bacteria to keep gums healthy, helps to prevent tooth
decay, eliminate bad breath and ensure strong teeth, to provide incredible Oral Care for You..The
Miswak herb (Salvadora persica) is a small woody shrub with a crooked trunk, seldom more than
one foot in diameter. It has a pleasant fragrance, as well as a warm and pungent taste. Salvadora
persica is a popular chewing and teeth cleaning stick used for centuries throughout the middle
east and asia area.A 2003 scientific study comparing the use of Miswak with ordinary
toothbrushes concluded that the results clearly were in favor of the users who had been using the
Miswak, provided they had been given proper instruction in how to brush using it. The World
Health Organization recommended the use of the Miswak in 1986 and in 2000.








ANCHOR TOOTHPASTE
Two years after its last campaign, Anchor Toothpaste rolls out a new one,
with the tagline 'Daant fit toh life fit' at its core. The campaign will serve to up
Anchor's imagery and establish the brand in the 'life' spaceAfter its campaign a
couple of years ago, which strategically established the brand as the 100 percent
vegetarian toothpaste, Anchor now rolls out a new ad campaign with a slightly different
agenda.The campaign provides consumers with a relatable benefit, namely the proposition that
one's life is a whole lot more convenient and enjoyable, if one's teeth are taken care of. The
tagline for the campaign is 'Daant fit toh life fit'. Evidently, it emphasises the benefits of having
good teeth in the context of one's overall life.he brand's last campaign had featured a TVC,
wherein the then brand ambassador, actor Kajol, was seen persuading mothers to switch to
Anchor for the benefit of their children. When quizzed about whether there has been an upward
shift in the age of the TG, Sashi Nair, president, Anchor Health and Beauty Care answers, "Our
TG has never been children alone. Toothpaste as a product is bought for the family; so our TG
remains 'the family'."He adds that the current campaign is an effort to position the brand in a
manner that keeps up with the times, and simultaneously, brings some excitement into the
toothpaste category.The creative duties for the campaign are with Ogilvy India. The brief
involved giving the brand some much-needed contemporary imagery. The campaign has tapped
into relatable life situations, in order to communicate the brand's message that life as a whole
would be better if one's teeth are fit.The recently released TVC begins with the visual of an
enthusiastic, young, newly-wed woman, making a messy, albeit genuine attempt at baking a cake
for her husband. Just as she winds up the exercise, her husband comes home. The cake turns out
to be rock-hard, but before she can warn her husband about it, he has already taken the first bite.
Surprisingly, he bites into it with ease and gives her an appreciative nod for her efforts.The film,
which uses exaggeration as a storytelling tactic, has been directed by Prasoon Pandey."The
imagery used in the TVC is modern and has a Bollywood feel to it. It thus does not alienate
anyone. The city-slicker will buy into it, as will the small-town consumer," explains Abhijit
Avasthi, national creative director, Ogilvy India.He goes on to explain that while other
toothpaste brands have defined themselves in their own distinct spaces -- Colgate with a doctor
in its ad films, Pepsodent by its 'germ-killing', and Close Up stressing on fresh breath that
facilitates intimacy -- Anchor is looking for a positioning that goes beyond 'strong teeth'."The
brand wants to establish itself in the 'life' space, and convey that life is happier when one has
good teeth," says Avasthi.While this TVC draws on the dimension of strength, leading to the end
benefit of a happy life; the other elements of this campaign draw on more such aspects with the
same end benefit.The media mix for the campaign includes television, outdoor, radio and mall
activations.
Campaign fit hai?
Sagar Mahabaleshwarkar, national creative director, Bates141 expresses, "The TVC is
entertaining, funny and interesting in this category. It's a story well-told and well-executed as
well. I can narrate it frame to frame after having viewed it just once -- this shows that it has left
an impact. It is a tad over the top, but that is necessary to make its point."He adds that the audio
in the TVC is part of a new trend of remixing old Hindi film songs in modern-day commercials,
and that it tends to work vey well.
Santosh Padhi, chief creative officer and co-founder, TapRoot India, asserts, "Besides the
proposition of 'strong teeth', one that every second player claims, these guys have got other
things bang on, for which they will be remembered. I'm glad they are not thinking consumers are
stupid; they haven't dumped another demo film -- also something one finds in almost every
second category, be it detergent, utensils, floor, paint or dental care."He adds that the new
imagery makes the brand look younger, louder and more eye-catching than its earlier work.







OBJECTIVE

1) To find how many peoples are likely use Toothpaste.
2) To explore that how many consumer are prefer Colgate, Pepsodent, or other
toothpaste brands.
3) To find that which toothpaste company are more focus on advertisement.
4) To find that which toothpaste brand are easily available in the market.
5) To explore that which toothpaste brand has more freshness and give instant energy
6) To find that which toothpaste brand better quality.
7) To explore that peoples are satisfied with Colgate or Pepsodent or Other toothpaste
brand.







SCOPE

In my topic; The Comparative study of customer satisfaction with various toothpaste brands
available in Ghazipur city
The scope of this study is very vast because toothpaste is very important in our ordinary
life. Every morning, toothpaste is very necessary for us because toothpaste give more instant
energy and more freshness for start our morning with smile.
The purpose of the study is to obtain information about the company which helps in
identification of problems and to determine the issues dimensions and magnitude to enumerate. The
scope of the studies also to provide information to facilitate the identification of an opportunity or
problems situation and to assist manager in arriving at the possible decision on which such situation are
encountered. The research has been done to know the consumer behavior .


.









OBJECTIVE
1. To find out market share of Colgate.
2. To explore that how many consumer are prefer Colgate Toothpaste or other toothpaste
brands freshness & quality.
3. To find that which toothpaste company are more focus on advertisement.
4. To find that which toothpaste brand are easily available in the market.






































Research Methodology

Research
Research is a purposeful investigation. It is a scientific & systematic search for
knowledge & intimation on a specific topic research is use full & research objective can be
achieved if it is done in propose process.

Methodology

The world methodology spell the meaning itself if the method used by the researches in
obtaining information. The data (information can be collected from primary sources & secondary
sources.) By primary data we mean data collected by researches him for the first time to
collaborate the data which has previously not been used is known as primary data by secondary
data we mean the data collected from various published matters, a Magazine newspapers status
of previous research report etc. In other words we can say that the data which has already been
used your different purpose by different people is known as secondary Primary data can be
collected through questionnaire and personal interview as for as concern my research is limited
to dealers personality Secondary data are collected from the various books journals new
spapereditional expert suggestions web sites & internet & etc.
Research is a common language refers to a search of knowledge. Research is scientific &
systematic search for pertinent information on a specific topic, infect research is an art of
scientific investigation.
Research Methodology is a scientific way to solve research problem. It may be
understood as a science of studying how research is doing scientifically. In it we study various
steps that are generally adopted by researchers in studying their research problem. It is necessary
for researchers to know not only know research method techniques but also technology.
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be undertaken. Why a research has been defined, what
data has been collected and what a particular methods have been adopted and a host of similar
other questions are usually answered when we talk of research methodology concerning a
research problem or study. The project is a study where focus is on the following points:
RESEARCH DESIGN
A research design is defined, as the specification of methods and procedures for
acquiring the Information needed. It is a plant or organizing framework for doing the study and
collecting the data.
Designing a research plan requires decisions all the data sources, research approaches,
Research instruments, sampling plan and contact methods.
Research design is mainly of following types: -
1. Exploratory research.
2. Descriptive studies
3. Experimental

EXPLORATORY RESEARCH
The major purposes of exploratory studies are the identification of problems, the
more precise Formulation of problems and the formulations of new alternative courses of action.
The design of exploratory studies is characterized by a great amount of flexibility and ad-hoc
veracity.
DESCRIPTIVE STUDIES
Descriptive research in contrast to exploratory research is marked by the prior
formulation of specific research Questions. The investigator already knows a substantial
amount about the research problem. Perhaps as a Result of an exploratory study, before the
project is initiated. Descriptive research is also characterized by a Preplanned and structured
design.
EXPERIMENTAL DESIGN: -
A casual design investigates the cause and effect relationships between two or more variables.
The hypothesis is tested and the experiment is done. There are following types of casual designs:
I. After only design
II. Before after design
III. Before after with control group design
IV. Four groups, six studies design
V. After only with control group design.
VI. Consumer panel design
VII. Exposit facto design
PRIMARY DATA
These data are collected first time as original data. The data is recorded as observed or
encountered. Essentially they are raw materials. They may be combined, totaled but they have
not extensively been statistically processed. For example, data obtained by the peoples.
SECONDARY DATA
Sources of Secondary Data
Following are the main sources of secondary data:
1. Official Publications.
2. Publications Relating to Trade:
3. Journal/ Newspapers etc.:
4. Data Collected by Industry Associations:
5. Unpublished Data: Data may be obtained from several companies, organizations,
working in the same areas like magazines.
Period of Study: This study has been carried out for a maximum period of 4 weeks.
Area of study: The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment, and imagination for which there can be no
mechanical substitutes.
Sampling Design: The convenience sampling is done because any probability sampling
procedure would require detailed information about the universe, which is not easily available
further, it being an exploratory research.
Sample Procedure: In this study judgmental sampling procedure is used. Judgmental
sampling is preferred because of some limitation and the complexity of the random sampling.

Area sampling is used in combination with convenience sampling so as to collect the data from
different regions of the city and to increase reliability.
Sampling Size: The sampling size of the study is 100 users.
Method of the Sampling:
Probability Sampling
It is also known as random sampling. Here, every item of the universe has an equal chance or
probability of being chosen for sample.
Probability sampling may be taken inform of:
Simple Random Sampling A simple random sample gives each member of the
population an equal chance of being chosen. It is not a haphazard sample as some people think!
One way of achieving a simple random sample is to number each element in the sampling frame
and then use random numbers to select the required sample. Random numbers can be obtained
using your calculator, a spreadsheet, printed tables of random numbers, or by the more
traditional methods of drawing slips of paper from a hat, tossing coins or rolling dice.
Systematic Random Sampling
This is random sampling with a system! From the sampling frame, a starting point is chosen at
random, and thereafter at regular intervals.


Stratified Random Sampling
With stratified random sampling, the population is first divided into a number of parts or 'strata'
according to some characteristic, chosen to be related to the major variables being studied. For
this survey, the variable of interest is the citizen's attitude to the redevelopment scheme, and the
stratification factor will be the values of the respondents' homes. This factor was chosen because
it seems reasonable to suppose that it will be related to people's attitudes.
Cluster and area Sampling
Cluster sampling is a sampling technique used when "natural" groupings are evident in a
statistical population. It is often used in marketing research. In this technique, the total
population is divided into these groups (or clusters) and a sample of the groups is selected. Then
the required information is collected from the elements within each selected group. This may be
done for every element in these groups or a sub sample of elements may be selected within each
of these groups.
Non Probability Sampling
It is also known as deliberate or purposive or judge mental sampling. In this type of sampling,
every item in the universe does not have an equal, chance of being included in a sample.
It is of following type:



Convenience Sampling
A convenience sample chooses the individuals that are easiest to reach or sampling that is done
easy. Convenience sampling does not represent the entire population so it is considered bias.
Quota Sampling
In quota sampling the selection of the sample is made by the interviewer, who has been given
quotas to fill from specified sub-groups of the population.
Judgment Sampling
The sampling technique used here in probability > Random Sampling.
The total sample size is 100 profiles.
I have selected Probability sampling method for this research study.
Data Collection: - Data is collected from various customers through personal interaction.
Specific questionnaire is prepared for collecting data. Data is collected with more interaction and
formal discussion with different respondents and we collect data about investment pattern of
people by face to face contact with the persons from whom the information is to be obtained
(known as informants). The interviewer asks them questions pertaining to the survey and
collects the desired information.



Limitation

Survey Area:-

The survey area is limited to only Ghazipur district (Urban). Hence, the finding
cannot be generalized.
The research is done only in the Ghazipur Area.
Some data was collected on random basis.
Time factor is also limitations of the research.
Respondent was hesitant to give information due to misapprehension best known
to them.
The tools which I have choosen was interview & questionnaire as we know in the
questionnaire the respondents do not give accurate answer & they do not show the
interest to give answer.
Sampling Design:-
There are different type of Sampling like, probability, Area, random, purposive,
convenience and judgmental.
Along these, the researcher choose only convenience, purposive and judgmental
sampling.
The data are collected on the convenience basis, which was suited to the
researcher is survey. Whenever he found the related individual, he ask some
questions to them and field up this questionnaire.
Data Collection:-
Two methods were adopted interview and telephonic interview through questionnaire It
was suitable for survey because, If the interview asked questions orally then he will come it
trouble at the time of sorting and analysis of collected data questionnaire method is just
for easiness of survey.
Quantity of data:-
The researcher collected 100 data. It may be exceeded, but it will create problem in
future. The second reason for this limited quantity was that the time was too short. For the sake
of limited time and escape from the expenses the researcher selected this quantity of data.