Rural Marketing

Toothpaste Sector

Group 15
Consumer Profiles

 Older Generation
 Misri users

 Middle Aged
 Toothpowder users

 Younger Generation
 Toothpaste users
Modes of Communication
 TV ads
 Relatives/Children in the city
 Word of mouth
 Shops
 Wall paintings
Competitive Analysis
 Misri (traditional ground tobacco)
 Cheaper, addictive, psychological feeling of
rubbing teeth cleans it
 Colgate (Market leader)
 Recommended by dentists, heavy TV
advertising awareness
 Otherbrands- Babool, Close up,
Meswak, Dabur Lal Dantmanjan,
Pepsodent
Retail Speak

 10% Commission made on sales

 No collaterals given to push sales
 Understand limited purchasing power
 Believe free gifts can help a little
 Price sensitivity reduces loyalty
Sr. No. Particulars Numbers

1 No. of Households surveyed 35

2 Frequency of usage 72% brush once a day

3 Decision maker Always women

4 Exposure to ads 80%

5 Dentist influence Poor

6 Brand Loyalty Easy shifters

Proposed Strategies
 Dental Camps in schools (free check-up,
counseling, sampling for mother & child)
 Informative Street plays about dental hygiene at
water pumps in evenings
 Outdoor advertising, so brand colors and logo’s
stick out (helps in recognition during purchase)
 Live demonstration of brushing and quantity to be
used
 Dentists to recommend our product
Thank You
 Shazia Jamal (123)
 Neelima Kariappa (68)
 Shoebahmed Latif Shaikh (15)
 Aditi Gandhi (30)
 Revati Sahasrabhojane (37)