A Project Report

On Market Analysis on Oral Health Care Products with respected to

Electronic Toothbrush
For
Philips Electronics India Ltd.
By
Sunil Vaggu
Under the Guidance of
Prof. Sunil Doke

Submitted To
University Of Pune
In partial fulfillment of the requirement for the award of the degree of Master of Business
Administration (MBA)

Through
Vishwakarma Institute of Management
Pune-48

ACKNOWLEDGEMENT

Any accomplishment requires the efforts of many people and this work is not different. I
express great pleasure in introducing my project report titled Market Analysis for Oral
Care Products with respected to Electronic Toothbrush.

First of all I would like to say thank you to Mr. Siddarth Kumar from Philips Electronic
India Ltd. because of whom I got chance to prove my talent in market research. I take this
opportunity to express my most sincere and heartfelt gratitude to Mr. Tanuj Batra
(Deputy-Manager Personal Care Products) and Mrs. Shabnam Sayed (ManagerMarcom Personal Care Products), Philips Electronics India Ltd, Pune, for providing
me with a wonderful opportunity to execute this project in their esteemed organization
and for patiently monitoring and guiding me throughout the project.

I am also grateful to the individuals and organization for giving me permission for their
support in my research work.

This project would not have been successful without the precious guidance of our
director Prof. Sharad Joshi and my project guide Prof. Sunil Doke, to whom I express
my sincere gratitude and all those who have helped me directly and indirectly.
Special note of thank you to all my friends and my family members for their
unconditional support and encouragement to pursue my interest.
Sunil Vaggu.

List of Abbreviation
MTB: -

Manual Toothbrush

ETB: -

Electronic Toothbrush

DTB: -

Dental Toothbrush

NTP: -

Normal Toothpaste

DTP: -

Dental Toothpaste

DAP: -

Domestic Appliance and Personal Care

Index
SR.NO.

TITLE

PAGE NO.

01

Executive Summary

02

Company Profile

03

Objectives of the Study

10

04

Research Methodology

12

05

Data Analysis

16

06

Findings

60

07

Suggestions & Conclusions

62

08

Limitations

66

09

Bibliography

67

CHAPTER 1
EXECUTIVE SUMMARY
The Project Report on Market Research on Oral Heath Care Products is based on
live experience of work and Market research. This was carried during the tenure of 3
months with Philips Electronics India Ltd. under the guidance of Deputy Manager,
Personal Care Division Mr. Tanuj Batra. The Project was mainly based on their new idea
of introducing an Electronic Toothbrush in India. This is called Philips Sonicare.
The data collected during the project was secondary as well as primary data. The
secondary data was collected to create the database of the survey. The sources used for
secondary data are various magazines like Mens Health, India outlook, Indian journals of
marketing etc. and Internet. Beside this some information was collected from Indian
Dental Association website, and newspapers. Using questionnaires, Personal Interview
and Observation, Primary Data was collected. The analysis was carried out on the basis
of the information obtained from questionnaire, Observation and personal interview.
From the analysis it is concluded that dentist play major role in selecting Oral
health care products, consumer are more health conscious and are always looking
something new in the market. Even from the analysis it is seen that sales of oral products
like toothpaste, toothbrush both manual & electronic, mouthwash are good moving
products in the market as compared to dental toothpaste and toothbrushes. From the
analysis it is also seen that Electronic toothbrush is least preferred, but gradually the trend
is moving towards it and consumer wants to try once fro their experience. It is also seen
that the product awareness is very low for ETB so some consumer are afraid to buy these

products. Mostly sales of the ETB are good in highly located area and preferred by
middle upper income range households.
After undergoing the project it is understood that even the analysis shows good
potential for Electronic toothbrush Indian market, to introduce it Indian Market, the
company has to arrange some awareness programs such as demonstrations, create product
awareness among the consumers, exposing the product in exhibitions, Strong marketing
strategy where in they have to use pull and push strategy, Marcom strategy etc.
.

Chapter- II: Company Profile

History
Philips started operations in India at Kolkata (Calcutta) in 1930. Established as Philips
Electrical Co. (India) Pvt Ltd, the company comprised a staff of 75 and was a sales
outlet for Philips lamps imported from overseas.

In keeping with the Philips philosophy of promoting the industrial development of

emerging economies, Philips India set up its first Indian lamp-manufacturing factory in
1938 in Kolkata. Subsequently, Philips decided to produce radio receivers in India to
make this product readily and widely available to the Indian consumer. In 1948, after the
Second World War, Philips started manufacturing radios in Kolkata. The first valve-based
Philips set was well received by the consumers. This was a major turning point for
Philips India, and marked the beginning of the company's subsequent growth in the world
of electronics. In 1957, the company is converted into a public limited company, renamed
Philips India Ltd and in 1959, a second radio factory is established near Pune.
In 1963, Philips invents the compact audiotape cassette and sets a global standard for tape
recording that has never been altered since. India gets exposed to this Philips invention.
In 1965 (3 April), the millionth Philips radio is manufactured in India. In the same year
Philips pioneers the concept of son-et-lumiere shows in India with the installation of such
a

lighting

and

electro-acoustic

system

at

the

Red

Fort

in

Delhi.

In 1970 a new consumer electronics factory is started in Pimpri near Pune.

Come 1982, Philips brings colour television transmission to India with the supply of four
outdoor broadcast vans to Doordarshan during the IX Asian Games. The company also
completes a prestigious turnkey project by handling the lighting and electro-acoustic
installations

of

stadia

built

specially

for

the

IX

Asian

Games.

In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens

to music. In 1985, Philips inaugurates its consumer electronics factory at Salt Lake,
Kolkata. 1993 sees Philips launching its domestic appliance business in India and in 1995
Philips
In

introduces

1996,

the

compact

Philips

fluorescent

Software

Centre

lamps
is

into

established

the
in

country.
Bangalore.

In 1998, Philips launches Flat Televisions and CD-recorders - both firsts in India.
As is seen, throughout the 1900s Philips continued to bring the Indian consumer new and
innovative products backed by the latest technology and bearing the renowned Philips
stamp of quality.
Today
Today, company is No. 1 or No. 2 in almost all the product-markets we serve. Our
heritage is our understanding of how people experience technology- because people
interact with technology practically every second, often without even realizing. Philips
brought the incandescent lamp to India over 70 years ago. Today it has wide range of
products used in homes, whether in the remote reaches of India or penthouses in South
Mumbai Philips or in commercial spaces like in hotels, offices, city streets, and malls,
anywhere and everywhere light enhances the quality of the ambience. It is also
attempting to make a mark in automotive lighting. State of the art technology greatly
enhances the quality of light and the energy efficiency in the usage. Philips brought the
radio to India when wireless opened up new horizons for information and entertainment.
Valves and tubes were quickly replaced by transistors, and Philips has remained the
innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for
richer and better listening experience. Richer viewing was also on the menu. With Digital
Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as
never seen before. With technology and style playing a significant role in the final
consumer choice, the focus is on creating technologies that are cutting edge and in sync
with ever-changing lifestyles and, introducing globally launched technologies
simultaneously in India. Philips recently introduced its patented proprietary and state-ofthe-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of
Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the
expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand
4

shops, which showcase the entire consumer electronics range, and provide an enhanced
brand shopping experience to the Indian Consumers. Philips' presence in Healthcare in
India is all embracing. 50% of Cardiac examinations in India are done on Philips
equipment. In the specialized area of surgical x-ray, Philips innovation in the mobile carm for intra operating imaging is unmatched. Philips Medical Division has been growing
rapidly and has recorded more than 40% growth in 2005.Philips in India enjoys
No.1market share in High field MR, Cardiac CT, Cath Lab and Monitoring systems
Today, we are No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is
our understanding of how people experience technology- because people interact with
technology practically every second, often without even realizing. Philips brought the
incandescent lamp to India over 70 years ago. Today it has wide range of products used in
homes , whether in the remote reaches of India or penthouses in South Mumbai Philips or
in commercial spaces like in hotels, offices, city streets, malls , anywhere and everywhere
light enhances the quality of the ambience. It is also attempting to make a mark in
automotive lighting. State of the art technology greatly enhances the quality of light and
the energy efficiency in the usage. Philips brought the radio to India when wireless
opened up new horizons for information and entertainment. Valves and tubes were
quickly replaced by transistors, and Philips has remained the innovator by being the first
to bring the audio cassette, the CD, the VCD, the DVD, for richer and better listening
experience. Richer viewing was also on the menu. With Digital Natural Motion, Pixel
Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before. With
technology and style playing a significant role in the final consumer choice, the focus is
on creating technologies that are cutting edge and in sync with ever-changing lifestyles
and, introducing globally launched technologies simultaneously in India. Philips recently
introduced its patented proprietary and state-of-the-art 'AMBILIGHT TM (Ambient
Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the forefront
of its sales and marketing strategy, has been the expansion of the Philips ARENA
network, a chain of Exclusive Philips Retail Brand shops, which showcase the entire
consumer electronics range, and provide an enhanced brand shopping experience to the
Indian Consumers. To the consumers' kitchen and home Philips brings convenience and
high styling. For the kitchens a range of food processors: blenders, juicers and grinders,

specially designed for Indian culinary preferences, a range of bread toasters and sandwich
makers. For the body beautiful, hair styling and epilation products for the woman and
shavers for men. Philips is revolutionizing garment care at home with over a million
steam irons in perhaps as many homes. All these lifestyle and healthcare consumer
offerings get better and better with digitalisation and the intelligence that is embedded.
Philips technology platforms are unsurpassed in these. Philips is the leader in inventing,
innovating and creating the technologies that underpin the products that people
experience every day. Philips is today the leading lifestyle and healthcare company in
India. It has fashioned itself to continue to be the leader in an India where people are
increasingly becoming part of three revolutions: the convergence revolution, the digital
revolution and the Internet revolution. Philips is far more focused, leaner, even more
consumer centered, more agile - all of which is reflected in its performance and in the
excitement within the company.
Philips in India is part of Royal Philips Electronics. As one of the nation's most wellknown and well-loved brands, Philips is a part of practically every Indian's life. Philips
products find a use in virtually every aspect of daily life - at home, at work and on the
move. Today, Philips stands as a source of reliable and innovative products that enhance
the quality of consumers' professional and personal lives.
Philips India was recognized by Business world Magazine as The Most Respected
Company in India in the Consumer Durables Sector for 2002. This award was based on a
peer perception survey among 584 senior managers of the corporate world conducted by
Business world Magazine and the India Market Research Bureau.
Royal Philips Electronics of the Netherlands is one of the worlds biggest electronics
companies and Europes largest, with sales of EUR 29 billion in 2003. It is a global
leader in color television sets, lighting, electric shavers, medical diagnostic imaging and
patient monitoring, and one-chip TV products. Its 165,300 employees in more than 60
countries are active in the areas of lighting, consumer electronics, domestic appliances,
semiconductors, and medical systems.

Mission and vision / values and strategy

Company Mission:
We improve the quality of people's lives through the timely introduction of meaningful
technological innovations.
Company vision
In a world where technology increasingly touches every aspect of our daily lives, we will
be a leading solutions provider in the areas of healthcare, lifestyle and enabling
technology, aspiring to become the most admired company in our industry as seen by our
stakeholders.
Company values

Delight customers

Deliver on commitments

Develop people

Depend on each other.

Company brand promise

Our brand promise is 'sense and simplicity'. It encapsulates our commitment to delivering
products and solutions that are advanced, easy to use, and designed to meet the needs of
all our users, wherever in the world they may be.

Company Strategy:
7

We will:

Increase profitability through re-allocation of capital towards opportunities

offering more consistent and higher returns

Leverage the Philips brand and our core competencies in healthcare, lifestyle and
technology to grow in selected categories and geographies

Build partnerships with key customers and suppliers, both in the business-tobusiness and business-to-consumer areas

Continue to invest in maintaining world-class innovation and leverage our strong

intellectual property position

Strengthen our leadership competencies

Drive productivity through business transformation and operational excellence

Management Philips Electronics India Limited

Board of Directors
Non-Executive Director & Chairman

S. M. Datta

Executive Vice Chairman & Managing Director

K. Ramachandran

Executive Directors

S.Venkataramani,

Non-Executive Directors

Andreas Wente, Rajeev Bakshi

Businesses

DAP
Domestic Appliances and Personal Care employs approximately 10,000 people
worldwide and operates in four business areas: Shaving & Beauty; Domestic Appliances;
Oral Healthcare and Health and Wellness. It maintains sales and service organizations in
60 countries and runs manufacturing operations in the Netherlands, Austria, Poland, the
USA, Brazil, China and Singapore.
Lighting
Lighting employs approximately 46,500 people worldwide and operates in five business
areas: Lamps; Luminaires; Lighting Electronics; Automotive, Special Lighting and UHP
and LumiledsIt maintains sales and service organizations in over 60 countries and runs
manufacturing operations in the Netherlands, Belgium, France, Germany, the People's
Republic of China and South Korea.
Medical Systems
Medical Systems employs approximately31,000 people worldwide and operates in three
main business areas: Diagnostic Imaging Systems; Customer Services and Clinical
Solutions. It maintains sales and service organizations in more than 63 countries and runs
manufacturing operations in the Netherlands, Germany, Finland, Israel and the USA.
Consumer Electronics
Consumer Electronics employs approximately 16,000 people worldwide and operates in
three main business areas: Connected Displays; Home Entertainment Networks and
Mobile Infotainment. It maintains sales and service organizations in 50 countries and runs
manufacturing operations in Belgium, France, Hungary, Mexico, Argentina, Brazil, India
and China.

Chapter-Ill: Objectives of the study

9

If you look around you today, the pace of change is certain to scare you at
times. Rapid progress is being made in the way things are bought, made and sold. The
consumer today is clearly the King. The choices he has before him today are
unimaginable. For a simple toothbrush, have about 100 choices. From colors to shapes to
bristle lengths to bristle types, different price segment and attractive packaging.
The places he buys from too are continuously being upgraded. Consumers
want touch, feel and experience the product before they actually buy it. The choices that a
consumer faces today extend right to the point of purchase. The consumer evaluates the
outlets where he purchases and will not buy a product or service unless the retail outlet
provides value to the customers.
With increase in the disposable income, the attitude and buying behavior of
consumer is changing. Even the shopping trend in Indians is changing with increase in
shopping mall and retail outlets. Everyone wants to buy the products from the mall or big
retail shops.
Here, the need for the project is to understand the oral health care in detail.
And even to understand how the consumer takes care of their teeth and dentist roleplayed in oral health care. And even understand the oral care product companies roleplayed in oral care. Even consumers are not satisfied with product they are using and
looking something new in the market.

Objective of this project:

10

 To study the movements of Oral Care Products in market.

To understand the buying behavior of consumer while selecting toothbrush and
their attitude towards ETB.
To check the awareness of the electronic toothbrush in market.
To find out the market feasibility and opportunity of electronic toothbrush in
market for Philips.
To find the Dentists role in Oral care products and their Attitude towards ETB.

CHAPTER 5

11

RESEARCH METHODOLOGY
The methodology is basically the set of rules, procedures, tools, and techniques used by
the researcher for realization of research objective. The process of designing research
study involves many interrelated decisions.
The most significant decision is the choice of research approach. This determines how the
information will obtain.
There are three types of research approach: 1) Exploratory research
2) Descriptive research.
These types differ significantly in terms of research purpose, research question, precision
of hypotheses that are formed and data collection method used. In this project only 2 out
of 3 research methods were used.
1) Exploratory research: Exploratory research is seeking insight into general nature of a problem, the
possible decision alternatives and relevant variables that need to be considered.
The objective of exploratory research is to find out new ideas flexibility, &
ingenuity characterized by the investigation. In the exploratory research emphasis is
given on the finding practices and policies that need changing and developing
possible alternatives. Exploratory research seeks to discover new relationships.
Hence most of the marketing research is of an exploratory type. Exploratory
research defines problem, which is then solved by conclusive research.

2) Descriptive research: -

12

Descriptive research gives emphasis on description & such studies are simply fact
gathering expedition. Descriptive studies attempt to obtain a complete & accurate
description of situation. Descriptive data are based as direct basis for marketing
decisions.
In planning and designing a specific research project it is necessary to anticipate all
the points that must be undertaken if the project is to be successful in collecting
valid and reliable information.
The steps in which the project was carried out were as follows: 1) Define the problem and specify objective.
2) Developing research plan.
3) Design the data collection method.
4) Organize and carryout the field work
5) Analyze the collected data
6) Presentation of the project report

SAMPLING DESIGN

13

The techniques of sample are classified as:

1) Probability sampling method.
These methods are generally applied in case of important decisions, where accuracy is at
a premium, regardless of the time and cost involved, in plain terms, every member of the
population has an equal chance of selection.
2) Non-probability sampling method.
Samples are selected according to convenience of the researcher in non-probability
sampling. So it has the benefits of simplicity and low cost. This sampling does not
provide a chance of selection to each population element.
In the project non-probability sampling method was used to select sample in Mumbai
region, which was selected on the basis of target market. Sample size selected was 50.
Universe: Mumbai and Pune.
Sampling Methods:
1. Random sampling while selecting companies of oral product.
2. Convenient sampling while selecting Dentist, stores, Hypermarket.
Size of Sample:
1. Consumers using MTB: 30
2. Consumers using ETB: 20
3. Dentist Professionals: 20
4. Kirana Stores: 30
5. Departmental store, Hyper markets, super markets: 50
6. Chemist and Druggist: 50

DATA COLLECTION METHOD

14

The data are basically classified into two broad categories:

Primary data (data collected by means of direct mail, personal interview, direct contact,
questionnaire, etc.)
The primary data was collected to fulfill the objective of the project. The data was
collected through questionnaire and personal interviews with consumers, Chemists and
floor managers of Departmental stores, Hyper and Supermarkets. Some questionnaires
were collected through the direct mail.
Secondary data (data collected from secondary sources such as Indian Dental
Association, Competitors websites, Health magazines, internet, etc)
The secondary data was collected to get some additional information and to support the
primary data to meet the objective.

Chapter-V: Data Analysis

15

Oral Products Available in Market

Products
NTP
DTP
Toothpowder
DTB
MTB
ETB
Mouth wash
Gum Paints
Bleaching Agent
Chewing Gums/Mints
Floss Pick

No. Of Companies
18
11
14
3
20
4
11
3
1
14
4

20

14

3
Mouth
w ash

MTB

14

11
1

4
Floss Pick

11

Bleaching
Agent

18

Toothpow
der

25
20
15
10
5
0

NTP

No. Of Com panies

Oral Products Available in Market

No. of Companies

Products

These products were available with Chemist & Druggist, Kirana Stores and Departmental
Stores. Medical products like Dental toothpaste & toothbrush, Gum paints, Floss picks
and bleaching agents are available with Chemist and Druggists only. Some products like
mouthwash and floss picks are available with both the chemists and Kirana stores and
Super and Hyper markets. MTB and NTP are the products available with 20 and 18
companies. Whereas bleaching agent is available in only one company. ETB are available
in market but only with 3 companies.

Products available with Kirana & Departmental Stores and Chemists

16

Stores

Products
No. Of Companies
NTP
15
Toothpowder
20
MTB
20
ETB
3
Chewing Gums/Mints
10
Mouth Wash
5
NTP
15
DTP
10
Toothpowder
20
DTB
3
MTB
20
ETB
3
Mouth wash
12
Gum Paints
2
Bleaching Agent
1
Chewing Gums/Mints
10
Floss Pick
4

Super/Hypermarkets
And Kirana Store

Products Available in
Market

Products Available in Market

Super/Hypermarkets And
Kirana Stores

12

10

No. Of Companies

Gum Paints
Bleaching
Agent
Chewing
Gums/Mints
Floss Pick

ETB

MTB

Mouth wash

20
3
DTB

15 10 20

DTP
Toothpowder

10

ETB
Chewing
Gums/Mints
Mouth Wash

NTP

15 20 20

MTB

25
20
15
10
5
0

NTP
Toothpowder

No. Of Companies

Chemists & Druggists

Chemists & Druggists

Comapnies and stores

The graph represents the products available in the Kirana stores, Departmental stores.
Normal Toothpastes and Manual Toothbrushes are available in varieties. Only three
companies of Electrical Toothbrushes are available with the departmental stores. Those
are Oral-B, Colgate & Eclean. Mouthwash is available with limited addition within the
stores like AMPM special, Listerine and Colgate Plax.

17

Manual toothbrushes are available in the market in bulk. Some toothbrush companies are
having free offer with toothpaste. Retail shop like Spencers are selling toothbrush under
their brand name.
In toothpaste, more than 20 brands are available but shopkeepers prefer to keep only
limited brand.
Nearby 11 Oral products are available with the chemist. In which products like dental
toothpaste, Dental toothbrush, Mouthwash, Gum paints, Floss picks and Bleaching agents
are available in bulk. Some of the chemists have electrical toothbrushes. Only two
companies of ETB are available in the market i.e. Colgate and Oral-B. Other chemist do
keep the ETB but on customers order basis. Products like normal toothpaste and manual
toothpaste are available with chemist but with limited amount and only branded products
like Colgate, Oral-B etc.

18

List of Companies
Toothpaste (Normal)

Toothpaste (Dental)

Toothpowder

Toothbrush (Dental)

Colgate
Pepsodent
Cibaca
Neem
Binaca
Amar
Ajanta
Anchor
Meeswak
Babool
LG
Close Up
Vicco
Oragaurd B
Sensitive
Himalaya
Dabur
Promise

Sanquel
Thermoseal
Sensodent
Metro hex
Metro gel Dg gel
Emoform
Stoline
Try guard
Senzo
Dentobac
C- Sensitive

Colgate
Pepsodent
Dabur
Neem
Binaca
Amar
Ajanta
Anchor
Meeswak
Babool
Vicco
Oragaurd B
Fixon
Porwal

Oral- B
Senolin
Colgate

Toothbrush (Electronics)

Mouth wash

Gum Paints

Oral- B
Colgate
Eclean

Aqua white
Listerine
Colgate Plax
Denturite
Chlohex
Sequel Ad
Detadine
Sensowash
Diclofenac(Redirinse)
AMPM Special
Crola

Gum X
Dili Gel
Dentogel

Toothbrush
(Manual)
Oral- B
Cello
Colgate
Pepsodent
Cibaca
Neem
Binaca
Amar
Ajanta
Anchor
Aqua
Babool
Spencer
Close Up
Vicco
Oragaurd B
Senolin
Plack Off
Sanixo
Trisa
Himalaya

Chewing
Gums/Mints

Floss Pick

Orbit
Happy dent
Protex happy dent
Polo
Mentos
Pehlicos myntz
Chlormint
Tid Bits
Double Mint
Center Fresh
Chlormint
Halls
Boomer
Freshmint

Oral B
DR. Floss
Colgate
J&J

Some toothbrush companies mentioned like Himalaya, Amar, Ajanta, Neem, Babool etc.
have an offer with the toothpastes. The toothbrushes are labeled in companies name.

19

Monthly Sale Figure with Chemist

Monthly Sales of Toothpaste
Toothpastes
Colgate
Pepsodent
Close Up
Himalaya
Meeswak
Sensodent
Thermo seal
Metro hex
Dentobac
Emoform

Toothpaste

Normal

Dental

Monthly Sales (In Rupees)

126000
110700
73800
23400
34200
21600
25200
21600
15300
18000

Monthly Sales

Emoform

Dentobac

Metro hex

Thermo
seal

Sensodent

Meeswak

Himalaya

Close Up

126000
110700
73800
23400342002160025200216001530018000
Pepsodent

140000
120000
100000
80000
60000
40000
20000
0

Colgate

Sales In Rupees

Monthly Sales of Toothpastes

Dental
Toothpaste Brands

Sales of normal toothpaste are very high as compared to dental toothpastes. In

normal toothpaste, Colgate is a most preferred product followed by Pepsodent. In dental
toothpaste, the sales are nearby same of 3 products as these products sales depend on
dentist preference. Dentobac is having least sales in dental toothpastes whereas Thermo
seal is having highest sales.

20

Toothpowder Monthly Sales

Tooth Powder
Colgate
Pepsodent
Binaca
Anchor
Vicco

Daily Sales
575
450
200
175
675

Weekly Sales
4025
3150
1400
1225
4725

Monthly Sales
17250
13500
6000
5250
20250

From the above graph it is seen that, the sales toothpowder as compared to
toothpastes is very low. Consumers mostly prefer toothpaste while brushing. Old people
mostly prefer the toothpowder while brushing. Sales of Vicco are very high followed by
Colgate toothpowder. Anchor is having the least sale as compared to Binaca and
Pepsodent.

21

Monthly Sales of Toothbrushes

Toothbrushes

Companies
Oral- B
Senolin
Colgate
Oral B
Colgate
Pepsodent
Cibaca
Anchor
Colgate
Oral- B
Eclean
Royal

DTB

TOOTHBRUSH

MTB

ETB

Monthly Sales
16200
12150
17400
62100
60300
31500
22500
17100
19750
19750
0
6000

DTB

60300

19750
22500

Monthly Sales

Royal

Eclean

0
Colgate

Anchor

Cibaca

Pepsodent
MTB

6000

19750

17100

Oral- B

31500

Colgate

Oral B

Colgate

Senolin

62100
70000
60000
50000
40000
30000 16200 12150 17400
20000
10000
0
Oral- B

Sales in Rupees

Monthly Sales of Toothbrush

ETB

Toothbrush Com panies

22

Above graph represents the sales of DTB, MTB and ETB. In DTB, sales are
nearby of all the 3 companies. Colgate is having highest sale whereas Senolin is having
the least. In ETB, Oral-B is most preferred by the consumers followed by Colgate but the
sales of these are same. Royal is having very low sales as consumers are facing technical
problem with this ETB.

Total Monthly Sales of Mouthwash

Mouthwash
Listerine
Colgate Plax
AMPM
Aqua White

Monthly Sales
33600
42000
28800
22800

Monthly Sales of Mouthwash

Sales In Rupees

50000
40000

42000
33600

28800

30000

22800

20000

Monthly Sales

10000
0
Listerine

Colgate Plax

AMPM

Aqua White

Companies

From the above graph it can be seen that, in mouthwash Colgate Plax is having
very good sale followed by Listerine. Listerine is having good sales in highly located area
whereas AMPM special is also having good sales in area like Malad and Andheri. Even
Colgate Plax is having good sales in highly located area. Aqua white is also having fair

23

sales in some location. Colgate and AMPM special are 2 brands that are mostly preferred
by the dentists and even prescribe consumer/patients to use it.

Total Monthly Sales in Rupees

Products

Companies
Gum X
Dili Gel
Dentogel
Happy dent
Protex Happy dent
Polo
Orbit
Chlormint

Gum Paints

Chewing gums/Mints

Monthly Sales
18000
18000
15300
24000
21150
24750
19350
20550

18000

18000

24000
15300

21150

24750

19350

20550

Gum Paints

Chlormint

Orbit

Polo

Protex
Happy
dent

Happy
dent

Dentogel

Series1

Dili Gel

30000
25000
20000
15000
10000
5000
0

Gum X

Sales in Rupees

Monthly Sales of Gum Paints & Chewing gums

Chewing gums/Mints
Companies

Above graph represents the monthly sales of Gum paints and Chewing
gums/Mints. Here from the graph it can be seen that in Gum Paints, Dentogel is most
preferred by the dentist and consumers. Even the sales of Gum-X and Dili gel are same.
These products are slowing moving in the market.

24

In chewing gums/mints, sales of happy dent are very high as compared to

other mint/gums. From the graph it can be seen that sales of other mints like Protex
happy dent, Polo, Orbit and Chlormint are almost same. The sales of these mints are very
high in kirana and departmental stores and with chemists.

Monthly Sales of Floss Pick

Floss Pick
Oral B
DR. Floss
Colgate
J&J

Monthly Sales
12000
14250
10500
8250
Monthly Sales of Floss Pick

Sales in Rupees

15000

14250
12000

10500
8250

10000

Monthly Sales
5000
0
Oral B

DR. Floss

Colgate

J&J

Com panies

From the graph it can be suggested that sales of Dr. floss is very high
followed by Oral-B floss pick. The sales of these floss pick is very slow in market and
most of the consumer are not aware of this product and it use. Dentists suggest only those
consumers to use floss pick who are having severe tooth ache or gums problem. Most of
the consumers use this product after having their meal or always after having some
foodstuff.

25

Total Monthly Sales of Chemist Product wise (In Rupees)

Sales Product Wise
Products

Monthly Sales
368100
101700
62250
193500
45750
45550
51300
127200
109800
45000

Normal Toothpaste
Toothpaste Dental
Tooth Powder
Toothbrushes
Toothbrush Dental
Toothbrush Electronic
Gum Paints
Mouthwash
Chewing gums/Mints
Floss Pick
Product Wise Sales With Chemists
109800

45000

Normal Toothpaste
368100

Toothpaste Dental
Tooth Pow der

127200

Toothbrushes
Toothbrush Dental
51300

Toothbrush Electronic
Gum Paints

45550

101700
45750

193500

62250

Mouthw ash
Chew ing gums/Mints
Floss Pick

From the survey it is seen that Toothpastes like Colgate & Pepsodent are the fast
moving products. Even the sales of Toothbrushes like Colgate and Oral-B are most
preferred by the customers. The sales of Dental product (Dental Toothpaste &

26

Toothbrush, Floss pick, Gum paints) are nearly same. As the sales of these products
depends of the Dentist prescription. So these are slow moving items.
Mouthwash like Listerine, Colgate Plax and AMPM special are the good
moving product in the market. Sales of Chewing gums are very good in the markets.
Sales of Electronic toothbrushes are slow moving. Sales of these products
depend on the areas. The sales are good in some areas and very poor in some area.
Area like Town sides, Mulund, Andheri, Malad and Bandra has good sales (Weekly sales
7-8 piece) and areas like Mahim, Thane, New Mumbai and Ghatkopar very low (1-2 per
week).

27

Monthly Sales of Products in Kirana stores, Hyper & Super Market

Products

Company
Sensodent
Thermoseal
Metrohex
Dentobac
Emoform
Colgate
Pepsodent
Close Up
Himalaya
Meeswak
Colgate
Pepsodent
Binaca
Anchor
Vicco

Toothpaste & Toothpowder

Dental

Normal

Powder

Sales
16200
15300
13500
15300
14400
1050300
798300
500400
244800
224100
95250
39000
19500
12000
81750

Dental

Normal

Sales

Vicco

Anchor

Binaca

Pepsodent

Colgate

Meesw ak

Himalaya

Close Up

Pepsodent

Colgate

Emoform

Dentobac

Metrohex

Thermoseal

1050300
1200000
798300
1000000
800000
500400
600000
95250
19500
244800
400000
81750
224100
39000
200000 162001530013500 15300 14400
12000
0
Sensodent

Sales in Rupees

Monthly Sales in Kirana, Dept.stores & Hypermarkets

Pow der

Products

The above graph represents the monthly sales of toothpaste (normal and dental) and
tooth powder. From the graph it can be suggested that the sale of toothpaste is very high
as compared to toothpowder. Even in toothpaste, sales on dental toothpaste are very low

28

as compared to sales with the chemist. Even it is seen that the sales of dental toothpaste
of all the 5 companies are nearly same. Now in normal toothpaste, the sales of Colgate is
very high followed by Pepsodent then by Close Up.

Total Monthly Sales of toothbrush

Products

Sales in
Rupees
558000
544500
338400
67500
40500
11700
0
11700
556950
474000
0
100000

Companies
Oral B
Colgate
Pepsodent
Cibaca
Anchor
Oral- B
Senolin
Colgate
Oral B
Colgate
Eclean
Royal

Manual
Toothbrush
Dental

Electronic

558000544500

556950
474000

338400

Dental

100000

Sales

Royal

Eclean

0
Colgate

11700
Oral B

Colgate

Oral- B

Anchor

Cibaca

Pepsodent
Manual

11700

Senolin

40500
67500
Colgate

600000
500000
400000
300000
200000
100000
0

Oral B

Sales in Rupees

Montly Sales of Toothbrushes

Electronic

Coam panies

This graph gives the entire sales figure of toothbrush in kirana/ dept. stores
and super and hypermarkets. The sales of ETB and MTB are very high where as sales of
DTB is very low. Here, there is tight fight between Oral-B and Colgate in both the ETB
and MTB. Here the sales of MTB are very high in volume and ETB is very low in

29

volume. But due to high price segment the sale figure of ETB is nearby it to MTB.
Herein, the sales of ETB are very high in hypermarket, dept. store and Health shops like
Health and Glow.

Total Monthly sales of Mouthwash

Mouthwash
Listerine
Colgate Plax
AMPM
Aqua White

Total Monthly Sales

56700
55500
55650
47150

Total Monthly Sales of Mouthwash

Sales in Rupees

60000

56700

55500

55650
47150

50000
40000
30000

Series1

20000
10000
0
Listerine

Colgate Plax

AMPM

Aqua White

Companies

The above graph represents the monthly sales report of mouthwash in super
and hypermarket and dept. and kirana store. If compared all the companies having tight
competition within themselves. Colgate Plax, AMPM special and Listerine are having
nearly same sales whereas Aqua white is low than these three companies.
AMPM special is the only company having one product in kids range and sale
of this is also fair enough as compared to all. Listerine is having wide range of varieties
with different price range and different packaging.
30

Total Monthly Sales of Chewing Gums/Mints

Chewing gums/Mints
Happy dent
Protex Happy dent
Polo
Orbit
Chlormint

Total Monthly Sales

99150
97650
99000
89700
86100

Here from the figure it can be predicted that sales of chewing gums/ mints is
good moving in the market. Even from the graph it can be seen that the sale of a 3
companies i.e. Happydent, Polo and Protex happydent, is having nearly the same. The
kids and youngsters mostly prefer all these items.
The movements of these products are good in kirana store and supermarkets
as compared to dept. stores and hypermarkets

31

Total Monthly Sales of Floss Pick

Floss Pick
Oral B
DR. Floss
Colgate
J&J

Total Monthly Sales

11700
9900
6600
0

Above graph mentions the monthly sales of Floss Pick within dept. stores,
kirana store, hypermarket and Super markets. From the figure it can be predicted that the
sales of floss pick is very low. The consumers mostly prefer oral-B floss pick and Dr.
Flossers. As most of the consumers are not aware of this product and it uses, the sales in
market is very low.
In dept. stores and hypermarkets the sales of Oral-B is very high in areas like
Andheri, Juhu, Marine Drive etc. and Dr. Flossers has good sales in small and medium
type of dept. store and supermarkets.
32

Total Monthly Sales Product Wise

Products

Total Monthly Sales

Toothpaste
Toothpaste Dental
Tooth Powder
Toothbrushes
Toothbrush Dental
Toothbrush Electronic
Gum Paints
Mouthwash
Chewing gums/Mints
Floss Pick

2817900
74700
247500
1548900
23400
1030950
26100
165000
471600
28200

Monthly Sales Product wise

165000

471600

Toothpaste

28200

Toothpaste Dental

26100

Tooth Pow der

2817900

1030950

Toothbrushes
Toothbrush Dental
Toothbrush Electronic

23400

Gum Paints
Mouthw ash

1548900
247500

74700

Chew ing gums/Mints

Floss Pick

The graph represents the total monthly sales of products. This monthly
sale was collected from Kirana stores, Hypermarket, Super market & Departmental
stores. Toothpastes and Toothbrushes are the fast moving product in market. Toothpastes
brands like Colgate and Pepsodent are best selling product. Colgate Total 12 and
Pepsodent Center fresh is the product preferred by the consumers.
Dental product like Toothpaste, Toothbrushes, Gum paints & Floss pick
are not so fast moving product hypermarket and super markets.

33

Mouthwash like Listerine, Colgate Plax & AMPM special has well sell
in market.
Electronic toothbrushes like Colgate and Oral-B have an average
movement. The daily sales of these are 1-3 pieces per day. Some Customer asks for other
brands in the market. As many consumers are not aware of the product because of less
promotion and product awareness in the market.

34

Total Monthly Sales of Products among Dealers

Products

Dealers Name

Colgate
Pepsodent
Close Up

Gulab Sales
Bhavana Agency
Bhavana Agency

Dealers List
Area
Tooth Paste
Ghatkopar
Chincholi Phatak
Chincholi Phatak

Thermo seal
Sensodent
Metro hex
Dentobac
Emoform

Shubda Enterprise
Asiad Enterprises
Desai Agency
Raka & Co.
J.K.Agency

Dental Toothpaste
Mahim
Lower Parel
Princess Street
Princess Street
Mahim

Daily sales

Monthly Sales

1,00,000
1,00,000
75,000

40,00,000
30,00,000
25,00,000

5000
3000
3000
2000
6000

2,00,000
1,50,000
1,50,000
1,25,000
2,00,000

Gum Paints
Gum X
Dili Gel

Colgate
Pepsodent
Oral B

Listerine
Colgate Plax

Arihant
Distributors
Mahavir

Dadar
Worli Naka

2000
3000

1,25,000
1,50,000

Gulab Sales
Bhavana Agency
C G Marketing

Toothbrushes
Ghatkopar
Chincholi Phatak
Dock yard

90,000
75,000
1,00,000

30,00,000
25,00,000
35,00,000

50,000
50,000

18,00,000
18,00,000

J.K.Agency
Gulab Sales

Mouth Wash
Mahim
Ghatkopar

The above represents the daily and monthly sales of products among the dealers in
Mumbai. The dealers are allotted areas wise distribution. There is more one or two dealer
of one company. Only Colgate and Oral-B is having on one distributor within Mumbai. If
we compare the daily and monthly sales we find the difference in calculation. This is due

35

demand for the product is more in some areas and some departmental stores or
hypermarkets or even Chemist and Druggists.

Product Features

Product Names

Product Details (Toothpastes)

Rates in Rupees
40gm
s
14
14
22
22
14
24
22

80gm
s
25
25
30
30
38
28
30
39
39
45
74
58
-

150gm
s
48
48
56
56
50
50
50
56
50
50
-

200gm
s
-

Packaging
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube
Tube

Colour
Blue
Green
Red
Blue
Green
Red
Red
White
Blue
Red
White
Red
Pink
Pink, Green

15
-

27
30
30

48
47
47

Tube
Tube
Tube

Blue
Blue
Blue

2 in 1
Whitening
Complete
Gum Care
Center fresh

11
11
-

25
24
26
28

46
47
46
58
50

Tube
Tube
Tube
Tube
Tube

Blue
White
Blue
Green
Blue

Himalaya

40

64

Tube

Green

Meeswak

36

50

Tube

Colgate
Max fresh cooling
Max fresh Lemon
Fresh Energy
Fresh Energy
Herbal
Strong Teeth
Salt
Total12
Gel(Blue)
Gel(Red)
Whitening
Value Pack
Sensitive
Bubble mint

Close-Up
Active Gel
Mint
Milk Calcium

Pepsodent

The above table shows the products features i.e. price, product line, packaging and color.

36

Companies like Colgate, Pepsodent are having wide range of product with different price
of different size. Each product is differentiated with the packaging, it color and labeling.

Tooth Brushes
Colgate
360 Degree
Navigator
Zig Zag +
Massager
Whitening
Classic
Antigem
Cartoon
Super Flexi
Zig Zag Junior

Anchor
Bi-level
Advance Flex
Kids

Adults Kids
Rates
57
47
30
52
38
20
14
-

22
10
20

Adults Kids
Rates
22
28
-

14

Pepsodent
Double Care
Gum Care
Expert
Perfect
Whitening
Easy Clean
Fighter
Champion
Zig Zag
Perfect

Cibaca
Classic
Supreme

Adults Kids
Rates
37
32
19
23
42
15
13
11
18
23

Oral B
Advantage +
Advantage
Exceed
Fresh Clean
Contura
Classic
Mickey
Kid
Vision

Adults Kids
Rates
50
36
49
16
37
30
40

12
14
25
-

Adults Kids
Rates
20
22

37

Product
Colgate
Pepsodent
Binaca
Anchor
Vicco

Tooth Powder
Rates
25 Gms 50 Gms
11
10
12
11
-

20
20
20
18
22

Toothbrushes Electronic
Products
Rates
100 Gms
38
50

Oral B Cross Action Power

Oral B Action Power 400
Colgate MultiAction
Colgate Kids

395
595
395
395

Floss
Dental Toothpaste
Product
Sensodent
Thermoseal
Metro hex
Dentobac
Emoform

50 gms
30
30
-

Rates
100gms
55
55
43
45
52

200gms
68

Products
Dr. Floss
Oral B Ultra
Oral B Super
Oral B Essential
J&J

Products
Gum X
Dili Gel
Dento Gel

Rates
18
18
20

72
30
-

150m
135
110
85
-

200m
-

Mouthwash
Rates
Product

Gum Paints

25m
20
20

Listerine
Colgate Plax
AMPM
AMPM Junior
Aqua white

50 ml
23
44
35
-

100 ml
67
60
54
60
65

200 ml
150
-

The above table represents the products type and it prices. From the table we
can see that in toothbrush there are wide ranges of products varying from size to price,
from color to style. Today, the market is flooded with various brands of toothbrushes,
some with more attractive packaging and the others with effective advertising, stating the
size, shape, pliability, colour, and other physical features, each claiming superiority of it
over the other. E.g. Pepsodent zigzag, Colgate 360 etc. Even companies are launching
their toothbrush in N number of colors, different shape, and different size. Now the
companies have even differentiated their bristle into soft, medium and hard.

Companies

have even launched the toothbrushes having zigzag and x shaped bristle. E.g. Colgate
Zigzag, Pepsodent Zigzag, Oral-B Exceed

38

Even some companies have their products in kids range. Oral-B have different cartoon
shape toothbrush and with it they provide free cartoon rubber. Even Colgate has different
range for kids with different shape, bristles etc.
Even products like Floss pick, Toothpowder, Gum Paints and dental Toothpastes are
having varieties of range with different price and different size.
Mouthwash is also available with different size of bottle like 50ml, 100ml and 200ml
with different packaging. Some products are in glass bottles while some are in fiber and
plastic bottle with different size for kids and adults.
In ETB, companies like Oral-B and Colgate have launched their product in market with
price range of Rs. 395/- to Rs. 595/-. This toothbrush is launched for those who are
always looking for something new in market. Companies have launched this product with
different colors and with proper grip to handle and bristles in revolving shape. Similarly,
for kids company has some different shape i.e. like cartoon or Barbie doll handle etc.

Price Segments For Toothbrushes

For Manual Toothbrush:

Above figure represents the competitors profiling for manual as well as

electronic toothbrush. The graph suggests the prices and number of varieties in that price

39

range. There more than 15 companies of manual toothbrush in the market. But the major
market players in manual toothbrush are Oral-B, Colgate, Pepsodent, Cibaca and Anchor.
All these companies have very good brand image in the market and are most preferred by
the consumers. Colgate and Oral-B are having near by 12 types and variety toothbrush in
market. Normally the variety ranges from Rs. 10/- to Rs. 60/-. Colgate is having the price
band of Rs. 14/- to Rs. 60/- for Adults and Rs. 10/- to Rs. 22/- for kids. Similarly Oral-B
with the price band of Rs. 13/- to Rs 50/- for Adults and for kids price ranges from
Rs.12/- to Rs. 25/-. Cibaca, Pepsodent and Anchor are having price band between Rs.
10/- to Rs. 42/-. Manual toothbrush is having good sales in market. Oral-B and Colgate as
compared to Anchor, Cibaca and Pepsodent are leading the market with heavy sales.
Oral-B toothbrushes are the most preferred brand the consumers. Oral-B Exceed and
Vision are fast moving brushes and in Colgate Zigzag+, Navigator, Massager is having
good sales in Market.

Price segment for Electronic Toothbrush:

The same graph also represents the price range of electronic toothbrushes.
Nearly 9 electronic toothbrush companies were seen in the market in which 5 are from
gray market and rest 4 are well known companies. Colgate, Oral-B, Royal and Trisa well
know brands seen in the market. Colgate battery operated is having 2 varieties 1 for adult
(Colgate Multi Action) and 1 for kids (Colgate Kids) with same price of Rs. 395/-. And
the replaceable brush heads cost Rs. 200 with 2 brushes. Oral-B has positioned the
product with 2 varieties Oral-B cross action power with price Rs. 395/- and action power
400 for Rs. 595/-. Oral-B has products only for the adults and not for kids. The Oral-B
replaceable brush head costs for Rs. 200 with 2 brushes. Where as Royal electronic

40

toothbrush is positioned with only one variety of Rs. 300/- in the name Royal smile
specialist and 2 replaceable brush heads for Rs. 150/-. The Swiss brand Trisa CH 6234 is
imported through gray market from Swiss and sold here at different price by different
retailer. In some shops, the product is sold at the price Rs. 500/- and at some shop it is
sold at Rs. 500/-. And the brush head cost is same all over the market. The price is about
Rs. 300/- for 2 pieces.
The sales of these battery-operated toothbrushes were very low as
compared to the manual toothbrush. The sale of the battery-operated toothbrush is good
in high-located areas. Sales in supermarket, departmental stores and hypermarket as
compared to chemist are fair good enough.

Only one brand of rechargeable toothbrush was identified in the market.

Oral-B vitality pro-white was seen in market but it was also imported through gray
market. The price of this brush ranged between Rs. 1200/- to Rs. 1500/-. But the original
price is more than Rs. 2000/-.
Few years back, Oral-B had launched the same product in market but due
lack of sales it had withdrawn the product from the market. But some of the Chemist
suggests that the few customers do ask for the same product.

41

SWOT Analysis of ETB

Brands
Names

Types

Rates

Colgate

Multi Action
Kids

395
395

Oral-B

Cross Action Power

Action Power 400
Vitality Pro-white

395
595
1450

42

Royal

Smile Specialist

300

Trisa

CH 6234

550

Gray Market
Names
Lucky Star
Signal 2
Massage Cleaner
Amber
Revolving Brush

Types

Rates

Wholesale Rates

120
150
150
150
100

50
50
60
80
65

Strength and Weakness Colgate& Oral-B ETB:

Strength:

Brand Name.

Reasonable Price which is affordable for common person.

Faith and Trust on Company as serving in market from long time.

Varieties of Product.

43

Promotion.

Weakness:

No knowledge of product to Dealers, Chemist, Storekeepers.

Change of battery within 1 month (2 AA Cell).

No Precaution mentioned on packages.

No service if damage.

No product awareness in market.

No warranty/Guarantee for product.

No Battery Indicator, No on/off light indicator.

No single brush heads available in market. Consumer has to buy set of 2 brush
head.

For Company
Opportunities:

Overcome the weakness of competitors.

Malls, Apparels, Hypermarket.

Beauty & Cosmetic Shop.

44

Tie Up with Loreal, Lakme, and Juice Beauty Saloons.

Heavy Promotion in Malls, Apparels, Hypermarket i.e. Product Awareness.

Company Brand Image as Philips serving market in electronic appliances from

long years.

Family Pack.

Multipurpose use.

Threats:

Duplication of product.

Competitors: - Competitors may launch the same product with low price.

Gray Market: - As some of the Oral-B product like Vitality Prowhite, and Swiss
brand Trisa is imported from the gray market and they sell under company name.

Company Brand Image: - As Philips is serving Indian market for home appliance
from long time and Indian market is not aware that Philips does serve the personal
care products. And will company overcome the brand like Colgate and Oral-B as
Philips is new player into the Indian market for oral products.

Availability of Electronic Toothbrushes in Market

Shops Type
Chemists & Druggist
Super/Hyper Market
And Kirana and Dept. Stores

Companies
Colgate
Oral-B
Royal
Trisa
Colgate
Oral-B

Yes
77
75
10
0
77
75

No
33
35
90
100
33
35

45

Royal
Trisa

10
2

90
98

No. Of Shops

Availability Of ETB in Market

120
100
80
60
40
20
0

77

100

90

75

77

98

90

75

Series1
35

33

Colgate

Oral-B

35

33
10

Royal

Chemists & Druggist

Trisa

Series2
10

Colgate

Oral-B

Royal

2
Trisa

Super/Hyper mkt and Stores

Comapnies and Stores

The graph represents the availability of ETB in Mumbai market. This data was collected
from the 100 Chemists & Druggists and 100 Dept. stores & kirana stores and
hypermarkets. From the data collected it can be suggested that companies like Colgate
and Oral-B are easily available in the market both in chemists and stores. As the sales of
Royal are low, the product is available at only specific area like Borivili, Kandivili etc
targeting middle class people.
Trisa brand is available in market only with two shops where these products are imported
through gray market. Even one variety of Oral-B i.e. Vitality Prowhite is imported
through gray market.

Consumer Insight
Brushing Habits:
The entire graph shown below represents the consumer behavior, their
brushing habits and their brand preferences. All these data are collected from the 50
customers.

46

Number of time consumer brush in day

Number of times cosumer brush

in a day
9%

9%

Early Morning

0%

4%

Evening

0%
Every time after meal
78%

Before Sleep
Both Morning & evening

Above graph show the number of times the customers brush within the
day. It was found that 78% of the consumers brush their teeth once in a day and 9% of the
consumers brush twice in a day i.e. in the morning and before going to sleep. From
below graph, it was even found that only 20% of the consumers do brush scientifically
and 62% brush carefully.

47

Brand Preference

Form the above graph, it is seen that the brand preferred most by the
consumer are Colgate and Oral-B. As both these companies always come with new
and innovative varieties, it gives consumers to make their choice to always try
something new and different from the previous choice. And even both these brands
are most preferred by the dentist worldwide and serving Indian market from long
time.
Both these companies are having varieties of products within the price
range of Rs. 10/- to Rs. 60/-. Even these companies are having huge varieties in size,
shape and price.

48

Factors Considered while Buying

Above graph represents factors considered by consumers while making

a brand choice or while buying the new toothbrush. As N numbers of toothbrushes are
available in market with varieties of features, price, colors and other factors by which
dilemma is created in consumers mind to which brand to prefer. About 37% of
consumer prefers reliability and few consumers prefer price, reputation and comfort
as important factors while buying new toothbrush.

49

Consumers Behavior Using ETB

The entire graph below plotted represents the consumer behavior of those
who are using ETB. These data is been collected from 20 consumers who are using ETB.

Above graph represents the time/period since the consumer are using
ETB.
From graph it can be seen that more than 70% of the consumers are those who have
sifted to use ETB from MTB. The reason given by the consumers to sift to ETB form
MTB are,

For Change.

It is more convenient to use.

Easy to use then MTB.

Removes more plaque, more effective and give clean teeth than MTB.

Its more durable.

50

Form the graph it can also be seen that now the consumers are moving
towards ETB. Because of change in Indian consumer behavior and increase income, more
people afford to use these products. As more people are not aware about the product,
about its feature and its benefits, they are not ready to bye the product.
Consumers are not satisfied as they always have to change battery and
bristles get worn out very soon. So they are looking something new in the market.

51

Brand Preference (ETB)

Colgate, Oral-B and Royal are the only brand available in the market.
From the graph plotted below it can be seen that only Oral-B is the most preferred brand
in the market. Oral-B is having two varieties of ETB with price of Rs. 395/- and Rs. 595/And Colgate is also having 2 varieties one for adults and other for kids both with same
price Rs. 395/-. Colgate is having good sale in kids range. Even Oral-B doesnt have any
product in kids range. Royal has also launched one product named Royal Smile Specialist
of price Rs. 300/-. But it is not having good sale in market the reason behind is the
machine

starts

giving

problem

after

few

months.

52

While buying ETB, consumers give importance to reliability,

durability and price. Consumers while buying consider shape, color, battery life and
easy availability of brush heads as an important factor. Consumers buy these products
from the shop like supermarket, hypermarket and beauty and health shops whichever
is convenient for them.

One survey was carried consumers preference while choosing ETB.

The table given below shows the need and rating given by consumers while choosing
ETB.

Customers statement

Interpreted Need

Rating
5

Easily replaceable heads

Cheap
Easy to hold
Long battery life

Toothbrush has appealing appearance

Toothbrush effectively removes
plaque
Toothbrush reaches all areas of teeth
Toothbrush has easily replaceable
heads
Toothbrush is affordable
Toothbrush has pleasing ergonomics
Toothbrush battery lasts long time

Balance of speed
Built-in toothpaste

Toothbrush has multiple speeds

Toothbrush comes with toothpaste

2
1

Looks pretty
Vibrates plaque off
Gets into crevices

5
4
3
4
4
5

53

Awareness about the Product

Awareness about the product is major concerned while launching new
product. What is the product? What is so special about it and how people going get
benefit from this?
Oral-B and Colgate has launched ETB in the market but people are not aware about the
products, about the features and benefit of using ETB.
Retailers and shopkeepers do not have enough information with them to
explain the benefits to the consumers. This is the main reason some consumers are not
able to sift to ETB from MTB. Consumers do find the ETBs in market but no knowledge
about the products. And even there is no promotion from either of the companies to create
product awareness among the consumers.
Now, Colgate is planning to make heavy promotions to create product
awareness among the consumers. Even companys salesman on every weekend carry out
some games for kids and later explains a benefit about the products i.e. carries out
product awareness.

54

The above graph tells the awareness about the Philips ETB in Market. Only
15 consumers i.e. 30%, out of 50 are aware and rest all are not aware. Everyone is aware
that Philips in well-known brand in electronic goods. But most people are not aware that
company deals in personal products too.

55

DP Visits
Number of Visit in one Day:
Everyday nearly on an average 25-30 patients do visit the dentist. Patient
of age 7-15 years in kids and above 40 ages do visit the dentist. Patient between ages
20 to 30 have least visit to dentist. Some of the patient have visited dentist more than
twice or more than thrice.
Solutions
Normal/Sensitive

Adults
Toothpaste
Normal/Sensitive

Children
Toothpaste
Normal/Sensitive

. The dental products are divided in 2 groups for Adults and

Childrens. It is further divided into solution and Toothpaste, which is further, divided in
normal and sensitive.
Major Reasons Patient visiting Dentist:

Tooth ache

Regular Check up

To have teeth cleaned.

56

To have teeth filled.

Root Canal.

Dentist Suggestion:
Most of the dentist suggests or subscribe to use medicine depending upon
the patients defined problem. Some dentist suggests using mouthwash, floss pick after
having food and to stop bad smell.

Recommendation to use Electronic toothbrush:

Dentist do suggest to use electronic toothbrush to those patients ask for
new techniques for brushing and for good oral health. Some dentists recommend using
ETB for patients who are suffering from tartar or some those who are suffering from very
severe pain and severe oral problem.
Even dentist recommend using Electronic Toothbrush for people who are
handicapped.
Brushing Steps while Using ETB:
Dental Mumbai pioneered oscillating-rotating technology in 1991 and has
published over 60 clinical studies demonstrating its superior performance. Now, an
independent landmark study has confirmed what Dental Mumbai knew all along oscillating-rotating technology is superior to other power toothbrush technologies. This
brushing action is very different from ordinary manual toothbrushes, as it does the job of
brushing for you-just be sure to guide the brush head to all parts of your mouth. Refer to

57

the brushing instructions supplied with your power toothbrush. Instructions for using the
Dental Mumbai range of rotating power toothbrushes are as follows:

Step1:
Guide the brush head slowly from tooth to tooth, following the curve of the gum and the
shape of each tooth.
Hold the brush head in place for a few seconds before moving on to the next tooth.
Step2:
Don't forget to reach all areas, including the inner and chewing surfaces, and behind
your back teeth.
Step3:
Direct the brush head along the gum line. It isn't necessary to press hard or scrub.
Simply let the brushes do all the work.

58

Step 1

Step 2

Step 3

DP Insight
Attitude towards ETB:
According to dentist, there is no such difference between ETB and MTB.
They say that the brush is not important but the brushing technique playa a crucial part in
cleaning the teeth. All these varieties of brushes are just a marketing strategy to sell it.
Some Dentists have shown positive attitude toward ETB. They do
recommend using ETB to those consumers those who are suffering from Tartar and those
are physically handicapped or for kids who are not able brush themselves. Dentists have
found it more effective in those patients who are suffering from tartar. Even ETB prevent
gum diseases, significantly reduce gingivitis and bleeding and is as known to be as gentle
on teeth and gums as a soft manual toothbrush. They even do suggest to those customer
who are very conscious about their teeth or those who are looking for something new in
the market.
According to some dentists rotating ETB is more effective then vibrating
ETB. But some are opposite to it. So it is very difficult to verify that rotating ETB or
Vibrating ETB is more effective.

59

Some dentists do use ETB and have experienced the fell of using ETB. They
found that it is somewhat more effective than MTB; it helps in removing plaque very
easily as compared to MTB. Some Dentists have stopped ETB as they have found that the
bristles are not easily available in market. And some Dentist prefers using MTB as they
feel ETB is not very effective. According to them the brushing technique is very
important not the toothbrush.

Recommendation Rate:
The recommendation rate varies from dentist to dentist. Some dentist
prefer rate Rs. 200/- to Rs. 300 for battery operated ETB and for Rechargeable Rs.500/to Rs. 600/-. And some dentists recommend Rs. 300/- to Rs. 400/- and for rechargeable
Rs. 800/- to Rs. 1000/-.
Brand Preference:
As dentists are much more aware about the toothbrush in market, the most
preferred brand by the dentists are Colgate and Oral-B. Some dentists prefer to use
Pepsodent as there one of the choice other than Oral-B and Colgate.
And in ETB, Oral-B is most preferred toothbrush in market. Some dentists
prefer Colgate but the most dentists preferred brand is Oral-B.

60

Chapter-VI: Findings
From the data analysis following points was derived:
1. The movement of the oral products like NTP, MTB, Mouthwash are very fast
moving product in the market. Even products like ETB, DTP, Chewing
gums/mints have average movement in the market and products like floss
picks, Gum Paints and dental Toothbrushes have least movement in the
market. Dental products like DTP, DTB, Floss picks have slow movement
because these products are sold on the dentist prescription.
2. Most of the consumers prefer reliability, durability as an important factor
while buying the MTB and ETB; even it is found that consumers are aware
about his scientific brushing style. The most brands preferred by the
consumers are Colgate followed by Oral-B in MTB and while in ETB Oral-B
is most preferred toothbrush followed by Colgate. While buying ETB
consumers prefers the benefits of the products then prefers looks and
durability.

61

3. It was even found that most of the consumers are not aware about the ETB, its
benefits and usage. Even it is found that, there is no product awareness
promotions carried out by the companies. Most of the consumer dont know
what is ETB and they where amused to hear about the product. Some
consumers are aware of the ETB but the as the price more as compared to
MTB, consumer are more inclined towards MTB.
4. The main objective of this project was to find the market opportunity and
feasibility to launch Philips ETB. From the survey it was found that company
has good opportunity in market to launch the product. As there are only two
companies in ETB and less competition, company has opportunity to launch it
ETB, having strong marketing strategy and making product awareness within
the market. Philips is known as repudiated brand in India especially in
Electronic good which is strong point for company.
5. Dentists play a major role in Oral Health Care Products especially in ETB.
Consumers prefer only those products that are suggested by dentists. Dentist
suggests ETB for only those consumers who are facing problem from Tartar,
those who are physically handicapped, and those who are looking something
new in the market.
Dentists have moderate attitude towards ETB. According to them, brushing
technique is more important not the brush. Both the MTB and ETB are equal
for them, but ETB is somewhat more effective than MTB.

62

Chapter VII: Suggestions & Conclusions

Suggestion from Floor Managers:
Stores/ Shops
Premson bazaar
Hyper city
Carmichaels Chemist & General Stores
Food Bazaar
Sahakari Bhandar
Shoprite Hyper
Food land
Health & Glow
Health & Glow
Health & Glow
Alfa
Haikko Supermarket

Area
Breach Canndy
Malad
Pedder Road
Andheri
Worli
Mulund
Juhu
Mulund
Malad
Colaba
Vile Parle
Powai

If Philips Company wants to launch the product the price should be

within 1500-2000 rupees. Some consumers do ask for other product range more than
present price. Company has to target big and Hi-Fi people. They said company has to
make heavy promotion before launching the product. As Company has good name in
market & consumer will prefer the brand. But threat is the company is serving for home

63

appliance and it is launching Oral product. Are Consumers aware that Philips does serve
for oral product? Company has competition with market leaders like Colgate & Oral-B
who are serving oral products from decades. If company launches the product with price
range of Rs.1500-2000/- first the sale will be slow but later the sale will increase. They
predict that later sale will be nearby Rs. 20000-30000 per month.

Questions rose:
Why Should I prefer your brand? Whats so special in it?
Why should I use Rs.1500-2000/- electronic brush when the other companies
provide the same for Rs. 400/- and when both give same result?
Even if company come with service center for it will customer come down to
service center for repair the toothbrush? Will he waste his time for it?

Suggestion:
The company should target the consumers those who belongs to upper middle class and
very rich class. Company can target consumer between the ages of 20 years to 50 years.
As Indian market is called as young market and within this age group the company has
large opportunity to convert the consumer who are always looking for branded goods and
also always looking something new in the market.

64

It is even proved that young generation who are earning in early stages, are
more likely to spend on health care products.
Company has very good chance to come with new varieties. As only 2-3 companies are in
the ETB market with limited range and limited varieties, companies can come with the
new varieties in adults and kids range.
Company can have product line of 3-4 varieties for adult with one range
that competes with competitors and another three with high price range product and with
additional features, new shape, and pretty look.

Even company can come up with new ETB for kids. Only Colgate is having
its ETB for kids with cartoons and Barbie dolls shape on it. Companies can launch its
product for kids with have Donald ducks, Tom and Jerry and Harry Porters picture on it.
For brush heads, company can launch it with 2-3 varieties so that
consumers may get choice to select brush heads they like.
Company can launch the ETB with different price for different varieties.
Company can have products with price between Rs. 700-2000 for both adults and kids,
which can be targeted to those customers with middle upper income group and higherclass group.
For Adults:
For adults one variety can be launched within price of Rs. 700-1000 with
minimum features and which can compete with Oral-Bs Rs. 595/- product. This price
range can be targeted to upper middle-income group.

65

Another 2-3 products can be launched with additional feature and within
the price brands of Rs. 1200-1400, Rs. 1500-1700 and Rs. 1700-2000.
For Kids:
Company can have new ETB for kids with price of Rs. 500-700.
All the products can be placed in Departmental store, hypermarkets, super markets and
health and beauty shops.
Some products with price range of Rs. 500-1000 can be placed in beauty
saloons like Lakme, Loreal, and Juice etc. where especially women can be targeted. Even
the same price range ETB can be launched in mens saloon.
Even the product with the price of Rs. 500-700 can be launched within
medical shops and mini departmental stores depending upon the location.
While making advertisement for ETB the company should concentrate on various
attributes. Company can emphasize on the product feature and benefits from the products.
Where the advertising objective of company should be:

Emphasis of benefit of the products.

Building brand image in ETB.

Highlight the usage of new products.

Create product awareness among the consumers.

Offer a range of products.

The advertisement can be given on T.V. and magazines like mens health

magazines where company can build brand image and create product awareness among
the consumers.
Conclusion:

66

Oral Health Care is wide subject. There are nearby more than 15 products available in
market. Form the project data it can be concluded that in Oral Care Product are having
good movements in the market. Whereas ETB is concerned, the product awareness is
very less among the consumer, dealers and storekeepers. If the product awareness is
created among the consumer and benefits of the products are made aware, the sale of the
ETB will be good in the market. Dentists play major role in Oral Health Care and Oral
Products. The sales of Oral products like DTP, DTB and others like floss pick etc depends
on the dentists prescription. Even the attitude of the dentist is moderate towards the ETB.

Chapter-VII: Limitations
1. Project was restricted to Electronic toothbrush.
2. This project was restricted to Mumbai city only.
3. Another limitation of this project was that while filling questionnaire from
consumers is was very difficult to find ETB users.
4. Awareness about the product in market is very less.

67

Chapter-VIII: Bibliography

1. Colgate Company Website www.colgate.com.

2. Oral-B Company website www.oralbprofessional.com
3. Mens Health Magazines.
4. 4Ps Marketing Magazines.
5. Indian Dental Association website www.ida.org.in & www.dentalhealthindia.com
6. Philip Kotlers textbook Marketing Management.
7. Rajan Saxsenas Marketing Management textbook.

68

Questionnaire for consumers using MTB

Personnel Information:
1) Name:
2) Age:
3) Occupation:

4) Phone Number:

5) Approx Household Income:

What do you own?
a) Car:

b) 2 Wheeler:

c) T.V.:

e) Washing M/C:

f) Other Specify:
Media Habits:
Q.1. which newspaper you read regularly?
Q.2. Which T.V. Channel you watch the most?
Q.3. Which website you visit the most?
Q.4. Which radio channel you hear the most?
Q.5. How do you take care of your teeth?

69

Brushing:

Mouthwash:

Floss Picks:

Other way:

Q.6. What is more important for good teeth?

Toothpaste:

Toothbrush:

Both:

Other:

Q.7. How do you describe your teeth?

V.Good:

Good:

Average:

Fair:

Bad:

Q.8. How many times you brush in a day?

Early morning:

Evening:

Every time after meal:

Before Sleep:

Q.9. How do you brush your teeth?

Carefully:

Scientifically:

Casually:

Carelessly:

Q.10. Which toothbrush brand you prefer? Why?

Colgate:

Oral-B:

Pepsodent:

Other:

Q.11. What do you consider the most important factor for making a brand choice/
purchase?
Reliability:

Durability:

Price:

Comfort:

Reputation:

Q.12. Where do you buy it from?

Supermarket:

Hypermarket:

Chemist:

Kirana Stores:

Q.13. How much minute you brush for?

5 Min:

5-8 min:

8-10 min:

more then 10 min:

Q.14. Are you satisfied with the Manual toothbrush you are using?
Extremely satisfied:

Satisfied:

Unsatisfied:

E. unsatisfied:

Q.15. Are you looking for something new in the market?

Yes:

No:

Q.16. Are you aware of electronic toothbrushes?

Yes:

No:

If yes, which Brand?

Q.17. If yes, where you have heard from?
Dentist:

Internet:

Newspaper:

T.V.:

Others:

Q.18. Have you ever used?

Yes:

No:

Q.19. What is your feel about it?

70

Q.20. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush:
Easy to use:

Very easy:

Very Difficult:

Durability:

Very Durable:

Not Durable:

Economy:

Cheap:

very cheap:

Assurance of clean teeth:

Guarantee:

Not Guarantee:

Design:

Modern:

Contemporary:

Shape:

Attractive

Not Attractive:

Electronic Toothbrush:
Easy to use:

Very easy:

Very Difficult:

Durability:

Very Durable:

Not Durable:

Economy:

Cheap:

very costly:

Assurance of clean teeth:

Guarantee:

Not Guarantee:

Design:

Modern:

Contemporary:

Shape:

Attractive

Not Attractive:

Q.21. Do you have detailed knowledge about electronic toothbrush?

Yes:

Somewhat:

Not at all:

Q.22. Have you ever been to Dentist?

Once:

Twice:

More than twice:

Never:

Q.23. what was the reason you visited dentist?

Regular check up:

To have teeth cleaned:

To have teeth filled:

No Visit:

Toothache:
Other reason:

Q.24. Had any dentist suggested you to use Electronic toothbrush?

Yes:

No:

Q. 25. What should be the price range of electronic toothbrush?

Rs.500-700:

Rs. 700-1000:

Rs. 1000-1500:

More than 1500:

71

Questionnaire for consumers using ETB

Personnel Information:
1) Name: ________________________________________________
2) Age: _________
3) Occupation: _____________________

4) Phone Number: ________________

5) Approx Household Income: ________________

Q.1. How do you take care of your teeth?
Brushing:

Mouthwash:

Floss Picks:

Other way:

Q.2. What is more important for good teeth?

Toothpaste:

Toothbrush:

Both:

Other:

Q.3. How do you describe your teeth?

V.Good:

Good:

Average:

Fair:

Bad:

Q.4. How many times you brush in a day?

Early morning:

Evening:

Every time after meal:

Before Sleep:

Q.5. Since when are you using electronic toothbrush?

Years ago:

1 year ago:

6 months:

Recently:

Q.6. Why you have shifted to electronic toothbrush from Manual toothbrush?

Q.7. Which Electronic toothbrush brand you use? (Mention Rate)

72

Oral-B:

Colgate:

Royal:

Other:

Q.8. what do you consider the most important factor for making a brand choice/
purchase?
Reliability:

Durability:

Price:

Comfort:

Reputation:

Q.9. where do you buy it from?

Supermarket:

Hypermarket:

Chemist:

Departmental Stores:

Q.10. Are you satisfied with the Manual toothbrush you are using?
Extremely satisfied:

Satisfied:

Unsatisfied:

E. unsatisfied:

Q.11. Are you looking for something new in the market?

Yes:

No:

Q.12. Are you aware of Philips electronic toothbrush (Rechargeable)?

Yes:

No:

Q.13. If yes, where you have heard from?

Dentist:

Internet:

Newspaper:

T.V.:

Others: _________

Q.15. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush:
Easy to use:

Very easy:

Very Difficult:

Durability:

Very Durable:

Not Durable:

Economy:

Cheap:

very cheap:

Assurance of clean teeth:

Guarantee:

Not Guarantee:

Design:

Modern:

Contemporary:

Shape:

Attractive

Not Attractive:

Electronic Toothbrush:
Easy to use:

Very easy:

Very Difficult:

Durability:

Very Durable:

Not Durable:

Economy:

Cheap:

Very Costly:

Assurance of clean teeth:

Guarantee:

Not Guarantee:

Design:

Modern:

Contemporary:

Shape:

Attractive

Not Attractive:

73

Q.17. Will you are interested to buy Philips electronic toothbrush if launched?
Yes: _________

No: _________

Cant Say: ___________

Q. 18. What should be the price range of electronic toothbrush (Rechargeable)?

Rs: 700-1000:

Rs.1000-1500:

Rs. 1500-2000:

More than 2000:

74

75