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Case Brief

Round 2

Leading and Expanding the Kids Toothpaste


Segment in India
The Kids Segment in India:
The kids toothpaste segment in India is at a very nascent stage contributing to just 0.4% of the
toothpaste category (YTD Aug 16). In comparison, the kids toothpaste segment in other
countries in Asia has been hovering at a 3% saliency. Hence there is a significant opportunity to
grow the segment in India, especially in urban where the share of market by value is 1% and
share of modern trade by value is around 1.3%. This assumes significance because India has
almost 350+ million children in the age group of 0-12 years.

The segment has been growing year on year largely driven by urban- 96% of the saliency comes
from urban, due to the higher levels of awareness about a childs health and hygiene. The top six
metros in the country contribute to more than 35% of the segment.

*All Market Shares as per AC Nielsen


YTD = Year to Date
SoM = Share of Market

Modern trade and medical stores are the key retail environments driving the segment- both put
together contributing to more than 80% of the category.

Brands in the kids segment are a fair mix of FMCG companies such as Colgate, pharmaceutical
companies such Dr. Reddys, Indoco and private child care labels such as Chicco, Pigeon etc.
Colgate is the market leader over all with Indoco (Brand- Kidodent) leading in medical stores
RE. Nielsen doesnt capture sales of private labels as well that done through e commerce- which
is an emerging RE for this segment & contributes significantly to the kids segment across all
categories

*All Market Shares as per AC Nielsen


YTD = Year to Date
SoM = Share of Market

Overall the segment is divided in two brackets:

Age groups- 6+ , 2-5 & 0-2

Fluoride based/ Fluoride free


o

Kids toothpaste are meant to have lower fluoride levels as compared to adult
toothpaste (approx.1000-1500 ppm). As recommended by the Indian Dental
Association & other recognized health bodies, low levels of fluoride (around 500
ppm) is essential to prevent cavities in children. However, there are kids
toothpaste available which position themselves as fluoride free and using
alternate compositions in their toothpaste to ensure cavity protection.

Colgate Kids
Kids toothpaste is currently a fast growing brand within the Colgate portfolio with a volume
growth of 17%. In terms of market share too, CP is the leader with a 52% SoM by value
followed by other brands such as Kidodent, Cheerio etc.

*All Market Shares as per AC Nielsen


YTD = Year to Date
SoM = Share of Market

The Brand Promise


Colgate Kids toothpaste not only protects your kids teeth from cavities but also makes brushing a
positive experience
Safety of the product and being gentle on kids are the most important attribute that parents look
for when buying any kids products. That is why the low fluoride levels & mild flavours in the
Colgate Kids toothpaste helps us drive the claim of being absolutely safe for their children.
Currently Colgate Kids is available in two main age groups & flavors

Colgate Kids 6+ years


o Spiderman licensed character with bubble fruit flavor- 80 gm. priced at Rs.82
o Barbie licensed character with strawberry flavor- 80 gm. priced at Rs.82

Colgate Kids 2-5 years


o Tiger & Monkey non licensed character with bubble fruit flavor- 40 gm. priced at
Rs.35
o Elephant & Bear non licensed character with strawberry flavor- 40 gm. priced at
Rs.35

Media
Currently media on Kids is on the 2-5 years bundle as a 10 sec edit across key Kids channels
across the country. This also backed by an extensive digital coverage plan to maximized reach.

Distribution
Distribution in the kids toothpaste segment has lot of catching up to do. A good benchmark to
consider is to consider Kids Toothbrush portfolio which has much higher penetration as
compared to toothpaste.
WD*
AI (U+R)
MT
Chemists
Grocers

*All Market Shares as per AC Nielsen


YTD = Year to Date
SoM = Share of Market

ND^

TP
25.7

Tbr
42.8

TP
0.7

Tbr
7.3

87.1
34.1
5.7

96.0
65.7
47.6

0.1
0.4
0.2

0.1
0.9
5.5

The Challenge
CP Kids toothpaste is not considered to be a must have in households where there are children
in the age group of 0-12 years. While the awareness levels about teething, milk teeth or nurturing
ones teeth for a good smile in the future is high, not much attention is made to the oral care
hygiene of a child. This is contrast to other kids categories such as soaps, shampoos, lotions, oil,
toiletries etc. where in the parental involvement in these categories is considerably high. In fact,
parents dont mind using the family toothpaste for the child as long as the child is comfortable
with it. Our numerous consumer studies have also shown us that the parents tend to pay less
attention to the kids oral care hygiene in the formative years under the pretext of the teeth being
temporary and would be eventually replaced with permanent teeth.
Making the activity fun stands out as another key insight from consumers, since brushing
amongst kids is considered to be one of the most challenging tasks for parents.
Parents tend to rely on family and friends recommending them on how to maintain their kids
oral care hygiene. Off late information on internet on parenting too has become a key source of
awareness, followed by experts advise- pediatrician/ pedodentists.
The overall goal is expand the kids business from a mere 0.4% of the category to at least 3%, at
par with other countries in the continent.

Key Deliverables
A Maximum of 5 slides that encapsulate

Drivers of the kids segment in the tooth paste category to lead to an overall category
expansion
o Trials & Barriers
o Habits in purchase & consumption of kids toothpastes
o Growth engines for driving the kids toothpaste consumption

Pen portrait of the bulls-eye consumer for CP Kids toothpaste

One-line Integrated Marketing Campaign (IMC) idea & expansion plan


o E.g.: Current Kids IMC idea Mild, safe, fun & tasty for your child

NOTE: Key deliverable for the shortlisted teams going through to the next round will be to
create a detailed marketing campaign for the suggested IMC idea.

*All Market Shares as per AC Nielsen


YTD = Year to Date
SoM = Share of Market

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