PRODUCT DEVELOPMENT (UNIQUE SELLING POINT):

The brand “Dentonic” by Ala Chemicals was originally launched as a tooth

powder meant for the middle and lower socio economic classes. The tooth
powder was a hugely successful product. Dentonic tooth powder held the
highest market share in the category at 80 per cent in the 1990s. However, the
tooth powder market in the urban areas is declining and consumer preference is
slowly moving to toothpastes. Although tooth powder is still used in the rural
areas, some toothpaste manufacturers have extended their reach at the lower end
of the market offering consumers “value propositions” in the shape of
toothpaste at the comparable price of tooth powder. The market for dental
cleaning products has seen a shift in terms of young consumers switching from
powder to the lower-priced toothpaste brands. The company Ala Chemicals did
not want to sit back and face a declining tooth powder market. Therefore, they
launched a premium quality toothpaste by the same brand name, Dentonic, and
made efforts to penetrate the premium segment of toothpaste. However, the
marketing strategies did not have the desired effect and the company was unable
to get consumers to accept Dentonic as a premium toothpaste. Although Ala
Chemicals indulged in promotional spending, using social media, offering a
high-quality product and making it accessible with competitive prices.

ntonic also gave a franchise in

Bangladesh, from where the
toothpowder is sent to Calcutta,
India
t from the toothpowder
business, Ala Chemicals
launched its toothpaste 5
years back. Now they have a
whole range of toothpastes,
which includes the
regular toothpaste, Dentonic
for sensitive teeth and
Dentonic Ultrawhitening Gel
(mainly for export)
t from the toothpowder
business, Ala Chemicals
launched its toothpaste 5
years back. Now they have a
whole range of toothpastes,
which includes the
regular toothpaste, Dentonic
for sensitive teeth and
Dentonic Ultrawhitening Gel
(mainly for export)
t from the toothpowder
business, Ala Chemicals
launched its toothpaste 5
years back. Now they have a
whole range of toothpastes,
which includes the
regular toothpaste, Dentonic
for sensitive teeth and
Dentonic Ultrawhitening Gel
(mainly for export)
t from the toothpowder
business, Ala Chemicals
launched its toothpaste 5
years back. Now they have a
whole range of toothpastes,
which includes the
regular toothpaste, Dentonic
for sensitive teeth and
Dentonic Ultrawhitening Gel
(mainly for export)
Product Development:
Ala Chemicals developed a new
toothpowder, Dentonic Plus
which generates foam
when applied, unlike their regular
toothpowder. This is to make the
toothpowder feel
more like toothpaste.
Besides the new product,
Ala Chemicals also changed
Dentonic Toothpowder’s
packaging and introduced a
press-to-open lid cover, which
is more convenient for
consumers. Dentonic also has
different packaging for export
products.
Product Development:
Ala Chemicals developed a new
toothpowder, Dentonic Plus
which generates foam
when applied, unlike their regular
toothpowder. This is to make the
toothpowder feel
more like toothpaste.
Besides the new product,
Ala Chemicals also changed
Dentonic Toothpowder’s
packaging and introduced a
press-to-open lid cover, which
is more convenient for
consumers. Dentonic also has
different packaging for export
products.
Product Development:
Ala Chemicals developed a new
toothpowder, Dentonic Plus
which generates foam
when applied, unlike their regular
toothpowder. This is to make the
toothpowder feel
more like toothpaste.
Besides the new product,
Ala Chemicals also changed
Dentonic Toothpowder’s
packaging and introduced a
press-to-open lid cover, which
is more convenient for
consumers. Dentonic also has
different packaging for export
products.
Product Development:
Ala Chemicals developed a new
toothpowder, Dentonic Plus
which generates foam
when applied, unlike their regular
toothpowder. This is to make the
toothpowder feel
more like toothpaste.
Besides the new product,
Ala Chemicals also changed
Dentonic Toothpowder’s
packaging and introduced a
press-to-open lid cover, which
is more convenient for
consumers. Dentonic also has
different packaging for export
products.
Product Development:
Ala Chemicals developed a new
toothpowder, Dentonic Plus
which generates foam
when applied, unlike their regular
toothpowder. This is to make the
toothpowder feel
more like toothpaste.
Besides the new product,
Ala Chemicals also changed
Dentonic Toothpowder’s
packaging and introduced a
press-to-open lid cover, which
is more convenient for
consumers. Dentonic also has
different packaging for export
products.
The Dentonic Toothpowder that
the company Ala Chemicals is
offering to the lower
incomes masses of Pakistan
and for export purposes is
its product. Dentonic as a
product can be described as
toothpaste without a liquid
humectants system and is
widely used as an oral hygiene
tool by a fairly large section of
the population in Pakistan.
Dentonic’s main ingredients
are calcium carbonate
(98.5%), essential oils (1%)
and
sodium saccharin (0.5%) and all
these ingredients are 100% food
grade. Essential oils
are volatile aromatic oils that are
synthetic or are derived from
plants by distillation,
expression or extraction. It
has been found that
dentifrices formulated with
fixed
combination of essential oils
possess anti-plaque and anti-
gingivitis properties.
Furthermore, dentifrice abrasivity
s
The Dentonic Toothpowder that
the company Ala Chemicals is
offering to the lower
incomes masses of Pakistan
and for export purposes is
its product. Dentonic as a
product can be described as
toothpaste without a liquid
humectants system and is
widely used as an oral hygiene
tool by a fairly large section of
the population in Pakistan.
Dentonic’s main ingredients
are calcium carbonate
(98.5%), essential oils (1%)
and
sodium saccharin (0.5%) and all
these ingredients are 100% food
grade. Essential oils
are volatile aromatic oils that are
synthetic or are derived from
plants by distillation,
expression or extraction. It
has been found that
dentifrices formulated with
fixed
combination of essential oils
possess anti-plaque and anti-
gingivitis properties.
Furthermore, dentifrice abrasivity
s
The Dentonic Toothpowder that
the company Ala Chemicals is
offering to the lower
incomes masses of Pakistan
and for export purposes is
its product. Dentonic as a
product can be described as
toothpaste without a liquid
humectants system and is
widely used as an oral hygiene
tool by a fairly large section of
the population in Pakistan.
Dentonic’s main ingredients
are calcium carbonate
(98.5%), essential oils (1%)
and
sodium saccharin (0.5%) and all
these ingredients are 100% food
grade. Essential oils
are volatile aromatic oils that are
synthetic or are derived from
plants by distillation,
expression or extraction. It
has been found that
dentifrices formulated with
fixed
combination of essential oils
possess anti-plaque and anti-
gingivitis properties.
Furthermore, dentifrice abrasivity
s
The Dentonic Toothpowder that
the company Ala Chemicals is
offering to the lower
incomes masses of Pakistan
and for export purposes is
its product. Dentonic as a
product can be described as
toothpaste without a liquid
humectants system and is
widely used as an oral hygiene
tool by a fairly large section of
the population in Pakistan.
Dentonic’s main ingredients
are calcium carbonate
(98.5%), essential oils (1%)
and
sodium saccharin (0.5%) and all
these ingredients are 100% food
grade. Essential oils
are volatile aromatic oils that are
synthetic or are derived from
plants by distillation,
expression or extraction. It
has been found that
dentifrices formulated with
fixed
combination of essential oils
possess anti-plaque and anti-
gingivitis properties.
Furthermore, dentifrice abrasivity
s
The Dentonic Toothpowder that
the company Ala Chemicals is
offering to the lower
incomes masses of Pakistan
and for export purposes is
its product. Dentonic as a
product can be described as
toothpaste without a liquid
humectants system and is
widely used as an oral hygiene
tool by a fairly large section of
the population in Pakistan.
Dentonic’s main ingredients
are calcium carbonate
(98.5%), essential oils (1%)
and
sodium saccharin (0.5%) and all
these ingredients are 100% food
grade. Essential oils
are volatile aromatic oils that are
synthetic or are derived from
plants by distillation,
expression or extraction. It
has been found that
dentifrices formulated with
fixed
combination of essential oils
possess anti-plaque and anti-
gingivitis properties.
Furthermore, dentifrice abrasivity
s
The Dentonic Toothpowder that
the company Ala Chemicals is
offering to the lower
incomes masses of Pakistan
and for export purposes is
its product. Dentonic as a
product can be described as
toothpaste without a liquid
humectants system and is
widely used as an oral hygiene
tool by a fairly large section of
the population in Pakistan.
Dentonic’s main ingredients
are calcium carbonate
(98.5%), essential oils (1%)
and
sodium saccharin (0.5%) and all
these ingredients are 100% food
grade. Essential oils
are volatile aromatic oils that are
synthetic or are derived from
plants by distillation,
expression or extraction. It
has been found that
dentifrices formulated with
fixed
combination of essential oils
possess anti-plaque and anti-
gingivitis properties.
Furthermore, dentifrice abrasivity
s