8560 Research Project

“A COMPARATIVE STUDY ON MARKETING STRATEGY OF ORAL
HYGIENE PRODUCT IN INDIA”
A RESEARCH REPORT SUBMITTED FOR PARTIAL FULFILLMENT

OF COMPLETION OF GRADUATION
TO
UNIVERISTY OF MUMBAI
FOR AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES
IN THE FACULTY OF COMMERCE (MANAGEMENT)
(ADMISSION NUMBER 2019PC1637 & 2021-22)
SUBMITTED BY
UMANG MAHAJAN
UNDER THE GUIDANCE OF
ASST. PROF. MARTINA GOMES
PILLAI COLLEGE OF ARTS, COMMERCE & SCIENCE

(AUTONOMOUS), NEW PANVEL, SECTOR – 16,
DISTRICT – RAIGAD, MAHARASHTRA
DECLARATION
I, the undersigned Mr. UMANG MAHAJAN here by, declare that the work embodied in this
project work titled “A COMPARATIVE STUDY ON MARKETING STRATEGY OF
ORAL HYGIENE PRODUCT IN INDIA”, forms my own contribution to the research work
carried out under the guidance of ASST. PROF. MARTINA GOMES is a result of my own
research work and has not been previously submitted to any other University for any other
Degree/ Diploma to this or any other University. Wherever reference has been made to previous
works of others, it has been clearly indicated as such and included in the bibliography. I, here by
further declare that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.
Name and Signature of Learner

(Umang Mahajan)
CERTIFICATE
This is certified that the report entitled “A COMPARATIVE STUDY ON MARKETING

STRATEGY OF ORAL HYGIENE PRODUCT IN INDIA” submitted by UMANG
MAHAJAN (Admission no. 2019PC1637 and 2021-22) for the fulfillment of the requirement for
the degree of Bachelor of Management Studies of the University of Mumbai, is his original
research work carried out under my supervision. To the best of my knowledge, the results
presented have not been submitted in part or full for any other diploma or degree of this or any
other University.
Asst. Prof. Martina Gomes

(Signature of Guiding Teacher) (Signature of External Teacher)
Asst. Prof. Nithya Varghese Dr. Gajanan Wader

(BMS Co-ordinator) (Principal)
ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the depth is so
enormous. I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project. I take this opportunity to thank the University of
Mumbai for giving me the chance to do this project.
I would like to thank my Principal, Dr. Gajanan Wader for providing the necessary facilities
required for completion of this project.
I take this opportunity to thank our BMS Co-ordinator Mrs. Nithya Varghese, for her moral support
and guidance.
I would also like to express my sincere gratitude towards my project guide Ms. Martina Gomes
whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books and
magazines related to my project.
My genuine thanks are due to the rest of the workforce, staff of the Mahatma Education Society’s
Pillai College of Arts, Commerce and Science (Autonomous), New Panvel for their significant
exhortation and direction.
Ultimately, no words can satisfactorily offer my obligation of thanks to my parents and my parents
in law for producing in me a lasting interest in higher investigations.
PREFACE
Doing this Project report helped me to enhance my knowledge regarding the work in to the attitude
of consumer towards oral hygiene products available in India and the strategies used by the
company to sell them.
This project highlights the importance of marketing strategy brands use to sell the oral care product
in India. The project deals with the various aspects of marketing strategy and SWOT analysis.
Marketing strategy is a process that can allow an organization to concentrate its limited resources
on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
New marketing strategy means that creating a new market area, developing the new relation, doing
new promotion and advertising is done in relation to the four P’s of marketing.
Currently, The Oral care industry in India is worth Rs. 5400 Crore with Toothpaste: 60%, Tooth
Powder: 23 %, Toothbrush: 17%. Rapidly growing dynamic markets in India’s FMCG sector.
CAGR of 11.4% from last five years is expected to double by 2021. Reasons of for this growth is
the rising oral care, brand awareness, increasing demand in middle class, availability of affordable
oral products.
This report is presented under headings as, Introduction, Research Methodology, Literature
Review, Data Analysis, Interpretation and Presentation and Conclusions and Suggestions.
My topic of study is “A COMPARATIVE STUDY ON MARKETING STRATEGY OF ORAL
HYGIENE PRODUCT IN INDIA” compared the top 4 brands currently dominating the oral care
market of India since the oral market has many other companies too. Colgate, Pepsodent, Dabur
and Patanjali were analyzed in the aspects of features, price, average efficiency, marketing
strategies and the consumer opinion towards them.

INDEX
CHAPTER TOPIC PAGE NO.

NO.
1 INTRODUCTION 1-47
2 RESEARCH 48-52
METHODOLOGY
3 LITERATURE REVIEW 53-55
4 DATA ANALYSIS, 56-90

INTERPRETATION
AND PRESENTATION
5 CONCLUSIONS AND 91-95

SUGGESTIONS
BIBLIOGRAPHY 96
APPENDIX 97-103
CHATPER 1:
INTRODUCTION
1.1 INTRODUCTION TO THE ORAL HYGIENE
Oral hygiene is the practice of keeping one's mouth clean and free of disease and other
problems (e.g. bad breath) by regular brushing of the teeth (dental hygiene) and cleaning
between the teeth.
It is important that oral hygiene be carried out on a regular basis to enable prevention of
dental disease and bad breath. The most common types of dental disease are tooth decay
(cavities, dental caries) and gum diseases, including gingivitis, and periodontitis.
General guidelines for adults suggest brushing at least twice a day with a fluoridated
toothpaste: brushing last thing at night and at least on one other occasion. Cleaning between
the teeth is called interdental cleaning and is as important as tooth brushing. This is because a
toothbrush cannot reach between the teeth and therefore only removes about 50% of plaque
from the surface of the teeth.
There are many tools to clean between the teeth, including floss, tape and interdental brushes;
it is up to each individual to choose which tool they prefer to use.
Sometimes white or straight teeth are associated with oral hygiene. However, a hygienic
mouth can have stained teeth or crooked teeth. To improve the appearance of their teeth,
people may use tooth whitening treatments and orthodontics.
1.2 HISTORY OF ORAL HYGIENE PRODUCT IN INDIA
In 1873, Colgate was the first to mass-produce toothpaste in jars, and then, in the 1890’s,
produced it in tubes, similar to what we know today. The history of toothpaste in India can be
traced back in year 1975. Earlier in India oral hygeine was the domain of local homemade
ayurvedic powders or natural herbs.
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Now the awareness regarding oral hygeine in Indian society has increased with the different
brands of oral hygiene product introduction.
1.3 ORAL HYGIENE IN INDIA
India oral care market has shown tremendous growth by value & volume in recent years in
FMCG sector of India. Growing oral care market is driven by change in life style of
consumers, demand of premium products, rising of disposable income etc.
Penetration level of oral care products in urban area is high.
Companies are focusing into rural area for penetration of other products to increase sales.
Rise in awareness of Oral hygiene has created huge demand of Premium and innovative
products in urban area.
Rural consumer has start shifting from toothpowder to toothpaste & toothbrushes. New
emerging premium products like mouthwash has gain popularity in Indian market.
Top international players have strong presence in India and globally. However, per capita
consumption of oral care products in India is low compare to U.S and China etc and
penetration level in rural area is low, which poses latent opportunity for top players for
growth of oral care products in India.
India Oral care market is fragmented in 5 categories includes toothpaste, toothbrushes,

toothpowder, mouthwash and others.
Toothpaste is dominant in oral care market. It is a primary product in daily oral hygiene has
huge presence in urban and rural area. Increasing health and personal oral hygiene, Indians
are now more aware how their diet affecting their teeth and mouth. Indian is now willing to
pay more for prevention attention. This has helped toothpaste category to grow drastically in
oral care market. Herbal toothpaste demand is increasing in oral care market in recent years.
Toothbrushes are second increasing market in oral care market after toothpaste.
Toothbrushes are sub-categories in manual & Electric. Manual toothbrushes have huge
potential in Indian oral care market. Electric toothbrush is new emerging category and has
huge opportunity in urban India.
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Toothpowder category is at decline stage due to consumer taste and preference. Consumers
are shifting from toothpowder to toothpaste. Toothpowder has huge presence in rural India.
In all 3 categories are dominant by Colgate & Palmolive India.
Mouthwash falls under premium category gaining popularity in urban area. Mouthwash
comes under secondary products for oral hygiene. Consumers are bending towards
mouthwash products due to change in lifestyle/ standard living and for better oral hygiene.
This category is led by Johnson & Johnson and followed by Colgate & Palmolive India
Other products (tongue cleaner and Dental floss) are expanding gradually in Indian Oral
care market. Availability of wide variety of products, increasing health awareness and rising
income levels are some factors which have led to higher consumption of oral care products in
upcoming years.
1.4 ORAL HYGIENE PRODUCTS
TOOTH PASTE
Toothpaste or dentifrice is a substance used with a toothbrush for the purpose of cleaning the
accessible surfaces of the teeth.
Egyptians are believed to have started using a paste to clean their teeth around 5000BC,
before toothbrushes were invented. Ancient Greeks and Romans are known to have used
toothpastes.
Ancient toothpastes were used to treat some of the same concerns that we have today –
keeping teeth and gums clean, whitening teeth and freshening breath. The ingredients of
ancient toothpastes were however very different and varied. Ingredients used included a
powder of ox hooves', ashes and burnt eggshells that was combined with pumice. The Greeks
and Romans favored more abrasiveness and their toothpaste ingredients included crushed
bones and oyster shells. The Romans added more flavoring to help with bad breath, as well as
powdered charcoal and bark. The Chinese used a wide variety of substances in toothpastes
over time that have included ginseng, herbal mints and salt.
3
The development of toothpastes in more modern times started in the 1800s. Early versions
contained soap and in the 1850s chalk was included. Betel nut was included in toothpaste in
England in the 1800s, and in the 1860s a home encyclopedia described a home-made
toothpaste that used ground charcoal.
Prior to the 1850s, 'toothpastes' were usually powders. During the 1850s, a new toothpaste in
a jar called a Crème Dentifrice was developed and in 1873 Colgate started the mass
production of toothpaste in jars. Colgate introduced its toothpaste in a tube similar to modern-
day toothpaste tubes in the 1890s.
Until after 1945, toothpastes contained soap. After that time, soap was replaced by other
ingredients to make the paste into a smooth paste or emulsion - such as sodium lauryl
sulphate, a common ingredient in present-day toothpaste.
In the second half of the twentieth century modern toothpastes were developed to help
prevent or treat specific diseases and conditions such as tooth sensitivity. Fluoride toothpastes
to help prevent decay were introduced in 1914. Toothpastes with very low abrasiveness were
also developed and helped prevent the problems caused by overzealous brushing.
The most recent advances in toothpastes have included the development of whitening
toothpastes having Dual-Zinc and Arginine formula providing excellent protection against
plaque, gingivitis, stains, tartar and cavities.
Toothpastes today typically contain fluoride, colouring, flavouring, sweetener, as well as

ingredients that make the toothpaste a smooth paste, foam and stay moist. Toothpaste in tubes
is used throughout the world and has been a very successful invention.
TOOTH BRUSH
The toothbrush is an oral hygiene instrument used to clean the teeth and gums in
conjunction with toothpaste, which often contains fluoride, to increase the effectiveness of
tooth brushing.
Toothbrushing tools date back to 3500-3000 BC when the Babylonians and the Egyptians
made a brush by fraying the end of a twig. Tombs of the ancient Egyptians have been found
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containing toothsticks alongside their owners. Around 1600BC, the Chinese developed
“chewing sticks” which were made from aromatic tree twigs to freshen breath.
The Chinese are believed to have invented the first natural bristle toothbrush made from the
bristles from pigs' necks in the 15th century, with the bristles attached to a bone or bamboo
handle. When it was brought from China to Europe, this design was adapted and often used
softer horsehairs which many Europeans preferred. Other designs in Europe used feathers.
The first toothbrush of a more modern design was made by William Addis in England around
1780 – the handle was carved from cattle bone and the brush portion was still made from
swine bristles. In 1844, the first 3-row bristle brush was designed.
Natural bristles were the only source of bristles until Du Pont invented nylon. The invention
of nylon started the development of the truly modern toothbrush in 1938, and by the 1950s
softer nylon bristles were being made, as people preferred these. The first electric toothbrush
was made in 1939 and the first electric toothbrush in the US was the Broxodent in 1960.
Today, both manual and electric toothbrushes come in many shapes and sizes and are
typically made of plastic molded handles and nylon bristles. The most recent toothbrush
models include handles that are straight, angled, curved, and contoured with grips and soft
rubber areas to make them easier to hold and use. Toothbrush bristles are usually synthetic
and range from very soft to soft in texture, although harder bristle versions are available.
Toothbrush heads range from very small for young children to larger sizes for older children
and adults and come in a variety of shapes such as rectangular, oblong, oval and almost
round.
The basic fundamentals have not changed since the times of the Egyptians and Babylonians –
a handle to grip, and a bristle-like feature with which to clean the teeth. Over its long history,
the toothbrush has evolved to become a scientifically designed tool using modern ergonomic
designs and safe and hygienic materials that benefit us all.
TOOTH POWDER
Tooth powder is a mildly abrasive powder that is used in combination with a toothbrush to
maintain oral hygiene. The manufacture of tooth powder is a comparatively simple operation.
5
The primary objective is the homogenous distribution of all the ingredients without
contamination by foreign substances.
Tooth powder can be prepared by granulating the powders by drying slurries containing the
extremely finely divided polishing agent, a detergent and a small amount of a binder. The
dried product is then comminuted and mixed with flavoring products, the size of the granules
of the tooth powders should be such that substantially all are retained on a 100 mesh, but pass
through a 40 mesh screen. Making of tooth powder is simple and inexpensive, and requires
ingredients you probably already have in your home.
Toothpowder contains Abrasives like phosphate salts , precipitated chalk , silica,etc. for the
purpose of cleaning and polishing. Sodium saccharine makes the tooth powder taste sweet,
but it doesn't contribute to tooth decay the way sugar does. Tooth powders may contain
flavorings such as peppermint, spearmint of cinnamon. These flavorings not only make the
tooth powder itself taste better, but also leave the breath sweet smelling and the mouth fresh.
Tooth powders for use with toothbrushes came into general use in the 19th century in Britain.
Most were homemade, with chalk, pulverized brick, or salt as ingredients. An 1866 Home
encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth
powders that were commercially marketed did more harm than good.
There are different types Of Tooth Powder –
Whitening Tooth Powder: Its purpose is to freshen breath help, heal gums and reduce the
amount of inflammation in the mouth. • Tooth powders also can polish and whiten a person’s
teeth.
Natural Tooth Powder: Ingredients like sea salt, which acts as an abrasive, natural chalk, and
certain essential oils like peppermint, eucalyptus, and wintergreen are common ingredients in
natural tooth powders.
Herbal Tooth Powder: Sore or bleeding gums also can benefit from herbal tooth powder.
Herbal tooth powder can have a variety of ingredients. Baking soda, powdered chalk and
white clay are common. Herbal tooth powder has been around for centuries, and many
believe it to be an essential part of any teeth-cleaning regimen.
6
Homemade Tooth Powder: These powders also can be made at home. Homemade herbal
tooth powders can be beneficial because they may cost less and the person making it will
know exactly what ingredients he is putting in his mouth or the mouths of his children.
MOUTHWASH
“Mouthwashes are concentrated, clear aqueous solution with a pleasant taste intended to
clean and deodorise the mouth or buccal cavity.”
Robert Wood Johnson and Dr. Joseph Lawrence modernized surgical sterilization practices
and established the iconic company Johnson & Johnson. In 1879, Dr. Lawrence created
Listerine – a mouthwash used for cleaning mouths and sterilizing surgical wounds.
By 1895, Listerine was sold to Lambert Pharmaceutical Co. and dentists began to observe the
cleaning power of the mouthwash. In 1914, Listerine became the first prescription
mouthwash to be sold over the counter in the United States
Mouthwash contains antibacterial agents, alcohol, glycerin, sweetening agent, flavouring

agent and colouring agents. They are also used in oral mucous disease to treat mouth
infections and to maintain oral hygiene. Mouthwashes are used after diluting with warm
water.
There are different types of Mouthwash –
Therapeutic: It contain ingredients that fight against oral diseases; swelling,bleeding gums
etc.
Cosmetic: These are over-the-counter products. These mouthwashes help to prevent bad
breath and give a fresh, clean feeling in the mouth. Cosmetic mouthwashes cannot reduce the
risk of tooth decay.
Combination: These mouthwashes combi ne all the benefits offered by cosmetic and
therapeutic mouthwashes.
Based on ingredients, mouthwashes are classified as –
Fluoride mouthwashes: It contains fluoride, a chemical that helps in fighting against tooth
decay.
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Antiseptic Mouthwashes: It contains chlorhexidine gluconate which obstruct the growth of
bacteria, suitable for mouth infections, bad breath, before and after surgery to fight against
oral bacteria and infections.
Natural Mouthwashes: They are homemade mouthwashes. They contain salt and warm
water.
Magical Mouthwashes: This category contains antibiotics, local anesthetic, glucocorticoids,

nystatin.
OTHER PRODUCTS (DENTAL FLOSSING AND TONGUE

CLEARNER)
Dental Flossing is a cord of thin filaments used to remove food and dental plaque from
between teeth in areas a toothbrush is unable to reach. Dental flossing is a cord of thin
filaments used to remove food and dental plaque from between teeth in areas a toothbrush is
unable to reach.
Levi Spear Parmly, a dentist from New Orleans, is credited with inventing the first form of
dental floss. In 1819, he recommended running a waxen silk thread "through the interstices of
the teeth, between their necks and the arches of the gum, to dislodge that irritating matter
which no brush can remove and which is the real source of disease." He considered this the
most important part of oral care. Floss was not commercially available until 1882, when the
Codman and Shurtleft company started producing unwaxed silk floss. In 1898, the Johnson &
Johnson Corporation received the first patent for dental floss that was made from the same
silk material used by doctors for silk stitches. Floss became part of American and Canadian
daily personal care routines in the 1970s
Different forms of dental flossing are Waxed / Non-waxed, Flavored/ unflavored, Fluoridated
/ Non-fluoridated and Thick / thin. Benefits of dental flossing includes prevention from tooth
decay, gum disease, alleviate bad breath, etc
A Tongue Cleaner (also called a tongue scraper or tongue brush) is an oral hygiene device
designed to clean the coating on the upper surface of the tongue. While there is tentative
benefit from the use of a tongue cleaner it is insufficient to draw clear conclusions regarding
bad breath.
8
Ayurveda, the practice of traditional Indian medicine, recommends tongue cleaning as part of
one's daily hygiene regimen, to remove the toxic debris, known as Ama. Tongue cleaning has
existed in Ayurvedic practice since ancient times, using tongue scrapers made from copper,
silver, gold, tin or brass. In modern time, plastic scrapers are used in India and the Far East.
The top surface of the tongue can be cleaned using a tongue cleaner, a tongue brush/scraper
or a toothbrush. However, toothbrushes are not considered as effective for this purpose
because they have a smaller width and are designed for brushing teeth, which have a solid
structure unlike the spongy tissue of the tongue. This can reduce its ability to remove debris
and microorganisms. Some toothbrush designs have projections on the back of their heads to
act as a tongue cleaner. An electric tongue cleaner is also available.
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1.5 INTRODUCTION OF TOP BRANDS SELLING ORAL HYGIENE
PRODUCTS IN INDIA
COLGATE
INTRODUCTION
Colgate-Palmolive (India) Limited is India's leading provider of scientifically proven oral

care products. The range includes toothpastes, toothpowder, toothbrushes and mouthwashes
under the 'Colgate' brand as well as a specialized range of dental therapies under the banner
of Colgate Oral Pharmaceuticals. The company also provides a range of personal care
products under the `Palmolive' brand name. Colgate-Palmolive Company U.S.A. is the
company's ultimate holding company. Colgate has been ranked as India’s #1 Most Trusted
Oral Care Brand for the eighth consecutive year, from 2011 to 2018, by The Economic
Times- Brand Equity -Most Trusted Brands Survey, conducted by Nielsen.
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HISTORY
In 1806, William Colgate, an English soap and candle maker, opened up a starch, soap and
candle factory on Dutch Street in New York City under the name of “William Colgate &
Company”. In the 1840s, the firm began selling individual cakes of soap in uniform weights.
After some years William Colgate died and the company was reorganized as "Colgate &
Company" under the management of his son, Samuel Colgate. In 1873, the firm introduced
its first toothpaste, it was aromatic toothpaste sold in jars. It was also the first company to sell
toothpaste in tube. In 1928, “Colgate-Palmolive-Peet Company” was formed after major
acquisitions. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive
Company" which is the current name.
Colgate-Palmolive (India) Ltd was incorporated in the year 1937. Colgate-Palmolive (India)
Limited is the market leader in Oral Care in the country. The company manufactures and
markets toothpastes, toothpowder, toothbrushes and mouthwashes under the ‘Colgate’ brand,
and a specialized range of personal care products under the ‘Palmolive’ brand.
In the year 1983 the company introduced their successful product Colgate Plus toothbrush in
the market.
In the year 1991 the company launched new Colgate Gel Toothpaste Palmolive Extra Care
and new Palmolive soap. They also re-launched a high quality Colgate Plus and other
toothbrushes. In the year 1994 the company acquired the oral hygiene business of Hindustan
Ciba-Geigy Ltd. In the year 1996 the company introduced the Colgate fresh stripe toothpaste.
In the year 1998 the company launched Colgate Double Protection toothpaste for the entire
family.
In the year 1999 the company launched three new products such as Colgate Double
Protection Colgate Total and Colgate Sensation. They started a new research and
development centre a manufacturing facility in Nepal. Also, they completed a dicalcium
phosphate facility in Aurangabad
In the year 2000, The company re-launched their Colgate Gel as Colgate Fresh Energy Gel.
During the year the company entered into a strategic tie-up with Calcutta-based First-net
Solutions Ltd for joint sales promotion of Colgate Fresh Energy Gel toothpaste on the Web
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portal called www.yantram.com. They made a foray into a new category of herbal care with
the launch of Colgate Herbal touted to be a vehicle for increasing the company's rural market
penetration over a period of time.
During the year 2000-01 the company launched Colgate Herbal Toothpaste Economy
Toothpaste Colgate Zig Zag Toothbrush Colgate Navigator Toothbrush
During the year 2001-02 the company re-launched Colgate Fresh Energy Gel with a
refreshing falvour in a unique first-of-its king transparent tube and economy toothpaste.
During the year 2002-03 the company re-launched their flagship brand Colgate Dental
Cream. Also they re-launched their premium toothpaste Colgate Total in a green and white
striped paste format. They launched Colgate Navigator Plus toothbrush to deliver excellent
cleaning with a high degree of comfort and control. Also they re-launched Colgate Super
Flexible with the consumer promise of '3-way action for a comfortable clean'. During the year
the company divested their entire shareholding in Camelot Investments Company Ltd
(Camelot) a wholly owned subsidiary of the company
During the year 2003-04 the company launched Colgate Herbal White striped toothpaste with
lemon extracts eucalyptus and mint. They launched Colgate Navigator Plus Toothbrush in the
market.
In 2005-06, they launched Colgate Advanced Whitening Colgate Active Salt Colgate
MaxFresh Gel and Colgate Super Flexible Toothbrush with Unique Tongue Cleaning
Feature. During the year the company divested their entire shareholding in Camelot
Investments Company Ltd (Camelot) a wholly owned subsidiary of the company
On 21 August 2013 Colgate-Palmolive (India) announced the launch of Colgate SlimSoft - a

toothbrush with super slim and ultra-soft tapered bristles
On 28 May 2014 Colgate-Palmolive (India) announced the launch of a toothpaste with first of
its kind technology - Colgate Maximum Cavity Protection Plus Sugar Acid Neutralizer.
On 4 August 2014 Colgate-Palmolive (India) announced the launch of Colgate SlimSoft

Charcoal - India's first toothbrush with super slim tip bristles infused with Charcoal. This
revolutionary toothbrush technology is based on the key Indian insight of the traditional oral
care benefits of Charcoal.
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On 2 March 2015 Colgate-Palmolive (India) Limited announced the launch of Colgate
Sensitive Pro-Relief (CSPR) Enamel Repair - a scientifically advanced technology that
provides long-term relief from the problem of tooth sensitivity. The toothpaste repairs
sensitive teeth by rebuilding worn-off enamel - the outermost layer of teeth - offering lasting
protection from sensitivity.
On 16 February 2016 Colgate-Palmolive (India) announced the launch of innovative new

product 'Pain Out' for express relief from Tooth pain. Pain Out is the First aid solution which
can offer temporary relief from Tooth pain. On 21 June 2016 Colgate-Palmolive (India)
announced the launch of a natural product-based toothpaste to provide protection against
sensitivity - Colgate Sensitive Clove. On 22 August 2016 Colgate Palmolive (India)
announced the launch of a new electrifying blue gel toothpaste called Colgate Maxfresh
PowerFreeze - an intense minty variant packed with icy cooling crystals.
MANUFACTURING FACILITIES
In June 1988 the company established a wholly owned subsidiary at Hetanda in Nepal to
manufacture the toothpaste and tooth powder initially.
In the year 1996, they established a modern facility at Aurangabad to manufacture Dicalcium
phosphate a key ingredient for toothpaste.
In the year 1999 the company started a new research and development centre a manufacturing
facility in Nepal. Also, they completed a dicalcium phosphate facility in Aurangabad
During the year 2004-05 the company established a state-of-the-art additional toothpaste
manufacturing facility at Baddi Himachal Pradesh to meet the growing market demand. The
first phase of the facility became operational in April 2005.
During the year 2005-06 the company established Oral Care Category Innovation Centre
works closely with the Technology Centres in India and U.S.A. to shape ideas into products
that meet consumer needs.
During the year 2006-07 Sewri manufacturing facility discontinued its operations with effect
from September 27 2006.
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On 30 September 2011 Colgate-Palmolive (India) announced that the manufacturing
operations at its Hyderabad factory have been discontinued effective 29 September 2011 after
the workmen of the factory accepted the compensation packaged offered under the Voluntary
Retirement Scheme.
On 22 May 2014 Colgate-Palmolive (India) announced that the commercial production of

toothpaste has commenced on 21 May 2014 at the company's new manufacturing facility at
Sanand Gujarat. In the initial stage the company intends to manufacture 15000 MTs
toothpaste from this manufacturing facility.
On 30 March 2015 Colgate-Palmolive (India) announced that commercial production of

toothbrush at its new manufacturing facility at Sricity in Chittor District in Andhra Pradesh
will commence on 1 April 2015. The unit will have an installed capacity to produce 220
million pieces of toothbrushes by the end of the year.
On 6 May 2015 Colgate-Palmolive (India) announced that the toothpowder manufacturing

operations at Aurangabad factory have been discontinued with effect from 5 May 2015 after
the workmen of the factory accepted the compensation packaged offered under the Voluntary
Retirement Scheme.
On 6 October 2016 Colgate Palmolive (India) announced that the company has signed a
Memorandum of Understanding (MoU) for the sale/transfer of industrial land and building
located at Waluj MIDC Aurangabad on `as is basis.
MISSION STATEMENT
At Colgate, it is believe that “Everyone deserves a future to smile about”. In a world full of
changes and opportunities, we believe an optimistic outlook can go a long way in fulfilling
your aspirations and we hope to inspire this optimism in everyone, everyday.
A smile is symbolic of optimism, hope, courage and confidence - and those are exactly the
sentiments we want to inspire among our consumers by encouraging them to Smile Karo Aur
Shuru Ho Jaao. Wear your healthy and confident smile and face the world with optimism,
and be assured that your smile is protected and cared for by Colgate, always.
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MARKETING STRATEGIES
1. COLLABORATION WITH INFLUENCERS
The Company has always targeted to shoot advertisements with prominent celebrities. Very
popularly the Colgate Max fresh has always been promoted by Ranveer Singh which depicts
that the toothpaste is equally fresh and energetic as Ranveer is.
Also, there are many other advertisements where many Bollywood celebrities have been
associated like Kareena Kapoor, Shahrukh Khan, and Madhuri Dixit. Colgate has been
collaborating with YouTubers as well which has targeted and reached millions of millennials.
2. LOCATION-BASED TARGETING
Colgate has always been a master when it comes to ad campaigns and marketing strategies.
They tap different locations with different marketing strategies and get a lot of success in the
form of positive response and lead generation. One such example of Colgate’s marketing
strategy based on location was the Kumbh Mela, the largest spiritual gathering of Hindu
devotees
Colgate tapped this market very well and understood that most people who were present in
this area had low levels of literacy rates. To make them aware of the brand and the product,
Colgate had sent voice messages via radio and mobile phones.
The virtual network that the company created around Kumbh Mela was a perfect location-
based approach to the target audience. The message spread to the pilgrims was to visit the
Colgate booths and receive free samples of Colgate toothpaste along with that stand a chance
to win prizes.
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3. CREATIVE PACKAGING WITH A STRONG MESSAGE
Colgate is very witty when it comes to the packaging of its products. The packaging is very
youthful, bright well has very decent which appeals to all kinds of masses as well as spreads
the right message across.
Be it the Cavity protection toothpaste or max fresh toothpaste the company’s advertisement
commercials and advertisement campaigns aptly signify what they are offering and by
concentrating on the solution to the very specific problem of oral health, they gain the trust of
the masses.
4. BUILD TRUST
Colgate has always touched upon the sentiments of the masses and has engaged the masses
through its heartwarming stories. Not only the company has built trust in the market by
providing quality and affordable products but also has participated in numerous social causes,
which has increased the trust of Indians.
Colgate has participated and partnered in various NGO’s and social activities which have
indirectly always been a part of one of the most effective branding and marketing strategies.
5. REFLECTING THE INNOVATIONS
Colgate has its operations since 1957 in India. It was a market mover then since it was the
only company that provided toothpaste in a tube. It was a revolutionary time it got the
attention of the masses, unlike any other brand at that time. Later on, the company identified
the nerves of the Indian market.
Colgate launched a series of natural and ayurvedic toothpaste in India along with more than
90 other international markets. Indians have always been attached to traditions and values and
Ayurveda is the essence of India.
They released Colgate Vedshakti which was made with Ayurvedic Ingredients and was said
to be natural. The other great invention of Colgate was when the company released Colgate
SlimSoft Charcoal.
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It was the first-ever toothbrush In the Indian market that had super slim bristles combined
with charcoal. There was no other company than who made charcoal-infused toothbrushes
and toothpaste. In such ways, Colgate has always been reflecting its innovations in the Indian
market.
CONCLUSION
Colgate has always been a company that has focused to work on its core products and
operations and at the same time lookout for new areas to play. Be it rural India or urban India,
Colgate has been one of the prominent leaders in the oral care industry and holds a loyal base
across the country.
The company aims to continue this journey by serving its customers with the same passion
and creating more awareness about the brand by using many different and new marketing
strategies.
SWOT ANALYSIS
SWOT Analysis is the analysis of the strengths, weaknesses, opportunities, and threats that an
organization faces.
Colgate’s SWOT analysis –
1. STRENGTHS
Colgate is a well-renowned household name. This gives Colgate advantages like high brand
recall and easy visibility.
Colgate is the topmost brand in the FMCG sector featuring a plethora of products in its roster.
Therefore, the more in-depth is the product line, the costs fall further.
Colgate has continued to maintain their market share because of a high penetration rate in the
market.
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2. WEAKNESSES
The market has become saturated, with a large number of local and national players
competing for market share in the personal and oral care sector. There is little room for
growth as all companies are consuming each other’s market share.
Colgate goods are also more expensive than their competitors due to high operating costs.
3. OPPORTUNITIES
Colgate’s biggest opportunity remains the ability to expand its product line. This will increase
sales and offer a wider range to Colgate’s consumer base.
As the urban markets are now at saturation level companies can start reaching to rural market
to establish themselves before their competitors do
4. THREATS
With the growing number of local and national players, it’s becoming increasingly difficult
for businesses to stand out. Counterfeit goods often pose a danger to the company’s brand
image in the marketplace.
Because of Colgate’s use of animal testing, the publication “The Ethical Consumer Research
Association” advised its readers not to purchase toothpaste. This type of knowledge would
affect the Colgate brand in the digital age.
These were the largely identified strengths, weaknesses, opportunities, and threats faced by
Colgate. Now let’s see some of the different Marketing Strategies adopted by Colgate
PRODUCTS
TOOTHPASTE
Colgate® Toothpaste for Kids (6-9 years)
Colgate MaxFresh® Spicy Fresh Toothpaste IN
Colgate® Proclinical 150 Charcoal
Colgate® Toothpaste for Kids Batman
Colgate® Visible White Instant
Colgate® Active Salt Healthy White Toothpaste
Colgate® Cibaca Toothpaste
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Colgate® Active Salt Neem Toothpaste
Colgate® Motu Patlu Anticavity Toothpaste
Colgate® Charcoal Clean Toothpaste
Cibaca Vedshakti, Natural Toothpaste
Colgate® Barbie Toothpaste
Colgate Visible White Instant Whitens teeth from the first...
Colgate ® Kids Anticavity Toothpaste (2-5 years)
Colgate Sensitive® Original Toothpaste
Colgate MaxFresh® Peppermint Ice Toothpaste
Colgate Toothpaste for the Oral Health of Diabetics
Colgate® Kids Strawberry Toothpaste
Colgate® Wonder Woman Toothbrush
Colgate® Active Salt Toothpaste
Colgate® Motu Patlu Anticavity (2-5 years)
Colgate® Herbal Toothpaste
Colgate® Sensitive Pro-Relief™ Toothpaste & Toothbrush | S...
Colgate Total® Advanced Health Toothpaste
Colgate Sensitive Clove Toothpaste
Colgate Visible White - Teeth Whitening toothpaste
Swarna Vedshakti, Natural Toothpaste
TOOTHPOWDER
Colgate Toothpowder for Strong and Healthy Teeth
TOOTHBRUSH
Colgate® Super Flexi Toothbrush
Colgate® Proclinical® 500R Whitening Brush Head
Colgate® Extra Clean® Toothbrush
Colgate® Zig Zag® Antibacterial Neem
Colgate® Proclinical® 250R Deep Clean Toothbrush
Colgate® 360° FlossTip Toothbrush
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Colgate® Kids Extra Soft Batman
Colgate® Super Shine Toothbrush
Colgate® Gentle Enamel Toothbrush
Colgate® Cibaca Toothbrush
Colgate® Kids Barbie Toothbrush
Colgate® Zig Zag® Toothbrush
Colgate® Proclinical® 500R Sensitive Brush Head
Colgate Kids Barbie Battery Toothbrush
Colgate® Proclinical 150 Charcoal
Colgate® Kids Extra Soft Minions
Colgate® Zig Zag® Antibacterial Turmeric
Colgate® Comfort Sensitive Toothbrush
Colgate® 360° Visible White Toothbrush
Colgate® 360® Sonic Power Optic White
Colgate® Slim Soft toothbrush
Colgate® Slim Soft toothbrush
Colgate® Gentle Gumcare Toothbrush
Colgate® Toothbrush for Kids (0-2 years)
Colgate® Proclinical® 150 Sonic brush refill
Colgate® Proclinical 150 Brush Head Charcoal
Colgate® Proclinical® 250R Charcoal Toothbrush
Colgate® Kids Batman Battery Toothbrush
Colgate® Proclinical® 150 Sonic Toothbrush
Colgate® Kids Magik
Colgate® 360° Charcoal Battery Operated Toothbrush
Colgate® Slimsoft Himalayan Salt
Colgate® 360° Cibaca Supreme Toothbrush
Colgate® Gentle Sensitive Toothbrush
Colgate Sensitive Soft Toothbrush
Colgate Sensitive Soft Toothbrush
Colgate® Slimsoft Sensitive Toothbrush
Colgate® kids 2+ Toothbrush
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Colgate® Proclinical® 500R Sensitive
Colgate® 360° Whole Mouth Clean Toothbrush
Colgate® RecyClean Medium Toothbrush
Colgate® Proclinical® 500R Whitening
Colgate® Charcoal Gold toothbrush
Colgate® Slimsoft Turmeric Toothbrush
Colgate® Gentle UltraFoam Toothbrush
MOUTHWASH
Colgate® Maxfresh Elaichi Mouthwash
Colgate® Maxfresh® Peppermint Fresh Mouthwash IN
Colgate® Maxfresh Saunf Mint Mouthwash
Colgate® Maxfresh® Freshmint Splash Mouthwash IN
Colgate® Plax® Fresh Tea Mouthwash
Colgate® Plax® Complete Care Mouthwash
Colgate® Maxfresh Cool Clove Mouthwash
Colgate® Plax® Sensitive Mouthwash
Colgate® Plax® Active Salt Mouthwash
SPECIALITY PRODUCTS
Colgate® Vedshakti Oil Pulling
Colgate® Vedshakti Mouth Protect Spray
Colgate® Vedshakti Mouth Protect Spray
Colgate® Pain Out
Vedshakti Oil Pulling
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PEPSODENT
INTRODUCTION
Pepsodent was launched in 1992 in India, and since then, the brand has raised the benchmark
on Oral Care solutions in India. Pepsodent offers a range of toothpaste and toothbrushes that
take care of specific oral care needs. For example, the new Pepsodent Germicheck 8 actions
toothpaste is clinically proven to fight germs not only on teeth but on cheeks, gums and
tongue to give you whole mouth protection from germs.
Pepsodent, for the last 30 years is an expert in fighting germs, which is the root cause of
many oral care issues such as bad breath, gum problems and cavities. It was the first
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toothpaste in India with an anti-germ formula containing fluoride, giving extended germ
protection. It was one of the leading toothpastes to provide 12 hours of extended germ
protection.
Pepsodent is constantly bringing the best oral care solutions to consumers. With its latest re-
launch of Pepsodent Germicheck 8, it offers complete mouth protection - it fights germs not
only on teeth but on cheeks, gums and tongue to give eight scientifically proven benefits
HISTORY
An American brand of toothpaste first Introduced in the year 1915 by Pepsodent company of
Chicago which was later acquired by Unilever in the year 1944 except for US and Canada
where it has been owned by Church & Dwilight since 1942.
Pepsodent has been named such as its original formula contained pepsin, a digestive agent
designed to break down and digest food deposits present on the tooth.
After its acquisition by Unilever in 1944 sales of the brand increased drastically in the UK,
doubling between 1944 and 1950. Eventually, the brand became very popular before the mid-
1950s but dropped in popularity because of the ignorance of the makers who were slow to
add fluoride to its formula to counter the rise of other highly promoted brands such as crest
Gleam by P&G and success of Coalgate sales plummeted.
The company outgrew its original factory in Park Royal, and the manufacture of the product
was moved to the factory of another Unilever-owned toiletry manufacturer, Joseph Watson
and Sons of Whitehall Road, Leeds, in 1951. Pepsodent was a very popular brand before the
mid-1950s, but its makers were slow to add fluoride to its formula to counter the rise of other
highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble, and
Colgate's eponymous product; sales of Pepsodent plummeted.
Pepsodent is a “value brand” marketed primarily in discount stores and retails for roughly
half the price of similarly sized tubes of Crest or of Colgate.
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The product was discontinued in South Africa in 1974 but was revived in 1976 with a new
ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita Moreno, Steve
Lawrence, and others. The popular slogan was also changed in South Africa to "You'll
wonder where the dullness went / when you polish your teeth with Pepsodent".
In 2003, household-manufacturing company Church & Dwight purchased the Pepsodent

brand rights in the United States from Unilever. Unilever still holds the rights to Pepsodent,
where it is sold outside the U.S. Church & Dwight also holds the rights to such toothpaste
brands as Aim, Arm & Hammer, Close-Up and Mentadent. This change of ownership
eventually led to addition of fluoride to the toothpaste. The company’s new marketing
strategy was retro packaging, retro flavor, modern levels of fluoride content and low price.
They offer two versions of Pepsodent; one with the original flavor, as some consumers like
the minty flavor it had in its glory days, and another with enhanced whitening ingredients.
Pepsodent is a leading oral care brand with a wide range of products (tooth brushes and
toothpastes), benefitting from Unilever’s long tradition of R&D in this field.
Pepsodent was launched in 1993, in India and has remained as one of India’s top oral care
products in the country. It positions itself as a brand that fights germs, cavities and offers
fresh breath and healthy gums. Close competitors to Pepsodent in India are Colgate, Oral B,
Close-up, Dabur red. Also sold as Mentadent, Zhonghua, PS and Signal in other countries
Endorsed by FDI (the largest dental association globally), In 2013, Pepsodent was ranked
201st among India's most trusted brands according to the Brand Trust Report 2013 India
study, a research conducted by Trust Research Advisory. According to the Brand trust Report
2014, Pepsodent moved up to 71st position among India's most trusted brands. Pepsodent's
parent company Hindustan Unilever was ranked 47th in the Trust Report 2014.
In terms of consumption patterns, herbal toothpastes are gaining a larger market share.
Pepsodent make up about one fifth of the toothpaste market in India with products from
brands like Patanjali, Colgate and Dabur.
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Pepsodent having parent company being Unilever manufacturing and distribution is the last
thing any of its brands can get effected from, over the years it has expanded across the
geographies and distribution channels, also the brand has simultaneously invested in
developing an efficient supply chain to look after its business needs.
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai,
Maharashtra. Hindustan Unilever Limited (HUL) being India's largest Fast Moving
Consumer Goods company with 80 factories across India. It is owned by Anglo-Dutch
company Unilever which owns a 67% controlling share in HUL. HUL's products include
foods, beverages, cleaning agents and personal care products.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan
Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg.
Co. Ltd. and United Traders Ltd.
It is headquartered in Mumbai, India and employs over 16,500 workers, whilst also indirectly
helping to facilitate the employment of over 65,000 people.
The company was renamed in June 2007 as "Hindustan Unilever Limited". • Hindustan
Unilever's distribution covers over 2 million retail outlets across India directly and its
products are available in over 6.4 million outlets in the country. As per Nielsen market
research data, two out of three Indians use HUL products
MISSION
"Unilever's mission is to add Vitality to life. We meet every day needs for nutrition, hygiene,
and personal care with brands that help people feel good, look good and get more out of life.
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VISION
• We work to create a better future every day.

• We will inspire people to take small everyday actions that can add up to a big
difference for the world.
• We will develop new ways of doing business with the aim of doubling the size of our
company while reducing our environmental impact
1. POSITIONING
Pepsodent is positioned as long-lasting protection from germs; it could fight germs for hours
after brushing. Research suggested that mothers worry about what their kids eat, especially
when they are away from them, and its impact on their dental health.
Using that insight, Pepsodent launched the 'Dishoom Dishoom' ad that said; Let Pepsodent
fight germs for you.
2. PROMOTION
Pepsodent has strong marketing focus and uses all channels to ensure good brand visibility
From 1930 to late 1933 a massive animated neon advertising sign, featuring a young girl on a
swing, hung on West 47th Street in Times Square in New York City. (This ad was re-created
for the climax of the 2005 film King Kong and was featured in the original film in a
establishing shot of Times Square itself.)
Pepsodent used a problem-solving approach initially when the product was launched. Its
advertisements communicated about the problems that arise out of germs and the film that
deposits on teeth after food consumption. It was launched as a 10-day trial pack product
allowing the consumers to test it before making volume purchases.
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3. BUILD TRUST
Along with an offer of free dental check-ups, HUL also organises health camps involving
villagers to fortify its campaign. “To promote Pepsodent, we will also offer free samples to
the villagers to try out the product and offer discount coupons on wrapper redemption
schemes,”
Roping in Brand Ambassador - The Company has always targeted to shoot advertisements
with prominent celebrities. In May 2010, Pepsodent had roped in Shah Rukh Khan to be their
Brand Ambassador. SRK had been roped in for pepsodents the campaign of ‘Pappu & Papa’.
Giving Free Gift - Pepsodent had agreed to sell its Products with a toy along with the
purchase of the product. With phrases like “Collect Them All!”, the customers would want to
buy more products in order to collect all the gifts.
Selling at Discounts - During their promotional offers, Pepsodent sells its products at a
discounted price.
4. CREATIVE PACKAGING WITH A STRONG MESSAGE
Pepsodent Kids - Children are influencing around 41% of the total purchases in the total
consumer market and children are permitted to make decisions in 65% of the total purchases
in the toothpaste purchases.
In this case ideally, a product for the children, launched properly should be a runaway
success. Realizing this, Pepsodent introduced Pepsodent Kids and Pepsodent Junior in
November 2007.
Pepsodent Kids comes with an attractive squeeze down pack in attractive colors with three
variants, namely - 1. Barbie (pink color) 2. Superman (Blue color) 3. Tom & Jerry (Orange
color)
Color Variants - It’s been a proven fact that children are attracted to bright colors more than
the dull dark colors. The variants available in the market are Tom & Jerry (Orange Packs),
Barbie (Pink Packs) and Superman (Dark Blue Packs). By the sales figures in the retail
outlets, it was seen that the children respond positively only to first two variants. Alternatives
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Attractive colors can be introduced to keep children pulled in to try the new variants every
time. Special limited editions during festive seasons & holidays can be sold to increase
revenue. New cartoon characters in the current day channels (Cartoon Network etc.) can be
added as new variants.
Pepsodent ads usually target children. Unilever believes in catching the customers young,
hence they specifically communicate its advertisements to children. Toothpastes are tunnel
products where consumers do not spend much time trying to understand which product is the
best. Hence, aggressive advertisements will help the brands to gain a higher brand recall
among consumers.
Digital Strategy for Pepsodent: Sending cookies only on specific websites, Mobile
Marketing, Virul Marketing, Using Government Digital schemes and Online Education
(CSR)
Digital media campaign for Pepsodent includes White Back Campaign: this is the digital
media campaign which says about the decay and unhealthy teeths it is for facebook and
instagram.
Germs Battle Ground Campaign: specially for facebook this portrait fight against the germs
and cavity.
Free to Smile Campaign: It is about whitening and good smell
Recently Pepsodent launched a digital behaviour change programme that aims at making
brushing a happy family activity. Pepsodent are trying to move away from their traditional
image of a product exclusively for the children.
5. LOCATION-BASED TARGETING
Most of Pepsodents products are sold in the urban areas. The sales from the Urban areas
constitutes approximately 80% of their income.
Pepsodent spread awareness of the benefits of oral hygiene. This awareness would therefore
help increase its sales, in the rural areas
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SWOT ANALYSIS
1. STRENGTHS
GLOBAL PRESENCE: Pepsodent is available in over 50 countries thanks to Unilever’s

extensive distribution network. A strong global presence mitigates the business risks of being
overly reliant on a single market.
COLLABORATION WITH FDI WORLD DENTAL FEDERATION: Unilever’s

collaboration with FDI allows it to be supported and endorsed by FDI as well as various
National Dental Associations around the world, making it a credible product.
A DIVERSE RANGE OF ORAL CARE PRODUCTS: Pepsodent offers a diverse range of

oral care products such as toothpaste, mouthwash, and toothbrushes. It has offerings that
address specific issues such as gum bleeding and sensitive teeth, among others.
STRONG MARKETING: Pepsodent has a very strong marketing team that has ensured that
the trust of FDI is communicated through its integrated marketing communications (TV Ads,
etc.). This contributes to the market’s growing demand.
UNRIVALLED DISTRIBUTION NETWORK: As Pepsodent is a product of Unilever, it has

an unrivalled distribution network in almost all of the countries where it is available. A well-
developed distribution network aids in market penetration.
UNILEVER’S SUPPORT: Unilever, Pepsodent’s parent company, provides financial

stability, as well as marketing and distribution support, which has aided the brand’s global
expansion.
2. WEAKNESSES
A SCARCITY OF HERBAL PRODUCTS: There is an increase in demand for herbal

products not only in India but around the world. Pepsodent lacks many herbal products,
which is its weakness.
COLGATE’S PRESENCE HAS GIVEN COMPETITORS A LIMITED MARKET SHARE:

Colgate, as the most popular oral care brand in the world, has given competitors a limited
market share due to the brand’s popularity.
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3. OPPORTUNITIES
AN INNOVATIVE MARKETING AND PACKAGING STRATEGY: In order to generate

buzz about the brand, Pepsodent should look for an innovative approach to marketing the
product. In this category, the innovative packaging also draws the consumer’s attention.
IMPROVING LIFESTYLE: As people’s lifestyles improve, particularly in developing

countries, there is a greater awareness of the importance of oral health, creating an
opportunity for Pepsodent to capitalize on the potential demand.
4. THREATS
NEW ENTRANTS: In India, Patanjali has made a significant incision in the oral care market,
affecting all popular brands, including Pepsodent. This has disrupted market dynamics, and
as a result, there is an increasing threat of new entrants in other markets as well.
CANNIBALIZATION: In many countries, Pepsodent competes directly with another popular

Unilever brand, Close up. This increases product cannibalization and, as a result, affects sales
of both brands.
LACK OF ORAL CARE AWARENESS IN RURAL AREAS: There is a lack of oral care
awareness in rural areas of countries such as India and Pakistan, among others. This acts as a
deterrent to growth in rural areas for brands such as Pepsodent.
CONCLUSION
Even though the demand of pepsodent is more than any of its competitors, its sales are the
second best behind Colgate. In the coming years, Pepsodent is going to increase in the
toothpaste market but just gradually every year. Through its promotional strategies, it can
spread its brand name which can help increase sales.
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PRODUCTS
TOOTHPASTE
Pepsodent Whitening
Pepsodent Lavang & Salt
Pepsodent Expert Protection Gumcare
Pepsodent Germicheck 8 Actions
Pepsodent 2 in 1
Pepsodent Expert Protection Complete
MOUTHWASH
Pepsodent Germi Check+ Mouth Rinse Liquid
TOOTHBRUSH
Pepsodent Whitening Expert soft brush
Pepdodent Gum Expert soft brush
Pepsodent Complete Expert soft brush
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DABUR INDIA LTD
INTRODUCTION
Dabur India is a household name in the natural foods and ayurvedic industry, and a company
that is famous for its marketing efforts. Based on the background of around 135 years of
experience and quality, Dabur India Limited is the largest Ayurvedic and natural health care
company in the world with a product range of more than 250+ herbal & ayurvedic items. It is
the 4th Largest FMCG Company in India, with headquarters in Ghaziabad and Mohit
Malhotra as the CEO.
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HISTORY
In the year 1884, Dr.S.K.Burman started the foundation of what is known as Dabur India
Limited. Started from a small shop at Calcutta, he began a direct mailing system to send his
medicines to even the smallest of villages in Bengal. The brand name Dabur is derived from
the words "DA" for Daktar or doctor and "BUR" from Burman.
In the year 1986 the company was converted into a public limited company.
In 1896, As the demand for Dabur products grows, Dr. Burman felt the need for mass
production for some of his medicines. He set up a small manufacturing plant at Garhai near
Calcutta.
Early 1900s was the next generations of Burman’s take a conscious decision to enter the
Ayurvedic medicines market, as they believe that it is only through ayurveda that the
healthcare needs of poor Indians can be met.
During 1919, the search for processes to suit mass production of Ayurvedic medicines
without compromising on basic ayurvedic principles lead to the setting up of the first
Research and Development laboratory at Dabur. Studying of ayurvedic medicines as
mentioned in age old scriptures, their manufacturing processes and how to utilize modern
equipment to manufacture these medicines without reducing the efficacy to manufacture
these medicines without reducing the efficacy of these drugs.
In the 1920s, a manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and
Daburgram. Dabur expands its distribution network to Bihar and northeast.
In the year 1936, Dabur India (Dr. S.K.Burman) Pvt.Ltd. is incorporated.
1940: Dabur diversifiers into personal care products with the launch of its Dabur Amla Hair
Oil.
1949: Dabur Chyawanprash is launched in a tin pack and becomes the first branded
Chyawanprash of India.
1956: Dabur buys its first computer. Accounts and stock keeping are one of the first
operations to be computerized.
In 1970 Dabur expands its personal care portfolio by adding oral care products. Dabur Lal
Dant Manjan is launched and captures the Indian rural market.
1972: Dabur shifts base to Delhi from Calcutta. Starts production From a hired manufacturing
facility at Faridabad
In the year 1979, The Dabur Research Foundation (DRF), an independent Company is set up
to spearhead Dabur's multi-faceted research & also the Commercial production starts at
Sahibabad. This is one of the largest and most modern production facilities for Ayurvedic
medicines in India at this time.
As of 1984, The Dabur brand turns 100 but is still young enough to Experiment with new
offerings in the market.
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In 1987, Babool is a toothpaste brand which was launched in India by Balsara Hygiene.
In 1992, Dabur enters into a joint venture with Agrolimen of Spain. This new venture is to
manufacture and market confectionery items in India.
In 1998, Meswak (also referred to as Miswak) is a fluoride-free toothpaste brand that was
launched in India by Balsara Hygiene
In the year 2005, the company acquired Balsara's Hygiene and Home products businesses a
leading provider of Oral Care and Household Care products in the Indian market for the
consideration of Rs 143-crore all-cash deal.
On 29 March 2017 Dabur India announced the commissioning of its new manufacturing
facility in Tezpur, Assam. The manufacturing facility located in Balipara Industrial area will
manufacture the entire range of Dabur's Ayurvedic Medicines, Health Supplements ,Hair
Oils, Shampoos, Toothpastes Skin Care and Home Care products..
On 26 September 2017 Dabur India announced its alliance with Amazon to take its products
global. Dabur's collaboration with Amazon will help it expand and increase its product
penetration into the US market.
The company operates through three business units namely consumer care division (CCD)
international business division (IBD) and consumer health division (CHD).
Their CCD business is divided into four key portfolios: healthcare personal care home care
and foods. Their CHD business offers a range of healthcare products.
The company has 20 state-of-the-art manufacturing facilities spread across the globe.
Of these 12 production facilities are located in India with key manufacturing locations being
Baddi (Himachal Pradesh) and Pantnagar (Uttaranchal) besides seven factories located at
Sahibabad (Uttar Pradesh), Jammu, Silvassa, Alwar Katni, Narendrapur, Pithampur and
Nasik.
Outside India the company has manufacturing facilities in Dubai Sharjah Ras-al- Khaimah,
Egypt, Nigeria, Nepal and Bangladesh.
The company has a wide distribution network covering 6 million retail outlets with a high
penetration in both urban and rural markets. Their products also have a huge presence in the
overseas markets and are available in over 120 countries across the globe. Their brands are
highly popular in the Middle East SAARC countries Africa, US, Europe and Russia.
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Dabur International Ltd is an overseas subsidiary of Dabur India.
VISION
Dabur is always dedicated and focused on the good health and well-being of every household
with a tagline- celebrate life justifying the vision.
MISSION
Dabur aims to provide 100% natural products for its customers, as its believes-health is
wealth.
1. DIGITAL MARKETING
Dabur is known for its use of traditional promotional mediums but they are shifting their
marketing strategy to a digital-first approach.
The rationale for such a shift of marketing strategy comes from the acknowledgement of the
fact that social media and other digital platforms provide far more to a marketer in terms of
effectiveness than any previous medium of promotions. Dabur has been increasing its digital
spend over the last few years. From the year 2017, they have increased their digital marketing
spending by 33% in 2018. They spent a total of RS1.99 billion in the year 2018-19.
2. MARKET SHARE GAINS FROM NON-NATURAL TOOTHPASTES
Dabur highlighted drawbacks and long-term effects of using chemical-based products (and)
consumers increasingly started to look at product ingredients and demand chemical-free
products.
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3. BRAND AMBASSADOR
Like everyone else in the market, dabur too signed a brand ambassador to promote their
product. In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.
SWOT ANALYSIS
1. STRENGTH
Dabur has a wide variety of products for each age group.
Being a century-old brand, it has a strong brand image in the eyes of customers.
Currently operating in over 60 countries, with 5000 distributors and 3 million outlets.
2. WEAKNESS
Many unbranded and duplicate products are being sold under the name of Dabur.
Dabur not only has competition from local brands, but also international players like Colgate.
3. OPPORTUNITIES
The era of modernization and instant food has led to an unhealthy lifestyle, and people are
forced to take ayurvedic medicines and supplements.
Dabur products have an equally high demand in foreign markets.
Expansion of the product line and introducing ayurvedic beverages can boost their business.
4. THREATS
Stiff competition from big MNC’s like ITC, HUL, Patanjali. With an increasing trend of
ayurvedic medicines and supplements, many local brands have also entered the market.
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We can see that being a global leader in Ayurveda and a century-old brand, Dabur has a
strong brand image. Dabur has intense competition from big MNC’s like HUL, PATANJALI,
ITC, etc. Dabur seeks the attention of customers by providing a variety of products, which
also become a threat to the brand as many duplicates and unbranded goods are sold under the
same name. Expanding the production line and introducing new products will give Dabur a
better share in the market.
CONCLUSION
Dabur is an over 137 year’s old company. Dabur is known to carry a health quotient in its
products. Its target market has largely been the middle-aged group in the urban and metro
markets. However, with the increasing youth in the country, the company is reinventing itself
as a contemporary brand so that it is more appealing to the younger population. The company
is resorting to reengineer its existing products; it is spending in digital ads, creating better
product packaging, etc. An example is this product in the assignment which is the Dabur Red
toothpaste. Dabur Red offers consumers the benefits of Ayurveda in contemporary and ready-
to-use formats. Dabur operates in the toothpaste market with highly differentiated product
portfolio covering Dabur Red Paste, Babool and Meswak which targets a larger target
market. The advertisements for Dabur Read targets the 30-35 age group which is the target
segment it is trying to reach. Furthermore, the tie with Amazon for all Dabur products will
have an impact on the Red.
PRODUCTS
Dabur Red Paste

Dabur Lal Dant Manjan
Dabur Meswak
Dabur Babool Toothpaste
Dabur Dant Rakshak Ayurvedic Paste
Dabur Red Pulling Oil
37
PATANJALI
INTRODUCTION
Patanjali Ayurved Limited riding on Baba Ramdev’s brand equity positioned itself as an
authentic Ayurved brand with ancient Indian roots. Patanjali’s product line ranges from
healthcare, personal care, home care, to food and more. . It is the fastest growing FMCG
Company in India.
The company was begun with the vision of uplifting the life of Indian farmers by locally
sourcing the raw materials from them and improving their lives and also giving an
opportunity to the Indians to move towards a healthy lifestyle by adopting Ayurveda and
herbal/organic products. Baba Ramdev began as a yoga instructor who succeeded in making
Indians realize that they have overlooked Indian tradition and art forms-one of them being
yoga.
Baba Ramdev and his products got wide acceptance and word of mouth publicity helped him
reach to a more extensive group of audience.
Dant kanti is one of the Ayurvedic medicine formula toothpastes. It falls under the category
of personal care amid the Patanjali product portfolios. Dant Kanti toothpaste is medicated
38
oral gel for dentinal sensitivity; a unique fluorinated oral paste with effective herbal extracts
Sphatika Bhasma & Kalmishora (herbs). A unique formulation of natural ingredients
provides long lasting protection to the gums and teeth. It is offered in 7 variants –regular,
advanced, medicated, junior, Dant Kanti red, Dant Kanti fresh active gel, and Dant Kanti aloe
vera.
It is a key product of Patanjali Ayurved limited. The company has production capacity of 350
billion and is in the process of expanding to a capacity of 60,000 crore.
HISTORY
In 1995, Baba Ramdev was a little-known yoga teacher in Haridwar when his close associate,
Acharya Balkrishna, and he set up Divya Pharmacy - under the aegis of Ramdev's guru,
Swami Shankar Dev's, ashram - to make Ayurvedic and herbal medicines. The medicines
proved so popular that Ramdev and Balkrishna sought to diversify. But that proved difficult
since Divya Pharmacy was registered under a trust.
Patanjali Ayurved (PAL) was formed in January 2006 as a private limited company by yoga
guru Swami Ramdev and his partner Sri Acharya Balkrishnaji.
In June 2007, it was changed over to a Public Ltd. company. It is enrolled under the
Companies Act, 1956 and has its registered office in New Delhi, India and three different
offices in Haridwar, India.
In December 2019, Patanjali reportedly acquired bankrupt Ruchi Soya Industries for ₹4,350
crore.
Patanjali Food and Herbal Park in Haridwar is the company's main production facility. It
manufactures units in Nepal and imports majority of herbs in India from Nepal. The company
has 15,000 exclusive outlets across India.
39
VISION
Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a healthier
society and country. To raise the pride and glory of the world, we are geared up to serve
people by bringing the blessings of nature into their lives. With sheer dedication, scientific
approach, astute planning and realism, we are poised to write a new success story for the
world.
MISSION
Making India an ideal place for the growth and development of Ayurveda and a prototype for
the rest of the world
1. SWADESHI FACTOR
The advancement system of Patanjali is entrancing with the "Make In India" campaign to
gain more attention from the customers. Baba Ramdev's main motive is to replace MNCs.
They promote their products by saying that it doesn't contain unsafe synthetic compounds and
only natural pith. "Also by purchasing our items, you are guaranteeing the cash you spend
remains in India." The Swadeshi factor has proved to be a profitable strategy.
2. BABA RAMDEV BUZZING PERSONALITY
Baba Ramdev is the brand ambassador as well as he is the founder of the company. Patanjali
doesn't rely on entertainers or sportsmen to promote its catalog. Baba Ramdev is a steadying
force. He has amassed an enormous group of devotees over 20 years through diligent work
around yoga and Ayurveda. This saves the Indian FMCG giant a lot of investment when it
comes to promotion and publicity.
40
A large number of individuals, from India as well as abroad, follow this other-worldly
master. Baba accepted this as an open door and propelled a different scope of items under the
brand name 'Patanjali'.
3. BRANDED HOUSE STRATEGY
In this technique, different items are propelled and advanced under one brand.
Patanjali advances all of its items under one brand. This additionally encourages lower costs
in showcasing and publicizing as it doesn't need to advance every item. Patanjali pushes for
the image name "Patanjali."
4. PROMOTION
It uses different platforms for promotions like Yog Shivir, Youtube, Social media, Free media
promotions, etc.
SWOT ANALYSIS
1. STRENGTH
BABA RAMDEV: The exponential growth of Patanjali can be credited to Baba Ramdev and
his popularity. For a newly formed FMCG in India, it would have been impossible to show
the kind of growth that Patanjali has shown in such a short period of time. But the fan
following and goodwill of Baba Ramdev guaranteed that Patanjali grows quickly and
becomes a routine name in the Indian households.
STRONG PATRIOTISM: Patanjali has used the India card to its advantage and has always
marketed that its a brand made in India, for Indians. Most of the brands in India are
international brand. Patanjali actively asks Indians to buy India made products to help the
economy of the country. Besides this, the quality of the products have helped in the fantastic
growth of Patanjali.
41
AYURVEDA AND HERBAL: The Products that Patanjali offers are made from Ayurveda
and Herbal natural components. The Swadeshi products also have played an important role in
the success of Patanjali. India has never been low on plants or vegetation and we get a lot of
naturally grown medicines in our dense forests. As a result, India is one of the leaders in
Ayurveda.
PENETRATION PRICING: Patanjali products are generally priced at 20-30 % lower than
the competitive brands and thus it becomes impossible for the competitive brands to compete
with Patanjali on price. The company sources the products directly from farmers and thus
cuts on middlemen. Hence, they are able to produce at lower costs. A comparison of prices
for some products is given below are given below.
2. WEAKNESSES
OVER DEPENDENCY ON RAMDEV: For many of its consumers, Patanjali is still

synonymous to Baba Ramdev and hence any actions of Baba Ramdev will have
repercussions on the brand itself. Baba Ramdev’s political affiliations are also well known
and hence if at all he is targeted for any political vendetta, Patanjali will also suffer.
PENETRATION PRICING IS NOT LONG TERM: Patanjali might have to compromise on

its pricing strategies if it wants to expand and thus it’s a big challenge for Patanjali. It cannot
sell at such low costs for a very long term. Any company needs profits to drive more sales
and therefore earn more profits. Its a cycle. But if Patanjali does not earn much, then it cannot
spend much and cannot expand.
LOW MARGIN TO DISTRIBUTORS: Patanjali offers much lower margins to distributors

and retailers as compared to other consumer goods company, since it is playing a game of
volume and not margins. That’s the reason for it being a demand run company.
3. OPPORTUNITIES
GROWING ORGANIC SECTOR: Patanjali has been successful in creating awareness about
the benefits of using herbal and natural products which has created a market for itself. The
awareness has spread and the demand is ever growing.
42
EXPAND RURAL: With the portfolio of products that Patanjali has, it has great potential in
the rural market and should look to expand its operations in the vast rural market of India.
GOING GLOBAL: Patanjali has a great opportunity to expand globally and can look for
Middle East and African nation in the beginning. Various other companies such as Dabur
have already expanded globally and have been successful.
TIE UPS: Patanjali has successfully tied up with Future group and should continue tie up
with modern retail chains and increase its E-commerce sales.
4. THREATS
INCREASING COMPETITION: FMCG majors such as HUL, Marico, etc. and new entrants
such as Sri Ayurveda are also entering the organic market after the awareness created by
Patanjali which increases the competition in the market.
NEGATIVE WORD-OF-MOUTH: Any negative word-of-mouth created on social media

platforms can affect its position in the market.
POOR REAP CAN AFFECT BUSINESS: Patanjali is heavily dependent on natural

ingredients and products and hence poor agricultural reap can affect its sales.
PRICE WAR: A price war is good for consumers but it is detrimental for business. The
longer the price war, the more is the effect on the brand. Companies like HUL, Colgate and
others have been at the top for long. They have deep pockets and they will naturally respond
to Patanjali. Such a price war will have drastic effect on Patanjali’s profitability, especially
because the brand is already selling at very low margins.
CONCLUSION
Patanjali shows that the company is well on its way to greater success. The company simply
has to manage its communications and abstain from anything that directly impacts Baba
Ramdev. It needs to place more confidence in itself to pursue the markets worldwide and
connect with more consumers that would be interested in its brand and offerings.
43
Most of the competitors are trying to replicate Dant Kanti’s success by launching Herbal
toothpastes. It is widely accepted because of the image of Patanjali Ayurveda and brand
equity is thus transferred from the parent brand. The product quality is different from other’s
herbal toothpastes based on ingredients.
The product quality is consistent and is able to meet the expectations of its target audience.
Its trailblazing entry into Indian toothpaste market has squeezed the market share of big
MNC’s. Patanjali is the fastest growing fast-moving consumer company in India. Indians
have given thumbs up to age old herbal dental formulas to take care of their dental hygiene.
Its popularity majorly affected the toothpaste market and so the multinational companies have
been forced to launch herbal products and are now copying Patanjali’s products.
PRODUCTS
TOOTHPASTE
Patanjali Dant Kanti Red Toothpaste
Patanjali Dant Kanti Fresh Active Gel
Patanjali Dant Kanti Natural Toothpaste
Patanjali Dant Kanti Dental Cream Junior
Patanjali Dant Kanti Medicated Toothpaste
Patanjali Dant Kanti Dental Cream (Advance)
Patanjali Dant Kanti Aloevera Gel Toothpaste
TOOTHBRUSH
Patanjali Sensitive Tooth Brush
Patanjali Toothbrush Black (Hanger)
Patanjali Curvy Tooth Brush
Patanjali Junior Tooth Brush
Patanjali Toothbrush Carbon HD
Patanjali Dant Kanti Kids Gentle Toothbrush
Patanjali Jiggle Wiggle Toothbrush
Patanjali Junior Smiley Toothbrush
Patanjali Active Care Tooth Brush
Patanjali Triple Action Tooth Brush
Patanjali Advanced Dant Kanti Manjan

Divya Dant Manjan
44
1.6 COMMON MARKETING STRATEGIES OF ORAL HYGIENE
CARE BRANDS
Developing a vision about the market(s) of interest to the organization, selecting market
target strategies, setting objectives, and developing, implementing, and managing the
marketing program positioning strategies designed to meet the value requirements of the
customers in each market target. Strategic marketing is a market-driven process of strategy
development, taking into account a constantly changing business environment and the need to
deliver superior customer value. The focus of strategic marketing is on organizational
performance rather than a primary concern about increasing sales. Marketing strategy seeks
to deliver superior customer value by combining the customer-influencing strategies of the
business into a coordinated set of market- driven actions.
Common Marketing Strategies of Oral Hygiene Care Brands are as follow –
• SELLING THE PRODUCT USING PATRIOTIC VIEWPOINTS –
With the "Make in India" campaign to gain more attention from the customers. Every
company now promote their products by saying that it doesn't contain unsafe synthetic
compounds and it’s “Made in India” along with natural ingredients used and putting up the
picture on the front of the packaging.
• FACE VALUE –
Hiring famous celebrities/influencer as Brand Ambassador. Companies choose brand

ambassadors for their product to reach wide masses. For e.g. Shahrukh Khan promoted
Pepsodent, Baba Ramdev promotes his own company Patanjali, etc Ambassadors give a
special identity to the products.
The trust and love people have for their celebrities eventually gets transferred towards the
marketers’ product. Potential customers find a familiar face in popular celebrities and hence
tend to understand more what the celebrity says than what an unfamiliar person would say.
45
• ADVERTISEMENT IN NEWSPAPERS AND MAGAZINES –
Advertising is a form of communication that typically attempts to persuade potential

customers to purchase or to consume more of a particular brand of product or service. Many
advertisements are designed to generate increased consumption of those products and
services through the creation and reinforcement of "brand image" and "brand loyalty". For
these purposes, advertisements sometimes embed their persuasive message with factual
information. Every major medium is used to deliver these messages, including television,
radio, cinema, magazines, newspapers, video games, the Internet and billboards.
Advertising is often placed by an advertising agency on behalf of a company or other

organization. Companies advertise about the car in various local newspaper, social media,
TVs, radio, etc.
• AWARENESS CAMPAIGNS –
Companies now to promote their brand among rural population by organising campaigns in
order to sell more of their product. For eg, “Free dental check-up”, etc. It’s not just in rural
but also in the urban area too, from time-to-time organise awareness campaigns.
• PRICING –
All most all major companies now sell the quality products and make them available to the
masses at a reasonable Products cheaper as compared to close competitors helps one
company to have an edge over their competition. The price differential itself acted as a strong
reason to attract additional consumers, especially from the lower income group to opt for its
products, thereby increasing sales.
46
• PACKAGING –
Creative Packaging with a Strong Message is very youthful, bright well has very decent
which appeals to all kinds of masses as well as spreads the right message across. and
coordination of the supply of packaging material to the production unit. Different packaging
for adult product, youth product, kids products etc. with different message, color, etc helps
the company to sell to their target market.
• SPONSORING –
Sponsoring reality shows for better visibility are making all time big in the television and
entertainment industry. For companies, in order to gain wide visibility, they sponsor those
shows with are aired all over the world and have a huge audience watching it. This helps
them promote their products to get noticed and thereby helping them in their sells. For
example, Indian idol, a popular signing reality show was sponsored by Colgate, etc.
• SOCIAL CAUSES –
Companies now also take up social causes in order to promote their product. This helps them
to gain trust and praises from the audience, which in-turns helps them in having being
brought more by the consumers. For example, Colgate with their ‘Smile Karo Aur Shuru Ho
Jao’” helps in highlighting the depression and equality helped them with social media praises
across the country.
• STALL DISPLAYS –
Various companies display their products in Malls or in front of stores so as to get prime
attention. Many people go to malls and shops for shopping and hangout with their friends and
family. They conduct small contests and give gift hampers as prizes. Through this, they try to
attract crowds towards them.
47
CHAPTER II
RESEARCH METHODOLOGY
2.1 OBJECTIVES
• To know the various marketing strategies used by different brands in the oral hygiene
market to attract maximum number of customers.
• To know which brand is offering more diversity in the oral care products market in
India.
• To assess the oral hygiene practices and brushing habits in the Indian population.
• To know the buying behaviour of consumer towards oral care products.
• To know the knowledge of costumer towards their oral hygiene products and oral
routine dental check-ups.
• To know the common dental problems faced among Indians.
2.2 SCOPE OF THE STUDY
• It will give information to the dentists and oral care companies to understand the
knowledge of oral hygiene and oral hygiene problem faced by the Indian population.
• To strengthen the knowledge of oral healthcare among Indians.
• To promote correct oral hygiene care among Indians.
• Will give a better understanding toward the oral health of the consumer in India
• Oral care companies will come to know what attracts customers.
48
• Oral care companies will come to know which are the criteria’s customers look for
before buying their oral hygiene product.
• Companies will also come to know the future changes which will be required to
satisfy customer needs and wants.
• It will serve consumers in a better manner.
2.3 LIMITATIONS OF THE STUDY
The response to this research were majorly from the urban area of the country, therefore the
result may not give an exact overall population of the country. Also, the view of the people is
biased therefore it doesn’t reflect the true picture.
Due to the ongoing pandemic, the responses were collected via google forms online therefore
the data recorded in this study were self-reported so it cannot be specific as it’s not know
whether every respondent thoroughly went through each question and answered them
genuinely as many of them were busy with their respective work (WFH).
Time factor was also a very big issue as for this research to have the accurate data the number
of responses should be in huge quantity which can help with this research to be a lot more
precise if given the time.
The study is based on secondary data taken from published sources and websites. Therefore,
the quality of the research depends on the quality and reliability of the data collected.
2.4 SIGNIFICANCE OF THE STUDY
• This research helps to understand the market of the oral care products in India
49
• The research study focuses on the oral hygiene understanding among the consumer of
the country.
• Through this study it can be understood the various methods used by the company to
sell their oral care products
• This study helps to better identifying the consumer buying behaviours towards their
oral hygiene product.
• The study is also helpful in finding the common dental related matters faced by
consumer.
2.5 STATEMENT OF PROBLEM
A good oral health reflects an aesthetic and functional dentition which allows individuals to
continue in their desired social and functional role. Poor oral health leads to altered oro-facial
form and function i.e. difficulty in speaking or mastication etc. Hence the social wellbeing of
an individual or the quality of life is hampered either directly or indirectly e.g. feeling
ashamed of smiling in public due to crooked teeth.
Enforcement of good oral hygiene practices is an important step in maintaining oral

health. In order to adopt good preventive measures, we need to have a good understanding
of the oral hygiene practices of a population. In India, a significant portion of the
population still continues to use traditional items to maintain oral hygiene such as charcoal,
‘datoon’ (twigs of the ‘neem’ plant) and salt.
With changing in lifestyles, there is an ever‑rising proportion of population consuming higher

proportion of free sugars. In India, the amount of free sugar intake is already higher
compared to the world average and consumption of sugar‑sweetened beverages is increasing
at an alarming rate. An association between the amount and frequency of free sugars intake
and dental caries has already been proved. In light of this, it is imperative to know the current
oral hygiene practices of the population.
50
Therefore, the present study was conducted to assess the oral hygiene product awareness and
practices among various part of the country.
2.6 SAMPLE SIZE
Sample size refers to the number of participants or observations included in a study. It is a

process of obtaining information about an entire population by examining only a part of it.
Therefore, only 100 respondents were taken into consideration for the questionnaire
regarding the study of this research.
2.7 DATA COLLECTION TECHNIQUES AND TOOLS
Analytical tools
• This research study is based on collecting data by using well-connect to questions for
consumers from various demographic segments and also data also considered using
secondary sources.
• Pie charts and percentage analysis are the main tools used for the purpose of
interpretation.
• After collecting data, it is arranged in the pie chart with the related data information
shown, from analysis and interpretation.
1. Primary data
Primary data are those which are collected for the first time, and this happens to be original in
character. Data that is collected for the first time and for the sole purpose of the research
under study is considered as the primary data. Following method is used to collect primary
data: -
51
Questionnaire method – A self-made closed ended questionnaire written in English/ language
was given. This method of data collection is quite popular, particularly in case of big
enquiries. It is being adopted by private individuals, research workers, private and public
organizations and even by governments. The questionnaire included information related oral
hygiene products awareness among general population and their buying behaviour towards it.
A questionnaire consists of a number of questions printed or typed in a definite order on a

form or set of forms. The questionnaire is mailed to respondents who are expected to read
and understand the questions and select the option meant for the purpose in the questionnaire
itself. The respondents have to answer the questions on their own.
2. Secondary data
Secondary data means data that are already available, that is, they refer to the data which
have already been collected and analysed by someone else. Therefore, regarding this study it
the questionnaire is certainly not confronted with the problems that are usually associated
with the collection of original data.
Secondary data benefited in setting the questions to get elaborate information to do the
research. Secondary data were collected through - Books, Internet.
52
CHAPTER III
LITERATURE REVIEW
Optimum oral health is a key aspect of maintaining general health and enjoying a decent
quality of life. Altered oral health results in pain, suffering, disability, loss of productivity and
low self-esteem. Oral diseases are one of the leading contributors to disability in India and
affect individuals of all age groups irrespective of any socioeconomic factors. Access to
quality oral healthcare services are limited and mostly restricted to urban areas which is now
changing.
At this time, literature available on oral hygiene practices and oral health information in
the Indian population is limited to a select few studies, and most of them have a small
sample size. In order to implement good oral hygiene measures at the community level, it
is essential to understand the oral hygiene practices in the community and information on
oral health. Keeping this in mind, the objective was to assess the oral hygiene practices
and brushing habits in the urban Indian population. Also, previous studies in India have
shown that very few people brush twice and floss once daily, and maintain regular dental
visits.
Shah N.(2001) Geriatric oral health issues in India. gave an overview of the demographics
and oral health status of the elderly population of India is presented. the establishment of
Continuing Dental Education programmes on geriatric oral care; inclusion of a geriatric
component in undergraduate and postgraduate curricula; initiation of a diploma, certificate
and degree courses in geriatric dentistry; research on various aspects of ageing and age-
related oral health problems; provision of preventive and curative treatment for various oral
diseases to the elderly.
Panchali Batra, Pratap S & Vijay Y(2020) in their article Oral health concerns in India
analysed the adverse oral health has a significant impact on the overall systemic health,
quality of life and economic productivity of the nation. Oral cancers, dental caries and
periodontal diseases contribute to the major burden of oral diseases in India. Individual
53
efforts are highly desired to meet the unmet needs of the country as everything cannot be left
for the government to work upon.
Zoë Nichols(2020) in her research analysed the issues of dental health in India. Dental
diseases in India are a result of many factors, including poor oral hygiene, tobacco use and a
sugary diet. Additionally, the lack of awareness about the importance of dental health in India
leads to the prevalence of dental health issues. These issues include dental caries and
periodontal disease as well as inequality in the distribution of oral healthcare workers.
Routine dental appointments are a solution to many dental health issues.
Richard G. Watt(2005) in his research Strategies and approaches in oral disease prevention
and health promotion analysied the Oral health of general health and well-being. Although
largely preventable, many people across the world still suffer unnecessarily from the pain and
discomfort associated with oral diseases. In addition, the costs of dental treatment are high,
both to the individual and to society. Effective evidence-based preventive approaches are
needed to address this major public health problem. The aim of this paper is to outline public
health strategies to promote oral health and reduce inequalities. An extensive collection of
public health policy documents produced by WHO are reviewed to guide the development of
oral health strategies. In addition a range of Cochrane and other systematic reviews assessing
the evidence base for oral health interventions are summarized. Public health strategies
should tackle the underlying social determinants of oral health through the adoption of a
common risk approach.
Navneet G & Manpreet Kaur(2007) in their study the status of oral health awareness in
Indian children as compared to Western children: a thought provoking situation (a pilot
study) found the level of oral health awareness in a selected sample of Indian children and a
selected sample of western children residing in Amritsar city of Punjab. Children were
evaluated on the basis of a standardized questionnaire developed by WHO, for health
awareness in children. Final results revealed the level of awareness in both the groups and the
practical application of their knowledge about dental health in day to day life.
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Sukhvinder O, Vikrant M, Ananya M & Avneet O(2014) in their research Evaluating
awareness regarding oral hygiene practices and exploring gender differences among patients
attending for oral prophylaxis found the oral hygiene practices are a neglected area of care
among the study population leading to the oral health problems. Professional plaque removal
and regular follow-up combined with patient oral hygiene instructions can minimize the level
of gingival inflammation and swelling. Professional plaque removal and regular follow-up
combined with oral hygiene instructions to the patients can minimize the level of gingival
inflammation and swelling. The poor resources for dental care, common malpractices and
nonavailability of professional care are the main barriers in seeking optimum oral hygiene
Abhinav Singh , Bharathi P(2013) article addressing oral health disparities, inequity in
access and workforce issues in a developing country reviews the health sector challenges in
India like those in other low and middle income countries are formidable. India has almost
one-third of the world's dental schools. However, provisions of oral health-care services are
few in rural parts of India where the majority of the Indian population resides. Disparities
exist between the oral health status in urban and rural areas. A fast-changing demographic
profile and its implications needs to be considered while planning for the future oral health-
care workforce. The aim of the article is to discuss pertinent issues relating to oral health
disparities, equity in health-care access, dental workforce planning and quality concerns
pertaining to the present-day dental education and practices in India, which have implications
for other developing countries.
55
CHATPER IV
DATA ANALYSIS, INTERPRETATION AND PRESENTATION
Q1. Please select your age group
100 responses
4%
2%
4%
90%
16-25 26-35 36-50 Above 50
INTERPRETATION
According to survey, out of 100 respondents, 90% are of 16-25 age group, 4% are of 26-35
age group, 4% are of 36-50 age group, 2% are of 50 age group.
56
Q2. Select your gender
100 responses
18%
Male Female
82%
INTERPRETATION
According to survey, out of 100 respondents, 82% are Male and 18% are Female.
57
Q3. Do you brush your teeth daily?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% of the respondents brush their teeth
daily.
58
Q4. How often do you brush your teeth each day?
100 responses
1%
0%
11%
Once
Twice
More than twice
Sometimes
88%
INTERPRETATION
According to survey, out of 100 respondents, 88% brush their teeth once a day, 11% twice
a day and 1% more than twice a day.
59
Q5. How do you clean your teeth?
100 responses
0%
Toothbrush and toothpaste
Toothbrush and toothepower
Others(Datum Finger, Charcoal powder)

100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% of the respondents clean their teeth
with Toothbrush and toothpaste.
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Q6. How often do you visit a dentist?
100 responses
0%
5%
3%
Only when in problem
Once in 3 months
Once in 6 moths
Between 1-2 years
92%
INTERPRETATION
According to survey, out of 100 respondents, 92% visits a dentist only when in problem,
3% once in 6 months and 5% between 1-2 years.
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Q7. Do you know it is essential to meet a dentist after 6 months?
100 responses
16%
25%
59%
Yes No Maybe
INTERPRETATION
According to survey, out of 100 respondents, 59% know it is essential to meet dentist after
6 months, 25% selected No and 16% selected maybe.
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Q8. Do you know oral health is related to systemic health?
100 resposes
0%
6%
Yes No Don't know
94%
INTERPRETATION
According to survey, out of 100 respondents, 6% knows oral health is related to systemic
and 94% don’t know.
63
Q9. Do you use mouthwash?
100 responses
10%
24%
Yes No Sometimes
66%
INTERPRETATION
According to survey, out of 100 respondents, 24% uses mouthwash, 66% don’t use
mouthwash and 10% sometimes uses mouthwash.
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Q10. Do you clean your tongue?
100 responses
16%
0%
Yes No Sometimes
84%
INTERPRETATION
According to survey, out of 100 respondents, 84% clean their tongue and 16% sometimes.
65
Q11. Which brand of toothbrush do you use?
100 respnses
40% 41%
Colgate Pepsodent
Patanjali Other
9% 10%
INTERPRETATION
According to survey, out of 100 respondents, 41% uses Colgate, 10% Pepsodent, 9%
Patanjali and 40% selected other.
66
Q12. Which secondary methods for plaque control do you use?
100 responses
0%0%
3%
Dental floss
Interdental brushes
Toothpicks
None
97%
INTERPRETATION
According to survey, out of 100 respondents, 3% use dental floss and 97% use none of the
secondary methods.
67
Q13. Do you use electric toothbrush?
100 responses
0%
Yes
No
Sometimes
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% don’t use an electric toothbrush.
68
Q14. How often do you change your toothbrush?
100 responses
0%
38%
Every 1 month
62%
Every 3 months
Whenever it's not usable
INTERPRETATION
According to survey, out of 100 respondents, 38% change toothbrush every 3 months and
the rest 62% changes whenever it’s not usable.
69
Q15. Do you know you should change your toothbrush every in every 3 months?
100 responses
13%
Yes No
87%
INTERPRETATION
According to survey, out of 100 respondents, 87% knows it’s necessary to change
toothbrush in every 3 months and the rest 13% don’t know.
70
Q16. Do you prefer a toothbrush with tongue cleaner?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% respondents prefer having
toothbrush with tongue cleaner.
71
Q17. Will recommend your preferred brand toothbrush to your family/friends?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% will recommend their preferred
brand of toothbrush.
72
Q18. Which brand of toothpaste do you use?
100 responses
14%
24%
Colgate Pepsodent
21%
Dabur Patanjali
23%
Other
18%
INTERPRETATION
According to survey, out of 100 respondents, 24% uses Colgate, 23% uses Pepsodent, 18%
Dabur, 21% Patanjali, and the remaining 14% uses other brands toothpaste.
73
Q19. Do you check your toothpaste ingredients before buying one?
100 responses
22%
Yes No
78%
INTERPRETATION
According to survey, out of 100 respondents, 22% check toothpaste ingredient before
buying and 76% don’t.
74
Q20. Which toothpaste would you prefer buying?
100 responses
11% 10% 0%
Complete Ayurvedic ingredients
Chemical based ingredients
Whichever is cheap
Doesn't matter
79%
INTERPRETATION
According to survey, out of 100 respondents, 10% prefer buying Complete Ayurvedic
ingredients, 79% Whichever is cheap and to 11% it doesn’t matter.
75
Q21. Does the taste of toothpaste influence your buying decision?
100 responses
34%
Yes No
66%
INTERPRETATION
According to survey, out of 100 respondents, 66% prefer buying toothpaste having the
taste to their liking and 34% don’t.
76
Q22. Will recommend your preferred brand toothpaste to your family/friends?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% respondents will recommend their
preferred brand of toothpaste.
77
Q23. Are you aware of the harmful ingredients in the oral care products available in
market?
100 responses
21%
Yes No
79%
INTERPRETATION
According to survey, out of 100 respondents, 21% are aware of the harmful ingredient in
the oral care product and 79% don’t know.
78
Q24. Do you have sensitivity teeth?
100 responses
7%
Yes No
93%
INTERPRETATION
According to survey, out of 100 respondents, 7% has sensitive teeth and 93% don’t have
sensitive teeth.
79
Q25. Do you currently have any pain in your teeth or gum?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% don’t have any pain in their teeth
or gum.
80
Q26. Do you consume tobacco?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, 100% don’t consume tobacco.
81
Q27. Do you smoke?
100 responses
49%
51%
Yes No
INTERPRETATION
According to survey, out of 100 respondents, 51% smoke and 49% don’t smoke.
82
Q28. Did you have any medical surgery for your dental related issue?
100 responses
33%
Yes No
67%
INTERPRETATION
According to survey, out of 100 respondents, 33% had dental related surgery and the rest
67% didn’t have any.
83
Q29. Do you suffer from any oral related issue in the past 2 years?
100 responses
6%
Yes No
94%
INTERPRETATION
According to survey, out of 100 respondents, 6% had suffered from oral related issue in
the past 1 year.
84
Q30. Does advertising influence your decision in choosing your oral care product?
100 responses
32%
Yes No
68%
INTERPRETATION
According to survey, out of 100 respondents, 68% agree advertising influences their
decision in buying oral products and to the 32% it doesn’t.
85
Q31. Where would you most likely purchase your oral care products?
100 responses
4%
Departmental/Retail store
Online(E-commerce)
96%
INTERPRETATION
According to survey, out of 100 respondents, 96% are most likely purchase their oral care
product from Departmental/Retail store and 4% Online(E-commerce).
86
Q32. Are you satisfied with your current oral hygiene products?
100 responses
0%
Yes No
100%
INTERPRETATION
According to survey, out of 100 respondents, all 100% are satisfied with their current oral
hygiene care products.
87
Q33. Do you only buy your preferred brands oral care products?
100 responses
37%
47%
Yes No Doesn't matter
16%
INTERPRETATION
According to survey, out of 100 respondents, 47% only buy their preferred brands oral
care products, 16% don’t and 37% doesn’t matter.
88
Q34. Are you satisfied with the product currently available in the market?
100 responses
16%
0%
Yes No Maybe
84%
INTERPRETATION
According to survey, out of 100 respondents, 84% are satisfied with the product
availability in the market and to 16% it’s maybe.
89
Q35. According to you, which of the following brands offers the best oral hygiene
products in India?
100 responses
22%
Colgate Pepsodent
10%
56%
Dabur Patanjali
12%
INTERPRETATION
According to survey, out of 100 respondents, 56% Colgate, 12% Pepsodent, 10% Dabur,
Patanjali 22% offers the best oral hygiene products in India.
90
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
5.1 FINDINGS
➢ According to survey, out of 100 respondents, 90% are of 16-25 age group, 4%
are of 26-35 age group, 4% are of 36-50 age group, 2% are of 50 age group.
➢ According to survey, out of 100 respondents, 82% are Male and 18% are
Female.
➢ According to survey, out of 100 respondents, all 100% of the respondents
brush their teeth daily.
➢ According to survey, out of 100 respondents, 88% brush their teeth once a
day, 11% twice a day and 1% more than twice a day.
➢ According to survey, out of 100 respondents, all 100% of the respondents
clean their teeth with Toothbrush and toothpaste.
➢ According to survey, out of 100 respondents, 92% visits a dentist only when in
problem, 3% once in 6 months and 5% between 1-2 years.
➢ According to survey, out of 100 respondents, 59% know it is essential to meet
dentist after 6 months, 25% selected No and 16% selected maybe.
➢ According to survey, out of 100 respondents, 6% knows oral health is related
to systemic and 94% don’t know.
➢ According to survey, out of 100 respondents, 24% uses mouthwash, 66%
don’t use mouthwash and 10% sometimes uses mouthwash.
➢ According to survey, out of 100 respondents, 84% clean their tongue and 16%
sometimes.
91
➢ According to survey, out of 100 respondents, 41% uses Colgate, 10%
Pepsodent, 9% Patanjali and 40% selected other.
➢ According to survey, out of 100 respondents, 3% use dental floss and 97% use
none of the secondary methods.
➢ According to survey, out of 100 respondents, all 100% don’t use an electric
toothbrush.
➢ According to survey, out of 100 respondents, 38% change toothbrush every 3
months and the rest 62% changes whenever it’s not usable.
➢ According to survey, out of 100 respondents, 87% knows it’s necessary to
change toothbrush in every 3 months and the rest 13% don’t know.
➢ According to survey, out of 100 respondents, all 100% respondents prefer
having toothbrush with tongue cleaner.
➢ According to survey, out of 100 respondents, all 100% will recommend their
preferred brand of toothbrush.
➢ According to survey, out of 100 respondents, 24% uses Colgate, 23% uses
Pepsodent, 18% Dabur, 21% Patanjali, and the remaining 14% uses other brands
toothpaste.
➢ According to survey, out of 100 respondents, 22% check toothpaste ingredient
before buying and 76% don’t.
➢ According to survey, out of 100 respondents, 10% prefer buying Complete
Ayurvedic ingredients, 79% Whichever is cheap and to 11% it doesn’t matter.
➢ According to survey, out of 100 respondents, 66% prefer buying toothpaste
having the taste to their liking and 34% don’t.
➢ According to survey, out of 100 respondents, all 100% respondents will
recommend their preferred brand of toothpaste.
92
➢ According to survey, out of 100 respondents, 21% are aware of the harmful
ingredient in the oral care product and 79% don’t know.
➢ According to survey, out of 100 respondents, 7% has sensitive teeth and 93%
don’t have sensitive teeth.
➢ According to survey, out of 100 respondents, all 100% don’t have any pain in
their teeth or gum.
➢ According to survey, out of 100 respondents, 100% don’t consume tobacco.
➢ According to survey, out of 100 respondents, 51% smoke and 49% don’t
smoke.
➢ According to survey, out of 100 respondents, 33% had dental related surgery
and the rest 67% didn’t have any.
➢ According to survey, out of 100 respondents, 6% had suffered from oral
related issue in the past 1 year.
➢ According to survey, out of 100 respondents, 68% agree advertising influences
their decision in buying oral products and to the 32% it doesn’t.
➢ According to survey, out of 100 respondents, 96% are most likely purchase
their oral care product from Departmental/Retail store and 4% Online(E-commerce).
➢ According to survey, out of 100 respondents, all 100% are satisfied with their
current oral hygiene care products.
➢ According to survey, out of 100 respondents, 47% only buy their preferred
brands oral care products, 16% don’t and 37% doesn’t matter.
➢ According to survey, out of 100 respondents, 84% are satisfied with the
product availability in the market and to 16% it’s maybe.
➢ According to survey, out of 100 respondents, 56% Colgate, 12% Pepsodent,
10% Dabur, Patanjali 22% offers the best oral hygiene products in India.
93
5.2 CONCLUSIONS
Researcher has studied and analyzed the marketing strategy of oral hygiene product in India.
This study concludes that –
➢ Colgate is dominating the oral care market in India but now Patanjali is catching up to
it.
➢ Pepsodent has steady growth in the market but it needs to innovate with their product
in order to grow in number of sales.
➢ Dabur being the oldest in India market is a household name therefore they did not
need to worry about going out of competition but still they do need to introduce more
products in the oral care segment in order to target the youth of India.
➢ Majority of the people prefer buying the oral hygiene products in-person.
➢ Toothbrush and Toothpaste are the highest selling product in the oral hygiene care
market.
➢ Consumer now prefer buying ayurvedic based products over the chemical-based
products.
➢ Dental floss is not being used much in India compared to the western countries.
➢ Brushing with toothbrush and toothpaste was the most commonly used method of
teeth cleaning.
➢ Consumer tends to buy the product with offer addition discount/value of their oral
care products.
94
➢ The old-way of cleaning teeth (using powder and finger) is now not that common due
to the availability of the products being placed at a reasonable price across the
country. Majority of people now are aware of the basic oral hygiene routine.
5.3 SUGGESTIONS
➢ Consumer are now being cautious regarding environment, therefore shifting towards
natural-made toothbrushes. And currently it’s not widely available in India. Brands
need to introduces natural-made toothbrushes in the market as to have an edge over
their competition.
➢ With the rising awareness of the harmful chemicals in toothpaste, consumers are
shifting towards organic/ayurvedic based ingredients products, their company now
need to invest more in these products as to be in profit in the coming future.
➢ Advertising highly influences the consumers buying decision, therefore, it’s is very
essential for the oral care market brands to be up-to-date with the current trends and
be active on social media and other forms of media.
➢ Availability of products in rural areas should be improved in order promote oral
health hygiene among the rural population.
➢ Periodic oral health awareness programs at schools, colleges, universities, and
community levels should be undertaken, and at each level, the major role and
responsibility lies in the hands of the primary care physicians, whose interactions at
the individual and family levels make them more accessible and acceptable.
➢ Dental professionals, Dental Marketing Agencies, and media too should join hands
with the government to help in the prevention of oral health problems by improving
knowledge, attitudes, behaviors, and practices toward oral hygiene among the general
population.
95
BIBLIOGRAPHY
https://www.colgatepalmolive.co.in/
https://www.dabur.com/
https://www.patanjaliayurved.net/
https://www.pepsodent.in/
https://ida.org.in/
https://en.wikipedia.org/wiki/
https://www.google.co.in/
https://economictimes.indiatimes.com/
https://www.business-standard.com/
https://timesofindia.indiatimes.com/
https://www.linkedin.com/
https://www.firstpost.com/
https://www.financialexpress.com
96
APPENDIX
QUESTIONNAIRE
Please state your Name
______________________
Q1. Please select your age group
o 16-25
o 26-35
o 36-50
o Above 50
Q2. Select your gender
o Male
o Female
Q3. Do you clean your brush daily?
o Yes
o No
Q4. How often do you brush your teeth each day?
o Once
o Twice
o More than twice
97
o Sometimes
Q5. How do you clean your teeth?
o Toothbrush and toothpaste

o Toothbrush and powder
o Others (Datum Finger, Charcoal powder)
Q6. How often do you visit a dentist?
o Only when in problem

o Once in 3 months
o Once in 6 months
o Between 1-2 years
Q7. Do you know it is essential to meet a dentist after 6 months?
o Yes
o No
o Maybe
Q8. Do you know oral health is related to systemic health?
o Yes
o No
o Don’t know
Q9. Do you use mouthwash?
o Yes
o No
o Sometimes
98
Q10. Do you clean your tongue?
o Yes
o No
o Sometimes
Q11. Which brand of toothbrush do you use?
o Colgate
o Pepsodent
o Patanjali
o Other
Q12. Which secondary methods for plaque control do you use?
o Dental floss
o Interdental brushes
o Toothpicks
o None
Q13. Do you use electric toothbrush?
o Yes
o No
o Sometimes
Q14. How often do you change your toothbrush?
o Every 1 month
o Every 3 months
o Whenever it's not usable
99
Q15. Do you know you should change your toothbrush every in every 3 months?
o Yes
o No
Q16. Do you prefer a toothbrush with tongue cleaner?
o Yes
o No
Q17. Will recommend your preferred brand toothbrush to your family/friends?
o Yes
o No
Q18. Which brand of toothpaste do you use?
o Colgate
o Pepsodent
o Dabur
o Patanjali
o Other:
Q19. Do you check your toothpaste ingredients before buying one?
o Yes
o No
Q20. Which toothpaste would you prefer buying?
o Complete Ayurvedic ingredients

o Chemical based ingredients
o Whichever is cheap
100
o Doesn't matter
Q21. Does the taste of toothpaste influence your buying decision?
o Yes
o No
Q22. Will recommend your preferred brand toothpaste to your family/friends?
o Yes
o No
Q23. Are you aware of the harmful ingredients in the oral care products available in market?
o Yes
o No
Q24. Do you have sensitivity teeth?
o Yes
o No
Q25. Do you currently have any pain in your teeth or gum?
o Yes
o No
Q26. Do you consume tobacco?
o Yes
o No
101
Q27. Do you smoke?
o Yes
o No
Q28. Did you have any medical surgery for your dental related issue?
o Yes
o No
Q29. Do you suffer from any oral related issue in the past 2 years?
o Yes
o No
Q30. Does advertising influence your decision in choosing your oral care product?
o Yes
o No
Q31. Where would you most likely purchase your oral care products?
o Departmental/Retail store
o Online(E-commerce)
Q32. Are you satisfied with your current oral hygiene products?
o Yes
o No
Q33. Do you only buy your preferred brands oral care products?
o Yes
102
o No
o Doesn't matter
Q34. Are you satisfied with the product currently available in the market?
o Yes
o No
o Maybe
Q35. According to you, which of the following brands offers the best oral hygiene products
in India?
o Colgate
o Pepsodent
o Dabur
o Patanjali
o Other
-------------------------------------------------(END)----------------------------------------------------
103

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“A COMPARATIVE STUDY ON MARKETING STRATEGY OF ORAL

HYGIENE PRODUCT IN INDIA”

A RESEARCH REPORT SUBMITTED FOR PARTIAL FULFILLMENT

FOR AWARD OF THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES

IN THE FACULTY OF COMMERCE (MANAGEMENT)

(ADMISSION NUMBER 2019PC1637 & 2021-22)

UNDER THE GUIDANCE OF

ASST. PROF. MARTINA GOMES

PILLAI COLLEGE OF ARTS, COMMERCE & SCIENCE

Name and Signature of Learner

This is certified that the report entitled “A COMPARATIVE STUDY ON MARKETING

Asst. Prof. Martina Gomes

Asst. Prof. Nithya Varghese Dr. Gajanan Wader

company to sell them.

My topic of study is “A COMPARATIVE STUDY ON MARKETING STRATEGY OF ORAL

strategies and the consumer opinion towards them.

CHAPTER TOPIC PAGE NO.

3 LITERATURE REVIEW 53-55

4 DATA ANALYSIS, 56-90

5 CONCLUSIONS AND 91-95

1.1 INTRODUCTION TO THE ORAL HYGIENE

1.2 HISTORY OF ORAL HYGIENE PRODUCT IN INDIA

1.3 ORAL HYGIENE IN INDIA

Penetration level of oral care products in urban area is high.

India Oral care market is fragmented in 5 categories includes toothpaste, toothbrushes,

1.4 ORAL HYGIENE PRODUCTS

Toothpastes today typically contain fluoride, colouring, flavouring, sweetener, as well as

There are different types Of Tooth Powder –

Mouthwash contains antibacterial agents, alcohol, glycerin, sweetening agent, flavouring

There are different types of Mouthwash –

Based on ingredients, mouthwashes are classified as –

Magical Mouthwashes: This category contains antibiotics, local anesthetic, glucocorticoids,

OTHER PRODUCTS (DENTAL FLOSSING AND TONGUE

Colgate-Palmolive (India) Limited is India's leading provider of scientifically proven oral

On 21 August 2013 Colgate-Palmolive (India) announced the launch of Colgate SlimSoft - a

On 4 August 2014 Colgate-Palmolive (India) announced the launch of Colgate SlimSoft

On 16 February 2016 Colgate-Palmolive (India) announced the launch of innovative new

On 22 May 2014 Colgate-Palmolive (India) announced that the commercial production of

On 30 March 2015 Colgate-Palmolive (India) announced that commercial production of

On 6 May 2015 Colgate-Palmolive (India) announced that the toothpowder manufacturing

1. COLLABORATION WITH INFLUENCERS

5. REFLECTING THE INNOVATIONS

In 2003, household-manufacturing company Church & Dwight purchased the Pepsodent

• We work to create a better future every day.

4. CREATIVE PACKAGING WITH A STRONG MESSAGE

Free to Smile Campaign: It is about whitening and good smell

GLOBAL PRESENCE: Pepsodent is available in over 50 countries thanks to Unilever’s

COLLABORATION WITH FDI WORLD DENTAL FEDERATION: Unilever’s

A DIVERSE RANGE OF ORAL CARE PRODUCTS: Pepsodent offers a diverse range of

UNRIVALLED DISTRIBUTION NETWORK: As Pepsodent is a product of Unilever, it has

UNILEVER’S SUPPORT: Unilever, Pepsodent’s parent company, provides financial

A SCARCITY OF HERBAL PRODUCTS: There is an increase in demand for herbal

COLGATE’S PRESENCE HAS GIVEN COMPETITORS A LIMITED MARKET SHARE:

AN INNOVATIVE MARKETING AND PACKAGING STRATEGY: In order to generate

IMPROVING LIFESTYLE: As people’s lifestyles improve, particularly in developing

CANNIBALIZATION: In many countries, Pepsodent competes directly with another popular

2. MARKET SHARE GAINS FROM NON-NATURAL TOOTHPASTES

Dabur has a wide variety of products for each age group.

Dabur products have an equally high demand in foreign markets.

Dabur Red Paste

2. BABA RAMDEV BUZZING PERSONALITY

3. BRANDED HOUSE STRATEGY

OVER DEPENDENCY ON RAMDEV: For many of its consumers, Patanjali is still