1/15/23, 10:47 PM Marketing Plan of A Toothpaste | PDF | Retail | Brand

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Marketing Plan of A Toothpaste
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Original Title: marketing plan of a toothpaste

Uploaded by darklyme2 on Jul 29, 2015

A hypothetical marketiong plan of a toothpaste called White Pearl. Full description

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Current Marketing Situation


WHITE PEARL Toothpaste Company Ltd; founded one and
half years ago by two friends Ferdous Ahmed and Mohtasim
Ahmed with their past work experience in the toiletries market,
is about to enter the toothpaste market which is dominated by
other competitors. The market research team of White Pearl
earlier assessed the opportunities for Toothpaste Industry in
Bangladesh and found out that that it offers huge potential.

As a result White Pearl decided to launch a tooth paste which

has all these required features to reach the customer base by
creating a strong market share position than the existing
competitors with the marketing slogan “Your Ultimate
Toothpaste”. 

Market Description >>

White Pearl’s  market consists of the rising per capita income and increasing awareness is
driving demand of oral care products. Currently, toothpaste enjoys a country wide penetration
level of 75 %, with only 15 % of them brush twice a day. The per capita consumption in
Bangladesh stands at 270gms/year.

Consumers have started switching to value-added toothpastes like sensitive toothpastes, gels,
mouth washes, and teeth whitening products with various cool and exotic flavors. More or
less the competitors cover all these features but which they lack is in this market is failing to
introduce the raw exotic and new flavors.

So to create a solid market position White Pearl is offering quality toothpaste which will fight
all the tooth problems by giving the customers with a taste of new and unique variety of
flavors with very competitive prices which in the market is not available.

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Product Review >> 

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
The WHITE PEARL toothpaste is a kind of toothpaste which has every element to meet up
the consumers’ needs and wants. It is made in such a way that it has specialized in all the
sectors of tooth and mouth that in one word it can be said expert.

WHITE PEARL toothpaste can face 8 problems:

 Protect all around teeth, even where a toothbrush doesn’t reach 

 Create great mint taste which freshen breath longer time period
 Protect against root caries
 Clean and make teeth whiter
 Repair early decay spots (cavity)
 Work as a mild antiseptics
 Gum Bleeding 
 Reduce Sensitivity

 Another special characteristic of it is that it spreads around and penetrates in between teeth
 for All-Around Decay Protection.

Thus this product WHITE PEARL has the capability of fulfilling the needs and wants of our
consumers.

Ingredients:

The special and unique natural flavors of WHITE PEARL are  spearmint, peppermint,
wintergreen, and cinnamon.  Last but not the least the ingredient fluorides reduce decay by
increasing the strength of teeth.

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Active Inactive
Related titlesSilica


Water
Sorbital Detergent
Triclosan Binding Agents
Sodium Chloride Preservatives
Zinc Citrate Abrasives for cleaning &
 polishing
Eugenol
Chlorohexidine
Fluorides 
Binders

Binders thicken toothpastes. They prevent separation of the solid and liquid components,
especially during storage.

The target group would be:

 Geographically targeted segment: Supplying our product to all areas through retailers

and simultaneously to super market as well. Second priority goes to densely populated
areas such as Dhanmondi, Mirpur, Mohammadpur, Uttara and Lalbagh of Dhaka City.

  Demographically targeted segment: Targeted for all age of people. Highly affordable

from upper-middle class to skilled working class. Available in different sizes for large,
medium and small families.

  Psychographically targeted segment:  Supply quantity of the particular flavored

toothpaste will depend on the demand of particular flavor. All in all we have targeted
this market for trendy and conscious consumers of toothpaste.

Category Price (Tk.) Quantity

Small size 40.00 125 gm

Standard size 65.00 200 gm

Jumbo size 80.00 250 gm

Total sales are expected to be around Tk.12crore in the first year of operation.

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Competitive Review >> 

Related titlesAfter analyzing different ads and brands we have identified that most of the companies have focused


on
 Germ fighting ability

 Healthy teeth

 Fresh breath

 Whitening

 Gum protection

Above some pictures of top brands of the competitors are shown.

The toothpaste segment in Bangladesh is largely a two player industry, Colgate & Unilever
Bangladesh (Pepsodent, Close-Up) which account for ~70 % of the entire market. For years,
Pepsodent has dominated the toothpaste market in Bangladesh with ~ 45 % market share.

H owever in one category of toothpaste these companies offer solutions for 5 (five)
 problems while WH I TE PE ARL can face with 8 ( eight)   with unique natural varieties of
spearmint, peppermint, wintergreen, and cinnamon flavors. Thus it makes White Pearl the
st
World’s 1  toothpaste to tackle 8 oral problems from one single tube of paste.

The price range of these competitors’ products fall almost in the same amount with WHITE
PEARL, as the competitive pricing strategy is followed by WHITE PEARL.

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