7/13/24, 5:43 PM Marketing Strategy For New Toothpaste In India
CBSE 12th Commerce CBSE Projects Principles Of Management
Marketing Strategy For New
Toothpaste In India
Table of Contents
PREFACE:
Our truths are one thing that we cannot afford to lose. Without them, we
aren’t able to eat the way we should and our suite isn’t always worth
showing. Some people only see a dentist when they have a toothache but
we must have a dental visit twice a year unless we are told otherwise by our
doctor. In addition to dental visits, we need to take care of our teeth
between check-ups. Brushing 3 times a day, as well as flossing, is effective in
protecting your pearly whites. Although it can be difficult to brush 3 times a
day we should always brush at least twice. Preferably once in the morning
when you wake awake, and one night before you go to bed. If we aren’t
practising good oral hygiene, we are going to open the door to dental
problems that aren’t easy to close.
And the most prominent health checkers for our teeth are our Toothpaste.
There are many companies manufacturing toothpaste in India. Some of
these are P&G, Hindustan Unilever, and the Lives.
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The project report presented on “Marketing strategies of new toothpaste in
India is intended to study the existing market of various toothpaste brands
& their products and then introduce a new toothpaste with a newer set of
Business and marketing strategies. The new toothpaste has been named
“Dent -o-White” – a toothpaste for stronger, whiter teeth.
INTRODUCTION:
Oral Care Industry:
The Indian healthcare industry is experiencing a quick transformation owing
to the increasing demand for quality healthcare. In India, Oral healthcare is
an important aspect of the overall health of an individual. Diseases such as
Dental caries and oral cancers are major public health issues in India. Water
fluoridation, fluoride toothpaste, and a growing awareness of dental hygiene
have led to improvements in the dental health of Indians over the past 25
years further leading to greater demand for restorative dental treatment.
Indian Oral Infrastructure has shown marked improvement in the past 4-5
years but still needs to be improved further not only in rural areas but in
urban areas as well.
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Oral Hygiene Benefits:
Daily cleaning of the teeth, germs, and tongue, combined with annual
check-ups, has a host of health benefits.
Rock On Roll On with Eva
Good oral hygiene wards off harmful bacteria and microbes that may
cause tooth decay, bleeding gums, and oral infections.
Proper oral hygiene is also important in helping to stay healthy,
especially if one has risk factors such as diabetes and heart problems.
Other than keeping associated diseases at bay, oral hygiene elevates a
person’s sense of self-esteem. This is especially true for teenagers and
adults who frequently interact with others at work.
Oral Hygiene Facts:
Poor oral hygiene can increase one’s chances of developing heart disease.
Professional teeth cleanings will reduce the bacteria that cause inflammation
and eventually lead to heart disease.
According to the American Dental Hygienists Association:
A major cause of tooth loss in children is cavity; while periodontal
disease is the leading cause of tooth loss in adults.
Eating healthy snacks like celery, carrots or apple helps clear away food
loosely trapped in-between teeth.
The leading oral health problem for infants is baby bottle tooth decay,
which can be caused when babies are given a bottle filled with sugary
liquids, like milk or juice, when put to bed.
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Why Toothpaste?
This product is being used by masses in the society and is required on
daily basis for the consumption is in large volumes.
Dental caries and tooth decay are the most common problems in oral
hygiene. As per the FDI World Dental Federation, India has more dental
caries reported per capita as compared to Europe. So the Indian
market needs more marketing and awareness about such products.
Permission/License To Manufacture A
Product:
Needs to follow the Indian standards specification laid down by the
Bureau of Indian Standard (BIS).
It needs to follow the Drugs and Cosmetics Ads and Rules being
managed by the Department of Health, Ministry of Health and Family
Welfare, Government of India.
Competitive Brands:
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NEW PRODUCT:
Name:
Dent – O – White
Logo:
Dent – O – White
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Tagline:
For Stronger and Whiter teeth!
USP:
Toothpaste for extra white teeth
Within two weeks of regular usage!
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Features:
Stronger Teeth & Gums
Whiter Teeth
24 Hours Freshness
Product Range:
Dent – o – White Fresh
For All Groups
Dent – O – White Sugar-Free
For Diabetic Patients
Dent – O – Sens
For the Sensitive Teeth
Packaging & Labelling:
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White, Red, and Blue coloured logo are embedded in the box of the
toothpaste tube.
The toothpaste tube will be transparent and will have an indicator on
the tube to show how much people paste needs to be taken out of the
tube for usage in the morning at night.
The toothpaste will be in gel form for a fresh feeling and whiter teeth.
It will have a stripe of blue-coloured get on the red base.
The tube will be available in packaging of 75 gm, 100 gm, 150 gm, and
200 gm.
Pricing For Distribution Channels:
Base Price:
Dent – O – White fresh INR 35/100 gm
Dent – O – White Sugar-free INR 39/100 gm
Dent – O – Sens INR 58/100 gm
Channel A:
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Dent – O – White Fresh INR 42/100 gm
Dent – O – White Sugar-Free INR 46/100 gm
Dent – O – Sens INR 65/100 gm
Channel B:
Dent – O – White Fresh INR 46/100 gm
Dent – O – White Sugar-Free INR 50/100 gm
Dent – O – Sens INR 69/100 gm
Distribution Management:
Place Utility Time Utility Possession Utility
To To To
Local shops in
densely populated Early morning and evening
Various schemes to
areas stock to be maintained up to
tackle competition
date.
To To To
Stock updates in the daytime
In malls for regularly
sparsely populated Competitive prices
areas
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Channels Of Distribution:
Direct from the company during
house to house campaigns for
Various routes for distribution will
be followed:
early penetration in the market.
Direct from the company by
putting up stalls in a customer
Distributors will also be able to sell
product exhibition to promote the
the product to the wholesaler who
product for awareness purposes in
sells in bulk to the retailer.
the starting at various public places
and shopping malls.
The company will deliver the
product in bulk to a distribution
centre, which breaks bulk & further
gives it to various local distributors
who in turn sell convenient little
sizes to the retailers.
Promotional Techniques For Consumers:
Super Saver pack of 2 or more tubes
A free toothbrush or mouth freshener
Complete bathroom package
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Gift coupons and value points for DISCOUNTS
Empty tube recycling for a cleaner environment
Young celebrity endorsement
Free sample for initial promotion
Schemes For Distribution Channel:
Early product news and samples
Easy terms for Payment
WHOLESAL Category of a premium player with benefits of
ER cashback poultry
Gift coupons on an amount of sale
Authorized retail outlet tag for premium player
Easy return policy.
RETAILER
Warehousing:
Warehousing is a key component of the overall business supply chain. The
supply chain consists of the facilities and distribution options for the
procurement of materials into components and finished products and then
the distribution to customers.
The storage housing would be a centralized system for our product. It would
act as a master Storage zone. There would be smaller storage houses as per
the regions. These smaller storage houses will directly report to the
centralized storage house.
Transportation:
Weekly orders would be dispatched to local retailers and shop owners from
the centralized distribution centre. While monthly stock would be updated
at the centralized stock centre.
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Depending upon the location, quantity availability, mode of transportation
would be selected
Grading & Standardization:
Product to be recognized by Indian Dental Association for quality and
safety.
Also, the procedure to be followed at the manufacturing and
packaging unit.
Product to follow specifications laid down by the Bureau of Indian
Standards (BIS).
World Dental Federation recommendation and the Bureau of Food and
Drugs (BFAD).
Social Responsibility:
Keep Environment Clean Healthy
A campaign will run to collect the empty tubes from the consumers
and get Rs 1 discount on the next purchase.
The tubes will be recycled at a recycling plant.
Every toothpaste box will be made from recycled cardboard paper.
PLANNING AND ACTIVITIES:
Various Cost Factors:
Manufacturing
Packaging
Transportation
Storage and Warehouse
Marketing and Promotion
Profit Margins
Production Capacity
Pricing:
Pricing includes
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No. of manufacturing plants
Units Transported to the retailer
Units produced at each plant
Pricing = Total Cost / Total Units produced
OBSERVATION:
Manufacturing Plant Discussion:
The manufacturing process needs approval from ISO.
The technical term comprises the drug expert for oral care and a
person with details on a standard amount of chemicals to be present in
the product.
Workers need rigorous training before getting into the manufacturing
process.
The packaging team decides the design based on the cost and
effective acceptability of the product in the market.
Wholesale Dealer Discussion:
General Stocks are maintained on weekly basis.
Likes more schemes on cashback rather than gifts or coupons.
Bulk purchasing gives them a lesser margin.
Sales only to shops and vendors. Direct sales are very less.
Retailer – Shopkeeper:
Keeps the stock as per demand in a specific area.
Have to be ready with customer’s demand else switches to another
shopkeeper.
Can convince regular customers on trying a new product but if fails, trust is
broken.
Shopkeeper combines schemes with cash to attract customers.
Retailer – Shopping Mall:
Product display is very important here.
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If the product is visible, customers tend to take it.
Sales guys generally guide a new customer of the mall. Whereas old
customers know the place and product.
Malls can combine their scheme with an existing company’s scheme to make
it double schemes on the product which attracts the customers.
Generally, a combination of both Local shop vendors and the wholesale
dealer where products come directly from the manufacturing units.
Dentist Views:
The most important ingredients of a good toothpaste are:
Fluorides
Abrasives
Detergents
Flavouring
Thickness
They all should be in the correct amount, otherwise can harm the
teeth.
Regular brushing and regular checkups should be done.
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CONCLUSION:
Based on the above survey, I would like to conclude the following marketing
strategies:
Product:
The features of Dent -0 – White will include traditional things like major
ingredients and newly approved chemicals for white teeth for a long
time.
The freshness quotient will be round the clock with the inclusion of
extra freshness.
The product range will include bifurcation based on normal and
diabetic people. All the age groups will have ‘DoW Fresh’ which will
provide them with whiter teeth and freshness. The diabetic patients will
be exposed to “DoW Sugar-Free’ Keeping them fit as well.
For sensitive teeth, the separate product line will work as “Dent-o-
Sens” which will take care of sensitive teeth. It will be more medically
oriented to cure the teeth.
The packaging will be attractive and sensible to attain people from
each age group.
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Place:
The manufacturing plant will be set up in Delhi – NCR and is targeted
for the preliminary phase. It will expand to adjacent states later on.
Since Delhi has a young population, the majority of products will be
launched and marketed in this city.
Price:
The majority of the cost factor includes:
Manufacturing
Transport
Marketing
Overhear
The prices will be different for various products. The DoW fresh will be
competitive with pepsodent, Colgate, and CloseUp. Since the target
audience is in the city area and that too a metro city, the prices will be
comparable to the competitors.
The DoW Sugar-Free will be competitive with Vicco Sugar-free toothpaste
and the target market will be diabetic patients.
Dent-O- Sens will be having a higher price range due to the higher
manufacturing cost. Moreover, the quantity will be less so the cost will
escalate.
Promotion:
For youngsters and kids, a young celebrity will be endorsed to attract
users.
For sensitive teeth products, doctors will be approached and will be
given incentives for their endorsement. More clinics and Chemist shops
would be approached to display this product.
Regular Television promotions advertisement and newspaper ads will
be given.
Since the product is focusing on youngsters more, social networking
sites like Facebook will be used as an effective promotional tool.
Free Samples will be disturbed initially to enter the market with lots of
schemes on the products.
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REFERENCES:
[Link]
hygiene,asp
Permission /Rules and Regulations:
htup://[Link] Drugs and cosmetic [Link]
P&G Research Report:
[Link] /dbwowbolt;aspx?
id•202362reboutrame=consumeGoodiessectorupdate-Apr-12-
EDEL.pdf2lgt=656vfdg&type=ynajaxvomJoptoyzJzovta=
Case Studies:
[Link] [Link] Jual 3/issue 3/1und 3
issue3_2/paper_1.pdf
[Link] lewayoA-study-ofToothpaste-Category-
Iu-‘904024. html
Book Reference:
[Link]
Ingredients:
[Link]
toothpaste/
DECLARATION:
This is to certify that the present project report is the outcome of my efforts
and my indebtedness to other works/publications was been duly
acknowledged in the relevant places.
It has not been submitted in part or full for any other Diploma de degree of
any university.
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ACKNOWLEDGEMENT:
I thank my school authorities for providing me with the necessary framework
to have my education of such high quality. I extend my thanks to my subject
teacher and other teachers for helping me out during the making of this
project.
I also thank my family and friends for supporting me in every step of this
project.
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