Marketing plan for FluoroCore2

By
Manoj Dwivedi
Dentsply India
 Marketing plan for FluoroCore2

• Objective
• Product profile & Description
• Product Features
• Packing
• Competition
• Volume projections
• Launch plan
Objective
Market Assessment

Due to high success rate of root canal treatment a need for better core
build up material arises resin based composite core build up are the
answer. As composites have much higher strength as compared to zinc
phosphate & GI Cement. Also Bonding agent much needed, bond
between dentine & the composite making the bond stronger. Thus
increasing the extrusion force. Hence reducing the chance of failure
of crown restoration considerably. In such condition customers need a
complete core build system that will support metallic & fiber posts.
Currently many companies like Coltene, Kurarey & Bisco & DMG
are promoting their product through various importers. These
importers behave like a commodity traders - No after sales service
support for product. Customers do not want to change the money for
the product, they are looking beyond it. This gives us an opportunity
to introduce this product in market. Individual components of this kit
like Prime & Bond NT, SCA are already very well accepted by
customers.
Segment

• Customer Segmentation - Top notch endodontic &

General practitioners with an average of 8 to 10 Cases
per month.
• Product Category - Product will fall in “A” category
product as it will need a lot of exchange of technical &
clinical information.
Situational Analysis
• No of Dentists population in India 65000
• No of Drs doing Post & Core cases approximately 25% (15000)
• Drs in niche category 1500 (10%) who has potential to buy our kit
• Drs in middle higher segment 1800 who has potential to buy our kit
• Target customer group 3300
• They do average 8 cases per month
• No of case 316800 case per year
• Let us assume with our kit Drs can do 40 cases per pack (Pack will last for
3 months)
• Potential in market Rs. 6.3 Cr (Both powder & liquid & Cart form)
Situational Analysis

Why would they be interested?

Demographic
Target Audience Potential What is the unique selling
Coverage
proposition?

Endodontists who 3.3 Crore Time savings, universal use, highest Initially need to
are doing 10 to 12 strength - more durable crown focus on in
cases per metros & sub
nonth - Nos metros only
1500 cities
Time savings, universal use, highest Initially need to
General strength - more durable crown focus on in
Practitioners metros & sub
doing 8 to 10 3.00 Crore metros only
cases per cities
month - 1800
Situational Analysis
• Market share distribution
- Clotene – Para Core 35%
- Kurarey – Clearfil DC Core 25%
- DMG - LuxaCore – 10%
- Bisco – Biscore 5%
- Other – 24%
- Dentsply – 1% with CoreMax II
Situational Analysis

• We do not has this kind of product in our portfolio

• Further our market share is very low
• Core Max II is in P/L form
• No fluoride releasing in Core Max II
• Hence we have product for each of the two segment viz. P/L &
Cart.
Situational Analysis

• Business Opportunity
- Size for core material is 6.3 crore in India. This segment is growing
by 10% every year.
- Same trend will continue for next three years. Growth will slow down
5 to 6% because implant will start penetrating.
• Barriers
- Replacement of product at dealer end Attitude of sales person to
promote the product
Product profile & Description
Product Profile
• Product – “A” Category product
- You need to discuss lot of technical details with
customer like Core build up with Metal / Fiber posts
- Feature Benefits & Advantages
- Competition & pricing
• We do not have this kind of product in our portfolio
• No direct company is selling this product (all through
distributors, hence no clinical support to end users)
Product Profile
• FluoroCore® 2 fluoride-releasing dual cure, core build-up material
• FluoroCore 2 material comes in an automix syringe delivery
system providing an excellent depth of cure of 3 Millimeters in 20
seconds
• Ultra strong, FluoroCore 2 material cuts like dentin and has a
stackable viscosity for ease of placement
• When used with an adhesive, it can have strong mechanical
retention to tooth structure
• It can be shaded (tooth colored/blue) for either better finished
restoration shade esthetics or blue for easier identification
• Can be used more easily in crown forms
FluoroCore®2 Description

Composite Core build-Up Material in an automix (1:1) Dual

Cure System
-2.5 ml (4.75 gm) Syringe
-Fluoride Releasing
-Radiopaque
-Cuts like dentin
-Clinically acceptable handling
-2 shades: blue and tooth colored
-2 year shelf life with refrigeration
FluoroCore®2 Composition

Resin Based Core Build-up Material

• 70 % Radiopaque Filler

• High Crosslinking Resins

• Dual Curing Initiators

FluoroCore®2 Indications

• Vital or non-vital tooth core build-up (replacement of

existing restorations and/or lost tooth structure) as a base
prior to fabricating an indirect restoration.
FluoroCore®2 Procedure
• FluoroCore® 2 produces a syringable mixed consistency
for direct placement using the dual barreled syringe and a
banded matrix retainer or clear crown form.
• Alternatively, mixed material may be expressed onto a
clean paper pad and manually placed with the operator’s
placement instrument(s) of choice.
• Working time of mixed material at room temperature
(22°C/72°F) is approximately 1’30” (one minute thirty
seconds) when protected from ambient light. Any of the
following placement techniques are acceptable. The
preferred method is to use both visible light and chemical
self cure.
- Visible Light Cure - Place mixed material directly in
2-3mm increments and light cure increment for 20
seconds.
FluoroCore®2 Procedure
- Chemical Self Cure - Place large increment(s) or load
mixed material into a clear crown form and seat onto
the preparation. Allow to self-cure approximately 3-4
minutes.
Visible light curing of external surface is optional, but
advisable.
- Dual Cure - After placing the first 2-3mm increment,
and visible light curing for 20 seconds1, large
increments may then be placed or material loaded into
a clear crown form, seated onto the preparation and
allowed to self cure. Visible light curing of external
surface is optional, but advisable.
Product Features
 Features Benefits
Automix Syringe · Consistent bubble free mix
· Predictable quality
· Less Waste
Superior Strength composite · Cuts like dentin
Dual Cure · Safety of chemical cure
· Bulk Fill
LC’s in 20 seconds for 3mm · Speed of placement
Two Shades · Optimal esthetics
· Blue for easy identification
Stackable viscosity · Ease of placement
Radiopaque · Easy detection on X-Ray
Fluoride Releasing · Releases to oral cavity – No secondary carries
Properties of FluoroCore®2

FluoroCo FluoroCo
re2 re2
(Current FluoroCore - 220 Mpa)

1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International. Data on File
Properties of FluoroCore®2

FluoroCo FluoroCo
re2 re2

1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International.
Data on File
Properties of FluoroCore®2

FluoroCo FluoroCo
re2 re2
(Current FluoroCore 8560 MPa)

Data on File
1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International.
 Properties of FluoroCore®2

FluoroCo
re2
(Current FluoroCore WT - >240 secs. / ST - >600 secs.)
Data on File
1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International.
Properties of FluoroCore®2

FluoroCo
re2

FluoroCore2 in a 2.5-ml syringe, Smartmix & Core Paste XP in 5-ml

syringes (8-element mix-tip)

1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International. Data on File
Depth Of Cure of FluoroCore®2

Maximum Depth of Cure @ 40 Seconds of Total Light Cure Time

Core Past e XP
(1) 4mm placement - LC 40 seconds

LuxaCore Smart mix (1) 4mm placement - LC 40 seconds

FluoroCore2 (2) 3mm placements - LC 20 seconds each

0 1 2 3 4 5 6

Depth of Cure (mm)

1 Luxacore Smartmix and Core Paste XP are not registered trademarks of Dentsply International. Data on File
Technique Guide
Technique Guide
Packing
SYRINGE INTRODUCTORY KIT

• 4 Automix Syringes (4.75g each): 2 Tooth Colored, 2 Blue

Colored
• 1 bottle Xeno® IV Dental Adhesive (2mL)
• 1 bottle Prime&Bond® NT™ Dental Adhesive (2mL)
• 1 bottle Self Cure Activator (2 mL)
• 25 Mixing Tips
• 25 Intra Oral Tips
• 1 Dappen Dish
• 50 Flocked Applicator Tips
• 40 Disposable Brush Tips
• 1 Brush Handle
Competition
Competition

Company Market Share Product Name Product Price Growth Rate

Dentsply 1% Core Max II Rs.3950 10%

Coltene 35% Paracore Intro Kit Rs.5600 10%
Kurarey 25% Clearfil DC Core Rs.4600 10%

DMG 10% Luxa Core Rs.4600 10%

Bisco 5% Biscore Rs.5200 10%

Other 24%
Competition
Comparison
Dentsply Coltene Kurarey Conclusions
Variables

Core Build up Material Core Build up Material Core Build up Material Market in this segment is
Product Line Scope growing by 10%

Highest Strength for more Strength is lesser then No fluoride release, no Flurocore is best in this
durable restoration & Fluorocore2 additional category in terms of
Product Features suitable for all kind of protection curing time also
posts.

Experienced field for the No field force is not stable No field force,
product handling & distribution
Field Sales Force Size capable to handle most through
/ Effectiveness of the customers distributors
queries

Retail market Institutions Lower segment & We need to focus

Focus on this Market product
Segment replacement

Clinical Support for Best NA NA

Product

Selling product on FAB No Only based on price

Marketing Efforts basis

All major OPLs will include No No Dentsply do lot of speaker

Clinical Education the product in programs in support
Efforts education program of product

Initially sales incentive to ? ?

Promotions field force
Competition
• Para Core ( Introductory kit )
• Auto mix Syringes of 5ml White - 2 Sygs & 2 Syg Dentin
• ParaCore Mixing - 20pcs
• Root Canal Tips 20 Nos
• ParaBond - 3ml
• Non-Rinse Conditioner – 3ml
• ParaPost Adhesive Conditioner A 3ml
B 3ml
Paraform Core Formers Assorted - 10pcs
• Luxa Core ( Introductory Kit)
• 1 Cartridge of 50 gm Shade A3
• 1 Automix Dispenser
• 35 Automix syringes
• 35 Intra oral Tips
Competition
CONTENT (INTRO-KIT) FLUOROCORE LUXACORE PARACORE
AUTOMIX yes yes yes
SYRINGES 2-white & 2-blue 4.5gm each 1-cartridge of 50gm 2-white & 2-dentin of 5gm each
SHADES AVAILABLE white & blue A3 white & dentin

SELF ETCH BOND dual cure 2ml nil dual cure 3ml

TOTAL ETCH BOND 2ml nil A-3ml, 3ml

ACTIVATOR 2ml

MIXING TIPS 25 nil 20

INTRA ORAL TIPS 25 35

DAPEN DISH 1 nil nil

FLOCKED TIPS 50 nil nil

DISPOSIBLE BRUSH TIPS 40 nil nil

BRUSH HANDLE 1 nil nil

CORE FORMERS nil nil 10

PRICE 6750/- 4600/- 5600/-

SWOT

Strengths Weaknesses
• Product provide high strength leads to gives better • New product in family
durability • No focus on core material
• Opening up new segment in core material
• Universal in use - Metal & Fiber posts
• All components in one place
• Fluoride release - No secondary carries
• Clinically proven

Opportunities Threats
• Now most of the Opls are discussing about the • Competitor already selling this
product product since last 2 years
• Adding up new users • Zinc phosphate & GI cement
• Demand for natural tooth retention is increasing • Replacement of the product at
dealer end for better margins
• Cheaper products
Volume Projections

Quantity
Region 2008 Aug - Dec 2009 2010

North

East

West

South

Total
Initial Sales Tactics
• Sales incentive of Rs. 250.00 on primary – Target Minimum 2 Kits
per month.
• Sales incentive of Rs. 150.00 on secondary – Target Minimum 2
Kits per month.
- Claim for incentive (Additional incentive scheme)
• Need to produce photocopy of invoice (either direct or
supplied through distributors)
• Can claim for primary after you achieve target for
secondary
• Payment terms remain standard
• No refund of product will be entertained in any case.
Product Launch Plan
• Launching the product at Expodent, 2008, Bangalore(19th-
21st September, 2008)
• Special introduction price / scheme on the product.
• Distribution of Flyers / Leaflets to the visitors.
• Advt in Exhibition tabloid.
• Increase Product Visibility through special display at the
booth.
• Attractive Self-standing flex banners at the booth.
• Brochures – Ready by 2nd week of August
• Mailing to distributors by 2nd week of Aug
• Mass mailing after availability of product
Additional Launch Activity

• Sales training for East & North in the first week of

September, 2008.
• Sales training for West & South in the second week of
September, 2008.
• Free Sampling for OPLs, 4 samples for each zone upon
availability of product in first week of August.
• Advertisements in various dental magazines from
September’08 onwards.
• Product profiling in the product review section of the
magazines Aug’08 onwards .
Thanks You