Colgate Electric

Toothbrush
Global Electric Toothbrush Market
Europe APAC
Largest Market
Fastest-Growing Market 
By Region (2019)
By Region (2020-2030)

Market Size Market Growth Rate 

2019 ($2.7 Billion)
2020-2030 (5.7%)
2030 ($4.8 Billion)
Industry Overview
• Adoption to Accurate Pressure Sensors in Smart Electric
Market Trends Toothbrushes
• Increasing Disposable Income among the Middle Class

• Rising Adoption of Advanced Cleaning Technologies

Market Drivers • Growing Awareness about Oral Hygiene in Global
Population

• Rare Adoption of Expensive Products in Underdeveloped

Challenges Regions
• Availability of Number of Substitutes

• Growing Research and Development Investments in Oral

Opportunities Health Equipment Advancements
• Increasing Oral Problems amongst the Younger Population
Colgate Palmolive
• Customer products company - manufactures
& sells oral care, personal care, health care &
pet nutrition products
• Market Leader - 39% market share (2019)
• Colgate Palmolive India - highest rise of
market share of 0.4% between 2015 and 2019
• Entered the electric toothbrush market
in 2012

Product- Toothpaste, toothbrushes, deodorants, shampoos, conditioners, dishwashing

Portfolio detergents, household cleaners, shower gels, mouthwash, bar &
liquid soaps, laundry products, and pet nutrition products for cats and dogs.

Brand Colgate, Palmolive, elmex, EltaMD, Axion, Palmolive eco+, AJAX, Murphy’s,

Names Fabuloso, Suavitel, Hill’s Science Diet, Hill’s Prescription Diet, Dermassage, Lady
Speed Stick, Teen Spirit, Softsoap, Irish Spring, Afta and others
 Segmentation & Targeting

Behavioral &
Demographic Geographic Psychographic

 Age: Children-Adults   Users: Regular, First-

 Age: Children-Adults
Gender: Male-Female time, Ex-Users
Gender: Male-Female Area: Tier 1,2,3 Cities,
Income: High, Upper Personality: Oral
Income: High, Middle, Rural Areas
Middle, Lower Middle, Hygiene Conscious/Not
Low Income  Conscious
Low Income 
Positioning
Colgate is trying to  They ideate the
change the perception concept of saving
that ETB is a need money on oral
rather than luxury hygiene 

  Most Effective
method for plaque
removal  
4Ps
 The product is highly   Two types of designs :  Available for 2
Product  advanced Colgate Rechargeable and segments: kids and
electric toothbrush  Battery powered  adult    

Battery powered :
Price  Price range from 399- Rechargeable : ranges
ranges from 400-
4500 INR from 2000- 5000 INR
1000 INR 

Colgate uses its  Available in high end  Also available on online

Place extensive network of stores like supermarkets platforms like Amazon
distribution  and shopping malls  and Flipkart 

Promotional strategies
focus on advertisement  Advertisement  Use of dentists to show
on Television, online campaigns like "more authenticity about
Promotion platforms like YT, FB, power to your smile" claims  
Insta
Digital Promotions
Search Advertisement
Paid search – On searching for electric toothbrush on
Google, Colgate ETB is at the top of the result page. The ad
contains a sample Colgate electric toothbrush for better
visualization. 

Website :
Colgate has designed its website to contain
demonstrative videos, product portfolios and the
key benefits of using an electric toothbrush.
Focus has been made on the product range being
a Futuristic alternative.
Link : https://www.cpbrush.co.in
 Sponsored Ads :

Amazon ad services : On Amazon website,

Colgate ProClinical 150 ETB features as a
sponsored result when the term “electric
toothbrush” is searched. The product also
features as the Editor’s Choice in a separate
bucket on the website.

On Nykaa, Colgate Pro-Clinical

150 is displayed in 2 of top 3
results on searching electric
toothbrushes, as a part of its
featured products. 
Sales and Distribution Channels
Channels

Offline Online

Traditional Modern Exclusive

E-tail sites
channel channel website

Amazon,
Wholesaler Retailer Cpbrush.co.in
Nykaa

Retailer Consumer

Consumer
Targeted stage by 2030
Current stage Targeted  stage

• Fewer product changes, more minor changes

• Optimum capacity
• Increasing stability of process
• Long production runs
• Product improvement and cost cutting

• Product design and development critical

• Frequent product and process design changes
• Short production runs & high production costs
• Limited models with attention to quality
Management Decision
Problem (MDP)

Should Colgate be more aggressive in its

promotional and pricing strategy of electric
toothbrushes in India?
 Market Research Problem

Evaluating the The effect of

To determine the Assessing the promotions on
current
factors affecting price sensitivity the purchase
awareness of
the purchase of people decision of
electric
decision of towards the electric
toothbrush in
toothbrush  purchase of toothbrush
India 
toothbrush
Factors That Influence Consumer
Purchase Behavior

Source: www.psmarketresearch.com
Qualitative Resea
- Depth Interviews
- Expert Interviews (Dentist)
 In-Depth Interviews of Existing Users

Telephonic Interviews of Electric Toothbrush Users

1. Colgate ETB user

2. Oral-B ETB User

 In-Depth Interviews of Existing Users
Insights :
● Reasons to switch - out of curiosity or willingness to try a new product
● Product switch –
● No plans to go back to regular (convenience)
● Switch brands
● Higher switching cost
● Better Vibrations
● Battery Life
● First-Buy Reasons -
● Cheapest Product on Amazon (online channel)
● Top-most search result
● Product Awareness –
● Did not come across any Advertisement
● Foreign TV Series
 Expert Interview

1. Telephonic Interview – Dr. Avanti Agarwal, BDS, MDS

2. Video Interview over Zoom – Dr. Riya Gupta, BDS

 Expert Interview

Insights :
● Dentists recommend electric toothbrush over a regular
toothbrush
● Oscillations & Rotation provided by electric toothbrush
offers better cleaning and plaque removal
● Recommendation based on affordability of patient
Consumer
Survey
(100 respondents)
 Non-Users

Users
Market Size
India’s Population - 140 Crores

Upper Middle & High-Income Group -

15% (Approx.) = 21 crores
Total Target Population= 21 crores
Sample Size= 100
According to our survey, approximately 3 person out of 100 use an
electric toothbrush
p = 3%
Therefore, out of 21 crores, approximately 63 lakhs people use electric
toothbrush
 Evaluating the
current awareness of
electric toothbrush in India
 Respondent
Demographics
Respondent Demographics
Awareness of ETB among
respondents
 To determine the
factors affecting
the purchase decision
of toothbrush 
Factors Affecting Purchase
Decision
Factors affecting Purchase
Decision - Users
Factors affecting Purchase Decision
– Non-Users
Customer Preferences
 Assessing the
price sensitivity
of people towards
the purchase
of toothbrush
Price Sensitivity
The effect of promotions on
the purchase decision
of electric toothbrush
 Non-Users

Users
Brand Awareness among
Users
Brand Awareness among
Non-Users
Colgate ETB
Advertisement
 Thank you
Submitted to : Prof. Priyanka Sharma 

Submitted by: 
- Group 4 -
Lavanya Sinha (ABM18040)
Anusha Gupta (PGP37338)
Chahat Nanda (PGP37346)
Kanishka Kumar (PGP37354)
Priyanshi Jindal (PGP37371)
Soumapriyo Roy PGP37379)
Vijaya Aditya Errabati (PGP37387)