MARKETING PRACTICES
IN
TOOTHPASTE INDUSTRY.
D - division
SIOM
Group 1
Group members
Amruta Birla
Shruti Bhagwat
Amit Chouhan
Sagar Koshti
Onkar Gosavi
Gitanjali Shinde
Percent of Respondents
4%
36%
60%
Frequency of cleaning the teeth
30
25
20
15
10
5
0
<18 19-29 30-39 40-49 >50
ONCE TWICE AFTER EVERY MEAL
Key factor in purchase
25
20 Whitening
Freshness
15
10
Dental Care
5
0
<18 19-29 30-39 40-49 >50
FRESHNESS DENTAL CARE
WHITENING
4 P’s of Marketing
HISTORY
Toothpaste has a history that stretches back nearly 4,000
years.
In the 9th century, the Persian musician and fashion
designer known to have invented a type of toothpaste,
which he popularized throughout Islamic Spain.
Ground fish bones were used by the early Chinese.
In the Middle Ages, fine sand was the primary ingredient in
teeth-cleaning formulas used by Arabs.
Table salt was also used to clean teeth
In 1850, Dr. Washington Wentworth Sheffield, a dental
surgeon and chemist, invented the first toothpaste
Some Facts…..
India has about 57 million urban and 136 million rural
households
Branded toothpaste penetration is 76.8% in urban
areas and 37.1% in rural India
Colgate stands 2nd and Pespodent stands 10th amongst
top 10 Indian brands.
Current Market:-
Leading brands available in the Indian market
Colgate
Pepsodent
Anchor
Meswak
Babool
Vicco
Dabur
In 1806 Company was started by William Colgate
in 1873 Colgate introduced a toothpaste.
Colgate introduced a toothpaste in a collapsible tube in
1896.
Till 1937 hand-carts were used to distribute Colgate
Dental Cream
Colgate (India) today -
One of the widest distribution networks in India.
4.3 million retail outlets.
Net profit Rs 122 crore
Volume share of 53.3 per cent
The company dominates the Rs. 3500 crore Indian
toothpaste market
More than 50% of the market share
Total market share has increased from 51.7% to 53.3%
in 2009-2010.
Colgate Active Salt and Colgate Sensitive are the major
contributors.
Net sales increased 13 per cent to touch Rs 528.8
crore, as against Rs 468 crore last year.
PRODUCTS
Colgate Max fresh
Colgate Kids toothpaste
Colgate Active Salt
Colgate Max white
Colgate Cibaca
Colgate Sensitive
Colgate Herbal
Colgate Advanced whitening
# 1. Brand recommended
by Dentists.
Factors determining the price
Region where it has been produced.
Brand which produces the toothpaste.
Ingredients of the toothpaste .
Price
Colgate Active Salt- Rs 57
Colgate Max fresh- Rs 59
Colgate Sensitive-Rs 56
All products of colgate are ranging between 50 to 60
Rs.
PROMOTION
Colgate has come up with
innovative advertising
strategies.
Their main targets are
kids, their parents and the
dentists.
They have also started a
oral health programme and
a scholarship programme.
DISTRIBUTION
The only toothpaste brand in India that really put its
mission into action.
Leading brand in most Asian Countries with
Indonesia and India
Products available
Pepsopdent complete
Complete 12
Pepsodent Herbal
Pepsodent Sensative
Pepsodent Milk Teeth Strawbery
Pepsodent Cavity Prevention
Price
Price of Pepsodent is higher than other products in
this category.
Price of Pepsodent toothpaste is Rs86 for 200 gms.
Even there are variances of Pepsodent which hardly
differ by 2 to 3 Rs.
Promotion
For the promotion purpose Pepsodent launched
“12 GHANTE DHISHUM DHISHUM”.
They are also promoting through Scholarships and free
dental check-ups in schools & colleges.
Brand who is leading the herbal toothpaste
market
Dabur
• Dabur India Limited is the fourth largest FMCG
(Fast Moving Customer Goods) Company in India
and Dabur had a turnover of approximately US$ 750
Million (Rs. 3390.9 Crore FY 09-10) & Market
Capitalization of over US$ 3.5 Billion (Rs 15500
Crore).
• Dabur (Devnagri:डाबर ) derived from Daktar Burman
is India's largest Ayurvedic medicine manufacturer.
Dabur Products
Babool Toothpaste
Meswak Toothpaste
Dabur Red Toothpaste
Promise Toothpaste
These all are herbal products.
Market share of Dabur
At 13.5 per cent market share, Dabur’s toothpaste
business grew by nearly 20 per cent in 2009-10.
A key driver of growth in this category was the
ayurveda based Dabur Red toothpaste, which grew by
17.5 per cent.
Ingredients of Herbal products
It depends on the specific product e.g.-
Babool Toothpaste is a natural toothpaste packed with
the medicinal benefits of Babul tree 'Acacia Arabia'.
Meswak is a scientifically formulated herbal
toothpaste with pure extract of the Miswak
plant 'Salvadore Persica‘.
Promise Toothpaste is a unique toothpaste
containing natural and time-tested Clove Oil.
Price of Dabur Products(50 gms)
Babool Toothpaste-15 Rs
Meswak Toothpaste-15 Rs
Dabur Red Toothpaste-14 Rs
Promise Toothpaste-14 Rs
Place
Basically it follows simple supply chain from
production unit to distributors & then from
distributors to retailers.
In any place like malls company is having certain
marketing strategy. That which product should be
placed where so that they can attract customers
attention.
Promotion
Many advertisements are made by Dabur.
Basically telling people importance of Ayurveda and
herbal products.
Dabur Meswak [Link]
Rankings with age group
250
200
Colgate
150 Pepsodent
Close-up
Dabur red
Meswak
100 Babool
50
0
<18 19-29 30-39 40-49 >50