2. Toothpaste Market-India
India has Rs 3500-crore toothpaste
market.
Oral care leader, Colgate-Palmolive leads
it.
As against the growth of about 15% in the
overall toothpaste category, the market for
sensitive toothpastes has grown by 34%
over the last one year.
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6. Segmentation
Jayant Singh, Executive V-P, Marketing,
GSK Consumer Healthcare, India, said, “On
the basis of a segmentation study, we found
there is a need for products that offer clear
and focused benefits for varied oral care
problems.”
Tooth sensitivity is an oral condition that
affects up to 57% of consumers worldwide.
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7. Targeting
Sensodyne is targeted at people having
sensitive teeth. It is premium products given
that they are priced higher than regular
toothpastes.
Secondly, 80% of patients who undergo a
professional teeth-whitening treatment will
experience sensitive teeth. Sensodyne is
marketed as a toothpaste for relieving
discomfort before, during and after tooth-
whitening treatments. Hence this group is
also targeted.
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8. Positioning
As a second toothpaste brand in
households to tackle sensitive teeth.
Sensodyne – for sensitive teeth.
http://www.youtube.com/watch?v=tHvlNLGYwW8
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9. Differentiation
Glaxo SmithKline’s spokesperson said,
“When Sensodyne entered India in 2011,
research found 17% adults acknowledging
sensitivity problems. At the end of 2012,
32% people claimed to have suffered from
sensitivity at least once. This clearly
indicates that people are aware about the
problem and willing to do something about
it.”
In the first four months of its launch,
Sensodyne garnered a 10% share of the Rs9
10. Variants
Original Total Care
Rapid Relief Total Care Gel
Rapid Action Extra Fresh
Fresh Gel Extra Whitening
Fresh Mint Repair & Protect
Fresh Impact Gum Care
Competitors
• Colgate Sensitive
• Pepsodent Sensitive
• Himalaya Sensitive 10
12. Segmentation
As the market leader and expert in oral
care in India, Colgate has remained
steadfast in its commitment towards
innovation and introducing the best-in-
class technology for the consumers in
India and across the world. Tooth
sensitivity is an oral condition that affects
up to 57 per cent of consumers
worldwide.
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13. Target
Mainly targeted on urban upper & middle class
who suffer from tooth Sensitivity
For the people with dentine hypersensitivity
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14. Positioning
Colgate Sensitive toothpaste soothes the
nerve ends and builds a protective shield
providing both relief from sudden shocks of
pain and long term sensitivity protection with
regular use.
http://www.youtube.com/watch?v=gkhxJ1kkbSw
http://www.youtube.com/watch?v=dkORFv2oPdo
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15. Differentiation
The first and only toothpaste clinically
proven to provide instant and effective long
lasting relief from Sensitivity.
Helps maintain the natural whiteness of the
teeth
Instant pain relief within a minute
Advanced toothpaste uses the break-
through Pro- Argin technology. It has
arginine, an amino acid naturally found in
saliva, and calcium carbonate.
Arginine in the unique formulation provides
superior protective oral health benefits. 15
17. Segmentation
• Rural Segment
• Urban Segment
Geography
• Segments of People with various
teeth problems
Behavior
• Kids
• Young
• Elders
Demography
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18. Targeting
Max Fresh – For people who want fresh
breath
Active Salt – For tooth cavity prone people
Colgate Total – For all round oral health
Colgate Sensitive – For segment of people
with sensitive teeth
Colgate Whitening – For segment of people
suffering from plaque
Colgate 2in1 – For segment of people
desiring strong teeth and fresh breath
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19. Positioning
Toothpaste that provides decay protection,
strong teeth, germ protection and fresher
breath.
Toothpaste with a different style & taste for
different segment
Various Ad campaigns to supplement this
positioning with a tagline - “Trusted by
Generations to make teeth STRONGER”.
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20. Differentiation
The Colgate brand is synonymous with oral
care.
Compared to its biggest competitor P&G,
Colgate offers a much larger assortment of
oral care products in a wide price range.
Colgate’s larger market share allows it to
offer more competitively priced products.
http://www.youtube.com/watch?v=5n0gcIQihVA
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21. Variants
Dental Cream Active Salt
Total Fresh Energy Gel
Herbal Max Fresh
Kids Cibaca
Advanced Whitening Sensitive
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23. Segmentation
Pepsodent is a brand for ‘Aspiring’ as well as
‘Striving’ i.e. for both mid and mass
segments
The Segmentation has been done as:
Geography
• Rural Segment
• Urban Segment
Behavior
• Benefits – Type of Oral Problem
Demography
Age – Kids,Youngsters,Elders
Income – Low Price, Medium Price, High 23
24. Targeting
Pepsodent is targeting the adult male/ female
and kids by different varieties of products.
They also target mothers as they use kids in
their ads.
The variants of Pepsodent in totality target
complete family as a family care product.
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25. Positioning
Pepsodent is positioned as long-lasting
protection from germs; it could fight germs for
hours after brushing
Research suggested that mothers worry
about what their kids eat, especially when
they are away from them, and its impact on
their dental health. Using that insight,
Pepsodent launched the ‘Dishoom Dishoom’
ad that said: Let Pepsodent fight germs for
you.
http://www.youtube.com/watch?v=RH7YfcrVPBs
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26. Positioning
Advertisement Campaigns
Their campaign has Bollywood superstar and doting
father Shah Rukh Khan playing the cool Pappa to his
son Pappu, bringing forth the benefits of brushing with
the new improved Pepsodent
Pappu & Pappa – II takes Pepsodent's philosophy of
making brushing — an otherwise mundane task —
into an interesting fun activity further by building the
importance of oral hygiene, which is at times
neglected by parents.
The TV campaign narrates interesting short stories
between Pappa who uses humour and storytelling to
educate Pappu on the importance of brushing every26
27. Differentiation
They started a campaign called BHOOT
campaign , to expand the market and use
of their products.
It launched Pepsodent Dental Insurance, in
partnership with New India Assurance.
With effective ad campaign, Pepsodent
made about 12 lakh kids to brush the teeth
at night (with pepsodent only) which
reduces 30% of tooth decay
http://www.youtube.com/watch?v=R347lsr23X8 27
28. Variants
Complete Care Germicheck +
Gum Care Green Tea
Whitening 2 in 1
Expert Protection Center Fresh
Cavity Fighter Germicheck 2in1
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30. Dabur segmented people based on
psychographic segmentation
Consumers are divided into who want natural
and ayurvedic toothpaste products rather
than any other tooth paste which has
chemicals especially fluoride which leading
brands like colgate, pepsodent etc have.
Simultaneously Dabur also has segmented
the market for kids, adults and senior citizens.
Segmentation
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31. Dabur targeted their customers in different
categories and designed different products :
Babool - Yellow teeth, swollen gums ,tooth
ache, food lodgement, foul odour, extensive
pain while eating.
Meswak - cavities and teeth misalignment,
teeth sensitivity, bleeding gums, bad breath,
teeth discoloration, tooth decay, chipped or
broken teeth caused due to injuries.
Dabur Red - Tooth decay ,dryness of mouth,
Tooth loss, Gum diseases
Targeting
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32. Positioning
Toothpaste containing Ayurvedic ingredients are
effective in preventing and curing dental
problems
Dabur Red - keep dental problems away
- It is positioned as toothpaste in budget
segment.
-contains 13 active ayurvedic ingredients like
like Laung Pudina & Tomar, that keep all your
dental problems away.
Babool-Begin a great day , the babool way
- Is a natural toothpaste packed with the
medicinal benefits of Babul tree 'Acacia Arabia'.
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33. Positioning
Meswak- Incredible meswak ,complete oral
care
- It is positioned as toothpaste in premium
segment.
- Scientifically formulated Herbal toothpaste with
pure extracts of meswak plant 'Salvadore
Persica', the famous 'Toothbrush Tree' used for
centuries
Advertisements
For Kids:
http://www.youtube.com/watch?v=ullANRbjdsQ
For Adults:
http://www.youtube.com/watch?v=XG9HhBbMreI 33
34. Differentiation
Old is gold- Dabur red is oldest traditional
product and Dabur Red Toothpaste has
become a Rs 100 crore brand within just five
years of its birth.
A non-flouride toothpaste.
The biggest competitor of Dabur Toothpaste
is Himalaya. Dabur differentiates itself by
using the age old traditional herbs like
babool, neem, meswak etc which has been
used in ancient India since Vedic age. 34
36. Segmentation
The company in its survey found that
consumers were looking for toothpaste
which would offer them multiple benefits
The company felt that this segment which
wanted toothpastes with benefits of natural
herbs was lying untouched.
Most of the brands addressed only one
issue of oral care with a single toothpaste
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37. Targeting
The company has found a loyal consumer
base as the company right from the start
has advertised itself as ‘herbal care
products’
Himalaya sales head says “We heavily
advertise in south India as 54% of our
revenues come from this part of the country,
our distribution channels are very well
placed here”.
http://www.youtube.com/watch?v=kUxeRfcSH54 37
38. Positioning
Complete care toothpaste ad placed heavy
weightage on the benefits of ‘Antioxidants’
‘Antioxidants’ promote good oral health
Presence of 13 hebs including herbs like
meswak,babool,pomegranate and neem
All the above natural herbs help in fighting
plaque,periodontitis,gingivitis respectively
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39. Differentiation
The product distinguishes itself from others by
saying about the benefits of natural herbs and
the use of antioxidants
Competitive pricing of the product
Complete care
(175 gram)
Colgate
(150 gram)
Pepsodent
(150 gram)
Rs. 75 Rs. 72 Rs. 95
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