Marketing Strategy-Trust Toothpaste

Group No 7
Shaurya Bountra Varun Chawla Ankur Sharma Samir Gupta

Business Objective
Diversify in new consumers product areasToothpaste Industry. Target market share-5% Initial foray into urban toothpaste sector and subsequently rural sector. Create oral care awareness to the consumer with a value added product.

Organistion
Estd in 1960-Deepa Products Pvt. Ltd. Core business- Manufacturing of various packaging material for consumer and industrial products. Market repute for quality products and systematic marketing strategies. Organizational vision is to diversify into new consumer products.

Market Survey
85 to 90 % Indians are prone to dental diseases such cavity, plaque, bad breath and tooth decay. 70% ignorant of advantages of night brushing. More than 95% of those who are aware still dont brush their teeth in night. Monthly consumption per household is 300 gm of toothpaste. Decision maker for purchasing a toothpaste is mostly a woman. 80% of toothpaste consumers are brand loyal. 60% of toothpaste consumers are willing to switch brands if additional value is seen. Business Proposition15-20% new consumers added annually to the consumer list which gives room for a new entrant in the market provided the new entrant gives some value addition.

Fast Growing States

Bihar
States

21.0% 35.0% 34.0% 43.0% 10.0% 20.0% 30.0% 40.0% 50.0% Percentage

Assam Kerala Orrisa 0.0%

Competitors Market share

60.0% 50.0%
Percentage

57.0%

40.0% 30.0% 20.0% 10.0% 0.0% Colgate Cibaca Close Up Promise Forhans Vicco Vajradanti 6.0% 9.0% 11.0% 7.2% 8.0%

Brand

SWOT Analysis-Toothpaste
Strength Reputation for quality. Experience in packaging hence cost advantage. Detailed R&D on product conducted. Chemically proven potent bacteria acid Chlorohexidine in our product

Weakness Single Industry experience and New Domestic Entrant Lack of distribution network. Lack of brand name and power.

Opportunities Fast growing market (15-20%) with enough profit margin. Few players in toothpaste market Largely untapped rural market.

Threats Competition from current market players. Market leaders too have faced failure on new product launches. Other industry players endeavoring to enter the toothpaste market such TOMCO, Nirma and Parle.

Marketing Mix
Product Character

Nomenclature-Trust Night: Packaging-Box cover in Blue & tube colour dark blue and white Position- night long protection Composition-23 ingredients of natural, herbal and medicated Value addition-chlorohexidinea chemically proven potent bacteria acid. Six hours night protection against oral diseases. Available Size- 50 gms & 100 gms.

Marketing Mix-Product
Nomenclature-Trust Regular Packaging- Box and tube cover in red & white Position for flavour of freshness in the morning Composition & Value addition-additional mint flavour to what Trust Night has in it. Available in 2 sizes: 50 gms & 100 gms.

Promotion
Brand launch and promotion by air time on major TV and radio networks. Launching oral awareness programs in schools, colleges and shopping malls. Interaction with distributors and retailers on product and organizational advantages. Time lines
Phase I-Launch of Trust Night with airtime on high audience channels. Post 14 days Launch Trust Regular on airtime, and awareness campaign Phase II- Launch of Combo packs after 45 days of phase I and market feedback.

Better margins being shared with distributors and retailers due to cost saving in own product packaging.

Place (New Market Horizon)

Target Market Individuals and households. Market Demographics Geographics North India region. Demographics Primarily women above the age 20yrs. Also households

Market Share-Region wise

29%

24%

18%

29%

North

East

South

West

Region North East South West

Percentage 30.0% 18.0% 30.0% 24.0%

Pricing Matrix
Brand Colgate Forhans Close Up Promise Vicco Vajradanti Babool Trust Trust Combo 50gm INR 12 INR 11 INR 12 INR 10 INR 10 100gm INR 20 INR 18 INR 22 INR 16 INR 18 INR 16 150gm INR 26 INR 31 INR 22 200gm INR 32 INR 28 INR 31 INR 28

Trust Combo available after 45 days of launch

Way Forward
Future expansion based on market response and acquisition. Launch capability/sizing can be based on the geographic region. We can also promote night in different size and regular in different size so as not to eat our own market share in the size available.

Thank You