ALTIUS CO. PVT LTDALTIUS CO. PVT LTD (……. reach(……. reach

your zenith)your zenith)

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DENTIN TOOTHBRUSH

(REASON TO SMILE)

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PREFACE

The best solution to augment your savings is “DENTIN TOOTHBRUSH”, one of the lowest cost battery operated toothbrush in India with a quality, which is competitive even in the international market.

Toothbrush is shopping consumer good, which is been offered by the company to the consumers as per their requirements

Future plans 1. To give Indian market better standards of living at a lower cost

2. To be a market leader

3. To have excellency in product quality and technology.

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“ 4 out of 5 new toothbrushes straight out of the package are already contaminated”

(U.S.A Today)

“The sharp tip of the toothbrush bristles can cause tiny

lacerations in the gums that allow infection to enter the body”

“Studies have shown that contaminated toothbrushes not only harbor , but also transmit both viruses and bacteria’s that cause localized and oral inflammatory diseases”.

(By American dental association)

“ Study of 1372 people found that those with gum diseases had a triple the risk of heart attacks in 10 years period”.

( University of Buffalo)

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EXECUTIVE SUMMARY

From the above studies it is clear that a unhygienic & contaminated toothbrush is dangerous

Altius a pioneer in manufacturing low cost but high quality hygienic(clinically proven by ADA) toothbrushes is here to solve all your dental problems. It gives a look of cosmetic dentistry parlours.

The main objectives of the company are survival & product quality leadership.

We sell high quality product at a competitive rate, which deliver a value to our customers.

Altius company is growth-oriented company with future plans to establish channels for different target markets & aim for efficiency, control & adaptability.

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Address

Altius & Co Pvt Ltd Dentin toothbrushes Malmadar vada Extension Road Kanchipada B/2 Malad (w)-400064

Mumbai

Fax: - 0222-5221434 Website: - www.Altius.com Email: - Dentin @ Altius.com

Managing Director:- Meenal Mehta

CEO :- Supriya Desai

Directors:-

Ramnarayan Sharma

Shivkumar Sharma

Roderick Fernandez

Radha Desai

Rekha Mehta

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Approvals\Sanctions of government Authorities:-

Certificate of incorporation

The electricity authority

The telecommunication department for installation of special communication system including telephone &fax lines.

Excise authorities (central &state department)

Registration under sales tax act for dealing in transaction of purchase & sale of goods & availing of available concessions

To apply to the income tax department for various matters such as

a. Deduction of tax at source b. Creation of PP trustc. Creating of gratuity fund

Water authorities Pollution control board ISI certificate –Regional office of the bureau of Indian standards

Quality marking certificate- Quality marking center of state govt

Weights & measures – Inspectors of weights & measures.

Appointment of auditor of the company

Sanction plan

Declaration of the building plans

Memorandum of association &Articles of association

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Memorandum of association &Articles of association

Process , location and layout plans

Flowchart and organization chart

Resource testing

Inspection

Survey report ,quotations and pricelists

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PROCESSPROCESS

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PROCESS

There are mainly three steps involved in manufacturing a toothbrush: -

Step 1:-Step 1:- Machine :- Injection machine Machine :- Injection machine Input :- Imported Plastic Input :- Imported Plastic

Here the plastic is feed into the moulds and inserted into the Injection Here the plastic is feed into the moulds and inserted into the Injection machine. After the process is completed handles of the toothbrush machine. After the process is completed handles of the toothbrush emerge out into which the battery & wires are inserted to complete theemerge out into which the battery & wires are inserted to complete the mechanism of the toothbrush.mechanism of the toothbrush.

Step 2: - Machine: - Tufting machine Input :- Handles

Here handles are inserted into the Tufting machine and Here handles are inserted into the Tufting machine and bristles are inserted into the heads of the handled by the bristles are inserted into the heads of the handled by the machine. Here bristles are unleveled. machine. Here bristles are unleveled.

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Step 3: - Step 3: -

Machine :- Leveling machine Machine :- Leveling machine Input :- Handles with unleveled bristles Input :- Handles with unleveled bristles

Here the unleveled bristles are leveled and the quality department Here the unleveled bristles are leveled and the quality department according ADA standards tests the brushes. Once approved it is sent for according ADA standards tests the brushes. Once approved it is sent for packing.packing.

Unbreakable plastic covers (purchased form a manufacture) similar to Unbreakable plastic covers (purchased form a manufacture) similar to that of a test tube are used to give an attractive look. Then a packing that of a test tube are used to give an attractive look. Then a packing machine with a brand name seals these.machine with a brand name seals these.

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HIERARCHY OF THE ORGANISATIONHIERARCHY OF THE ORGANISATION

BOARD OF DIRECTORSBOARD OF DIRECTORS

MANAGING DIRECTOR

CHIEF EXECUTIVE OFFICER

FINANCE MARKETING HR LEGAL PRODUCTION R & D DEPT DEPT. DEPT. DEPT. DEPT DEPT.

ACCOUNTANT SALES FORCE PURCHASE QUALITY

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MARKETING

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MARKETING

In this report “Dentin” examines the toothbrush market analyzing its size and trends along with consumer behaviour and purchasing trends

It is evident from the above study battery operated toothbrushes are are better performers than a normal toothbrushes.

USP :- 1. Easy Brushing & maintenance product

2. Affordable & durable

3. Unbreakable

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Main features are: -

We have a integrated marketing communication which looks at the whole marketing process from the viewpoint of the customers

Automatic battery operated toothbrush with a replaceable head.

Multiangular, Triple effect, Flexi head, Massage Plus, Multicare & Oscillating head

Proven by American Dental Association that it is safe and hygienic on your gums and teeth .

.Available in various packs such as family packs in the nearest

outlets which can be gifted to others.

Attractive toothbrushes for ‘Generation K’ with cartoon characters embossed on them.

Toothbrushes that change their colour to indicate the preset time set for brushing on the timer for adults.

Music for children for their entertainment. (Brushing is a now a Fun with Dentin toothbrush)

Rubber grip for a better hold.

Convenient travels carry packing.

Speed adjustable rotator to suit your convenience

Oscillating movement can also be controlled.

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Marketing Strategies

Good value strategy i.e. high quality lower prices & Product bundle pricing strategies adopted

Geographical market segmentation undertaken.

Hybrid marketing channels adopted.

All the 4 P’s of marketing have been given equal importance: -

a. Place : - A strong distribution, which ensures that the produce is available at the nearest outlet.

b. Price : - A price affordable by common man. Discounts are offered.

c. Promotion: -Heavy promotional activities undertaken .

d. Product :- An eye-catching toothbrush

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Informative type of advertising with pulsing periods will be used as the product is in the introduction stage.

Personality symbols are also a mode of advertisements.

Trade fairs and Exhibitions also used as a means promotional activity.

Display modes in retail outlets are also included in the promotion budget.

Provisions made for providing in the international flights, five star restaurants and multiplexes at concessional rates with a view to promote our product in international market. .

Coupons being provided to schoolchildren & less privileged children to attract age group between 5-15.

Sharpeners with model cartoon characters provided free to kids.

Mouthfreshner a complimentary product with the adults’ toothbrush.

One of our objectives being ‘Save mother earth’ we are registered under ‘rsg@globind.com’, which recycles the waste plastic products.

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FINANCE FINANCE

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1.1.Machinery/ Equipment (Rs. in 000’s)

S.no. Description QuantityRequired

PricePer machine

TotalValue

Names Of Suppliers

1 Moulds 3 2,50 7,50 Mumbai2 Injection Machine 2 4,25 8,50 Mumbai3 Tufting Machine 2 9,17 18,34 Mumbai4 Handling Machine 2 30 60 Mumbai5 Packing Machine 2 30 30 Mumbai

Total 11 35,24

2.Raw Materials (Rs in 000’s)

S.no. Items Annual Quantity Value (Rs) SourcesYear 1 Year2 Year 1 Year2

1 Imported plastic 142020 170424 1,63,32 2,01,12 Mumbai2 Imported plastic 74208 89052 89,04 1,08,60 Mumbai3 Nylon 66 26616 31944 1,73,04 2,07,60 Mumbai4 Nylon 6 13320 15984 69,96 83,88 Mumbai5 Rubber Grip 20280000 24336000 81,12 1,09,56 Mumbai6 Button & Wires 20280000 24336000 4,05,60 4,86,72 Mumbai7 Packing 20280000 24336000 50,76 60,84 Mumbai8 Miscellany 20280000 24336000 4,05,60 4,86,72 Mumbai

Total 14,38,84 17,45,04

3.Utilities (Rs in 000’s)

S.no. Particulars Total Annual Expenses (Rs) Year 1 Year 2

1 Electricity (factory) 7 842 Electricity (Office) 63 7,563 Water &Fuel 2 24

Total 72 8,64

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4. Man Power (Rs in 000’s)

S.no. Particulars Number Total Annual Wages & Salaries

Year 1 Year 21 Skilled 5 1,92 20,162 Semiskilled 30 9,00 9,483 Unskilled 15 3,60 3,844 M.D 1 4,40 5,045 CEO 1 3,84 4,446 Directors 5 15,00 17,287 Research &

Development2 2,40 3,12

8 Marketing 8 7,68 8,409 Human

Resource2 1,92 2,04

10 Finance 2 2,88 2,5211 Purchase 4 3,84 4,2012 Production 2 1,92 2,0413 Quality 4 3,84 4,2014 Legal 1 1,08 1,2015 Accountant 2 1,92 2,0416 General 10 1,92 2,04

Total 35,40 58,56

5. Working Capital (Rs in 000’s)

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S.no. Particulars Duration Value (Rs)Year 1 Year 2

1 Raw materials Stock 1 month 1,19,87 1,45,422 Semi-Finished Stock 1 month 9,59 11,633 Finished Goods Stock 1 month 71,92 87,254 1 Month Production Expense

(Utilities+Wages+Salaries)1 month 6,32 8,41

Total 2,07,70 2,52,71

6. Fixed Capital (Rs in 000’s)

S.no. Particulars Value (Rs)Year 1 Year 2

1 Land 1,12,00 26,432 Building 48,00 1,12,003 Machinery/Equipments 35,24 46,083 Furniture/Fixtures 15,00 12,004 Car 10,00 8,005 Computer 6,00 3,60

Total 2,26,24 2,08,11

7. Total Cost Of The Project (Rs in 000’s)

S.no. Particulars Value (Rs)1 Fixed Capital 2,20,242 Working Capital 2,07,703 Preliminary& Preoperative Expenses 24,004 Escalation & Contingencies 8,785 Technical 11,43

Total 4,72,15

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8. Means Of Finance

S.no.Particulars Value (Rs) Remarks

1 Term Loan 3,14,77 MSFC & IDBI

2 Promoters capital 1,63,38Total 4,78,15

a. Funds raised from 49 shareholders.

b. Installment amount :-1572

c. Interest rate :- 14%

d. Pay back period :- 20 years

9. Project Profitability Analysis

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S.no. Description Year1 values Year2 Value Income

1 Sales Revenue 281,89,20 338,27,04 Expenses

2 Manufacturing Expenses 17,72,81 21,27,033 Selling & Distribution &

Advertisements Expenses117,93,40 137,10,77

4 Administrative Expenses 14,96,37 19,63,965 Traveling Expenses 8,40 17,566 Interest 44,06 41,877 Packing 4,05,60 5,47,568 Free goods 10,14,00 12,16,809 Preliminary & Preoperative

Expense Written Off4,80 4,80

10 Depreciation 18,85 13,8911 Excise Duty 26,49,33 31,43,0812 Sales Tax 28,81,14 34,18,0913 Profit before tax 61,00,44 76,21,63

Less Income Tax 22,12,47 27,64,17Less Surcharge 99,13 1,23,85

Profit after tax 37,88,83 47,33,61Percentage of gross profit 21.64% 22.53%Percentage of net profit 13.44% 13.99% Operating profit 60,37,53 75,65,87Debt Equity ratio 2:1 2:1

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BALANCE SHEET

Year 1 Year 2Liabilities

Fixed liabilitiesShare capital 1,57,38 1,57,38Loan 2,99,05 2,83,33Reserves & SurplusGeneral reserves 37,88,83 85,22,44Current LiabilitiesCreditors 2,07,70 2,78,70TOTAL LIABILITIES 44,52,96 92,41,85

AssetsFixed assetsBuilding 46,08 44,24Land 1,12,00 1,12,00Machinery 26,43 21,14Furniture 12,00 9,60Car 8,00 6,40Current AssetsDebtors 23,49,10 28,18,92Inventory 2,01,38 24430Cash at bank 6,97,97 12,85,25Investment 10,00,00 47,00,00TOTAL ASSETS 44,52,96 92,41,85

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Schedules

Administrative expenses

Sl No. Particulars Year 1 Year 2 1 Legal expenses 60 602 Insurance 2,00 2,003 Bank charges 3,10 3,664 Printing, Stationery & communication 6,22,05 8,15,505 Postage & Telegram 80,00 82,00 6 Car Expenses 75 907 Property Tax 25 258 Salary 35,40 58,569 Employees Benefits 22,05 24,2610 Electricity 84 9611 Fuel & Water 24 3612 Sales Promotion 7,29,09 9,74,91

Total 14,96,37 19,63,96

Manufacturing expenses

Sl No. Particulars Year 1 Year 2 1 Repairs & Maintenance 85,00 85,802 Raw Material consumed 14,38,44 17,45,043 Raw Materials in stock 1,19,87 25,554 Work in progress 9,59 2,045 Finished goods 71,92 15,336 Labour 31,80 33,487 Electricity 7,56 7,568 Carriage Inwards 8,63 10,85

Total 17,72,81 19,25,62

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Selling & Distribution: -

S.no. Particulars Year 1 Year 21 Television ads 95,00,00 114,45,692 Internet 85,00 1,36,413 Hoardings 12,00,00 9,00,004 Magazines & Newspaper 4,00,00 6,00,005 Packing & forwarding 6,08,40 8,30,08

TOTAL 117,93,40 139,12,18

Depreciation

S.no. Particulars Year 1 Year 21 Machinery 8,81 6,612 Building 1,92 1,843 Furniture 3,00 2,404 Car 2,00 1,605 Computer 3,60 1,44

TOTAL 18,85 13,89

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BREAK EVN POINT

Break Even Sales Revenue = FC

P/v Ratio

Sales Revenue = 281,89,20 Variable Cost = 8,73,05

Fixed Cost = 15,85,36

P/V Ratio = Sales Revenue - Variable Cost

Sales Revenue

P/V Ratio = 281,89,20 – 8,73,05

281,89,20

= 0.969

Break Even Sales Revenue = 15,85,36 0.969

Break Even Sales Revenue = 16,36,07

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SWOT ANAYSIS

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Low cost high quality automatic battery operated toothbrush.

Hygienic & a toothbrush that takes cares like a dentist & gives a Look of a cosmetic dentistry parlours.

Easy to use with simple procedures to operate.

Attractive packs, which can even be gifted to others.

Gentle on your teeth & gums & tough on the plaque.

Imported bristles to take care of your teeth.

Generation k toothbrushes for fun brushing.

Attractive colours well designed, rubber grip, speed adjustable Toothbrushes

Musical brushes with timers available for convenient brushing.

Imported unbreakable plastic.

Flexi head, Multinuclear, Criss cross bristles for easy brushing on every corner of the mouth.

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W – Weakness

No major weaknesses were visible, if any suggestions are always Welcomed by us.

Now a days there has been a downward trend in the FMCG industry but we are positive that we will be able to reach our targets because of our strategies

O- Opportunities

India has always been the most potential market. We are expecting to tap both the upper class & upper middle & middle class society which form the major chunk of the society.

International market has also attracted our attention. We are planning for exports in the third year.

. T- Threats

Threats have also been a part & parcel of any business, but we have completely geared ourselves up to face any kind of the threats or competitions put froth in front of us.

Government rules& regulation are a mojor point on which we have taken considerable care upon

Dental associations have approved our product on the aspects of its quality & safety.

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FUTURE PLANS

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Growth has been inevitable to any kind of business. But for a stabilized & profitable growth planning is necessary.

Our major future plans are: -

1. Launching toothbrushes with rechargeable batteries.

2. Going in for exports for the third year to tap the international market.

3. It has been a new trend to use flossments & this has not escaped our attention. Companies future plans includes this point

4. Expanding the range to suit the consumer needs.

5. Our company has also invested a considerable amount in R&D.

6. Market leadership i.e. increasing the market share.

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