Presentation 1

DENTONIC(ALA CHEMICALS)

BACKGROUNDBACKGROUND

• ALA Chemicals have been ALA Chemicals have been in business since 1963, in business since 1963, manufacturing and manufacturing and marketing the quality oral marketing the quality oral care products for healthy care products for healthy and beautiful smiles. They and beautiful smiles. They have maintained an have maintained an excellent quality excellent quality standards of products at standards of products at all the stages.all the stages.

• When Den tonic was When Den tonic was launched in Pakistan they launched in Pakistan they were one of the pioneers were one of the pioneers in the toothpowder in the toothpowder industry and there was industry and there was less competition.less competition.

SBU’S OF DENTONICSBU’S OF DENTONIC::

• Dentonic ToothpowderDentonic Toothpowder

• Dentonic ToothpasteDentonic Toothpaste

• Dentonic flossDentonic floss

• Dentonic ToothbrushesDentonic Toothbrushes

• Dentonic ultra whitening packDentonic ultra whitening pack

Mission:Mission:

To achieve objectives by To achieve objectives by providing the providing the

marketplace with high marketplace with high quality Oral Dental quality Oral Dental

Care, this caters to all Care, this caters to all their requirements their requirements

including cleanliness, including cleanliness, freshness and freshness and

preventing against preventing against their dental problems. their dental problems.

Vision:Vision:

To develop and sell To develop and sell high quality oral high quality oral dental care that dental care that will capture the will capture the

dominant share of dominant share of mind in all markets mind in all markets in which they are in which they are

introduced.introduced.

Brand SloganBrand Slogan

Dentonic tooth powder was the only local Dentonic tooth powder was the only local product of Pakistan who always came up with product of Pakistan who always came up with some new slogan. some new slogan.

Below are some of the slogans used in ads of Below are some of the slogans used in ads of Dentonic:Dentonic:

• Daant safaid aur chamakdar dentonicDaant safaid aur chamakdar dentonic• Sab kay daant achay dentonic saySab kay daant achay dentonic say• Dentonic say daanto ko chamkana haiDentonic say daanto ko chamkana hai• Twice a day specially before going to bedTwice a day specially before going to bed

Brand LogoBrand Logo

• Dentonic has a very Dentonic has a very different sort of a logo different sort of a logo which is very easy to which is very easy to recall and can easily be recall and can easily be kept in mind. Its logo is kept in mind. Its logo is a circular face man with a circular face man with two as on his face as two as on his face as his eyes which his eyes which represents the name of represents the name of the company “ala”. the company “ala”. They even made an They even made an animated ad of it in animated ad of it in order to keep in our order to keep in our mind about the product.mind about the product.

Brand EquityBrand Equity

• Den tonic tooth powder has created Den tonic tooth powder has created their credibility in such a way that their credibility in such a way that have strong association with the have strong association with the tooth powder. Every time den tonic tooth powder. Every time den tonic used to come with new ads in order used to come with new ads in order to keep the product into the minds of to keep the product into the minds of consumer. Dentonic have even consumer. Dentonic have even received various awards.received various awards.

Target MarketTarget Market

• The target market of The target market of Dentonic was those Dentonic was those people who already people who already used toothpowder to used toothpowder to clean their teeth and clean their teeth and those people who those people who could not afford tooth could not afford tooth paste and wanted to paste and wanted to use a tooth powder use a tooth powder which had qualities of which had qualities of toothpaste. toothpaste.

SegmentationSegmentation

• The segment at which Dentonic is targeting The segment at which Dentonic is targeting till now is upper middle class, middle class, till now is upper middle class, middle class, lower middle class, urban and rural areas. It lower middle class, urban and rural areas. It is covering almost all classes as now. is covering almost all classes as now. Dentonic will be targeting mostly Dentist as Dentonic will be targeting mostly Dentist as Dentonic is a dentist recommended product Dentonic is a dentist recommended product for healthier teeth and gums, for specific for healthier teeth and gums, for specific patients, who are not able to use tooth paste patients, who are not able to use tooth paste for certain reasons.for certain reasons.

• It will cover lower middle and lower class as It will cover lower middle and lower class as it is not an expensive product. it is not an expensive product.

PositioningPositioning

• Dentonic is positioned by the Dentonic is positioned by the marketer as a tooth powder which marketer as a tooth powder which has qualities of tooth paste. The has qualities of tooth paste. The pricing is as low as RS 18, which was pricing is as low as RS 18, which was low because of the targeted market. low because of the targeted market. The competitors at that time were The competitors at that time were local ‘local ‘manjanmanjan’.’.

MARKET SHAREMARKET SHARE

• As ala chemical were the pioneer to As ala chemical were the pioneer to launch Dentonic tooth powder, they launch Dentonic tooth powder, they initial capture a major share of the initial capture a major share of the oral care industry of Pakistan. But oral care industry of Pakistan. But with increase in awareness and with increase in awareness and introduction of tooth paste; the introduction of tooth paste; the market share of Dentonic tooth market share of Dentonic tooth powder slowly declined. powder slowly declined.

ENVIROMENTAL ANALYSIS

ENVIROMENTAL ANALYSISENVIROMENTAL ANALYSIS

• Demographics:Demographics:

The demographic analysis for The demographic analysis for DentonicDentonic is, it is easily available for is, it is easily available for all age, income, gender and age all age, income, gender and age group.group. But it differs in usage rate and But it differs in usage rate and family life cycle.family life cycle.


• AGE & STAGE OF LIFE STYLE:AGE & STAGE OF LIFE STYLE: For all age groups (kids, youngsters, old).For all age groups (kids, youngsters, old).

INCOME CLASS:INCOME CLASS: For all income class i.e. SEC A, B, C, D & E.For all income class i.e. SEC A, B, C, D & E.

GENDER:GENDER:

For both genders (male and female).For both genders (male and female).


• ECONOMIC:ECONOMIC:Economic environment for Dentonic is that it is very Economic environment for Dentonic is that it is very cheap and affordable for all income class that is cheap and affordable for all income class that is SEC A, B, C, D and E.SEC A, B, C, D and E.

• TECHNOLOGY:TECHNOLOGY:Basically technology doesn’t apply here because Basically technology doesn’t apply here because those people who believe in getting their tooth those people who believe in getting their tooth clean.clean.

• GEOGRAPHIC:GEOGRAPHIC:Geographic environment for Dentonic is both urban Geographic environment for Dentonic is both urban and rural areas.and rural areas.


• PSYCHOGRAPHIC:PSYCHOGRAPHIC:

Psychographics can also be seen as an Psychographics can also be seen as an equivalent of the concept of "culture". equivalent of the concept of "culture". The most common culture of Pakistan The most common culture of Pakistan is to have pan, supari, gutka, is to have pan, supari, gutka, cigarette, which are really harmful for cigarette, which are really harmful for the teeth, for that purpose oral care the teeth, for that purpose oral care is important. Dentonic serve this is important. Dentonic serve this purpose of health teeth.purpose of health teeth.

COMPETITOR’S ANALYSISCOMPETITOR’S ANALYSIS

For Dentonic there exist two For Dentonic there exist two types of competitiontypes of competition

• Primary CompetitionPrimary Competition

• Secondary CompetitionSecondary Competition

Primary CompetitionPrimary Competition

Primary or Direct competitorPrimary or Direct competitor

of Dentonic are,of Dentonic are,

• Medicam tooth powderMedicam tooth powder

• Manjan (D.T.)Manjan (D.T.)

• Colgate tooth powderColgate tooth powder

Secondary Competition:Secondary Competition:

Secondary or IndirectSecondary or Indirect

competitor of Den tonic arecompetitor of Den tonic are

• All other tooth pasteAll other tooth paste

• FlossFloss

• Mouth wash.Mouth wash.

CONSUMER ANALYSISCONSUMER ANALYSIS

• As den tonic target segment is As den tonic target segment is upper middle class, middle class, upper middle class, middle class, lower middle class and lower lower middle class and lower class of Pakistan rural and urban class of Pakistan rural and urban areas. areas. The condition differs in all the The condition differs in all the classclass. . So marketers face difficulty as So marketers face difficulty as mostly target market is uneducated, mostly target market is uneducated, to spread awareness amongst them.to spread awareness amongst them.

So the highlighted are factors customers of So the highlighted are factors customers of den tonic tooth powder are influenced from:den tonic tooth powder are influenced from:

• Price and affordable.Price and affordable.

• Culture.Culture.

• Social class.Social class.

• Family.Family.

MARKETING MIXMARKETING MIX

Under the marketing mix we willUnder the marketing mix we will

focus on the 4P’s. They are:focus on the 4P’s. They are:

• ProductProduct

• Price Price

• Place Place

• PromotionPromotion


• Product:Product:

Den tonic tooth powder is available in the market Den tonic tooth powder is available in the market which is dentally approved oral care, dentist which is dentally approved oral care, dentist recommend toothpowder for healthier teeth and recommend toothpowder for healthier teeth and gums for people who are recommended by dentist to gums for people who are recommended by dentist to use tooth powder instead of tooth paste.use tooth powder instead of tooth paste.


• Classification of Product:Classification of Product: Dentonic tooth powder is as tangible product, which is why Dentonic tooth powder is as tangible product, which is why

it is classified as a Good.it is classified as a Good.

• Types of Product:Types of Product:

It is a consumer product, which is a use to satisfy It is a consumer product, which is a use to satisfy health need of the consumers. Affordable by all at health need of the consumers. Affordable by all at low price, and available at convenient and general low price, and available at convenient and general medical shops. It is classified as conveniences medical shops. It is classified as conveniences product product


• PRICE: PRICE:

The price set for Dentonic is The price set for Dentonic is Rs.18 ,the reason of is price to be Rs.18 ,the reason of is price to be affordable by all the classes is it is affordable by all the classes is it is manufactured in Pakistan and it is manufactured in Pakistan and it is a local brand a local brand


• Place:Place:

As Dentonic is targeting both rural As Dentonic is targeting both rural and urban areas it is available in and urban areas it is available in convenient shop and every dental convenient shop and every dental hospital.hospital.


• Promotion:Promotion: Dentist conference and seminars use to be organized i.e. schools and Dentist conference and seminars use to be organized i.e. schools and

colleges.colleges.As far as advertising is concerned Promotional activities has been As far as advertising is concerned Promotional activities has been conducted in order to reach the target market.conducted in order to reach the target market.Television ads used to be transmitted at the growth stage of Television ads used to be transmitted at the growth stage of toothpowder and now TV ads are very rare which shows the toothpowder and now TV ads are very rare which shows the testimonials from doctors that how it’s appropriate for healthy teeth testimonials from doctors that how it’s appropriate for healthy teeth and how it is useful. In rural areas people who use other cheap and how it is useful. In rural areas people who use other cheap powders, who are not aware through media they may have their powders, who are not aware through media they may have their positive mindset towards Dentonic tooth powder. Billboards, press ads positive mindset towards Dentonic tooth powder. Billboards, press ads are encouraged are encouraged

SWOT (strength weakness SWOT (strength weakness opportunity threats):opportunity threats):

STRENGTHSSTRENGTHS

• Credible nameCredible name

• Only well known Only well known tooth powdertooth powder

• Exists in last 40 yearsExists in last 40 years

• Strong customer base Strong customer base around the globearound the globe


WEAKNESS:WEAKNESS:– Old / outdated formulaOld / outdated formula– Lack of fragranceLack of fragrance– Lack of variety and tasteLack of variety and taste– Old fashionOld fashion– Lack of communication and Lack of communication and

availability availability– Uneasiness to useUneasiness to use– Doesn’t reaches out to all Doesn’t reaches out to all

part of the toothpart of the tooth– Considered as unhygienic Considered as unhygienic

way of cleaning your teethway of cleaning your teeth


• OPPORTUNITIES:OPPORTUNITIES:

Dentist Dentist recommendationrecommendation

Flavored powderFlavored powder


• THREATSTHREATS– Value added Value added

benefits (fragrance)benefits (fragrance)– Changing life styleChanging life style– Strong competitionStrong competition– Concentration on Concentration on

new and advanced new and advanced scientific way of scientific way of brushing the teeth brushing the teeth using tooth brushusing tooth brush

PRODUCT LIFE CYCLEPRODUCT LIFE CYCLE

• Dentonic is the oral Dentonic is the oral care industry is on the care industry is on the decline stage , as decline stage , as most consumer prefer most consumer prefer tooth paste or if tooth paste or if recommended by recommended by dentist will use dentist will use imported branded. So imported branded. So we have to reinvest in we have to reinvest in it and change the it and change the consumer mind set consumer mind set about Dentonic, bring about Dentonic, bring is back to stability.is back to stability.

BCG MATRIXBCG MATRIX

• Question Marks: Question Marks: Dentonic Sensitive Dentonic Sensitive

• Stars:Stars: Dentonic Dentonic Toothpowder and Toothpowder and tooth pastetooth paste

• DogsDogs: Brush pack and : Brush pack and Ultra whitening PackUltra whitening Pack

• Cash Cows:Cash Cows: Dentonic Dentonic ToothpowderToothpowder

CONCLUSIONCONCLUSION

• The applications of Marketing Management are easy The applications of Marketing Management are easy to apply only if the product is clear. The extensive to apply only if the product is clear. The extensive search and complete information regarding the search and complete information regarding the product helps more to reach to the satisfied product helps more to reach to the satisfied solutions. Dentonic is among those product of the solutions. Dentonic is among those product of the product life cycle who has through with the maturity product life cycle who has through with the maturity stage and unfortunately now at the declining stage. stage and unfortunately now at the declining stage. Initially, the company has targeted the right Initially, the company has targeted the right customer and now when they realized the change of customer and now when they realized the change of environment already many products has taken up environment already many products has taken up the market share in the oral care. The company still the market share in the oral care. The company still needs to do the complete environmental scanning needs to do the complete environmental scanning and researches to compete with the competitor’s. and researches to compete with the competitor’s.

S. a alvi chairman & ceo 0300-8233779

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Presentation 1