toothpasteindustryinindia-130126101955-phpapp01

7/28/2019 toothpasteindustryinindia-130126101955-phpapp01

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SubmittedBy-

Deepak Singh NegiAmity Business School

[email protected]

MBA-(General), Sec-A


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INTRODUCTION

Earlier in India oral hygeine was the domain of local

home made ayurvedic powders or natural herbs. Thehistory of toothpaste in India can be traced back in

year 1975.Now the awareness regarding oral hygeine

in Indian society has increased with the different

brands of toothpaste.


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Opportunities for ToothpasteIndustry In india

In India, oral care market offers huge potential aspenetration and per capita consumption of oral careproducts is very low. However, rising per capita incomeand increasing awareness is driving demand of oral careproducts. Consumers have started switching to value-added toothpastes like gels, mouth washes, and teeth

whitening products. In rural areas, consumers areswitching from toothpowders to toothpastes.


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INDUSTRY OVERVIEW Total market of750 crores.

Growth rate of18.6%

Per capita usage mere 85 gms per person.

Major player Colgate Palmolive andHindutan uniliver


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GROWTH PROSPECTS Increased at a compound growth rate of6.6%

between 2004-09

Rising income level i.e increasing purchasingpower of consumer

Large domestic market with population over a

billion Untapped rural market


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TOP TEN TOOTHPASTE BRANDS COLGATE (Coalgate Palmolive Ltd.)

PEPSODENT (Hindustan unilever)

CLOSE UP (Hindustan Unilever)

SENSODYNE (GlaxoSmithKline)

AQUAFRESH (GlaxoSmithKline)

ANCHOR (Anchor health & beauty care Ltd.)

DABUR RED (Dabur India) BABOOL (GlaxoSmithKline)

MESWAK (GlaxoSmithKline)

VICCO BAJRADANTI (Vicco Laboratories)


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Industry Overview Growth Rate

Toothpaste Sub Segment

Major Players Per Capita Consumption

Penetration Level


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GROWTH RATE Growth rate of18.6%

Registered a compound growth rate of 6.6% between

2004-09

Changing spending pattern with a increase inpurchasing power, there is a upward trend in theexpenditure incurred upon FMCG.

Changing profile and mindset People look forMONEY FOR VALUE rather than VALUE FORMONEY. Switching from economy to premium

brands


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MAJOR PLAYERS Colgate Palmolive Ltd. (Market Share- 47.3%)

Hindustan Unilever Ltd (Market share- 30%)

Dabur India Ltd. (Market Share- 7.2%)

Other companies like Vicco, Patanjali, Promise etc.


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Top 5 Brands - Market Share (2009) Colgate Dental Cream 34%

Close-Up 14%

Pepsodent Complete 10 11%

Colgate Cibaca Top 5.7%

Colgate Fresh Energy Gel 3%

Other Brands 32.3%


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Segments: Popular Segment

Colgate , Pepsodent Declining

Low Price PacksCibaca, Babool Growing

Niche Products

Ayurvedic and Sensitive toothpastes Stagnant

Freshness Segment

Colgate MaxFresh,Close Up,Anchor Gel Growing


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Price-basedSegments Regular Segment: 100 gm: Rs 25-30

Low Price Segment: 100 gm: Rs 14-20

The Lower Price Point segment accounts for around 25%of total category volumes


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SWOTAnalysis of the Toothpaste Industry

INTERNAL EXTERNAL


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Strengths->

Low operational costs. Presence of well known brands.

Presence of established distribution network.

S


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Weakness->

Low export level.

Low scope of investing in technology and achievingeconomies of scale.

Me-too products which illegally depicts the label of

the established brands.

W


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Opportunities-> Untapped rural market.

Purchasing power increase. Low Dentist Population ratio 1:35000

People being aware of dental health.

Penetration level has increased with cable TV,internet and FM radio stations.

O


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Threats->

Stiff well established competitors.

Threat of Substitutes.

T


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Porter's

Five ForcesAnalysis


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MED

HIGH HIGH

HIGH

HIGHPorter's Five Forces Analysis


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BRAND QUESTIONNAIRE FORM PERSONAL INFORMATION

Name of Participant-

Address- State-

City-

PIN-

Mobile-


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QUESTIONNAIRE

Q1 Which particular toothpaste brand is generallydemanded by customers?

Q2Which of these brands of toothpaste have customersasked in the past or are currently demanding?

Coalgate Pepsodent

Dabur Red

Close Up


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Coalgate

Pepsodent

Dabur Red

Close Up

Q3 Which toothpaste brands have promotional schemesand what are the prices and discount offers?

Coalgate

Pepsodent

Dabur Red


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Close Up

Babool

Sibaka

MiswaakViccoTermeric

Q4 Are customers brand conscious when it comes tobuying a toothpaste?

Yes

No


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Q5 Do you tell your customers about a certain brand topurchase?

Yes

No

Q6Which of the following brands do you always preferto customers?

Coalgate

Pepsodent Dabur Red

Close Up

Babool

Sibaka


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MiswaakViccoTermeric

Q7 What are the other variants these products have?

Coalgate

Pepsodent

Dabur Red

Close Up

Babool Sibaka

Miswaak

ViccoTermeric


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Q8Where do u prefer buying brand from?

Distributers

Dealers

Agency

Wholesaler


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Shops We Visted For Survey..


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Thank You !

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