Presented by

6 August 2005

Why do people brush teeth?

To prevent bad breath To prevent/relieve tooth and gum

diseases (pain and decay) To have strong healthy teeth To have fresh feelings in the mouth To prevent stomach problems To follow the prophet’s teaching

Benefits offered by the various brands

Pepsodent: Jibanu mukto shustho daat

Colgate: Shakto daate

Magic: Shustho, shakto, ujjal daat

Close-up Sachet: Fresh mouth and fresh breath

Benefits offered by the various brands

Sustho daat

Shakto daat

Fresh breath

Bad breath

Pepsodent Colgate Close Up ?

Magic may move into the unattended bad breath section

Can the brand deliver?

Bad breath/halitosis

Causes Bad breath/halitosis, is caused by

anaerobic bacteria that live within our mouths

Specific bacteria that cause the problem are Treponema denticola, Porphyromonas gingivalis, Prevotella intermedia, Tannerella forsythensis, etc.

Bad breath/halitosis

Mechanism When these bacteria are given the

right environment or food source they can grow in number very quickly and will start to convert proteins to Volatile Sulphur Compounds (VSC) thus causing a bad breath problem with in a short time

Can the brand deliver?

Magic DCPA formulation Triclosan Calcium Spicy mint flavour

Triclosan

Triclosan (2,4,4'-trichloro-2'-hydroxydiphenylether) is a broad spectrum non-ionic antimicrobial agent

This lipid soluble substance has been found to be effective against most types of oral cavity bacteria (anaerobic bacteria)

Triclosan’s ability to reduce malodor increases with the duration of the product use

Spicy Mint Flavor

Spicy mint flavour can help to give a better mouth feel and to an extent mask the bad breath

Though most often people cannot perceive their own bad breath the presence of the spicy mint flavor inside the mouth will increase the user’s confidence in the brand

Yes, the brand can deliver.

Is there a big-enough market?

Is there a big-enough market?

Smoking & Bad Breath

Smoking causes bad breath for a couple of reasons:

Tar and nicotine build up on mouth surfaces such as teeth, tongue and sides of cheeks.

Smoking dries the mouth by inhibiting saliva flow. This, in turn, leads to the growth of bacteria, causing bad breath.

Smoking can exacerbate sinus conditions, such as post-nasal drip, an important bad breath risk.

It's a known fact that persons who smoke have a tendency to have more problems with periodontal disease ("gum disease") than those who don't

Is there a big-enough market?

Smoking increases bad breath

Is there a big-enough market?

Smoking in Bangladesh Men aged 35~49 years have the highest

smoking prevalence at 70.3% Smoking prevalence is highest among the

poorest The highest rate (58.2%) is among men with

a household income of less than $24/month Lowest rate(32.3%) being for men with a

monthly household income of $118/month or more

Yes, there is a large-enough market

What will the competition do?

Mostly what they are doing now. Competitors like Pepsodent, Colgate, Close-Up cannot move away from the long established brand position of Healthy Teeth, Strong Teeth and Fresh Breath and Confidence

In that case the strongest challenge will come from Close-up sachet

Throughout the southeast Asia the sachet phenomena has been spearheading the rural penetration

The same is likely to be the trend in Bangladesh

What will the competition do?

The difficulty for Close-up would come from the clash between their present image with the psychograph of the toothpowder users

Excerpts from Unilever website

“... the youthful personality of the brand is an equally strong attraction for so many people to embrace the brand.”

“...representing the bright future that this country holds.”

“..Close Up lies in the very heart of these people, symbolizing the hopes and aspirations of a young and influential population.”

The Close-up imagery

Magic’s strategy

To succeed Magic has to connect to a deeper insight of the typical toothpowder users

Also to offset the competition we suggest the launch of Magic sachet to be dispensed through the cigarette and bidi retailers

In India the leading brands Colgate and Dabur have both launched toothpowder sachet

Psychology of bad breath

Psychology of bad breath

George Orwell said, “You can have affection for a murderer, but you cannot have affection for a man whose breath stinks.”*

'The Road to Wigan Pier*

Psychology of bad breath

Bad Breath is the most mentioned reason for cleaning teeth

People associate bad breath with callousness, and lack of personal hygiene

People suffering from bad breath maintain distance in personal interaction with others

Bad Breath can have serious negative impact on an individual’s ability to maintain personal and business relationships, leading to poor self-esteem and increased stress

Psychology of bad breath

Introducing Mofiz Age:26 years Single Occupation: CNG three-wheeler driver Education: Class VIII Related behavior: Uses Biddyut Kalo Nim-er Majon He is aware of his bad breath and have tried various

remedies like paan, masala, beetle nut etc. In fact he has developed a muffled voice as a way to minimize escape of bad breath from his mouth. Even at times when he has felt the urge to speak out he has restrained himself fearing this will give away his bad breath

Laddering

No bad breath

Freedom to speak out

No fear of losing face

Brand promise

Jorse bolo