Toothpaste Industry In India. 45632

Submitted ByDeepak Singh Negi Siddhartha Ghosh Surabhi Nautiyal Sameeksha Garg Rishabh Bisht Itisha Rastogi Naina Sharma Shivi Ruhela Anurag Jacob Aditya Tandon MBA-(General), Sec-A

INTRODUCTION Earlier in India oral hygeine was the domain of local home made ayurvedic powders or natural herbs. The history 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.

DEEPAK SINGH NEGI

2

DEEPAK SINGH NEGI

3

Opportunities for Toothpaste Industry In india In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However, rising per capita income and increasing awareness is driving demand of oral care products. Consumers have started switching to valueadded toothpastes like gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching from toothpowders to toothpastes. DEEPAK SINGH NEGI

4

INDUSTRY OVERVIEW  Total market of 750 crores.

 Growth rate of 18.6%  Per capita usage mere 85 gms per person.  Major player – Colgate Palmolive and

Hindutan uniliver

DEEPAK SINGH NEGI

5

GROWTH PROSPECTS  Increased at a compound growth rate of 6.6% between 2004-09  Rising income level i.e increasing purchasing

power of consumer  Large domestic market with population over a billion  Untapped rural market

DEEPAK SINGH NEGI

6

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) DEEPAK SINGH NEGI

7

Industry Overview  Growth Rate  Toothpaste Sub Segment  Major Players  Per Capita Consumption  Penetration Level

DEEPAK SINGH NEGI

8

GROWTH RATE  Growth rate of 18.6%

 ed a compound growth rate of 6.6% between

2004-09  Changing spending pattern – with a increase in purchasing power, there is a upward trend in the expenditure incurred upon FMCG.  Changing profile and mindset – People look for “MONEY FOR VALUE” rather than “VALUE FOR MONEY”. Switching from economy to brands DEEPAK SINGH NEGI

9

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.

DEEPAK SINGH NEGI

10

Top 5 Brands - Market Share (2009)  Colgate Dental Cream  Close-Up

34% 14%

 Pepsodent Complete 10

11%

 Colgate Cibaca Top

5.7% 3% 32.3%

 Colgate Fresh Energy Gel  Other Brands

DEEPAK SINGH NEGI

11

Segments:  Popular Segment

Colgate , Pepsodent  Low Price Packs Cibaca, Babool  Niche Products Ayurvedic and Sensitive toothpastes  Freshness Segment Colgate MaxFresh,Close Up,Anchor Gel

DEEPAK SINGH NEGI

Declining Growing Stagnant Growing

12

Price-based Segments  Regular Segment:  Low Price Segment:

100 gm: Rs 25-30 100 gm: Rs 14-20

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

DEEPAK SINGH NEGI

13

INTERNAL

EXTERNAL

SWOT Analysis of the Toothpaste Industry

DEEPAK SINGH NEGI

14

Strengths->  Low operational costs.  Presence of well known brands.

 Presence of established distribution network.

S DEEPAK SINGH NEGI

15

Weakness->  Low export level.

 Low scope of investing in technology and achieving

economies of scale.  Me-too products which illegally depicts the label of the established brands.

W DEEPAK SINGH NEGI

16

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 DEEPAK SINGH NEGI

17

Threats->  Stiff well established competitors.  Threat of Substitutes.

T DEEPAK SINGH NEGI

18

Porter's Five Forces Analysis

DEEPAK SINGH NEGI

19

HIGH

HIGH

MED

HIGH

Porter's Five Forces Analysis

HIGH

DEEPAK SINGH NEGI

20

BRAND QUESTIONNAIRE FORM  PERSONAL INFORMATION  Name of Participant-

 Address State City-

 PIN Mobile-

DEEPAK SINGH NEGI

21

QUESTIONNAIRE Q1 Which particular toothpaste brand is generally demanded by customers? Q2 Which of these brands of toothpaste have customers asked in the past or are currently demanding?  Coalgate

 Pepsodent  Dabur Red  Close Up DEEPAK SINGH NEGI

22

 Coalgate  Pepsodent

 Dabur Red  Close Up

Q3 Which toothpaste brands have promotional schemes and what are the prices and discount offers?  Coalgate  Pepsodent  Dabur Red DEEPAK SINGH NEGI

23

 Close Up  Babool  Sibaka  Miswaak  ViccoTermeric

Q4 Are customers brand conscious when it comes to buying a toothpaste?  Yes  No

DEEPAK SINGH NEGI

24

Q5 Do you tell your customers about a certain brand to purchase?  Yes  No Q6 Which of the following brands do you always prefer to customers?  Coalgate  Pepsodent  Dabur Red  Close Up  Babool DEEPAK SINGH NEGI  Sibaka

25

 Miswaak

 ViccoTermeric

Q7 What are the other variants these products have?  Coalgate  Pepsodent  Dabur Red  Close Up  Babool  Sibaka  Miswaak  ViccoTermeric DEEPAK SINGH NEGI

26

Q8 Where do u prefer buying brand from?  Distributers  Dealers  Agency  Wholesaler

DEEPAK SINGH NEGI

27

Shops We Visted For Survey..

DEEPAK SINGH NEGI

28

Thank You !

DEEPAK SINGH NEGI

29

DEEPAK SINGH NEGI

30