2. About the category
• Toothpaste is the largest category in the Indian Oral
Hygiene market
• Some key drivers of the category in India:
1. Large population,
2. rapid urbanization,
3. increasing disposable income,
4. youngest populations.
2012 2013 2014 2015 2016 2017
Sales in (₹ millions) 62144.79 64886.87 67766.60 70802.55 72936.09 75021.12
Source: Global Data
3. Types of Toothpaste
1. Fluoridated Toothpaste
2. Non-Fluoridated Toothpaste
3. Herbal Toothpaste
4. Gel based Toothpaste
5. Medicated Toothpaste
6. Ayurvedic Toothpaste
4. Market Size
• The Indian oral hygiene market had total revenue of $1401.1
m in 2016
(source: MARKETLINE)
• Growth rate (CAGR) of 5.3 % between 2012 to 2016 in Indian
market
(source: MARKETLINE)
• Toothpaste sales accounted for the highest value in the India
oral hygiene
market with total sales of $1085.7 m and 77.3% of overall
market’s value.
5. Indian oral hygiene market sales
distribution in different formats of retail
Channel % Share
Convenience stores 71.9%
Hypermarkets &
Supermarkets
16.9%
Drug Store &
Pharmacies
7.6%
eRetailers 1.2%
Others 2.4%
Total 100%
Source: MARKETLINE
Category %
Share
Toothpaste 77.3%
Toothbrushes &
Replacement heads
17.0%
Mouthwash 5.6%
Dental Floss 0.1%
Total 100%
6. List of all leading players
• Colgate
1. Vedashakti
2. Colgate Dental cream
3. Cibaca
4. Active Salt
5. Sensitive
6. Whitening
7. MaxFresh
8. Total
• HUL
1. Close-Up
2. Ayush
3. Pepsodent
• Dabur
1. Promise
2. Red
3. Babool
4. Meswak
7. List of all leading
players
• Vicco Vajradanti
• Himalaya Complete Care
• Oral B Pro Health (P & G)
• Glister (Ammway)
• Amfor
• Glodent
• (GSK)
• Sensodyne
• Sensodyne Rapid pain
relief
• Sensodyne Repair
• Pantanjali
• Dant Kanti
• Dant Kanti Junior
• Dant kanti Advance
8. Top market players
• Colgate Dental
Cream tops the
market in foam
based toothpastes
• Close Up is the
leader in gel based
category
• Patanjali’s Dant
kanti is leader in
ayurvedic
Source: ET
10. About: Colgate Dental Cream
• Colgate is a sub-brand of Colgate-Palmolive Company.
• Colgate-Palmolive (India) has one of the widest
distribution networks.
• Market leader in India with market share more than
50%.
• 1806, when the company was founded by William
Colgate
• The main punch line of Colgate is 'Dentist ka sujhaya
number one brand'.1937
Launched
1976
partnership
with (IDA)
2003, Colgate was
ranked India's #1
Most Trusted Brand
2004 'Oral Health
Month’ program
was launched
In 2009, Colgate
(India) was
adjudged as the
Best Value Creator
11. About Close Up
• Close-up is a brand of toothpaste launched in 1967
by Unilever
• First toothpaste in US to combine mouthwash and
toothpaste in one formula, unlike the typical opaque. It
mint-flavored toothpaste of the time
• First gel toothpaste in the world
• Close-Up positioned as the toothpaste that gives people
confidence in those very "up close and personal"
situations.1967 launched in
India
2015 since then
2nd spot in
market share
2017
Gel based leader
for 3 decades
12. Patanjali: Dant Kanti
• Dant Kanti comes from the house of Patanjali Ayurved
Limited is an Indian FMCG company.
• As per the baba Ram Dev, Patanjali Ayurved has
clocked the revenue of ₹ 10000 crore in FY 2016 and
out of which ₹ 940 crore is from Dant Kanti
• It is a herbal toothpaste targeting people with gums
problem.
• Tag line: “Prakriti ka aashirwaad”, meaning a blessing
from nature.
2015
2% of market
share
2016
7.4% of
market share
2017
7.6% of
market share
13. Dabur: Red toothpaste
• Dabur Red Paste is a unique blend of traditional Indian
medicine and modern pharmaceutical technology
bringing out the best of both.
• Dabur Red Paste is packed with the power of 13 active
Ayurvedic ingredients like Laung Pudina & Tomar
among others that keep all your dental problems away.
• According to IRS data, currently 66 per cent Indian
households use toothpastes, 24 per cent use
toothpowders, while 18 per cent doesn’t use either of
both.
2005
entered in paste
category
2009
achieved the
sales of Rs 100
crore
2015
entered into gel
based toothpaste
14. Comparison of 4 Ps of marketing
4Ps of
Marketing
Close Up Colgate Dental Cream Pantanjali Dant
Kanti
Dabur Red
Product Freshness Shinning and healthy
teeth
Natural
ingredients
Blend of ayurvedic and
modern pharmaceutical
Price ₹ 106 (150gm) ₹ 84 (200 gm) ₹ 75 (200 gm) ₹ 92(200 gm)
Promotions Savings on
twin pack
Buy 2 Get 1 free, twin
pack deals, scholarship
schemes, NGO funding
No discount
based
promotions
Family value packs, tooth
brush free, scholarship
schemes
Place Wide
distribution
network is
available
Wide distribution
network is available
Wide
distribution
network is
available
Wide distribution network
is available
16. Ad 1 Analysis: Colgate MaxFresh Gel
• The new TVC campaign is based on the premise of ‘Infectious
Freshness’ and crafted bearing in mind our country’s love for
dance & music.
• Taking most energetic actor, Ranveer Singh on board for this
TVC Campaign showcasing his energy and magnetism.
• Colgate want to associate there MaxFresh Gel toothpaste with
the kind of freshness anyone aspires to have when he or she
wakes up in the morning.
• This ad goes on to show how this toothpaste will make you start
18. Ad 2 Analysis: Close-Up Paas Aao Na
• This ad is one of the most recalled ad campaigns.
• This advertisement created waves across the country with it’s
unique jingle.
• The advertisement is youth centric.
• This ad goes on to show how fresh breath and white teeth
makes a difference.
• Close-Up promises you everlasting freshness that will bring
you more closer to your special one.
20. Ad 3 Analysis: Patanjali Dant Kanti
• This ad targets people who seek to use herbal products.
• First by showing an ordinary man picking up a random white
coat, the commercial tries to exposes the strategies used by
multinationals that uses white coats to lend credence to their
product.
• Then ad goes on to depict the natural components, toothpaste
is made of to incline consumer more towards the natural
benefits of the product and how easy it is to find the best.
22. Ad 4 Analysis: Sensodyne
• The ad targets people who are suffering from sensitivity or
who are very peculiar about oral health.
• The Sensodyne commercial used an expert opinion to give out
the information about their product, and how it cares for and
strengthens sensitive teeth, as well as freshening breath and
helps maintain gum health.
• The use of a professional dentist makes people, recognize the
benefits of utilizing Sensodyne toothpaste.
24. Research
Q1. When you hear
"Toothpaste", which
product comes to your
mind?
Q2. Which toothpaste are
you currently using on?
83%
17%
Results
Colgate
Others
51%
6%
24%
8%
11%
Results
Colgate
Close up
ayurvedic
Pepsodent
Others
25. Research
Q3 If you were to buy a toothpaste today, which brand
will you choose and why?
Results:Toothpas
te % Why?
Colgate 49 Brand loyality
Close up 19 freshness factor
ayurvedic 11
9 said due to its natural
ingredients
Pepsode trust and using it since
26. Research
Q4. Given below are
certain parameters. Kindly
rank them in order of
importance (1 being
highest and 5 being lowest)
Parameters were:
Price
Flavour
Oral Care
Availability
Packaging
Results:
• 58% gave highest
importance to oral care
while buying a toothpaste
• 70% of people don't give
importance to availability
• 51% people don't care about
the packing also
• 56% of people are flavour
27. Research
Q5. Kindly rate "Colgate" on
the following parameters on a
scale of 1-5 (1 being bad and
5 being good)
Parameters were:
Price
Flavour
Oral Care
Availability
Packaging
Results:
• 26 % of people says its not
good at Oral Care
• 53 % of people says its
easily available.
• 37 % of people says it has a
good packing.
28. Research
Q6. Kindly rate ”Close Up" on
the following parameters on a
scale of 1-5 (1 being bad and
5 being good)
Parameters were:
Price
Flavour
Oral Care
Availability
Packaging
Results:
• 38 % of people says it’s not
good at Prices.
• 26 % of people says it’s has
a good Flavour.
• 50 % of people says it’s
easily available.
29. Research
Q7. Kindly rate ”Pantanjali
Dant Kanti" on the following
parameters on a scale of 1-5
(1 being bad and 5 being
good)
Parameters were:
Price
Flavour
Oral Care
Availability
Packaging
Results:
• Only 24% of the sample is
used/using Patanjali Dant
Kanti.
• 42 % of people says it’s has
good prices.
• 67 % of people says it’s
easily available.
30. Research
Q8. Kindly rate “Dabur
Babool” on the following
parameters on a scale of 1-5
(1 being bad and 5 being
good)
Parameters were:
Price
Flavour
Oral Care
Availability
Packaging
Results:
• Only 64% of people
surveyed says it’s flavour is
bad.
• 12 % of people says it’s has
good packaging.
• 34 % of people surveyed
says it’s easily available.
31. Research
Q9. What influences your
buying behavior of these
brands?
Q10. Which brand you
never shop on and why?
15%
4%
55%
26%
Results
Advertisements
Dentist
Family and Friends
Others
5%
13%
14%
29%
8%
11%
20%
Results
Colgate
Dabur babool
Close Up
Pantanjali
Sensodyne
Pepsodent
Others
33. Research
Q12. If a new brand is launched and provides better
oral care with other parameters being the same, how
likely would you be to switch from your existing brand??
It is an oral hygiene product line of toothpastes, toothbrushes, mouthwashes and dental floss.
Since 1976, Colgate has worked in close partnership with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country under its 'Bright Smiles, Bright Futures' Schools Dental Education Program.
This program has successfully reached more than 95 million school children covering around 1,94,000 schools in 250 towns across the country since its launch.
In 2004, as an additional effort to create awareness for good oral hygiene 'Oral Health Month' (OHM), was introduced. Since its launch, OHM is conducted each year during September / October, where free dental check ups are conducted by Colgate in partnership with IDA across the country. Conducted in designated towns and cities to establish and promote the importance of good oral hygiene, OHM is Colgate's mass consumer contact program.
The strong relationship and the trust of generations of consumers, trade and the dental profession built over decades of operations in India has made Colgate a trusted household name. In 2009, Colgate-Palmolive (India) was adjudged as the Best Value Creator (Mid Cap Category) in the 2009 Outlook Money NDTV Profits Awards. In 2003, Colgate was ranked India's #1 Most Trusted Brand across all categories by Brand Equity's Most Trusted Brand Survey conducted in conjunction with Nielsen - a position it held in succession for four consecutive years from 2003 to 2007 and has been the only brand in the top three coveted position in all the 8 surveys conducted since 2001. Prior to this, Colgate was also rated as the #1 brand by the A&M - MODE Annual Survey for India's Top Brands for eight out of nine years during the period 1992 to 2001
According to IRS data, currently 66 per cent Indian households use toothpastes, 24 per cent use toothpowders, while 18 per cent are nondentifrice users