(ALA CHEMICALS)

DENTONIC
CONTENT
1. Background
2. Brand Slogan
3. Brand Logo
4. Brand Equity
5. Target Market
6. Segmentation
7. Positioning
8. MARKET SHARE
9. ENVIROMENTAL ANALYSIS Demographics
10. AGE & STAGE OF LIFE STYLE
11. ECONOMIC
12. PSYCHOGRAPHIC
13. COMPETITOR’S ANALYSIS
14. MARKETING MIX
15. PRODUCT LIFE CYCLE
 DENTONIC

BACKGROUND
BACKGROUND
ALA Chemicals have been in business since 1963,
mean 47 Year Old. Manufacturing and marketing the
quality oral care products for healthy and beautiful
smiles. They have maintained an have maintained
an excellent quality standards of products at all the
stages. When Dentonic was launched in Pakistan
they were one of the pioneers in the toothpowder
industry and there was less competition.
 DENTONIC

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

Below are some of the slogans used in ads of

Dentonic:
 Daant safaid aur chamakdar dentonic
 Sab kay daant achay dentonic say
 Dentonic say daanto ko chamkana hai
 Twice a day specially before going to bed
 DENTONIC

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

BRAND EQUITY
BRAND EQUITY
Dentonic tooth powder has created their credibility in
such a way that have strong association with the
tooth powder. Every time dentonic used to come
with new ads in order to keep the product into the
minds of consumer. Dentonic have even received
various award
 DENTONIC

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

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

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

MARKET SHARE
MARKET SHARE
As ala chemical were the pioneer to launch Dentonic
tooth powder, they initial capture a major share of
the oral care industry of Pakistan. But with increase
in awareness and introduction of tooth paste; the
market share of Dentonic tooth powder slowly
declined.
 DENTONIC
ENVIROMENTAL ANALYSIS
DEMOGRAPHICS:
ENVIROMENTAL ANALYSIS DEMOGRAPHICS:
The demographic analysis for Dentonic is, it is easily
available for all age, income, gender and age group.
But it differs in usage rate and family life cycle.
 DENTONIC
AGE & STAGE OF LIFE STYLE
AGE & STAGE OF LIFE STYLE
For all age groups (kids, youngsters, old).

INCOME CLASS:

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

GENDER:

For both genders (male and female).

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

TECHNOLOGY:

Basically technology doesn’t apply here because those

people who believe in getting their tooth clean.

GEOGRAPHIC:

Geographic environment for Dentonic is both urban

and rural areas.
 DENTONIC
PSYCHOGRAPHIC
PSYCHOGRAPHIC
Psychographics can also be seen as an equivalent of
the concept of "culture". The most common culture
of Pakistan is to have Better live, Better nut, gutka,
cigarette, etc which are really harmful for the teeth,
for that purpose oral care is important. Dentonic
serve this purpose of health teeth.
 DENTONIC
COMPETITOR’S ANALYSIS
COMPETITOR’S ANALYSIS
For Dentonic there exist two types of competition
 Primary Competition
 Secondary Competition
 DENTONIC
PRIMARY COMPETITION
PRIMARY COMPETITION
Primary or Direct competitor of Dentonic are,
 Medicam tooth powder
 Manjan (D.T.)
 Colgate Price tooth powder
 DENTONIC
SECONDARY COMPETITION
SECONDARY COMPETITION
competitor of Dentonic are

All other tooth paste

 Floss
 Mouth wash
 DENTONIC
CONSUMER ANALYSIS
CONSUMER ANALYSIS
As dentonic target segment is upper middle class,
middle class, lower middle class and lower class of
Pakistan rural and urban areas. The condition differs
in all the class. So marketers face difficulty as mostly
target market is uneducated, to spread awareness
amongst them
So the highlighted are factors customers of dentonic
tooth powder are influenced from:
 Price and affordable.
 Culture.
 Social class.
 Family.
 DENTONIC
MARKETING MIX
MARKETING MIX
Under the marketing mix we will focus on the 4P’s.
They are:
 Product
 Price
 Place
 Promotion
Product:

Dentonic tooth powder is available in the market which

is dentally approved oral care, dentist recommend
toothpowder for healthier teeth and gums for people
who are recommended by dentist to use tooth
powder instead of tooth paste.
Classification of Product:

Dentonic tooth powder is as tangible product, which is why it

is classified as a Good.

Types of Product:

It is a consumer product, which is a use to satisfy health

need of the consumers. Affordable by all at low price and
available at convenient and general medical shops. It is
classified as conveniences product
PRICE:

The price set for Dentonic is Rs.18, the reason of is

price to be affordable by all the classes is it is
manufactured in Pakistan and it is a local brand
Place:

As Dentonic is targeting both rural and urban areas it

is available in convenient shop.
Promotion:
Dentist conference and seminars use to be organized
i.e. schools and colleges. As far as advertising is
concerned Promotional activities has been
conducted in order to reach the target market.
Television ads used to be transmitted at the growth
stage of toothpowder and now TV ads are very rare
which shows the testimonials from doctors that how
it’s appropriate for healthy teeth and how it is useful.
In rural areas people who use other cheap powders,
who are not aware through media they may have
their positive mindset towards Dentonic tooth
powder. Billboards, press ads are encouraged
 DENTONIC
PRODUCT LIFE CYCLE
PRODUCT LIFE CYCLE
Dentonic is the oral care industry is on the decline
stage, as most consumer prefer tooth paste or if
recommended by dentist will use imported branded.
So we have to reinvest in it and change the
consumer mind set about Dentonic, bring is back to
stability.
DENTONIC TOOTH POWDER

MARKET SEGMENTATION
 GEOGRAPHY
URBAN AREA
A+ A B+ B C D

MARKET SEGMENTATION
 GEOGRAPHY
RURAL AREA
A B

MARKET SEGMENTATION
 DEMOGRAPHY
Children Young Mature Old
7-10 10-20 20-30 30-
50

MARKET SEGMENTATION
 This is Behavioral segmentation which means why and how
people use that product. Psychographic relates to
characteristics of human nature i.e how he behaves in usual
life, his style, his approach , his attitudes etc.
PSYCHOGRAPHIC
Whitening Mouth Healthy Regular
Teeth Freshness Teeth Usage
YES YES NO NO

MARKET SEGMENTATION
 BEHAVIOR
Hardworking Not Like Up Only for fun

YES NO NO

MARKET SEGMENTATION