A Project Report

On “Market Analysis on Oral Health Care Products with respected to

Electronic Toothbrush”

For
“Philips Electronics India Ltd.”

By

Sunil Vaggu

Under the Guidance of

Prof. Sunil Doke

Submitted To

University Of Pune

In partial fulfillment of the requirement for the award of the degree of Master of Business

Administration (MBA)

Through

Vishwakarma Institute of Management

Pune-48

1
 ACKNOWLEDGEMENT

Any accomplishment requires the efforts of many people and this work is not different. I

express great pleasure in introducing my project report titled “Market Analysis for Oral

Care Products with respected to Electronic Toothbrush”.

First of all I would like to say thank you to Mr. Siddarth Kumar from Philips Electronic

India Ltd. because of whom I got chance to prove my talent in market research. I take this

opportunity to express my most sincere and heartfelt gratitude to Mr. Tanuj Batra

(Deputy-Manager Personal Care Products) and Mrs. Shabnam Sayed (Manager-

Marcom Personal Care Products), Philips Electronics India Ltd, Pune, for providing

me with a wonderful opportunity to execute this project in their esteemed organization

and for patiently monitoring and guiding me throughout the project.

I am also grateful to the individuals and organization for giving me permission for their

support in my research work.

This project would not have been successful without the precious guidance of our

director Prof. Sharad Joshi and my project guide Prof. Sunil Doke, to whom I express

my sincere gratitude and all those who have helped me directly and indirectly.

Special note of thank you to all my friends and my family members for their
unconditional support and encouragement to pursue my interest.

Sunil Vaggu.

2
 List of Abbreviation

MTB: - Manual Toothbrush

ETB: - Electronic Toothbrush

DTB: - Dental Toothbrush

NTP: - Normal Toothpaste

DTP: - Dental Toothpaste

DAP: - Domestic Appliance and Personal Care

3
 Index

SR.NO. TITLE PAGE NO.

01 Executive Summary 1

02 Company Profile 3

03 Objectives of the Study 10

04 Research Methodology 12

05 Data Analysis 16

06 Findings 60

07 Suggestions & Conclusions 62

08 Limitations 66

09 Bibliography 67

4
 CHAPTER 1

EXECUTIVE SUMMARY

The Project Report on Market Research on Oral Heath Care Products is based on

live experience of work and Market research. This was carried during the tenure of 3

months with Philips Electronics India Ltd. under the guidance of Deputy Manager,

Personal Care Division Mr. Tanuj Batra. The Project was mainly based on their new idea

of introducing an Electronic Toothbrush in India. This is called Philips Sonicare.

The data collected during the project was secondary as well as primary data. The

secondary data was collected to create the database of the survey. The sources used for

secondary data are various magazines like Men’s Health, India outlook, Indian journals

of marketing etc. and Internet. Beside this some information was collected from Indian

Dental Association website, and newspapers. Using questionnaires, Personal Interview

and Observation, Primary Data was collected. The analysis was carried out on the basis

of the information obtained from questionnaire, Observation and personal interview.

From the analysis it is concluded that dentist play major role in selecting Oral

health care products, consumer are more health conscious and are always looking

something new in the market. Even from the analysis it is seen that sales of oral products

like toothpaste, toothbrush both manual & electronic, mouthwash are good moving

products in the market as compared to dental toothpaste and toothbrushes. From the

analysis it is also seen that Electronic toothbrush is least preferred, but gradually the trend

is moving towards it and consumer wants to try once fro their experience. It is also seen

that the product awareness is very low for ETB so some consumer are afraid to buy these

1
products. Mostly sales of the ETB are good in highly located area and preferred by

middle upper income range households.

After undergoing the project it is understood that even the analysis shows good

potential for Electronic toothbrush Indian market, to introduce it Indian Market, the

company has to arrange some awareness programs such as demonstrations, create product

awareness among the consumers, exposing the product in exhibitions, Strong marketing

strategy where in they have to use pull and push strategy, Marcom strategy etc.

2
 Chapter- II: Company Profile
History
Philips started operations in India at Kolkata (Calcutta) in 1930. Established as “Philips
Electrical Co. (India) Pvt Ltd”, the company comprised a staff of 75 and was a sales
outlet for Philips lamps imported from overseas.

In keeping with the Philips philosophy of promoting the industrial development of

emerging economies, Philips India set up its first Indian lamp-manufacturing factory in
1938 in Kolkata. Subsequently, Philips decided to produce radio receivers in India to
make this product readily and widely available to the Indian consumer. In 1948, after the
Second World War, Philips started manufacturing radios in Kolkata. The first valve-
based Philips set was well received by the consumers. This was a major turning point for
Philips India, and marked the beginning of the company's subsequent growth in the world
of electronics. In 1957, the company is converted into a public limited company, renamed
“Philips India Ltd” and in 1959, a second radio factory is established near Pune.
In 1963, Philips invents the compact audiotape cassette and sets a global standard for tape
recording that has never been altered since. India gets exposed to this Philips invention.
In 1965 (3 April), the millionth Philips radio is manufactured in India. In the same year
Philips pioneers the concept of son-et-lumiere shows in India with the installation of such
a lighting and electro-acoustic system at the Red Fort in Delhi.
In 1970 a new consumer electronics factory is started in Pimpri near Pune.
Come 1982, Philips brings colour television transmission to India with the supply of four
outdoor broadcast vans to Doordarshan during the IX Asian Games. The company also
completes a prestigious turnkey project by handling the lighting and electro-acoustic
installations of stadia built specially for the IX Asian Games.
In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens

3
to music. In 1985, Philips inaugurates its consumer electronics factory at Salt Lake,
Kolkata. 1993 sees Philips launching its domestic appliance business in India and in 1995
Philips introduces compact fluorescent lamps into the country.
In 1996, the Philips Software Centre is established in Bangalore.
In 1998, Philips launches Flat Televisions and CD-recorders - both firsts in India.
As is seen, throughout the 1900’s Philips continued to bring the Indian consumer new
and innovative products backed by the latest technology and bearing the renowned
Philips stamp of quality.

Today…

Today, company is No. 1 or No. 2 in almost all the product-markets we serve. Our
heritage is our understanding of how people experience technology- because people
interact with technology practically every second, often without even realizing. Philips
brought the incandescent lamp to India over 70 years ago. Today it has wide range of
products used in homes, whether in the remote reaches of India or penthouses in South
Mumbai Philips or in commercial spaces like in hotels, offices, city streets, and malls,
anywhere and everywhere light enhances the quality of the ambience. It is also
attempting to make a mark in automotive lighting. State of the art technology greatly
enhances the quality of light and the energy efficiency in the usage. Philips brought the
radio to India when wireless opened up new horizons for information and entertainment.
Valves and tubes were quickly replaced by transistors, and Philips has remained the
innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for
richer and better listening experience. Richer viewing was also on the menu. With Digital
Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as
never seen before. With technology and style playing a significant role in the final
consumer choice, the focus is on creating technologies that are cutting edge and in sync
with ever-changing lifestyles and, introducing globally launched technologies
simultaneously in India. Philips recently introduced its patented proprietary and state-of-
the-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of
Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the
expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand

4
shops, which showcase the entire consumer electronics range, and provide an enhanced
brand shopping experience to the Indian Consumers. Philips' presence in Healthcare in
India is all embracing. 50% of Cardiac examinations in India are done on Philips
equipment. In the specialized area of surgical x-ray, Philips innovation in the mobile c-
arm for intra operating imaging is unmatched. Philips Medical Division has been growing
rapidly and has recorded more than 40% growth in 2005.Philips in India enjoys
No.1market share in High field MR, Cardiac CT, Cath Lab and Monitoring systems
Today, we are No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is
our understanding of how people experience technology- because people interact with
technology practically every second, often without even realizing. Philips brought the
incandescent lamp to India over 70 years ago. Today it has wide range of products used
in homes , whether in the remote reaches of India or penthouses in South Mumbai Philips
or in commercial spaces like in hotels, offices, city streets, malls , anywhere and
everywhere light enhances the quality of the ambience. It is also attempting to make a
mark in automotive lighting. State of the art technology greatly enhances the quality of
light and the energy efficiency in the usage. Philips brought the radio to India when
wireless opened up new horizons for information and entertainment. Valves and tubes
were quickly replaced by transistors, and Philips has remained the innovator by being the
first to bring the audio cassette, the CD, the VCD, the DVD, for richer and better
listening experience. Richer viewing was also on the menu. With Digital Natural Motion,
Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before.
With technology and style playing a significant role in the final consumer choice, the
focus is on creating technologies that are cutting edge and in sync with ever-changing
lifestyles and, introducing globally launched technologies simultaneously in India.
Philips recently introduced its patented proprietary and state-of-the-art 'AMBILIGHTTM
(Ambient Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the
forefront of its sales and marketing strategy, has been the expansion of the Philips
ARENA network, a chain of Exclusive Philips Retail Brand shops, which showcase the
entire consumer electronics range, and provide an enhanced brand shopping experience to
the Indian Consumers. To the consumers' kitchen and home Philips brings convenience
and high styling. For the kitchens a range of food processors: blenders, juicers and

5
grinders, specially designed for Indian culinary preferences, a range of bread toasters and
sandwich makers. For the body beautiful, hair styling and epilation products for the
woman and shavers for men. Philips is revolutionizing garment care at home with over a
million steam irons in perhaps as many homes. All these lifestyle and healthcare
consumer offerings get better and better with digitalisation and the intelligence that is
embedded. Philips technology platforms are unsurpassed in these. Philips is the leader in
inventing, innovating and creating the technologies that underpin the products that people
experience every day. Philips is today the leading lifestyle and healthcare company in
India. It has fashioned itself to continue to be the leader in an India where people are
increasingly becoming part of three revolutions: the convergence revolution, the digital
revolution and the Internet revolution. Philips is far more focused, leaner, even more
consumer centered, more agile - all of which is reflected in its performance and in the
excitement within the company.
Philips in India is part of Royal Philips Electronics. As one of the nation's most well-
known and well-loved brands, Philips is a part of practically every Indian's life. Philips
products find a use in virtually every aspect of daily life - at home, at work and on the
move. Today, Philips stands as a source of reliable and innovative products that enhance
the quality of consumers' professional and personal lives.
Philips India was recognized by Business world Magazine as The Most Respected
Company in India in the Consumer Durables Sector for 2002. This award was based on a
peer perception survey among 584 senior managers of the corporate world conducted by
Business world Magazine and the India Market Research Bureau.
Royal Philips Electronics of the Netherlands is one of the world’s biggest electronics
companies and Europe’s largest, with sales of EUR 29 billion in 2003. It is a global
leader in color television sets, lighting, electric shavers, medical diagnostic imaging and
patient monitoring, and one-chip TV products. Its 165,300 employees in more than 60
countries are active in the areas of lighting, consumer electronics, domestic appliances,
semiconductors, and medical systems.

6
 Mission and vision / values and strategy
Company Mission:

We improve the quality of people's lives through the timely introduction of meaningful

technological innovations.

Company vision

In a world where technology increasingly touches every aspect of our daily lives, we will

be a leading solutions provider in the areas of healthcare, lifestyle and enabling

technology, aspiring to become the most admired company in our industry as seen by our

stakeholders.

Company values

• Delight customers

• Deliver on commitments

• Develop people

• Depend on each other.

Company brand promise

Our brand promise is 'sense and simplicity'. It encapsulates our commitment to delivering

products and solutions that are advanced, easy to use, and designed to meet the needs of

all our users, wherever in the world they may be.

7
Company Strategy:

We will:

• Increase profitability through re-allocation of capital towards opportunities

offering more consistent and higher returns

• Leverage the Philips brand and our core competencies in healthcare, lifestyle and

technology to grow in selected categories and geographies

• Build partnerships with key customers and suppliers, both in the business-to-

business and business-to-consumer areas

• Continue to invest in maintaining world-class innovation and leverage our strong

intellectual property position

• Strengthen our leadership competencies

• Drive productivity through business transformation and operational excellence

Management Philips Electronics India Limited

Board of Directors
Non-Executive Director & Chairman S. M. Datta
Executive Vice Chairman & Managing Director K. Ramachandran
Executive Directors S.Venkataramani,

Non-Executive Directors Andreas Wente, Rajeev Bakshi

8
 Businesses

DAP

Domestic Appliances and Personal Care employs approximately 10,000 people

worldwide and operates in four business areas: Shaving & Beauty; Domestic Appliances;
Oral Healthcare and Health and Wellness. It maintains sales and service organizations in
60 countries and runs manufacturing operations in the Netherlands, Austria, Poland, the
USA, Brazil, China and Singapore.
Lighting
Lighting employs approximately 46,500 people worldwide and operates in five business
areas: Lamps; Luminaires; Lighting Electronics; Automotive, Special Lighting and UHP
and LumiledsIt maintains sales and service organizations in over 60 countries and runs
manufacturing operations in the Netherlands, Belgium, France, Germany, the People's
Republic of China and South Korea.
Medical Systems
Medical Systems employs approximately31,000 people worldwide and operates in three
main business areas: Diagnostic Imaging Systems; Customer Services and Clinical
Solutions. It maintains sales and service organizations in more than 63 countries and runs
manufacturing operations in the Netherlands, Germany, Finland, Israel and the USA.
Consumer Electronics
Consumer Electronics employs approximately 16,000 people worldwide and operates in
three main business areas: Connected Displays; Home Entertainment Networks and
Mobile Infotainment. It maintains sales and service organizations in 50 countries and
runs manufacturing operations in Belgium, France, Hungary, Mexico, Argentina, Brazil,
India and China.

9
 Chapter-Ill: Objectives of the study
If you look around you today, the pace of change is certain to scare you at

times. Rapid progress is being made in the way things are bought, made and sold. The

consumer today is clearly the King. The choices he has before him today are

unimaginable. For a simple toothbrush, have about 100 choices. From colors to shapes to

bristle length’s to bristle types, different price segment and attractive packaging.

The places he buys from too are continuously being upgraded. Consumers

want touch, feel and experience the product before they actually buy it. The choices that a

consumer faces today extend right to the point of purchase. The consumer evaluates the

outlets where he purchases and will not buy a product or service unless the retail outlet

provides value to the customers.

With increase in the disposable income, the attitude and buying behavior of

consumer is changing. Even the shopping trend in Indians is changing with increase in

shopping mall and retail outlets. Everyone wants to buy the products from the mall or big

retail shops.

Here, the need for the project is to understand the oral health care in detail.

And even to understand how the consumer takes care of their teeth and dentist role-

played in oral health care. And even understand the oral care product companies role-

played in oral care. Even consumers are not satisfied with product they are using and

looking something new in the market.

10
Objective of this project:

To study the movements of Oral Care Products in market.

To understand the buying behavior of consumer while selecting toothbrush and

their attitude towards ETB.

To check the awareness of the electronic toothbrush in market.

To find out the market feasibility and opportunity of electronic toothbrush in

market for Philips.

To find the Dentists role in Oral care products and their Attitude towards ETB.

11
 CHAPTER 5

RESEARCH METHODOLOGY

The methodology is basically the set of rules, procedures, tools, and techniques used by
the researcher for realization of research objective. The process of designing research
study involves many interrelated decisions.

The most significant decision is the choice of research approach. This determines how the
information will obtain.

There are three types of research approach: -

1) Exploratory research
2) Descriptive research.

These types differ significantly in terms of research purpose, research question, precision
of hypotheses that are formed and data collection method used. In this project only 2 out
of 3 research methods were used.

1) Exploratory research: -

Exploratory research is seeking insight into general nature of a problem, the

possible decision alternatives and relevant variables that need to be considered.

The objective of exploratory research is to find out new ideas flexibility, &
ingenuity characterized by the investigation. In the exploratory research emphasis is
given on the finding practices and policies that need changing and developing
possible alternatives. Exploratory research seeks to discover new relationships.
Hence most of the marketing research is of an exploratory type. Exploratory
research defines problem, which is then solved by conclusive research.

12
 2) Descriptive research: -

Descriptive research gives emphasis on description & such studies are simply fact
gathering expedition. Descriptive studies attempt to obtain a complete & accurate
description of situation. Descriptive data are based as direct basis for marketing
decisions.

In planning and designing a specific research project it is necessary to anticipate all

the points that must be undertaken if the project is to be successful in collecting
valid and reliable information.

The steps in which the project was carried out were as follows: -

1) Define the problem and specify objective.

2) Developing research plan.
3) Design the data collection method.
4) Organize and carryout the field work
5) Analyze the collected data
6) Presentation of the project report

13
SAMPLING DESIGN

The techniques of sample are classified as:

1) Probability sampling method.

These methods are generally applied in case of important decisions, where accuracy is at
a premium, regardless of the time and cost involved, in plain terms, every member of the
population has an equal chance of selection.

2) Non-probability sampling method.

Samples are selected according to convenience of the researcher in non-probability

sampling. So it has the benefits of simplicity and low cost. This sampling does not
provide a chance of selection to each population element.

In the project non-probability sampling method was used to select sample in Mumbai
region, which was selected on the basis of target market. Sample size selected was 50.

Universe: Mumbai and Pune.

Sampling Methods:

1. Random sampling while selecting companies of oral product.

2. Convenient sampling while selecting Dentist, stores, Hypermarket.

Size of Sample:

1. Consumers using MTB: 30

2. Consumers using ETB: 20
3. Dentist Professionals: 20
4. Kirana Stores: 30
5. Departmental store, Hyper markets, super markets: 50
6. Chemist and Druggist: 50

14
DATA COLLECTION METHOD

The data are basically classified into two broad categories:

Primary data (data collected by means of direct mail, personal interview, direct contact,
questionnaire, etc.)

The primary data was collected to fulfill the objective of the project. The data was
collected through questionnaire and personal interviews with consumers, Chemists and
floor managers of Departmental stores, Hyper and Supermarkets. Some questionnaires
were collected through the direct mail.

Secondary data (data collected from secondary sources such as Indian Dental
Association, Competitors websites, Health magazines, internet, etc)

The secondary data was collected to get some additional information and to support the

primary data to meet the objective.

15
 Chapter-V: Data Analysis

Oral Products Available in Market

Products No. Of Companies

NTP 18
DTP 11
Toothpowder 14
DTB 3
MTB 20
ETB 4
Mouth wash 11
Gum Paints 3
Bleaching Agent 1
Chewing Gums/Mints 14
Floss Pick 4

Oral Products Available in Market

No. Of Companies

25 18 20
20 14 14
15 11 11
10 3 4 3 4 No. of Companies
5 1
0
Toothpowd

Mouth
MTB
NTP

Bleaching

Floss Pick
wash

Agent
er

Products

These products were available with Chemist & Druggist, Kirana Stores and Departmental

Stores. Medical products like Dental toothpaste & toothbrush, Gum paints, Floss picks

and bleaching agents are available with Chemist and Druggists only. Some products like

mouthwash and floss picks are available with both the chemists and Kirana stores and

Super and Hyper markets. MTB and NTP are the products available with 20 and 18

companies. Whereas bleaching agent is available in only one company. ETB are available

in market but only with 3 companies.

16
 Products available with Kirana & Departmental Stores and Chemists

Stores Products
No. Of Companies
NTP 15
Toothpowder 20
Super/Hypermarkets MTB 20
And Kirana Store ETB 3
Chewing Gums/Mints 10
Mouth Wash 5
NTP 15
Products Available in DTP 10
Market Toothpowder 20
DTB 3
MTB 20
Chemists & Druggists ETB 3
Mouth wash 12
Gum Paints 2
Bleaching Agent 1
Chewing Gums/Mints 10
Floss Pick 4

Products Available in Market

No. Of Companies

25 15 20 20 10 15 10 20 20
12 10
20
15 3 5 3 3 4
10 2 1 No. Of Companies
5
0
MTB

MTB
ETB

ETB
NTP

NTP
DTP

DTB
Toothpowder

Toothpowder

Bleaching
Gums/Mints

Gums/Mints
Gum Paints

Floss Pick
Mouth Wash

Mouth wash
Chewing

Chewing
Agent

Super/Hypermarkets And Chemists & Druggists

Kirana Stores
Comapnies and stores

The graph represents the products available in the Kirana stores, Departmental stores.

Normal Toothpastes and Manual Toothbrushes are available in varieties. Only three

companies of Electrical Toothbrushes are available with the departmental stores. Those

17
are Oral-B, Colgate & Eclean. Mouthwash is available with limited addition within the

stores like AMPM special, Listerine and Colgate Plax.

Manual toothbrushes are available in the market in bulk. Some toothbrush companies are

having free offer with toothpaste. Retail shop like Spencer’s are selling toothbrush under

their brand name.

In toothpaste, more than 20 brands are available but shopkeepers prefer to keep only

limited brand.

Nearby 11 Oral products are available with the chemist. In which products like dental

toothpaste, Dental toothbrush, Mouthwash, Gum paints, Floss picks and Bleaching agents

are available in bulk. Some of the chemists have electrical toothbrushes. Only two

companies of ETB are available in the market i.e. Colgate and Oral-B. Other chemist do

keep the ETB but on customers order basis. Products like normal toothpaste and manual

toothpaste are available with chemist but with limited amount and only branded products

like Colgate, Oral-B etc.

18
 List of Companies

Toothbrush
Toothpaste (Normal) Toothpaste (Dental) Toothpowder Toothbrush (Dental) (Manual)

Colgate Sanquel Colgate Oral- B Oral- B

Pepsodent Thermoseal Pepsodent Senolin Cello
Cibaca Sensodent Dabur Colgate Colgate
Neem Metro hex Neem Pepsodent
Binaca Metro gel Dg gel Binaca Cibaca
Amar Emoform Amar Neem
Ajanta Stoline Ajanta Binaca
Anchor Try guard Anchor Amar
Meeswak Senzo Meeswak Ajanta
Babool Dentobac Babool Anchor
LG C- Sensitive Vicco Aqua
Close Up Oragaurd B Babool
Vicco Fixon Spencer
Oragaurd B Porwal Close Up
Sensitive Vicco
Himalaya Oragaurd B
Dabur Senolin
Promise Plack Off
Sanixo
Trisa
Himalaya
Chewing
Toothbrush (Electronics) Mouth wash Gum Paints Gums/Mints Floss Pick

Oral- B Aqua white Gum X Orbit Oral B

Colgate Listerine Dili Gel Happy dent DR. Floss
Eclean Colgate Plax Dentogel Protex happy dent Colgate
Denturite Polo J&J
Chlohex Mentos
Sequel Ad Pehlicos myntz
Detadine Chlormint
Sensowash Tid Bits
Diclofenac(Redirinse) Double Mint
AMPM Special Center Fresh
Crola Chlormint
Halls
Boomer
Freshmint

Some toothbrush companies mentioned like Himalaya, Amar, Ajanta, Neem, Babool etc.
have an offer with the toothpastes. The toothbrushes are labeled in companies’ name.

19
 Monthly Sale Figure with Chemist

Monthly Sales of Toothpaste

Toothpastes Monthly Sales (In Rupees)

Colgate 126000
Pepsodent 110700
Normal
Close Up 73800
Toothpaste

Himalaya 23400
Meeswak 34200
Sensodent 21600
Thermo seal 25200
Dental Metro hex 21600
Dentobac 15300
Emoform 18000

Monthly Sales of Toothpastes

Sales In Rupees

126000
140000 110700
120000
100000 73800
80000 Monthly Sales
60000 23400 34200 21600 25200 21600 15300 18000
40000
20000
0
Himalaya

Metro hex

Emoform
Thermo
Colgate

Dentobac
Pepsodent

Sensodent
Close Up

Meeswak

seal

Dental
Toothpaste Brands

Sales of normal toothpaste are very high as compared to dental toothpastes. In

normal toothpaste, Colgate is a most preferred product followed by Pepsodent. In dental

toothpaste, the sales are nearby same of 3 products as these products sales depend on

dentist preference. Dentobac is having least sales in dental toothpastes whereas Thermo

seal is having highest sales.

20
 Toothpowder Monthly Sales

Tooth Powder Daily Sales Weekly Sales Monthly Sales

Colgate 575 4025 17250
Pepsodent 450 3150 13500
Binaca 200 1400 6000
Anchor 175 1225 5250
Vicco 675 4725 20250

Tooth Powder

25000
20250
20000 17250
13500 Daily Sales
sales

15000
Weekly Sales
10000 6000 5250 4725 Monthly Sales
4025 3150
5000 1400 1225
575 450 200 175 675
0
Colgate Pepsodent Binaca Anchor Vicco
Companies

From the above graph it is seen that, the sales toothpowder as compared to

toothpastes is very low. Consumers mostly prefer toothpaste while brushing. Old people

mostly prefer the toothpowder while brushing. Sales of Vicco are very high followed by

Colgate toothpowder. Anchor is having the least sale as compared to Binaca and

Pepsodent.

21
 Monthly Sales of Toothbrushes

Toothbrushes Companies Monthly Sales

Oral- B 16200
DTB Senolin 12150
Colgate 17400
Oral B 62100
Colgate 60300
TOOTHBRUSH MTB Pepsodent 31500
Cibaca 22500
Anchor 17100
Colgate 19750
Oral- B 19750
ETB
Eclean 0
Royal 6000

Monthly Sales of Toothbrush

Sales in Rupees

70000 62100 60300

60000 19750
50000 31500
40000 22500 19750 6000 Monthly Sales
30000 16200 12150 17400
20000 17100 0
10000
0
Colgate

Colgate

Colgate
Senolin

Eclean
Pepsodent

Cibaca

Royal
Oral B
Oral- B

Oral- B
Anchor

DTB MTB ETB

Toothbrush Com panies

Above graph represents the sales of DTB, MTB and ETB. In DTB, sales are

nearby of all the 3 companies. Colgate is having highest sale whereas Senolin is having

the least. In ETB, Oral-B is most preferred by the consumers followed by Colgate but the

sales of these are same. Royal is having very low sales as consumers are facing technical

problem with this ETB.

22
 Total Monthly Sales of Mouthwash

Mouthwash Monthly Sales

Listerine 33600
Colgate Plax 42000
AMPM 28800
Aqua White 22800

Monthly Sales of Mouthwash

50000
42000
Sales In Rupees

40000 33600
28800
30000
22800
Monthly Sales
20000

10000

0
Listerine Colgate Plax AMPM Aqua White
Companies

From the above graph it can be seen that, in mouthwash Colgate Plax is having

very good sale followed by Listerine. Listerine is having good sales in highly located area

whereas AMPM special is also having good sales in area like Malad and Andheri. Even

Colgate Plax is having good sales in highly located area. Aqua white is also having fair

sales in some location. Colgate and AMPM special are 2 brands that are mostly preferred

by the dentists and even prescribe consumer/patients to use it.

23
 Total Monthly Sales in Rupees

Products Companies Monthly Sales

Gum X 18000
Gum Paints Dili Gel 18000
Dentogel 15300
Happy dent 24000
Protex Happy dent 21150
Chewing gums/Mints Polo 24750
Orbit 19350
Chlormint 20550

Monthly Sales of Gum Paints & Chewing gums

Sales in Rupees

30000 24000 24750

25000 21150 19350 20550
18000 18000 15300
20000
15000 Series1
10000
5000
0
Happy

Protex
Happy

Orbit
Dili Gel

Dentogel

Polo

Chlormint
Gum X

dent

dent

Gum Paints Chewing gums/Mints

Companies

Above graph represents the monthly sales of Gum paints and Chewing

gums/Mints. Here from the graph it can be seen that in Gum Paints, Dentogel is most

preferred by the dentist and consumers. Even the sales of Gum-X and Dili gel are same.

These products are slowing moving in the market.

In chewing gums/mints, sales of happy dent are very high as compared to

other mint/gums. From the graph it can be seen that sales of other mints like Protex

happy dent, Polo, Orbit and Chlormint are almost same. The sales of these mints are very

high in kirana and departmental stores and with chemists.

24
 Monthly Sales of Floss Pick

Floss Pick Monthly Sales

Oral B 12000
DR. Floss 14250
Colgate 10500
J&J 8250

Monthly Sales of Floss Pick

14250
15000
12000
Sales in Rupees

10500
10000 8250
Monthly Sales
5000

0
Oral B DR. Floss Colgate J&J
Com panies

From the graph it can be suggested that sales of Dr. floss is very high

followed by Oral-B floss pick. The sales of these floss pick is very slow in market and

most of the consumer are not aware of this product and it use. Dentists suggest only those

consumers to use floss pick who are having severe tooth ache or gums problem. Most of

the consumers use this product after having their meal or always after having some

foodstuff.

25
 Total Monthly Sales of Chemist Product wise (In Rupees)

Sales Product Wise

Products Monthly Sales
Normal Toothpaste 368100
Toothpaste Dental 101700
Tooth Powder 62250
Toothbrushes 193500
Toothbrush Dental 45750
Toothbrush Electronic 45550
Gum Paints 51300
Mouthwash 127200
Chewing gums/Mints 109800
Floss Pick 45000

Product Wise Sales With Chemists

45000
109800 Normal Toothpaste
368100
Toothpaste Dental
127200 Tooth Powder
Toothbrushes
Toothbrush Dental
51300 Toothbrush Electronic
Gum Paints
45550 Mouthwash
101700
Chewing gums/Mints
45750 193500
62250 Floss Pick

From the survey it is seen that Toothpastes like Colgate & Pepsodent are the fast

moving products. Even the sales of Toothbrushes like Colgate and Oral-B are most

preferred by the customers. The sales of Dental product (Dental Toothpaste &

Toothbrush, Floss pick, Gum paints) are nearly same. As the sales of these products

depends of the Dentist prescription. So these are slow moving items.

Mouthwash like Listerine, Colgate Plax and AMPM special are the good

moving product in the market. Sales of Chewing gums are very good in the markets.

26
 Sales of Electronic toothbrushes are slow moving. Sales of these products

depend on the areas. The sales are good in some areas and very poor in some area.

Area like Town sides, Mulund, Andheri, Malad and Bandra has good sales (Weekly

sales 7-8 piece) and areas like Mahim, Thane, New Mumbai and Ghatkopar very low (1-2

per week).

27
 Monthly Sales of Products in Kirana stores, Hyper & Super Market

Products Company Sales

Sensodent 16200
Thermoseal 15300
Dental Metrohex 13500
Toothpaste & Toothpowder

Dentobac 15300
Emoform 14400
Colgate 1050300
Pepsodent 798300
Normal Close Up 500400
Himalaya 244800
Meeswak 224100
Colgate 95250
Pepsodent 39000
Powder Binaca 19500
Anchor 12000
Vicco 81750

Monthly Sales in Kirana, Dept.stores & Hypermarkets

Sales in Rupees

1200000 1050300
1000000 798300
800000 500400
600000 95250 19500 Sales
400000 244800
224100 39000 81750
200000 16200153001350015300 12000
0 14400
Himalaya
Metrohex

Colgate

Colgate
Dentobac

Emoform

Meeswak
Close Up

Binaca
Sensodent

Pepsodent

Pepsodent

Anchor
Thermoseal

Vicco

Dental Normal Powder

Products

The above graph represents the monthly sales of toothpaste (normal and dental)

and tooth powder. From the graph it can be suggested that the sale of toothpaste is very

high as compared to toothpowder. Even in toothpaste, sales on dental toothpaste are very

low as compared to sales with the chemist. Even it is seen that the sales of dental

toothpaste of all the 5 companies are nearly same. Now in normal toothpaste, the sales of

Colgate is very high followed by Pepsodent then by Close Up.

28
 Total Monthly Sales of toothbrush

Products Companies Sales in Rupees

Oral B 558000
Colgate 544500
Manual Pepsodent 338400
Cibaca 67500
Anchor 40500
Toothbrush Oral- B 11700
Dental Senolin 0
Colgate 11700
Oral B 556950
Colgate 474000
Electronic
Eclean 0
Royal 100000

Montly Sales of Toothbrushes

558000544500 556950
Sales in Rupees

600000 474000
500000 338400
400000
300000 40500 Sales
200000 67500 100000
100000 11700 0 11700 0
0
Colgate

Senolin

Colgate

Colgate

Royal
Oral B

Oral- B

Oral B
Anchor
Cibaca

Eclean
Pepsodent

Manual Dental Electronic

Coampanies

This graph gives the entire sales figure of toothbrush in kirana/ dept. stores

and super and hypermarkets. The sales of ETB and MTB are very high where as sales of

DTB is very low. Here, there is tight fight between Oral-B and Colgate in both the ETB

and MTB. Here the sales of MTB are very high in volume and ETB is very low in

volume. But due to high price segment the sale figure of ETB is nearby it to MTB.

Herein, the sales of ETB are very high in hypermarket, dept. store and Health shops like

Health and Glow.

29
 Total Monthly sales of Mouthwash

Mouthwash Total Monthly Sales

Listerine 56700
Colgate Plax 55500
AMPM 55650
Aqua White 47150

Total Monthly Sales of Mouthwash

60000 56700 55500 55650

47150
50000
Sales in Rupees

40000
30000 Series1
20000
10000
0
Listerine Colgate Plax AMPM Aqua White
Companies

The above graph represents the monthly sales report of mouthwash in super

and hypermarket and dept. and kirana store. If compared all the companies having tight

competition within themselves. Colgate Plax, AMPM special and Listerine are having

nearly same sales whereas Aqua white is low than these three companies.

AMPM special is the only company having one product in kids range and

sale of this is also fair enough as compared to all. Listerine is having wide range of

varieties with different price range and different packaging.

30
 Total Monthly Sales of Chewing Gums/Mints

Chewing gums/Mints Total Monthly Sales

Happy dent 99150
Protex Happy dent 97650
Polo 99000
Orbit 89700
Chlormint 86100

Here from the figure it can be predicted that sales of chewing gums/ mints is

good moving in the market. Even from the graph it can be seen that the sale of a 3

companies i.e. Happydent, Polo and Protex happydent, is having nearly the same. The

kids and youngsters mostly prefer all these items.

The movements of these products are good in kirana store and supermarkets

as compared to dept. stores and hypermarkets

31
 Total Monthly Sales of Floss Pick

Floss Pick Total Monthly Sales

Oral B 11700
DR. Floss 9900
Colgate 6600
J&J 0

Above graph mentions the monthly sales of Floss Pick within dept. stores,

kirana store, hypermarket and Super markets. From the figure it can be predicted that the

sales of floss pick is very low. The consumers mostly prefer oral-B floss pick and Dr.

Flossers. As most of the consumers are not aware of this product and it uses, the sales in

market is very low.

In dept. stores and hypermarkets the sales of Oral-B is very high in areas like

Andheri, Juhu, Marine Drive etc. and Dr. Flossers has good sales in small and medium

type of dept. store and supermarkets.

32
 Total Monthly Sales Product Wise

Products Total Monthly Sales

Toothpaste 2817900
Toothpaste Dental 74700
Tooth Powder 247500
Toothbrushes 1548900
Toothbrush Dental 23400
Toothbrush Electronic 1030950
Gum Paints 26100
Mouthwash 165000
Chewing gums/Mints 471600
Floss Pick 28200

Monthly Sales Product wise

471600
165000 28200 Toothpaste
Toothpaste Dental
26100
Tooth Powder
2817900
1030950 Toothbrushes
Toothbrush Dental
Toothbrush Electronic
23400 Gum Paints
Mouthwash
1548900 Chewing gums/Mints
247500 74700 Floss Pick

The graph represents the total monthly sales of products. This monthly

sale was collected from Kirana stores, Hypermarket, Super market & Departmental

stores. Toothpastes and Toothbrushes are the fast moving product in market. Toothpastes

brands like Colgate and Pepsodent are best selling product. Colgate Total 12 and

Pepsodent Center fresh is the product preferred by the consumers.

Dental product like Toothpaste, Toothbrushes, Gum paints & Floss pick

are not so fast moving product hypermarket and super markets.

Mouthwash like Listerine, Colgate Plax & AMPM special has well sell

in market.

33
 Electronic toothbrushes like Colgate and Oral-B have an average

movement. The daily sales of these are 1-3 pieces per day. Some Customer asks for other

brands in the market. As many consumers are not aware of the product because of less

promotion and product awareness in the market.

34
 Total Monthly Sales of Products among Dealers

Dealers List
Products Dealers Name Area Daily sales Monthly Sales
Tooth Paste
Colgate Gulab Sales Ghatkopar 1,00,000 40,00,000
Pepsodent Bhavana Agency Chincholi Phatak 1,00,000 30,00,000
Close Up Bhavana Agency Chincholi Phatak 75,000 25,00,000

Dental Toothpaste
Thermo seal Shubda Enterprise Mahim 5000 2,00,000
Sensodent Asiad Enterprises Lower Parel 3000 1,50,000
Metro hex Desai Agency Princess Street 3000 1,50,000
Dentobac Raka & Co. Princess Street 2000 1,25,000
Emoform J.K.Agency Mahim 6000 2,00,000

Gum Paints
Arihant
Gum X Distributors Dadar 2000 1,25,000
Dili Gel Mahavir Worli Naka 3000 1,50,000

Toothbrushes
Colgate Gulab Sales Ghatkopar 90,000 30,00,000
Pepsodent Bhavana Agency Chincholi Phatak 75,000 25,00,000
Oral B C G Marketing Dock yard 1,00,000 35,00,000

Mouth Wash
Listerine J.K.Agency Mahim 50,000 18,00,000
Colgate Plax Gulab Sales Ghatkopar 50,000 18,00,000

The above represents the daily and monthly sales of products among the dealers in

Mumbai. The dealers are allotted areas wise distribution. There is more one or two dealer

of one company. Only Colgate and Oral-B is having on one distributor within Mumbai. If

we compare the daily and monthly sales we find the difference in calculation. This is due

demand for the product is more in some areas and some departmental stores or

hypermarkets or even Chemist and Druggists.

35
 Product Features

Product Details (Toothpastes)

Product Names Rates in Rupees
Colgate 40gms 80gms 150gms 200gms Packaging Colour
Max fresh cooling 14 25 48 - Tube Blue
Max fresh Lemon 14 25 48 - Tube Green
Fresh Energy 22 30 56 - Tube Red
Fresh Energy 22 30 56 - Tube Blue
Herbal - - 50 - Tube Green
Strong Teeth 14 38 50 - Tube Red
Salt - 28 50 - Tube Red
Total12 - 30 56 - Tube White
Gel(Blue) - 39 50 - Tube Blue
Gel(Red) - 39 50 - Tube Red
Whitening 24 45 - - Tube White
Value Pack - 74 - - Tube Red
Sensitive - 58 - - Tube Pink
Bubble mint 22 - - - Tube Pink, Green

Close-Up
Active Gel 15 27 48 - Tube Blue
Mint - 30 47 - Tube Blue
Milk Calcium - 30 47 - Tube Blue

Pepsodent
2 in 1 11 25 46 - Tube Blue
Whitening - 24 47 - Tube White
Complete 11 26 46 - Tube Blue
Gum Care - - 58 - Tube Green
Center fresh - 28 50 - Tube Blue

Himalaya - 40 - 64 Tube Green

Meeswak - 36 50 - Tube -

The above table shows the products features i.e. price, product line, packaging and color.

Companies like Colgate, Pepsodent are having wide range of product with different price

of different size. Each product is differentiated with the packaging, it color and labeling.

36
 Tooth Brushes
Colgate Adults Kids Pepsodent Adults Kids Oral B Adults Kids
Rates Rates Rates

360 Degree 57 - Double Care 37 - Advantage + 50 12

Navigator 47 - Gum Care 32 - Advantage 36 -
Zig Zag + 30 - Expert 19 - Exceed 49 -
Massager 52 - Perfect 23 - Fresh Clean 16 -
Whitening 38 - Whitening 42 - Contura 37 -
Classic 20 - Easy Clean 15 - Classic 30 -
Antigem 14 - Fighter 13 - Mickey - 14
Cartoon - 22 Champion 11 - Kid - 25
Super Flexi - 10 Zig Zag 18 - Vision 40 -
Zig Zag Junior - 20 Perfect 23 -

Anchor Adults Kids Cibaca Adults Kids

Rates Rates
Bi-level 22 - Classic 20 -
Advance Flex 28 - Supreme 22 -
Kids - 14

Tooth Powder Toothbrushes Electronic

Product Rates Products Rates
25 Gms 50 Gms 100 Gms Oral B Cross Action Power 395
Colgate 11 20 38 Oral B Action Power 400 595
Pepsodent 10 20 - Colgate MultiAction 395
Binaca 12 20 - Colgate Kids 395
Anchor 11 18 -
Vicco - 22 50
Floss
Dental Toothpaste Products 25m 150m 200m
Product Rates Dr. Floss 20 - -
50 gms 100gms 200gms Oral B Ultra - 135 -
Sensodent 30 55 - Oral B Super - 110 -
Thermoseal 30 55 - Oral B Essential - 85 -
Metro hex - 43 - J&J 20 - -
Dentobac - 45 - Mouthwash
Emoform - 52 68 Rates
Product 50 ml 100 ml 200 ml
Gum Paints Listerine 23 67 -
Products Rates Colgate Plax - 60 -
Gum X 18 72 AMPM 44 54 150
Dili Gel 18 30 AMPM Junior 35 60 -
Dento Gel 20 - Aqua white - 65 -

37
 The above table represents the products type and it prices. From the table we

can see that in toothbrush there are wide ranges of products varying from size to price,

from color to style. Today, the market is flooded with various brands of toothbrushes,

some with more attractive packaging and the others with effective advertising, stating the

size, shape, pliability, colour, and other physical features, each claiming superiority of it

over the other. E.g. Pepsodent zigzag, Colgate 360 etc. Even companies are launching

their toothbrush in N number of colors, different shape, and different size. Now the

companies have even differentiated their bristle into soft, medium and hard. Companies

have even launched the toothbrushes having zigzag and x shaped bristle. E.g. Colgate

Zigzag, Pepsodent Zigzag, Oral-B Exceed

Even some companies have their products in kids range. Oral-B have different cartoon

shape toothbrush and with it they provide free cartoon rubber. Even Colgate has different

range for kids with different shape, bristles etc.

Even products like Floss pick, Toothpowder, Gum Paints and dental Toothpastes are

having varieties of range with different price and different size.

Mouthwash is also available with different size of bottle like 50ml, 100ml and 200ml

with different packaging. Some products are in glass bottles while some are in fiber and

plastic bottle with different size for kids and adults.

In ETB, companies like Oral-B and Colgate have launched their product in market with

price range of Rs. 395/- to Rs. 595/-. This toothbrush is launched for those who are

always looking for something new in market. Companies have launched this product with

different colors and with proper grip to handle and bristle’s in revolving shape. Similarly,

for kids company has some different shape i.e. like cartoon or Barbie doll handle etc.

38
 Price Segments For Toothbrushes
For Manual Toothbrush:

7
6 5
5 4 3 Trisa
4 2
3 2 22 0 Royal
1 3
2 1 1 1 Oral B
1 3 3 3
1 0 1 1 1 1 1 1 1 1 1 Colgate
0
Pepsodent
100-

200-

300-

400-

500-

600-

1400-

100-

200-

300-

400-

500-

600-

1400-
10*20

20-30

30-40

40-50

50-60

10*20

20-30

30-40

40-50

50-60
200

300

400

500

600

700

1500

200

300

400

500

600

700

1500
Cibaca
Battery Rechargable Manual Battery Rechargable Manual Anchor
Gray
Electrical Manual Electrical Manual

Adult Kids

Above figure represents the competitors profiling for manual as well as

electronic toothbrush. The graph suggests the prices and number of varieties in that price

range. There more than 15 companies of manual toothbrush in the market. But the major

market players in manual toothbrush are Oral-B, Colgate, Pepsodent, Cibaca and Anchor.

All these companies have very good brand image in the market and are most preferred by

the consumers. Colgate and Oral-B are having near by 12 types and variety toothbrush in

market. Normally the variety ranges from Rs. 10/- to Rs. 60/-. Colgate is having the price

band of Rs. 14/- to Rs. 60/- for Adults and Rs. 10/- to Rs. 22/- for kids. Similarly Oral-B

with the price band of Rs. 13/- to Rs 50/- for Adults and for kid’s price ranges from

Rs.12/- to Rs. 25/-. Cibaca, Pepsodent and Anchor are having price band between Rs.

10/- to Rs. 42/-. Manual toothbrush is having good sales in market. Oral-B and Colgate as

compared to Anchor, Cibaca and Pepsodent are leading the market with heavy sales.

Oral-B toothbrushes are the most preferred brand the consumers. Oral-B Exceed and

Vision are fast moving brushes and in Colgate Zigzag+, Navigator, Massager is having

good sales in Market.

39
Price segment for Electronic Toothbrush:
The same graph also represents the price range of electronic toothbrushes.

Nearly 9 electronic toothbrush companies were seen in the market in which 5 are from

gray market and rest 4 are well known companies. Colgate, Oral-B, Royal and Trisa well

know brands seen in the market. Colgate battery operated is having 2 varieties 1 for adult

(Colgate Multi Action) and 1 for kids (Colgate Kids) with same price of Rs. 395/-. And

the replaceable brush heads cost Rs. 200 with 2 brushes. Oral-B has positioned the

product with 2 varieties Oral-B cross action power with price Rs. 395/- and action power

400 for Rs. 595/-. Oral-B has products only for the adults and not for kids. The Oral-B

replaceable brush head costs for Rs. 200 with 2 brushes. Where as Royal electronic

toothbrush is positioned with only one variety of Rs. 300/- in the name Royal smile

specialist and 2 replaceable brush heads for Rs. 150/-. The Swiss brand Trisa CH 6234 is

imported through gray market from Swiss and sold here at different price by different

retailer. In some shops, the product is sold at the price Rs. 500/- and at some shop it is

sold at Rs. 500/-. And the brush head cost is same all over the market. The price is about

Rs. 300/- for 2 pieces.

The sales of these battery-operated toothbrushes were very low as

compared to the manual toothbrush. The sale of the battery-operated toothbrush is good

in high-located areas. Sales in supermarket, departmental stores and hypermarket as

compared to chemist are fair good enough.

40
 Only one brand of rechargeable toothbrush was identified in the market.

Oral-B vitality pro-white was seen in market but it was also imported through gray

market. The price of this brush ranged between Rs. 1200/- to Rs. 1500/-. But the original

price is more than Rs. 2000/-.

Few years back, Oral-B had launched the same product in market but due

lack of sales it had withdrawn the product from the market. But some of the Chemist

suggests that the few customers do ask for the same product.

41
 SWOT Analysis of ETB

Brands

Names Types Rates

Colgate Multi Action 395

Kids 395

Oral-B Cross Action Power 395

Action Power 400 595
Vitality Pro-white 1450

Royal Smile Specialist 300

Trisa CH 6234 550

Gray Market

Names Types Rates Wholesale Rates

Lucky Star - 120 50

Signal 2 - 150 50
Massage Cleaner - 150 60
Amber - 150 80
Revolving Brush - 100 65

42
 Strength and Weakness Colgate& Oral-B ETB:

Strength:

• Brand Name.

• Reasonable Price which is affordable for common person.

• Faith and Trust on Company as serving in market from long time.

• Varieties of Product.

• Promotion.

Weakness:

• No knowledge of product to Dealers, Chemist, Storekeepers.

• Change of battery within 1 month (2 AA Cell).

• No Precaution mentioned on packages.

• No service if damage.

• No product awareness in market.

• No warranty/Guarantee for product.

• No Battery Indicator, No on/off light indicator.

• No single brush heads available in market. Consumer has to buy set of 2 brush

head.

43
For Company

Opportunities:

• Overcome the weakness of competitors.

• Malls, Apparels, Hypermarket.

• Beauty & Cosmetic Shop.

• Tie Up with Loreal, Lakme, and Juice Beauty Saloons.

• Heavy Promotion in Malls, Apparels, Hypermarket i.e. Product Awareness.

• Company Brand Image as Philips serving market in electronic appliances from

long years.

• Family Pack.

• Multipurpose use.

Threats:

• Duplication of product.

• Competitors: - Competitors may launch the same product with low price.

• Gray Market: - As some of the Oral-B product like Vitality Prowhite, and Swiss

brand Trisa is imported from the gray market and they sell under company name.

• Company Brand Image: - As Philips is serving Indian market for home appliance

from long time and Indian market is not aware that Philips does serve the personal

care products. And will company overcome the brand like Colgate and Oral-B as

Philips is new player into the Indian market for oral products.

44
 Availability of Electronic Toothbrushes in Market
Shops Type Companies Yes No
Colgate 77 33
Oral-B 75 35
Chemists & Druggist
Royal 10 90
Trisa 0 100
Colgate 77 33
Super/Hyper Market Oral-B 75 35
And Kirana and Dept. Stores Royal 10 90
Trisa 2 98

Availability Of ETB in Market

120 100 98
100 90 90
No. Of Shops

77 75 77 75
80
Series1
60
33 35 33 35 Series2
40
20 10 10
0 2
0
Colgate Oral-B Royal Trisa Colgate Oral-B Royal Trisa
Chemists & Druggist Super/Hyper mkt and Stores
Comapnies and Stores

The graph represents the availability of ETB in Mumbai market. This data was collected

from the 100 Chemists & Druggists and 100 Dept. stores & kirana stores and

hypermarkets. From the data collected it can be suggested that companies like Colgate

and Oral-B are easily available in the market both in chemists and stores. As the sales of

Royal are low, the product is available at only specific area like Borivili, Kandivili etc

targeting middle class people.

Trisa brand is available in market only with two shops where these products are imported

through gray market. Even one variety of Oral-B i.e. Vitality Prowhite is imported

through gray market.

45
 Consumer Insight
Brushing Habits:

The entire graph shown below represents the consumer behavior, their

brushing habits and their brand preferences. All these data are collected from the 50

customers’.

Number of time consumer brush in day

Number of times cosumer brush

in a day
Early Morning
9% 0%
9%
4% Evening
0%
Every time after meal

78% Before Sleep

Both Morning & evening

Above graph show the number of times the customers brush within the

day. It was found that 78% of the consumers brush their teeth once in a day and 9% of the

consumers brush twice in a day i.e. in the morning and before going to sleep. From

below graph, it was even found that only 20% of the consumers do brush scientifically

and 62% brush carefully.

Way Consumer Brush thier Teeth

Carelessly
4%
casually
14%
Carefully
Scientifically
Scientifically casually
20% Carefully
62% Carelessly

46
 Brand Preference

Brands Pre fe rre d by Consume rs (M TB)

Others
14%
Pepsodent
10% Colgate
Colgate
44%
Oral-B
Pepsodent
Others

Oral-B
32%

Form the above graph, it is seen that the brand preferred most by the

consumer are Colgate and Oral-B. As both these companies always come with new

and innovative varieties, it gives consumers to make their choice to always try

something new and different from the previous choice. And even both these brands

are most preferred by the dentist worldwide and serving Indian market from long

time.

Both these companies are having varieties of products within the price

range of Rs. 10/- to Rs. 60/-. Even these companies are having huge varieties in size,

shape and price.

47
 Factors Considered while Buying

Factors Considered while Buying

Reputation
18%
Reliability Reliability
37%
Durability
Price
Comfort Com fort
18%
Reputation
Price Durability
18% 9%

Above graph represents factors considered by consumers while making

a brand choice or while buying the new toothbrush. As N numbers of toothbrushes

are available in market with varieties of features, price, colors and other factors by

which dilemma is created in consumers mind to which brand to prefer. About 37% of

consumer prefers reliability and few consumers prefer price, reputation and comfort

as important factors while buying new toothbrush.

48
 Consumer’s Behavior Using ETB
The entire graph below plotted represents the consumer behavior of those

who are using ETB. These data is been collected from 20 consumers who are using ETB.

Time Since Consumer's Using ETB

Recently From Years

15% 10%
From Years
1 years
6 Months 6 Months
25% Recently
1 years
50%

Above graph represents the time/period since the consumer are using

ETB.

From graph it can be seen that more than 70% of the consumers are those who have

sifted to use ETB from MTB. The reason given by the consumers to sift to ETB form

MTB are,

• For Change.

• It is more convenient to use.

• Easy to use then MTB.

• Removes more plaque, more effective and give clean teeth than MTB.

• It’s more durable.

49
 Form the graph it can also be seen that now the consumers are moving

towards ETB. Because of change in Indian consumer behavior and increase income, more

people afford to use these products. As more people are not aware about the product,

about its feature and its benefits, they are not ready to bye the product.

Consumers are not satisfied as they always have to change battery and

bristles get worn out very soon. So they are looking something new in the market.

50
 Brand Preference (ETB)

Colgate, Oral-B and Royal are the only brand available in the market.

From the graph plotted below it can be seen that only Oral-B is the most preferred brand

in the market. Oral-B is having two varieties of ETB with price of Rs. 395/- and Rs. 595/-

And Colgate is also having 2 varieties one for adults and other for kids both with same

price Rs. 395/-. Colgate is having good sale in kids range. Even Oral-B doesn’t have any

product in kids range. Royal has also launched one product named Royal Smile Specialist

of price Rs. 300/-. But it is not having good sale in market the reason behind is the

machine starts giving problem after few months.

Brand Preferred (ETB)

Royal Other
0% 0%
Colgate
35% Colgate
Oral-B
Royal
Oral-B Other
65%

While buying ETB, consumers give importance to reliability,

durability and price. Consumers while buying consider shape, color, battery life and

easy availability of brush heads as an important factor. Consumers buy these products

from the shop like supermarket, hypermarket and beauty and health shops whichever

is convenient for them.

51
 One survey was carried consumers preference while choosing ETB.

The table given below shows the need and rating given by consumers while choosing

ETB.

Customers statement Interpreted Need Rating

Looks pretty Toothbrush has appealing appearance 5
Toothbrush effectively removes
Vibrates plaque off plaque 5
Gets into crevices Toothbrush reaches all areas of teeth 4
Toothbrush has easily replaceable
Easily replaceable heads heads 3
Cheap Toothbrush is affordable 4
Easy to hold Toothbrush has pleasing ergonomics 4
Long battery life Toothbrush battery lasts long time 5
Balance of speed Toothbrush has multiple speeds 2
Built-in toothpaste Toothbrush comes with toothpaste 1

52
 Awareness about the Product

Awareness about the product is major concerned while launching new

product. What is the product? What is so special about it and how people going get

benefit from this?

Oral-B and Colgate has launched ETB in the market but people are not aware about the

products, about the features and benefit of using ETB.

Retailers and shopkeepers do not have enough information with them to

explain the benefits to the consumers. This is the main reason some consumers are not

able to sift to ETB from MTB. Consumers do find the ETB’s in market but no knowledge

about the products. And even there is no promotion from either of the companies to

create product awareness among the consumers.

Now, Colgate is planning to make heavy promotions to create product

awareness among the consumers. Even company’s salesman on every weekend carry out

some games for kids and later explains a benefit about the products i.e. carries out

product awareness.

Awareness About Philips ETB

Yes
30%

Yes
Not

No
70%

53
 The above graph tells the awareness about the Philips ETB in Market. Only

15 consumers i.e. 30%, out of 50 are aware and rest all are not aware. Everyone is aware

that Philips in well-known brand in electronic goods. But most people are not aware that

company deals in personal products too.

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 DP Visits

Number of Visit in one Day:

Everyday nearly on an average 25-30 patients do visit the dentist. Patient

of age 7-15 years in kids and above 40 ages do visit the dentist. Patient between ages

20 to 30 have least visit to dentist. Some of the patient have visited dentist more than

twice or more than thrice.

Adults Children
Solutions Toothpaste Toothpaste
Normal/Sensitive Normal/Sensitive Normal/Sensitive

. The dental products are divided in 2 groups for Adults and

Children’s. It is further divided into solution and Toothpaste, which is further, divided in

normal and sensitive.

Major Reasons Patient visiting Dentist:

• Tooth ache

• Regular Check up

• To have teeth cleaned.

• To have teeth filled.

• Root Canal.

Dentist Suggestion:

Most of the dentist suggests or subscribe to use medicine depending upon

the patient’s defined problem. Some dentist suggests using mouthwash, floss pick after

having food and to stop bad smell.

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Recommendation to use Electronic toothbrush:

Dentist do suggest to use electronic toothbrush to those patients ask for

new techniques for brushing and for good oral health. Some dentists recommend using

ETB for patients who are suffering from tartar or some those who are suffering from very

severe pain and severe oral problem.

Even dentist recommend using Electronic Toothbrush for people who are

handicapped.

Brushing Steps while Using ETB:

Dental Mumbai pioneered oscillating-rotating technology in 1991 and has

published over 60 clinical studies demonstrating its superior performance. Now, an

independent landmark study has confirmed what Dental Mumbai knew all along -

oscillating-rotating technology is superior to other power toothbrush technologies. This

brushing action is very different from ordinary manual toothbrushes, as it does the job of

brushing for you-just be sure to guide the brush head to all parts of your mouth. Refer to

the brushing instructions supplied with your power toothbrush. Instructions for using the

Dental Mumbai range of rotating power toothbrushes are as follows:

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Step1:

Guide the brush head slowly from tooth to tooth, following the curve of the gum and the

shape of each tooth.

Hold the brush head in place for a few seconds before moving on to the next tooth.

Step2:

Don't forget to reach all areas, including the inner and chewing surfaces, and behind

your back teeth.

Step3:

Direct the brush head along the gum line. It isn't necessary to press hard or scrub.

Simply let the brushes do all the work.

Step 1 Step 2 Step 3

57
 DP Insight
Attitude towards ETB:

According to dentist, there is no such difference between ETB and MTB.

They say that the brush is not important but the brushing technique playa a crucial part in

cleaning the teeth. All these varieties of brushes are just a marketing strategy to sell it.

Some Dentists have shown positive attitude toward ETB. They do

recommend using ETB to those consumers those who are suffering from Tartar and those

are physically handicapped or for kids who are not able brush themselves. Dentists have

found it more effective in those patients who are suffering from tartar. Even ETB prevent

gum diseases, significantly reduce gingivitis and bleeding and is as known to be as gentle

on teeth and gums as a soft manual toothbrush. They even do suggest to those customer

who are very conscious about their teeth or those who are looking for something new in

the market.

According to some dentists rotating ETB is more effective then vibrating

ETB. But some are opposite to it. So it is very difficult to verify that rotating ETB or

Vibrating ETB is more effective.

Some dentists do use ETB and have experienced the fell of using ETB. They

found that it is somewhat more effective than MTB; it helps in removing plaque very

easily as compared to MTB. Some Dentists have stopped ETB as they have found that the

bristles are not easily available in market. And some Dentist prefers using MTB as they

feel ETB is not very effective. According to them the brushing technique is very

important not the toothbrush.

58
Recommendation Rate:

The recommendation rate varies from dentist to dentist. Some dentist

prefer rate Rs. 200/- to Rs. 300 for battery operated ETB and for Rechargeable Rs.500/-

to Rs. 600/-. And some dentists recommend Rs. 300/- to Rs. 400/- and for rechargeable

Rs. 800/- to Rs. 1000/-.

Brand Preference:

As dentists are much more aware about the toothbrush in market, the most

preferred brand by the dentists are Colgate and Oral-B. Some dentists prefer to use

Pepsodent as there one of the choice other than Oral-B and Colgate.

And in ETB, Oral-B is most preferred toothbrush in market. Some dentists

prefer Colgate but the most dentists preferred brand is Oral-B.

59
 Chapter-VI: Findings

From the data analysis following points was derived:

1. The movement of the oral products like NTP, MTB, Mouthwash are very fast

moving product in the market. Even products like ETB, DTP, Chewing

gums/mints have average movement in the market and products like floss

picks, Gum Paints and dental Toothbrushes have least movement in the

market. Dental products like DTP, DTB, Floss picks have slow movement

because these products are sold on the dentist prescription.

2. Most of the consumers prefer reliability, durability as an important factor

while buying the MTB and ETB; even it is found that consumers are aware

about his scientific brushing style. The most brands preferred by the

consumers are Colgate followed by Oral-B in MTB and while in ETB Oral-B

is most preferred toothbrush followed by Colgate. While buying ETB

consumers prefers the benefits of the products then prefers looks and

durability.

3. It was even found that most of the consumers are not aware about the ETB, its

benefits and usage. Even it is found that, there is no product awareness

promotions carried out by the companies. Most of the consumer don’t know

what is ETB and they where amused to hear about the product. Some

consumers are aware of the ETB but the as the price more as compared to

MTB, consumer are more inclined towards MTB.

4. The main objective of this project was to find the market opportunity and

feasibility to launch Philips ETB. From the survey it was found that company

60
 has good opportunity in market to launch the product. As there are only two

companies in ETB and less competition, company has opportunity to launch it

ETB, having strong marketing strategy and making product awareness within

the market. Philips is known as repudiated brand in India especially in

Electronic good which is strong point for company.

5. Dentists play a major role in Oral Health Care Products especially in ETB.

Consumers prefer only those products that are suggested by dentists. Dentist

suggests ETB for only those consumers who are facing problem from Tartar,

those who are physically handicapped, and those who are looking something

new in the market.

Dentists have moderate attitude towards ETB. According to them, brushing

technique is more important not the brush. Both the MTB and ETB are equal

for them, but ETB is somewhat more effective than MTB.

61
 Chapter VII: Suggestions & Conclusions

Suggestion from Floor Managers:

Stores/ Shops Area

Premson bazaar Breach Canndy
Hyper city Malad
Carmichaels Chemist & General Stores Pedder Road
Food Bazaar Andheri
Sahakari Bhandar Worli
Shoprite Hyper Mulund
Food land Juhu
Health & Glow Mulund
Health & Glow Malad
Health & Glow Colaba
Alfa Vile Parle
Haikko Supermarket Powai

If Philips Company wants to launch the product the price should be

within 1500-2000 rupees. Some consumers do ask for other product range more than

present price. Company has to target big and Hi-Fi people. They said company has to

make heavy promotion before launching the product. As Company has good name in

market & consumer will prefer the brand. But threat is the company is serving for home

appliance and it is launching Oral product. Are Consumers aware that Philips does serve

for oral product? Company has competition with market leaders like Colgate & Oral-B

who are serving oral products from decades. If company launches the product with price

range of Rs.1500-2000/- first the sale will be slow but later the sale will increase. They

predict that later sale will be nearby Rs. 20000-30000 per month.

62
Questions rose:

Why Should I prefer your brand? What’s so special in it?

Why should I use Rs.1500-2000/- electronic brush when the other companies

provide the same for Rs. 400/- and when both give same result?

Even if company come with service center for it will customer come down to

service center for repair the toothbrush? Will he waste his time for it?

Suggestion:

The company should target the consumers those who belongs to upper middle class and

very rich class. Company can target consumer between the ages of 20 years to 50 years.

As Indian market is called as young market and within this age group the company has

large opportunity to convert the consumer who are always looking for branded goods and

also always looking something new in the market.

It is even proved that young generation who are earning in early stages, are

more likely to spend on health care products.

Company has very good chance to come with new varieties. As only 2-3 companies are

in the ETB market with limited range and limited varieties, companies can come with the

new varieties in adults and kids range.

Company can have product line of 3-4 varieties for adult with one range

that competes with competitors and another three with high price range product and with

additional features, new shape, and pretty look.

63
 Even company can come up with new ETB for kids. Only Colgate is having

its ETB for kids with cartoons and Barbie dolls shape on it. Companies can launch its

product for kids with have Donald duck’s, Tom and Jerry and Harry Porters picture on it.

For brush heads, company can launch it with 2-3 varieties so that

consumers may get choice to select brush heads they like.

Company can launch the ETB with different price for different varieties.

Company can have products with price between Rs. 700-2000 for both adults and kids,

which can be targeted to those customers with middle upper income group and higher-

class group.

For Adults:

For adults one variety can be launched within price of Rs. 700-1000 with

minimum features and which can compete with Oral-B’s Rs. 595/- product. This price

range can be targeted to upper middle-income group.

Another 2-3 products can be launched with additional feature and within

the price brands of Rs. 1200-1400, Rs. 1500-1700 and Rs. 1700-2000.

For Kids:

Company can have new ETB for kids with price of Rs. 500-700.

All the products can be placed in Departmental store, hypermarkets, super markets and

health and beauty shops.

Some products with price range of Rs. 500-1000 can be placed in beauty

saloons like Lakme, Loreal, and Juice etc. where especially women can be targeted. Even

the same price range ETB can be launched in men’s saloon.

64
 Even the product with the price of Rs. 500-700 can be launched within

medical shops and mini departmental stores depending upon the location.

While making advertisement for ETB the company should concentrate on various

attributes. Company can emphasize on the product feature and benefits from the products.

Where the advertising objective of company should be:

• Emphasis of benefit of the products.

• Building brand image in ETB.

• Highlight the usage of new products.

• Create product awareness among the consumers.

• Offer a range of products.

The advertisement can be given on T.V. and magazines like men’s health

magazines where company can build brand image and create product awareness among

the consumers.

Conclusion:

Oral Health Care is wide subject. There are nearby more than 15 products available in

market. Form the project data it can be concluded that in Oral Care Product are having

good movements in the market. Whereas ETB is concerned, the product awareness is

very less among the consumer, dealers and storekeepers. If the product awareness is

created among the consumer and benefits of the products are made aware, the sale of the

ETB will be good in the market. Dentists play major role in Oral Health Care and Oral

Products. The sales of Oral products like DTP, DTB and others like floss pick etc

depends on the dentist’s prescription. Even the attitude of the dentist is moderate towards

the ETB.

65
 Chapter-VII: Limitations

1. Project was restricted to Electronic toothbrush.

2. This project was restricted to Mumbai city only.

3. Another limitation of this project was that while filling questionnaire from

consumers is was very difficult to find ETB users.

4. Awareness about the product in market is very less.

66
 Chapter-VIII: Bibliography

1. Colgate Company Website “www.colgate.com”.

2. Oral-B Company website “www.oralbprofessional.com”

3. Men’s Health Magazines.

4. 4P’s Marketing Magazines.

5. Indian Dental Association website www.ida.org.in &

www.dentalhealthindia.com

6. Philip Kotler’s textbook “Marketing Management”.

7. Rajan Saxsena’s “Marketing Management” textbook.

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 Questionnaire for consumers using MTB

Personnel Information:

1) Name:
2) Age:
3) Occupation: 4) Phone Number:
5) Approx Household Income:

What do you own?

a) Car: b) 2 Wheeler: c) T.V.: e) Washing M/C:
f) Other Specify:
Media Habits:
Q.1. which newspaper you read regularly?

Q.2. Which T.V. Channel you watch the most?

Q.3. Which website you visit the most?

Q.4. Which radio channel you hear the most?

Q.5. How do you take care of your teeth?

Brushing: Mouthwash: Floss Picks: Other way:
Q.6. What is more important for good teeth?
Toothpaste: Toothbrush: Both: Other:
Q.7. How do you describe your teeth?
V.Good: Good: Average: Fair: Bad:
Q.8. How many times you brush in a day?
Early morning: Evening: Every time after meal: Before Sleep:
Q.9. How do you brush your teeth?
Carefully: Scientifically: Casually: Carelessly:

68
Q.10. Which toothbrush brand you prefer? Why?
Colgate: Oral-B: Pepsodent: Other:
Q.11. What do you consider the most important factor for making a brand choice/
purchase?
Reliability: Durability: Price: Comfort: Reputation:
Q.12. Where do you buy it from?
Supermarket: Hypermarket: Chemist: Kirana Stores:
Q.13. How much minute you brush for?
5 Min: 5-8 min: 8-10 min: more then 10 min:
Q.14. Are you satisfied with the Manual toothbrush you are using?
Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied:
Q.15. Are you looking for something new in the market?
Yes: No:
Q.16. Are you aware of electronic toothbrushes?
Yes: No:
If yes, which Brand?
Q.17. If yes, where you have heard from?
Dentist: Internet: Newspaper: T.V.: Others:
Q.18. Have you ever used?
Yes: No:
Q.19. What is your feel about it?

Q.20. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush:
Easy to use: Very easy: Very Difficult:
Durability: Very Durable: Not Durable:
Economy: Cheap: very cheap:
Assurance of clean teeth: Guarantee: Not Guarantee:
Design: Modern: Contemporary:
Shape: Attractive Not Attractive:

69
Electronic Toothbrush:
Easy to use: Very easy: Very Difficult:
Durability: Very Durable: Not Durable:
Economy: Cheap: very costly:
Assurance of clean teeth: Guarantee: Not Guarantee:
Design: Modern: Contemporary:
Shape: Attractive Not Attractive:

Q.21. Do you have detailed knowledge about electronic toothbrush?

Yes: Somewhat: Not at all:
Q.22. Have you ever been to Dentist?
Once: Twice: More than twice: Never:
Q.23. what was the reason you visited dentist?
Regular check up: To have teeth cleaned: Toothache:
To have teeth filled: No Visit: Other reason:
Q.24. Had any dentist suggested you to use Electronic toothbrush?
Yes: No:
Q. 25. What should be the price range of electronic toothbrush?
Rs.500-700: Rs. 700-1000: Rs. 1000-1500: More than 1500:

70
 Questionnaire for consumers using ETB
Personnel Information:

1) Name: ________________________________________________
2) Age: _________
3) Occupation: _____________________ 4) Phone Number: ________________
5) Approx Household Income: ________________

Q.1. How do you take care of your teeth?

Brushing: Mouthwash: Floss Picks: Other way:
Q.2. What is more important for good teeth?
Toothpaste: Toothbrush: Both: Other:
Q.3. How do you describe your teeth?
V.Good: Good: Average: Fair: Bad:
Q.4. How many times you brush in a day?
Early morning: Evening: Every time after meal: Before Sleep:
Q.5. Since when are you using electronic toothbrush?
Years ago: 1 year ago: 6 months: Recently:
Q.6. Why you have shifted to electronic toothbrush from Manual toothbrush?

Q.7. Which Electronic toothbrush brand you use? (Mention Rate)

Oral-B: Colgate: Royal: Other:
Q.8. what do you consider the most important factor for making a brand choice/
purchase?
Reliability: Durability: Price: Comfort: Reputation:
Q.9. where do you buy it from?
Supermarket: Hypermarket: Chemist: Departmental Stores:

Q.10. Are you satisfied with the Manual toothbrush you are using?
Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied:

71
Q.11. Are you looking for something new in the market?
Yes: No:

Q.12. Are you aware of Philips electronic toothbrush (Rechargeable)?

Yes: No:
Q.13. If yes, where you have heard from?
Dentist: Internet: Newspaper: T.V.: Others: _________
Q.15. Can you differentiate Electronic and Manual toothbrush?
Manual Toothbrush:
Easy to use: Very easy: Very Difficult:
Durability: Very Durable: Not Durable:
Economy: Cheap: very cheap:
Assurance of clean teeth: Guarantee: Not Guarantee:
Design: Modern: Contemporary:
Shape: Attractive Not Attractive:
Electronic Toothbrush:
Easy to use: Very easy: Very Difficult:
Durability: Very Durable: Not Durable:
Economy: Cheap: Very Costly:
Assurance of clean teeth: Guarantee: Not Guarantee:
Design: Modern: Contemporary:
Shape: Attractive Not Attractive:
Q.17. Will you are interested to buy Philips electronic toothbrush if launched?
Yes: _________ No: _________ Can’t Say: ___________
Q. 18. What should be the price range of electronic toothbrush (Rechargeable)?
Rs: 700-1000: Rs.1000-1500: Rs. 1500-2000: More than 2000:

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