Segmentation

Targeting
Positioning
Differentiation
of
Toothpastes
Group Members:
Debopriyo.
Girish Kumar.
Indraneela.
Janmajaya .
Hari Thirumal.
Deepak Ritti.
1
Toothpaste Market-India
 India has Rs 3500-crore toothpaste
market.

 Oral care leader, Colgate-Palmolive leads

it.

 As against the growth of about 15% in the

overall toothpaste category, the market for
sensitive toothpastes has grown by 34%
over the last one year.

2
 Toothpaste Market Share - India
(2013)
Others
10.4% HUL
21.0%

Dabur
14.3%

Colgate
54.3%

3
 Per Capita Toothpaste
Consumption (in grams/per year)
600
542
500

400
304
300 255 244 Per Capita
Toothpaste
200
127 Consumption (in
100 grams/per year)

4
Sensodyne

5
Segmentation
 Jayant Singh, Executive V-P, Marketing,
GSK Consumer Healthcare, India, said, “On
the basis of a segmentation study, we found
there is a need for products that offer clear
and focused benefits for varied oral care
problems.”

 Tooth sensitivity is an oral condition that

affects up to 57% of consumers worldwide.

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Targeting
 Sensodyne is targeted at people having
sensitive teeth. It is premium products given
that they are priced higher than regular
toothpastes.

 Secondly, 80% of patients who undergo a

professional teeth-whitening treatment will
experience sensitive teeth. Sensodyne is
marketed as a toothpaste for relieving
discomfort before, during and after tooth-
whitening treatments. Hence this group is
also targeted.
7
Positioning
 As a second toothpaste brand in
households to tackle sensitive teeth.

 Sensodyne – for sensitive teeth.

http://www.youtube.com/watch?v=tHvlNLGYwW8

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Differentiation
 Glaxo SmithKline’s spokesperson said,
“When Sensodyne entered India in 2011,
research found 17% adults acknowledging
sensitivity problems. At the end of 2012,
32% people claimed to have suffered from
sensitivity at least once. This clearly
indicates that people are aware about the
problem and willing to do something about
it.”

 In the first four months of its launch,

Sensodyne garnered a 10% share of the Rs9
Variants
Original Total Care
Rapid Relief Total Care Gel
Rapid Action Extra Fresh
Fresh Gel Extra Whitening
Fresh Mint Repair & Protect
Fresh Impact Gum Care

Competitors
• Colgate Sensitive
• Pepsodent Sensitive
• Himalaya Sensitive 10
Colgate-Sensitive

11
Segmentation
As the market leader and expert in oral
care in India, Colgate has remained
steadfast in its commitment towards
innovation and introducing the best-in-
class technology for the consumers in
India and across the world. Tooth
sensitivity is an oral condition that affects
up to 57 per cent of consumers
worldwide.

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 Target
 Mainly targeted on urban upper & middle class
who suffer from tooth Sensitivity

 For the people with dentine hypersensitivity

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 Positioning
 Colgate Sensitive toothpaste soothes the
nerve ends and builds a protective shield
providing both relief from sudden shocks of
pain and long term sensitivity protection with
regular use.

http://www.youtube.com/watch?v=gkhxJ1kkbSw

http://www.youtube.com/watch?v=dkORFv2oPdo
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 Differentiation
 The first and only toothpaste clinically
proven to provide instant and effective long
lasting relief from Sensitivity.
 Helps maintain the natural whiteness of the
teeth
 Instant pain relief within a minute
 Advanced toothpaste uses the break-
through Pro- Argin technology. It has
arginine, an amino acid naturally found in
saliva, and calcium carbonate.
 Arginine in the unique formulation provides
superior protective oral health benefits. 15
Colgate

16
Segmentation
• Rural Segment
Geography • Urban Segment

• Segments of People with various

Behavior teeth problems

• Kids
Demography • Young
• Elders
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Targeting
 Max Fresh – For people who want fresh
breath

 Active Salt – For tooth cavity prone people

 Colgate Total – For all round oral health

 Colgate Sensitive – For segment of people

with sensitive teeth

 Colgate Whitening – For segment of people

suffering from plaque

 Colgate 2in1 – For segment of people

desiring strong teeth and fresh breath
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Positioning
 Toothpaste that provides decay protection,
strong teeth, germ protection and fresher
breath.

 Toothpaste with a different style & taste for

different segment

 Various Ad campaigns to supplement this

positioning with a tagline - “Trusted by
Generations to make teeth STRONGER”.

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Differentiation
 The Colgate brand is synonymous with oral
care.

 Compared to its biggest competitor P&G,

Colgate offers a much larger assortment of
oral care products in a wide price range.

 Colgate’s larger market share allows it to

offer more competitively priced products.
http://www.youtube.com/watch?v=5n0gcIQihVA

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Variants
Dental Cream Active Salt
Total Fresh Energy Gel
Herbal Max Fresh
Kids Cibaca
Advanced Whitening Sensitive

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Pepsodent

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Segmentation
Pepsodent is a brand for ‘Aspiring’ as well as
‘Striving’ i.e. for both mid and mass
segments
The Segmentation has been done as:
Geography
• Rural Segment
• Urban Segment
Behavior
• Benefits – Type of Oral Problem
Demography
 Age – Kids,Youngsters,Elders
 Income – Low Price, Medium Price, High 23
 Targeting
 Pepsodent is targeting the adult male/ female
and kids by different varieties of products.

 They also target mothers as they use kids in

their ads.

 The variants of Pepsodent in totality target

complete family as a family care product.

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Positioning
 Pepsodent is positioned as long-lasting
protection from germs; it could fight germs for
hours after brushing
 Research suggested that mothers worry
about what their kids eat, especially when
they are away from them, and its impact on
their dental health. Using that insight,
Pepsodent launched the ‘Dishoom Dishoom’
ad that said: Let Pepsodent fight germs for
you.
http://www.youtube.com/watch?v=RH7YfcrVPBs
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 Positioning
Advertisement Campaigns

 Their campaign has Bollywood superstar and doting

father Shah Rukh Khan playing the cool Pappa to his
son Pappu, bringing forth the benefits of brushing with
the new improved Pepsodent
 Pappu & Pappa – II takes Pepsodent's philosophy of
making brushing — an otherwise mundane task —
into an interesting fun activity further by building the
importance of oral hygiene, which is at times
neglected by parents.
 The TV campaign narrates interesting short stories
between Pappa who uses humour and storytelling to
educate Pappu on the importance of brushing every26
Differentiation
 They started a campaign called BHOOT
campaign , to expand the market and use
of their products.

 It launched Pepsodent Dental Insurance, in

partnership with New India Assurance.

 With effective ad campaign, Pepsodent

made about 12 lakh kids to brush the teeth
at night (with pepsodent only) which
reduces 30% of tooth decay
http://www.youtube.com/watch?v=R347lsr23X8 27
Variants
Complete Care Germicheck +
Gum Care Green Tea
Whitening 2 in 1
Expert Protection Center Fresh
Cavity Fighter Germicheck 2in1

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Dabur

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Segmentation
 Dabur segmented people based on
psychographic segmentation

 Consumers are divided into who want natural

and ayurvedic toothpaste products rather
than any other tooth paste which has
chemicals especially fluoride which leading
brands like colgate, pepsodent etc have.

 Simultaneously Dabur also has segmented

the market for kids, adults and senior citizens.
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 Targeting
Dabur targeted their customers in different
categories and designed different products :
 Babool - Yellow teeth, swollen gums ,tooth
ache, food lodgement, foul odour, extensive
pain while eating.
 Meswak - cavities and teeth misalignment,
teeth sensitivity, bleeding gums, bad breath,
teeth discoloration, tooth decay, chipped or
broken teeth caused due to injuries.
 Dabur Red - Tooth decay ,dryness of mouth,
Tooth loss, Gum diseases
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Positioning
Toothpaste containing Ayurvedic ingredients are
effective in preventing and curing dental
problems
 Dabur Red - keep dental problems away
- It is positioned as toothpaste in budget
segment.
-contains 13 active ayurvedic ingredients like
like Laung Pudina & Tomar, that keep all your
dental problems away.
 Babool-Begin a great day , the babool way
- Is a natural toothpaste packed with the
medicinal benefits of Babul tree 'Acacia Arabia'.
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Positioning
 Meswak- Incredible meswak ,complete oral
care
- It is positioned as toothpaste in premium
segment.
- Scientifically formulated Herbal toothpaste with
pure extracts of meswak plant 'Salvadore
Persica', the famous 'Toothbrush Tree' used for
centuries
Advertisements
For Kids:
http://www.youtube.com/watch?v=ullANRbjdsQ
For Adults:
http://www.youtube.com/watch?v=XG9HhBbMreI 33
Differentiation
 Old is gold- Dabur red is oldest traditional
product and Dabur Red Toothpaste has
become a Rs 100 crore brand within just five
years of its birth.

 A non-flouride toothpaste.

 The biggest competitor of Dabur Toothpaste

is Himalaya. Dabur differentiates itself by
using the age old traditional herbs like
babool, neem, meswak etc which has been
used in ancient India since Vedic age. 34
Himalaya

35
Segmentation
 The company in its survey found that
consumers were looking for toothpaste
which would offer them multiple benefits

 The company felt that this segment which

wanted toothpastes with benefits of natural
herbs was lying untouched.

 Most of the brands addressed only one

issue of oral care with a single toothpaste

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Targeting
 The company has found a loyal consumer
base as the company right from the start
has advertised itself as ‘herbal care
products’

 Himalaya sales head says “We heavily

advertise in south India as 54% of our
revenues come from this part of the country,
our distribution channels are very well
placed here”.

http://www.youtube.com/watch?v=kUxeRfcSH54 37
Positioning
 Complete care toothpaste ad placed heavy
weightage on the benefits of ‘Antioxidants’

 ‘Antioxidants’ promote good oral health

 Presence of 13 hebs including herbs like

meswak,babool,pomegranate and neem

 All the above natural herbs help in fighting

plaque,periodontitis,gingivitis respectively

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Differentiation
 The product distinguishes itself from others by
saying about the benefits of natural herbs and
the use of antioxidants

 Competitive pricing of the product

Complete care Colgate Pepsodent
(175 gram) (150 gram) (150 gram)

Rs. 75 Rs. 72 Rs. 95

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Thank
You

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