Dentonic

Product Description:-
Dentonic is sugar free toothpaste with Triclosan in it. Dentonic Tooth
Paste is a great solution for cavity and decay problems.
Dentonic Tooth Paste is a Fluoride Toothpaste which provides complete Dental Care in a very
feasible price. It is Pakistan's widely used Dental Care product.
Problems:-
Dentonic was the first industrial toothpowder launched in Pakistan. It was launched in 1963 and
in a couple of year it started used to be at most households. You can judge from the fact that
every other day you would hear Dentonic ad on TV and Radio. But now it’s slowly losing its
popularity. Why? Because of change in cultural trends, people like convenience and comfort.
They are concerned about their health and fitness. The trend is towards showoff and not
simplicity.
As ala chemical were the pioneer they 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.
The brand “Dentonic” by Ala Chemicals was originally launched as a tooth powder meant for
the middle and lower socioeconomic classes. The tooth powder was a hugely successful product.
Dentonic tooth powder held the highest market share in the category at 80 per cent in the 1990s.
However, the tooth powder market in the urban areas is declining and consumer preference is
slowly moving to toothpastes. Although tooth powder is still used in the rural areas, some
toothpaste manufacturers have extended their reach at the lower end of the market offering
consumers “value propositions” in the shape of toothpaste at the comparable price of tooth
powder. The market for dental cleaning products has seen a shift in terms of young consumers
switching from powder to the lower-priced toothpaste brands.
There is some other weakness of Dentonic powder:-
 Old / outdated formula
 Lack of fragrance
 Lack of variety and taste
 Old fashion
 Lack of communication and availability
 Uneasiness to use
 Doesn’t reaches out to all part of the tooth
 Considered as unhygienic way of cleaning your teeth
 No correspondence with dentists
 Bad word of mouth from dentists and consumers
 Weak promotional strategies
In our view the financial position of the company is not very strong (for 39yrs they are
producing a single product)
Recommendations and Suggestions:-
  A proper track of stocks should be maintained. Stocks should not be outdated, over
stocked and under stocked at critical sales point.

 Online Buying and selling can also improve the Image of Dentonic.

 Always compare your products with others to keep track of how Dentonic is performing
with respect to others.

 Sales Person should be available till the closing time of superstores/wholesalers.

 Advertize yourself as much as possible. People today want to know about Dentonic on
 Television, Radio and other communication Channels.

 Door to Door sales today cannot cover the population of Pakistan. So its best that
promotion schemes should be launched in the densely populated areas.

 A proper feedback system whether online or offline should be launched

 Proper Sales Person Training Should be carried out at least once/twice in a year
 Advertisement can attract more habitual buying behavior
 Awareness Should be made among habitual buyers
 Try to create products for lower class at low prices (can be of small size) just like upper
class so at least they should know the product
 Try to make more innovative products for sensitive class
 For Upper Class too advertisements should be made for variety seeking buyers.
 Take Care of shelf space.
 Make each and every flavor competitors are making
 The company is high at CSR; it should analyze the annual profits and then set a
percentage for such activities.
 The company should divest few SKUs of powders if they are not producing the profits
 The company should develop Strategy to beat other local companies and their preferred
products.
 The company should focus on creating value rather than increasing volume.
 The company should change its target markets and positioning and producing the product
at lower Prices for the NGOs and charitable organization.
 With R&D, company should also focus on promoting the product.
 Maswak / other flavor in tooth powder.

Dentonic is the oral care industry is on the 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.
Research Process
Research Objectives and Defining the Problems:
We have conducted a research to find out the reasons of its non-acceptance and dissatisfaction of
among consumers and problems faced by them.
Research plan :
Research is explanatory as we had to find the problems and reasons of its less success through it
has a large potential market.
Data Sources :
We have gathered data from secondary source.
Secondary source of our data are internet. www.dentonic.com.pk and other different websites.
Information gathered :
Due to fake Dentonic spread out in different locations in Pakistan the reputable name of
Dentonic tooth powder’s image was severely damaged, and market declined.
Because of no provision in advancement for a longer period of time Dentonic powder lost its
customers to other available brands. The shifting was caused because of no improvement in the
formula and no scientific recommendations were given from dental association.
The general perception about Dentonic powder in the minds of people was not favorable.
 Swot Analysis
Strengths
 Consumer loyalty
 Only Pakistani company to use
“Trychozan” of dental quality
 Exports to Sirilanka, Bangladesh
(Franchise), India (Calcutta), U.A.E
and Saudi Arabia
 Latest Technology
 High Quality
 Strong consumer recall
 Market monopoly in tooth powder
 Good management and loyal staff
Weaknesses
 Started investing in research very
late
 Working on very low margins
 Lack of advertising and promotion
 Lack of awareness in the current
generation
 Don’t have flavors or colors
Opportunities
 Exports e.g. Japan, Malaysia and
U.S.A
 Getting recognition by different
Dental associations in Pakistan
 Can target higher class and current
generation by product development
and promotion
 Smokers (removal of stains)
Threats
 Competitors: low cost toothpastes
and Lukmani Mangin
 Considered an obsolete solution to
dental care
 Lack of awareness today
 The loyal consumers of the product
are growing old and the rate of new
consumers growing in not enough
 Misconceptions
 PEST analysis
Political
As such Dentonic is not really affected by
government agencies and pressure groups,
but Dentonic is approved by Pakistan Dental
Association (PDA) and is also ISO 9001-
2000 certified. These certifications are helpful
in the international market.
Social
Economical
Economic environment for demonic is that it
is very cheap and affordable for all income
class.
The regular Dentonic Toothpowder does not
target any specific income group but due to
its low price 90% of its users are those who
earn less than Rs.7000 per month.
Technological
Basically technology does not apply here
because those people who believe getting
their tooth clean.