"You can't just ask customers what they want and then try to give that them.

By the time you'll get it built, they'll want something new"

Hence, We are providing the customers best of their needs.

“STARSHINE TOOTHPASTE”
Enriched with the goodness of purest herbs. Toothpaste is an ideal dental
formulation that protects against various dental problems. So, brush twice
with starshine to keep your smile healthy.
STARSHINE

A wonderful natural toothpaste to keep our smile’s brighter,

teeths healthy and no gum problem. One can have cavity
free teeth with the regular usage of toothpaste.
USP OF STARSHINE:
1) Contains finest herbs for complete natural care
2) Zero defect with zero effect on environment
 How is STARSHINE TOOTHPASTE better
than other herbal toothpaste?
In today’s time, there are many herbal toothpaste available in the market such as Patanjali Dant Kanti, Colgate herbal,
MamaEarth Natural berry blast etc.
Our toothpaste, Starshine is better than all of the toothpaste available in the market in terms of:
-Pricing
-Quality
-Taste
-No gum problem
-Fights bacteria
-No bad odour
Also, It is made of all natural ingredients with a good freshening taste.
We are also keeping in mind the COVID-19 situation and taking proper measures including Daily Sanitisation.
The Manufacturing process is done with Clean hands, Masks and Proper PPE kit to give customers the best of
services.
 4P's of Marketing

The four Ps of marketing are the key factors that are involved in the marketing of a good or service.
They are the product, price, place, and promotion of a good or service.
 PRODUCT

Herbal toothpaste cater to the demand of consumers who wants natural alternatives to chemical based
products. There is not much difference in the texture or inconsistency.
KEY-INGREDIENTS

• Peppermint oil (an extract of mentha piperita) : Pepper mint is known for it's anti-fungal and anti-bacterial
properties.
• Small cardamom (an extract of Elettana Cardamomum): Cardamomhelps to fight bacteria.
• Tomar seeds fruits (Zanthoxylum armatum) : These seeds have antiseptic properties. It also helps to fight bad
odour.
• Kashni roots- These roots are anti-inflammatory
• Lavanga (an extract of Syzygium aromaticum) : Lavanga prevents tooth decay.
• Karpura- Karpura is a natural breath freshener.
• Hareetaki (an extract of Terminalia chebula) : Haretaaki helps in prevention of sore mouth and relocated gums.
FEATURES OF PRODUCTS

u It is said beauty of an individual is in his power but smile in his sword. Considering this, we have
decided on a product with following features:
u A wonderful natural toothpaste to keep teeth healthy.
u Provides nourishment to the teeth of the germs at an early stage.
u Presents cavities of the teeth, inflammation of the germs at an early stage
u Beneficial to those who get cavities, due to eating too many chocolates.
u Giving long lasting freshness.
u Beneficial to those who suffer from sensitivity of teeth as well as other tooth problems.
u Prevents staining of teeth in people who smoke cigarettes or chew tobacco.
u Suitable for all ages.
u Herbal parts are highly concentrated and readily soluble in water.
RANGE OF THE PRODUCT

1) STARSHINE TOTAL
u It contains a unique combination of ingredients that attaches to your teeth and gums and doesn’t
get washed away even when you drink or eat- Hence, your mouth is protected upto ten hours.

2)Starshine Kids
u Low fluoride formula designed fir children upto six years
u It is available in two flavours:
1) Icy-Cool (fruit mint flavour) which is in Green colour.
2) Tasty-Tangy (lemon flavour) which is Yellow in colour.
 PRICE

A product cannot be launched without a price. Generally, level of price influences the
demand for the product.

It is also important to consider the price of competitors and calculated so that we could
compare them and offer best prices to customers.

BRAND PATANJALI DANT DABUR COLGATE CLOSE PEPSODENT

KANTI RED UP

MRP (₹) ₹10 ₹20 ₹10 ₹10 ₹10

weight(g) 20g 50g 19g 28g 25g

 PRICE OF STARSHINE

We considered distribution systems, quality of salesman, quality of product,

advertisement, type of packaging and other cost before determining the price. The price
of STARSHINE TOOTHPASTE are as follows:

WEIGHT PRICE

30g ₹10

110g ₹42

160g ₹65
 PROMOTION THROUGH ADVERTISING

Making potential consumers aware of the product of course is of utmost importance. In this context, promotion plays a
vital role by informing them about the features and inducing them to buy. Therefore, we organised various campaigns
listed below to make customers familiar with our product.
u ADVERTISEMENT THROUGH PAMPHLETS
Pamphlet distribution is a potent means of means of mass communication as it conveys to target customers information
about the qualities of the product. It is, thus, million-tongued salesmanship and is likely to reach many people.
u SALES PROMOTION
Short term incentives to buyers to make immediate purchase of a product are part of sales promotion.
Ø 1.) Public relations- Promoting the company's product in the eye of customers through variety of programmes /tools is
called public relations. Widely known tools are press releases, newsletters ,public service activities , sponsorships, etc.
Ø 2.) Sachets available at on entry pricing for low spending customers.
Ø 3.) Fluoride is the greatest defense against tooth decay, but children use less of it than adults. So we are offering low
fluoride paste flavors for children.
The promotion techniques are very useful because they are being short and most important for sales.
Some other campaign techniques other than we discussed before are:
Ø Premiums or gifts: To promote our product, our company is giving free samples on the purchase of 200g
toothpaste.
Example- A brush free with 200g of toothpaste.
Ø Samples: We will be distributing our samples to increase the sales. We have our sales person at various
societies to talk to our targeted customers directly.
Ø Charity: It is social responsibility of every business to deal with commitments towards society. Hence, we are
denoting ₹1 from every purchase of 200g toothpaste towards education and welfare of children.
Ø Media- Media has become an important part of advertising and market process. Hence, we will advertise
through printing media i.e., newspapers and digital media i.e., radio, television etc.
PLACE

CHANNELS OF DISTRIBUTION:
1) Direct Channel: Manufacturer-Customer
2) Indirect Channel:
v One level channel: Manufacturer-Retailer-Customer
v Two level channel: Manufacturers- Wholesalers- Retailers- Customer
v Third level Channel: Manufacturers- Agents- Wholesalers- Retailers-
Customer
We opted for indirect channel i.e.Manufacturers- Wholesalers- Customer
because our product is standardised and can be easily transported. Also, It
can reach to large numbers of people in indirect channel.
MEANS OF TRANSPORT

u Distribution of products from the producer through intermediaries require

transportation. Poor transportation choices can result in higher costs and lower
profits. On the other hand, a slow dsitribution process can result in loss of profits
or loss of sale as retailers or consumers switch to competitors who provide their
goods more quickly.
u We decided to use trucks as the means of transportation to cover
long distances due to the following reasons:
1. This mode is very flexible in comparison to rail transport.
2. It can reach almost any destination relatively quickly.
3. It can make several steps on a single route.
4. Rail transportation cant reach as many destinations as trucks can.
 ANALYSIS OF THE PRODUCT

CATEGORY Personal care brands-Hygiene.

SECTOR Fast-Moving consumer good (FMCG)
TAGLINE Starshine Hai Jahan, Smile Hai Wahan
SEGMENT People looking for healthy FMCG Products with low or middle purchasing power

TARGET AUDIENCE People having low or middle purchasing power who prefer herbal products.

POSITIONING Positioned on the platform of purity

 SWOT ANALYSIS OF THE PRODUCT

STRENGTHS 1.) Usage of all natural ingredients

2.) Good of availability of products own in semi-urban areas
3.) Low Price tags will surely attract large amount of customers.
4.) Beneficial to fight against cavities, inflammation of gums.
5.) Helps to keep freshness all day long and provide whitening of teeth with regular use of this
toothpaste.
WEAKNESS 1.) As it is a new product, Awareness about this brand would be comparatively less.
2.) There will be price wars with competitors.
OPPORTUNITIES 1.) Can enter more segments in personal hygiene, FMCG etc.
2.) Can target urban population with the rising conciousness for natural chemical free products.
THREATS 1.) Lot of competition in the market from regular toothpaste brands.
2.) Not much awareness regarding the effectiveness of the product.
3.) With rising incomes, people have started migrating from inexpensive brands to international
brands.
 SOCIAL MESSAGE

u The toothpaste is eco-friendly and cruelty free.

u The packaging of the toothpaste can be recycled.
u The manufacturing industry wastes are disposed off safely without polluting the
environment
u As it is chemical free- the chemicals are not spitted down and hence doesn’t cause
water pollution.
u Educating a child- With every purchase of 200g toothpaste, ₹1 will be denoted for
the education of under privileged children.