ST.

KABIR INSTITUTE OF PROFESSIONAL STUDIES

SUBJECT = Advance Marketing Management (AMM).

BY “RAUNAK BARDIA”
AMM PROJECT
Roll No:- 2123096
Division = B
Contents
Introduction...........................................................................................................................................4
Product value hierarchy.........................................................................................................................5
MAJOR PLAYERS....................................................................................................................................6
Product mix...........................................................................................................................................9
USP.....................................................................................................................................................11
Brand repositioning.............................................................................................................................12
Possibility of potential products..........................................................................................................13
New product development...................................................................................................................14
Introduction
Toothpaste is a solution or gel diluent that is used to clean and maintain the look and health
of teeth with a brushing. Toothpaste is an abrasive that facilitates in the elimination of plaque
and food from the teeth, reduces halitosis, and provides active chemicals (most often
calcium) to help prevent tooth decay and gum disease (gingivitis). Because of differences in
composition and fluoride levels, not all toothpastes are equally effective in protecting oral
health. Tooth decay has been attributed to the introduction and widespread use of fluoride-
containing toothpastes in the twentieth century. Toothpaste consumed in massive amounts
has the potential to be harmful. Toothpaste is present in a range of tints, including white
(typically with multi-coloured design) and green.

Toothpastes are typically beneficial to tooth hygiene. Toothpaste with fluoride is effective in
preventing tooth decay. Toothpastes may also help with plaque control and removal, as well
as gum health. Brushing your teeth with toothpaste may not always enhance plaque removal,
according to a comprehensive study published in 2016. When used frequently, the active
components in toothpastes, on the other hand, can assist to avoid dental problems.

Toothpastes are made up of a range of ingredients, the most common of which being
abrasives, fluoride, and detergent.

Major factors driving the growth of the toothpaste market are:

Plaque and tartar are two of the most frequent oral health concerns that individuals confront,
and they are driving the expansion of the toothpaste business. More over half of the adults
has a problem with tartar. In both emerging and established nations, the increased frequency
of cavities, gingivitis, and sensitivity has raised toothpaste consumption. The toothpaste
market is expected to grow as a result of this trend.

The toothpaste business is expected to develop because to growing consumer education,

government-led oral health campaigns, rising sugary drink consumption, and a growing
preference for herbal toothpaste.
Product value hierarchy

Core product = The consumer is purchasing a medium for the protection of teeth and mouth
in the case of toothpaste.

Basic product = The primary advantage must be turned into a simple product by the
marketer. In the instance of toothpaste, the marketer must sell toothpaste that allows everyone
to have a germ-free mouth without any negative side effects.

Product to be Expected: -Must include Fluoride is a naturally occurring mineral that builds
and nourishes tooth enamel, as well as preventing cavities and enamel erosion.

It's not gritty, but it's smooth.

The FDAI [Food and Drug Administration of India] has approved it.

Augmented product = To beat the competition, the marketer seeks to give a product that is
enhanced or even better than expected. Colgate offers a range of toothpastes, including
Colgate herbal for a healthy mouth with an Ayurvedic impact. it has now been included.
MAJOR PLAYERS

Market Share (Volume-wise)

The toothpaste sector is the most important, representing for 69% of the oral care industry.
The toothpaste market is worth 11,000-13,000 CR, according to estimates.
Market Share (Value-wise)

As of March 2020, Colgate Palmolive India Limited (CPIL) is the best in terms of value,
reaching 48.3 percent. With a distant 16 percent, HUL is in second place. With a market
share of 13.4 percent, Dabur is catching up to HUL. Patanjali currently controls 9.2 percent
of the Indian toothpaste market, compared to 7.9 percent for GSK.

-
Market Share (Category-wise)

Prior to Patanjali's debut, the family category was the most popular in the toothpaste segment,
accounting for 35 percent or more of the market. Patanjali, on the other hand, entered the
market and completely transformed the category mix. The herbal or natural category now
accounts for more than 35% of total revenue, up from less than 10% in FY15.

Patanjali and Dabur, on the other hand, have a larger portion of the natural sector, with a
combined market share of 75%. This category has been rising at a 30 percent compound
annual growth rate (CAGR). MNCs like CPIL and HUL were the only ones to lose market
share to local companies in this category. CPIL has released various items in this area under
the Ved Shakti Portfolio to combat this.

HUL is leading the freshness sector with Closeup. With the Colgate Max Fresh, CPIL
attempted to compete, but HUL maintained its advantage. GSK's Sensodyne is the market
leader in the sensitive area, followed by CPIL's Colgate Sensitive.
Product mix:-

Product Depth: -

Colgate Toothpaste Active Salt

This product contains salt, which works to avoid cavities and keep a healthy gums and teeth.
The minty flavour offers you a fresh breath and mouth. The salt and mineral in toothpaste aid
to efficiently clean teeth.

Colgate Visible White Dazzling White Toothpaste, Sparkling Mint

This toothpaste contains salt, which helps prevent cavities and maintain healthy mouth and
teeth. The minty scent offers you a fresh breath and mouth. The salt and mineral in toothpaste
aid to adequately clean teeth.

Colgate Slim Soft Charcoal Toothbrush

This toothpaste contains salt, which helps prevent cavities and maintain healthy mouth and
teeth. The minty scent offers you a fresh breath and mouth. The salt and mineral in toothpaste
aid to adequately clean teeth.
Colgate Anti-Cavity Kids Barbie Toothpaste

The strawberry-flavoured toothpaste also includes fluoride, which helps to prevent cavities
and tooth enamel erosion. This paste's refreshing, minty flavour helps to keep bad breath at
bay. It is appropriate for children to use on a daily basis.

Colgate ZigZag Toothbrush

Colgate Zig Zag has multi-angle zig-zag bristles that penetrate deep between teeth to
eliminate plaque efficiently. This brush comes with a soft tongue cleanser that softly
eliminates odour-causing bacteria and helps to refresh breath. The rubber-cushioned handle is
easy to hold and gives you better brushing control.

Colgate Swarna Vedshakti Toothpaste

Clove, neem, honey, amla, and tulsi are among the constituents in the toothpaste. The
components work together to give total care by strengthening, refreshing, and delivering anti-
germ therapeutic benefit. The toothpaste provides total protection against bacteria and plaque
accumulation.

Colgate Plax Vedshakti Mouthwash

Ingredients like saunf, chakra phool, and pudina protect the mouth from pathogens while also
leaving the mouth smelling fresh. Pudina adds freshness, saunf adds sweetness, and chakra
phool adds a spicy, one-of-a-kind flavour.

Colgate Plax Peppermint Fresh Mouthwash

The mouthwash contains fluoride, which helps to prevent cavities, and the peppermint
flavour helps to keep bad breath at bay. It is a non-antiseptic mouthwash that promotes gum
health. Because it is alcohol-free, there is no burning feeling.

Colgate Tooth Powder - with Calcium and Minerals

Colgate Tooth Powder promotes overall dental health by promoting healthy gums and a
brighter smile. The toothpowder's calcium and mineral-rich mix preserves teeth healthy and
strong. Toothpowder is completely vegetarian. Colgate tooth powder is a full germ-protection
solution that can strengthen your teeth by up to two times.
USP
Colgate usp

slogan?

Dentist recommended. Clean your mouth out good. If you brush your teeth you will not get
cavities…it’s a promise! When you brush with (your) toothpaste, your breath will smell
sweeter, even after eating onions. It’s never too late to brush.

What makes Colgate different?

Colgate Total toothpastes include an antibacterial component that stays on your teeth for 12
hours, even after you eat or drink. Colgate Total is the most trusted brand in India, providing
12 hours of protection against cavities, gum issues, and plaque.

Pepsodent

Colgate Total toothpastes include an antibacterial component that stays on your teeth for 12
hours, even after you eat or drink. Colgate Total is the most trusted brand in India, providing
12 hours of protection against cavities, gum issues, and plaque.

Chat with Digi Dentist

It's a free online tool that will quickly and simply detect your oral health requirements and
give you with individualised IDA-endorsed recommendations.

Because it's a HUL product, there's a lot of room for distribution.

That provides a wide range of dental care alternatives based on specific needs.

Patanjali brand

Strong brand ambassador with Baba Ramdev as its face helped boost the business
for Patanjali.

Patanjali sells only Ayurveda based products in food, cosmetics and FMCG.
Gets rid of dental problems through Ayurvedic solution

“Ayurveda” and essential herbs is increasingly getting awareness. Chemical free product.

Dabur

Fluoride, a harmful industrial by product found in most toothpastes, is not present.

It contains cooling crystals that help to keep your tongue fresh.

Nutritional components in a healthy food product that boosts body immunity.

Brand repositioning
Dabur 

Dabur has always been connected with the conventional image of a lady since its beginning a
few decades ago. Dabur opted to join the digital realm with long-format commercial films
about a woman's struggle with cancer in the campaign, Brave and Beautiful, in order to break
away from these prejudices and take a position for the modern woman. The 4-minute film
had 3 million views on the first day and was a huge success.

Colgate
started off by selling starch, soap, and candles. It repositioned itself as a
toothpaste company after 70 years of business.

 Abrasives.
 Fluorides.
  Surfactants.
 Other components.
 Xylitol.
 Fluoride.
 Diethylene glycol.
 Triclosan.
Possibility of potential products: -

There are many different toothpastes currently being offered on the market. While each brand
has slight variations in their formula, most contain the same basic ingredients: abrasives,
colourings agents, flavouring, fluoride, humectants, thickeners, preservatives, sweeteners,
and whiteners.

These ingredients can be mix with one other to form a potential product.

Abrasives: Abrasives are utilised to eliminate plaque and tartar and give toothpaste its
cleansing power. Abrasives polish teeth while also removing stains. Alumina, hydrated silica,
dicalcium phosphate, calcium carbonate, and sodium bicarbonate are all common abrasives
(baking soda).

It is important to note that toothpastes which are too abrasive can damage tooth enamel. This
can result in tooth sensitivity and yellowing of the teeth.

Colourings Agents: The addition of colour to toothpaste gives it a more appealing

appearance. Red, green, and blue are examples of colouring agents. Toothpaste contains
titanium dioxide, which is used to make it white.

Humectants: are utilised to keep the toothpaste's paste-like texture and water content
constant. The separation of liquid and solid is prevented by retaining water. Sorbitol,
glycerin, water, and pentatol are examples of humectants. Xylitol is a rare yet effective
humectant.

Flavoring: is added to make toothpaste taste better. It also hides the taste of detergent
ingredients, particularly SLS. Peppermint, spearmint, cinnamon, wintergreen, and menthol
are all common flavourings.
Fluoride = commonly known as sodium monofluorophosphate, works to prevent tooth decay
by absorbing into the enamel. This improves the teeth's resilience to plaque bacteria's acids.

Preservatives: These are added to toothpaste to prevent microorganisms from growing.

Sodium benzoate, methyl paraben, and ethyl paraben are all common preservatives.

Sweeteners: are only intended to improve taste. Examples of sweeteners are calcium or

sodium saccharin and /pages/ aspartame.

Whiteners: are added to toothpaste, but cannot actually whiten teeth. Instead, whiteners work
to reduce stains on teeth. Examples include peroxide, citroxain, and certain abrasives. 

New product development

A typical product development process represents a structured set of studies and designs
targeted at the end goal of generating a product that can be sold. A team of specialists with
diverse areas of expertise is assembled to create novel oral care solutions. A product feature
or technological application that is the centre of a development effort is common in such a
team. Several rounds of the design-build-test cycle result in an enhanced product at the end of
each cycle, bringing it one step closer to the final product to be marketed.

Engineers, scientists, and dental practitioners may be part of the development team in the oral
care sector. The dental practitioner is frequently concerned with guaranteeing the safety,
efficacy, and usability of the product for the consumer.

The involvement of the dental practitioner is crucial for the product's success, especially if
the technology is ground-breaking in its invention. Dentists and dental hygienists are familiar
with dental anatomy as well as patient and clinician issues. They provide essential
information throughout the development of a new product if employed from a typical private
practise setup. The primary supplier of oral hygiene information, the dental hygienist, may
give critical insight into understanding patient behaviour and motivation. These insights are
especially valuable throughout the design and testing phases of the development cycle.

The first aim is to test the company's certification requirements. Which things and/or testing
should be performed in-house? What external resources, such as contract research
organisations (CRO) or university-based research groups, should a corporation employ? The
evaluation process includes identifying the sort of data that will be obtained (through
questionnaires or clinical measurement of short-term or long-term use, etc.).

A flexible research environment is required for product development. Finally, independent,

randomised, controlled, and blinded clinical investigations are required to support product
claims. All of these, however, may not be achievable in the early phases of the product
development cycle.