Submitted ByDeepak Singh Negi Amity Business School deepak2009negi@gmail.

com MBA-(General), Sec-A

INTRODUCTION
Earlier in India oral hygeine was the domain of local home made ayurvedic powders or natural herbs. The history of toothpaste in India can be traced back in year 1975.Now the awareness regarding oral hygeine in Indian society has increased with the different brands of toothpaste.

Opportunities for Toothpaste Industry In india

In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However, rising per capita income and increasing awareness is driving demand of oral care products. Consumers have started switching to valueadded toothpastes like gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching from toothpowders to toothpastes.

INDUSTRY OVERVIEW
Total market of 750 crores.

Growth rate of 18.6%

Per capita usage mere 85 gms per person. Major player Colgate Palmolive and

Hindutan uniliver

GROWTH PROSPECTS
Increased at a compound growth rate of 6.6% between 2004-09
Rising income level i.e increasing purchasing

power of consumer Large domestic market with population over a billion Untapped rural market

TOP TEN TOOTHPASTE BRANDS

COLGATE

(Coalgate Palmolive Ltd.) PEPSODENT (Hindustan unilever) CLOSE UP (Hindustan Unilever) SENSODYNE (GlaxoSmithKline) AQUAFRESH (GlaxoSmithKline) ANCHOR (Anchor health & beauty care Ltd.) DABUR RED (Dabur India) BABOOL (GlaxoSmithKline) MESWAK (GlaxoSmithKline) VICCO BAJRADANTI (Vicco Laboratories)

Industry Overview
Growth Rate
Toothpaste Sub Segment Major Players Per Capita Consumption Penetration Level

GROWTH RATE
Growth rate of 18.6%

Registered a compound growth rate of 6.6% between

2004-09 Changing spending pattern with a increase in purchasing power, there is a upward trend in the expenditure incurred upon FMCG. Changing profile and mindset People look for MONEY FOR VALUE rather than VALUE FOR MONEY. Switching from economy to premium brands

MAJOR PLAYERS
Colgate Palmolive Ltd. (Market Share- 47.3%)
Hindustan Unilever Ltd (Market share- 30%) Dabur India Ltd. (Market Share- 7.2%) Other companies like Vicco, Patanjali, Promise etc.

Top 5 Brands - Market Share (2009)

Colgate Dental Cream
Close-Up Pepsodent Complete 10 Colgate Cibaca Top Colgate Fresh Energy Gel Other Brands

34% 14%

11%
5.7% 3% 32.3%

Segments:
Popular Segment

Colgate , Pepsodent Low Price Packs Cibaca, Babool Niche Products Ayurvedic and Sensitive toothpastes Freshness Segment Colgate MaxFresh,Close Up,Anchor Gel

Declining Growing Stagnant Growing

Price-based Segments
Regular Segment: Low Price Segment:

100 gm: Rs 25-30 100 gm: Rs 14-20

The Lower Price Point segment accounts for around 25% of total category volumes

INTERNAL

EXTERNAL

SWOT
Analysis of the Toothpaste Industry

Strengths->
Low operational costs. Presence of well known brands.

Presence of established distribution network.

Weakness->
Low export level.

Low scope of investing in technology and achieving

economies of scale. Me-too products which illegally depicts the label of the established brands.

Opportunities->
Untapped rural market.

Purchasing power increase.

Low Dentist Population ratio 1:35000 People being aware of dental health.

Penetration level has increased with cable TV, internet and FM radio stations.

Threats->
Stiff well established competitors.
Threat of Substitutes.

Porter's Five Forces Analysis

HIGH

HIGH

MED

HIGH

Porter's Five Forces Analysis

HIGH

BRAND QUESTIONNAIRE FORM

PERSONAL INFORMATION Name of Participant-

Address State City-

PIN Mobile-

QUESTIONNAIRE
Q1 Which particular toothpaste brand is generally demanded by customers?
Q2 Which of these brands of toothpaste have customers asked in the past or are currently demanding?
Coalgate

Pepsodent
Dabur Red Close Up

 Coalgate Pepsodent

Dabur Red
Close Up

Q3 Which toothpaste brands have promotional schemes and what are the prices and discount offers? Coalgate Pepsodent Dabur Red

 Close Up Babool Sibaka Miswaak ViccoTermeric

Q4 Are customers brand conscious when it comes to buying a toothpaste? Yes No

Q5 Do you tell your customers about a certain brand to purchase? Yes No Q6 Which of the following brands do you always prefer to customers? Coalgate Pepsodent Dabur Red Close Up Babool Sibaka

 Miswaak

ViccoTermeric

Q7 What are the other variants these products have? Coalgate Pepsodent Dabur Red Close Up Babool Sibaka Miswaak ViccoTermeric

Q8 Where do u prefer buying brand from? Distributers Dealers Agency Wholesaler

Shops We Visted For Survey..

Thank You !