Description
The document studies the oral care market and presents report based on survey conducted in the star bazaar supermarket in the toothpaste category of oral care products.
THE ORAL CARE CASE
The dictionary meaning of ORAL is pertaining to teeth, and Oral care means taking care of teeth, bad breath, gums etc. Now Oral Care is a huge market in India and contributes 16% share of overall personal care market. Oral Care market consists of different variants which are: -
TOOTH PASTE TOOTH POWDER MOUTHWASH MOUTH FRESHNER (negligible market as compared to other 3)
The overall toothpaste market is currently growing at 8 %, hence there is a huge untapped market as
India’s per capita consumption of toothpaste is one of the lowest in the world: just 115 ml in 2009 hence the opportunities are huge.
The four products along with the brands in the market are 1. Toothpaste Market
BRAND NAME HINDUSTAN UNILEVER LIMITED COLGATE PALMOLIVE DABUR SUB-CATEGORY WHITE PASTE, GEL WHITE PASTE, GEL, HERBAL HERBAL, WHITE PASTE HERBAL HERBAL PRODUCTS PEPSODENT, CLOSEUP CIBACA, COLGATE MESWAK, BABOOL, PROMISE, DABUR RED NEEM HIMALAYA DENTAL
HENKEL HIMALAYA
CREAM GLAXOSMITHKLINE PEARLS DROP VICCO WHITE PASTE WHITE PASTE HERBAL SENSODYNE SMOKERS VICCO VAJRADANTI
2. Tooth Powder Market • Colgate Colgate Super Rakshak • • Dabur Red Vicco Vajradanti
3. Mouth Wash • Colgate Plax • • Johnson & Johnson (Listerine) (ELDOR Healthcare) AM/PM +
4. Spray mint • Midas care Pharmaceuticals
The market share as per volume and value for oral care industry are as
The oral care section survey was conducted at Star Bazaar (Andheri) supermarket
.
In the toothpaste category of oral care products, the following products were available for sale . Below are products, different weights available and their USP.
HINDUSTAN UNILEVER LIMITED (HUL) S. NO. PRODUCT NAME WEIGHTS AVL (GRAMS) 150, 200 80, 150 USP / TAGLINE
1 2
Pepsodent- Germicheck Pepsodent-2 IN 1
Fights germs Paste + Gel / Protects teeth and fresh long lasting breath Fights germs, white teeth in 2 weeks Fights germs that cause bad breath Flavored pastes strawberry, fruits/ strengthens teeth enamel, gentle on teeth gums
3 4 5
Pepsodent-WHITENING PEPSODENT G, GUM CARE PEPSODENT KIDS
40, 150 80, 150 80
6
Close-Up –Activegel (red hot,lemon mint,menthol chill,peppermint Splash)
40, 150
Fights germs that cause bad breath
COLGATE-PALMOLIVE
Sr no 1
Product Colgate-total
Weight 40,80,200
USP Combines the proven 12-hour germfighting formula of Colgate Total® with an advanced cleaning silica system to help maintain a dentistclean feeling. Wipe out bad breath with our freshest line of minty, cool toothpastes. Provides clinically proven, everyday protection from painful sensitivity Available in five convenient liquid gel varieties so you can enjoy a brighter, fresher smile. Clinically proven, stain protection formula for sparkling, healthy white teeth with three unique flavors. Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh feeling.
2 3 4
Max-fresh Sensitive 2IN1
40,80,200 40,80,200 40,80,200
5
Sparkling White
40,80,200
6
Cavity Protection
40,80,200
Dabur :
Sr no 1
Product Dabur Red Toothpaste Babool Toothpaste
Weight 200gm, 100gm, 50gm and 20gm Family Pack, 380gm, 190gm, 90gm, 50gm and 30gm. Family Pack, 200gm, 100gm and 50gm 35gm + Brush, 70 gm and 145gm
USP Power of Ayurveda to keep all your dental problems away A natural toothpaste packed with medicinal benefits of Babul tree Herbal toothpaste with pure extract of Miswak plant Start the day with a pleasant, fresh feeling
2
3
Meswak
4
Babool Mint Fresh Gel
Luxury Products in Oral Care
Mouth Wash The mouthwash market in India increased at a compound annual growth rate of 3.9% between 2004 and 2009. Leading player in mouthwash market in India is Johnson & Johnson.
Brand Colgate-Palmolive India
Product Name Colgate Plax -Pepper Mint -Fresh Mint
MRP (INR) 125 ml – Rs.50 250 ml– Rs.85
Johnson & Johnson
Listerine Whitening -Pre-brush Rinse -Plus Restoring -Vibrant White
276-571
Elder HealthCare
AMPM Mouthwash -AMPM plus -AMPM special
150ml – Rs.33 300ml – Rs.54
Mouth Freshener
Brand Midas care Pharmaceuticals
Product Name Spraymintt • Mint • Saunf • Paan • Elaichi
MRP (INR) 60
PRODUCT PACKAGING Product packaging is important as it helps in luring customers to buy the products. Different brands used creative ways with respect to look and feel factor of packaging. Kids toothpastes are available in different shape and sizes to attract children. Also, brands like HUL has its Closeup toothpaste in vibrant colored packs to target people who are young at heart, thus highlighting Freshness which is their USP. Whereas pepsodent toothpaste comes in subtle colored packages.
PROMOTIONS Promotion is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. Based on physical area PROMOTIONS can be divided in 2 categories i.e. • Out of Store promotions • In-store promotions -Out of Store: This includes all promotions outside malls and shops i.e. television, radio advertisement, campaigns, etc. -In-store promotions Special offers given by malls like decreasing selling price, something free with purchase, visual posters or separate sections etc. Many of these promotions are backed by brands themselves.
A separate shelf in corner provided to Colgate, where all oral care products of Colgate Oral case are present.
Special discounts offered by malls.
Brand statements about products on the shelf. CUSTOMER BEHAVIOUR At STAR BAZAAR in Andheri 20 customers and their buying behaviors were observed and the following are some outcomes • All 7 consumers which were teenagers preferred to buy toothpaste which ensured fresh breath for a longer period of time hence they bought either CLOSEUP Gel or Colgate Maxfresh. • A young married couple from Lokhandwala area in Andheri wanted to go for overall protection hence bought Colgate TOTAL. • A person who belonged to Bhopal and living in Andheri bought Miswak as he said that he wanted to use only herbal products. • Two families who came in with their young children under 10 years of age, bought a mix of products like Pepsodent 2 in 1, Colgate Total for themselves and Pepsodent Kids for their children. • Couple of ladies in their 40’s bought Sensodyne as they had gum problems.
OBSERVATIONS
-
HUL has no products in Herbal or Tooth powder section. Also it is absent in Luxury products market for Oral care. Herbal and luxury products both are huge market, colgate has a good hold in both the sectors despite entering late into market. In-store promotions for Colgate was easily visible with electric, plastic boards and separate standing shelves. As compared to HUL products Colgate had spent a lot on this.
-
TECHNOLOGY USED IN MALLS
With the number of malls in India touching 300, people have an affinity to visit malls which are well equipped not only with the goods and products but also with the latest technology. Some of the technologies used by Star Bazaar to make shopping an experience are
1. Electronic cash registers: The barcode reader scans the code and reflects the
price and weight which is automatically calculated by the cash register embedded in the computer. 2. Centralized Air-Conditioning: Air conditioning the entire shopping area makes shopping comfortable. 3. Music system playing latest Bollywood songs: Instead of hearing the voice of haggling over the prices with the shopkeeper in malls, people get to hear the latest songs. It adds to the pleasure of shopping. 4. Inclined moving walk: Escalator, a novelty was invented in 1895 by Jesse Reno. Now the same technology is used to make the moving walks (an escalator without stairs). It helps customers to take the shopping strollers to any level of the mall without making any effort.
References:
http://www.questionpro.com/academic/415.html http://in.finance.yahoo.com/news/Next-Care-launches-deodorants-pti1021912500.html?x=0 http://retailmantras.blogspot.com/2010/04/hair-colour-market-in-india.html
Source http://www.business-standard.com/india/news/kitoral-care-market-in-india-2008/337183/
doc_484005947.doc
The document studies the oral care market and presents report based on survey conducted in the star bazaar supermarket in the toothpaste category of oral care products.
THE ORAL CARE CASE
The dictionary meaning of ORAL is pertaining to teeth, and Oral care means taking care of teeth, bad breath, gums etc. Now Oral Care is a huge market in India and contributes 16% share of overall personal care market. Oral Care market consists of different variants which are: -
TOOTH PASTE TOOTH POWDER MOUTHWASH MOUTH FRESHNER (negligible market as compared to other 3)
The overall toothpaste market is currently growing at 8 %, hence there is a huge untapped market as
India’s per capita consumption of toothpaste is one of the lowest in the world: just 115 ml in 2009 hence the opportunities are huge.
The four products along with the brands in the market are 1. Toothpaste Market
BRAND NAME HINDUSTAN UNILEVER LIMITED COLGATE PALMOLIVE DABUR SUB-CATEGORY WHITE PASTE, GEL WHITE PASTE, GEL, HERBAL HERBAL, WHITE PASTE HERBAL HERBAL PRODUCTS PEPSODENT, CLOSEUP CIBACA, COLGATE MESWAK, BABOOL, PROMISE, DABUR RED NEEM HIMALAYA DENTAL
HENKEL HIMALAYA
CREAM GLAXOSMITHKLINE PEARLS DROP VICCO WHITE PASTE WHITE PASTE HERBAL SENSODYNE SMOKERS VICCO VAJRADANTI
2. Tooth Powder Market • Colgate Colgate Super Rakshak • • Dabur Red Vicco Vajradanti
3. Mouth Wash • Colgate Plax • • Johnson & Johnson (Listerine) (ELDOR Healthcare) AM/PM +
4. Spray mint • Midas care Pharmaceuticals
The market share as per volume and value for oral care industry are as
The oral care section survey was conducted at Star Bazaar (Andheri) supermarket
.
In the toothpaste category of oral care products, the following products were available for sale . Below are products, different weights available and their USP.
HINDUSTAN UNILEVER LIMITED (HUL) S. NO. PRODUCT NAME WEIGHTS AVL (GRAMS) 150, 200 80, 150 USP / TAGLINE
1 2
Pepsodent- Germicheck Pepsodent-2 IN 1
Fights germs Paste + Gel / Protects teeth and fresh long lasting breath Fights germs, white teeth in 2 weeks Fights germs that cause bad breath Flavored pastes strawberry, fruits/ strengthens teeth enamel, gentle on teeth gums
3 4 5
Pepsodent-WHITENING PEPSODENT G, GUM CARE PEPSODENT KIDS
40, 150 80, 150 80
6
Close-Up –Activegel (red hot,lemon mint,menthol chill,peppermint Splash)
40, 150
Fights germs that cause bad breath
COLGATE-PALMOLIVE
Sr no 1
Product Colgate-total
Weight 40,80,200
USP Combines the proven 12-hour germfighting formula of Colgate Total® with an advanced cleaning silica system to help maintain a dentistclean feeling. Wipe out bad breath with our freshest line of minty, cool toothpastes. Provides clinically proven, everyday protection from painful sensitivity Available in five convenient liquid gel varieties so you can enjoy a brighter, fresher smile. Clinically proven, stain protection formula for sparkling, healthy white teeth with three unique flavors. Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh feeling.
2 3 4
Max-fresh Sensitive 2IN1
40,80,200 40,80,200 40,80,200
5
Sparkling White
40,80,200
6
Cavity Protection
40,80,200
Dabur :
Sr no 1
Product Dabur Red Toothpaste Babool Toothpaste
Weight 200gm, 100gm, 50gm and 20gm Family Pack, 380gm, 190gm, 90gm, 50gm and 30gm. Family Pack, 200gm, 100gm and 50gm 35gm + Brush, 70 gm and 145gm
USP Power of Ayurveda to keep all your dental problems away A natural toothpaste packed with medicinal benefits of Babul tree Herbal toothpaste with pure extract of Miswak plant Start the day with a pleasant, fresh feeling
2
3
Meswak
4
Babool Mint Fresh Gel
Luxury Products in Oral Care
Mouth Wash The mouthwash market in India increased at a compound annual growth rate of 3.9% between 2004 and 2009. Leading player in mouthwash market in India is Johnson & Johnson.
Brand Colgate-Palmolive India
Product Name Colgate Plax -Pepper Mint -Fresh Mint
MRP (INR) 125 ml – Rs.50 250 ml– Rs.85
Johnson & Johnson
Listerine Whitening -Pre-brush Rinse -Plus Restoring -Vibrant White
276-571
Elder HealthCare
AMPM Mouthwash -AMPM plus -AMPM special
150ml – Rs.33 300ml – Rs.54
Mouth Freshener
Brand Midas care Pharmaceuticals
Product Name Spraymintt • Mint • Saunf • Paan • Elaichi
MRP (INR) 60
PRODUCT PACKAGING Product packaging is important as it helps in luring customers to buy the products. Different brands used creative ways with respect to look and feel factor of packaging. Kids toothpastes are available in different shape and sizes to attract children. Also, brands like HUL has its Closeup toothpaste in vibrant colored packs to target people who are young at heart, thus highlighting Freshness which is their USP. Whereas pepsodent toothpaste comes in subtle colored packages.
PROMOTIONS Promotion is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. Based on physical area PROMOTIONS can be divided in 2 categories i.e. • Out of Store promotions • In-store promotions -Out of Store: This includes all promotions outside malls and shops i.e. television, radio advertisement, campaigns, etc. -In-store promotions Special offers given by malls like decreasing selling price, something free with purchase, visual posters or separate sections etc. Many of these promotions are backed by brands themselves.
A separate shelf in corner provided to Colgate, where all oral care products of Colgate Oral case are present.
Special discounts offered by malls.
Brand statements about products on the shelf. CUSTOMER BEHAVIOUR At STAR BAZAAR in Andheri 20 customers and their buying behaviors were observed and the following are some outcomes • All 7 consumers which were teenagers preferred to buy toothpaste which ensured fresh breath for a longer period of time hence they bought either CLOSEUP Gel or Colgate Maxfresh. • A young married couple from Lokhandwala area in Andheri wanted to go for overall protection hence bought Colgate TOTAL. • A person who belonged to Bhopal and living in Andheri bought Miswak as he said that he wanted to use only herbal products. • Two families who came in with their young children under 10 years of age, bought a mix of products like Pepsodent 2 in 1, Colgate Total for themselves and Pepsodent Kids for their children. • Couple of ladies in their 40’s bought Sensodyne as they had gum problems.
OBSERVATIONS
-
HUL has no products in Herbal or Tooth powder section. Also it is absent in Luxury products market for Oral care. Herbal and luxury products both are huge market, colgate has a good hold in both the sectors despite entering late into market. In-store promotions for Colgate was easily visible with electric, plastic boards and separate standing shelves. As compared to HUL products Colgate had spent a lot on this.
-
TECHNOLOGY USED IN MALLS
With the number of malls in India touching 300, people have an affinity to visit malls which are well equipped not only with the goods and products but also with the latest technology. Some of the technologies used by Star Bazaar to make shopping an experience are
1. Electronic cash registers: The barcode reader scans the code and reflects the
price and weight which is automatically calculated by the cash register embedded in the computer. 2. Centralized Air-Conditioning: Air conditioning the entire shopping area makes shopping comfortable. 3. Music system playing latest Bollywood songs: Instead of hearing the voice of haggling over the prices with the shopkeeper in malls, people get to hear the latest songs. It adds to the pleasure of shopping. 4. Inclined moving walk: Escalator, a novelty was invented in 1895 by Jesse Reno. Now the same technology is used to make the moving walks (an escalator without stairs). It helps customers to take the shopping strollers to any level of the mall without making any effort.
References:
http://www.questionpro.com/academic/415.html http://in.finance.yahoo.com/news/Next-Care-launches-deodorants-pti1021912500.html?x=0 http://retailmantras.blogspot.com/2010/04/hair-colour-market-in-india.html
Source http://www.business-standard.com/india/news/kitoral-care-market-in-india-2008/337183/
doc_484005947.doc