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PIONEER INSTITUTE OF

PROFESSIONAL STUDIES,

INDORE

PRESENTATION ON

MARKET REPORT

PRESENTED BY

ARUN KUMAR PATEL

MBA 2ND SEM. SEC.- C

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Table of Contents

Overview on the toothpaste industry

Toothpaste Market in India

Major brands in toothpaste industry Market share

Future of the market

conclusion

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Overview on the toothpaste

industry

The toothpaste history in India can be tracked

back from 1975 with 1200 tonnes of toothpaste

produced by the toothpaste industry.

In recent years the Industry has shownimpressive growth rate of 11.6%

The growth in the Urban market has been

largely by the Gel Segment. Presently, a large

chunk of the Market is still held by Colgate.

The toothpaste market is presently valued at

2800 crore

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Toothpaste Market in India

Toothpaste market in India is worth Rs

2800 Crore

In India, per capita toothpaste

consumption stood at 74g in 2009, which

is amongst the lowest in the world,

compared to 350g and 300g in Malaysia

and Vietnam respectively.

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Major brands in toothpaste industry

Brand Company

Colgate : Colgate palmolive

Pepsodent : HUL Close-up : HUL

Babool : Dabur

Vicco : Vicco Vajradanti

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Colgate

Founded : 1806

Headquater : New York City, USA

Industry : Personal Products Slogan : "World of Care

Website : http://www.colgate.com

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Cont..

Colgate has been present in the domestic oral caremarket (of India) for the last 70 years.

A dominant position in the toothpaste segment with a48% market share in the domestic market.

Cibaca was acquired by Colgate in 1994 from CibaGeigy.

The company today has two main brands in thetoothpaste segment ' Colgate and Colgate Cibaca.

Colgate Cibaca has risen to become the 4th largestpaste brand in the country in volume terms after ColgateDental Cream, Pepsodent and Close-Up

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Product range

Colgate Dental Cream 50gm, 100 gm, 150 gm,

Colgate Total 12

Colgate Sensitive

Colgate Max FreshColgate Kids ToothPaste

Colgate Fresh Energy Gel

Colgate HerbalColgate Advanced Whitening

Colgate Cibaca Family Protection

Colgate Active Salt

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1. Colgate dental Cream 50 gm

100 gm

150 gm

200 gm 250 gm 2. Colgate Gel (Blue and Red) 50 gm

100 gm

150 gm

200 gm 250 gm

3. Colgate Total 50 gm

100 gm

150 gm

200 gm4. Colgate Calciguard

50 gm

100 gm

150 gm

200 gm

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Segmenting Factor : Family

Target Audience :The Brand Colgate andits extensions are targeted at Indian families

taking booth economical and premium stances.

Total market share is 48 %

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Close Up

Company : Hindustan Unilever LimitedBrand

Name : Close Up

Marketed By : Hindustan Unilever limited

Product Range : Close Up (Red, Green,Blue) 50 gm 100 gm150 gm

Segmenting Factor :Age

Targeted At : Young people. The target

market being Multi BrandHouseholds where young doesnot use what their parents.

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Key facts

First toothpaste in US to combine mouthwashand toothpaste in one formula.

First gel toothpaste in the world.

The Fouride in Close Up calledmonofluorophospate, makes the entire toothstructure more resistant to delay. It alsostrengthens teeth, which aids in repairing early

delay before the damage can even be seen. It is one of the first brands targeting youth in the

oral care market globally.

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Pepsodent

Brand of Hindustan Unilever Ltd (HUL)

Pepsodents share has been climbing steadily from 14.2per cent in the last quarter of 2004 to 16.3 per cent in thequarter ending June 2008.

HUL's Dental insurance scheme, being launchedthrough a partnership with the New India Assurance,offered a dental insurance of Rs 1,000 on purchase ofany pack of Pepsodent.

Segmenting Factor :Age

Targeted at : specially child,junior schoolstudent who are depend on theirmothers for shoping

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Product range

Pepsodent

50 GM

100 GM200 GM

Pepsodent G:

50 gm150 gm Rs

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Babool Toothpaste Babool Toothpaste is a natural toothpaste packed with

the medicinal benefits of Babul tree 'Acacia Arabia'. TheBabul herbal extract in Dabur's Babool Toothpaste helpsprevent swelling and bleeding of gums, keeping yourgums healthy and teeth strong.

Dabur's Babool Toothpaste now comes in a neemvariant, offering the additional medicinal benefits ofNeem for complete oral care. Your favourite Babool isnow also available in a gel format with Babool Mint Fresh

Gel.

Targeted at : People who believe in herbal (aurvedic)products rather than ordinary toothpaste.

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Product Range

Dabur Red Toothpaste: keep dental problems away

available in : 200gm, 100gm, 50gm and 20gm.

Meswak : incridibleMeswak complete oral care

available in : Family Pack, 200gm, 100gm and 50gm.

Promise Toothpaste : Anti-cavity tooth paste

Babool Mint Fresh Gel : jaago to poora

available in : 35gm + Brush, 70 gm and 145gm.

http://ep.yimg.com/ca/I/yhst-6661698760614_2107_1265223026

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Vicco Vajradanti

This pure herbal Ayurvedic toothpaste is

an excellent product. Vicco Ayurvedic

Toothpaste is the original Ayurvedic

toothpaste from India and has been aworldwide favorite for decades

Vicco Herbal Toothpaste is a unique

natural product containing extracts of 20herbs

http://ep.yimg.com/ca/I/yhst-6661698760614_2107_1265223026

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Market Share

market share

colgate, 48%

close up, 16.30%

pepsodent, 14.80%

babool , 3%

vicco, 8%

others, 10%

colgate

close up

pepsodent

babool

vicco

others

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Future of the market

Average all India per capita consumption of

toothpaste is a dismal 74-82gms

Less than 15% of the Indian toothpaste users

brush twice a day. 80% of toothpaste consumer are brand loyal.

Thus we can say the future of the toothpaste

industry is very bright in India. The economic condition of rural Indians are also

improving this also provide a great future of the

toothpaste industry.

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Conclusion

15-20 % new customer added annualy to

the consumer list.

Launching oral awarness programe in

school, colleges and shopping malls.

Brand loyalty is quite high for toothpastes

and colgate is a brand leader of toothpaste

industry.

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THANKS