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1.0 EXECUTIVE SUMMARY

In Pakistan, Dentonic gel – not quite a common name in the households of today and not really a “must buy” for the women of today who want to give Protection their family from plaque and cavities and sensivity and more so their kids the very best in dental protection. Dentonic Gel, ever since its launch and inception has hit the doldrums and has not seen its sales and revenue speaks on a high note. The project we undertook is basically to focus on the upheaval of Dentonicgel and bringing it back to its feet. For this, our group conducted basic research, through Internet searches, and got information, and conducted interview from the previous employee of dentonic which not only showed us the true state of Dentonic gel in the Pakistani market but also was an enlightening factor in detailing us what kind of overhaul this brand needs in its inner ranks. For re-launching, and making the product more successful in future we did some changing in product packaging and flavor according to the opinion of respondent and suggested promotion strategy through the advertising , which comprise of our running its commercials on PTV and GEO as well as displaying its newsprint ads in the renowned dailies and their magazines. We also made use of the outdoor media, i.e., the hoardings so that we could do our very best in making the product a hit amongst its target market, i.e., the classes B and C – to whom we are basically targeting toward.

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2.0 COMPANY PROFILE

ALA Chemicals has been in business since 1963, manufacturing and marketing the quality oral care products for healthy and beautiful smiles. As per their commitment with the nation and also with their valued consumers, they are consistently maintaining excellent quality standards of their products at all the stages. Every product that comes out of the Ala plant achieves the highest level of quality. The company is proactive with the rapidly changing market requirements of the consumers.

2.1 MISSION STATEMENT

“To develop and sell high quality oral dental care that will capture the dominant share of mind in all markets”

2.2 MANUFACTURING & PACKAGING PLANT

Location:

Dentonic plant is situated in the heart of the industrial area of the country. The clean and natural environment also highlights the core values of environmental friendly approach that the company adopts and encourages others to live up wih.

Address: The Factory is located at F- 60, Sindh Industrial Trading Estate Ltd. Off Hub River Road, which is commonly known as S.I.T.E

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3.0 RESEARCH PROCESS

3.1 Objectives:

We have conducted a research to find out the reasons of its non acceptance and Dissatisfaction among consumers and problems faced by them. Research is exploratory as we had to find the problems and reasons of its less success though it has a large potential market and re launch dentonic gel successfully. Through the different strategy of marketing.

3.2 Methodology

For this research we selected 60 respondant in which 32 respondant were male and 28 respondent were female

Data Sources

We have gathered information from secondary and primary data both.Secondary source of our data is Internet (www.dentonic.com.pk)

Whereas Primary research sources are: Surveys Informal Interview

Research Instruments:Questionnaires contained: Open ended questions Close ended questions

Sample for a survey was 60 respondents. Our interview was informal and from the former employee of Dentonic. Include :

Mr Zeeshan (Area Sales Manager)

Due to fake Dentonic spread out in different locations in Pakistan the reputable nameof Dentonic tooth powder’s image was severely damaged, and market declined.

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3.3 Analysis

Because of no provision in advancement for a longer period of time Dentonic Powder lost it’s customers to other available brands. The shifting was caused because of no improvement in the formula and no scientific recommendations were given from Dental Association.The general perception about Dentonic Powder in the minds of people was not favorable and therefore people are reluctant in trying the new Dentonic gel.

4.0 SWOT ANALYSIS

4.1 Strengths

Brand Name every one know about dentonic Dentonic is using NO steroid in their products as compared with Medicam which is using Cortico

steroid. And basically using any kind of steroid is illegal

4.2 Weaknesses:

Bad fragrance. Weak promotional strategies

no improvement in the formula and no scientific recommendations were given from Dental Association.

The general perception about Dentonic Powder in the minds of people was not favorable People are reluctant in trying the new Dentonic gel.

4.3 Opportunities:

There are no local brands afflicted with PDA currently, except for Dentonic , where as International brands such as Colgate & MacLean’s are foreign affiliated as well as with PDA.

Dentonic gel can target the Classes B+ more effective once they get affiliated with either BDA or ADA.

Product line-extension plans coming up to improve Dentoinic’s brand name & increase the over all company’s market share, as they plan to enter in every field of Oral Care products. Example: Mouth wash (spray), Fresh Breather & Toothpaste for KIDS.

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4.4 Threats:

Wide variety of International Substitutes can destroy Dentonic gel’s brand image It is very difficult to change over all perception of people who are destroying the image

of Dentonic thus it would be one big hurdle we have to face in re-launching the product.

Fake Dentonic toothpowder spread out in different locations of Pakistan in many retail outlets has been a major threat to Dentonic’s brand image from a long time.

5.0 Competitors Analysis

We have one close local competitor who is Medicam and it is not PDA affiliated.Other major competitors are MacLean’s 40+, Forhans and Sensodine. Dentists aretotally against of using Medicam because it is proved by Dental association that they are using steroids for temporary pain relief. Hence, Medicam lost its image due tohuman cries against it. But if we talk about colgate so colgate image is very good in the market

5.1 COMPETITOR PRICES

1. MACLEANS TOOTHPASTE

PRICE (in Rs.) Net Weight (in grams)25 4036 7049 11079 200

2. FORHANS TOOTHPASTE PRICE (in Rs.) Net Weight (in grams)19 4029 7045 12054 160

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MEDICAM TOOTHPASTE

32 Net Weight (in grams) 150

6.0 New product recommendation

6.1 Segment

On the basis of Segmentation Variables:

Demographic Male and female both 40+

6.2 Target Marketing

Dentonic’s target market is on the basis of Niche marketing, because we are targeting one large share of one segment

Target marketing strategy that Dentontic is using to re-launch is 40+

6.3 Positioning for Competitive Advantage

- Distinctive: gel is made especially for the consumers of 40 and above.

- Superior: on the basis of quality as it is approved by PDA .it is medicated BUT steroid free (unlike Medicam toothpaste and Tochme toothpaste)

- Affordable: Price per pack is very reasonable and according to our survey no price objection was determined

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6.4 Positioning statement

“Looking graceful everyday”

7.0 PRODUCT

7.1 Dentonic gel 40+

Since 1963 Dentonic Tooth powder of ala chemicals is into business and proved its self a market leader for about 25 years and still is widely acceptable all over Pakistan.To cope up with the technological advancement Ala chemicals launched dentonic gel .Unfortunately, it couldn’t prove itself to be a success unlike tooth powder due to some misconception and false perception about the image of dentonic.as well as the weak promotion activities.To over come the weaknesses and to control the bad word of mouth we come up with an improved formula considering our target market demands, with the name Dentonic 40+ which is also PDA affiliated. Due to the age factor there are numerous mouth diseases a human body experiences and it should be accepted as a natural phenomena. The deficiency of fluoride weakens the teeth to fight against bacteria for that matter we have launched a toothpaste with extra Fluoride .2% and .5% (antibacterial) extra Triclosin.As well as We will re launch dentonic gel 40+ with new packaging and 2 new flovors which are Peppermint and Lemon Our new flavors gives consumers a fresh breath and a confident smile. The unique flavor of the dentonic gel makes the consumer feel good while using the product

To overcome weaknesses and control the bad word of mouth we are using heavy promotional activities to change the consumer perception about Dentonic.

7.2 Advantages of Using Dentonic gel 40+ With age changing every year, once you reach the age of 40, your teeth Requirements change for care, your teeth tend to become more sensitive, the gaps between them widen and there are more chances for cavities. Understanding these requirements Dentonic has re-launched dentonic gel called Dentonic gel 40+ to fulfill teeth requirements perfectly. Dentionic gel 40+ is being introduced in a

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7.3 Dentonic gel Line Extension

Dentonic is also launching its gel called;

Dentonic gel 40+ (peppermint flavor-sugar free) Dentonic gel 40+ (lemon flavor- sugar free)

8.0 PRICE

According to our survey consumers are ready to pay 135 Rs for 170 gms Pack. As it is formulated considering aging diseases of mouth it has 0.5 more Triclosan and .1 % Fluoride and hence we are not adding any artificial and dangerous chemical for temporarily soothing like steroids. Price is

170gms = Rs.135

50gms = Rs. 30

9.0 Place

9.1 DISTRIBUTION

The gel is available at every retail and general store in Classes B and C. There are 6 mobile vans, which are responsible for the distribution of the product to the retail outlets. Total sales force comprises of 12 sales representatives and 4 Area Sales Officers for Karachi Region. For monitoring purpose we also have one Sales Manager. Distribution is done in boxes, 6, 8, 12 dozens packs per box

9.2 Retail Outlets:

The product will be made available in almost 129 retail outlets in different locations of Karachi where already dentonic is being distributed.

9.3 ADVERTISING OBJECTIVE:

We are using Reminder and Informational advertising. Reminder advertising to remind all the loyal & switched consumers of Dentonic.And Informative advertising to aware and educate other consumers about Dentonic gel 40+ But both advertising objectives convey one basic message of the revived Dentonic with promising customer satisfaction

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10.0 Promotion Stretegy

Media1) Television 2) Radio Jingle 3) Billboards and hoardings 4) Magazines & News paper

10.1 TV Media Vehicles

The channels we chose are GEO & PTV

Channel: GEO Duration: 3 Months

(Between 8 pm and 9 pm) 4pots x 3 months = 12pots Prime Time on Sundays I spot per week -4 spots a month

Channel: PTVDuration: 3 Months 8 Spots per day

10.2 Radio Jingle

- Fm 101 (8:00pm to 9:00pm)- Fm 103 (5:00am to 6:00am)

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10.3 Billboards and hoardings

Location: Nipa

Size : 30 x 20

Area : 600sqft

Location: Shahrah-e-Faisal

Size : 30 x 20

Area : 600sqft

10.4 News paper ad

Magzines

- Akhbaar-e-Jahan & - Jung Sunday- Magazine

Position sizeInside full page Full Page Color

News Paper - Jung,- Ummat- Awwam.

Position Size front Page - 7cm x 1 col.

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