MESWAK

-THE LARGEST PREMIUM HERBAL TOOTHPASTE

BRAND IN THE COUNTRY

DABUR acquired MESWAK in 2005, when it bought Balsara’s hygiene and home products business for Rs.143 crores.

Earlier Meswak toothpaste was the brand of Balsara Pvt ltd.

The acquisition made strategic sense to Dabur, for its repositioning as an FMCG company.

The company was popular in south and the west India.

HISTORY..

The premium herbal toothpaste in Dabur’s oral care portfolio, reported strong performance and recorded a growth of 24%.

The company rolled out new initiatives and effective advertisement campaign to enter newer markets.

Entered the rural market as well. Started exporting the product in Asia as

well as in the west.

MESWAK TOOTHPASTE

The product

Meswak is scientifically formulated, Ayurvedic toothpaste, from pure extract of the plant, 'Salvadore Persica' - the famous 'Toothbrush Tree‘, with a unique taste of anni seeds(saunf)

Functionality- reduce tooth decay, fight plaque and prevent gum disease

Quality - extract has been scientifically proven to help strengthen gums

Packaging - modern and contemporary.

Toothpaste Sector

Competition

Competition on the basis of benefits sought by consumers

Toothpaste

General benefits that consumers seek are cleanliness and hygiene in all segments.

Other key benefits are:-

Cosmetic Fluoride Herbal

Protection against foul smell,

modernity and cosmic value. Eg-Colgate, Prudent

Family health, extra protection for children. Eg-Colgate Fluoride, Cibaca Fluoride.

Family health & welfare.

Traditionally good for health. Eg-

Neem, Dabur,Meshwak.

Major Competitor Tagline Proposition

Colgate “Bhartiya dentists ki number

one pasand."

Colgate is the expert ( the last word)

on dental care and provides you with

12 hour protection safeguarding you

against 12 common tooth problems

Pepsodent “Pepsodent, raat bhar...dishum dishum."

With Pepsodent on guard parents no

longer have to worry because brushing

with Pepsodent at night ensures

protection of their children’s teeth the

whole nightthrough

Close-Up "Vitaminfloride system wala nayaClose-Up."

Vitamin fluoride has three fold

benefits- whitens yellow teeth,

freshens your breath and makes your

teeth strongMeswak "Meswak toothpaste. Formula sirf

Bharat ke paas hai."

Proud to use an Indian brand

Babool "Subah Babool ki to din tumhara." Babool’s natural and sweet

peppermint taste adds zest to your life

and enables you to face life head-on

Anchor ”Naye zamaane ki nayi suraksha."

Advanced formula that protects

one teeth from germs and keeps

them strong

Price 100 gm costs Rs. 30 200 gm costs Rs. 58 No discount or allowances provided

The product has lot to offer when compared to the competitors. The pricing should be above the competitors but not too high to scare away the customers. Meswak is currently following this strategy itself.

Area Surveyed: Gurgaon No. of shops surveyed: 80 Meswak available at: 50

Meswak being a Dabur product has a strong distribution channel, which acts as a strength for it.

Specific distributor alloted.

Place

Indian oral care industry (including toothpaste and toothpowder) is about Rs. 35 billion.

Colgate and HUL contribute around three fourth of the total market.

Other major players include Dabur and Anchor group together contributing around 15% of total market.

Market share

HUL

COLGATE

DABUR

ANCHOR

OTHERSHUL(46%)

COLGATE(25%)

DABUR(12%)

OTHERS(13%)

ANCHOR(4%)

MARKET SHARE

Although dabur is growing at a fast rate i.e.24% but meswak fails in capturing market.

Out of 12% meswak contributed only 3.5%.

While babul toothpaste and lal dant manjan covered rest 8.5 %

Meswak image should be made such that people other than old can also use it.

Meswak was first launched in 1988 and generated with a rare combination of ancient scripture and modern science.

It basically targets consumers seeking natural benefits in their toothpaste and is used by vegetarians, religious and health conscious people as it is a premium herbal toothpaste.

According to our survey old people buy it.

Target market

Attribute based positioning It is a rare combination of Ancient Wisdom and Modern

Science. The astringent and bactericidal properties of Meswak help

reduce tooth decay, fight plaque and prevent gum disease.

Emotion based positioning

Some of the ad slogans of meswak are: “Sadiyon ka khazana ab aasan hai apnana” in 1998, “Meswak apnaiye, vishwas phelaiye” in 1999, “Formula sirf Bharat ke pass hai” in 2002 These taglines cater to emotional based positioning

promoting that consumers will be proud to use an Indian brand. Hence, competing with multinational brands.

Basically positioned for the premium segment.

POSITIONING

Meswak was first launched in 1988 and generated with a rare combination of ancient scripture and modern science. It can be segmented on various aspects:

Demographic :

Age: its popularity has been enjoyed somewhat equally both in youngsters as of the fact of the involvement of modern science and in the old people because of the fact of it being a traditional and age old remedy for the oral hygeine.

Segmentation on the basis of price: . It caters to the premium segment as the product has lot to offer when compared to the competitors so the pricing is relatively higher than the competitors

SEGMENTATION

Pscycographic segmentation:

Values and lifestyle: values and lifestyle significantly affect a product and the brand choices. Religion has a significant influence on the values and lifestyle . In India as we see that majority of the people are vegetarian ,and meswak basically segments itself by targeting at the consumers seeking natural benefits in their toothpaste by focusing on its ayurvedic properties making it more suitable to be used by vegetarians and religious people.

 Behavioral segmentation:

Benefits: Meswak has focused on its benefits of being astringent and having bactericidal properties and It has emphasized on the fact of being a rare combination of Ancient Wisdom and Modern Science .

Product perceived segmentation:

  Segmentation on the basis of how a customer perceives the product or we can say how the product is positioned in the mind of the customers.

Meswak has positioned itself on the basis of:

Attributes : Meswak is positioned as a toothpaste containing a natural herbal ingredient in the renowned ancient scriptures providing about 70 benefits for the entire body.

Emotion based positioning: which was done with the help of taglines like “Meswak apnaiye, vishwas phelaiye” or “Formula sirf Bharat ke pass hai. This cater to the emotional based positioning promoting that consumers will be proud to use an Indian brand. Hence, competing with the multinational brands

SWOT ANALYSIS

STRENGTHS WEAKNESS

• Established parent company

• Customer Loyalty

• Recommended by doctors

• Strong distribution network

• Unique taste

• Non aggressive marketing & promotional strategy

• limited variants

• Weak advertising campaign

• No Brand Ambassador

SWOT ANALYSIS

OPPURTUNITIES THREATS

• Creating awareness about the product and its features

• Emphasis on advertising and sales promotion

• Small Packages

• Tie-Ups with hospitals, hotels etc.

• Competition

• Limited Target Market

• Price based rivalry

Green Marketing Teenagers Public Relations Women

Advantages Essentials Choosing the right giveaways Promoting through events

Summary

Market where herbal products are not greatly recognized

Product loyalty present among users –

But customer awareness – LESSProduct taste liked by less

Low shelf size

Lack of sale promotion

schemes by Dabur group

Problems!!!

Small incentives for

sellers.

Impetus To Sales

Target shelf space in good deptt. stores like- Reliance Fresh, Spencers and other mega marts - e1 in at pharma shops

Indian Dental Association (IDA)–approval/recommendation

Product line extension

into powder/gel/

mouth fresheners Tie ups – with Hotel, Tourism

Ayurvedic centres& Airline

industries

More consumer

awareness- ads on T.V/ billboards

More promotional schemes – like free samples at malls/ dentist outlets and with other pdts like-homemade, active/real

Improve taste- R&D

Flavouring

Thank you…