MESWAK TOOTHPASTEToothpaste with the pure extract of Meswak Plant
INTRODUCTIONMESWAK is atoothpastebrand that was launched inIndiabyBalsara Hygienein 1998.
In 2005, Meswak was sold by Balsara toDaburalong with other Balsara toothpaste brandsBabooland Promisein a1.43 billion(US$22million) deal.
As of 2007, the Meswak brand was valued at200 million(US$3.1million).
In 2011, Dabur announced thatBipasha Basuwould be Meswak's brand ambassador.2
BUSINESS OF THE COMPANY
INDUSTRY OVERVIEWToothpaste industry has grown immensely in the Indian scenario. There is a cut-throat competition in the industry mainly between different major players like Colgate, HUL, Dabur etc.
The usage of toothpaste has grown because of the lifestyle and the individual are living i.e more awareness about health.
Colgate is going ahead with almost 60% of market share in the industry.
Indian oral care industry is about Rs.35 billion.
Colgate, HUL contribute around three fourth of the total market. Other major players include Dabur and Anchor group together contributing 16 % of total market.
SEGMENTATIONMeswak was generated with combination of ancient scripture and modern science. It basically targets consumer seeking natural benefits in their toothpaste and is used by vegetarians, religious and health conscious people.POSITIONING Attribute based positioning: The astringent and bactericidal properties of meswak help reduce tooth decay, fight plaque and prevent gum disease. Imagine a toothpaste that is a rare combination of Ancient wisdom and Modern science. Imagine a toothpaste containing a natural herbal ingredient in renowned ancient scripture, and provided 70 different health benefits for the entire body. This toothpaste is scientifically proven to health strengthen gums, prevent tooth decay, eliminate bad breath, and ensure strong teeth all at once. Emotion based positioning: Some of the ad slogans of Meswak are 1.Sadiyon ka khazana ab asan hai apnana 19982.Meswak apnaiye, vishwas phelaiye 19993.Formula sirf Bharat ke pass hai 2002
These taglines cater to emotional based positioning promoting that consumers will be proud to use an INDIAN brand. Hence, competing with multinational brands.CONSUMER BEHAVIOURWorld over the oral care market is largely represented by toothpaste and toothbrush. Other products in this category include mouthwash, sprays and oral rinses. In India, there is a significant presence oftoothpowder as well.
Many other people in India still clean teeth with traditional products like neem twigs, salt, ash, tobacco or other herbal ingredients. Recent studies have indicated dual usage (powder and paste) in 10% of rural households.
Indian urban toothpaste per capita consumption is about 92 gramsper month compared to 219 grams of China; and only 7% of Indian urban classbrush twice a day compared to86% in Malaysia. Thus, there is tremendous scope for growth of doing business in India. Toothpaste industry growth hasbeen low as compared to other products.As per India Info line Sector report, about 60% oftoothpaste in India is sold on family platform; there is single toothpaste for the entire family. Specialized toothpaste such as for children has been available in India only in last 2-3 years (mainly imported products) and usage is extremely low.SURVEY ANALYSIS
KEY FINDINGS Pepsodent is the most commonly used based followed by Colgate ,close-up & Meswak. Flavour is most luring feature. investigation done anddata collected avery marginal numberof people hasbeen contracted with any side-effect by using anyparticularbrand. preferences towards ingredients maximum people supported Fluoride content, Anti-bacterial and foaming feature in theirbrand.Rs. 30-60 is the common range that is usually expended by the maximum respondent.
Schemes offered by the different companies are the major reason behind switching to the other brand.
It was shocking to note that only 20 % have used Meswak toothpaste and the reason for the same was lack of knowledge, high price and irregularand limited availability.
PROMOTIONAL STRATEGIESRURAL :-
DEMO VANSRADIO AND T.VPAMPHLETS & POSTERSDENTAL CAMPSFREE SAMPLES
URBAN:-MULTIMEDIA ADVERTISINGFREE SAMPLESDISCOUNT OFFERSCONTESTSDIRECT MARKETINGHOUSEHOLD JOURNALS
20MARKETING STRATEGIESInnovation Strategy Dabur has also developed the Miswak Fresh Gel, a new variant that provides freshness and introduces a new flavour to users of Miswak this is available in 150gms+ free toothbrush, 90+ 45 gms, 40+20 gms pack sizes.
Dabur Miswak Toothpaste is available in Family Pack (190gms plus free toothbrush), 120+50gms, 50+25gms, and 30+ 15gms pack sizes.
SUGGESTION & RECOMMENDATION Meswak needs to create more awareness. They can hold free dental camps, workshops, sponsor events etc.
It has to enhance its distribution strategies and reach to the villages also, likeColgate does then it could alsobecome a Pan-India brand. Distribution strategy of MESWAK toothpaste through Dentists Drug stores or Grocery stores. Large retail stores and department stores.
Brand loyalty plays an important part in this product. Constant resonances to be generated among customers, so that theyremain brand loyal to Meswak.
Its unique pricestrategy whichis comparatively higher thanothers is a major constraint in its mass acceptance.
It could come in various sizes that suit everyone's pocket.
Meswak can also get a certificate from some kind of dental organization, then definitely the users will switch to Meswak.
Meswak image should bemade such that people other than old can also use it.
WHY DABUR MESWAK ?Numerous studies continue to validate the powerful natural astringent and anti-bacterial properties of Meswak extracts. Tests carried out by thechewing gum manufacturerWrigley and published in the Journal of Agricultural and Food Chemistry found that mints laced with Meswak extracts were 20 times more effective in killing bacteria than ordinary mints, while the World Health Organization (WHO) had already been recommending the use of the Meswak herb since 1986.Multiple researches have scientifically proven the benefits of Meswak for oral care and these scientific studies have helped establish Dabur Meswak Toothpaste as the largest oral care brand of Dabur International in the Arab region. Meswak Toothpaste delivers complete oral care benefits as it is formulated to reduce tarter and plaque, fight germs and bacteria to keep gum healthy, prevent tooth decay, eliminate bad breath and maintain strong teeth. Moreover, being a pioneer in using Meswak extracts for oral care.
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