Teeth Whitener

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4/7/12

Whito: Tooth

WhitenerCandy &Palletes

Project For SNPD

Submitted By-Anupam, Manoj,Srinivas, Vivek Nagpal .(IM-17)



4/7/12

Idea

India has a very large population thatconsumes regularly – cigarettes, beedi,

paan , tobacco and guthka.Paan and guthka leave red stains on the

teeth and gums after consumption.

India, due to consumption of these

products has a very bad dental healthwith yellowing/reddening of teeth verycommon phenomenon.

We plan to introduce a low cost herbal

remedy to stop this yellowing/reddeningof teeth.



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Idea

We introduce a herbal preparation – a mixture of (Pharma ceutical ingredients+ mouth freshener),

mustard oil ,basil leaves ,neem , orange peel ,strawberry , clove oil, Amalakam,Madhrika,Sundhi, Maricham, Yashti, Vijaya, Gairika,Karpoor, Base and Pudina.

Ayurvedic dental care products are available inthe market, but are highly expensive and highend.

We plan to introduce a scaled down version of such dental care products in very small SKUs

(worth Rs1), and will be distributed alongside



4/7/12

Idea

The product is targeted not only atwhitening of the teeth. But it can also be

used for mouth freshness and gum care. It can also be used as an additive to the

normal toothpaste, you add a smallpacket of this powder to the toothpaste

when brushing the teeth. That way, itdoesn’t effect the freshness derived byusing the toothpaste, also helps insustaining the health of color of theteeth.



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Product

Available in following SKUs

1. A translucent and powder filled pouch

which soon melts in the mouth and thenon sticky powder is spread across theteeth using tongue. It can be ingested orspit without any harm. Used after pan ,

tobacco and Guthka.2. A chewable candy structure. Small

amount of Powder filled inside a mintycandy base. Can be ingested. Positionedagainst mint candies consumed aftercigarette smoking.



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Targeting and Distribution

Targeting-

Rural and semi urban population , which

regularly eats Pan ,Guthka and tulsi.Urban population which smokes.

Distribution-

Through Pan shops.

Restaurants , pubs and Bars.

Caterers in marriage ceremonies andfunction gatherings.



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Naming /

Packaging/Pricing



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Product Protocol: Content

Target segmentDental stain removal.

Oral and Gum care.

Mouth Freshener.

Product positioning create an image or identity in the minds

of the target market as a dental careproduct. And a healthy habit thatcompensates the unhealthy chewing of

pan , guthka etc.Product attributes (benefits) Stain Removal, Mouth freshener, gum

care.

Low cost dental care.

Competitive comparison



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Marketing requirements Local media advertisements

Sales via Pan shops and local vendors.

Financial requirements TBD (To Be Decided)

Production requirements

TBDRegulatory requirements Indian Dental Association

Other certifications for confectionaries

Potholes Strong competitors Colgate Palmolive might



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Porter’s Five ForcesModel of Industry Competition

INDUSTRYCOMPETITO

RS

Rivalry Among

Existing Firms

POTENTIAL

ENTRANTS

SUBSTITUTES

BUYERSSUPPLIERS

Threat of substitute products

or services

Bargaining power

of buyers

Threat of

newentrant s

Bargaining power

of suppliers



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Potential Entrants- Chewing Gums, Herbaltooth powders, Dental bleach , mint toffees

Suppliers- The main ingredients are herbal .So Ayurvedic medicine suppliers and

nurseries.Buyers- Pan and Guthka eaters , smokers

and dental health conscious masses.

Substitutes- Toothpaste , tooth powders,mint toffees, oral syrups.



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1. Customer requirementsprioritised (scale or %)

2. Competitive productevaluation

3. Engineeringcharacteristics

4. Interrelationships of 1 &3

5. Relations betweenengineeringcharacteristics

6. Targets for new product

Concurrent Engineering

House of Quality

1 2

3

4

5

6



4/7/12

Quality Function

Deployment

ENGINEERING

ASPECTS(HOWS)

Her

balbleaches

Nat

uralfragrances

Sugarandassoci

atedflavors

SmallSK Us(tin

ypackaging)

Leastcost

procedures

Extrensiv

edistribution

Readymadeand

readytouse

Certificationfromdental

associations

Attracti

vepackaging

Gre

enpackagingandpromotionalongHE

ALTHlines

CUSTOMER DESIRED ATTRIBUTES(WHATS)

Better whitening 20% 2 0 0 0 -1 0 0 0 0 0

Kills Mouth Odour 20% 1 2 0 0 -1 0 0 0 0 0

Tastes Good 10% 0 1 2 0 -1 0 0 0 0 0

Inexpensive 20% -2 -1 -1 2 2 -1 1 -1 -1 -1

Readily available 10% 0 0 0 1 -1 2 1 0 0 0Easy to use 10% -1 0 0 1 0 0 2 0 0 0

Healthy 4% 2 1 -1 0 -1 0 0 2 0 0



4/7/12

Herbalbleaches

Naturalfragrances

Su

garandassociatedflavors

SmallSK Us(tinypackaging)

Leastcostprocedures

Extrensivedistribution

Read

ymadeandreadytouse

Certification

fromdentalassociations

Attractivepackaging

Greenpackagingandpro

motionalongHEAL

THlines

Herbal bleaches -1 -1Natural fragrances -1

Sugar and associated flavors -1 -1

Small SKUs (tiny packaging)

Least cost procedures -1 -1 -1 -1 -1 -1

Extrensive distribution

Readymade and ready to use

Certification from dental associations -1

Attractive packaging -1

Green packaging and promotion along HEALTHlines -1

Quality Function

Deployment



4/7/12

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