INTRODUCTION
Oral care industry in India has evolved from being just a purview of local homemade beneficial powders to attractive, cost-effective and user friendly gels neatly packed in a tube which can be easily applied on a Tooth brush. The use of tooth paste in India can be traced back to the year 1975. Nowadays, people are much more aware of oral hygiene which has led to a phenomenal growth in the Oral care Industry. But still, rural penetration is quite low as people there are still comfortable with the conventional methods of oral care. Due to this low per capita consumption, rural markets offer great opportunities for penetration. Rising per capita income of people and increasing awareness through advertisements, print media,
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ii) Increase in oral hygiene – Gum sensitivity and oral hygiene problems have engulfed more than 30% of India’s population.
Our project aims at discussing the market entry strategy of Proctor and Gamble’s new product Oral B Pro-Health. Besides, we wish to do a comparative analysis of different competitors: their market share, retail outlets and strategies to penetrate the oral care market. We would also discuss the SWOT Analysis of oral care market and Porter’s 5 Forces Analysis of entry in to the oral care market in India. After discussing these salient features, we would give our recommendations for the entry of P&G in to the Indian oral care market.
OBJECTIVES OF THE STUDY The objectives of the study would be multi-fold. It involves an analysis of Indian oral care market, analysing various competitors with respect to their market shares and their vast outreach and thereby evaluating the market strategy of Proctor & Gamble’s new product Oral B Pro-Health. With India’s toothpaste consumption levels half that in China, Indian market possesses innumerable opportunities for players like P&G to enter in to the toothpaste market. The study also aims to forecast the future of Indian oral care industry with respect to changing consumption trends and rising per capita income in rural and urban households.
FINDINGS AND ANALYSIS
To understand the viability of entry of ORAL –B in toothpaste market we must
Also surveys were conducted of mouthwash user’s image of the major brands based on several attributes such as, reducing bad breath, killing germs, removing plaque and others. The results showed that Plax achieved a strong image on removing plaques and healthier teeth and gums, whereas scope scored a weaker image on those attributes.
To begin, dentistry plays an integral role in the daily lives of countless individuals. Dentistry as defined by the International Council of Nurses is, "The profession of practice of providing care for the sick and inform in regards to oral hygiene." Populations around the world, and in particular Japan, are aging quite rapidly. Baby Boomers, individuals born between 1946 and 1964 are reaching retirement age as they too become older. As this demographic age becomes older, they will typically become more prone to sickness or other forms of detrimental illnesses. As such, the importance of dentistry in the coming years will be even more profound. As such, interviewing an individual within the health care industry provided valuable insights as to the overall profession, and the implications it has on society.
A health system defined as ‘all the activities whose primary purpose is to promote, restore and/or maintain health’ (WHO 2013). A good health system is indicated by its capability to delivers quality services, when and where the people need them (Australian Institute of Health and Welfare 2014). Australia’s health-care system is a combination of public welfare and private market provision (Willis, Reynolds & Keleher 2009). There are multiple layers of responsibility and funding provided by governments, individuals, health providers and private health insurers (Biggs 2013).
Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy in terms of positioning, branding, and communication strategy. It provided some options with details to the reader, hence, for such purpose, this case would be a decision case, finding the optimum to segment the new product to the target and how it should be marketed.
Lastly, low income countries have 62% of the world population and there world health expenditure is 2%. By looking at this information “Evidence based intervention for all major oral diseases exist. But they are not available or implemented in majority of countries” (Beaglehole Pg 91). Please refer to appendix 5 and 6
Proctor and Gamble-Scope is faced with a very important decision, they need to prepare a marketing plan for P&G’s mouthwash business for the next three years. They want to know how they are going to be able to
The end of the first year, we had 30% of the products left, in view of the traditional market accounted for 40.5% of the overall toothpaste market, we decided to increase three sales people into traditional sales channels in the next year. Due to the selling of whole market Economy toothpaste are great, we add advertising investment. At the same time, the poor sell of children's toothpaste prompted us to reduce 5 million budgets on its advertising fee. According to the results of marketing, and sales of other companies, appropriate to improve the economy, white, healthy toothpaste price and their allowance, try to stimulate the sales.
By increasing successful and ideal operations and strengthening relationships with their customers, companies existing in this market diminish the significance of threat over newly accepted competitors. Toothpaste companies are still growing strongly, therefore additional firms are trying to enter the market to benefit from the increasing profits. However, most toothpaste companies have already made their name and their customers stay loyal to their brand, therefore it is hard to get into this market. With toothpaste being such a popular item and an essential in households,
A company named Goodbite has made a decision on launching a new product in the oral care market. They are interested in selling a teeth whitening strip with an advance scheme. The teeth whitening strips are small, elastic and can be adjusted to the surface of your teeth, being left in the mouth for several minutes helps on facilitating a whitening effect. The Goodbite’s product focuses on uniqueness by trying to select some attributes that might be considered as important. Its main competitive advantage focuses on product differentiation, which “deals with making changes in the marketing mix of a product so as to differentiate it from whatever the competition is offering” (“Product Differentiation”). The company differentiates from the
Although many Americans have good oral hygiene due to fluoride and making everyday good decisions, others do not have any access at all to oral health care. Over the years, dentists have been trying to demonstrate the importance of oral care. (“Access to Dental Care”) From commercials to campaigns, dentists will continue to demonstrate to their patients as well as to the people who don't have insurance the importance of oral health care. They will teach them preventative care and some techniques on how to prevent from getting any diseases.
SWOT analysis is a tool to list and contrast external opportunities and threats with internal strengths and weaknesses (Glowik & Smyczek 2011). Q&M is the dental market leader with a established reputation and large network of clinics. However, the organization will have to improve on the self service technology and TV media marketing in order to prepare for the opportunities (Glowik & Smyczek
Could you identify any product systems in this product mix? Is the toothpaste considered a shopping, specialty or convenience product? At what conditions, could this product considered a business product? With respect to Scope, do you consider it a "star" or "cash cow"? Why? With respect to the product life cycle of scope, what is the current status of the product? What is your marketing advice at this particular product life cycle stage?
Seeing the company records of Canadian Mouthwash Market Shares for past three years, I feel that the performance of scope in market was consistent despite the arrival of new products in market.
Context: In 2009, India was the world’s largest democracy; with a population of 1.16billion growing at 1.4% per annum, the country suffered from a huge disparity in income with the majority of Indian population (78%) living in rural areas, and as many as 80% living under $2 per day. The 78% who lived in rural areas accounted for c. 64% of total expenditures in India. Around 50% of the Indian population did not have sufficient awareness of dental healthcare, and did not associate dental problems with improper care but rather to eating habits or genetics; most of these Indians were using natural remedies as chewing twigs from the Neem tree. Among the remaining population who used modern dental healthcare or a toothbrush, 77% brushed their teeth less than twice a day (recommended usage), and out of the 747.1million brushes sold every year, only 8.6% replaced their brush every 3 months. Cottle-Taylor (CT) enjoyed a large market share in India and focused on toothbrushes. Given the peculiarities of the market, CT decided to focus on toothbrushes where it enjoys larger gross margins by virtue of its existing manufacturing infrastructure that has been built over the years.
The report is about the market segmentation, targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1, 2 million, toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste. Nowadays to be able to survive in this fierce competition world, firms need to satisfy the needs of its potential customers, hence keeping the existing and gaining new ones. For this to be