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8/2/2019 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)
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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
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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
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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
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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
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