Segmentation

Targeting

Positioning

Differentiation

of

Toothpastes

Group Members:

Debopriyo.

Girish Kumar.

Indraneela.

Janmajaya .

Hari Thirumal.

Deepak Ritti.1

Toothpaste Market-India

India has Rs 3500-crore toothpaste

market.

Oral care leader, Colgate-Palmolive leads

it.

As against the growth of about 15% in the

overall toothpaste category, the market for

sensitive toothpastes has grown by 34%

over the last one year.

2

HUL21.0%

Dabur14.3%

Colgate54.3%

Others10.4%

Toothpaste Market Share - India (2013)

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542

255304

244

127

0

100

200

300

400

500

600

Per Capita Toothpaste Consumption (in grams/per year)

Per CapitaToothpasteConsumption (ingrams/per year)

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Sensodyne

Segmentation

Jayant Singh, Executive V-P, Marketing,

GSK Consumer Healthcare, India, said, “On

the basis of a segmentation study, we found

there is a need for products that offer clear

and focused benefits for varied oral care

problems.”

Tooth sensitivity is an oral condition that

affects up to 57% of consumers worldwide.

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Targeting

Sensodyne is targeted at people havingsensitive teeth. It is premium products giventhat they are priced higher than regulartoothpastes.

Secondly, 80% of patients who undergo aprofessional teeth-whitening treatment willexperience sensitive teeth. Sensodyne ismarketed as a toothpaste for relievingdiscomfort before, during and after tooth-whitening treatments. Hence this group isalso targeted.

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Positioning

As a second toothpaste brand in

households to tackle sensitive teeth.

Sensodyne – for sensitive teeth.

http://www.youtube.com/watch?v=tHvlNLGYwW8

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Differentiation

Glaxo SmithKline’s spokesperson said,

“When Sensodyne entered India in 2011,

research found 17% adults acknowledging

sensitivity problems. At the end of 2012,

32% people claimed to have suffered from

sensitivity at least once. This clearly

indicates that people are aware about the

problem and willing to do something about

it.”

In the first four months of its launch,

Sensodyne garnered a 10% share of the Rs

209-crore sensitive toothpaste market9

Variants

Original Total Care

Rapid Relief Total Care Gel

Rapid Action Extra Fresh

Fresh Gel Extra Whitening

Fresh Mint Repair & Protect

Fresh Impact Gum Care

Competitors• Colgate Sensitive

• Pepsodent Sensitive

• Himalaya Sensitive10

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Colgate-Sensitive

Segmentation

As the market leader and expert in oral

care in India, Colgate has remained

steadfast in its commitment towards

innovation and introducing the best-in-

class technology for the consumers in

India and across the world. Tooth

sensitivity is an oral condition that affects

up to 57 per cent of consumers

worldwide.

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Target

Mainly targeted on urban upper & middle class

who suffer from tooth Sensitivity

For the people with dentine hypersensitivity

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Positioning

Colgate Sensitive toothpaste soothes the

nerve ends and builds a protective shield

providing both relief from sudden shocks of

pain and long term sensitivity protection with

regular use.

http://www.youtube.com/watch?v=gkhxJ1kkbSw

http://www.youtube.com/watch?v=dkORFv2oPdo14

Differentiation

The first and only toothpaste clinically

proven to provide instant and effective long

lasting relief from Sensitivity.

Helps maintain the natural whiteness of the

teeth

Instant pain relief within a minute

Advanced toothpaste uses the break-

through Pro- Argin technology. It has

arginine, an amino acid naturally found in

saliva, and calcium carbonate.

Arginine in the unique formulation provides

superior protective oral health benefits. 15

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Colgate

Segmentation

• Rural Segment

• Urban SegmentGeography

• Segments of People with various

teeth problemsBehavior

• Kids

• Young

• Elders

Demography

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Targeting

Max Fresh – For people who want freshbreath

Active Salt – For tooth cavity prone people

Colgate Total – For all round oral health

Colgate Sensitive – For segment of peoplewith sensitive teeth

Colgate Whitening – For segment of peoplesuffering from plaque

Colgate 2in1 – For segment of peopledesiring strong teeth and fresh breath

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Positioning Toothpaste that provides decay protection,

strong teeth, germ protection and fresher

breath.

Toothpaste with a different style & taste for

different segment

Various Ad campaigns to supplement this

positioning with a tagline - “Trusted by

Generations to make teeth STRONGER”.

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Differentiation

The Colgate brand is synonymous with oral

care.

Compared to its biggest competitor P&G,

Colgate offers a much larger assortment of

oral care products in a wide price range.

Colgate’s larger market share allows it to

offer more competitively priced products.

http://www.youtube.com/watch?v=5n0gcIQihVA

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Variants

Dental Cream Active Salt

Total Fresh Energy Gel

Herbal Max Fresh

Kids Cibaca

Advanced Whitening Sensitive

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Pepsodent

Segmentation

Pepsodent is a brand for ‘Aspiring’ as well as

‘Striving’ i.e. for both mid and mass

segments

The Segmentation has been done as:

Geography• Rural Segment

• Urban Segment

Behavior• Benefits – Type of Oral Problem

Demography

Age – Kids,Youngsters,Elders

Income – Low Price, Medium Price, High

Price.

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Targeting

Pepsodent is targeting the adult male/ female

and kids by different varieties of products.

They also target mothers as they use kids in

their ads.

The variants of Pepsodent in totality target

complete family as a family care product.

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Positioning

Pepsodent is positioned as long-lasting

protection from germs; it could fight germs for

hours after brushing

Research suggested that mothers worry

about what their kids eat, especially when

they are away from them, and its impact on

their dental health. Using that insight,

Pepsodent launched the ‘Dishoom Dishoom’

ad that said: Let Pepsodent fight germs for

you.

http://www.youtube.com/watch?v=RH7YfcrVPBs25

Positioning

Advertisement Campaigns

Their campaign has Bollywood superstar and doting

father Shah Rukh Khan playing the cool Pappa to his

son Pappu, bringing forth the benefits of brushing with

the new improved Pepsodent

Pappu & Pappa – II takes Pepsodent's philosophy of

making brushing — an otherwise mundane task —

into an interesting fun activity further by building the

importance of oral hygiene, which is at times

neglected by parents.

The TV campaign narrates interesting short stories

between Pappa who uses humour and storytelling to

educate Pappu on the importance of brushing every

day.

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Differentiation They started a campaign called BHOOT

campaign , to expand the market and use

of their products.

It launched Pepsodent Dental Insurance, in

partnership with New India Assurance.

With effective ad campaign, Pepsodent

made about 12 lakh kids to brush the teeth

at night (with pepsodent only) which

reduces 30% of tooth decay

http://www.youtube.com/watch?v=R347lsr23X8 27

Variants

Complete Care Germicheck +

Gum Care Green Tea

Whitening 2 in 1

Expert Protection Center Fresh

Cavity Fighter Germicheck 2in1

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Dabur

Dabur segmented people based on

psychographic segmentation

Consumers are divided into who want natural

and ayurvedic toothpaste products rather

than any other tooth paste which has

chemicals especially fluoride which leading

brands like colgate, pepsodent etc have.

Simultaneously Dabur also has segmented

the market for kids, adults and senior citizens.

Segmentation

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Dabur targeted their customers in different

categories and designed different products :

Babool - Yellow teeth, swollen gums ,tooth

ache, food lodgement, foul odour, extensive

pain while eating.

Meswak - cavities and teeth misalignment,

teeth sensitivity, bleeding gums, bad breath,

teeth discoloration, tooth decay, chipped or

broken teeth caused due to injuries.

Dabur Red - Tooth decay ,dryness of mouth,

Tooth loss, Gum diseases

Targeting

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Positioning

Toothpaste containing Ayurvedic ingredients are

effective in preventing and curing dental

problems

Dabur Red - keep dental problems away

- It is positioned as toothpaste in budget

segment.

-contains 13 active ayurvedic ingredients like

like Laung Pudina & Tomar, that keep all your

dental problems away.

Babool-Begin a great day , the babool way

- Is a natural toothpaste packed with the

medicinal benefits of Babul tree 'Acacia Arabia'.

- It is positioned as a discount brand in budget32

Positioning Meswak- Incredible meswak ,complete oral

care

- It is positioned as toothpaste in premium

segment.

- Scientifically formulated Herbal toothpaste with

pure extracts of meswak plant 'Salvadore

Persica', the famous 'Toothbrush Tree' used for

centuries

Advertisements

For Kids:

http://www.youtube.com/watch?v=ullANRbjdsQ

For Adults:

http://www.youtube.com/watch?v=XG9HhBbMreI

For Senior Citizens:

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Differentiation

Old is gold- Dabur red is oldest traditional

product and Dabur Red Toothpaste has

become a Rs 100 crore brand within just five

years of its birth.

A non-flouride toothpaste.

The biggest competitor of Dabur Toothpaste

is Himalaya. Dabur differentiates itself by

using the age old traditional herbs like

babool, neem, meswak etc which has been

used in ancient India since Vedic age.34

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Himalaya

Segmentation

The company in its survey found that

consumers were looking for toothpaste

which would offer them multiple benefits

The company felt that this segment which

wanted toothpastes with benefits of natural

herbs was lying untouched.

Most of the brands addressed only one

issue of oral care with a single toothpaste

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Targeting

The company has found a loyal consumer

base as the company right from the start

has advertised itself as ‘herbal care

products’

Himalaya sales head says “We heavily

advertise in south India as 54% of our

revenues come from this part of the country,

our distribution channels are very well

placed here”.

http://www.youtube.com/watch?v=kUxeRfcSH54 37

Positioning Complete care toothpaste ad placed heavy

weightage on the benefits of ‘Antioxidants’

‘Antioxidants’ promote good oral health

Presence of 13 hebs including herbs like

meswak,babool,pomegranate and neem

All the above natural herbs help in fighting

plaque,periodontitis,gingivitis respectively

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Differentiation The product distinguishes itself from others by

saying about the benefits of natural herbs and

the use of antioxidants

Competitive pricing of the product

Complete care

(175 gram)

Colgate

(150 gram)

Pepsodent

(150 gram)

Rs. 75 Rs. 72 Rs. 95

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Thank

You

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