39472512-Toothpaste-Final-Marketing.rtf

8/9/2019 39472512-Toothpaste-Final-Marketing.rtf

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MARKETING-I

MARKET POSITIONING STUDY

FOR VARIOUS TOOTHPASTE BRANDS

Team:

Chintan Agarwal (B07018)

Kaushal Chanda (B070!")

Gun#an Mittal (B070$1)

Tanu Krishna (B070%%)

1


2/38

Table of content

TAB!E OF "ONTENTS#

$ TOOTHPASTE INDUSTRY %

1.1 OVERVIEW 3

1.2 MAJOR PLAYERS 31.3 CONSUMER BEHAVIOR 5

# INTENDED POSITIONING &

2.1 METHODOLOGY 6

2.2 RESULTS 6

% A"TUA! POSITIONING '

3.1 METHODOLOGY 8

3.2 RESULTS 8

( RE"OMMENDATIONS $)

APPENDI* $#

$ "O!GATE $#

1.1 COLGATE DENTAL CREAM 12

1.2 COLGATE TOTAL 12 13

1.3 COLGATE MAX FRESH 13

1. COLGATE !IDS TOOTHPASTE 13

1.5 COLGATE FRESH ENERGY GEL 1

1.6 COLGATE HERBAL 1

1." COLGATE CIBACA FAMILY PROTECTION 15

1.8 COLGATE ADVANCED WHITENING 15

1.# COLGATE ACTIVE SALT 16

# AMAR $+

2.1 AMAR REGULAR TOOTHPASTE 1"

2.2 AMAR STRONG TOOTHPASTE 18

2.3 AMAR WHITE TOOTHPASTE 18

2. AMAR STRONG SACHETS 18

% PEPSODENT $,

3.1 PEPSODENT G 1#

3.2 PEPSODENT 2 IN 1 2$

3.3 PEPSODENT COMPLETE 1$ 2$

3. PEPSODENT WHITENING 2$

3.5 PEPSODENT REGULAR 21

3.6 PEPSODENT CENTER FRESH 21

( "!OSE-UP #(

.1 RED GEL VITAMIN FLUORIDE SYSTEM 2

.2 CLOSE%UP LEMON MINT TOOTHPASTE 2

.3 CLOSE%UP MIL! CALCIUM 25

. VI""O #&

5.1 VICCO VAJRADANTI 26

& MES/AK #+

+ PRIMARY SURVEY #'

".1 &UESTIONNAIRE 28


3/38

".2 ANALYSIS 2#

!


4/38

$ Toot01ate In23t45

$6$ O7e478e9

Indian &ral 'ar industr (in'luding t&&th*ast and t&&th*&wdr) is a+&ut Rs, $% +illi&n,

C&lgat and ./ '&ntri+ut ar&und thr &urth & th t&tal art, 2thr a#&r *larsin'lud 3a+ur and An'h&r gr&u* t&gthr '&ntri+uting ar&und 1%4 & t&tal art,

Oral Care Industry Market Share

HUL Colgate

46% 25%

Dabur

12%

Others Anchor

4%13%

$6# Mao4 1la5e4

Company Brand Product

Close-up

Close-up Re

Close-up !lue

H"nustan Un"le#er L"$"te

Close-up reen

&epsoent

Pepsodent&epsoent 2 "n 1

&epsoent Regular

&epsoent 'h"ten"ng

Colgate Dental Crea$

Colgate (otal 12

Colgate )a* +resh el - C"trus

Colgate )a* +resh el - &eper$"nt

Colgate )a* +resh el - Re

Colgate &al$ol"#e Colgate

Colgate ," toothpaste - !ubble +ru"t - &"n

Colgate ," toothpaste - !ubble +ru"t - !lue

Colgate .resh /nerg0 el - Re

Colgate .resh /nerg0 el - !lue

Colgate Herbal

Colgate C"baca .a$"l0 protect"on

Colgate A#ance 'h"ten"ng

Colgate Act"#e alt

$


5/38

Dabur - !alsara Promise &ro$"se

Babool !abool

Meswak )esa

Dabur Dabur Red Dabur Re el

Dabur Red Dabur Re (oothpase

H"$ala0a imalaya H"$ala0a ental crea$

Dentostrong Dentostrong

Aanta n"a L"$"te

Dentocare Aanta Dentocare

Dento!resh

Dento+resh !lue el

Dento+resh L"$e el

Dento+resh Re el

A0ucare "yucare ee$ toothpaste

arha$an Che$"cals "mar

A$ar Regular

A$ar trong

A$ar 'h"te toothpaste

"cco Labs #icco"cco araant"

"cco araant" ugar +ree

ala*o $"thl"ne "$ua!resh A7ua+resh

Samay

A)A8 'h"te (oothpaste

a$a0 Re el

a$a0 !lue el

Delu%e D/LU9/ 'h"te (oothpaste

Ola !resh OLA .R/H 'h"te (oothpaste

Da*al cos$et"cs

Sentinel nt"nel h"te "lca base toothpaste

Superdnet uperent Re el

&res Plus (res &lus reen el

Digi DentD D/( !ubble u$ el

D D/( traberr0 el

'reene% R///9 reen el (oothpaste

"nkwin A,' 'h"te (oothpasteOral (are ORAL ,AR/ Herbal (oothpaste

L Cliden Cl"en

pectru$ nternat"onal 'oldentolent el

olent h"te toothpaste

Subodent ( uboent ,

:a"aran n"aDento)i Dento"

erbodent Herboent

Orohyi Oroh0"

Anchor .luor"e Herbal (oothpaste

Anchor .luor"e ,"; (oothpaste

"nchor

Anchor .luor"e )ult" &rotect"on (oothpaste

Anchor Anchor .luor"e en"scare (oothpaste

Anchor .luor"e (oothpaste

Anchor el (oothpaste

Anchor (oothpaste

*orhans .orhans

5


6/38

$6% "on3me4 Be0a78o4

6&rld &r th &ral 'ar art is largl r*rsntd + t&&th*ast and t&&th+rush,

2thr *r&du'ts in this 'atg&r in'lud &uthwash s*ras and &ral rinss, In India thr

is a signii'ant *rsn' & toothpowder as wll, Man &thr *&*l in India still 'lan

tth with traditi&nal *r&du'ts li n twigs salt ash t&+a''& &r &thr hr+alingrdints, R'nt studis ha indi'atd dual usag (*&wdr and *ast) in 104 & rural

h&ush&lds, Th &ungr gnrati&n is in'rasingl shiting t& t&&th*ast n in rural

aras, In rlati trs *ntrati&n & t&&th*&wdr is highr in N&rth and t&&th*ast in

9&uth, This '&uld + du t& highr du'ati&n *ur'hasing *&wr and ur+ani:ati&n in th

9&uth,

Indian ur+an t&&th*ast *r 'a*ita '&nsu*ti&n is a+&ut ;! gras *r &nth '&*ard t&

!1; gras & China< and &nl 74 & Indian ur+an 'lass +rush twi' a da '&*ard t&

8"4 in Malasia, Thus thr is trnd&us s'&* &r gr&wth & d&ing +usinss in India,

Segmentation based on Product "ttributes

Others<

15%

Herbal<

1=%

'h"te<

5=%

el< 25%

T&&th*ast

industrgr&wth has

+n l&w as

'&*ard t&

&thr

*r&du'ts,

=&r art

ladr

C&lgat in

!007 gr&wth

had +n

ar&und 1!4,=&r sa

+rands li

Ba+&&l th

art

gr&wth was

as high as %04,

As *r India In&lin

9't&r r*&rt a+&ut

"04 & t&&th*ast in

India is s&ld &n

ail *lat&r<

thr is singl

t&&th*ast &r th

ntir ail,

9*'iali:d

t&&th*ast su'h as

&r 'hildrn has +naaila+l in India

&nl in last !-$ ars

(ainl i*&rtd

*r&du'ts) and usag

is >trl l&w,

A+&ut $%4 & t&&th*ast is

s&ld &n '&sti'

*r&*&siti&ns, Ths ar

targtd ainl at &ung

'&nsurs and u**r ur+an

'lass &n th *r&*&siti&n &

rsh +rath whit tth

and un'ti&nal +nits &

'&ntr&lling *la?u

*rnting 'ait t', Thris a ni'h art (%4 &

t&tal) &r t&&th*ast with

thra*uti' +nits,

T&&th

*ast

is als&sg

ntd

+asd&n

*r&du

't

attri+uts as

6hit

Glr+al

t',

9&

*r&du'ts ar

als&aaila+l as

a

'&+inati&n & +&th

6hits and

Gl, 6&rld

&r t&&th*ast

*&siti&nd

&n anti-'ait

*lat&r

'&ntains lu&rids, E>'ssi

usag & lu&rid 'an 'aus a

disas 'alld =lu&rs's t&whi'h 'hildrn ar

*arti'ularl ulnra+l, In

India thr is a str&ngs&'ital arsi&n t& lu&rid

t&&th*ast,

@ri' wis t&&th*asts 'an

+ sgntd as E'&n&

Rgular and alu-addd

sgnts, Th *ri' rang

aris r& Rs,1%-!0 &r a

100 g *a' in th '&n&


7/38

sgnt t& Rs,$0-$% &r a

100 g *a' in th Rgular

9g

nt t&

Rs,%0 &r a

100 g

*a' in th di'atdalu

addd sgnt,

%


8/38

# Inten2e2 Po8t8on8n;

#6$ Met0o2olo;5

Th ari&us ass dia &rs nal tlisi&n nws*a*rs radi& and intrnt ar th

ain s&ur' & inlun'ing a 'ust&r, n' w wnt thr&ugh th arting

'a*aigns +&th *rint and l'tr&ni' that th ari&us t&&th*ast '&*anis ha

laun'hd t& art thir +rands and *&siti&n thir *r&du'ts, Th intndd *&siti&ning was

ssntiall drid r& this stud, 6hil d&ing th stud th adrtisnts wr n&t

#ust studid at thir a' alu +ut th *ur*&s & thir ari&us 'lais was als&

undrst&&d, This hl*d us '& u* with th intndd *&siti&ning & th ari&us

t&&th*asts +asd &n a arit & dirnt *aratrs,

9i> +rands nal< Cl&s u* C&lgat @*s&dnt i''& Mswa and Aar wr

idntiid, A+&ut !5 *r&du'ts undr ths si> +rands wr studid as *r th th&d&l&g

ds'ri+d a+&,

#6# Re3lt

Th ta+l +l&w sh&ws suar & th *riar rsar'h &n intndd *&siti&ning, ari&us

attri+ut *aratrs ar 'lassiid int& distin't 'atg&ris, 9a is d&n &r &ti&n ll

*&siti&ning *aratrs,

This 'lustr a* is thn su+#'td t& gr&u*ing s& as t& ind '&&n *aratrs &r gin

+rand &r '&&n +rands &r gin *aratrs, Th ta+l is s&rtd s& that *r&du't with

larg nu+r & *aratrs '&s t& t&* whil *aratr whi'h is usd + a>iu

*r&du'ts '&s t& lt, This rals a gr&u*d 'lustr a*,

9& '&n'lusi&ns that 'an + ad + this a* ar

1• Th *r&du'ts &n th t&* & th ta+l ha ithr larg nu+r & ind*ndnt

art sgnts &r ha aild t& *&siti&n &n liitd attri+uts &r *aratrs,

2• Th *r&du'ts at th +&tt& & th ta+l ar th&s wh& ha r ni'h &r liitd

art &r ha *&siti&nd thsls using w attri+uts &r *aratrs,

3• 9iilarl *aratrs &n th lt ar r '&&n &r un'ti&nal *aratrs< hn'

usd + an +rands*r&du'ts

4• @aratrs &n th right & th ta+l ar th&s usd &nl + w *r&du'ts &r

*r&du't dirntiati&n,

"


9/38

Att48b3te le7el Emot8on bae2

Intente2 1ot8t8on8n; t ( ( t h 9 t r &n g

= r ( s h n ( s s

@ r & t ( ' t i &n

+ r ( a t h B a d

( g ( t a r i a n

( 0 0 ( ' t l a s t i n g/ &n g

T a s t ( B = l a 7 & ur

- ( r + a l

G ( l

G u1 s

6h i t ( n ( s s

C & s t

n u t r i ( n t s T & & t h

C &l & ur

r ( ' & gni t i &nM ( d i ' a l

C a 7i t )-An t i

= l & ur i d (

h a + i t s ( a t i n gB a d

@ a t ( n t ( d

T r a d i t i &n a l

I n d i a n

T r u s t

A ' ' ( * t a n ' ( = a 1i l )

= l i r t

C a r t & &n

= a s h i &n

@ a r ( n t i n g G & & d

I 1 a g ( C & &l

Cl&s u* Rd gl 1 1 1 1 1 1 1 1 1 1 1 1

i''& a#radanti 1 1 1 1 1 1 1 1 1 1

Mswa 1 1 1 1 1 1 1 1 1 1

Cl&s .* /&n Mint 1 1 1 1 1 1 1 1 1

@*s&dnt C&*lt 10 1 1 1 1 1 1 1 1

Cl&s u* Mil Cal'iu 1 1 1 1 1 1 1 1

Aar rgular t&&th*ast 1 1 1 1 1 1 1

Aar whit t&&th*ast 1 1 1 1 1 1 1

C&lgat 3ntal Cra 1 1 1 1 1 1

Aar str&ng t&&th*ast 1 1 1 1 1 1

@*s&dnt G 1 1 1 1 1 1

@*s&dnt ! in 1 1 1 1 1 1 1

C&lgat =rsh Enrg Gl 1 1 1 1 1

C&lgat Ci+a'a =ail @r&t'ti&n 1 1 1 1 1

@*s&dnt Rgular 1 1 1 1 1

C&lgat T&tal 1! 1 1 1 1

Aar str&ng sa'hts 1 1 1 1

@*s&dnt Cntr =rsh 1 1 1 1

C&lgat A'ti 9alt 1 1 1

C&lgat Kids T&&th*ast 1 1

@*s&dnt 6hitning 1 1

C&lgat Ma> =rsh 1

C&lgat r+al 1

C&lgat Adan'd 6hitning 1

7


10/38

% Act3al Po8t8on8n;

%6$ Met0o2olo;5

aing d&n th intndd *&siti&ning it is i*&rtant &r us t& stud th a'tual *&siti&ning

and anal: whr *r&du'ts+rands g&n right &r wr&ng ha,

Th th&d&l&g in&ld '&ll'ting *r'*ti&n data r& a'tual 'ust&rs, Gin that

w ha anal:d !5 *r&du'ts '&nsidring w gt in&rati&n r& !0 'ust&rs & a'h

*r&du't w w&uld ha t& anal: a+&ut 580 d+a's, 6 t&& d+a' r&

'ust&rs in &ll&wing wa

1• @rs&nal intriws (ainl in h&stls and within 'a*us)

2• 2nlin sur

&wr gin th si: & sa*l it is dii'ult t& gi '&n'rt r'&ndati&ns &r

suggsti&ns t& indiidual *r&du'ts,

%6# Re3lt

Th rsults & th sur and intriw ar sh&wn &n th sa 'lustr a* & intndd

*&siti&ning t& *&int th dirn', =&r ari&us *r&du'ts w s a signii'ant dirn'

+twn th intndd and a'tual *&siti&ning,

8


11/38

Att48b3te le7el Emot8on bae2

Intente2 =rsh 1

C&lgat r+al 1

1C&lgat Adan'd 6hitning

9h&ws A'tual *&siti&ning 1 9h&ws Int(nd(d *&siti&ning

;


12/38

( Recommen2at8on

6ithin th liitati&ns & sa*l si: & sur &n a'tual *&siti&ning w w&uld li t&

a &ll&wing r'&ndati&ns t& th ari&us *r&du'ts,

@r&du't R'&ndati&ns 9uggsti&n C&nts i an

Cl&s u* Rd gl =&'us &n rshnss gl *r&*rtis and '&&l iag

i''& a#radanti9till t& + *la'd as traditi&nal rd usd &stl as l&w '&stt&&th*ast, Th aurdi' *art '&uld + &r adrtisd as aurdi' is

again rgaining *&*ularit,

Mswa 9till t& + *la'd as traditi&nal rd, Tast is dirnt and lid +

w

Cl&s .* /&n Mint9u''ssul in its *rsnt 'a*aign &n &st *aratrs, &wr itnds t& & t& &ti&nal ll *&siti&ning, Th l&n int as a nw

rshnss '&uld + &'us,

@*s&dnt C&*lt 10 Can &'us &n trust and ail a''*tan'

Cl&s u* Mil Cal'iu Marting t& + *&siti&nd &n il nutrints *rsnt in th t&&th*ast,Aar rgular t&&th*ast E&rts ndd *&siti&ning thsls as Indian &r Traditi&nal +rand,

Aar whit( t&&th*ast( -

C&lgat 3ntal Cra C&lgat *r'id as Indian and &st trustd +rand

Aar str&ng t&&th*ast E&rts ndd *&siti&ning thsls as Indian &r Traditi&nal +rand,

@*s&dnt G N&t a+l t& *&siti&n as G- Gu 'ar *ast

@*s&dnt ! in 1Cust&rs ha s*arat *rrn's Gl &r N&n Gl, n' a +

*&siti&n as a Gl,

C&lgat =rsh Enrg Gl r su''ssul in its intndd *&siti&ning

C&lgat Ci+a'a =ail3s*it th str&ng C&lgat +rand Ci+a'aDs arting has +n a ailur,C&st +ing th a#&r ras&n &r *&*l t& +u it it '&uld art itsl as

@r&t'ti&n l&w '&st C&lgat t&&th*ast, Ci+a'a +rand nds r*&siti&ning<

@*s&dnt Rgular =aild in its intndd *&siti&ning, 9h&uld 'hang its 'a*aign

C&lgat T&tal 1! 9u''dd in its attri+ut & l&ng lasting rshnss and *r&t'ti&n

Aar str&ng sa'hts -

@*s&dnt Cntr =rsh Can &'us &n s& &ti&n ll attri+ut

C&lgat A'ti 9alt.r+an *&*l n&t awar & 9alt as t&&th *r&t'ti&n atrial, 9h&uld usd

dirnt 'hannl t& ra'h rural 'ust&rs

C&lgat Kids T&&th*ast -

@*s&dnt 6hitning -

C&lgat Ma> =rsh -

C&lgat r+al -

C&lgat Adan'd 6hitning

6hit tth d&snDt s t& i*&rtant *aratr as &r as &thr +rands

ar *r'id, n' it 'an dirntiat +ttr using 6hitnss attri+ut,

Some ;ene4al obe47at8on

1• Cl&s u*- .ni?ul *r'id &n th +asis & '&l&r and '&&l iag and hn' th

10


13/38

'&*an sh&uld +an &n it rathr than '&nnti&nal attri+uts li str&ng tth

with whi'h it is n&t ass&'iatd with,

1• C&lgat +rands (>'luding Ci+a'a) C&lgat has a r str&ng +rand iag t& th

>tnt that *&*l *r'i it as an Indian +rand, &wr this has rsultd in

thr +ing n& dirntiati&n +twn th ari&us *r&du'ts & C&lgat, n'

C&lgat nds t& l&& int& th dirntiating as*'t +twn th,

11


14/38

A11en28=

$ "ol;ate

@rsntl C&lgat India is arting th &ll&wing nin aritis & t&&th*ast -

1. C&lgat 3ntal Cra

2. C&lgat T&tal 1!

3. C&lgat Ma> =rsh

4. C&lgat Kids T&&th*ast

5. C&lgat =rsh Enrg Gl

6. C&lgat r+al

7. C&lgat Ci+a'a =ail @r&t'ti&n

8. C&lgat Adan'd 6hitning

9. C&lgat A'ti 9alt

Basd &n th ari&us adrtisnts &ll&wing 'an + inrrd a+&ut th sgntati&n

and *&siti&ning & th ari&us aritis & C&lgat t&&th*asts,

N&t that C&lgat +ing a r &ld *lar in th industr d&s n&t tr t& art itsl as a

t&&th*ast +rand as it is alrad *r'id as &n, Als& C&lgat has +n traditi&nall

th&ught t& + alu &r &n,

$6$ "ol;ate Dental "4eam

Se;mentat8on


15/38

$6# "ol;ate Total $#

Se;mentat8on =rsh is &r th

&uth,

Po8t8on8n;

1• Attri+ut +asd *&siti&ning

C&lgat Ma> =rsh *&siti&ns itsl &n th +asis & Frshnss, Th taglin FA nw

dinsi&n & rshnss +rings h& this r *&int,

2• E&ti&n +asd *&siti&ning

N& ral &ti&nal +asd *&siti&ning intndd,

1.4 "ol;ate K82 Toot01ate

Se;mentat8on


16/38

Po8t8on8n;


C&lgat Kids T&&th*ast *&siti&ns itsl &n th +asis & tast,


Th Kids T&&th*ast tris t& *&siti&n itsl +asd &n &ti&ns whi'h is a**arnt

in its taglin FMas ighting 'aitis un, It als& *r&ids th nas & ailiar

'art&&n 'hara'trs li Twt and Bugs Bunn t& th ari&us la&rs that it

arts and hn' ass&'iating th tasts with th lings & ids t&wards ths

'art&&n 'hara'trs,

1.5 "ol;ate F4e0 Ene4;5 Gel

Se;mentat8on


17/38

C&lgat r+al *&siti&ns itsl +asd &n +asi'all &nl &n attri+ut i,, +ing

hr+al,


N& ral &ti&n +asd *&siti&ning is intndd,

1.7 "ol;ate "8baca Fam8l5 P4otect8on

Se;mentat8on


18/38

$6, "ol;ate Act87e Salt

Se;mentat8on


19/38

# Ama4

@rsntl Aar Rdis /iitd is arting th &ll&wing &ur aritis &

t&&th*ast -

1. Aar rgular t&&th*ast2. Aar str&ng t&&th*ast

3. Aar whit t&&th*ast

4. Aar str&ng sa'hts

Basd &n th ari&us adrtisnts &ll&wing 'an + inrrd a+&ut th sgntati&n

and *&siti&ning & th ari&us aritis & Aar t&&th*asts,

Se;mentat8on


20/38

#6# Ama4 t4on; toot01ate

Se;mentat8on


21/38

% Pe1o2ent

@*s&dnt *rsntl has si> ariants

1. @*s&dnt G

2. @*s&dnt ! in 13. @*s&dnt C&*lt 10

4. @*s&dnt Rgular

5. @*s&dnt 6hitning

6. @*s&dnt Cntr =rsh

3.1 Pe1o2ent G

Se;mentat8on


22/38

3.2 Pe1o2ent # 8n $

Se;mentat8on


23/38

0


24/38

Po8t8on8n;


alth whit tth &r &ur ail,


N& intndd &ti&n +asd *&siti&ning,

%6. Pe1o2ent Re;3la4

Se;mentat8on


25/38

& &uthwash with in th t&&th*ast, But th arting ida d&snDt st&* thr, Th

+rand uss isual *r&& & th *rsn' & th attri+ut insid th t&&th*ast whi'h

'an + *hsi'all sn + th 'ust&r, n' thr is a *hsi'al idn' &

&uthwash within th t&&th*ast, 9u'h isual idn's *r&id th +rand a *&wrul

su**&rt and 'an + n '&nsidrd t& + a +rand lnt,

Some A27e4t88n; "am1a8;n an2 St4ate;8e 3e2 b5 H!! to 14omote Pe1o2ent

@*s&dnt was laun'hd in 1;;$, It has >*rintd with its *&siti&ning allthr&ugh its

li, Initiall @*s&dnt was laun'hd in th highl su''ssul Jl&ng lasting *r&t'ti&n &r

h&urs atr +rushingJ *lat&r, It was th irst t&&th*ast with a uni?u anti-+a'trial

agnt t& addrss th '&nsur nd & 'h'ing grs n h&urs atr +rushing,

In 1;;;-!000 @*s&dnt trid t& ight th art ladr C&lgat + shiting t& Bnits &

gr ighting rathr than @r&'ss & gr ighting, But th *&siti&ning aild and

@*s&dnt had t& '& +a' t& th &ld *&siti&ning + !001,

Ta4;et8n; R34al In28a

industan /r /td *ushd &ral 'ar +rand @*s&dnt in rural India with a '&untr-wid

*it'h aid at 10000 illags initiall,

Th 'a*aign *r&*agatd th +nits & &ral 'ar t& ar&und 1$ illi&n 'hildrn + nd-

!00! i*r&d &lus and als& 'ratd a +n'har in th industr an // &i'ial

said, FTh *ntrati&n & t&&th*asts is r l&w in rural India s& it is a r +ig art

n&t &nl &r us +ut als& &r &thr t&&th*ast anua'turrs, Al&ng with an &r & r

dntal 'h'-u*s // is als& *lanning t& &rgani: halth 'a*s in&ling illagrs t&

&rti its 'a*aign, T& *r&&t @*s&dnt w will als& &r r sa*ls t& th

illagrs t& tr &ut th *r&du't and &r dis'&unt '&u*&ns &n wra**r rd*ti&n

s'hs arting anagr & th &ral 'ar diisi&n said,

Pe1o2ent 8ncl32e2 t0e ;e4m 8n28cato4 t& its *a' in !00! whi'h all&wd '&nsurs

t& s th i'a' in ighting grs &r thsls, As a &ll&w-u* in 2't&+r !00!

@*s&dnt &rd 3ntal Insuran' t& all its '&nsurs t& d&nstrat th '&nidn'

th '&*an has in th t'hni'al su*ri&rit & th *r&du't,

Pe1o2ent t0en came 98t0 2ental 8n34ance was '&nsidrd th irst & its ind dntal

insuran' s'h thr&ugh its &ral 'ar +rand @*s&dnt, Th s'h +ing laun'hd

thr&ugh a *artnrshi* with th Nw India Assuran' &rs a dntal insuran' & Rs

1000 &n *ur'has & an *a' & @*s&dnt, .ndr this initiati @*s&dnt &rs its

'&nsurs insuran' '&r against >*nss &r th >tra'ti&n & tth du t& 'aris and

*di&d&ntitis, &wr th s'h in&ls s& a&unt & *a*rw&r, C&nsurs

wanting t& aail & th s'h ar r?uird t& snd in a *r&*&sal &r whi'h is aaila+l

in all 9u*ri&r @*s&dnt *a's & 100 and !00 gs al&ng with th wra**r & th

t&&th*ast, T& a th 'lai th '&nsur will ha t& snd in thr wra**rs &

@*s&dnt al&ng with di'al 'rtii'ats and +ills whi'h will + assssd + Nw India

!!


26/38

Assuran', &wr th *&li' will n&t '&*nsat 'lais &r '&sti' dntistr &r l&ss

& t&&th du t& a''idnts, Bsids th ag liit & th '&nsur has an u*sid & %0

ars, // said it w&uld +ar th ntir '&st & th insuran' undr this s'h,

Pe1o2ent connect 284ectl5 98t0 >82 an2 t0e84 1a4ent, @*s&dnt has alwas

w&rd in th dir'ti&n & an &rall awarnss & dntal halth, Th r-laun'h 'a*aignin 2't&+r !00$ widnd th '&nt>t t& Jswt and sti'J &&d and lragd th truth

that 'hildrn d& n&t rins thir &uths r ti th at d&nstrating that this as

thir tth ulnra+l t& gr atta', // thn 'a with th a&us D803m 2803m

cam1a8;n, Th insight &r this 'a*aign was that M&thrs wr rall w&rrid a+&ut th

ating ha+its & thir ids, =r& that insight 'a th Big Ida J lt @*s&dnt ight

grs &r &uJ, Th 'a*aign and th sart *ri'ing irtuall illd th rgi&nal +rands

in th &ral 'ar art,

@*s&dnt nw that th sh&uld >*and th t&tal art & t&&th *ast and d'idd t&

in'ras th art + in'rasing th usag & th *r&du't, Thus 'a th B0oot

cam1a8;n, It aid at du'ating '&nsurs &n th nd &r gr *r&t'ti&n thr&ugh th

night,

!

$


27/38

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31/38


N& ral &ti&nal +asd *&siti&ning intndd,

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32/38

. V8cco

.6$ V8cco Va4a2ant8

V8cco Va4a2ant8 &rs this uni?u &rula in a dntal

'ar *ast that has natural astringnt antis*ti' and

analgsi' *r&*rtis, Ths ingrdints als& stiulat and

rin&r' gus whil rsisting *la?u &rati&n, It gis

&u str&ng gus whi'h as &ur +it ight whi'h

n& '&sti' t&&th*ast 'an r gi,

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*rittd anua'turing & i''& *r&du'ts undr Aurdi' 3rug /i'n',

Th r'i* &r i''& r+al T&&th*ast '&s r& th Indian sst & h&listi'

di'in (Aurda) whi'h ais t& rst&r and aintain halth thr&ugh natural ans,

Se;mentat8on


33/38

& Me9a>

Se;mentat8on


34/38

+ P48ma45 S347e5

+6$ ?3et8onna84e

!

8


35/38

+6# Anal58

+hy this toothpaste,Lo Cost 2?=2% ante el 5?26% ante a on el 2?=2% l"e colour o+ toothpaste? 3?24% l"e the (aste< +la#our o+ toothpaste? 12?15% loo +or Herbal or a0ur#e"c? 1?62%t has )e"cal appro#al< .DA cert"+"cat"on< etc? 6?4@%t "s patente technolog0? 2?43% +eel +resh a+ter brush"ng? 12?55%(he e++ect last long? 5?26%(here as a "scount? =?==%t "s goo +or u$s 5?26%t "s goo +or strong teeth? @?1=%t helps +"ght ba breath A?B2%ee $0 h"te teeth< "ts because o+ th"s toothpaste 2?=2%t conta"ns +luor"e 1?21% a$ a #egetar"an? =?@1% use onl0 n"an proucts =?@1%)0 ch"l has ba eat"ng hab"ts< goo +or h"$her? =?4=%t protects aga"nst ca#"t"es 5?26% trust the co$pan0 an "ts proucts @?1=%(oothpaste "s be accepte b0 the +a$"l0? 3?64%

Other 1?62%

!;


36/38

Demo;4a108c

21%

B%

)ale .e$ale

"ge group

36-45 6=E

31-352% 2%

16-2=2%

1@%

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21-25

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As w &+sr th

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th d&gra*hi's,

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t& 'a*tursu'h rsults,

Be0a78o34

Do 0ou brush t"ce a a0F

8es o

As &+srd lss than $04 & sa*l +rushtwi' dail,

$

0


37/38

+ould you select toothpaste

which helps you improe your

social image,

25%

44%

31%

L"el0 DonGt no Unl"el0

9u+stantial *art & sa*l !%4 +lid that t&&th*ast hl* i*r& thir s&'ial iag,

Thus sh&ws i*&rtan' & &ti&n ll *&siti&ning in t&&th*ast,


38/38

$1

39472512-Toothpaste-Final-Marketing.rtf

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