Market Analysis on Oral Health Care Products

A Project Report

On Market Analysis on Oral Health Care Products with respected to

Electronic Toothbrush

For Philips Electronics India Ltd.

By

Sunil Vaggu

Under the Guidance of

Prof. Sunil Doke

Submitted To

University Of Pune

In partial fulfillment of the requirement for the award of the degree of Master of Business

Administration (MBA)

Through

Vishwakarma Institute of Management

Pune-48

ACKNOWLEDGEMENT

Any accomplishment requires the efforts of many people and this work is not different. I express great pleasure in introducing my project report titled Market Analysis for Oral Care Products with respected to Electronic Toothbrush.

First of all I would like to say thank you to Mr. Siddarth Kumar from Philips Electronic India Ltd. because of whom I got chance to prove my talent in market research. I take this opportunity to express my most sincere and heartfelt gratitude to Mr. Tanuj Batra (Deputy-Manager Personal Care Products) and Mrs. Shabnam Sayed (Manager-Marcom Personal Care Products), Philips Electronics India Ltd, Pune, for providing me with a wonderful opportunity to execute this project in their esteemed organization and for patiently monitoring and guiding me throughout the project.

I am also grateful to the individuals and organization for giving me permission for their support in my research work.

This project would not have been successful without the precious guidance of our director Prof. Sharad Joshi and my project guide Prof. Sunil Doke, to whom I express my sincere gratitude and all those who have helped me directly and indirectly.

Special note of thank you to all my friends and my family members for their unconditional support and encouragement to pursue my interest.

Sunil Vaggu.

List of Abbreviation

MTB: -Manual Toothbrush

ETB: -

Electronic Toothbrush

DTB: -

Dental Toothbrush

NTP: -

Normal Toothpaste

DTP: -

Dental Toothpaste

DAP: -

Domestic Appliance and Personal Care

Index

SR.NO.TITLEPAGE NO.

01Executive Summary1

02Company Profile3

03Objectives of the Study10

04Research Methodology12

05Data Analysis16

06Findings60

07Suggestions & Conclusions62

08Limitations66

09Bibliography67

CHAPTER 1

EXECUTIVE SUMMARY

The Project Report on Market Research on Oral Heath Care Products is based on live experience of work and Market research. This was carried during the tenure of 3 months with Philips Electronics India Ltd. under the guidance of Deputy Manager, Personal Care Division Mr. Tanuj Batra. The Project was mainly based on their new idea of introducing an Electronic Toothbrush in India. This is called Philips Sonicare.The data collected during the project was secondary as well as primary data. The secondary data was collected to create the database of the survey. The sources used for secondary data are various magazines like Mens Health, India outlook, Indian journals of marketing etc. and Internet. Beside this some information was collected from Indian Dental Association website, and newspapers. Using questionnaires, Personal Interview and Observation, Primary Data was collected. The analysis was carried out on the basis of the information obtained from questionnaire, Observation and personal interview.

From the analysis it is concluded that dentist play major role in selecting Oral health care products, consumer are more health conscious and are always looking something new in the market. Even from the analysis it is seen that sales of oral products like toothpaste, toothbrush both manual & electronic, mouthwash are good moving products in the market as compared to dental toothpaste and toothbrushes. From the analysis it is also seen that Electronic toothbrush is least preferred, but gradually the trend is moving towards it and consumer wants to try once fro their experience. It is also seen that the product awareness is very low for ETB so some consumer are afraid to buy these products. Mostly sales of the ETB are good in highly located area and preferred by middle upper income range households.

After undergoing the project it is understood that even the analysis shows good potential for Electronic toothbrush Indian market, to introduce it Indian Market, the company has to arrange some awareness programs such as demonstrations, create product awareness among the consumers, exposing the product in exhibitions, Strong marketing strategy where in they have to use pull and push strategy, Marcom strategy etc.

.

Chapter- II: Company ProfileHistory

Philips started operations in India at Kolkata (Calcutta) in 1930. Established as Philips Electrical Co. (India) Pvt Ltd, the company comprised a staff of 75 and was a sales outlet for Philips lamps imported from overseas.

In keeping with the Philips philosophy of promoting the industrial development of emerging economies, Philips India set up its first Indian lamp-manufacturing factory in 1938 in Kolkata. Subsequently, Philips decided to produce radio receivers in India to make this product readily and widely available to the Indian consumer. In 1948, after the Second World War, Philips started manufacturing radios in Kolkata. The first valve-based Philips set was well received by the consumers. This was a major turning point for Philips India, and marked the beginning of the company's subsequent growth in the world of electronics. In 1957, the company is converted into a public limited company, renamed Philips India Ltd and in 1959, a second radio factory is established near Pune.In 1963, Philips invents the compact audiotape cassette and sets a global standard for tape recording that has never been altered since. India gets exposed to this Philips invention. In 1965 (3 April), the millionth Philips radio is manufactured in India. In the same year Philips pioneers the concept of son-et-lumiere shows in India with the installation of such a lighting and electro-acoustic system at the Red Fort in Delhi.In 1970 a new consumer electronics factory is started in Pimpri near Pune.Come 1982, Philips brings colour television transmission to India with the supply of four outdoor broadcast vans to Doordarshan during the IX Asian Games. The company also completes a prestigious turnkey project by handling the lighting and electro-acoustic installations of stadia built specially for the IX Asian Games.In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens to music. In 1985, Philips inaugurates its consumer electronics factory at Salt Lake, Kolkata. 1993 sees Philips launching its domestic appliance business in India and in 1995 Philips introduces compact fluorescent lamps into the country.In 1996, the Philips Software Centre is established in Bangalore.In 1998, Philips launches Flat Televisions and CD-recorders - both firsts in India.As is seen, throughout the 1900s Philips continued to bring the Indian consumer new and innovative products backed by the latest technology and bearing the renowned Philips stamp of quality.

Today

Today, company is No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is our understanding of how people experience technology- because people interact with technology practically every second, often without even realizing. Philips brought the incandescent lamp to India over 70 years ago. Today it has wide range of products used in homes, whether in the remote reaches of India or penthouses in South Mumbai Philips or in commercial spaces like in hotels, offices, city streets, and malls, anywhere and everywhere light enhances the quality of the ambience. It is also attempting to make a mark in automotive lighting. State of the art technology greatly enhances the quality of light and the energy efficiency in the usage. Philips brought the radio to India when wireless opened up new horizons for information and entertainment. Valves and tubes were quickly replaced by transistors, and Philips has remained the innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for richer and better listening experience. Richer viewing was also on the menu. With Digital Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before. With technology and style playing a significant role in the final consumer choice, the focus is on creating technologies that are cutting edge and in sync with ever-changing lifestyles and, introducing globally launched technologies simultaneously in India. Philips recently introduced its patented proprietary and state-of-the-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand shops, which showcase the entire consumer electronics range, and provide an enhanced brand shopping experience to the Indian Consumers. Philips' presence in Healthcare in India is all embracing. 50% of Cardiac examinations in India are done on Philips equipment. In the specialized area of surgical x-ray, Philips innovation in the mobile c-arm for intra operating imaging is unmatched. Philips Medical Division has been growing rapidly and has recorded more than 40% growth in 2005.Philips in India enjoys No.1market share in High field MR, Cardiac CT, Cath Lab and Monitoring systems Today, we are No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is our understanding of how people experience technology- because people interact with technology practically every second, often without even realizing. Philips brought the incandescent lamp to India over 70 years ago. Today it has wide range of products used in homes , whether in the remote reaches of India or penthouses in South Mumbai Philips or in commercial spaces like in hotels, offices, city streets, malls , anywhere and everywhere light enhances the quality of the ambience. It is also attempting to make a mark in automotive lighting. State of the art technology greatly enhances the quality of light and the energy efficiency in the usage. Philips brought the radio to India when wireless opened up new horizons for information and entertainment. Valves and tubes were quickly replaced by transistors, and Philips has remained the innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for richer and better listening experience. Richer viewing was also on the menu. With Digital Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before. With technology and style playing a significant role in the final consumer choice, the focus is on creating technologies that are cutting edge and in sync with ever-changing lifestyles and, introducing globally launched technologies simultaneously in India. Philips recently introduced its patented proprietary and state-of-the-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand shops, which showcase the entire consumer electronics range, and provide an enhanced brand shopping experience to the Indian Consumers. To the consumers' kitchen and home Philips brings convenience and high styling. For the kitchens a range of food processors: blenders, juicers and grinders, specially designed for Indian culinary preferences, a range of bread toasters and sandwich makers. For the body beautiful, hair styling and epilation products for the woman and shavers for men. Philips is revolutionizing garment care at home with over a million steam irons in perhaps as many homes. All these lifestyle and healthcare consumer offerings get better and better with digitalisation and the intelligence that is embedded. Philips technology platforms are unsurpassed in these. Philips is the leader in inventing, innovating and creating the technologies that underpin the products that people experience every day. Philips is today the leading lifestyle and healthcare company in India. It has fashioned itself to continue to be the leader in an India where people are increasingly becoming part of three revolutions: the convergence revolution, the digital revolution and the Internet revolution. Philips is far more focused, leaner, even more consumer centered, more agile - all of which is reflected in its performance and in the excitement within the company.Philips in India is part of Royal Philips Electronics. As one of the nation's most well-known and well-loved brands, Philips is a part of practically every Indian's life. Philips products find a use in virtually every aspect of daily life - at home, at work and on the move. Today, Philips stands as a source of reliable and innovative products that enhance the quality of consumers' professional and personal lives.

Philips India was recognized by Business world Magazine as The Most Respected Company in India in the Consumer Durables Sector for 2002. This award was based on a peer perception survey among 584 senior managers of the corporate world conducted by Business world Magazine and the India Market Research Bureau.

Royal Philips Electronics of the Netherlands is one of the worlds biggest electronics companies and Europes largest, with sales of EUR 29 billion in 2003. It is a global leader in color television sets, lighting, electric shavers, medical diagnostic imaging and patient monitoring, and one-chip TV products. Its 165,300 employees in more than 60 countries are active in the areas of lighting, consumer electronics, domestic appliances, semiconductors, and medical systems.

Mission and vision / values and strategy

Company Mission:

We improve the quality of people's lives through the timely introduction of meaningful technological innovations.

Company visionIn a world where technology increasingly touches every aspect of our daily lives, we will be a leading solutions provider in the areas of healthcare, lifestyle and enabling technology, aspiring to become the most admired company in our industry as seen by our stakeholders.

Company values

Delight customers

Deliver on commitments

Develop people

Depend on each other.

Company brand promise

Our brand promise is 'sense and simplicity'. It encapsulates our commitment to delivering products and solutions that are advanced, easy to use, and designed to meet the needs of all our users, wherever in the world they may be.

Company Strategy:

We will:

Increase profitability through re-allocation of capital towards opportunities offering more consistent and higher returns

Leverage the Philips brand and our core competencies in healthcare, lifestyle and technology to grow in selected categories and geographies

Build partnerships with key customers and suppliers, both in the business-to-business and business-to-consumer areas

Continue to invest in maintaining world-class innovation and leverage our strong intellectual property position

Strengthen our leadership competencies

Drive productivity through business transformation and operational excellence

Management Philips Electronics India Limited

Board of Directors

Non-Executive Director & Chairman

S. M. Datta

Executive Vice Chairman & Managing Director

K. Ramachandran

Executive Directors S.Venkataramani,

Non-Executive Directors Andreas Wente, Rajeev Bakshi

Businesses

DAP

Domestic Appliances and Personal Care employs approximately 10,000 people worldwide and operates in four business areas: Shaving & Beauty; Domestic Appliances; Oral Healthcare and Health and Wellness. It maintains sales and service organizations in 60 countries and runs manufacturing operations in the Netherlands, Austria, Poland, the USA, Brazil, China and Singapore.

LightingLighting employs approximately 46,500 people worldwide and operates in five business areas: Lamps; Luminaires; Lighting Electronics; Automotive, Special Lighting and UHP and LumiledsIt maintains sales and service organizations in over 60 countries and runs manufacturing operations in the Netherlands, Belgium, France, Germany, the People's Republic of China and South Korea.

Medical SystemsMedical Systems employs approximately31,000 people worldwide and operates in three main business areas: Diagnostic Imaging Systems; Customer Services and Clinical Solutions. It maintains sales and service organizations in more than 63 countries and runs manufacturing operations in the Netherlands, Germany, Finland, Israel and the USA.

Consumer ElectronicsConsumer Electronics employs approximately 16,000 people worldwide and operates in three main business areas: Connected Displays; Home Entertainment Networks and Mobile Infotainment. It maintains sales and service organizations in 50 countries and runs manufacturing operations in Belgium, France, Hungary, Mexico, Argentina, Brazil, India and China.

Chapter-Ill: Objectives of the study

If you look around you today, the pace of change is certain to scare you at times. Rapid progress is being made in the way things are bought, made and sold. The consumer today is clearly the King. The choices he has before him today are unimaginable. For a simple toothbrush, have about 100 choices. From colors to shapes to bristle lengths to bristle types, different price segment and attractive packaging.

The places he buys from too are continuously being upgraded. Consumers want touch, feel and experience the product before they actually buy it. The choices that a consumer faces today extend right to the point of purchase. The consumer evaluates the outlets where he purchases and will not buy a product or service unless the retail outlet provides value to the customers. With increase in the disposable income, the attitude and buying behavior of consumer is changing. Even the shopping trend in Indians is changing with increase in shopping mall and retail outlets. Everyone wants to buy the products from the mall or big retail shops.

Here, the need for the project is to understand the oral health care in detail. And even to understand how the consumer takes care of their teeth and dentist role-played in oral health care. And even understand the oral care product companies role-played in oral care. Even consumers are not satisfied with product they are using and looking something new in the market.

Objective of this project:

To study the movements of Oral Care Products in market.

To understand the buying behavior of consumer while selecting toothbrush and their attitude towards ETB.

To check the awareness of the electronic toothbrush in market.

To find out the market feasibility and opportunity of electronic toothbrush in market for Philips.

To find the Dentists role in Oral care products and their Attitude towards ETB.

CHAPTER 5

RESEARCH METHODOLOGY

The methodology is basically the set of rules, procedures, tools, and techniques used by the researcher for realization of research objective. The process of designing research study involves many interrelated decisions.

The most significant decision is the choice of research approach. This determines how the information will obtain.

There are three types of research approach: -

1) Exploratory research

2) Descriptive research.

These types differ significantly in terms of research purpose, research question, precision of hypotheses that are formed and data collection method used. In this project only 2 out of 3 research methods were used.

1) Exploratory research: -

Exploratory research is seeking insight into general nature of a problem, the possible decision alternatives and relevant variables that need to be considered.

The objective of exploratory research is to find out new ideas flexibility, & ingenuity characterized by the investigation. In the exploratory research emphasis is given on the finding practices and policies that need changing and developing possible alternatives. Exploratory research seeks to discover new relationships. Hence most of the marketing research is of an exploratory type. Exploratory research defines problem, which is then solved by conclusive research.

2) Descriptive research: -

Descriptive research gives emphasis on description & such studies are simply fact gathering expedition. Descriptive studies attempt to obtain a complete & accurate description of situation. Descriptive data are based as direct basis for marketing decisions.

In planning and designing a specific research project it is necessary to anticipate all the points that must be undertaken if the project is to be successful in collecting valid and reliable information.

The steps in which the project was carried out were as follows: -

1) Define the problem and specify objective.

2) Developing research plan.

3) Design the data collection method.

4) Organize and carryout the field work

5) Analyze the collected data

6) Presentation of the project report

SAMPLING DESIGN

The techniques of sample are classified as:

1) Probability sampling method.

These methods are generally applied in case of important decisions, where accuracy is at a premium, regardless of the time and cost involved, in plain terms, every member of the population has an equal chance of selection.

2) Non-probability sampling method.

Samples are selected according to convenience of the researcher in non-probability sampling. So it has the benefits of simplicity and low cost. This sampling does not provide a chance of selection to each population element.

In the project non-probability sampling method was used to select sample in Mumbai region, which was selected on the basis of target market. Sample size selected was 50.

Universe: Mumbai and Pune.

Sampling Methods:

1. Random sampling while selecting companies of oral product.2. Convenient sampling while selecting Dentist, stores, Hypermarket. Size of Sample:

1. Consumers using MTB: 30

2. Consumers using ETB: 20

3. Dentist Professionals: 20

4. Kirana Stores: 30

5. Departmental store, Hyper markets, super markets: 50

6. Chemist and Druggist: 50

DATA COLLECTION METHOD

The data are basically classified into two broad categories:

Primary data (data collected by means of direct mail, personal interview, direct contact, questionnaire, etc.)

The primary data was collected to fulfill the objective of the project. The data was collected through questionnaire and personal interviews with consumers, Chemists and floor managers of Departmental stores, Hyper and Supermarkets. Some questionnaires were collected through the direct mail.

Secondary data (data collected from secondary sources such as Indian Dental Association, Competitors websites, Health magazines, internet, etc)

The secondary data was collected to get some additional information and to support the primary data to meet the objective.

Chapter-V: Data AnalysisOral Products Available in MarketProductsNo. Of Companies

NTP18

DTP11

Toothpowder14

DTB3

MTB20

ETB4

Mouth wash11

Gum Paints3

Bleaching Agent1

Chewing Gums/Mints14

Floss Pick4

These products were available with Chemist & Druggist, Kirana Stores and Departmental Stores. Medical products like Dental toothpaste & toothbrush, Gum paints, Floss picks and bleaching agents are available with Chemist and Druggists only. Some products like mouthwash and floss picks are available with both the chemists and Kirana stores and Super and Hyper markets. MTB and NTP are the products available with 20 and 18 companies. Whereas bleaching agent is available in only one company. ETB are available in market but only with 3 companies.

Products available with Kirana & Departmental Stores and Chemists

Products Available in MarketStoresProductsNo. Of Companies

Super/Hypermarkets

And Kirana StoreNTP15

Toothpowder 20

MTB20

ETB3


Mouth Wash 5

Chemists & DruggistsNTP15

DTP10

Toothpowder 20

DTB3

MTB20

ETB3

Mouth wash 12

Gum Paints2

Bleaching Agent1


Floss Pick4

The graph represents the products available in the Kirana stores, Departmental stores. Normal Toothpastes and Manual Toothbrushes are available in varieties. Only three companies of Electrical Toothbrushes are available with the departmental stores. Those are Oral-B, Colgate & Eclean. Mouthwash is available with limited addition within the stores like AMPM special, Listerine and Colgate Plax.

Manual toothbrushes are available in the market in bulk. Some toothbrush companies are having free offer with toothpaste. Retail shop like Spencers are selling toothbrush under their brand name.

In toothpaste, more than 20 brands are available but shopkeepers prefer to keep only limited brand.

Nearby 11 Oral products are available with the chemist. In which products like dental toothpaste, Dental toothbrush, Mouthwash, Gum paints, Floss picks and Bleaching agents are available in bulk. Some of the chemists have electrical toothbrushes. Only two companies of ETB are available in the market i.e. Colgate and Oral-B. Other chemist do keep the ETB but on customers order basis. Products like normal toothpaste and manual toothpaste are available with chemist but with limited amount and only branded products like Colgate, Oral-B etc.

List of Companies

Toothpaste (Normal)Toothpaste (Dental)Toothpowder Toothbrush (Dental)Toothbrush (Manual)

ColgateSanquelColgateOral- BOral- B

PepsodentThermosealPepsodentSenolinCello

CibacaSensodentDaburColgateColgate

NeemMetro hexNeemPepsodent

BinacaMetro gel Dg gelBinacaCibaca

AmarEmoformAmarNeem

AjantaStolineAjantaBinaca

AnchorTry guardAnchorAmar

MeeswakSenzoMeeswakAjanta

BaboolDentobacBaboolAnchor

LGC- SensitiveViccoAqua

Close UpOragaurd BBabool

ViccoFixonSpencer

Oragaurd BPorwalClose Up

SensitiveVicco

HimalayaOragaurd B

DaburSenolin

PromisePlack Off

Sanixo

Trisa

Himalaya

Toothbrush (Electronics)Mouth wash Gum PaintsChewing Gums/MintsFloss Pick

Oral- BAqua whiteGum XOrbitOral B

ColgateListerineDili GelHappy dentDR. Floss

EcleanColgate PlaxDentogelProtex happy dentColgate

DenturitePoloJ&J

ChlohexMentos

Sequel AdPehlicos myntz

DetadineChlormint

SensowashTid Bits

Diclofenac(Redirinse)Double Mint

AMPM SpecialCenter Fresh

CrolaChlormint

Halls

Boomer

Freshmint

Some toothbrush companies mentioned like Himalaya, Amar, Ajanta, Neem, Babool etc. have an offer with the toothpastes. The toothbrushes are labeled in companies name.

Monthly Sale Figure with Chemist

Monthly Sales of Toothpaste

ToothpasteNormalToothpastesMonthly Sales (In Rupees)

Colgate126000

Pepsodent110700

Close Up73800

Himalaya23400

Meeswak34200

DentalSensodent21600

Thermo seal25200

Metro hex21600

Dentobac15300

Emoform18000

Sales of normal toothpaste are very high as compared to dental toothpastes. In normal toothpaste, Colgate is a most preferred product followed by Pepsodent. In dental toothpaste, the sales are nearby same of 3 products as these products sales depend on dentist preference. Dentobac is having least sales in dental toothpastes whereas Thermo seal is having highest sales.Toothpowder Monthly Sales

Tooth PowderDaily SalesWeekly SalesMonthly Sales

Colgate575402517250

Pepsodent450315013500

Binaca20014006000

Anchor17512255250

Vicco675472520250

From the above graph it is seen that, the sales toothpowder as compared to toothpastes is very low. Consumers mostly prefer toothpaste while brushing. Old people mostly prefer the toothpowder while brushing. Sales of Vicco are very high followed by Colgate toothpowder. Anchor is having the least sale as compared to Binaca and Pepsodent.

Monthly Sales of ToothbrushesTOOTHBRUSHToothbrushesCompaniesMonthly Sales

DTBOral- B16200

Senolin12150

Colgate17400

MTBOral B62100

Colgate60300

Pepsodent31500

Cibaca22500

Anchor17100

ETBColgate19750

Oral- B19750

Eclean0

Royal6000

Above graph represents the sales of DTB, MTB and ETB. In DTB, sales are nearby of all the 3 companies. Colgate is having highest sale whereas Senolin is having the least. In ETB, Oral-B is most preferred by the consumers followed by Colgate but the sales of these are same. Royal is having very low sales as consumers are facing technical problem with this ETB.

Total Monthly Sales of Mouthwash

MouthwashMonthly Sales

Listerine33600

Colgate Plax42000

AMPM 28800

Aqua White22800

From the above graph it can be seen that, in mouthwash Colgate Plax is having very good sale followed by Listerine. Listerine is having good sales in highly located area whereas AMPM special is also having good sales in area like Malad and Andheri. Even Colgate Plax is having good sales in highly located area. Aqua white is also having fair sales in some location. Colgate and AMPM special are 2 brands that are mostly preferred by the dentists and even prescribe consumer/patients to use it.

Total Monthly Sales in RupeesProductsCompaniesMonthly Sales

Gum PaintsGum X18000

Dili Gel18000

Dentogel15300

Chewing gums/MintsHappy dent24000

Protex Happy dent21150

Polo24750

Orbit19350

Chlormint20550

Above graph represents the monthly sales of Gum paints and Chewing gums/Mints. Here from the graph it can be seen that in Gum Paints, Dentogel is most preferred by the dentist and consumers. Even the sales of Gum-X and Dili gel are same. These products are slowing moving in the market.

In chewing gums/mints, sales of happy dent are very high as compared to other mint/gums. From the graph it can be seen that sales of other mints like Protex happy dent, Polo, Orbit and Chlormint are almost same. The sales of these mints are very high in kirana and departmental stores and with chemists.

Monthly Sales of Floss Pick

Floss PickMonthly Sales

Oral B12000

DR. Floss14250

Colgate10500

J&J8250

From the graph it can be suggested that sales of Dr. floss is very high followed by Oral-B floss pick. The sales of these floss pick is very slow in market and most of the consumer are not aware of this product and it use. Dentists suggest only those consumers to use floss pick who are having severe tooth ache or gums problem. Most of the consumers use this product after having their meal or always after having some foodstuff.

Total Monthly Sales of Chemist Product wise (In Rupees)

Sales Product Wise

ProductsMonthly Sales

Normal Toothpaste368100

Toothpaste Dental101700

Tooth Powder62250

Toothbrushes193500

Toothbrush Dental45750

Toothbrush Electronic45550

Gum Paints51300

Mouthwash127200

Chewing gums/Mints109800

Floss Pick45000

From the survey it is seen that Toothpastes like Colgate & Pepsodent are the fast moving products. Even the sales of Toothbrushes like Colgate and Oral-B are most preferred by the customers. The sales of Dental product (Dental Toothpaste & Toothbrush, Floss pick, Gum paints) are nearly same. As the sales of these products depends of the Dentist prescription. So these are slow moving items.

Mouthwash like Listerine, Colgate Plax and AMPM special are the good moving product in the market. Sales of Chewing gums are very good in the markets.

Sales of Electronic toothbrushes are slow moving. Sales of these products depend on the areas. The sales are good in some areas and very poor in some area.

Area like Town sides, Mulund, Andheri, Malad and Bandra has good sales (Weekly sales 7-8 piece) and areas like Mahim, Thane, New Mumbai and Ghatkopar very low (1-2 per week).

Monthly Sales of Products in Kirana stores, Hyper & Super Market

Toothpaste & ToothpowderProductsCompanySales

DentalSensodent16200

Thermoseal15300

Metrohex13500

Dentobac15300

Emoform14400

NormalColgate1050300

Pepsodent798300

Close Up500400

Himalaya244800

Meeswak224100

PowderColgate95250

Pepsodent39000

Binaca19500

Anchor12000

Vicco81750

The above graph represents the monthly sales of toothpaste (normal and dental) and tooth powder. From the graph it can be suggested that the sale of toothpaste is very high as compared to toothpowder. Even in toothpaste, sales on dental toothpaste are very low as compared to sales with the chemist. Even it is seen that the sales of dental toothpaste of all the 5 companies are nearly same. Now in normal toothpaste, the sales of Colgate is very high followed by Pepsodent then by Close Up.

Total Monthly Sales of toothbrushToothbrushProductsCompaniesSales in Rupees

ManualOral B558000

Colgate544500

Pepsodent338400

Cibaca67500

Anchor40500

DentalOral- B11700

Senolin0

Colgate11700

ElectronicOral B556950

Colgate474000

Eclean0

Royal100000

This graph gives the entire sales figure of toothbrush in kirana/ dept. stores and super and hypermarkets. The sales of ETB and MTB are very high where as sales of DTB is very low. Here, there is tight fight between Oral-B and Colgate in both the ETB and MTB. Here the sales of MTB are very high in volume and ETB is very low in volume. But due to high price segment the sale figure of ETB is nearby it to MTB. Herein, the sales of ETB are very high in hypermarket, dept. store and Health shops like Health and Glow.

Total Monthly sales of Mouthwash

MouthwashTotal Monthly Sales

Listerine56700

Colgate Plax55500

AMPM 55650

Aqua White47150

The above graph represents the monthly sales report of mouthwash in super and hypermarket and dept. and kirana store. If compared all the companies having tight competition within themselves. Colgate Plax, AMPM special and Listerine are having nearly same sales whereas Aqua white is low than these three companies.

AMPM special is the only company having one product in kids range and sale of this is also fair enough as compared to all. Listerine is having wide range of varieties with different price range and different packaging.

Total Monthly Sales of Chewing Gums/MintsChewing gums/MintsTotal Monthly Sales

Happy dent99150

Protex Happy dent97650

Polo99000

Orbit89700

Chlormint86100

Here from the figure it can be predicted that sales of chewing gums/ mints is good moving in the market. Even from the graph it can be seen that the sale of a 3 companies i.e. Happydent, Polo and Protex happydent, is having nearly the same. The kids and youngsters mostly prefer all these items.

The movements of these products are good in kirana store and supermarkets as compared to dept. stores and hypermarkets

Total Monthly Sales of Floss Pick

Floss PickTotal Monthly Sales

Oral B11700

DR. Floss9900

Colgate6600

J&J0

Above graph mentions the monthly sales of Floss Pick within dept. stores, kirana store, hypermarket and Super markets. From the figure it can be predicted that the sales of floss pick is very low. The consumers mostly prefer oral-B floss pick and Dr. Flossers. As most of the consumers are not aware of this product and it uses, the sales in market is very low.

In dept. stores and hypermarkets the sales of Oral-B is very high in areas like Andheri, Juhu, Marine Drive etc. and Dr. Flossers has good sales in small and medium type of dept. store and supermarkets.

Total Monthly Sales Product Wise

ProductsTotal Monthly Sales

Toothpaste2817900

Toothpaste Dental74700

Tooth Powder247500

Toothbrushes1548900

Toothbrush Dental23400

Toothbrush Electronic1030950

Gum Paints26100

Mouthwash165000

Chewing gums/Mints471600

Floss Pick28200

The graph represents the total monthly sales of products. This monthly sale was collected from Kirana stores, Hypermarket, Super market & Departmental stores. Toothpastes and Toothbrushes are the fast moving product in market. Toothpastes brands like Colgate and Pepsodent are best selling product. Colgate Total 12 and Pepsodent Center fresh is the product preferred by the consumers.

Dental product like Toothpaste, Toothbrushes, Gum paints & Floss pick are not so fast moving product hypermarket and super markets.

Mouthwash like Listerine, Colgate Plax & AMPM special has well sell in market.

Electronic toothbrushes like Colgate and Oral-B have an average movement. The daily sales of these are 1-3 pieces per day. Some Customer asks for other brands in the market. As many consumers are not aware of the product because of less promotion and product awareness in the market.

Total Monthly Sales of Products among Dealers Dealers List

ProductsDealers NameAreaDaily salesMonthly Sales

Tooth Paste

ColgateGulab SalesGhatkopar1,00,00040,00,000

PepsodentBhavana AgencyChincholi Phatak1,00,00030,00,000

Close UpBhavana AgencyChincholi Phatak75,00025,00,000

Dental Toothpaste

Thermo sealShubda EnterpriseMahim50002,00,000

SensodentAsiad EnterprisesLower Parel30001,50,000

Metro hexDesai AgencyPrincess Street30001,50,000

DentobacRaka & Co.Princess Street20001,25,000

EmoformJ.K.AgencyMahim60002,00,000

Gum Paints

Gum XArihant DistributorsDadar20001,25,000

Dili GelMahavirWorli Naka30001,50,000

Toothbrushes

ColgateGulab SalesGhatkopar90,00030,00,000

PepsodentBhavana AgencyChincholi Phatak75,00025,00,000

Oral BC G MarketingDock yard1,00,00035,00,000

Mouth Wash

ListerineJ.K.AgencyMahim50,00018,00,000

Colgate PlaxGulab SalesGhatkopar50,00018,00,000

The above represents the daily and monthly sales of products among the dealers in Mumbai. The dealers are allotted areas wise distribution. There is more one or two dealer of one company. Only Colgate and Oral-B is having on one distributor within Mumbai. If we compare the daily and monthly sales we find the difference in calculation. This is due demand for the product is more in some areas and some departmental stores or hypermarkets or even Chemist and Druggists.

Product Features

Product Details (Toothpastes)

Product NamesRates in Rupees

Colgate40gms80gms150gms200gmsPackagingColour

Max fresh cooling142548-TubeBlue

Max fresh Lemon142548-TubeGreen

Fresh Energy223056-TubeRed

Fresh Energy223056-TubeBlue

Herbal--50-TubeGreen

Strong Teeth143850-TubeRed

Salt-2850-TubeRed

Total12-3056-TubeWhite

Gel(Blue)-3950-TubeBlue

Gel(Red)-3950-TubeRed

Whitening2445--TubeWhite

Value Pack-74--TubeRed

Sensitive-58--TubePink

Bubble mint22---TubePink, Green

Close-Up

Active Gel152748-TubeBlue

Mint-3047-TubeBlue

Milk Calcium-3047-TubeBlue

Pepsodent

2 in 1112546-TubeBlue

Whitening-2447-TubeWhite

Complete112646-TubeBlue

Gum Care--58-TubeGreen

Center fresh-2850-TubeBlue

Himalaya-40-64TubeGreen

Meeswak-3650-Tube-

The above table shows the products features i.e. price, product line, packaging and color.

Companies like Colgate, Pepsodent are having wide range of product with different price of different size. Each product is differentiated with the packaging, it color and labeling.

Tooth Brushes

ColgateAdultsKidsPepsodentAdultsKidsOral BAdultsKids

RatesRatesRates

360 Degree57-Double Care37-Advantage +5012

Navigator47-Gum Care32-Advantage 36-

Zig Zag +30-Expert19-Exceed49-

Massager52-Perfect23-Fresh Clean16-

Whitening38-Whitening42-Contura37-

Classic20-Easy Clean15-Classic30-

Antigem14-Fighter13-Mickey-14

Cartoon-22Champion11-Kid-25

Super Flexi-10Zig Zag18-Vision40-

Zig Zag Junior-20Perfect23-

AnchorAdultsKidsCibacaAdultsKids

RatesRates

Bi-level22-Classic20-

Advance Flex28-Supreme22-

Kids-14

Tooth PowderToothbrushes Electronic

ProductRatesProductsRates

25 Gms50 Gms100 GmsOral B Cross Action Power395

Colgate112038Oral B Action Power 400595

Pepsodent1020-Colgate MultiAction395

Binaca1220-Colgate Kids395

Anchor1118-

Vicco-2250

Floss

Dental ToothpasteProducts25m150m200m

ProductRatesDr. Floss20--

50 gms100gms200gmsOral B Ultra-135-

Sensodent3055-Oral B Super-110-

Thermoseal3055-Oral B Essential-85-

Metro hex-43-J & J20--

Dentobac-45-Mouthwash

Emoform-5268Rates

Product50 ml100 ml200 ml

Gum PaintsListerine2367-

ProductsRatesColgate Plax-60-

Gum X1872AMPM4454150

Dili Gel1830AMPM Junior3560-

Dento Gel20-Aqua white-65-

The above table represents the products type and it prices. From the table we can see that in toothbrush there are wide ranges of products varying from size to price, from color to style. Today, the market is flooded with various brands of toothbrushes, some with more attractive packaging and the others with effective advertising, stating the size, shape, pliability, colour, and other physical features, each claiming superiority of it over the other. E.g. Pepsodent zigzag, Colgate 360 etc. Even companies are launching their toothbrush in N number of colors, different shape, and different size. Now the companies have even differentiated their bristle into soft, medium and hard. Companies have even launched the toothbrushes having zigzag and x shaped bristle. E.g. Colgate Zigzag, Pepsodent Zigzag, Oral-B Exceed

Even some companies have their products in kids range. Oral-B have different cartoon shape toothbrush and with it they provide free cartoon rubber. Even Colgate has different range for kids with different shape, bristles etc.Even products like Floss pick, Toothpowder, Gum Paints and dental Toothpastes are having varieties of range with different price and different size.

Mouthwash is also available with different size of bottle like 50ml, 100ml and 200ml with different packaging. Some products are in glass bottles while some are in fiber and plastic bottle with different size for kids and adults.

In ETB, companies like Oral-B and Colgate have launched their product in market with price range of Rs. 395/- to Rs. 595/-. This toothbrush is launched for those who are always looking for something new in market. Companies have launched this product with different colors and with proper grip to handle and bristles in revolving shape. Similarly, for kids company has some different shape i.e. like cartoon or Barbie doll handle etc.Price Segments For Toothbrushes

For Manual Toothbrush:

Above figure represents the competitors profiling for manual as well as electronic toothbrush. The graph suggests the prices and number of varieties in that price range. There more than 15 companies of manual toothbrush in the market. But the major market players in manual toothbrush are Oral-B, Colgate, Pepsodent, Cibaca and Anchor. All these companies have very good brand image in the market and are most preferred by the consumers. Colgate and Oral-B are having near by 12 types and variety toothbrush in market. Normally the variety ranges from Rs. 10/- to Rs. 60/-. Colgate is having the price band of Rs. 14/- to Rs. 60/- for Adults and Rs. 10/- to Rs. 22/- for kids. Similarly Oral-B with the price band of Rs. 13/- to Rs 50/- for Adults and for kids price ranges from Rs.12/- to Rs. 25/-. Cibaca, Pepsodent and Anchor are having price band between Rs. 10/- to Rs. 42/-. Manual toothbrush is having good sales in market. Oral-B and Colgate as compared to Anchor, Cibaca and Pepsodent are leading the market with heavy sales. Oral-B toothbrushes are the most preferred brand the consumers. Oral-B Exceed and Vision are fast moving brushes and in Colgate Zigzag+, Navigator, Massager is having good sales in Market.

Price segment for Electronic Toothbrush: The same graph also represents the price range of electronic toothbrushes. Nearly 9 electronic toothbrush companies were seen in the market in which 5 are from gray market and rest 4 are well known companies. Colgate, Oral-B, Royal and Trisa well know brands seen in the market. Colgate battery operated is having 2 varieties 1 for adult (Colgate Multi Action) and 1 for kids (Colgate Kids) with same price of Rs. 395/-. And the replaceable brush heads cost Rs. 200 with 2 brushes. Oral-B has positioned the product with 2 varieties Oral-B cross action power with price Rs. 395/- and action power 400 for Rs. 595/-. Oral-B has products only for the adults and not for kids. The Oral-B replaceable brush head costs for Rs. 200 with 2 brushes. Where as Royal electronic toothbrush is positioned with only one variety of Rs. 300/- in the name Royal smile specialist and 2 replaceable brush heads for Rs. 150/-. The Swiss brand Trisa CH 6234 is imported through gray market from Swiss and sold here at different price by different retailer. In some shops, the product is sold at the price Rs. 500/- and at some shop it is sold at Rs. 500/-. And the brush head cost is same all over the market. The price is about Rs. 300/- for 2 pieces.

The sales of these battery-operated toothbrushes were very low as compared to the manual toothbrush. The sale of the battery-operated toothbrush is good in high-located areas. Sales in supermarket, departmental stores and hypermarket as compared to chemist are fair good enough.

Only one brand of rechargeable toothbrush was identified in the market.

Oral-B vitality pro-white was seen in market but it was also imported through gray market. The price of this brush ranged between Rs. 1200/- to Rs. 1500/-. But the original price is more than Rs. 2000/-.

Few years back, Oral-B had launched the same product in market but due lack of sales it had withdrawn the product from the market. But some of the Chemist suggests that the few customers do ask for the same product.

SWOT Analysis of ETB

Brands

NamesTypesRates

ColgateMulti Action 395

Kids395

Oral-BCross Action Power395

Action Power 400595

Vitality Pro-white1450

RoyalSmile Specialist300

TrisaCH 6234550

Gray Market

NamesTypesRatesWholesale Rates

Lucky Star-12050

Signal 2-15050

Massage Cleaner-15060

Amber-15080

Revolving Brush-10065

Strength and Weakness Colgate& Oral-B ETB:

Strength:

Brand Name.

Reasonable Price which is affordable for common person.

Faith and Trust on Company as serving in market from long time.

Varieties of Product.

Promotion.

Weakness:

No knowledge of product to Dealers, Chemist, Storekeepers.

Change of battery within 1 month (2 AA Cell).

No Precaution mentioned on packages.

No service if damage.

No product awareness in market.

No warranty/Guarantee for product.

No Battery Indicator, No on/off light indicator.

No single brush heads available in market. Consumer has to buy set of 2 brush head.

For Company

Opportunities: Overcome the weakness of competitors.

Malls, Apparels, Hypermarket.

Beauty & Cosmetic Shop.

Tie Up with Loreal, Lakme, and Juice Beauty Saloons.

Heavy Promotion in Malls, Apparels, Hypermarket i.e. Product Awareness.

Company Brand Image as Philips serving market in electronic appliances from long years.

Family Pack.

Multipurpose use.

Threats:

Duplication of product.

Competitors: - Competitors may launch the same product with low price.

Gray Market: - As some of the Oral-B product like Vitality Prowhite, and Swiss brand Trisa is imported from the gray market and they sell under company name.

Company Brand Image: - As Philips is serving Indian market for home appliance from long time and Indian market is not aware that Philips does serve the personal care products. And will company overcome the brand like Colgate and Oral-B as Philips is new player into the Indian market for oral products.

Availability of Electronic Toothbrushes in Market

Shops TypeCompaniesYesNo

Chemists & DruggistColgate7733

Oral-B7535

Royal1090

Trisa0100

Super/Hyper Market

And Kirana and Dept. StoresColgate7733

Oral-B7535

Royal1090

Trisa298

The graph represents the availability of ETB in Mumbai market. This data was collected from the 100 Chemists & Druggists and 100 Dept. stores & kirana stores and hypermarkets. From the data collected it can be suggested that companies like Colgate and Oral-B are easily available in the market both in chemists and stores. As the sales of Royal are low, the product is available at only specific area like Borivili, Kandivili etc targeting middle class people.

Trisa brand is available in market only with two shops where these products are imported through gray market. Even one variety of Oral-B i.e. Vitality Prowhite is imported through gray market.

Consumer InsightBrushing Habits:

The entire graph shown below represents the consumer behavior, their brushing habits and their brand preferences. All these data are collected from the 50 customers.

Above graph show the number of times the customers brush within the day. It was found that 78% of the consumers brush their teeth once in a day and 9% of the consumers brush twice in a day i.e. in the morning and before going to sleep. From below graph, it was even found that only 20% of the consumers do brush scientifically and 62% brush carefully.

Brand Preference

Form the above graph, it is seen that the brand preferred most by the consumer are Colgate and Oral-B. As both these companies always come with new and innovative varieties, it gives consumers to make their choice to always try something new and different from the previous choice. And even both these brands are most preferred by the dentist worldwide and serving Indian market from long time.

Both these companies are having varieties of products within the price range of Rs. 10/- to Rs. 60/-. Even these companies are having huge varieties in size, shape and price.

Factors Considered while Buying

Above graph represents factors considered by consumers while making a brand choice or while buying the new toothbrush. As N numbers of toothbrushes are available in market with varieties of features, price, colors and other factors by which dilemma is created in consumers mind to which brand to prefer. About 37% of consumer prefers reliability and few consumers prefer price, reputation and comfort as important factors while buying new toothbrush.

Consumers Behavior Using ETB

The entire graph below plotted represents the consumer behavior of those who are using ETB. These data is been collected from 20 consumers who are using ETB.

Above graph represents the time/period since the consumer are using ETB.

From graph it can be seen that more than 70% of the consumers are those who have sifted to use ETB from MTB. The reason given by the consumers to sift to ETB form MTB are,

For Change.

It is more convenient to use.

Easy to use then MTB.

Removes more plaque, more effective and give clean teeth than MTB.

Its more durable.

Form the graph it can also be seen that now the consumers are moving towards ETB. Because of change in Indian consumer behavior and increase income, more people afford to use these products. As more people are not aware about the product, about its feature and its benefits, they are not ready to bye the product.

Consumers are not satisfied as they always have to change battery and bristles get worn out very soon. So they are looking something new in the market.

Brand Preference (ETB) Colgate, Oral-B and Royal are the only brand available in the market. From the graph plotted below it can be seen that only Oral-B is the most preferred brand in the market. Oral-B is having two varieties of ETB with price of Rs. 395/- and Rs. 595/- And Colgate is also having 2 varieties one for adults and other for kids both with same price Rs. 395/-. Colgate is having good sale in kids range. Even Oral-B doesnt have any product in kids range. Royal has also launched one product named Royal Smile Specialist of price Rs. 300/-. But it is not having good sale in market the reason behind is the machine starts giving problem after few months. While buying ETB, consumers give importance to reliability, durability and price. Consumers while buying consider shape, color, battery life and easy availability of brush heads as an important factor. Consumers buy these products from the shop like supermarket, hypermarket and beauty and health shops whichever is convenient for them.

One survey was carried consumers preference while choosing ETB. The table given below shows the need and rating given by consumers while choosing ETB.

Customers statementInterpreted NeedRating

Looks prettyToothbrush has appealing appearance5

Vibrates plaque offToothbrush effectively removes plaque5

Gets into crevicesToothbrush reaches all areas of teeth4

Easily replaceable headsToothbrush has easily replaceable heads3

CheapToothbrush is affordable4

Easy to holdToothbrush has pleasing ergonomics4

Long battery lifeToothbrush battery lasts long time5

Balance of speedToothbrush has multiple speeds2

Built-in toothpasteToothbrush comes with toothpaste1

Awareness about the Product

Awareness about the product is major concerned while launching new product. What is the product? What is so special about it and how people going get benefit from this?

Oral-B and Colgate has launched ETB in the market but people are not aware about the products, about the features and benefit of using ETB.

Retailers and shopkeepers do not have enough information with them to explain the benefits to the consumers. This is the main reason some consumers are not able to sift to ETB from MTB. Consumers do find the ETBs in market but no knowledge about the products. And even there is no promotion from either of the companies to create product awareness among the consumers.

Now, Colgate is planning to make heavy promotions to create product awareness among the consumers. Even companys salesman on every weekend carry out some games for kids and later explains a benefit about the products i.e. carries out product awareness.

The above graph tells the awareness about the Philips ETB in Market. Only 15 consumers i.e. 30%, out of 50 are aware and rest all are not aware. Everyone is aware that Philips in well-known brand in electronic goods. But most people are not aware that company deals in personal products too.

DP Visits

Number of Visit in one Day: Everyday nearly on an average 25-30 patients do visit the dentist. Patient of age 7-15 years in kids and above 40 ages do visit the dentist. Patient between ages 20 to 30 have least visit to dentist. Some of the patient have visited dentist more than twice or more than thrice.

Adults Children

Solutions ToothpasteToothpaste

Normal/SensitiveNormal/SensitiveNormal/Sensitive

. The dental products are divided in 2 groups for Adults and Childrens. It is further divided into solution and Toothpaste, which is further, divided in normal and sensitive.

Major Reasons Patient visiting Dentist:

Tooth ache

Regular Check up

To have teeth cleaned.

To have teeth filled.

Root Canal.

Dentist Suggestion:

Most of the dentist suggests or subscribe to use medicine depending upon the patients defined problem. Some dentist suggests using mouthwash, floss pick after having food and to stop bad smell.

Recommendation to use Electronic toothbrush:

Dentist do suggest to use electronic toothbrush to those patients ask for new techniques for brushing and for good oral health. Some dentists recommend using ETB for patients who are suffering from tartar or some those who are suffering from very severe pain and severe oral problem.

Even dentist recommend using Electronic Toothbrush for people who are handicapped.

Brushing Steps while Using ETB:

Dental Mumbai pioneered oscillating-rotating technology in 1991 and has published over 60 clinical studies demonstrating its superior performance. Now, an independent landmark study has confirmed what Dental Mumbai knew all along - oscillating-rotating technology is superior to other power toothbrush technologies. This brushing action is very different from ordinary manual toothbrushes, as it does the job of brushing for you-just be sure to guide the brush head to all parts of your mouth. Refer to the brushing instructions supplied with your power toothbrush. Instructions for using the Dental Mumbai range of rotating power toothbrushes are as follows:

Step1: Guide the brush head slowly from tooth to tooth, following the curve of the gum and the shape of each tooth.

Hold the brush head in place for a few seconds before moving on to the next tooth.

Step2:Don't forget to reach all areas, including the inner and chewing surfaces, and behind your back teeth.

Step3:Direct the brush head along the gum line. It isn't necessary to press hard or scrub. Simply let the brushes do all the work.

Step 1 Step 2 Step 3 DP Insight

Attitude towards ETB:

According to dentist, there is no such difference between ETB and MTB. They say that the brush is not important but the brushing technique playa a crucial part in cleaning the teeth. All these varieties of brushes are just a marketing strategy to sell it.

Some Dentists have shown positive attitude toward ETB. They do recommend using ETB to those consumers those who are suffering from Tartar and those are physically handicapped or for kids who are not able brush themselves. Dentists have found it more effective in those patients who are suffering from tartar. Even ETB prevent gum diseases, significantly reduce gingivitis and bleeding and is as known to be as gentle on teeth and gums as a soft manual toothbrush. They even do suggest to those customer who are very conscious about their teeth or those who are looking for something new in the market.

According to some dentists rotating ETB is more effective then vibrating ETB. But some are opposite to it. So it is very difficult to verify that rotating ETB or Vibrating ETB is more effective.

Some dentists do use ETB and have experienced the fell of using ETB. They found that it is somewhat more effective than MTB; it helps in removing plaque very easily as compared to MTB. Some Dentists have stopped ETB as they have found that the bristles are not easily available in market. And some Dentist prefers using MTB as they feel ETB is not very effective. According to them the brushing technique is very important not the toothbrush.

Recommendation Rate:

The recommendation rate varies from dentist to dentist. Some dentist prefer rate Rs. 200/- to Rs. 300 for battery operated ETB and for Rechargeable Rs.500/- to Rs. 600/-. And some dentists recommend Rs. 300/- to Rs. 400/- and for rechargeable Rs. 800/- to Rs. 1000/-.

Brand Preference:

As dentists are much more aware about the toothbrush in market, the most preferred brand by the dentists are Colgate and Oral-B. Some dentists prefer to use Pepsodent as there one of the choice other than Oral-B and Colgate.

And in ETB, Oral-B is most preferred toothbrush in market. Some dentists prefer Colgate but the most dentists preferred brand is Oral-B.

Chapter-VI: FindingsFrom the data analysis following points was derived:

1. The movement of the oral products like NTP, MTB, Mouthwash are very fast moving product in the market. Even products like ETB, DTP, Chewing gums/mints have average movement in the market and products like floss picks, Gum Paints and dental Toothbrushes have least movement in the market. Dental products like DTP, DTB, Floss picks have slow movement because these products are sold on the dentist prescription.

2. Most of the consumers prefer reliability, durability as an important factor while buying the MTB and ETB; even it is found that consumers are aware about his scientific brushing style. The most brands preferred by the consumers are Colgate followed by Oral-B in MTB and while in ETB Oral-B is most preferred toothbrush followed by Colgate. While buying ETB consumers prefers the benefits of the products then prefers looks and durability.

3. It was even found that most of the consumers are not aware about the ETB, its benefits and usage. Even it is found that, there is no product awareness promotions carried out by the companies. Most of the consumer dont know what is ETB and they where amused to hear about the product. Some consumers are aware of the ETB but the as the price more as compared to MTB, consumer are more inclined towards MTB.4. The main objective of this project was to find the market opportunity and feasibility to launch Philips ETB. From the survey it was found that company has good opportunity in market to launch the product. As there are only two companies in ETB and less competition, company has opportunity to launch it ETB, having strong marketing strategy and making product awareness within the market. Philips is known as repudiated brand in India especially in Electronic good which is strong point for company.

5. Dentists play a major role in Oral Health Care Products especially in ETB. Consumers prefer only those products that are suggested by dentists. Dentist suggests ETB for only those consumers who are facing problem from Tartar, those who are physically handicapped, and those who are looking something new in the market.

Dentists have moderate attitude towards ETB. According to them, brushing technique is more important not the brush. Both the MTB and ETB are equal for them, but ETB is somewhat more effective than MTB.

Chapter VII: Suggestions & ConclusionsSuggestion from Floor Managers:

Stores/ ShopsArea

Premson bazaar Breach Canndy

Hyper city Malad

Carmichaels Chemist & General Stores Pedder Road

Food Bazaar Andheri

Sahakari Bhandar Worli

Shoprite Hyper Mulund

Food land Juhu

Health & Glow Mulund

Health & Glow Malad

Health & Glow Colaba

Alfa Vile Parle

Haikko Supermarket Powai

If Philips Company wants to launch the product the price should be within 1500-2000 rupees. Some consumers do ask for other product range more than present price. Company has to target big and Hi-Fi people. They said company has to make heavy promotion before launching the product. As Company has good name in market & consumer will prefer the brand. But threat is the company is serving for home appliance and it is launching Oral product. Are Consumers aware that Philips does serve for oral product? Company has competition with market leaders like Colgate & Oral-B who are serving oral products from decades. If company launches the product with price range of Rs.1500-2000/- first the sale will be slow but later the sale will increase. They predict that later sale will be nearby Rs. 20000-30000 per month.

Questions rose:

Why Should I prefer your brand? Whats so special in it?

Why should I use Rs.1500-2000/- electronic brush when the other companies provide the same for Rs. 400/- and when both give same result?

Even if company come with service center for it will customer come down to service center for repair the toothbrush? Will he waste his time for it?

Suggestion:

The company should target the consumers those who belongs to upper middle class and very rich class. Company can target consumer between the ages of 20 years to 50 years. As Indian market is called as young market and within this age group the company has large opportunity to convert the consumer who are always looking for branded goods and also always looking something new in the market.

It is even proved that young generation who are earning in early stages, are more likely to spend on health care products.Company has very good chance to come with new varieties. As only 2-3 companies are in the ETB market with limited range and limited varieties, companies can come with the new varieties in adults and kids range.

Company can have product line of 3-4 varieties for adult with one range that competes with competitors and another three with high price range product and with additional features, new shape, and pretty look.

Even company can come up with new ETB for kids. Only Colgate is having its ETB for kids with cartoons and Barbie dolls shape on it. Companies can launch its product for kids with have Donald ducks, Tom and Jerry and Harry Porters picture on it.

For brush heads, company can launch it with 2-3 varieties so that consumers may get choice to select brush heads they like.

Company can launch the ETB with different price for different varieties. Company can have products with price between Rs. 700-2000 for both adults and kids, which can be targeted to those customers with middle upper income group and higher-class group.

For Adults:

For adults one variety can be launched within price of Rs. 700-1000 with minimum features and which can compete with Oral-Bs Rs. 595/- product. This price range can be targeted to upper middle-income group.

Another 2-3 products can be launched with additional feature and within the price brands of Rs. 1200-1400, Rs. 1500-1700 and Rs. 1700-2000.

For Kids:

Company can have new ETB for kids with price of Rs. 500-700.All the products can be placed in Departmental store, hypermarkets, super markets and health and beauty shops.

Some products with price range of Rs. 500-1000 can be placed in beauty saloons like Lakme, Loreal, and Juice etc. where especially women can be targeted. Even the same price range ETB can be launched in mens saloon.

Even the product with the price of Rs. 500-700 can be launched within medical shops and mini departmental stores depending upon the location.

While making advertisement for ETB the company should concentrate on various attributes. Company can emphasize on the product feature and benefits from the products.

Where the advertising objective of company should be:

Emphasis of benefit of the products.

Building brand image in ETB.

Highlight the usage of new products.

Create product awareness among the consumers.

Offer a range of products.

The advertisement can be given on T.V. and magazines like mens health magazines where company can build brand image and create product awareness among the consumers.

Conclusion:Oral Health Care is wide subject. There are nearby more than 15 products available in market. Form the project data it can be concluded that in Oral Care Product are having good movements in the market. Whereas ETB is concerned, the product awareness is very less among the consumer, dealers and storekeepers. If the product awareness is created among the consumer and benefits of the products are made aware, the sale of the ETB will be good in the market. Dentists play major role in Oral Health Care and Oral Products. The sales of Oral products like DTP, DTB and others like floss pick etc depends on the dentists prescription. Even the attitude of the dentist is moderate towards the ETB. Chapter-VII: Limitations1. Project was restricted to Electronic toothbrush.

2. This project was restricted to Mumbai city only.

3. Another limitation of this project was that while filling questionnaire from consumers is was very difficult to find ETB users.

4. Awareness about the product in market is very less.

Chapter-VIII: Bibliography

1. Colgate Company Website www.colgate.com.

2. Oral-B Company website www.oralbprofessional.com

3. Mens Health Magazines.

4. 4Ps Marketing Magazines.

5. Indian Dental Association website www.ida.org.in & www.dentalhealthindia.com6. Philip Kotlers textbook Marketing Management.

7. Rajan Saxsenas Marketing Management textbook.

Questionnaire for consumers using MTB

Personnel Information:

1) Name: 2) Age:

3) Occupation: 4) Phone Number:

5) Approx Household Income:

What do you own?

a) Car: b) 2 Wheeler: c) T.V.: e) Washing M/C:

f) Other Specify:

Media Habits:

Q.1. which newspaper you read regularly?

Q.2. Which T.V. Channel you watch the most?

Q.3. Which website you visit the most?

Q.4. Which radio channel you hear the most?

Q.5. How do you take care of your teeth?

Brushing: Mouthwash: Floss Picks: Other way:

Q.6. What is more important for good teeth?

Toothpaste: Toothbrush: Both: Other:

Q.7. How do you describe your teeth?

V.Good: Good: Average: Fair: Bad:

Q.8. How many times you brush in a day?

Early morning: Evening: Every time after meal: Before Sleep:

Q.9. How do you brush your teeth?

Carefully: Scientifically: Casually: Carelessly:

Q.10. Which toothbrush brand you prefer? Why?

Colgate: Oral-B: Pepsodent: Other:

Q.11. What do you consider the most important factor for making a brand choice/

purchase?

Reliability: Durability: Price: Comfort: Reputation:

Q.12. Where do you buy it from?

Supermarket: Hypermarket: Chemist: Kirana Stores:

Q.13. How much minute you brush for?

5 Min: 5-8 min: 8-10 min: more then 10 min:

Q.14. Are you satisfied with the Manual toothbrush you are using?

Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied:

Q.15. Are you looking for something new in the market?

Yes: No:

Q.16. Are you aware of electronic toothbrushes?

Yes: No:

If yes, which Brand?

Q.17. If yes, where you have heard from?

Dentist: Internet: Newspaper: T.V.: Others:

Q.18. Have you ever used?

Yes: No:

Q.19. What is your feel about it?

Q.20. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush:

Easy to use: Very easy: Very Difficult:

Durability: Very Durable: Not Durable:

Economy: Cheap: very cheap:

Assurance of clean teeth: Guarantee: Not Guarantee:

Design: Modern: Contemporary:

Shape: Attractive Not Attractive:

Electronic Toothbrush:



Economy: Cheap: very costly:




Q.21. Do you have detailed knowledge about electronic toothbrush?

Yes: Somewhat: Not at all:

Q.22. Have you ever been to Dentist?

Once: Twice: More than twice: Never:

Q.23. what was the reason you visited dentist?

Regular check up: To have teeth cleaned: Toothache:

To have teeth filled: No Visit: Other reason:

Q.24. Had any dentist suggested you to use Electronic toothbrush?

Yes: No:

Q. 25. What should be the price range of electronic toothbrush?

Rs.500-700: Rs. 700-1000: Rs. 1000-1500: More than 1500:

Questionnaire for consumers using ETB

Personnel Information:

1) Name: ________________________________________________ 2) Age: _________

3) Occupation: _____________________ 4) Phone Number: ________________

5) Approx Household Income: ________________

Q.1. How do you take care of your teeth?

Brushing: Mouthwash: Floss Picks: Other way:

Q.2. What is more important for good teeth?

Toothpaste: Toothbrush: Both: Other:

Q.3. How do you describe your teeth?

V.Good: Good: Average: Fair: Bad:

Q.4. How many times you brush in a day?

Early morning: Evening: Every time after meal: Before Sleep:

Q.5. Since when are you using electronic toothbrush?

Years ago: 1 year ago: 6 months: Recently:

Q.6. Why you have shifted to electronic toothbrush from Manual toothbrush?

Q.7. Which Electronic toothbrush brand you use? (Mention Rate)

Oral-B: Colgate: Royal: Other:

Q.8. what do you consider the most important factor for making a brand choice/

purchase?

Reliability: Durability: Price: Comfort: Reputation:

Q.9. where do you buy it from?

Supermarket: Hypermarket: Chemist: Departmental Stores:

Q.10. Are you satisfied with the Manual toothbrush you are using?

Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied:

Q.11. Are you looking for something new in the market?

Yes: No:

Q.12. Are you aware of Philips electronic toothbrush (Rechargeable)?

Yes: No:

Q.13. If yes, where you have heard from?

Dentist: Internet: Newspaper: T.V.: Others: _________

Q.15. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush: Easy to use: Very easy: Very Difficult:


Economy: Cheap: very cheap:




Electronic Toothbrush:



Economy: Cheap: Very Costly:




Q.17. Will you are interested to buy Philips electronic toothbrush if launched?

Yes: _________ No: _________ Cant Say: ___________

Q. 18. What should be the price range of electronic toothbrush (Rechargeable)?

Rs: 700-1000: Rs.1000-1500: Rs. 1500-2000: More than 2000:

2

_1252323695.xlsChart4

18000

18000

15300

24000

21150

24750

19350

20550

Companies

Sales in Rupees

Monthly Sales of Gum Paints & Chewing gums

Sheet1

ProductsNo. of Companies

Toothpaste (Normal)15

Toothpowder20

Toothbrush (Normal)25

Toothbrush (Electronics)3


Mouth Wash5



Toothpaste (Dental)10

Toothpowder20

Toothbrush (Dental)3


Toothbrush(Electronics)3

Mouth wash12

Gum Paints2

Bleaching Agent1


Floss Pick4

Sheet1

0

0

0

0

0

0

No. of Companies

Comapnies

No. of Companies

Products Available in Kirana and Dept. Stores

Sheet2

0

0

0

0

0

0

0

0

0

0

0

Porducts

No. Of Companies

Products Available with Chemists

Sheet3

ToothpasteProductsMonthly Sales

ToothpasteNormalToothPasteMonthly SalesDTBMonthly SalesGum PaintsGum X18000

Colgate126000Oral- B16200300Gum PaintsGum X18000Dili Gel18000

Pepsodent110700Senolin1215020Dili Gel18000Dentogel15300

Close Up73800Colgate17400595Dentogel15300Chewing gums/MintsHappy dent24000

Himalaya23400MTBMonthly Sales20Protex Happy dent21150

Meeswak34200Oral B62100Chewing gums/MintsHappy dent24000Polo24750

DentalSensodent21600Colgate60300Protex Happy dent21150Orbit19350

Thermo seal25200Pepsodent31500Polo24750Chlormint20550

Metro hex21600Cibaca22500Orbit19350

Dentobac15300Anchor17100Chlormint20550

Emoform18000ETBMonthly Sales

Colgate19750

Oral- B19750

Eclean0

Royal6000

TOOTHBRUSHToothbrushesCompaniesMonthly Sales

DTBOral- B16200

Senolin12150

Colgate17400

MTBOral B62100

Colgate60300

Pepsodent31500

Cibaca22500

Anchor17100

ETBColgate19750

Oral- B19750

Eclean0

Royal6000

Sheet3

126000

110700

73800

23400

34200

21600

25200

21600

15300

18000

Monthly Sales

Toothpaste Brands

Sales In Rupees

Monthly Sales of Toothpastes

0

0

0

0

0

0

0

0

HSBC:

Monthly Sales

Toothbrush Companies

Sales in Rupees

Monthly Sales of Toothbrush

0

0

0

0

0

0

0

0

0

0

0

0

Companies

Sales in Rupees


_1252329499.xlsChart3

56700

55500

55650

47150

Companies

Sales in Rupees


Sheet1



Toothpowder20




Mouth Wash5



Toothpaste (Dental)10

Toothpowder20

Toothbrush (Dental)3


Toothbrush(Electronics)3

Mouth wash12

Gum Paints2

Bleaching Agent1


Floss Pick4

Sheet1

0

0

0

0

0

0

No. of Companies

Comapnies

No. of Companies

Products Available in Kirana and Dept. Stores

Sheet2

0

0

0

0

0

0

0

0

0

0

0

Porducts

No. Of Companies

Products Available with Chemists

Sheet3

ToothpasteProductsMonthly SalesFloss PickMonthly Sales

ToothpasteNormalToothPasteMonthly SalesDTBMonthly SalesGum PaintsGum X18000Oral B12000

Colgate126000Oral- B16200300Gum PaintsGum XDili Gel18000DR. Floss14250

Pepsodent110700Senolin1215020Dili GelDentogel15300Colgate10500

Close Up73800Colgate17400595DentogelChewing gums/MintsHappy dent24000J&J8250

Himalaya23400MTBMonthly Sales20Protex Happy dent21150

Meeswak34200Oral B62100Chewing gums/MintsHappy dentPolo24750

DentalSensodent21600Colgate60300Protex Happy dentOrbit19350

Thermo seal25200Pepsodent31500PoloChlormint20550

Metro hex21600Cibaca22500Orbit

Dentobac15300Anchor17100Chlormint

Emoform18000ETBMonthly Sales

Colgate19750

Oral- B19750

Eclean0

Royal6000

TOOTHBRUSHToothbrushesCompaniesMonthly SalesMouthwashMonthly Sales

DTBOral- B16200Listerine33600

Senolin12150Colgate Plax42000

Colgate17400AMPM28800

MTBOral B62100Aqua White22800

Colgate60300

Pepsodent31500

Cibaca22500

Anchor17100

ETBColgate19750

Oral- B19750

Eclean0

Royal6000

Sheet3

0

0

0

0

0

0

0

0

0

0

Monthly Sales

Toothpaste Brands

Sales In Rupees

Monthly Sales of Toothpastes

0

0

0

0

0

0

0

0

HSBC:

Monthly Sales

Toothbrush Companies

Sales in Rupees

Monthly Sales of Toothbrush

0

0

0

0

0

0

0

0

0

0

0

0

Companies

Sales in Rupees


0

0

0

0

Monthly Sales

Companies

Sales In Rupees

Monthly Sales of Mouthwash

0

0

0

0

Monthly Sales

Companies

Sales in Rupees

Monthly Sales of Floss Pick

Toothpaste & TootpowderProductsCompanySales16200ToothbrushProductsCompaniesSalesProductsTotal Monthly SalesSales Product Wise

DentalSensodent1620015300ManualOral B558000Toothpaste281790019750ProductsMonthly Sales

Thermoseal1530013500Colgate544500Toothpaste Dental7470019750Normal Toothpaste368100

Metrohex1350015300Pepsodent338400Tooth Powder2475000Toothpaste Dental101700

Dentobac1530014400Cibaca67500Toothbrushes15489006000Tooth Powder62250

Emoform14400Anchor40500Toothbrush Dental2340045500Toothbrushes193500

NormalColgate1050300ManualOral- B11700Toothbrush Electronic1030950Toothbrush Dental45750

Pepsodent798300Senolin0Gum Paints26100Toothbrush Electronic45550

Close Up500400Colgate11700Mouthwash165000Gum Paints51300

Himalaya244800ElectronicOral B556950Chewing gums/Mints471600Mouthwash127200

Meeswak224100Colgate474000Floss Pick28200Chewing gums/Mints109800

PowderColgate95250Eclean0Floss Pick45000

Pepsodent39000Royal100000

Binaca19500

Anchor12000

Vicco81750

72005400360016200

72005400270015300

63004500270013500

72005400270015300

63005400270014400

MouthwashTotal Monthly Sales

Listerine56700

Colgate Plax55500

AMPM55650

Aqua White47150

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

Sales

Products

Sales in Rupees

Monthly Sales in Kirana, Dept.stores & Hypermarkets

0

0

0

0

0

0

0

0

0

0

0

0

Sales

Coampanies

Sales in Rupees

Montly Sales of Toothbrushes

2817900

74700

247500

1548900

23400

1030950

26100

165000

471600

28200

Monthly Sales Product wise

368100

101700

62250

193500

45750

45550

51300

127200

109800

45000

Product Wise Sales With Chemists

0

0

0

0

Companies

Sales in Rupees


_1253558695.xlsChart1

18

11

14

3

20

4

11

3

1

14

4

No. of Companies

Products

No. Of Companies

Oral Products Available in Market

Sheet1



Toothpowder20




Mouth Wash5


Toothpaste (Norma

Market Analysis on Oral Health Care Products

Documents