Meswak toothpaste

MESWAK TOOTHPASTE

Toothpaste with the pure extract of Meswak Plant

INTRODUCTION

MESWAK is a toothpaste brand that was launched

in India by Balsara Hygiene in 1998.

In 2005, Meswak was sold by Balsara to Dabur along with other

Balsara toothpaste brands Babool and Promise in a 1.43

billion (US$22 million) deal.

As of 2007, the Meswak brand was valued at 200

million (US$3.1 million).

In 2011, Dabur announced thatBipasha Basu would be Meswak's

brand ambassador.

BUSINESS OF THE COMPANY

INDUSTRY OVERVIEW

Toothpaste industry has grown immensely in the Indian scenario. There is a cut-throat competition in the industry mainly between different major players like Colgate, HUL, Dabur etc.

The usage of toothpaste has grown because of the lifestyle and the individual are living i.e more awareness about health.

Colgate is going ahead with almost 60% of market share in the industry.

Indian oral care industry is about Rs.35 billion.

Colgate, HUL contribute around three fourth of the total market.

Other major players include Dabur and Anchor group together

contributing 16 % of total market.

SEGMENTATION

Meswak was generated with combination of ancient scripture

and modern science.

It basically targets consumer seeking natural benefits in their

toothpaste and is used by vegetarians, religious and health

conscious people.

POSITIONING

Attribute based positioning: The astringent and bactericidal

properties of meswak help reduce tooth decay, fight plaque

and prevent gum disease. Imagine a toothpaste that is a rare

combination of Ancient wisdom and Modern science. Imagine

a toothpaste containing a natural herbal ingredient in

renowned ancient scripture, and provided 70 different health

benefits for the entire body. This toothpaste is scientifically

proven to health strengthen gums, prevent tooth decay,

eliminate bad breath, and ensure strong teeth all at once.

Emotion based positioning: Some of the ad slogans of

Meswak are –

1.“Sadiyon ka khazana ab asan hai apnana” 1998

2.“Meswak apnaiye, vishwas phelaiye ” 1999

3.“Formula sirf Bharat ke pass hai” 2002

These taglines cater to emotional based positioning promoting

that consumers will be proud to use an INDIAN brand. Hence,

competing with multinational brands.

CONSUMER BEHAVIOUR

World over the oral care market is largely represented by

toothpaste and toothbrush. Other products in this category

include mouthwash, sprays and oral rinses. In India, there is a

significant presence of toothpowder as well.

Many other people in India still clean teeth with traditional

products like neem twigs, salt, ash, tobacco or other herbal

ingredients. Recent studies have indicated dual usage (powder

and paste) in 10% of rural households.

Indian urban toothpaste per capita consumption is about 92

grams per month compared to 219 grams of China; and only

7% of Indian urban class brush twice a day compared to 86%

in Malaysia. Thus, there is tremendous scope for growth of

doing business in India. Toothpaste industry growth has been

low as compared to other products.

As per India Info line Sector report, about 60% of toothpaste

in India is sold on family platform; there is single toothpaste

for the entire family. Specialized toothpaste such as for

children has been available in India only in last 2-3 years

(mainly imported products) and usage is extremely low.

SURVEY ANALYSIS

KEY FINDINGS

Pepsodent is the most commonly used based followed by

Colgate ,close-up & Meswak.

Flavour is most luring feature.

investigation done and data collected a very marginal

number of people has been contracted with any side-effect by

using any particular brand.

preferences towards ingredients maximum people supported

Fluoride content, Anti-bacterial and foaming feature in

their brand.

Rs. 30-60 is the common range that is usually expended by the

maximum respondent.

Schemes offered by the different companies are the major

reason behind switching to the other brand.

It was shocking to note that only 20 % have used Meswak

toothpaste and the reason for the same was lack of knowledge,

high price and irregular and limited availability.

PROMOTIONAL STRATEGIES

RURAL :-

DEMO VANS

RADIO AND T.V

PAMPHLETS & POSTERS

DENTAL CAMPS

FREE SAMPLES

URBAN:-

MULTIMEDIA

ADVERTISING

FREE SAMPLES

DISCOUNT OFFERS

CONTESTS

DIRECT MARKETING

HOUSEHOLD

JOURNALS

MARKETING STRATEGIES

Innovation Strategy

Dabur has also developed the Miswak Fresh Gel, a new

variant that provides freshness and introduces a new flavour to

users of Miswak this is available in 150gms+ free toothbrush,

90+ 45 gms, 40+20 gms pack sizes.

Dabur Miswak Toothpaste is available in Family Pack

(190gms plus free toothbrush), 120+50gms, 50+25gms, and

30+ 15gms pack sizes.

SUGGESTION & RECOMMENDATION

Meswak needs to create more awareness. They can hold free dental camps, workshops, sponsor events etc.

It has to enhance its distribution strategies and reach to the villages also, like Colgate does then it could also become a Pan-India brand.

Distribution strategy of MESWAK toothpaste through

Dentists

Drug stores or Grocery stores.

Large retail stores and department stores.

Brand loyalty plays an important part in this product. Constant resonances to be generated among customers, so that they remain brand loyal to Meswak.

Its unique price strategy which is comparatively higher

than others is a major constraint in its mass acceptance.

It could come in various sizes that suit everyone's pocket.

Meswak can also get a certificate from some kind of dental

organization, then definitely the users will switch to Meswak.

Meswak image should be made such that people other than

old can also use it.

WHY DABUR MESWAK ?

Numerous studies continue to validate the powerful natural astringent and anti-bacterial properties of Meswak extracts. Tests carried out by the chewing gum manufacturer Wrigley and published in the Journal of Agricultural and Food Chemistry found that mints laced with Meswak extracts were 20 times more effective in killing bacteria than ordinary mints, while the World Health Organization (WHO) had already been recommending the use of the Meswak herb since 1986.

“Multiple researches have scientifically proven the benefits of Meswak for oral care and these scientific studies have helped establish Dabur Meswak Toothpaste as the largest oral care brand of DaburInternational in the Arab region. Meswak Toothpaste delivers complete oral care benefits as it is formulated to reduce tarter and plaque, fight germs and bacteria to keep gum healthy, prevent tooth decay, eliminate bad breath and maintain strong teeth. Moreover, being a pioneer in using Meswak extracts for oral care.