TOOTY FROOTY LIQUID TOOTH PASTE DS TO CLEAN YOUR CHILD’s SOFT GUMS NEW LAUNCH Created and Compiled by: Nazneen Shaikh- 172 Pooja Meshram- 168
Nov 12, 2014
TOOTY FROOTY LIQUID TOOTH PASTE
BUDS TO CLEAN YOUR CHILD’s SOFT GUMS
NEW LAUNCH
Created and Compiled by:Nazneen Shaikh-172Pooja Meshram-168
• Indian Oral Care Industry [including toothpaste and toothpowder] is about Rs.35 Million.• Colgate and HUL contribute around three fourth of Total Market• Other Major Players include Dabur and Anchor Group together contributing around 15%-
20% of total Market.
Research Work
GAP ANALYSIS FOR-KIDS TOOTHPASTE SEGMENT IN INDIA
There are only two players in Kids Segment in IndiaColgate Tooth Paste: 6-12•Colgate Kids Tooth Paste-Bubble Fruit-Pink•Colgate Kid Tooth Paste- Bubble Fruit- Blue
Pepsodent 4-12 years•Pepsodent Kids
NO PLAYER IN INDIA FOR KIDS SEGMENT ABOVE 3 MONTS
Non Indian Players•Weleda Children’s Tooth Gel•Orajel Toddler Tooth Paste•Dora •Baby Princess Tooth Paste
SITUATION ANALYSIS
Audience: KidsDemographics :•Age: 4 Months- 3 Years•Target Audience – Mother•Life Style: Upper Middle Class and Upper Class
Behavioral Characteristics : Caring and fussy about hygiene of child, aspire to be the best of all.USP : First time launch of Oral Care Product in the form of liquid for Children 8 months to 3 years.Brand Name : Tooti Fruiti Oral Care
Product Description:• Tooti Fruiti Cleaner for baby who are unable to spit out,
prevents tooth-decay due to germ spread after nursing.• Caries prevention, whitening, Anti plaque, bad breath
removal.Product Usage:• Buds will be provided along with Tooti-Fruiti Liquid
Paste. Buds are suppose to be dip in liquid and the gums of children should be clean with that wet bud of liquid.
• This will not only freshen and clean the mouth of child but will also provide extra cavity for the gums and will make them more strong.
USP
Launching of BrandPhase 1: Building Network• Meeting With Dealers and Communicating to them about the brand.• Meeting with Dentist and Gynecologist and providing them free samples for
the same.• Identifying the channels of Distribution for the product.
Phase 2: Launch of Brand• Launching Brand through Head-Indian Dental Association• Audience to be called for Launch Plan-
– Gynecologist and dentist– Prospective Mothers [preferably Celebrity Mothers]– Star Children in present Entertainment World.– Media– Dealers
Phase 3-Promotion
1. Data Collection:Through Web research and Data Collection of Pregnant mothers
through :• First hand information,• through parenting website,• by approaching gynecologist,• through Yoga Classes,• Data collection through matrimonial sites etc• Shops specifically for toddlers and mothers.
Brand Promotion Strategy-First counsel for First Tooth
2. Promotion for “First Counsel for First Tooth” through :• Online Portals:
Baby Health Care Sites Parenting Websites Online Yoga Sessions for Pregnant Ladies Food and Nutrition Sites for Mothers and Toddlers E Magazines related to child care Dental Sites• Social Marketing Sites like: Facebook –First tooth is no more a pain for child!!!! Orkut- Community only for pregnant womem Community only for parents having new born child [The threads in this sites would involve suggestions for any queries
posted online by parents]
3. Creating Pop up ads- “Click here to learn 10 ways to make brushing fun”
“Information regarding baby tooth and gum”4. Publishing the research work done for children Gum and
how to help the child to over come the pain of first teeth.5. Publishing reviews of dentist with respect of our product.6. Appearing in Children Magazine and Flip Over Ads.7. Putting up online Video Advertisements.6.Providing Free screen savers of brand Mascot.7. Creating Tie Ups with Health Care Programs, Yoga Classes
for Pregnant Women etc to promote product.
• For every product sold, 10% of the sales price will go to Charity Fund which will further be utilized for taking dental care of orphan children below age 5 years.
• Arranging free dental check ups and treatment for children living below poverty line.
CSR
Future Prospect About Product
•In near future, we will create a product line of this category i.e Liquid Gel.
•This second product will be only targeted to old age people who have lost their teeth and cannot use regular brush. Hence they will be able to use our product with buds to clean their teeth.
•Further, on the basis of response of market for the brand we will continue with new products like Tooti-Fruti Mouth Freshner, Tooti Fruiti Mouth cleanser etc under same brand name.
CONCLUSION• Customer will be delighted due to high perceived Value for
the Product.• The USP of Product will attract new unexplored Market.• It will keep the competitors at Bay with innovation and new
formula.
Thus on the whole the above measures will enhance product value and use of new media will serve the purpose of branding, promotion and selling the product.
THANK YOUCreated and Compiled by:
Nazneen [email protected]@gmail.comSIMC-PUNEBatch-2010
Pooja [email protected]@gmail.comSIMC-PUNEBatch-2010