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INTRODUCTION:

TOOTHPASTE INDUSTRY: AN OVERVIEW:

, The toothpaste history in India can be tracked back from 1975 with 1200 tonnes of toothpaste produced by

the toothpaste industry. Prior to the Toothpastes Oral Hygiene was the domain of local homemade powders

and ayurvedh practitioners. With the entry of Colgate in Indian marketplace the awareness aboutOral care and

the importance of oral care. In recent years the Industry has shownimpressive growth rate of 18.6% (this

growth is calculated in terms of value growthin Rs.).The growth in the urban market has been largely by the

Gel Segment. Presently,a large chunk of the Market is still held by Colgate. The major players in thetoothpaste

Industry being Colgate Palmolive and Hindustan Lever Limited andseveral minor players like Balsara hygiene,

Dabur etc.Presently Colgate Dental Cream holds 52% of market share. HLL’s Close uplies far behind with 23%

of the existing market share. The third player in themarketplace in terms of market share is Colgate Gel with

10.5% of the marketshare. That leaves 14.5% market share for other Brands like Close up, Close up G,

Promise,Babool, Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste market is presently valued at

Rs. 750 crores out of which the Gel segment has already bagged 1/3rd portion of it. The Gel segment

presently stands at Rs. 248crores and is growing at a rate much faster than Cream. In India toothpaste usage

as compared to other countries is very low which signifies about the potential of the market. In Urban India theusage of toothpaste per person per year is just 190gms.Where as it is 200gms of toothpaste per person per 

year in developing countries as Indonesia and Thailand. In developed countries as USA and other European

countries the toothpaste usage is 375 gms per person year. In India the toothpastes companies are going in

for advertising on a heavy note, on an average thecompanies managing this FMCG category are spending

6.15% of their sales on development. Colgate Palmolive had shelled out 15% of their sales on ads in the year 

1994. Dabur had an ad expenditure of 5.07% for the year 1993. Whereas Balsara Hygiene spend a huge

10.17% of their sales.

 All the toothpaste brands promise different things to the consumer. Some offer the whitest teeth, some talk of freshest breath or healthiest teeth. So which toothpaste should you purchase? Sometimes having so muchvariety and choice can be very confusing for the mind! Besides as the dentists all tell us it is important to payspecially attention to your child's dental hygiene right from the age of 2. But which of the toothpastes willactually live up to the advertising? Lets find out -

Brand analysis - Brand  Feature  Weight  Price (Rs) 

Oral B Specially for children 100gm 55*

Colgate  Total Paste 100gm 35

Gel Gel 100gm 24.50

Ultra whitening Paste 150gm 39

Sensation whitening Paste 150gm 39

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  Calciguard Paste 100gm 24.50

Pepsodent Germicheck Paste 200gm 49.90

2 in 1 Paste+ gel 150gm 45.10

Aguafresh Paste + gel 100gm 25

Close up  Gel 100gm 33

* the price of a paste and brush 

The brands in the market offer basically two types of toothpastes - one is in the form of the conventional pasteand the other is the gel. Colgate Total, Pespodent Germicheck, etc are examples of the former type. They offerclean teeth and a safeguard against cavities. The Close up range, Promise Gel, Colgate Gel, etc promise freshbreath. Aquafresh and Pepsodent 2-in-1 combine the two types by having both gel and paste together.

Oral B is a specially formulated toothpaste for children in India. It comes in one flavour - mint. Though the

children like the mild flavour the paste itself does not foam. Also the paste comes along with a brush making itan expensive buy if you are not interested in using their brush.

 Alright all the ads are spectacular - but what's the bottom line? Basically all toothpastes are alike. In the oldendays (sometime soon after the age of the dinosaurs) our not so distant ancestors chewed datuan - the neemtwig and most of them had strong healthy teeth right to the very end. Further, here's a secret that mostadvertisers have long known - people aren't as interested in the anti bacterial qualities of the toothpaste as inits ability to promote fresh breath and make your mouth taste good. As a result many of us brush early morningeven though we haven't eaten anything just then, in order to lose that morning breath. But few peopleremember to brush in the evening when it's really necessary! So the differences in the toothpastes are more inflavour and attractive colour than actual ingredients.

BRANDING:

Coalgate provides trusted Oral Care products and expert information to keep your smile bright, beautiful and

healthy. The Oral Care division of Coalgate –Palmolive includes following products: 

Colgate Dental Cream  

Colgate Total

  Colgate Sensitive 

ColgateSensitive-Pro-Relief  

Colgate Max Fresh

  Colgate Kids ToothPaste

  Colgate Fresh Energy Gel 

Colgate Herbal  Colgate Cibaca Family Protection  

Colgate Active Salt  

Colgate Maxwhite 

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Colgate Dental Cream 

Colgate Dental Cream offers all-around cavity protection, even where a toothbrush cannot reach!

It repairs early cavity spots

It's great mint taste freshens breath

It protects against root caries

It cleans & makes teeth whiter 

Colgate Total 

Benefits

The 12 hour germ fighting protection in Colgate Total* helps prevent many common oral health conditions,

such as:

Gingivitis

Stains

Plaque

Cavities – Tooth & Root

Tartar 

Weak Enamel

Gum Inflammation & Bleeding

Bad Breath

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Colgate Sensitive 

Colgate Sensitive toothpaste soothes the nerve ends and builds a

protective shield providing both relief from sudden shocks of pain and long

term sensitivity protection with regular use.

Fights pain due to sweet/sour/hot/cold foods by desensitising nerves.

Helps maintain the natural whiteness of your teeth.

Significant inhibitory effect on the formation of supra-gingival calculus.

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Has a pleasant taste.

You will notice improvement in 2-4 weeks.

If your teeth are still sensitive after a month of consistent use, consult

your dentist.

ColgateSensitive-Pro-Relief  

For INSTANT and LASTING RELIEF. Prove it to yourself. 

  Exclusive Pro-Argin™ formula   Instant relief (with direct application)  Lasting relief (with daily brushing)

Colgate Max Fresh 

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Colgate MaxFresh gel is infused with cooling crystals (in strips), which dissolve completely as you brush for a

whole new dimension of freshness - freshness that you can see.

Benefits:

Contains Menthol for Fresh Breath

Whiter Teeth

Fights Cavities

Colgate Kids ToothPaste 

Flouride toothpaste for kids comes in two exciting flavours with your favorite cartoon characters

Strawberry flavor (Barbie)

Bubble Fruit flavor (Spiderman)

Helps protect against cavities

Contains flouride for cavity protection.

Makes fighting cavities fun

Sparkling colourful gel

Freshens breath

Colgate Cibaca Family Protection

 

Developed using Colgate's international expertise in oral care

Unique formula protects your teeth from decay

Refreshing minty flavour makes your breath super fresh

Colgate Maxwhite

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Whitens Teeths

Freshen Breath

Fight Cavities

Intro

History

Pricing

Branding

Packaging

Marketing

Licensing

Conclusion