New product Development & Design

Pratik Patel Sunil Kadam Kunjan Megha Ravi Patel Arpit Joshi

Many people in India still clean their teeth with traditional products like neem twigs,salt, ash,tobacco or other herbal ingredients. Average all India per capita consumption of toothpaste is a dismal 82 gms. The dentist to population ration is a critically low 1:35000 in the country. This results in low oral hygiene consciousness and widespread dental diseases. Less than 15% of the indian toothpaste users brush twice a day. Colgate and hindustan lever together account for 35% of the toothpaste powder market. In toothpowders, colgate and dabur are the leading players sharing between them 75% of the market.

More than 50% kids are prone to dental diseases, bad breath etc.

More are ignorant of night brushing95% out of 30% still don’t brush their teeth

in the night even their parents know.40% toothpaste consumer are brand loyal60% of toothpaste consumer are willing to

switch brand if additional value is seen.

What the expert says -Dr Vandana Jyoti, Dentist What is to look for in a child's toothpaste - Fluoride 

below 4 years of age - do not use a fluoridated toothpaste as till this age the child ingests a part of the toothpaste. 

between 4 to 14 years of age - fluoride is required in the toothpaste as at this age the teeth enamel is permeable and therefore benefits from the fluoride.

above 14 years of age - a fluoridated toothpaste is not required as the teeth enamel are no longer permeable and therefore the fluoride is not used. Excessfluoride may lead to fluorosis.

Attractive colour (if possible) Should produce foam Change the toothpaste every time you buy a new pack as frequent use of

the same formulation makes the bacteria present in the teeth resistant to that toothpaste. (This applies to you too)

Do not use only gel based toothpaste for your child as gels serve more as mouthwash rather than for cleaning teeth. Keep changing the type of toothpaste the child uses.

Experts opinion

Marketing MixProduct CharacteristicName:- Little MasterPackaging:- Box cover in white colour packet & tube colour is white + flavor colourPosition:- Flavor & NIGHT LONG protectionComposition:- Ingredients of natural & medicatedValue addition:- “chrolohexidine” a chemically proven to potent bacteria acid six hr night protectionAvailable Size:- 35gms & 70gms

Pricing MatrixSize 35gmsFlavor 4(Orange, chocolate, Strawberry, Mango)Price: Rs 15 only

Size 70gmsFlavor 4(Orange, chocolate, Strawberry, Mango)Price: Rs 28 only

PlaceTarget Market:-Children & Woman.

Market Demography:- Geographic:- Main cities of India( Ahmedabad,

Benglore, Kolkatta, Delhi etc)

Demographic:- Primarily kids below 12yr

Promotion Brand launch and promotion on TV

channels and Radio Networks Launching oral awareness programme in

schools, colleges, and shopping malls Interaction with distributors and retailers

on product and organizational advantages

Promotion

Product Distribution

Manufacturer

Warehouse Ahmedaba

d

Warehouse

BangaloreWarehouseCalcutta

Retailer Retailer Retailer

Consumer Consumer Consumer

Tooth paste

Box packaging

Thank You