reshal pgp30270 oral b sensitive
TRANSCRIPT
About the CompanyLargest and fastest growing FMCG company with 650 + Million consumers
5 plants, 9 contract manufacturing sites and 26000 people in India
Segments – Beauty, Grooming, Household, Wealth & Well Being
3 entities in India – P&G Hygiene & Health Care Ltd., Gillette India Ltd., P&G Home Products
Oral care Category• 15% Growth (INR 83.5 bn in 2013)
• Toothpaste is the biggest category (80% share of oral care, 44% growth in 2013)
• Colgate-Palmolive India Ltd. leads with 46% market share
• CAGR of 9% , reach INR 131 bn by 2018
• Main focus on Toothpaste, covering benefits like sensitivity protection, whitening and gum care
• Sensitivity - the main theme to attract urban customers.
Oral Care Market Size
Growth of 15.3% in 2013 &12.6% in 2014
2010 2011 2012 2013 2014
55,414.50
63,296.10
72,374.60
83,449.80
93,968.20
Oral care Category
Year
Mark
et
Siz
e
2010
2011
2012
2013
2014
29.50
32.00
33.00
35.00
35.10
70.50
68.00
67.00
65.00
64.90
Oral Care in India
Rural urban
Percentage share in India
year
Oral Care in Urban and Rural areas
Rural areas gaining more share every year. Primary reason - awareness and rapid
Brand under study for the project
2014 – 4.6%
2013 –
4.9%
2012 – 4.6%
2011 –
4.5%
2010 – 4.3%
Oral – B Market share for last 5 years
There has been no significant increase in its market share in spite of growth in oral care category
Oral-B Sensitive toothpaste
>30% Indians suffer from sensitivity
Sensitive toothpaste grew fastest, 9% value share in 2013 compared to 4% in 2012
Oral-B launched its sensitive toothpaste in 2014 & has a market share of 1.2%
white toothpaste, dominant in India for decades lost share - 47% of the total toothpaste value sales in 2013
The 4Ps of Marketing - Product
Oral B sensitive toothpaste Available in attractive paper box packaging
Rapidly relieves Sensitive teeth and prevents sensitivity by creating a n acid resisting protective shield
Pro-expert professional sensitivity toothpaste and Pro-expert sensitive + gentle whitening
The 4Ps of Marketing - Price
80 gm available for Rs. 140.
Prices similar to competitors products - penetrative pricing
2 variants available
The 4Ps of Marketing - Place
Retail stores, pharmacies and hyper markets in tier 1 cities
Available online
Target segment is urban market
The 4Ps of Marketing - Promotion
Brand ambassador – Madhuri Dixit – mother of two.Aim to target all age groups
Launch of Smile Indiacampaign
Promotion through dentists. Goal is to increase the Brand recall value
Market Segmentation
Geographic – Urban and rural population
Behavioral - Regular use, Teeth whitening, Sensitive teeth
Demographic – Targeted towards all types of age group by promoting brush twice a day habit
Psychological – Educated people who take believe in oral care
Geographic – targeted towards Urban sector. Mostly the tier 1 cities through hypermarkets and pharmacists
Behavioral – Premium product for which consumers suffering from sensitive teeth are ready to pay a little more
Demographic – Targeted towards all types of age group suffering from sensitive teeth
Psychological – Targeted mainly towards consumers who are suffering from immense pain and having trouble eating and drinking
Target Consumer
Competitors
2.3% share in 2014 in the toothpaste market
47.7% share in 2014 in the toothpaste market
1.3% share in 2013 in the toothpaste market
7.6% share in 2014 in the toothpaste market
Competitive Frame of Reference
Various Brands in market such as Colgate Sensitive(Colgate Palmolive), Sensodyne(GSK), pepsodent (Unilever), Himalayas
Large Variety of toothpaste available.
Many Competitors sell their product in various flavors increasing their product offering
References
www.oralb.com
http://www.pg.com/en_IN/brands/pg_india_brands.shtml
http://www.oralb.com/topics/sensitive-teeth-use-sensitive-toothpaste.aspx
http://www.pg.com/en_IN/brands/pg_india_brands.shtml#oral-b
https://www.pg.com/en_UK/news-views/Inside_PG-Quarterly_Newsletter/issue2/innovation.html
GMID - www.portal.euromonitor.com/portal/statistics/tab
http://www.breakingcall.com/index.php/blog/india-insight/85-india-blog/149-toothpaste-war-in-india-who-will-prevail2
http://www.business-standard.com/article/companies/p-g-to-launch-oral-b-toothpaste-on-tuesday-113063000197_1.html
http://www.dnaindia.com/money/report-oral-b-in-hand-pg-sets-up-a-brush-with-toothpastes-1855431