TOOTHPASTE IN INDIAN CONTEXT(HERBAL)

GROUP MEMBERSManish k. ChaubeyAnkit ChauhanPreeti PandeySoumajit NagNaureen SabaBimlesh Kr. Singh

DABUR HERBAL COMPANY PROFILE

Dabur was founded in 1884 by Dr. S.K.Burman, a physician in West Bengal.

It is the fourth largest Fast moving consumer goods company in India.

It has consolidated revenue generation of over INR 7,800 Crores and market capitalization of over INR 46,000 Crore.

The legacy of the company is over 130 years. Dabur has a portfolio of over 381 trusted products spread across

21 categories but the main product of Dabur is it’s toothpaste. Transformation of Dabur’s family run business is done to a

professionally managed enterprise. Dabur is India’s most reliable brand and world’s largest

ayurvedic medicine company. It has an estimated employees in it’s company of over 6,434

people constituting the whole organization.

MARKET SHARE/STRENGTH AS BRAND

Pricing for bottom of pyramid consumers were blurred by several national companies i.e. Dabur babool toothpaste.

Dabur babool has 30% market share in the country’s oral-care market.

Dabur babool toothpaste is the fastest growing brand in the market.

It has an annual growth of 17% in the market. The brand crossed the INR 200 crore rupees last

year. Dabur babool toothpaste had reached to almost

all rural and urban markets in Indian sector. In the rural area specially Dabur babool has

increased in it’s market share compared to the urban sector.

By slashing the prices of the Dabur babool toothpaste in the Indian market from Rs10 to Rs5, the company made a good profit in the market which had hitted other local brands in the market.

30%

19%24%

27%

Market Share

Dabur BaboolHimalaya toothpasteNatural ToothpasteOral-B health herbal toothpaste

IDENTITYING CUSTOMER’S NEEDS

Shining teeth

Fresh Breath

Strong Gums

Herbal product

Reasonable price

Availability of product

4P’S…

SEGMENTATION, TARGETING AND POSITIONING IN HERBAL TOOTHPASTE…

PROMOTION…

Dabur babool toothpaste heavily announced it’s brands through mass advertising tools like : TV, Radio, Newspaper and also in the internet.

Company launched it’s first Dabur babool toothpaste which is less in cost i.e. toothpaste of worth Rs 5.

It also made promotion activities in the Melas or Haats, which was the basic medium for promotion of Dabur babool toothpaste.

Initially in the digital media advertising of the Dabur babool toothpaste it took the people who are less famous as celebrities.

Using the video vans Dabur babool toothpaste had made promotional events in the country.

Along with Dabur babool toothpaste it made promotion of Dabur Red gel, Dabur Red toothpaste, Dabur Lal Dant Manjan, Dabur Binaka toothbrush, Miswak and Promise toothpastes too.

COMPETITORS…

The competitors of Dabur Babool toothpaste are as follows :1. Himalaya complete care toothpaste2. Vicco herbal ayurvedic toothpaste.3. Herbodent (Orohyi) toothpaste.4. Sangam Herbal toothpaste.5. Colgate Herbal toothpaste.6. Natural Toothpaste (Green Apple) ayurvedic.7. Zymo Herbal toothpaste8. Dentosys Neem Herbal toothpaste.9. Kalodent (Pro-Care) Herbal toothpaste.10. Sudanta Herbal toothpaste.11. Herb-dent herbal toothpaste.12. Oral-B Pro-health herbal toothpaste.

The brand was positioned as an economic toothpaste with the tagline “Babool Babool paisa vasool”.

This toothpaste is traditionally used in all over India i.e. both Rural and Urban.

Babool is made from bark of babool tree and the toothpaste made by the extracts of it are very effective in nature resulting in proper gum facilities.

It has been observed that people of all age groups are using Dabur babool toothpaste.

The families are generally preferring the Dabur babool toothpaste in comparison to other ayurvedic toothpastes because of it’s quality and pricing.

Therefore, customer satisfaction and preference can only be determined by it’s demand for the product.