Balsara toothpaste success n failure story
Transcript of Balsara toothpaste success n failure story
BY AIMROHIT SHARMA
Balsara Toothpaste
Balsara Toothpaste
The Comp. was incorporated on 29th April 1978. The objects is to manufacture & deal in
hygiene products
It operates in two major product categories
Oral Care
Tooth paste
Tooth powder
Tooth brush
Household Care
Mosquito Repellents
Air Fresheners
Scouring Powder & Bar
Toilet Cleaners
Balsara toothpaste
Promise Toothpaste’ in the year 1978
Meswak was first launched in 1988
Babool toothpaste first launched in 1988 generated a consumer
franchise based on its 'Paisa Vasool' positioning
Success OF Balsara’s tooth paste
PROMISE
Its unique positioning of clove oil
Clove oil in India is a traditional remedy for the prevention of
dental and toothaches this powerful connation succeeded
It was not promoted on me-too concepts like fluoride ,
mouthwash, fragrance, taste,
Slogan - “the unique toothpaste with time tested clove oil gave it a
very new position hit hero not capitalized on by any other brand.
MESWAK
Meswak has positioned itself on the basis of:
ATTRIBUTES : Meswak is positioned as a toothpaste containing a
natural herbal ingredient in the renowned ancient scriptures providing
about 70 benefits for the entire body.
EMOTION BASED POSITIONING: which was done with the help of
taglines like “Meswak apnaiye, vishwas phelaiye” or “Formula sirf
Bharat ke pass hai. This cater to the emotional based positioning
promoting that consumers will be proud to use an Indian brand. Hence,
competing with the multinational brands
Failure
Promise
Promise toothpaste, in 1990 had a sizable 13 per cent market share, which was
incidentally better than HLL'S. But as HLL turned on the heat , Promise lost focus. As
the freshness market in toothpaste started growing with the advent of Close-Up,
Balsara's Promise deviated from its given niche of being clove-dominated. It started
targeting freshness, a folly in the ultimate analysis. Things went wrong when it was
discovered that it was an under supported category in terms of advertising and
marketing expenditure. Further, promise didn't have the ability to cross-subsidies in
terms of surplus cash.
Meswak
Non aggressive market & promotional strategy
limited variants
Weak advertising campaign
No Brand Ambassador