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MARKETING MIX

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NEW DELHI INSTITUTE OF MANAGEMENT

TOOTHPASTE

CHANNELCOVERAGEASSORTMENTLOCATION INVENTORY TRANSPORT

PLACEPRODUCT

PRICEPROMOTION

VARIETYQUANTITY DESIGNFEATUREBRAND NAMEPACKAGINGSIZESSERVICEWARRANTYRETURNS

LIST PRICEDISCOUNTALLOWANCESPAYMENT PERIODCREDIT TERMS

ADVERTISINGPERSONAL SELLINGSALES PROMOTIONPUBLICITY

MARKETING MIX

AVAILABLE BRANDS OF TOOTHPASTE IN MARKET

HOW A

BEST B

RAND CAN

BE DIFF

EREN

TIATE

D

PRODUCT

A TANGIBLE OBJECT OR AN INTANGIBLE SERVICE THAT IS MASS MANIFACTURED ON LARGE SCALE WITH A SPECIFIC VOLUME OF UNITS.

Colgate Under The Umbrella Of Colgate Palmolive.More Durable Than Any Other Toothpaste And Store At Any Temperature

Product Available In Many Sizes .50 g, 100 g, 200 g, 400g

COLGATE PALMOLIVE holds a staggering 52.5% global market share with its flagship toothpaste line.

Warranties and Returns – Are not offered on the product(RETAILER AND WHOLESELLER)SUPERMARTS GET SOME ADVANTAGE IN IT.

PRODUCT LINE

PRICE Price Is The Amount The Customer Pay For The Product.

In a highly competitive oral care market, Colgate holds its own, and maintains a category leadership position.

VARIETY

WEIGHT

PRICE(RS)

ST 50 g 15

ST 150 g 47

AS 100 g 37

AS 200 G 68

MF 80 G 36

MF 150 64

CIBACA

200 35

CIBACA

100 21

HB 100 32

HB 200 58

TOT 150 72

TOT 300 133

LIST PRICERETAILER 8% - 10%

WHOLESELLER 15 %

SUPERMART 13 %

STOCKIST 17-20 %

Allowance Of 1.5 To

2 % On Cash And

Bulk Buying

No Credit Period For Retailers.Supermart Chain Undergoes ARS And Payment Through Commercial Team(15-20 Days)

PLACE PLACE REPRESENTS THE LOCATION WHERE THE PRODUCT CAN BE PURCHASED

Goal is to increase the wholesalers to smaller towns and would track the distribution path so that they are covering all the village areas around the towns.

Product Is Distributed Through The Supply Chain Of Company’s Distributer To Wholesalers To Retailer To Final Consumer.

The Product Is Available In All India Market, Including Semi-Urban And Rural Market Which Is Their Primary Focus.

PROM

OTION

PROMOTION REPRESENTS ALL THE COMMUNICATION THAT A MARKETER USE IN A MARKET.• Most Of The Promotional Expenses are T.V Media.

• T.V, FM Radio For Urban Population.

• Promotion Towards Rural Population Also.

• For Urban Population Hoarding On National Highway Outside The Metro - Would Catch Better Eye Contact

COLGATE CELEBRATE ORAL HEALTH MOUTH.

GLOBAL STRATEGY- RELATIONS WITH DENTAL PROFESSIONALS & 81%OF THEM RECOMMEND COLGATE AHEAD OF ANY OTHER BRAND

EDUCATION PROGRAMME- BRIGHT SMILE BRIGHT FUTURE

ADVERTISING

PRODUCT

Sodium Fluoride (0.24%) (Purpose: anticavity toothpaste)

Sorbitol

Hydrated Silica

PEG 32

Sodium Lauryl Sulfate

SD Alcohol 38 B

Flavor

Cellulose Gum

Zinc Citrate Trihydrate

Sodium Saccharin

Titanium Dioxide

FEATURES• Fights cavities • Complete protection for strong enamel and healthy Gums.• Contain Flouride Clinically Proven Anti Cavity Agent

HUL holds 22% global market share with its flagship toothpaste line.

PEPSODENT

Sorbitol

Water

Hydrated Silica

Sodium Lauryl Sulphate

PEG-32

Cellulose Gum

Sodium Saccharin

CL-16255,CL-17200

Youth Oral Care Brand

“VITAMIN FLORIDE SYSTEM”

CLOSE UP

PRODUCT LINE OF HUL TOOTHPASTE

HUL BRAND TARGETING TWO DIFFERENT SECTIONS OF CUSTOMERS

PEPSODENT AS A FAMILY PRODUCT

AND

CLOSE UP AS A YOUTH PRODUCT

PRICE

VARIETY QUANTITY PRICE

GERM-CHECK

50 10

GERM-CHECK

100 27

CENTRE FRESH

150 62

GERM CARE 150 67

GERM CARE 300 110

BUSINESS “% MARGIN”

RETAILER 8% - 10%

WHOLESELLER 15 %

SUPERMART 13 %

STOCKIST 17-20 %LIST PRICE

Allowance Of 1.5 To

2 % On Cash And

Bulk Buying

VARIETY QUANTITY PRICE

ACTIVE GEL 150 62

ACTIVE GEL 300 100

MENTHOL 150 64

LEMON 150 65

FIRE 150 67

PEPERMINT 150 64

LIST PRICE

PLACE

HUL also runs Hindustan Unilever Network

(HULN), a direct selling business arm in

collaboration with Lever Home

Product Is Distributed Through The Supply Chain

Of Company’s Distributer To Wholesalers To Retailer

To Final Consumer

PROM

OTION

Pepsodent Dental Insurance, a first of its kind initiative in the oral care category in India

HLL Oral Care under its Pepsodent brand conducts various oral care and hygiene programs across the country including dental check-up programs in community.

Pepsodent Night Brushing Campaign

Pepsodent School Program & Free Dental Check Up

Pepsodent Packs Include Germ-Indicator(Allow Customers To See The Efficacy Of It)

“Sweet And Sticky”

Strategy Of five guiding principles : Remove, Reduce, Reuse, Renew and Recycle. Sustainable Packaging Steering Team implements this approach across Unilever.

PROD

UCT

Brand who is leading the herbal toothpaste marketAt 13.5 per cent market share, Dabur’s toothpaste business grew by nearly 20 per cent in 2009-10.

A key driver of growth in this category was the Ayurveda based Dabur Red toothpaste, which grew by 17.5 per cent.

Fam

ily P

ack,

380

gm, 1

90gm

, 90g

m,

50gm

and

30g

m

Ingredients

Sunthi (Zingiber officinale) rhizome - anti-bacterial & anti-inflammatory

Maricha (Piper nigrum) fruits - breath freshener, anti-bacterial

Pippali (Piper longum) inflorescence - breath freshener, anti-bacterial

Karpoora (Cinnamomum camphora) - antiseptic,local analgesic

Tomar seeds (Zanthoxylum alatum) fruits - antiseptic, fights bad odor

Lavanga (Syzygium aromaticum) floral buds - analgesic, prevents tooth decay

Pudina (Mentha piperita) oil - anti-fungal, anti-bacterial

PRICE

BUSINESS “% MARGIN”

RETAILER 10%

WHOLESELLER 16 %

SUPERMART 14-14.5 %

STOCKIST 18-20 %

VARIETY QUANTITY PRICE

RED 50 16

RED 100 35

RED 300 98

LIST PRICE

No Credit Period For Retailers.Supermart Chain Undergoes ARS And Payment Through Commercial Team(15-20 Days)

Supermart Have T.O.T For Damaged Products

PLACEBasically it follows simple supply chain from production unit to distributors & then from distributors to retailers.

In any place like malls company is having certain marketing strategy. That which product should be placed where so that they can attract customers attention.

SUPPLY CHAIN

PROMOTIONMany advertisements are made by Dabur.

Basically telling people importance of Ayurveda and herbal products.

Launched Dabur Red Toothpaste By Sponsoring “Star Parivaar Awards” 2003,2004

COLGATE HAI NA THANK YOU