Oral Care
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THE ORAL CARE CASE
The dictionary meaning of ORAL is pertaining to teeth, and Oral care means taking care of teeth, bad breath, gums etc. Now Oral Care is a huge market in India and contributes 16% share of overall personal care market. Oral Care market consists of different variants which are:
TOOTH PASTE (`)
TOOTH POWDER
MOUTHWASH
MOUTH FRESHNER (negligible market as compared to other 3)
The overall toothpaste market is currently growing at 8 %, hence there is a huge untapped market as
Indias per capita consumption of toothpaste is one of the lowest in the world: just 115 ml in 2009 hence the opportunities are huge.
The four products along with the brands in the market are
Toothpaste Market
BRAND NAME
SUB-CATEGORY
PRODUCTS
HINDUSTAN UNILEVER LIMITED
WHITE PASTE, GEL
PEPSODENT, CLOSEUP
COLGATE PALMOLIVE
WHITE PASTE, GEL, HERBAL
CIBACA, COLGATE
DABUR
HERBAL, WHITE PASTE
MESWAK, BABOOL, PROMISE, DABUR RED
HENKEL
HERBAL
HIMALAYA
HERBAL
HIMALAYA DENTAL CREAM
GLAXOSMITHKLINE
WHITE PASTE
SENSODYNE
PEARLS DROP
WHITE PASTE
SMOKERS
VICCO
HERBAL
VICCO VAJRADANTI
Tooth Powder Market
Colgate Colgate Super Rakshak
Dabur Red
Vicco Vajradanti
Mouth Wash
Colgate Plax
Johnson & Johnson (Listerine)
(ELDOR Healthcare) AM/PM +
Spray mint
Midas care Pharmaceuticals
The market share as per volume and value for oral care industry are as
The oral care section survey was conducted at Star Bazaar (Andheri) supermarket
In the toothpaste category of oral care products, the following products were available for sale .
Below are products, different weights available and their USP.
HINDUSTAN UNILEVER LIMITED (HUL)
S. NO.
PRODUCT NAME
WEIGHTS AVL (GRAMS)
USP / TAGLINE
Pepsodent- Germicheck
150, 200
Fights germs
Pepsodent-2 IN 1
80, 150
Paste + Gel / Protects teeth and fresh long lasting breath
Pepsodent-WHITENING
40, 150
Fights germs, white teeth in 2 weeks
PEPSODENT G, GUM CARE
80, 150
Fights germs that cause bad breath
PEPSODENT KIDS
Flavored pastes strawberry, fruits/ strengthens teeth enamel, gentle on teeth gums
Close-Up -Activegel (red hot,lemon mint,menthol chill,peppermint Splash)
40, 150
Fights germs that cause bad breath
COLGATE-PALMOLIVE
Sr no
Product
Weight
Colgate-total
40,80,200
Combines the proven 12-hour germ-fighting formula of Colgate Total® with an advanced cleaning silica system to help maintain a dentist-clean feeling.
Max-fresh
40,80,200
Wipe out bad breath with our freshest line of minty, cool toothpastes.
Sensitive
40,80,200
Provides clinically proven, everyday protection from painful sensitivity
40,80,200
Available in five convenient liquid gel varieties so you can enjoy a brighter, fresher smile.
Sparkling White
40,80,200
Clinically proven, stain protection formula for sparkling, healthy white teeth with three unique flavors.
Cavity Protection
40,80,200
Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh feeling.
Dabur :
Sr no
Product
Weight
Dabur Red Toothpaste
200gm, 100gm, 50gm and 20gm
Power of Ayurveda to keep all your dental problems away
Babool Toothpaste
Family Pack, 380gm, 190gm, 90gm, 50gm and 30gm.
A natural toothpaste packed with medicinal benefits of Babul tree
Meswak
Family Pack, 200gm, 100gm and 50gm
Herbal toothpaste with pure extract of Miswak plant
Babool Mint Fresh Gel
35gm + Brush, 70 gm and 145gm
Start the day with a pleasant, fresh feeling
PRODUCT PACKAGING
Product packaging is important as it helps in luring customers to buy the products. Different brands used creative ways with respect to look and feel factor of packaging. Kids toothpastes are available in different shape and sizes to attract children. Also, brands like HUL has its Closeup toothpaste in vibrant colored packs to target people who are young at heart, thus highlighting Freshness which is their USP. Whereas pepsodent toothpaste comes in subtle colored packages.
CUSTOMER BEHAVIOUR
At STAR BAZAAR in Andheri 20 customers and their buying behaviors were observed and the following are some outcomes
All 7 consumers which were teenagers preferred to buy toothpaste which ensured fresh breath for a longer period of time hence they bought either CLOSEUP Gel or Colgate Maxfresh.
A young married couple from Lokhandwala area in Andheri wanted to go for overall protection hence bought Colgate TOTAL.
A person who belonged to Bhopal and living in Andheri bought Miswak as he said that he wanted to use