Pakistan Oral care market

Toothpaste is one of the most dynamic segments of the oral care market. The frequency of
product launches in existing segments of the market and genesis of new product segments
contributes to continuous evolution of the toothpaste market. Increase in sales of oral hygiene
products in major markets worldwide has largely resulted from growing awareness of hygiene
and product innovation. Due to the increased use of Pan, Gutka, Sauf, Supari, Niswar and other
tobacco items by an overwhelming majority of people in Pakistan, this region is regarded as
being among those with highest number of mouth cancer cases in the world said an eminent
dental surgeon at a conference on Oral Diseases Awareness the Remedy that was held during the
last year. With the advent of Shisha (Hubbly Bubbly) this ratio has soared as most of the
teenagers are smoking it on a daily basis at various up market joints since no age limit is defined
for it. In the lower strata of the society the dental treatment is taken only when the pain becomes
unbearable or else they would consult a quack only because that is what they can afford. In spite
of this according to the 2006 statistics of Pakistan Dental Association, for every thirty four
thousand people there is one dentist. Hardly 3% of the people living in urban Pakistan visit their
dentists regularly. Owing to lack of awareness among masses oral diseases have assumed an
alarming dimension in the country. The oral healthcare in Pakistan is still growing rapidly with
awareness amongst masses improving by the day and more and more people are becoming
conscious of their dental needs. This was driven by growing consumer awareness about oral
hygiene. According to a new Euromonitor report, In Pakistan consumer disposable income is
growing, the most frequent purchases are still essentials, such as bar soap and toothpaste.
Western trends also stimulated demand for a bigger product variety with different functions.
According to the Gallup household Consumer Panel data About 36 per cent of the Pakistani
population clean their teeth daily, irrespective of the method employed. Eight per cent of the 120
million populations never clean their teeth, while 54 per cent clean their teeth either on alternate
days, weekly or monthly. According to the Gallup household Consumer Panel data the monthly
penetration of toothpaste is around 60% in Urban Pakistan while that of tooth powder is around
15% whereas a small percentage of population also uses powder (manjan), linseed (sauf), elaichi,
and miswak. These figures show that there is still a lot to cover by the oral care companies.
According to a new Euromonitor report, the cosmetics and personal care markets had average
annual growth rates of 14 per cent in Pakistan. Oral care market has following sector:
Toothpaste, Toothbrushes, and Mouthwash. Pakistan is the 9th largest market with an estimate
180 million consumers. Tooth brush market size is about 70 to 75 million and has increased
about 20 percent in 2000 and 40 percent for next five years. Brand quality is very low for tooth
brush but very high for toothpaste brands. In 2002-2007 market for Oral hygiene in Pakistan
increased and growing at an average annual rate of 3.4%. But now Oral hygiene had 8% value
growth in 2008 to reach value sales of PKR9.6 billion. Toothpaste use is increasing with dynamic
rate. The toothpaste market is around 7 billion rupees while the tooth brush and mouth wash
markets are 300 million and 85 million rupees respectively. Overall the market has registered a
steady increase and more and more companies are emerging new advancements have led to the
launch of a variety of high-priced, value-added multifunctional products in several oral care
categories such as toothpastes and toothbrushes. Whitening toothpastes and products offering
multiple functions are driving growth in the dentifrices segment. The tooth paste industry is one
typical model of an oligopoly meaning that it is dominated by a small number of major firms
such as Colgate-Palmolive, Procter and Gamble and GlaxoSmithKline(Aqua fresh) (Industry
structures 17. 2008. Report). The leading company in the market is Colgate-Palmolive Company.
The competition among the different companies have always been ferocious with companies
launching new products with new features regularly be it whitening toothpaste, mouth fresheners
toothpaste or economic toothpaste. Currently major toothpastes players, averting tooth decay is
not sufficient, which usually guarantee benefits such as fresher breath, healthier gums and whiter
teeth. Technological advancements in recent years have altered the toothpaste segment to one
that offers additional benefits besides just fighting cavities to customers. This made
manufacturers to roll out products with a lot of additional features that were not available.

Product Description

Specially formulated to remove: Coffee, Tea, Wine Tobacco, & Other Tough Stains!

Xtra Whitening for Whiter, Brighter Teeth, Fast! Plus White's state-of-the-art double action
stain removers work like no ordinary toothpaste to remove coffee, tea, tobacco, wine and other
food and surface stains. The result? Your teeth will look shades whiter and brighter.
Guaranteed.
 Double Action Stain Removers Polish Away Tough Stains

*Helps Remove Plaque to Control Tartar

Leaves your Whole Mouth feeling fresh and clean.

*Plus White toothpaste also helps remove plaque to control tartar. In addition, the fluoride
works to protect your teeth against cavities, while the long-lasting minty taste leaves your mouth
feeling refreshed every- time you brush.

Contains no animal fat.

Money Back Guarantee:

Plus White Xtra Whitening Toothpaste is guaranteed to help your teeth look whiter and
brighter. In the event you are not satisfied with your results, please return the unused portion,
with your original purchase receipt and the upc code from this package. Within 6 to 8 weeks for
your full purchase price will be refunded

Ingredients
Active Ingredients:

1. Sodium
2. Monofluorophosphate-0.884 %

Inactive Ingredients:

Sorbitol, Hydrated Silica, Glycerin, Water (Aqua), PEG-32, Sodium Lauryl Sulfate,
Flavor, Ma Copolymer, PVM, Cellulose Gum, Trisodium Phosphate, Sodium Phosphate,
Sodium Saccharin, Blue 1 (CI 42090), Yellow 10 (CI 47005)

Direction

Adults and children 2 years and older:

o Brush teeth thoroughly after each meal, or at least twice a day, or as directed by a
dentist or physician

o To minimize swallowing for children under 6, use a pea-sized amount and

supervise brushing until good habits are established
 Children under 2 years ask a dentist or physician

Distribution Channel:
1. Company
2. Distributors
3. Whole Sellers
4. Retailers

Target Market Description:

Market segmentation:

Whiting toothpaste is for people above 18 age lining in urban areas who smoke
and want to get ride of stains on teeth with clear white teeth.

Geographic

Peple living in urban areas

Demographic

Male and female above of 18

Behavioral

People who regularly smoke

Psychographic

Who want to get ride of stains on teeth due to smoking with clear white teeth.

Marketing objectives

Plus white want to increase sales by 10% by creating value and capturing customers
through satisfying customer need

The main objective of marketing is to increase sales.

 Marketing mix
Product:

Combines natural stain remover with extra strong mint breath freshener.
Removes stubborn stains from your tooth enamel without harming dentine.
A natural and refreshing way to clean your teeth.
Suitable for smokers and non-smokers.
No added fluoride. There is conflicting evidence on the benefits of fluoride. Excess fluoride
may cause chalky white patches on the teeth giving a mottled appearance. Red Seal provides you
with a range of non-fluoridated toothpastes to meet your specific needs.
Strong peppermint flavor to freshen breath.
Helps remove stains.
Contains natural herb extracts and oils.
Fights plaque and decay.
Helps protect gums.
Natural antibacterial action.
Paraben free.
Colour free.
No tricoslan, peroxide, potassium nitrates, or strontium chloride.

Price:

As the toothpaste is a fast moving product which can be bought by all people and the price of the
product is set according to the compactor that give us an edge upon them. As we are looking to
increase lase so different type of promotions like coupon, buy 3 in price of 2, this type of
promotion would give the company an opportunity to increase sales.

Distribuation:

As the company is making product smoking toothpaste, so the company has different
distributors in different areas of Pakistan, just to make that the product reaches to all across
Pakistan mainly focusing on the Islamabad, Karachi, Lahore and when the company send the
toothpaste to the distributer then this mean that there is a primery sales between them. When
the distibuter sells the product to the whole seller this means that there is secondary sales
between them. We will be fousing on the medial stores and then retail shops will be rovided
with types of pull and push strategies. Pull stratiges is that in which we are attracting
customers toward the product like giving them discounts like giving them a free brush with
toothpaste ,this would help us in creating positive image of the product in the mind oof the
customer and push strategy is that in which we will be displaying the pproduct on the
console which can be viewed by the customers and aking sure that the product is in a
presentable way on the console, and giving the whole sllers different discounts to them and
making sure that when ever a customer ask for a toothpaste they would present the product
in front of them.

Company

1. Distributors
2. Whole Sellers
3. Retailers

Communications Mix
Advertising is often the most prominent element of the communication mix. Communication mix we would
be interacting with our customer through ATL And BTL activities like ATL activites is one way
communication. Through television radio magiznes newspaper, in t.v we would showing different adds at
different channels like GEO ARY DUNIYA at different times. The communction done through BTL
activities would be on social media making a smiling selfie contest in which people asked to shre there
selfies.and th person with clear white teeth and a whiting plus toothpaste inn there hand wuld be giving. A
reward would given as 3 day tour to dubai.

In fact, marketing and advertising are often misconstrued as the same thing. Advertising includes all
messages a business pays to deliver through a medium to reach a targeted audience. Since it involves
the majority of paid messages, companies often allocate significant amounts of the marketing budget to
the advertising function. While it can be costly, the advertiser has ultimate control over the message
delivered, since it pays the television or radio station, print publication or website for placement.