Toothpaste Industry

y Overview Indian oral care industry (including toothpaste and toothpowder) is about Rs. 35 billion. Colgate and HUL contribute around three fourth of the total market. Other major players include Dabur and Anchor group together contributing around 25% of total market.

Oral Care Industry Market Share Colgate- 25% HUL-46% Dabur-12% Anchor -4% Others-13% Major players Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate Colgate Dental Cream Total Max fresh Gel -Citrus Max fresh Gel -Peppermint Max fresh Gel -Red Kid toothpaste - Bubble fruit Pink Palmolive Fresh Energy Gel Red Fresh Energy Gel -Blue

Colgate Colgate Colgate Colgate Pepsodent Pepsodent Pepsodent Pepsodent Close-up Close-up Close-up Vicco Others

Herbal Cibaca Family protection Advanced Whitening Active Salt G 2 in 1 Regular Whitening Red gel Vitamin fluoride system Lemon Mint Toothpaste Calcium Milk Toothpaste Vajradanti

Segmentation and Positioning of the Products

Colgate Dental Cream Segmentation/Target: When marketing the Dental Cream, Colgate has the whole toothpaste market as its target. Being one of the oldest varieties of Colgate toothpaste, the Colgate Dental Cream has been marketed as a synonym for toothpaste. Its segmentation has been done on the basis of demographics. Positioning Attribute based positioning Colgate Dental Cream positions itself as toothpaste that has the necessary calcium and minerals to provide decay protection, strong teeth, germ protection and fresher breath. Lately, with competition from indigenous vegetarian toothpastes, Colgate Dental Cream has also positioned itself as an always 100% vegetarian toothpaste. Emotion based positioning. The tagline of is advertisements, Trusted by generations to make teeth stronger, clearly aims to position the Dental Cream as a toothpaste that has been used over generations and hence creating a kind of emotional attachment with the toothpast

Colgate Total
Segmentation/Target: Colgate total claims to provide a 12-hour protection from germs. It also provides a range of technical reasons for its superiority as compared to other toothpastes. Hence, this variety of Colgate toothpaste is targeted at the educated urban people who brush their teeth twice. Positioning Attribute based positioning Colgate Total has been projected as the most advanced toothpaste that provides 12 hour germ protection even after eating and drinking by building a protective shield around the teeth. It also tries to position itself higher in terms of reliability of its claims by telling the consumers that its formula is a patented one and the toothpaste is the most recommended one by the dentists. Benefits based positioning.

Colgate Max Fresh

Segmentation/Target: Colgate Max Fresh, with its multiple flavours, seems to target the youth. It also associates brands like iPod and sports like Kayaking with it through the means of gifts/prizes which further enforces the belief that Colgate Max Fresh is for the youth. Positioning Attribute based positioning. Colgate Max Fresh positions itself on the basis of freshness. The tagline A new dimension of freshness brings home this very point. Benefits based positioning.

Colgate Kids Toothpaste

Segmentation/Target: This variety of toothpaste is clearly, as even the name suggests, targeted at kids. The advertisements and packing of the toothpaste further suggests that it is meant specifically for the smaller kids.

Positioning Attribute based positioning Colgate Kids Toothpaste positions itself on the basis of taste. Users based positioning The Kids Toothpaste tries to position itself based on users i.e. kids which is apparent in its tagline Makes fighting cavities fun. It also provides the names of familiar cartoon characters like Tweety and Bugs Bunny to the various flavours that it markets and hence associating the tastes with the feelings of kids towards these cartoon characters.

Colgate Fresh Energy Gel

Segmentation/Target: Colgate Fresh Energy Gel is clearly aimed at the youth. Its sleek toothpaste cover and the picture of a young couple on it unambiguously emphasize this point. Positioning Colgate Fresh Energy Gel, as the name itself suggests, basis its marketing strategy on

the toothpaste providing freshness. It positions itself as a gel (note that here it tries to differentiate itself from a toothpaste) for fresh breath and strong/white teeth. Features based positioning. The positioning of Colgate Fresh Energy Gel is implicit by the way of the photo of the couple on the toothpaste pack and in the advertisements. It obviously wants to strike a chord with the young, and also the budding, couples of the country.

Colgate Herbal
Segmentation/Target: Colgate Herbal targets the traditional and the naturalist marke twhich is pretty apparent from the name as well as the tagline Strong teeth, healthy gums, naturally and the use of squirrel as the central character in its advertisements. Positioning Colgate Herbal positions itself based on basically only one attribute, i.e. being herbal. Features based positioning.

Colgate Cibaca Family Protection

Segmentation/Target: As the name itself suggests, this variety of Colgate tooth paste targets families. Its segmentation is based on Family Life Cycle (FLC). Positioning The toothpaste positions itself in a very standard way by claiming to provide strong teeth and fresh breath. Users based positioning. The users based positioning of the Cibaca Family Protection is strong as it targets families. Even when harping about its attributes, the advertisement brings in the notion of the family (Strong teeth, fresh breath for your family) and hence a strong sense of emotional positioning is apparent.

Colgate Advanced Whitening

Segmentation/Target:

Colgate Advanced Whitening specifically targets people with plague problems as the toothpaste claims to provide whiter teeth within 14 days.

Positioning Unique positioning as it is very focused on specific attributes like restoring natural whiteness, preventing stains from adhering and fighting plague. Though other toothpastes claim to provide stronger teeth none so directly claims to provide whiter teeth. Benefits based Positioning.

Colgate Active Salt

Segmentation/Target: This variety of toothpaste targets customers with orthodox thinking who believe that salt is good for teeth. Therefore segmentation is based on psychographic dimension. Positioning: The attribute that forms the basis of this variety of salt is that it has active salt. The toothpaste hence also positions itself alongside the other toothpastes that claim to fight gums and result in healthy gums and teeth. Features based positioning. Colgate Active Salt aims to strike a chord with traditional people who think that salt is good for teeth

Pepsodent

Pepsodent G
Segmentation/Target Pepsodent G targets all the people who desire healthy and strong teeth and also those who already suffer from gum diseases, plaque, tarter etc. Positioning Healthy teeth require healthy and strong foundation- healthy gums. Pepsodent G Gum care is the perfect daily use expert gum care toothpastes, clinically proven to give healthier gums and reduce gum bleeding significantly. 1. Reduces recurrent gum bleeding by at least 90%

2. Reduces plaque by 50% even 12 hours after brushing 3. Reduces tartar formation up to 71% 4. Reduces malodours for hours after brushing 5. Contains Fluoride, clinically proven anti-cavity agent 6. Contains 2 powerful anti-bacterial ingredients for effective plaque control These are the benefits of this toothpaste, so we can say that its positioning is based on benefits.

Pepsodent 2 in 1
Segmentation/Target: Pepsodent 2 in 1 targets basically the youth who along with the germ fighting also want fresh breath. Positioning: A unique combination of paste and gel in one toothpaste. Long lasting protection: Its advanced germy-check formula fights germs even hours after brushing to give superior protection. Long Lasting freshness: Its germy-check gel gives lasting freshness. Features and benefits based positioning. Gel for fresh and original flavour combined with germy check paste makes brushing fun rather than a chore and teeth stronger.

Pepsodent Whitening
Segmentation/Target: Pepsodent Whitening targets consumers who are more concerned about the whiteness of their teeth

Positioning It says whitening so its positioning is based on benefits. If the consumer will use pepsodent whitening then their teeth will become white.

Pepsodent Regular
Segmentation/Target: Pepsodent regular targets families. Positioning Long lasting germ protection for your family. Benefits based positioning. The fact that one toothpaste is complete in itself to serve the purpose of entire family.

Close-up Close-up Red gel Vitamin fluoride system

Segmentation/Target: It is clearly aimed at the youth. Its sleek toothpaste cover and the picture of a young people on it unambiguously emphasize this point. Positioning It has positioned itself being toothpaste with vitamins fluoride system which helped inwhite teeth, strong teeth and fresh breath for a longer period of time. Product class based positioning: It was the first gel based toothpaste launched in India so they started a new revolution of gel based toothpaste. They wanted that the customer insight should be that people are conscious about their breath and want to get close with each other with confidence. Based on this insight the brand was positioned on the Fresh Breath platform with an image of being cool.

Close-up Lemon Mint Toothpaste

Segmentation/Target: The segmentation is same as first product but just to create a different appeal among the brand it has created a different product with different colour and other ingredients.

Positioning Close-up Lemon Mint, gel toothpaste with the whitening benefits of lemon. It has flavour of lemon mint which help in giving freshness for a longer period of time as mint is a sign of freshness. Along with that this toothpaste helps in better and stronger teeth. So its positioning is based on features and benefits. Although we can say that Product Class based positioning is also there because its said that it is a different product for cleaning the teeth.

Close-up Milk Calcium

Segmentation/Target: The segmentation is same as first product but just to create a different appeal among the brand it has created a different product with different colour and other ingredients. Positioning Close up Milk Calcium Nutrient with a new "centre-filled" gel. It is revolutionary new toothpaste with the goodness of milk calcium in an industry-first core-in-sheath format, with white milk calcium nutrient on the inside and a refreshing blue gel on the outside. Features based positioning :It a positioning done for specific customers for more freshness and customers desiring nutritious teeth.

Vicco Vicco Vajradanti

Vicco Vajradanti offers this unique formula in a dental care paste that has natural astringent, antiseptic, and analgesic properties. These ingredients also stimulate and reinforce gums, while resisting plaque formation. It gives strong gums, which makes your bite mighty, which no cosmetic toothpaste can ever give. Due to proven medicinal properties of its active ingredients, the Government has permitted manufacturing of Vicco products under Ayurvedic Drug Licence. The recipe for Vicco Herbal Toothpaste comes from the Indian system of holistic medicine (Ayurveda) which aims to restore and maintain health through natural means.

Segmentation/Target: The target is the family people and the people who are health conscious and inclined towards ayurveda and herbal care. Positioning It is positioned as an ayurvedic product which cleans, protects and strengthens teeth. It has got 20 pure herbal extracts long established by Ayurvedic herbal tradition to be good for teeth, mouth and gums. Usage and benefits based positioning: The positioning is done in such a way it gives you strong gums, which makes your every bite mighty, which no cosmetic toothpaste can ever give. It is focusing more on ayurvedic which helps in better teeth.