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Top Five Toothpaste Brands in Mumbai

UNIVERSITY OF MUMBAI MPES COLLEGE OF COMMERCE & MANAGEMENT. JERBAI WADIA ROAD, BHOIWADA PAREL, MUMBAI400012 PROJECT ON 5 TOP TOOTH PASTE SUBMITTED BY MAYURI BALAWANT RANE TYBMS IN PARTIAL FULFILMENT OF THE COURSE BACHELOR OF MANAGEMENT STUDIES (B.M.S) 2011-2012 PROJECT GUIDE MISS. NITA DALAL

Top Five Toothpaste Brands in Mumbai

ACKNOWLEDGEMENT
IT IS MY GREAT PRIVILEGE TO THANKS M.P.E.S COLLEGE OF MANAGEMENT & COMMERCE PARTICULARY PRESIDENT AND CEO OF M.P.E.S. DR SATISH KELSHIKAR, FOR GIVING ME THE OPPORTUNITY TO COMPLETE THIS PROJECT WORK. I ALSO SINCERELY THANK MY PROJECT GUIDE, PROF.PRADIP MANJREKAR FOR HAVING GUIDED ME THROUGH THIS RESEARCH WORK WITHOUT WHOSE HELP IT WOULD HAVE BEEN IMPOSSIBLE TO COMPLETE THIS WORK. I M ALSO THANKING MY PARAENTS, FAMILY MEMBERS AND FRIENDS FOR THEIR ENCOURAGEMENT AND HELP. MY HUMBLE THANKS TO MY MERITORIUS GOD FOR GIVING ME ENCOURAGEMENT AND POWER TO COMPLETE THIS RESEARCH WORK.

PLACE-MUMBAI Date: -

--------------------Signature

Top Five Toothpaste Brands in Mumbai

DECLARATION
I MISS. MAYURI BALAWANT RANE OF T.Y.B.M.S STUDENT OF M.P.E.S COLLEGE OF COMMERECES AND MANAGEMENT HERE BY DECLARE THAT I HAVE COMPLETED THIS WORK ON STUDY ON 5 TOP TOOTH PASTE IN THE ACADEMIC YEAR 2011-2012. THE INFORMATION SUBMITTED IS TURE AND ORIGINAL TO MY BEST KNOWLEDGE

PLACE-MUMBAI

-------------------Signature of Student

Date: - /

Top Five Toothpaste Brands in Mumbai

CERTIFICATE

THIS IS TO CERTIFY THAT THE WORK ON STUDY (5 TOP TOOTH PASTE) IS BONAFIDE RESEARCH WORK CARRIED OUT BY MISS MAYURI BALAWANT RANE OF T.Y.B.M.S STUDENT IN THIS INSTITUTION UNDER THE SUPERVISION/GUIDANCE OF THE CONCERNED FACULTY IN ACADEMIC YEAR 2011-2012

PLACE-MUMBAI DATE: / /

-------------------DR. SATISH KELSHIKAR PRESIDENT and CEO M.P.E.S. MUMBAI

--------------------MISS.NITA DALAL PROJECT GUIDE

Top Five Toothpaste Brands in Mumbai

TABLE OF CONTENTS Chapter.1 Introduction of Toothpaste Industry


1.1 Brief History of Toothpaste 1.2 Industry Overview 1.3 Scope of the Study 1.4 Objective of Study 1.5 Research Methodology
1.6 Research work

Chapter.2 Consumer Behaviors


2.1 Meaning of Consumer Behavior 2.2 Introduction Indian consumer behavior 2.3 Characteristics of the Indian Consumer Behavior 2.4 Different segments of Indian consumers 2.5 Increasing Awareness of Indian Consumers 2.6 Marketing Strategies 2.7 Changing Trends in Indian Consumer Behaviors 2.8 Consumer Behavior towards different toothpaste

Top Five Toothpaste Brands in Mumbai

Chapter.3 Top Five Toothpaste Brands


3.1 Colgate Dental Cream 3.2 Close-Up Active Gel 3.3 Pepsodent Complete 10 3.4 Colgate Cibaca Top 3.5 Colgate Fresh Energy Gel 3.6 Other brands 3.7 Brand wise Market Share 3.8 Survey Report & Data Analysis

Chapter.4 ANALYSIS OF TOOTHPASTE BRANDS

4.1 Colgate Palmolive (INDIA) Ltd. {CPIL} 4.2 CLOSE UP 4.3 Pepsodent 4.4 Cibaca

Chapter.5 Case Study Based on Cibaca


Conclusion Recommendations Bibliography Annexure

Top Five Toothpaste Brands in Mumbai

Chapter.1 Introduction of Toothpaste Industry

Top Five Toothpaste Brands in Mumbai

1.1 Brief History of Toothpaste Toothpaste use was first reported in Africa (Egypt) at about the 4th AD. The primitive toothpaste was we know was made up of salt, pepper, mint leaves and iris flower. Urine based toothpaste was widely used in Europe during the Roman times. In early America, toothpaste consisted of burnt bread. Up till today in many parts of Africa, specific types of herbs are still been chewed which helps to keep the mouth and teeth pristine clean. 1.2 Industry Overview India is still a nascent country in dental hygiene, with the majority of the population still not having access to modern dental care but relying on substances like coal ash and neem sticks. In India, per capita toothpaste consumption stood at 74g in 2005, which is amongst the lowest in the world, compared to 350g and 300g in Malaysia and Vietnam respectively. Toothpaste enjoys a country wide penetration level of 50%. The penetration levels of dentifrice in the country have been on an upward trend over the last few years driven by strong improvements in toothpaste penetration.

Top Five Toothpaste Brands in Mumbai

(Table 1.2): Toothpaste Penetration All Urban Rural India Penetration% 50% 75% 39% With the huge consumer base waiting to be tapped and the expected rise in purchasing power as the economy picks up, oral hygiene in India may receive a fresh lease of life. A) The Toothpaste market Oral hygiene continues to be under aggressive competition, with sales increasing by a modest 3% in current value terms in 2006 to Rs. 2,400 crs. Toothpaste accounted for a whopping 83% of value sales. (Table A-1): Toothpaste market in value (in Rs. crs.) Period Apr-Mar04 Apr-Mar05 Apr-Mar06 Urban + Rural 1897 1950 2009 Urban 1340 1386 1414 Rural 556 565 594

(Table A-2): Toothpaste market in volume (in tones) Market volume trends Apr-Mar04 Apr-Mar05 Apr-Mar06 Urban + Rural 77320 84501 86562 Urban 53791 59172 59922 Rural 23529 25329 26640

(TableA-3): Value - Zone Wise (in Rs. crs.) North zone East zone West zone South zone

Top Five Toothpaste Brands in Mumbai

Apr-Mar06 486 %wise 24

335 17

543 27

645 32

(Table A-4): Value - Town Wise (in Rs.crs.) Total market value Town class Metro Class Apr-Mar06 %wise 561 40 1 386 27 Others 467 33

B) Long term growth drivers Improving penetration Through better distribution and conversion from other modes of oral care Increased usage Improved per capita consumption through increased usage frequency Population growth An annual 1.5% increase in population will help broaden the user base for oral care.

C) Segments in the Industry i) Price-based segmentation of the toothpaste category


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On the basis of price, the toothpaste market can be broken down into two distinct categories:

ii) Low Price Point Segment The Lower Price Point segment accounts for around 25% of total category volumes. This segment offers good value for money and has seen its volume market share increase from 10.7% during 2000 to current levels. The entire category is characterized by intense competition in both the price segments. iii) Threats from smaller brands in the low priced segment Small and regional brands from the low priced segment are expected to perform well because they are often close to the market, respond faster to changes and are willing to learn from mistakes. Industry analysts believe that the new threat will come from smaller players who have embraced a different kind of business model with a different value proposition. These include regional brands and private labels.

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Regional brands typically take on well-known, established brands by pursuing a flanking strategy which can be of two types geographical or need-based. In a geographical attack, the challengers identify regions where the opponent is underperforming. The other flanking strategy is to serve unfulfilled market needs. The smaller brands have also started delivering on the quality front. D) Key Players The toothpaste segment is largely a two player industry, Colgate Palmolive & HLL accounting for 80% of the entire market (Table D-1): Company Share (Value) Period Colgate Palmolive HLL Dabur Apr-Mar06 47.3% 30% 7.2% (Table D-2): Company Share (Volume) Period Colgate Palmolive HLL Dabur Apr-Mar06 48.8% 27% 9.1%

I) Colgate the dominance continues Colgate has been present in the domestic oral care market for the last 70 years and its oral care brands enjoy strong brand equity in the market.

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The company has traditionally been the leader in the domestic oral care market. Currently, it occupies a dominant position in the toothpaste segment with a 48% market share in the domestic market. Its relative market share is 1.5 times the second largest player. Cibaca was acquired by Colgate in 1994 from Ciba Geigy. The company today has two main brands in the toothpaste segment Colgate and Colgate Cibaca. Faced with tough competition from HLL during early 2000, Colgate made a slew of successful new launches to protect its market share namely Colgate Herbal, Colgate Gel & revitalized Colgate Cibaca Top (in the low price segment). The company has continuously relied on innovations to stay ahead of the competition. It launched 3 new innovative variants during the course of FY06. 1. Colgate Active Salt This capitalizes on the traditional use of salt for oral care. 2. Colgate Advanced Whitening Which contains that microcrystals polish ones teeth, Restores and maintains their whiteness. 3. Colgate MaxFresh Gel innovative gel-based toothpaste with cooling crystals.

4.1.1: Current Brand portfolio: Toothpaste 1. Colgate Dental Cream 2. Colgate Total
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3. Colgate Herbal 4. Colgate Kids Toothpaste 5. Colgate Advanced Whitening 6. Colgate Active Salt 7. Colgate Fresh Energy Gel 8. Colgate Max Fresh 9. Colgate Cibaca The company has backed its products with a very strong distribution network. The companys distribution network covers 940 direct accounts and 3.8 million retail outlets. Colgate is the 2nd most widely distributed product in the country. The company is tying up with initiatives like distribution network. ii) Tremendous brand equity Over the years, Colgate has been able to develop strong brand equity. It has been voted the The Most Trusted Brand in the country for 3 consecutive years in the AC Nielsen Brand Equity Survey. E-chopal and Disha to further strengthen its

iii) HLL the challenger In the late 1980s, Hindustan Lever used the novelty element in gel toothpaste to make steady inroads into Colgate's dominance in the oral care market. Its gel toothpaste, Close-Up helped HLL become the second largest paste brand; posing a stiff challenge to Colgate.

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However as the novelty of gel toothpastes wore off, HLL renewed focus on its other brand Pepsodent to help it protect its turf. Its attempt at offering a low priced brand Aim was not completed and the brand was subsequently pulled back after launching it in early 2000 Both Close Up and Pepsodent have a combined market share of 30% The current brands offer distinct propositions; Close Up addresses the youth with new benefits and value-driven propositions, whereas Pepsodent is firmly entrenched on the family health platform with variants catering to oral health

Current Brand portfolio: HLL

iv) Dabur Growth through acquisition Dabur has managed to grab a 7.2% market share with the acquisition of Balsaras oral care v) Brands: Babool, Promise and Meswak in addition to its own brand Dabur Red (Targeted to Capture Consumers Shifting from Toothpowder to Toothpaste).

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1.3 Scope of the Study: Research is conducted to highlight the behavior of consumers in respect to toothpaste Study has also been made about the buying pattern of the consumers and how important. It also provided information about the leading brand in the market along with their market share.

Research is conducted to study Top Five Toothpaste Brand in Mumbai.

1.4 Objective of Study: To study the buying pattern of consumers towards toothpaste

To identify the various types of attributes of the tooth which influences consumers?

To understand which kind of advertisements are effective for attracting consumers.

To study different promotional activities which are most accepted by the respondent

1.5 Research Methodology: A) Methods of data collection For the present study, method of data collection adopted was Primary sources as well as secondary sources. Primary sources comprises of data collected from 128 respondents through
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Top Five Toothpaste Brands in Mumbai

questionnaire method. Whereas, secondary data were collected from books, journals, magazines, websites and sources around.

B) Sample Characteristics Respondents: Consumer and retailers Consumers were interviewed between the age group of 15 and above Center: South Mumbai (Charni Road to Mumbai central) Sample Size: 128 from Charni Road to Mumbai central Age Group Type 15 and above Consumer (124) Retailers (4) Duration of the Research Work: 2007. 23rd July 2007 to 26th September

C) Limitations of the study Sample sizes were restricted to 128 respondents in the city of Mumbai. From Charni Road to Mumbai central our sample size of 128 thus cannot be said to be the correct representation of the target market.

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Top Five Toothpaste Brands in Mumbai

Toothpaste are not only sold in exclusive shops but also sold in simple retail shops. Thus it is very difficult to estimate the sales and buying pattern of consumers in general.

1.6 Research work Indian tooth paste industry is one of the country largest consumer markets. The Indian tooth paste market is pseudo-mature. It is amazingly complex being segmented not only on the basis of prices and benefits but even range of emotions within that outlining framework. With in over 10-15 brands in the market, this segment of the consumer product offers a tremendous to study the concept of brand positioning, especially when tooth paste is a fairly intimate product and consumer prefers a brand which reflects his self image or fits in with this fantasies. The focus of this study about tooth paste is consumer perception of the various brand are available.

Methodology After survey it was found that most of the people preferred that tooth paste whose taste they liked. Color stood second in their preference. Price was third. There was a tie between Availability & Liking. Advertisement stood sixth. Scheme ranked seventh and last but not the least was packing. All the points given to factors that influence customers to buy tooth
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paste are based on Rank System. It was a combined survey of both males & females. It was found out that the people preferred that tooth paste the most which provided them with Long Lasting Freshness. The tooth paste giving the quality of Healthy tooth & gums was ranked second. Third in the race was tooth paste with Natural herbs. The fourth ranking was given to tooth paste giving Whiteness to their teeth. Fifth ranking goes to paste providing Good Foam and the least preferred was the paste which boasted of prevention of tooth decay. All the points given to attributes that influence customers to buy tooth paste are based on Rank System. It was a combined survey of both males & females.

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Chapter.2 Consumer Behaviors

2.1 Meaning of Consumer Behavior: Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually

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and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. 2.2 Introduction Indian consumer behavior India is a big country with 28 states, over one billion people and 120 dialects/languages. From the market perspective, people of India comprise different segments of consumers, based on class, status, and income. An important and recent development in Indias consumerism is the emergence of the rural market for several basic consumer goods. Three-fourths of Indias population lives in rural areas, and contribute one-third of the national income. This rural population is spread all over India, in close to 0.6 million villages.11 %of toothpaste sales come from Mumbai and Delhi.

2.3 Characteristics of the Indian Consumer Behavior The Indian consumers are noted for the high degree of value orientation. Such orientation to value has labeled Indians as one of the most discerning consumers in the world. Even, luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market.

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Indian consumers have a high degree of family orientation. This orientation in fact, extends to the extended family and friends as well. Brands with identities that support family values tend to be popular and accepted easily in the Indian market. Indian consumers are also associated with values of nurturing, care and affection. These values are far more dominant that values of ambition and achievement. Product which communicate feelings and emotions gel with the Indian consumers. Apart from psychology and economics, the role of history and tradition in shaping the Indian consumer behavior is quite unique. Perhaps, only in India, one sees traditional products along side modern products. For example, hair oils and tooth powder existing with shampoos and toothpaste.

2.4 Different segments of Indian consumers The Socialites:

They are always looking for something different. They are the darlings of exclusive establishments Socialites are also very brand conscious and would go only for the best known in the market.

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The Conservatives:

The Conservatives belong to the middle class. The conservative segment is the reflection of the true Indian culture. They are traditional in their outlook, cautious in their approach towards purchases; spend more time with family than in partying and focus more on savings than spending. The Working Women:

The working woman segment is the one, which has seen a tremendous growth in the late nineties. This segment has opened the floodgates for the Indian retailers. The working woman today has grown out of her long-standing image of being the homemaker.

2.5 Increasing Awareness of Indian Consumers Over the years, as a result of the increasing literacy in the country, exposure to the west, satellite television, foreign magazines and newspapers, there is a significant increase of consumer awareness among the Indians. Today more and more consumers are selective on the quality of the products/services.
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This awareness has made the Indian consumers seek more and more reliable sources for purchases such as organized retail chains that have a corporate background and where the accountability is more pronounced. The consumer also seeks to purchase from a place where his/her feedback is more valued. Indian consumers are now more aware and discerning, and are knowledgeable about technology, products and the market and are beginning to demand benefits beyond just availability of a range of products that came from trusted manufacturers. The Indian consumers are price sensitive and prefer to buy value for money products.

2.6 Marketing Strategies Online Marketing Celebrity Influence Quality Oriented Outlets Freebies

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Eco-Friendly Products

2.7 Changing Trends in Indian Consumer Behaviour Bulk Purchasing Trendy Lifestyles Buyers Market In The Making

2.8 Consumer Behaviour towards different toothpaste: There are three major brands of toothpaste in India, viz. Colgate, Pepsodent and close up. All three of them compete with each other to capture maximum market share. In order to achieve this, they not only target children as consumers but also feature them in their advertisements to attract other young consumers. Colgate, for e.g., targets young children in the age group of 5 to 12 and offers free cartoon booklets along with toothpastes. Pepsodent vies for the same consumer segment and depicts some children relishing snacks, confectionery and sweets, while others are scolded by their mothers for having done the same thing. This advertisement makes children believe that consumers who use Pepsodent are immune to any tooth decay because of the superior quality of the product. This claim is unauthenticated and attempts to mislead children. Close Up, on the other hand, does not perceive children as its target audience. Instead, it targets teenagers and the youth. It creates a brand image of confidence and popularity for young

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consumers between the age group of 16-30. Its advertisements constantly feature successful friendships and romances between Close-Up users.

Millions of rupees are spent on advertising a product which costs as little as Rs 30 and is considered ordinary by most consumers. From pushing toothpaste on neem sticks to advertising in the Kumbh mela, the market can go to any extent to boost its sales. After a point, the sales tend to stagnate. This negative development is offset by constantly repackaging the present product and introducing new products. For instance, Colgate has a number of brands in the market, like Colgate Total, Colgate Dental Cream, Cibaca, Colgate Gel and Colgate Herbal.

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Chapter.3 Top Five Toothpaste Brands

Top Five Toothpaste Brands


The objective of this chapter is to focus on the top five toothpaste brands in Mumbai. The top five toothpaste brands are as follows

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3.1 Colgate Dental Cream

Colgate Dental Cream is the most widely distributed oral care brand in India has a market share of 34% in value terms. It was revitalized in 2003 with an improved germ fighting formulation. Its anti-bacterial ingredient has been boosted to offer superior germ fighting efficacy. These improvements come in addition to its calcium and minerals formula that helps repair weak spots on teeth and locks in additional calcium and essential minerals to make teeth stronger than ever before. 3.2 Close-Up Active Gel

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Launched in 1975, Close-up was the first gel toothpaste in India. It has since then undergone periodic relaunches. In 2004, Close-up was relaunched with a bang. And this time it was packed with the power of Vitamin Fluoride System a powerful mix of Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect combination of ingredients for fresher breath and stronger, whiter teeth. Close-up is now the first Gel toothpaste with Fluoride in Indian Market. Current market share stands at 14%. 3.3 Pepsodent Complete 10

Pepsodent, the second offering from HLL with a market share of 11% was launched in 1993 and was the first toothpaste with a unique antibacterial agent to address the consumer need of checking germs even hours after brushing. Pepsodent has always been regarded as a mothers oral health care ally and has been associated with inculcating good dental habits amongst kids. Currently the brand is championing night brushing habits amongst kids through its latest TV commercial. The thrust is on making brushing at night a fun activity for kids. The brand plans to continue with its initiatives to promote healthy brushing habits.

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3.4 Colgate Cibaca Top

Colgate Cibaca Top is currently the fourth largest brand with 5.7% Market Share. (Please see Page 9 - 5.9 for details). 3.5 Colgate Fresh Energy Gel

The Company launched new Colgate Gel Toothpaste in 1991.Colgate Fresh energy contains icy cool gel which leads to mouth coolness and minerals which make teeth stronger. It has a market share of 3%. The Colgate Fresh Energy Gel advertising campaign launched in 2001 used an innovative catch phrase Talk to Me and used television, outdoor and online media to connect with the youth. The company continued to build on its highly successful campaign and re-launched it with a new flavour in a transparent tube, a first for the category in India. 3.6 Other brands
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A) Anchor Anchor belongs to Anchor Health and Beauty Care (AHBC), a part of the Anchor Group (makers of Anchor Electrical switches).Anchor forayed into the FMCG market with the launch of Anchor White Toothpaste, which was positioned as Indias first British Dental Health Society certified 100 per cent vegetarian toothpaste, in 1997. In fact this proposition had so strong a consumerpull that by 2002 it was the number three toothpaste brand. In 2006, Anchor decided to directly compete with Colgate Dental Cream, thereby differentiating itself from the LPP segment. It significantly upgraded its product bundle, both in terms of superior formulation (almost parity to CDC) claims and by the development of an All-round Protection sub brand. This is currently endorsed by Dravid with strong TV support. B) Babool

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Babool originally a Balsara product was acquired by Dabur last year. Babool straddles the economy and herbal platforms. Its natural toothpast contains ayurvedic and medicinal benefits of the Babul tree, 'Acacia Arabica. While Babool still pursues an aggressive promo strategy, it has also upgraded its bundle ever since the acquisition, by putting the Dabur brand on its pack and signing up Vivek Oberoi as a brand ambassador. C) Ajanta

Ajanta toothpaste is an offering from the personal care division of Ajanta Clock Manufacturing Company. With aggressive pricing as its USP, the company decided to do a Nirma in the toothpaste Industry. Originally priced at one-third of a Colgate or a Pepsodent, Ajanta rewrote the rules of the game for oral care products. It targeted its offering in the low price, mass-market segment.

3.7 Brand wise Market Share Table 3.7.1: Brand Share (Value)
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Brand Share%

Colgate Dental Cream

Pepsodent (all variants) 16%

Cibaca Top

Colgate Fresh Energy Gel 3.3%

Close-up (all variants) 11%

AprMar06

33.8%

5.7%

Table 3.7.2: Brand Share (Volume) Brand Share% Colgate Dental Cream AprMar06 32% Pepsodent Cibaca (all variants) 15% 10.3% Top Close-up (all variants) 8.5 4.5 Anchor

A) Category Media Spends (in Rs. crs.)* Period March04 March05 March06 Spends 575 570 866

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AprMar06

Colgate Dental Cream

Pepsodent 10

Closeup Active Gel

Colgate Advance Whitening

Pepsodent Germicheck

Total spend T.V. Print

159

107

92

67

65

157 2

107 0

92 0

67 0

65 0

B) Current Communication BRAND Colgate TAGLINE Bhartiya dentists number pasand. PROPOSITION Colgate is the expert (the last ki word) on dental care & provides one you with 12 hour protection safeguarding you against 12 common tooth problems.

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Pepsodent Pepsodent, bhardishum dishum.

raat With Pepsodent on guard parents no longer have to worry because brushing with pepsodent at night ensures through. protection of their childrens teeth the whole night

Close-Up

Vitamin Close-Up.

floride Vitamin floride has three fold 1)Whitens yellow teeth, 2)Freshens your breath, 3) Makes your teeth strong.

system wala naya benefits such as:

Meswak

Meswak toothpaste. Formula Bharat hai. ke sirf paas

Proud to use an Indian brand

Babool

Subah babool hi Babools to din tumhara.

nature

&

sweet

peppermint test enable you to face life head on.

Anchor

Naye zamaane ki Advanced formula that protects nayi suraksha. one tooth from germs & keep them strong.

60 50 40 30 20 10 0 colgate close-up pepsodent

3.8 Survey Report & Data Analysis: According to survey following data was collected:
% use

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cibaca others

Top Five Toothpaste Brands in Mumbai

Type of toothpaste 54% of people use Colgate 19% of people use Close-up 17% of people use Pepsodent 7% of people use Cibaca 3% of people use others

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Chapter.4 ANALYSIS OF TOOTHPASTE BRANDS

4.1 Colgate Palmolive (INDIA) Ltd. {CPIL}

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A) Introduction of company: Colgate-Palmolive Company is a U.S. diversified

multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). Under its "Hill's" brand, it is also a manufacturer of veterinary products.

Name: Colgate-Palmolive Company Location: New York Industry: Consumer products Products/Services: Oral care, personal care, home care, and pet nutrition Revenue: US$11.3 billion Employees: 35,800 Web Site: www.colgate.com YEAR Following Table / Chart show Net sale of colgate Rs.(crores) Increase Percentage 2003-04 2004-05 2005-06 2006-07 939 964 1,124 1,295 +2.7% +16.6% +15.2%
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in

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10 40 10 20 10 00 80 0 60 0 40 0 20 0 0 2 03 0 -04 2 04 5 2 5 6 20 6-0 0 -0 00 -0 0 7 R .C s rores

No. of year Colgate Entered as a premium brand, Replaced imported raw material with material from local suppliers Colgate 12 variations of products, including Colgate Herbal Salt, Colgate Grow market share from 7% to 15% over just two years Increase margin by 13.6% over five years Colgate-Palmolive (India) Limited is India's leading provider of consumer products sold under nationally recognised brand names as Colgate (scientifically proven oral care products that have become an essential part of daily oral hygiene and therapeutic oral care), Palmolive (personal hygiene and skin care products) and Axion (household care). Colgate has been ranked India's # 1 brand across all categories for eight out of nine years (1992 - 2001) by the A&MMODE annual survey of India's Top Brands. Market share position of Colgate Palmolive (INDIA) Ltd in 2001 is summarized below

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PRODUCTS Percentage % Toothpaste 50.85% Toothpowder 48% Toothbrush 31%

While market share of Colgate Dental Cream dropped from 41% to 38.5% in 2001, other has gained, like Herbal from 0% to 2.4%, Cibaca Top from 0% to 4 5%. Thus overall, company market share in toothpaste has not dropped. Company will continue to focus on profitable growth, because after all it is bottom-line that matters. Company has been selectively raising prices of products depending on market conditions. At the same time, volumes have also been growing in middle and premium segments. Strategy is that company has many homes where dual Colgate products are used. E.g., variants of toothpaste used by younger people and children and toothpowder by older people. There will not be let go on Advertisement and Sales promotion spend, as this is an essential investment in strengthening the brand. 56 years ago, CPIL was spending just 7-8% of turnover on Advertisement and Sales promotion. That was not sufficient. Company need to spend more on Advertisement and Sales promotion, as competitors are likely to remain aggressive. In addition to existing players like HLL, Dabur and now Electric switch makers "Anchor" becoming very aggressive. Anchors have gained more than 1% of market share from 1.8% to 3%. In future, company expects expenditure on Advertisement and Sales promotion as a proportion to sales will almost remain the same.

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There could be periodic variations. However, there wont be disproportionate increase in Advertisement and Sales spends. Besides, improving productivity of Advertisement and Sales promotion will ensure that same amount of spending will give higher revenue growth in future. Company is projecting to grow high in urban markets rather than in rural ones. Penetration level has been increasing for the category as a whole. For CPIL, penetration level for toothpaste is 80 85% in urban markets, whereas in rural markets it is 35 40% for toothpowder. National penetration for toothpaste is 40 - 45%. Including toothpowder, it will be higher than that. In addition to pure advertisement expenditure on different media, there are several promotional schemes like price off, extra quantity at same price, incentives to dealers for bulk quantity picking, giving some add-on free with product, etc. For the category as a whole, nearly 19 25% of sales would be coming from such promotional schemes, whereas in case of CPIL, it is 15 - 20%. Balance sales takes place across the retail counters at MRP. In near-term, company expects to continue to grow at 8-10% per annum. If rural economy picks up, company can grow faster, without matching increase in Advertisement and Sales promotion spend During Oral Health Month 2007, Colgate-Palmolive (India) has used a 360 degree approach to raise awareness through a combination of television, print, radio, hoarding, online ads and a series of belowthe-line activities.

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Colgate-Palmolive (India) Limited is Indias leading provider of scientifically proven oral care products with multiple benefits at various price points. The range includes toothpastes, toothpowder and toothbrushes under the 'Colgate' brand Colgate Oral Pharmaceuticals have become an essential part of daily oral hygiene and therapeutic oral care in India. The Company also provides a range of personal care products under the 'Palmolive' brand name. Colgate has been ranked as Indias Most Trusted Brand across all categories for four consecutive years in 2003 to 2007

B) History of ColgateLtd.:

Palmolive

(India)

1937 -

The Company was incorporated on 23rd September, as a

private limited company. The Company Manufacture and market dental care products (dental cream and tooth powder), hair care products (hair oils, shampoos, brilliantine) and other personal care products such as shaving creams, and lotions, face creams, baby powder, talcum powder, etc. The products are marketed under the trade marks "Colgate". "Palmolive", "Halo" and "Charmis". - A distribution set up was also developed on an all-India basis with warehouse facilities in Mumbai, Chennai and Calcutta.

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Colgate-Palmolive

Company,

U.S.A.

supplemented

this

reinvestment by providing, technical assistance, new product information and its worldwide developments in quality dental care and other personal care products. The Company has its own research and development facilities. 1978 The object of the offer for sale of shares made to the

Indian public during November was to reduce the non-resident holding to 40%. This offer for sale was made by Colgate-Palmolive Company, U.S.A., to the resident-Indians public to comply with FERA, 1973. As a result, 11, 79,000 No. of equity shares of Rs 10 each were offered at a premium of Rs 15 per share. Shares sudivided on 29.9.1978. 19, 50,000 bonus shares were then issued in prop. 130:1.

1982 - 19, 65,000 Bonus equity shares issued in prop. 1:1. 1985 - 39, 30,000 bonus shares issued in prop. 1:1. 1987 - 78, 60,000 bonus shares issued in prop. 1:1. 1988 The Company received a licence for producing 24,000

tonnes per annum of fatty acids. It also registered with DGTD for production of 30,000 tonnes of toilet soap per annum. Orders were placed for setting up a fatty acid plant with an annual capacity of 20,000 tonnes and a toilet soap plant with an annual finishing capacity of 15,000 tonnes.

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Top Five Toothpaste Brands in Mumbai

1989 - 1, 57, 20,000 bonus shares issued in prop. 1:1. 1991 - The Company launched new Colgate Gel Toothpaste, Palmolive Extra Care and new Palmolive soap and relaunched a high quality colgate Plus and other toothbrushes. - 1, 88, 64,000 bonus shares issued in prop. 3:5. 1993 - The Company participated in the global launch of Colgate Total Toothpaste and Asia/Pacificregional launch of Protex Soap. The Company proposed to negotiate with appropriate global partners for the necessary technology needed to implement vertically integrated projects and diversification into high technology areas to effect import substitutions for a range of materials. During September, 112,92,735 No. of equity shares of Rs 10 each were allotted at a premium of Rs 50 per share to Colgate Palmolive Company, U.S.A. with a view to raise its shareholding to 51% of the subscribed capital. 615, 96,735 bonus shares issued in prop. 1:1. 1994 The Company acquired the oral hygiene business of

Hindustan Ciba-Geigy Ltd. The Company offered 123, 19,347 No. of equity shares of Rs 10 each at a premium of Rs 10 per share on Rights basis in the proportion 1:10 (all were taken up). 2,40,000 shares of Rs 10 each were issued to the employees at a premium of Rs 10 per share on an equitable basis (Details of allotment non-known). Also, 2,49,795 No. of equity shares of Rs 10 each at a premium of Rs 1 per share were issued to Colgate Palmolive Co., U.S.A., on preferential allotment basis to maintain their shareholding at 51%.
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Top Five Toothpaste Brands in Mumbai

1996 -

The Company launched Colgate fresh stripe tooth paste

and palmolive naturals soap in personal care products segments, Keratin Treatment Shampoo and Palmolive optima in Hair care segment during the year. Axion dishwashing paste was test launched in Maharashtra.The Company established a modern facility at Aurangabad to manufacture Dicalcium phosphate, a key ingredient for toothpaste. Passion Trading & Investment Co., Ltd., Jigs Investments Ltd., Multimint Leasing & Finance Ltd. and Camelot Investments Company Ltd. are subsidiaries of the Company. The Company established a wholly-owned subsidiary at Hetanda in Nepal in June 1988. The facility will manufacture tooth paste and tooth powder initially. 1998 - The Company received a licence for producing 24,000 tonnes per annum of fatty acids. The company paid a dividend of Rs.4.50 per share in 3 instalments first interim Rs.1.60 second interim Rs.1.60 and final of Rs.1.30 per share. - Colgate is the market leader in oral care with its toothpaste commanding a market share of over 60 per cent, followed by Hindustan Lever with around 35 per cent. The Monopolies and Restrictive Trade Practices Commission (MRTPC) has, in an interim order, directed Colgate to withdraw its long-standing "Suraksha Chakra" advertisement within two weeks. HLL has taken Colgate to the MRTPC over claims made by its recently launched toothpaste - Colgate Dental Cream Double Protection (CDC-DP) - a variant of the popular Colgate Dental Cream (CDC).
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Top Five Toothpaste Brands in Mumbai

Colgate-Palmolive is one of the few multinational stocks which have failed to outperform the market in the recent past. In its recent launch the company has launched Colgate Double Protection tooth paste for the The Company received a licence for producing 24,000 tonnes per annum of fatty acids. The company paid a dividend of Rs.4.50 per share in 3 instalments first interim Rs.1.60 second interim Rs.1.60 and final of Rs.1.30 per share. - Colgate is the market leader in oral care with its toothpaste commanding a market share of over 60 per cent, followed by Hindustan Lever with around 35 per cent. The Monopolies and Restrictive Trade Practices Commission (MRTPC) has, in an interim order, directed Colgate to withdraw its long-standing "Suraksha Chakra" advertisement within two weeks. HLL has taken Colgate to the MRTPC over claims made by its recently launched toothpaste - Colgate Dental Cream Double Protection (CDC-DP) - a variant of the popular Colgate Dental Cream (CDC). Colgate-Palmolive is one of the few multinational stocks which have failed to outperform the market in the recent past. In its recent launch the company has launched Colgate Double Protection tooth paste for the entire family. Colgate-Palmolive has finally signed up with the depository even as Sebi has sent out a note of warning to the remaining six companies.

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Top Five Toothpaste Brands in Mumbai

Colgate-Palmolive (India) Ltd, a market leader in the toothpaste segment, suffered heavy setback during the first half of the current year due to stiff competition. The company has established the Dicalcium Phosphate (DP) manufacturing facility at Aurangabad. Colgate-Palmolive had launched the ad campaign for its new product Colgate Double Protection toothpaste in competition with rival brand Pepsodent from the Hindustan Lever 1999 The corporate has launched the `Colgate Double

Protection', `Colgate Total' and `Colgate Sensation'. The company started a new research and development centre, a manufacturing facility in Nepal, and completed a dicalcium phosphate facility in Aurangabad. A three-judge bench of the Supreme Court allowed the appeal of Colgate Palmolive (India) Ltd with regard to the use of `Suraksha Chakra' in the advertisements of the company's toothpaste. The re-launch of Pepsodent in July, and launch of Rs 3.50 a sachet of Pepsodent with a convenient nozzle has helped ColgatePalmolive to increase its market share. 2000 The Company has introduced two new variants to its

Palmolive Naturals sopa range and has revitalised its sandalwood soap. The Company has launch of two new variants in its Palmolive Naturals range of beauty soap lime and milk cream The Company has relaunched Colgate Gel as `Colgate Fresh Energy Gel.'

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Top Five Toothpaste Brands in Mumbai

Colgate-Palmolive (Nepal) Pvt. Ltd., a wholly owned subsidiary of Colgate-Palmolive (India) Ltd, has informed the stock exchange that a small group forcibly entered the plant of ColgatePalmolive (Nepal) at Hetauda industrial estate and denoted two explosive devices The Company has launch of its International Palmolive Shave Gel and Palmolive Shave Foam in response to growing consumer interest in skin conditioning benefits 2001 Colgate-Palmolive (India) Ltd. has launched its biggest consumer promotion involving its toothpaste,

national-level

toothbrush and soaps. Colgate-Palmolive (India) Ltd. has launched international cleaning product Ajax in the Indian household products category for summer. 2002 Graeme Dalziel, appointed as MD Of Colgate Palmolive

India for a period of 5 years Colgate has hiked its market share from 45.9% to 50.2% in the toothpowder segment with the new strategies of consumer centric promotional initiatives, impactful visibility and an add campaign featuring sunil shetty. Percept Demark has signed a deal with Colgate Palmolive, to offer miniature of cricket stars in the dental pack.Colgate Palmolive has succeeded in the appeal challenging the MRTP Commission order.Colgate-Palmolive launched its first miniature collectibles of India's Top Cricketer's 'collect your cricketer' promotion. 2003 Colgate-Palmolive has divested its stake in its subsidiary

Camelot Investment Company. Colgate has decided to concentrate on its non-oral care division, by launching an international range of Palmolive Aeromatherapy persoanl care products.

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Top Five Toothpaste Brands in Mumbai

Introduced 'Colgate Simply White', at-home teeth whitening gel which is priced at Rs.600 for 10ml. -Colgate has relaunched colgate dental cream with what the company calls a fresher taste and improved germ-fighting performance.The Company commences shipment of the "New Superior" Colgate Dental Cream The Herbal range was expanded with the launch of a "Herbal White" toothpaste for whitening combined with the benefits of Herbal ingredients"Navigator Plus" was launched with its unique characteristics as a premium toothbrush An all new range of Aromatherapy products - Shower Gel, Liquid Hand Wash and Bar Soap in 2 variants each were launched under the "Palmolive" brand as a major thrust in the Personal Products portfolio Colgate Palmolive Nepal Ltd a wholly owned subsidiary of the Company has temporarily suspended its operations in view of deterioration in general security situation in Hetauda 2004 Vikram Kaushik resigns from the Board of Colgate

Palmolive India Colgate-Palmolive launches shower gel variant Unveils Palmolive Aroma Sensual Shower Gel, enriched with a blend of Orchid extract and pure essential oils of jasmine and rose, the gel is priced at Rs 90 for a 250 ml pack. Ties up with IDA to creat promote oral health campaign 2005 - Colgate-Palmolive unveils Colgate Active Salt toothpaste C) Brand Update of Colgate

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Top Five Toothpaste Brands in Mumbai

Colgate has started aggressively promoting its niche variant Colgate Sensitive toothpaste. This is a unique variant aimed at the segment of customers having tooth/gum problem.According to a report more than 80% of Indians have dental problems like gingivitis. Sensitive is a variant that specifically address this segment. The brand is said to give relief from pain after continuous use. Colgate sensitive also has anti plaque and anti-tartar properties. The promotion of Colgate Sensitive is to popularize the therapeutic segment which is not much popular in India. Colgate uses its famous and controversial tagline No. 1 Brand Recommended by Dentists". Colgate has every qualification to be in the number one because of its ability to understand Indian consumer and innovate in terms of the product and marketing mix. Colgate People worldwide share a commitment to the three core corporate values: Caring, Global Teamwork and Continuous Improvement. These values are reflected not only in the quality of products and the reputation of Company, but also in dedication to serving the communities where company does business. Colgate-Palmolive (India) Ltd., undertakes its corporate social responsibility through a variety of effective programs. Since 1976, the company has been delivering free oral health education to children of rural and urban poor in partnership with Indian Dental Association (IDA). Colgate's community outreach efforts have touched the lives of
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Top Five Toothpaste Brands in Mumbai

millions of children, providing the information, insight and inspiration they need for a healthy life and a healthy smile. D) Corporate Social Responsibilities in Business: Colgate's success is founded on the Company's core values of Caring, Continuous Improvement and Global Teamwork. Evident in all aspects of our business, these values are the driving force behind everything we do. It is reflected in our commitment to providing safe, high quality products that enhance the lives of consumers around the world. These values fuel our successful long-term efforts to create a workplace where all Colgate people act with integrity and with respect for one another. Colgate's goal is to help make our world a safer, better, healthier place to live in. Making a difference in the world does make a world of business sense. E) Colgate endeavors: Colgate-Palmolive India sponsors the Inter Mumbai Physically challenged Cricket tournament along with Premnagar Sports Club. With teams participating from all over Mumbai it gives the participants a chance to showcase their talent, and compete in the spirit of the game. The Company encourages the physically challenged to explore their talent in various sporting disciplines by sponsoring such events and helping them to give their best. It is company constant Endeavour to support such organizations that work for such worthy causes.

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Top Five Toothpaste Brands in Mumbai

F) Disaster Relief: {Colgate Rises to the Occasion} Whenever there has been a National disaster, ColgatePalmolive India has always risen to the occasion.The 26th January 2001 earthquake saw the Company immediately distribute medicines and blankets to those affected. This was followed by sending our products to the victims. Colgate distributed a complete household utensil kit with a cooking stove to help rehabilitate needy families.To add to these efforts, the Company also supported the efforts of FICCI - the economic body that was doing things on a much larger scale with other corporate supporting it.

G) Education: {Partnership with Pratham}

Partnership with Pratham Colgate supports Pratham, an NGO working in the field of education of underprivileged children. Colgate has worked with Pratham to set up libraries in economically backward areas to encourage and inculcate the habit of reading among the children

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Top Five Toothpaste Brands in Mumbai

living here. We have also supported training and development modules for Pratham's volunteer base of over 10,000 people. H) Health (Colgate Cares) Company three core values of Caring, Global Teamwork and Continuous Improvement are put into action in companys work as well as in companys communities.The results are better products and a better quality of life throughout the Colgate world. The Colgate Bright Smiles, Bright Futures Oral Health Educational Program worldwide was developed to teach children positive oral health habits of basic hygiene, diet and physical activity.This Program also encourages dental professionals, public health officials, civic leaders and most importantly, parents and educators to come together to emphasise the importance of oral health as part of a child's overall physical and emotional development. Under this Program conducted by Colgate-Palmolive, India children in primary schools receive instructions in dental care from members of the dental profession nominated by the Indian Dental Association. Education is imparted with the aid of audio-visuals and printed literature created by the company. Free dental health care packs, including samples, are also distributed by the company to encourage the practice of oral hygiene. {Teachers Training Program}, is an integral part of the School Dental Health Program, conducted regularly across the country to promote preventive dental health care.

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Top Five Toothpaste Brands in Mumbai

Training in the basics of oral health care is imparted to school teachers. This helps them play a significant role in preventive oral care by inculcating good oral care habits in the students. The Teachers Training Program forms a vital part of the Colgate Bright Smiles, Bright Futures Program. I) Colgate-IDA Activities: Colgate actively and closely supports the efforts of Professional Dental Associations to continuously update the knowledge and skills of dental professionals through various fora. Colgate today is the major sponsor of almost all Dental Conventions, Seminars, Conferences and specialized workshops. In collaboration with the Indian Dental Association, IDA-Colgate Continuing Dental Education Programs are regularly organized all over the country, exposing the practicing dental professional to the latest advances in dentistry. J) Colgate Lends a Helping Hand: "Our Children" - a trust for street children - has been a recipient, as has "Citizen", an Indian NGO working for the cause of thalassaemia with children and Tata Memorial Hospital for the Pediatric Cancer Patients. Payroll Giving (Association with United Way of Mumbai) Colgate has partnered with United Way of Mumbai, a charitable trust established by leading corporates in Mumbai, to introduce a "Payroll Giving" program. Under this program, Colgate employees have contributed to a variety of causes including education, early childhood development, and support for underprivileged women and civic issues.
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Top Five Toothpaste Brands in Mumbai

Making a difference with Greeting Cards Every year, Colgate supports a different cause when it sends out its greeting cards. Some of the causes company has supported are: services for children and families in need (through Prasad Chikitsa Charitable Trust) aid for the deaf-blind (through Sense International India) support for mentally and physically challenged children of Armed Forces personnel (through Asha schools). This Oral Health Month 2007, Colgate is committed to support the treatment of oral cancer patients in association with Cancer Patients Aid Association.

By collecting pledges from every individual that we contacted through the various Oral Health Month initiatives, we involved them in our noble cause to spread awareness of the support Oral Cancer requires. The mission of OHM is Zero Tooth Decay and while fulfilling this, all participants of the OHM activities helped to 'Spread a Smile' to the Oral Cancer patients K) Culture and Values Colgate people are one of the company's greatest resources. They contribute towards building strong global growth, building market leadership, and increasing profitability. As one of the most widely recognized consumer products companies in the world, Colgate attracts many talented people. Bringing the best people to Colgate is step #1 to 'Becoming the Best Truly Global Consumer Products Company 'An Equal Opportunity Employer:
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Top Five Toothpaste Brands in Mumbai

It is the policy and practice of Colgate-Palmolive to provide employment opportunities to all qualified persons on an equal basis. The company does not discriminate against any employee or applicant for employment because of race, religion, sex, community, age, marital status, or any other characteristic protected by law in any of the terms or conditions of employee

4.2 CLOSE UP

A) Introduction: Product Name: Close-Up Toothpaste (Fluoride Gel and Fluoride Mint Gel) Other Names: None Product Type/Use: Toothpaste Description: Clear, green or red gel. Unlike the typical opaque, mint-flavored toothpaste of the time, Close-Up debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A Unique brand identity was developed, with Close-Up positioned as the toothpaste that

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gives people confidence in those very "up close and personal" situations. First toothpaste in US to combine mouthwash and toothpaste in one formula First gel toothpaste First toothpaste to feature a NASCAR driver on the box Jeff Gordon) Close-up is the original youth brand of India The first brand targeting youth in the oral care market, with an edgy and youthful image which stays relevant till date. Ever since its launch in 1975, Close-up has broken every rule in the book on how toothpastes should behave! Close-up was the first gel toothpaste to be launched in India and has led the gel toothpaste segment ever since In 2004, Close-up was re-launched with a bang. And this time it was packed with the power of Vitamin Fluoride System a powerful mix of Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect combination of ingredients for fresher breath and stronger, whiter teeth. Close-up became the first Gel toothpaste with Fluoride in the Indian Market! The brand umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening benefits of lemon.

B) CLOSE-UP TOOTHPASTE RELAUNCHED: MUMBAI, May 21, 2004: Hindustan Lever Limited (HLL) has realunched Close-up with a three-in-one benefit. New Close-up Active Gel now has the Vitamin Fluoride System, the only such toothpaste in India, which offers triple benefits of fresher breath and stronger and whiter teeth. The packaging of new Close-up Active Gel with Vitamin Fluoride System has been completely changed. It comes with a standup cap and a metallic tube. The stand-up cap makes storage of the tube easier Speaking on the prelaunch of Close-up, Mr. Sanjiv
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Top Five Toothpaste Brands in Mumbai

Kakkar, HLLs Vice President Oral Care, said, Close-up was the countrys first gel toothpaste. Close-up was also the countrys first toothpaste to offer the benefit of fresh breath. In keeping with this tradition of offering discontinuous benefits, we have once again relaunched Close-up to offer the best and the most modern mix offering triple benefits through a single toothpaste. New Close-up will be available at the same price-points -- 150gm tube at Rs.42.00, 80-gm at Rs.25 and 40 gm at Rs.12.50. Launched in 1975, Close-up was the first gel toothpaste in India. It has since then undergone periodic relaunches. The Close-up franchise comprises Close-up Active Gel (red) with Vitamin Fluoride System, the mother variant, and Close-up Lemon Mint, a transparent gel in a transparent tube and a window carton. Close-up Lemon Mint had been launched in 2002 C) Advertising Strategy: The Close Up ad jingle - 'Kya aap Close Up karte hai?' for a while now. The latest on that front is the slightly different version of the same - 'Kya aap "naya" Close Up Karte Hai?' And that's not where it ends. Apart from a new television commercial (TVC) to relaunch the Close Up red gel toothpaste, Hindustan Lever Limited (HLL) is also looking at a holistic multi media campaign for which innovation will be the buzz word. For starters, if one logged on to the Yahoo! India, Sify or Indiatimes portals yesterday (4 June), one found a stunning in-your-face red page branded by the new Close Up. The home pages of these three websites were totally branded by the splashy new Close

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Top Five Toothpaste Brands in Mumbai

If that was not enough, Close Up has also tied up with AXN's Alias. The connection: Just like the protagonist in Alias - Jennifer Garner - changes her identity time and again to tackle different situations, the tie up with it signifies that Close Up too has changed now and is in a brand new avtaar! AXN assistant VP marketing and sales Rohit Bhandari said, "The basic essence of branding Close Up with Alias was to bring out the element of change that Close Up has gone through and also to match the change of identities that Garner goes through in Alias.

The revamped Close Red's colourJennifer Garner in AXN's Alias the Up toothpaste pack

Mindshare Fulcrum (the media planning and buying agency for HLL) business group head Atit Mehta said, "There was no thematic communication for the Close Up brand in 2003. Then in January this year, close up came out with the new ad for Close Up. Now close up have relaunched the brand and the entire packaging has changed. The

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Top Five Toothpaste Brands in Mumbai

communication close up wanted to send out is that if Close Up can change... anything in the world can change." The agency brainstormed on how to communicate the change Close Up had undergone. Channels and programmes were identified and a whole lot of activities are in the pipeline similar to one with AXN. Mehta refused to provide any clue to what was in store though. Talking about the tie ups with the portals he said, "close up have made the entire Yahoo! India, Indiatimes and Sify sites red in colour thereby communicating that Close Up can change your world. Close up also have brand placement in a Tamil movie Madura which will release in the first week of July." On Yahoo! India, the Close Up campaign appeared for a day on 4 June and will be back again next week on 7th, 9th and 11th June. Apart from branding of the entire site for a day, there will be banners on all three websites mentioned earlier. On 26 July 2004 Close-Up, one of India's leading toothpaste brands, has tied-up with Boney Kapoor's forthcoming movie Kyon! Ho Gaya Na, a romantic comedy set for release in August. As part of this promotion, Close-Up will not only get branding opportunities in all the movie promotions and communications, but also showcase its latest ad before the movie commences

The branded June

Yahoo! by The
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India homepage new Close Up on 4 revamped Close Up

Top Five Toothpaste Brands in Mumbai

D) Close-Up Whitening: HLL plays shade card: Hindustan Lever Ltd (HLL), which has just relaunched CloseUp Renew as Close-Up Whitening, says the teeth whitening segment is an investment for the future Close-Up first entered the whitening segment with Renew in 1997, with the strategic intent to strengthen the whitening leg of the architecture. The then advertising revolved around goodbye yellow, hello white. While it was an initial success in certain key markets, overall the brand could not register the requisite sales volumes. The company blames it on market slowdown and too crop of low-priced toothpastes.

As per estimates, the whitening segment is seen to be rising in developed markets like the US and Europe, where it is valued at Rs 1,500 crore. This is larger in size as compared to the total toothpaste market in India. HLL believes the same would ring true for India too, albeit in the future. In order to firmly establish the brands credibility with the new relaunch, HLL has leveraged the power of a shade card as a diagnostic tool. The relaunch idea is to introduce a mix capable of building a category.
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Top Five Toothpaste Brands in Mumbai

Says HLL category head - oral care (personal products) Mr Pradeep Banerjee: The idea behind the shade card is to empower the consumer as a see-it-yourself kind of strategy. With the shade card, consumers can and see and believe in promise, thus adding to the credibility. The strategy behind empowering consumers is also aimed at reducing trial barriers. By providing a shade card, the company hopes to generate more users into this niche segment.Even though the whitening segment is predominantly an urban phenomenon, research conducted by the company across the rural and urban spectrum revealed that white teeth rank high on the priority list as compared to other dental qualities. HLL has thus endeavoured to build this category which, it feels, has a promising future considering that the research findings peg whiteness as the prime concern among the consumers, especially youth. At a price of Rs 19 for 50 gm and Rs 49 for 150 gm, Close-Up Whitening comes at a five percent premium to the core categories of toothpastes. The first phase of the advertising focuses on the relaunch of Renew into Whitening. The outdoor campaign hinges on the baseline no white lies, just white teeth and dazzling white teeth in just 4 weeks. The second phase will have a thematic base which generates awareness among consumers regarding the true shade of their
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Top Five Toothpaste Brands in Mumbai

teeth.Meanwhile, to support the franchise, the company has also rolled out a Close-Up Whitening toothbrush priced at Rs 35 in a limited geography.The marketshare of Close-Up toothpaste is about 16.5 per cent. HLLs overall toothpaste (Close-Up and Pepsodent) share stands at 36.1 per cent E) O&M to handle Close-Up account: HINDUSTAN Lever Ltd has chosen O&M as the agency responsible for the advertising of Close-Up toothpaste. O&M will be responsible for the brand only in India while JWT will continue to be the agency in other countries. Close-up was introduced to the Indian market in the late 1980s. According to HLL"As the brand looks ahead at future growth opportunities and evolving aspirations of its target consumers, it is examining all resources, including brand communication which are integral to its future plans," In this context, HLL had asked a select group of advertising agencies to share their views on the brand's future communication. Recently, HLL shifted the Rs 50-crore Close-Up account from JWT to Ogilvy & Mather India (O&M). Its new agency is on the verge of rolling out a new campaign for the mother brand - Tingly Red. Continuing to position Close-Up as a youth brand, Mr. Pushpinder Singh, Senior Creative Director, O&M, said, "Close Up will remain a youth brand. But at the end of the day since purchase decisions are always made by the housewife, it will not be possible to isolate her. Some amount of dichotomy will continue to straddle the brand JWT
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Top Five Toothpaste Brands in Mumbai

The idea is simple. Consumers will have to fill in some personal details on the inside of any Close-Up pack. The empty pack could be dropped in at collection boxes placed at convenient locations in selected cities (or mailed in). A draw of lots will determine the lucky winners who will be flown to Mumbai to participate in the Sky Pa Introduced in Brazil, Lemon Mint as a flavour was adapted to Indian taste and was launched late last year. HLL, for the first time, also decided to innovate in the packaging for the brand and introduced a transparent window to display its lemon mint variant. As per ORG-Marg, Close-Up has a 17.5 per cent value share in the Rs 1,400-crore toothpaste market. Launched in the late 1980's, Close-Up was HLL's first gel toothpaste offering. Of late, the brand has been in the limelight due to widespread speculation about Unilever removing the brand from its portfolio The biggest markets for Close-Up are in countries like the country, Indonesia and Nigeria. HLL controls close to 33 per cent of the oral care market in the country with Close-Up brand estimated to do revenues of Rs 240 crore. Close-Ups initiative runs under the banner Sky Party with Hrithik Roshan this is part of a nationwide contest that commenced on February 14, 2001, with a final scheduled on April 26, 2001. The contest culminates in Mumbai with a star-studded dinner and an airplane ride for 30 lucky winners with the famed film star on board. No wonder colleges are abuzz with toothpaste talk.

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4.3 Pepsodent:

A)

Introduction: Pepsodent was launched in 1993 by Hll to capture the market

from Colgate. Launched in the platform of Germ fighting property, Pepsodent now have a marketshare of 17% in the Rs2200 crore oral care markets Pepsodent have experimented with its positioning althrough its life. Initially Pepsodent was launched in the highly successful "long lasting protection for hours after brushing" platform. In 1999-2000 Pepsodent tried to fight the market leader Colgate by shifting to Benefits of germ fighting rather than Process of germ fighting. But the positioning failed and Pepsodent had to come back to the old positioning by 2001. B) Advertising Strategy: Pepsodent included the germ indicator to its pack in 2002 followed by an innovative Dental Insurance campaign which reinforced the germ fighting position HLL was trying hard to break the fort of Colgate which was holding a massive 45- 50% market share in the oral care market.Although Pepsodent and Close Up had together around 32%
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of the market , it was not enough. Then came the regional brands like Ajanta and Babool which really made a dent in the market share of the leaders. Hll struck back with the famous Dishum dishum campaign (that won many accolades for the agency). The insight for this campaign was that Mothers were really worried about the eating habits of their kids. From that insight came the Big Idea let Pepsodent fight germs for you". The campaign and the smart pricing virtually killed the regional brands in the oral care market. Pepsodent knew that they should expand the total market of tooth paste and decided to increase the market by increasing the usage of the product. Thus came the Bhoot campaign that is currently on air. Pepsodent aims to teach the kids to brush at night (with Pepsodent ofcourse) .Research shows that brushing teeth at night can reduce chances of tooth decay by 30%. If HLL to be believed, 12 lakhs kids are brushing teeth at night now and mothers are happy Pepsodent is a brand that has been carefully crafted although it struggled to find its soul, now the brand is all set to take off. New Pepsodent, a relaunch of the old Pepsodent G and Pepsodent 2-in-1 promised consumers throughout the length and breadth of the country to do something which the other toothpaste brands could not do, namely clean more than any other toothpaste.

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It was the advertisements that Hindustan Lever Limited launched that got the goat of its rival, Colgate-Palmolive: the advertisement promised consumers that it would get protection form tooth decay at 102 per cent more than any other leading brand in the country.

C) Improving oral care health for over 30 years in Indonesia: Pepsodent is the oldest and most well-known toothpaste in Indonesia, since the beginning of its existence has always provided more than just basic efficacy. Pepsodent was the first toothpaste in Indonesia that launches fluoridated paste back in 1980s and the only paste in Indonesia that actively educates and promotes proper habit of brushing through school program and free dental check up service. Pepsodent has completed its range product from basic cleaning to complete benefit paste ever since. D) Pepsodent School Program & Free Dental Check Up:

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Top Five Toothpaste Brands in Mumbai

Pepsodent is the only toothpaste brand in Indonesia that really put its mission into action. Cooperation with Indonesian Government of Health and Education Departments and recognized by local dentist association (PDGI), since 1990s Pepsodent has done School Program which is until 2006 it has reached more than 3.2 million children under 12 years old in all over Indonesia and the number still growing. This program promotes proper and early habits of brushing teeth to prevent any dental problems, especially cavities Pepsodent understand that many parts of Indonesians have dental problems and also faced with lower ratio of dentist and population itself. That is why Pepsodent Free Dental Check Up program is specifically designed to reach these people by giving free dental treatment & education in fun and approachable way so that with the program, the whole family can have better oral health and good oral habit. It is also an effort to encourage Indonesian people to go to dentist regularly as a part of cavity prevention habit. E) Pepsodent Night Brushing Campaign: Habit & Attitude survey has indicated that only about 34 % of Indonesian people brush their teeth before going to bed. Even from clinical research found that in early morning bacterial counts are multiplying two times faster at nightthan any other time in the day. This implies that bacterial growth increases the most during the night and can increase possibility of cavity. Recent evidence also supports brushing with fluoride toothpaste before going to bed at night due to its extended protect for a longer time at night.
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Top Five Toothpaste Brands in Mumbai

That is why Pepsodent feel the need to use Night Brushing as its health campaign to make Indonesian people brushing their teeth before going to bed at night as a part of cavity prevention habit. F) Innovation: In 2006, Pepsodent have launched & relaunched its complete range variant of New Pepsodent. Pepsodent Complete 12, which offers a complete benefit but at an affordable prices. Offering larger benefit for its consumer as a part of its effort to pursue its mission Pepsodent Sensitive, which offers active ingredient that penetrates through the teeth to relieve the pain from sensitive nerves inside teeth & gum. Pepsodent Fighter Toothbrush By having these new innovations, Pepsodent covers all range of oral health care for consumers G) Key facts: Pepsodent is the leading brand in most Asian Countries with Indonesia and India as the biggest market.In 2005 Pepsodent is the only one of the toothpaste brand that recognized by FDI, World Dental Federation in addition to local dentist association (PDGI). H) Pepsodent in range: Pepsodent Complete + Gum Care, Complete 12 + Pepsodent Herbal, Pepsodent Milk Teeth Orange + Pepsodent Milk Teeth Strawberry

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Top Five Toothpaste Brands in Mumbai

Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing. Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product. Pepsodent connects directly with kids and their parents. Pepsodent has always worked in the direction of an overall awareness of dental health. The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most

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Top Five Toothpaste Brands in Mumbai

recent campaign aims at educating consumers on the need for germ protection through the night. Pepsodent is the unique toothpaste that has the combination of both fluoride and tri-close. It has been clinically proven that Pepsodent fights germs 1.5 times longer than ordinary toothpaste. Because of these unique qualities it has become one of the leading brands in Nepal within a short span of 4 years. Pepsodent germs check formula "Fights Germs Longer Makes Teeth Stronger". Pepsodent has introduced a range for complete dental care solutions with these products.Gel for fresh and original flavor combined with germs check paste makes brushing fun rather than a chore and teeth strongerLong Lasting Protection Its advanced Germ check formula fights germs even hours after brushing to give superior protection. Long Lasting Freshness its Germ check Gel gives lasting freshness

Pepsodent regular is available in following sizes and prices. Pepsodent 30 gms Rs 10/Pepsodent 40 gms Rs 15/Pepsodent 80 gms Rs 30/-

Pepsodent 200 gms Rs 65/71

Top Five Toothpaste Brands in Mumbai

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. Reduces recurrent gum bleeding by at least 90% Reduces plaque by 50% even 12 hours after brushing Reduces tartar formation upto 71% Reduces malodor for hours after brushing Contains Fluoride, clinically proven anti-cavity agent Contains 2 powerful anti-bacterial ingredients for effective plaque control is the perfect daily use expert toothpaste for healthy gums and teeth

I)

Pepsodent's offer to children: Hindustan Lever Ltd's (HLL) Pepsodent toothpaste has introduced games at McDonald's outlets. Gaming kiosks, developed by indiagames.com, a gaming portal, have been placed at 10 McDonald's outlets -- nine in Mumbai and one in Pune. On purchase of a McDonald's Happy Meal, children can play computer games at these booths. `Fun' games that highlight killing of germs as a primary requisite. Every child (in the age group 7-12 years) who visits the McDonald's outlet and buys a Happy Meal will be entitled to a ticket that allows it to play the games''. Helps get your teeth their whitest. Special formula that helps prevents unsightly tartar. Helps keep tartar from forming above gum

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Top Five Toothpaste Brands in Mumbai

line when used in an ongoing daily program. Fluoride protection to help fight cavities. J) HUL launches Pepsodent Kids:

Mumbai, Nov. 16 Hindustan Unilever has entered the kids segment in the toothpaste category under a new sub-brand Pepsodent Kids. Creating three new variants under the segment, the FMCG Company has brought in Barbie, Superman and Tom & Jerry to entice children Sporting Pepsodent Kids in a tube format, the product has been pegged at Rs 45 for 80 gm. However, Colgate, its nearest competitor, has already entered this segment with a smaller SKU (Rs 22 for 40 gm) with two flavours In fact, HUL has been steadily expanding its Pepsodent franchise. Early this year, it launched Pepsodent Centre Fresh, a germ fighting gel with mouthwash. Pepsodent is positioned as a family health and protection brand, and it makes sense to extend it as a kids toothpaste, states an industry observer. Considering its nearest competitor Colgate has already entered this segment, HUL has been adopting a wait-and-watch approach instead of trying to be a pioneer in this segment. Both HUL and Colgate have introduced single SKU in the kids segment with their respective brands sporting cartoon characters.

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Top Five Toothpaste Brands in Mumbai

At the same time, HUL has also extended its Close Up franchise by introducing two new flavours Tangerine Burst and Luscious Lychee both priced at Rs 30 for 80 gm. Positioning its new brands as limited edition in the market, HUL is possibly testing out their acceptance in the market K) Variants: In fact, the new flavours are being described as Flavalicious by the company on its packs to signify the different variants it has launched. Meanwhile, Close Up continues to sport its red gel mother brand along with the existing variants of lemon mint and milk calcium. Three years ago, HUL had taken a conscious decision to limit the Close Up variants and re-launched the mother brand, as it felt that having more sensorial variants would not work for its gel-based toothpaste brand apart from the heavy media spends required to promote new variants. It had removed variants such as Tingly Red, Eucalyptus Blue and even whitening toothpaste. According to an analyst at SSKI Securities, The premium end of the oral care market is almost stagnant. However, HUL consciously wants to build better margins in this category. According to AC Nielsen for the quarter ending June 2007, HULs has a 30 per cent value share in the toothpaste category and continues to trail behind the market leader Colgate (48.5 per cent) According to the Survey with the Sample Size the following data is Collected. 4.4 Cibaca
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Top Five Toothpaste Brands in Mumbai

A) Introduction; Dental care major Colgate-Palmolive (India) Ltd's eight-rupee gamble - the launch of Colgate's Cibaca Top at an affordable price point of Rs 8 - is said to have worked, with Cibaca Top garnering a 5.9 per cent share of the rural market. "Effectively, today we (Cibaca Top) have a 5.9 per cent share in the rural market - where it was virtually one per cent share previously," according to ColgatePalmolive (India) managing director Mr. Derrick Samue The market share of Cibaca Top at the national level stands at 4.4 per cent. It has thus emerged as a strong rural player with the price point attracting new users to upgrade into the category, comment industry analysts. "We have got in a few new users. Cibaca Top has also cannibalized a little bit on our other toothpastes. But in the market, it has cannibalized on some of the other low economy toothpastes," says Mr. Samuel. "East is particularly an economy market, with markets like Bihar which had a large scale presence of local players. There was local competition, and company has made a tremendous growth there with Cibaca Top," adds
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Top Five Toothpaste Brands in Mumbai

Mr. Samuel. Colgate-Palmolive's overall marketshare in the Rs 1,000-crore toothpaste market has gone up in the October to December quarter to 51.2 per cent in volume. The launch of Cibaca Top led to the rejuvenation of the "economy" segment of the toothpaste market, which falls below the popular segment in terms of pricing. The company is clear about the fact that Cibaca Top will be the front runner brand in this segment. In its portfolio hierarchy of brands, Colgate Total and Colgate Sensation Whitening lead the premium segment, Colgate Fresh Energy Gel is part of the gels segment, and Colgate Dental Cream and Colgate Herbal fall in the popular segment. With the per capita consumption of toothpaste in India at an abysmal 82 gm against Thailand's 262 and US's 518, there is an urgent need to prop up the economy segment of the market, point out industry analysts. Further, with the rural per capita consumption in India at a mere 38 gm vis-a-vis 153 gm in the urban market, the market potential for growth in the economy segment toothpaste brands is huge.In the year 2000, Colgate revitalized Cibaca which was relaunched nationally in the economy segment as 'All New ColgateCibaca Top. With the launch, Colgate entered a new price band - the economy segment B) Salient features of Cibaca Toothpaste: First economy toothpaste from Colgate Initiative to maintain leadership of the growing low price segment and capitalize on equity of Colgate Revitalised formulation for strong teeth and fresh breath. Features Colgate logo on the pack and tube.

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Top Five Toothpaste Brands in Mumbai

C) 6 Cibacas steady climb in market share: Despite relaunches by Anchor & Babool, Cibaca continues to strengthen its dominance of the Low price point segment in 2006

Chapter.5
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Top Five Toothpaste Brands in Mumbai

Case Study Based on Cibaca

Case Study Based on Cibaca


The Rs. 2,200-crore toothpaste market (the largest oral care segment), grew a robust 10 percent in value in 2000. But this wound down to 2.4 per cent in 2001. In the first six months of 2002, the market for toothpastes in fact shrank by around 5.7 per cent in value; in volumes terms it was much higher at 11 per cent. The going was tough for the oral care industry. Little wonder that teeth were bared between the market leader, Colgate Palmolive, and the challenger, Hindustan Lever, as the marketing war between the two FMCG giants for protecting market share got tough.

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Top Five Toothpaste Brands in Mumbai

As if that was not enough, these players found new aggressive competition coming their way from regional low priced competitors such as Anchor Healthcare & Ajanta India, who priced their offerings at over 40% discount, giving market leaders a run for their money These low priced competitors accounted for more than 80 per cent of the growing discount segment. It looked as if the multinational companies were helpless against challenger brands. But then the big boys struck back, Colgate revitalized one of its existing brands, Cibac as Colgate-Cibaca. It was to act as the price flanker brand in the portfolio. Ditto by HLL with Aim. At prices similar to the low priced challenger brands it took the battle right into their turf. The market dynamics changed. Within a year, Colgate Cibaca managed to garner whopping 50% of the market share in the discount segment and established Colgates supremacy once again. HLLs Aim however could not match the success and was subsequently withdrawn from the market. Today not only has Colgate's flagship brand grown, but Colgate Cibaca has risen to become the 4th largest paste brand in the country in volume terms after Colgate Dental Cream, Pepsodent and Close-Up In fact Colgate Cibaca is now #2 in some geographies. It is interesting to note that Colgate Cibaca became big without any intensive communication support. It relied more on trade level activities and below the line strategies for its success. However the journey for brand Colgate Cibaca has just begun. Having come up this far, Colgate now aims to move Colgate Cibaca to the next level of growth; hence a new strategy.
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Top Five Toothpaste Brands in Mumbai

The challenge is to build the brand without cannibalizing Colgate.

Conclusion
According to the available information the following conclusions were drawn: Toothpaste market in Mumbai is mostly capture by Colgate Palmolive (INDIA) Ltd. The companys main competitor is HLL who had launch toothpaste brands such as close-up and pepsodent there also some other player in market such as Meswak, Babool, Anchor, Ajanta but Colgate & HLL offers different flavours. Since toothpaste is fast moving consumer good the sale of same is showing increasing trend usage of different type of toothpaste
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Top Five Toothpaste Brands in Mumbai

brands are increasing due to different flavours available according to the age group of consumers. The most consumers prefer Colgate as television advertisement specifies that it is recommended by Indian Dental Association (IDA) and it is good for all age group of consumers. The advertisement of close up is attracting attention of youngsters and childrens and it has enabled to increase sales of closeup.

Recommendations

Company shall improve sale promotion strategy. Company shall improve R&D facility try to innovate more New company shall follow existing companys promotion Company shall improve quality as per guideline provided by Company shall try to capture rural market in India where many Create awareness of advantages of night brushing. Extra quantity is given irrespective of actual quantity at the

flavor

strategy

IDA

people using substitute of toothpaste like salt, neem, dentmanjan.


same price to attract more and more consumers.


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Top Five Toothpaste Brands in Mumbai

With the toothpaste you can give tounge cleaner and For sales promotion activities companies may offer a

toothbrush.

toothbrush with tounge cleaner on other side of it which will help the consumers in better usage of toothbrush.

Bibliography
The data collected from following ways

www.google.com www.yahoo.com www.managementparadise.com

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Top Five Toothpaste Brands in Mumbai

Annexure Questionnaire
Name: Age: ________________________________________________ __________

Gender: _________ Q1. Which toothpaste your prefer to use the most? Ans: 1. Colgate 3. Close-up 2. Pepsodent 4. Cibaca 5.Others

Q2. On what basis you are buying toothpaste?

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Top Five Toothpaste Brands in Mumbai

Ans: 1. Advertisement

2. Suggested by dentist

3. Other

Q3.Which toothpaste advertisement influences you the most? Ans: ___________________________________________________ Q4.Which toothpaste gives you more freshness? Ans: _____________________________________________________ Q5.On what basis you buy toothpaste? Ans: 1.Quality 2.Price

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