Tooth Brush

Category Analysis
Business Aspiration
New Launch

ToothBrushes- Category
Analysis

The overall category size is about 2 cr monthly.

YOY growth rate of is 14% over 2014-15.

Colgate dominates the market with stiff competition from

Pepsodent and Sensodyne.

Existing Brands- Mind Share V Market

Share
Attribute

Se
n

si
tiv
i

ty

High

Ca
re

Market Share :12%

Monthly Sale : 25
Lacs

Market Share :11%

Monthly Sale : 22
Lacs

Market Shere :26%

Monthly Sale : 55
Lacs

Low
Economy Tier

Premium
Market Share :50%
Monthly Sale : 1 Cr

Ec
on

Gu
m

om
y
Market Share :2%
Monthly Sale : 3
Lacs

Low

ToothBrushes Consumer trends

In terms of importance consumers identify

type of bristles soft, medium, hard
Style of bristles
Neck of brush
Handle
Consumers have moved to soft and Ultra soft range
of toothbrushes(check YOY)
Synsodine is leading the growth in this category with
Ultra soft range of toothbrushes(BRAND WISE)

ToothBrushes Type Contribution

In terms of importance consumers identify
type of bristles soft, medium, hard
Style of bristles
Neck of brush
Handle
Type of Bristles

Quantity Mix

Value Mix

Soft

30%

38%

Medium

35%

35%

Ultra Soft

20%

20%

Kids

7%

7%

Pack Size- Analysis

Variant

2+1

Singles

Pack of
Two

Soft

21%

16%

4%

Medium

20%

10%

3%

Ultra Soft

12%

9%

6%

2+1 contributes more than 50% across all three

variant types

Purchase Information Criteria

1st decision Comfort choice

Softness/Sensitive
Type of Bristles

2nd decision Convenience choice

Shape of handle
Shape of toothbrush head

3rd decision price/value add features

Value consumers look for price point/offers like multipacks
Benefit driven customers look for additional features
( tongue cleaner, coal clean) before price

Top Selling SKUs

SKU

Variant
Type

Pack
size

Value
Contribution

COLGATE TBRUSH SENSTVE ULTRA

ULTRA SOFT 2+1

12.0

7%

COLGATE TBRUSH ZIG ZAG

MED

2+1

10.6

6%

COLGATE TBRUSH 360

MED

2+1

8.8

5%

PEPSODENT THBRS EXP PRO COMPLT

SOFT

2+1

7.9

4%

ORAL TBRUSH PRO HELTH GUM MED

MED

2+1

7.7

4%

COLGATE TBRUSH ZIG ZAG SOFT

SOFT

2+1

7.4

4%

ORAL TBRUSH PRO HELTH GUM SOFT

SOFT

2+1

7.0

4%

PEPSODENT TOTHBRUSH GUM CARE

SOFT

2+1

6.5

4%

COLGATE TBRUSH SLIM SOFT CHARCOAL

ULTRA SOFT 2P

6.1

3%

COLGATE TBRUSH 360SURUND

SOFT

2+1

6.0

3%

COLGATE TBRUSH 360 VSBL WHITE

MED

2+1

5.4

3%

in %

Top 10 SKUs contribute to 50% of the sales out of which 9

are Offer packs (2+1) and One Ultra Soft

Key Points

Plaque removal
Super Soft Bristles
Unique new shapes
Comfortable Brushing

SACH
New Launch SKUs
Sr.
No

Article Description

1.
Super Guard Soft B2G1
2.
Super White Soft B2G1
3. Super Soft Plus Sensitive B2G1

MRP

98
80
88

Super Guard Soft B2G1

Brand

Sach

Variant

Sensitive

SKU

B2G1

Offer Price

98

Product ka Sach With tongue cleaner, end rounded

dupont bristles with Sachins Signature

Super White Soft B2G1

Brand

Sach

Variant

Sensitive

SKU

B2G1

Offer Price

98

Super Soft Plus Sensitive B2G1

Brand

Sach

Variant

Sensitive

SKU

B2G1

Offer Price

88