A Project Report

On “Market Analysis on Oral Health Care Products with respected to Electronic Toothbrush”

For “Philips Electronics India Ltd.”

By

Sunil Vaggu

Under the Guidance of

Prof. Sunil Doke

Submitted To

University Of Pune

In partial fulfillment of the requirement for the award of the degree of Master of Business

Administration (MBA)

Through

Vishwakarma Institute of Management

Pune-48

1

ACKNOWLEDGEMENT

Any accomplishment requires the efforts of many people and this work is not different. I

express great pleasure in introducing my project report titled “Market Analysis for Oral

Care Products with respected to Electronic Toothbrush”.

First of all I would like to say thank you to Mr. Siddarth Kumar from Philips Electronic

India Ltd. because of whom I got chance to prove my talent in market research. I take this

opportunity to express my most sincere and heartfelt gratitude to Mr. Tanuj Batra

(Deputy-Manager Personal Care Products) and Mrs. Shabnam Sayed (Manager-

Marcom Personal Care Products), Philips Electronics India Ltd, Pune, for providing

me with a wonderful opportunity to execute this project in their esteemed organization

and for patiently monitoring and guiding me throughout the project.

I am also grateful to the individuals and organization for giving me permission for their

support in my research work.

This project would not have been successful without the precious guidance of our

director Prof. Sharad Joshi and my project guide Prof. Sunil Doke, to whom I express

my sincere gratitude and all those who have helped me directly and indirectly.

Special note of thank you to all my friends and my family members for their

unconditional support and encouragement to pursue my interest.

Sunil Vaggu.

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List of Abbreviation

MTB: - Manual Toothbrush

ETB: - Electronic Toothbrush

DTB: - Dental Toothbrush

NTP: - Normal Toothpaste

DTP: - Dental Toothpaste

DAP: - Domestic Appliance and Personal Care

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Index

SR.NO. TITLE PAGE NO.

01 Executive Summary 1

02 Company Profile 3

03 Objectives of the Study 10

04 Research Methodology 12

05 Data Analysis 16

06 Findings 60

07 Suggestions & Conclusions 62

08 Limitations 66

09 Bibliography 67

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CHAPTER 1

EXECUTIVE SUMMARY

The Project Report on Market Research on Oral Heath Care Products is based on

live experience of work and Market research. This was carried during the tenure of 3

months with Philips Electronics India Ltd. under the guidance of Deputy Manager,

Personal Care Division Mr. Tanuj Batra. The Project was mainly based on their new idea

of introducing an Electronic Toothbrush in India. This is called Philips Sonicare.

The data collected during the project was secondary as well as primary data. The

secondary data was collected to create the database of the survey. The sources used for

secondary data are various magazines like Men’s Health, India outlook, Indian journals

of marketing etc. and Internet. Beside this some information was collected from Indian

Dental Association website, and newspapers. Using questionnaires, Personal Interview

and Observation, Primary Data was collected. The analysis was carried out on the basis

of the information obtained from questionnaire, Observation and personal interview.

From the analysis it is concluded that dentist play major role in selecting Oral

health care products, consumer are more health conscious and are always looking

something new in the market. Even from the analysis it is seen that sales of oral products

like toothpaste, toothbrush both manual & electronic, mouthwash are good moving

products in the market as compared to dental toothpaste and toothbrushes. From the

analysis it is also seen that Electronic toothbrush is least preferred, but gradually the trend

is moving towards it and consumer wants to try once fro their experience. It is also seen

that the product awareness is very low for ETB so some consumer are afraid to buy these

1

products. Mostly sales of the ETB are good in highly located area and preferred by

middle upper income range households.

After undergoing the project it is understood that even the analysis shows good

potential for Electronic toothbrush Indian market, to introduce it Indian Market, the

company has to arrange some awareness programs such as demonstrations, create product

awareness among the consumers, exposing the product in exhibitions, Strong marketing

strategy where in they have to use pull and push strategy, Marcom strategy etc.

.

2

Chapter- II: Company ProfileHistory

Philips started operations in India at Kolkata (Calcutta) in 1930. Established as “Philips

Electrical Co. (India) Pvt Ltd”, the company comprised a staff of 75 and was a sales

outlet for Philips lamps imported from overseas.

In keeping with the Philips philosophy of promoting the industrial development of

emerging economies, Philips India set up its first Indian lamp-manufacturing factory in

1938 in Kolkata. Subsequently, Philips decided to produce radio receivers in India to

make this product readily and widely available to the Indian consumer. In 1948, after the

Second World War, Philips started manufacturing radios in Kolkata. The first valve-

based Philips set was well received by the consumers. This was a major turning point for

Philips India, and marked the beginning of the company's subsequent growth in the world

of electronics. In 1957, the company is converted into a public limited company, renamed

“Philips India Ltd” and in 1959, a second radio factory is established near Pune.

In 1963, Philips invents the compact audiotape cassette and sets a global standard for tape

recording that has never been altered since. India gets exposed to this Philips invention.

In 1965 (3 April), the millionth Philips radio is manufactured in India. In the same year

Philips pioneers the concept of son-et-lumiere shows in India with the installation of such

a lighting and electro-acoustic system at the Red Fort in Delhi.

In 1970 a new consumer electronics factory is started in Pimpri near Pune.

Come 1982, Philips brings colour television transmission to India with the supply of four

outdoor broadcast vans to Doordarshan during the IX Asian Games. The company also

completes a prestigious turnkey project by handling the lighting and electro-acoustic

installations of stadia built specially for the IX Asian Games.

In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens

3

to music. In 1985, Philips inaugurates its consumer electronics factory at Salt Lake,

Kolkata. 1993 sees Philips launching its domestic appliance business in India and in 1995

Philips introduces compact fluorescent lamps into the country.

In 1996, the Philips Software Centre is established in Bangalore.

In 1998, Philips launches Flat Televisions and CD-recorders - both firsts in India.

As is seen, throughout the 1900’s Philips continued to bring the Indian consumer new

and innovative products backed by the latest technology and bearing the renowned

Philips stamp of quality.

Today…

Today, company is No. 1 or No. 2 in almost all the product-markets we serve. Our

heritage is our understanding of how people experience technology- because people

interact with technology practically every second, often without even realizing. Philips

brought the incandescent lamp to India over 70 years ago. Today it has wide range of

products used in homes, whether in the remote reaches of India or penthouses in South

Mumbai Philips or in commercial spaces like in hotels, offices, city streets, and malls,

anywhere and everywhere light enhances the quality of the ambience. It is also

attempting to make a mark in automotive lighting. State of the art technology greatly

enhances the quality of light and the energy efficiency in the usage. Philips brought the

radio to India when wireless opened up new horizons for information and entertainment.

Valves and tubes were quickly replaced by transistors, and Philips has remained the

innovator by being the first to bring the audio cassette, the CD, the VCD, the DVD, for

richer and better listening experience. Richer viewing was also on the menu. With Digital

Natural Motion, Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as

never seen before. With technology and style playing a significant role in the final

consumer choice, the focus is on creating technologies that are cutting edge and in sync

with ever-changing lifestyles and, introducing globally launched technologies

simultaneously in India. Philips recently introduced its patented proprietary and state-of-

the-art 'AMBILIGHTTM (Ambient Lighting) TECHNOLOGY' for its latest range of

Plasma and LCD TVs. At the forefront of its sales and marketing strategy, has been the

expansion of the Philips ARENA network, a chain of Exclusive Philips Retail Brand

4

shops, which showcase the entire consumer electronics range, and provide an enhanced

brand shopping experience to the Indian Consumers. Philips' presence in Healthcare in

India is all embracing. 50% of Cardiac examinations in India are done on Philips

equipment. In the specialized area of surgical x-ray, Philips innovation in the mobile c-

arm for intra operating imaging is unmatched. Philips Medical Division has been growing

rapidly and has recorded more than 40% growth in 2005.Philips in India enjoys

No.1market share in High field MR, Cardiac CT, Cath Lab and Monitoring systems

Today, we are No. 1 or No. 2 in almost all the product-markets we serve. Our heritage is

our understanding of how people experience technology- because people interact with

technology practically every second, often without even realizing. Philips brought the

incandescent lamp to India over 70 years ago. Today it has wide range of products used

in homes , whether in the remote reaches of India or penthouses in South Mumbai Philips

or in commercial spaces like in hotels, offices, city streets, malls , anywhere and

everywhere light enhances the quality of the ambience. It is also attempting to make a

mark in automotive lighting. State of the art technology greatly enhances the quality of

light and the energy efficiency in the usage. Philips brought the radio to India when

wireless opened up new horizons for information and entertainment. Valves and tubes

were quickly replaced by transistors, and Philips has remained the innovator by being the

first to bring the audio cassette, the CD, the VCD, the DVD, for richer and better

listening experience. Richer viewing was also on the menu. With Digital Natural Motion,

Pixel Plus, Plasma, 100 HZ Real Flat Philips brought visual delight as never seen before.

With technology and style playing a significant role in the final consumer choice, the

focus is on creating technologies that are cutting edge and in sync with ever-changing

lifestyles and, introducing globally launched technologies simultaneously in India.

Philips recently introduced its patented proprietary and state-of-the-art 'AMBILIGHTTM

(Ambient Lighting) TECHNOLOGY' for its latest range of Plasma and LCD TVs. At the

forefront of its sales and marketing strategy, has been the expansion of the Philips

ARENA network, a chain of Exclusive Philips Retail Brand shops, which showcase the

entire consumer electronics range, and provide an enhanced brand shopping experience to

the Indian Consumers. To the consumers' kitchen and home Philips brings convenience

and high styling. For the kitchens a range of food processors: blenders, juicers and

5

grinders, specially designed for Indian culinary preferences, a range of bread toasters and

sandwich makers. For the body beautiful, hair styling and epilation products for the

woman and shavers for men. Philips is revolutionizing garment care at home with over a

million steam irons in perhaps as many homes. All these lifestyle and healthcare

consumer offerings get better and better with digitalisation and the intelligence that is

embedded. Philips technology platforms are unsurpassed in these. Philips is the leader in

inventing, innovating and creating the technologies that underpin the products that people

experience every day. Philips is today the leading lifestyle and healthcare company in

India. It has fashioned itself to continue to be the leader in an India where people are

increasingly becoming part of three revolutions: the convergence revolution, the digital

revolution and the Internet revolution. Philips is far more focused, leaner, even more

consumer centered, more agile - all of which is reflected in its performance and in the

excitement within the company.

Philips in India is part of Royal Philips Electronics. As one of the nation's most well-

known and well-loved brands, Philips is a part of practically every Indian's life. Philips

products find a use in virtually every aspect of daily life - at home, at work and on the

move. Today, Philips stands as a source of reliable and innovative products that enhance

the quality of consumers' professional and personal lives.

Philips India was recognized by Business world Magazine as The Most Respected

Company in India in the Consumer Durables Sector for 2002. This award was based on a

peer perception survey among 584 senior managers of the corporate world conducted by

Business world Magazine and the India Market Research Bureau.

Royal Philips Electronics of the Netherlands is one of the world’s biggest electronics

companies and Europe’s largest, with sales of EUR 29 billion in 2003. It is a global

leader in color television sets, lighting, electric shavers, medical diagnostic imaging and

patient monitoring, and one-chip TV products. Its 165,300 employees in more than 60

countries are active in the areas of lighting, consumer electronics, domestic appliances,

semiconductors, and medical systems.

6

Mission and vision / values and strategy

Company Mission:

We improve the quality of people's lives through the timely introduction of meaningful

technological innovations.

Company vision

In a world where technology increasingly touches every aspect of our daily lives, we will

be a leading solutions provider in the areas of healthcare, lifestyle and enabling

technology, aspiring to become the most admired company in our industry as seen by our

stakeholders.

Company values

Delight customers

Deliver on commitments

Develop people

Depend on each other.

Company brand promise

Our brand promise is 'sense and simplicity'. It encapsulates our commitment to delivering

products and solutions that are advanced, easy to use, and designed to meet the needs of

all our users, wherever in the world they may be.

Company Strategy:

7

We will:

Increase profitability through re-allocation of capital towards opportunities

offering more consistent and higher returns

Leverage the Philips brand and our core competencies in healthcare, lifestyle and

technology to grow in selected categories and geographies

Build partnerships with key customers and suppliers, both in the business-to-

business and business-to-consumer areas

Continue to invest in maintaining world-class innovation and leverage our strong

intellectual property position

Strengthen our leadership competencies

Drive productivity through business transformation and operational excellence

Management Philips Electronics India Limited

Board of Directors

Non-Executive Director & Chairman S. M. Datta

Executive Vice Chairman & Managing Director K. Ramachandran

Executive Directors S.Venkataramani,

Non-Executive Directors Andreas Wente, Rajeev Bakshi

Businesses

8

DAP

Domestic Appliances and Personal Care employs approximately 10,000 people

worldwide and operates in four business areas: Shaving & Beauty; Domestic Appliances;

Oral Healthcare and Health and Wellness. It maintains sales and service organizations in

60 countries and runs manufacturing operations in the Netherlands, Austria, Poland, the

USA, Brazil, China and Singapore.

Lighting

Lighting employs approximately 46,500 people worldwide and operates in five business

areas: Lamps; Luminaires; Lighting Electronics; Automotive, Special Lighting and UHP

and LumiledsIt maintains sales and service organizations in over 60 countries and runs

manufacturing operations in the Netherlands, Belgium, France, Germany, the People's

Republic of China and South Korea.

Medical Systems

Medical Systems employs approximately31,000 people worldwide and operates in three

main business areas: Diagnostic Imaging Systems; Customer Services and Clinical

Solutions. It maintains sales and service organizations in more than 63 countries and runs

manufacturing operations in the Netherlands, Germany, Finland, Israel and the USA.

Consumer Electronics

Consumer Electronics employs approximately 16,000 people worldwide and operates in

three main business areas: Connected Displays; Home Entertainment Networks and

Mobile Infotainment. It maintains sales and service organizations in 50 countries and

runs manufacturing operations in Belgium, France, Hungary, Mexico, Argentina, Brazil,

India and China.

Chapter-Ill: Objectives of the study

9

If you look around you today, the pace of change is certain to scare you at

times. Rapid progress is being made in the way things are bought, made and sold. The

consumer today is clearly the King. The choices he has before him today are

unimaginable. For a simple toothbrush, have about 100 choices. From colors to shapes to

bristle length’s to bristle types, different price segment and attractive packaging.

The places he buys from too are continuously being upgraded. Consumers

want touch, feel and experience the product before they actually buy it. The choices that a

consumer faces today extend right to the point of purchase. The consumer evaluates the

outlets where he purchases and will not buy a product or service unless the retail outlet

provides value to the customers.

With increase in the disposable income, the attitude and buying behavior of

consumer is changing. Even the shopping trend in Indians is changing with increase in

shopping mall and retail outlets. Everyone wants to buy the products from the mall or big

retail shops.

Here, the need for the project is to understand the oral health care in detail.

And even to understand how the consumer takes care of their teeth and dentist role-

played in oral health care. And even understand the oral care product companies role-

played in oral care. Even consumers are not satisfied with product they are using and

looking something new in the market.

Objective of this project:

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To study the movements of Oral Care Products in market.

To understand the buying behavior of consumer while selecting toothbrush and

their attitude towards ETB.

To check the awareness of the electronic toothbrush in market.

To find out the market feasibility and opportunity of electronic toothbrush in

market for Philips.

To find the Dentists role in Oral care products and their Attitude towards ETB.

CHAPTER 5

11

RESEARCH METHODOLOGY

The methodology is basically the set of rules, procedures, tools, and techniques used by

the researcher for realization of research objective. The process of designing research

study involves many interrelated decisions.

The most significant decision is the choice of research approach. This determines how the

information will obtain.

There are three types of research approach: -

1) Exploratory research

2) Descriptive research.

These types differ significantly in terms of research purpose, research question, precision

of hypotheses that are formed and data collection method used. In this project only 2 out

of 3 research methods were used.

1) Exploratory research: -

Exploratory research is seeking insight into general nature of a problem, the

possible decision alternatives and relevant variables that need to be considered.

The objective of exploratory research is to find out new ideas flexibility, &

ingenuity characterized by the investigation. In the exploratory research emphasis is

given on the finding practices and policies that need changing and developing

possible alternatives. Exploratory research seeks to discover new relationships.

Hence most of the marketing research is of an exploratory type. Exploratory

research defines problem, which is then solved by conclusive research.

2) Descriptive research: -

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Descriptive research gives emphasis on description & such studies are simply fact

gathering expedition. Descriptive studies attempt to obtain a complete & accurate

description of situation. Descriptive data are based as direct basis for marketing

decisions.

In planning and designing a specific research project it is necessary to anticipate all

the points that must be undertaken if the project is to be successful in collecting

valid and reliable information.

The steps in which the project was carried out were as follows: -

1) Define the problem and specify objective.

2) Developing research plan.

3) Design the data collection method.

4) Organize and carryout the field work

5) Analyze the collected data

6) Presentation of the project report

SAMPLING DESIGN

13

The techniques of sample are classified as:

1) Probability sampling method.

These methods are generally applied in case of important decisions, where accuracy is at

a premium, regardless of the time and cost involved, in plain terms, every member of the

population has an equal chance of selection.

2) Non-probability sampling method.

Samples are selected according to convenience of the researcher in non-probability

sampling. So it has the benefits of simplicity and low cost. This sampling does not

provide a chance of selection to each population element.

In the project non-probability sampling method was used to select sample in Mumbai

region, which was selected on the basis of target market. Sample size selected was 50.

Universe: Mumbai and Pune.

Sampling Methods:

1. Random sampling while selecting companies of oral product.

2. Convenient sampling while selecting Dentist, stores, Hypermarket.

Size of Sample:

1. Consumers using MTB: 30

2. Consumers using ETB: 20

3. Dentist Professionals: 20

4. Kirana Stores: 30

5. Departmental store, Hyper markets, super markets: 50

6. Chemist and Druggist: 50

DATA COLLECTION METHOD

14

The data are basically classified into two broad categories:

Primary data (data collected by means of direct mail, personal interview, direct contact,

questionnaire, etc.)

The primary data was collected to fulfill the objective of the project. The data was

collected through questionnaire and personal interviews with consumers, Chemists and

floor managers of Departmental stores, Hyper and Supermarkets. Some questionnaires

were collected through the direct mail.

Secondary data (data collected from secondary sources such as Indian Dental

Association, Competitors websites, Health magazines, internet, etc)

The secondary data was collected to get some additional information and to support the

primary data to meet the objective.

Chapter-V: Data Analysis

15

Oral Products Available in Market

These products were available with Chemist & Druggist, Kirana Stores and Departmental

Stores. Medical products like Dental toothpaste & toothbrush, Gum paints, Floss picks

and bleaching agents are available with Chemist and Druggists only. Some products like

mouthwash and floss picks are available with both the chemists and Kirana stores and

Super and Hyper markets. MTB and NTP are the products available with 20 and 18

companies. Whereas bleaching agent is available in only one company. ETB are available

in market but only with 3 companies.

Products available with Kirana & Departmental Stores and Chemists

16

Products No. Of CompaniesNTP 18DTP 11Toothpowder 14DTB 3MTB 20ETB 4Mouth wash 11Gum Paints 3Bleaching Agent 1Chewing Gums/Mints 14Floss Pick 4

Products Available in Market

Stores Products No. Of Companies

Super/Hypermarkets And Kirana Store

NTP 15Toothpowder 20MTB 20ETB 3Chewing Gums/Mints 10Mouth Wash 5

Chemists & Druggists

NTP 15DTP 10Toothpowder 20DTB 3MTB 20ETB 3Mouth wash 12Gum Paints 2Bleaching Agent 1Chewing Gums/Mints 10Floss Pick 4

The graph represents the products available in the Kirana stores, Departmental stores.

Normal Toothpastes and Manual Toothbrushes are available in varieties. Only three

companies of Electrical Toothbrushes are available with the departmental stores. Those

are Oral-B, Colgate & Eclean. Mouthwash is available with limited addition within the

stores like AMPM special, Listerine and Colgate Plax.

17

Manual toothbrushes are available in the market in bulk. Some toothbrush companies are

having free offer with toothpaste. Retail shop like Spencer’s are selling toothbrush under

their brand name.

In toothpaste, more than 20 brands are available but shopkeepers prefer to keep only

limited brand.

Nearby 11 Oral products are available with the chemist. In which products like dental

toothpaste, Dental toothbrush, Mouthwash, Gum paints, Floss picks and Bleaching agents

are available in bulk. Some of the chemists have electrical toothbrushes. Only two

companies of ETB are available in the market i.e. Colgate and Oral-B. Other chemist do

keep the ETB but on customers order basis. Products like normal toothpaste and manual

toothpaste are available with chemist but with limited amount and only branded products

like Colgate, Oral-B etc.

List of Companies         

Toothpaste (Normal) Toothpaste (Dental) Toothpowder Toothbrush (Dental)Toothbrush (Manual)

         Colgate Sanquel Colgate Oral- B Oral- BPepsodent Thermoseal Pepsodent Senolin CelloCibaca Sensodent Dabur Colgate ColgateNeem Metro hex Neem   PepsodentBinaca Metro gel Dg gel Binaca   CibacaAmar Emoform Amar   NeemAjanta Stoline Ajanta   BinacaAnchor Try guard Anchor   AmarMeeswak Senzo Meeswak   AjantaBabool Dentobac Babool   AnchorLG C- Sensitive Vicco   AquaClose Up   Oragaurd B   BaboolVicco   Fixon   SpencerOragaurd B   Porwal   Close UpSensitive       ViccoHimalaya       Oragaurd BDabur       SenolinPromise       Plack Off

18

        Sanixo        Trisa        Himalaya

Toothbrush (Electronics) Mouth wash Gum PaintsChewing Gums/Mints Floss Pick

         Oral- B Aqua white Gum X Orbit Oral BColgate Listerine Dili Gel Happy dent DR. FlossEclean Colgate Plax Dentogel Protex happy dent Colgate  Denturite   Polo J&J  Chlohex   Mentos    Sequel Ad   Pehlicos myntz    Detadine   Chlormint    Sensowash   Tid Bits    Diclofenac(Redirinse)   Double Mint    AMPM Special   Center Fresh    Crola   Chlormint        Halls        Boomer        Freshmint  

Some toothbrush companies mentioned like Himalaya, Amar, Ajanta, Neem, Babool etc. have an offer with the toothpastes. The toothbrushes are labeled in companies’ name.

Monthly Sale Figure with Chemist

Monthly Sales of Toothpaste

Too

thp

aste

Normal

Toothpastes Monthly Sales (In Rupees)Colgate 126000

Pepsodent 110700Close Up 73800Himalaya 23400Meeswak 34200

Dental

Sensodent 21600Thermo seal 25200Metro hex 21600Dentobac 15300Emoform 18000

19

Sales of normal toothpaste are very high as compared to dental toothpastes. In

normal toothpaste, Colgate is a most preferred product followed by Pepsodent. In dental

toothpaste, the sales are nearby same of 3 products as these products sales depend on

dentist preference. Dentobac is having least sales in dental toothpastes whereas Thermo

seal is having highest sales.

Toothpowder Monthly Sales

Tooth Powder Daily Sales Weekly Sales Monthly SalesColgate 575 4025 17250

Pepsodent 450 3150 13500Binaca 200 1400 6000Anchor 175 1225 5250Vicco 675 4725 20250

20

Tooth Powder

575 450 200 175 6754025 3150

1400 12254725

17250

13500

6000 5250

20250

0

5000

10000

15000

20000

25000

Colgate Pepsodent Binaca Anchor Vicco

Companies

sale

s Daily Sales

Weekly Sales

Monthly Sales

From the above graph it is seen that, the sales toothpowder as compared to

toothpastes is very low. Consumers mostly prefer toothpaste while brushing. Old people

mostly prefer the toothpowder while brushing. Sales of Vicco are very high followed by

Colgate toothpowder. Anchor is having the least sale as compared to Binaca and

Pepsodent.

Monthly Sales of Toothbrushes

TOOTHBRUSH Toothbrushes Companies Monthly Sales

DTBOral- B 16200Senolin 12150Colgate 17400

MTB Oral B 62100

21

Colgate 60300Pepsodent 31500

Cibaca 22500Anchor 17100

ETB

Colgate 19750Oral- B 19750Eclean 0Royal 6000

Above graph represents the sales of DTB, MTB and ETB. In DTB, sales are

nearby of all the 3 companies. Colgate is having highest sale whereas Senolin is having

the least. In ETB, Oral-B is most preferred by the consumers followed by Colgate but the

sales of these are same. Royal is having very low sales as consumers are facing technical

problem with this ETB.

Total Monthly Sales of Mouthwash

Mouthwash Monthly SalesListerine 33600

Colgate Plax 42000AMPM 28800

22

Aqua White 22800

From the above graph it can be seen that, in mouthwash Colgate Plax is having

very good sale followed by Listerine. Listerine is having good sales in highly located area

whereas AMPM special is also having good sales in area like Malad and Andheri. Even

Colgate Plax is having good sales in highly located area. Aqua white is also having fair

sales in some location. Colgate and AMPM special are 2 brands that are mostly preferred

by the dentists and even prescribe consumer/patients to use it.

Total Monthly Sales in Rupees

Products  Companies Monthly Sales

Gum PaintsGum X 18000Dili Gel 18000Dentogel 15300

Chewing gums/Mints Happy dent 24000Protex Happy dent 21150

Polo 24750

23

Orbit 19350Chlormint 20550

Above graph represents the monthly sales of Gum paints and Chewing

gums/Mints. Here from the graph it can be seen that in Gum Paints, Dentogel is most

preferred by the dentist and consumers. Even the sales of Gum-X and Dili gel are same.

These products are slowing moving in the market.

In chewing gums/mints, sales of happy dent are very high as compared to

other mint/gums. From the graph it can be seen that sales of other mints like Protex

happy dent, Polo, Orbit and Chlormint are almost same. The sales of these mints are very

high in kirana and departmental stores and with chemists.

Monthly Sales of Floss Pick

Floss Pick Monthly SalesOral B 12000

DR. Floss 14250Colgate 10500

J&J 8250

24

From the graph it can be suggested that sales of Dr. floss is very high

followed by Oral-B floss pick. The sales of these floss pick is very slow in market and

most of the consumer are not aware of this product and it use. Dentists suggest only those

consumers to use floss pick who are having severe tooth ache or gums problem. Most of

the consumers use this product after having their meal or always after having some

foodstuff.

Total Monthly Sales of Chemist Product wise (In Rupees)

F

ro m

25

Sales Product WiseProducts Monthly Sales

Normal Toothpaste 368100Toothpaste Dental 101700Tooth Powder 62250Toothbrushes 193500Toothbrush Dental 45750Toothbrush Electronic 45550Gum Paints 51300Mouthwash 127200Chewing gums/Mints 109800Floss Pick 45000

the survey it is seen that Toothpastes like Colgate & Pepsodent are the fast moving

products. Even the sales of Toothbrushes like Colgate and Oral-B are most preferred by

the customers. The sales of Dental product (Dental Toothpaste & Toothbrush, Floss pick,

Gum paints) are nearly same. As the sales of these products depends of the Dentist

prescription. So these are slow moving items.

Mouthwash like Listerine, Colgate Plax and AMPM special are the good

moving product in the market. Sales of Chewing gums are very good in the markets.

Sales of Electronic toothbrushes are slow moving. Sales of these products

depend on the areas. The sales are good in some areas and very poor in some area.

Area like Town sides, Mulund, Andheri, Malad and Bandra has good sales (Weekly

sales 7-8 piece) and areas like Mahim, Thane, New Mumbai and Ghatkopar very low (1-2

per week).

26

Monthly Sales of Products in Kirana stores, Hyper & Super Market

Too

thp

aste

& T

ooth

pow

der

Products Company Sales

Dental

Sensodent 16200Thermoseal 15300Metrohex 13500Dentobac 15300Emoform 14400

Normal

Colgate 1050300Pepsodent 798300Close Up 500400Himalaya 244800Meeswak 224100

Powder

Colgate 95250Pepsodent 39000

Binaca 19500Anchor 12000Vicco 81750

27

The above graph represents the monthly sales of toothpaste (normal and dental)

and tooth powder. From the graph it can be suggested that the sale of toothpaste is very

high as compared to toothpowder. Even in toothpaste, sales on dental toothpaste are very

low as compared to sales with the chemist. Even it is seen that the sales of dental

toothpaste of all the 5 companies are nearly same. Now in normal toothpaste, the sales of

Colgate is very high followed by Pepsodent then by Close Up.

Total Monthly Sales of toothbrush

Toothbrush

Products Companies Sales in Rupees

Manual

Oral B 558000Colgate 544500

Pepsodent 338400Cibaca 67500Anchor 40500

DentalOral- B 11700Senolin 0Colgate 11700

Electronic

Oral B 556950Colgate 474000Eclean 0Royal 100000

This graph gives the entire sales figure of toothbrush in kirana/ dept. stores

and super and hypermarkets. The sales of ETB and MTB are very high where as sales of

28

DTB is very low. Here, there is tight fight between Oral-B and Colgate in both the ETB

and MTB. Here the sales of MTB are very high in volume and ETB is very low in

volume. But due to high price segment the sale figure of ETB is nearby it to MTB.

Herein, the sales of ETB are very high in hypermarket, dept. store and Health shops like

Health and Glow.

Total Monthly sales of Mouthwash

Mouthwash Total Monthly SalesListerine 56700

Colgate Plax 55500AMPM 55650

Aqua White 47150

The above graph represents the monthly sales report of mouthwash in super

and hypermarket and dept. and kirana store. If compared all the companies having tight

competition within themselves. Colgate Plax, AMPM special and Listerine are having

nearly same sales whereas Aqua white is low than these three companies.

29

AMPM special is the only company having one product in kids range and

sale of this is also fair enough as compared to all. Listerine is having wide range of

varieties with different price range and different packaging.

Total Monthly Sales of Chewing Gums/Mints

Chewing gums/Mints Total Monthly SalesHappy dent 99150

Protex Happy dent 97650Polo 99000Orbit 89700

Chlormint 86100

Here from the figure it can be predicted that sales of chewing gums/ mints is

good moving in the market. Even from the graph it can be seen that the sale of a 3

companies i.e. Happydent, Polo and Protex happydent, is having nearly the same. The

kids and youngsters mostly prefer all these items.

The movements of these products are good in kirana store and supermarkets

as compared to dept. stores and hypermarkets

30

Total Monthly Sales of Floss Pick

Floss Pick Total Monthly SalesOral B 11700

DR. Floss 9900Colgate 6600

J&J 0

Above graph mentions the monthly sales of Floss Pick within dept. stores,

kirana store, hypermarket and Super markets. From the figure it can be predicted that the

sales of floss pick is very low. The consumers mostly prefer oral-B floss pick and Dr.

Flossers. As most of the consumers are not aware of this product and it uses, the sales in

market is very low.

31

In dept. stores and hypermarkets the sales of Oral-B is very high in areas like

Andheri, Juhu, Marine Drive etc. and Dr. Flossers has good sales in small and medium

type of dept. store and supermarkets.

Total Monthly Sales Product Wise

Products Total Monthly SalesToothpaste 2817900Toothpaste Dental 74700Tooth Powder 247500Toothbrushes 1548900Toothbrush Dental 23400Toothbrush Electronic 1030950Gum Paints 26100Mouthwash 165000Chewing gums/Mints 471600Floss Pick 28200

The graph represents the total monthly sales of products. This monthly

sale was collected from Kirana stores, Hypermarket, Super market & Departmental

stores. Toothpastes and Toothbrushes are the fast moving product in market. Toothpastes

brands like Colgate and Pepsodent are best selling product. Colgate Total 12 and

Pepsodent Center fresh is the product preferred by the consumers.

32

Dental product like Toothpaste, Toothbrushes, Gum paints & Floss pick

are not so fast moving product hypermarket and super markets.

Mouthwash like Listerine, Colgate Plax & AMPM special has well sell

in market.

Electronic toothbrushes like Colgate and Oral-B have an average

movement. The daily sales of these are 1-3 pieces per day. Some Customer asks for other

brands in the market. As many consumers are not aware of the product because of less

promotion and product awareness in the market.

33

Total Monthly Sales of Products among Dealers

Dealers ListProducts Dealers Name Area Daily sales Monthly Sales

Tooth PasteColgate Gulab Sales Ghatkopar 1,00,000 40,00,000

Pepsodent Bhavana Agency Chincholi Phatak 1,00,000 30,00,000Close Up Bhavana Agency Chincholi Phatak 75,000 25,00,000

 Dental Toothpaste

Thermo seal Shubda Enterprise Mahim 5000 2,00,000Sensodent Asiad Enterprises Lower Parel 3000 1,50,000Metro hex Desai Agency Princess Street  3000 1,50,000Dentobac Raka & Co. Princess Street  2000 1,25,000 Emoform J.K.Agency Mahim 6000  2,00,000

 Gum Paints

Gum XArihant

Distributors Dadar  2000 1,25,000Dili Gel Mahavir Worli Naka  3000 1,50,000

 Toothbrushes

Colgate Gulab Sales Ghatkopar 90,000 30,00,000Pepsodent Bhavana Agency Chincholi Phatak 75,000 25,00,000

Oral B C G Marketing Dock yard  1,00,000  35,00,000 

Mouth WashListerine J.K.Agency Mahim 50,000 18,00,000

Colgate Plax Gulab Sales Ghatkopar 50,000 18,00,000

The above represents the daily and monthly sales of products among the dealers in

Mumbai. The dealers are allotted areas wise distribution. There is more one or two dealer

of one company. Only Colgate and Oral-B is having on one distributor within Mumbai. If

34

we compare the daily and monthly sales we find the difference in calculation. This is due

demand for the product is more in some areas and some departmental stores or

hypermarkets or even Chemist and Druggists.

Product Features

Product Details (Toothpastes)Product Names Rates in Rupees

Colgate 40gms 80gms 150gms 200gms Packaging ColourMax fresh cooling 14 25 48 - Tube BlueMax fresh Lemon 14 25 48 - Tube Green

Fresh Energy 22 30 56 - Tube RedFresh Energy 22 30 56 - Tube Blue

Herbal - - 50 - Tube GreenStrong Teeth 14 38 50 - Tube Red

Salt - 28 50 - Tube RedTotal12 - 30 56 - Tube White

Gel(Blue) - 39 50 - Tube BlueGel(Red) - 39 50 - Tube RedWhitening 24 45 - - Tube White

Value Pack - 74 - - Tube RedSensitive - 58 - - Tube Pink

Bubble mint 22 - - - Tube Pink, Green 

Close-Up  Active Gel 15 27 48 - Tube Blue

Mint - 30 47 - Tube BlueMilk Calcium - 30 47 - Tube Blue

 

Pepsodent  2 in 1 11 25 46 - Tube Blue

Whitening - 24 47 - Tube WhiteComplete 11 26 46 - Tube BlueGum Care - - 58 - Tube Green

Center fresh - 28 50 - Tube Blue 

Himalaya - 40 - 64 Tube Green 

Meeswak - 36 50 - Tube - 

The above table shows the products features i.e. price, product line, packaging and color.

35

Companies like Colgate, Pepsodent are having wide range of product with different price

of different size. Each product is differentiated with the packaging, it color and labeling.

Tooth BrushesColgate Adults Kids Pepsodent Adults Kids Oral B Adults Kids

  Rates   Rates   Rates     

360 Degree 57 - Double Care 37 - Advantage + 50 12Navigator 47 - Gum Care 32 - Advantage 36 -Zig Zag + 30 - Expert 19 - Exceed 49 -Massager 52 - Perfect 23 - Fresh Clean 16 -Whitening 38 - Whitening 42 - Contura 37 -Classic 20 - Easy Clean 15 - Classic 30 -Antigem 14 - Fighter 13 - Mickey - 14Cartoon - 22 Champion 11 - Kid - 25Super Flexi - 10 Zig Zag 18 - Vision 40 -

Zig Zag Junior - 20 Perfect 23 -       

Anchor Adults Kids Cibaca Adults Kids

 

  Rates   RatesBi-level 22 - Classic 20 -Advance Flex 28 - Supreme 22 -Kids - 14  

Tooth Powder Toothbrushes Electronic Product Rates Products Rates

  25 Gms 50 Gms 100 Gms Oral B Cross Action Power 395Colgate 11 20 38 Oral B Action Power 400 595Pepsodent 10 20 - Colgate MultiAction 395Binaca 12 20 - Colgate Kids 395Anchor 11 18 -  

Vicco - 22 50    Floss

Dental Toothpaste Products 25m 150m 200mProduct Rates Dr. Floss 20 - -

  50 gms 100gms 200gms Oral B Ultra - 135 -Sensodent 30 55 - Oral B Super - 110 -Thermoseal 30 55 - Oral B Essential - 85 -Metro hex - 43 - J & J 20 - -Dentobac - 45 - MouthwashEmoform - 52 68   Rates

  Product 50 ml 100 ml 200 mlGum Paints Listerine 23 67 -

Products Rates   Colgate Plax - 60 -Gum X 18 72 AMPM 44 54 150Dili Gel 18 30 AMPM Junior 35 60 -

36

Dento Gel 20 - Aqua white - 65 -

The above table represents the products type and it prices. From the table we

can see that in toothbrush there are wide ranges of products varying from size to price,

from color to style. Today, the market is flooded with various brands of toothbrushes,

some with more attractive packaging and the others with effective advertising, stating the

size, shape, pliability, colour, and other physical features, each claiming superiority of it

over the other. E.g. Pepsodent zigzag, Colgate 360 etc. Even companies are launching

their toothbrush in N number of colors, different shape, and different size. Now the

companies have even differentiated their bristle into soft, medium and hard. Companies

have even launched the toothbrushes having zigzag and x shaped bristle. E.g. Colgate

Zigzag, Pepsodent Zigzag, Oral-B Exceed

Even some companies have their products in kids range. Oral-B have different cartoon

shape toothbrush and with it they provide free cartoon rubber. Even Colgate has different

range for kids with different shape, bristles etc.

Even products like Floss pick, Toothpowder, Gum Paints and dental Toothpastes are

having varieties of range with different price and different size.

Mouthwash is also available with different size of bottle like 50ml, 100ml and 200ml

with different packaging. Some products are in glass bottles while some are in fiber and

plastic bottle with different size for kids and adults.

In ETB, companies like Oral-B and Colgate have launched their product in market with

price range of Rs. 395/- to Rs. 595/-. This toothbrush is launched for those who are

always looking for something new in market. Companies have launched this product with

37

different colors and with proper grip to handle and bristle’s in revolving shape. Similarly,

for kids company has some different shape i.e. like cartoon or Barbie doll handle etc.

Price Segments For Toothbrushes

For Manual Toothbrush:

1 13 3

13

1 11

1 1

23

30

1

1

1

5

0

21

2

4

12

1

01234567

100-

200

200-

300

300-

400

400-

500

500-

600

600-

700

1400

-15

00

10*2

0

20-3

0

30-4

0

40-5

0

50-6

0

100-

200

200-

300

300-

400

400-

500

500-

600

600-

700

1400

-15

00

10*2

0

20-3

0

30-4

0

40-5

0

50-6

0

Battery Rechargable Manual Battery Rechargable Manual

Electrical Manual Electrical Manual

Adult Kids

Trisa

Royal

Oral B

Colgate

Pepsodent

Cibaca

Anchor

Gray

Above figure represents the competitors profiling for manual as well as

electronic toothbrush. The graph suggests the prices and number of varieties in that price

range. There more than 15 companies of manual toothbrush in the market. But the major

market players in manual toothbrush are Oral-B, Colgate, Pepsodent, Cibaca and Anchor.

All these companies have very good brand image in the market and are most preferred by

the consumers. Colgate and Oral-B are having near by 12 types and variety toothbrush in

market. Normally the variety ranges from Rs. 10/- to Rs. 60/-. Colgate is having the price

band of Rs. 14/- to Rs. 60/- for Adults and Rs. 10/- to Rs. 22/- for kids. Similarly Oral-B

with the price band of Rs. 13/- to Rs 50/- for Adults and for kid’s price ranges from

Rs.12/- to Rs. 25/-. Cibaca, Pepsodent and Anchor are having price band between Rs.

10/- to Rs. 42/-. Manual toothbrush is having good sales in market. Oral-B and Colgate as

compared to Anchor, Cibaca and Pepsodent are leading the market with heavy sales.

Oral-B toothbrushes are the most preferred brand the consumers. Oral-B Exceed and

38

Vision are fast moving brushes and in Colgate Zigzag+, Navigator, Massager is having

good sales in Market.

Price segment for Electronic Toothbrush:

The same graph also represents the price range of electronic toothbrushes.

Nearly 9 electronic toothbrush companies were seen in the market in which 5 are from

gray market and rest 4 are well known companies. Colgate, Oral-B, Royal and Trisa well

know brands seen in the market. Colgate battery operated is having 2 varieties 1 for adult

(Colgate Multi Action) and 1 for kids (Colgate Kids) with same price of Rs. 395/-. And

the replaceable brush heads cost Rs. 200 with 2 brushes. Oral-B has positioned the

product with 2 varieties Oral-B cross action power with price Rs. 395/- and action power

400 for Rs. 595/-. Oral-B has products only for the adults and not for kids. The Oral-B

replaceable brush head costs for Rs. 200 with 2 brushes. Where as Royal electronic

toothbrush is positioned with only one variety of Rs. 300/- in the name Royal smile

specialist and 2 replaceable brush heads for Rs. 150/-. The Swiss brand Trisa CH 6234 is

imported through gray market from Swiss and sold here at different price by different

retailer. In some shops, the product is sold at the price Rs. 500/- and at some shop it is

sold at Rs. 500/-. And the brush head cost is same all over the market. The price is about

Rs. 300/- for 2 pieces.

The sales of these battery-operated toothbrushes were very low as

compared to the manual toothbrush. The sale of the battery-operated toothbrush is good

in high-located areas. Sales in supermarket, departmental stores and hypermarket as

compared to chemist are fair good enough.

39

Only one brand of rechargeable toothbrush was identified in the market.

Oral-B vitality pro-white was seen in market but it was also imported through gray

market. The price of this brush ranged between Rs. 1200/- to Rs. 1500/-. But the original

price is more than Rs. 2000/-.

Few years back, Oral-B had launched the same product in market but due

lack of sales it had withdrawn the product from the market. But some of the Chemist

suggests that the few customers do ask for the same product.

40

SWOT Analysis of ETB

Brands 

Names Types Rates 

Colgate Multi Action 395  Kids 395

 Oral-B Cross Action Power 395

  Action Power 400 595  Vitality Pro-white 1450

41

 Royal Smile Specialist 300

 Trisa CH 6234 550

Gray Market

Names Types Rates Wholesale Rates 

Lucky Star -  120 50Signal 2 -  150 50Massage Cleaner -  150  60Amber -  150 80Revolving Brush -  100 65

Strength and Weakness Colgate& Oral-B ETB:

Strength :

Brand Name.

Reasonable Price which is affordable for common person.

Faith and Trust on Company as serving in market from long time.

Varieties of Product.

Promotion.

42

Weakness:

No knowledge of product to Dealers, Chemist, Storekeepers.

Change of battery within 1 month (2 AA Cell).

No Precaution mentioned on packages.

No service if damage.

No product awareness in market.

No warranty/Guarantee for product.

No Battery Indicator, No on/off light indicator.

No single brush heads available in market. Consumer has to buy set of 2 brush

head.

For Company

Opportunities:

Overcome the weakness of competitors.

Malls, Apparels, Hypermarket.

Beauty & Cosmetic Shop.

Tie Up with Loreal, Lakme, and Juice Beauty Saloons.

Heavy Promotion in Malls, Apparels, Hypermarket i.e. Product Awareness.

43

Company Brand Image as Philips serving market in electronic appliances from

long years.

Family Pack.

Multipurpose use.

Threats:

Duplication of product.

Competitors: - Competitors may launch the same product with low price.

Gray Market: - As some of the Oral-B product like Vitality Prowhite, and Swiss

brand Trisa is imported from the gray market and they sell under company name.

Company Brand Image: - As Philips is serving Indian market for home appliance

from long time and Indian market is not aware that Philips does serve the personal

care products. And will company overcome the brand like Colgate and Oral-B as

Philips is new player into the Indian market for oral products.

Availability of Electronic Toothbrushes in Market

Shops Type Companies Yes No

Chemists & Druggist

Colgate 77 33Oral-B 75 35Royal 10 90Trisa 0 100

Super/Hyper MarketAnd Kirana and Dept. Stores

Colgate 77 33Oral-B 75 35Royal 10 90Trisa 2 98

44

The graph represents the availability of ETB in Mumbai market. This data was collected

from the 100 Chemists & Druggists and 100 Dept. stores & kirana stores and

hypermarkets. From the data collected it can be suggested that companies like Colgate

and Oral-B are easily available in the market both in chemists and stores. As the sales of

Royal are low, the product is available at only specific area like Borivili, Kandivili etc

targeting middle class people.

Trisa brand is available in market only with two shops where these products are imported

through gray market. Even one variety of Oral-B i.e. Vitality Prowhite is imported

through gray market.

Consumer Insight

Brushing Habits:

The entire graph shown below represents the consumer behavior, their

brushing habits and their brand preferences. All these data are collected from the 50

customers’.

45

Above graph show the number of times the customers brush within the

day. It was found that 78% of the consumers brush their teeth once in a day and 9% of the

consumers brush twice in a day i.e. in the morning and before going to sleep. From

below graph, it was even found that only 20% of the consumers do brush scientifically

and 62% brush carefully.

Way Consumer Brush thier Teeth

Carefully62%

Scientifically20%

casually14%

Carelessly4%

Carefully

Scientifically

casually

Carelessly

46

Brand Preference

Brands Preferred by Consumers (MTB)

Colgate44%

Oral-B32%

Pepsodent10%

Others14%

Colgate

Oral-B

Pepsodent

Others

Form the above graph, it is seen that the brand preferred most by the

consumer are Colgate and Oral-B. As both these companies always come with new

and innovative varieties, it gives consumers to make their choice to always try

something new and different from the previous choice. And even both these brands

are most preferred by the dentist worldwide and serving Indian market from long

time.

Both these companies are having varieties of products within the price

range of Rs. 10/- to Rs. 60/-. Even these companies are having huge varieties in size,

shape and price.

47

Factors Considered while Buying

Factors Considered while Buying

Reliability37%

Durability9%

Price18%

Comfort18%

Reputation18%

Reliability

Durability

Price

Comfort

Reputation

Above graph represents factors considered by consumers while making

a brand choice or while buying the new toothbrush. As N numbers of toothbrushes

are available in market with varieties of features, price, colors and other factors by

which dilemma is created in consumers mind to which brand to prefer. About 37% of

consumer prefers reliability and few consumers prefer price, reputation and comfort

as important factors while buying new toothbrush.

48

Consumer’s Behavior Using ETB

The entire graph below plotted represents the consumer behavior of those

who are using ETB. These data is been collected from 20 consumers who are using ETB.

Time Since Consumer's Using ETB

From Years10%

1 years50%

6 Months25%

Recently15%

From Years

1 years

6 Months

Recently

Above graph represents the time/period since the consumer are using

ETB.

From graph it can be seen that more than 70% of the consumers are those who have

sifted to use ETB from MTB. The reason given by the consumers to sift to ETB form

MTB are,

For Change.

It is more convenient to use.

Easy to use then MTB.

Removes more plaque, more effective and give clean teeth than MTB.

It’s more durable.

49

Form the graph it can also be seen that now the consumers are moving

towards ETB. Because of change in Indian consumer behavior and increase income, more

people afford to use these products. As more people are not aware about the product,

about its feature and its benefits, they are not ready to bye the product.

Consumers are not satisfied as they always have to change battery and

bristles get worn out very soon. So they are looking something new in the market.

50

Brand Preference (ETB)

Colgate, Oral-B and Royal are the only brand available in the market.

From the graph plotted below it can be seen that only Oral-B is the most preferred brand

in the market. Oral-B is having two varieties of ETB with price of Rs. 395/- and Rs. 595/-

And Colgate is also having 2 varieties one for adults and other for kids both with same

price Rs. 395/-. Colgate is having good sale in kids range. Even Oral-B doesn’t have any

product in kids range. Royal has also launched one product named Royal Smile Specialist

of price Rs. 300/-. But it is not having good sale in market the reason behind is the

machine starts giving problem after few months.

Brand Preferred (ETB)

Colgate35%

Oral-B65%

Royal0%

Other0%

Colgate

Oral-B

Royal

Other

While buying ETB, consumers give importance to reliability,

durability and price. Consumers while buying consider shape, color, battery life and

easy availability of brush heads as an important factor. Consumers buy these products

from the shop like supermarket, hypermarket and beauty and health shops whichever

is convenient for them.

51

One survey was carried consumers preference while choosing ETB.

The table given below shows the need and rating given by consumers while choosing

ETB.

Customers statement Interpreted Need Rating

Looks pretty Toothbrush has appealing appearance 5

Vibrates plaque offToothbrush effectively removes plaque 5

Gets into crevices Toothbrush reaches all areas of teeth 4

Easily replaceable headsToothbrush has easily replaceable heads 3

Cheap Toothbrush is affordable 4

Easy to hold Toothbrush has pleasing ergonomics 4

Long battery life Toothbrush battery lasts long time 5

Balance of speed Toothbrush has multiple speeds 2Built-in toothpaste Toothbrush comes with toothpaste 1

Awareness about the Product

52

Awareness about the product is major concerned while launching new

product. What is the product? What is so special about it and how people going get

benefit from this?

Oral-B and Colgate has launched ETB in the market but people are not aware about the

products, about the features and benefit of using ETB.

Retailers and shopkeepers do not have enough information with them to

explain the benefits to the consumers. This is the main reason some consumers are not

able to sift to ETB from MTB. Consumers do find the ETB’s in market but no knowledge

about the products. And even there is no promotion from either of the companies to

create product awareness among the consumers.

Now, Colgate is planning to make heavy promotions to create product

awareness among the consumers. Even company’s salesman on every weekend carry out

some games for kids and later explains a benefit about the products i.e. carries out

product awareness.

Awareness About Philips ETB

Yes30%

No70%

Yes

Not

53

The above graph tells the awareness about the Philips ETB in Market. Only

15 consumers i.e. 30%, out of 50 are aware and rest all are not aware. Everyone is aware

that Philips in well-known brand in electronic goods. But most people are not aware that

company deals in personal products too.

54

DP Visits

Number of Visit in one Day:

Everyday nearly on an average 25-30 patients do visit the dentist. Patient

of age 7-15 years in kids and above 40 ages do visit the dentist. Patient between ages

20 to 30 have least visit to dentist. Some of the patient have visited dentist more than

twice or more than thrice.

Adults Children

Solutions Toothpaste Toothpaste

Normal/Sensitive Normal/Sensitive Normal/Sensitive

. The dental products are divided in 2 groups for Adults and

Children’s. It is further divided into solution and Toothpaste, which is further, divided in

normal and sensitive.

Major Reasons Patient visiting Dentist:

Tooth ache

Regular Check up

To have teeth cleaned.

To have teeth filled.

Root Canal.

Dentist Suggestion:

Most of the dentist suggests or subscribe to use medicine depending upon

the patient’s defined problem. Some dentist suggests using mouthwash, floss pick after

having food and to stop bad smell.

55

Recommendation to use Electronic toothbrush:

Dentist do suggest to use electronic toothbrush to those patients ask for

new techniques for brushing and for good oral health. Some dentists recommend using

ETB for patients who are suffering from tartar or some those who are suffering from very

severe pain and severe oral problem.

Even dentist recommend using Electronic Toothbrush for people who are

handicapped.

Brushing Steps while Using ETB:

Dental Mumbai pioneered oscillating-rotating technology in 1991 and has

published over 60 clinical studies demonstrating its superior performance. Now, an

independent landmark study has confirmed what Dental Mumbai knew all along -

oscillating-rotating technology is superior to other power toothbrush technologies. This

brushing action is very different from ordinary manual toothbrushes, as it does the job of

brushing for you-just be sure to guide the brush head to all parts of your mouth. Refer to

the brushing instructions supplied with your power toothbrush. Instructions for using the

Dental Mumbai range of rotating power toothbrushes are as follows:

56

Step1:

Guide the brush head slowly from tooth to tooth, following the curve of the gum and the

shape of each tooth.

Hold the brush head in place for a few seconds before moving on to the next tooth.

Step2:

Don't forget to reach all areas, including the inner and chewing surfaces, and behind

your back teeth.

Step3:

Direct the brush head along the gum line. It isn't necessary to press hard or scrub.

Simply let the brushes do all the work.

Step 1 Step 2 Step 3

57

DP Insight

Attitude towards ETB:

According to dentist, there is no such difference between ETB and MTB.

They say that the brush is not important but the brushing technique playa a crucial part in

cleaning the teeth. All these varieties of brushes are just a marketing strategy to sell it.

Some Dentists have shown positive attitude toward ETB. They do

recommend using ETB to those consumers those who are suffering from Tartar and those

are physically handicapped or for kids who are not able brush themselves. Dentists have

found it more effective in those patients who are suffering from tartar. Even ETB prevent

gum diseases, significantly reduce gingivitis and bleeding and is as known to be as gentle

on teeth and gums as a soft manual toothbrush. They even do suggest to those customer

who are very conscious about their teeth or those who are looking for something new in

the market.

According to some dentists rotating ETB is more effective then vibrating

ETB. But some are opposite to it. So it is very difficult to verify that rotating ETB or

Vibrating ETB is more effective.

Some dentists do use ETB and have experienced the fell of using ETB. They

found that it is somewhat more effective than MTB; it helps in removing plaque very

easily as compared to MTB. Some Dentists have stopped ETB as they have found that the

bristles are not easily available in market. And some Dentist prefers using MTB as they

feel ETB is not very effective. According to them the brushing technique is very

important not the toothbrush.

58

Recommendation Rate:

The recommendation rate varies from dentist to dentist. Some dentist

prefer rate Rs. 200/- to Rs. 300 for battery operated ETB and for Rechargeable Rs.500/-

to Rs. 600/-. And some dentists recommend Rs. 300/- to Rs. 400/- and for rechargeable

Rs. 800/- to Rs. 1000/-.

Brand Preference:

As dentists are much more aware about the toothbrush in market, the most

preferred brand by the dentists are Colgate and Oral-B. Some dentists prefer to use

Pepsodent as there one of the choice other than Oral-B and Colgate.

And in ETB, Oral-B is most preferred toothbrush in market. Some dentists

prefer Colgate but the most dentists preferred brand is Oral-B.

59

Chapter-VI: Findings

From the data analysis following points was derived:

1. The movement of the oral products like NTP, MTB, Mouthwash are very fast

moving product in the market. Even products like ETB, DTP, Chewing

gums/mints have average movement in the market and products like floss

picks, Gum Paints and dental Toothbrushes have least movement in the

market. Dental products like DTP, DTB, Floss picks have slow movement

because these products are sold on the dentist prescription.

2. Most of the consumers prefer reliability, durability as an important factor

while buying the MTB and ETB; even it is found that consumers are aware

about his scientific brushing style. The most brands preferred by the

consumers are Colgate followed by Oral-B in MTB and while in ETB Oral-B

is most preferred toothbrush followed by Colgate. While buying ETB

consumers prefers the benefits of the products then prefers looks and

durability.

3. It was even found that most of the consumers are not aware about the ETB, its

benefits and usage. Even it is found that, there is no product awareness

promotions carried out by the companies. Most of the consumer don’t know

what is ETB and they where amused to hear about the product. Some

consumers are aware of the ETB but the as the price more as compared to

MTB, consumer are more inclined towards MTB.

4. The main objective of this project was to find the market opportunity and

feasibility to launch Philips ETB. From the survey it was found that company

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has good opportunity in market to launch the product. As there are only two

companies in ETB and less competition, company has opportunity to launch it

ETB, having strong marketing strategy and making product awareness within

the market. Philips is known as repudiated brand in India especially in

Electronic good which is strong point for company.

5. Dentists play a major role in Oral Health Care Products especially in ETB.

Consumers prefer only those products that are suggested by dentists. Dentist

suggests ETB for only those consumers who are facing problem from Tartar,

those who are physically handicapped, and those who are looking something

new in the market.

Dentists have moderate attitude towards ETB. According to them, brushing

technique is more important not the brush. Both the MTB and ETB are equal

for them, but ETB is somewhat more effective than MTB.

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Chapter VII: Suggestions & Conclusions

Suggestion from Floor Managers:

Stores/ Shops AreaPremson bazaar Breach CanndyHyper city MaladCarmichaels Chemist & General Stores Pedder RoadFood Bazaar AndheriSahakari Bhandar Worli Shoprite Hyper MulundFood land JuhuHealth & Glow MulundHealth & Glow MaladHealth & Glow ColabaAlfa Vile ParleHaikko Supermarket Powai

If Philips Company wants to launch the product the price should be

within 1500-2000 rupees. Some consumers do ask for other product range more than

present price. Company has to target big and Hi-Fi people. They said company has to

make heavy promotion before launching the product. As Company has good name in

market & consumer will prefer the brand. But threat is the company is serving for home

appliance and it is launching Oral product. Are Consumers aware that Philips does serve

for oral product? Company has competition with market leaders like Colgate & Oral-B

who are serving oral products from decades. If company launches the product with price

range of Rs.1500-2000/- first the sale will be slow but later the sale will increase. They

predict that later sale will be nearby Rs. 20000-30000 per month.

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Questions rose :

Why Should I prefer your brand? What’s so special in it?

Why should I use Rs.1500-2000/- electronic brush when the other companies

provide the same for Rs. 400/- and when both give same result?

Even if company come with service center for it will customer come down to

service center for repair the toothbrush? Will he waste his time for it?

Suggestion:

The company should target the consumers those who belongs to upper middle class and

very rich class. Company can target consumer between the ages of 20 years to 50 years.

As Indian market is called as young market and within this age group the company has

large opportunity to convert the consumer who are always looking for branded goods and

also always looking something new in the market.

It is even proved that young generation who are earning in early stages, are

more likely to spend on health care products.

Company has very good chance to come with new varieties. As only 2-3 companies are

in the ETB market with limited range and limited varieties, companies can come with the

new varieties in adults and kids range.

Company can have product line of 3-4 varieties for adult with one range

that competes with competitors and another three with high price range product and with

additional features, new shape, and pretty look.

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Even company can come up with new ETB for kids. Only Colgate is having

its ETB for kids with cartoons and Barbie dolls shape on it. Companies can launch its

product for kids with have Donald duck’s, Tom and Jerry and Harry Porters picture on it.

For brush heads, company can launch it with 2-3 varieties so that

consumers may get choice to select brush heads they like.

Company can launch the ETB with different price for different varieties.

Company can have products with price between Rs. 700-2000 for both adults and kids,

which can be targeted to those customers with middle upper income group and higher-

class group.

For Adults:

For adults one variety can be launched within price of Rs. 700-1000 with

minimum features and which can compete with Oral-B’s Rs. 595/- product. This price

range can be targeted to upper middle-income group.

Another 2-3 products can be launched with additional feature and within

the price brands of Rs. 1200-1400, Rs. 1500-1700 and Rs. 1700-2000.

For Kids:

Company can have new ETB for kids with price of Rs. 500-700.

All the products can be placed in Departmental store, hypermarkets, super markets and

health and beauty shops.

Some products with price range of Rs. 500-1000 can be placed in beauty

saloons like Lakme, Loreal, and Juice etc. where especially women can be targeted. Even

the same price range ETB can be launched in men’s saloon.

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Even the product with the price of Rs. 500-700 can be launched within

medical shops and mini departmental stores depending upon the location.

While making advertisement for ETB the company should concentrate on various

attributes. Company can emphasize on the product feature and benefits from the products.

Where the advertising objective of company should be:

Emphasis of benefit of the products.

Building brand image in ETB.

Highlight the usage of new products.

Create product awareness among the consumers.

Offer a range of products.

The advertisement can be given on T.V. and magazines like men’s health

magazines where company can build brand image and create product awareness among

the consumers.

Conclusion:

Oral Health Care is wide subject. There are nearby more than 15 products available in

market. Form the project data it can be concluded that in Oral Care Product are having

good movements in the market. Whereas ETB is concerned, the product awareness is

very less among the consumer, dealers and storekeepers. If the product awareness is

created among the consumer and benefits of the products are made aware, the sale of the

ETB will be good in the market. Dentists play major role in Oral Health Care and Oral

Products. The sales of Oral products like DTP, DTB and others like floss pick etc

depends on the dentist’s prescription. Even the attitude of the dentist is moderate towards

the ETB.

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Chapter-VII: Limitations

1. Project was restricted to Electronic toothbrush.

2. This project was restricted to Mumbai city only.

3. Another limitation of this project was that while filling questionnaire from

consumers is was very difficult to find ETB users.

4. Awareness about the product in market is very less.

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Chapter-VIII: Bibliography

1. Colgate Company Website “www.colgate.com”.

2. Oral-B Company website “www.oralbprofessional.com”

3. Men’s Health Magazines.

4. 4P’s Marketing Magazines.

5. Indian Dental Association website www.ida.org.in &

www.dentalhealthindia.com

6. Philip Kotler’s textbook “Marketing Management”.

7. Rajan Saxsena’s “Marketing Management” textbook.

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Questionnaire for consumers using MTB

Personnel Information:

1) Name:

2) Age:

3) Occupation: 4) Phone Number:

5) Approx Household Income:

What do you own?

a) Car: b) 2 Wheeler: c) T.V.: e) Washing M/C:

f) Other Specify:

Media Habits:

Q.1. which newspaper you read regularly?

Q.2. Which T.V. Channel you watch the most?

Q.3. Which website you visit the most?

Q.4. Which radio channel you hear the most?

Q.5. How do you take care of your teeth?

Brushing: Mouthwash: Floss Picks: Other way:

Q.6. What is more important for good teeth?

Toothpaste: Toothbrush: Both: Other:

Q.7. How do you describe your teeth?

V.Good: Good: Average: Fair: Bad:

Q.8. How many times you brush in a day?

Early morning: Evening: Every time after meal: Before Sleep:

Q.9. How do you brush your teeth?

Carefully: Scientifically: Casually: Carelessly:

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Q.10. Which toothbrush brand you prefer? Why?

Colgate: Oral-B: Pepsodent: Other:

Q.11. What do you consider the most important factor for making a brand choice/

purchase?

Reliability: Durability: Price: Comfort: Reputation:

Q.12. Where do you buy it from?

Supermarket: Hypermarket: Chemist: Kirana Stores:

Q.13. How much minute you brush for?

5 Min: 5-8 min: 8-10 min: more then 10 min:

Q.14. Are you satisfied with the Manual toothbrush you are using?

Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied:

Q.15. Are you looking for something new in the market?

Yes: No:

Q.16. Are you aware of electronic toothbrushes?

Yes: No:

If yes, which Brand?

Q.17. If yes, where you have heard from?

Dentist: Internet: Newspaper: T.V.: Others:

Q.18. Have you ever used?

Yes: No:

Q.19. What is your feel about it?

Q.20. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush:

Easy to use: Very easy: Very Difficult:

Durability: Very Durable: Not Durable:

Economy: Cheap: very cheap:

Assurance of clean teeth: Guarantee: Not Guarantee:

Design: Modern: Contemporary:

Shape: Attractive Not Attractive:

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Electronic Toothbrush:

Easy to use: Very easy: Very Difficult:

Durability: Very Durable: Not Durable:

Economy: Cheap: very costly:

Assurance of clean teeth: Guarantee: Not Guarantee:

Design: Modern: Contemporary:

Shape: Attractive Not Attractive:

Q.21. Do you have detailed knowledge about electronic toothbrush?

Yes: Somewhat: Not at all:

Q.22. Have you ever been to Dentist?

Once: Twice: More than twice: Never:

Q.23. what was the reason you visited dentist?

Regular check up: To have teeth cleaned: Toothache:

To have teeth filled: No Visit: Other reason:

Q.24. Had any dentist suggested you to use Electronic toothbrush?

Yes: No:

Q. 25. What should be the price range of electronic toothbrush?

Rs.500-700: Rs. 700-1000: Rs. 1000-1500: More than 1500:

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Questionnaire for consumers using ETB

Personnel Information:

1) Name: ________________________________________________

2) Age: _________

3) Occupation: _____________________ 4) Phone Number: ________________

5) Approx Household Income: ________________

Q.1. How do you take care of your teeth?

Brushing: Mouthwash: Floss Picks: Other way:

Q.2. What is more important for good teeth?

Toothpaste: Toothbrush: Both: Other:

Q.3. How do you describe your teeth?

V.Good: Good: Average: Fair: Bad:

Q.4. How many times you brush in a day?

Early morning: Evening: Every time after meal: Before Sleep:

Q.5. Since when are you using electronic toothbrush?

Years ago: 1 year ago: 6 months: Recently:

Q.6. Why you have shifted to electronic toothbrush from Manual toothbrush?

Q.7. Which Electronic toothbrush brand you use? (Mention Rate)

Oral-B: Colgate: Royal: Other:

Q.8. what do you consider the most important factor for making a brand choice/

purchase?

Reliability: Durability: Price: Comfort: Reputation:

Q.9. where do you buy it from?

Supermarket: Hypermarket: Chemist: Departmental Stores:

Q.10. Are you satisfied with the Manual toothbrush you are using?

Extremely satisfied: Satisfied: Unsatisfied: E. unsatisfied:

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Q.11. Are you looking for something new in the market?

Yes: No:

Q.12. Are you aware of Philips electronic toothbrush (Rechargeable)?

Yes: No:

Q.13. If yes, where you have heard from?

Dentist: Internet: Newspaper: T.V.: Others: _________

Q.15. Can you differentiate Electronic and Manual toothbrush?

Manual Toothbrush:

Easy to use: Very easy: Very Difficult:

Durability: Very Durable: Not Durable:

Economy: Cheap: very cheap:

Assurance of clean teeth: Guarantee: Not Guarantee:

Design: Modern: Contemporary:

Shape: Attractive Not Attractive:

Electronic Toothbrush:

Easy to use: Very easy: Very Difficult:

Durability: Very Durable: Not Durable:

Economy: Cheap: Very Costly:

Assurance of clean teeth: Guarantee: Not Guarantee:

Design: Modern: Contemporary:

Shape: Attractive Not Attractive:

Q.17. Will you are interested to buy Philips electronic toothbrush if launched?

Yes: _________ No: _________ Can’t Say: ___________

Q. 18. What should be the price range of electronic toothbrush (Rechargeable)?

Rs: 700-1000: Rs.1000-1500: Rs. 1500-2000: More than 2000:

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