Oral Care

THE ORAL CARE CASE

The dictionary meaning of ORAL is pertaining to teeth, and Oral care means taking care of teeth, bad breath, gums etc. Now Oral Care is a huge market in India and contributes 16% share of overall personal care market. Oral Care market consists of different variants which are:

- TOOTH PASTE (`)

- TOOTH POWDER

- MOUTHWASH

- MOUTH FRESHNER (negligible market as compared to other 3)

The overall toothpaste market is currently growing at 8 %, hence there is a huge untapped market as

India's per capita consumption of toothpaste is one of the lowest in the world: just 115 ml in 2009 hence the opportunities are huge.

The four products along with the brands in the market are

1. Toothpaste Market

BRAND NAME SUB-CATEGORY PRODUCTS

HINDUSTAN UNILEVER LIMITED WHITE PASTE, GEL PEPSODENT, CLOSEUP

COLGATE PALMOLIVE WHITE PASTE, GEL, HERBAL CIBACA, COLGATE

DABUR HERBAL, WHITE PASTE MESWAK, BABOOL, PROMISE, DABUR RED

HENKEL HERBAL NEEM

HIMALAYA HERBAL HIMALAYA DENTAL CREAM

GLAXOSMITHKLINE WHITE PASTE SENSODYNE

PEARLS DROP WHITE PASTE SMOKERS

VICCO HERBAL VICCO VAJRADANTI

2. Tooth Powder Market

* Colgate Colgate Super Rakshak

* Dabur Red

* Vicco Vajradanti

3. Mouth Wash

* Colgate Plax

* Johnson & Johnson (Listerine)

* (ELDOR Healthcare) AM/PM +

4. Spray mint

* Midas care Pharmaceuticals

The market share as per volume and value for oral care industry are as

The oral care section survey was conducted at Star Bazaar (Andheri) supermarket .

In the toothpaste category of oral care products, the following products were available for sale .

Below are products, different weights available and their USP.

HINDUSTAN UNILEVER LIMITED (HUL)

S. NO. PRODUCT NAME WEIGHTS AVL (GRAMS) USP / TAGLINE

1 Pepsodent- Germicheck 150, 200 Fights germs

2 Pepsodent-2 IN 1 80, 150 Paste + Gel / Protects teeth and fresh long lasting breath

3 Pepsodent-WHITENING 40, 150 Fights germs, white teeth in 2 weeks

4 PEPSODENT G, GUM CARE 80, 150 Fights germs that cause bad breath

5 PEPSODENT KIDS 80 Flavored pastes strawberry, fruits/ strengthens teeth enamel, gentle on teeth gums

6 Close-Up -Activegel (red hot,lemon mint,menthol chill,peppermint Splash) 40, 150 Fights germs that cause bad breath

COLGATE-PALMOLIVE

Sr no Product Weight USP

1 Colgate-total 40,80,200 Combines the proven 12-hour germ-fighting formula of Colgate Total® with an advanced cleaning silica system to help maintain a dentist-clean feeling.

2 Max-fresh 40,80,200 Wipe out bad breath with our freshest line of minty, cool toothpastes.

3 Sensitive 40,80,200 Provides clinically proven, everyday protection from painful sensitivity

4 2IN1 40,80,200 Available in five convenient liquid gel varieties so you can enjoy a brighter, fresher smile.

5 Sparkling White 40,80,200 Clinically proven, stain protection formula for sparkling, healthy white teeth with three unique flavors.

6 Cavity Protection 40,80,200 Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh feeling.

Dabur :

Sr no Product Weight USP

1 Dabur Red Toothpaste 200gm, 100gm, 50gm and 20gm Power of Ayurveda to keep all your dental problems away

2 Babool Toothpaste Family Pack, 380gm, 190gm, 90gm, 50gm and 30gm. A natural toothpaste packed with medicinal benefits of Babul tree

3 Meswak Family Pack, 200gm, 100gm and 50gm Herbal toothpaste with pure extract of Miswak plant

4 Babool Mint Fresh Gel 35gm + Brush, 70 gm and 145gm Start the day with a pleasant, fresh feeling

PRODUCT PACKAGING

Product packaging is important as it helps in luring customers to buy the products. Different brands used creative ways with respect to look and feel factor of packaging. Kids toothpastes are available in different shape and sizes to attract children. Also, brands like HUL has its Closeup toothpaste in vibrant colored packs to target people who are young at heart, thus highlighting Freshness which is their USP. Whereas pepsodent toothpaste comes in subtle colored packages.

CUSTOMER BEHAVIOUR

At STAR BAZAAR in Andheri 20 customers and their buying behaviors were observed and the following are some outcomes

* All 7 consumers which were teenagers preferred to buy toothpaste which ensured fresh breath for a longer period of time hence they bought either CLOSEUP Gel or Colgate Maxfresh.

* A young married couple from Lokhandwala area in Andheri wanted to go for overall protection hence bought Colgate TOTAL.

* A person who belonged to Bhopal and living in Andheri bought Miswak as he said that he wanted to use