ORAL–B SENSITIVE

Presented by:Reshal JainPGP30270 Under the guidance of Prof. Sameer Mathur

Parent Company

Product Category

Product Brand

Brand Extension

About the Project

ORAL CARE

Introduction

About the Company About the

Category About the Extension

Introduction

About the Company About the

Category About the Extension

P&G Brand Portfolio

About the CompanyLargest and fastest growing FMCG company with 650 + Million consumers

5 plants, 9 contract manufacturing sites and 26000 people in India

Segments – Beauty, Grooming, Household, Wealth & Well Being

3 entities in India – P&G Hygiene & Health Care Ltd., Gillette India Ltd., P&G Home Products

Contents of the Project

About the Company About the

Category About the Extension

Oral care Category• 15% Growth (INR 83.5 bn in 2013)

• Toothpaste is the biggest category (80% share of oral care, 44% growth in 2013)

• Colgate-Palmolive India Ltd. leads with 46% market share

• CAGR of 9% , reach INR 131 bn by 2018

• Main focus on Toothpaste, covering benefits like sensitivity protection, whitening and gum care

• Sensitivity - the main theme to attract urban customers.

Oral Care Market Size

Growth of 15.3% in 2013 &12.6% in 2014

2010 2011 2012 2013 2014

55,414.50

63,296.10

72,374.60

83,449.80

93,968.20

Oral care Category

Year

Mark

et

Siz

e

2010

2011

2012

2013

2014

29.50

32.00

33.00

35.00

35.10

70.50

68.00

67.00

65.00

64.90

Oral Care in India

Rural urban

Percentage share in India

year

Oral Care in Urban and Rural areas

Rural areas gaining more share every year. Primary reason - awareness and rapid

Brand under study for the project

2014 – 4.6%

2013 –

4.9%

2012 – 4.6%

2011 –

4.5%

2010 – 4.3%

Oral – B Market share for last 5 years

There has been no significant increase in its market share in spite of growth in oral care category

Introduction

About the Company About the

Category About the Extension

Oral-B Sensitive toothpaste

>30% Indians suffer from sensitivity

Sensitive toothpaste grew fastest, 9% value share in 2013 compared to 4% in 2012

Oral-B launched its sensitive toothpaste in 2014 & has a market share of 1.2%

white toothpaste, dominant in India for decades lost share - 47% of the total toothpaste value sales in 2013

The 4Ps of Marketing

Product Place

Price

Promotion

The 4Ps of Marketing - Product

Oral B sensitive toothpaste Available in attractive paper box packaging

Rapidly relieves Sensitive teeth and prevents sensitivity by creating a n acid resisting protective shield

Pro-expert professional sensitivity toothpaste and Pro-expert sensitive + gentle whitening

The 4Ps of Marketing - Price

80 gm available for Rs. 140.

Prices similar to competitors products - penetrative pricing

2 variants available

The 4Ps of Marketing - Place

Retail stores, pharmacies and hyper markets in tier 1 cities

Available online

Target segment is urban market

The 4Ps of Marketing - Promotion

Brand ambassador – Madhuri Dixit – mother of two.Aim to target all age groups

Launch of Smile Indiacampaign

Promotion through dentists. Goal is to increase the Brand recall value

Market Segmentation

Geographic – Urban and rural population

Behavioral - Regular use, Teeth whitening, Sensitive teeth

Demographic – Targeted towards all types of age group by promoting brush twice a day habit

Psychological – Educated people who take believe in oral care

Geographic – targeted towards Urban sector. Mostly the tier 1 cities through hypermarkets and pharmacists

Behavioral – Premium product for which consumers suffering from sensitive teeth are ready to pay a little more

Demographic – Targeted towards all types of age group suffering from sensitive teeth

Psychological – Targeted mainly towards consumers who are suffering from immense pain and having trouble eating and drinking

Target Consumer

Competitors

2.3% share in 2014 in the toothpaste market

47.7% share in 2014 in the toothpaste market

1.3% share in 2013 in the toothpaste market

7.6% share in 2014 in the toothpaste market

Competitive Frame of Reference

Various Brands in market such as Colgate Sensitive(Colgate Palmolive), Sensodyne(GSK), pepsodent (Unilever), Himalayas

Large Variety of toothpaste available.

Many Competitors sell their product in various flavors increasing their product offering

Points of Parity

Oral Care Cleaning

Sensitive teeth

Daily Use

Fights germs

Points of Difference

Innovative – Use of Special Ingredient

Clinically proven

Confident Smile

References

www.oralb.com

http://www.pg.com/en_IN/brands/pg_india_brands.shtml

http://www.oralb.com/topics/sensitive-teeth-use-sensitive-toothpaste.aspx

http://www.pg.com/en_IN/brands/pg_india_brands.shtml#oral-b

https://www.pg.com/en_UK/news-views/Inside_PG-Quarterly_Newsletter/issue2/innovation.html

GMID - www.portal.euromonitor.com/portal/statistics/tab

http://www.breakingcall.com/index.php/blog/india-insight/85-india-blog/149-toothpaste-war-in-india-who-will-prevail2

http://www.business-standard.com/article/companies/p-g-to-launch-oral-b-toothpaste-on-tuesday-113063000197_1.html

http://www.dnaindia.com/money/report-oral-b-in-hand-pg-sets-up-a-brush-with-toothpastes-1855431

Thank You