Agenda
Market Update
Global Prospective
01
Market Value, Key Players, Attributes, Competitor Pricing
Domestic Prospective
02
Product Details, USP, Brand Ladder, Pricing, SWOT,
Brand – To be Launched
03
Field Force, Go-To-Market Strategy, Engagement
Activities, Marketing Strategy Summary
Launch Plan – Cities
04
Strategic allocation of plan
Marketing Planogram
05
CITY

Introduction- Global Prospective
Source: https://www.marketsandmarkets.com/Market-Reports/oral-care-market-80546246.html
Asia pacific market is expected to
witness high growth in the forecast
period due to growing high
awareness of oral hygiene
$45.90
$53.30
$42.00
$44.00
$46.00
$48.00
$50.00
$52.00
$54.00
2020 e 2025 p
3.1%
CAGR
Billions
The global oral care/oral hygiene market size is estimated to be USD 45.9 billion
in 2020 and projected to reach USD 53.30 billion by 2025 at a CAGR of 3.1%.
Growing awareness of the importance of maintaining oral hygiene
Increased competition in the oral care/oral hygiene market
escalating price pressure
Increasing online purchase of Oral Care Products
Increasing focus on market players on emerging
countries is driving the growth of oral care market
Driving Factor

Introduction- Indian Prospective
Source: https://timesofindia.indiatimes.com/business/india-business/niche-play-gives-teeth-to-toothpaste-sales/articleshow/79500338.cms
According to Time Of India dated 20th Dec
 Toothpaste, with a market size
of around Rs 10,000+ crore,
is one of the most highly
penetrated product and is
growing at 2-3%
 When compared to last year it
grew by 4%.
 Need-based offerings are
showing a sharp uptick. These
include addressing tooth
sensitivity, whitening or with
herbal and natural flavors.
18%
22%
23% 23%
9% 9%
10%
11%
0%
5%
10%
15%
20%
25%
2017 2018 2019 Jan - Mar'20
Herbal Sensitive
9,283
9,951
10,379
2,622
-
2,000
4,000
6,000
8,000
10,000
12,000
2017 2018 2019 Jan-Mar'20
Indian toothpaste market (cr.)
10,000+
Tooth paste
3,500+
Tooth Brush
600+
Tooth Powder
350+
Mouth wash
15+
Dental Care
All values in cr.
Moving 6X FASTER IN MARKET
Over
Rs.15,000cr
India’s Oral
health market
size in ’19

Introduction- Indian Prospective
49.61%
48.49%
47.46%
48.32%
46.90%
16.66%
16.01%
15.92%
16.01%
15.91%
12.97%
13.31%
13.91%
13.37%
14.23%
8.65%
9.26%
9.48%
9.18%
9.62%
4.10%
4.84%
5.37%
5.18%
5.51%
6.67%
6.99%
7.00%
6.96%
6.98%
2018
2019
2020
MAT April-20
MAT April-21
Colgate HUL Dabur Patanjali GSK Anchor Others
India Toothpaste market
Source : https://www.bloombergquint.com/business/colgates-herbal-push-fails-to-stem-decline-in-toothpaste-market-share
 Data highlights that Colgate being
market leader, has lost M.S as of MAT
Apr-21.
 Colgate’s launch of herbal variants
such as Vedshakti, Cibaca Vedshakti,
Active Salt, Neem and Sensitive with
clove oil failed to stem the decline.
 Dabur, on the other hand, has been
constantly seeing a rise in demand
across its toothpaste brands over the
last few years.
 Market share for other competitors in
the toothpaste segment such as
Pepsodent from Hindustan Unilever
Ltd. remained stable.
 GSK Consumer Healthcare Ltd., which
sells a variety of toothpastes under the
brand name Sensodyne for treating
tooth sensitivity, has witnessed a
steady increase since 2018.

Competitor Mapping- Attributes
BRAND
ATTRIBUTES
Current attributes positioned by current players
Attributes Target Audience– KIDS & FAMILY
 Flavour & Color
 Whiteness
GAP filled by “Colgate”
 Fresh Breath GAP filled by “Close Up Max Fresh”
 Decay Protection GAP filled by “Pepsodent Germicheck”
 Cost Effective
 Herbal
GAP filled by “Patanjali”
 Plaque prevention
 Stain prevention
GAP filled by “Colgate Active Salt”
 Herbal GAP filled by “Dabur Red”
 Gum Expert GAP filled by “Himalaya Complete Care”
 Sensitivity GAP filled by “Sensoydne”

Competitor Mapping- Pricing
Pricing considered from online only for 150gms
Prices of
Competitors
Rs. 92
Rs. 80

Brand Name
LAUNCHING
A
Fluoride Toothpaste
with
Benefits of
Strong Teeth I Healthy Gums I Fresh Breath

01 02 03 04
It helps in developing stronger teeth
Brand Toothpaste – Product Details
It helps in developing really strong teeth and minty fresh breath
Removes the germs from the mouth
Gives cooling in the mouth after applying
“Brand”is developed with an internationally proven formula which
helps in developing really strong teeth and minty fresh breath.”
Calcium Carbonate
Helps remove plaque, debris and
surface stains.
Silica
Used to repair damaged teeth
Sorbitol
It helps hold the toothpaste together,
and it's also a sweetening agent.
Sodium Silicate
Used to control the pH of the
finished product
Pack shot

Brand Toothpaste - Attributes
BRAND
ATTRIBUTES
Current attributes positioned by current players
Attributes Target Audience– KIDS & FAMILY Brand – Key Attributes
 Flavour & Color
 Whiteness
GAP filled by “Colgate”
 Fresh Breath GAP filled by “Close Up Max Fresh”  Fresh Breath
 Decay Protection GAP filled by “Pepsodent Germicheck”  Strong Teeth
 Cost Effective GAP filled by “Patanjali”  Aggressive pricing
 Plaque prevention
 Stain prevention
GAP filled by “Colgate Active Salt”
 With the ingredients of Fluoride.
(Fluoride toothpaste is very effective in
preventing tooth decay.)
 Herbal GAP filled by “Dabur Red”
 Gum Expert GAP filled by “Himalaya Complete Care”  Healthy Gums
 Sensitivity GAP filled by “Sensoydne”

Brand Toothpaste – Brand Ladder
Benefit
Brand
Essence
Personality
Reason to Believe
Target Audience
Consumer Insight
Strong teeth, Healthy teeth
• Friendly, Family care, Complete care
• Strong Teeth, Healthy Gums, Fresh Breath
• I often lookout for toothpaste which shall give the benefits which strengthens my teeths, avoids
bad breath as complete package.
• Target audience living in urban + rural market who wants economical priced toothpaste but yet
multiple benefits. Ideal age group would be 18+ who understands the key benefits of our product.
• Fluoride: It’s a mineral by the composition that helps to strengthen the enamel on the teeth,
making them less susceptible to cavities
Establish the target audience

Brand Toothpaste - Pricing
Brand Names MRP Brand Name for 150gms Margin Calculation
Colgate Max Fresh- 150gms ₹ 95
₹ 00
Price To Retailer 00% = ₹ 00
Price To Distributor 0% = ₹ 00
Closeup Triple Fresh
Formula – 150gms ₹ 85
Himalya Complete Care-
150gms ₹ 85
Dabur Red Gel- 150gms ₹ 80
Ayush Freshness Gel-
150gms ₹ 80
Brand Name
Establish product pricing: If expensive mention the reason, If competitive mention the USP’s

Brand Toothpaste – S.W.O.T
W
O T
S
 Aggressive Pricing model
 International standard quality
 Multiple benefits (covering range of
features)
 New entrant to the Indian market
 Difficult to convince customer to
purchase
 Need to develop strong distribution
channel for mass reach
 High competitive market
 High marketing spends by
competitors
 Involvement of global and domestic
companies
 Changing lifestyle of consumers
 Opportunity with ayurvedic
composition
 Can focus for kids range

LAUNCH PLAN
CITY

Field Allocation: Sales Representatives
As a part of go-to-market strategy for any city, divide it in accordance with geography of the area:-
Population of the city, town and city to launch
Which are the areas to cover.
If possible, collect the universe of outlets in the city
Collect the distributor list (if available)
Summaries how many field force would be required
Plan distributor coverage
00
Sales
Representatives

You can simply impress your audience and add a unique
zing and appeal to your Reports and Presentations with
our Templates.
Brand Toothpaste – Go-To-Market Strategy
STEP 02
Availability
3600
STEP 04
Promotion
STEP 03
Visibility
STEP 01
Identifying
Key outlets

Go-To-Market Strategy: Identifying key outlets
Classification of outlets
(based on potentiality of the outlets)
Selling 100+ units
Toothpastes in a month
(150gms)
Selling 70 to 100 units
Toothpastes in a month
(150gms)
Selling 40 to 70 units
Toothpastes in a month
(150gms)
Selling less than 40 units
Toothpastes in a month
(150gms)
A Group B Group C Group D Group
Note: Assuming that this data of stores and mapping of sales have done before. Numbers mentioned are for
example purpose.

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Go-To-Market Strategy: Availability
STEP 02
Availability
3600
STEP 04
Promotion
STEP 03
Visibility
STEP 01
Identifying
Key outlets

Go-To-Market Strategy: Availability of Primary v/s Secondary Sales Plan
Primary Sales 1 2 3 4 5 6 7 9 10 11 12
Distributor Sales
Online Sales
Modern Tarde
Total
Note : Projection of primary and secondary sales can be done bases on the past experience of the company or the category
Secondary Sales 1 2 3 4 5 6 7 9 10 11 12
Distributor Sales
Online Sales
Modern Tarde
Total

00000
Targets in Units
000000
Targets in units annually by
each SR
0000000
Target in units per month
000
Outlets
Units to liquidate from each stores
annually
000000(including A,B,C,D outlets)
Go-To-Market Strategy: Availability with liquidation plan at key outlets
Annual sales funnel – SR level
SR
Note : This is just to help a SR visualize how to achieve his target and its road map

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Go-To-Market Strategy: Visibility
STEP 02
Availability
3600
STEP 04
Promotion
STEP 03
Visibility
STEP 01
Identifying
Key outlets

Go-To-Market Strategy: Visibility
“A” Group outlets : Those outlets selling 100+ units in a month :
Outside Branding : Name board
Danglers
Inside Branding : POS
Window Display with LED option
These window display would
be put with minimum 10 units
Note : These are just few options

Go-To-Market Strategy: Visibility
“B” Group outlets : Those outlets selling 70 to 100 units in a month :
Danglers
Inside Branding : POS
These window display would
be put with minimum 10 units
Outside Branding: Standees
Note : These are just few options

Go-To-Market Strategy: Visibility
“C” Group outlets : Those outlets selling 40 to 70 units in a month :
Danglers
Inside Branding
Gravity Dispenser / PVC
hanger
Outside Branding
Note : These are just few options

Go-To-Market Strategy: Visibility
“D” Group outlets : Those outlets selling less than 40 units in a month :
Inside Branding
Danglers
Outside Branding
Note : These are just few options

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zing and appeal to your Reports and Presentations with
our Templates.
Go-To-Market Strategy:Promotional Plan
STEP 02
Availability
3600
STEP 04
Promotions
STEP 03
Visibility
STEP 01
Identifying
Key outlets

Note: These are few options which can be explored costing and
budgeting need to decided further as per organizational budget
approval. Its not necessary we need to implement all the
options.
Go-To-Market Strategy: Promotional Plan (BTL)
01
Billboards (strategic location
need to decided)
02
Mumbai local Train
Branding
03
New paper branding (jacket
branding) TOI and Maharashtra
Times
04
Taxi Branding
05
Bus Branding
BTL Plan is been made as per cities branding avenues (options)

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zing and appeal to your Reports and Presentations with
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Go-To-Market Strategy:Engagement Activity
STEP 02
Availability
3600
STEP 04
Promotion
STEP 03
Visibility
STEP 01
Identifying
Key outlets
Supported with Engagement
Activity
Business Associates
Consumers

Engagement Activity:For Business Associates
Below engagement activities are few options
Brand Reminders
Clocks, Stationary Inputs, Carry bags,
Flasks etc. These would be branded
A Class
B Class
Special Day Celebration
Festivals, Birthdays, Brand focused
special days- Special drive
All
Outlets
Business Meetings
Trainings, workshops, outings
All
Outlets
All
Outlets
Stock Audits
Monitoring and availability of stocks
Special Drives
Sampling at key selected outlets
A Class
B Class
Contest Drives
Sales Contests and Recognition-
Campion Stores
All
Outlets

Engagement Activity:For Consumers
Below engagement activities are few options
Digital Promotion
Facebook, Instagram
Geo tagging : Mumbai location
Modern Trade
Interacting with consumers at modern trade outlets
(promoters) Ex: Big basket, Bigbazzar, D-mart
Street Plays
Educating / highlighting key social issues with title
sponsorship of brand promotion
Mall Activations
Interacting with consumers at malls,
through display of brand outlets
E-commerce Sales
Amazon, Flipkart,

Engagement Activity:For Sales Representative
Annual Performance
Monetary benefit for annual
performance
Below engagement activities are few options
Quarter Performance
Competition among SR’s to
showcase their sales
performance (Special gifts)
Marketing Execution
Involvement and execution
of best marketing
campaigns
Innovative Ideas
Award showing for unique
ideas of marketing the
products on field
Best Displayed Outlet
A contest showing best
execution of marketing
display with brands

Marketing Strategy: Summary
PULL STRATEGY PUSH STRATEGY
Consumers / Customer
BTL Promotions
Outdoor Activation
Visibility at stores
Engagement Activities
Distributor / Stockiest
Regular Visits
Meetings
Contest
Retailers / Apetkas
Regular Visits
Brand Reminders
Special Day
celebrations
Meetings
Contests
Field Force
Contests / Incentives
Rewards & Recognitions
Training / Field Engagement

Content M O N T H S
1 2 3 4 5 6 7 8 9 10 11 12
POSM
Billboards
Tarin Branding
Bus Branding
Taxi Branding
News Paper Ad
Brand Reminder Inputs
Special Day Celebrations
Business Meetings
Contests- Store
Digital Promotion
Modern Tarde Activity
Street plays (with PR)
Mall Activation
Store POSMs
Billboards
Taxi
Train
As per need
Planogram: Marketing Execution
Bus
News
BR BR BR BR BR BR
Q1 Q2 Q3 Q4
1 2
On going activity
Q1 Q2 Q3 Q4
1 2
1 2 3 4
News

THANKYOU