INTRODUCTION: TOOTHPASTE INDUSTRY: AN OVERVIEW: , The toothpaste history in India can be tracked back from 1975 with 1200

tonnes of toothpaste produced by the toothpaste industry. Prior to the Toothpastes Oral Hygiene was the domain of local homemade powders and ayurvedh practitioners. With the entry of Colgate in Indian marketplace the awareness aboutOral care and the importance of oral care. In recent years the Industry has shownimpressive growth rate of 18.6% (this growth is calculated in terms of value growthin Rs.).The growth in the urban market has been largely by the Gel Segment. Presently,a large chunk of the Market is still held by Colgate. The major players in thetoothpaste Industry being Colgate Palmolive and Hindustan Lever Limited andseveral minor players like Balsara hygiene, Dabur etc.Presently Colgate Dental Cream holds 52% of market share. HLLs Close uplies far behind with 23% of the existing market share. The third player in themarketplace in terms of market share is Colgate Gel with 10.5% of the marketshare. That leaves 14.5% market share for other Brands like Close up, Close up G, Promise,Babool, Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste market is presently valued at Rs. 750 crores out of which the Gel segment has already bagged 1/3rd portion of it. The Gel segment presently stands at Rs. 248crores and is growing at a rate much faster than Cream. In India toothpaste usage as compared to other countries is very low which signifies about the potential of the market. In Urban India the usage of toothpaste per person per year is just 190gms.Where as it is 200gms of toothpaste per person per year in developing countries as Indonesia and Thailand. In developed countries as USA and other European countries the toothpaste usage is 375 gms per person year. In India the toothpastes companies are going in for advertising on a heavy note, on an average thecompanies managing this FMCG category are spending 6.15% of their sales on development. Colgate Palmolive had shelled out 15% of their sales on ads in the year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. Whereas Balsara Hygiene spend a huge 10.17% of their sales.

All the toothpaste brands promise different things to the consumer. Some offer the whitest teeth, some talk of freshest breath or healthiest teeth. So which toothpaste should you purchase? Sometimes having so much variety and choice can be very confusing for the mind! Besides as the dentists all tell us it is important to pay specially attention to your child's dental hygiene right from the age of 2. But which of the toothpastes will actually live up to the advertising? Lets find out Brand analysis -

Brand Oral B Colgate Total Gel Ultra Sensation

Feature

Weight

Price (Rs) 55* 35 24.50 39 39

Specially for children 100gm Paste Gel whitening Paste whitening Paste 100gm 100gm 150gm 150gm

Calciguard Pepsodent Germicheck 2 in 1 Aguafresh Close up Gel

Paste Paste Paste+ gel Paste + gel

100gm 200gm 150gm 100gm 100gm

24.50 49.90 45.10 25 33

* the price of a paste and brush

The brands in the market offer basically two types of toothpastes - one is in the form of the conventional paste and the other is the gel. Colgate Total, Pespodent Germicheck, etc are examples of the former type. They offer clean teeth and a safeguard against cavities. The Close up range, Promise Gel, Colgate Gel, etc promise fresh breath. Aquafresh and Pepsodent 2-in-1 combine the two types by having both gel and paste together. Oral B is a specially formulated toothpaste for children in India. It comes in one flavour - mint. Though the children like the mild flavour the paste itself does not foam. Also the paste comes along with a brush making it an expensive buy if you are not interested in using their brush. Alright all the ads are spectacular - but what's the bottom line? Basically all toothpastes are alike. In the olden days (sometime soon after the age of the dinosaurs) our not so distant ancestors chewed datuan - the neem twig and most of them had strong healthy teeth right to the very end. Further, here's a secret that most advertisers have long known - people aren't as interested in the anti bacterial qualities of the toothpaste as in its ability to promote fresh breath and make your mouth taste good. As a result many of us brush early morning even though we haven't eaten anything just then, in order to lose that morning breath. But few people remember to brush in the evening when it's really necessary! So the differences in the toothpastes are more in flavour and attractive colour than actual ingredients.

BRANDING: Coalgate provides trusted Oral Care products and expert information to keep your smile bright, beautiful and healthy. The Oral Care division of Coalgate Palmolive includes following products: Colgate Dental Cream Colgate Total Colgate Sensitive ColgateSensitive-Pro-Relief Colgate Max Fresh Colgate Kids ToothPaste Colgate Fresh Energy Gel Colgate Herbal Colgate Cibaca Family Protection Colgate Active Salt Colgate Maxwhite

Colgate Dental Cream Colgate Dental Cream offers all-around cavity protection, even where a toothbrush cannot reach! It repairs early cavity spots It's great mint taste freshens breath It protects against root caries It cleans & makes teeth whiter

Colgate Total Benefits The 12 hour germ fighting protection in Colgate Total* helps prevent many common oral health conditions, such as: Gingivitis Stains Plaque Cavities Tooth & Root Tartar Weak Enamel Gum Inflammation & Bleeding Bad Breath

Colgate Sensitive Colgate Sensitive toothpaste soothes the nerve ends and builds a protective shield providing both relief from sudden shocks of pain and long term sensitivity protection with regular use.

Fights pain due to sweet/sour/hot/cold foods by desensitising nerves.

Helps maintain the natural whiteness of your teeth.

Significant inhibitory effect on the formation of supra-gingival calculus.

Has a pleasant taste.

You will notice improvement in 2-4 weeks. If your teeth are still sensitive after a month of consistent use, consult your dentist.

ColgateSensitive-Pro-Relief

For INSTANT and LASTING RELIEF. Prove it to yourself.

Exclusive Pro-Argin formula Instant relief (with direct application) Lasting relief (with daily brushing)

Colgate Max Fresh

Colgate MaxFresh gel is infused with cooling crystals (in strips), which dissolve completely as you brush for a whole new dimension of freshness - freshness that you can see. Benefits: Contains Menthol for Fresh Breath Whiter Teeth Fights Cavities

Colgate Kids ToothPaste Flouride toothpaste for kids comes in two exciting flavours with your favorite cartoon characters Strawberry flavor (Barbie) Bubble Fruit flavor (Spiderman)

Helps protect against cavities Contains flouride for cavity protection. Makes fighting cavities fun Sparkling colourful gel Freshens breath

Colgate Cibaca Family Protection

Developed using Colgate's international expertise in oral care Unique formula protects your teeth from decay Refreshing minty flavour makes your breath super fresh

Colgate Maxwhite

 Intro History Pricing

Whitens Teeths Freshen Breath Fight Cavities

Branding Packaging Marketing Licensing Conclusion