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Lakshwiz - Bazaar

Rules and Guidelines:


✓The solution should not exceed 10 slides inclusive of all exhibits and appendices and
excluding front page. Teams are free to take assumptions as needed. Clearly indicate
assumptions and support them with suitable reasons under separate headings

✓Solution format:
•Font Size – 12
•Font Type – Times New Roman
•PPT/PPTX

✓The title should carry only


•Name of your Institute
•Team Name
•Details of the team members (Name, Email IDs, Phone Numbers)

✓Please attach excel sheets/calculations to the mail if any


✓Send your entries to “lakshwiz@gmail.com” with the document name & email subject
as “Bazaar_Team Name_College Name”
✓The entries must reach us positively by September 30th, 2017 23:59:59 hrs.
✓Shortlisted candidates of Round 2 will be informed via e-mail.
✓Weightage will be given to adequate rigor employed in the case.
✓The decision of the organizers of the contest and the panel of judges will be final and
binding on all contestants.
✓In case of any queries, please write to us at lakshwiz@gmail.com

“All the Best”


Category: Toothpaste

Current Market Scenario:

• Reach for Toothpaste is 85% for Urban + Rural and 89% in Urban India. The
growth in Reach is driven by Rural India with the current Reach levels of
83%. Volumes for Toothpastes have grown at a faster rate due to
upgradation from Toothpowder. Rs. 10 pack is the most bought pack and is
performing well in Urban and Rural India. In terms of company, ABC is the
clear market leader followed by company Z. Dental Cream / Strong Teeth is
the leading brand in the category with the highest vol. share and reaching
3/ 4th HHs across India.

How has the category evolved over years?

• Clear upgradation observed from Powder to Paste led by Rural. Consumer


movement in the category has been from basic pastes like Kibanca, Kagool,
Rankor to Dental Cream, specific pastes like Maximum Freshness
• Lot of variants have also been launched in the category across brands to
provide the specific benefits which are not available in the generic oral care
pastes – like Gum Care, Active Salt.
• In recent times, brands have started picking up specific attributes like
Whitening, Sensitivity as they key to growth. ABC Visible White for
Whitening and Kendidyne for Sensitivity have performed really well.
• Last couple of years has seen the sudden rise of Herbal pastes in the
category – Ayurveda Orange and Kalpataru
• In terms of packs, the Rs. 10 pack has performed really well, as it is an
affordable price point for HHs especially in Rural India.
Key Current Trends:

• Kalpataru and Ayurveda Orange are 2 brands which are outperforming all
the other players in the market. Though these brands have been there in
the market for quite some time, their growth in the last 2 years has been
phenomenal. Both the brands growing across all states in Urban and Rural
India. The profile also for the brands is skewed towards higher SECs, and
upper TCLs.
• Though currently small and primarily urban centric Whitening and Sensitive
brands have also been performing well. These brands act as the secondary
brand in the HH, with the generic Oral Care brands being bought more
often.
• Cost effective pastes like Rankor, Kagool, Kibanca are losing relevance as
HHs are upgrading to pastes which offer more benefits apart from basic
Oral Care.
• Recruitment into pastes earlier used to happen through generic pastes
which is not changing as HHs are adopting slightly premium products like
Freshness and Herbal.

Brand Performance:

• All the top brands have come under stress on account of the growth of the
Herbal segment. Even the market leader is facing some stress with this
regards.
• Freshness brands (Maximum Freshness) have also been performing well
with their growth mainly led by Rural India and Rs. 10 pack.
• Poral C which is launched in 2013, hasn’t been able to gain much traction in
Toothpastes and has declined in the last year.

Business Question:

How do I, as a Strategy Head for Toothpastes, at company ABC drive the growth
for the company given the current market scenario?

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