MARKETING MANAGMENT

TEAM MEMBERS
MISBAH ISHAQ HAMMAD ISHAQ ABDUL REHMAN MUHAMMAD SAMAD

INTRODUCTION OF DENTONIC POWDER

Dentonic is the most widely used toothpowder Produces more than 35 tones of powder a week Available in 2500 utility stores and 15000 shops Available in 45gm Rs 13 and 90gm Rs 20 ISO 9000 Certified

SWOT ANALYSIS
DENTONIC TOOTH POWDER

INTERNAL FACTOR
STRENGTH WEAKNESS

EXTERNAL FACTOR
OPPORTUNITIES THREATS

INTERNAL FACTOR
STRENGTH
Dentonic toothpowder Availability: 2500 utility stores and 1500 shops.

Latest technology is being used now. This statement is totally wrong the they dont have latest technology if they have in 4o years they can make their product more attractive by using latest technology Excellent profit turn-over by powder. Write now dentonic is on decline stage so there is no concept of profit turn over

40-years experienced staff. Staff is working in 1 company for last 40 years that also not the strength if the staff move company as star and maintain the product value make the changes to stable the product and company .

INTERNAL FACTOR
STRENGTH
Dentonic toothpowder is unique product, which instantly stop bleeding. There are lots of toot paste , teeth creams ,can easily stop bleeding what is uniqueness in this instantly , If continues using of dentonic and its stop bleeding from gums and tooth so it is the strength It not only protects teethes but also enhances smiles. Loyal staff. Online advisory service by dental surgeon. Now a days no dental surgeon advise for dentonic More market shares than Luqmani Manjan

INTERNAL FACTOR

WEAKNESS Lack of promotion. Lack of awareness in new generation. Minor quantity of fluoride is used. Started investing in research very late. Out dated formula is sued to manufacture powder. Uneasiness to use. Doesnt reaches out to all part of the tooth Lack of fragrances Lack of variety and taste Unhygienic way of cleaning the tooth Weakness of the product

EXTERNAL FACTOR
OPPORTUNITIES

Through using modern technology on the regular basis, export can take place.How can it is possible when the product not successful to capture the market share with in the country It will make the place in the other country Through promotion and awareness program, higher class can be targeted. In next slides they said this product is only for middle and lower class so what is the strategy or the oppernuity for them to aware the the higher class , if they said promotion is the opportunity to aware the people thats would be accepted Getting recognition by different dental associations of Pakistan.

EXTERNAL FACTOR

THREATS Old and out dated formula. Threat competition by Colgate and Medicam toothpaste. Lack of awareness. Lack of promotion. New consumers are not growing rapidly.

Both statement are not threats for company these are the weakness of the company.
Value added added benefits (fragrance) Changing life style Strong competition Concentration on new and advanced scientific way of brushing the teeth brushing the teeth using tooth brush .

These above statements are the threats

COMPANY ANALYSIS
Established in 1963 Maintaining excellent quality standard ALA chemicals is a national brand Strong company slogan Recognized in dental in industry

COMPETITOR ANALYSIS
PRIMARY COMPETITOR Medicam tooth powder Luqmani tooth powder Colgate tooth powder

COMPETITOR ANALYSIS
SECONDARY COMPETITOR All tooth paste All mouth wash

CONSUMER ANALYSIS
target segment is lower middle class and lower class The consumers in Pakistan are very loyal

MICRO ENVOIREMENT
Company Suppliers Marketing Intermediaries Customers Competitors Public

MACRO ENVOIRMENT
Demographic Forces Economic Forces Natural Forces Technological Forces Political Forces Cultural Forces

MARKET SEGMENTATION
Psychographic Segmentation Behavioral Segmentation Target Marketing Positioning

PSYCHOGRAPHIC SEGMENTATION
Lower middle class targeting lower class

BEHAVIORAL SEGMENTATION
Dentonic offers high quality and convenience at a reasonable price Middle and lower classes look on Dentonic Toothpowder

TARGET MARKETING
Undifferentiated (mass) market Providing good dental health to all segments

POSITIONING
A tooth powder which has qualities of toothpaste

MARKET MIX
PRODUCT PRICE PLACE PROMOTION

PRODUCT
Dentonic is a tooth paste without varients. Dentonic does not have the filler and carrie r components Tooth powders are very famous in the developing world Indian company claims that it provides tooth powder worth 5 billion Indian rupees per annum

PRICE
competition based pricing

PLACE
Effective distribution channel. Available every where Direct sell to retailer Around 15000 shops are covered every month in Karachi

PROMOTION
Focused on personnel selling spent $25000 for the production of Dentonics first ever TV commercial giving retail allowances to large scale retailers to promote the Dentonic