1.

1 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 home made powders and ayurvedh practitioners. With the entry of
Colgate in Indian marketplace the awareness about Oral care and the importance of
oral care. In recent years the Industry has shown impressive growth rate of 18.6% (this
growth is calculated in terms of value growth in 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 the toothpaste Industry
being Colgate Palmolive and Hindustan Lever Limited and several minor players like
Balsara hygiene, Dabur etc.
Presently Colgate Dental Cream holds 52% of market share. HLLs Close up lies far
behind with 23% of the existing market share. The third player in the marketplace in
terms of market share is Colgate Gel with 10.5% of the market share. That leaves 14.5%
market share for other Brands like Pepsodent, Pepsodent 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. 248 crores 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 the
companies 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.

In support of the text above the following pictures provide a bigger scenario of the
current market state.

FIGURE 1.) Market share

FIGURE 2.) Per Capita Consumption.

1.2) TOP TEN TOOTHPASTE BRANDS IN INDIA

1. COLGATE
(COLGATE PALMOLIVE Ltd.)
2. PEPSODENT (HINDUSTAN UNILEVER)
3. CLOSE UP
(HINDUSTAN UNILEVER)
4. SENSODYNE (GSK)
5. AQUAFRESH (GSK)
6. ANCHOR
(ANCHOR HEALTH & BEAUTY CARE Ltd.)
7. DABUR RED (DABUR INDIA)
8. BABOOL
(GSK)
9. MESWAK
(GSK)
10. VICCO BAJRADANTI (VICCO LABORATORIES)

1.3) CURRENT MARKET SCENARIO(as of 2014).

The oral care market in India is estimated to generate revenues of upto USD 1.2 billion
per annum and record an annual growth rate of 13% in 2014. Within the oral care market
segment, the toothpaste market in India alone accounts for USD 0.9 billion and
isexpected to be growing at a CAGR of 15%. Previously, locally madeayurvedic powders
and natural herbs that served the purpose of maintaining hygiene dominated the Indian
oral care market. However, as consumers awareness about hygiene grew, the market
suddenly saw an influx of standardized products with leading players like ColgatePalmolive India Ltd., Hindustan Unilever Ltd., Dabur India Ltd, Anchor Health and
Beauty Care Pvt. Ltd., GlaxoSmithKline Consumer Healthcare Ltd., capturing the
market. Toothpaste Market in India to 2017 presents detailed data on consumption trends
in the toothpaste category in India, analyzing consumption volumes and values at product
segment levels. The report also studies crucial data on distribution channels along with
the latest industry news and mergers and acquisitions in this segment throwing light on
some of the key aspects driving the market.

1.4) OPPORTUNITIES IN CURRENT MARKET

Almost one third of the Indian population does not have access to any of the modern oral
healthcare facilities, making it a lucrative prospect market for the leading players. With
the per capita consumption of toothpaste in India at about 146g, it is the lowest in the
world. Furthermore, toothpaste industry analysis revealed that dental cavities and other
problems are prevalent in 63% of 15 year olds, while approximately 8% of adults in the
age groups of 35-44 suffer from the same problems. Moreover, a study of the
demographics also shows that the Indian population suffers extensively from gum
problems, especially periodontal diseases and other tooth sensitivity issues. The data
analyzed predicts that the Indian toothpaste market can grow by 90% if the per capita
consumption of toothpaste were to match that of China. Growth has already been
recorded in sub segments like mouthwash and toothpastes that addresses sensitivity
problems, citing which market experts are speculating growth of the segment as a whole.

1.4) DETAILED ANALYSIS OF THE TOP 4 MANUFACTURERS

1.4.1) COLGATE:Segmenting Factor : Family
Target Audience : The Brand Colgate and its extensions are targeted at Indian
families taking booth economical and premium stances.
Availability : All over India.
Positioning Stance : on Health care through Duality of benefits, talks about
Stops bad breath and fights tooth decay. This positioning stance has worked well
in Indian probably because Oral. Now also the company is constantly following the
fresh breath route which proved successful for the company.
Care is not taken in a sensitized manner and hence the custom looks for multibenefits.

Product Range :
Colgate Dental Cream
Colgate Total
Colgate Visible White
Colgate Sensitive
ColgateSensitive-Pro-Relief
Colgate Max Fresh
Colgate Kids ToothPaste
Colgate Herbal
Colgate Cibaca Family Protection
Colgate Active Salt
Colgate Active Salt Healthy White
Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer

1.4.2)PEPSODENT:- Segmenting Factor : Family

Target Audience : The Brand PESPOSDENT and its extensions are targeted at
Indian families taking booth economical and premium stances.
Availability : All over India.
Product ranges: Pepsodent Germicheck
Pepsodent 2 in 1
Pepsodent Centrefresh

Pepsodent Germicheck superior power

Pepsodent Whitening
Pepsodent Super salt 1 and 2
Pepsodent Kids
Pepsodent Gum Care.

1.4.3)CLOSE UP- Segmenting Factor : YOUTH

Target Audience : Young people. The target market being Multi Brand
Households where young does not use what their parents. This particular targeting
was significant when Close Up was launched because Colgate positioning was a
sort of Flip flop between Tooth decay and Bad Breath and Colgate was going for a
Broad market constituting of all the age groups.
Availability : All over India.

Product :

Blue mint flavour introduced.

Tangerines of Read reduced. (for serious buyers.)

Soft Squeeze lamitubes for toothpastes introduced for the first time in the
country.

1.4.4)SENSODYNE:SEGMENTATION:- 20 to 50 years old.

TARGET AUDIENCE:-: Consumers who concern about their oral health and
hygiene.
AVAILABILITY:-Metros and other developing cities.
Product Range:- DAILY REPAIR,FAST ACTING RELIEF.

2.1 SOAP INDUSTRY:- AN OVERVIEW

Introduction
Soap Market in India to 2014 (Personal Hygiene) is a comprehensive resource for soap
market data from 2004 to 2014 and market/company shares for 2008-09.This report also
provides data on expenditure and consumption as well as key distribution channels, and
reveals the leading companies in the Indian soap market.

Features and Benefits:

- Identify key market segments by analyzing market size data (value & volume) for the
soap market
- Design business strategies by gaining insight into quantitative market trends over 200409 and expectations for 2010-14
- Identify key companies in the soap market in India and design M&A strategies by
analyzing market share data
- Predict how consumer preferences will change in the future by analysis of expenditure
and consumption information from 2004 to 2014

Highlights
- The soap market in India increased at a compound annual growth rate of 12% between
2004 and 2009.
- The bar soap segment led the soap market in India in 2009, with a share of 99.3%.
- The leading player in soap market in India is Unilever.

2.2INDIAN SOAP INDUSTRY AT A GLANCE IN 2013 2014

The soaring palm oil price in the international market till July 2013 forced the Indian
soap industry to increase the price of its commodity across the board. Then when the
price of palm oil fell by about 20% the soap manufacturers in India started offering
promotions. This increased the sales in 2013. Companies such as HUL, Godrej Consumer
and Wipro Consumer were big gainers from the current round of promotions. Over the
past two years, these large companies gained considerable market share from regional
firms like Venus Soaps that were unable to keep prices low given the rising palm oil
costs.

In the December quarter of 2013, HULs Lux and Lifebuoy were Indias leading soaps
with a market share of 14.4% each, while Santoor had 8.8% and Dettol 7.8%, according
to Nielsen data. Industry experts forecast that palm oil prices will stay near current levels
for the next two quarters, which may prompt the Indian Soap industry to look up.

The following figures give the detailed vision to the above texts.

FIGURE 3- STOCK PRICES OF THE TOP RATED FIRMS

FIGURE 4- MARKET SHARE OF LEADING SOAP BRANDS

2.3) DETAILED ANALYSIS OF THE BEST SELLERS.

2.3.1) LIFEBUOY:Product type

:Personal use

Soap Country

:England

Owner

:Unilever

Introduced

:1895

Market

:Worldwide

Lifebuoy is a brand of soap containing phenol marketed by Unilever.

Lifebuoy was introduced by Lever Brothers in 1895 in England as the
second oldest soap brand.

 Lifebuoy has a strong social mission, promoted through its rural hygiene
programme, Khushiyon Ki Doli, which propagates the practice of hand
washing with soap to reduce diarrheal deaths.
Lifebuoy is available in bar soaps, liquid hand wash, hand sanitizer and talc.

FEATURES OF LIFEBUOY
Lifebuoy aims to make a difference by creating accessible hygiene products
(soap) and promoting healthy hygiene habits. With this in mind, Lifebuoy
aims to change the hand washing behaviour of 1 Billion people by 2015.
Lifebuoy looks to consistently innovate and provide accessible hygiene and
health products to a wide variety of consumers.
The vision also commits the Lifebuoy brand team to visible action, inspiring
projects that motivate consumers to improve their hygiene behaviour.
The Lifebuoy brand has, since 1894, supported people in their quest for
better personal hygiene.
Lifebuoy has been a pioneer in this market and has constantly innovated to
keep it in tune with changing market needs
Lifebuoy is Indias largest selling soap brand.

2.3.2 LUX : Product type

:Beauty

Soap Country

:USA

Introduced

:1924

Markets
Ambassador(s)
Website

:Worldwide
:Lever Brothers (Unilever)
:lux.com

Lux is a global brand developed by Unilever. The range of products includes

beauty soaps, shower gels, bath additives, hair shampoos and conditioners.
FEATURES OF LUX
Lux possesses a very strong network of market research. Door to door
surveying and sampling is done annually in rural as well as urban areas
selectively.
Lux has a very wide range of products to offer.
Lux possesses a very strong brand image in the market.
The focus of lux is going strong on beauty segment.
The brand has innovative sales promotions tactics that spread across
different forms of media print, electronic and social. Unique selling point
is its fragrance

2.3.3 DETTOL:PRODUCT TYPE

:Personal use

SOAP COUNTRY

:India

INTRODUCED

:1933

MARKET

:Worldwide

Owner

:Reckitt Benchiser

Dettol is the trade name for a line of hygiene products manufactured

by Reckitt Benckiser. It has been in use since before the 1950s.
Dettol Bar Soap is a gentle soap with a fresh fragrance. It contains
antibacterial agents that provide trusted Dettol protection.
It cleanses and protects your skin for a hygienic clean and a healthy
refreshing feeling everyday. Contains skin moisturising agents .
FEATURES DETTOL
Dettol has become a household name in the hygiene category; its product
line includes antiseptic liquid, soaps, liquid hand wash, hand sanitizer, body
wash, shaving cream and medicated plasters.
Dettol captured the Indian market even before the 1950s, and till today, the
brand has not lost its strength
In India, Dettol as a brand stands for trusted protection. Dettols products
are of high quality and are affordable, which is why they have managed to
enter majority of the households in India.