Abhishek Mehlawat Anshita Gupta

LISTERINE ACCV PROJECT PRESENTATION

SYNDICATE A2
Astha Tanwar
Dhawal Goyal
Gaurav Chaudhury
Biplab Das
Harsh Khandelwal
Manoj Jain
A BRAND CREATING A MARKET xgroupa2@iima.ac.in Saagar Chitkara Sandeep Reddy K
MARKET AND CATEGORY OVERVIEW

India oral hygiene market category segmentation: % 2019

Mouthwash Market Share (%)
0.1
7.5
SEGMENT Toothpaste 13.4
Listerine
Oral Hygiene 15.7 Toothbrushes & 1.8
Replacement Heads 3.1 Colgate Plax

Mouthwash AM PM
11 Mouthwash
Dental Floss
Pepsodent Fresh
Mint
CATEGORY 76.8
70.8 Others
Mouthwash

India oral hygiene market value forecast India mouthwash segment growth

PRODUCT Year $ million % CAGR $ million % CAGR

Listerine 2019 1,865.9 115.6
5.5% 12.1
2024 2,437.1 (proj.) 198.8 (proj.)

Who do you think owns the brand? Type your answer in the chat!
SYNDICATE A2 | PGPX 20-21
5C ANALYSIS AT A GLANCE
CONTEXT
Niche product, 7% of oral care market, 2% Indian
consumer penetration
Small and growing market 
Oligopoly, dominated by 2 players with many small
ones
Wider adoption would require change in oral care
habit of consumers

CUSTOMER COMPANY
Urban Families and individuals Self- care products, strong association with baby
care products, pharmaceutical market
14 major cities
Product disassociation with brand as Listerine is
Age group 25 - 34, Sec A not suitable for children
Oral hygiene conscious Strong brand image of Listerine

COMPETITORS COLLABORATORS
Direct: Colgate Plax, Close up, Oral Dentists 
B
Social influencers
Indirect: Water used for gargling,
mouth fresheners Pharmacies, supermarkets, mom and
pop stores
Parallel: Prescription mouthwashes

SYNDICATE A2 | PGPX 20-21

STP ANALYSIS

SEGMENTATION TARGETING POSITIONING

• Market leader in the

• Socio Economic Class • SEC A
segment
• Geography: Rural, Urban, • Age 22-35, males and • Germicidal and
Tier 1 Cities, Tier 2 cities etc. females Antiseptic: “Removes
• Age and Disposable income 99.9% of the germs”
• Price insensitive, oral health
• Therapeutic solution for
• Psychological: Conscious conscious, self-aware
oral care and hygiene of
about Oral health, conscious • Living in top 14 cities in India the complete mouth.
about fresh breath • “Not just for fresh
• Behavioral: Price sensitivity breath”
• Over-the-counter

SYNDICATE A2 | PGPX 20-21

4P ANALYSIS

PRODUCT PLACE

PRICE PROMOTION
Avg Price (Rs/ml)
0.70
0.59
0.60

0.50 0.47
0.40
0.40

0.30

0.20

0.10

0.00
Listerine Colgate Plax Closeup

SYNDICATE A2 | PGPX 20-21

USER RESEARCH

No. of Interviewees
Retailers (Pharmacy and
Supermarkets); 2
Non-users; 2

Casual non Listerine users ; Brand Marketeers (Brand

2 Manager and Sales
manager); 2

Casual users – Listerine; 6

Dentists; 7

Regular users; 3

SYNDICATE A2 | PGPX 20-21

RETAIL MARKET/CHANNEL PARTNER BEHAVIOR AND PERCEPTION

SUPER MARKETS Pharmacy

250 ml SKU

Fast Moving
80ml SKU
500ml SKU Product

Listerine is 60% Sporadic Purchases

Mouthwash Sales
Regular Purchases
Stable Sales
No Prescription Sales
Moderate Margins
Large SKUs for Family
Usage Customers Ask for
Listerine
Original
Specific Brand
Is Slowest
Moving

SYNDICATE A2 | PGPX 20-21

DATA FROM DENTISTS

Count of Various products used by dentists (mouthwash)

Total

4
Dentists prefer recommending CHX based
prescription mouthwashes, primarily to uphold
the value of the prescription and generate
2
patient confidence.

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Count of Which OTC mouthwashes would you recommend?

Select all that apply For first time users, dentists tend to
recommend “milder tasting” and “non-
alcohol” based mouthwashes as compared to
10%
Clohex - Dr.
Listerine.
10% 30% Reddy

Colgate Plax
However, consumers using Listerine are not
Listerine
dissuaded or asked to shift to another brand by
20% Oral-B
mouthwash dentists.
Others
30%
SYNDICATE A2 | PGPX 20-21
CONSUMER BEHAVIOUR AND PERCEPTION
CA

S
SU

ER
High Brand Loyalty AL

US
Slightly Price Sensitive
US

R
ER

LA
Low Price Sensitivity Fresh Not Brand Loyal
S

GU
Breath Once a Week Usage
High Oral Hygiene Rigor

RE
Cool Mint Flavour Perceived Important
2-4 times a week usage Preferred but not Essential
Brush once a Day
High Brand Recall
Perceived as Essential Habit
Strong Taste Use when brushing
Premium Category not possible
Brushing twice
daily Ads not
effective Lifestyle or
luxury
product

Unaware of mouthwash benefits

May use only if immediately necessary
May use while travelling
May use if recommended by someone
trusted or a dentist
No special care for oral
hygiene

NON USERS SYNDICATE A2 | PGPX 20-21

USER CHARACTERISTICS

User Characteristi cs
Regular Users Non-Listerine Users Casual Users Non-Users

High

Medium

Low

Top of Mind Recall P r ice S ensiti v ity O r al H ealth O r al Hy giene Rigor I mpor tance of F r esh
( Lister ine) A w ar eness Br eath

SYNDICATE A2 | PGPX 20-21

 GENERIC POSITIONING
POSITIONING

ATTRIBUTE POSITIONING

SYNDICATE A2 | PGPX 20-21

GAP ANALYSIS

PRODUCT UTILITY GAP

Casual users associate mouthwash with

freshness and Listerine positions itself
as a total oral care product. Competitors MARKET PENETRATION GAP
who position themselves for freshness
see this as an opportunity to gain Non-users and casual users
market share. seek dentist recommendation
to start using mouthwash
regularly. However, dentists
are apprehensive to
PRODUCT USAGE GAP recommend Listerine as a
regular use mouthwash.
A regular consumes 400-500 ml per month
on average, however the prescribed
quantity is about one liter a month. For
casual users, the consumption is far less.

SYNDICATE A2 | PGPX 20-21

GAP ANALYSIS

WHERE WE ARE

Regular Users –
2% Market Primary Use for Essential Product Benefits – Oral
500 ml/month
Penetration Several Users – Fresh Only For Some Users Hygiene, Freshness
Casual Users –
Breath
150 ml/month

Benefits – oral
All Users – 1000 20% Market hygiene, freshness,
Primary Use – Essential Product For
ml/month Penetration cavity protection,
Complete Oral Care All Users
Benchmark (USA) healthy gums, plaque
prevention

WHERE WE WANT TO BE
SYNDICATE A2 | PGPX 20-21
RECOMMENDATIONS

INCREASE CUP WITH INCREASE AWARENESS DISCONTINUE DIVERSIFY

AWARENESS 500ML SKU AVAILABILITY/ AMONG SLOW CHANNEL
VISIBILITY OF DENTISTS MOVING PARTNERS
Educational DIFFERENT SKUS
Increase
programs for FLAVOURS outreach to Discontinue Visibility at
college
Introduce new dentists to slow moving high-end
students to Add a cup with variants highlight SKUs of establishments
promote oral largest SKU available in benefits vs original flavor e.g. co-
hygiene,
other other brands to avoid working
linking with
countries and and elucidate unpleasant spaces, fine
professional
increase them with first-time user dine
world
availability of non-alcoholic experience restaurants
existing flavors variants

SYNDICATE A2 | PGPX 20-21

 SYNDICATE A2

THANK
xgroupa2@iima.ac.in
YOU

STAY SAFE!
4P ANALYSIS

PRODUCT

Modern Trade and Traditional

Shops and Pharmacies
PLACE

3 SKUs: 80ml, 250ml, 500ml

SYNDICATE A2 | PGPX 20-21

4P ANALYSIS

PRICE Avg Price (Rs/ml)

0.70 “Say goodbye to bleeding
0.60
0.59 gums”
0.50 0.47
“Reduce gum problems in 2 weeks”
0.40
0.40 PROMOTI “Listerine Clean”
0.30 ON
0.20

0.10

0.00
Listerine Colgate Plax Closeup

Typically in-significant price difference

between brands for the target customer

SYNDICATE A2 | PGPX 20-21