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Jitendra
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Anchor White Toothpaste was positioned as Indias first British Dental Health Society certified 100 per cent vegetarian toothpaste, in 1997. Anchor and Ajanta price their offerings at more than 40% discount, giving the market leaders a run for their money. These low priced competitors accounted for more than 80 per cent of the growing 'discount segment'.

Segments:
Popular Segment Anchor Dental Cream, Pepsodent Declining
Niche Products Ayurvedic and Sensitive toothpastes Sagmant

Freshness Segment Anchor MaxFresh , Close Up and Babool Gel Growing

Price-based Segments: Regular Segment: 100 gm: Rs 25-30 Low Price Segment: 100 gm: Rs 14-20
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HLL's Dental insurance scheme, being launched through a partnership with the New India Assurance, offered a dental insurance of Rs 1,000 on purchase of any pack of Pepsodent.

Colgate has been present in the domestic oral care market (of India) for the last 70 years. A dominant position in the toothpaste segment with a 48% market share in the domestic market. 1.5 times the second largest player.

Cibaca was acquired by Colgate in 1994 from Ciba Geigy.

The company today has two main brands in the toothpaste segment ' Colgate and Colgate Cibaca. Colgate Cibaca has risen to become the 4th largest paste brand in the country in volume terms after Colgate Dental Cream, Pepsodent and Close-Up
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DONT RECALL40% RECALL60%

Anchor 25%

Colgate

Babool
15%

60%

Un
aware, 2%

aware, 98%

Use 35% Dont Use 65%

Price Freshness

Quantity

10

18%

12%

45%

25%
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11%

29%

60%

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Hoardings To develop a strong image in the minds of the consumers. To increase knowledge of people regarding different variants available for different hair types and recently upcoming schemes.

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