Marketing Management Presented by Team 3

MKT501 Anil Tirunagari

6-12-2016 Gowtham KK
2nd Quarter Nidhi Raj
SME, Shiv Nadar University Shaminder Saini
 INTRODUCTION - PATANJALI AYURVEDA
• Indian FMCG company, headquarters in Haridwar.
• Established in 2006 by Baba Ramdev and Acharya
Balkrishna.
• Products- Food, Beverages, Personal Care, Ayurvedic
Medicine, Books, Yoga CDs/DVDs.
• Valued at Rs. 30 billion with revenues of Rs. 5000 crore
(2015-2016)
• Areas Served- South Asia (India, Nepal, Bangladesh, Sri
Lanka) and Middle East (Saudi Arabia)
 TOOTHPASTE COSUMPTION
WORLDWIDE
Lowest at 159 grams

Per Capita Consumption (in grams) of Toothpaste in Selected Countries

Source : http://www.strategyr.com/MarketResearch/Toothpaste_Market_Trends.asp
 ORAL CARE INDUSTRY IN INDIA
• The Oral care industry in India is worth Rs. 5400 Crore
with Toothpaste : 60%, Tooth Powder : 23 %,
Toothbrush:17%
• Rapidly growing dynamic markets in India’s FMCG
sector.
• CAGR of 11.4% from last five years is expected to double
by 2021.
• Reasons of Growth- Rising oral care, brand awareness,
increasing demand in middle class, availability of
affordable oral products.
 DANT KANTI
• Category – Personal Care
• 4 Toothpaste Variants – Regular, Advanced, Medicated & Junior.
• 1 Tooth powder Variant- Divya Dant Manjan
• Contains more than 10 natural extracts. (26 in Medicated)
• Sales of Rs. 450 crore in 2015-16
• “An Effective Protection For Your Teeth”
• Tagline – “Tightens Gums Fights Germs”
 NEEDS SERVED

• Stronger and healthy teeth.

• Fight germs.
• Protection from cavities.
• Protection from bleeding and swollen Gums.
• Prevents Bad Breath.
• Protection from toothache, sensitivity.
 MARKETING OBJECTIVES
Short Term Objectives Long Term Objectives
• Building Brand • Export in more
Awareness International Markets
• Increasing Sales • Enhance Customer
• Target New Customers Relationships
• Increase in Market • Beat the Competitors
Share • Increase Profit
 STRENGTHS WEAKNESSES

Strong Brand Equity Not available in small stores

Safe Product (Chemical free) Color/Taste might not be
soothing
Appealing Brand Ambassador
Reach in Rural Markets

OPPORTUNITIES THREATS

Become a Leading Brand Competitors launching similar

products.
Premium Oral Care Products
Reach in International Markets
 VALUE PROPOSITION
• Back To Basics- Herbal Product
• No Brand Premium
• Product Efficacy – Dant Kanti first delivered value to
the consumers with minimum advertising costs.
• Reputation and Trust- Patanjali and Baba Ramdev.
 COMPETITORS
• Toothpaste, Tooth Powder, Mouth wash, Neemsticks
(Daatun)
• Key competitors in toothpaste are :
• Colgate by Palmolive
• Pepsodent, Close-Up by HUL
• Dabur Red by Dabur
• Sensodyne by GlaxoSmithKline
• Babool, Meswak by Balsara Hygiene
• Oral B by Procter & Gamble
• Vicco Bajradanti by Vicco
• Glister by Amway
 VALUE MARKET SHARE
Others
Sensodyne
Dant Kanti

Colgate
Dabur

HUL
POSITION VIS-À- VIS THE KEY COMPETITIONS

• People in India believe strongly in natural

ingredients (herbs and spices).
• Dant Kanti has been one of the biggest disruptors in
the Indian consumer market.
• Most of the competitors are now trying to replicate
Dant Kanti’s success by launching herbal
toothpastes.
• Colgate-Palmolive that has the highest share in
India’s toothpaste market has launched its first
herbal toothpaste in India after 80 years- Cibaca
Vedshakti
 SEGMENTATION
• Dant Kanti Junior
• Region (Geographic) – Urban, Semi-Urban
• Age Group (Demographic) – Children (5-12 years)
• Benefits (Behavioral) – Toothache, Gum problem

• Dant Kanti Regular

• Region (Geographic) – Urban, Semi-Urban, Rural
• Age Group (Demographic) - Youngsters(>12) and Adults
• Benefits (Behavioral) – Bad breath, fights Gingivitis

• Dant Kanti Advanced and Dant Kanti Medicated

• Region (Geographic) – Urban
• Age Group (Demographic) – Adults and Aged People
• Benefits (Behavioral) – Sensitivity, Teeth Whitening, Pyorrhea
prevention
 POSITIONING
• Differentiating from Competitors- With a strong
competition from Global existing brands, Dant Kanti was
positioned as a “Swadeshi” (local) Brand.
• Customer Benefits – Useful in gingivitis, prevents bad
breath, sensitivity.
• Points of Difference- Dant Kanti doesn’t have any harmful
chemicals.
• Value for Money- High quality to low pricing works well
with Dant Kanti as consumer prefers a quality product at
best price.
 BRANDING STRATEGY
• Patanjali follows “Branded House” strategy in which
the company itself is the brand and all the products are
promoted under one brand.
• Hence, low cost is involved for marketing activities.
• Dant Kanti is widely accepted because of the image of
Patajanli Ayurveda and brand equity is thus
transferred from the parent brand.
• Most of the other competitors like P&G and HUL follow
“House of Brands” strategy.
 PRODUCT STRATEGY
• Dant Kanti packaging is simple and white in color
which resembles purity, innocence and cleanliness.
• Distribution via exclusive 4700+ Patanjali stores, big
retail chains like Big Bazaar, Reliance Fresh, and E-
Commerce websites.
• The product quality is consistent and is able to meet
the expectations of it’s target audience.
• Dant Kanti is different from other’s based on
ingredients (natural extracts,herbs).
 ANALYZING CONSUMER BEHAVIOR

• Our research is primarily based on the surveys

conducted using Google Forms.

• The survey questionnaire was sent to 80-100

people, out of which 37 people had responded.
How long have you been using 'Dant Kanti' ?
What are the main reasons behind switching
to 'Dant Kanti'?
Who influences your preference for toothpaste
brands?
What other brands you considered, before selecting
'Dant Kanti' ?
Select the factors that influence you most for the
purchase of “Dant Kanti” over others
Do you think Patanjali 'Dant Kanti' is better than other
toothpastes available in market these days?
How do you perceive 'Dant Kanti'?
Have your tooth related problems decreased after
using 'Dant Kanti' ?
Will you stick to the same product if its price is
increased?
Would you recommend 'Dant Kanti' to others?
 CONSUMER DECISION MAKING
Problem Evaluation Post
Information Purchase
Recognition of Purchase
Search Decision
Alternatives Behavior

• My Toothpaste •Discuss With Compare options •Sets •Gum Bleeding

is going to get Friends or •Ingredients minimum Stopped
over. I need to Family •Gum Bleeding acceptable cut •Satisfied with
buy one. Control off level Dant Kanti
•My gums are •Saw Dant •Cavity Protection
bleeding. I need Kanti •Price •Finally buys •Recommend
to try some advertisement Dant Kanti Dant Kanti to
other brand onTV from store. others
THANK YOU