Marketing

Marketing is the process which satisfies customers need. Need is different public to
public.
Marketing your business is about how you position it to satisfy your market’s needs.
There are four critical elements in Marketing your products and business. They are
the four P’s of marketing.

The marketing mix

The marketing mix is often referred to as the '4 Ps', i.e. product, price, place and
promotion. To
Meet customers' needs a
Business must develop products to satisfy them, charge the right price, get the
goods to the right place, and it must
Make the existence of the product known through promotion.

BOLAN Corporation Limited

BOLAN is one of the leading organizations in the Dental and Baby Care segments and
presents a wide array of products, which are in compliance with international
.standards and are manufactured by employing sophisticated European technology

Since its inception, BOLAN has focused its efforts towards achieving consumer
satisfaction and consumer protection in all its deliverables. Today, that’s the reason
its insignia symbolizes the quality bearer in the Oral and Baby Care categories.
BOLAN also ensures safety for its valuable consumers from all the hazardous and
toxic materials by restraining their usage in manufacturing. Therefore all the raw
material imported from America and Europe is FDA compliant and certified from their
.reputed suppliers. This enables their mission of caring and protecting human life

The ‘Care’ is the core spirit, which has made BOLAN as a recognized household
name in Pakistan. This approach has been the forefront in every managerial decision
and this has been incorporated in every step of the system, so in other words, every
step is directed towards the ultimate goal of ‘Customer Care’. This care-oriented
approach has been achieved through commitment of the management to the
principle of continuous improvement, understanding the consumer behavior and
.robust quality vigilance by our qualified quality personnel and technologists
BOLAN is committed to the protection of the environment and for enforcement of
.strict code and regulations of ISO 14000 system
BOLAN is fortunate that it has a committed team, which is skilled, seasoned, and
young. They are focused and dedicated to make BOLAN a renowned, growing and
leading company not only locally but also globally and also a responsible corporate
.citizen
For last two decades, BOLAN has shown a success track record and launched variety
of quality products and set new milestones in the market with an ultimate objective
of ‘Care’. For that reason, all the intermediaries have always shown a satisfactory
.trend with the operations and marketing activities of the company
Presently, the management is aggressively heading towards new frontiers. Bringing
new technologies to Pakistan, introducing new categories for Pakistani consumers,
.and introducing Pakistan as a reputable name in International markets

Size of the Company

(Human resource: 200 employees (factory and head office

Mission Statement
To be the best consumer product company by focusing on quality, consumer needs and
marketing excellence, while maintaining an ethical code of conduct, showing care and
compassion towards the employees, being fair to all stake holders, and symbolizing
responsible corporate citizenship.

Corporate Philosophy

Corporate Vision

An organization offering value to everyone in the company, known for its innovative,
groundbreaking and responsible marketing approach; where people love their jobs and
feel proud to be a part of BOLAN.To become a symbol of corporate responsibility,
delivering best value for consumers, while upholding business & professional ethics, with
an aggressive growth and profitability, year after year.

Organizational Excellence
Participative management is the norm at BOLAN. Initiatives are encouraged, differing
ideas are considered a healthy sign, goal -oriented approach is facilitated and
decision- making is highly decentralized, with an objective accountability system.
They have gathered a young and professional team, which believes in a “can do”
attitude, and is ready to accept any challenge. Training and development is an
ongoing process at all levels, and the management style is not a set of rules, but an
.evolving concept

Corporate Citizenship & Social Responsibility

The management at BOLAN firmly believes in doing business with a purpose. They
are always seeking opportunities to contribute towards society by supporting worthy
causes and by carrying out activities, which add value to the lives of people coming
in contact with the company in any capacity. Fostering education and knowledge is
the core area of focus, where management wants to play a meaningful role. A
reasonable part of the marketing budget is allocated to support and conduct
activities, which contribute towards betterment of education and knowledge-
disbursement systems for their youth. Besides this, utmost care is taken in designing
all corporate communications to make sure that they always uphold their cultural,
.social and moral; values

MARKET SIZE, GROWTH & SHARES

.BOLAN presents a wide array of products in Baby Care and Dental Care segments

Market Size & Growth Rate

The market size of the toothbrush industry is around 70 million units per annum and
.the growth rate is on an average of 10%

Overall Market share in Dental Care products

:List of all the players in Dental Care and their market shares
 Colgate - 6%
 BOLAN- 10%
 Oral B - 5%
 Gorey -5%
 Ezigrip - 24%
 Abbasi Corporation - 18%
 Unbranded segment - 30%
 Others - 2%
 Market Share inDental Care
6%

32%
10%

5%

5%

24%
18%

Colgate Shield Oral B Gorey Ezigrip Abbasi Corp Unbranded

Unbranded toothbrushes have the maximum share in the market and BOLAN is
standing only at 10% over all shares. Not only this, but BOLAN has also launched its
Fighter (stand alone) brand besides its vast product line of tooth brushes in order

.to compete at the low price segment with unbranded tooth brushes

Relative Market Shares

DENTAL CARE
BOLAN is present in all the three price segments i.e. High, Medium and Low price
segments. BOLAN does not have a high over all market share in Dental Care.

:However, in terms of relative market shares, as shown in the figure below

Oral-B, Trisa &

Colgate, Imported Hi
gh
Pri
Gross Profit
ce Margin
Shield 5-10% d
Antibac-
Elegant-
Medium Ezigrip, Gorey,
Colgate, OralB
Price
Shield 30%

Shieldprice
In the high Lowhas
5-10%segment, BOLAN Price
only 5 – 10% share withVolumes
its ‘Antibac’ and
Fighter-
‘Elegant’ toothbrushes. Segment
It is serving in the high price in order to obtain gross profit
Shield Angular-

Unbranded
margins. The main players of the high price segment are Oral B, Colgate and
imported toothbrushes.
In the medium priced segment, BOLAN has a relative share of 30% as compared
to its competitors in this segment i.e. Ezigrip, Gorey, Colgate and Oral B.
Unbranded Chinese toothbrushes have the maximum share in the low priced
segment, with BOLAN having only 5 – 10%. BOLAN is serving the low price segment
for volumes.

S.W.O.T. ANALYSIS

Brief analysis of the strengths, weaknesses of BOLAN, opportunities it can exploit &

:threats it faces are as follows

Strengths
• The other major strength of BOLAN is that people are well aware of
the presence of the Brand in the market which is a plus point for the
Company.

• BOLAN has a strong Brand Equity and Mind & Heart Share.

• BOLAN has been surviving in the market for a long time while there
were other brands like Avent which could not meet the competition & left
the market.

Weaknesses
• BOLAN lacks the Research

• And Development needed to compete in the market as the market it

serves is very competitive & needs innovation all the time.
• Mould manufacturing is very expensive and since they have to import
them, it results in more costs. They should have mould manufacturing
factory of their own which would result in lower costs as well as more
innovation.
• BOLAN lacks the Technological enhancement needed to compete in
this competitive market.
• BOLAN lacks the required innovation to hold its market share. Due to
which it might loose its market share to other companies which are
innovative.
• BOLAN does not do outsourcing & that is why its competitors are
stronger.

Opportunities
• The major opportunity for BOLAN is Diversification into different
segments which are attractive & which BOLAN can cater to without any
hindrances.
• Lifestyles of people are generally changing; they are becoming more
educated, hygiene conscious and seek more variety.
• Monthly Penetration (in terms usage) of Toothpaste is around 60% in
Urban Pakistan, therefore penetration of tooth brush (Dental Care) would
also be around the same because they are dependant on each other.
• Since regional shifts in population are taking place i.e. from rural to
urban there is an opportunity for the industry.

• Untapped junior segment; only two companies have junior

toothbrushes catering to the kids segment.

Threats
• The major threat for BOLAN is the recent influx of unbranded
competitors / Chinese goods that have highest percentage of the market
share in Dental Care segment.

• Consumption rate of BOLAN’s baby care products is low. Mothers,

unaware of hygienic products and the harmful effects of continuous use of
recycled products for the babies, use the same feeders for each successive
child. This is and may continue to be a major threat to the company’s
sales. BOLAN on his behalf, instructs on the package to change the feeder
every 6 months.
• BOLAN’s competitors are quick in adapting to all the offers & products
that BOLAN come up with, therefore they have to be constantly on their
toes in not to loose their market share.
• All other firms dealing in tooth brush industry are offering incentives to
its customers but BOLAN lacks that aspect as it isn’t giving any incentives
 to attract more customers. Thus the customers are getting attracted to
other brands with more incentive because they are more prices sensitive.
• Lack of awareness about the importance of oral hygiene
• Threat of substitute products; Miswak, tooth powders etc
• Since MMA is in power Islamic groups can pose a threat to the
toothbrush industry by encouraging the population of Pakistan to use
miswak.
• The WTO free trade implementation in 2005 is a threat for the
industry; low priced Chinese products will flood the market and there is a
possibility that Chinese manufacturers may start branding their
toothbrushes. This would further increase the competition in the industry.

GENERIC STRATEGIES

BOLAN wants to cater to the masses, for that they have to follow both cost
leadership and differentiation strategy. The competition is growing day by day and
that is why BOLAN has chosen diversification over focus. The consumption rate of
their products is very low and so they are diversifying into both related and
.unrelated fields

Overall Cost Leadership

It believes in mass market and wants to achieve economies of scale. It wants to achieve
lowest production and distribution cost so that it can price lower than it's

Competitors and win a large market share

PRODUCT OVERVIEW

Baby Care + Dental Care

Now extending to
Baby Feeding Baby
Oral Care
Products Toiletries
NE
W
Dental Care
BOLAN manufactures a range of quality toothbrushes ranging from low-end Angular
to high- profile Sleek and Sensation. The company adequately covers all price

.segments within the product category

The tooth brushes are being manufactured with food grade plastic and the best
quality filaments by DuPont USA. The handles are shaped to several preferences for

.all types of users belonging to all age groups

The packaging has recently been revamped to give it an attractive and high profiled look,
.which now makes the product even more competitive and eye catching at shelf level

BCG MATRIX

BCG MATRIX
Market Growth

High

Low Dental Care

High Low
Relative Market Share
Critical Analysis of the Portfolio

BOLAN has a healthy portfolio because it has only one question mark which requires
a lot of cash and has no stars. It has two cash cows which provide enough funds to
finance the question mark. At present it has no dog product but its weak cash cow
i.e. dental care can turn into a dog because there is intense competition and BOLAN
lacks innovation. It has to build Blessings also and it’s important that it does not

.loose further market share in dental care

Question Mark
 Blessings
BOLAN has launched a new brand by the name of Blessings. Blessings deal in both

.baby care (future project) and toiletries

.Blessings are a new brand which is introduced in the market recently
Blessings are launched to compete with Johnson's & Johnson's. It is catering high
class segments. Blessings has high growth rate but little market share. Blessings
require a lot of cash because it wants to overtake the market share of the market

.leader. It’s a new brand and it will take time to penetrate in the market
Cash Cow
Dental Care
BOLAN is losing its market share in this market and the growth rate is also low.
Unbranded Chinese tooth brush is taking away the market share from BOLAN and it

.has become a weak cash cow for BOLAN

General Strategies for Portfolio

• BOLAN should build Blessings because it’s a new product. Blessings

market share should grow if it wants to become a star product.

• BOLAN should hold the baby care section because it is generating

large positive cash flows.

• BOLAN should use harvesting strategy to increase its short term

cash flows from its Dental care. There is heavy competition in this market
and this product can turn into a dog easily if proper strategies are not applied.

Recommended Strategies

Cash Cows
Dental Care
Dental Care is a weak cash cow for BOLAN and it should use product development
strategy in this line. There is intense competition these days in the dental industry
and BOLAN should do continuous innovation. BOLAN is extending dental care to oral
care and introducing mouthwash and toothpaste hence it is diversifying into
related field. This product line is a weak cash cow and to maintain its share in the

.market BOLAN should use appropriate strategies

MARKETING

Marketing Objective

BOLAN’s first and foremost marketing objective is product quality leadership.

Quality is its top most priority in order to sustain its brand equity and brand loyalty.
It is trying to attain this objective by using top quality raw material, employing well-
.trained staff and strict monitoring in product development

Its second objective is market share leadership. Company is trying to increase its
market share by increasing its distribution; wherever they think potential customers
would come to buy. They are penetrating the market, developing new products,
.extending their product line and also diversifying in order to attain its objective

Market Segmentation

BOLAN has recognized that it cannot appeal to all buyers in the marketplace or not
to all buyers in the same way. Buyers are too numerous, too widely scattered, and
too varied in their needs and buying practices. Rather than trying to compete in an
entire market, it has identified the parts of the market that it can serve best and
.more profitably

Segmentation basis

Dividing a market into distinct groups with distinct needs, characteristics, or behavior
who might require separate products or marketing mixes. BOLAN has segmented the
heterogeneous market on the basis of Demographics, Psychographics,
.Geographic and Behavioral for its products

BOLAN caters to the urban and sub urban areas of Pakistan. It is perceived as a
medium quality product for the middle-middle and the lower-middle class. The
age groups include 2- 10; 10 & above for Dental Care and newborns for Baby Care
.segment
On the basis of price segmentation BOLAN falls under the medium priced – low
.priced segment of the market
 BOLAN
DEMOGRAPHIC
Age groups Babies; Juniors and adults
GEOGRAPHIC
Region Urban & suburban areas
PSYCHOGRAPHIC
Social Class .Middle-middle and the lower-middle class
BEHAVIORAL
• Soft, Medium, Hard for tooth
brushes
Benefits Sought
• Durability and Quality for Baby Care
products

Market Positioning
Market Positioning is to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumer. Besides deciding which
segments of the market it will target, the company must decide what positions it
wants to occupy in those segments. Company and brand positioning should be
.summed up in a positioning statement

Marketing Mix Variables Product

In Dental Care, BOLAN has eight variants Anti plaque, regular, Angular, Bio junior,
Flex adult, Flex junior, Sleek and Sensation (see Product Mix). Each of the variants is
available in Hard Medium & Soft filament texture and various colors. BOLAN does not
promote the different product variants as separate brands. The toothbrush industry
as a whole is not brand focused instead they are sales oriented. H
i
BOLAN aims to take an integrated approach therefore they g
h
Gross
P Profit
also want to create a brand identity ri
c Margin
e
d

Price Medium
Priced
• BOLAN has a Low price – medium quality
pricing strategy in Dental Care.
Low Priced Volumes
• BOLAN has a High price – High quality pricing Shield

strategy in Baby toiletries (Blessings).

• BOLAN has a medium price – medium quality pricing strategy in

Baby Care.
It is serving in the high price segment for Gross Profit Margin and in the low price
.for Volumes
 :Following are the price lists

BOLAN Dental Care Retail price Trade price

Sleek 35 32.56
Sensation 35 32.56
Anti plaque 18 16.75
Regular 16 14.91
Angular 13 12.08
Bio junior 10 9.33
Flex adult 30 27.91
Flex junior 15 14
Little Star 15 14
Fighter 10 9
Fighter Eco Pack 15 14

Place
BOLAN has coverage of above 80%of the total outlets in Pakistan; therefore it
.follows the intensive strategy for distribution

Promotion
Dental Care
In the toothbrush industry, all over the world, the main focus of promotion is on
merchandising activities. BOLAN follows the push strategy and advertises its tooth
.brush through out door advertising (billboards) as well as TV and magazines
BOLAN has separate “Dental Teams” which visit the dentists and convince them to
.recommend BOLAN toothbrushes to their patients

The trade offers used depends on the different variants of different companies. The
special discounts include gift schemes which include scratch cards, household items
(washing machine, television, stereo etc) and coupon schemes. These schemes are
based on the volume purchased. BOLAN offers 12+ 3 and 12+2 trade offers, they
.occasionally give special discounts of 14%

BOLAN engages in Below the Line Activities at a very small scale like putting up stalls
in meals etc. They also visit certain NGO’s which is in accordance with their theme
.“Care for the Society” where they give free samples etc
PERCEPTUAL MAPPING

It’s a consumer’s perception how he thinks about the brand with respect to its
.competitors in terms of the attributes he values most

Dental Care
High Quality

Oral- B

Colgate
Ezigrip
Low Price High Price

Unbranded
(Chinese(

Gorey
Low Quality
Shield

The main competitor of BOLAN in the dental care segment is Ezigrip; while Oral-B
and Colgate hold a major portion of the total market share, with the former leading
the market. BOLAN’s dental care products are perceived to be of satisfactory quality,
available at low prices. The unbranded Chinese toothbrushes are a reasonable threat
to the company, because they have started invading the dental care market by
providing cheap products. Gorey, on the other hand, manufactures inferior quality
.toothbrushes that are sold at cheap prices

:Our Suggestion
A great opportunity (represented by the pink circle) exists for BOLAN to take away
market share from its competitors if it redefines itself as a provider of “oral care”
rather than “dental care”. This is definitely an area which is unmet by almost all of
its competitors in the market and BOLAN can therefore reposition itself as rendering
.oral care, i.e. positioning on the basis of product category
 Dental care
As per research it has been shown that only 50% people use tooth brushes. That
means that as much as 50% are still using substitutes. Miswaak, manjan, and
tooth powder are substitutes for toothpaste and as a result for toothbrushes as
.they both go hand in hand

Miswaak is one of the Laws of Shariah. Over a hundred Hadith have been narrated
regarding the significance of the Miswaak, which shows the great importance of
using Miswaak in Islam and MMA’s affiliation with Islamic groups could also affect the
industry if they promote the use of miswaak. Therefore BOLAN should closely watch
.the ever changing lifestyles of its consumers

Tooth powder is still one of the biggest form competitions BOLAN has to face.
Lower class society is the major society in Pakistan, and can’t afford tooth brush and
tooth pastes; hence tooth powder is serving them the purpose well by simply using
.their fingers instead of tooth brushes

Presence in Kid Segment

BOLAN is the only company which is currently catering to the kids segment in the
tooth brushes. It offers Bio Junior and Flex junior for the younger segment which
.are available in five colors

Distribution
BOLAN excels in distribution as it has 80% coverage of the total outlets in Pakistan.
Additionally they have a motivated workforce; the sales force is aggressive and
works well in coordination with the brand managers and in partnership with
distributors to ensure that the product is being picked by the end consumers. BOLAN
does not deal with wholesalers which allow them and the retailers a greater profit
.margin

BOLAN’s Policy at Intermediary Level

Since its inception, BOLAN has focused its efforts towards achieving consumer
satisfaction and consumer protection in all its deliverables. BOLAN also ensures
safety for its valuable consumers from all the hazardous and toxic materials by
restraining their usage in manufacturing. Therefore all the raw material imported
from America and Europe is FDA compliant and certified from their reputed
suppliers. This enables BOLAN’S mission of caring and protecting human life. This
care-oriented approach has been achieved through commitment of the management
to the principle of continuous improvement, understanding the consumer behavior
.and robust quality vigilance by our qualified quality personnel and technologists

BOLAN is fortunate, that it has a committed team, which is a fine blend of skilled,
seasoned, and young employees. They are focused and dedicated to make BOLAN a
renowned, growing and leading company not only locally but also globally and also a
responsible corporate citizen. They (BOLAN) carry out surveys with their
distributors on regular basis and get their feed back on what they feel about the
company. They are free to tell BOLAN’s weakness and stress upon improving their
mistakes. This way the company gets to know their flanks directly from the horse’s
mouth, as distributors are a good judge of pointing out why a certain product is
selling and reasons why it is not selling; which ultimately helps BOLAN in improving
its performance and product quality and matching the expectations and standard of
what is required in the market.BOLAN maintains a business database that contains
past purchases of business customers; past volumes, prices and profits.
Besides this, commission / certain percentage are also given to the distributors
which are decided by the higher authority and are confidential. For last two decades,
BOLAN has shown a success track record and launched variety of quality products
and set new milestones in the market with an ultimate objective of ‘Care’. For that
reason, all the intermediaries have always shown a satisfactory trend with the
.operations and marketing activities of the company

BENCHMARKING WITH IMMEDIATE COMPETITION

Dental Care Segment

BOLAN has only a 10% market share in the entire dental care segment. However, its
market share is likely to increase because they have started to differentiate their
products for a market, which has high growth potential. After benchmarking their
immediate competitors in the likes of Oral-B and Colgate, they have started
manufacturing the exact same products that cater to almost all the different kinds of
needs of the market. The only difference here is that, they have mentioned these
differentiating factors on toothbrushes, in order to communicate the unique selling
:proposition to consumers. Some examples of such USP’s are

- Angular (Curved Neck for effective brushing of back of the

teeth)

- Flex (“S” shape handle absorbs brushing pressure and gently

cleans the teeth & massages gums)

- Anti-Bac (Specialized antibacterial filaments significantly

reduce bacterial contamination)

- Anti-Plaque (The outer layer of filaments removes plaque

from the teeth enamel and gum line)

- Sensation (Filaments have Wavy Structure (V-shaped) which

serves as plaque remover)

RECOMMENDATIONS

DENTAL CARE
BOLAN has 10% market share in its dental care. They face heavy competition and
they should come up with a better variety of toothbrushes and be more innovative.
It should use product development strategy. It can do the following: Make
glittery plastic handles of the tooth brush. They should improve on their packaging.
Their green color package is not very attractive and eye catching. They should have
their own BOLAN tooth brush stall in big stores where the variety can be displayed
.and consumers can easily choose
• BOLAN should do more advertising about its dental care on TV, and
come up with attractive and catchy advertisements with different themes
besides the traditional family theme.
• BOLAN should invest more on R&D and produce a product that the
consumers need. To encourage kids to buy their tooth brush they can give a
free stuffed toy. They can increase the usage of their tooth brush by
communicating to the consumers that tooth brush after a certain time is
useless and unhygienic.

• They can also introduce tooth brush with indicators to increase the
consumption of the tooth brush. The indicator (filaments) will tell the
 consumer when to buy a new toothbrush. They can also introduce electric
tooth brushes. They can get their tooth brushes endorsed by a doctor and
gain trust of the consumers.

• BOLAN can also do outsourcing this would reduce its production cost.

GROWTH STRATEGIES According to the proposed model of corporate

:strategies, using the GE business screen we recommend that

• BOLAN should grow via concentration through integration. In

reality BOLAN is following this strategy, their main distributor is a sister
concern.
• Increase its advertising effectiveness
• Improve merchandising activities
• Communicate product quality to improve perceived quality in the
market.
• Work on R&D and MIS to increase its competitiveness

INTENSIVE GROWTH STRATEGIES

Market Development Strategy
BOLAN can make use of this strategy by creating awareness of Dental
hygiene in the rural area. They should conduct awareness programs in
rural areas educating the masses with the importance of dental hygiene. They
can motivate them by giving them free tooth brush and offers like buy one

.get one free

Market Penetration
Communicate to the people that they should change their tooth brush after
every six months for hygiene purposes and hence increase the consumption

.rate of their product

Product Development
They should bring some variations in their moulds by designing moulds of

.different shapes e.g. moulds of different cartoon characters

DIVERSIFICATION GROWTH
• Concentric Diversification strategy
BOLAN can introduce (battery operated) Electric tooth brushes. It can do
this because it already manufactures tooth brushes and they posses the

.needed technological and marketing synergies

• Horizontal Diversification
o BOLAN can start manufacturing tooth brush holders which
would be a new product for its current market.
• Conglomerate Diversification
BOLAN can seek new business which has no relation with its present
operations and market. Products consumption rate is very low and that’s a
hurdle in their growth. They can enter into industries where there are low

.entry barriers and expand their business

ADVERTISING
BOLAN advertises on TV, billboards and magazines. Their advertisements are not
attractive. They lack in the following areas
• Lack of a creative theme.
• They don’t communicate their USP very well through their advertising.
• People can not retain their advertisements which mean that their
advertisements are not up to the mark.
• Since they deal in low consumption products they should concentrate
and spend more on their advertisements which they fail to do.
:Suggestions
They should change the color scheme of their advertisements and make it more
attractive and catchy. They should communicate the unique features of their
products through proper advertising. When they introduce a new product they should
do proper advertisement to make people aware of the product’s uniqueness. They
should increase their advertising budget and increase the frequency of their
advertisement. They should communicate this point in their advertisement that one

.should change their tooth brush after every six months in order to increase usage

PACKAGING
The packaging of their tooth brushes is not very attractive and eye catching. They

.should also bring improvements and innovation in the packaging

Suggestions
They should change the package color scheme which would make the tooth brush
more prominent. They can also come up with light blue packages for baby boys and
light pink for baby girls and differentiate in designing and overall color scheme of the

.products; which will make it attractive for the mothers

PROMOTION
BOLAN does not have effective promotional activities. The pencil they are offering
with the tooth brush is not very appealing to the kids. BOLAN faces heavy
competition in dental care and the competitors always come up with new

.promotional strategies

Suggestions

• It can offer a small toy or a pencil with a very attractive cartoon

character cap to attract kids.

• It can also make glittery tooth brush handles for kids so that they
get attracted. Another idea is to make transparent handles having
translucent glittery fluid with shiny stars; shiny beads etc to make it
attractive to kids.

• They can also introduce buy one get one free offer.

• After launching the toothpaste they can give a free brush with the
tooth paste.

• They can start a lucky draw scheme.

CONCLUSION

BOLAN is in the transition phase; shifting from a purely sales oriented company to a
brand oriented one. BOLAN has hired young professionals, revamped the entire
product line, and introduced new variants. They have plans to acquire new
machinery for manufacturing improved technology crises-cross bristle
.toothbrushes
Additionally they have a motivated workforce; the sales force is aggressive and
works well in coordination with the brand managers and in partnership with
.distributors to ensure that the product is being picked by the end consumers

It’s just been 2-3 years since the new management took over; they seem to be
.turning over the company and seem to have a bright future ahead