V DABUR acquired MESWAK in 2005, when it

bought Balsara·s hygiene and home products

business for Rs.143 crores.
V Earlier Meswak toothpaste was the brand of
Balsara Pvt ltd.
V The acquisition made strategic sense to
Dabur, for its repositioning as an FMCG
company.
V The company was popular in south and the
west India.
V The premium herbal toothpaste in Dabur·s
oral care portfolio, reported strong
performance and recorded a growth of 24%.
V The company rolled out new initiatives and
effective advertisement campaign to enter
newer markets.
V Entered the rural market as well.
V Started exporting the product in Asia as well
as in the west.
°

V Meswak is scientifically formulated,
Ayurvedic toothpaste, from pure extract of
the plant, 'Salvadore Persica' - the famous
'Toothbrush Tree¶, with a unique taste of
anni seeds^saunf)

V Functionality- reduce tooth decay, fight

plaque and prevent gum disease
V Quality - extract has been scientifically
proven to help strengthen gums
V Packaging - modern and
contemporary.
Toothpaste Sector
Competition on the basis of benefits sought by consumers
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Colgate ´Bhartiya dentists ki number one Colgate is the expert ^ the last word) on
pasand." dental care and provides you with 12 hour
protection safeguarding you against 12
common tooth problems
Pepsodent ´Pepsodent, raat bhar...dishum dishum." With Pepsodent on guard parents no longer

have to worry because brushing with

Pepsodent at night ensures protection of
their children·s teeth the whole night
through
Close-Up "Vitamin Vitamin fluoride has three fold benefits-
floride system wala naya
whitens yellow teeth, freshens your breath
Close-Up."
and makes your teeth strong
Meswak "Meswak toothpaste. Formula sirf Bharat Proud to use an Indian brand
ke paas hai."
Babool "Subah Babool ki to din tumhara." Babool·s natural and sweet peppermint
taste adds zest to your life and enables you
to face life head-on
    
 
      
  
  



 
  


   
 100 gm costs Rs. 30
200 gm costs Rs. 58
No discount or allowances provided

The product has lot to offer when

compared to the competitors. The
pricing should be above the
competitors but not too high to scare
away the customers.
Meswak is currently following this
strategy itself.
V Area Surveyed: Gurgaon
V No. of shops surveyed: 80
V Meswak available at: 50

V Meswak being a Dabur product has a strong

distribution channel, which acts as a strength
for it.
V Specific distributor alloted.
V Indian oral care industry ^including
toothpaste and toothpowder) is about Rs. 35
billion.

V Colgate and HUL contribute around three

fourth of the total market.

V Other major players include Dabur and

Anchor group together contributing around
15% of total market.
 º
 
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V Although dabur is growing at a fast rate i.e.24% but
meswak fails in capturing market.

V Out of 12% meswak contributed only 3.5%.

V While babul toothpaste and lal dant manjan covered

rest 8.5 %

V Meswak image should be made such that people other

than old can also use it.
V ?
       
   and generated
with a rare combination of ancient scripture and
modern science.

V It basically targets consumers seeking natural benefits

in their toothpaste and is used by vegetarians, religious
and health conscious people as it is a premium herbal
toothpaste.

V According to our survey old people buy it.

Attribute based positioning
V It is a rare combination of Ancient Wisdom and Modern Science.
V The astringent and bactericidal properties of Meswak help reduce
tooth decay, fight plaque and prevent gum disease.

Emotion based positioning

Some of the ad slogans of meswak are:
V ´Sadiyon ka khazana ab aasan hai apnanaµ in 1998,

V ´Meswak apnaiye, vishwas phelaiyeµ in 1999,

V ´Formula sirf Bharat ke pass haiµ in 2002

V These taglines cater to emotional based positioning promoting that

consumers will be proud to use an Indian brand. Hence, competing
with multinational brands.

Basically positioned for the premium segment.

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* Creating awareness about * Competition

the product and its features
* Limited Target Market
* Emphasis on advertising and
sales promotion * Price based rivalry

* Small Packages

* Tie-Ups with hospitals, hotels etc.

V Green Marketing
V Teenagers
V Public Relations
V Women
V Advantages
V Essentials
V Choosingthe right giveaways
V Promoting through events
 Market where herbal products are not
greatly recognized
Product loyalty present among users ²
But customer awareness ² LESS
Product 
liked by less
Lack of sale
promotion schemes
Small
Low shelf size
by Dabur group
incentives for
sellers.



More promotional schemes Target shelf space in
² like free samples at good deptt. stores like-
malls/ dentist outlets and Reliance Fresh, Spencers
with other pdts like-
and other mega marts -
homemade, active/real
e1 in at pharma shops
Product line
Indian Dental
extension into
Association
powder/gel/
mouth fresheners ^IDA)²approval/
Impetus recommendation
Tie ups ² with To Sales
More consumer
Hotel, Tourism
awareness- ads
Ayurvedic centres
Airline industries Improve taste- R D on T.V/
billboards
Flavouring