q 

Toothbrush Demand Perspective:

This section will outline data points on each of the tooth brush segment demand or from revenue perspective:
1.     Toothbrush Market Size and Growth:
a.     Definition and Research Approach
b.     Overview of India oral care products market demand and evolution      
c.     Growth Trends and Drivers– 5 year historical and 5 year expected future
d.     SWOT Analysis
2.     Market Segmentation:
a.     By Product Categories – Manual and Battery Operated
b.     By Local and Imported Product sales
c.     By Adult and Kids Toothbrush
d.     Import Volume, Value and Destination Involved along with import duty
3.     Market Competition (Colgate, P&G India, HUL and Others):
a.     Brand Analysis By 4 Ps i.e. Product, Price, Package, Promotion
b.     Market Share by Sales Volume or Value
c.     Business Strategy
q  Current Business and Working Model Perspective:
This section will outline data points on value chain, working and business model of toothbrush segment:
4.    Value Chain and Business Model
a.     Value Chain from Procurement Point, Logistics to Distribution and Net Margins Expected
b.     Major Players in Each distribution channel i.e. pharmacy retail stores, super market or grocery stores, ec
c.     Market share of each distribution channel
d.     Trends in retail offline channels and online channel
q  Target Groups Perspective:
This section will outline data points on target audience preference, price points in oral care segment:
5.   Customer Preference and Paradigm
a.     General Preference on acceptability of battery operated toothbrush or imported brands
b.     Buying Decision Parameters
c.     Preference on procurement points and paradigm on purchasing it online
d.     Willingness to spend on the toothbrush - Price points
e.     Preference by region (tier 1 cities, 2 and 3 cities)
q  E-commerce Outlook
✓ Main EC sites and their sizes and historical/forecasted growth
✓ Feature of each site
✓ Sales of oral care products and tooth brush in EC/in each site

q  Analyst Recommendation and Benchmarking :

This section will outline data points on recommendations and suggestions put forth on the basis of observations in toothbrush segment:
5.     Our Recommendations and Opportunities
a.     Best business model existing in the market
b.     Best business strategy adopted by the current brands
c.     Price point by target group and marketing, packaging strategy
d.     Right distribution channel for the product
e.     Expected growth in sales in next 5 years
f.      Dentist take on the battery operated toothbrush
gins Expected
er market or grocery stores, ecommerce portals

in toothbrush segment:
 FY'2008 FY'2009 FY'2010 FY'2011

India Toothbrush Market Size (INR Million) 6,900.0 7,686.6

growth % 11.4%

Imports (INR Million) 92.7% 89.7%

Domestic Sales (INR Million) 7.3% 10.3%

India Toothbrush Market Size (Million Units) 685.0 696.8

growth % 1.7%

Market Segmentation

By Types of Toothbrush (Volume)

Manual
Battery/Electric
Total

By Cities
Tier I 62.0% 61.6%
Tier II 32.5% 32.7%
Tier III 5.5% 5.7%
100.0% 100%

By Types of Bristles (Volume)

Medium 46.5% 45.1%
Soft 17.5% 19.4%
Hard 33.5% 32.3%
Extra Soft 2.5% 3.1%
100.0% 100.0%

Major Players
Colgate
P&G
Ajay
HUL
GSK
Ajanta
Anchor
Others
Total
FY'2012 FY'2013 FY'2014 FY'2015 FY'2016 FY'2017

8,748.9 10,082.2 11,750.0 13,000.0 14,775.8 16,937.5

13.8% 15.2% 16.5% 10.6% 13.7% 14.6%

89.6% 90.3% 91.4% 94.3%

10.4% 9.7% 8.6% 5.7%

710.6 729.5 751.6 775.0 801.0 831.6

2.0% 2.7% 3.0% 3.1% 3.4% 3.8%

% share
FY'2013 FY'2014 FY'2015 FY'2016 FY'2017
99.6% 99.2% 98.5% 98.3% 98.0%
0.4% 0.9% 1.5% 1.7% 2.0%
100% 100% 100% 100% 100%

FY'2010
60.5% 58.9% 56.3% 55.0% 4,278.0
33.5% 34.2% 35.5% 36.0% 2,242.5
6.0% 6.9% 8.2% 9.0% 379.5
100% 100% 100% 100% 6,900.0

FY'2010
44.5% 42.5% 40.0% 41.5% 318.5
21.8% 24.0% 26.7% 28.8% 119.9
30% 27.4% 24.7% 22.0% 229.5
3.7% 6.1% 8.6% 7.7% 17.1
100.0% 100.0% 100.0% 100.0% 685.0

% Share in Volume Sales FY’2015 Sales volume (Million units)

42.1% 326.3
30.5% 236.4
10.0% 77.5
4.5% 34.9
4.5% 34.9
0.7% 5.4
0.6% 4.7
7.1% 55.0
100% 775.0
Particular
s Cost INR
Product
Value 1,000.00
Shipping
Costs 200
Insurance
Costs 100
Total
Customs
Value
(CIF) 1,300.00
-Duty 131.3

- Landing
Charges 13

-
Counterva
iling Duty 117.4
-CESS 7.5

-
Additiona
l
Counterva
iling Duty 62.8
-CEX
(Educatio
n &
Higher
Education
CESS) 0

Total
import
duty and
Taxes due 331.9
- Product
Shipping
&
Insurance 1,300
Total
Landed
Cost 1,631.90
 FY'2018 FY'2019 FY'2020 CAGR FY'2010-15 CAGR FY'2015-20

19,534.0 22,587.2 26,397.6 13.5% 15.2%

15.3% 15.6% 16.9%

0.3%

867.5 907.7 953.3 2.5% 4.2%

4.3% 4.6% 5.0%

FY'2018 FY'2019 FY'2020

97.7% 97.4% 97.2%
2.4% 2.6% 2.8%
100% 100% 100%

FY'2011 FY'2012 FY'2013 FY'2014 FY'2015

4,734.9 5,291.3 5,934.4 6,615.3 7,150.0
2,513.5 2,930.9 3,448.1 4,171.3 4,680.0
438.1 526.7 699.7 963.5 1,170.0
7,686.6 8,748.9 10,082.2 11,750.0 13,000.0

FY'2011 FY'2012 FY'2013 FY'2014 FY'2015

314.3 316.2 309.7 300.8 321.6
135.4 154.6 175.4 200.3 223.2
225.4 213.5 199.6 185.7 170.5
21.8 26.4 44.9 64.9 59.7
696.8 710.6 729.5 751.6 775.0

Million units)
Colgate-Palmolive
INR, as of March 2015
Economy Segment Colgate Super Junior Toothbrush 14
(INR 10-25) Colgate super flexible 14
Colgate Kids 2+ 15
Colgate SuperFlexi Toothbrush Relaunch 16
Colgate ExtraClean 20
Colgate Kids Plus Toothbrush 20
Colgate Super Shine Toothbrush 20
Colgate ZigZag Toothbrush 25

Popular Segment Colgate Kids 0-2 Years Toothbrush 27

(INR 26 to INR 50) Colgate Wave Gum Comfort Toothbrush 30
Colgate Cibaca Super FH Toothbrush 30
Colgate Cibaca Super FH Toothbrush 30
Colgate Sensitive 45

Premium Segment
(INR 50 and above) Colgate SlimSoft 55
Colgate Slim Soft Charcoal 65
Colgate 360 Sensitive Pro-Relief 75
Colgate Toothbrush - Smiles Spider Man 75
Colgate Toothbrush - 360 Surround 79
Colgate Tooth Brush - Medium 360 Visible Whitenin 85
Colgate Charcoal Gold 89
Colgate Tooth Brush - 360 Floss 89
Colgate Tooth Brush - 360 Charcoal Gold 89
Colgate 360 Wholemouth Clean Electric Toothbru 395
Colgate Battery Brush Electric Toothbrush 750-799

P&G
Economy Segment Oral-B All Rounder 123 Clean 20
(INR 10-25) Oral-B All Rounder Delicate White 25
Oral-B- Ultra Clean Classic 25
Oral-B kids soft toothbrush 25

Popular Segment Oral-B All Rounder Gum Protect 30

(INR 26 to INR 50) Oral-B Advantage Sensitive 30
Oral-B All Rounder Sensitive Extra Soft 35
Oral-B Advantage Plus 40
Oral B Sensitive Whitening 40
Premium Segment Oral-B CrossAction Pro-Health Toothbrush 69
(INR 51 and above) Oral-B Pro-Health 7 Benefits Toothbrush 79
Oral-B Pro-Health Toothbrush 79
Oral-B Pro-Health Clinical Pro-Flex Single 89
Oral-B Extra Soft Tooth Brush Stage 2 275
Oral-B CrossAction Power Toothbrush 395

Ajay
Economy Segment Ajay Quest Baby 9
(INR 10-25) Ajay care Junior 9
Ajay Compact Flexo Junior Toothbrush 11
Ajay Comfort 12
Ajay Compact Flexo 14
Ajay Complete Junior Soft Toothbrush 15
Ajay Ben 10 Alien Force Soft Kis Toothbrush 16
Ajay Baby Care Ultra Soft Toothbrush 16
Ajay Complete 18
Ajay Quest 21

Popular Segment Ajay Interdental brush 25

(INR 26 to INR 50) Ajay Sensitive Plus 32

GSK Sensodyne Expert Toothbrush 90

Sensodyne Ultrs Sensitive Toothbrush 100
Sensodyne Pronamel Toothbrush 1744

HUL

Economy Segment Pepsodent Smart Clean Toothbrush 12

(INR 10-25) Pepsodent Triple Clean Toothbrush 15
Pepsodent Kiddy Toothbrush 15
Pepsodent fighter toothbrush 16
Pepsodent fighter toothbrush 16
Pepsodent Germi Check Fighter Toothbrush 18
Pepsodent Ultracare Toothbrush Soft 20
Pepsodent Complete Clean 23

Popular Segment Pepsodent Double Action Toothbrush 26

(INR 26 to INR 50) Double Care Sensitive 38
 Pepsodent Gum Care Tooth 50

Premium Segment Pepsodent Whitening toothbrush 51

(INR 51 and above) Pepsodent Pro Gum Health Toothbrush 51
Pepsodent Pro-Whitening Toothbrush 59
Pepsodent Pro-Complete Toothbrush 59
Pepsodent Pro Sensitive Toothbrush 65
Pepsodent Expert Protection Pro Complete Tooth 73
Company

Colgate Palmolive
Ajay Home
Products

GSK (Sensodyne)

Proctor &Gamble
(Oral-B)
HUL (Pepsodent)
 ·      Toothbrushes ·      Advertisements
·      Price range are packed in through medium
·         The target for Economy ·
usual
      The
clear value
PVC wave radio and
·       The external
audience for these ·
Product products
      Price
In mostlyits packs
cartons Package Promotion
which shortwave radio for
· Popular packaging for
middle ranges between make it easy3 or
premium usually have
     
Economy is Segment
products to rural and semi-urban
and lower middle Segment
segment, the kids
4see the toothbrushes
toothbrushes ·      Campaigns
Products: INR 14-25 product. consumers.
class includes
income toothbrushes are are are designed with
usually through TV
consumers residing in products
priced inpriced the images
difficultoftocartoon
store commercials, FM
semi-urban, urban between
range of INR 27- characters
INR 55- as they occupy to radio, print media for
and rural areas. 45. Electric more space. Once urban
make it attractive. consumers.
·         Products are 89. ·         Hoardings on
designed in a way to toothbrushes are opened, the national highways are
·         Prices are set ·         Colgate re-
effectively clean every priced at INR 395 packet cannot be also used as an effective
in accordance with launched its super flexi
area of the mouth. and
·      799. New restored. means for promotion.
value preposition toothbrush and
products
offered by are the ·         Selection of compared it with
·         Specialized
·         Most of the launched
product as well as at color becomes cricketer Harbhajan
products offered for restricted in case ·         The products are
products are in the perceived value by Singh’s flexible wrist in
kids in the age group relatively low ·          Colgate
also being continues
offered
maturity stage. target
prices audience.
which of value packs. a TV commercial.
2-12 years. Additional to
online offer different
at major e-
features such as becomes easy for promotional
commerce schemes
platforms
pressure absorbers consumers to try such
and asthrough
discounts online
which
and fingertip control. a product. include a twin value
grocery retailers.
·      Toothbrush pack or 1 toothbrush
include additional free with the purchase
Hygiene cap. of 2 toothbrushes.
·
·        
        
In its premium
Includes
segment,
specialized
Popular Colgate
products
Segment
offers
for
Products: products
gum with
care,
·          Target audience
features such as super
sensitive teeth and
for
slim this for
bristles product
effective cleaningdeep in
segment
cleaning, is middle
difficult areas.charcoal
class
infused and bristles
upper class for
consumers
plaque removal, extra in urban
and
soft semibristlesurban areas. for
hypersensitivity,
Premium Segment
textured
Products cheek and
tongue
·         The cleaner as well
products
as rubber
under the premium cups to
· Specialized
remove bacteria.
category
         are targeted and
premium
towards consumers
toothbrushes
who are less sensitive are
currently
about prices. in their
introduction stage
and progressing
towards growth stage.
 ·      The
·      The company company’s ·       Since the
majorly offers company
products targets are ·      Adult’s
economy products majorly rural
·       and semi-
Excellent
priced toothbrushes are
targeting rural and between urban
manufacturing the ·      
packed Kids ·     
in regular Lacks brand
·         Toothbrushes in capacity consumers, it and has Toothbrushes are awareness in urban
·
semi-urban
         Toothbrushes for ranges of INR 9- toothbrush
the
kids
premium kept its prices packaged
in the age group extensive in ·       Promotions are
consumers.
· Soft, Premium 21. cartons. areas.
category
         are
3-15 are available in distribution affordable for plastic cartons conducted by
duPoint
designeddesigns bristles;
to reach
various low income
and network has class
also with fun sponsoring school
flexible
difficult neck
areas and andend
·
themes. Broad head, consumers. the graphics. events.
rounded bristles for enabled
        
removeneck
flexible plaque and andend company to keep ·      Sensodyne
gum care are some ·         Specialized toothbrushes are ·         Print
rounded
improve bristles
hum healthfor its prices low ·         The company has
distinguishing products advertisements are
gum
by massaging action
features ofreducing and reach the available
Ajanta including
in tie-ups with dentists,
featured on in
as well as soft
gingivitis. Thetonguesoft masses. regular pediatricians and
kid’s toothbrushes.
basic interdental and toothbrush
notebooks.
cleaner
bristles as inthe these schools to promote their
features of adult toothbrush for
·
toothbrushes
         Ajay
are sensitivity cartons which products as these
range of toothbrushes are
toothbrushes
effective inby reducing are have a blue & entities have the ability
offered
already in the
their priced within to influence the decision
removing stains and INR 25-32. white color. Since
company.
maturity stage in the of consumers.
polishing teeth. This a combination of
rural markets and blue and white is
category
declining stage inalso the
The
includes company offers also the House ·      Oral-B
urban areas. power
specialized
toothbrush which color of the brand promotes its
The
·       Products in the
toothbrush
are designed for those to it has the brand through
popular
suffering segment
from the · · Since Even the capability of · The company
advertisements
remove plaque,                  
·         The company
include
·
problem those which of offered improving brand promotes its
      Toothbrushes
reduce gum in products though promotes its products
in television and
products
are
sensitivity.
the specifically
economy brand are recognition.
Oral-B’s through print dentists.
media. The
problems.
·          Targets middle Since by the through Television
designed
segment for gum are biggest
specialized and · Value Pack of tagline used is
these upper
and toothbrushes class       commercials and print
protection,
intended
consumers in theteeth for targeted
age ·          Products
competitor towards · 3      toothbrushes
Oral-B ·       Oral-B uses
is advertisements
“The Brand More in
are automated, they
whitening
consumers
group of 30-50. in and
the only in
is
a the
Colgate,
limited set also available.
toothbrushes are relationship
Dentists
newspapers. Use
are comparatively
sensitivity.
lower middle Cups of consumers,economy marketing
easy
·          use class
to Sensodyne in its productsit packed in Themselves
shaped bristles, segment are
and middle class.
comparison
toothbrushes to follows
are are
Premium a price recyclable direct ·         strategy
priced Worldwide. which
Discount offers This
textured tongue priced involves giving
The
manual
currently brushes have
inbrushes.
their skimmingslightly
category PET sheet, to implies
such buy 2 get 1 free arethat
cleaner, gum between INR free samples
end
introductionround
The products in the and
stage. cup higher
strategy.
products
20-25. than
of reduce the usage available.dentists haveto
massaging
shaped action
bristles, its rival due of polyvinyl dentists,
themselves so been
that
premium
·       The products in
segment Oral-B
Toothbrushes ·       The company
and
molded extra soft ·       The company they can be
are
the in tongue
still economy their to
in thethe range chloride (PVC) in
usually using
previously and
bristles for
cleaner for effective effective quality INR its
between
popular plans to use 100%
product familiar
suggesting with
Oral-
introductory
category address stage
the introduced
·       HUL has been
an
cleaning
and deep cleaning. are 69-79.
associations.
category Apart renewable
packaging. and new
B brand.innovations
and
basic are ofslowly
needs deep ·       HUL
exchange
promoting its
primary features of from
range this the recycled materials and prescribe
moving
cleaning, towards
protection follows the advantage
oral
toothbrushes in this between INR for packaging all
company themcare to the
growth
against stage. and
cavities The competitive wherein
products a new
category. offers
30-40. power its products. patients. by
target
gum protection. consumer The pricing
toothbrushes Oral-B
distributing free
segment
target for
consumer this strategy
which areand toothbrush
samples in the was
category
segment for this of products priced
has beenat INR being offered
rural areas. The in
in
product the high categoryincome is 395
keeping and the exchange
company also of an
individuals
the rural and who semi- above. of its
prices old one.
distributes
urban consumers. products ·      Adult’s discount
Products in this quite low in toothbrushes are coupons to
category are already comparison packed in regular promote the
in their declining to its toothbrush brand and push
stage. competitors. cartons. sales.
piece
designed brush head
to cater to ·         Popular
and specific
the micro needs
bristles.
of ·     
segment ·      The company
The target audience
consumers such as Toothbrush
includes also advertises its
for these products
teeth whitening, is es in the
toothbrushe ·      Kids brand Pepsodent
middle
interdental income
cleaning seconomy
in the Toothbrushes are through
consumerssensitivity.
and who segment
price are packaged
range in television
prefer to in
Bristles spend an
these priced
of INR 26-50 plastic cartons ·
commercials and
      Through the
average amount of
toothbrushes between
and with fun print
Pepsodent Bhoot
INR 30.
provide effective INR 12-23.
toothbrushe graphics. advertisements.
Police Campaign,
floss like interdental s in the the company was
cleaning action and premium able to promote
contain polishing category are the habit of
agent used by priced brushing at night
dentists to remove between amongst
stains on teeth. INR 51-73. children.