Documente Academic
Documente Profesional
Documente Cultură
Raheel Bachlani
Rabia
Mujtaba Haider Rizvi
Osama
Hasham Haqqi
Specifications
Production Area 5000-10000 Square Feet
Laboratory with Quality Assurance
Have their own Dental Doctors
Export to Middle East Countries
Reported Sales of about 1 million US$ to 1.5 million US $
Competitors
Medicam
English
Forhans
Aqua Fresh
Colgate
SWOT
ANALYSIS
STRENGTHS
Dentonics products with low price and High quality.
Distribution of Dentonic is all over the world.
Best machines and materials available for high efficient
production.
Computerized productions with the best plants available
WEAKNESSES
Loss bearing during natural disasters Giving the distributors a
completely new business with the cancellation of their previous
balances.
No proper feedbacks available.
No proper Advertisements and media campaigns available for
the products.
Absence of some products which are only for export end.
OPPORTUNITIES
Expansion in major cities and areas.
Production of tooth powder with the best available resources.
New product lines such as Tooth pastes and Smokers powders
etc.
The price structure mismatch with the customers demands.
Innovations Like Miswak powder. Used by Miswak users and
they responded very well because the product was according to
their level and taste and work.
THREATS
Globalization Powders are now obsolete. Major of the
generation are now going towards pastes.
Providing their products to NGOs on no profit, No Loss basis
but the NGOs sells those products in the market again.
Hospitals and Hotels taking their hand sanitizers for free but
then they are also selling that in the markets.
OPPORTUNITIE
AND ISSUES
ANALYSIS
Analysis of Opportunities
Use of toothpastes is related to health.
Consumption all over the world.
Flavored toothpastes for kids.
Miswak toothpaste attract more customers.
Mouthwash instead of Toothpaste for old age people.
OBJECTIVE
S
GOAL FORMULATION
PLANNNING PROGRAM
PROBLEMS OR ISSU
NATURE OF PROBLEMS /
ISSUES
CURRENT POLICIES
Image value
Yellow colored bottled tooth powder.
Personnel value Door to door sales.
Service value
Dentonic recommended Sales person and
Doctor in every popular super market of city.
Product value
Economical with good quality.
Core benefits
- Stronger and white teeth. Less Cavity.
Protection against germs.
Augmentation
Free toothbrushes with product.
Packaging
- Primary Packing
Customer Value
Image Value
Customer
Ki Awaz
Customer Value
Customer
Ki Awaz
Product Value
10 Customers were Given a choice of choosing 1 toothpaste
Out of Medicam/Forhans/Dentonic
Guess what Dentonic was selected 9 times
The result was opposite in Dentonic Vs Colgate
Why? :S Dikhne mei acha hai Pakistani Brand hai
Service Value
Money Back Guarantee
Some disruptions in delivering the product
Customer
Ki Awaz
Recommendations
maintained.
Radioandothercommunicationchannels.
Stocks
should
not
be
outdated,overstockedandunderstocked
populatedareas.
Alwayscompareyourproductswithothers
to keep track of how Dentonic is
performingwithrespecttoothers.
atcriticalsalespoint.
Aproperfeedbacksystemwhetheronlineoroffline
shouldbelaunched
Support Services
Packaging
Primary Packaging
Shipping Packaging
NEEDS
Lack of avalaibility
Lack of visibility
No advertising efforts
Quality
Positioning
A yellow can
toothpowder!!!!!
Positioning
No Positioning of
toothpastes
ACTION
PROGRAMS
Developing Strategies
Telemarketing
Display areas
Billboards
Use of traditional advertisements.
Awareness seminars in hospitals
Free gifts and promotion items on bulk purchase
Requirement of strong retail network
ACTION
PLANS
Brand repositioning.
Customer service regarding dental care.
Protection against Unpleasant smell during Ramzan.
FINANCIAL
PROJECTIONS
Budget Plan
Milestone
CONTROLS
Feedback Mechanism
Control Mechanism
THANKYOU
Customer Cost
Time Cost
Kilometers
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
Kilometers
Competitors
EnergyCost
Psychic
Customer
Ki Awaz
P
o
ga wde
ya
rka
Za
ma
na
Po
ora
i
na
nah
ho
e
e
t
s
r
i
a
a
K
P
e
h
i
ek hog
Na
n
t
r
n
e
ka Kiya
m
e
e
z
i
r ti z
ert uality
e
v
v
d
ra tKiQ
Ad
a
h
e
Y
Y
uc
d
o
Pr
45
MonetoryCost
40
35
EnglishToothPaste
Medicam
Colgate
Dentonic
30
25
Grams
20
Retail Price
15
10
5
0
English
Medicam
Colgate
Dentonic
Closeup
Details
The following data was carried out from 23 people at
Naheed / Chaseup/ Diamond Supermarket/ Makro
Every Socio-Economic Class was asked questions
After competitor/Dentonic related produt questions,
the buying behavior was decided.
High Involvement
Significant Differences
between Brands
Complexbuying
behavior
Dissonancereducingbuying
behavior
Low Involvement
Lowe
Not so
and 5
Variety-seekingbuying
Sensitive
percen
behavior
People
middl
Class
Habitual buying
behavior
Sensitive
People
High Involvement
Low Involvement
Significant Differences
between Brands
Complexbuying
behavior
Variety-seeking
buying behavior
Dissonancereducingbuying
behavior
Habitualbuying
behavior
Upper
Class
Recommendations
buyingbehavior
bemadeforvarietyseekingbuyers.
habitualbuyers
ForUpperClasstooadvertisementsshould
TakeCareofshelfspace
INDUSTRIAL ANALYSIS
ERA of
Customization
The World is changing day
by day, consumers needs
are changing. There is a
360 shift seen in the
markets; now consumers
decide what and how they
want!!
TOP 10 Toothpastes
1.
2.
3.
Sensodyne Pronamel
Colgate Total advanced whitening
Crest Pro-Health Enamel Shield
Toothpaste
4. Aquafresh
5. Arm & Hammer Advance white
Baking Soda and Peroxide
6. Arm & Hammer advance white
brilliant Sparkle toothpaste
7. Colgate Baking Soda and Peroxide
Whitening Oxygen Bubbles Brisk
Mint Paste
8. Colgate Sensitive Enamel Protect
9. Mentadent Advanced Breath
Freshening
10. Crest Tartar Control Whitening Plus
Scope Cook Peppermint Liquid Gel
Toothpaste Manufacturer
Multinational
National
20%
80%
Dentonic Offerings
Toothpowder
Toothpaste
1. Dentonic powder
2. Dentonic Smokers
3. Dentonic Plus
1. Ultra whitening
Cinnamon
Euclyptus
Peppermint
Lemon
2. Dentonic Miswak
3. Dentonic Flouride
4. Dentonic for Sensitive teeth
Past 4 years
Market Analysis
50
40
30
Growth in volumes of
powder is because of the
20
purchase of the powder
10
% Growth
variants by NGOs and
other charity organizations
0
Help to the flood victims
-10
and to the distributors
-20
loss of Rs. 1.5 Crore in
last four years
Provides products to
NGOs on non-profit terms
and basis
2006-07
2008
2009
Future 4 years
25
Market Analysis
Maintain volume
throughout the years
20
15
201112
10
2013
% Growth
5
0
Floride Toothpaste
Toothpaste Total
Dentonic plus powder
Total Market
Recommendations
The company is high at CSR; it
should analyze the annual profits
and then set a percentage for such
activities
MICRO/MACRO
ENVIRONMENT
1.THE COMPANY
2.SUPPLIERS
3.MARKETING INTERMEDIARIES
4.COMPETITORS
5.PUBLICS
6.CUSTOMERS
1.THE COMPANY
In the case of dentonic we have found some drawbacks in
the inter deptt coordination.
The companies that always excel are those in which there
is strong coordination between marketing, sales and
research & development
2. SUPPLIERS
We have observed that shortage or delay tactics from the
suppliers can also provide dint to the customer indirectly and
customer will not buy that product which is not frequently
available in the market
In this case rising prices of raw material have also made a jerk in
supply chain activites and in bigger picture it will decline the sale
volume as well
3.MARKETING INTERMEDIARIES
Majority of us havnt see any media publicity of dentonic from a
long time.This thing reflect either the quality is not up to the
mark or standard or it is a flaw of intermediaries that are not
placing eye catching signboards and media advertisement
Also there is a need to improve distribution network
nationwide .It also share the company burden and give chances
to improvise services nationally and new people some time give
more advantages then the older one.
GOOD ADVERTISING DOES NOT JUST CIRCULATE INFORMATION.
IT PENETRATES THE PUBLIC MIND WITH DESIRES AND BELIEF.
(LEO BURNETT)
4.COMPETITORS
Mainly dentonic company is fighting against few local groups in
which Medicam(Roomi enterprises), , Protect (roomi
enterprises), Neem (tulsi trading) , Forhans (biofar chemical) ,
English , Doctor (Ehsan Harford) ,Macleans ,Mr white are the
leading competitors
While majority of markets are under the acquisition of some
multinationals that are;
Colgate ,Closeup ,Pepsodent ,Sensodyne, Aquafresh.
RELATED EXAMPLES:
According to Mr. Mobeen Ahmed (looking after grocery
department of chaseup)
Out of all the variants dentonic has there are 3 customers per
day for every variant of dentonic
5.PUBLICS
Is a group that has an actual or potential interest in or impact on
an organizations ability to achieve its objective
FINANCIAL PUBLIC:
Right now company is neither listed in stock exchange due to
less company worth in the existing market nor the company have
some private shares offering to the ordinary public
GOVERNMENT PUBLIC :
The company sale raise to triple because number of Ngos and
other Govs are buying there products due to there low prices in
the time of flood fiasco.
6.CUSTOMERS:
One good thing I have found which is the Dr.Dentonic
availability .You can get easy and usefull tips for your teeth
problems.
Only the less price notion is the factor that compel the customer
towards there products.
Is too ordinary that at first instance person thinks that it was
made by some non professional person
2.ECONOMIC ENVIRONMENT
These products are available according to the pocket value of
customer in various sizes from 25 mg to 175 mg tooth paste.
3.NATURAL ENVIRONMENT
One thing need to remember that the company is using items
free from pollutants and the packaging is under the proper
hygenic environment
4. TECHNOLOGICAL
The technology they are using is up to the mark if we compare it
with local manufacturers facilities either in product development,
multi layer packing
DEFINING VALUE
(SEGMENTATION/TARGET
ING/
POSITIONING)
Segmentation
Recommendatio
ns
Orange Flavored
toothpaste for kids.
Miswak/other flavor in
toothpowder.
Mouth wash for older
people with weaker teeth.
TARGETING
Targeting
Geographical
Country region
Population
Density
Climate
Demographic
Gender
Age
Family size
Income group
Psychographic
Lifestyle
Social Class
Behavioral
Occasion
Loyalty status
Usage
Benefits
All
Pakistan Bangladesh Srilanka
Saudi Arabia
Urban/Rural
Any
All
All except kids
Any
Lower, Middle, upper middle and
high class.
Targeting
Toothpastes for Upper/ Middle Class
Toothpowder for Rural /lower Class
Gels for youth
Smokers toothpowder for smokers
Dentonic Miswak for Upper Class
Recommendatio
ns
Create Awareness
Print and Electronic
media campaigns
Customer Feedback
Sales Promotions.
Positioning
Recommendatio
ns
Creating Value
PRODUCT
Product
Item 1
Product Levels
Core Benefit, Actual Product, Augmentation
Item 2
Item 3
Item 4
Product Mix
Product Mix Width, Product Line Length, Consistency
Item 5
Product
Levels
Labeling
Core benefits
Directions to use
Warnings
Ingredients
Contact Information
Price
Expiry Date
Weight
Barcode
Product Information
Brand Strategy
Line Extension
Brand Extension
Mouth washes
Tooth brushes
Product Mix
Product - Mix Width
Toothpaste
Pro
du
ct Lin
e
Le
ngt
h
Toothpowder
For Healthy Teeth & Gums
(180g/90g/45g)
Plain
With Mouth Wash
Flouride Toothpaste
(200g/125g/75g/50g/25g)
Calcium + Triclosan
For sensitive teeth
Section Header
PRICE
Cost based
pricing
Formulation
Packaging
Storage
Distribution
Utilities
Labor
Toothpowder
Product
Dentonic Powder
Dentonic Powder
with Mouthwash
Dentonic Smokers
Toothpowder
Dentonic powder
for Senisitive teeth
SKU
Price
SKU
Price
SKU
Price
(g)
(PKR)
(g)
(PKR)
(g)
(PKR)
45
12
90
20
180
35
45
12
90
20
180
35
55
90
55
90
Toothpaste
Product
DentonicSensitive
DentonicUltrawhitening(Eucalyptus,
Lemon,Refreshingpeppermint,Refreshing
cinnamon)
DentonicOriginal
SKUs (g)
75
70,140&
170
125&
200
170
Product mix
Strategy
Product Line Pricing rather
than Single variant.
The pricing is based on the
cost differences between the
products and customer
evaluations of different
features
The customer can get the
Dentonic product for as low as
PKR 10 to as high as PKR 150
The ranges provide an edge
to the Dentonic for catering
more market segments
Response to Price
Change
As a consumer product, it
cannot change prices
frequently
Change in price is not seen
due to change in consumer
product
Change in price can divert
customer
Recommendations
Value based pricing; the company should
go for this rather than cost based pricing
because the promotional activities are almost
non existent in the company and only those
customers are buying it that has some value
in their minds for the Dentonic Brand.
Innovations and improvement in the
manufacturing process must be brought in to
decrease the overall cost of the product e.g.
Automation of packaging operation.
Price adjustment strategies must be offered
to the customers e.g. discounts to increase
sales of the product and attract more
customers for trial and then usage.
Recommendations
Targeting more segments; as Dentonic
offers many toothpastes with good
packaging for foreign, these products can
be offered to many segments within
country to increase the overall sales of the
products
Dentonic was the first to launch the
Sensitive Toothpaste but Colgate won
the game by extensive promotional
activities and creating values in the eyes
of customer; The company should invest
more in marketing activities to create
value in the eyes of customer parallel
with the Research and Development
PLACE
Place
Item 1
Distribution Network
Local Market, International Market
Item 2
Distribution Channels
Item 3
Recommendations
Distribution Network
Local Market
International Market
Across various cities of Pak
Small no. of distributors about
250 only
Sister company named Royal
Distribution Line, for KHI only
Promotional distribution till
5yrs
Small distributors in :
Bangladesh
Srilanka
Saudi Arabia
Distribution
Channels
Retailer
Whole Seller
Hyper Markets
Weakness
Recommendations
Weak distribution
Unable to meet even the low
demand
Lack of availability
E.g. Macro
Efficient distribution
Ensure availability
Communicating Value
BCG MATRIX
On the whole company is in the question mark figure where market growth rate is very high and the
competition is very tough and the company market share is not so in numbers.
Note: Dentonic was the first Pakistani PDA certified company who introduce sensitive tooth paste.
As per Dentonic personnel Colgate sensitive was launch after Dentonic sensitive but due to Mass
advertising people think them as a patrons.
QUESTION MARKS
Dentonic flavour tooth paste ( Cinamin , Eucliptus , Lemon ,
peppermint ) , Miswak al assil and Sensitive tooth paste
STARS
DOGS
CASH COWS
Dentonic tooth paste ,toothpowder
COMMUNICATING VALUES
RECOMMENDATIONS