DENTONIC

(ALA CHEMICALS)
BACKGROUND
• ALA Chemicals have been
in business since 1963,
manufacturing and
marketing the quality oral
care products for healthy
and beautiful smiles. They
have maintained an
excellent quality
standards of products at
all the stages.

• When Den tonic was

launched in Pakistan they
were one of the pioneers
in the toothpowder
industry and there was
less competition.
SBU’S OF DENTONIC:

• Dentonic Toothpowder
• Dentonic Toothpaste
• Dentonic floss
• Dentonic Toothbrushes
• Dentonic ultra whitening pack
Mission:

To achieve objectives by
providing the
marketplace with high
quality Oral Dental
Care, this caters to all
their requirements
including cleanliness,
freshness and
preventing against
their dental problems.
Vision:

To develop and sell

high quality oral
dental care that
will capture the
dominant share of
mind in all markets
in which they are
introduced.
Brand Slogan
Dentonic tooth powder was the only local
product of Pakistan who always came up with
some new slogan.

Below are some of the slogans used in ads of

Dentonic:

• Daant safaid aur chamakdar dentonic

• Sab kay daant achay dentonic say
• Dentonic say daanto ko chamkana hai
• Twice a day specially before going to bed
Brand Logo
• Dentonic has a very different
sort of a logo which is very
easy to recall and can easily
be kept in mind. Its logo is a
circular face man with two as
on his face as his eyes which
represents the name of the
company “ala”. They even
made an animated ad of it in
order to keep in our mind
about the product.
Brand Equity

• Den tonic tooth powder has created

their credibility in such a way that
have strong association with the
tooth powder. Every time den tonic
used to come with new ads in order
to keep the product into the minds of
consumer. Dentonic have even
received various awards.
Target Market
• The target market of
Dentonic was those
people who already
used toothpowder to
clean their teeth and
those people who
could not afford tooth
paste and wanted to
use a tooth powder
which had qualities of
toothpaste.
Segmentation
• The segment at which Dentonic is targeting till
now is upper middle class, middle class, lower
middle class, urban and rural areas. It is
covering almost all classes as now. Dentonic
will be targeting mostly Dentist as Dentonic is
a dentist recommended product for healthier
teeth and gums, for specific patients, who are
not able to use tooth paste for certain
reasons.

• It will cover lower middle and lower class as it

is not an expensive product.
Positioning

• Dentonic is positioned by the

marketer as a tooth powder which has
qualities of tooth paste. The pricing is
as low as RS 18, which was low
because of the targeted market. The
competitors at that time were local
‘manjan’.
MARKET SHARE

• As ala chemical were the pioneer to

launch Dentonic tooth powder, they
initial capture a major share of the
oral care industry of Pakistan. But
with increase in awareness and
introduction of tooth paste; the
market share of Dentonic tooth
powder slowly declined.
 T A L A N AL YSIS
O M E N
ENVIR
ENVIROMENTAL ANALYSIS

• Demographics:

The demographic analysis for

Dentonic is, it is easily available for
all age, income, gender and age
group. But it differs in usage rate and
family life cycle.
ENVIROMENTAL ANALYSIS

• AGE & STAGE OF LIFE STYLE:

For all age groups (kids, youngsters, old).
INCOME CLASS:
For all income class i.e. SEC A, B, C, D & E.
GENDER:
For both genders (male and female).
ENVIROMENTAL ANALYSIS
• ECONOMIC:
Economic environment for Dentonic is that it is very
cheap and affordable for all income class that is SEC
A, B, C, D and E.
• TECHNOLOGY:
Basically technology doesn’t apply here because
those people who believe in getting their tooth clean.
• GEOGRAPHIC:
Geographic environment for Dentonic is both urban
and rural areas.
ENVIROMENTAL ANALYSIS
• PSYCHOGRAPHIC:

Psychographics can also be seen as an

equivalent of the concept of "culture". The
most common culture of Pakistan is to
have pan, supari, gutka, cigarette, which
are really harmful for the teeth, for that
purpose oral care is important. Dentonic
serve this purpose of health teeth.
COMPETITOR’S ANALYSIS

For Dentonic there exist two

types of competition

• Primary Competition

• Secondary Competition
Primary Competition
Primary or Direct competitor
of Dentonic are,

• Medicam tooth powder

• Manjan (D.T.)
• Colgate tooth powder
Secondary Competition:

Secondary or Indirect
competitor of Den tonic are

• All other tooth paste

• Floss
• Mouth wash.
CONSUMER ANALYSIS

• As den tonic target segment is

upper middle class, middle class,
lower middle class and lower
class of Pakistan rural and urban
areas. The condition differs in all the
class. So marketers face difficulty as
mostly target market is uneducated,
to spread awareness amongst them.
So the highlighted are factors customers of
den tonic tooth powder are influenced from:

• Price and affordable.

• Culture.
• Social class.
• Family.
MARKETING MIX
Under the marketing mix we will
focus on the 4P’s. They are:

• Product
• Price
• Place
• Promotion
MARKETING MIX

• Product:
Den tonic tooth powder is available in the market
which is dentally approved oral care, dentist
recommend toothpowder for healthier teeth and
gums for people who are recommended by dentist to
use tooth powder instead of tooth paste.
MARKETING MIX

• Classification of Product:
Dentonic tooth powder is as tangible product, which is why it is
classified as a Good.
• Types of Product:
It is a consumer product, which is a use to satisfy health
need of the consumers. Affordable by all at low price,
and available at convenient and general medical shops.
It is classified as conveniences product
MARKETING MIX

• PRICE:

The price set for Dentonic is Rs.18 ,the

reason of is price to be affordable by
all the classes is it is manufactured in
Pakistan and it is a local brand
MARKETING MIX

• Place:

As Dentonic is targeting both rural

and urban areas it is available in
convenient shop and every dental
hospital.
MARKETING MIX
• Promotion:
Dentist conference and seminars use to be organized i.e. schools and
colleges.
As far as advertising is concerned Promotional activities has been
conducted in order to reach the target market.
Television ads used to be transmitted at the growth stage of
toothpowder and now TV ads are very rare which shows the
testimonials from doctors that how it’s appropriate for healthy teeth
and how it is useful. In rural areas people who use other cheap
powders, who are not aware through media they may have their
positive mindset towards Dentonic tooth powder. Billboards, press ads
are encouraged
SWOT (strength weakness
opportunity threats):
STRENGTHS

• Credible name
• Only well known tooth
powder
• Exists in last 40 years
• Strong customer base
around the globe
SWOT (strength weakness
opportunity threats):
WEAKNESS:
– Old / outdated formula
– Lack of fragrance
– Lack of variety and taste
– Old fashion
– Lack of communication and
availability
– Uneasiness to use
– Doesn’t reaches out to all
part of the tooth
– Considered as unhygienic
way of cleaning your teeth
SWOT (strength weakness
opportunity threats):

• OPPORTUNITIES:

Dentist
recommendation
Flavored powder
SWOT (strength weakness
opportunity threats):
• THREATS
– Value added
benefits (fragrance)
– Changing life style
– Strong competition
– Concentration on
new and advanced
scientific way of
brushing the teeth
using tooth brush
PRODUCT LIFE CYCLE
• Dentonic is the oral
care industry is on the
decline stage , as most
consumer prefer tooth
paste or if
recommended by
dentist will use
imported branded. So
we have to reinvest in it
and change the
consumer mind set
about Dentonic, bring is
back to stability.
BCG MATRIX

• Question Marks:
Dentonic Sensitive
• Stars: Dentonic
Toothpowder and tooth
paste
• Dogs: Brush pack and
Ultra whitening Pack
• Cash Cows: Dentonic
Toothpowder
CONCLUSION
• The applications of Marketing Management are easy to
apply only if the product is clear. The extensive search
and complete information regarding the product helps
more to reach to the satisfied solutions. Dentonic is
among those product of the product life cycle who has
through with the maturity stage and unfortunately now at
the declining stage. Initially, the company has targeted
the right customer and now when they realized the
change of environment already many products has taken
up the market share in the oral care. The company still
needs to do the complete environmental scanning and
researches to compete with the competitor’s.
S. a alvi chairman & ceo 0300-8233779