Develop a new Product Development Plan For Tutti

Toothpaste As A Brand Extension Square Company

Ltd

Develop a new Product Development Plan For Tutti Toothpaste
As A Brand Extension Square Company Ltd
!ntroduction"
Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and
maintain the aesthetics and health of teeth. Toothpaste is used to promote oral
hygiene, it serves as an abrasive that aids in removing the dental
plaque and food from the teeth. Generally toothpaste contains abrasives, fluorides,
surfactants, antibacterial agents, Flavorants, Remineralizers.
Tutti toothpaste is themed toothpaste to encourage little ones to brush teeth regularly, which
has the benefit of fluoride to strengthen both milk and permanent teeth and prevent cavities.
ith a taste that children will en!oy, it contains gentle cleaning agents. "ngredients of tutti
toothpaste are# aqua, sorbitol, hydrated silica glycerin, carrageenan, steareth$%&, sodium
lauryl sulfate, sodium monofluorophosphate, sodium benzoate, aroma, sodium saccharin,
acetic acid, color.
Cate#ories"
Standard toothpaste#
These toothpastes tend to contain the common ingredients in relatively similar amounts. They
are a good, effective choice for cleaning 'normal( teeth but do not tend to specialize in any
particular area.
Sensitive teeth toothpaste"
These toothpastes normally contain the standard ingredients in similar amounts. )owever,
they additionally contain potassium chloride to close off channels to the nerves to prevent
painful reactions to certain food and drink.
Children$s toothpaste"
These tend to contain less fluoride to try and prevent fluorosis. There is a wide variety of
flavors that may appeal more to a child. These flavors often avoid the generic mint associated
with most adult toothpastes, and head more towards sweeter flavors, such as fruit.
Fluoride toothpaste"
*acteria in mouth feed on sugars and starches that remain on teeth after eating. Fluoride helps
protect teeth from the acid that is released when this happens. Fluoride makes tooth
enamel stronger and less likely to suffer acid damage and it also can reverse the early
stages of acid damage by remineralizing areas that have started to decay. +sing fluoride
toothpaste is an important way to ensure that teeth are reaping the benefits of this
dental$friendly mineral.
%hitenin# toothpaste"
These are a very popular choice for those who wish for shiny white teeth without taking a trip
to the dentist. hitening toothpastes claim to remove more stains than standard toothpaste is
able to. They normally contain a higher amount of abrasives than standard toothpaste, this is
used to aim to remove stains on the tooth-s surface. .any whitening toothpastes use baking
soda as their abrasive.
Tartar control toothpaste"
/veryone has a layer of bacteria on their teeth called plaque. "f plaque isn0t removed promptly
with proper oral hygiene, it hardens into tartar. This hard$to$remove deposit can build
up on teeth and under gums, ultimately leading to gum disease. There are a variety of
ingredients used in toothpaste to help prevent the accumulation of tartar on the teeth,
which toothpaste basically known as tartar control toothpaste. 1hemical compounds,
including pyrophosphates and zinc citrate, are often added to it and have been proven
effective.
Bud#et"
2uality 3&&&&&
.arketing segmentation 3&&&&&
4roduct strategy 5&&&&&
4ricing strategy 6&&&&&&
7istribution strategy 8&%9&&&&
4romotion strategy %&&&&&&
7irect marketing 6&&&&&
4ublicity 8&&&&&&&
/vent :&&&&&&
+nconventional tool 8&&&&&&
;ow control message 83&&&&&
4ersonal selling 89&&&&&
Transportation %&&&&&
"nternet 6&&&&&&
<dvertisement 8&&&&&&
=ales promotion 3&&&&&&
>ther e?penses @such as electricity bill, telephone bill, accommodation bill, charter
accountant for the company, manufacturing e?penses, +ne?pected e?pensesA B86&&&& Total
amount 3 crore
AD&E'T!S!()
<dvertising campaigns and budget allocations should be a subsidiary part of the marketing
communication strategy. "dentify two basic approaches to the use of advertising#
8. )ard sell# provides a reason to buy, suggests a unique selling proposition, appeals to fear,
and may offer a tie$in, this rationalistic process is designed to persuade
6. =oft sell# stories of consumers consuming as mini 0soap opera0, testimonials, strongly
emotive and creative, this irrational process is designed to suggest and appeal to the
consumerCbuyer <dvertisers offer us material to engage our imagination and open up new
possibilities for consumption e?periences. 1onsumers are not passive dupes being sold on
e?aggerated claims. <dvertising is so powerful because, as consumers, we are actively
complicit in our own e?ploitation. To put this way, in a decidedly non$trivial sense,
advertising gives us what we want. *oth damning advertising as lies and puffery and
defending it as an essential economic function oversimplify the comple?ities of
understanding advertising. <dvertising communication frames the way consumers engage
with and understand marketed brands. "t is the advertising, rather than the more tangible
aspects of marketing management, that symbolically realize the marketing ideal of giving
the consumers what we want. For advertising in any media we need 8& lakh rupees.
Sales promotion
/stablish /vents )elpline for at tenders.
/stablish informationCpromotional sites on all transport centreCpoints of entry to city.
/nsure that Dclash diary- links to dressing the city dates.
Review how /dinburgh actively promotes facilities and interests in the wider event
arena, including a dialogue with promoters and venue managers.
Pursue promotional campai#n in media on *ene+its o+ events +or Edin*ur#h
!r"ani#in" product development$
8. !dea )eneration"
"deas for new products can come from the company-s own research and development
department, customers, competition, employees, sales people, independent inventors, and top
management. >ne reason for conducting focus groups with customers is to hear about their
problems with products and get ideas for new products. Top managers sometimes get
together for brainstorming sessions in order to come up with ideas for new products. Eew
product development starts with idea generation it is therefore very important to teach
mangers @the source for many ideasA to become creative thinkers.
6. Screenin#"
"n this stage, ideas that are not technologically feasible or economically feasible are
eliminated. =ome ideas are eliminated because they do not fit the company-s mission or
ob!ectives.
, Business Analysis"
Techniques taught in finance such as the Eet 4resent Falue @E4FA method and breakeven
analysis are used to determine whether the idea has the potential of making any money. Gou
have to consider how much has to be invested in the idea to turn it into a viable product, the
size of the potential market, and what kind of cash inflows can be e?pected from the product.
- Concept Testin#"
< concept test is used to test the idea of the product. 4rospects are shown a drawing of the
proposed product with a description which includes the price and advantagesCdisadvantages
of the proposed product. 4rospects are asked whether they would buy the product. =ome
firms use virtual reality for testing during the concept testing stage.
3. Product Test"
< sample of consumers try the product in their homes for several weeks and are then asked
whether they would buy it. "deally, the sample should be a representative sample but it
usually is not. < firm might use an e?isting panel of consumers. There are a number of
companies @you can find them on the "nternetA that recruit consumers to !oin panels with the
promise that they will be sent new products to try out and rate.
"n the computer field, beta testing of software is a type of product test. Eew software is sent
to people who use that type of computer program. The beta testers are told to use the
software for a few months and indicate any problems.
:. .ar/et Test"
There are two ma!or kinds of test markets#
1onventional @traditionalA test market H The product is introduced in small cities that
represent the +nited =tates. =ome popular cities for test marketing include# *uffalo,
=yracuse, =eattle, 7allas, /rie, 4ortland, =acramento, 7ubuque, 7ayton, and 4eoria. .ost
test markets are conducted in two or three cities and last about ten months or so. >ne
additional purpose of the test market is to test various marketing strategies @e.g., different
ways of positioning a productA.
=imulated test market @=T.A H <n =T. is conducted by a research firm and there is total
confidentiality. =T.s are sometimes conducted in shopping malls. 1onsumers are invited to
evaluate new television programs. >f course, the television programs include commercials, at
least one of the commercials is for the product being test marketed. >ne problem with a =T.
is that it cannot be used to predict trade response @the reaction of wholesalers and retailers to
the new productA. < simulated test market is far less e?pensive than a conventional test
market.
0 'eview and 'evision"
The results of the above are studied by management and a marketing strategy is determined.
1 Commerciali2ation"
The new product is introduced.
Product development process$
Formulating toothpaste is a very comple? problem. There are many factors that must be taken
into account. < partial, but very incomplete list includes#
8. <ll ingredients must pass Food and 7rug <dministration regulations.
6. 1leaning agent i.e. the IsoapI that is going to remove food particles and clean the teeth,
abrasives to assist in the cleaning process @cannot be too abrasive or tooth enamel will
be removed, cannot be too soft or plaque etc. will not be removed.
%. Flavor, must be pleasant, and must be associated with a IcleanI feeling. That is why mint
flavors are so popular.
B. .ust have a consistency that allows it to be squeezed from the tube, but not liquify when
heated to body temperature.
3. .ust have the right amount of IfoaminessI for the consumer. "t would be entirely within
the available technology to formulate toothpaste that did not foam at all and be quite
effective in all other respects. )owever, it would likely be a market IflopI because
consumers have become accustomed to correlating IfoaminessI with Icleaning
powerI. That association is totally one of perception, not reality. Eonetheless, a
IfoamlessI tooth paste would not likely find customer acceptance. The same
psychology applies to other consumer products# "t is entirely feasible to formulate a
low foaming shave cream, shampoo, laundry detergent $$ the list goes on and on $$ but
you can see the point.
=o like many consumer products, the formulation of toothpaste is a very complicated
chemical, manufacturing, and marketing problem with many feed backs, that is, if you
change one property you have to e?amine the effect of that change on all the other
formulation variables.
The development process has the %ollowin" steps$
8. <ll of the ingredients that are going in the toothpaste are weighed. This helps make sure
that the ratio of the ingredients are accurate.
6. The ingredients are then put into a large vat to be mi?ed. The vat holds enough of the
mi?ture to make 8&,&&& tubes of toothpaste in the B oz. size.
%. hile the ingredients are being mi?ed, the tubes are put into an assembly where they are
vacuumed and blown with high air pressure. This process makes sure that the tubes are
sanitary.
B. The capped end is pointed down, and the wide end is open to be filled. The tubes pass by
a device which optically checks them to make sure they are properly aligned, and rotates
them if necessary.
3. They pass through the filling machine where a pump descends down and fills the tube.
:. Then they move on to be crimped and sealed shut. <t this point they also get a stamp
stating where and when they were produced.
Conclusion"
hen new toothpastes are developed the e?isting recipes are changed. These need to be
tested before manufacturing and production. Eew recipes may reduce plaque, taste
different or feel different in terms of the amount of foam the toothpaste makes. /ach
property which is changed requires a different kind of test. =ometimes computers help
to measure the results but humans are needed to trial the taste. .achines can be used
to scientifically measure the foaming properties of the formula and to carry out fair
tests.