Dentonic

Product Description:-
Dentonic toothpowder is known as the pioneer of dental care
products. It is very famous in Pakistan due to effective result. It is a German
formula which is formulated to stop bleeding from gums and making teeth clean. It
is best anti cavity toothpowder which shows quick and affective result.
Manufactured by: Ala Chemicals, Pakistan
Country of Origin: Product of Pakistan
Product Weight: 1.58 OZ (45 grams)
Storage Instructions: Keep in dry and cool place
Package: Plastic bottle
History of Dentonic:
ALA Chemical 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 stages. When Dentonic was launched in Pakistan they were one of
the pioneers in the toothpowder industry and there was less competition.
The Dentonic story, quoted by Mr. Saghir Alvi, director of Ala chemicals:
‘My father at the age of 25 was suffering from a severe dental disease of plague
Accumulation, gingivitis. He had tried all remedies available, went to some qualified dentists,
but to no avail. He was left with sleepless nights due to severe pain and bloody gums. It was then
that he encountered a dentist, while working at a sugar mill, who gave him a powder to be used
for dental care and protection. With usage of the powder 5-8 times, there seemed to have a
significant difference made. The disease was later with constant consumption completely cured.
The dentist gave my father the formula on insistence by him. This was back in 1958, in
Bangladesh that it occurred to my father to market the powder that so efficiently not only cured
his gums, but is good for daily usage as well. ‘
The company came into existence on the 26th September 1963, initiated by Syed
Amiruddin Alvi. The start-up capital was a mere Rs 6000. In the beginning, Dentonic
Toothpowder was barely bought by the people. There existed some toothpowders at the time, for
example, Dentogene by the Dentogene laboratory, and Tibet by Kohinoor, but neither was much
appreciated by the consumers of dental hygiene products. Dentonic, much like its competitors
(toothpowders) was not a success in its initial introduction stage. People were not accustomed to
use toothpowder. They believed it to be just like “choona” even though, choona essentially
consisted of coal and acidic salt while Dentonic’s base is calcium carbonate and essential oils.
Dentonic was one of the pioneers, which in the time, took up the concept of sachets. In 1961, 5-
10 paisa sachets for potential customers to try it out, and realize it’s worth. And they did.
Back ground :-
Dentonic’s owners work in a very coordinated way. Currently two brothers are running the
Company with their father as the chairperson. Mr. Saghir Alvi handles the marketing and sales
while Mr. Zaheer Alvi handles the production.
Why we choose this business?
We choose this business because we need that type of business whose market shares are down.
And we find why market shares of Dentonic are down in market.
What are the various business ventures they have been involved?
These are the various business ventures which have involved:-
 Dentonic Toothpowder
 Dentonic Toothpaste
 Dentonic floss
 Dentonic Toothbrushes
 Dentonic ultra whitening pack

Problems:-
Dentonic was the first industrial toothpowder launched in Pakistan. It was launched in 1963 and
in a couple of year it started used to be at most households. You can judge from the fact that
every other day you would hear Dentonic ad on TV and Radio. But now it’s slowly losing its
popularity. Why? Because of change in cultural trends, people like convenience and comfort.
They are concerned about their health and fitness. The trend is towards showoff and not
simplicity.
As ala chemical were the pioneer they 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.
The brand “Dentonic” by Ala Chemicals was originally launched as a tooth powder meant for
the middle and lower socioeconomic classes. The tooth powder was a hugely successful product.
Dentonic tooth powder held the highest market share in the category at 80 per cent in the 1990s.
However, the tooth powder market in the urban areas is declining and consumer preference is
slowly moving to toothpastes. Although tooth powder is still used in the rural areas, some
toothpaste manufacturers have extended their reach at the lower end of the market offering
consumers “value propositions” in the shape of toothpaste at the comparable price of tooth
powder. The market for dental cleaning products has seen a shift in terms of young consumers
switching from powder to the lower-priced toothpaste brands.
There is some other weakness of Dentonic powder:-
 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
 No correspondence with dentists
 Bad word of mouth from dentists and consumers
 Weak promotional strategies
In our view the financial position of the company is not very strong (for 39yrs they are
producing a single product)
Recommendations and Suggestions:-
  A proper track of stocks should be maintained. Stocks should not be outdated, over
stocked and under stocked at critical sales point.

 Online Buying and selling can also improve the Image of Dentonic.

 Always compare your products with others to keep track of how Dentonic is performing
with respect to others.

 Sales Person should be available till the closing time of superstores/wholesalers.

 Advertize yourself as much as possible. People today want to know about Dentonic on
 Television, Radio and other communication Channels.

 Door to Door sales today cannot cover the population of Pakistan. So its best that
promotion schemes should be launched in the densely populated areas.

 A proper feedback system whether online or offline should be launched

 Proper Sales Person Training Should be carried out at least once/twice in a year
 Advertisement can attract more habitual buying behavior
 Awareness Should be made among habitual buyers
 Try to create products for lower class at low prices (can be of small size) just like upper
class so at least they should know the product
 Try to make more innovative products for sensitive class
 For Upper Class too advertisements should be made for variety seeking buyers.
 Take Care of shelf space.
 Make each and every flavor competitors are making
 The company is high at CSR; it should analyze the annual profits and then set a
percentage for such activities.
 The company should divest few SKUs of powders if they are not producing the profits
 The company should develop Strategy to beat other local companies and their preferred
products.
 The company should focus on creating value rather than increasing volume.
 The company should change its target markets and positioning and producing the product
at lower Prices for the NGOs and charitable organization.
 With R&D, company should also focus on promoting the product.
 Maswak / other flavor in tooth powder.

Dentonic is the oral care industry is on the 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.
Research Process
Research Objectives and Defining the Problems:
We have conducted a research to find out the reasons of its non-acceptance and dissatisfaction of
among consumers and problems faced by them.
Research plan :
Research is explanatory as we had to find the problems and reasons of its less success through it
has a large potential market.
Data Sources :
We have gathered data from secondary source.
Secondary source of our data are internet. www.dentonic.com.pk and other different websites.
Information gathered :
Due to fake Dentonic spread out in different locations in Pakistan the reputable name of
Dentonic tooth powder’s image was severely damaged, and market declined.
Because of no provision in advancement for a longer period of time Dentonic powder lost its
customers to other available brands. The shifting was caused because of no improvement in the
formula and no scientific recommendations were given from dental association.
The general perception about Dentonic powder in the minds of people was not favorable.
 Swot Analysis
Strengths
 Consumer loyalty
 Only Pakistani company to use “Trychozan” of dental quality
 Exports to Sirilanka, Bangladesh (Franchise), India (Calcutta), U.A.E and Saudi Arabia
 Latest Technology
 High Quality
 Strong consumer recall
 Market monopoly in tooth powder
 Good management and loyal staff
 Credible name
 Only well known tooth powder
 Exist in last 40 years
 Strong customer base around the globe
 Brand is well established.
 Product is available in the market with consistency.
 It was established in1963 which proves, has survived four decades.
 It is the only well know brand of powder available in the market.
 Its ads are very popular among the youngster...
 It was the first industrial project in Pakistan so the banks can trust on it
While providing loans. (www.webpages.com.pk).
 People have awareness about this product and most of them whom we
Interviewed rate it good. (16 out of 40, 40%).

Opportunities
 Exports e.g. Japan, Malaysia and U.S.A
 Getting recognition by different Dental associations in Pakistan
 Can target higher class and current generation by product development and promotion
 Smokers (removal of stains)
 Dentist recommendation Flavored powder
Almost 70% of the population of Pakistan is miserly effected by inflation. They
are ready to buy a product of good quality at reasonable prices. So considering
this we have a huge target market which is loyal to good quality & low priced
product.
Weaknesses
 Started investing in research very late
 Working on very low margins
 Lack of advertising and promotion
 Lack of awareness in the current generation
 Don’t have flavors or colors

Threats
 Competitors: low cost toothpastes and Lukmani Mangin
 Considered an obsolete solution to dental care
 Lack of awareness today
 The loyal consumers of the product are growing old and the rate of new consumers
growing in not enough
 Misconceptions
 Value added benefits (fragrance)
 Changing life style
 Strong competition
 Concentration on new and advanced scientific way of brushing the teeth using tooth
brush.
 Majority of the Dentonic users belong to the lower class and are tradition
bound so take time to accept change.

PEST analysis

Political
As such Dentonic is not really
affected by government agencies and
pressure groups,
but Dentonic is approved by Pakistan
Dental Association (PDA) and is also
ISO 9001-
2000 certified. These certifications
are helpful in the international
market.
Economical
Economic environment for demonic
is that it is very cheap and affordable
for all income class.
The regular Dentonic Toothpowder
does not target any specific income
group but due to
its low price 90% of its users are
those who earn less than Rs.7000 per
month.

Social Technological
Basically technology does not apply
here because those people who

?
believe getting their tooth clean.
Competitors of Dentonic tooth powder :
Ala Chemicals has a toothpowder monopoly in Pakistan. Many companies tried launching
toothpowder, but failed. For example, Colgate launched a toothpowder by the name of Trident,
Khass powder was launched by Medicam group in 1989 and even Unilever almost launched a
toothpowder under the banner of Pepsodent which they later launched in India as they could not
compete with the low margins of Dentonic. Dentonic’s international competitor in the U.A.E is
Ukril. Apart from toothpowders, the biggest competition that Dentonic is facing today is from
the low priced toothpastes for example, English Toothpaste. Another major competition faced by
Dentonic is from Lukmani Mangin, which is created out of salt, coal, ashes and acidic salt.
For Dentonic there exist two types of competition:
 Primary competition
 Secondary competition

Primary Competitors:
There are two primary competitors of Dentonic:-
 Manjan (D. T)
 Colgate tooth powder
Secondary competitors:
Secondary and indirect competitors of Dentonic are:-
 All other toothpastes
 Floss
 Mouth wash
Unique selling points:
There are four unique selling points of Dentonic:
 Low price
(In range of 20-50 rupees)
 Good quality
 Good result
 Better taste