Marketing Strategy &

Plan for the Selected Product

Product Name : Magical Tooth-Brush
Punch line : Shake, Rattle & Roll
Slogan : Brush your child's teeth with Fun

Presented By :
Sourabh – Roll No. 1
Aarti – Roll No. 2
Sushma – Roll No. 3
Amrutha – Roll No. 4
Prachiti – Roll No. 5
 Over View of our
Company
• “Rainbow” is your companies name. We have a variety of other oral care
products, all designed to provide excellent value for money.

• Manufacturing, processing, packaging are all done in-house on automatic

machines using the latest technologies and the finest materials.

• Each and every product is subject to strict quality control checks before
packing.

• Catering to over 1800 towns and cities in India.

• High quality, reasonable pricing and continual innovations and

improvements make “Rainbow” the clean favorite.
Product Portfolio
• Toothbrushes
• Toothpaste
• Shaving Brushes
• Shaving Cream
• Tongue Cleaners
• Combs
• Shampoo
Product Description
Magical Tooth Brushes are for Kids features are as follows :-
7 different cartoon stickers on the Brushes.
Music / English Rhymes in-Build.
Plus can be connected to PC to load songs as per your
child liking.
Vibration and Oscillating / Rotating Toothbrush Head
Alarm to wake up in Morning
2 Minutes Timer for Brushing
Chargeable battery which works for 15 Hours
Waterproof
Electric Shock Proof
Built in Electric USB Charging
Product Features
Product Features
Freebies
1 Tooth Paste of Chhota Bheem
Free

2 Heads Free Stickers Free

Comparison - Manual vs Electric
Manual
Manual and Electric toothbrushes can be equally effective if used in right manner.
• Put the brush at a 45-
degree angle against gums;
• move it back and forth
gently in tooth wide strokes
over all teeth;
• move the "toe" of the brush
up and down to clean inside
front teeth;
• brush your tongue gently to
remove bacteria and
freshen breath
Electric
• Electric toothbrushes don't
just sit there
• Brush heads tend to be
either sonic (they vibrate
side to side) or
• Spinning (they rotate very
fast in one direction, then
the other),
• Bristles may pulsate in and
out.
Primary Survey

Reasons for not Brushing Teeth :

1. Laziness
2. Likes to play
3. Do not like to Brush
4. Do not want to Brush by their own
 Primary Survey

What are the Issues / Problems faced by you as a parent while brushing your Childs Teeth ?

 I have to convince a lot because his interest is in playing only

 They don't allow us to brush their teeth
 To convince them the importance of brushing teeth
 Not standing in one place
 After she seen brush in my hand she ran away.
 When it touches jaws it pains to them
 Children eat toothpaste
 I am not getting the perfect toothbrush for my baby.
They are writing as soft but in reality its hard.
Primary Survey
Parents who Said “YES” Parents who Said “NO”
 Child always interested in • Motivation is temporary
something different
• We are satisfied
 New Concept
 That looks good / Its attractive • Won't solve my problem
 New generation invention • May not purchase a product
 Children would love it which is very costly for just
 So she can brush getting her brushing teeth of my child
favorite cartoon or some thing
new
 Brush is in round shape which will
not harm them
 He will enjoy while brushing
 It has music so children will love
to brush and this will save our
time running back of them
Segmentation & Targeting
 Geographic: PAN India.
 Family Life Circle: Youngest.
 Culture: Awareness of Oral Hygiene and Brush your teeth 2
times a day.
Consumer Understanding
• Primary / Secondary Research Findings
 Parents are more interested in Childs Oral Health with Entertainment.

• Need Gaps
 Parents wants more stuff to be added to this like :
 Lights
 Childs Personal Photo

• Key Consumer Insight

 Parents like the products & where excited to buy the product
 Competition Analysis
Price of our Product is Rs. 499/-

Oral B Chinese Products

But Oral B and Chinese Companies do not have many features which we are offering and
also the Price is also very high as compared to our product.
SWOT Analysis
SWOT Analysis
STRENGTH
• Magical Tooth-Brush is the world market leader in oral care
products.
• Magical Tooth-Brush’s extensive to Indian Market.
• Magical Tooth-Brush’s strong commitment to innovation
through investment in R&D is a prominent strength.
• Magical Tooth-Brush has a large number of stock keeping
units for their toothbrush line.
SWOT Analysis
WEAKNESS
• Release of Magical Tooth-Brush’s new toothbrush, may affect
sales of its existing toothbrush lines.
• Magical Tooth-Brush’s media expenditure layout is very small
compared to its rivals.
• Not the most recommended brand by dentist.
SWOT Analysis
OPPORTUNITIES
• Magical Tooth-Brush’s constant innovation provides an
opportunity to convert consumers away from less advanced
toothbrushes .
• The emergence of the Niche “For Kids” category presents a golden
opportunity for Magical Tooth-Brush to increase market share for
several reasons.
• Magical Tooth-Brush can capitalize upon this demographic
segment to ensure a successful release of their “For Kids”
toothbrush.
• Magical Tooth-Brush could establish a media target with
educational ads depicting accuracy toothbrushes as technologically
superior to its rivals at an equivalent or less cost.
SWOT Analysis
THREATS
• Threat of intense segment rivalry.
• Threat of new entrants
• Threat of supplier's growing bargaining power
Positioning Elements
Target Consumer definition
• Demographic:
1. Age: 2 years to 7 years
2. Income: Rs 3 lakhs and above annually.

• Psychographic:
Awareness of Oral Hygiene and Brush your teeth 2 times a
day.
Brand Benefits
Rational and Emotional

• Rational :
It cleans your breath while it cleans your teeth.

• Emotional :
If the person who owns the toothbrush has any oral disease –
that toothbrush can share it with you if you use it.
RTB (Reason to Believe)
RTB (Reason to Believe)
• Replace your toothbrush regularly
• You need to make sure you are brushing properly. Believe it
or not, 90 percent of people don’t brush correctly.
• Toothbrush has to be correct, as per your Teeth’s & Gums.
Brand Differentiator
Specially designed keeping KIDS psychology in mind.
It’s as per their needs and wants.
It’s Theme based Toothbrush. (Cartoon)
Brand Values & Personality
Presence is Very low, no Awareness, no Mind share,
no Brand Recall.
 So will focus on: Promotion Campaigns, Features, Benefits
and the Quality of the Product.

We will develop Brand Personality that consumers can

relate it to themselves.
 Your kids Health & Safety

1st Purchase made - Sensation

 Stimulate the desire to buy & repeat purchase
Marketing Objective
To provide the customer with the most innovative and
attractive designs, which will happen with appropriate
system from the suppliers, through the organization, to the
customer.
Key Strategic Initiatives

The 4 P’s The 4 A’s (The Challenges)

• Product • Acceptability
• Price • Affordability
• Place • Availability
• Promotion • Awareness
Key Strategic Initiatives

Designer; Attractive to Kids

Theme based Toothbrush, (Cartoon)
Tongue cleaners for children aged 2 to 7 years.
Additional features apart from just Brushing
your teeth

Price is Rs. 499/- Per Piece

(including 2 Heads Extra/Free)
Key Strategic Initiatives
Target Selling (Incentives)
Multi Brand Retail Stores
General Stores, Kirana and Medical
Stores
On E-Commerce Sites

Tie up with Schools, Day care centers

Associations with animated TV channels
and Reality shows.
Sponsor School events.
Social Media Marketing & Online
Presence.
Ads on Books of Navneet, Classmate etc.
Major Influence : Dentist, Pediatricians