Ad & Sales Promotion Campaign

Mouthwash
Presented by: Group Manvi Agarwal- 142 Hema Sehgal-143 Shruti Jindal-146 Deepshikha Dutt-160

Market analysis

ORAL CARE
MOUTHWASHES TOOTHPASTES TOOTHBRUSHES TOOTH POWDERS
Rs 74 crore Rs 539 crore

Rs 2,866 crore

Rs 497 crore

Oral Hygiene Market Segmentation

2%

11% 13%
74%
Toothpaste Toothbrush ToothPowder MouthWash

Source: Datamonitor Oral Hygiene Industry Profile, 2011

Product Background
Mouthwash or mouth rinse is a chemotherapeutic agent

used as an effective home care system by the patient to enhance oral hygiene.
The need for mouthwash is a result of a condition called

halitosis, or bad breath.

It is estimated that over half the population occasionally has

foul-smelling breath.

GAP ANALYSIS AND NEED IDENTIFICATION

I want different flavors I need super shield to protect my gums GAP ANALYSIS
No Player in Indian Market in Mouthwash Category for Age Group 6-15 Years

I want different colors

I want some thing that can protect and make my gums stronger

GUMMIES- a mouthwash for kids

STRENGTHS

WEAKNESSES

No major player in this segment No side effects Anti cavity mouthwash for kids

The mouthwash market for kids, an infant product segment for now Lack in dental hygiene by Indians
SWOT Analysis

Mouthwash for kids is still an untapped sector so good scope Anti cavity protection and added features a benefactor. No competitive product from any major company specifically for kids
OPPORTUNITIES

An estimated of 40-50 percent of Indian population has never visited a dentist. Moreover, nearly 70 percent of population is suffering from dental diseases Competitors

THREATS

Competitors
Listerine
First formulated by Dr. Joseph Lawrence and Jordan Wheat

Lambert in St. Louis, Missouri, in 1879 as surgical antiseptic mouthwash. In 1885, Lawrence sold his share to the Lambert Pharmacal Company. First over-the-counter mouthwash sold in the United States, in 1914 In 1955, Lambert Pharmacal merged with New York-based Warner-Hudnut and became Warner-Lambert Pharmaceutical Company Listerine is a brand of antiseptic mouthwash.

Listerine

Indirect Competitors
Breath Fresheners Toothbrush

Cough and throat sprays

Floss Dental Cleaners

Toothpastes
Tooth Whitener

Market Positioning
Non Herbal
Listerine

Alcohol Free

With Alcohol

Gummies

Herbal

FACTS
Did you know that 80% of children will get a cavity by age 17 ?
85% of all adults experience tooth decay

Just squeeze, sip, swish AND SMILE !

GUMMIES
Just 60 SECONDS A DAY AND they are done

Prevent tooth Decay

Target Consumer
Demographics & Attitudes Kids in the age group of 6-15 years
Well-educated with higher income levels Up-market, living predominantly in Metros Socially very active Health Conscious

Mouthwash usage points

USAGE MOMENTS 7 AM 2 PM 6 PM 10 PM On waking up Post Meal Freshen up before going out to play Before sleeping

Product Portfolio
Bubblegum Blowout
Featuring Barbie Princess Alcohol - free Travel Pack - 50 ml 125 ml 250 ml 500 ml

Ocean Berry
Featuring SpongeBob Square Pants Alcohol - free Travel Pack - 50 ml 125 ml 250 ml 500 ml

New Kiwi Watermelon

Featuring Scooby-Doo Alcohol free Travel Pack - 50 ml 125 ml 250 ml 500 ml

Packaging
Catering to the kids section, packaging

needs to attractive to the kids. It would be in smart bottles with 3 variants for BubbleGum, Oceanberry and New Kiwi flavors.

The mouthwash would be available in 50ml (travel

pack) and 125ml,250ml and 500ml for standard use. The packaging would be in attractive transparent plastic bottles.

The sticker on the front would mention the fact that it

is approved by FDA.

The sticker on the rear side would mention the

ingredients and the price, manufacturing date and expiry date as well.

COMMUNICATION OBJECTIVE
To develop a campaign that will create awareness amongst

parents of their childrens hygiene and welfare

To develop healthy habits of mouth care amongst children

in a fun way

Our Touch Points

Doctors Social Networking Sites

Media

Dental Associations Parenting Sites

Dealers

Kids & Health Care Magazines

IMC
BROADCAST TV

OTHERS

PRINT MEDIA

GUMEEZ

EVENTS

SOCIAL MEDIA

SALES PROMOTION

Media Class Broadcast Print Outdoor New Media In-store Sales Promotion

Media Channel

Media Vehicle Cartoon Network, Pogo, Hungama, other channels

Television Media Plan

Newspapers Magazines
Billboards Internet Point of purchase

Hindustan Times, Times of India Lifestyle and beauty/ health magazines

48 and 96 sheet Social media Counter Display in Big chemist

Trade Promotion Sales Promotion

Sampling, Bundling

Other

Exhibitions Malls Food Outlets

Dental Association conferences Smile shots Pizza hut, Dominoz

BROADCAST

BROADCAST - TELEVISION
Kids- Hungama, Cartoon Network, Disney Family Channels The ads will be played during children and family programs due

to the fact that our target market is 7-14 year olds.

NO RADIOS
The majority of children doesnt listen to the radio or

become visually stimulated by a radio advertisement, so radio advertising is out of the question.
This will cut down on expenses and allow more focus

towards the target market.

The customer has a more positive response when they can

visually see the product.

TELEVISION ADVERTISEMENTS
Appeal- Cognitive strategy : Informative approach Execution Strategy Use of animation

Rotoscoping

Product- Hero

Guerrilla Marketing

PRINT MEDIA

MAGAZINES AND NEWSPAPERS

MAGAZINES- Magazine, and Good Housekeeping

Highlights, Disney
NEWSPAPERS- Times of India, Dainik Jagran, Hindustan

Times, Supplements of newspapers like Brunch

This will target the parents of children which are our

secondary market

SALES AND TRADE PROMOTIONS

SALES PROMOTIONS
BUNDLING

SAMPLINGInside supermarkets like Big Bazaar Distribute free samples to dentists

STRATEGY
Gummies

will be heavily promoted especially during the introduction phase. advertising will decrease slightly until the public is fully aware of Gummies and its capabilities with children.

After each six months for a period of 18 months the

TRADE PROMOTONS
Gummies is going to hold promotions at various drug

stores for the first six months of the product being introduced to the community.
Displays and Point of Purchase materials

 Trade Contest
Once the bundling scheme is over, we would be offering our retailers short

term incentives to our retailers who sells the most number of mouthwashes in 6 months.

Number of bottles sold 500 1000 1500 2000 and above

Offer Frying pan Iron Mobile phone Tanishq gift voucher worth Rs.10000

Promotion through Social Media

SOCIAL MEDIA
Social media campaign by name of SMILE

Objectives:
Spread awareness about importance of oral healthcare

amongst children
Fight oral diseases

SPREAD THE SMILE CAMPAIGN

Like the page and then upload the entry.

Teaser video to attract participation

Prizes to the most liked entries. Consolation prizes to selected entries which would contain gift hampers.

Upload pictures/videos/stories of the social activities done which brought smile to someones face. Upload videos of the best moments of your life which bring smile to your face when you see them.

EVENTS AND SPONSORSHIPS

Smile Shots :- Mall Activation

FREE ORAL CHECK UP CAMPS FOR KIDS

ORGANIZED IN SCHOOLS AND RESIDENTIAL COLONIES

CSR
SMILE Campaign Donate 1% of the MRP to SMILE foundation that

spreads awareness about oral healthcare importance and sponsor operations to fight oral diseases such as gingivitis.

Proposed Budget
0.60% 4.28% 25.66% 2.74% 6.84%

TV NEWSPAPER RADIO SOCIAL NETWORKING SITES HOARDINGS RETAIL STORES

59.88%