PRODUCT NAME

Crystal Rock (toothpaste)

SLOGAN:
Paste for a confident smile.

LOGO

VALUES

It Includes Fluoride which Protects and

strengthens teeth.
It Includes Abrasives which Help remove
plaque.
It Includes Anti bacterial agents which Controls
plaque.
It Includes Desensitizing agents which Helps
remove discomfort in your teeth.
It Includes Enzymes which kill bacteria in your
mouth.
It Includes Xylitol which Sweetener without
sugar.

CONTINUED
We

include orthodontic toothpaste as well

It helps in removing plaque around

braces and help maintain daily gums.
It reduces discomfort caused by
orthodontic appliances.
We are providing a free ortho toothbrush
with every toothpaste

CUSTOMER SATISFACTION

It gives relief from sensitivity.

It provides the active ingredients and
texture needed daily to maintain a
healthy, dental bio film free mouth in
people with braces.
It helps prevent cavities from enzymatic
product.
It gives a fresh breathe.

MISSION STATEMENT

Providing confidence for

better smile

VISION
We envision ourselves to be the leading
toothpaste by providing better dental
care to people and quality of toothpaste
which the customer demands.

SWOT ANALYSIS
Strengths:
Strong management.
Supply chain.
Its great mint taste
freshens breath
It protects against root
caries.
It cleans & makes teeth
whiter andrepairs early
decay spots

WEAKNESSES

We are not present online.

High debt burden.

Reduction in advertisement expenditure in
order to maintain growth.

OPPORTUNITIES

Online market.

Adding new flavors.

New markets

Focus on innovation and new product

launches by deploying advanced technologies

THREATS

Price wars.

Innovating Competitors .

Increasing commodity prices for

manufacturing.

MARKET SEGMENTATION
DEMOGRAPHICS

Age: 10-19

Gender: Male, Female

Family size: 1-2, 3-4, 5+.

Family life cycle: Young, Single.

Income: None

CONTINUED

Occupation: Students

Education: Literate and illiterate.

Religion: Any religion.

Nationality: Any nationality

PSYCHOGRAPHICS
Social Class:
Middle Class, Upper Middle
Class.

Life Style:
Achievers and Strivers.

Personality:
Every personality.

GEOGRAPHICS
World Region:
Pakistan.

Country Region:
North East.

Metro Size:
Major Cities(Rawalpindi ,
Islamabad).

Climate:
Tropical.

BEHAVIORAL
Occasions:
Regular occasions.
Benefits:
Quality .
User Status:
Regular user
Attitude Towards Product:
Positive

BCG GROWTH SHARE MATRIX

According to Boston Consulting Group Approach
our product comes under Question Mark as our
product has low share business in high growth
markets.

OUR PRODUCT WILL BE A QUESTION MARK.

PRODUCT IDENTIFICATION

As our product is new in existing market

thats why it comes in product
development.

CULTURE

People are getting more conscious about

their dental health.

Both the government and media have started

health campaigns.

Toothpastes are doing very well both in

urban and rural areas.

INNOVATION

Orthodontic toothpaste

Mix Flavors

PUNCH LINE

Use Crystal Rock and

smile confidently

DISTRIBUTION CHANNEL

Manufacturer

Retailer

Customers.

TARGETED AREA

Our target area is Islamabad as it is

the capital city of Pakistan.
The population of Islamabad,
Pakistan is 601600 according to the
GeoNames geographical database.

ADVERTISING
We will advertise our product on
Newspaper.
Billboards.
T.V ads.
Radio.
Social media.
Broachers.

CONTINUED

As our brand ambassador we will endorse

Shahid Afridi.

PRODUCT POSITIONING

We will provide separate racks with Crystal

Rock logo.

PEST ANALYSIS

POLITICAL FORCES

As government of Pakistan is very unstable

and there are enormous political issues so it
will cause difficulty in launching our product
in the market.

The safety and health regulations and

environmental regulations should also be
considered.

POLTICAL FACTORS

Our product launching can be successful if

we follow all the laws and regulations of
health and safety and launch our product in a
competitively stable political environment
like in Islamabad.

ECONOMIC FACTORS

The economic factors which should be

considered before launching our product are
interest rate, GDP, consumer spending power
which if we consider our target group i.e.
people of middle class, can spend money to
buy toothpaste.

SOCIAL FACTORS

The social factors which should be considered

are ethnic and religious issues which should be
given due importance while making adds of our
product.
The language commonly used in Pakistan is
English or Urdu so we have to use this as a
source of communication
The living standards of people are not very good
in our country so we can do some charity
programs for them.
The literacy rate in Pakistan is very low so our
company can involve in educational programs in
local areas and help through charity.

TECHNOLOGICAL FACTORS

The internet/broadband usage is very much

where we are launching our product.
Computer usage is also very much. The
technological change is happening very fast
so we have to continuously update our
product making and advertising techniques.

PORTER FIVE FORCES

1. RIVALRY AMONG COMPETETIVE FIRMS

There are many competitive firms for our

product and the one strongly competing us is
colgate.
To have competitive edge over them we can
use different incentives with our product like
giving a free toothbrush with every
toothpaste or giving an orthodontic
toothbrush.
We can use the combination of three salts in
our product; fluoride, potassium nitrate and
triclosan that helps in removing plaque.

2. THREAT OF NEW ENTRANTS

The entry of new toothpaste making

companies is very easy

We have to constantly improve our marketing

techniques to stay in the competition and
attract customers

3. THREAT OF SUBSTITUTES

The threat of substitute is very low as

toothpaste has become a need for nowadays
and there is no substitute for toothpaste
except miswak which people use very rarely.

4. BARGAINING POWER OF BUYERS

The bargaining power of buyers is very high as

buyers can easily switch to other toothpastes.

We can reduce their bargaining power by

providing different incentives and by making it
more useful for those people who wear
orthodontic appliances.

5. BARGAINING POWER OF SUPPLIERS

The bargaining power of suppliers is very

low.

As there are many companies that can supply

us material, chemicals and toothbrushes.

SOCIETAL MARKETING CONCEPT

The packaging of this product is made from

recycled paper which will help in maintaining
the environment.
The plastic tube of this toothpaste is
biodegradable and it will not add pollution in
our environment.
In our targeted area we will provide free
dustbins to CDA with our logo to place them
into public places i.e Parks

COMPETITORS
Some of our major competitors are

Colgate

Closeup

Sensodyne

CONTINUED

Pepsodent

Medicam dental cream

COMPETITOR ANYLYSIS (SWOT

ANYLYSIS OF COLGATE).
Strengths

Colgate Dental Cream offers all-around

cavity protection, even where a toothbrush
cannot reach
Its great mint taste freshens breath

Weakness

High dependence of the company on a single

category i.e. Oral Care
Reduction in advertisement expenditure in
order to maintain growth

CONTINUED
Opportunity

Focus on innovation and new product

launches by deploying advanced technologies
Growth in emerging markets rural and
semi-urban

Threats

High competition from competitive brands

like Pepsodent from HUL
Increasing commodity prices for
manufacturing

VARIANTS
We specialize in
Anti-decay toothpaste
Desensitizing toothpaste
Anti-calculus toothpaste
Anti-plaque toothpaste
Whitening toothpaste
Flavored tooth paste
Orthodontic toothpaste

HOW TO USE?

Apply it on the toothbrush and brush your

teeth for 1 minute at least and smile
confidently.

CONTINUED

For Children

Less than 3 years

Over three years

PRICING

Regular toothpaste tube 100g = 80 Rs.

Flavored toothpaste tube 100g = 100 Rs.

PROMOTIONAL PLANS

For promotion of our product we have

planned to visit dentists all over Rawalpindi
and Islamabad and we will give them free
samples of toothpaste so that they can use
and approve.
The dentists will then recommend our
toothpaste to their patients and will guide
them to near utility store where we would
have given our toothpaste samples.

CONTINUED

We have also planned to make a stall of our

product in all big markets of Islamabad.
At the stalls a dental hygienists would be
present , describing to customers how to
brush their teeth and the quality of crystal
rock toothpaste.
At the stalls we would also be distributing
brochures for our product.
This promotion plan would be for 10 tens
and we have planned to sell 1000
toothpastes.