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Oral B: Entry in Toothpaste Market (Comparative Analysis)

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Submitted By shrutivsec
Words 1990
Pages 8
INTRODUCTION

Oral care industry in India has evolved from being just a purview of local homemade beneficial powders to attractive, cost-effective and user friendly gels neatly packed in a tube which can be easily applied on a Tooth brush. The use of tooth paste in India can be traced back to the year 1975. Nowadays, people are much more aware of oral hygiene which has led to a phenomenal growth in the Oral care Industry. But still, rural penetration is quite low as people there are still comfortable with the conventional methods of oral care. Due to this low per capita consumption, rural markets offer great opportunities for penetration. Rising per capita income of people and increasing awareness through advertisements, print media, etc is increasing the demand for oral care products. This marks a sharp transition from use of tooth powders to the use of value added toothpastes like mouth washes, gels and teeth whitening products. Currently the size of global oral care market is about $30 billion. Out of this, India contributes 5% of the total market which estimates the Indian oral care market to be $1.5 billion. The Indian oral care market registered an annual growth of 13% during FY 13. On the other hand, the growth in global market was 3% during the same period. The major players in the Indian Oral care industry are: Colgate, Unilever, Dabur and GlaxoSmithKline (GSK). P&G is a new entrant with the launch of Oral B Pro-Health in July‘13 in the Indian market. According to company sources, it will be available in mint flavour with the specifications : 140 gms (for Rs. 98) and 75 gms (for Rs. 59). In the first month, the company registered a market share of 0.2% in the first month. The key factors responsible for attracting global players like Proctor & Gamble to the Indian market are i) Increasing demand from rural India – Only 42% of the...

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