Marketing Strategy Project - Toothpaste

Keywords: tactical marketing task, toothpaste marketing


This report is about to offer a much better product HERBAL TOOTHPASTE in the UK market from the Middle-eastern Company and acquire a good market share. Toothpaste market of UK is divided into two major sections; is the Gel Paste market and the other is the Opaque market or Chalk Based Paste market or popularly known as the Paste or dental care cream market. 'The Market for Mouth Hygiene in the UK Increased Between 2002-2007, Growing at an Average Total annual Rate Of 3. 2% (http://www. encyclopedia. com/doc). Total UK oral care market show nearly Ј840m. Natural TOOTHPASTE are produced from natural ingredients and some are even authorized as organic and natural and many consumers have started to switch to natural toothpastes to avoid synthetic and manufactured flavors that are commonly within regular toothpastes. Organic and natural TOOTHPASTE have products ranging those are also abundant with calcium and other minerals which makes the teeth better and helps prevent cavities. Organic TOOTHPASTE will be imported from Midsection Eastern Company and advertised at an acceptable price comparing with locally produced toothpaste such as Colgate, Kingfisher etc.

Through a study of UK market the objective of this article is to recognize the prospective market with Marketing strategies, marketplace segmentation including marketing combination (product, price, place and promotion) which is an important factor for a business to be able to permeate and develop its market. To explore the way the marketplace perceives the HERBAL TOOTHPASTE and how the company will try to influence coverage, attention and interpretation of the product. Here, the scope of the article will be narrowed and then Organic TOOTHPASTE. With a highly effective marketing strategies; the proposed product increase its reputation daily and if any troubles will be studied and analyzed so that it can be predicted in this financial climate how to proceed to sustain the market share and remain more competitive.


HERBAL TOOTHPASTES are made from 100 % natural ingredients. Some toothpaste continues to be approved as organic and natural. From our review and research it is found that lots of customers have taking place to change over to organic and natural toothpastes to avoid artificial & unnatural flavours which are normally within regular toothpastes. ( http://www. herbaltoothpaste. net) Because of the increased demand of natural basic products, Herbal toothpaste will be the perfect timing of demand. This sort of toothpaste doesn't have dyes, man-made flavours or chemicals and this is one of the mainly basic reasons that consumers promise when switching from ordinary toothpaste to Herbal toothpaste.

Some people would prefer to use Natural and organic toothpaste for his or her oral hygiene and variety of reasons. Many people actually opting for them being that they are not tested on animals. Others, specialized in guard the environment or who are very sensitive to the materials in regular toothpastes, are attracted to the reality they have no artificial colors or flavourings. People who use homeopathic medicines are also attracted to toothpastes that don't contain mint as practitioners' status the Natural herb may hamper with the potency of their treatment. (http://www. dailymail. co. uk/health). Natural and organic toothpastes are also fluoride-free, which appears to be other repeated grounds why a lot of people prefer this category of toothpaste more than regular one. Also a lot of people have allergies or other health concerns who may decide to think about Natural and organic or organic teeth paste formulations. The products can be a excellent choice to them who are allergic to mint or even to sodium laurel sulphate, a foaming agent that is included generally in most commercial toothpaste brands. Common ingredients in Herbal and organic toothpastes include herbs with traditional historical uses like myrrh to help ruin plaque-causing bacteria; chamomile to reduce gum inflammation; Echinacea to encourage the disease fighting capability; sage and rhatany to diminish bleeding and essential oils like peppermint, to include flavour and relieve pain and soreness. Various other common raw materials for the products include clove, ginger and tea tree oils. Some typically common ingredients are eucalyptus, Chamomile myrrh, Sage and some other less known plants such as Choti ilaychi, Lavang, Neem, Saunf, Khadir, Babool, . Natural and organic toothpastes also contain oils such as oils of coriander, ginger, lemon, and spearmint. Eucalyptus is however one of the most typical ingredients in natural toothpastes, mainly for its properties of whitening and helps prevent stained tooth. Myrrh is used to avoid gingivitis and bad breath and Chamomile and Sage are said to be helpful in soothing oral cavity ulcers, toothaches and swollen gums.


"Organizational success will depend on sensing and responding to shifting conditions the business environment. At the most basic level, these represent Opportunities and Risks. " Lowly, A. and Hood, P. (2004). Strategic planning effects the organization in several ways. To examine environment of any Market we have to understanding of connection with various issues and concern with each other and the effect of that particular areas. To demonstrate the UK external environment PEST evaluation is constructive. It offers the aspects those are politics (taxason policy, international trade regulation, authorities stability), cost-effective (unemployment, disposable income), sociable (life style change, level of education), technological (government shelling out for research, swiftness of technology transfer), environmental (company's responsibility to culture) and legislative (code of practice, access to recycleables) factors.

3. 1. PEST Examination of UK Market Environment

The PEST examination is a construction that strategy consultants use to check out the exterior micro-environment when a form operates. PEST means for Political, Economic, Sociable and Technological factors. Typically, these factors are outside the control of the dealer and may either be risks or opportunities. These factors may vary within the regions of a country and would most surely change from one country to another. ( Pradhan, S. 2007. p. 111)

According to Stoner (1992) "PEST examination is concerned with the environmental influences over a business. PEST affects are a useful way of summarizing the external environment when a business operates. However it must follow-up by account of how a business should react to these affects. "

As Pradhan, S. (2007) described in 'Retailing Management, 2nd release'
"The PEST factors that affect the retail sector





Political stability

Rate of financial growth

Income distribution of the population

Level of technology use within the sector

Government policy towards investment in the sector

Money policy

Size of Population

Penetration of internet

Labor laws

Level of Taxation

Demographics of the population

Penetration of the mobile technology

Consumer Protection Limitation on the entry of international players in the market

Consumer confidence

Rate of population, Age profile of the population

(Pradhan, S. 2007. p112)


Nowadays there are extensive companies working their globalized business with different varieties of tooth pastes in UK. As an external factor Politics condition can affect and impact of new products like Organic and natural Toothpaste's performance. Towards service legislations, the administration encourages retailers to offer a mix of job opportunities from elastic, lower-paid and locally-based career to highly competent, high remunerated and centrally situated careers (Balchin, 1994). The changes of government rules and regulation can affect the business enterprise of any company to entry with new products such as introduce new duty plans on leisure could create a primary effect on the Plant based Toothpaste Transfer.


Another environmental factor is monetary, which will make a enormous effect available of Toothpaste. Presently UK is before a great economic down move. With the present condition financial, employment, , mortgage industries are deficiently effected. Cash flow of people have lowered and the inflation rose up. In this example people don't spend money for their dwelling and can't do proper personal savings. Due to market situation any new products may effected in their business. The international business market continues to be growing. Through our Herbal Toothpaste products we expect it'll add greater quantities to its business. So that it would be badly exaggerated if some hold off in the united kingdom FMCG market with market attention risks.


Social environmental factor has a great emphasis on business environment especially with the present economic down change. Customers have moved towards changes. Our products have enlarged the number of FMCG products like Natural TOOTHPASTE available for the customers. Nationalized sellers are slowly but surely reserved to get on new suppliers (Clarke, Benison and Guy, 1994; Datamonitor Statement, 2003). Type of products and services demand by the clients regarding their sociable circumstances and their following attitudes and prices. Customers have become much more aware of health and security concern and the behaviour towards FMCG are always changing. Plant based toothpaste producing its products combination to expand require for natural products. The consumers for Herbal Toothpaste are of middle, upper middle and top class families inside our marketplace. They are the relatively conscious part of the society, with both the need and the purchasing vitality necessary.


Toothpaste is one of the very most popular and fast growing products in UK market. Technology is a irregular macro-environmental that has afflicted the improvement of FMCG products. The client and the business are being benefited as the technology provided new period in service. Technology helps a lot to rises the customers' satisfaction. The company will use the modern high technology in production and all HERBAL TOOTHPASTE outlets will use the wireless devices, internet, brilliant scanner, electronic digital shelf labelling, Radio Occurrence Recognition, Close Circuit Camera (CCTV), Money paying machine etc. The electronic point of sales and electronic scanning device have significantly increased the potency of delivery and stocking actions, with requirements being communicated almost in authentic time and energy to the dealer.

3. 2. Porter's Five Forces:

Potential Entrants

Industry Competitors

Rivalry Among Existing Firms




Threat of new entrants

Bargaining electricity of Suppliers

Bargaining electricity of buyers

Threat of alternative products or services

To analyze the way the business atmosphere is changing just how of the merchandise, the five pushes style of Michael Porter's has been used here. The competitive five causes have prepared by determining five original competitive causes which are possible entrance, threats of substitutes, bargaining power of potential buyers, bargaining power of suppliers and competition between existing companies.


Suppliers Power

The major business giants are also a threatened for the new access business society if indeed they bring the products from broad in cheaper rates area and do not take from the local suppliers. The services of competitive competition have concentrated the earnings restrictions for supermarket chains and suppliers.


Buyers Power

The more products that become standardized or undifferentiated, the lower the transitioning cost and hence, more ability is yielded to clients, (Porter M. 1980). The power of purchasers can also effect cost and investment, because powerful purchasers demand costly service. The clients know about the products and its influences that they expect from third world producers.


Threat of Substitution

General substitute can reduce demand for a specific product, as there's a risk of consumers transitioning to the choice (Porter M, 1980). Natural Toothpaste will create its market through huge marketing activities but the existence of similar other products from companies like Colgate, kingfisher, Crest etc.


Threat of New Entry

New entrants to a business bring new capacity and a desire to get market share that places pressure on prices, costs, and the rate of investment necessary to compete. the business needs to monitor the market as well as ready to face challenges from such arrivals which then provides organisation better strength to keep up its image and loyalty to its consumers. It is very problematic for the new company to access and provide sufficient capital for big fix costs and intensely developed supply string as there bare already business giants is there in the market.


Competitive Rivalry

The FMCG business environment is continuing to grow in significant way in form and dominated by the bigger chain opening big store, expanding concentrate of merchant and proper usage of the formats. Organic toothpaste may faces competitive rivalry from Colgate, kingfisher, crest. the company needs to bring more effective marketing brains provide early caution of opportunities and risks.

3. 3. Target Market

Actually all toothpaste users or potential toothpaste users stand for the mark market of Organic and natural toothpaste. As awareness for oral health and well-being is increasing enormously in UK. Matching our own study the target market for Organic and natural toothpaste is also increasing. Target market of Plant based toothpaste is not also much limited or segmented by era. Toothpaste is a family product, thus employed by family members of all age ranges. The users of the paste are everyone in the family who looks for strong, healthy tooth without problems like cavity and teeth decay. Here, the essential target group includes children up to 14 years of age and their parents and other senior members of the family.

Fulfilled: Mature, satisfied, comfortable and reflective people who value order, knowledge and responsibility. They may be Conservative, practical and look for functionality. Because of this Organic Toothpaste will be promoted based on efficiency, i. e. strong tooth to the mature members.

Believer: Conservative, regular people with concrete belief predicated on traditions like family. They are the parents looking after the kids who stay loyal to the brands they find best. Again, the kids are anticipated to be traditional. For this Herbal Toothpaste promotion is targeted towards the kid who would become life-long loyal Herbal Toothpaste end user.

Geo-Lifestyle Research (PRIZM): The Organic Toothpaste consumers are the Young suburbia. They have young families, typically married few with children. These people are affluent and strong consumer of family products like toothpaste. Because of this Herbal Toothpaste targets the family focusing the advertising on the kids.

3. 4. Demographic:

Population of Muslims in UK are 1. 6 million, 2. 8% or total inhabitants of UK.

Age 5-50

Area: East London, Tooting Broadway, White Chapel, Bethnal Green

72% of Muslims surviving in East London

Price Range Ј3-Ј5

Total market 400, 000 people.

(Source: Total population-office for nationwide statistic 2001, Muslim population-office for countrywide statistic 2001)


To know the character of customers and their needs and desires is merely the first step, however. The company needs to react on that information, in order to build up and execute marketing activities that actually deliver something of value to the client. The means by which such ideas are turned into reality is the marketing combine. The following shape summarises the areas of responsibility within each element of the combine.


New product development

(e. g. Organic and natural body cream, body powder)

Product management

(With strong management team)

Product benefits

(Created by Natural fresh elements)

Branding & Packaging

(Under the perfect monitoring of the Company with high technology)



(Herbal toothpaste will be low priced product contrasting with others)


(After 6 months it will be profitable for the business, )

Value for money

(Organic toothpaste affordable products for the customers)

Competitiveness (The products will compete on the market)

Incentives (On Volume purchase)


Developing communication mixes

(With Company, stores, end users)

Advertising management (Company marketing strategy management team collaboration with local add firm)

Sales campaign (For distributors, sellers, customers)

Sales & general public connection management (advertising campaign, contribution in communal activities)

Direct marketing


Access to focus on market

(Easy access around in UK market)

Channel framework (Distribution channels are Tesco, Asda, Boots, Sainsbury's)

Channel management (Through Organic and natural products management committee and selective suppliers)

Logistics (Company's own support)

The 4Ps :

4. 1. PRODUCT:

Products are answers to customers' needs. The business (the merchandise provider) must make various product decisions, including operation, range offered, brands, product packaging, service and support. The merchandise is generally the critical component in the marketing mixture, with all the decisions concerning this factor (Drummond & Ensor, 2005). The elements are eucalyptus, myrrh, Chamomile, Sage and some other less known crops such as Lavang, Choti ilaychi, Saunf, Neem, Babool, Khadir. Organic and natural toothpastes also contain oils such as oils of coriander, ginger, lemon, and spearmint. Some of these ingredients can be purchased in India and it's really very cost effective to import after that.


Tag Collection: ''Real Fresh Dental care Care''

Target Market: 5-50 years customer (everyone may use)

4. 1. 1. Product Range

Herbal Gum Cover Toothpaste:

Contain types of supplement, such as honeysuckle and chrysanthemum etc, which prevent oral cavity from cancer tumor and protect gum. Advanced milling raw materials make tooth white. Constantly using can protect gum. It gives nice refreshing breath. (spec: 150gm)

Herbal Anti-cavity Toothpaste:

Have good function of anti-cavity, enhance teeth. . . Fruit taste give mouth enjoyable aroma. : (spec: 150gm)

Herbal Tartar Control Toothpaste :

Offering silica structured white toothpaste which is customized for handling tartar. The toothpaste comes with fluoride and without fluoride which is extremely helpful cavity cover along with refreshing breath. (spec: 150gm)

Herbal Natural Toothpaste :

We are employed in offering supreme quality natural paste. The natural paste is created by using completely 100 % natural ingredients that make them absolutely safe to use and free from side effects. ( Spec: 150gm)

4. 1. 2. Labelling:

Our state-of-the art work manufacturing capabilities permit us to successfully take on private labelling activity; on the behalf of your customers. We use latest technology in production and presentation, to ensure that the finish product complies totally with the needs you have. This allows you to market a dependable and genuine product, under your brand, at affordable prices.

4. 1. 3. Product Life Cycle:

According to the Break in the action- Even research we can anticipate that after 3. 7 calendar months the company can get profit from the item. It will increase through producing the products and introducing services I the complete market. After a certain time frame (3. 7 months) the merchandise will be matured and you will be set up in the competitive market.

Source:http://www. tomspencer. com. au/2009/01/25/product-life-cycle-model

4. 2. PRICE:

Pricing strategy is afflicted by various factors such as cost of creation, internal and external factors, competitors' price for similar products etc. For our product we have to analyze these factors in order to develop competitive pricing strategy to offer less expensive products to its customers. Since all of the products are newly made, the price of creation must be significantly less than its competitors which hence displays on its different range of products. Plant based toothpaste will be recognized as low priced but quality structured products. Furthermore, our products will carefully focus on segmented prices such as kids products emerges for a low price. On the other hand, it cannot bill the same range of prices in Middle-East which it is charging in UK market - a physical pricing strategy of our product works more effectively in order to get international reputation. Promotional costs also gives the company to penetrate market better. Making use of the Cost-based rates Strategy Organic Toothpaste will be sold

@ Ј3. 25 per unit (200gm) tube with Ј1. 85 product contribution margin. Removes into consideration the set costs and changing costs in the Period of time -Even Analysis listed below.

4. 2. 1. Period of time - Even Research:

4. 3. PLACE:

The organisation must distribute the product to an individual at the right place at the right time. Efficient and effective syndication is important if the organisation is to meet its overall marketing objectives. If an organisation underestimate demand and customers cannot purchase products because than it, success will be infected.

(http://www. learnmarketing. net/place. htm)

For a Hybrid marketing systems multiple distributor will be used for the Natural Toothpaste


Catalogues (free and available from the retailing retailers)

Samples from the partners.

Vertical marketing systems will be contractual with our merchants like boots, Tesco, Asda, and Sainsbury's.

Indirect Route:

Distribution the products into different wholesaler/retailers

Store the companies in a warehouse or business self applied storage space in London

Ship the Product from Dubai to UK(London)

Mid EC Inc based mostly from DubaiLogistics and Circulation:


No strategy is maintained forever. Organizations need to innovate strategies and apply them to be able to obtain a continuous success. As we are going to launch a new product in a fresh market we've selected some promotional strategies. The promotion strategy of Organic and natural Toothpaste are advertising, sales campaign, pr however there are two more campaign strategies which are personal offering and indirect marketing. It has been observed that Natural and organic Toothpaste will always be consistent in promoting sales through advertising in different media which range from newspapers to Tv set and radio. The sales campaign via gift & promotional vouchers are some other areas where Natural Toothpaste will found evenly consistent. Due to its effective marketing strategy, Natural Toothpaste will get more customers towards its stores and sales points. The other promotional strategy will be its slogan 'REAL FRESH DENTAL HYGIENE, through such kind of promotional activities the product will get its place on the market will acquire more market show compare to other products in the market.

Herbal Toothpaste will be a significant heavily outdoor- publicized brand which it forms a part of the landscape of almost all the neighborhoods of England. Everywhere one goes, one can see the brand company logo. The brand is exhibited in many varieties, like the following


Shop fronts and store headboards

Posters and stickers

Media ( Television, Radio)

All of the increase the chances of exposure a lot that it is extremely difficult to be not really acquainted with the brand.


These advertises effectively attracts the consumer as they use concentrate on the kids. The promotional activities for the brand are made to gain attention using a volume of stimulus factors.

Size: Advertisings for Herbal Toothpaste is all big billboards that must attract the consumer.

Colour: All advertisements for Herbal Toothpaste will be Dark and white associated with Red on one side.

Position: Advertising of Organic and natural Toothpaste teeth cream try to take good thing about every possible position, whether it be the right, still left or centre of an street.

Format: All advertisements of Organic Toothpaste employ a straightforward format, to make it better to understand.






Benefit Setting: Like all other dental creams on the market, Natural and organic Toothpaste will be added to the basis of benefits offered to the consumers through competitive low price. It projects functional benefit for strong healthy teeth without teeth decay, cavity or any other problem. For this Herbal Toothpaste dental care cream will be advertised as a family group product.

Crest Paste

Colgate Gel

Herbal Toothpaste




This diagram compares the qualities of our contribution with the best possible of our competition in each category. Ideally the demonstrate for our product will form a circle across the limitations of the graph. This assessment will push us to consider the power of every of the competitive offerings and how exactly we must position our offering to face them.

Source: http://www. brs-inc. com/models/model15. asp


Herbal Toothpaste is in the permanent and short-term storage of the buyer. It is memorized as protecting against tooth decay, making healthy teeth and healthy youngster.

Herbal toothpaste

Strong teeth

Strong kid

Happy kid




Red shade of package


No teeth decay

Enjoy life

High quality

Happy Family

Number one brand



Figure: Partial Schematic Ram of Organic Toothpaste (personal views)

Bridging Consumer Need and the merchandise:

Happy kid

Healthy kid

Healthy Tooth

Strong Teeth



Complete toothpaste



Toothpaste preferred by kid

Happy Family

Toothpaste for complete family

Integrated Communication Mix












Bridged byNeed of the Organic Toothpaste end user is strong and healthy tooth. This is graphically depicted.

Product benefit is strong and healthy pearly whites due to different component in the product.

Herbal Toothpaste bridges this need and profit with the help of advertisements in television set and on printing media.

In the ad they show the necessity for and the best way to have strong and healthy tooth.

How Consumer Attitude is Influenced

For the favourable attitude resulting in purchasing of Herbal Toothpaste, the business will concentrate on consumer's regular and positive mix of cognitive, affective and behavioural components.

Changing Cognitive Component

Changing the belief that not absolutely all toothpastes are evenly capable to prevent tooth decay and Plant based Toothpaste does this task best. They show it by a comparative advertisement with a simple experiment on the tooth like shell (shonkho) and germ, where Natural and organic Toothpaste proves to be more effective in stopping decay.

Herbal Toothpaste will carry out campaigns in schools to teach the kids how to service their teeth. Therefore increases understanding and choice.

Shifting importance towards stronger teeth than struggling germs, evaluating with the rivals.

Changing the perfect of teeth, with more emphasis on durability than on whiteness and freshness implying that all these would come with strong teeth.

Changing Affective Component

Classical fitness with children smiling (detailed before)

With emotional charm in the advertisements and continuous publicity on TVC, Billboard, Hoarding, paper, on Internet and religious festivals.

Changing Behavioural Component

Promotion in the institution level accompanying free trial,

Arranging attracting competition for the kids,

Giving free gift idea of drawing e book and pencil to the kids.

Self-Concept: Self-concept is the notion and attitude consumers maintain toward themselves. The mark group, as identified earlier, is family members who talk about collective values and where family affairs run around the children.

Strengthening self-concept: Both real and ideal self-concepts of both parents and children meet with projection of Herbal Toothpaste. Both parents and a child him/herself want healthy teeth that would make the whole family happy. Thus Organic Toothpaste strengthens the self-concept of the consumers.

Forming self idea: Self-concept is made through discussion with the surroundings in very early stages of life. Keeping this in mind, Organic Toothpaste conducts its college program, as referred to earlier. Through this program they form the self-concept of the youngsters that values health, power and family. Thus Natural and organic Toothpaste attempts to create and improve favourable self-concept.

6. Summary:

Toothpaste is one of the largely radiant sections of the dental attention market. The regularity of product launches in existing segments of industry and origins of new product sections contributes to constant development of the toothpaste market. Enlarge in sales of oral hygiene things in key marketplaces worldwide has largely resulted from growing awareness of cleanliness and product modernism. New breakthroughs have led to the launch of your diversity of high-priced, value-added multifunctional products in various oral attention categories such as toothpastes and toothbrushes. Whitening toothpastes and products offer multiple functions are driving a vehicle growth in the dentifrices section. It's certainly big business - it is the biggest portion of the united kingdom oral good care market, with a Ј330m talk about of the almost Ј840m total, relating to research company Euro keep an eye on.

Currently, for major toothpastes, averting teeth decay is not sufficient, which usually promise benefits such as fresher breath, more healthy gums and whiter pearly whites. Technological advancements in recent years have modified the toothpaste portion to the one that offers additional benefits besides just struggling with cavities to customers. This made manufacturers to move out products with a lot of additional features which were not available recently.

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