Oral Care Essay

Oral care in India has for a long time meant either toothpastes or toothpowder in the consumers mind. This is reflected in the figures pertaining to the constancy as well while the one-year toothpastes and toothpowder commercialise is together estimated at Rs 3363 crores, the mouth deaden market is unsounded lingering at a meagre Rs 74 crores. Even major international brands like Listerine, Reach and Colgate Total Plax have failed to gain drop anchor in India. This failure has been attributed to a variety of factors including the trade and office tactics employed and the distribution channels used, though enquiry about the accept reasons remains severely limited. bother DefinitionManagement Decision Problem Does there exist a feasible market for mouthwash in India and if not, what would be the best way to develop the same? Marketing look for Problem Understand the reasons for failure of established brands to garner significant revenues, the attributes that customers pry in such a product and ways to increase exercise of mouthwash in India among consumers.Scope & LimitationsThe project aims to use relevant marketing research techniques to analyze the market development opportunities of mouth wash industry in India. The primary research will be restricted broadly to survey of consumers and retailers in Bangalore and other urban areas, with comparatively lesser selective information collected via telephone and email, from tier 2 cities.Methodology1.Prepare a questionnaire to expose the consumers and to group them based on their demographic and psychographic characteristics. 2.Form a representative try of the both users as well as non users and identify their attitudes and usage with a structured questionnaire. 3.Exploratory study on Indian mouth wash industry vis--vis the global mouth wash industry on reasons of why mouthwash products failed to make an impact on Indian consumers and to deduce the profitability of the industry in India. This will be done through secondhand data collection, focus group discussions and depth interviews with the consumers as well as the industry experts. 4.Identify the required attributes in the product and to decide on its positioning through perceptual mapping.Deliverables1.A concrete analysis of the past and present market/industry scenario using data gathered from both primary and junior-grade data 2.Consumer attitude, segmentation and buying behavior as interpreted from soft and quantitative analysis of the data gathered by market research 3.A comprehensive positioning strategy for a new mouthwash put up in the Indian market