toothpaste

Toothpaste

Launching a new toothpaste

XYZ Ltd. / COLGATE LTD EXAMPLE is one of the successful manufacturers of packaging materials for both industrial and consumer products. The company has shown substantial growth over the years. Much of the company's growth is attributed to the high quality of its products. Keeping in view the growing market for consumer goods, the top management of the company decided to diversity into new consumer product areas. In the first instance, the company is thinking of entering into the toothpaste market. The company conducted an extensive survey for deciding appropriate marketing and positioning strategy for the company's new brand of toothpaste. The survey revealed the following :

1. Toothpaste is a highly competitive market and is dominated by MNCs.

2. 85 to 90% of Indians are prone to dental diseases.

3. Over 60% of consumers surveyed were willing to try out a new brand of toothpaste

if it offers added value.

4. The number of people who brushed their teeth at night was below 10%.

5. The buying decision about various brands was very much influenced by the women

in the households.

6. An average of 200 gms is consumed in a mouth in a household.

7. The market for toothpastes is growing at the rate of 15 - 20% per year.

Questions :

1. Suggest some ways to the company for generating new product ideas for entering the toothpaste market.

2. Suggest alternative positioning bases which the company can use.

3.  Design an appropriate marketing strategy for launching the new product.