Rural Marketing

1
Rural Marketing

• Toothpaste Sector
• Group 15

2
Consumer Profiles

• Older Generation
• Misri users
• Middle Aged
• Toothpowder users
• Younger Generation
• Toothpaste users

3
Modes of Communication

• TV ads
• Relatives/Children in the city
• Word of mouth
• Shops
• Wall paintings

4
Competitive Analysis

• Misri (traditional ground tobacco)
• Cheaper, addictive, psychological feeling of
  rubbing teeth cleans it
• Colgate (Market leader)
• Recommended by dentists, heavy TV advertising
  awareness
• Other brands- Babool, Close up, Meswak, Dabur Lal
  Dantmanjan, Pepsodent

5
Retail Speak

• 10 Commission made on sales
• No collaterals given to push sales
• Understand limited purchasing power
• Believe free gifts can help a little
• Price sensitivity reduces loyalty

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Proposed Strategies

• Dental Camps in schools (free check-up,
  counseling, sampling for mother child)
• Informative Street plays about dental hygiene at
  water pumps in evenings
• Outdoor advertising, so brand colors and logos
  stick out (helps in recognition during purchase)
• Live demonstration of brushing and quantity to be
  used
• Dentists to recommend our product

9
Thank You

• Shazia Jamal (123)
• Neelima Kariappa (68)
• Shoebahmed Latif Shaikh (15)
• Aditi Gandhi (30)
• Revati Sahasrabhojane (37)