Toothpaste - case study 12th Business Studies

17-5-17

In Fiscal year 2017 (2016-2017) Combined toothpaste volume market share of Colgate-Palmolive company reduced to 55.6% from 56.4%. Its flagship product Colgate Dental Cream got 29% market share. On the other hand Hindustan Unilever (HUL) market share declined to 19.1% from 19.6%. Its flagship product ‘Close Up’ had about 13% market share. During the same period Dabur’s share rose to 15.3% from 13.9%. Its flagship product ‘Dabur Red Paste’ had 8.5% market share. Dabur has managed to acquire third place by overtaking it from ‘Cibaca Top’ which has now 7.5% market share.

‘Dant Kanti toothpaste’ from Patanjali Ayurved promoted by Baba Ramdev has also made a remarkable progress by making holes into market share of existing brands including top three companies.  ‘Dant Kanti’ has emerged as fastest growing brand, gaining 1.5% share in one year. Another gainer this year is Dabur which has gained about 1%(100 basis point).

Industry expert said it is because of the fact that consumers are increasingly adopting Natural or ayurvedic product. The growth of ‘Dant Kanti’ is also because of new users adopting ayurvedic toothpaste for teeth cleaning. Industry estimates that 250 million in India still do not use toothpaste. Toothpaste companies have been so far able to persuade 92.3% urban users whereas rural utilization of toothpaste is only 74%.

1. Which element and which function of marketing failed to protect market share of top two companies?

2. How many advantages of branding has been obtained by ‘Dant kanti’ to Patanjali  Ayurved?

3. Which characteristic of brand has been highlighted by ‘Dant kanti’ which ‘Colgate’ fails to do?

4. Which function of marketing is required to tap remaining 250 million Indian?

5. which element of environment is the reason for the success of ‘Dant Kanti’
6. What is the conclusion of this case study?

COMPOSED BY   PATHAK SIR    @pathaksirbst ( at twitter)

You can send your answers at avnishpathak18@gmail.com or at  @pathaksirbst ( at twitter)