DENTONIC (ALA CHEMICALS) BACKGROUND • ALA Chemicals have been in business since 1963, manufacturing and marketing the quality oral care products for healthy and beautiful smiles. They have maintained an excellent quality standards of products at all the stages. • When Den tonic was launched in Pakistan they were one of the pioneers in the toothpowder industry and there was less competition. SBU’S OF DENTONIC: • Dentonic Toothpowder • Dentonic Toothpaste • Dentonic floss • Dentonic Toothbrushes • Dentonic ultra whitening pack Mission: To achieve objectives by providing the marketplace with high quality Oral Dental Care, this caters to all their requirements including cleanliness, freshness and preventing against their dental problems. Vision: To develop and sell high quality oral dental care that will capture the dominant share of mind in all markets in which they are introduced. Brand Slogan Dentonic tooth powder was the only local product of Pakistan who always came up with some new slogan. Below are some of the slogans used in ads of Dentonic: • • • • Daant safaid aur chamakdar dentonic Sab kay daant achay dentonic say Dentonic say daanto ko chamkana hai Twice a day specially before going to bed Brand Logo • Dentonic has a very different sort of a logo which is very easy to recall and can easily be kept in mind. Its logo is a circular face man with two as on his face as his eyes which represents the name of the company “ala”. They even made an animated ad of it in order to keep in our mind about the product. Brand Equity • Den tonic tooth powder has created their credibility in such a way that have strong association with the tooth powder. Every time den tonic used to come with new ads in order to keep the product into the minds of consumer. Dentonic have even received various awards. Target Market • The target market of Dentonic was those people who already used toothpowder to clean their teeth and those people who could not afford tooth paste and wanted to use a tooth powder which had qualities of toothpaste. Segmentation • The segment at which Dentonic is targeting till now is upper middle class, middle class, lower middle class, urban and rural areas. It is covering almost all classes as now. Dentonic will be targeting mostly Dentist as Dentonic is a dentist recommended product for healthier teeth and gums, for specific patients, who are not able to use tooth paste for certain reasons. • It will cover lower middle and lower class as it is not an expensive product. Positioning • Dentonic is positioned by the marketer as a tooth powder which has qualities of tooth paste. The pricing is as low as RS 18, which was low because of the targeted market. The competitors at that time were local ‘manjan’. MARKET SHARE • As ala chemical were the pioneer to launch Dentonic tooth powder, they initial capture a major share of the oral care industry of Pakistan. But with increase in awareness and introduction of tooth paste; the market share of Dentonic tooth powder slowly declined. N AL O ME N T A L A ENVIR YSIS ENVIROMENTAL ANALYSIS • Demographics: The demographic analysis for Dentonic is, it is easily available for all age, income, gender and age group. But it differs in usage rate and family life cycle. ENVIROMENTAL ANALYSIS • AGE & STAGE OF LIFE STYLE: For all age groups (kids, youngsters, old). INCOME CLASS: For all income class i.e. SEC A, B, C, D & E. GENDER: For both genders (male and female). ENVIROMENTAL ANALYSIS • ECONOMIC: Economic environment for Dentonic is that it is very cheap and affordable for all income class that is SEC A, B, C, D and E. • TECHNOLOGY: Basically technology doesn’t apply here because those people who believe in getting their tooth clean. • GEOGRAPHIC: Geographic environment for Dentonic is both urban and rural areas. ENVIROMENTAL ANALYSIS • PSYCHOGRAPHIC: Psychographics can also be seen as an equivalent of the concept of "culture". The most common culture of Pakistan is to have pan, supari, gutka, cigarette, which are really harmful for the teeth, for that purpose oral care is important. Dentonic serve this purpose of health teeth. COMPETITOR’S ANALYSIS For Dentonic there exist two types of competition • Primary Competition • Secondary Competition Primary Competition Primary or Direct competitor of Dentonic are, • • • Medicam tooth powder Manjan (D.T.) Colgate tooth powder Secondary Competition: Secondary or Indirect competitor of Den tonic are • • • All other tooth paste Floss Mouth wash. CONSUMER ANALYSIS • As den tonic target segment is upper middle class, middle class, lower middle class and lower class of Pakistan rural and urban areas. The condition differs in all the class. So marketers face difficulty as mostly target market is uneducated, to spread awareness amongst them. So the highlighted are factors customers of den tonic tooth powder are influenced from: • Price and affordable. • Culture. • Social class. • Family. MARKETING MIX Under the marketing mix we will focus on the 4P’s. They are: • • • • Product Price Place Promotion MARKETING MIX • Product: Den tonic tooth powder is available in the market which is dentally approved oral care, dentist recommend toothpowder for healthier teeth and gums for people who are recommended by dentist to use tooth powder instead of tooth paste. MARKETING MIX • Classification of Product: Dentonic tooth powder is as tangible product, which is why it is classified as a Good. • Types of Product: It is a consumer product, which is a use to satisfy health need of the consumers. Affordable by all at low price, and available at convenient and general medical shops. It is classified as conveniences product MARKETING MIX • PRICE: The price set for Dentonic is Rs.18 ,the reason of is price to be affordable by all the classes is it is manufactured in Pakistan and it is a local brand MARKETING MIX • Place: As Dentonic is targeting both rural and urban areas it is available in convenient shop and every dental hospital. MARKETING MIX • Promotion: Dentist conference and seminars use to be organized i.e. schools and colleges. As far as advertising is concerned Promotional activities has been conducted in order to reach the target market. Television ads used to be transmitted at the growth stage of toothpowder and now TV ads are very rare which shows the testimonials from doctors that how it’s appropriate for healthy teeth and how it is useful. In rural areas people who use other cheap powders, who are not aware through media they may have their positive mindset towards Dentonic tooth powder. Billboards, press ads are encouraged SWOT (strength weakness opportunity threats): STRENGTHS • Credible name • Only well known tooth powder • Exists in last 40 years • Strong customer base around the globe SWOT (strength weakness opportunity threats): WEAKNESS: – – – – – Old / outdated formula Lack of fragrance Lack of variety and taste Old fashion Lack of communication and availability – Uneasiness to use – Doesn’t reaches out to all part of the tooth – Considered as unhygienic way of cleaning your teeth SWOT (strength weakness opportunity threats): • OPPORTUNITIES: Dentist recommendation Flavored powder SWOT (strength weakness opportunity threats): • THREATS – Value added benefits (fragrance) – Changing life style – Strong competition – Concentration on new and advanced scientific way of brushing the teeth using tooth brush PRODUCT LIFE CYCLE • Dentonic is the oral care industry is on the decline stage , as most consumer prefer tooth paste or if recommended by dentist will use imported branded. So we have to reinvest in it and change the consumer mind set about Dentonic, bring is back to stability. BCG MATRIX • Question Marks: Dentonic Sensitive • Stars: Dentonic Toothpowder and tooth paste • Dogs: Brush pack and Ultra whitening Pack • Cash Cows: Dentonic Toothpowder CONCLUSION • The applications of Marketing Management are easy to apply only if the product is clear. The extensive search and complete information regarding the product helps more to reach to the satisfied solutions. Dentonic is among those product of the product life cycle who has through with the maturity stage and unfortunately now at the declining stage. Initially, the company has targeted the right customer and now when they realized the change of environment already many products has taken up the market share in the oral care. The company still needs to do the complete environmental scanning and researches to compete with the competitor’s. S. a alvi chairman & ceo 0300-8233779