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TABLE OF CONTENTS
EXECUTIVE SUMMARY......................................................................................................................................2 MISSION STATEMENT.........................................................................................................................................2 COMPANY PROFILE.............................................................................................................................................2 MANUFACTURING & PACKAGING PLANT......................................................................................3 LOCATION .............................................................................................................................................................3 AIMS AND OBJECTIVES ...........................................................................................................................3 SEGMENTATION, TARGETING & POSITIONING...........................................................................................4 PROCUCT LIFE CYCLE........................................................................................................................................6 MARKETING MIX:................................................................................................................................................6 PRODUCT .........................................................................................................................................................7 ...........................................................................................................................................................................7 Dentonic Tooth Powder........................................................................................................................................7 Dentonic Toothpaste: .............................................................................................7 Dentonic Toothpaste 40+ ...............................................................................................................8 Ingredients of Dentonic Toothpaste 40+ (1500 kg).......................................................................................9 Dentonic Toothpaste Line Extension...................................................................................................................9 PRICE..................................................................................................................................................................9 PACKAGING...................................................................................................................................................10 DISTRIBUTION................................................................................................................................................10 Distribution network...............................................................................................................................................10 SWOT ANALYSIS................................................................................................................................................11 COMPETITOR PRICES........................................................................................................................................13 DENTONIC TOOTH PASTE - A GENERAL PERCEPTION.............................................................................14 RESEARCH PROCESS.....................................................................................................................................14 SUGGESTIONS FROM RESPONDENTS:......................................................................................................16 ADVERTISING OBJECTIVE:..............................................................................................................................16 ADVERTISING BUDGETS..................................................................................................................................17 Total pieces manufactured in a month 28000 =282000s .......................................................................................21 TOTAL EXPENSE................................................................................................................................................21 SALES PROMOTION PLANS.............................................................................................................................22

EXECUTIVE SUMMARY
Dentonic Toothpaste not quite a common name in the households of today and not really a must buy for the women of today who want to give their family and more so their kids the very best in dental protection. Dentonic toothpaste, ever since its launch and inception has hit the doldrums and has not seen its sales and revenues peak on a high note. The project we undertook is basically to focus on the upheaval of Dentonic toothpaste and brining it back to its feet. For this, our group conducted basic research, brainstorming session, late night sit-ins and early morning newspaper analyses which not only showed us the true state of Dentonic toothpaste in the Pakistani market but also was an enlightening factor in detailing us what kind of overhaul this brand needs in its inner ranks. For re-launching, we touched upon the advertising rates and budgets, which comprised of our running its commercials on PTV and GEO as well as displaying its newsprint ads in the renowned dailies and their magazines. We also made use of the outdoor media, i.e., the hoardings so that we could do our very best in making the product a hit amongst its target market, i.e., the classes B and C to whom we are basically targeting towards.

MISSION STATEMENT
To develop and sell high quality oral dental care that will capture the dominant share of mind in all markets

COMPANY PROFILE
ALA Chemicals has been in business since 1963, manufacturing and marketing the quality oral care products for healthy and beautiful smiles. As per their commitment with the nation and also with their valued consumers, they are consistently maintaining excellent quality standards of their products at all the stages. Every 2 R -L U C E ANH DE T N N O IC TO T P S E O HAT

product that comes out of the Ala plant achieves the highest level of quality. The company is proactive with the rapidly changing market requirements of the consumers.

MANUFACTURING & PACKAGING PLANT

To check the shelf life of the Ritovischo machine LOCATION product called as Oven. To check the particles size and Dentonic Plant is situated in the heart of the Industrial area of the country. The clean binding force of toothpaste. 1000 and natural millions pdm. environment also highlights the core values of environmental friendly
approach that the company adopts and encourages others to live up with. ADDRESS The factory is located at F- 60, Sindh Industrial Trading Estate Ltd. off Hub River Road, which is commonly known as S.I.T.E.

AIMS AND OBJECTIVES

We aim to increase our declining Market share through the introduction of new Dentonic Fluoride. With better composition in the ingredients the new Dentonic Fluoride contains clinically proven anti bacterial agent TRICLOSAN for healthier gums and teeth with 2% extra MFP fluoride which also helps in treating sensitive gums. We aim to cater the market of age 40 and above who are vigilant in their choice of toothpaste because of sensitive gums and teeth. We will achieve our objective by providing the marketplace with high quality Oral Dental Care which caters to all their requirements including cleanliness, freshness and preventing against their dental problems. Customer satisfaction is and will be our top priority. To achieve customer satisfaction, we anticipate with the rapidly changing market trends, monitoring the customer wants through regular retail audit, maintaining quality of the products and empowering our employees.

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We have positioned ourselves in question mark but it is very near to dog.

SEGMENTATION, TARGETING & POSITIONING

Segmentation
On the basis of Segmentation Variables:

Demographic
Male and female both 40+

Target Marketing Target Market

Dentonics target market is on the basis of Niche marketing, because we are targeting one large share of one segment Target Marketing Strategy. Target marketing strategy that Dentontic is using to re-launch is 40+

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 Positioning for Competitive Advantage Competitive advantages - Distinctive: toothpaste is made especially for the consumers of 40 and above. - Superior: on the basis of quality as it is approved by PDA .it is medicated BUT
steroid free (unlike Medicam toothpaste and Tochme toothpaste)

- Affordable: Price per pack is very reasonable and according to our survey no
price objection was determined.

Positioning statement

Looking graceful everyday -Dentonic 40+ Toothpaste

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Sales & Profit Life Cycles

Introduction

Growth Time

Maturity

Decline

Sal es and Pro fits

PROCUCT LIFE CYCLE

Dentonic fluoride toothpaste is on introduction stage as it is being re-launched with improved formula and targeting different set of consumers. Through research, test marketing and heavy promotions, we are trying to rebuild the image of the product by overcoming the weaknesses and problems faced by the consumers. Using price penetration strategy to capture more market share in lesser time.

MARKETING MIX:
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PRODUCT
Dentonic Tooth Powder Dentonic is one of the largest manufactures of the Oral Care Brands. The Dentonic range of Oral care products is available throughout the country. Dentonic toothpowder is the pioneer in dental care products. Dentonic was fairly famous among the all the classes and its presence was a must in every household. Dentonic toothpowder due to its loyal consumer remained a Market leader for more then 25 years .The satisfactory feedback helped Dentonic to capture the market share as well as it continued to grow successfully. Dentonic was able to substitute medicines formerly used for sensitive gums and teeth.

Dentonic Toothpaste: After the success of Dentonic Tooth powder among the masses Ala Chemicals launched a better version in form of Dentonic Toothpaste. Dentonic Toothpaste with dual action whitens your teeth and protects from bacteria and other tooth decay. The MFP fluoride helps strengthen teeth and effectively protects against cavities. It contains clinically proven anti bacterial agent Triclosan for healthier gums and teeth. Dentonic toothpaste contains gentle cleaning agents. Its Mint Flavor gives consumers a fresh breath and a confident smile. The unique flavor of the toothpaste makes the consumer feel good while using the product.

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Dentonic Toothpaste 40+ Since 1963 Dentonic Tooth powder of ala chemicals is into business and proved its self a market leader for about 25 years and still is widely acceptable all over Pakistan. To cope up with the technological advancement in the toothpaste industry Ala chemicals launched toothpaste 2 years back. Unfortunately, it couldnt prove itself to be a success unlike tooth powder due to some misconception and false perception about the image of dentonic. To over come the weaknesses and to control the bad word of mouth we come up with an improved formula considering our target market demands, with the name Dentonic 40+ which is also PDA affiliated. Due to the age factor there are numerous mouth diseases a human body experiences and it should be accepted as a natural phenomena. The deficiency of fluoride weakens the teeth to fight against bacteria for that matter we have launched a toothpaste with extra Fluoride .2% and . 5% (antibacterial) extra Triclosin. To overcome weaknesses and control the bad word of mouth we are using heavy promotional activities to change the consumer perception about Dentonic.

Advantages of Using Dentonic Toothpaste 40+

With age changing every year, once you reach the age of 40, your teeth requirements change for care, your teeth tend to become more sensitive, the gaps between them widen and there are more chances for cavities. Understanding these requirements Dentonic has re-launched toothpaste called DENTONIC TOOTHPASTE 40+ to fulfill four teeth requirements perfectly. Dentionic toothpaste 40+ is being introduced in a minty flavor for you. R -L U C E ANH DE T N N O IC
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Ingredients of Dentonic Toothpaste 40+

Aqua 20.8

(1500 kg)

Calcium Glycerophosphate 1.95 Glycerine 30.00 Sodium Saccharin 3.9 TriSodium Phosphate 4.5 Formailn 0.4

Sodium Monofluorophosphate 11.25 Sodium Methyl Cocoyl Taurate 11.25 Iodine 3.00

Triclosan 15.75 TCP 4.5

Dentonic Toothpaste Line Extension

Dentonic is also launching its toothpaste called; Dentonic toothpaste 40+ (Spearmint flavor-sugar free) Dentonic toothpaste 40+ (Cinnamon flavor- sugar free) Dentonic toothpaste 40+ (Ice-Mint flavor- sugar free)

We strongly advice our consumers to switch to the above mentioned brand of our toothpaste as they are only excellent substitutes of Dentonic toothpaste 40+ (Mint Flavor).

PRICE
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Prices of Dentonic Toothpaste 40+:

According to our survey consumers are ready to pay 35 Rs for 75 gms Pack. As it is formulated considering aging diseases of mouth it has 0.5 more Triclosan and .1 % Fluoride and hence we are not adding any artificial and dangerous chemical for temporarily soothing like steroids. Price is 75gms = Rs. 45 50gms = Rs. 30

PACKAGING
Dentonic Toothpaste is basically packed in Poly Vinyl Carbonate (PVC) -the common name of which is plastic, boxboard, which has a thin Laminated printing on it and toothpastes tube is made up of flexible plastic packaging and therefore makes it a secondary packaging. Packet size is 75 gms.

DISTRIBUTION
The toothpaste is available at every retail and general store in Classes B and C. There are 6 mobile vans, which are responsible for the distribution of the product to the retail outlets. Total sales force comprises of 12 sales representatives and 4 Area Sales Officers for Karachi Region. For monitoring purpose we also have one Sales Manager. Distribution is done in boxes, 6, 8, 12 dozens packs per box. But we would only use 12 dozen packs per box.

Distribution network

ALA CHEMICALS

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Own distribution RETAILERS CONSUMERS

Retail Outlets:
The product will be made available in almost 129 retail outlets in different locations of Karachi where already dentonic is being distributed.

SWOT ANALYSIS
Strengths:

Dentonic is using NO steroid in their toothpaste as compared with Medicam which is using Cortico steroid. And basically using any kind of steroid is illegal in toothpaste. R -L U C E ANH
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 Weaknesses:
No correspondence with dentists. Bad word of mouth from desists & consumers. Weak promotional strategies

Opportunities:
There are no local toothpaste brands afflicted with PDA currently, except for Dentonic Fluoride toothpaste, where as International brands such as Colgate & MacLeans are foreign affiliated as well as with PDA. Dentonic toothpaste can target the Classes B+ more effective once they get affiliated with either BDA or ADA. Product line-extension plans coming up to improve Dentoinics brand name & increase the over all companys market share, as they plan to enter in every field of Oral Care products. Example: Mouth wash (spray), Fresh Breather & Toothpaste for KIDS.

Threats:
Wide variety of International Substitutes can destroy Dentonic toothpastes brand image due to non-affiliation from BDA (British Dental Association), or ADA (American Dental Association). It is very difficult to change over all perception of people who are destroying the image of Dentonic thus it would be one big hurdle we have to face in re-launching the product. Fake Dentonic toothpowder spread out in different locations of Pakistan in many retail outlets has been a major threat to Dentonics brand image from a long time. Excise & Taxation department demands for under table commission.

COMPETITOR REVIEW
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We have one close local competitor who is Medicam and it is not PDA affiliated. Other major competitors are MacLeans 40+, Forhans and Sensodine. Dentists are totally against of using Medicam because it is proved by Dental association that they are using steroids for temporary pain relief. Hence, Medicam lost its image due to human cries against it.

COMPETITOR PRICES
1. MACLEANS TOOTHPASTE PRICE (in Rs.) 25 36 49 79 Net Weight (in grams) 40 70 110 200

2. FORHANS TOOTHPASTE PRICE (in Rs.) 19 29 45 54 Net Weight (in grams) 40 70 120 160

3. MEDICAM TOOTHPASTE PRICE (in Rs.) 32 Net Weight (in grams) 150

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DENTONIC TOOTH PASTE - A GENERAL PERCEPTION

With no provision of advancement for a longer period of time Dentonic powder lost its customers to other available brands. The shifting was caused because of no improvement in the formula and no scientific recommendations were given from Dental Association. The general perception about Dentonic Powder in the minds of people was not favorable for Dentonic Fluoride toothpaste and therefore people are reluctant in trying the new Dentonic Toothpaste. It is very difficult to change their perceptions and this is one big hurdle we have to face in re-launching the product. The General perception can be overcome by improving the quality of the product and also by affiliating it with PDA to ensure proven quality.

RESEARCH PROCESS
1) Defining the problem, the decision alternatives and the research objectives:
We have conducted a research to find out the reasons of its non acceptance and dissatisfaction among consumers and problems faced by them.

2) Research Plan:
Research is exploratory as we had to find the problems and reasons of its less success though it has a large potential market.

3) Data Sources:
We have gathered information from secondary and primary data both. Secondary source of our data is Internet (www.dentonic.com.pk) R -L U C E ANH DE T N N O IC TO T P S E O HAT
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Whereas Primary research sources are: Surveys Personal Interviews

4) Research Instruments:
Questionnaires contained: Open ended questions Close ended questions.

5) Sampling Plan:
Sampling is done on the basis of convenience sampling. Sample for a survey was 40 respondents of age 40 and above. Sample for personal interviewing was, on the basis of arranged interviews that include: a) Dentonic employees: Mr. S.A. Alavi (Proprietor), Mr. Saheer Alavi (Director), Mr. Abdul Haq (Chief Chemist), Mr. Khalid Jhangir (Sales Manager), Mr. Ifran Ahmed Siddique (Marketing Manager) & Lab Assistant. b) Dentists: Dr. Shahjahan Katpar (Asst. Prof. / Maxillofacial &Dental Surgeons at Hamdard College of Medicine & Dentistry, Hamdard University-Karachi), Dr. Shiraz Burki (Dr. Burki Dental Clinic), Dr. Anthony (Dr. Anthonys Clinic)

6) Information gathered / findings of the research:

Dentonic:

Due to fake Dentonic spread out in different locations in Pakistan the reputable name of Dentonic tooth powders image was severely damaged, and market declined. Dentists & Respondents:

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Because of no provision in advancement for a longer period of time Dentonic Powder lost its customers to other available brands. The shifting was caused because of no improvement in the formula and no scientific recommendations were given from Dental Association. The general perception about Dentonic Powder in the minds of people was not favorable for Dentonic Fluoride toothpaste and therefore people are reluctant in trying the new Dentonic Toothpaste.

SUGGESTIONS FROM RESPONDENTS:

It is very difficult to change the respondents perceptions and this is one big hurdle we have to face in re-launching the product. The respondents suggestions to overcome the current perception are as follows: 1) Improving the quality of the product and also by affiliating it with PDA to ensure proven quality (tooth powder & tooth paste) 2) Improved formula by adding more fluoride to it (tooth powder & tooth paste) 3) Making its particles finer (tooth powder) 4)70% people were suspicious and say its not trustworthy. So this company needs some BDA or PDA certification.

ADVERTISING OBJECTIVE:
We are using Reminder and Informational advertising. Reminder advertising to remind all the loyal & switched consumers of Dentonic Toothpowder about the existing Dentonic Toothpaste in the market. And Informative advertising to aware and educate other consumers about Dentonic Toothpaste 40+ (Extra Fluoride Formulas) existence in the market. But both advertising objectives convey one basic message of the revived Dentonic with promising customer satisfaction.

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ADVERTISING BUDGETS
Media
1) Television
2)

Magazines & News paper

3) Hoardings

1. TV Media Vehicles
The channels we chose are GEO & Star Plus.

Channel: GEO Duration: 3 Months Rates per Minute: (Between 8 pm and 9 pm) 4pots x 3 months = 12pots Prime Time on Sundays I spot per week -4 spots a month 30000 for 30 sec add Rate Rs. = 30000*4 = 120000/month

Channel: Star Plus Duration: 3 Months Rates per Minute: 8 Spots per day = Rs. 12,000/-month (10 pm and 11 pm) Rate Rs. 12000*3= Rs 36,000/-for three months Total TVC expense = Rs. 132000 (Inclusive of f Rs. 100000for making cost)

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2. Print Ad Media Vehicle:

The print ad media we chose for Magazine (Akhbaar-e-Jahan & Jung Sunday Magazine) & for News Paper (Jung, Ummat & Awwam). Designing Cost= Rs 10,000 for two different sizes that is half page and full page magazine ad.

Magazine: Akhbaar-e-Jehan (Weekly) (Alternate Weeks) Duration: 3 months 1st month 1time Rate = Rs. 40000 per week Half page ad 1time 2nd month 1time 3rd month

Details of Akhbaar-e-Jehan Page Size = 40 cm x 20 cm; Column width = 4.25 cm; Column length = 37 cm; No. of columns = 6; no. of pages (72 approx); Paper used news print or offset Outside cover = white offset Circulation = It is the largest circulated Urdu weekly in Pakistan

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Magazine: Jang Sunday Magazine Duration = 3 months Karachi: Rate per issue = Rs. 20000/-; size = Half page, color. Twice a month alternate Sundays. Technical Details of Jang Sunday Magazine

Add will be on the 3rd page.

Only on Sundays 20000*2 =40000/month 40000*3= 120000 40000/month

Newspaper: Awaam Duration = 3 months Rate per day 4 column, 30 cm = Rs. 3,925/

Add will be on the 3rd page

On Monday and Friday

4 Weeks in a month x 2 days per week = 8 times x 3 months = 24 x 3,925 = Rs. 94,000/ Per month 31300.

Total Print Ad Expense = Rs.83130

3. Hoarding

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We placed Dentonic toothpaste hoardings in the following areas of Pakistan, which were basically according to its target market, i.e., of classes B and C. These places along with 3 months (quarterly) rates were: Every hoarding is 10 X 20; Rate = Rs. 28,500/Designing and Printing Cost= Rs .65 per sq ft (130*65= Rs. 8,450) Total Expense for 3 months = Rs. 85500(28500*3) 85500* 3hoardings = Rs. 598500 Total hoarding expense =256500=8450= 264950/3 months 88316=per month hoarding exp

KARACHI (LOCATIONS FOR HORDINGS) Shara-e-Fasial (Hoarding with skin and light) Garden (Amma Tower) Gulshan (Nipa Chowrangi)

Total Advertising expense

Print ads Tvc Making tvc Total ad exp / months 83130 132000 25000

Total advertising expense per month = Rs. 240130

MANUFACTURING COST:
Rs. 80 per kg is the cost of Raw material that is inclusive of 30 Rs per Kg Triclosin. The total pieces of 75 gm manufactured in 200 kg paste will be 26,000/R -L U C E ANH
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The total paste manufactured; 200*6= 12, 00. One batch is equals to 200 kg and total production in a day is 6 batches. 200kg *6=1200kg 1200*1000gms=1200000 200,000 gm/ 75 gm = Rs. 16000 pieces is produced / month.(1piece=75gms) ------1200kg *70= 84000(cost of paste) rs Cost of goods sold 16000*4=64000 16000*2=40000

Printing and manufacturing cost =104000 Rs Per piece=6.5 Total tooth paste manufacturing cost 16000 pieces Making toothpaste 84000 Printing and tubing 104000 Total manufacturing cost 188000 Per piece 11.5 8000 pieces 94000 Total pieces manufactured in a month 28000 =282000s Distributors 12 % 34000 315840 Retailers discount 20% 63168 Cost of good sold for 240000 pieces 379008 Cost of one piece =16.00

TOTAL EXPENSE
Utility Expense Electricity Rs. 50,0000Telephone Rs. 10000 Gas Rs. 5000/R -L U C E ANH
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Total 65000 Salary Expense 5sales force 25000 20000 7000 8000 20000 20000 6000 106000 70000 20000 240130 126000 562130

7 sales rep 5000 *5 2 area officers 2*10000 Sales manager 1marketing manager Chemist Allowances Helpers 3000 *2 Total salary expense = Utility exp Other miscellaneous expense Advertising expense Sales tax Total expenses Cost + expenses =total cost. Total cost = 844130 Quantity *price =revenue 24000*45=1080000

Revenue manufacturing cost =gross profit. 108000 -282000= 798000 Revenue total cost = 235870 Net income

SALES PROMOTION PLANS

Above the line Activities (Consumer Promotion Tools): 1. Sweepstakes 2. Contests R -L U C E ANH
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3. Free samples 4. Free trials

1.

Below the line Activities (Trade Promotion Tools):

Free Goods (12+1)

2. Sales Contest 3. Specialty Items (Wall Clocks, Pens etc)

OUR SUGGESTION
1) Arrange meetings/seminars with dentists to clarify their views on Dentonic products, with in their manufacturing location with a complete survey of the plant. 2) Scientific Recommendations from renowned dentists. 3) Follow the ADA approval as soon as possible. 4) Promotional strategies should use in different locations other than the ones they are already targeting.

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