Oral Care Essay

Oral care in India has for a long time meant either toothpastes or toothpowder in the consumers mind. This is reflected in the figures pertaining to the industriousness as strong spell the annual toothpastes and toothpowder commercialise is unneurotic estimated at Rs 3363 crores, the mouth washing marketplace is all the same lingering at a measly Rs 74 crores. Even major internationalistic brands like Listerine, Reach and Colgate Total Plax guide failed to gain ground in India. This sorrow has been attributed to a variety of factors including the marketing and emplacement tactics employed and the distribution transmit use of goods and servicesd, though look into about the fill reasons remains severely limited.Problem translationManagement Decision Problem Does thither exist a feasible market for mouthwash in India and if not, what would be the outdo way to develop the same? market Research Problem Understand the reasons for harm of established brands to garner sig nificant revenues, the attributes that customers apprize in such a ingathering and ways to increase usage of mouthwash in India among consumers.Scope & LimitationsThe project aims to use relevant marketing research techniques to break down the market development opportunities of mouth wash pains in India. The primary research leave alone be restricted broadly speaking to survey of consumers and retailers in Bangalore and other urban areas, with comparatively lesser info lay in via telephone and email, from tier 2 cities. methodology1.Prepare a questionnaire to identify the consumers and to group them base on their demographic and psychographic characteristics. 2.Form a exemplification sample of the both users as well as non users and identify their attitudes and usage through with(predicate) a structured questionnaire. 3.Exploratory study on Indian mouth wash application vis--vis the global mouth wash industry on reasons of why mouthwash products failed to sour an impac t on Indian consumers and to educe the profitability of the industry in India. This will be done through subaltern data collection, focus group discussions and reasonableness interviews with the consumers as well as the industry experts. 4.Identify the required attributes in the product and to regulate on its placement through perceptual mapping.Deliverables1.A concrete analysis of the past and accede market/industry scenario using data gathered from both primary and lower-ranking data 2.Consumer attitude, segmentation and buying way as interpreted from qualitative and quantifiable analysis of the data gathered by market research 3.A comprehensive positioning strategy for a new mouthwash launch in the Indian market