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Tooth BrushCategory Analysis Business Aspiration New Launch ToothBrushes- Category AnalysisThe overall category size is about 2 cr monthly.

YOY growth rate of is 14% over 2014-15.

Colgate dominates the market with stiff competition from Pepsodent and Sensodyne.

Existing Brands- Mind Share V Market ShareEconomy Tier AttributeLowLowHighPremiumSensitivity

Gum Care

Market Share :50%Monthly Sale : 1 Cr Market Share :11%Monthly Sale : 22 Lacs Market Share :12%Monthly Sale : 25 Lacs Market Shere :26%Monthly Sale : 55 Lacs Economy

Market Share :2%Monthly Sale : 3 Lacs ToothBrushes Consumer trendsIn terms of importance consumers identifytype of bristles soft, medium, hardStyle of bristlesNeck of brushHandle

Consumers have moved to soft and Ultra soft range of toothbrushes(check YOY)

Synsodine is leading the growth in this category with Ultra soft range of toothbrushes(BRAND WISE)

ToothBrushes Type ContributionType of BristlesQuantity MixValue MixSoft30%38%Medium35%35%Ultra Soft20%20%Kids7%7%In terms of importance consumers identifytype of bristles soft, medium, hardStyle of bristlesNeck of brushHandlePack Size- AnalysisVariant2+1SinglesPack of TwoSoft21%16%4%Medium20%10%3%Ultra Soft12%9%6%2+1 contributes more than 50% across all three variant typesPurchase Information Criteria1st decision Comfort choiceSoftness/SensitiveType of Bristles

2nd decision Convenience choiceShape of handleShape of toothbrush head

3rd decision price/value add featuresValue consumers look for price point/offers like multipacks Benefit driven customers look for additional features ( tongue cleaner, coal clean) before price

Top Selling SKUsTop 10 SKUs contribute to 50% of the sales out of which 9 are Offer packs (2+1) and One Ultra SoftSKUVariant TypePack size Value Contributionin %COLGATE TBRUSH SENSTVE ULTRAULTRA SOFT2+112.07%COLGATE TBRUSH ZIG ZAGMED2+110.66%COLGATE TBRUSH 360 MED2+18.85%PEPSODENT THBRS EXP PRO COMPLTSOFT2+17.94%ORAL TBRUSH PRO HELTH GUM MEDMED2+17.74%COLGATE TBRUSH ZIG ZAG SOFTSOFT2+17.44%ORAL TBRUSH PRO HELTH GUM SOFTSOFT2+17.04%PEPSODENT TOTHBRUSH GUM CARESOFT2+16.54%COLGATE TBRUSH SLIM SOFT CHARCOALULTRA SOFT2P6.13%COLGATE TBRUSH 360SURUNDSOFT2+16.03%COLGATE TBRUSH 360 VSBL WHITEMED2+15.43%Key PointsPlaque removalSuper Soft BristlesUnique new shapesComfortable Brushing

SACHNew Launch SKUsSr. NoArticle DescriptionMRP1.Super Guard Soft B2G1982.Super White Soft B2G1803.Super Soft Plus Sensitive B2G188Super Guard Soft B2G1

Product ka Sach With tongue cleaner, end rounded dupont bristles with Sachins SignatureBrand SachVariant Sensitive SKU B2G1Offer Price 98Super White Soft B2G1Brand SachVariant Sensitive SKU B2G1Offer Price 98Super Soft Plus Sensitive B2G1Brand SachVariant Sensitive SKU B2G1Offer Price 88