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Brush Off Brush Off

The document summarizes the results of a survey about toothbrush usage habits. It found that 32% check bristle type before purchasing, 27% use a separate tongue cleaner, and 80% would be open to a changeable attachment toothbrush. It then proposes a new product called "Brush Off" which is an all-in-one toothbrush with replaceable bristle heads for cleaning teeth, gums, and the tongue to reduce waste. It discusses the product strategy of targeting multiple segments, pricing at Rs. 60-75, distributing through existing retailers, and promoting through influencer marketing and combo offers.

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Lokesh Roongta
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100 views

Brush Off Brush Off

The document summarizes the results of a survey about toothbrush usage habits. It found that 32% check bristle type before purchasing, 27% use a separate tongue cleaner, and 80% would be open to a changeable attachment toothbrush. It then proposes a new product called "Brush Off" which is an all-in-one toothbrush with replaceable bristle heads for cleaning teeth, gums, and the tongue to reduce waste. It discusses the product strategy of targeting multiple segments, pricing at Rs. 60-75, distributing through existing retailers, and promoting through influencer marketing and combo offers.

Uploaded by

Lokesh Roongta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Brush Off

By Lokesh Roongta
(211510019857)
WE CONDUCTED A PRIMARY SURVEY OF
50 PEOPLE FROM DIFFERENT AGE GROUPS

1) Do you check the type of bristle


before purchasing a toothbrush? 32% PROBLEMS IDENTIFIED
Said Yes
- Different bristles required for different
2) Do you keep a separate tongue purposes (Normal for teeth surfaces,
cleaner? 27% gentle for gums, tongue cleaner)
Said Yes

3) Would you use if it's available as a - Keep purchasing new toothbrushes


every 3-4 months thereby generating
changeable attachment to a normal 80% plastic waste
toothbrush? Said Yes

- Dentists advise cleaning your tongue


3) Do you change your toothbrush
and gums regularly for maintaining oral
every 3-4 months? 75%
Said Yes health
All-in-one pack with 3 replaceable bristle heads.
1) Rounded ends and polished bristles for deep cleaning of tooth surfaces.
2) Soft industry standard nylon bristles, gentler on sensitive gums.
3) Effective tongue cleaner minus the irritation or gag reflex.

Circular business model - we effectively produce no waste.


"Brush off" is designed with the
intention to reimagine a consumer
good to be much more than
sustainable. The handle and
bristle heads are extensively
made from recycled ocean plastic
and reusable, significantly
reducing landfill wastes. The
heads are to be used, reused and
recycled so that the output also
becomes the input.
Hand Drawn Concept
Available in attractive colours and styles for all age groups.
Free ventilated pouch for easy hygenic storage
PRODUCT STRATEGY
Colgate is famous for its toothpaste, toothpowder, mouthwash and even toothbrushes as a part of its marketing mix product
portfolio. Various kinds of toothbrushes are available which are suited to children, adults and old people. Colgate toothbrushes
range from the small bristle brushes to the ones for sensitive teeth to the zig zag brushes. Colgate’s main focus is on fighting bacteria
and having strong teeth. Therefore "BRUSH OFF" combines all the different segments of toothbrushes in a single multi-purpose
package. This makes for an all-in-one solution for brushing needs.

PRICING STRATEGY
Colgate is a market leader in India with over 50% market share when it comes to products related to oral hygiene. It has become
a generic brand with prices a little higher than its competitors due to its market reputation of providing superior quality products.
A basic toothbrush costs Rs.45 with variants going as high as Rs.175-200. "BRUSH OFF" is targeted at a mid-level price range of
Rs.60-75 but marketed as a 3 in 1 toothbrush. This price range enables the opportunity to upsell consumers at the lower spending bracket.
The company could maintain a watch with the help of advisors who give a feedback and revise the prices accordingly.

PLACE AND DISTRIBUTION STRATEGY


"BRUSH OFF" plans to follow the traditional chain of distribution followed by Colgate by directly dispatching the products to the wholesalers who in
turn pass on to the retailers and ultimately to the customers. The major focus areas of distribution shall be urban and semi urban areas. The already
established network of supermarkets, retail stores and grocery stores shall be utilised in conjunction with providing combo offers. The strong
distribution network strategy is planned to ensure good product penetration and availability across the country. It will also provide the option of online
shopping, where the product will be available for online purchasing through already established online platforms like amazon, big basket, grofers etc.

PROMOTION & ADVERTISING STRATEGY


The main pillars of promotion & advertising campaign shall be "3 toothbrushes at the price of 1" along with the "Circular business model built for
sustainability". The launch campaign focusing on these 2 aspects shall be marketed extensively through influencer marketing on platforms like
facebook, instagram & twitter. This shall be supplemented with traditional media marketing like newspapers, billboards and television ads. Launching it
as a combo offer with toothpastes will ensure market penetration and help in generating product awareness.
Thank You
Brushing Off
By Lokesh Roongta
(211510019857)

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