BUSINESS PLAN

EMAMI TOOTHPASTE

by

Siddharth

Pankaj

Ravi

Ratnakar

INTRODUCTION
Name Of Company- Emami Ltd
Name of Entrepreneurs-Mr Rs Agarwal

Mr Rs Goenka
Company description
Emami a conglomerate born out of Bengal has a pan India
presence through its battery of brands & business initiatives.
Emami ltd,the flagship company of the group is a coveted Rs
1000 cr business entity,a leding player in personal & health
care consumer products industry in India engaged in
manufacturing & making of health,beauty & personal care
products that are based entirely on ayurvedic formulation.

 Financing needed-27580000
Statement of confidentiality

Report is confidential

EXECUTIVE SUMMARY
Concept
This could be the first time someone has thought of putting

caps on either side of a toothpaste tube. Two Way Toothpaste is

one of those ideas that make you wonder why this hasn't been
thought of before

Milestone

TASK
Project
proposal &
selection
Mission &
customer need
list
Concept
sketches &
target
specification
Preliminary
concept &
selection
Revise
schedule
IPO
Develop

Ja Fe Ma Ap Ma Ju Jul Au Se Oc No De Ja Fe Ma
n- b- r- r- y- n- - g- p- t- v- c- n- b- r- Apr10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10

Strategic Advatage
Emami Two way Tulsi tooth paste has a unique brand
identity.,you can
squeez from any side.

Tulsi tooth paste is beneficial for the following reasons

It is useful in removing teeth disorders
good dental health,
counteracting bad breath
Good for massaging the gums
It is also useful in pyorrhea and other teeth disorders.
quit effective for the ulcer and infections in the mouth

Tulsi flavor that last longreally long

Technology
20,000 Sq. feet of R&D Space.
Laboratories with state-of-the-art
equipment.
Highly qualified and respected scientists
and ayurvedic doctors.
Himani Ayurvedic Science Foundation
(HASF):Himani Ayurvedic Science
Foundation brings the best of Ayurveda
through scientific ways of herb collection,
total quality control methods and latest
production processes to ensure that the
natural property and goodness of precious
herbs and ingredients are naturally
preserved.

Competitors

Source of revenue
IPO 100000 shares of rs 275.8
each

Marketing overview:
Emami tooth paste is an extension of Emami herbal product,

Final overview:
Emami toothpaste is a pet project
of the team of managers at Emami.
The product launch is dedicated to
the team of managers who put
their heart and sole into this project

INDUSTRY ANALYSIS
Porters five forces model
Bargaining power of suppliers(High)
There are less number of suppliers of raw
materials(Herbal/ayurvedic)
Bargaining power of Buyers(high)
Switching cost is low due to the fact that
they donot care on what brand but they
go by price,ingredients etc.

Rivalry(High)
There are more competitors that already
exists in tooth paste market
Substitute products(Low)
Such as tooth powder or mouth wash
Threat of new entrants
Industry is growing at a steady
rate.Barriers are less.

PESTLE

Political
Stable Political government
High market ethics
Environment protection act

Economic
Finance is available
High intrest rate
Exchange rate
Inflation rate
Labour policies

Socio-Cultural
Demographic
Income level
Social mobility
Life style
Education level

Technological
Economies of scale
Change in technology

Environmental
Global warming

Legal
Competition law
Health & safety
License

SWOT
Strengths
Well established network

extending to rural areas

Low cost operations
Strong brands in FMCG

Weakness
Low export levels
Several me-too products

Oppurtunities
Large domestic market
Export potential
Incresing income level

will result in faster

growth

Threats
Imports
Tax & regulation structure
Slow down in rural

development

DESCRIPTION OF VENTURE
Vision
Making people healthy and beautiful

Mission
To contribute whole heartedly towards
the environment and society integrating
all our stakeholders into the Emami
family
To make Emami synonymous with
natural beauty and health in the
consumers mind
To effectively manage talents by
building a learning organization
To strengthen and foster in the
employees, strong emotive feelings of
oneness with the company through
commitment to their future
To drive growth through quality and
innovation in products and services
To uphold the principles of corporate
governance
To encourage decision making ability at
all levels of the organization

Product
The product ,Emami tooth paste is
a product that should add value to
a buyers life.It also adds utility &
meets the wants & need of
targeted consumers.The product
should be unique & different from
all similar products,that are already
available in the market.The
startegy is to differentiate the
product design & packaging which
in return will help the tooth paste
to stand out.
Availablel sizes
100gms

Plant LocationPlant will be located

at kolkatta because its
close to raw materials
and labour

Manpower
Emami has a well equiped workforce currently and it would
like to use their services and also recruit highly skilled
workers to assist its operations

PRODUCTION PLAN
Our production system
shall strive service,
excellence in addition to
manufacturing safe,quality
products.
Production policy
Will make small and vital

elements which are

necessary for product
Quality checks in place

Plant layout
The plant will have five divisions(All
Under One roof)

Stores(R/M)

Assembly

R&D

Administration

Warehousing(FG)

Scheduling
The manufacturing process is supported by sophesticated
production manangement software

Suppliers
Company will have multiple
sources & will buy based
on just in time

OPERATIONAL PLAN
Daily production activity
Promotional activities
Training activities for channel members
Other campaigns

MARKETING PLAN
Mission
Promising to provide new type of
tooth paste & support cultural
taste

Executive summary
Emami tooth paste will provide
with unique essence of Tulsi in its
tooth paste which would be
entering in the market in April
2011
This marketing plan summarizes
the companies situation at time
tooth will be launched & different
strategies that we belive would be
best for Emami Ltd and or new
tooth paste

SWOT
Strengths
Reputation for quality
Experience in packaging,hence cost advantage
Detailed R&D on product is conducted
Natural flavour tulsi whoch is clinically proven

Weakness
Company is new
Lack of distribution channel

Opportunities
Fast growing market with enough profit margin(15%-

25%)
Demand for herbal products(Tulsi)
Largely untapped rural market
People concerned about health

Threats
Competition from current market

players
Market leaders too have faced

failure on new products launch

Limitation of brand loyalty
Other industry players are planning

to enter the tooth paste

market(EG:ITC)

Objective
Conglomerate diversification
Target market share of 10%
Initial foray into urban tooth

paste sector & subsequently

rural sector
Create oral care awareness

among consumer with value

added product

MARKET SURVEY
85% to 95% Indian prone to dental

disease such as cavity,bad breath

& tooth decay.
70% ignorant of night brushing
95%of those who are aware still

donot brush their teeth at night

Monthly consumption per

household 300gm of tooth paste

 Decision maker for purchasing a

tooth paste is mostly women

80% of tooth paste consumers are

brand loyal
60% of toothpaste consumers are

willing to switch brand if additional

value is seen business Proposition
15%-20% new consumers added

annually to the consumer list which

gives room for a new entrant in the
market ,provided the new entrant
gives some value addition.

Fast growing states in tooth

diseases
Bihar-21%
Assam-35%
Kerala-34%
Orissa-43%

Competitors market share

Colgate-32%
Dabur-8%
Vico vajradanti-5%
Pepsodent-41%
Close up-20%

MARKETING STRATEGY
Line Extension
Horizontal extension
Target new customers and new segments

Extensi
on

Horizont
al

 Push startegy
Flank attack/Frontal attack
Product differentiation strategy

stick along with box to know the results of whitening

Product
Emami Toothpaste will is a herbal based

product with 23 ingredients of natural,

herbal and medicated(tulsi)
Value addition:-Tulsi a chemically proven

potent
Six hours night protection against oral

diseases
Availabel sizes:-100gms,

Pricing
1x4x10,00,000x12=48000000
48000000
4250000

=11.29+5(margin)=16.29

Packaging
Box cover is green with facts

about Cricket world cup

and its mascot will be a
printed on the box.
This would help the tooth

paste to cash in on world cup

fever in the country and also
promote the game.
Packaging cover will be

green
GREEN signifies nature,
growth, renewal, health, and
environment

Place
Niche segment
Safe health
Traditional

Target market based on

Life style(Culture)

Promotion
Simulated test market.
Brand launch & promotion by

air time on major tv networks.

Launch ORAL AWARENESS

programs in schools,colleges
and malls.
Interaction with distributions

and retailers on product and

organizational advantages
Better margins being shared

with distributors and retailers.

 Free samples in malls and other public place

Door to door selling to promote product & distribute free

samples

Headline
Sub headline
Body of the copy
Illustration
Slogan (gajini)
Identification
mark/logo type

Headline
We care more than the dentist
Sub headline
Dental care
Illustration
Price etc

Slogan
Swaad jo
muh muh
mein chaa
jaye

Logo

 BEFORE

AFTER

Distribution

Aside from convinence stores and large retail stores,many

food stores play
a key role in distribution of oral health products

Multichannel marketing system

Jingle.

Marketing Budget
Marketing expenses budget
1.AD
2.PROMO
3.PR
4.WEB
5.Flyers
6.Training
7.Programe
8.other
Total marketing expense

Amt
2000000
1000000
500000
200000
50000
300000
100000
100000
4250000

ORGANIZATIONAL PLAN
Emami is a Joint stock company(PUBLIC)
Hierarchy-Pyramid structure
CEO

BOD

Functional Heads

FINANCIAL PLAN

Particulars
Sales(16.29x1000000)
CGS(11.29x10,00,000)

less:
Salaries(1000x10000)
Supplies
Ad
PBDTD

Amount
Amount

16,290,000

11290000

27580000

10000000
10000000
4250000
2450000

3330000