Pen Portrait

Shriya Age: 2

Insight 2

Parents are confused about

Taken care by parents
Works as a Makeup artist with
the brands
Regina agency
and Rahul
Insight 1
modelling
Tend to consult dentist
Cute kid who loves to walk
for final decision
and play around
Price is not highly valued
Parents are concerned
by parents
about her oral care
David Age: 7
Safetyartist
They want a Works
as a Makeup
is the most
safe & high
significant
factor
quality toothpaste
with
modelling
agency

Started
going
to school &
Works
as a Makeup
artist with
Influenced
heavily
by
forming friends
modelling
Mediaagency
like cartoons
He loves cartoon and loves to
Hates following habit
play football
brushing twice a day
He is carefree and finds
Imitates like his peer
habits hard to adopt
Rithesh
Age
:
12
group and
parents
Works as a Makeup
artist
He takes
up anything which is
fun in making
with
modelling
agency
Tries
create
own
style of Peer
Insight 3
influence is high in
Works
as to
a Makeup
artist
with
doing activities
modelling
agency
habit/brand formation
Started using apps and
Wide range of content influence
watching movies
Web, TV ads
Involves in learning
Mostly selects his own

PR
Initiative
#Know your s
Kids Tooth:
Provide Kids Oral hygiene in
Malls
Printed Booklets to Parents on
oral
tips best moms think:
#What
Mobile testimonials
dental Van to
increase
Collect
from
awareness
existing users
Buyer engagement in
MT(Parenting
Campaigns)
Other Initiatives:
Organize
PartneringParenting
with IDA Workshops
and NGOs
in Metros
promoting awareness about
kids oral health
Brushing awareness along Mid
day meal schemes
Brand association with OHM

Online
Initiative
s
behind
going

Rationale
online:
According
to
Experian
Marketing Services:
Parents use the Internet far
more
than
the
average
American Moms are 33% more
likely
participate in a blog
OnlinetoEngagement:
than
the aaverage
adult,
Develop
Facebook
Page89.2%
for
of
emphasized that
kidsparents
toothpaste
the
Internet
is essential
Maintain
contents
on Social for
their
education
mediachilds
and Separate
blogs of
smart parenting tips, lifestyle
parenting,

Advertising
Initiatives
Rationale
behind
Advertising:
According to Primary research
done among 200 toothpaste
buyers to find out which mode
of communication consumer
gets attracted to we found
majority
of the Modes:
respondents
Communication
45%
preferred
Zoot review
by advertisements
and
25% preferred celebrity
Celebrities/KOLs
endorsements
TV Ads attracting Children and
informational to parents and
Radio PSAs
Ad banners in most popular
parenting websites

Growth Drivers:
Govt policies and initiatives to tackle poor oral health in Children
(NOHCP) in partenship with NGOs private companies
Prevalence dental caries in Age group 2-12 is more than 50% due to
changing lifestyle
Increasing disposable income of parents and Parenting behaviour
changes
IT penetration in Rural India among Children
Low dentist Ratio 1:10270 in rural 1:200000
Education network in India (Schools, anganwadis) 1.4 mn schools,
1.3 anganwadis avg intake 18mn
Experts recommendation and referrals (word of mouth)