In: Business and Management

Submitted By sigsig1
Words 4426
Pages 18
SIKA Limited

1) Introduction

2) The Tooth Paste Industry

• History Of Toothpaste

• The Algerian Consumers

3) SIKA as a brand

4) Product Description

5) Executive summary

6) Situation analysis

7) Product mix

8) Target markets

9) Marketing strategies

10) Distribution


The world's oldest-known formula for toothpaste, used more than 1,500 years before Colgate began marketing the first commercial brand in 1873, has been discovered on a piece of dusty papyrus in the basement of a Viennese museum.

In faded black ink made of soot and gum Arabic mixed with water, an ancient Egyptian scribe has carefully described what he calls a "powder for white and perfect teeth".

When mixed with saliva in the mouth, it forms a "clean tooth paste".

According to the document, written in the fourth century AD, the ingredients needed for the perfect smile are one drachma of rock salt - a measure equal to one hundredth of an ounce - two drachmas of mint, one drachma of dried iris flower and 20 grains of pepper, all of them crushed and mixed together.

The result is a pungent paste which one Austrian dentist who tried it said made his gums bleed but was a "big improvement" on some toothpaste formulae used as recently as a century ago.

The discovery of the formula caused a sensation among Austria's normally sedate dentists when it was disclosed at a dental congress in Vienna.

Dr Heinz Neuman, who attended the meeting where the recipe was unveiled, said: "Nobody in the dental profession had any idea that such an advanced toothpaste formula of this antiquity existed."

On trying it himself, he said: "I found that it was not unpleasant. It was painful on my gums and made them bleed as well, but that's not a bad thing, and afterwards my mouth felt fresh and clean. I believe that this recipe would have been a big improvement on…...

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