Explains Mr Venu: "Primary and secondary sales are inter-related. The company distributes its products to distributors which is termed primary sales and the retailers' demands for more products from distributors is called secondary sales. Our aim is to accelerate primary sales depending on the increase in the number of volume in secondary sales."

As part of its marketing strategy, the company plans to offer increased value proposition to consumers through innovative marketing promotions supported by extensive media and trade marketing initiatives at the retailerslevel.

"In the Rs 1,800-crore Indian oralcare market, SBCH has acquired a marketshare of 3.5 per cent through this promotion alone. The company started marketing and distributing toothbrushes in 1997 and achieved a market share of 7.5 per cent in two years catering to major metros," addsMr Venu Targeted at the premium segment, the Aquafresh toothpaste is available at Rs 18 for 50 gm, Rs 33 for 100 gm and Rs 45 for 150 gm. The promotion offers consumers a chance to win gifts ranging from Ford Ikons to white goods such as BPL home sets.

"Each pack has a black film which, when scratched by a buyer, reveals the name and description of the gift, with a minimum Rs 5 rebate on the next purchase. The promotion is being extended till the end of December 2000," according to Mr Venu.

The promotion is being supported by an aggressive television campaign which is being aired on popular and regional channels. Cashing in on the popularity of quiz show `Kaun Banega Crorepati', the company is currently airing the new television campaign on Star Plus channel.

According to Mr Venu, the company has spent around Rs 100 crore on the promotional and advertising campaigns.