Pepsodent 4c372y

1993 Late 90s

1937

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Video

USP: Strong Teeth Benefit Based

Benefit Based

Max Fresh

Total

Based

Feature Based

Kids

Active Salt

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USP: Freshness & Whiteness Target: Youth Variants: Red, Menthol, Lemon Mint, Milk Calcium, Oxyfresh Included gum strength in benefits

• USP: Oral Health Benefit • Target: Housewives • Variants: Germi Check, Whitening, Gum Care, 2in 1, Kids • Included freshness in its benefits

Strength: 1. First gel toothpaste in India – launched in 1980 2. The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing 3. Market leader in the gel-segment for almost 3 decades 4. Excellent advertising and branding

Weakness: 1. Popular only in Urban Areas 2. Range contains only gel based toothpastes, no option like 2 in 1 or cream based

5. First mover of the gel paste segment

SWOT of Close-Up Opportunity: 1.90 % of the population suffers from various types of dental problem , so, there is a huge potential market in India. 2. Rural area is still unexplored 3. People in India are still using traditional methods like Neem twig,salt,ash etc.So,awareness can be created and more potential market can be created

Threat: 1. Many variants of toothpaste can be confusing for the consumer 2.Many people in rural India still clean their teeth with traditional products (neem twigs, salt, ash) 3. New entrants in the segment

Strength: 1. Endorsed by FDI ( the largest dental association globally) 2. Among the most trusted brands having celebrities like Shahrukh Khan as brand ambassadors 3. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums 4. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth 5. Pepsodent also includes a range of toothbrushes

Weakness: 1. Colgate is the top-of-the-mind toothpaste brand hence intense competition 2. Low penetration in the rural areas

SWOT of Pepsodent

Opportunity:

1.90 % of the population suffers from various types of dental problem , so, there is a huge potential market in India. 2.People in India are still using traditional methods like Neem twig,salt,ash etc.So,awareness can be created and more potential market can be created 3. Smaller packaging for rural markets, tie-ups with hotel chains, schools

Threat: 1. Competition from internal brand like Close Up in the same segment and external brand like Colgate 2.Oral hygiene still lacks in the rural parts of the country

Colgate 80% 70% 60% 50%

1975

40%

1997 2004

30%

2010

20% 10% 0%

1975

1997

2004

2010

Product

•Quality •Freshness and Whiteness

Place

•Distribution through Kirana stores, supermarkets, medical shops, co-operative stores, etc. across India •Well-distributed through the supply chain of company distributors to wholesalers to retailers to final consumers.

Price

•Priced low as it’s a low involvement as far as financial risks are concerned

Promotion

•In-store ments •TV commercials

Product

•Quality •Oral Health Benefits •Fight germs longer and make teeth stronger

Place

•Distribution through Kirana stores, supermarkets, medical shops, co-operative stores, etc. across India •Well-distributed through the supply chain of company distributors to wholesalers to retailers to final consumers.

Price

•Priced low as it’s a low involvement as far as financial risks are concerned

Promotion

•Series of Campaigns •In-store ments •TV commercials

Close Up Vs Pepsodent

25 21

20 17.6 16

15

15.3

10

5

0 1999 Close Up

2004 Pepsodent

Segment Target Positioning

• Behavioural and benefits

• Indian youth

• This toothpaste provides freshness and whiteness to the teeth

Established Brands

Style Conscious and Status Symbol

Target audience would be thinkers and believers because:-

They make choices based on principles and they buy functionality which are oral health benefits or freshness.

Segment

Target Positioning

• Behavioural and benefits

• Housewives or anxious mothers who are the ultimate decision makers in their family.

• This toothpaste fight germs longer and make teeth stronger thus providing oral health benefits.

Awareness Conducted many childrenfocused programs at the school level and involved dentists. Initiated National dental health awareness program in association with IMA to spread awareness targeting rural Indians

Launched a series of Campaigns Dishoom Dishoom Campaign Aimed at targeting anxious mothers Started campaign which claimed at brushing teeth before going to sleep which will help fight germs whole night.

Increasing competition from Pepsodent brand aimed at oral health benefit Close-up tried to target thinkers but they wernt successful Increase in awareness of oral health benefits which was more connected with Pepsodent brand proposition

Close-Up was targeting youth while Pepsodent was targeting housewives or mothers who are the ultimate decision makers People who were new to this segment wanted to be more connected with a product which provides oral health benefits than freshness.

HLL would capture more market share by having two brands catering to two different age groups.

Through close up and Pepsodent they were able to target Achievers, Strivers, Thinkers, and Believers

More Traits associated with HLL brand as a whole than Colgate which are oral health benefits, freshness and whiteness It becomes difficult to launch variants of sensorial brands like Close-Up, so HLL focused on Variants of Pepsodent only

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Maggi also repositioned its product from children snack food to family oriented product. Same was the case with Cadbury