51649033 BrandManagementHUL Pepsodent

7/30/2019 51649033 BrandManagementHUL Pepsodent

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HUL Fact File

Founded 1933

Gross Turnover (2007-08) Rs. 14938 Crore

Profit After Tax (2007-08) Rs. 1769 Crore

Number of Employees 16,000+

Chairman Mr. Harish Manwani

Headquarter Mumbai, India

Website www.hul.co.in
http://www.hul.co.in/http://www.hul.co.in/


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About HUL

India's largest FMCG Company.

Touch the lives of 2/3 Indians with 20 distinct categories in Home &Personal Care Products and Foods & Beverages.

Renamed HUL( 2007), for maintaining heritage of the company andfuture benefits.

Holds 100 factories across India, manufacturing diverse productrange.

Turnover was Rs. 20,239 Crores last FY09.


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HUL is the subsidiary of Unilever.

HUL has around 35 major brands most which are leaders in theirindividual categories. In the year 2008 AC Nielsen-Brand Equity listof 100 Most Trusted Brands Annual Survey featured 16 HUL brands.HUL consistently has highest number of brands in top 50 or top 10Indian brands list.

The customer of HUL products is every one. Starting with child, youthto old age as well.

About HUL Contd.


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Product Segmentation of HUL


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Various Brands under.


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Competitors of HUL


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Pepsodent


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About PEPSODENT

Pepsodent is a 15 year old brand that offers various oral care solutions.

Pepsodent was launched in 1993 in India and since then the brand hasraised the benchmark on Oral Care solutions in India.

Pepsodent has a range of toothpastes and toothbrushes that could takecare of specific oral care needs. Pepsodent toothpaste fights germs to

protect teeth against cavities and gives strong teeth, fresh breath andhealthy gums.

Pepsodent as an oral care expert offers solution to specific problemslike bleeding gums and sensitive teeth.


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Contd

Endorsed by FDI ( the largest dental association globally).

Among the most trusted brands in India (Brand Equity, EconomicTimes, India).

Also sold as Mentadent, Zhonghua, PS and Signal in other countries.


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Brand Range


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Competitors of pepsodent


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Market Share of Tooth Paste Industry


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Brand Identity

Product: Germ protection with freshness inside.

Brand Name: Pepsodent(a brand of toothpaste witha wintergreen flavour)

Logo: brand name in bold size ; a tinge of paste and a tooth.

Color Scheme: The modern Pepsodent box, in patriotic red,white and blue, illustrates the product's rich history andrelationship with American consumers.


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Contd.

Price: HUL does not have a strong presence in the price warrior

segment

Tag Line: dishum dishum-to fight with germs

Endorser: Shahrukh Khan; considered perfect for campaign to

act as father teaching his son .


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Competitors Brand Identity

Product: herbal paste helps to reduce tooth decay, fightplaque and prevent gum disease

Brand Name: derived from miswak plant salvadore

perisca, famous toothbrush tree.

Tagline : complete natural oral care .

Color Scheme: yellow color denoting the color of

ayurveda.

Fonts: All bold written to highlight the brand specifically.

Price: cheaper than Pepsodent.


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Brand Identity Framework- Pepsodent asProduct


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FINDINGS ON SURVEY

Consumers moreinclined towardsCOLGATE.

Celebrity endorsementhas no impact on brandsrecognition.

Taste is also consideredwhile making choice.

Pepsodent consideredtrustworthy.

Brand Identity is notcertainly decoded byconsumers as directedtowards.

Pepsodent is seen asDecent, Honest product,fresh and healthy aswell.


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PEPSODENT BRAND IMAGE

Brand Association

Germ killer

Freshness

Cavity filler

Strong teeth

Strong gums

Brand Personality Smart doctor

Strong & Muscular

Young & Fresh

Trustworthy

Protective

Healthy


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ATTRIBUTES

Product RelatedFeature-Anti-cavity Toothpaste,

Complete dental Care .

Symbolic- Broad smile,Hygiene, germ killing

Experiential- fresh breath,germ killer.

Non-Product RelatedUser imagery- young, family

oriented

Usage imagery- whiteningteeth, fresh breath


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BENEFITS

Functional- Anti-cavity Toothpaste, Complete DentalCare .

Symbolic- Broad smile, Hygiene.

Experiential- Fresh breathing


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BRAND POSITIONING

Product attributesbased

Product user based

Competitor based


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TOP 100 TRUSTEDBRANDS(2010)

BRAND RANKING 2009 RANKING 2010

PEPSODENT 08 10

51649033 BrandManagementHUL Pepsodent

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