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PEPSODENT
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Oral care Business The oral care market is segmented into
toothpaste-60%,toothpowder-23%,toothbrush-
17%.
The total toothpaste market is estimated toaround INR 3500cr.
The penetration level of toothpaste is 3 time inurban area then rural area.
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Cont
This segment is dominated by Colgate-
palmolive with market share of 48% whileHUL occupies market share of 28%.
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About HUL
HUL is Indias largest fast moving consumer
goods company. HUL mission is to add vitality to life.
It has presence in over 20 distinct category inHome & personal Care Product And Food &
Beverages
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Brief History Of Pepsodent
It is one of the oldest toothpastes on the markettoday and still touted as a favorite by those who
swear by the brand Pepsodent.
Pepsodent was the first toothpaste in Indonesiathat launches fluoridated paste back in 1980s and
the only paste in Indonesia that actively educates
and promotes proper habit of brushing throughschool program and free dental check up service.
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Cont Pepsodent has completed its range product
from basic cleaning to complete benefit paste
ever since
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I
nnov
atio
nIn 2006, Pepsodent had launched & relaunched
its complete range variant of New Pepsodent:
Pepsodent Complete 12, which offers acomplete benefit but at an affordable prices.
Offering larger benefit for its consumer as a
part of its effort to pursue its mission.
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Cont
Pepsodent Sensitive, which offers activeingredient that penetrates through the teeth to
relieve the pain from sensitive nerves insideteeth & gum.
Pepsodent Fighter Toothbrush.
By having these new innovations, Pepsodent
covers all range of oral health care for
consumers.
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Key facts
Pepsodent is the leading brand in most Asian
Countries with Indonesia and India as thebiggest market.
In 2005 Pepsodent is the only one of thetoothpaste brand that recognized by FDI World
Dental Federation in addition to local dentist
association (PDGI)
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ProductAdvantage Reduce gum bleeding by atleast 90%
Reduce plaque by 50% even 12 hr. after
brushing Reduce malodors for hours after brushing
Contain Fluoride, clinically proven anti-cavity
agent Reduce tarter formation up to 71%
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Pepsodent in India It was formerly owned by Unilever but, since
2003, by Church and Dwight . Pepsodent is
still sold as a Unilever property in India. Hindustan Unilever, the countrys largest
personal care company, had first come out
with Close Up to take on Colgate.
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Cont..
Pepsodent was launched in 1993 by HLL to
capture the market from Colgate. It waslaunched in the platform of Germ fighting
property.
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Product Range
Pepsodent Germicheck+
Pepsodent Whitening
Pepsodent 2 in 1
Pepsodent Gum Care
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Pepsodent Sensitive
Pepsodent Center Fresh
Pepsodent Kids
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Market Share
Colgate, 42
P& G, 23
Pepsodent and Close-up, 20
Other, 15
Percentage
Colgate
P& G
Pepsodent and Close-up
Other
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AdAgency
Lowe Lintas
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Advertisement Mediums
Television
DD News and Regional channels,(Since
Rural Indians are keen watchers of news)
Radio
AIR, regional channels like all India
Radio, All available radio channels (BothLocal & National) Jingle in Hindi & local
language
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Cont..
Local News paper like Sakaal, Pudhari, Divya
Bhaskar, Gujarat Samachar,, etc (Full page Ad) Outdoor
Hoardings (Outside Gram Panchayat ,Wall
Paint, Glow Sign Boards At Local Grocery
Stores)
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SALES PROMOTION
In store displays
Schemes to distributors & retailers(commission & gifts on achieving targetsales)
Tie up with local panchayat & use flashmobs (street play) on the theme of
PEPSODENT message. Free distribution of 10 gm sample with
news paper.
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Strategy used
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Positionting
Initially Pepsodent launched in the highly
successful "long lasting protection forhours after brushing" platform
In 1999-2000 Pepsodent tried to fight themarket leader Colgate by shifting to Benefits
of germ fighting
Positioning failed and Pepsodent had to comeback to the old positioning by 2001
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Cont.
Pepsodent included the germ indicator to its
pack in 2002 Performed an innovative Dental Insurance
campaign which reinforced the germ fighting
positioning
Pepsodent brushes promoting Oral hygiene
Focused on Dental Health by various freecheck ups .
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AdC
ampaigns
Ad Campaign Dishoom Dishoom (2002)
ad that said: Let Pepsodent fight germs for you
Market share went up from 10.96% to 13.81%
Ads like Bachche jhoot nahin bolte
Market share has slipped 25 percentage
Papa &Pappu ad campaign
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AdvertisingAppeal Used
Humor Appeal
Fear Appeal
Rational Appeal
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BUDGETING (2MONTHS)
TOOL OF COMMUNICATION CRITERIA COST FREQUENCY TOTAL (Rs.)
Broadcast (10sec)
6 channelsCommercial rating point
85,000 for local & 1,00,000 for star
plus5 Ads /Day/channel 7.87 Cr ( 1 month)
Radio (2 months)
3 stationsAfter show 2000 5 Ads/Day/channel 18 lack (2 month)
Print (1 local Newspaper) Circulation (300000) 50,00,000 1 month 50,00,000
OutdoorHigh Density location/ gram
panchayat6000
100 location & 96 gram
panchayat11,76,000
Wall Paint Product cost 30/sq feet 15,000 sq feet 4,50,000
Flash Mobs (1 group/village/ weekend) No. of villages (100) 3500/village/weekend 100 3,50,000
Glow Sign BoardsNo. Of retailers
3002000/signage 300 6,00,000
Hire vehicles form germ test.(for 2 month) High Density villages 4,00,000 7 28 lack
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