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BRAND ANALYSIS PEPSODENT

Samir Shah

Let Pepsodent Fight Germs For You

Pepsodent
Parent
Company
HUL
Category
FMCG
Sector
Personal
Care
Toothpaste

USP
Old Brand
Strong Brand
Ambassadors

Specific
Need based
Solution

Taglines
Das nahi to bas
nahi

Protection Outside
Freshness Inside

Let Pepsodent Fight Germs For You

Pepsodent History
1915 Introduced in USA by Pepsodent Company of Chicago
1944 Acquired by Unilever
1974 Discontinued from South Africa and revived few months
later
1993 Launched in India
2003 Church & Dwight purchased rights in USA and Canada
2005 Overnight success of Dishoom Dishoom campaign,
market share rose by 25%
2010 Another successful Pappu and Pappa campaign
2016 Ranked 104th in The Brand Trust Report (India)

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Product Segmentation
Geographic

Rural Areas
Urban Areas

Behavioural

Normal Use
Whitening
Complete Care

Demographic

Pepsodent G
Pepsodent Kids
Toothbrushes

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Products Complete List


Pepsodent Complete Care
Center fresh
Expert Protection
Expert protection sensitive
Whitening
Pepsodent G Gum care
2in1
Herbal
Germi check+
Action
Green tea
Senstive
Tooth Powder
Tooth Brushes

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International Market

Mentadent
Austria
Italy

Other brand names

Argentina
Bangladesh
Bolivia
India
Pakistan
Philippines
South Africa

Pepsodent

Signal

Belgium
Czech
Republic
France
Germany
Hungary
Maghreb
Region
Middle East
Poland
Slovakia
Spain
Sri Lanka
Switzerland
Turkey

P/S
Vietnam

Prodent
Netherlands

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STP

Personal Care
Toothpaste
Range of variants
for different needs

Segment

Target
Group
Urban Household
for Oral Hygiene
Care

Brand that offers


various oral care
solutions to
specific need
based solutions

Positioning

Let Pepsodent Fight Germs For You

PEST
1. Tax Rates
2. Change in Govt Rules and Regulation

1. Inflation
2. Low Purchasing Power
3. Competitive Market

1. Conventional Use of Manjan or Colgate


2. Low Oral Care Awareness in rural areas

1. New technology to reduce cose


2. R&D to improve product efficiency

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Weaknesses:

Strengths:

1. Colgate is the top-of-the-mind toothpaste


brand hence intense competition

1. Endorsed by FDI
2. Brand of UL; Strong Goodwill

2. Low penetration in the rural areas


3. Existing distribution and sales network
4. Among most trusted brands in India, 104th Rank

3. Less products in Gel segment

SWOT
Analysis

5. Toothbrush, Toothpowder are other products


Opportunities:

1.innovative marketing like Pepsodent packs


included a Germ Indicator, which allowed
consumers to see the efficacy in fighting germs
2.Pepsodent campaigns which aims at educating
consumers on the need for germ protection
through the night
3. Smaller packaging for rural markets, tie-ups
with hotel chains, schools

Threats:

1. Competition from new brand like Patanjali Dant


Kranti, 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

Let Pepsodent Fight Germs For You

Brand Positioning and Perception


Pepsodent was launched in the

Market Share Toothpaste

Others; 12%
Dabur; 14%
Colgate; 52%
HUL; 22%

Colgat
e
HUL
Dabur

platform of Germ Fighting Property;


(Close-Ups position is mouth
freshener; Colgates position is
Whitening and Strong Teeth)
Experimented with its positioning

time-to-time; Mother-Child, FatherChild relations are explored


Mostly positioned itself with children

in center
More focus on Family than Youth

segment

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Marketing and PR Campaigns


Important Marketing Campaigns : Germ Fighting Campaign - more focused on internal

strength of teeth than external beauty


(1993)
Lasting Protection for hours
(1998)
Aggressive Marketing in Rural Areas Lowering the price
to almost 40%
(2000)
Dental Insurance - In association with New India Insurance
(2002)
Dishoom Dishoom - Dishoom Dishoom toh Pepsodent ka
Kaam hai
(2005)
Bachhe Jhooth Nahi Bolte
(2007)
Pappu and Papa Campagin Celebrity Shah Rukh Khan as
the brand ambassador
(2010)
130% Better than Colgate attracted court case from
Colgate-Palmolive Co.
(2013)
Toothpaste with the Best Ever Flavor edible toothpaste
mint was attached in leading news papers
(2016)

Important PR Campaign : Promoting Oral Health in Rural India


Highly focused ATL techniques TV, Radio, Newspaper

Let Pepsodent Fight Germs For You

Financial Analysis - HUL

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Famous Ads
Very Old Pepsodent adv

Latest Pepsodent adv

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Reference
http://www.pepsodent.in/en-gb.html
https://www.unilever.com/brands/?category=408114&coun

try=407995
http://
www.mbaskool.com/brandguide/fmcg/988-pepsodent.html
http://www.qessays.com/essay-on-pepsodent-toothpaste-m
arketing-strategies
/
www.VintageTVcommerical.com

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Thank You !!

Samir shah

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