Pepsodent revised

8/7/2019 Pepsodent revised

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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..

Print

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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Documents

Pepsodent revised