Embed Size (px)
Citation preview
BRAND EXTENSION OF PEPSODENT TO DENTAL
INSURANCE
Parent Company
Competitors
Introduced in USA in 1915
Acquired by Unilever in 1944
In 1960,it failed because of awareness about fluoride which helps in fighting cavity
In 1993, came to India
Since 2003, Church and Dwight acquired Pepsodent, but in India it is still sold under Unilever
Involved in CSR activities like dental check up and School Program
Biggest Competitors- Colgate and Close Up
2009 2010 2011 2012 2013 2014 -
10,000.00
20,000.00
30,000.00
40,000.00
50,000.00
60,000.00
70,000.00
80,000.00
90,000.00
100,000.00
50,117.90
55,414.50
63,296.10
72,374.60
83,449.80
93,968.20
Market share
Source: EuroMonitor
Colgate-palmoliv
e Co
Unileve
r gro
up
Dabur India Lt
d
Procte
r & G
amble co
Amway Corp
GlaxoSm
ithKlin
e Plc
Johnson &
Johnso
n Inc
Himalaya
Dru
g Co
Anchor H
ealth &
Beauty Care
Pvt Ltd
Elder Pharm
aceutica
ls Ltd
Pfizer I
nc
Others0
10
20
30
40
50
60
47.7
18.6
10.8
4.62.6 2.3 2.2 1.3 0.6 0.1 0
9.2
% of Brand Share
Source: EuroMonitor
Colgate-palmoliv
e Co
Unileve
r group
Dabur India Lt
d
Procter &
Gamble co
Amway Corp
GlaxoSmith
Kline Plc
Johnson &
Johnso
n Inc
Himalaya
Drug Co
Anchor H
ealth &
Beauty Care Pvt
Ltd
Elder Pharm
aceutica
ls Ltd
Pfizer In
c
Others
-100.00%
0.00%
100.00%
200.00%
300.00%
400.00%
500.00%
600.00%
6.71% -13.89% -9.24% 2.22% -10.34%
475.00%
83.33% 100.00%
-64.71%
0.00% 0.00% -16.36%
Growth over last 3 years
Source: EuroMonitor
Toothpaste Industry
46, Colgate Dental
10, Colgate Gel3, Cibaca
18, Close Up
9, Pepsodent
9.5, Promise 0.5, Babool
Brand wise segmentation
Colgate DentalColgate GelCibacaClose UpPepsodentPromiseBabool
21, EAST
25, NORTH21, WEST
33, SOUTH
Zonal segmentation
EASTNORTHWESTSOUTH
40, RURAL
60, URBAN
Sectoral Segmentation
RURALURBAN
Pepsodent Dental Insurance
Launched on 9th October, 2002 (Wednesday)
Launched in partnership with
New India Assurance
Expenses covered up to Rs 1,000 for the extraction of
permanent tooth/teeth on
account of caries and periodontitis including cost of
medication
Validity of 1 year.Comes into effect after a period of 6 months from the date of the issue of the Pepsodent dental Insurance
Certificate
Can be claimed only by applicants of age above 15
years
Product Price
Place Promotion
Product
Insurance cover against expenses for the extraction of
teeth due to caries and pediodontitis.
Price
Any tube of Pepsodent
Place
Any Place where you can get Pepsodent
Promotion• Advertising specialists: Advertising specialists have 3 key elements:
• A message placed on a useful icon and given to consumers without obligations
100gm pack get free dental insurance worth Rs.1000, this is a very effective strategy because it is giving you’re the guarantee that nothing can happen to your teeth. The Rs.1000 insurance speaks a lot for its brand and its product thrust.• Roadshows• Motive: Create a strong urge amongst Indian households to give priority to
oral health in general.
To build a bond of trust between
Pepsodent and its consumer
Strengthen the proposition of
Pepsodent of not just being “germ-
protector” but also “oral hygiene”
References• http://
www.afaqs.com/news/story/5005_Pepsodent-launches-dental-insurance-campaign-to-break-by-end-October
• http://www.hul.co.in/brands-in-action/detail/Pepsodent/303997/
• mms-notes.blogspot.in/2008/12/techniques-of-sales-promotions.html
• http://www.thehindubusinessline.com/2002/10/10/stories/2002101000390600.htm
THANK YOU
Don’t Forget to Brush Your Teeth
