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Pepsodent Brand

Pepsodent is a toothpaste brand owned by Hindustan Unilever Limited (HUL) in India. It was introduced in the US in 1915 and acquired by Unilever in 1944. Pepsodent is positioned as a brand that offers various oral care solutions to address specific needs. It has a wide range of products and targets urban households for oral hygiene care. Pepsodent has experienced both strengths like brand goodwill and weaknesses like intense competition from Colgate. Notable marketing campaigns include "Dishoom Dishoom" in 2005 and celebrity endorsements that have helped increase its market share over the years.

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Nikhil Prabhu V
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183 views15 pages

Pepsodent Brand

Pepsodent is a toothpaste brand owned by Hindustan Unilever Limited (HUL) in India. It was introduced in the US in 1915 and acquired by Unilever in 1944. Pepsodent is positioned as a brand that offers various oral care solutions to address specific needs. It has a wide range of products and targets urban households for oral hygiene care. Pepsodent has experienced both strengths like brand goodwill and weaknesses like intense competition from Colgate. Notable marketing campaigns include "Dishoom Dishoom" in 2005 and celebrity endorsements that have helped increase its market share over the years.

Uploaded by

Nikhil Prabhu V
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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BRAND ANALYSIS -

PEPSODENT

Samir Shah
Let Pepsodent Fight Germs For You

Pepsodent
Parent
Company
USP
HUL

Category Old Brand


Strong Brand
Ambassadors
Taglines
FMCG

Sector Specific Das nahi to bas Protection Outside


Need based nahi Freshness Inside
Personal Solution
Care
Toothpaste
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)
Let Pepsodent Fight Germs For You

Product Segmentation
• Rural Areas
Geographic • Urban Areas

• Normal Use
Behavioural • Whitening
• Complete Care

• Pepsodent G
Demographic • Pepsodent Kids
• Toothbrushes
Let Pepsodent Fight Germs For You

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
Let Pepsodent Fight Germs For You

International Market
Belgium

Signal
Czech
Republic Argentina

Pepsodent
France Bangladesh
Germany Bolivia Mentadent

Other brand names


Hungary India Austria
Maghreb Pakistan Italy
Region
Philippines
Middle East P/S
South Africa
Poland Vietnam
Slovakia
Spain Prodent
Sri Lanka Netherlands
Switzerland
Turkey
Let Pepsodent Fight Germs For You

STP

Target
• Personal Care Group • Brand that offers
• Toothpaste various oral care
• Urban Household solutions to
• Range of variants for Oral Hygiene
for different needs specific need
Care based solutions

Segment 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
Let Pepsodent Fight Germs For You
Strengths: Weaknesses:

1. Endorsed by FDI 1. Colgate is the top-of-the-mind toothpaste brand


hence intense competition
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

5. Toothbrush, Toothpowder are other products

SWOT
Analysis
Opportunities:

Threats:
1.innovative marketing like Pepsodent packs
included a Germ Indicator, which allowed
consumers to see the efficacy in fighting germs 1. Competition from new brand like Patanjali Dant
Kranti, internal brand like Close Up in the same
2.Pepsodent campaigns which aims at educating segment and external brand like Colgate
consumers on the need for germ protection
through the night 2.Oral hygiene still lacks in the rural parts of the
country
3. Smaller packaging for rural markets, tie-ups with
hotel chains, schools
Let Pepsodent Fight Germs For You

Brand Positioning and Perception


• Pepsodent was launched in the
platform of Germ Fighting
Market Share Toothpaste Property; (Close-Up’s position is
mouth freshener; Colgate’s
position is Whitening and Strong
Others
Teeth)
12%
Colgate • Experimented with its
Dabur positioning time-to-time; Mother-
14% HUL
Child, Father-Child relations are
Colgate Dabur explored
52% Others
HUL
22% • Mostly positioned itself with
children in center

• More focus on Family than


Youth segment
Let Pepsodent Fight Germs For You

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


Let Pepsodent Fight Germs For You

Famous Ads
• Very Old Pepsodent adv 

• Latest Pepsodent adv 


Let Pepsodent Fight Germs For You

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-
marketing-strategies/
• www.VintageTVcommerical.com
Let Pepsodent Fight Germs For You

Thank You !!

Samir shah

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