Marketing : Pepsodent

Pepsodent

Achmad Fiqhi KurniaEunike Yuliana

Micha ParamithaRaynova Rahmadan

Unilever IndonesiaEstablished in 5 December 1933

Has 43 brands all over Indonesia

Have 8 factory. There are 6 in JababekaCikarang and 2 in Rungkut Industry Surabaya. Main office in Jakarta

Have 370 distributor: PT. Bahagia Intra Nusa Close Up ,PT. Artha Prima Gemilang ,PT. Beta Setia Mega , PT. Tri Sarana Boga, etc

Have more than 6,000 employee

Have 3 subordinate companies:1. PT. Anugrah Lever2. PT. Technopia Lever3. PT. Knorr Indonesia

www. Unilever.co.id/id/aboutus/ourhistory/http://antirianta.wordpress.com/2013/01/02/4/

Company History

Company History

Product AnalysisTooth Paste

Tooth Brush Mouth Wash Kids

Next Trend

Quantum Leap

AC

Price and Place Analysis

Giant Cikarang Alfamart Cikarang

Starmart Cikarang

Distribution Line

Factory in Surabaya2 Main Distributor : Bahagia Intra Nusa and Gemilang Artha Prima

Rp 2.020

Unilever takes 17.8% profit margin dariPepsodent

Rp 359

Source: groups.yahoo.com/groups/mitra-bisnis/message/52956

Based on estimation

Giant Cikarang

Rp 3.650

Rp 3.000

Source: directly from retailers

Retailer

Distribution Line

Segmentation Analysis

A

AB

B

BC

C

D

EBased on price in weight 75 gram

Rp 14.000

Rp 13.500

Rp 7.800

Rp 4.500

Rp 4.090

Rp 3.190

Rp 3.650

Positioning

Sikat gigi pagi + malamStrong Teeth

(Brush your teeth morning + night)

Business Level Analysis

Magazine SWA No.18/XXIV/21 August-3 September 2008Magazine SWA No.16/XXV/27 July-5 August 2009

Magazine SWA No. 15/XXVI/15-28 JULY 2010

Business Level AnalysisIndonesia Toothpaste Market Share 2011

Based on the market share 2011:

Winner

Top ten

Follower

Participant

Top of Mind

Brand Recall

Brand Recognition

Unaware of Brand

Product Life Cycle

2005 2006 2007 2008

Sales 1,440,000,000 1,720,000,000 1,960,000,000 2,400,000,000

-

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

Pepsodent Sales

Based on the data above we can say that Pepsodentis still in the growth stage because their sales are

still increasing

Source:www.unilever.co.id

Conclusion &

Recommendation