PRESENTATION ON

Submitted by:

Hardeep Kaur

Nishi Narula

INTRODUCTION TO PEPSODENT

Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India.

Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums.

It was formerly owned by Unilever but, since 2003, by Church and Dwight. Pepsodent is still sold as a Unilever property in India. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth.

SWOT

STRENGTHWEAKNESSES

1. Endorsed by FDI ( the largest dental association globally)2. Among the most trusted brands having celebrities like Shahrukh Khan as brand ambassadors3. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums4. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth5. Pepsodent also includes a range of toothbrushes

1. Colgate is the top-of-the-mind toothpaste brand hance intense competition2. Low penetration in the rural areas

OPPORTUNITY THREATS

1.innovative marketing like Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs2.Pepsodent campaigns which aims at educating consumers on the need for germ protection through the night3. Smaller packaging for rural markets, tie-ups with hotel chains, schools

1. Competition from internal brand like Close Up in the same segment and external brand like Colgate2.Oral hygiene still lacks in the rural parts of the country

Intro Growth Maturity Decline

SALES

TIME

Sales

Profit

INTRODUCTION Market share of pepsodent in 1993 is

10.86%- 13%. The first toothpaste was germi check &

its prices was low it was of rs10. Its positioned as a family care product

with a price less than its competitors product.

GROWTH At the growth stage pepsodent market

share was 22%. They also used UEP & USP appeals in

their advertisements. Sachin Tendulkar is brand embessoder

in 1997 ad is toothpaste or tendulkar.

AT THIS STAGE THEY INTRODUCED VARIETY OF PRODUCTS DIFFERENT TOOTHPASTES, BRUSHES.

Complete + Gum CareComplete 12 Pepsodent  Herbal Pepsodent  Pepsodent Milk Teeth OrangePepsodent Milk TeethStrawberry  Pepsodent SensitivePepsodent Whitening Pepsodent Cavity Prevention

MATURITY Pepsodent enjoying their market price of

32% in 2000-2002. Pepsodent offered Dental Insurance to all its

consumers to demonstrate the confidence the company has in the technical superiority of the product.

They did collaboration with the Indian Dental Association (IDA) in conjunction with World Dental Federation (FDI) to help improve the oral health and hygiene standards in India.

DECLINE

From 2005 the market share of pepsodent started decline it was 17%.

The various competitors comes in the market.

HUL concentrates on their other products e.g. Anchor, Close up it rises the sales of these products & decline the sale of pepsodent.

RECOVERY

“It’s an attempt to come at an affordable price point. And we have now decided to scale it up, distribute it to more towns and cities,” says HLL category head (oral care) Pradeep Banerjee. Pepsodent is currently available in three SKUs—200gm (Rs 60); 100gm (Rs 30) and 40 gm (Rs 10).

Hindustan Unilever has rolled out a new campaign for its flagship toothpaste, this time with Shah Rukh Khan, as it takes on the market leader, Colgate

Pepsodent, after all, holds the key in Hindustan Unilever’s fight for a larger share of the Rs 3,000-crore per annum toothpaste market.

Today commands an overall market share of 34.9% in the toothpaste market with its range of toothpastes .

Pepsodent had to do something really big to make its mark. Research suggested that mothers worry about what their kids eat, especially when they are away from them, and its impact on their dental health. Using that insight, Pepsodent launched the ‘Dishoom Dishoom’ ad that said: Let Pepsodent fight germs for you.

The ad broke on May 19 and will air across all channels. For now it is just a TVC, but pepsodent is working on other activities around the campaign as well.

COMPETITORS

Pepsodent’s biggest competitors in India are Colgate and close-up which equally has a good track record in serving people’s tooth. There are several toothpastesin our country but they aren’t a big threat to Pepsodent’s market share as Colgate and close-up are. Yet I still prefer Pepsodent because there is something in this toothpaste which `is holding me from switching brands, the feel of freshness and its potential to fight germs even hours after brushing.

ANY QUARRIES…….

?

THANK YOU