39472512 Toothpaste Final Marketing

8/8/2019 39472512 Toothpaste Final Marketing

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MARKETING-I

MARKET POSITIONING

STUDYFOR VARIOUS TOOTHPASTE

BRANDS

Team:

Chintan Agarwal (B07018)

Kaushal Chandak (B07026)

Gunjan Mittal (B07031)

Tanu Krishna (B07055)

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Table of contents

TABLE OF CONTENTS ............................................................................................................................. 2

1 TOOTHPASTE INDUSTRY .............................................................................................................3

1.1 OVERVIEW ................................................................................................................................................. 31.2 MAJOR PLAYERS....................................................................................................................................... 31.3 CONSUMER BEHAVIOR ........................................................................................................................ 5

2 INTENDED POSITIONING.............................................................................................................. 62.1 METHODOLOGY ..................................................................................................................................... 62.2 RESULTS....................................................................................................................................................... 6

3 ACTUAL POSITIONING.................................................................................................................. 8

3.1 METHODOLOGY ..................................................................................................................................... 83.2 RESULTS....................................................................................................................................................... 8

4 RECOMMENDATIONS.................................................................................................................. 10

APPENDIX ................................................................................................................................................. 12

1 COLGATE......................................................................................................................................... 12

1.1 COLGATE DENTAL CREAM.............................................................................................................. 121.2 COLGATE TOTAL 12............................................................................................................................. 13

1.3 COLGATE MAX FRESH........................................................................................................................ 131.4 COLGATE KIDS TOOTHPASTE........................................................................................................13

1.5 COLGATE FRESH ENERGY GEL .....................................................................................................141.6 COLGATE HERBAL ............................................................................................................................... 14

1.7 COLGATE CIBACA FAMILY PROTECTION ................................................................................. 151.8 COLGATE ADVANCED WHITENING............................................................................................ 151.9 COLGATE ACTIVE SALT..................................................................................................................... 16

2 AMAR................................................................................................................................................ 17

2.1 AMAR REGULAR TOOTHPASTE ......................................................................................................172.2 AMAR STRONG TOOTHPASTE .........................................................................................................182.3 AMAR WHITE TOOTHPASTE ............................................................................................................ 18

2.4 AMAR STRONG SACHETS................................................................................................................... 18

3 PEPSODENT..................................................................................................................................... 193.1 PEPSODENT G ........................................................................................................................................ 19

3.2 PEPSODENT 2 IN 1 ................................................................................................................................ 203.3 PEPSODENT COMPLETE 10............................................................................................................... 20

3.4 PEPSODENT WHITENING ................................................................................................................. 203.5 PEPSODENT REGULAR ....................................................................................................................... 21

3.6 PEPSODENT CENTER FRESH ........................................................................................................... 21

4 CLOSE-UP ........................................................................................................................................ 244.1 RED GEL VITAMIN FLUORIDE SYSTEM...................................................................................... 24

4.2 CLOSE-UP LEMON MINT TOOTHPASTE ..................................................................................... 244.3 CLOSE-UP MILK CALCIUM................................................................................................................. 25

5 VICCO ............................................................................................................................................... 265.1 VICCO VAJRADANTI............................................................................................................................. 26

6 MESWAK.......................................................................................................................................... 27

7 PRIMARY SURVEY........................................................................................................................ 28

7.1 QUESTIONNAIRE .................................................................................................................................. 287.2 ANALYSIS .................................................................................................................................................. 29

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1 Toothpaste Industry

1.1 Overview

Indian oral care industry (including toothpaste and toothpowder) is about Rs. 35 billion.

Colgate and HUL contribute around three fourth of the total market. Other major players

include Dabur and Anchor group together contributing around 15% of total market.

Oral Ca re Industry Ma rke t Sha re

ColgateHUL

25%46%

Dabur12%

AnchorOthers

4%13%

1.2 Major players

Company Brand Product

Close-up Red

Close-up Close-up Blue

Close-up Green

Hindustan Unilever

Limited

Pepsodent G

Pepsodent 2 in 1Pepsodent

Pepsodent Regular

Pepsodent

WhiteningColgate Den tal

CreamColgate Total 12

Colgate Max fresh Gel -

CitrusCo lgate Max fresh Gel -

PepermintColgate Max fresh Gel -

RedColgate Kid toothpaste - Bubble fruit -

PinkColgate

Palmolive

Colgate Colgate Kid toothpaste - Bubble fruit -

BlueColgate Fresh Energy Gel - Red

Colgate Fresh Energy Gel -

BlueColgate Herbal

Co lgate Cibaca Fami ly

protectionColgate Advanced

WhiteningColgate Active

Salt

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Promise Promise

Dabur - Balsara Babool Babool

Meswak Meswak

Dabur Red Dabur Red GelDabur

Dabur Red Dabur Red Toothpase

Himalaya Himalay

a

Himalaya dental

creamDentostrong Dentostrong

Dentocare Ajanta Dentocare

Ajanta India

Limited

Dentofresh Blue Gel

Dentofresh Dentofresh Lime

GelDentofresh Red Gel

Ayucare Ayucare Neem

toothpasteAmar Regular

Vardhaman

Chemicals

Amar Amar Strong

Amar White

toothpasteVicco

VajradantiVicco Labs Vicco

Vicco Vajradanti Sugar

freeGalaxo

Smithkline

Aquafresh Aquafresh

SAMAY White Toothpaste

Samay Samay Red Gel

Samay Blue Gel

Deluxe DELUXE White Toothpaste

Ola fresh OLA FRESH White Toothpaste

Sentinel Sntinel white Silca base

toothpasteDaxal

cosmetics

Superdnet Superdent Red Gel

Tres Plus Tres Plus Green Gel

DIGI DENT Bubble Gum GelDigi Dent

DIGI DENT Strawberry Gel

Greenex GREENEX Green Gel Toothpaste

Ankwin ANKWIN White Toothpaste

Oral

Kare

ORAL KARE Herbal Toothpaste

LG Cliden Cliden

Goldent GelSpectrum

International

GoldentGoldent white

toothpasteSubodent K Subodent K

Dentoji DentojiJaikaran

IndiaHerbodent Herbodent

Orohyi Orohyi

Anchor Fluo ride Herbal

ToothpasteAnchor Fluoride Kidz

ToothpasteAnchor Fluoride Multi Protection

ToothpasteAnchor Anchor Fluor ide Seniscare

ToothpasteAnchor

Anchor Fluoride

ToothpasteAnchor Gel Toothpaste

Anchor Toothpaste

Forhans Forhans

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1.3 Consumer Behavior

World over the oral care market is largely represented by toothpaste and toothbrush.

Other products in this category include mouthwash, sprays and oral rinses. In India, there

is a significant presence of toothpowderas well. Many other people in India still clean

teeth with traditional products like neem twigs, salt, ash, tobacco or other herbalingredients. Recent studies have indicated dual usage (powder and paste) in 10% of rural

households. The younger generation is increasingly shifting to toothpaste even in rural

areas. In relative terms, penetration of toothpowder is higher in North and toothpaste in

South. This could be due to higher education, purchasing power and urbanization in the

South.

Indian urban toothpaste per capita consumption is about 92 grams per month compared to

219 grams of China; and only 7% of Indian urban class brush twice a day compared to

86% in Malaysia. Thus there is tremendous scope for growth of doing business in India.

Toothpaste industry growth has been low asSegmentation based on Product compared to other products. For market leader

Attributes

Colgate, in 2007 growth had been around 12%.For same brands like Babool the market growthOthers,

15%was as high as 50%.

Herbal,As per India Infoline Sector report, about 60%

10%of toothpaste in India is sold on family platform;there is single toothpaste for the entire family.

White, Specialized toothpaste such as for children has50%

been available in India only in last 2-3 years

(mainly imported products) and usage is

extremely low.Gel , 25%

About 35% of toothpaste is sold on cosmeticpropositions. These are targeted mainly at

young consumers and upper urban class on the proposition of fresh breath, white teeth

and functional benefits of controlling plaque, preventing cavity etc. There is a nichemarket (5% of total) for toothpaste with therapeutic benefits. Toothpaste is also

segmented based on product attributes as White, Gel, Herbal, etc. Some products are also

available as a combination of both Whites and Gel. World over toothpaste positioned on

anti-cavity platform, contains fluorides. Excessive usage of fluoride can cause a disease

called Fluoresces, to which children are particularly vulnerable. In India, there is a strong

societal aversion to fluoride toothpaste.

Price wise, toothpastes can be segmented as Economy, Regular and Value-added

segments. The price range varies from Rs.15-20 for a 100 gm pack in the economysegment to Rs.30-35 for a 100 gm pack in the Regular Segment to Rs.50 for a 100 gm

pack in the medicated/value added segment.

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2 Intended Positioning

2.1 Methodology

The various mass media forms, namely television, newspapers, radio and internet, are the

main source of influencing a customer. Hence, we went through the marketing

campaigns, both print and electronic, that the various toothpaste companies have

launched to market their brands and position their products. The intended positioning wasessentially derived from this study. While doing the study, th e advertisements were notjust studied at their face value but the purpose of their various claims was also

understood. This helped us come up with the intended positioning of the various

toothpastes based on a variety of different parameters.

Six brands namely; Close up, Colgate, Pepsodent, Vicco, Meswak and Amar were

identified. About 24 products under these six brands were studied as per the methodologydescribed above.

2.2 Results

The table below shows summary of the primary research on intended positioning.

Various attribute parameters are classified into distinct categories. Same is done for

emotion level positioning parameters.

This cluster map is then subjected to grouping so as to find common parameters for givenbrand or common brands for given parameters. The table is sorted, so that product with

large number of parameters comes to top, while parameter which is used by maximum

products comes to left. This reveals a grouped cluster map.

Some conclusions that can be made by this map are

The products on the top of the table have either large number of independentmarket segments or have failed to position on limited attributes or parameters.

The products at the bottom of the table are those, who have very niche or limited

market or have positioned themselves using few attributes or parameters.

Similarly parameters on the left are very common or functional parameters; hence

used by many brands/products

Parameters on the right of the table are those used only by few products for

product differentiation.

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Attribute

level

Emotion based

Intented postitio

ning

Close up Red gel 111111 11 1 111

Vicco

Vajradanti

111 1111 111

Meswak 1 111 1 1 1 111

11 1 1111 1 1Close Up Lemon Mint

Pepsodent Complete

10

1111 1 11 1

Close up Milk

Calcium

111 11111

Amar regular

toothpaste

11 1 1 1 11

Amar white toothp

aste

111 1 111

Colgate Dental

Cream

11111 1

Amar strong

toothpaste

111 1 11

11 1 1 11Pepsodent G

Pepsodent 2 in 1 111 11 1

Colgate Fresh Energy Gel 11 1 1 1

Colgate Cibaca Family

Protection

1111 1

11 11 1Pepsodent Regular

Colgate T otal 12 1111

Amar strong

sachets

11 11

Pepsodent Center

Fresh

11 1 1

Colgate Active

Salt

11 1

Colgate Kids T

oothpaste

1 1

Pepsodent

Whitening

11

1Colgate Max Fresh

Colgate Herbal 1Colgate Advanced

Whitening

1

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3 Actual Positioning

3.1 Methodology

Having done the intended positioning it is important for us to study the actual positioning

and analyze where products/brands gone right or wrong have.

The methodology involved collecting perception data from actual customers. Given thatwe have analyzed 24 products, considering we get information from 20 customers of each

product, we would have to analyze about 480 feedbacks. We took feedback fromcustomers in following way

Personal interviews (mainly in hostels and within campus)

Online survey

However, given the size of sample, it is difficult to give concrete recommendations orsuggestions to individual products.

3.2 Results

The results of the survey and interview are shown on the same cluster map of intended

positioning to point the difference. For various products we see a significant difference

between the intended and actual positioning.

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Attribute level Emotion based

Intented/Actual postitioning

Close up Red gel 111111 11 1 111

Vicco Vajradanti 111 1111 111

Meswak 111` 11 1 111

Close Up Lemon Mint 11 1 1111 1 1

Pepsodent Complete 10 1111 1 11 1

Close up Milk Calcium 111 1 1 1 11

Amar regular toothpaste 11 1 1 1 11

Amar white toothpaste 111 1 111

Colgate Dental Cream 11111 1

Amar str ong toothpa ste 111 1 11

Pepsodent G 11 1 1 11

Pepsodent 2 in 1 111 11 111 1 1 1Colgate F resh Energy Gel

Colgate Cibaca Family Pr otection 1111 1

11 11 1Pepsodent Regular

Colgate Total 12 1111

11 11Amar str ong sa chets

Pepsodent Center Fresh 11 1 1

Colgate Active Salt 11 1

Colgate Kids Toothpaste 1 1

P epsodent Whitening 11

Colgate Max Fresh 1

Colgate Herbal 1

1Colgate Advanced Whitening

Shows Actual positioning 1 Shows Intended positioning

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4 Recommendations

Within the limitations of sample size of survey on actual positioning, we would like to

make following recommendations to the various products.

Product Recommendations/ Suggestion / Comments, if

anyClose up Red gel Focus on freshness, gel properties and cool

image Still to be placed as traditional remedy, used mostly as low

costVicco

Vajradanti

toothpaste. The ayurvedic part could be more advertised as ayurvedic

isagain regaining

popularity.Meswak Still to be placed as traditional remedy. Taste is different and liked

byfew

Successful in its present campaign on most parameters. However,

itClose Up Lemon Mint needs to move to emotional level positioning. The lemon mint as a

newfreshness could be

focus.Pepsodent Complete 10 Can focus on trust and family

acceptanceClose up Milk Calcium Marketing to be positioned on milk nutrients present in the toothp

aste.Amar regular toothpaste Efforts needed positioning themselves as Indian or Tradition al

brand.Amar white toothpaste-Colgate Dental Cream Colgate perceived as Indian and most trusted

brandAmar strong toothpaste Efforts needed positioning themselves as Indian or Tradition al

brand.Pepsodent G Not able to position as G- Gum care

paste

Pepsodent 2 in 1 Customers hav e separate preferences, Gel or Non Gel. Hence may

be position as a

Gel.Colgate Fresh Energy Gel Very successful in its intended

positioning Despite the strong Colgate brand, Cibacas marketing has been a

failure.Colgate C ibaca

FamilyCost being the major reason for people to buy it, it could market itself

asProtectio

nlow cost Colgate toothpaste. Cibaca brand needs

repositioning;Pepsodent Regular Failed in its intended positioning. Should change its

campaign

Colgate Total 12 Succeeded in its attribute of long lasting freshness andprotectionAmar strong sachets

-Pepsodent Center Fresh Can focus on some emotion lev el

attribute

Colgate Active Salt Urban people not aware of Salt as tooth protection material. Should

useddifferent channel to reach rural

customersColgate Kids Toothpaste

-Pepsodent Whitening

-Colgate Max Fresh

-Colgate Herbal

-

Colgate Advanced Whitening White teeth doesnt seem to important parameter as for as other

brandsare perceived. Hence it can differentiate better using Whiteness

attribute.

Some general observations

Close up- Uniquely perceived on the basis of color and cool image and hence the

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company should bank on it rather than conventional attributes like strong teeth

with which it is not associated with.

Colgate brands (excluding Cibaca): Colgate has a very strong brand image to the

extent that people perceive it as an Indian brand. However, this has resulted in

there being no differentiation between the various products of Colgate. Hence,

Colgate needs to look into the differentiating aspect between them.

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Appendix

1 Colgate

Presently, Colgate, India is marketing the following nine varieties of toothpaste: -

1. Colgate Dental Cream

2. Colgate Total 123. Colgate Max Fresh

4. Colgate Kids Toothpaste

5. Colgate Fresh Energy Gel6. Colgate Herbal

7. Colgate Cibaca Family Protection

8. Colgate Advanced Whitening

9. Colgate Active Salt

Based on the various advertisements, following can be inferred about the segmentationand positioning of the various varieties of Colgate toothpastes.

Note that Colgate being a very old player in the industry does not try to market itself as a

toothpaste brand as it is already perceived as one. Also, Colgate has been traditionally

thought to be value for money.

1.1 Colgate Dental Cream

Segmentation/Target: When marketing the Dental Cream, Colgate has the wholetoothpaste market as its target. Being one of the oldest varieties of Colgate toothpaste, the

Colgate Dental Cream has been marketed as a synonym for toothpaste.

Positioning :

Attribute based positioning

Colgate Dental Cream positions itself as toothpaste that has the necessary calciumand minerals to provide decay protection, strong teeth, germ protection and fresher

breath. Lately, with competition from indigenous vegetarian toothpastes, Colgate

Dental Cream has also positioned itself as an always 100% vegetarian toothpaste.

Emotion based positioning

The tagline of is advertisements, Trusted by generations to make teeth stronger,

clearly aims to position the Dental Cream as a toothpaste that has been used over

generations and hence creating a kind of emotional attachment with the toothpaste.

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1.2 Colgate Total 12

Segmentation/Target: Colgate total 12 claims to provide a 12-hour protection from

germs. It also provides a range of technical reasons for its superiority as compared to

other toothpastes. Hence, this variety of Colgate toothpaste is targeted at the educated

urban people who brush their teeth twice.

Positioning :


Colgate Total 12 has been projected as the most advanced toothpaste that

provides 12 hour germ protection even after eating and drinking by building aprotective shield around the teeth. It also tries to position itself higher in terms of

reliability of its claims by telling the consumers that its formula is a patented one

and the toothpaste is the most recommended one by the dentists.


Colgate Total 12 has a strong attribute based positioning with no real emotional

based positioning intended.

1.3 Colgate Max Fresh

Segmentation/Target: Colgate Max Fresh, with its multiple flavors, seems to target the

youth. It also associates brands like iPod and sports like Kayaking with it through the

means of gifts/prizes which further enforces the belief that Colgate Max Fresh is for the

youth.

Positioning :


Colgate Max Fresh positions itself on the basis of freshness. The tagline A

new dimension of freshness brings home this very point.


No real emotional based positioning intended.

1.4 Colgate Kids Toothpaste

Segmentation/Target: This variety of toothpaste is clearly, as even the name suggests,

targeted at kids. The advertisements and packing of the toothpaste further suggests that it

is meant specifically for the smaller kids.

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Positioning :


Colgate Kids Toothpaste positions itself on the basis of taste.


The Kids Toothpaste tries to position itself based on emotions which is apparent

in its tagline Makes fighting cavities fun. It also provides the names of familiar

cartoon characters like Tweety and Bugs Bunny to the various flavors that itmarkets and hence associating the tastes with the feelings of kids towards these

cartoon characters.

1.5 Colgate Fresh Energy Gel

Segmentation/Target: Colgate Fresh Energy Gel is clearly aimed at the youth. Its sleek

toothpaste cover and the picture of a young couple on it unambiguously emphasize this

point.

Positioning :


Colgate Fresh Energy Gel, as the name itself suggests, basis its marketing strategy

on the toothpaste providing freshness. It positions itself as a gel (note that

here it tries to differentiate itself from a toothpaste) for fresh breath andstrong/white teeth.


The emotional positioning of Colgate Fresh Energy Gel is implicit by the way of

the photo of the couple on the toothpaste pack and in the advertisements. Itobviously wants to strike a chord with the young, and also the budding, couples of

the country.

1.6 Colgate Herbal

Segmentation/Target: Colgate Herbal targets the traditional and the naturalist market

which is pretty apparent from the name as well as the tagline Strong teeth, healthy gums,

naturally and the use of squirrel as the central character in its advertisements.

Positioning :


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Colgate Herbal positions itself based on basically only one attribute, i.e. being

herbal.


No real emotion based positioning is intended.

1.7 Colgate Cibaca Family Protection

Segmentation/Target: As the name itself suggests, this variety of Colgate toothpaste

targets

families.

Positioning :


The toothpaste positions itself in a very standard way by claiming to provide

strong teeth and fresh breath.


The emotion based positioning of the Cibaca Family Protection is strong as ittargets families. Even when harping about its attributes, the advertisement brings

in the notion of the family (Strong teeth, fresh breath for your family) and hence

a strong sense of emotional positioning is apparent.

1.8 Colgate Advanced Whitening

Segmentation/Target: Colgate Advanced Whitening specifically targets people with

plague problems as the toothpaste claims to provide whiter teeth within 14 days.

Positioning :


Unique positioning as it is very focused on specific attributes like restoring

natural whiteness, preventing stains from adhering and fighting plague. Thoughother toothpastes claim to provide stronger teeth none so directly claims to

provide whiter teeth.



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1.9 Colgate Active Salt

Segmentation/Target: This variety of toothpaste targets customers with orthodox

thinking who believe that salt is good for teeth.

Positioning:


The attribute that forms the basis of this variety of salt is that it has active salt.

The toothpaste hence also positions itself alongside the other toothpastes that

claim to fight gums and result in healthy gums and teeth.


Colgate Active Salt aims to strike a cord with traditional people who think that

salt is good for teeth.

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2 Amar

Presently, Amar Remedies Limited is marketing the following four varieties of

toothpaste: -

1. Amar regular toothpaste

2. Amar strong toothpaste

3. Amar white toothpaste4. Amar strong sachets

Based on the various advertisements, following can be inferred about the segmentation

and positioning of the various varieties of Amar toothpastes.

Segmentation/Target: Amar toothpaste was the first toothpaste to claim 100%

vegetarian and hence all its toothpaste targets the vegetarian population. Moreover, ittries to target the naturalists by emphasizing on the fact that it is 100% natural. The low

cost of the paste indicates that it sees the middle/low income group as its major market.

Positioning :

Perceived price vs. Perceived Quality

The low cost of Amar toothpaste is a recurring feature in all the Amar toothpaste

commercials. This invariably results in low perceived quality of the paste. This

perception is compounded by the fact that Amar is an Indian brand.


The jingles of Amar very clearly establish a link between the herbal/natural nature

of the paste and the grandmother solutions to the problems. In this way, Amar

positions itself in the clich of old is gold.

2.1 Amar regular toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the regular variety

toothpaste is aimed at people with problems of bleeding gums who cannot use strong

toothpastes.

Positioning :


Amar regular positions itself uniquely by providing Aniseed flavor and a solution

for bleeding gums. Apart from this, the toothpaste also claims to control plague,tartar and bad breath.

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2.2 Amar strong toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the strong variety

toothpaste is aimed at people with preference for cinnamon taste.

Positioning :


Amar strong distinctly positions itself based on its unique cinnamon taste and the

associated strong aspect of the spice.

2.3 Amar white toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the white variety

toothpaste is aimed at people with plague problems.

Positioning :


Amar white claims to be a solution for plague problems. Apart from this, it

positions itself distinctly from the other members of the Amar toothpaste family

by providing a mint flavor.

2.4 Amar strong sachets

Segmentation/Target: Within the targeted customer base of Amar, the sachets are aimedat people with low income and daily wage workers who have a very small but consistent

buying capacity.

Positioning :


The paste is same as Amar strong differing only in the size (25 grams) and cost.

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3 Pepsodent

Pepsodent presently has six variants:

1. Pepsodent G

2. Pepsodent 2 in 1

3. Pepsodent Complete 10

4. Pepsodent Regular5. Pepsodent Whitening

6. Pepsodent Center Fresh

3.1 Pepsodent G

Segmentation/Target : Pepsodent G

targets all the people who desire healthyand strong teeth and also those who

already suffer from gum diseases, plaque,

tarter

etc.Positioning :


Healthy teeth require healthy and strong foundation- healthy gums. Pepsodent G Gum

care is the perfect daily use expert gum care toothpastes, clinically proven to give

healthier gums and reduce gum bleeding significantly.

1. Reduces recurrent gum bleeding by at least 90%2. Reduces plaque by 50% even 12 hours after brushing

3. Reduces tartar formation up to 71%

4. Reduces malodors for hours after brushing

5. Contains Fluoride, clinically proven anti-cavity agent

6. Contains 2 powerful anti-bacterial ingredients for effective plaque control


No real emotion based positioning intended.

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3.2 Pepsodent 2 in 1

Segmentation/Target: Pepsodent 2 in 1

targets basically the youth who along with

the germ fighting also want fresh breath.

Positioning:


A unique combination of paste and gel in one toothpaste.

Long lasting protection: Its advanced germi-check formula fights germs even hours

after brushing to give superior protection.

Long Lasting freshness: Its germi-check gel gives lasting freshness.


Gel for fresh and original flavor combined with germi check paste makes brushing

fun rather than a chore and teeth stronger.

3.3 Pepsodent Complete 10

Segmentation/Target: Pepsodent Complete targets theentire consumer base.

Positioning :


Pepsodent Complete fights 10 problems of your mouth which no other toothpastedoes. Basically an all-in-one toothpaste.


No real emotion based positioning intended.

3.4 Pepsodent Whitening

Segmentation/Target: Pepsodent

Whitening targets consumers who aremore concerned about the whiteness of

their teeth.

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Positioning :


Healthy white teeth for your family.


No intended emotion based positioning.

3.5 Pepsodent Regular

Segmentation/Target: Pepsodent regular targets

families.

Positioning :


Long lasting germ protection for your family.


The fact that one toothpaste is complete in itself to serve the purpose of entire family

3.6 Pepsodent Center Fresh

Segmentation/Target: Pepsodent has come up with a new variant Pepsodent Center

Fresh capturing the segment which wants germ protection as well as fresh breath

Positioning :


The new variant is positioned as a toothpaste that fights germs and also with

mouthwash. Now promoted heavily through TV and Print, this brand now adopts the

tagline "Protection Outside Freshness Inside". This is the first time Pepsodent is

venturing outside its domain of germ protection. Theoretically, Pepsodent is diluting

its core positioning of germ protection by adding one more feature. i.e. Freshness.


The brand has used visual imagery to promote the new differentiation of Mouthwash.

The color scheme and the analogy with Swimming Pool... all support the new thrust

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of mouthwash with in the toothpaste. But the marketing idea doesnt stop there. The

brand uses visual proof of the presence of the attribute inside the toothpaste which

can be physically seen by the customer. Hence three is a physical evidence ofmouthwash within the toothpaste. Such visual evidences provide the brand a powerful

support and can be even considered to be a brand element.

Some Advertising Campaigns and Strategies used by HLL to promote Pepsodent

Pepsodent was launched in 1993. It has experimented with its positioning allthrough its

life. Initially Pepsodent was launched in the highly successful "long lasting protection forhours after brushing" platform. It was the first toothpaste with a unique anti-bacterial

agent to address the consumer need of checking germs even hours after brushing.

In 1999-2000 Pepsodent tried to fight the market leader Colgate by shifting to Benefits of

germ fighting rather than Process of germ fighting. But the positioning failed and

Pepsodent had to come back to the old positioning by 2001.

Targeting Rural India

Hindustan Lever Ltd pushed oral care brand Pepsodent in rural India with a country-widepitch aimed at 10,000 villages initially.

The campaign, propagated the benefits of oral care to around 13 million children by end-

2002, improved volumes and also created a benchmark in the industry, an HLL officialsaid. The penetration of toothpastes is very low in rural India, so it is a very big market

not only for us but also for other toothpaste manufacturers. Along with an offer of free

dental check-ups, HLL is also planning to organize health camps involving villagers to

fortify its campaign. To promote Pepsodent, we will also offer free samples to the

villagers to try out the product and offer discount coupons on wrapper redemptionschemes, marketing manager of the oral care division said.

Pepsodent included the germ indicator to its pack in 2002, which allowed consumers

to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002,

Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence

the company has in the technical superiority of the product.

Pepsodent then came with dental insurance was considered the first of its kind dental

insurance scheme through its oral care brand, Pepsodent. The scheme, being launched

through a partnership with the New India Assurance, offers a dental insurance of Rs

1,000 on purchase of any pack of Pepsodent. Under this initiative, Pepsodent offers its

consumers insurance cover against expenses for the extraction of teeth due to caries andpediodontitis. However, the scheme involves some amount of paperwork. Consumers

wanting to avail of the scheme are required to send in a proposal form which is available

in all Superior Pepsodent packs of 100 and 200 gms along with the wrapper of the

toothpaste. To make the claim, the consumer will have to send in three wrappers of

Pepsodent along with medical certificates and bills which will be assessed by New India

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Assurance. However, the policy will not compensate claims for cosmetic dentistry or loss

of tooth due to accidents. Besides, the age limit of the consumer has an upside of 50

years. HLL said it would bear the entire cost of the insurance under this scheme.

Pepsodent connects directly with kids and their parents . Pepsodent has always

worked in the direction of an overall awareness of dental health. The re-launch campaign

in October 2003 widened the context to "sweet and sticky" food and leveraged the truth

that children do not rinse their mouths every time they eat, demonstrating that this makestheir teeth vulnerable to germ attack. HLL then came with the famous Dishum dishumcampaign . The insight for this campaign was that Mothers were really worried about the

eating habits of their kids. From that insight came the Big Idea " let Pepsodent fight

germs for You". The campaign and the smart pricing virtually killed the regional brands

in the oral care market.

Pepsodent knew that they should expand the total market of tooth paste and decided toincrease the market by increasing the usage of the product. Thus came the Bhoot

campaign . It aimed at educating consumers on the need for germ protection through the

night.

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4 Close-up

Presently, Close-up, India is marketing

the following three varieties of

toothpaste: -

Red gel Vitamin fluoride system

Close Up Lemon Mint Toothpaste Milk Calcium nutrient

4.1 Red gel Vitamin fluoride system

Segmentation/Target: It is clearly aimed at the youth. Its sleek toothpaste cover and the

picture of a young people on it unambiguously emphasize this point.

Positioning :

Attribute based positioning:

It has positioned itself being toothpaste with vitamins fluoride system which helped in

white teeth, strong teeth and fresh breath for a longer period of time.

Emotion based positioning:

It was the first gel based toothpaste launched in India so they started a new revolution

of gel based toothpaste. They wanted that the customer insight should be that people

are conscious about their breath and want to get close with each other withconfidence. Based on this insight the brand was positioned on the Fresh Breath

platform with an image of being cool.

4.2 Close-up Lemon Mint Toothpaste

Segmentation/Target: the segmentation is same as first product but just to create a

different appeal among the brand it has created a different product with different color

and other ingredients.

Positioning :


Close-up Lemon Mint, gel toothpaste with the whitening benefits of lemon. It has

flavor of lemon mint which help in giving freshness for a longer period of time asmint is a sign of freshness. Along with that this toothpaste helps in better and strongerteeth.

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4.3 Close-up Milk Calcium

Segmentation/Target: The segmentation is same as first product but just to create a

different appeal among the brand it has created a different product with different colorand other ingredients.

Positioning :


Close up Milk Calcium Nutrient with a new "centre-filled" gel. It is revolutionary

new toothpaste with the goodness of milk calcium in an industry-first core-in-sheath

format, with white milk calcium nutrient on the inside and a refreshing blue gel on the

outside.


It a positioning done for specific customers for more freshness and customers desiring

nutritious teeth.

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5 Vi


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5 Vicco

5.1 Vicco Vajradanti

Vicco Vajradanti offers this unique for mula in a dental

care paste that has natural astringent, antiseptic, and

analgesic properties. These ingredients also stimulate

and reinforce gums, while resisting plaque formation. Itgives you strong gums, which makes your bite mighty,which no cosmetic toothpaste can ever give.

Due to proven medicinal properties of its active ingredients, the Government has

permitted manufacturing of Vicco products under Ayurvedic Drug Licence.

The recipe for Vicco Herbal Toothpaste comes from the Indian system of holistic

medicine (Ayurveda) which aims to restore and maintain health through natural means.

Segmentation/Target: The target is the family people and the people who are health

conscious and inclined towards ayurveda and herbal care.

Positioning


It is positioned as an ayurvedic product which cleans, protects and strengthens teeth.

It has got 20 pure herbal extracts long established by Ayurvedic herbal tradition to be

good for teeth, mouth and gums.


The positioning is done in such a way it gives you strong gums, which makes your

every bite mighty, which no cosmetic toothpaste can ever give. It is focusing more onayurvedic which helps in better teeth.

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6 Meswak


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6 Meswak

Segmentation/Target: Meswak was first launched in 1988 and generated with a rarecombination of ancient scripture and modern science. It basically targets consumers

seeking natural benefits in their toothpaste and is used by vegetarians, religious and

health conscious people.

Positioning:


The astringent and bactericidal properties of Meswak help reduce tooth decay, fight

plaque and prevent gum disease. Imagine Toothpaste that's a rare combination ofAncient Wisdom and Modern Science. Imagine Toothpaste containing a natural

herbal ingredient in renowned ancient scriptures, and provided 70 different healthbenefits for the entire body. This Toothpaste is scientifically proven to help

strengthen gums, prevent tooth decay, eliminate bad breath, and ensure strong teeth

all at once.


Some of the ad slogans of meswak are:

Sadiyon ka khazana ab aasan hai apnana in 1998,

Meswak apnaiye, vishwas phelaiye in 1999,

Formula sirf Bharat ke pass hai in 2002

These taglines cater to emotional based positioning promoting that consumers will be

proud to use an Indian brand. Hence, competing with multinational brands

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7 Primary Survey


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7 Primary Survey

7.1 Questionnaire

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7.2 Analysis

Why this

toothpaste?Low Cost 2.02%

I wanted Gel 5.26%

I wanted a Non Gel 2.02%

I like colour of toothpaste.

3.24%I like the Taste, flavour of toothpaste.

12.15%I look for Herbal or ayurvedic.

1.62%It has Medical approval, FDA certification, etc.

6.48%It is patented technology.

2.43%I feel fresh after brushing.

12.55%The effect last long.

5.26%There was a discount.

0.00%It is good for Gums

5.26%It is good for strong teeth.

8.10%It helps fight bad breath

9.72%See my white teeth, its because of this toothpaste

2.02%It contains fluoride

1.21%I am a vegetarian .

0.81%I use only Indian products!

0.81%My child has bad eating habits, good for him/her.0.40%It protects against cavities

5.26%I trust the company and its products

8.10%Toothpaste is be accepted by the family.

3.64%Other 1.62%

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Demographics


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Age g r oup

21%60+

36-452%2%31-35

16-202%

18%

26-30

9%

79%

21-25Male Female

67%

As we observe, the survey data is very biased. The youth segment is also very dominantin the demographics. This has been the reason why some of the products show failure in

positioning. For example, Vicco Vajradanti is targeted to old and aged population, who

stresses on herbal composition; however survey results have been unable to capture suchresults.

Behaviour

Do you brush twice a day?

Yes No

As observed, less than 30% of sample brush twice daily.

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W ld l t t th t


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Would you se lect toothpaste

w hich helps you im prove your

social image?

25%

44%

31%

Likely Don't know Unlikely

Substantial part of sample, 25% believed that toothpaste help improve their social image.

Thus shows importance of emotion level positioning in toothpaste.

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39472512 Toothpaste Final Marketing

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