39576516 Consumer Insights on Pepsodent Toothpaste

Apr 11, 2023Apr 11, 2023 PGDM FT_Brand Management_Term 6PGDM FT_Brand Management_Term 6 11

Consumer Insights on Pepsodent Consumer Insights on Pepsodent ToothpasteToothpaste

Group MembersGroup Members::

Kanika Rajat JhinganKanika Rajat JhinganRajat JhinganRajat Jhingan


IntroductionIntroduction

Brand management starts with understanding what ‘brand’ Brand management starts with understanding what ‘brand’ really means. This starts with the leaders of the company really means. This starts with the leaders of the company who define the brand and control its management. It also who define the brand and control its management. It also reaches all the way down the company and especially to the reaches all the way down the company and especially to the people who interface with customers or who create the people who interface with customers or who create the products which customers use.products which customers use.

Through this project, we try to understand the entire Through this project, we try to understand the entire procedure behind the branding of a product and whether it procedure behind the branding of a product and whether it creates the desired impression in consumer’s mind.creates the desired impression in consumer’s mind.

We also try to understand the competitors strategies and its We also try to understand the competitors strategies and its image in customer’s mind. We have carried out a primary image in customer’s mind. We have carried out a primary survey to throw more light on consumer’s insight.survey to throw more light on consumer’s insight.

The product chosen by our group is The product chosen by our group is Pepsodent ToothpastePepsodent Toothpaste..


The project is divided in two sections:The project is divided in two sections:

Section I: Section I: Product X: Initial Market and Product InformationProduct X: Initial Market and Product Information Type of productType of product Size of market and potentialSize of market and potential Key Players in the marketKey Players in the market Leading BrandsLeading Brands About the brand chosenAbout the brand chosen Market SegmentationMarket Segmentation Distribution structureDistribution structure

Section II: Consumers’ Information and the consumer insights Section II: Consumers’ Information and the consumer insights for Product Category Xfor Product Category X

- The purchasers & the influencersThe purchasers & the influencers- The end-consumer's needs, desires, preferenceThe end-consumer's needs, desires, preference- Perceived branding for the brand chosen or the general Perceived branding for the brand chosen or the general

product expectatioproduct expectatio- The brand attributesThe brand attributes- The potential ‘added-value’ related to the productThe potential ‘added-value’ related to the product- Use and usage behaviorUse and usage behavior- What else should we know about the consumers of the What else should we know about the consumers of the

studied productsstudied products


Section I Section I

1) Type of Product1) Type of Product Pepsodent Toothpaste is a Fast Moving Consumer Good Pepsodent Toothpaste is a Fast Moving Consumer Good

(FMCG)(FMCG)

2) Size of the market and potential2) Size of the market and potential Toothpaste market in India is worth Rs 2800 Crore (2009). Toothpaste market in India is worth Rs 2800 Crore (2009).

The branded oral care penetration in India is less than 55 per The branded oral care penetration in India is less than 55 per cent. There is a huge difference in the level of penetration in cent. There is a huge difference in the level of penetration in rural and urban sector, 41% and 79% respectivelyrural and urban sector, 41% and 79% respectively..

3) Key Players in the market3) Key Players in the market Pepsodent is a product of Hindustan Unilever Limited. The Pepsodent is a product of Hindustan Unilever Limited. The

same company also produces Close up.same company also produces Close up. Other competitors are – Colgate, Anchor, Babool, Meswak, Other competitors are – Colgate, Anchor, Babool, Meswak,

BalsaraBalsara

4) Leading Brands4) Leading Brands Colgate, Pepsodent and Close Up, in that orderColgate, Pepsodent and Close Up, in that order


Section I (contd.)Section I (contd.)

5) About the brand chosen5) About the brand chosen - - Unique formulation Unique formulation - Communication- Communication - Endorsed by BDS- Endorsed by BDS - Offering choice and Expanding the Portfolio- Offering choice and Expanding the Portfolio

6) 6) Market SegmentationMarket Segmentation

Age: Age: Pepsodent Milk Teeth Pepsodent Milk Teeth Income levelIncome level: For the first time in India, the company has also : For the first time in India, the company has also

launched a 20gm pack priced at Rs 5/-. The new low unit price launched a 20gm pack priced at Rs 5/-. The new low unit price pack is intended at driving penetration in rural markets and pack is intended at driving penetration in rural markets and converting non-users to the benefits of Pepsodent.converting non-users to the benefits of Pepsodent.

Dental needs: Dental needs: Pepsodent sensitive for teeth that are sensitive to Pepsodent sensitive for teeth that are sensitive to temperature change when they eat. Various products it offers:temperature change when they eat. Various products it offers:

Pepsodent Gum CarePepsodent Gum Care Pepsodent 2 in 1Pepsodent 2 in 1 Pepsodent RegularPepsodent Regular


Section I contd.Section I contd.

7) Distribution Structure7) Distribution Structure

Distribution systems focus to enable easy access to their Distribution systems focus to enable easy access to their brands, touch consumers with a three-way convergence - of brands, touch consumers with a three-way convergence - of product availability, brand communication, and higher product availability, brand communication, and higher levels of brand experiencelevels of brand experience

An IT-powered system, with the name RS Net has been An IT-powered system, with the name RS Net has been implemented to supply stocks to redistribution stockistsimplemented to supply stocks to redistribution stockists..

For this, stockists For this, stockists have been connected have been connected through an Internet-through an Internet-based network, called RS Net, for online interactionbased network, called RS Net, for online interaction..

The objective is to make the product available at the right The objective is to make the product available at the right place and right time in the most cost effective manner.place and right time in the most cost effective manner.

RS Net is part of Project Leap, HUL's end-to-end supply RS Net is part of Project Leap, HUL's end-to-end supply chainchain..


Research MethodologyResearch Methodology

Problem Definition: To understand the market of Problem Definition: To understand the market of Pepsodent and further understand, a consumers psyche Pepsodent and further understand, a consumers psyche while buying toothpastewhile buying toothpaste

Research Design – DescriptiveResearch Design – Descriptive

Survey Strategy – Discussions & QuestionnairesSurvey Strategy – Discussions & Questionnaires

Sampling Method – Convenience & StratifiedSampling Method – Convenience & Stratified

Sample Size – 55Sample Size – 55

Scope: Wide Scope: Wide


Section II (1/5)Section II (1/5)

Which toothpaste do you use?

56%15%

22%

0%

7%

Colgate

Pepsodent

Close Up

Anchor

Others

How often do you buy your toothpaste?

29%

45%

22%4% Tw ice

Once

Once in 2

After 2

Hoe often do you change your toothpaste brand?

24%

18%

18%

40% Once

Once in 6

Once

Same



Attributes people Attributes people look for when look for when buying a buying a toothpastetoothpaste

FreshnessFreshness Healthy teeth & Healthy teeth &

gumsgums Good tasteGood taste WhitenessWhiteness Prevention of Prevention of

tooth decaytooth decay Use of natural Use of natural

herbsherbs Makes frothMakes froth

Factors that Factors that influence the influence the most while most while buying a buying a toothpaste, in toothpaste, in order of order of importanceimportance

Gel / Non gelGel / Non gel PricePrice AvailabilityAvailability AdvertisemeAdvertiseme

ntsnts TasteTaste PackagingPackaging Good Good

schemesschemes


Factors that influence while choosing a particular brand of toothpaste, in order of importance

• Own will• Family preferences• Dentist’s suggestion• Advertisements• Shokeeper’s advice• Reference from others•Other reasons

Changes in the Changes in the competitor’s competitor’s brand makes brand makes one change his one change his brand, in order brand, in order of importanceof importance

Bad experience Bad experience with the with the current brandcurrent brand

More dental More dental benefitsbenefits

Lower pricesLower prices Rebranding/ Rebranding/

repositioningrepositioning Better schemesBetter schemes PackagingPackaging Other reasonsOther reasons




Parameters of Pepsodent as rated by respondents, in Parameters of Pepsodent as rated by respondents, in order of goodnessorder of goodness

1. Price, Availability, Pepsodent as a Brand1. Price, Availability, Pepsodent as a Brand

2. Taste, Dental Care & Benefits2. Taste, Dental Care & Benefits

3. Packaging3. Packaging

4. Advertisements4. Advertisements

5. Innovativeness5. Innovativeness



Do you visit Pepsodent websites?

78%

22%

Yes

No

Do you know all the variants of Pepsodent?

58%

42%Yes

No

Are you brand loyal to your toothpaste?

71%

29%

Yes

No

Do you buy toothpaste out of uderstanding or randomly?

87%

13%

Understanding

Random


Our take on Findings (1/2)Our take on Findings (1/2)

- The purchasers & the influencers:The purchasers & the influencers: People seldom get People seldom get influenced by others when buying things of daily use and influenced by others when buying things of daily use and like to remain brand loyal, as well as less choosy. That is like to remain brand loyal, as well as less choosy. That is why, we see so many people using the same toothpaste and why, we see so many people using the same toothpaste and not wanting to change it. Also, the one that is being used in not wanting to change it. Also, the one that is being used in the family becomes the preference of the respondents the family becomes the preference of the respondents

The end-consumer's needs, desires, preferences:The end-consumer's needs, desires, preferences: Toothpaste is such a product that one meets with early in the Toothpaste is such a product that one meets with early in the morning, so it has to be a brand which satisfies one morning, so it has to be a brand which satisfies one completely, according to their priorities, such as taste, completely, according to their priorities, such as taste, freshness, benefits etc freshness, benefits etc

The brand attributes:The brand attributes: Affordable, has dental benefits, taste Affordable, has dental benefits, taste is not that great, has many variants, is advertised extensivelyis not that great, has many variants, is advertised extensively

The potential ‘added-value’ related to the product:The potential ‘added-value’ related to the product: Creates resonance in the minds of people “toothpaste fail ho Creates resonance in the minds of people “toothpaste fail ho gaya” in peoples mind. Tells them that if people do not use gaya” in peoples mind. Tells them that if people do not use it, they might fail in dental tests and thus, in life in general.it, they might fail in dental tests and thus, in life in general.


Our take on Findings (2/2)Our take on Findings (2/2)

What else should we know about the consumers of the What else should we know about the consumers of the studied products:studied products:

- - Respondents do not visit Pepsodent’s website, which means Respondents do not visit Pepsodent’s website, which means that they do not know much about the company. All that they that they do not know much about the company. All that they know is through ads and shopkeepers. know is through ads and shopkeepers.

- Respondents do know about various variants of Pepsodent, - Respondents do know about various variants of Pepsodent, which means there is fair amount of awareness about the which means there is fair amount of awareness about the brand, which obviously could be enhanced. brand, which obviously could be enhanced.

- Respondents are brand loyal to their toothpastes, which means - Respondents are brand loyal to their toothpastes, which means its hard to make them switch, unless and until the same its hard to make them switch, unless and until the same amount of trust and information about the benefits are amount of trust and information about the benefits are provided to the masses.provided to the masses.

- Respondents buy toothpaste out of understanding, which - Respondents buy toothpaste out of understanding, which means that people cannot be fooled by providing a product means that people cannot be fooled by providing a product which promises a lot but delivers less.which promises a lot but delivers less.


RecommendationsRecommendations

Pepsodent needs to create more awareness, similar to what Pepsodent needs to create more awareness, similar to what Colgate does. It could hold free dental camps, workshops, Colgate does. It could hold free dental camps, workshops, sponsor events etc.sponsor events etc.

As a brand name, it is good, but if it will enhance its As a brand name, it is good, but if it will enhance its distribution strategies and reach to the villages also, like distribution strategies and reach to the villages also, like Colgate, then it could also become a Pan-India brand.Colgate, then it could also become a Pan-India brand.

Brand loyalty plays an important part in this product. Constant Brand loyalty plays an important part in this product. Constant resonance is to be generated among customers, so that they resonance is to be generated among customers, so that they remain brand loyal to Pepsodent.remain brand loyal to Pepsodent.

Needless to say, taste, freshness and benefits could be Needless to say, taste, freshness and benefits could be enhanced.enhanced.

It already has variants in the market, but all of them are quite It already has variants in the market, but all of them are quite similar. Pepsodent could come up with a blue gel and a red gel similar. Pepsodent could come up with a blue gel and a red gel etc. like Close up, so that it could get Close Up’s booty also.etc. like Close up, so that it could get Close Up’s booty also.

It could come in various sizes that suit everyone’s pocket.It could come in various sizes that suit everyone’s pocket. If Pepsodent could also get a certificate form some kind of If Pepsodent could also get a certificate form some kind of

dental organization, then definitely the users will switch to dental organization, then definitely the users will switch to Pepsodent.Pepsodent.


Thank You!Thank You!

39576516 Consumer Insights on Pepsodent Toothpaste

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