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 :
Attribute based 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.
Emotion based positioning
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 :
Attribute based positioning
Colgate Max Fresh positions itself on the basis of freshness. The tagline A
new dimension of freshness brings home this very point.
Emotion based positioning
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 :
Attribute based positioning
Colgate Kids Toothpaste positions itself on the basis of taste.
Emotion based positioning
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 :
Attribute based 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.
Emotion based positioning
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 :
Attribute based positioning
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Colgate Herbal positions itself based on basically only one attribute, i.e. being
herbal.
Emotion based positioning
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 :
Attribute based positioning
The toothpaste positions itself in a very standard way by claiming to provide
strong teeth and fresh breath.
Emotion based positioning
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 :
Attribute based 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.
Emotion based positioning
No real emotional based positioning intended.
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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:
Attribute based 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.
Emotion based positioning
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.
Emotion based positioning
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 :
Attribute based 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 :
Attribute based 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 :
Attribute based 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 :
Attribute based 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 :
Attribute based 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
Emotion based positioning
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:
Attribute based 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.
Emotion based positioning
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 :
Attribute based positioning
Pepsodent Complete fights 10 problems of your mouth which no other toothpastedoes. Basically an all-in-one toothpaste.
Emotion based positioning
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 :
Attribute based positioning
Healthy white teeth for your family.
Emotion based positioning
No intended emotion based positioning.
3.5 Pepsodent Regular
Segmentation/Target: Pepsodent regular targets
families.
Positioning :
Attribute based positioning
Long lasting germ protection for your family.
Emotion based positioning
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 :
Attribute based 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.
Emotion based positioning
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 :
Attribute based 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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Emotion based positioning:
No real emotional based positioning intended.
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 :
Attribute based 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.
Emotion based positioning:
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
Attribute based 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.
Emotion based positioning:
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:
Attribute based 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.
Emotion based positioning
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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