Pepsodent SWOT Analysis, USP & Competitors

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SWOT Analysis of Pepsodent with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pepsodent

Parent Company

HUL

Category

FMCG

Sector

Personal Care – Toothpaste

Tagline/ Slogan

Dss nahi to bas nahi; My toothpaste fights 10; Protection Outside Freshness Inside; Gets Your Teeth Their Whitest

USP

Pepsodent is a 15 year old brand that offers various oral care solutions to specific need based solutions.

STP

Segment

Personal Care -Toothpastes – Range of variants for different needs

Target Group

Urban Households for Oral Hygiene Care

Positioning

Brand that offers various oral care solutions to specific need based solutions

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Colgate
2.Anchor
3. Oral-B


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