Published by MBA Skool Team, Last Updated: August 19, 2017
Marketing Strategy of Pepsodent analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Pepsodent marketing mix, help the brand succeed.
Pepsodent marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Pepsodent Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Pepsodent Product Strategy:
The product strategy and mix in Pepsodent marketing strategy can be explained as follows:
Pepsodent is one of the leading oral care brands primarily into toothpastes and toothbrushes. A brief about the product portfolio in its marketing mix can be explained as follows. Pepsodent offers 5 different products in its dental cream segment namely Expert protection, Clove and Salt, Germicheck, Supersalt, Whitening. Pepsodent is among the most trusted brands in India (Brand Equity, Economic Times, India). Pepsodent has positioned the product as one that fights germs and offers protection against cavities and gum related problems. The brand also offers toothbrushes to its product range. In the oral care market in India, toothpastes have the highest share followed by toothbrushes. HUL has bundled certain product ranges of Pepsodent to offer it in SKUs of 150 g, 300g, 100g and 175 g. For its premium offerings like Gum care, expert protection, the SKUs has been maintained at 70g. Pepsodent mainly caters to the urban market. There is a growing preference for products with natural and ayurvedic ingredients. Indian toothpaste market is a growing segment with several opportunities available. Almost one third of the population does not have access to any of the modern oral healthcare facilities making it an attractive prospect for leading key players. Toothpastes are available in the powder, gel and cream formats in the market.
Image: company website
Pepsodent Price/Pricing Strategy:
Below is the pricing strategy in Pepsodent marketing strategy:
Pepsodent mainly targets the urban segment who do not mind spending more for a quality product.
The brand has positioned some of its daily use products a little above that of Colgate. The additional price is commanded for its Germ shield active ingredients. The key value proposition of Pepsodent is the value it offers for protection against germs and cavities. Despite the USP the pricing of Pepsodent products in its marketing mix is competitive enough to have a strong market share.
Following is the distribution strategy in the Pepsodent marketing mix:
Pepsodent is sold through retail outlets. It is also available on e-commerce platforms like flipkart and amazon. HUL has an amazing distribution and retail channel. Pepsodent uses this similar retail channel to get the reach and breadth to sell its products across all corners of the country. HUL has close to 7,000 redistribution stockists covering about one million retail outlets. 2,000 suppliers and 7,000 distributors currently serve the 100 factories that HUL operates in India. Pepsodent is made available in traditional mom and pop (kirana) stores and supermarket type retail outlets too.
Hence, due to the extensive network spread across, Pepsodent toothpaste and toothbrushes are available easily.
Pepsodent Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pepsodent marketing strategy is as follows:
Pepsodent has strong marketing focus and uses all channels to ensure good brand visibility. Pepsodent used a problem-solving approach initially when the product was launched. Its advertisements communicated about the problems that arise out of germs and the film that deposits on teeth after food consumption. It was launched as a 10-day trial pack product allowing the consumers to test it before making volume purchases. Pepsodent ads usually target children. Unilever believes in catching the customers young, hence they specifically communicate its advertisements to children. Toothpastes are tunnel products where consumers do not spend much time trying to understand which product is the best. Hence, aggressive advertisements will help the brands to gain a higher brand recall among consumers. Recently Pepsodent launched a digital behaviour change programme that aims at making brushing a happy family activity. Pepsodent are trying to move away from their traditional image of a product exclusively for the children. Hence, this gives an overview of the marketing mix of Pepsodent.
Pepsodent is a leading oral care brand with a wide range of products (tooth brushes and toothpastes), benefitting from Unilever’s long tradition of R&D in this field. Pepsodent was launched in 1993, in India and has remained as one of India’s top oral care products in the country. It positions itself as a brand that fights germs, cavities and offers fresh breath and healthy gums. Close competitors to Pepsodent in India are Colgate, Oral B, Close-up, Dabur red. India has witnessed a CAGR of 12% in the Dental care market in the period from 2010 to 2015. This growth is expected to continue over the years and the market is expected to reach US$22 billion by 2020 according to Ken research. India is also expected to become the largest market for dental products and materials worldwide.
In terms of consumption patterns, herbal toothpastes are gaining a larger market share. Pepsodent make up about one fifth of the toothpaste market in India with products from brands like Patanjali, Colgate and Dabur.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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