SWOT ANALYSIS OF

PEPSODENT

BASED ON FINDINGS THROUGH PRIMARY AND SECONDARY DATA SOURCES

STRENGHTS
PRIMARY DATA SOURCE FINDINGS NUMBER 1 IN THE WHITE PASTE CATEGORY ---OUT 195 RESPONDENTS 75 VOTED FOR PEPSODENT TO BE THEIR TOP CHIOCE IN THIS CATEGORY(APPROX 38.4%) 2ND IN THE GEL PASTE CATEGORY ---ALMOST 34% RESPONDANTS CHOSE PEPSODENT IN THIS CATEGORY SECONDARY DATA SOURCE FINDINGS

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LOYAL CUSTOMER BASE ALMOST 100 OUT FDI endorsement of the product OF 250 RESPONDANTS HAVE SAID THEY ARE USING THE BRAND FOR MORE THAN 10 YEARS NOW HIGH CUSTOMER SATISFACTION REVEALED HINDUSTAN UNILEVER S STRONG GOODWILL THROUGH THE FIGURE SHOWING NO BRAND AND SUPPLY CHAIN MANAGEMENT SHIFTERS FROM PEPSODANT

WEAKNESS
PRIMARY DATA SOURCE FINDINGS SECONDARY DATA SOURCE FINDINGS BRAND DIVERSIFICATION ABSENT ONLY RESEARCH SHOWING DISEFFECTIVENESS OF PRESENT IN WHITE PASTE AND GEL PEPSODENT S LONG LASTING GERM SEGMENT.COLGATE HAS PRESENCE IN WHITE FIGHTING CLAIMS PASTE ,GEL,POWDER AND HERBAL SEGMENTS PRICE RANGE INCOMPETITIVE RESPONDENT HAVE SHOWN THAT PRICE IS A FACTOR FOR BRAND SHIFT AND BRAND PREFERENCE NEW USERS LIMITED CREATIVE STRATEGY IS NOT UP TO THE MARK---COMMUNICATING BRAND S IMAGE TO NEW TARGET CUSTOMERS IS SLOPPY COMPARED TO MARKET LEADER COLGATE LATE ENTRANCE INTO A MARKET THAT SAW HUGE GROWTH IN FMCG SECTOR OVER EMPHASIS ON GERM CHECK VERNACULAR FUN FACTOR MISSING

OPPURTUNITIES
‡ REVEALED THROUGH SAMPLE SURVEY ---SCOPE FOR PEPSODENT TO ENTER HERBAL AND COSMETIC SECTOR ‡ DEMAND ALREADY THERE AS MARKET GROWTH WILL BE PHENOMENAL AS INDIA GROWS ‡ OFFERING THE FRESHNESS BENEFIT TO THE CONSUMER SHIFTING BRAND COMMUNICATION FROM GERM CENTRIC PROPAGANDA TO FRESHNESS PROPAGANDA ‡ WIDE OPPORTUNITY LIES IN THE FREE GIFT PROPOSITION

THREATS
‡ APART FROM TRADITIONAL RIVAL COLGATE ,THREATS COME FROM EMERGING BRANDS LIKE AMWAY ‡ COLGATE S MARKET SHARE 52% PEPSODENT S-17%--DWINDLING DAY BY DAY--THANKS TO MARKET CONSOLIDATION BY COLGATE(LIKE COLGATE CIBACA ETC.) ‡ IMAGE PROBLEM GERMS CENTRIC MISIMAGE