You are on page 1of 2

Colgate VsPepsodent

Colgate had enjoyed higher market share all through the years despite stiff competition from the likes of HLL and a host of regional brands. But the gaint shed its lethargy and stood up, fought the war and won.Colgate' s flagship brand CDC had consistantly positioned itself in the germ fighting platform. It had the famous " suraksha chakra " platform from where it had built its brand to this level.

Ever since the launch in 1993, Pepsodent has been trying hard to break into the stronghold of Colgate in the Rs 3000 crore Indian Oral Care market. Despite being a powerful brand with the powerful backing of HUL, Pepsodent is still hovering at around 13 % marketshare compared to around 52% share of Colgate. Despite having a differentiating factor like " Germ Killing Property " it is interesting to note that Pepsodent was not able to pose a significant threat to Colgate. My hypothesis is that although Pepsodent has established a Point of Difference, it has not been able to establish Points of Parity with Colgate. Colgate still has a strong acceptance as a toothpaste that prevents tooth decay and Pepsodent so far has not been able to establish itself in that attribute.
The most memorable campaign of Pepsodent so far was the DishoomDishoom campaign which catapulted the brand to the position of a worthy competitor of Colgate. HUL has been tweaking the germicheck advantage using various campaigns all these years.The brand also had its range of variants like Pepsodent Complete and also Pepsodent Whitening. The recent campaigns of Pepsodent was centered around interesting conversations among kids and also between Mother and Child. The brand had earlier tried to attack Colgate directly through ads which highlighted the claim that Pepsodent fights 10 tooth problems compared to competitors' 5 ( watch the ad ). The other campaign highlighted the common fear of mother about her child's dental health.

Posted on Dec 09, 2008 under Ugly face of Advertising Complan has never been an aggressive player compared to the market leader Horlicks . This explains the reason why such a powerful brand is languishing in a distant position of 15% market share compared to the 60 % share of Horlicks. While Horlicks has been breaking new grounds with a series of variants aiming at the entire family segment, Complan was lying

Complan had challenged this in Mumbai High Court but the ruling was not in their favor. A google search indicated that Horlicks has been running a campaign digging at Complan's main attribute of ' 23 vital nutrients '. The ad shows the before-after results of two samples and claim that Complan users grow two times more than the non-users. The TVC is almost a Cut. Today's newspaper had a stunner ad from this brand. I have not seen that ad of Horlicks. It is a very undesirable way in which both of these mega brands are fighting against each other. I was wondering why this sudden provocation. the concerned authorities would rise from the slumber soon and take appropriate actions. Hope. Those who has used this brand know that its good but was terribly expensive compared to the other highly advertised brands. The major happening for this brand in 2008 was the launch of the new flavor KesariBadam . Hence the brand has taken the war into the public. Sharper. Price always have been the weak point of Complan. the brand was in a low key mode continuing with the extension of its earlier campaign focusing on EXTRA growth.low all these years. The ad copy asks the readers to chose between the " low cost health drink " and " Complete Growth " . In most of the comparative ads. Stronger ". Complan is also running a TVC around the same theme. More over the brand was a little confused regarding its positioning and communication. Washing dirty linens in public was never a healthy practice but the public mud slinging which both of them has resorted to calls for immediate action against these two companies who have no right to confuse the public using the jugglery of language. essential nutrients and glossy images about child nutrition. However.Copy of the Horlicks' earlier campaign of " Taller. the name of competing brands will not be directly mentioned to avoid litigation. I have seen such explicit comparative ads in automobile sector . the current spat has bought some life into this brand. What was striking in that ad was that Complan has put a direct comparison with Horlicks by showing Horlicks brand on the ad and then comparing the various attributes. Then the ad talks about why Complan is better than Horlicks by comparing both in the parameters like :Main Ingredients Protien Content Protien Quality Number of nutrients . In the promotional front. It was a front page solus advertisement in the news Dailies with a direct comparative ad targeting Horlicks. . The ads will either use letters or dummies for comparison. The ad also reinforces the new positioning " Grow Twice Faster ". The ad spoke of the high price of Complan and was claiming that Horlicks had more than 23 nutrients but costs less than Complan.