Oral Care The oral care market can be segregated into toothpaste (60%), toothpowder (23%) and toothbrushes (17%). While 60% of toothpaste is sold on the family platform, around 35% is sold on cosmetic propositions. On the other hand, while toothpowder accounts for 52% of the market, red toothpowder accounts for 40% and black toothpowder accounts 8%. The penetration level of toothpast/powder in urban areas is 3X that in the rural areas. Traditional materials such as neem and tobacco are popular for cleaning in the rural areas, Frequency of usage for toothpaste is only 1.5 times among other consumers, compared with 2 times in the developed world. Per capita consumption of toothpaste is only 70 gm compared with 300 gm. Given the low per capita consumption and penetration rates, toothpaste demand is mainly being driven by the overall market growth of 8-10%. Toothpowder growth is also being driven by the rural segment.

Product Class
Pepsodent is a Non-Durable, Convinence FMCG Product

Product Introduction
Pepsodent is Hindustan Unilevers one of the leading oral care brand. Now pepsodent offers consumes a free dental insurance worth Rs1000/- on purchase of any pack of pepsodent. The insurance given by pepsodent is in partnership with New India insurance, Pepsodent has Steadly gained market share from 16.4 to 17.3%. HULL Oral Care Today Commands an Overall 34.9% of toothpaste market.

Product Line of pepsodent Close-Up Product Type

Pepsodent presently has 6 variants Pepsodent Germi check Pepsodent 2 in1 Pepsodent Complete 10 Pepsodent Regular Pepsodent Whitening Pepsodent Centre Fresh

Pepsodent G
Pepsodent G targets all the people who desire healthy and strong teeth and also those who already suffer from gum diseases, plaque, tarter etc. 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. 20

3.2 Pepsodent 2 in 1
Pepsodent 2 in 1 targets basically the youth who along with the germ fighting also want fresh breath. 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

Pepsodent Complete targets the entire consumer base. Attribute based positioning Pepsodent Complete fights 10 problems of your mouth which no other toothpaste does. Basically an all-in-one toothpaste. Emotion based positioning No real emotion based positioning intended.

3.4 Pepsodent Whitening

Pepsodent Whitening targets consumers who are more concerned about the whiteness of their teeth. 21 Attribute based positioning Healthy white teeth for your family. Emotion based positioning No intended emotion based positioning.

3.5 Pepsodent Regular

Pepsodent regular targets families. 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

Pepsodent has come up with a new variant Pepsodent Center Fresh capturing the segment which wants germ protection as well as fresh breath 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 22 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 of mouthwash within the toothpaste. Such visual evidences provide the brand a powerful support and can be even considered to be a brand element.

Key Competitors
Colgate - Palmolive Dabur Balsara Dabur Himalaya Ajanta India limited AyuCare Vardhaman chemicals Galaxo Smithkline Anchor

Product line pricing Quantity Sales Price in Rupees

Pepsodent Germi check

80gms 175gms

24/52/ 54/ 58/ 50/ 50.25/52/ -

Pepsodent 2 in1 Pepsodent Complete 10 Pepsodent Regular Pepsodent Whitening Pepsodent Centre Fresh Strengths and weaknesses:

150gms 150gms 150gms 150gms 150gms

Note: Please refer www.allfreeessays.com/topics/swot-pepsodent Its not opening in Hostel, Please check this site and put the weakness ans strengths Conclusion: