EXUCUTIVE SUMMARY:

Unilever is one of the world’s leading consumer goods companies, making and selling around 400
brands in more than 190 countries. Every day, 2.5 billion people use their products to look good,
feel good and get more out of life. That’s about a third of the global population choosing from
household names such as Lipton, Knorr, Dove, Pepsodent and Hellmann’s, and iconic local brands
like Bango in Indonesia and Suave in the US. In fact, thirteen of the world’s top 50 brands are
owned by Unilever.

Unilever intends to make their presence visible in every corner of our country. They wish to bring
awareness among the consumers with their herbal product such as Pepsodent Herbal, which an
ayurvedic product added to their product line.

Unilever introduced a brand new product in their family namely ‘Forever Brand’. This is a unique
product that is available in the market of Bangladesh alongside other products of the company. This
unique toothpaste helps fight every oral issues and most importantly helps fight oral cancer. It is
formulated with only natural and herbal products gifted by the Mother Nature. This product is
environment friendly and as well as user friendly because of its usefulness and reasonable pricing.
Table of Contents

Market Description…………………………………………………………………………….....5
Assessment of 4 Ps……………………………………………………………………………….6, 7
Competitive review………………………………………………………………………………7, 8
Objectives & Goals………………………………………………………………………………8, 9
Marketing Strategy………………………………………………………………………………10,
11
Product Strategy…………………………………………………………………………………12, 13

Forever Bright

Market description…………………………………………………………………....…………14
Assessment of 4 Ps………………………………………………………………………………15,
16
Competitive review……………………………………………………………………………...17
Objectives & Goals………………………………………………………………………………17,
18
Market segmentation…………………………………………………………………………….19
Product strategy………………………………………………………………………………….20,
21
Market communication strategy…………………………………………………………………22
Reference………………………………………………………………………………………...23

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PEPSODENT HERBAL TOOTHPASTE:

MARKET DESCRIPTION:

Pepsodent is one of the leading oral care brands primarily into toothpastes and toothbrushes. In
Bangladesh, they have broad boundaries. Given the social awareness that is growing around, this

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herbal product is appealing for almost all backgrounds of people. Pepsodent offers different
products and target several markets with their varieties. Such as:

Pepsodent Germ check - The germ check formula helps fight cavity-causing germs even 12 hours
after brushing and ensures a long lasting fresh breath. It also removes stains and plaque. Pepsodent
recommends this toothpaste for specially kids.

Sensitive Expert - This particular product is developed with the collaboration of dentists. It helps to
relief pain and sensitive gums. This toothpaste is a great choice for people with chronic tooth
sensitivity in adults.

Pepsodent charcoal white - It is designed by blending high quality purified Charcoal and the
essence of Lemon. Contains activated formula that gently polishes away tooth stains, restoring
white smile naturally and acts as a complete oral care for the whole family.

All toothpaste users or potential toothpaste users represent the target market of our Herbal
toothpaste. As awareness for dental health and well-being is increasing tremendously in our
country, the target market for Herbal toothpaste is also expanding. The target market for the herbal
product is mainly the nature sensitive users, the ones that want whitening of tooth by naturally
produced toothpastes. The users of this paste are everyone in the family starting from the kids to
prevent early tooth decay and cavities to the elder ones who like to use herbal products to keep them
healthy. Additionally, like other Pepsodent toothpaste, it also targets the Mothers who are worried
about their child's healthy teeth.

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Assessment of 4 Ps:

Product:

Pepsodent herbal toothpaste 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 toothpaste the brand itself offers 5 different products in its dental cream segment namely
Expert protection, Clove and Salt, Germ check, Super salt, Whitening. Pepsodent herbal toothpaste
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. Toothpastes have the
highest share followed by toothbrushes. Pepsodent mainly caters to the urban market. There is a
growing preference for products with natural and ayurvedic ingredients. 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.

Price:

Pepsodent herbal toothpaste 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 toothpaste. The additional price is commanded for its Germ shield active ingredients. The
key value proposition of Pepsodent herbal toothpaste is the value it offers for protection against

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germs and cavities. Despite the USP the pricing of Pepsodent products in its marketing mix is
competitive enough to have a strong market share.

Place:

In order to create a market for its products Pepsodent has decided to create and maintain a
professional approach. The company has made its distribution channel very organized so that
products can be easily available to the customers. The consumers can easily buy these products
because of their easy accessibility in every nook and corner. It is also available on e-commerce
platforms like bikroy.com, bagdoom.com and daraz.com.bd etc. As its distribution network is
immense, the products are available in both rural market and semi urban market. Pepsodent is
committed to gain better understanding of the market and hence they are always in the lookout for
improving any hiccups in the distribution channels. They have the backing of their parent company
Unilever and hence it is possible to send the products easily in every part of the country.

Promotion:

Pepsodent herbal toothpaste has strong marketing focus and uses all channels to ensure good brand
visibility. Pepsodent herbal toothpaste 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 herbal toothpaste 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 herbal toothpaste launched a digital behavior change program that aims at making
brushing a happy family activity. Pepsodent herbal toothpaste 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 herbal toothpaste.

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Competitive Review:

Innovation is the key of success. All companies should adopt best supply chain practices in order to
remain competitive and to ensure on time supply of products.

Unilever is one of the oldest multinational companies in the world. Now its product is available in
around 190 countries. Unilever owns over 400 brands. Moreover this multinational companies are
very lucrative and innovative fast based companies. But there are many multinational companies in
Bangladesh are also competing with each other in order to increase their market share. For example:
Dabur, Colgate-Palmolive Company, GSK, and Square, Medi-Plus etc. Companies compete in a
market where rivalry is intense with a plethora of brands and sub brands occupying both the lower
and upper tiers of the price continuum. For almost two decades, Managers have been learning to
play by a new set of rules. Companies must be flexible to respond rapidly to competitive and market
changes. They must benchmark continuously to achieve best practice. They must outsource
aggressively to gain efficiencies. And they must nurture a few core competencies in the race to stay
ahead of rivals. The quest for productivity, quality and speed has spanned a remarkable number of

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management tools and techniques such as total quality management, benchmarking, time-based
competition, outsourcing, partnering, re-engineering and change management. Although the
resulting operational improvements have been dramatic, many companies have been frustrated by
their inability to translate those gains into sustainable profitability.

The direct competitor of Pepsodent Toothpaste is Dabur Company's Dabur Meswak

Toothpaste as both of them contain natural herbal ingredients. But there are other toothpastes
in the market which give fighting competition to each other to increase their own market share too.
As Unilever’s consumer’s products have the largest market share in the Consumer industry, they
can be called the market leader. On the hand for being a foreign company manufacturing products
in Bangladesh, they have the advantage of product positioning as people of Bangladesh prefer
foreign brands more because of their product performance and quality. Pepsodent Toothpaste isn't
highly priced so that people won’t mind to buy it for the usefulness. Besides, it has Unilever's brand
value. Compared to the other products of Unilever, Pepsodent Toothpaste may lack large market
share, proper sales promotion and advertising, but they can improve on these fronts as it is a newly
launched product in the market. But because of the reputation and image that Unilever and their
products have, it will not take much time to contribute in increasing the market share in consumer
market with Pepsodent Toothpaste.

From the price comparison below, it can be seen that the price of Pepsodent herbal is a bit higher
than the rival ones. However, given the brand image that Unilever has and the qualitative products
that they produce, all of them ads up to make the product slightly pricey.

BRAND NAME PRICE

Pepsodent herbal 220
Colgate herbal 200
Dabur Meswak 110
Regular Used Herbal Toothpaste Market Price in Bangladesh:

2019 Total Market Share of Toothpaste Brands in Bangladesh:

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 Market Share

23%
44%
15%

19%

Close-Up Colgate Pepsodent Others

Objectives:

The main objective of Pepsodent Herbal is to provide customers satisfaction through the usefulness
of this product. They want to ensure that their product satisfies all the customer needs. They want to
maintain reasonable pricing and ensure quality standards, which Unilever always have.

With all the natural ingredients in the toothpaste, this product is environment friendly since all the
components are produced by Mother Nature.

The herbal toothpaste contains all of the needed elements without the potential harmful chemicals.
The ingredients are such as:

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 • Naturally produced leaves such as betel leaf, which helps refresh breath and protects against
germs.
• Peppermint oil is also infused in the formula. Research has found that peppermint oil is also
exceptionally powerful for fighting oral pathogens and killing common bacteria that can
lead to cavities and gum disease. It is known for its cooling and numbing elements which
can effectively soothe tooth and muscle aches and reduce bleeding gum and sensitivity.
• Clove Oil is an essential oil for oral care. Clinical research indicates that clove oil can
relieve tooth pain and bad breath, as well as help reduce gum disease. Clove oil also has the
natural ability to restrict the development of bacteria and can help fight mouth and throat
infections.
• Salt and Lime in the ingredient list acts as an anti-bacterial. Both of them helps whiten teeth.
Lime also adds a fresh feel to the breath.

Unilever believes creating and building trust with the customers is the pillar to success. It is the key
to increase and hold the market share of the company. Though Unilever is a worldwide known
company, the company still thrives to produce the best quality products.

Goals:

The most important goal Unilever wants to achieve is ‘To go green’. Since very less amount of
chemical are used in this particular product, it is both beneficial for oral care and also the
environment.

Secondly, the company already has a strong brand image, therefore Pepsodent herbal only helped
them to maintain the strong base of trust with their customers.

COME UP WITH NEW VERSION OF PEPSODENT TOOTHPASTE

Introducing you to the new generation Pepsodent toothpaste with everlasting stain remover, gums
protection and enamel care. Which will help you to feel chronic fresh breath.

Pepsodent Whitener & Stain Remover:

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MARKET DESCRIPTION:

The physical act of brushing your teeth provides most of the “cleaning.” Your toothbrush itself is
what eliminates leftover food particles from your teeth, and it would still do so even if you only
brushed your teeth with water alone. The toothpaste is required for the elimination of bacteria. The
bacteria that are in your mouth are the kinds that cause halitosis, gingivitis and oral cancer.
Therefore, you need to use a toothpaste that can effectively stop the bacteria. Pepsodent Whitener &
Stain Remover Toothpaste is here to do that. It alone remove yellow stained of your teeth, fights
with bacteria, cavities and germs that causes all sorts of oral problems.

PRODUCT DESCRIPTION:

Pepsodent Whitener & Stain Remover Toothpaste will give you the results you’re looking for
however stained or yellow your teeth are. You can now ditch those harmful whitening products that
use toxic
“Pepsodent Whitener & Stain Remover”- Designed by group
six.

ingredients, fluoride or bleach. This dental expert teeth whitening toothpaste has no artificial colors
or chemicals and is 100% safe for use by adults.

WHY CUSTOMERS USE THIS PRODUCT:

We all want our toothpaste to keep us out of all types of tooth decay and pathogens and keep our
teeth healthy, strong and strong. People should use Pepsodent Whitener & Stain Remover
Toothpaste because its will contains...

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Fresh Breath: How about a fresh mint breath all day long?

Pepsodent Whitener & Stain Remover Toothpaste Get your teeth sparkling white, and as well enjoy
a fresh minty breath that improves your public confidence all-day long.

Boost your overall oral health and sport an attractive fresh mint breath any day without having to
blow a hole in your wallet.

Whitener & Stain Remover:  Enjoy sparkling white teeth with a whitener and stain remover
that polishes teeth, strengthens enamel, and freshens breath.

100% Safe & Natural:  Get whiter teeth and improved oral health by using bamboo charcoal and
other all-natural ingredients whose value and benefits have been acknowledged for years.

TARGET MARKET:

The target market for this newly launched product are basically people who are addicted of
tea/coffee. They are the ones who faces many oral care issues mainly because of their addiction.
Like sticky layer of germs, yellow stains, respiratory infections etc. Pepsodent Whitener & Stain
Remover Toothpaste helps get rid of the bacteria, remove those stains and helps prevent oral
infection. The oral infection forms into oral cancer in the long term, therefore it is important
to stop that first and by using this toothpaste people can protect their teeth from those oral
infection.

Market Segmentation

Segmentation of the market gives businesses the leverage to optimize their marketing, advertising,
and sales efforts. The purpose of segmentation is that the company are able to introduce a more
tailored message that will be received successfully. For Forever Bright the company will be
targeting Demographical segmentation strategy first.

Demographic segmentation divides a

market through variables such as:
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 Age Gender Location Family Income Ethnicity

For adult people For All In the supermarket Young, single, It will be For all ethnics
or the grocery married, affordable for group
shop and also unmarried, all the people
available in online Bachelor

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TARGET MARKET STRATEGIES:

Consumers have started switching to value-added toothpastes like sensitive toothpastes, gels, mouth
washes, and teeth whitening products with various cool and exotic flavors. More or less the
competitors cover all these features but which they lack is in this market is failing to introduce one
such product that does everything for oral care and is not overly priced. Pepsodent Whitener &
Stain Remover Toothpaste targets all those customers who are looking for a whole package of oral
care.

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