Felix Laurensius Tejo

C1H021019
Brand Management
“PEPSODENT”
Brand Awareness Pepsodent
Brand awareness of Pepsodent, a well-known oral care brand, is usually built through various
marketing strategies and tactics aimed at increasing visibility and recognition among target
consumers.

Be top of mind with a toothpaste product more commonly called Pepsodent. Pepsodent is often
involved in sponsorships, events to reach a wider audience such as holding free dental checkups and
mass toothbrushing in schools.

Brand Recognition
Pepsodent appears to have strong brand recognition, especially in Indonesia. has a slogan that we
often hear, namely Indonesian family toothpaste.

Studies show a high level of awareness of the Pepsodent brand, some of which reached 91%
recognition among respondents [source Indonesia]. This shows Pepsodent is the "desirable" brand of
toothpaste in that market.

Recognition was combined with positive associations in some studies. Pepsodent is associated with
dentist recommendations and quality history

Brand Association
Pepsodent is associated with several positive attributes, particularly around oral health and family-
friendly qualities.
Oral Health Benefits: Cleanliness, cavity prevention, and overall oral health are common associations
with Pepsodent [Indonesian sources]. This likely stems from their marketing and product focus.
Family-Oriented: Pepsodent is sometimes perceived as a family toothpaste, offering effective care for
everyone in the household [Indonesian sources].

Brand salience
Brand salience for Pepsodent hinges on two key aspects:
Breadth and Depth of Awareness:
- Depth: Studies suggest high brand recognition for Pepsodent, particularly in Indonesia,
reaching up to 91% [Indonesian sources]. This signifies Pepsodent being "top-of-mind" when
it comes to toothpaste.
- Breadth: Information on the breadth of awareness is limited. Ideally, Pepsodent should be
readily recalled not only when considering toothpaste but also in shopping situations or
when oral health topics arise.
- Positive Brand Associations: Pepsodent is linked with positive attributes like:
Family-friendliness, Affordability (potential), Long history in the toothpaste market

Product Category Structure :

Pepsodent sits within the Oral Care product category, further segmented into Toothpaste.
Understanding this structure offers strategic advantages for Pepsodent:
 - Leveraging Category Knowledge: Pepsodent can leverage its position within the oral care
category to promote its expertise and establish itself as a trusted brand for overall oral
health, not just cleaning teeth.
- Targeted Communication: By understanding the subcategories within oral care (whitening,
sensitivity, etc.), Pepsodent can develop targeted communication strategies for different
customer needs.
Strategic Implications for Pepsodent:
Based on the brand salience analysis, here are some strategic implications for Pepsodent:
- Maintaining High Awareness: Continue efforts to maintain high brand recognition, especially
in markets like Indonesia.
- Broadening Awareness: Develop strategies to increase brand recall in broader contexts
beyond just toothpaste (e.g., sponsoring dental health events).
- Reinforcing Positive Associations: Emphasize Pepsodent's core strengths like oral health
benefits and family-friendliness in marketing and communication.

Brand Performance
Meeting Customers' Functional Needs: Pepsodent excels at meeting customers' functional needs
with effective oral care products. Pepsodent toothpaste is formulated to prevent cavities, fight
plaque, and maintain overall oral hygiene.
1. Objective Assessment of Quality: Pepsodent usually gets good ratings in terms of quality. The
brand invests in research and development to ensure its products meet strict safety, effectiveness
and quality standards.
2. Meeting Customer Needs and Desires: Pepsodent satisfies customer needs and desires in a
utilitarian, aesthetic and economical manner in the oral care product category. The products are
designed for effectiveness in maintaining dental health, while also taking into account aesthetic
factors and availability at various affordable prices.

Brand Image
Pepsodent Brand Image:
Pepsodent is known as a reliable and affordable oral care brand. This brand is considered a
trustworthy choice for maintaining daily oral hygiene.
User Profile/Image:
Pepsodent users include individuals of various ages who care about dental and oral health. This
brand is commonly used by families, young adults, and professionals who prioritize oral hygiene and
are looking for affordable oral care products.
Purchase and Use Situations/Pictures:
Purchasing Pepsodent generally occurs during routine shopping at supermarkets, pharmacies or
convenience stores. The use of Pepsodent is related to daily dental care routines, including brushing
teeth in the morning and evening.
Brand Personality and Values:
Pepsodent has a friendly, trustworthy and approachable personality.
This brand prioritizes quality, affordability, and accessibility in its products.
Brand History, Heritage and Experience:
Pepsodent has a long history in the oral care industry, starting with the introduction of toothpaste
products in the early 20th century.
Brand Judgements
Pepsodent Brand Assessment:
1. Quality: Pepsodent is known for having high quality products in oral care, which are proven to be
effective and safe to use.
2. Credibility: The Pepsodent brand is considered credible because it has been around for a long time
and continues to provide reliable products to maintain healthy teeth and mouth.
3. Consideration: Consumers often consider Pepsodent when selecting oral care products because of
its positive reputation for providing satisfactory results.
4. Excellence: Pepsodent excels in providing oral care products that are affordable, high quality and
effective in meeting consumer needs.

Brand Feelings
Customers' Emotional Response to Brands and Social Currency:
1. Experience and Hands-on, Increased Level of Intensity:
Freshness: Pepsodent users immediately feel freshness and cleanliness in social interactions after
using the product.
Instant Gratification: Brands provide instant gratification upon use, increasing self-confidence in
everyday social interactions.

Brand Resonance
1. Behavioral Loyalty:
• Pepsodent users tend to be loyal and consistent in choosing this product for their oral care needs.
They regularly buy Pepsodent products and use them regularly.
2. Attitude Attachment:
• Customers have an emotional attachment to the Pepsodent brand because they feel confident and
comfortable with its products. They develop a positive attitude towards these brands because of the
satisfying experiences and relationships established.
3. Sense of Togetherness:
• Pepsodent promotes a sense of community among users by emphasizing the importance of oral
care. This brand creates a strong connection between users who care about dental and oral health.
4. Active Engagement:
• Pepsodent encourages active user engagement through interactive marketing campaigns,
education about dental health, and participation in community activities related to oral care. The
brand strengthens bonds with customers through two-way communication and appreciation for their
feedback.