Pepsodent Kids Toothpaste Branding to

the Low income Rural Market

RURAL USAGE OTHER THAN TOOTHPASTE: Is not an accepted product
in the rural market since people in rural areas preferred conventional method of
cleaning their teeth such as neem twigs, salt, etc.

Profile of a Rural Consumer

Rural consumers were different from their urban
Pepsodent Kids Orange 
counterparts and were more inclined towards the value
offerings As compared to the urban counterparts, who
were ambitious and achievement
oriented,

 the rural consumers were high on emotional

instincts and preferred those products which
gelled well with their emotional feelings.

 The marketers Have to educated the rural

consumers about the product attributes and usage
but also May have to provide free demonstration
of the product to explain the utility/purpose
Existing product
served by the product.
 Challenges we may face to sell to a Rural Consumer

 Prevalence of traditional products Pepsodent Kids Strawberry

used for oral hygiene in the rural
market.

 The purchase of the toothpaste was

a costly proposition for the rural
consumers.

 Rural consumers are price

sensitive and value seekers.
Existing product
 Opportunities to penetrate Rural market
The rural market is the powerhouse of opportunities, It can follow these facts to penetrate in the rural
market.

 The income and the spending level of the consumers is rising

 The awareness about the personal hygiene is spreading amongst the rural masses
because of the increase in the literacy level.

 The media reach was increasing in the rural area, which can make it possible to
promote the products to the consumers in the best possible way.

 Since the consumers in the rural markets are price sensitive, the bottom of the
pyramid approach was the best suited strategic option available to the marketers for
the product penetration.
 Pepsodent Kids Toothpaste Branding to
the Low income Rural Market
 To PUSH THE PRODUCT IN TARGETED
RURAL MARKET we have to give them
something in return the product to the male
member of the family.

 So to promote the product (Pepsodent) We have

to assume they wont understand much of the
advertising in writing so we have to promote
visuals and people to who they listen to when
Rural people have problems. So we have go to

 the doctors or get doctors to know that

Pepsodent is good for them and their kids. Demonstration of the Product to Maintain
strong Brand Image. So demonstrating will
work big time
 Examples to Look at from HUL(Hindustan Unilever Ltd)
Project Bharat
 It focused on direct marketing and personal selling along with sales promotion at a very
large scale.

 Each household was provided a box for only ` 15 that comprised of small sachet of clinic
shampoo, Pepsodent toothpaste,

 They also provided information about the usage and the consumption of the above-
mentioned products with the help of educational leaflets, audio-visual demonstration and
film songs.

 The total cost of this operation came around to ` 13 crores that included the operational
cost of running 160 vans across villages along with the salesperson/promoter of the HUL
products.

 The vans were equipped with television and VCRs for the audio-video promotion of the
products.