Marketing Strategy Pepsodent

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MARKETING STRATEGY PEPSODENT It’s the marketing strategy of the company that can either do wonders or blunders for the brand. If a product has a life cycle so does the marketing strategy has. Introduction: • Pepsodent -was launched in 1993 by HINDUSTAN LEVER LTD to cater to the oral needs of the customers.its Products includes toothpastes and toothbrushes. • The various toothpaste variety are pepsodent Germicheck, Whitening , 2in1, Center Fresh, Gum Care, Sensitive, Kids.It was earlier positioned as a germ fighter focusing more on the process than on the result.Pepsodent have experimented with its positioning althrough its life by the way of changingmarketing strategies. • It used Family platform as well as product platform in its…show more content…
Thus came the Bhoot campaign that is currently on TV. Pepsodent aims to teach the kids to brush at night ( with Pepsodent ofcourse) .Research shows that brushing teeth at night can reduce chances of tooth decay by 30%. If HLL to be believed, 12 lakhs kids are brushing teeth at night now and mothers are happy Pepsodent is a brand that has been carefully crafted although it struggled to find its soul, now the brand is all set to take off. Shahrukh Khan as Brand Ambassador for Pepsodent In this new Advt. SRK dons the hat of a father who warns his children if they don’t brush, their teeth will turn from white to black. And in the process the father tries to convince the son to brush only for two minutes to see the results!! "Germ Free in 2 mins – Peposodent Gemi-check". Mind you this is a 35 seconds ad and at least 5 seconds would be wasted (oops I meant consumed) in this punch line!! Given this background, let’s see how the toothpaste market is currently being played out in India. Colgate Palmolive leads the tally with over 50% market share. HUL with the combined artillery of close up (the famous pass aao jingle) and pepsodent is distant 2nd with 22%. Now the supposedly higher management of HUL believes the new ad which they have created will connect to children! I don’t understand how. The reason given is also very lame. “SRK is seen spending time with children”. This is surely a cover-up tactic. The main reason is that everyone these days believes what Celina

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