MARKETING-I

MARKET POSITIONING STUDY

FOR VARIOUS TOOTHPASTE BRANDS

Team:

Chintan Agarwal (B07018)

Kaushal Chandak (B07026)

Gunjan Mittal (B07031)

Tanu Krishna (B07055)

1
Table of contents
TABLE OF CONTENTS ............................................................................................................................. 2
1 TOOTHPASTE INDUSTRY ............................................................................................................. 3
1.1 OVERVIEW ................................................................................................................................................. 3
1.2 MAJOR PLAYERS....................................................................................................................................... 3
1.3 CONSUMER BEHAVIOR ........................................................................................................................ 5
2 INTENDED POSITIONING.............................................................................................................. 6
2.1 METHODOLOGY ..................................................................................................................................... 6
2.2 RESULTS....................................................................................................................................................... 6
3 ACTUAL POSITIONING.................................................................................................................. 8
3.1 METHODOLOGY ..................................................................................................................................... 8
3.2 RESULTS....................................................................................................................................................... 8
4 RECOMMENDATIONS.................................................................................................................. 10
APPENDIX ................................................................................................................................................. 12
1 COLGATE......................................................................................................................................... 12
1.1 COLGATE DENTAL CREAM .............................................................................................................. 12
1.2 COLGATE TOTAL 12............................................................................................................................. 13
1.3 COLGATE MAX FRESH ........................................................................................................................ 13
1.4 COLGATE KIDS TOOTHPASTE........................................................................................................ 13
1.5 COLGATE FRESH ENERGY GEL ..................................................................................................... 14
1.6 COLGATE HERBAL ............................................................................................................................... 14
1.7 COLGATE CIBACA FAMILY PROTECTION ................................................................................. 15
1.8 COLGATE ADVANCED WHITENING............................................................................................ 15
1.9 COLGATE ACTIVE SALT ..................................................................................................................... 16
2 AMAR ................................................................................................................................................ 17
2.1 AMAR REGULAR TOOTHPASTE ...................................................................................................... 17
2.2 AMAR STRONG TOOTHPASTE......................................................................................................... 18
2.3 AMAR WHITE TOOTHPASTE ............................................................................................................ 18
2.4 AMAR STRONG SACHETS................................................................................................................... 18
3 PEPSODENT..................................................................................................................................... 19
3.1 PEPSODENT G ........................................................................................................................................ 19
3.2 PEPSODENT 2 IN 1 ................................................................................................................................ 20
3.3 PEPSODENT COMPLETE 10............................................................................................................... 20
3.4 PEPSODENT WHITENING ................................................................................................................. 20
3.5 PEPSODENT REGULAR....................................................................................................................... 21
3.6 PEPSODENT CENTER FRESH ........................................................................................................... 21
4 CLOSE-UP ........................................................................................................................................ 24
4.1 RED GEL VITAMIN FLUORIDE SYSTEM...................................................................................... 24
4.2 CLOSE-UP LEMON MINT TOOTHPASTE ..................................................................................... 24
4.3 CLOSE-UP MILK CALCIUM................................................................................................................. 25
5 VICCO ............................................................................................................................................... 26
5.1 VICCO VAJRADANTI............................................................................................................................. 26
6 MESWAK.......................................................................................................................................... 27
7 PRIMARY SURVEY........................................................................................................................ 28
7.1 QUESTIONNAIRE .................................................................................................................................. 28
7.2 ANALYSIS .................................................................................................................................................. 29

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1 Toothpaste Industry
1.1 Overview

Indian oral care industry (including toothpaste and toothpowder) is about Rs. 35 billion.
Colgate and HUL contribute around three fourth of the total market. Other major players
include Dabur and Anchor group together contributing around 15% of total market.

Oral Care Industry Market Share

HUL Colgate
46% 25%

Dabur
12%
Anchor
Others 4%
13%

1.2 Major players

Company
Hindustan Unilever Limited
Colgate Palmolive
Brand Product
Close-up Red
Close-up Close-up Blue
Close-up Green
Pepsodent G
Pepsodent 2 in 1
Pepsodent
Pepsodent Regular
Pepsodent Whitening
Colgate Dental Cream
Colgate Total 12
Colgate Max fresh Gel - Citrus
Colgate Max fresh Gel - Pepermint
Colgate Max fresh Gel - Red
Colgate Kid toothpaste - Bubble fruit - Pink
Colgate Colgate Kid toothpaste - Bubble fruit - Blue
Colgate Fresh Energy Gel - Red
Colgate Fresh Energy Gel - Blue
Colgate Herbal
Colgate Cibaca Family protection
Colgate Advanced Whitening
Colgate Active Salt

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 Promise Promise
Dabur - Balsara Babool Babool
Meswak Meswak
Dabur Red Dabur Red Gel
Dabur
Dabur Red Dabur Red Toothpase
Himalaya Himalaya Himalaya dental cream
Dentostrong Dentostrong
Dentocare Ajanta Dentocare
Ajanta India Limited Dentofresh Blue Gel
Dentofresh Dentofresh Lime Gel
Dentofresh Red Gel
Ayucare Ayucare Neem toothpaste
Amar Regular
Vardhaman Chemicals Amar Amar Strong
Amar White toothpaste
Vicco Vajradanti
Vicco Labs Vicco
Vicco Vajradanti Sugar free
Galaxo Smithkline Aquafresh Aquafresh
SAMAY White Toothpaste
Samay Samay Red Gel
Samay Blue Gel
Deluxe DELUXE White Toothpaste
Ola fresh OLA FRESH White Toothpaste
Sentinel Sntinel white Silca base toothpaste
Daxal cosmetics Superdnet Superdent Red Gel
Tres Plus Tres Plus Green Gel
DIGI DENT Bubble Gum Gel
Digi Dent
DIGI DENT Strawberry Gel
Greenex GREENEX Green Gel Toothpaste
Ankwin ANKWIN White Toothpaste
Oral Kare ORAL KARE Herbal Toothpaste
LG Cliden Cliden
Goldent Gel
Spectrum International Goldent
Goldent white toothpaste
Subodent K Subodent K
Dentoji Dentoji
Jaikaran India
Herbodent Herbodent
Orohyi Orohyi
Anchor Fluoride Herbal Toothpaste
Anchor Fluoride Kidz Toothpaste
Anchor Fluoride Multi Protection Toothpaste
Anchor Anchor Fluoride Seniscare Toothpaste
Anchor
Anchor Fluoride Toothpaste
Anchor Gel Toothpaste
Anchor Toothpaste
Forhans Forhans

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 1.3 Consumer Behavior

World over the oral care market is largely represented by toothpaste and toothbrush.
Other products in this category include mouthwash, sprays and oral rinses. In India, there
is a significant presence of toothpowder as well. Many other people in India still clean
teeth with traditional products like neem twigs, salt, ash, tobacco or other herbal
ingredients. Recent studies have indicated dual usage (powder and paste) in 10% of rural
households. The younger generation is increasingly shifting to toothpaste even in rural
areas. In relative terms, penetration of toothpowder is higher in North and toothpaste in
South. This could be due to higher education, purchasing power and urbanization in the
South.

Indian urban toothpaste per capita consumption is about 92 grams per month compared to
219 grams of China; and only 7% of Indian urban class brush twice a day compared to
86% in Malaysia. Thus there is tremendous scope for growth of doing business in India.

Toothpaste industry growth has been low as

Segmentation based on Product
Attributes
compared to other products. For market leader
Colgate, in 2007 growth had been around 12%.
Others,
15%
For same brands like Babool the market growth
was as high as 50%.
Herbal,
10% As per India Infoline Sector report, about 60%
of toothpaste in India is sold on family platform;
there is single toothpaste for the entire family.
White,
50%
Specialized toothpaste such as for children has
been available in India only in last 2-3 years
(mainly imported products) and usage is
Gel, 25% extremely low.

About 35% of toothpaste is sold on cosmetic

propositions. These are targeted mainly at
young consumers and upper urban class on the proposition of fresh breath, white teeth
and functional benefits of controlling plaque, preventing cavity etc. There is a niche
market (5% of total) for toothpaste with therapeutic benefits. Toothpaste is also
segmented based on product attributes as White, Gel, Herbal, etc. Some products are also
available as a combination of both Whites and Gel. World over toothpaste positioned on
anti-cavity platform, contains fluorides. Excessive usage of fluoride can cause a disease
called Fluoresces, to which children are particularly vulnerable. In India, there is a strong
societal aversion to fluoride toothpaste.

Price wise, toothpastes can be segmented as Economy, Regular and Value-added

segments. The price range varies from Rs.15-20 for a 100 gm pack in the economy
segment to Rs.30-35 for a 100 gm pack in the Regular Segment to Rs.50 for a 100 gm
pack in the medicated/value added segment.

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2 Intended Positioning
2.1 Methodology

The various mass media forms, namely television, newspapers, radio and internet, are the
main source of influencing a customer. Hence, we went through the marketing
campaigns, both print and electronic, that the various toothpaste companies have
launched to market their brands and position their products. The intended positioning was
essentially derived from this study. While doing the study, the advertisements were not
just studied at their face value but the purpose of their various claims was also
understood. This helped us come up with the intended positioning of the various
toothpastes based on a variety of different parameters.

Six brands namely; Close up, Colgate, Pepsodent, Vicco, Meswak and Amar were
identified. About 24 products under these six brands were studied as per the methodology
described above.

2.2 Results

The table below shows summary of the primary research on intended positioning.
Various attribute parameters are classified into distinct categories. Same is done for
emotion level positioning parameters.

This cluster map is then subjected to grouping so as to find common parameters for given
brand or common brands for given parameters. The table is sorted, so that product with
large number of parameters comes to top, while parameter which is used by maximum
products comes to left. This reveals a grouped cluster map.

Some conclusions that can be made by this map are

• The products on the top of the table have either large number of independent
market segments or have failed to position on limited attributes or parameters.
• The products at the bottom of the table are those, who have very niche or limited
market or have positioned themselves using few attributes or parameters.
• Similarly parameters on the left are very common or functional parameters; hence
used by many brands/products
• Parameters on the right of the table are those used only by few products for
product differentiation.

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 Attribute level Emotion based

Medical recognition

Family Acceptance
Long lasting effect

Bad eating habits

Good Parenting
Tooth nutrients
Taste/Flavour
Strong teeth

Anti-Cavity

Cool Image
Traditional
Bad breath
Vegetarian

Whiteness
Protection
Freshness

Patented
Flouride

Cartoon
Fashion
Colour
Herbal

Indian
Gums
Intented postitioning

Trust
Cost

Flirt
Gel
Close up Red gel 1 1 1 1 1 1 1 1 1 1 1 1
Vicco Vajradanti 1 1 1 1 1 1 1 1 1 1
Meswak 1 1 1 1 1 1 1 1 1 1
Close Up Lemon Mint 1 1 1 1 1 1 1 1 1
Pepsodent Complete 10 1 1 1 1 1 1 1 1
Close up Milk Calcium 1 1 1 1 1 1 1 1
Amar regular toothpaste 1 1 1 1 1 1 1
Amar white toothpaste 1 1 1 1 1 1 1
Colgate Dental Cream 1 1 1 1 1 1
Amar strong toothpaste 1 1 1 1 1 1
Pepsodent G 1 1 1 1 1 1
Pepsodent 2 in 1 1 1 1 1 1 1
Colgate Fresh Energy Gel 1 1 1 1 1
Colgate Cibaca Family Protection 1 1 1 1 1
Pepsodent Regular 1 1 1 1 1
Colgate Total 12 1 1 1 1
Amar strong sachets 1 1 1 1
Pepsodent Center Fresh 1 1 1 1
Colgate Active Salt 1 1 1
Colgate Kids Toothpaste 1 1
Pepsodent Whitening 1 1
Colgate Max Fresh 1
Colgate Herbal 1
Colgate Advanced Whitening 1

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3 Actual Positioning
3.1 Methodology

Having done the intended positioning it is important for us to study the actual positioning
and analyze where products/brands gone right or wrong have.

The methodology involved collecting perception data from actual customers. Given that
we have analyzed 24 products, considering we get information from 20 customers of each
product, we would have to analyze about 480 feedbacks. We took feedback from
customers in following way

• Personal interviews (mainly in hostels and within campus)

• Online survey

However, given the size of sample, it is difficult to give concrete recommendations or

suggestions to individual products.

3.2 Results

The results of the survey and interview are shown on the same cluster map of intended
positioning to point the difference. For various products we see a significant difference
between the intended and actual positioning.

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 Attribute level Emotion based

Medical recognition

Family Acceptance
Long lasting effect

Bad eating habits

Good Parenting
Tooth nutrients
Taste/Flavour
Strong teeth

Anti-Cavity

Cool Image
Traditional
Bad breath
Vegetarian

Whiteness
Protection
Freshness

Patented
Flouride

Cartoon
Fashion
Colour
Herbal

Indian
Gums
Intented/Actual postitioning

Trust
Cost

Flirt
Gel
Close up Red gel 1 1 1 1 1 1 1 1 1 1 1 1
Vicco Vajradanti 1 1 1 1 1 1 1 1 1 1
Meswak 1 1 1` 1 1 1 1 1 1
Close Up Lemon Mint 1 1 1 1 1 1 1 1 1
Pepsodent Complete 10 1 1 1 1 1 1 1 1
Close up Milk Calcium 1 1 1 1 1 1 1 1
Amar regular toothpaste 1 1 1 1 1 1 1
Amar white toothpaste 1 1 1 1 1 1 1
Colgate Dental Cream 1 1 1 1 1 1
Amar strong toothpaste 1 1 1 1 1 1
Pepsodent G 1 1 1 1 1 1
Pepsodent 2 in 1 1 1 1 1 1 1
Colgate Fresh Energy Gel 1 1 1 1 1
Colgate Cibaca Family Protection 1 1 1 1 1
Pepsodent Regular 1 1 1 1 1
Colgate Total 12 1 1 1 1
Amar strong sachets 1 1 1 1
Pepsodent Center Fresh 1 1 1 1
Colgate Active Salt 1 1 1
Colgate Kids Toothpaste 1 1
Pepsodent Whitening 1 1
Colgate Max Fresh 1
Colgate Herbal 1
Colgate Advanced Whitening 1
Shows Actual positioning 1 Shows Intended positioning

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4 Recommendations
Within the limitations of sample size of survey on actual positioning, we would like to
make following recommendations to the various products.
Product
Close up Red gel
Vicco Vajradanti
Meswak
Close Up Lemon Mint
Pepsodent Complete 10
Close up Milk Calcium
Amar regular toothpaste
Amar white toothpaste
Colgate Dental Cream
Amar strong toothpaste
Pepsodent G
Pepsodent 2 in 1
Colgate Fresh Energy Gel
Colgate Cibaca Family
Protection
Pepsodent Regular
Colgate Total 12
Amar strong sachets
Pepsodent Center Fresh
Colgate Active Salt
Colgate Kids Toothpaste
Pepsodent Whitening
Colgate Max Fresh
Colgate Herbal
Colgate Advanced Whitening
Some general observations
• Close up- Uniquely perceived on the basis of color and cool image and hence the
Recommendations/ Suggestion / Comments, if any
Focus on freshness, gel properties and cool image
Still to be placed as traditional remedy, used mostly as low cost
toothpaste. The ayurvedic part could be more advertised as ayurvedic is
again regaining popularity.
Still to be placed as traditional remedy. Taste is different and liked by
few
Successful in its present campaign on most parameters. However, it
needs to move to emotional level positioning. The lemon mint as a new
freshness could be focus.
Can focus on trust and family acceptance
Marketing to be positioned on milk nutrients present in the toothpaste.
Efforts needed positioning themselves as Indian or Traditional brand.
-
Colgate perceived as Indian and most trusted brand
Efforts needed positioning themselves as Indian or Traditional brand.
Not able to position as G- Gum care paste
Customers hav e separate preferences, Gel or Non Gel. Hence may be
position as a Gel.
Very successful in its intended positioning
Despite the strong Colgate brand, Cibaca’s marketing has been a failure.
Cost being the major reason for people to buy it, it could market itself as
low cost Colgate toothpaste. Cibaca brand needs repositioning;
Failed in its intended positioning. Should change its campaign
Succeeded in its attribute of long lasting freshness and protection
-
Can focus on some emotion level attribute
Urban people not aware of Salt as tooth protection material. Should used
different channel to reach rural customers
-
-
-
-
White teeth doesn’t seem to important parameter as for as other brands
are perceived. Hence it can differentiate better using Whiteness attribute.
10
 company should bank on it rather than conventional attributes like strong teeth
with which it is not associated with.
• Colgate brands (excluding Cibaca): Colgate has a very strong brand image to the
extent that people perceive it as an Indian brand. However, this has resulted in
there being no differentiation between the various products of Colgate. Hence,
Colgate needs to look into the differentiating aspect between them.

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Appendix
1 Colgate
Presently, Colgate, India is marketing the following nine varieties of toothpaste: -

1. Colgate Dental Cream

2. Colgate Total 12
3. Colgate Max Fresh
4. Colgate Kids Toothpaste
5. Colgate Fresh Energy Gel
6. Colgate Herbal
7. Colgate Cibaca Family Protection
8. Colgate Advanced Whitening
9. Colgate Active Salt

Based on the various advertisements, following can be inferred about the segmentation
and positioning of the various varieties of Colgate toothpastes.

Note that Colgate being a very old player in the industry does not try to market itself as a
toothpaste brand as it is already perceived as one. Also, Colgate has been traditionally
thought to be value for money.

1.1 Colgate Dental Cream

Segmentation/Target: When marketing the Dental Cream, Colgate has the whole
toothpaste market as its target. Being one of the oldest varieties of Colgate toothpaste, the
Colgate Dental Cream has been marketed as a synonym for toothpaste.

Positioning:

• Attribute based positioning

Colgate Dental Cream positions itself as toothpaste that has the necessary calcium
and minerals to provide decay protection, strong teeth, germ protection and fresher
breath. Lately, with competition from indigenous “vegetarian” toothpastes, Colgate
Dental Cream has also positioned itself as an “always 100% vegetarian” toothpaste.

• Emotion based positioning

The tagline of is advertisements, “Trusted by generations to make teeth stronger”,

clearly aims to position the Dental Cream as a toothpaste that has been used over
generations and hence creating a kind of emotional attachment with the toothpaste.

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1.2 Colgate Total 12

Segmentation/Target: Colgate total 12 claims to provide a 12-hour protection from

germs. It also provides a range of technical reasons for its superiority as compared to
other toothpastes. Hence, this variety of Colgate toothpaste is targeted at the educated
urban people who brush their teeth twice.

Positioning:

• Attribute based positioning

Colgate Total 12 has been projected as the “most advanced toothpaste” that
provides 12 hour germ protection even after eating and drinking by building a
protective shield around the teeth. It also tries to position itself higher in terms of
reliability of its claims by telling the consumers that its formula is a patented one
and the toothpaste is the most recommended one by the dentists.

• Emotion based positioning

Colgate Total 12 has a strong attribute based positioning with no real emotional
based positioning intended.

1.3 Colgate Max Fresh

Segmentation/Target: Colgate Max Fresh, with its multiple flavors, seems to target the
youth. It also associates brands like iPod and sports like Kayaking with it through the
means of gifts/prizes which further enforces the belief that Colgate Max Fresh is for the
youth.

Positioning:

• Attribute based positioning

Colgate Max Fresh positions itself on the basis of “freshness”. The tagline “A
new dimension of freshness” brings home this very point.

• Emotion based positioning

No real emotional based positioning intended.

1.4 Colgate Kids Toothpaste

Segmentation/Target: This variety of toothpaste is clearly, as even the name suggests,

targeted at kids. The advertisements and packing of the toothpaste further suggests that it
is meant specifically for the smaller kids.

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Positioning:

• Attribute based positioning

Colgate Kids Toothpaste positions itself on the basis of taste.

• Emotion based positioning

The Kids Toothpaste tries to position itself based on emotions which is apparent
in its tagline “Makes fighting cavities fun”. It also provides the names of familiar
cartoon characters like Tweety and Bugs Bunny to the various flavors that it
markets and hence associating the tastes with the feelings of kids towards these
cartoon characters.

1.5 Colgate Fresh Energy Gel

Segmentation/Target: Colgate Fresh Energy Gel is clearly aimed at the youth. Its sleek
toothpaste cover and the picture of a young couple on it unambiguously emphasize this
point.

Positioning:

• Attribute based positioning

Colgate Fresh Energy Gel, as the name itself suggests, basis its marketing strategy
on the toothpaste providing “freshness”. It positions itself as a “gel” (note that
here it tries to differentiate itself from a toothpaste) for fresh breath and
strong/white teeth.

• Emotion based positioning

The emotional positioning of Colgate Fresh Energy Gel is implicit by the way of
the photo of the couple on the toothpaste pack and in the advertisements. It
obviously wants to strike a chord with the young, and also the budding, couples of
the country.

1.6 Colgate Herbal

Segmentation/Target: Colgate Herbal targets the traditional and the naturalist market
which is pretty apparent from the name as well as the tagline “Strong teeth, healthy gums,
naturally” and the use of squirrel as the central character in its advertisements.

Positioning:

• Attribute based positioning

14
 Colgate Herbal positions itself based on basically only one attribute, i.e. being
herbal.

• Emotion based positioning

No real emotion based positioning is intended.

1.7 Colgate Cibaca Family Protection

Segmentation/Target: As the name itself suggests, this variety of Colgate toothpaste

targets families.

Positioning:

• Attribute based positioning

The toothpaste positions itself in a very standard way by claiming to provide

strong teeth and fresh breath.

• Emotion based positioning

The emotion based positioning of the Cibaca Family Protection is strong as it

targets families. Even when harping about its attributes, the advertisement brings
in the notion of the family (“Strong teeth, fresh breath for your family) and hence
a strong sense of emotional positioning is apparent.

1.8 Colgate Advanced Whitening

Segmentation/Target: Colgate Advanced Whitening specifically targets people with

plague problems as the toothpaste claims to provide whiter teeth within 14 days.

Positioning:

• Attribute based positioning

Unique positioning as it is very focused on specific attributes like restoring

natural whiteness, preventing stains from adhering and fighting plague. Though
other toothpastes claim to provide stronger teeth none so directly claims to
provide whiter teeth.

• Emotion based positioning

No real emotional based positioning intended.

15
1.9 Colgate Active Salt

Segmentation/Target: This variety of toothpaste targets customers with orthodox

thinking who believe that salt is good for teeth.

Positioning:

• Attribute based positioning

The attribute that forms the basis of this variety of salt is that it has “active salt”.
The toothpaste hence also positions itself alongside the other toothpastes that
claim to fight gums and result in healthy gums and teeth.

• Emotion based positioning

Colgate Active Salt aims to strike a cord with traditional people who think that
salt is good for teeth.

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2 Amar
Presently, Amar Remedies Limited is marketing the following four varieties of
toothpaste: -

1. Amar regular toothpaste

2. Amar strong toothpaste
3. Amar white toothpaste
4. Amar strong sachets

Based on the various advertisements, following can be inferred about the segmentation
and positioning of the various varieties of Amar toothpastes.

Segmentation/Target: Amar toothpaste was the first toothpaste to claim 100%

vegetarian and hence all its toothpaste targets the vegetarian population. Moreover, it
tries to target the naturalists by emphasizing on the fact that it is 100% natural. The low
cost of the paste indicates that it sees the middle/low income group as its major market.

Positioning:

• Perceived price vs. Perceived Quality

The low cost of Amar toothpaste is a recurring feature in all the Amar toothpaste
commercials. This invariably results in low perceived quality of the paste. This
perception is compounded by the fact that Amar is an Indian brand.

• Emotion based positioning

The jingles of Amar very clearly establish a link between the herbal/natural nature
of the paste and the “grandmother” solutions to the problems. In this way, Amar
positions itself in the cliché of “old is gold”.

2.1 Amar regular toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the regular variety
toothpaste is aimed at people with problems of bleeding gums who cannot use strong
toothpastes.

Positioning:

• Attribute based positioning

Amar regular positions itself uniquely by providing Aniseed flavor and a solution
for bleeding gums. Apart from this, the toothpaste also claims to control plague,
tartar and bad breath.

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2.2 Amar strong toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the strong variety
toothpaste is aimed at people with preference for cinnamon taste.

Positioning:

• Attribute based positioning

Amar strong distinctly positions itself based on its unique cinnamon taste and the
associated “strong” aspect of the spice.

2.3 Amar white toothpaste

Segmentation/Target: Within the targeted customer base of Amar, the white variety
toothpaste is aimed at people with plague problems.

Positioning:

• Attribute based positioning

Amar white claims to be a solution for plague problems. Apart from this, it
positions itself distinctly from the other members of the Amar toothpaste family
by providing a mint flavor.

2.4 Amar strong sachets

Segmentation/Target: Within the targeted customer base of Amar, the sachets are aimed
at people with low income and daily wage workers who have a very small but consistent
buying capacity.

Positioning:

• Attribute based positioning

The paste is same as Amar strong differing only in the size (25 grams) and cost.

18
3 Pepsodent
Pepsodent presently has six variants:

1. Pepsodent G
2. Pepsodent 2 in 1
3. Pepsodent Complete 10
4. Pepsodent Regular
5. Pepsodent Whitening
6. Pepsodent Center Fresh

3.1 Pepsodent G

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

Positioning:

• 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.

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3.2 Pepsodent 2 in 1

Segmentation/Target: Pepsodent 2 in 1
targets basically the youth who along with
the germ fighting also want fresh breath.

Positioning:

• 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

Segmentation/Target: Pepsodent Complete targets the

entire consumer base.

Positioning:

• 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

Segmentation/Target: Pepsodent
Whitening targets consumers who are
more concerned about the whiteness of
their teeth.

20
Positioning:

• Attribute based positioning

Healthy white teeth for your family.

• Emotion based positioning

No intended emotion based positioning.

3.5 Pepsodent Regular

Segmentation/Target: Pepsodent regular targets

families.

Positioning:

• 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

Segmentation/Target: Pepsodent has come up with a new variant Pepsodent Center

Fresh capturing the segment which wants germ protection as well as fresh breath

Positioning:

• 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

21
 of mouthwash with in the toothpaste. But the marketing idea doesn’t 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.

Some Advertising Campaigns and Strategies used by HLL to promote Pepsodent

Pepsodent was launched in 1993. It has experimented with its positioning allthrough its
life. Initially Pepsodent was launched in the highly successful "long lasting protection for
hours after brushing" platform. It was the first toothpaste with a unique anti-bacterial
agent to address the consumer need of checking germs even hours after brushing.

In 1999-2000 Pepsodent tried to fight the market leader Colgate by shifting to Benefits of
germ fighting rather than Process of germ fighting. But the positioning failed and
Pepsodent had to come back to the old positioning by 2001.

Targeting Rural India

Hindustan Lever Ltd pushed oral care brand Pepsodent in rural India with a country-wide
pitch aimed at 10,000 villages initially.

The campaign, propagated the benefits of oral care to around 13 million children by end-
2002, improved volumes and also created a benchmark in the industry, an HLL official
said. “The penetration of toothpastes is very low in rural India, so it is a very big market
not only for us but also for other toothpaste manufacturers. Along with an offer of free
dental check-ups, HLL is also planning to organize health camps involving villagers to
fortify its campaign. To promote Pepsodent, we will also offer free samples to the
villagers to try out the product and offer discount coupons on wrapper redemption
schemes,” marketing manager of the oral care division said.

Pepsodent included the germ indicator to its pack in 2002, which allowed consumers
to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002,
Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence
the company has in the technical superiority of the product.

Pepsodent then came with dental insurance was considered the first of its kind dental
insurance scheme through its oral care brand, Pepsodent. The scheme, being launched
through a partnership with the New India Assurance, offers a dental insurance of Rs
1,000 on purchase of any pack of Pepsodent. Under this initiative, Pepsodent offers its
consumers insurance cover against expenses for the extraction of teeth due to caries and
pediodontitis. However, the scheme involves some amount of paperwork. Consumers
wanting to avail of the scheme are required to send in a proposal form which is available
in all Superior Pepsodent packs of 100 and 200 gms along with the wrapper of the
toothpaste. To make the claim, the consumer will have to send in three wrappers of
Pepsodent along with medical certificates and bills which will be assessed by New India

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Assurance. However, the policy will not compensate claims for cosmetic dentistry or loss
of tooth due to accidents. Besides, the age limit of the consumer has an upside of 50
years. HLL said it would bear the entire cost of the insurance under this scheme.

Pepsodent connects directly with kids and their parents. Pepsodent has always
worked in the direction of an overall awareness of dental health. The re-launch campaign
in October 2003 widened the context to "sweet and sticky" food and leveraged the truth
that children do not rinse their mouths every time they eat, demonstrating that this makes
their teeth vulnerable to germ attack. HLL then came with the famous Dishum dishum
campaign. The insight for this campaign was that Mothers were really worried about the
eating habits of their kids. From that insight came the Big Idea " let Pepsodent fight
germs for You". The campaign and the smart pricing virtually killed the regional brands
in the oral care market.

Pepsodent knew that they should expand the total market of tooth paste and decided to
increase the market by increasing the usage of the product. Thus came the Bhoot
campaign. It aimed at educating consumers on the need for germ protection through the
night.

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4 Close-up
Presently, Close-up, India is marketing
the following three varieties of
toothpaste: -

• Red gel Vitamin fluoride system

• Close Up Lemon Mint Toothpaste
• Milk Calcium nutrient

4.1 Red gel Vitamin fluoride system

Segmentation/Target: It is clearly aimed at the youth. Its sleek toothpaste cover and the
picture of a young people on it unambiguously emphasize this point.

Positioning:

• Attribute based positioning:

It has positioned itself being toothpaste with vitamins fluoride system which helped in
white teeth, strong teeth and fresh breath for a longer period of time.

• Emotion based positioning:

It was the first gel based toothpaste launched in India so they started a new revolution
of gel based toothpaste. They wanted that the customer insight should be that people
are conscious about their breath and want to get close with each other with
confidence. Based on this insight the brand was positioned on the Fresh Breath
platform with an image of being cool.

4.2 Close-up Lemon Mint Toothpaste

Segmentation/Target: the segmentation is same as first product but just to create a

different appeal among the brand it has created a different product with different color
and other ingredients.

Positioning:

• Attribute based positioning:

Close-up Lemon Mint, gel toothpaste with the whitening benefits of lemon. It has
flavor of lemon mint which help in giving freshness for a longer period of time as
mint is a sign of freshness. Along with that this toothpaste helps in better and stronger
teeth.

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 • Emotion based positioning:

No real emotional based positioning intended.

4.3 Close-up Milk Calcium

Segmentation/Target: The segmentation is same as first product but just to create a

different appeal among the brand it has created a different product with different color
and other ingredients.

Positioning:

• Attribute based positioning:

Close up Milk Calcium Nutrient with a new "centre-filled" gel. It is revolutionary

new toothpaste with the goodness of milk calcium in an industry-first core-in-sheath
format, with white milk calcium nutrient on the inside and a refreshing blue gel on the
outside.

• Emotion based positioning:

It a positioning done for specific customers for more freshness and customers desiring
nutritious teeth.

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5 Vicco
5.1 Vicco Vajradanti

Vicco Vajradanti offers this unique formula in a dental

care paste that has natural astringent, antiseptic, and
analgesic properties. These ingredients also stimulate
and reinforce gums, while resisting plaque formation. It
gives you strong gums, which makes your bite mighty,
which no cosmetic toothpaste can ever give.

Due to proven medicinal properties of its active ingredients, the Government has
permitted manufacturing of Vicco products under Ayurvedic Drug Licence.

The recipe for Vicco Herbal Toothpaste comes from the Indian system of holistic
medicine (Ayurveda) which aims to restore and maintain health through natural means.

Segmentation/Target: The target is the family people and the people who are health
conscious and inclined towards ayurveda and herbal care.

Positioning

• Attribute based positioning:

It is positioned as an ayurvedic product which cleans, protects and strengthens teeth.

It has got 20 pure herbal extracts long established by Ayurvedic herbal tradition to be
good for teeth, mouth and gums.

• Emotion based positioning:

The positioning is done in such a way it gives you strong gums, which makes your
every bite mighty, which no cosmetic toothpaste can ever give. It is focusing more on
ayurvedic which helps in better teeth.

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6 Meswak

Segmentation/Target: Meswak was first launched in 1988 and generated with a rare
combination of ancient scripture and modern science. It basically targets consumers
seeking natural benefits in their toothpaste and is used by vegetarians, religious and
health conscious people.

Positioning:

• Attribute based positioning

The astringent and bactericidal properties of Meswak help reduce tooth decay, fight
plaque and prevent gum disease. Imagine Toothpaste that's a rare combination of
Ancient Wisdom and Modern Science. Imagine Toothpaste containing a natural
herbal ingredient in renowned ancient scriptures, and provided 70 different health
benefits for the entire body. This Toothpaste is scientifically proven to help
strengthen gums, prevent tooth decay, eliminate bad breath, and ensure strong teeth
all at once.

• Emotion based positioning

Some of the ad slogans of meswak are:

“Sadiyon ka khazana ab aasan hai apnana” in 1998,

“Meswak apnaiye, vishwas phelaiye” in 1999,

“Formula sirf Bharat ke pass hai” in 2002

These taglines cater to emotional based positioning promoting that consumers will be
proud to use an Indian brand. Hence, competing with multinational brands

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7 Primary Survey
7.1 Questionnaire

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7.2 Analysis
Why this toothpaste?
Low Cost 2.02%
I wanted Gel 5.26%
I wanted a Non Gel 2.02%
I like colour of toothpaste. 3.24%
I like the Taste, flavour of toothpaste. 12.15%
I look for Herbal or ayurvedic. 1.62%
It has Medical approval, FDA certification, etc. 6.48%
It is patented technology. 2.43%
I feel fresh after brushing. 12.55%
The effect last long. 5.26%
There was a discount. 0.00%
It is good for Gums 5.26%
It is good for strong teeth. 8.10%
It helps fight bad breath 9.72%
See my white teeth, its because of this toothpaste 2.02%
It contains fluoride 1.21%
I am a vegetarian. 0.81%
I use only Indian products! 0.81%
My child has bad eating habits, good for him/her. 0.40%
It protects against cavities 5.26%
I trust the company and its products 8.10%
Toothpaste is be accepted by the family. 3.64%
Other 1.62%

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Demographics

Age group
21% 60+
36-45
2% 2%
31-35
16-20
2%
18%
26-30
9%

79%
21-25
Male Female 67%

As we observe, the survey data is very biased. The youth segment is also very dominant
in the demographics. This has been the reason why some of the products show failure in
positioning. For example, Vicco Vajradanti is targeted to old and aged population, who
stresses on herbal composition; however survey results have been unable to capture such
results.

Behaviour

Do you brush twice a day?

Yes No

As observed, less than 30% of sample brush twice daily.

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 Would you select toothpaste
which helps you improve your
social image?

25%

44%

31%

Likely Don't know Unlikely

Substantial part of sample, 25% believed that toothpaste help improve their social image.
Thus shows importance of emotion level positioning in toothpaste.

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