SLOGANS

(Pepsodent)
Youll wonder where the yellow went when you brush your teeth with Pepsodent.

COLGATE
"It cleans your breath while it cleans your teeth"
Number 1 recommended by dentists.

CLOSEUP

'Freshness' that gives you the confidence in social situations.

Pass aao na This toothpaste brand was launched in India in 1975. It primarily targets the youth segment. To promote the youthful image it was the first brand in India to launch the gel toothpaste and is credited to be the creator of that segment. With the re-launch in 2004 Closeup promises to provide the benefit of fresher breath and stronger, whiter teeth. In tune with the target segment of youth Closeup is offered in attractive colors & packaging and its ads shows young guys and girls impressing each other with their new found Closeup confidence. Earlier Closeup ads used to focus on technical features like Vitamin and Fluoride content and functional attributes like fresh breath & white teeth. But lately the theme has changed to emotional appeal of self-confidence. One of its most popular tagline has been: Hasso Toh Khulke Hasso. Few years back Closeup tried to take brushing to a new level by asking the consumers: Kya Aap Closeup Karte Hain? which tries to project the image that Closeup is synonymous to brushing and or something even more than that. Close up changed is tagline to The closer the better in 2008 as manifested in this popular Pass aao na ad. Similar to Pepsodent, to gain consumer confidence Closeup offered Shade Card so that consumers can check the level of whiteness of their teeth. In 200 Official website of this brand is: www.closeupuniverse.com

KEY FACTS Indias 1st gel toothpaste Market leader in gel toothpaste category for over 3 decades Some of the best known celebrities have been part of Closeup ads over the years

PEPSODENT
Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth.

KEY FACTS

Endorsed by FDI ( the largest dental association globally) Among the most trusted brands in India (Brand Equity, Economic Times, India) Also sold as Mentadent, Zhonghua, PS and Signal in other countries Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth.

KEY FACTS

Endorsed by FDI ( the largest dental association globally) Among the most trusted brands in India (Brand Equity, Economic Times, India) Also sold as Mentadent, Zhonghua, PS and Signal in other countries Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth.

KEY FACTS

Endorsed by FDI ( the largest dental association globally) Among the most trusted brands in India (Brand Equity, Economic Times, India) Also sold as Mentadent, Zhonghua, PS and Signal in other countries

NON-STOP ATTAAAACK ON CAVITYCAUSING GERMS

Pepsodent has launched a breakthrough innovation that makes superior germ protection accessible to the mass segment for the first time in India. Pepsodent has launched Pepsodent Germicheck Superior Power a breakthrough product in India which has 130% the germ attack power of Colgate Strong Teeth at 4 hours after brushing. This is a significant innovation given that standards of oral health in India are poor with more than 60% of the population suffering from some form of oral problem. This is the first time Unilever is rolling out this technology anywhere in the world, and the Company has applied for a patent on the technology. Most people in India brush only once a day in the morning. The benefits of brushing need to last much after they have brushed. Expensive advanced care toothpaste deliver these benefits today, but it remains out of reach for a large number of consumers. This innovation fits in perfectly with Pepsodents brand mission of improving the oral health of consumers.

PEPSODENT
< Pears.. Persil.. >

Pepsodent

Parent Company

HUL

Category

FMCG

Sector

Personal Care Toothpaste

Dss nahi to bas nahi; My toothpaste fights 10; Protection Outside Tagline/ Slogan Freshness Inside; Gets Your Teeth Their Whitest

Pepsodent is a 15 year old brand that offers various oral care solutions USP to specific need based solutions.

STP

Segment

Personal Care -Toothpastes Range of variants for different needs

Target Group

Urban Households for Oral Hygiene Care

Brand that offers various oral care solutions to specific need based Positioning solutions

SWOT Analysis

1. Endorsed by FDI ( the largest dental association globally) 2. Among the most trusted brands having celebrities like Shahrukh Khan as brand ambassadors 3. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums 4. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth Strength 5. Pepsodent also includes a range of toothbrushes

1. Colgate is the top-of-the-mind toothpaste brand hance intense competition Weakness 2. Low penetration in the rural areas

1.innovative marketing like Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs 2.Pepsodent campaigns which aims at educating consumers on the need for germ protection through the night 3. Smaller packaging for rural markets, tie-ups with hotel chains, Opportunity schools

1. Competition from internal brand like Close Up in the same segment and external brand like Colgate Threats 2.Oral hygiene still lacks in the rural parts of the country

Competition

1. Colgate 2.Anchor Competitors 3. Oral B

COLGATE
Colgate Total Number 1 recommended by dentists. Mentadent Replenishing White toothpaste Behold The Fountain of Youth. Pearl Drops Whitening toothpolish and toothpaste Pearl Drops. See the Whiteness. Feel the Shine.

Sensodyne brand Most recommended toothpaste for sensitive teeth. Expert recommended to stop the pain.

Colgate Oxygen toothpaste Pure. Fresh. Clean. Gibbs SR toothpaste It's tingling fresh. It's fresh as ice. It's Gibbs SR toothpaste.

Aquafresh Extreme Clean toothpaste Take the feeling of clean to the Extreme. Macleans toothpaste Maclean your teeth!

Brand Advertising

Methods
One of the most important aspects of Colgates business is advertising. Colgate's integrated marketing communications spans all forms of media and promotions, form traditional television ads and in store displays to internet contests and event sponsorships.

Advertising Campaigns
Colgate has advertised its products through numerous advertising campaigns targeting children as well as adults. An advertising campaign for Colgate toothpaste from the 1940s used the slogan "It cleans your breath while it cleans your teeth". From the 1960s onwards, the slogan was "The Colgate ring of confidence". Moreover, Colgate also has a toothpaste and toothbrush mascot for children's entertainment, "Doctor Rabbit", which has been used in three tapes that teach about dental health and advertise Colgate toothpaste. Colgate has also advertised its products with the Bright Smiles, Bright Futures program where it put in efforts to promote better children's oral hygiene and dental care. Legends like actor Richard Roundtree and superstar athletes, including tennis sensation Venus Williams, NFL star Clinton Portis, and NBA standouts Malik Rose and Luke Walton have lent their [11] support to the program. Through programs such as these, Colgate has managed to increase [12] awareness about its products among millions of American children.

Celebrity Branding
Colgate has also used celebrities such as Brooke Shields to promote its products. This famous model is being used as their spokesperson to encourage more people to buy Colgate toothpaste.

Ads and Their Effects on Sales

"Colgate Sales & Advertisement Effects"

"Advertising spending supporting the Companys brands rose 12% to an all-time record level on top of double-digit growth in 2004, leading to worldwide market share gains and strong volume increases. Profits in 2005 include $145.1 million of after-tax charges

associated with our previously disclosed 2004 Restructuring Program. This four-year restructuring and business-building program was undertaken to help ensure continued long-term solid worldwide growth in sales, unit volume and earnings per share. These charges were partially offset by the net after-tax impact of certain Other Items that increased profits $29.9 million."
[13]

Colgate

Colgate

Dental Hygiene Products

History

Founded

1873

Founder(s)

William Colgate

Corporate

Company

Colgate-Palmolive

Monetary Value

$3.998 billion

Competitors

Crest, Aquafresh , Oral-B , Sensodyne , Arm & Hammer

Advertising

Advertising Campaigns

"Bright Smiles, Bright Futures" program

Advertising Strategies

commercials, celebrity branding

Culture

Type of Culture

Household/Family

Famous Slogans

"It cleans your breath while it cleans your teeth"(1940), "The Colgate ring of confidence"(1960)