2. Hindustan Lever Ltd.
IS NOW
Hindustan Unilever Ltd.

3. INTRODUCTION
India's largest Fast Moving Consumer
Goods company with 80 factories across
India.
 Hindustan Unilever Limited ‘HUL’,
formerly Hindustan Lever Limited
(renamed in late June 2007 as HUL)
 The Anglo-Dutch company Unilever owns

4. The mission – “add vitality to life.
Sales growth in 2011-12 is 17%
Pepsodent and Close Up together accounted
for 22% share in 2011-12
Annual turnover - Rs.22,116 crores
Share price Rs 459.20

6. Product Mix
• HUL has a diverse portfolio of brands
offering home care solutions for
millions of consumers across India.

7. Personal
Care
Brands
Food
Nutrition
Brands
Home
Care
Brands

8. Lux, lifebuoy, Dove
Personal wash Pears, Rexona, Breeze,
Surf excel
Laundry Wheel
Sunlight
Fair & lovely
Skin care Ponds
Vaseline
Sunsilk
Hair care
Clinic
Hindustan Unilever ltd
Pepsodent
Oral care
Closeup
Axe
Deodorants
Rexona
Color cosmetics Lakme
Ayurvedic Ayush

11. • Pepsodent has established itself as a strong, reliable brand
commanding the second place in terms of market share next
to Colgate from Colgate-Palmolive Ltd.
• The product line of Pepsodent is wide spread right from
lower end to the higher end addressing the basic needs of
decay protection & advanced whitening to specific medical
needs with Pepsodent G gum care and Pepsodent Sensitive.
• The customer expectations of the toothpaste market are
good taste, fresh breath, clean teeth, more foam and proper
cleaning.
• Endorsed by FDI ( the largest dental association globally)
• Among the most trusted brands in India (Brand Equity,
Economic Times, India)

14. SEGMENTATION
• Rural Areas
Geographic • Urban Areas
• Normal Use
Behavioural • Whitening
• Complete Care
• Pepsodent G
Demographic • Pepsodent Kids
• Pepsodent Milk Teeth Strawberry

15. Geographic Segmentation
• The urban market for toothpaste is almost
stagnant.
• Hence for deeper penetration in the rural
markets they have taken the following
measures
Smaller 100gms packs priced at 10 rupees
Tooth campaigns at various schools in villages.

16. Behavioural Segmentation
• Variants to suit different consumer
preferences
• G for Gum Care
• Germicheck for Cavities
• Whitening for White teeth

17. Age
• Pepsodent Kids
1. Barbie (pink color)
2. Superman (Blue color)
3. Tom & Jerry (Orange color)

19. • Most of Pepsodents products are sold in the
urban areas.
• The sales from the Urban areas constitutes
approximately 80% of their income.
• Pepsodent spread awareness of the benefits
of oral hygiene. This awareness would
therefore help increase its sales, in the rural
areas

20. TARGET MARKET SELECTION
• Pepsodent is currently into Selective
Specialization
• Pepsodent Kids for kids
• Smaller and cheaper variants for rural markets
• Pepsodent complete for the educated urban
consumer

21. • This type of
Targeting means
targeting different
markets with
different prducts.

23. Pepsodent positioning:
• Pepsodent was launched in 1993 by HUL to capture the market
from Colgate.
• It was launched in the platform of Germ fighting property.
• Pepsodent have experimented with its positioning althrough its life.
• Ad Campaigns to supplement this positioning:
Lasting Protection for hours
Germ Fighting Campaign
Dental Insurance
Dishum Dishum
Bhoot Campaign

24. Inclusion of a germ indicator with a pack of
pepsodent.
HLL struck back 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.

25.  Pepsodent knew that they should expand the total
market of toothpaste and hence decided to increase
market by increasing the usage of the product. Thus
they came up with the bhoot campaign.
 Pepsodent aims to teach the kids to brush at
night, (with pepsodent of course).Research shows that
brushing teeth at night can reduce chances of tooth
decay by 30%.
And because of this campaign 12 lakhs kids are
brushing teeth at night now and mothers are happy.

26. PRODUCT

27. • Pepsodent has its products
which cover a large area
• Their products are
Pepsodent Germicheck +
Pepsodent Whitening
Pepsodent 2 in 1
Pepsodent G
Pepsodent Kids

28. Five Product Levels

30. What is it made up of?
• Pepsodent was well-known for its minty flavor
derived from sassafras, and was claimed to
contain the key ingredients:
• Irium is actually sodium lauryl sulphate, a type of
surfactant (detergent) that is commonly found in
toothpastes nowadays. Lauryl sulphates help to
clean teeth and provide foam that helps to carry
away debris. It also has antibacterial properties
and can penetrate and dissolve plaque.
• The other ingredient, “I.M.P” was purpoted to
whiten teeth. What its letters individually stand
for remains unknown.

31. Packaging
• The pepsodent pastes
are carefully filled into
plastic tubes which have
a rotating cap.
• These tubes are then
placed into a cardboard
shaped boxes which are
closed on both ends.

32. PRODUCT LIFE CYCLE

33. PRODUCT LIFE CYCLE
• Maturity
• Characteristics of Maturity:
Heavy Competition
Search for other target markets.
Psychological Pricing Methods to gain market
share.

34. PRICE

35. TYPE PEPSODENT COMPETITORS
Vanilla variants – Pepsodent Germi-Check – Colgate Dental Cream–
Rs. 62 for 200g. Rs. 65 for 200g
Gel variants- Pepsodent Center Fresh – Colgate Max Fresh –
Rs. 65 for 150g Rs. 64 for 150g
Close-Up –
Rs. 62-67 (depending on
flavour) for 150g
Whitening variants – Pepsodent Whitening- Colgate Max White-
Rs. 65 for 150g Rs. 65 for 150g
Gum care variants- Pepsodent G- Colgate Sensitive-
Rs. 37 for 80g Rs. 80 for 80g
Pepsodent Sensitive- Sensodyne-
Rs. 80 for 80g Rs. 80 for 80g
Colgate Sensitive Pro-relief-
Rs. 120 for 80g

36. • Colgate also has 4 other variants – Salt, Herbal,
Total and Cibaca Family Protection. Pepsodent
has no equivalents (Pepsodent Complete has
been discontinued).
• Pepsodent has the ‘2 in 1’ variant for which
Colgate doesn’t have an equivalent.
• Some of the variants mentioned above have sub-
variants which have a price variation of 1-2 Rs.

37. • Overall, Pepsodent is priced at
the same level as Colgate,
however, they have different
selling points.
• Pepsodent has the ‘Offers
protection against germs’ angle
while Colgate has the ‘Makes
teeth stronger’ angle.
• Toothbrushes from Pepsodent
as well as Colgate are priced
Rs.30-40. Oral-B, the main
competitor in this field, has
toothbrushes ranging from
Rs.25 to over Rs.50 due to
greater product variety.

38. PLACE

39. PRODUCT DISTRIBUTION
CHANNEL

40. PROMOTION

41. • Along with an offer of free dental check-ups, HUL is
also planning to organise 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,”

42. • Brand Ambassador
In May,2010, Pepsodent had roped in Shah
Rukh Khan to be their Brand Ambassador.
SRK had been roped in for pepsodents latest
campaign ‘Pappu & Papa’

43. • Free Gifts
 Pepsodent had
agreed to sell its
Products with a toy
along with the
purchase of the
product.
 With phrases like
“Collect Them
All!”, the customers
would want to buy
more products in
order to collect all
the gifts.

44. • Discounts
 During their promotional offers,
Pepsodent sells its products at a
discounted price.
 Else they offer products with offers.
E.g Buy 1 get 1 free or 150g + 150g =
Rs 40 and not Rs 50

45. PEPSODENT KIDS
• Children are influencing around 41% of the total purchases in
the total consumer market and children are permitted to
make decisions in 65% of the total purchases in the
toothpaste purchases.
• In this case ideally, a product for the children, launched
properly should be a runaway success. Realizing
this, Pepsodent introduced Pepsodent Kids and Pepsodent
Junior in November 2007.
• Pepsodent Kids comes with an attractive squeeze down pack
in attractive colors with three variants, namely -
1. Barbie (pink color)
2. Superman (Blue color)
3. Tom & Jerry (Orange color)

46. • Product Strategy
• Retailer observations for product improvement mainly involve
two factors:
• 1. Size of the Pack
• 2. Color Variants
• Small sized packs
• As against the popular notion of high price of the Pepsodent
Kids, the market can be sustained based on the exclusivity of
the product for the Kids. Indeed the high pricing of Pepsodent
Kids as observed in survey is not real but a perception created
by its ‘Pack Size’. Analyzing the competitor Colgate’s Bubble
Fruit pricing strategy sheds light on the same as given below.
• Product Weight(Gms.) Price(Rs)
• Pepsodent Kids 80 45
• Colgate’s Bubble Fruit 40 22

47. CONCLUSION
• Even though the demand of pepsodent is more
than any of its competitors, its sales are the
second best behind Colgate.
• In the coming years, Pepsodent is going to
increase in the toothpaste market but just
gradually every year.
• Through its promotional strategies, it can spread
its brand name which can help increase sales.

48. Color Variants
• It’s been a proven fact that children are attracted to bright colors more than the dull dark colors. The
variants available in the market are Tom & Jerry (Orange Packs), Barbie (Pink Packs) and Superman (Dark
Blue Packs). By the sales figures in the retail outlets, it was seen that the children respond positively only
to first two variants.
Alternatives
• Attractive colors can be introduced to keep children pulled in to try the new variants every time.
•Special limited editions during festive seasons & holidays can be sold to increase revenue.
• New cartoon characters in the current day channels (Cartoon Network etc.) can be added as new
variants. By the TRP ratings, children are found to watch Shin Chan show more and form a potentially
attractive market for the new variant.

49. Future Prospects to Increase Its
Sales
• 1. A kit can be introduced along with a “Kids Stand” to hold only the Pepsodent
Kids toothpaste and toothbrush in sockets. The sockets must be made to hold only
the Pepsodent products.
• 2. The Kids Stand can be introduced in variety of themes matching different
characters. The kit can also contain a booklet/ sheet depicting a small story or
characters description. The children view these as their toy and also feel proud of
owning it.
• 3. Children generally use the toothbrush for 3 months but the toothpaste gets over
in a month considering 40 gm pack. Hence once the tooth paste gets over, children
refill the socket with Pepsodent Kids toothpaste in that place