Integrated Marketing Communication

Assignment – 1
Brand – Patanjali
Product – Toothpaste – Dant kanti

Submitted By- Group 10

Abhishek Pankhania (190103008)
Arpit Jain (190103036)
Arghadeep Ghosh (190103034)
Prachi Garg (190101139)
Tathagata Roy Chowdhury (190101127)
Zenith Sigfrid (190101134)
Patanjali Ayurveda, an Indian FMCG company, Founded by Baba Ramdev and
Acharya Balkrishna in 2006. And soon after the launch it became the India’s fastest
growing FMCG company. It has launched products almost in all the category
competing with the well-established brands in the India. In the Oral Care sector, it has
launched Dant Kanti toothpaste made of herbal ingredients. This entrance into the oral
market dented the market share of various established brands like Colgate Palmolive,
Dabur, Hindustan Unilever (Pepsodent) and Sensodyne. Let’s look the advertisement
of Patanjali’s Dant Kanti and of its biggest rival Colgate Palmolive and analyse the
same.
The Video Advertisement of Patanjali’ Dant kanti are:
1.) https://www.youtube.com/watch?v=WYY8z6WZfHo
2.) https://www.youtube.com/watch?
time_continue=39&v=eswqhFBygZ8&feature=emb_title

Print Media Advertisement-

Target Market: Millennials – The generation who has seen Colgate/ Pepsodent ad
from the childhood and now getting aware about the oral care health. It is targeting all
the age groups through different product category.
Product category launched by Patanjali-
Naturals- with 16 herbal ingredients,
Advanced – with 26 herbal ingredients,
Medicated – for sensitivity catering to older generation,
Junior- for children
We can see in the first video advertisement where it is targeting all the age group
through effective communication. For example, targeting older generation by
emphasizing on sensitivity and children through pyorrhoea. Also, on analysing both
the advertisements, the advertisements don’t have any renowned actor. Rather they
had common people which shows that it is targeting the middle class or the lower-
class people.
Positioning: Patanjali is positioning the brand as Ayurveda and Swadeshi brand. It is
positioning as Made in India by the Indian people for the Indian people. It is evoking
a sense of Patriotism through the positioning. In the print media ad, we can that it is
evoking the patriotism by mentioning the swadeshi movement and urging the
distributers and retailors to sell their products more as compare to the other foreign
well-established products. The tagline they are using for the Patanjali brand is
“Prakrati ka Ashirwad” which also evoke the naturalness of the products.
Communication Objective: - Awareness and persuasion.
All the advertisements of Patanjali are full of information. Through which they are
making aware of the natural ingredients and about different dental problem. Also
Persuading them by telling the benefits and effectiveness of the product against all the
dental problems. It is also persuading them by mentioning about swadeshi movement
and saying that all the profit goes to the underprivileged children’s education
Competitive Strategy: - Aggressive. In both the video advertisements they are
competing directly with all the brands by saying that it’s single product is enough for
all the dental problems and for all the age. Also, in the second ad they are directly
attacking all the foreign brands by saying that they are using chemicals while
Patanjali’s Dant Kanti is made only from the natural ingredients.
Promotional strategy – Using Push marketing strategy as they are pushing the
product in the market by urging the retailers and distributors to sell swadeshi product
through emphasizing on the swadeshi movement and the freedom fighters.
Archetype: Caregiver. As they are emphasizing on the benefits of the toothpaste and
how it would be helpful in different dental problems
Colgate Palmolive:
As soon as Patanjali launched the Dant Kanti, it started taking up the market of
Colgate Palmolive. In order to compete with Patanjali and cater to new category of
herbal products, Colgate launched straight away 3 new brands within 1 year which
are-
Colgate Palmolive Cibaca Vedshakti, Colgate Swarna Vedshakti and Colgate
sensitive clove.
Let’s analyse the advertisements of Colgate Cibaca Vedshakti.
Video Advertisements:
1) https://www.youtube.com/watch?v=3NZjUdkOoeQ – Nov 2019
2) https://www.youtube.com/watch?v=XqtjAHaRvzE – Apr 2017

Print Media Advertisement:

Target Market: Millennials. In both the advertisements all the actors are common
people which means they are catering to common people or middle class people.
Along with middle class people, having Kajol as the key actor also changes the
perception and make it for the upper class also. If we talk about the age group, in the
first ad, it has women from different age group and different lifestyle which creates a
perception that it is a family product and cater to all lifestyles. Also in the second ad
also they have all the age group people which again shows that that it’s a product to
be used by all the family members of all the age groups.
Positioning: Naturalness and Herbal. By showing and mention names of each
ingredients they are positioning as a natural and a herbal product. The tagline they are
using “ Kudrat ka sath, Swasth aur majboot dant” also shows the naturalness and use
of herbal ingredients.
Communication Objective: To gain the market share and compete with the Patanjali
by introducing the herbal variant.
Competitive Strategy: If we analyse the advertisements of both the company,
Patanjali is directly attacking the competitors and the already established brands. But
Colgate is not adopted that thing rather attacking indirectly by mentioning in the ad
that it is not that much spicy and children also like the taste of it. Patanjali’s Dant
Kanti is a little bit Spicy and its taste is not normally likened by all the people
especially children.
Promotional Strategy: Push. In the advertisement they are asking for the free sample
which shows that they are using the push strategy to push the product in the market.
Archetype: Caregiver

Conclusion:
Patanjali- Dant Kanti Colgate- Cibaca
Vedshakti
Target Market Middle class or upper Upper class and middle
lower class class
Demographics All age group and every All age group and every
gender gender
Positioning Ayurvedic, Naturalness, Naturalness and herbal
Swadeshi, Patriotic
Communication Objective Awareness and Gain Market share in
Persuasion ayurvedic herbal category
Competitive Strategy Direct and aggressive Indirect
Promotional Strategy Push Push
Archetype Caregiver Caregiver