SEGMENTATION, TARGETING AND POSITIONING

OUR BRAND COMPETITORS

PROMISE COLGATE PEPSODENT DANT KANTI

SEGMENTATION Geographic- Geographic- Geographic Geographic-

Promise is available in Colgate It is available in It is available
rural, semi urban or primarily deals semi urban or everywhere be it
urban areas, and is in the oral urban areas, and rural, semi urban or
available online as hygiene care is available online urban areas, and is
well. which serves as well. available online as
customers well.
Demographic- globally and also Demographic-
Economical: The provides Economical: Demographic-
toothpaste sale is on toothpowder Pepsodent mainly Economical:
“value for money” catering to the targets the urban Patanjali products a
proposition under this semi urban area.  segment who do priced as per
segment. Promise is Colgate provides not mind competition so that
highly Economical as the option of spending more for becomes easier for
it targets Middle- and online shopping a quality product. the customers to
lower-income groups. as well products. Behavioural- switch from their
Behavioural- existing brand and
Demographic- Protection: It adopt their products
Protection: Anti- Economical: fights germs to It focuses on giving
cavity, keep tooth The prices of protect teeth healthier and natura
problems such as Colgate are against cavities variant to its target
plaque, cavities, tartar generally a little and gives strong audience. lower- an
and tooth pain away. higher than its teeth. medium-income
Effectiveness: competitors. This Effectiveness: groups.
Maintaining is primarily fresh breath and Behavioural-
proper oral hygiene. because of the healthy gums.
perception of Protection: It
Therapeutic: Fights Therapeutic: provides Effective
superior products
Gingivitis. Protection from Protection for Your
offered by
ailments like Teeth. Tightens
Colgate. It
bleeding of gums Gums. Fights germs
targets medium-
and tooth decay. Effectiveness:
and upper-
income group. Patanjali Dant Kant
dental Cream is for
Behavioural- White, Strong Teeth
Protection: & Gums.
Provides all Therapeutic: Fight
round cavity against dental
protection. problems like
pyorrhoea, bleeding
Effectiveness: It & swollen gums.
cleans & makes
teeth whiter.
Therapeutic:
 Protects against
root caries
and repairs early
decay spots.

TARGETING Focussed on people All households All households Focussed on people

using Herbal products, looking for oral looking for oral using Herbal
People facing tooth care. care products,
ailments. People facing tooth
ailments.

POSITIONING Colgate is It is positioned an Dant Kanti was

Promise toothpaste positioned as the oral care expert positioned as a
was positioned as a brand itself as of offers solution to “Swadeshi” (local)
herbal product made a high-quality specific problems Brand.
of clove oil, which is product with a like bleeding
used to treat dental Brand that doesn’t
premium price gums and have any harmful
ailments. It among its sensitive teeth.
emphasised on chemicals.
competitors. Brand that offers
choosing the High quality
right toothpaste to It is a toothpaste various oral care toothpaste with
ensure proper dental with calcium and solutions to affordable pricing.89
care and to keep minerals to get specific need-
all dental an all-round based solutions.67
problems away.123 cavity
protection.45

1
Brand Management - Google Books
2
PressReader.com - Digital Newspaper & Magazine Subscriptions
3
Promise SWOT Analysis, Competitors & USP | MBA Skool
4
Colgate Marketing Strategy & Marketing Mix (4Ps) | MBA Skool
5
Colgate SWOT Analysis, Competitors & USP | MBA Skool
6
Pepsodent SWOT Analysis, Competitors & USP | MBA Skool
7
Pepsodent Marketing Strategy & Marketing Mix (4Ps) | MBA Skool
8
http://reviewsimpact.com/patanjali-dant-kanti-toothpaste-review
9
https://brandyuva.in/2019/08/marketing-strategies-of-dant-kanti.html#:~:text=With%20a%20strong
%20competition%20from%20Global%20existing%20brands%2C,in%20colour%2C%20which%20resemble
%20purity%2C%20cleanliness%20and%20innocence.
 SPIDER WEB POSITIONING

The criteria that we’ve selected are:

Taste: Promise toothpaste contains natural and time-tested Clove Oil. The taste of Clove oil is strong which is cause by
Eugenol. And even with just a small amount, this taste can be overpowering. So, Promise has a strong clove taste. Similarly
due to the natural ingredients Dant Kanti also has a strong taste compared Colgate and Pepsodent (which has mint flavour
and also contains artificial sweeteners). 10

Price: In comparison to its competitors, promise toothpaste has been priced at an affordable range.

Toothpaste Brand Price (Rs.)

Promise 23.24/100g
Colgate 40.80/100g
Pepsodent 39.33/100g
Dant Kanti 37/100g
Effectiveness: Initially, promise was successful and commanded second highest market share after Colgate which was then
the market leader. It was the go-to brand in the 80’. But now with the introduction of various other herbal and non-herbal
toothpastes, lack of product upgradation and prudent management of the marketing mix, it has lost its market share. Colgate
continues to be the leader in the market followed by Pepsodent.

Herbal and Non-herbal- Promise and Dant Kanti are herbal brands whereas Colgate and Pepsodent are non-herbal brands.

Emotional Benefits/ Functional Benefits: The initial positioning of Promise toothpaste was more towards health and
tradition. It was positioned as a toothpaste made of clove oil, which is traditionally used in India to treat dental ailments. The
scientifically proven antiseptic and anti-bacterial properties of Clove Oil help keep teeth strong and gums healthy. Dant
Kanti also claims to be more Functionally beneficial whereas, Pepsodent and Colgate are both functionally and emotionally
beneficial.11

10
Promise (brand) - Wikipedia
11
Brand Management - Google Books