Consumer Insights on Pepsodent

Toothpaste

Group Members:

Kanika Rajat Jhingan

Rajat Jhingan

Dec 7, 2021 PGDM FT_Brand Management_Term 6 1

 Introduction

 Brand management starts with understanding what ‘brand’

really means. This starts with the leaders of the company
who define the brand and control its management. It also
reaches all the way down the company and especially to the
people who interface with customers or who create the
products which customers use.
 Through this project, we try to understand the entire
procedure behind the branding of a product and whether it
creates the desired impression in consumer’s mind.
 We also try to understand the competitors strategies and its
image in customer’s mind. We have carried out a primary
survey to throw more light on consumer’s insight.
 The product chosen by our group is Pepsodent Toothpaste.

Dec 7, 2021 PGDM FT_Brand Management_Term 6 2

  The project is divided in two sections:

Section I: Product X: Initial Market and Product Information

 Type of product
 Size of market and potential
 Key Players in the market
 Leading Brands
 About the brand chosen
 Market Segmentation
 Distribution structure

Section II: Consumers’ Information and the consumer insights for

Product Category X
- The purchasers & the influencers
- The end-consumer's needs, desires, preference
- Perceived branding for the brand chosen or the general product
expectatio
- The brand attributes
- The potential ‘added-value’ related to the product
- Use and usage behavior
- What else should we know about the consumers of the studied
products

Dec 7, 2021 PGDM FT_Brand Management_Term 6 3

 Section I

1) Type of Product
Pepsodent Toothpaste is a Fast Moving Consumer Good
(FMCG)

2) Size of the market and potential

Toothpaste market in India is worth Rs 2800 Crore (2009).
The branded oral care penetration in India is less than 55 per
cent. There is a huge difference in the level of penetration in
rural and urban sector, 41% and 79% respectively.

3) Key Players in the market

Pepsodent is a product of Hindustan Unilever Limited. The
same company also produces Close up.
Other competitors are – Colgate, Anchor, Babool, Meswak,
Balsara

4) Leading Brands
Colgate, Pepsodent and Close Up, in that order
Dec 7, 2021 PGDM FT_Brand Management_Term 6 4
 Section I (contd.)
5) About the brand chosen
- Unique formulation
- Communication
- Endorsed by BDS
- Offering choice and Expanding the Portfolio

6) Market Segmentation

Age: Pepsodent Milk Teeth

Income level: For the first time in India, the company has also
launched a 20gm pack priced at Rs 5/-. The new low unit price
pack is intended at driving penetration in rural markets and
converting non-users to the benefits of Pepsodent.
Dental needs: Pepsodent sensitive for teeth that are sensitive to
temperature change when they eat. Various products it offers:
 Pepsodent Gum Care
 Pepsodent 2 in 1
 Pepsodent Regular

Dec 7, 2021 PGDM FT_Brand Management_Term 6 5

 Section I contd.

7) Distribution Structure
Distribution systems focus to enable easy access to their
brands, touch consumers with a three-way convergence - of
product availability, brand communication, and higher
levels of brand experience
 An IT-powered system, with the name RS Net has been
implemented to supply stocks to redistribution stockists.
 For this, stockists have been connected through an Internet-
based network, called RS Net, for online interaction.
 The objective is to make the product available at the right
place and right time in the most cost effective manner.
 RS Net is part of Project Leap, HUL's end-to-end supply
chain.

Dec 7, 2021 PGDM FT_Brand Management_Term 6 6

 Research Methodology
 Problem Definition: To understand the market of
Pepsodent and further understand, a consumers psyche
while buying toothpaste

 Research Design – Descriptive

 Survey Strategy – Discussions & Questionnaires

 Sampling Method – Convenience & Stratified

 Sample Size – 55

 Scope: Wide

Dec 7, 2021 PGDM FT_Brand Management_Term 6 7

 Section II (1/5)
Which toothpaste do you use? How often do you buy your toothpaste?

7%

0% Colgate 4% Tw ice
22% 29%
22% Pepsodent
Once
Close Up
56% Once in 2
Anchor
15% After 2
45%
Others

Hoe often do you change your

toothpaste brand?

24%
40% Once
Once in 6
Once
18 % Same
18 %

Dec 7, 2021 PGDM FT_Brand Management_Term 6 8

 Section II (2/5)

Attributes people Factors that

look for when influence the
buying a most while
toothpaste buying a
toothpaste, in
order of
 Freshness importance
 Healthy teeth &
gums  Gel / Non gel
 Good taste  Price
 Whiteness  Availability
 Prevention of  Advertisemen
tooth decay ts
 Use of natural  Taste
herbs  Packaging
 Makes froth  Good
schemes

Dec 7, 2021 PGDM FT_Brand Management_Term 6 9

 Section II (3/5)
Factors that Changes in the
influence while competitor’s
choosing a particular brand makes
one change his
brand of toothpaste, brand, in order
in order of of importance
importance
 Bad experience
• Own will with the
• Family preferences current brand
• Dentist’s  More dental
benefits
suggestion  Lower prices
• Advertisements  Rebranding/
• Shokeeper’s advice repositioning
• Reference from  Better schemes
others  Packaging
•Other reasons  Other reasons
Dec 7, 2021 PGDM FT_Brand Management_Term 6 10
 Section II (4/5)

Parameters of Pepsodent as rated by respondents, in

order of goodness

1. Price, Availability, Pepsodent as a Brand

2. Taste, Dental Care & Benefits
3. Packaging
4. Advertisements

5. Innovativeness

Dec 7, 2021 PGDM FT_Brand Management_Term 6 11

 Section II (5/5)

Do you know all the variants of

Do you visit Pepsodent websites?
Pepsodent?

22%

Yes 42%
Yes
No
No
58%
78%

Are you brand loyal to your

Do you buy toothpaste out of
toothpaste?
uderstanding or randomly?

29%
13%
Yes
Understanding
No
Random
71%
87%

Dec 7, 2021 PGDM FT_Brand Management_Term 6 12

 Our take on Findings (1/2)
- The purchasers & the influencers: People seldom get
influenced by others when buying things of daily use and
like to remain brand loyal, as well as less choosy. That is
why, we see so many people using the same toothpaste and
not wanting to change it. Also, the one that is being used in
the family becomes the preference of the respondents

 The end-consumer's needs, desires, preferences:

Toothpaste is such a product that one meets with early in the
morning, so it has to be a brand which satisfies one
completely, according to their priorities, such as taste,
freshness, benefits etc

 The brand attributes: Affordable, has dental benefits, taste

is not that great, has many variants, is advertised extensively

 The potential ‘added-value’ related to the product:

Creates resonance in the minds of people “toothpaste fail ho
gaya” in peoples mind. Tells them that if people do not use
it, they might fail in dental tests and thus, in life in general.
Dec 7, 2021 PGDM FT_Brand Management_Term 6 13
 Our take on Findings (2/2)
 What else should we know about the consumers of the
studied products:
- Respondents do not visit Pepsodent’s website, which means
that they do not know much about the company. All that they
know is through ads and shopkeepers.
- Respondents do know about various variants of Pepsodent,
which means there is fair amount of awareness about the
brand, which obviously could be enhanced.
- Respondents are brand loyal to their toothpastes, which means
its hard to make them switch, unless and until the same
amount of trust and information about the benefits are
provided to the masses.
- Respondents buy toothpaste out of understanding, which
means that people cannot be fooled by providing a product
which promises a lot but delivers less.

Dec 7, 2021 PGDM FT_Brand Management_Term 6 14

 Recommendations
 Pepsodent needs to create more awareness, similar to what
Colgate does. It could hold free dental camps, workshops,
sponsor events etc.
 As a brand name, it is good, but if it will enhance its
distribution strategies and reach to the villages also, like
Colgate, then it could also become a Pan-India brand.
 Brand loyalty plays an important part in this product. Constant
resonance is to be generated among customers, so that they
remain brand loyal to Pepsodent.
 Needless to say, taste, freshness and benefits could be
enhanced.
 It already has variants in the market, but all of them are quite
similar. Pepsodent could come up with a blue gel and a red gel
etc. like Close up, so that it could get Close Up’s booty also.
 It could come in various sizes that suit everyone’s pocket.
 If Pepsodent could also get a certificate form some kind of
dental organization, then definitely the users will switch to
Pepsodent.

Dec 7, 2021 PGDM FT_Brand Management_Term 6 15

 Thank You!

Dec 7, 2021 PGDM FT_Brand Management_Term 6 16