1993 Late 90s

1937

Video

USP: Strong Teeth

Benefit Based Benefit Based

Total

Max Fresh

User Based

Feature Based Active Salt

Kids

USP: Freshness & Whiteness Target: Youth Variants: Red, Menthol, Lemon Mint, Milk Calcium, Oxyfresh Included gum strength in benefits

USP: Oral Health Benefit Target: Housewives Variants: Germi Check, Whitening, Gum Care, 2in 1, Kids Included freshness in its benefits

Strength: 1. First gel toothpaste in India launched in 1980 2. The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing 3. Market leader in the gel-segment for almost 3 decades 4. Excellent advertising and branding 5. First mover of the gel paste segment

Weakness:
1. Popular only in Urban Areas 2. Range contains only gel based toothpastes, no option like 2 in 1 or cream based

SWOT of Close-Up
Opportunity: 1.90 % of the population suffers from various types of dental problem , so, there is a huge potential market in India. 2. Rural area is still unexplored 3. People in India are still using traditional methods like Neem twig,salt,ash etc.So,awareness can be created and more potential market can be created Threat: 1. Many variants of toothpaste can be confusing for the consumer 2.Many people in rural India still clean their teeth with traditional products (neem twigs, salt, ash) 3. New entrants in the segment

Strength: 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 5. Pepsodent also includes a range of toothbrushes

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

SWOT of Pepsodent

Opportunity:

1.90 % of the population suffers from various types of dental problem , so, there is a huge potential market in India. 2.People in India are still using traditional methods like Neem twig,salt,ash etc.So,awareness can be created and more potential market can be created 3. Smaller packaging for rural markets, tie-ups with hotel chains, schools

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

Colgate
80% 70% 60% 50% 40% 30% 1975 1997 2004 2010

20% 10%
0%
1975 1997 2004 2010

Product Place
Price Promotion

Quality Freshness and Whiteness

Distribution through Kirana stores, supermarkets, medical shops, co-operative stores, etc. across India Well-distributed through the supply chain of company distributors to wholesalers to retailers to final consumers.

Priced low as its a low involvement as far as financial risks are concerned

In-store advertisements TV commercials

Product Place
Price Promotion

Quality Oral Health Benefits Fight germs longer and make teeth stronger

Distribution through Kirana stores, supermarkets, medical shops, co-operative stores, etc. across India Well-distributed through the supply chain of company distributors to wholesalers to retailers to final consumers.

Priced low as its a low involvement as far as financial risks are concerned

Series of Campaigns In-store advertisements TV commercials

25
21

Close Up Vs Pepsodent

20
17.6
16 15.3

15

10

0 1999 Close Up Pepsodent 2004

Segment
Target Positioning

Behavioural and benefits

Indian youth

This toothpaste provides freshness and whiteness to the teeth

Established Brands

Style Conscious and Status Symbol

Target audience would be thinkers and believers because:-

They make choices based on principles and they buy functionality which are oral health benefits or freshness.

Segment

Behavioural and benefits

Target
Positioning

Housewives or anxious mothers who are the ultimate decision makers in their family.

This toothpaste fight germs longer and make teeth stronger thus providing oral health benefits.

Awareness
Conducted many childrenfocused programs at the school level and involved dentists. Initiated National dental health awareness program in association with IMA to spread awareness targeting rural Indians

Launched a series of Campaigns

Dishoom Dishoom Campaign Aimed at targeting anxious mothers Started campaign which claimed at brushing teeth before going to sleep which will help fight germs whole night.

Increasing competition from Pepsodent brand aimed at oral health benefit Close-up tried to target thinkers but they wernt successful Increase in awareness of oral health benefits which was more connected with Pepsodent brand proposition

Close-Up was targeting youth while Pepsodent was targeting housewives or mothers who are the ultimate decision makers People who were new to this segment wanted to be more connected with a product which provides oral health benefits than freshness.

HLL would capture more market share by having two brands catering to two different age groups.

Through close up and Pepsodent they were able to target Achievers, Strivers, Thinkers, and Believers

More Traits associated with HLL brand as a whole than Colgate which are oral health benefits, freshness and whiteness It becomes difficult to launch variants of sensorial brands like Close-Up, so HLL focused on Variants of Pepsodent only

Maggi also repositioned its product from children snack food to family oriented product. Same was the case with Cadbury