1993 Late 90s 1937 Video . USP: Strong Teeth Benefit Based Benefit Based Total Max Fresh User Based Feature Based Active Salt Kids . Whitening. USP: Freshness & Whiteness Target: Youth Variants: Red. Kids • Included freshness in its benefits . Oxyfresh Included gum strength in benefits • USP: Oral Health Benefit • Target: Housewives • Variants: Germi Check. Gum Care. Milk Calcium. Lemon Mint. Menthol. 2in 1. Popular only in Urban Areas 2.90 % of the population suffers from various types of dental problem . Market leader in the gel-segment for almost 3 decades 4. New entrants in the segment .Many people in rural India still clean their teeth with traditional products (neem twigs. First gel toothpaste in India – launched in 1980 2. salt.ash etc. 2. Excellent advertising and branding 5. Range contains only gel based toothpastes.So. there is a huge potential market in India. no option like 2 in 1 or cream based SWOT of Close-Up Opportunity: 1. Rural area is still unexplored 3. so. ash) 3. People in India are still using traditional methods like Neem twig.salt.awareness can be created and more potential market can be created Threat: 1. Many variants of toothpaste can be confusing for the consumer 2. The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing 3. First mover of the gel paste segment Weakness: 1.Strength: 1. Low penetration in the rural areas SWOT of Pepsodent Opportunity: 1. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth 5. there is a huge potential market in India. so.Strength: 1.awareness can be created and more potential market can be created 3. 2.salt.90 % of the population suffers from various types of dental problem . Smaller packaging for rural markets.Oral hygiene still lacks in the rural parts of the country . Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth. Pepsodent also includes a range of toothbrushes Weakness: 1. Colgate is the top-of-the-mind toothpaste brand hence intense competition 2. Competition from internal brand like Close Up in the same segment and external brand like Colgate 2. tie-ups with hotel chains.ash etc. schools Threat: 1.So. Endorsed by FDI ( the largest dental association globally) 2. Among the most trusted brands having celebrities like Shahrukh Khan as brand ambassadors 3. fresh breath and healthy gums 4.People in India are still using traditional methods like Neem twig. Colgate 80% 70% 60% 50% 40% 30% 1975 1997 2004 2010 20% 10% 0% 1975 1997 2004 2010 . co-operative stores.Product Place Price Promotion •Quality •Freshness and Whiteness •Distribution through Kirana stores. •Priced low as it’s a low involvement as far as financial risks are concerned •In-store advertisements •TV commercials . medical shops. across India •Well-distributed through the supply chain of company distributors to wholesalers to retailers to final consumers. supermarkets. etc. medical shops. across India •Well-distributed through the supply chain of company distributors to wholesalers to retailers to final consumers.Product Place Price Promotion •Quality •Oral Health Benefits •Fight germs longer and make teeth stronger •Distribution through Kirana stores. etc. •Priced low as it’s a low involvement as far as financial risks are concerned •Series of Campaigns •In-store advertisements •TV commercials . co-operative stores. supermarkets. 6 16 15.25 21 Close Up Vs Pepsodent 20 17.3 15 10 5 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. . . • This toothpaste fight germs longer and make teeth stronger thus providing oral health benefits.Segment • Behavioural and benefits Target Positioning • Housewives or anxious mothers who are the ultimate decision makers in their family. . . . 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. . Through close up and Pepsodent they were able to target Achievers. 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.HLL would capture more market share by having two brands catering to two different age groups. Thinkers. so HLL focused on Variants of Pepsodent only . Strivers. Maggi also repositioned its product from children snack food to family oriented product. Same was the case with Cadbury .