Customer Profile
Demographic
|
Age: 7+
Gender: All
Occupation: Any (Student, farmer,
business person, job holder etc.)
Income: 5000+
|
Geographic
|
Location: Urban, Sub-urban, Rural
Area: whole Bangladesh
|
Psychographic
|
Preference: who wants complete oral
protection
Attitude: who has positive attitude
towards the need of oral care
Perception: healthy teeth
Usage rate: minimum once a day
|
Winning
the 2nd best brand award in oral care category in 2013 Bangladesh
Brand Forum, Pepsodent shows its significance in the market. Pepsodent is the only toothpaste to be endorsed by FDI – World Dental
Federation and recommended by Bangladesh Dental Society. The brand has
always partnered with dentists to bring the best oral care solutions for
the country.
Talking about toothpaste category in Bangladesh, there would be none who is not familiar with Pepsodent. So what makes Pepsodent such a strong brand ? It’s simply utilized its IMC campaigns so well to resonate with its audience and created an affinity between its customer, the messaging and the product.
Talking about toothpaste category in Bangladesh, there would be none who is not familiar with Pepsodent. So what makes Pepsodent such a strong brand ? It’s simply utilized its IMC campaigns so well to resonate with its audience and created an affinity between its customer, the messaging and the product.
One
of Pepsodents such program is Dental health awareness program. Under this,
Pepsodent initiated like Dental Support Program which have been quantum leaps
in developing good oral hygiene practices in rural areas. Pepsodent in
partnership with Bangladesh Dental Society(BDS) promotes oral hygiene which
works as market activation tool. On oral health day they initiated a campaign
called "সুষ্ঠ হাসিতে হাসবে
বাংলাদেশ". Under the campaign, dentists
give free dental check up to the registered patients as event marketing. Under this
program, Pepsodent also introduced Pepsodent Dentibus. It is a mobile dental care unit going around the
schools of country with free checkups and advice. Utilizing the sales promotion
tool, Pepsodent Dentibus also provides free samples toothpaste and tooth powder
as consumer promotion. As trade promotion, Unilever Bangladesh Ltd. has a
contract signed with Bangladesh Dental Society which ensures that Pepsodent
will be recommended and endorsed by Bangladesh dental Society.
Pepsodent
utilized their interactive marketing tool for this campaign in an excellent
manner. They have an official Facebook page to communicate with the consumers.
They created an facebook gaming application which intended to collect smiles
within 24 hours. This was very successful and a total of 23,336 smiles were
collected.
Pepsodent
created huge awareness though their TVC for this campaign. The main theme of
the TVC is emotional benefit.
They have also used print ad on billboards to reach to those
who do not have access to TV. They have also published the print ad on
newspaper and also on their Facebook page.
Pepsodent announced
about their free dental check up program in a press release utilizing their PR
tool. Their whole activities are well covered in media and Pepsodent gained
positive publicity due to the CSR concern.
My
opinion:
Pepsodent
definitely has left no gap in their IMC campaign. From urban to rural, its
everywhere and well recognized. So why still Pepsodent is at no. 2? Well the
no. 1 position is held by none other than Unilever Bangladesh Ltd another oral
care brand close-up. Close up competes in fresh breathe category whereas
Pepsodent competes in complete care protection category. Is it the reason why
close-up has upper hand on Pepsodent? To answer that a proper market survey is
needed. But one can surely say that Pepsodent perfectly utilized their both ATL
and BTL tools to create a 360 degree branding.
References:
Health
awareness. (n.d). Retrieved from www.unilever.com.bd
Unilever
to provide. (n.d). Retrieved from http://www.thefinancialexpress-bd.com
