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
nice one, liked it :)
ReplyDeleteDidn't know about the dental health awareness program of Pepsodent before. I think it's great that they are also arranging awareness programs which goes with their product and promotes it. No wonder that this brand is recognized by all as one of the best ones in the market!
ReplyDeleteNice one.. I think Pepsodent is also facing stiff competition from Colgate... Nevertheless they are very successful in carrying out their imc campaigns..
ReplyDeleteNew information... really appreciable...
ReplyDeletePersonal Opinion: I think one of the reasons that Close-Up acquires the pole position is because they have been able to take advantage of the lack of literacy in the rural areas. Undoubtedly, a person with a lack of knowledge in the field of oral care, will prefer an advertisement that promotes fresher breath (Close Up) , rather than a doctor who speaks relentlessly on Oral care and hygeine (Pepsodent). Nevertheless, a good read.
ReplyDeleteThe way Pepsodent tried their utmost to raise awareness regarding oral hygiene through various measures is very much appreciated.. good job.. :)
ReplyDeleteVery interesting take on a well known brand!
ReplyDeleteThe dental health care campaign of Pepsodent is quite commendable. However close up is more popular compared to Pepsodent, probably because of the populations' appeal to freshness of breath instead of complete care. That is something inherent which can only be changed through educating the people of Bangladesh. However if Pepsodent is looking to only increase market share, a different approach to advertising might as well make them strong contenders for the first position.
ReplyDeleteLooking at Bangladeshi market, definitely close-up is more favourable for their fresh breath benefit. But may be Unilever wants it that way as both the top 1st and 2nd position is held by their brands.
ReplyDeleteWell written. one more reason why close up may be ahead is that is cheaper and hence more affordable to low income families.
ReplyDeleteWell written. one more reason why close up may be ahead is that is cheaper and hence more affordable to low income families.
ReplyDeletePepsodent puts a lot of good effort in raising awareness for dental care and i believe they are quite effective. However, they should be coming up with more flavored toothpastes often, especially for the children, to inspire them brush.
ReplyDeleteWhy don't they try to include a new variant of fresh breath?
ReplyDeleteInformative ..... and well written .....
ReplyDeleteWonderful! Campaign to promote dental hygiene in rural areas of Bangladesh. There is a market for that in Bangladesh. Helping the rural people is a win win situation. Pepsodent gains a profit, people benefit from their product!
ReplyDeleteThough Pepsodent has no gap in their IMC, Close UP has the upper hand because of their better distribution and lower price. I think the oral health care campaign is a great way to expand their reach in the rural areas.
ReplyDeletegood job...keep it up
ReplyDeleteWell written...Contains adequate information as well...Thanks for the info...
ReplyDeletevery informative
ReplyDeletegood job
ReplyDeleteGot new informations. Really appreciated from a leading brand
ReplyDeleteSuch a committed CSR activity! What they have done is good enough to gain enough market share. Nice strategy. Best of luck! :)
ReplyDeleteDoes pepsodent use any trade promotion to their distribution channel?
ReplyDeleteGood job. Contains adequate informations. I think the oral health care campaign is a great way to expand their reach in the rural areas. Really appreciated from a leading brand.
ReplyDeleteThe promotional campaign Pepsodent is holding is admirable and will be helpful to increase their brand image. In order to find out why it cannot beat Close Up yet, an in-depth research is required, analyzing the customers of that brand and their requirements. Great article, useful information!
ReplyDelete