The Marketing mix of Pepsodent analyses the 4Ps of Pepsodent, including the Product, Price, Place, and Promotions. Pepsodent is an acknowledged brand name that manufactures toothpaste and toothbrushes. In 1915, Chicago’s Pepsodent Company introduced this toothpaste in the American market. It is rated as one of the top oral hygiene toothpaste market leaders. In India, the company “Unilever” owns the brand and launched it in 1993 to cater to the needs of consumers. Under the personal care category, Pepsodent offers various oral care solutions tailored to the consumers’ specific needs. Pepsodent faces stiff competition from companies like
- Oral B
- Type: Toothpaste
- Industry: Personal care
- Founded: 1915
- Founder: Clement C. Jackson
- Headquarters: New York, United States
- Area served: Worldwide
- Key people: Camry (Chairman) and Richard Goldstein (CEO)
- Number of employees: 10,000
Table of Contents
Pepsodent Product Strategy
Pepsodent is an established brand that the Global Dental Association endorses. It guarantees customer satisfaction by fighting germs in and around the teeth. The toothpaste is also an apt solution for bleeding sensitive teeth and gums. Pepsodent is supposed to make fresh breath, our gums healthy, and the teeth strong, provide protection against cavities, and make the breath fresh. The toothpaste has a digestive agent called pepsin that helps break and digest food deposited on the teeth.
Pepsodent offers a range of brands of products designed to meet various dental hygiene needs. The brand is recognized for its focus on cavity prevention, teeth whitening, and overall oral health.
- Toothpaste: Pepsodent’s core product is toothpaste, which contains various formulations targeting oral health issues. These include toothpaste for cavity protection, gum care, whitening, sensitivity relief, and complete oral care.
- Toothbrushes: The brand offers a variety of toothbrushes designed for different needs, such as soft-bristled brushes for sensitive gums, brushes with varied bristle heights for effective cleaning, and toothbrushes specifically designed for children.
- Dental Floss: Pepsodent also provides dental floss products, an essential part of oral hygiene routines. These products help remove plaque and food particles from areas between teeth where a toothbrush might not reach.
- Mouthwash: Complementing its range of toothpaste and toothbrushes, Pepsodent offers mouthwash products. These are formulated to provide additional protection against cavities, freshen breath, and support oral health.
- Children’s Oral Care Products: Recognizing children’s unique oral care needs, Pepsodent has a line of products specifically designed for kids. These include child-friendly toothpaste flavors, soft bristles and handles that are easy for small hands to grip, and educational materials to encourage good brushing habits.
- Specialized Toothpaste Variants: Pepsodent also offers specialized toothpaste variants, such as herbal toothpaste, toothpaste with advanced whitening properties, and enhanced enamel protection.
- Travel-Sized Products: For convenience, Pepsodent provides travel-sized versions of its popular products, making it easy for consumers to maintain their oral hygiene routines while on the go.
Pepsodent Place Strategy
Pepsodent has decided to develop and maintain a professional approach to create a market for its products. The company has organized its distribution channel so products can be readily available to customers. The product is produced at the company’s manufacturing plants, and from there, they are dispatched to the wholesaler. The next step is to send the products to the retailers, who supply the items to millions of outlets through the various showrooms and outlets. Consumers can easily buy these products because of their easy accessibility in every nook and corner. As its distribution network is immense, the products are available in both rural markets and semi-urban markets.
Pepsodent is committed to gaining a better understanding of the market. Hence, they always look to improve any hiccups in the distribution channels. They have the backing of their parent company, Unilever, and hence, it is possible to send the products easily to retail stores in every part of the country. They have giant warehouses for storing and safekeeping of their goods. Products from these warehouses are sent to the retail outlets as per demand. The items are available in nearly 80% of the retail outlets across India because of the timely delivery.
Here’s the place strategy of Pepsodent.
- Extensive Retail Distribution: Pepsodent ensures its products are widely available in various retail outlets, including supermarkets, grocery stores, drugstores, and convenience stores. This extensive distribution network makes Pepsodent products easily accessible to consumers across different geographic locations.
- Online Marketplaces and E-commerce Platforms: Recognizing the surge in online shopping, Pepsodent has a strong presence on e-commerce platforms and online marketplaces. This approach caters to the convenience of digital consumers and expands the brand’s reach to a broader audience.
- Dental Clinics and Professional Partnerships: Pepsodent collaborates with dental professionals and clinics to promote its products. This strategy not only enhances brand credibility but also targets consumers who seek recommendations from dental health experts.
- Global Presence with Local Adaptation: While Pepsodent maintains a global presence, it adapts its products to meet local market tastes and preferences. This localization strategy ensures relevance and appeal in diverse cultural and geographical settings.
- Strategic Placement in Stores: In retail environments, Pepsodent products are often strategically placed in the oral care aisle, often at eye level or in high-visibility areas. This placement ensures the products are easily noticed and accessible to consumers seeking oral care solutions.
Pepsodent Pricing Strategy
Pepsodent had mainly targeted urban households who do not hesitate to dole out the extra money for qualitative products. However, it has now penetrated the rural and urban markets with less costly packages that are easy to afford. The brand has adopted a psychological pricing policy to capture the oral care market.
They have decided to keep their pricing policy reasonable to keep the stiff competition at bay. They have a research team that collects data about different cost factors, the market demand, and the pricing strategies of their adversaries. This helps them to analyze and set up their pricing strategies. They also have a competitive strategy where they determine their selling price after considering the various cost factors and the profit level the company is determined to earn.
In Pepsodent’s case, the company has decided to sell more products to increase sales volume. Hence, reasonable pricing will allow the buyers to buy the products easily. This will ultimately lead to more significant revenues.
Pepsodent’s pricing strategy is a well-calibrated blend of market competitiveness, good brand visibility, and value proposition, which is critical in the highly competitive oral care market. Here’s a breakdown of their approach:
- Competitive Pricing for Market Penetration: Pepsodent employs a competitive pricing strategy to gain and maintain a strong foothold in the oral care market. By pricing its products comparably or slightly lower than key competitors, Pepsodent appeals to cost-conscious consumers without compromising on quality.
- Value-Based Pricing for Specialized Products: For its specialized products, like advanced whitening toothpaste or formulations for sensitive teeth, Pepsodent adopts a value-based pricing model. These products are priced slightly higher, reflecting their unique benefits and targeting consumers willing to pay extra for specific oral care needs.
- Promotional Pricing to Boost Sales: Pepsodent often uses promotional pricing strategies such as discounts, coupons, and bundle offers to increase sales volume and attract new customers. These promotions are particularly effective in encouraging consumers to try new products or variants.
- Economy Packs for Price Sensitivity: Understanding the price sensitivity of various market segments, Pepsodent offers economy packs and larger-sized products. These options provide a lower per-unit cost for consumers, making it an economical choice for families or regular users.
- Dynamic Pricing in Different Markets: Pepsodent adjusts its pricing strategy based on the economic conditions and consumer purchasing power in different regions. This approach ensures their products remain affordable and competitive in diverse global markets.
- Tiered Product Range: Pepsodent’s tiered product range caters to different consumer segments. From essential oral care products to more premium offerings, this stratified approach allows the brand to appeal to budget buyers and those seeking higher-end oral care solutions.
Pepsodent Promotion Strategy
Pepsodent has taken the help of social and digital media to promote its advertising campaign at its maximum capacity. Their promotional and marketing strategy has proved effective as the brand has gained the consumers’ trust, and people have started identifying Pepsodent with quality.
It is necessary to keep a competitive approach, as many types of toothpaste in the market are ready to take advantage of any sloppiness. They have been continuously experimenting with their marketing strategies to maintain the freshness of the campaigns. The primary target audience is the female who is the decision-maker in an Indian household and the adult male who is the breadwinner.
In 2002, the Pepsodent packs included an indicator that could tell the consumer the toothpaste’s efficiency level. Some of their campaigns have been very educative, emphasizing the need to brush their teeth at night. The company has also launched small packages for penetration in the rural area markets and even has tie-ups with schools and hotel chains to promote and sell their products. It has also introduced free packs for ten-day trials. In some cases, schemes for free trial packs were launched where the 200 gm. pack had a free 50 gm. pack at the same price.
In other instances, gifts like dummy tron bikes were distributed with Pepsodent pastes. At one time, Pepsodent toothbrush was distributed with toothpaste. To create trendy ads, the company released some very catchy taglines, and some of its famous taglines are “My toothpaste fights 10“, “Gets your teeth their whitest,” “Protection from tooth decay outside freshness inside,” and “DSS nahi to bas nahi.” Pepsiodent has many famous personalities as its brand ambassadors. Actor Shahrukh Khan has been closely associated with their ad campaigns.
Some Recent Video ads and Print ads of Pepsodent are:
Liked this post? Check out the complete series on Marketing Mix