Pepsodent rural marketing strategy and branding activities for rural customers for all Management students, Rural marketing concepts.

1. Rural Management
Presented by
Savita Shindhe

2. History of
Pepsodent toothpaste was introduced in the USA in 1915 by the Pepsodent
Company of Chicago.
 The original formula for the paste contained pepsin,
Parent Company HUL
Category FMCG Sector Personal Care- Toothpaste
 Introduced in USA in 1915.
Acquired by Unilever in 1944.
 In 1960, it failed because of awareness about Fluoride which helps in fighting
cavity.
In 1993, came to India.
Since 2003, Church and Dwight acquired Pepsodent, but in India it is still sold
under Unilever.
Involved in CSR activities like dental check up and School Program.

3. Competitors
 COLGATE
 CLOSE UP
 SENSODYNE
 ANCHOR
 DABUR RED
 BABOOL
 MESWAK
 VICCO BAJRADANTI

4. a) Colgate Dental Cream– Rs. 62 for 200g.
b) Rs. 65 for 200gGel variants- Pepsodent Center Fresh
c) Colgate Max Fresh – Rs. 65 for 150g
d) Rs. 64 for 150g Close-Up
e) 65 for 150gGum care variants
f) Pepsodent G- Colgate Sensitive- Rs. 37 for 80g
g) Rs. 80 for 80g Pepsodent Sensitive
h) Sensodyne- Rs. 80 for 80g
i) Rs. 80 for 80g Colgate Sensitive
j) Pro-relief- Rs. 120 for 80g
Pricing Strategy of pepsodent with respect
to it's competitors

5. Pepsodent aims to teach the kids to brush at night
with pepsodent.
Accuring market as a germ protector
Total oral hygienc for customer
Business Goals of Pepsodent

6. Marketing Objectives
• Expand the total market of toothpaste
• Increase market share by increasing the usage of the
product
• Pepsodent aims to teach the kids to brush at night
• Sustaining from the heavy competitors

7. Situation analysis
Rural amrketing is not for the faint hearded marketers who have
made the mistake of dabbling in rural market without enough
homework
Pepsodent is trying to enhace it market share by capturing the rural
marekting. The necessity to look forwatd the rural market becouse to
be market lear and primecompetitors, Colgate in spreading in rural
like nothing.
Pepsodent adopted the well determined 4A's model-Adoptability,
Awareness, Availability and Acceptability claverly to capture the rural
market
Pepsodent position itself as a best oral care for overall problems what
it's rivals chanting.

8. Environment Factors

9. Marketing plan cum strategies for pepsodent
• Special medial mix like hoaldings, villege mela,puppet
shows,sponsorship.
• Sales promotion strategies like free gifts, free sample.
• warehouse strategy
• communication strategy and interpersonal media
• Visiting to schools
• Small informative booths in crowdy area

10. Cont....................
•Delivery vans to remote areas
•Shows in jatra and haths
•Sturdy product image
•Sales Force management
•Bottom up approach

11. Campaign of Despondent
 Stronger and Longer: Which says about the quality
and quantity
 Bring healthy teeth to future: Children-focused
programs at school
 Overall care : Germ protection, Whitening, Bad
breath.
 Moving to remove the germs : Dental Health
awareness program

12. Campaign Message and contents
Strong teeth
Bad breath
Normal use
Whitening
Oral Health
Fight against cavity
Sensitivity
Brush twice a day

13. Digital Strategy for Pepsodent
•Sending cookies only on specific websites
•Mobile Marketing
•Virul Marketing
•Using Government Digital schemes and Online
Education (CSR)

14. Digital media campaign for Pepsodent
• White Back Campaign: this is the digital media
campaign which says about the decay and unhealthy
teeths it is for facebook and instagram.
• Germs Battle Ground Campaign: specially for facebook
this portrait fight against the germs and cavity
• Free to Smile Campaign : It is about whitening and
good smell

15. Executive Sammary
Despite from facing a tough competitive market, the company
always aims to deliver maximum customer value to rural
consumers. As we know rural market is scaterred and it's
difficult to capture the entire market but pepsodent achieved it's
rural target through the numerous campaign one of the most
popular is paintings created by children this campaign created as
a culmination of the oral health education programs in schools
children between 6 to 14 about the importants of brushing twise
a day.

16. Thank you for listening