- Pages: 11
- Word count: 2590
- Category: Marketing
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For everyday dental care we use many types of toothpaste. pepsodent toothpaste is a strong branding product. Pepsodent is committed to bringing the best oral care to families. With this mission, Pepsodent offers a wide range of products for Bangladeshi consumers, which are best suited to their needs On the other hand Meril baby gel toothpaste is made for baby with a special formulation that ensures gentle care of your baby’s milk teeth and
gums. Baby’s teeth and gums are so soft and delicate that an adult tooth paste can do more harm than doing well. On this repot we compare Strength and Weakness for pepsodent toothpaste and meril baby gel toothpaste. We do Segmentation, Target Market, Positioning for those product.then we do Comparative analysis. After that we do product, pricing, distribution and promotion
If your smile is not healthy, you are not healthy. Pepsodent is committed to bringing the best oral care to families. With this mission, Pepsodent offers a wide range of products for Bangladeshi consumers, which are best suited to their needs.
Strength and weakness of Pepsodent Toothpaste:
1. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums Lack of distribution network.
2. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth Low penetration in the rural areas
3. Endorsed by FDI ( the largest dental association globally)
4. Among the most trusted brands having celebrities like Shahrukh Khan as brand ambassadors
STP of Pepsodent Toothpaste:
Segmentation: In order to fulfill the target market Pesodent toothpaste has organized the segmentation process very effectively. This segmentation covers all ages and all groups of people. They also kept in mind the demands and tastes of general people. People’s income level, their demography,
religion and their attitude towards using products are also considered here.
Target Market: Pepsodent communicates the importance of maintaining a good oral hygiene. While it primarily targets the children, Pepsodent aims at raising awareness among care-givers to promote brushing after every meal especially before going to bed at night and in the morning after breakfast. The target market is divided into three categories by keeping in mind the preference of the customers. For children and people of all ages they make Pesodent Germicheck Toothpaste that kills 95% germs in two minutes. Pepsodent Herbal Toothpaste is basically for those consumers who prefer using herbal products. Pepsodent Whitening Toothpaste is for all ages of consumers which show its positive effect in two weeks. Despite having three different products the production is made by fulfilling every requirement of oral hygiene like: tooth decay, gum diseases, plaque and provides strong and white teeth with a fresh breath.
Positioning: The products of Pepsodent are emerging in the market in an adequate rate so that people don’t have to switch into another brand or product. Positioning of products is the most crucial matter upon which the demand of products and life span of the pepsodent toothpaste, as a whole, depends. On the other hand it is really challenging to run a product in such a competitive market instead of having a good positioning of the product. By considering the present market where there are various products having fulfilling the same demand and supply, Pepsodent toothpaste is surviving well in the market because of its well positioning.
Meril Baby Gel Toothpaste
Baby’s teeth and gums are so soft and delicate that an adult tooth paste can do more harm than doing well. The ingredients in such toothpastes are too strong for your baby and using such a product for your baby may not be advisable. Meril Baby Gel Toothpaste is made with a special formulation that ensures gentle care of your baby’s milk teeth and gums.
Strength and weakness of Meril Baby Gel Toothpaste:
1. A trustworthy product
Produces child products only
2. Availability in everywhere
Small target market
3. Good flavor and well-liked by children
4. Manufactured for taking care of children’s soft teeth and delicate gum Small production ratio
5. Ensures healthy and germ free teeth of children
STP of Meril Baby Gel Toothpaste:
Segmentation: As this product is manufactured only for the children’s use, the segmentation is not really a hard task. There is no need to segment the market into different age groups. This product is only manufactured for the children who are basically below six years. As it is a baby product, certain characteristics of market segmentation like: demography, age, income level and religion less matters here.
Target Market: The target market of this baby product is quite small as the users of this product are babies. The manufacturing process is done only by fulfilling the health and hygiene of the babies.
Positioning: Baby’s teeth and gums are so soft and delicate that an adult tooth paste can do more harm than showing good result. This is the actual motto of Meril through which the positioning of this toothpaste is done. In our country, Bangladesh, there is no such other company available enough to come up with such baby products. The positive thing for this product in terms of positioning is that it is a sub category product of Square group which is another most common brand existed in our country.
Comparative analysis: Pepsodent toothpaste is certified FDI which fulfills the health and hygiene related issue. They mainly ensure health and germ free teeth. Pepsodent manufactures toothpaste for all ages of people. On the other hand meril baby gel toothpaste is only for babies. This company manufactures product only for children. By a comparative analysis we can see that, Pepsodent is a worldwide brand having a strong chain of supply and demand. The brand ambassador of Pepsodent is Sharukh Khan. Meril toothpaste is such a product which does its business operation only in our country, Bangladesh. People use Meril toothpaste as it is a sub category of Squre group, a famous as well as renowned company. By considering every fact of both products, the comparative analysis can be concluded stating that, Pepsodent toothpaste is superior to Meril baby gel toothpaste.
PRODUCT, PRICING, DISTRIBUTION & PROMOTION
1. Product attribution:
According to ensure their quality Unilever keep a good observation to the Pepsodent toothpaste. So they maintain their quality of pepsodent toothpaste. They maintain its quality in the process of building and sustaining relationships by assessing, anticipating, and fulfilling stated and implied needs.Seeking inspiration from this regime, Pepsodent worked with dentists to develop its most advanced product, Pepsodent Expert Protection. The product combines the powerful action of:
Toothpaste to fight cavity causing germs
Micro granules formula proven to be effective for interdental cleaning Mouthwash to give you long lasting freshness
Pepsodent is a brand of toothpaste with a minty flavour derived from sassafras. The brand is owned by Unilever, but in 2003 the rights to the brand in the United States and Canada were bought by Church and Dwight.Pepsodent was a very popular brand in Bangladesh. As we know that Unilever has a strong brand name in Bangladesh. Although they use the bollywood king Shahrukh Khan to increase their brand level in a untouchable position. . More over there is another vital point to be noted that Pepsodent have offering different types of flavor (Pepsodent unique Germicheck formula, Pepsodent Whitening whitens and Pepsodent Herbal) for different types of people.
The packet of Pepsodent is not so much colorful but it is simple and nice. They package their product that can be opened easily, can be recycled, small and compect. They design their products box very carefull that will initially catch the shopper’s eye. Because they focus on white color when they made packet.
Tubes and cardboard boxes are printed with the Pepsodent logo, product information, ingredients, warnings, manufacturers address and the toll free number to call for more information. Each step is monitored to ensure product safety, security and quality.
MERIL Baby Gel Toothpaste
1. Product attribution:
Meril is a product of Ltd. According to ensure their quality they keep a good observation to Meril baby Gel toothpaste. They use the best raw materials in their product.
Meril Baby Gels a brand of toothpaste with an orange favor. The brand is owned by Squre Toiletries Ltd. As we know that Squre is the most trusted brand in Bangladesh. It belongs to a unique nationality. In there every footstep – from there inimitable history of cultural heritage to their love for mother dialect to our glorious freedom fight to our beautiful flora and fauna – they are only one of its classes.
The packet of meril baby gel tooth paste is so much colorful and it looking so nice. They design their products box very carefully that will initially catch the baby shopper’s eye. They focus on orange color with a picture of ziraf when they made packet.
The packages printed with the meril logo, product information, ingredients, warnings, manufacturers address and the toll free number to call for more information. Each step is monitored to ensure product safety, security and quality because it is a baby product.
Unilever is the famous company in worldwide. They will serve better product to the people and other hand Squre Toiletries is also famous & trusted company in Bangladesh. But reviewing the two products we can see that Unilever is better the better position.
Pricing is the important part of marketing mix as it can affect both the supply and demand. For pricing Unilever selected a reasonable price with a few profit. They target the all generation people like in a middle class family for their product. So they try to keep their price margin in a minimum rate. The product price is50mg – 32tk, 200mg – 120 tk. Price strategies are important to Unilever because the price determines the amount of sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit. It is found that comparing with the other existing brand, price of Pepsodent is about 20-25% less. So the customers are satisfied about this issue.
Meril Baby Gel Toothpaste
The price of Meril Baby Gel Toothpaste is one of the most important factors in a customer’s decisions to buy. As it is a product of baby, their target audience only baby’s parents. They are the only Bangladeshi Baby Toothpaste brand. So their price level is high. The product price is 50mg – 55 tk.
After reviewing two products pricing we can easily see that Unilever price level is low. In our sense we think that Unilever has better pricing strategy. Cause they pricing their product to all classes people.
Pepsodentdistribution is so simple. Before manufacture the product pepsodent analyze the consumers need and then they apply pull marketing strategy. They give so many advertising on TV, paper, plagued, banners and so on. They also arrange so many programs in different cities for people health care. The distribution system of Pepsodent Toothpaste:
Meril Baby Gel Toothpaste:
Having access to good distribution is fundamental to good marketing. Business operators need to be able to deliver their products and services to the right people, at the right time, in the right quantities, and at the lower cost.Meril Baby Gel Toothpaste only consumers to middle class and higher class people. The company uses push marketing strategy for this product. They give a good commission to the wholesaler, the wholesaler do the advertisement for them. For the good commission the wholesaler try to sell “Meril Baby Gel Toothpaste in every shop as per they can. The company allocates a maximum amount of money for push marketing strategy so they give a less TV advertisement on the channel. The distribution system of Meril Baby Gel Toothpaste:
Manufacturer – Dealer – Retailer – Customer.
After reviewing distribution we can see that the two products distribution is better. But Pepsodent distribution is better than Meril Baby Gel Toothpaste. Cause Peopdent distributed their product overall Bangladesh and Meril Baby Gel Toothpaste are not available everywhere.
Personal selling: Pepsodent Company sometime goes for campaighn in Shoping mall, School, publice place or home. They said the people about the benifits of pepsodent.they told them Pepsodent aims at raising awareness among care-givers to promote brushing after every meal especially before going to bed at night and in the morning after breakfast. Advertising: Thought tracing –As a part of advertising and Promotion strategies, pepsodent try to trace the thought process of the consumers and present a content serving up for the relevant advertising. In the Advertising Idea was Don’t fight with your children over their ‘out of control’ eating. Let Pepsodent fight the germs for you. Sales promotion: Sales promotional activities Buy-One-Get-One-Free (BOGOF) – which is an example of a self-liquidating promotion.
Customer Relationship Management (CRM) -incentives such as bonus points or money off coupons. Free samples- Use free samples of product. Vouchers and coupons – Seen in newspapers and magazines, on packs. Competitions and prize draws – In newspapers, magazines, on the TV and radio, on The Internet, and on packs. Public relations: Pepsodent communicates the importance of maintaining a good oral hygiene. While it primarily targets the children.The brand conducts school programmers and runs a Dentists which primarily provides basic dental care to communities which do not have access to a dentist. Publicity: Pepsodent Company creat esspecial public relations by giving various offers such as Pepsodent toothpaste and Toothbrush combo packs. Somtimes they organize promotes proper habit of brushing through school program and free dental checkup service.
Meril Baby Gel Toothpaste:
Personal selling: This Company try to sell by home selling. they try to say that Baby’s teeth and gums are so soft and delicate that an adult tooth paste can do more harm than doing good. The ingredients in such toothpastes are too strong for your baby and using such a product for your baby may not be advisable. Meril Baby Gel Toothpaste is made with a special formulation that ensures gentle care of your baby’s milk teeth and gums.
Advertising:‘Meril Baby “Adore Gora Bhobishshot 2010” was cheerful happy & loving moments with one’s child. Thousands of mothers from 7 different divisions of the country sent photographs to participate in the program. It is one kind of Advertising to become populer the product.
Sales promotion: The ‘Meril Baby Adore Gora Bhobishshot 2011’ program initiated by Meril Baby, a brand of Square Toiletries Limited.This product somtime give some discount, Vouchers and coupons – Seen in newspapers and magazines, on packs. Competitions and prize draws – In newspapers, magazines, on the TV and radio.
Public relations: Every company need to maintain public relation with their customers. For this reason Meril Baby Get Toothpaste made a good relationship with their customers. They sponsored and organized many events, Because of promoting their product.
Publicity: Meril Company creates public relations like Somtimes they organize promotes proper habit of brushing through K.G school program.
In promotional strategy, we can see that Pepsodent Promotional management is
strong. And they follow all promotional strategy. Besides meril Promotional strategy in not strong because they rarely advertising their product.