MARKETING MANAGEMENT ASSIGNMENT

A Report submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration

By

GITIKA SHAILI BARANWAL – 1927234

JYOTHSNA JANNELA – 1927236
PRAPHULLITA BODHNAPATI – 1927231
NAVEEN BHARADWAJ R – 1927213
NIVANT GUPTA – 1927255

Under the Guidance of

PROF. KAREEN ANAND

Institute of Management
CHRIST (DEEMED TO BE UNIVERSITY), Bengaluru
Introduction-
Colgate-Palmolive Company is an American multinational consumer products company that
introduced Colgate as first collapsible tube toothpaste launched in New York City in 1806. In
1957, Colgate set up its first plant in India to manufacture toothpaste for the national market and
became the world's largest selling brand by 1999. According to a 2015 study by market research
company Kantar Worldpanel, Colgate is the only brand in the world to be bought by more than
half of all houses.

The Colgate toothpaste comprises abrasive materials like fluoride that help in scrubbing the
plaque away from the teeth and polishes the surface by removing the food stains.

Marketing Mix and related strategies-

Product-
 Colgate launched special kind of toothpaste for kids. The product kitty includes Colgate
toothbrush. 
 Colgate toothbrush and mouthwash is one of the very common products of this brand that
are sometimes given along with toothpaste for the promotion.
 Some of the famous among various Colgate toothpaste products are-
1. Colgate Total Advanced Whitening
2. Colgate Total Advanced Clean
3. Colgate Advanced Fresh Gel
4. Colgate 2 in 1 Oxygen Whitening
5. Colgate 2 in 1 Icy Blast
6. Colgate 2 in 1 Kids Strawberry
7. Colgate Regular
8. Colgate Tartar Control Toothpaste
9. Colgate Total
10. Colgate Active Salt
11. Colgate MaxFresh
12. Colgate Sensitive Teeth
13. Colgate Cibaca Vedshakti
 14. Colgate Swarna Vedshakti
15. Colgate Charcoal Deep clean
16. Colgate Strong Teeth
17. Colgate Visible White
And many more…Colgate is adopting the strategy of Expanding the Existing Product
Line.
Thus, by introducing new variety of product, it focused on adding new users which would
be existing user of its rival company. Thus, they followed Add New Users’ strategy.
 Counter Offensive Defense was one of the prime strategies, used by Colgate. When
rival company use to attack Colgate, by launching different variant of product, Colgate
respond them by introducing its substitute. For instance- Colgate introduced Colgate
MaxFresh and Colgate Sensitive clove, after the launch of Close Up and Sensodyne.
Recently it also introduced Swarna Vedshakti, by seeing the demand for herbal
toothpaste which was initiated by Patanjali.

Place-
 The brand has had deals with even dental association that helps in promoting its products.
 The dentists and the numerous medical stores have become its chief suppliers along with
the numerous departmental stores, co-operative stores, kirana stores, retail shops and
online market. The products are accessible at every part of the country including rural,
semi urban and urban market.
 Colgate Palmolive has its own separate distribution company, called Colgate Palmolive
Co Distributors, a subsidiary of Colgate Palmolive.
 In order to make their products available to not only grocery/departmental stores but also
to the Medical stores it works in 3 tier distribution system i.e. from manufacturer –
regional distributor –sub regional distributor-Retailer-to Customer. Hence an effective
Distribution strategy is used.

Price-
 The company has decided on a Competitive Pricing strategy.
  In order to meet the needs of various sections of the society the prices are different for
dissimilar products. For instance, a Visible white toothpaste costs much more than a Max
fresh toothpaste.
 The products are available in various pack sizes like 50g, 100g, 200g, 500g, and in
combo packs so that the deals look attractive to the customers.
 Sometimes the prices are constant but consumers receive added benefits like extra
quantity of product or in some cases another Colgate product with the main product.
Thus, Added benefit strategy is also used.

Promotion-
 Colgate has opted for innovative schemes and attractive packing strategies. The
standard color red is now being associated with Colgate.
 Company has encouraged various advertising policies showcased through the digital
media like television, radio and the print media like the magazines, newspapers and
through numerous billboards and hoardings. Internet has also become a favorite
marketing tool.
 It has large product line which is helping the company to occupy large shelf space
resulting into high visibility & organic promotions.
 It is providing additional sevices like free dental checkup (on any particular date, if the
condition that they mention is fulfilled).
 The company has its own dynamic website titled “Colgate World of Care” that helps in
providing all the product related information to the interested parties. Company uses
Price Cut strategy. The details also include the various offers and discounts currently
offered by the company.
 Various discounted coupons are available in different newspapers and at the official
Colgate website to increase its sale figures.
 Its brand ambassadors include film stars like Lara Dutta, Kareena Kapoor Khan, Sonam
Kapoor and Priyanka Chopra.
 Social media like Twitter and Facebook where the consumers are encouraged to share
their experiences.
 Company ask its customer to brush twice a day. This facilitate in expanding total market
share by using more frequent use strategy.
  Colgate is a socially responsible company as celebrated Water Heroes and gave live
example of Navin Chandra. The hashtag that they used to promote this campaign is #
Every Drop Count. Thus, they followed Brand Building strategy.

Recommendation-
 Colgate should launch 1 each brand for Gel and Sensitivity segment that would be
innovative and would differentiate it from other brands.
 Innovation Bundling like “Colgate Good Morning Kit” should be introduced.
 Colgate should use Defensive Marketing strategy by using a part of the resources that
they utilizing in launching new product.
 Colgate should use Contraction Defense strategy, for those products which not yielding
profit and have cut throat competition in the market.
 Colgate should implement Counter Offensive Defense strategy, when Pepsodent attacked
Colgate Strong Teeth with its Germicheck variant.

Reference-
Marketing strategy of Colgate - Colgate marketing strategy. (2018, September 7). Retrieved from
https://www.marketing91.com/marketing-strategy-of-colgate/

Kuila, V. (2014, August 14). CASE STUDY: Will Colgate's branding strategy beat the
competition? Retrieved from https://www.thehindubusinessline.com/news/education/case-study-
will-colgates-branding-strategy-beat-the-competition/article22993108.ece

Oral Health and Dental Care. (n.d.). Retrieved from https://www.colgate.com/en-in

 GITIKA SHAILI BARANWAL
1927234

Introduction-
An American toothpaste brand first Introduced in 1915 by Chicago's Pepsodent company, which
was later acquired by Unilever in 1944.
Pepsodent has been named at its formula, pepsin, a digestive agent intended to break down and
digest the deposits of food on the tooth. Later, fluoride was also added to the formula. Pepsodent
is considered as a “MARKET CHALLENGER”.

Marketing Strategies-
 The main Target group of onlookers is the female who is the decision maker (mother for
their kids) in an Indian family and the adult male who is the breadwinner.
 Pepsodent used Frontal Strategy as it attacked on the strongest product of Colgate that
was having maximum market share, “Colgate Strong Teeth”. On August 9, 2013 HUL
introduced the advertisement of its Pepsodent Germicheck that compared the germ attack
strength of the toothpaste with Colgate Strong Teeth claiming that after four hours of
brushing, Pepsodent Germicheck had "130% superior" germ attack power over Colgate
Strong Teeth.
 Pepsodent believes in Selective specialization with Pepsodent Kids for kids, smaller and
cheaper variants meant for rural market and Pepsodent compete for the Urban educated
class. Thus, Pepsodent followed Product proliferation strategy by providing more
choices to different set of customers.
 Various ad campaigns introduced by Pepsodent are:
1. Germ Fighting Campaign
2. Dental Insurance
3. Boot Campaign
4. Lasting Protection for hours
 The inclusion of a germ indicator with a pack of Pepsodent and with campaigns like
Dishoom -Dishoom and let Pepsodent fight germs for the customers.
 Some of their campaigns highlighted the need to brush their teeth at night along with
morning.
 To form stylish and attractive advertisements the company released a few truly catchy
taglines, some of them are:-
1. “Protection outside freshness inside”
2.  “My toothpaste fights 10”
3. “Gets your teeth their whitest.
 Company conducted intensive advertising and promotion. Shahrukh Khan is the recent
brand ambassador

.
 The firm has also introduced tiny penetration packages in the markets of the rural
region and has even ties with colleges and hotel chains to promote and sell their products.
 The company has made its distribution channel exceptionally organized. As
its distribution arrange is colossal, the items are accessible in both rural market and semi
urban market.

Showrooms/
Wholesaler/
Manufacturer Retailer outlets/ Medical Customers
Distributor
stores
  Company also adopted Price – Discount strategy.
 The brand has adopted a strategy of psychological pricing approach like odd pricing
in order to promote and capture the oral care market.
 Cheaper good strategy was followed by reducing quantity along with price. With
its items accessible in as little as Rs. 5 tubes for the lower middle class to as much as Rs.
80 packs for upper strata of the society.
 Schemes where also give in order to increase the sale of 200 gm by giving 50 gm free at
the same cost.
 In order to increase the demand of toothpaste and promote oral hygiene, the company
has decided to give family pack i.e. toothbrushes along with toothpaste.

Recommendation-

 Pepsodent tried to expand its product line through by introducing product like pepsodent
clove and salt, pepsodent supersalt, whitening but it didn’t introduced any toothpaste that
addresses most of the oral problem ,and provides a holistic multi-benefit solution that
whiten the teeth, fights germs on teeth, tongue, cheeks, and gums up to 12 hours, and
protects teeth from plague and cavity.
 Company should also use Flank attack and Guerrilla attack as marketing strategy as it
will have a great impact on large number of people.
 Market share of Pepsodent clove and salt can be increased by targeting more number of
new rural customers.

REFERENCE-
 Marketing strategy of Pepsodent. (2019, May 29). Retrieved from
https://www.marketing91.com/marketing-strategy-of-pepsodent/
 Toothpaste war: High Court rejects Colgate's plea against Pepsodent. (2013,
August 21). Retrieved from
https://economictimes.indiatimes.com/industry/services/advertising/toothpaste-
war-high-court-rejects-colgates-plea-against-
pepsodent/articleshow/21960266.cms?from=mdr
 Toothpaste. (n.d.). Retrieved from https://www.pepsodent.in/Toothpaste.html
Introduction-
Dant-kanti is the product name of company, Patanjali, founded by Acharya Balkrishna and yoga
guru Baba Ramdev in the year 2006. They are having their manufacturing unit in Haridwar and
Nepal. It is considered as “MARKET CHALLENGER”.

Objective-To provide high-quality, healthy, cost-effective goods that are the key factor in any
FMCG company's achievement.

Marketing Strategies-
 It utilizes product-based and value-based positioning approaches to create a feeling of
confidence and fulfillment of being healthy in the minds of clients.
 Tagline used by Patanjali is “Prakriti ka Ashirwad”.
 Patanjali believes in Mass Marketing.
 Patanjali ventured into an organic market- market where products (here toothpaste) are
chemical free and are made up of herbs and organic minerals. But market share of
Aayush and Dabur were very less in toothpaste industry because people were not
motivated to buy herbal products. But when Patanjali used Bypass Attack strategy,
convinced it people / customer to buy healthy product and introduced Dantkanti, it
broadens its firm's resources by capturing the market share of the competing firm like
Colgate and Pepsodent.
 Baba Ramdev himself being the face of Patanjali product promotions helps the brand
in maintaining elevated Top of Mind Awareness.
 Use of Natural Ingredients is also a key reason for increase in market share.
 Price fixed for the toothpaste was less when compared to its rival companies. It is due to
very low selling, administrative and general costs i.e. 2.5 per cent of revenues.
Advertising expense spend in FY 2016 was 6 per cent. Patanjali did this by adopting
manufacturing cost reduction strategy.
 Patanjali Ayurveda adopted Flank Attack strategy as attacked on weaker market
(market of herbal toothpaste) of Colgate, by preaching how in the early days Colgate
cheated individuals. And how best to treat your gums and teeth with Ayurveda.
The recognition comes after 2016 share of Colgate India in the Indian toothpaste
industry dropped by 1.8 percent. The sales volume of the company decreased by 4
percent, with customers progressively moving to brands of ayurvedic or herbal products.

 Globally recognized Yoga Guru, Baba Ramdev himself being the face of Patanjali
product promotions helps the brand in maintaining elevated Top of Mind Awareness.

 1000’s of stores is exclusively selling Patanjali.

 The distribution channel used is gigantic and systematic. With more than 4600 retail
stores throughout India and distribution through e-commerce channels, supermarket
chains such as the Big Bazaar, Reliance retail outlets and many more.
 Potential customer was motivated to contribute to Dantkanti as it promotes Make in
India.
Recommendations-
 Patanjali should adopt Product Innovation strategy by also venturing into other toothpaste
market like charcoal-based toothpaste, whitening toothpaste, toothpaste that reduces
sensivity, etc.
 Intensive Advertising can be other strategy that Patanjali can adopt.

REFERENCE-

 Marketing Strategy of Patanjali - Patanjali Marketing Strategy. (2019, February 12).

Retrieved from https://www.marketing91.com/marketing-strategy-patanjali/
 MNCs' bid to topple Patanjali in herbal oral care segment backfires. (2019, January 28).
Retrieved from https://economictimes.indiatimes.com/industry/cons-
products/fmcg/herbal-products-giving-no-relief-to-mncs-
toothache/articleshow/67717041.cms?from=mdr
 Colgate to battle Patanjali's Dant Kanti with herbal toothpaste Vedshakti. (2016, August
1). Retrieved from https://economictimes.indiatimes.com/industry/cons-
products/fmcg/colgate-to-battle-patanjalis-dant-kanti-with-herbal-toothpaste-
vedshakti/articleshow/53482249.cms?from=mdr
 Colgate can't just brush off Ramdev's Patanjali effect, admits CEO. (2017, July 24).
Retrieved from https://economictimes.indiatimes.com/industry/services/retail/colgate-
cant-just-brush-off-ramdevs-patanjali-effect-admits-ceo/articleshow/59728797.cms?
from=mdr
 JYOTHSNA JANNELA
1927236

CLOSE UP TOOTHPASTE:
Close up is cinnamon flavored band which is market by Unilever. Launched in 1967 it’s the first
gel toothpaste in the world. It entered Indian market in 1975. Close up targeted the youths with a
tagline “Tazgi Jo paas laye” and “The Closer, The Better”. It is the market leader in Gel
category.
It is the first and only toothpaste infused with Colgate-Palmolive, the leader in the Oral care.
They saw that there is requirement of a toothpaste that can act as a mouth freshener also. So,
after identifying the gap, they introduced Close up gel-based toothpaste. Since product is unique
to itself, the company was able to create a new market for gel-based toothpaste and thereby was
able to expand market share.
The Close up came with a new segment of toothpaste in India that is Close up max fresh gel
toothpaste and mouth wash. It came up with 3 product line i.e., fire freeze, Icy white are stars
and deep action.
Brand Value:
Disruptive, differentiated, emotional, energetic, focused are Close up’s signature qualities.
Innovation:
Close up was launched as a gel toothpaste containing micro-whiteners and mouthwash in 1984
and fired the imagination of the population with it’s exciting advertising.
Brand equity in the strategy of Close Up:
The brand has itself positioned as youth and vibrant. Close up has been associated with various
sponsors and co-sponsors with various reality shows and series globally.
Target customers:
The Close up slogan is very apt for the product which is focusing on youth. The slogan
emphasizes on improved confidence when you go close to someone. It symbolizes freshness and
targeted for the people young at heart.
Marketing Mix and Other Strategies:
1) Product in the marketing mix of Close up:
Close up most unique feature is gel-based toothpaste that promises long-term fresh breath for
about 12 hours. For the first time, people had an option to brush with transparency, shiny, bright
red toothpaste. For the first time, too, toothpaste tasted good – spicy love and icy mouthwash.
Product kit of the brand included mouth wash, toothpaste and toothbrush. Thus, they adopted
Product innovation strategy. Its mouthwash is known as Close-up Cinnamon Mouthwash with
Calcium and is available in the bottle of 16 oz. Its toothbrush works as a tongue cleaner, has
textured grip and most importantly has soft bristles that provide maximum oral care by
massaging gums.
The variety of products of Close up in market with different flavors like orange, menthol and
lemon are as follows:

 Deep Action Red Hot

 Closeup Icy White Winter Blast
 Closeup Deep Action Menthol Fresh
 Closeup Fire-Freeze original
 Diamond Attraction Power White
 Eucalyptus Mint
 Closeup Deep Action Lemon Mint

Limited editions of Close up are Closeup Luscious Lychee and Closeup Tangerine Burst

2) Place in the marketing mix of Close up:

Close up has its reach in global market and besides India it is very popular in Canada, United
States, Arabia and the Middle East. Close up has a capable distribution policy that provides
effective results. It includes distributors and then to wholesalers and from them to retailers and
lastly to consumers through various retail outlets. Brand uses intensive distribution policy and
its products are easily found in corner shops, supermarkets, convenience stores, department
stores and discount stores. Close up products are also available through online stores and one can
easily order from home.

3) Price in the marketing mix of Close up:

Price is one of the main aspects of any product. By pricing policies, we can tell that whether the
product is hit or not. The product is available in different sizes. Before fixing the pricing policy
of its product the brand decided to evaluate the consumer market to know prices of similar
products. It did not want to lose to its competitors hence it decided on a competitive
pricing policy that was reasonable and affordable. They also followed Price- Discount strategy
for increasing the demand of the product.

4) Promotion in the marketing mix of Close up:

To reach out the mass with its branding appeal, the Close-Up brand has been associated with
various celebrities like Shahrukh khan, Ranveer Singh as a brand ambassador in India. They
believe in intensive advertising and promotion strategy. It has excellent advertising and
branding.

The promotions are done by choosing various platforms. If it is social media, it will go by fixing
a hashtag and promote its product (for example: #FreeToLove). If it is an advertisement, they
will go by various celebrities like Deepika Padukone, Parth Samthaan, Krithi Sanon, Lauren
Gottlieb and Tom Selleck. Excellent branding and advertising policies have created immense
popularity and huge brand awareness about its products. It has associated itself with popular
events like a first contest for singing on the radio in India titled Close-Up Sangeet Muquabla.
The Featured articles of Close Up:
 Can we all be #FreeToLove
 5 Bad Breadth Hacks.
 7 ways to get lucky and closer to your crush.
Surveys:
Close up recently conducted a survey across India i.e.; to understand the opinion in matters of the
hearts.
Survey Results- “The survey suggests that people in India do not feel free to love”.
Statement made by CLOSEUP:
It’s time to change this. Love is always worth the fight and our voice can bring about a massive
change. We urge you to share your personal battles on social media using the hashtag
#FreeToLove. Let’s evolve into a world that is free to love, shall we?
Partnership:
CLOSEUP had partnered with Dhanak of humanity, a not-a-profit organization that works
towards issues and challenges faced by couples who faced resistance from society for exercising
their right to “choose”.
Recommendations for Close up:
 Should try large variety of products.
Lever Ayush
HUL, a subsidiary of Unilever, launched LEVER Ayush to take on competitors like Dabur,
Himalaya Drug Company and Ayur in the growing ayurvedic and herbal segment. However,
after some initial success, the brand failed to catch the fancy of the consumers and was
withdrawn from the retail segment. LEVER Ayush products were only used in the Ayush
therapy centers and spas.
When Patanjali Ayurveda, with its low pricing and innovative marketing, became a threat to the
established FMCG players, HUL relaunched LEVER Ayush as a master brand in 2016-17 with
16 products and hoped to do well in the Ayurvedic segment.
The move was aimed at bolstering the company’s personal care portfolio, apart from enhancing
its competitive strength in the fast-growing Ayurvedic space.
Ayush’s new tagline “Sahi Ayurveda” (True Ayurveda) was expected to position the brand as an
authentic ayurvedic brand.

Lever Ayush Toothpaste: No modern customers use anything other than toothpaste in the
present day. The marketing strategy which Lever Ayush deploys, in this case, is the uniqueness.
The brand manufactures toothpaste that is made with rock salt, clove oil, and cardamom. The
customers get moved by the claim of fresh breath and healthier gums as per done by the
company. Moreover, the toothpaste is marketed in a way that the customers get assured about it
giving whiter teeth.
Patanjali's rise to a Rs 10,000-crore company in less than a decade has made most rivals shift
their focus to the herbal sector. Hindustan Unilever has relaunched the Lever Ayush brand of
ayurvedic personal care products, acquired Indulekha haircare brand and launched Citra skincare
brand.
Market Strategy of the Lever Ayush:
Consumers can generally be divided into four categories Believers, Actives, Beginners and
Passives. There are some outstanding marketing strategies that Lever Ayush has taken that
helped it to prosper in a prominent manner. They are:
 Organic products
 Benefits of ayurvedic formulas
 Tie up with Arya Vida Pharmacy
 Versatile products of Lever Ayush
Target Group:
New Generation of Indians especially Women.
Product line:
Ayush launched ayurvedic tooth paste and in order to compete with this Colgate also launched
Swarna Vedshakti toothpaste with a benefit of Strengthening, Freshness, Anti-Germ and Gum-
Care
Other Market Strategies:
1. Product in the marketing mix of Lever Ayush:
Products Range under Oral care:
 Lever Ayush Whitening Toothpaste With Rock Salt- A whitening toothpaste
made with the natural goodness of Rock Salt to help remove stains and whiten the
teeth.
 Lever Ayush Freshness Gel Cardamom Toothpaste- A freshness gel toothpaste
with the goodness of Cardamom and Arimedas Tailam that imparts a long lasting
fresh breath.
 Lever Ayush Anti Cavity Clove Oil Toothpaste- Formulated with curative
properties of Clove Oil and Dasanakanthi Choornam for strong teeth and healthy
gums.
There are two sizes of toothpaste available in the market i.e.; 80 grams and 150 grams. Lever
Ayush believes in Product-innovation strategy and it is to attack leader’s position.
 2. Place in the marketing mix of Lever Ayush:
The Lever Ayush is mainly focusing in the Southern states of India.
3. Price in the marketing mix of Lever Ayush:
Target of the consumers is in huge range i.e.; mass market. They targeted the mass market and
the prices of the products are also reasonable i.e.; between ₹30 and ₹130, helping Ayush shed its
premium tag. Lever Ayush believes in Price-Discount Strategy because it is offering a
comparable product at a lower price.
4. Promotion in the marketing mix of Lever Ayush:
 HUL launched a new series of Ayush ads which sought to educate customers that not all
products that claimed to be ayurvedic were genuine.
 For the relaunch campaign that was run across various media, HUL roped in actors
Akshay Kumar as the lead brand ambassador and Tamanna as the brand ambassador for
products targeted at women.
 HUL also partnered with one of the leading institutions propagating the science of
Ayurveda — Arya Vaidya Pharmacy — to develop its new products.

Innovations-Lever Ayush:

Leveraging technology: Lever Ayush should promote itself as a ‘holistic healthcare solution’ to
counter Patanjali. More than 90 per cent of India has mobile connectivity. Lever Ayush can
complement its products with Sahayak — an AI-based toll-free call Centre service that offers
customers solutions to basic skin, oral and hare care problems with a focus on Ayurveda and
reinforce Ayush’s link with the Vedas.

Recommendations for Lever Ayush:

 Lever Ayush should continue with its traditional and digital marketing with a budget
allocation of 10-12 per cent of revenue, to take on Patanjali.
 Extensive awareness campaigns related to a catchphrase such as #AyushforBetterLiving
need to be launched with appropriate promotional strategies.

References
a) (n.d.). Retrieved from Your article library:
http://www.yourarticlelibrary.com/marketing/competitors-and-their-marketing-strategies-
with-diagram/48758
b) (n.d.). Retrieved from Marketing91: https://www.marketing91.com/marketing-mix-close-
close-marketing-mix/
c) closeup Articles. (n.d.). Retrieved from Close up: https://www.close-
up.com/in/en/articles.html
d) Strategies. (n.d.). Retrieved from BrandYuva: https://brandyuva.in/2019/07/marketing-
strategies-of-lever-ayush.html
Toothpaste. (n.d.). Retrieved from Lever Ayush: www.leverayush.com
 PRAPHULLITA BODHNAPATI
1927231

Sensodyne
Introduction:

Sensodyne – “World’s no. 1 sensitivity toothpaste”. As the tag line states, the brand has targeted
people with sensitive teeth since its launch in 1961 i.e., 58 years ago. Sensodyne is a popular
toothpaste and mouthwash company which is owned by GSK (Glaxo Smith Kline). The brand
has been taken over by GSK in the year 2000 from its previous owner, Block Drug.

Sensodyne toothpaste mostly uses 2 active ingredients namely, Potassium nitrate and strontium
acetate and chloride. They work on hyperpolarizing nerves and replacing lost calcium in tubules
in dental tissues which ultimately result in reducing the pain.

Market strategy of Sensodyne:

As per statistical reports, 2000, there were 28% of people suffering with dental sensitivity
problems out of which only 5% were reached by Sensodyne. When GSK acquired the brand in
the year 2000, the company has identified the lag which the brand is facing in reaching the
consumers. It came up with a new communication strategy and started working on brand
awareness.

o GSK found that people were subjecting their tooth ache to food or drink, but not to the
sensitivity problem. Even the dentists were not focussing on that segment of dental care.
GSK came up with an excellent communication strategy which made the consumers link
 their tooth pain to a sensitivity problem which can be cured with a proper toothpaste and
treatment.
o Sensodyne made advertisements with real dentists from their actual practice locations in
various local languages. This inclusion of doctor assurance has caused a lot of difference
in the consumer behaviour. They also conducted cold water tests to the people.

Competitive Strategy –

Sensodyne faces a lot of competition from Colgate which is certainly the market leader.
According to Kantar Worldpanel’s Brand Footprint study, 65% of the world uses Colgate. But
Sensodyne managed to beat Colgate in the sensitivity category with a clean communication
strategy.

o While Colgate mostly remained associated with family and smiles, Sensodyne conveyed
trust and expertise through its marketing.
o Though Sensodyne was there in the market since very long, the brand only started
gaining momentum after it is acquired by GSK.
o Sensodyne is currently using various advertisements featuring doctors in it which is the
same with the case of Colgate.
o Sensodyne has introduced various variants like Sensodyne whitening, fresh gel, mint
etc., to slowly reach to all the consumers in the market.

Advertisement with a real Doctor

Strategies to reach the market leader (Colgate) –

According to Statista research department, Colgate has a market share of 53% whereas GSK has
3%. Based on the detailed study on Sensodyne’s competitive strategies and market strategies,
there are some recommendations for the brand to reach the level of market leader i.e., Colgate.

o Sensodyne has been targeting only people with sensitivity problem. It should bring in
new variants of toothpastes.
o Since the “Doctor effect” has been outdated, it must come up with some new ideas and
strategies to sustain in a market space which already has a lot of competition.
o Sensodyne may use its brand image which it has gained from sensitivity segment to target
all other consumers also. For example, kids’ variant (focussing in tenderness of kids),
organic variants etc.,

Conclusion

Though Sensodyne has become successful in sensitivity segment, it did not launch products for
general population. It may use the above-mentioned strategies to cover the gap in the market
share with Colgate.

References:

o https://www.sensodyne.in/products.html
o https://www.marketingsociety.com/sites/default/files/thelibrary/Sensodyne%20-%20How
%20marketing%20created%20a%20billion%20dollar%20brand.pdf
o http://www.yourarticlelibrary.com/marketing/competitors-and-their-marketing-strategies-
with-diagram/48758

Oral B

Introduction:

Oral B is an oral hygiene brand owned by an American company, Procter & Gamble (P&G).
Oral B was previously owned by Gillette which was later acquired by P&G in 2006. The brand
was originally introduced by Dr Robert Hutson in 1950. Oral B has a wide range of products
which include various variants of tooth brushes, tooth pastes, floss, mouth wash etc., Oral B is
mostly known for its tooth brush variants like electric tooth brush, kids tooth brush etc.,

Marketing Strategy:

Oral B – “The brand more dentists use themselves worldwide”. This is the tagline of Oral B
across the world. It has been targeting the middle and upper middle-class people who seek
innovation and quality in the products.

o Oral B uses social media platforms like Facebook, twitter, YouTube etc., for advertising
o It had also roped in several celebrities for endorsements and marketing campaigns.
o Oral B believes innovation and quality are the two important aspects needed to succeed in
the market.
o Oral B has several unique oral care products like electric tooth brush, floss etc., This
uniqueness has always helped Oral B to distinguish itself from other brands.

Competitive Strategies:

Oral B faces a lot of competition from Colgate, the market leader in this particular segment. Oral
B uses several competitive strategies to reach the level of market leader, Colgate. Some of them
are,

o Oral B launched several other innovative products like electric tooth brushes, tooth
brushes for kids etc., to withstand the competition in the market.
 o Oral B has also ventured into artificial intelligence and came up with innovative products
like smart mirror (displays B.P, heart rate etc., of the user), biometric health tracker, AI
powered electric tooth brush etc., according to the latest reports.
o Oral B has opted for celebrities like Shakira, Madhuri Dixit etc., to endorse its brand
unlike any other oral care brand.
o Oral B maintains good social media presence country wise with various accounts using
various languages to connect to the local people.

Strategies to reach the market leader:

o The brand may start festive or occasion related themes and share oral health related
content.
o Building more effective consumer communities online with contests, giveaways and also
inviting user reviews.
o Highlighting its strength i.e., its focus on innovation and quality.
o It may introduce low price variants in order to penetrate better into rural areas.
o Oral B mostly focuses on tooth brush segment. It may have to split its attention on other
products as well.

Conclusion:

Oral B is an excellent oral care brand which is one of the most innovative and quality-oriented
brands in the market. But it lacks some market penetration techniques due to which it is not able
to compete with Colgate, the market leader. Oral B has the potential to actually compete on an
equal level with Colgate.

References:

o https://oralb.com/en-us/products
o https://www.marketingweek.com/oral-b-smart-mirror/
 NAVEEN BHARADWAJ
1927213

VICCO VAJRADANTI

Introduction

Vicco laboratories was started in 1952. It is known for utilizing the advantages of
Ayurveda to full effect, even when other contemporaries resided to using foreign resources.
After its success in the Indian subcontinent, it expanded internationally and promoted Ayurveda
throughout the globe. It is the first Ayurvedic brand in paste and powder. Vicco operates in three
sectors- skin, oral care and pain relief.
Vicco Vajradanti Paste, a perfect blend of 18 Ayurvedic herbs & barks, is itself a
supreme Ayurvedic medicine for gums and teeth. It is a natural product. Each & every medicinal
ingredient used in this paste and powder is very beneficial for the good health of your teeth and
strong gums.

Marketing Mix

Product

Vicco is one of the top Indian brands offering skincare, oral care, pain relief and more products. It
offers wide range of offerings in its marketing mix product portfolio. Its oral care products include
Vajradanti paste, powder and SF paste. These are specially for swollen gums and bleeding gums as
well. Its SF paste is a special one with no added sweetners. All these products are made from natural
herbs and cure pyorrhea and tooth decay.

Price

Vicco’s products are on the higher side as compared to its contemporaries. This is due to the use of
natural and herbal products. A lot of cost is generated because it ensures the ingredients used are
authentic and there is no compromise on quality. Due to this, Vicco has earned the trust and goodwill
of its customers. However, the prices are competitive enough for the brand to have a strong market
share.

Place

Vicco brand has positioned itself as completely natural, using Ayurveda and its numerous benefits as
its foundation. It had a first mover’s advantage in this field and has a loyal customer base, who
believe fully and whole-heartedly in Ayurveda. However, Patanjali has harmed its loyalty to some
extent. It has confused a few people on whether it’s more of a fairness cream or for medical
treatment. Vicco has a strong distribution network as a part of its marketing mix distribution strategy.
The brand and its products are available at retail stores, grocery outlets and even online.

Promotion

In the years since its launch, Vicco positioned itself as a uniquely Indian beauty brand, carving
out a niche for itself as a maker of high-quality Ayurvedic products. Packed with the goodness of
natural ingredients and marketed through advertisements whose jingles reverberate in our ears 50
years later, Vicco found immense success in the Indian and international market.

Recommendations:

 Vicco need to to develop aggressive style of advertising.

 Targeting the urban population more.
HIMALAYA HERBAL TOOTHPASTE

Product

Himalaya Herbal product includes providing a herbal toothpaste with a rare selection of herbal
ingredients rich in anti-oxidants, which have been specially developed to make teeth and gums
stronger.

Price:

The pricing strategy that Himalaya should adopt for its toothpaste is a cost-based pricing. The
reason for that lies in the definition of this strategy. The cost-based pricing takes costs into
account, but it will consider other factors such as market conditions when setting prices. This
strategy is suitable when referring to a market where Himalaya toothpaste is present.

Place

Toothpaste is available mainly in pharmacies and supermarket chains, but it can alsobe found in
online stores and prescribed by doctors. Its products are sold in over 90 countries
through the Himalaya Global Holdings Ltd’s subsidiaries and prescribed by 400,000 doctors
worldwide. Himalaya toothpaste which is constantly fighting to make itself noticed ina market
where herbal toothpaste is not commonly found, place involves using the best possible channels
of distribution, such as leading supermarket chains, online stores and pharmacies.
Third level distribution channels

Promotion

Himalaya Herbal markets itself as the most trusted company in scientific herbal healthcare. The
toothpaste is sold and promoted through its website. Himalaya reaches its customers through
direct marketing and advertisements. Himalaya uses TV, print ads, online ads also in its
marketing mix promotion and advertising strategy. There is a customer care portal available
where they can get their doubts clarified from the Himalaya drug experts. The direct marketing
tools used by them contain information about the product which increases the sales.

References
Complete Care Herbal Toothpaste. (n.d.). Retrieved from Himalaya:
http://www.himalayaherbals.com/products/oralcare/complete-care-herbal-toothpaste.htm
Himalaya Herbal Marketing Mix (4Ps) Strategy. (n.d.). Retrieved from MBASKOOL:
https://www.mbaskool.com/marketing-mix/products/17277-himalaya-herbal.html
Vicco . (n.d.). Retrieved from Vicco Labs: https://viccolabs.com/Viccostories.aspx
Vicco Marketing Mix. (n.d.). Retrieved from MBASKOOL:
https://www.mbaskool.com/marketing-mix/products/17675-vicco.html