Pepsodent

Launched in 1993 this brand is for ‘Aspiring’ as well as ‘Striving’ i.e. for both mid and mass segments. The brand stands for non-stop protection from germs even after hours of brushing. Two important marketing tactics by the brand to gain more customer confidence was to offer all its consumers the Germ Indicator in February-May 2002 and Dental Insurance in October the same year.

A very popular and effective series of Pepsodent ads show a child eating out without fear of being scolded by mother as he brushes regularly with Pepsodent where as there is the other child who does not use Pepsodent and hence is afraid of being scolded by his mother for eating out.

Pepsodent has also promoted awareness about dental health by promoting brushing regularly and then with ‘Pepsodent 2 in 1’ ads promoting brushing twice daily: these are win-win solution in the sense that on one hand it promotes dental health and on the other hand more brushing with Pepsodent means more sales for the brand. Pepsodent also offers a range of tooth brushes. Official website for the brand is: www.pepsodentindia.com.

pepsodent

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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