Customer Perceived Value Analysis: A Case Study of Pepsodent and Colgate

This study examines the customer perceived value of Pepsodent and Colgate, two leading oral care brands. It analyzes their existing value propositions, identifies key customer value drivers, and proposes a new value proposition for Pepsodent. The research utilizes various customer value models, including the Means-End Model, Typology of Customer Value, Customer Value Hierarchy Model, and Customer Value Propositions in Business Markets. The study also benchmarks the two brands' value propositions based on brand strength, customer satisfaction, and global reputation. The findings highlight areas where Pepsodent can improve its value proposition to gain a competitive edge over Colgate. The study concludes with a detailed implementation plan for Pepsodent's new value proposition, encompassing marketing mix strategies, internal and external communication plans, and key performance indicators.

MARKETING MANAGEMENT

ABSTRACT
The thinking and perception of the customers regarding the products and services of the
company are known as Customer Perceived Value. This study focuses on utilizing different
strategic approached in order to determine the perceived value regarding the products as well
as the organization. The value proposition has been provided of Pepsodent along with their
competitor Colgate. The conclusion of the study is that to develop an appropriate value
proposition along with an implementation plan.
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Table of Contents
ABSTRACT........................................................................................................................................1
INTRODUCTION................................................................................................................................3
COMPANY PROFILE..........................................................................................................................3
OBJECTIVES......................................................................................................................................3
IDENTIFY THE CUSTOMER PERCEIVED VALUE FOR PEPSODENT.....................................................4
COMPARISON AND EVALUATION OF EXISTING VALUE PROPOSITION OF PEPSODENT AGAINST
COLGATE ALONG WITH THE BENCHMARKING OF THE VALUE PROPOSITION................................8
PEPSODENT VALUE PROPOSITION: CUSTOMER VALUE MODEL.................................................8
CUSTOMER VALUE PROPOSITIONS IN BUSINESS MARKETS........................................................8
BENCHMARKING THE TWO VALUE PROPOSITION....................................................................12
IDENTIFICATION OF THE NEW VALUE PROPOSITION....................................................................15
IMPLEMENTATION PLAN OF THE NEW VALUE PROPOSITION......................................................17
CONCLUSION.................................................................................................................................20
REFERENCES...................................................................................................................................21
APPENDIX.......................................................................................................................................24
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INTRODUCTION
The purchasing decision of the customers is majorly dependent on the perceived value of the
products and services which are offered by the organization. The primary reason due to which
consumer purchase products is called perceived value (Hooley, et al. 2012). The researchers in
this study will be utilizing different strategic approached for determining the customer
perceived value among Pepsodent and Colgate and their value proposition is in business to
consumer segment.
COMPANY PROFILE
Pepsodent is one of the leading oral care brands that was established in 1993 and possess the
huge variety of products which have been managed by Unilever for long period of time. The
market competitors of Pepsodent are Colgate, Sensodyne, and Close-up. The revenue
generation of Pepsodent is around $22 million yearly.
OBJECTIVES
The prime objective of the research study is to identify the customer perceived value of
Pepsodent and also analyze their existing value proposition as compared to their competitor.
Also, a new value proposition has been proposed which will be coping with the desired value
measures of the target customers.
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IDENTIFY THE CUSTOMER PERCEIVED VALUE FOR PEPSODENT
Customer perceived value is known as the general assessment done by the customer regarding
the product on the basis of their opinion and perception. The customer value perception for the
products could be measured by:
Customer Perceived Value = Perceived Merits – Perceived Demerits
Actually, the features and characteristics of Pepsodent are quite similar to their competitor
which is Colgate. The analysis and evaluation in this study have been focusing on the value
proposition of Pepsodent which have been perceived through different models of customer
values such as:
MEANS-END MODEL
This model helps the organization in evaluating the correlation among the theories of perceived
price, quality, and perceived value regarding the perceptive of customers. For assessing the
model, it is necessary to examine and evaluate different attributes like perceived value and
customer value (Chen & Chen, 2010). It is observed that every customer measure the products
on the basis of their intrinsic and extrinsic attributes.
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Figure – Means-end Model
Source – Birkett, 2016
The driving factors for the customers for purchasing products of Pepsodent could be
segmented into extrinsic attributed like positioning, advertising level, brand, and pricing. In
addition, the intrinsic attributes comprise of colour, packaging, flavour, and textures.
The extrinsic attributes of Pepsodent are ranking 9th of worldwide personal care industry, 13%
of market share possessed by them, and the level of aggression in their advertisement through
radio programs, television commercials, celebrities, etc. The focus of the study is to assess the
customer perceived value for Pepsodent and it has been evident that Pepsodent has been using
adequate strategy for attracting customers through effective extrinsic and intrinsic attributes
(Lai & Chen, 2011). Pepsodent has been focusing on making the gums and teeth healthier along
with protection from cavities while the Colgate provides protection from cavities and
prevention of plaque and gingivitis, etc.
It has been depicted from the above analysis that the customers focus on the intrinsic
attributes which are helpful for Pepsodent in gaining customer perceived value effectively.
Though, the customers are also focusing on the extrinsic attributes which could influence the
customer perceived value for Pepsodent as their prime competitor (Colgate) is the market
leader globally.
TYPOLOGY OF CUSTOMER VALUE
This framework is helpful in assessing different kind of typologies regarding the customer
perceived values. The typology for value has been developed through persistent analysis of the
literature. The study has assessed the customer perceived value through the different sources
like journals, articles, documents, books, etc. It has been depicted from the analysis that
Pepsodent has differentiated their brand by introducing in the different colour like pink, white,
and sky blue along with its taste and other economic and environmental favourable (Flint, et al.
2011). In addition, Pepsodent has won the world oral health challenge conducted in Nigeria on
the occasion of World Health Day.
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Pepsodent possesses several extrinsic attributes regarding their product in terms of the huge
distribution network, high efficiency regarding their services, and they imply the social
considerations regarding the needs of customers about their toothpaste (Flint & Woodruff,
2014). The intrinsic attributes are based on the economic and environmental favourable in
which Pepsodent has been taking positive environmental and social impacts. In addition to this,
Pepsodent has been providing their toothpaste away from any kind of harmful ingredients that
further affect the human beings.
Hence, it has been evaluated that the customer perceived value regarding Pepsodent has been
dependent on the huge range of products by them along with the high-quality service provided
by them. The taste of their products is also attracting the customers which have been
transforming the customer perceived value towards the Pepsodent. Moreover, the Holbrook’s
framework is helpful in determining the prime customer values and in terms of Pepsodent the
customer perceives values are multidimensional.
CUSTOMER VALUE HIERARCHY MODEL
According to this model, the goals are arranged in a hierarchical manner in which the
customer's value is at the top while the consequences are in middle and the product attributes
placed at the bottom.
Figure – Customer Value Hierarchy Model
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Source - Aulia, et al. (2016)
This model helps the company in developing the values of their products. Here, the customers
have effectively developed the judgment regarding the products of Pepsodent on the basis of
their attributes (Gallarza, et al. 2011). It is understood through the application of Woodruff's
model that the customer perceived values strongly rely on the products of the Pepsodent. The
consequences are known as the results that acquire due to the product values and attributes
among the customers.
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COMPARISON AND EVALUATION OF EXISTING VALUE PROPOSITION OF
PEPSODENT AGAINST COLGATE ALONG WITH THE BENCHMARKING OF
THE VALUE PROPOSITION
PEPSODENT VALUE PROPOSITION: CUSTOMER VALUE MODEL
The important value proposition for Pepsodent is their different kind of products in the market.
Still, their prime competitor (Colgate) possesses the huge variety of distribution in the market
along with the products.
Pepsodent has been focusing on delivering innovative and unique products in the market under
the affordable prices and also focus on developing products in order to perceived quality by the
customer. A differentiation has been observed that the Colgate is offering products on premium
pricing (Grönroos & Ravald, 2011). In addition to this, the other differentiation is that
Pepsodent possesses a healthy customer relationship i.e. with internal customers and also
provide high salary in comparison to Colgate whose primary focus is on external customers.
Further, the competitive product's positioning of Pepsodent should also be considered for the
comparison. Pepsodent has a strong brand image due to their social relationships along with
the economic and environmental favourable as compared to Colgate. Still, both the companies
are actively performing to becoming eco-friendly.
A satisfaction survey has been conducted for the research through the survey in which around
80 respondents have been selected through random sampling method with help of verbal
interview (Zott, et al. 2011). It is necessary for Pepsodent to strengthen their value proposition
regarding their packaging appearances, promotions, and customer relationship engagement
which will help them in gaining the competitive edge over the Colgate.
CUSTOMER VALUE PROPOSITIONS IN BUSINESS MARKETS
The focus of this model is on building comparison of the value proposition of Pepsodent against
Colgate. There are three kinds of value propositioning such as favourable elements of
difference, all benefits, and resonating attention.
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The internal and external customers comprise under the “all benefits”, Pepsodent has been
offering several products to their external customers that have the variety of taste,
attractiveness, healthy efficiency and diversification (Malthouse, et al. 2013). It has been
depicted that the customers have been looking for the healthier products along with the
variation in the offerings.
Figure - Customer Value Propositions in Business Markets
Source - Anderson, et al. (2016)
Favourable Elements of Difference – Pepsodent has the substantial and competitive edge
against Colgate as their products are diversified in the personal care industry while the focus of
Colgate is on limited products only. It has been observed that the products of Pepsodent and
Colgate are similar as they both provide toothpaste and mouthwash.
The other difference is observed regarding the affordable pricing costing in which the
Pepsodent has gain higher market attractiveness as compared to Colgate. Further, the
resonating focus of both Pepsodent and Colgate relies on different factors. The products of
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Colgate and Pepsodent are both ecological and environmentally friendly. Still, the market
effectiveness relies on both intrinsic and extrinsic attributes but the company possess similar
value proposition (Tatikonda, et al. 2014). It is evident that the Colgate possessed a huge
capability of demonstrating their attributes in the market and their customer perceived value is
also higher. Thus, the capabilities of Pepsodent are lower in these areas.
VALUE PROPOSITION BUILDER
This model provides the clear measured value of the customer or organization’s experience that
they gained from the offers in which the value is defined as subtraction of cost from benefits.
The different elements of the value proposition are as follows:
Market – In the market segment, the target customers of Colgate are all ages while the focus of
Pepsodent is on the new generation and adult. Each brand possesses certain perceived values
regarding the intrinsic and extrinsic attributes. It is necessary for Pepsodent to cover the
requirements of each kind of customers (Chauhan & Shukla, 2016). In addition to this, the
popularity of Colgate is much higher than other brands as they are promoted in all over the
world at the huge level. Also, their production and distribution are conducted in worldwide
regions.
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Figure – Value Proposition Builder
Source - Huynh, (2015)
Value experience and Offerings – It has been evident that the customer service value of
Pepsodent regarding the experience and offerings is much efficient as compared to their
competitors.
Benefits and Alternatives along with Differentiation – The products provided by Pepsodent are
healthy and also affordable in prices. Meanwhile, the Colgate products are in the different price
range and they are more diversified than Pepsodent.
Proof – Colgate and Pepsodent is the prime competitor and most strong brand at the
worldwide level. It has been evaluated from the above analysis that Pepsodent possesses
limited differentiation regarding Colgate.
COMPARISON AND EVALUATION OF EXISTING VALUE PROPOSITION
It has been understood from the value proposition analysis that the value proposition of
Pepsodent has explained the limitation of the market segmentation and the focus of Colgate is
on the different range of products for their consumers of all ages (Bansal, 2014). The product
diversification, brand acquisition, eco-friendly commitment and world range distribution is
helpful for Pepsodent in effectively enhancing and developing their brand positioning against
Colgate. The employees should be provided with advanced training for better customer
services.
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BENCHMARKING THE TWO VALUE PROPOSITION
Pepsodent and Colgate are known as the huge name in the industry along with a narrow
structure kind of the company. A comparison has been made between both the companies on
different attributes as follows.
BRAND STRENGTH VALUE
The brand value has been compared regarding different aspects which are helpful in assessing
the customer priority of choosing a certain brand. It has been evident that the Unilever is the
parent company of Pepsodent while Colgate-Palmolive is the parent company of Colgate (Ekta,
2015). The brand value and enterprise of both the companies could be evaluated through their
parent company.
Pepsodent Colgate
Brand Value (Forbes, 2017) $33.7 billion $64.9 billion
It has been evaluated from the value proposition analysis that the Colgate has the huge market
share as compared to Pepsodent (Raju, 2010). In addition, the above analysis is helpful in
understanding the existing value proposition of both the companies effectively.
Global survey brand satisfaction –
PEPSODENT COLGATE
Factors Number of
Respondents
Percentage (%) Number of
Respondents
Percentage (%)
Value for money 150 50% 130 43.3%
Better service 175 58.3% 110 36.6%
Trust 152 50.6% 125 41.6%
Status 168 56% 179 59.6%
Taste Quality 179 59.6% 142 47.3%
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It has been depicted from the qualitative data that the respondents focus on certain areas
effectively. An online database has been utilized in order to assess the range of data regarding
the companies.
Acceding to the aforementioned data, the higher trust value has been attained by Colgate as
per the customer perceived values. Still, the customer values for the taste of the products are
higher for Pepsodent as the comparison to Colgate. There were around 300 total respondents
that participated in the survey in which only 60% respondents like Pepsodent. It is necessary for
Pepsodent to effectively build trust among the customers and gain loyalty among their
consumer base by delivering quality products and effective services.
MOST INFLUENTIAL BRAND AND CUSTOMER SATISFACTION
The information about the feedback and reviews of the company on the social media platforms
and discussion sites like Instagram, Facebook, Twitter, etc. is assessed for the study. A table has
been presented below in order to assess the value proposition factors that possess both
intrinsic and extrinsic attributes purchasing elements.
The aforementioned data has been acquired through different social media platforms as it is
the most common tool through which the company could interact with their customers
effectively (Bahal & Sahay, 2015). The satisfaction level has been measured with help of 100
point scale method. It has been depicted with the result that overall customer satisfaction rate
is higher for Colgate.
It is depicted from the benchmarking of the Pepsodent and Colgate’s value proposition required
enhancement in several areas such as availability, brand image reputation, customer services,
convenience, accessibility, performance, and social engagement. It will further help Pepsodent
in gaining the competitive edge against Colgate.
WORLD MOST ADMIRED COMPANIES
Further, a study has conducted that focus on the key attributes of the reputation regarding
Colgate and Pepsodent. It has been understood from the aforementioned table that the
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innovation and development in the business will be helpful for Pepsodent in gaining string
reputation in the market.
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IDENTIFICATION OF THE NEW VALUE PROPOSITION
In this section, a new value proposition has been developed for Pepsodent after the analysis
and evaluation of their existing value proposition.
NEW VALUE PROPOSITION OF PEPSODENT: MISSION AND MARKETING STRATEGY MODEL
This model is helpful in developing the new value proposition for Pepsodent that possess new
mission statement which is totally aligned with the expected values of the customers.
It is necessary to understand the perception and opinion of the customers during the
development of new value proposition such that the values for the products and services could
be developed by Pepsodent. The existing value proposition analysis and evaluation have been
conducted that helps in assessing the requirements for the new value proposition (Artha, et al.
2017). It is understood that the new value proposition focuses more on the benefits rather than
cost which aligns with the customer value for the business effectively.
 Pepsodent will be focusing on delivering high-quality products to their customers of
different age groups.
 There are various kinds of products that are delivered by Pepsodent in the market such
as Toothpaste, mouthwash, toothbrush, etc.
 The customer service associates of Pepsodent has been very friendly and possess the
required skills that help in assisting the customers.
 The products delivered by the Pepsodent come in the different price range which aligns
with the customer's expected value for Pepsodent.
 The focus of Pepsodent is more on sustainability which makes them ecological and
environmental favourable company.
 The commitment of Pepsodent towards the environment sustainability is 100%.
 There are various benefits that are provided by Pepsodent to their employees such as
outstanding perks and benefits, career development, work-life balance, leadership,
motivation, etc.
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 The target market for Pepsodent belongs to every age group.
In addition to this, the competitive box model could be utilized in order to assess the risks that
are getting trapped in the competitive box while there are certain enhancements that are
occurring outside the box as the market is not fixed and organic.
It has been observed from the oral care data of the US in the recent time that the five major
players in the industry are Crest, Sensodyne, and Colgate. The other rank holders which are
present in the ranking belong to the products of these brands (Keller, et al. 2011). It is a crucial
stage for Pepsodent as they are not even in the top ten rank of the toothpaste in the US.
Pepsodent should take necessary steps in order to develop the substantial position in the
market and gain growth and development in their business.
According to the new value proposition which has been selected for Pepsodent will help them
in assessing their consumer base effectively and determining the potential competitors that
occurred due to the unfixed structure of the market. It is necessary for the top management of
Pepsodent to effectively monitor the implementation process, re-assess the market boundaries
as the prime priority and also evaluate the influence in the appropriate manner. However, the
implementation plan for the new value proposition of Pepsodent requires essential innovation
in the internal and external marketing plan.
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IMPLEMENTATION PLAN OF THE NEW VALUE PROPOSITION
It is necessary for Pepsodent to effectively enhance their marketing programs and marketing
strategies in order to implement the new value proposition. The prime critical elements that
results in success of Pepsodent are managing the change in preferences of customers,
enhancing their ROI and out of store marketing campaigns, handling the fluctuation of raw
material price and commodity, assessing the new products need, developing digital strategies
for enhancing customer engagement, and enhancing the effectiveness of operations (Rahmani,
et al. 2015). The marketing mix is the appropriate tool for achieving these aspects effectively.
MARKETING PLAN
The new marketing plan for Pepsodent has been presented below:
Product – There is various toothpaste on the market who are boasting of fluoride free
toothpaste. It is necessary for Pepsodent to maintain the brand equity by constant
development and building products effectively. The customer will be purchasing the products
when their perceived values are fulfilled. It is necessary to deliver maximum satisfaction to the
customers.
Price – The price for the products should be maintained as per the quantity, size, and flavour of
the tube. It is necessary for Pepsodent to consider all the internal and external factors while
setting the price.
Promotion – The promotional and marketing campaign of Pepsodent has been conducting on
the social and digital media platforms. The major target gender is the female for Pepsodent as
they are decision-maker in the family. There are various taglines which will attract the majority
of the customers.
Place – The role of placement in the marketing is essential for the business growth. Pepsodent
should be conducting their marketing in shopping malls, departmental stores, target retailers,
and chemists. It is also recommended that they should provide their merchandises to dentists.
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It will help in enhancing their sales as the doctors will be spreading good words about the
product to the customers.
People – It is important for Pepsodent to introduce a customer care for the customers in order
to handle the complaints and gain their feedback reviews. This method is helpful in dealing with
the complaints and also retaining the customers. It also maintains the reputation of the
company in the market.
Process – Pepsodent should be associate their products with the customers. It is necessary to
build potentially strong strategies in order to manage the substantial position in the market.
The focus of customers is on products along with their form and structure which needs to be
considered by the company.
Physical Evidence – The packaging label, mission, vision, and colour of the organization has
been helpful in building the certain image of the company in the market. It also helps the
organization in positioning their products in the market effectively. It is important for
Pepsodent to focus on their packaging and work on the philosophy of 4R's.
It is essential to conduct the above implementation effectively such that it should be done in
adequate time which could be monitor and handle the top management effectively.
INTERNAL AND EXTERNAL MARKETING COMMUNICATION PLAN
The internal and external marketing communicational plan has been developed as per the
marketing plan for Pepsodent.
Internal Marketing Communication Plan
 Employees of the Company
Regular training programs in the organization help in adopting new marketing and
implementation strategy in order to add value to the growth and brainstorming of the
process. It will be done through innovation, assistance, and customer service training.
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 Board of Directors
The board of directors should be involved in the discussion regarding the marketing
plan and new value proposition strategy which helps in effective understanding. It is
necessary to take approval of Board of Directors regarding the content along with the
essential information regarding the topic (Hanna & Rowley, 2011). The employees
could be aware through memos, meetings, and newsletters.
 Implementation
There are different executives who could manage the implementation of the
aforementioned strategies for accomplishing objectives.
 Monitoring
This stage should be lineal and require to be conducted in an adequate time as there
are chances that some uncertainty could occur which will be handled by the top
management.
External Marketing Communication Plan
 Public Relations
Pepsodent has been highly aggressive in the promotion and marketing. It I essential or
the management to develop their public relations by diversified approaches as the
corporate reputation is helpful in building company values. The risks regarding the
corporate reputation should be managed effectively because it will further affect the
relationship with the public.
 Social media platforms
The major customers are using social media platforms for communication with the
company regarding different issues. Pepsodent should ensure that they could be
accessed through social media platforms and enhance the customer services effectively.
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CONCLUSION
The study has been focusing on the customer perceived value along with the analyses of the
value proposition for a company. It is helpful for the company in effectively gaining the
competitive edge against their competitors as per the customer view. The analysis is helpful for
Pepsodent in managing the needs of the customer and delivering required products. It is
essential for Pepsodent to effectively analyze their value proposition so that they could deliver
maximum customer satisfaction and build the healthy corporate reputation.
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APPENDIX
APPENDIX 1: Typology of customer Value: Extrinsic
Efficient: Huge availability range
The distribution of Pepsodent has been conducting in around 26 countries and they are
expanding their business in other regions rapidly (Unilever, 2018). The products of Pepsodent
reach their customer through the different distribution network and different kinds of products
are available for them.
Accessibility:
The response from the customer support if any issue occurs.
The aforementioned data for the statistical analysis has been accessing through the social
customer service. The response time of Pepsodent has been average which needs to be
enhancing for competing with Colgate.
Esteem:
The Pepsodent products have been delivering in various countries such that their esteems are:
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Countries Esteem Percentage
Argentina 30
India 36
Philippines 36
Turkey 37
Vietnam 28
It is necessary for Pepsodent to enhance their esteem which could be done by delivering
products with high quality and variety. They have to manage and handle their business
operations effectively.
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APPENDIX 2: Typology of Customer Value: Intrinsic
Ethics:
 CSR programs like Pepsodent School Program and Free Dental Check-Up
 Pepsodent Night Brushing Campaign
The programs of Pepsodent help them in building awareness among the people and also results
in gaining market effectiveness (Scribd, 2009). They also possess a huge support from the
Dentist industry as their products are fluoride free and healthy.
Spirituality:
Forbidden any kind of element that affects religion
The content of the toothpaste along with their products doesn't possess any active or inactive
substituent that influences any religion to any extent.
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APPENDIX 3: Pepsodent Products
There are six major toothpaste products of Pepsodent such as Pepsodent Germicheck,
Pepsodent Whitening, Expert protection, Pepsodent Supersalt, Pepsodent Clove & Salt, and
Pepsodent 2 in 1. These products are available in different size and prices which could be
purchased by the customer as per their needs and requirements.
In addition to this, there are three kinds of toothbrushes such as Pepsodent whitening expert
soft brush, Pepsodent complete expert soft brush, and Pepsodent gum expert soft brush
(Pepsodent, 2018).
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APPENDIX 4: Environment Sustainability Report, 2017
The Environment Sustainability Report for Unilever Pepsodent focuses on:
1. Reduction in energy consumption and renewable energy
2. Zero waste to landfill
The focus of environmental sustainability is on minimizing the influence on the company and
also cut costs by effectively utilizing the environment-friendly resources.
Colgate Environment Sustainability Report, 2016
1. Reducing the impact over climate and the environment
2. Utilizing every drop of water
3. Helping the society
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APPENDIX 5: Internal Customer Benefits (Pepsodent and Colgate)
Pepsodent Colgate
Health and Insurance Yes Yes
Medical Yes Yes
Dental Yes Yes
Life Insurance Yes Yes
Durability Insurance Yes Yes
Wellness Yes Yes
The company funded the
retirement plan
Yes Yes
401(k) retirement plan Yes Yes
Work-Life Benefits Yes Yes
Education assistance Yes
Child and Elder support Yes Yes
Auto & home insurance
assistance
Yes
Career development Yes
Generic rewards Yes Yes
The salary of Pepsodent is much higher as compared to the salary provided by Colgate. They
also deliver various benefits to their employees. The productivity and retention program of
Pepsodent results in their effectiveness. It has been evident that the average wage and salary of
both Pepsodent and Colgate is similar.
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APPENDIX 6: Value Proposition (Pepsodent and Colgate) – SWOT Analysis
STRENGTH WEAKNESSES
Colgate Pepsodent Colgate Pepsodent
 Provide
services like
cavity
protection
 Sponsorship
from dental
associations
 Makes teeth
whiter and
repair the
decay spots
 Endorsed by
FDI
 Trusted Brand
in Asia
 Specific focus
on issues like
sensitive teeth
and bleeding
gums
 Different
types of
toothbrushes
 Highly
dependent on
single aspect
i.e. oral care
 Huge
competition
 Intense
competition
 The low
market in the
rural regions
OPPORTUNITIES THREATS
 Focus on innovation and effective
marketing
 Campaigns for promoting awareness
among the consumers
 Smaller packaging for the rural people
and collaboration with the hotel chains
 Competition from internal companies
like Close Up
 The rural regions are lacked in oral
hygiene
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APPENDIX 7: Extrinsic Attributes – Brand & Positioning of Pepsodent
The position and differentiation of Pepsodent have been done by considering forward attitude.
The image of Pepsodent in the market is action-oriented and they are suitable for every
customer that has the different lifestyle. There are various kinds of products that are provided
by Pepsodent in the market such as toothpaste, toothbrush, and mouthwash.
Their position strategy focuses on covering the maximum segment of the population such that
they are conducting different marketing and promotional campaigns in order to gain
effectiveness in the market. The promotion and marketing campaigns help in attracting the
major consumer segment and building awareness among them about oral hygiene. The prime
objective of Pepsodent is to attract the wide segment of customers through their different
range of products.
The brand image of Pepsodent has been maintained through the promotion and marketing. The
prime focus of Pepsodent is on the young generation such that they make the actors and the
sports star in their campaigns and events.
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APPENDIX 8: Extrinsic Attributes – Product Pricing & Advertising of Pepsodent
The extrinsic attributes of Pepsodent regarding their product pricing and the advertising is
presented below:
Product Pricing - There are different approaches that have been utilized for setting the process
such as marketing mix elements. The prime focus of Unilever Pepsodent is to develop their
pricing strategy as per the market orientation and enhanced it according to the trend in the
market. It has been evident that the pricing strategy of Pepsodent has been affordable and
competitive in the industry.
Advertising – This element is helpful for the company in effectively building awareness among
the industry along with the better communication with the consumers. The packaging of their
products is also helpful in building awareness of their company in the industry.
It has been evident that the focus of Pepsodent is on conducting aggressive marketing and
advertising in order to target their potential customers. There are different kinds of products
along with the range of prices which have been delivering to several consumers as per their
needs and requirements. The company also focuses on the consumer needs and requirements
effectively.
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APPENDIX 9: Intrinsic attribute- Flavor, colour, texture, sweetness (Pepsodent)
It is highly recognizable that the intrinsic and extrinsic means through which the form of added
value are attributed to the flavour, colour and texture of the Pepsodent. The consumer
behaviour has always been the matter of interest for the marketers. The knowledge of the
consumer behaviour can help in dealing with the selection and product preferences that are
influenced by their environment. The factors that are uncontrollable with the fact that the
complex behaviour of the consumer is considered while approaching the decision making for
the organisation. Risk aversion and innovativeness are somehow considered as the potential
factor to add to the perception of the Pepsodent brand outperformance. The Pepsodent has
various intrinsic attributes comprising of the taste and flavour. The Mint Gel flavour of the
Pepsodent toothpaste quenches on the refreshing the taste buds of the person. It also helps in
removing the toxic smells of the meals or snacks that are taken previously.
1. Great Tasting
2. Very Refreshing
3. High Quality
4. Affordable cost
5. Mint, Clove and another flavour
6. Smoothing taste
7. Has the mint real taste and another one with complete tasteless
8. Revitalizing
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APPENDIX 10: Intrinsic attribute- Pepsodent Packaging
In the continuation of the intrinsic attribute, the Packaging of the toothpaste is considered as
the greatest challenge for them. Packing of the toothpaste establishes a direct link with the
consumers at the point of the purchase. It is responsible for changing the perception of the
consumers at the outstanding level.
It has although designed with the earlier packaging which was considered as the only way to
put a product in but now the right packaging helps in the product development stage itself.
However, Packaging innovation can present the large sums annually on packaging research. So,
the packaging design elevated profile reflects the brand attribute of the Pepsodent. This can
helps in gaining clarity, the uniqueness of the packaging with the plastic cover as the main
content.
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APPENDIX 11: Comparison of Product Pricing (Pepsodent and Colgate)
The oral care industry has been very wide and it has been dominated by the giants like Colgate,
Sensodyne, and Pepsodent. It is necessary for Pepsodent to effectively manage their pricing
strategy in order to remain competitive.
It has been known that there are different promotional offers and discounts that are provided
to customers on the bulk purchasing of the products such that the rise in product size results in
the discount rise. For instance, if a person purchases the Pepsodent Supersalt of 175gm pack
than a discount of 5% will be provided.
The discount for the distributor has been depending on the quantity and the payment mode. It
has been observed that Pepsodent has reduced their price to the bulk buyers and the top
retailers. For instance, in Indian retail shopping marts like Reliance Fresh, Big Bazaar, etc. are
provided with the products at discounted rates.
The bulk buyer purchases the products through negotiation in order to sell the products in huge
quantity by modifying the selling price and discounts. The margin of the company has been
influenced at the certain level due to these aspects. Still, the sales of the company have been
growing rapidly due to the distributors.
35