Pepsodent Vs Colgate
Pepsodent Vs Colgate
Pepsodent
Toothpaste industry has grown immensely in the Indian scenario. There is a lot of competition in the industry mainly between two major players Colgate and HLL .The companies are coming up with new schemes as well as products to lure the customers. The usage of toothpaste has grown because of the lifestyle and the way the individuals are living i.e. more awareness about health. Many Multinational Companies entered in the business of Toothpaste world but there are two major toothpaste brand that are famous than any other product in this world which we are going to discuss below.
Colgate
Colgate-Palmolive is a $13.8 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. Colgate focuses on strong global brands in its core businesses Oral Care, Personal Care, Home Care and Pet Nutrition. In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896.
In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name.
Today Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.
PRODUCTS
COLGATE
ORAL CARE
PROFESSIONAL ORALCARE
HOME CARE
Pepsodent
Pepsodent is a brand of toothpaste with a wintergreen flavor. It was formerly owned by Unilever (but, since 2003, by Church and Dwight in USA,). Pepsodent was a very popular brand before the mid '50s, but its makers were slow to add fluoride to its formula to counter the rise of other highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sales of Pepsodent plummeted. Today Pepsodent is a value brand marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate. Pepsodent is still sold as a Unilever property in India, Indonesia, Chile, Finland, and several other countries.
Early1980s
Launch of Promise by Balsara Group
1993
HLL launched Pepsodent
Late 1980s
Colgate-Palmolive has list of products for the children like: Oral health for children. Toothpastes. Toothbrushes. Great Flavor. Games. Track for Brushing. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the b electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgates end customer or consumer. Colgates positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgates promotional activity not only became strong but also helps to convincing the customers to adopt the product for using
Promotional tools
Increasing circumference of toothpaste tube. Free Dental Check-up in mobile vans
Pepsodent
P Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product. Pepsodent connects directly with kids and their parents. Pepsodent has always worked in the direction of an overall awareness of dental health. The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night. Pepsodent also includes a range of toothbrushes. Pepsodent, Unilevers leading oral care brand, recently announced its collaboration with the Indian Dental Association (IDA) in conjunction with World Dental Federation (FDI) to help improve the oral health and hygiene standards in India. This project is part of a wider global collaboration between Pepsodents parent company, Unilever and FDI, the international organisation which represents nearly one million dentists globally.
This unique partnership aims to increase oral health education and promotion in countries in both the developed and developing world. The Pepsodent-FDI collaboration, established in 2005, now operates 42 projects in 38 countries. The new partnership in India will build on existing programmes that Pepsodent and the IDA have been running in schools targeting behaviour change amongst children. Going forward, the programme will focus on increasing awareness of good oral habits and concentrate on the importance of twice daily brushing, and particularly night brushing amongst children. The Oral Health initiative will feature many practical elements including dental check-ups, live demonstrations with audiovisual aids and the distribution of oral health educational materials. It will also involve schoolteachers and rural health workers working to educate children about the benefits of better oral health and hygiene.
PACKAGING COLGATE
The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for dozens of years. Colgate uses attractive packaging which visible it from competitors brand. They have used following colours: * White: Classic color, Accurate background, Sophistication & agility of company, Natural colour * Red: Strength, energy, love, excitement, leadership, power, Active, exciting, good luck, Young Generation. * Blue: Research process, Calmness and peace, Innovation, Freshness * Yellow: Sunlight, joy, happiness, wealth (gold), hope . * Green: Nature, spring, fertility, youth, environment, wealth, money (US), good luck, vigor, generosity, go, grass , Green also symbolizes go because of its use in traffic signal Colgate also focuses mainly on the following factors at the time of packaging: * Reducing the Environmental Impact of Packaging: Colgate is always looking for ways to minimize the impact of its packaging on the environment, and has been an industry leader in the continuous use of a type of post-consumer recycled plastic known as PET. * Global sustainability packaging strategy focuses on the 4 Rs: Reduce the weight of the packaging where feasible Remove secondary and tertiary packaging where possible Colgate's progress in this area was recognized as a "Sustainability Success Story" by a major retail customer. For example, in Latin America: The tube weight reduction resulted in 1,150 metric tons of savings in 2006 and 2007 The cap weights were reduced in 2008, resulting in an annual savings of 400 metric tons of plastic At Colgate, sustainability is a critical criterion for any new package design and development. Through our core value of continuous improvement, we constantly search for ways to minimize the environmental impact of product packaging. Recycle increase the use of recycled materials and convert to more recycling-friendly materials Reuse/Refill design packages to be reusable and focus on refill package development Guidelines have been developed to help the packaging designers and engineers to create more sustainable packaging starting from the concept stage. packaging teams publish monthly internal Packaging Sustainability Newsletters to share best practices, news and market trends from around the world * Reducing Material in Toothpaste Tubes Colgate continues its effort to reduce the amount of material in its toothpaste tubes while maintaining the required dispensing performance, toothpaste quality and packaging integrity. From 2000 to 2008, the packaging reductions resulted in over 30% reduction in consumption of energy and natural resources.
PACKAGING PEPSODENT
* Our approach: Their approach towards responsible packaging seeks to take into account environmental, social and economic considerations. In 2007 the company created a Sustainable Packaging Steering Team to define a strategy. This team is building on the work already carried out over the past few years by the Unilever Packaging Group. Achieving truly sustainable packaging is a complex challenge. Some energy is always required to make packaging and some waste is inevitable even with highly effective reuse and recycling schemes. The approach is based on three elements: Consideration of the whole product, not just packaging in isolation Assessment via our new vitality metric, which covers the waste generated taking into account all the different kinds of packaging a product requires. It also takes into account an estimate of the recycling, reuse and recovery rates of the materials as used in a particular region Use of leading-edge design techniques and choice of materials to minimise impacts. * Guiding principles Underlying this strategy are five guiding principles that they seek to apply: remove, reduce, reuse, renew and recycle. Sustainable Packaging Steering Team implements this approach across Unilever. COLGATE v/s PEPSODENT TY.BMS (SEMESTER VI) 19 | P a g e More on the five guiding principles: (4R) Remove: to eliminate, where possible, unnecessary layers of packaging such as outer cartons and shrink-wrap film. Reduce: to reduce the material we use in our packages and ensure they are the optimal size and weight for their contents. Reuse: to reuse packaging from the materials we receive at our factories. Renew: to maximise the proportion of packaging from recycled and renewable resources and to investigate the technical feasibility of biodegradable and compostable materials Recycle: to increase the use of recyclable and single-material components in packaging for easy sorting and recycling at the end of its use. * Enhancing design Innovative packaging design can minimise the environmental impact of packaging itself. But it can also enhance a product's lifecycle impacts. For example, effective packaging can reduce product leakage and consequent waste during transportation. * Sustainable paper sourcing A significant proportion of packaging relies on paper. They estimate that most of the paper purchased for European business comes either from recycled material or sustainably managed forests. While this is an encouraging picture for Europe, the situation in other regions can be very different as sustainable forestry practices differ greatly. The company is working with the Rainforest Alliance to develop a sustainable sourcing policy for paper. COLGATE v/s PEPSODENT TY.BMS (SEMESTER VI) 20 | Page * Litter in the developing world A particular concern is the volume of sachets we use to package single-use products, especially in developing and emerging markets. These may end up as litter where there are no appropriate disposal facilities. The approach is to: implement design improvements to create sachets that use less material or material with less environmental impact support litter awareness programmes work with others to explore economic models which create incentives for collection and reuse of our packaging. Working with others
CONCLUSIONS
The toothpaste industry is going to be more competitive in the near future. The profit margin is going down over the year and going to be continuing for the future also. So the main mantra for the companies to be successful is to satisfy the consumers and develop brand image and brand loyalty amongst them. So it has become very necessary for the consumers to understand the Indian consumers very well. So in the future the companies who come up with new products at competitive prices and with good quality are going to the successful one. Promotional activities are also going to play an important role that should to be for both retailers and consumers. So we are going to see a market which is going to heat up in the near future where mainly two major players Colgate and HLL will fight the war.