Pepsodent Case

Pepsodent

Abstract

We, the group-2, basically want to focus the main brand Pepsodent and its three products-Pepsodent toothpaste, Pepsodent toothpowder and Pepsodent toothbrush under its product line. We worked on its marketing strategies which includes segmentation, targeting and positioning and marketing mix which includes product, price, place, promotion, packaging, public relation, publicity and politics etc.

Objective of the study

Our main objective of this study is to know about the marketing strategies (segmentation, targeting and positioning) and marketing mix (product, price, place, promotion, packaging, public relation, publicity and politics) of the unilever brand "Pepsodent" and relate our text book knowledge with real world marketing and to acquire practical knowledge of marketing.

Methodology

We followed two types of data collection method

Primary Data Collection

• Visit to Unilever Bangladesh

• Personal Interview

Secondary data collection

• Text book

• Web-site

• Visit to retail shop

• Group discussion

Introduction

Oral health care is one of the fastest growing sectors in Bangladesh. People are getting more concern about their dental and oral health day by day. This awareness has made a huge market for dental and oral health care product for the marketers. Mainly targeting the educated people of Bangladesh, many companies had come up with their unique range of dental and oral health care products. Square and Uniliver are the two of the leading companies of this sector in Bangladesh. Square has several dental and oral health care brands like- White plus, Fresh gel. Unlike Square, Uniliver has two Brands named Pepsodent and Close-up with a wide product line. Pepsodent is one of the most preferred brands in Bangladesh for its high quality, performance and affordable price.

Background of the company

Unilever Bangladesh Limited (UBL) is one of the most ancient companies, which is operating in Bangladesh for more than four decades. From the very beginning of its operation, UBL has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. They claim that over 90% of the country's households are exposed to any of their product at least once. In their 40 years of operation they are deeply rooted with the culture and markets of Bangladesh and still promised to keep developing