This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.

1. Marketing management II Project
Toothpaste Industry
Group Project
Submitted By: Group 1
Reshmi Raveendran

2. Contents
Introduction - Industry background
Brand 1 details
Brand 2 details
Brand 3 details
Brand 4 details
References

3. Introduction
In terms of in dental hygiene, India is still a nascent country, with majority of the
population still not having access to modern dental care and is still relying on substances
like coal ash and neem sticks. Traditional materials like neem and tobacco are popular for
cleaning teeth in the rural areas. The oral care industry in India is worth Rs. 5,400 Cr.
annually & comprises of: Toothpastes: 60 %: Rs. 3,240 Cr., Tooth powder: 23 %: Rs. 1,242
Cr. and Toothbrushes: 17 %: Rs. 918 Cr.
Currently, toothpaste enjoys a country wide penetration level of 55 %, with only 15 % of
them brush twice a day. The per capita consumption in India stands at 127gms/year; one of
the lowest in the world.
Also, India’s per capita consumption is less than half of other emerging markets and almost
1/4th the amount of consumption in U.S. Given the low per capita consumption and
penetration rates, toothpaste demand is mainly being driven by the overall market growth
of 8-10 %. The penetration levels of dentifrice in the country have been on an upward
trend over the last few years driven by strong improvements in toothpaste penetration.
The toothpaste segment in India is largely a two player industry, Colgate &Hindustan
Unilever (HUL) which account for ~76 % of the entire market. For years, Colgate has
dominated the toothpaste market in India with ~ 54.30 % market share. The Company is
India's biggest oral care products company with more than 95 % of its sales coming from
this product category.
Opportunities for Toothpaste Industry in India in oral care market offers huge potential as
penetration and per capita consumption of oral care products is very low. However, rising
per capita income and increasing awareness is driving demand of oral care products.
Consumers have started switching to value-added toothpastes like sensitive toothpastes,
gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching
from toothpowders to toothpastes.

4. Project Roadmap
For this project, we have picked these two organizations and will study the various aspects
of their marketing.
Colgate Sensitive
Pro Relief
Colgate-Palmolive
Colgate Maxfresh
Toothpaste Industry
Pepsodent Pro
Sensitive
HUL
Closeup
Under the toothpaste industry, we have analysed two sub industries :
a. Sensitive Toothpaste (Colgate Sensitive pro relief Vs Pepsodent Pro
Sensitive
b. Gel Toothpaste

5. Brand 1 - Colgate Sensitive Pro-Relief (Sensitive Toothpaste Industry)
1. Business Definition (Colgate –Palmolive)
Colgate –Palmolive is a top global maker and marketer of toothpaste and soap and cleaning
products. Colgate is an oral hygiene product line
of toothpastes, toothbrushes, mouthwashes and dental floss.
1. Company Mission
To provide Colgate with a significant competitive advantage by reducing total delivered
cost, extending technology resources and developing excellence in purchasing, logistics
and sourcing processes.
2. Defining the Market:Sensitivity Toothpaste Industry (Premium, Niche segment)
o Segment – Sensitive Toothpaste Market
o Target - People with teeth sensitivity issues, mostly Urban middle class Men and
Women
o Competitors – Sensodyne, Pepsodent
o USP - The first and only toothpaste clinically proven to provide instant and
effective long lasting relief from Sensitivity
Rising awareness among consumers has made the sensitive toothpaste category a highly
attractive segment to operate in. The sensitive toothpaste segment has been growing at a
very high rate (over a low base) and is likely to be a significantly large category of the total
toothpaste market in the next three to five years.
According to industry estimates, the total toothpaste market size in value terms is Rs. 5,784
crore and growing at about 17%. Of this, the relatively newer sensitive toothpaste category
accounts about 9% at Rs. 517 crore, and is growing at 32%. This is possibly the fastest a
segment has opened up in this category. In this case, advertising has definitely created an
impact with consumers.
3. Competitive Set

6. -
-
Available with chemists and hypermarkets. Colgate has edge over its
competitors in terms of its distribution network of around 45 lakh stores all over
India.
Colgate’s overall supremacy in the Colgate market, serious image of the brand
has helped it built committed customers
Brand awareness of Colgate is high but still has not been able to capture
Sensitive Toothpastes market as much as Sensodyne has done through its
testimonial commercials.
4. Roles
Colgate Sensitive – Follower
Sensodyne – Leader
Pepsodent Sensitive – Challenger
5. Profile of Consumers of Colgate Sensitive Pro relief
All people with teeth sensitivity issues.
Demography - Health Conscious customers (Oral care)
Urban middle class Men and Women
Young Adults (married/single no
children)
Young Families (children upto 12 yrs)
Older Families (children above 12 yrs)
Older Adults (empty nesters)
Senior citizens
18-29 yrs
25-45 yrs
40-55 yrs
50+ yrs
60 yrs +
6. Positioning – Toothpaste providing instant relief. Clinically proven and approved
by Indan Dental Association (whereas Sensodyne has positioned itself as 24/7
sensitivity protection & worlds no.1 toothpaste recommended by dentists
worldwide)
Colgate Sensitive toothpaste soothes the nerve ends and builds a protective shield
providing both relief from sudden shocks of pain and long term sensitivity protection with
regular use.
They are capturing the Indian market by educating/creating awareness that teeth
sensitivity is not a disease, every 3 out of 5 person in India suffers from teeth sensitivity
and it can be cure by brushing twice a day using Colgate.
Colgate Sensitive Pro relief Vs Market Leader (Sensodyne)
- Single flavor available in 40 gm & 80 gm pack
- 40 gm – Rs 70 (Sensodyne 40 gm - Rs 42)

7. -
80 gm – Rs 120 (Sensodyne 80 gm – Rs 75)
Premium pricing (whereas Sensodyne has penetrative pricing)
7. What Brands should do to improve positioning
-
Sensodyne has taken over the market through its testimonial TV commercials.
Colgate should bring confidence among people through its strategy like
“Clinically proven”
Packaging also plays a vital role. They have to do rigorous TV Ads to maintain
their position and highlight certain formula in their toothpaste which no other
toothpaste has.
Colgate has to review its pricing strategy as Sensodyne is delivering the same
value at a lesser cost and since a product like toothpaste has low involvement by
consumers; they switch to other products very easily if they are getting the value
at a lesser price.
Brand Ambassador like Deepika Padukone as she has one of the best smiles in
Bollywood, to promote the brand just like Madhuri Dixit is promoting Oral B.
Different flavours/colours definitely attracts the consumers in toothpaste
category
Brand 2 - Colgate Max Fresh Gel (Gel Toothpastes Industry
Colgate-Palmolive is the overall market leader in the Rs 3,000 crore Indian toothpaste
market. But the crown has eluded Colgate in the fastest growing segment of the toothpaste
market — the Rs 900 crore gel segment — where Hindustan Unilever’s Close Up has
widened its lead with a 60 per cent share.
To break into Close Up’s stronghold, Colgate’s Max Fresh gel has also been trying to don a
young image.
But breaking into the youth space will not be an easy feat for Colgate’s Max Fresh.
The first-mover advantage has helped Close Up secure an edge.
“Colgate gel’s biggest handicap it its mother brand equity of a serious health brand, that
makes it less appealing to younger consumers,” points out PraneshMisra, chairman and
managing director, Brandscapes Worldwide. Menon of Kotak Institutional Equities agrees.
“The family and health connotation associated with Colgate as the umbrella brand are so
strong that it has not been able to make a significant dent in the gel space. It would have
been wiser if the company had created a separate brand called Max Fresh, rather than
using the parent Colgate brand,” he opines.

8. “The younger generation is slowly graduating towards having their own variant or flavour
of toothpaste. In India, the trigger for most toothpaste purchase is still the homemaker and
a common toothpaste is used by the family, Thus, we want to project ourselves as a youngat-heart brand, which appeals to the family.
Colgate Max Fresh Gel
Colgate MaxFresh gel is infused with cooling crystals (in strips), which dissolve completely
as you brush for a whole new dimension of freshness - freshness .
Fights Cavities. Whiter Teeth. Freshens Breaths.
The whitening formula of the Colgate Max Fresh 150 gm toothpaste acts on the persistent
yellowing coat over the teeth and gets rid of it in a matter of days
Variants: Peppermint Ice, Icy Blast Mint and Citrus Blast
Colgate Maxfresh Peppermint Ice has cooling crystals that dissolve in your mouth setting
off an icy wave of minty coolness.
Colgate Maxfresh Icy Blast Mint has strips of cooling crystals which dissolve in your mouth
and give an explosion of Icy freshness
Colgate Maxfresh Citrus Blast has strips of cooling crystals that dissolve in your mouth to
give a burst of freshness.

9. Business Definition (Colgate –Palmolive)
Colgate –Palmolive is a top global maker and marketer of toothpaste and soap and cleaning
products. Colgate is an oral hygiene product line
of toothpastes, toothbrushes, mouthwashes and dental floss.
Company Mission
To provide Colgate with a significant competitive advantage by reducing total delivered
cost, extending technology resources and developing excellence in purchasing, logistics and
sourcing processes.
Defining the Market:
-
Colgate Maxfresh – premium costing
Segment – Gel Toothpaste Market
-
Target - Young people. The target market being “Multi Brand Households” where
young does not use what their parents.
Competitors – Closeup, Pepsodent
USP –It is the first and only toothpaste infused with Colgate-Palmolive, the leader in oral
care, is redefining the gel segment of toothpaste in India with the introduction of new
Colgate Maxfresh Gel
Competitive Set
- Available with chemists and hypermarkets. Colgate has edge over its
competitors in terms of its didtribution network of around 45 lakh stores all
over India.
Roles
Colgate Maxfresh – Follower
Close-up – Leader
Profile of Consumers of Colgate Max Fresh
Young Adults (married/single no
children)
Young Families (children upto 12 yrs)
18-29 yrs
25-45 rs

10. Positioning
The only toothpaste with cooling crystals that adds a new dimension to freshness.
Fights Cavities, Whiter Teeth, Freshens Breaths.
They have 3 different flavours and a very attractive packaging to attract the youth.
Peppermint Ice, Icy Blast Mint and Citrus Blast
What Brands should do to improve positioning
They should telecast very youth centric Ads on newspaper/TV.
Brand 3 – Pepsodent Sensitive
“You'll wonder where the yellow went / when you brush your teeth with Pepsodent!”
Pepsodent was launched in 1993 in India and since then the brand has raised the
benchmark on Oral Care solutions in India. Pepsodent is still sold as a Unilever property in
all markets except the United States and Canada.
Pepsodent as a toothpaste aimed at providing the oral health benefit.
Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth,
fresh breath and healthy gums.Pepsodent as an oral care expert offers solution to specific
problems like bleeding gums and sensitive teeth.
•
•
•
KEY FACTS
Endorsed by FDI ( the largest dental association globally)
Among the most trusted brands in India (Brand Equity, Economic Times, India)
Also sold as Mentadent, Zhonghua, PS and Signal in other countries
Mission Statement:-

11. Pepsodent is developed by Unilever's oral care experts, bringing families around the world
a range of scientifically advanced toothpastes to keep tooth decay at bay.
Pepsodent sensitive Pro Sensitive Positioning
For instant relief from sensitivity pain and repair for lasting protection
Pepsodent Expert Protection Sensitive is a unique toothpaste with proven efficacy to not
only provide relief from tooth sensitivity but also improve gum health in the long term.
Why use Pepsodent Expert Pro-Sensitive?
We at Peposodent worked with Dentists to create Pepsodent Expert Protection Prosensitive. It contains HAP mineral – the same material your teeth are made of - to not only
give you relief from the pain, but also to repair your tooth so the problem does not get
worse.
This advanced technology is also to strengthen and protect gums, thus reducing the risk for
future sensitivity.
Pepsodent Expert Protection Pro-Sensitive gives you back the chance to experience the
pleasures of eating and drinking your favorite things.
How does Pepsodent Expert Pro-Sensitive work?
Pepsodent Pro-Sensitive is the only toothpaste in India with a combination of
Hydroxyapatite, Zinc Citrate and Potassium Citrate, clinically proven to provide rapid relief
and give prolonged protection from dentine hypersensitivity.

12. Placing of Brands:Pepsodent:• Is a 19 year old brand that offers various oral care solutions to specific need
based solutions. Also, as per the facebook advertisement
Ad Campaigns to Supplement this Positioning:-
Lasting Protection for Hours.
Germ Fighting Campaign
Dental Insurance
DishumDishum
Bhoot Campaign
Pepsodent has posted its print advertisement on its facebook page, which has over one
million fans. The ad shows two kids brushing their teeth with Colgate and Pepsodent, with
both packs clearly visible. When the children take a cavity test, the voiceover says that
Pepsodent Germicheck is ‘130% behtar’, or superior to Colgate, when it comes to germ
attack.
Pepsodent Pro Sensitive Ad
Sources: http://www.youtube.com/watch?v=LUNDx3fEWGI

13. The Ad highlights, Other toothpastes only remove stains but Main Cause of sensitivity is
enamel erosion and weekend gums
Pepsodent Pro sensitive has HAP formula not only repairs enamel but protects gums and
relieves from pain. Developed by dentists who care
Competitive Edge:• Price – The main competitive advantage which Pepsodent sensitive has is the
price. For 80 gms the price is Rs 80 as compared to Sensodyne which is for Rs
120.
• Under the Brand of HUL – One of the competitve advantage is that they are
under one of the most trusted company in India which give them an advantage
over Sensodyne.
• Strong Distrubution Network – HUL has used the same distrubutuion network
which they used for other FMCG products and for personal care products which
would again give an advanateg to Pepsodent.
• Brand Ambassador – The brand ambassador associate with Pepsodent is
Shahrukh Khan one of the most influenced film personality which can easily
attract kids and there parents (Target Audience)
Marget Segmentation:Geographic Segmentation –
• The Urban market for toothpaste is almost stagnant.
• Due to deeper penetration in rural market HUL introduced smaller packages of
100gms priced for Rs 10.
Behavioral Segmentation –
• Pepsodent has lots of variants in different segment for example Sensitive, Gem
Check, Whiting etc. This gives customer lots of choices.
• Pepsodent gives a complete care whether it is for oral or germi check.
Pepsodent Sensitive Pro Relief Mainly targets:-

14. •
•
•
Though it affects people of all ages, those between the ages of 20 and 50 report dental
hypersensitivity very frequently, especially between the ages of 20 to 30
It is reported more frequently in women than men
Frequency of dental hypersensitivity is very high in patients suffering from gum problems
Issues:
» The role of product differentiation in making a consumer try out a new product
» How competitive advantages get eroded quickly in a marketplace
» The need to align oral care awareness programs with promotional campaigns for
developing the market for oral care
Brand 4 (Close Up)
Business Definition (Close up HUL)
India’s 1st gel toothpaste
Market leader in gel toothpaste category for over 3 decades
Some of the best known celebrities have been part of Close-up ads over the years
Close Up –World No.1 producer for Gel Tooth Paste
Close up has line toothpastesand mouthwashes all their lines are made to function as the
‘fresh breath maker’, promising consumers long-lasting fresh breath
Company Vision
Close Up envisions itself as the number one toothpaste brand for the youth. Their goal is to
get young adults to feel how much the brand can help them achieve fresh breath, which, in
turn, can boost their confidence to face their everyday challenges. Close Up’s goal is to be
the youth’s first choice when it comes to toothpaste brands.
•
Defining the Market:
Gel toothpaste Industry (Fresh Breath Category)
•
Segment – Fresh, Gel and Mouthwash
Target - People with Young and outgoing nature, Self actualization confident and
mostly urban middle class Men and Women this is the focussed on the demographic of
youth aged between 15-35, young energetic workforce and active.

15. The brand has always been unique and fun, encouraging people to open up by getting over
their self doubt. It is aimed at every person who is young at heart.
Its marketing strategy involves पास आओ the literal Hindi translation for Close up.
•
USP - For years, Closeup has been synonymous with fresh breath confidence that
we require during our social interactions
•
Competitive Set
All Brands using Gel in their toothpaste
Mouthwash
Teeth whitening toothpaste
•
Roles
Close up – Market Leader
Pepsodent Centre Fresh – Market Follower
Colgate Maxfresh – Market Challenger
Best Ad Campaign for Close Up
One of the earliest campaigns of Close up was “KyaAap Close UpKarteHai…” The
advertisement showed a Mr. Bean kind of looking guy brushing with Close up manages to
woo a beautiful girl who does not get impressed by a handsome looking guy giving her a
flying kiss. She rather gets impressed from a flying kiss from the ordinary looking Mr. Bean
due to his fresh breathe released while giving her the flying kiss.
Analysis
- Freshness is associated with the ad
- The product is clearly identified with the brand image of Close up which is
confidence.
- The jingle is the USP of the advertisement. The funny voice and the way the
singer modulates the voice is attractive.
- Lyrics of the background score are really catchy.
- Mr. Bean is the main face of the ad
- The ad was very popular as my six year old niece never used to get tired singing
the song every time she saw the ad on the television.

16. References:
http://articles.economictimes.indiatimes.com/2013-02-15/news/37119591_1_oral-carecibaca-consumer-awareness)
http://www.business-standard.com/article/management/close-up-smile-gets-wider111072700034_1.html