Primary Objective of
Toothpaste (Any brand): - Germs protection & prevent from Gingivitis,
stains, plaque, Cavities Tooth & Root, Tartar, weak enamel etc.
Television Commercial Released:- http://www.youtube.com/watch?v=KI5t7T97tV4
This advertisement can not give any impact on Colgate because it is very strong brand worldwide. And, it can not acquire consumers by showing such facts. It would be better if Pepsodent has been released new brand by other way.
DATE: - 11-08-13
BRAND WAR – PEPSODENT (HINDUDTAN
UNILEVER LTD.) V/S COLGATE (COLGATE PALMOLIVE)
Today (date : 11-08-13) Pepsodent has introduced new brand “New
Pepsodent Germi Attack” across India & released print advertisement in leading
news paper’s all edition of India. It
has shown directly comparison between Pepsodent (Brand of Hindustan Unilever
Ltd.) & Colgate (Brand of Colgate Palmolive) which may say that against
policy/ethics. And, in advertisement, Pepsodent
is claiming that “New Pepsodent Germi Attack” delivering 130% power against
germs while Colgate is delivering only 100%. Will consumers believe this? Or will
consumers be switching over brand from Colgate to Pepsodent by mentioning this
USP? I don’t think so. Because …
Today, Pepsodent has been executed very poor strategy which
can never expect from such huge company /brand. There are 100+ innovative &
creative ways available to introduce anything about brand where you can acquire
consumers as well as make your consumers brand loyal. Then, why are using such
strategy which can effect on your parent brand, corporate identity, brand
equity, brand image. Because, over the years Consumers (Rural & Urban) are
very well aware about brand Colgate which is leading brand in toothpaste category
as well as also giving results. An, today consumers are already being used both
brands Pepsodent as well as Colgate.
It is very difficult to switching over brand Colgate to Pepsodent
but by such way it can not acquire consumers or brand switchers. Today,
consumers are know everything that how companies are attracting, how they
offering by promotional ways, how they influencing etc.
Here Print Advertisement
which has been released in all edition across India:-
Times of India
(English Daily) :-http://epaper.timesofindia.com/Default/Client.asp?Daily=TOIM&showST=true&login=default&pub=TOI&Enter=true&Skin=TOINEW
Divya Bhaskar
(Gujarati Daily):-
Hindustan Times
(English Daily):- http://paper.hindustantimes.com/epaper/viewer.aspx
Sandesh (Gujarati
Daily):- http://epaper.sandesh.com/146498/Ahmedabad/11-08-2013#page/1/1
Lokmat:- http://epaper.lokmat.com/
DNA India:- http://epaper.dnaindia.com/
Copy Writing Strategy:
- PEPSODENT – NOW BETTER THAN COLGATE STRONG TEETH. DELIVERS 130% GERM ATTACK
POWER. From the mentioned copy writing - Should we understand that prior
Pepsodent was not giving better protection than Colgate / not better that
Colgate? However, consumers are being using continue Pepsodent as well as
Colgate brand.
Note (Mentioned in
bottom of an advertisement): - “Creative Visualization of the Action of Triclosan. NEW PEPSODENT
GERMICHECK enhances delivery of Triclosan in the mouth Claim based on In-Vivo
Study where Germs Attack Power refers to amount of Triclosan remaining in
mouth, 4 hours after brushing, where COLGATE STRONG TEETH is indexed 100% &
NEW PEPSODENT GERMI CHECK IS 130%. Brush Twice daily”.
Definition &
Concept of Triclosan (Source – Wikipedia):-
Triclosan is an antibacterial and antifungal agent. It is a polychloro
phenoxy phenol. Though many consumer products contain Triclosan,
according to the Food and
Drug Administration (FDA) at the present time there is no
evidence that Triclosan in personal care products provides an extra benefit to
health beyond its anti-gingivitis effect in toothpaste. The FDA does
not recommend changing consumer use of Triclosan containing products one way or
the other due to currently insufficient safety evidence. Studies by
the Environmental
Protection Agency (EPA) found Triclosan to be an effective
antibacterial. Triclosan safety is currently under review by the FDA
and Health Canada.
Television Commercial Released:- http://www.youtube.com/watch?v=KI5t7T97tV4
This advertisement can not give any impact on Colgate because it is very strong brand worldwide. And, it can not acquire consumers by showing such facts. It would be better if Pepsodent has been released new brand by other way.
But, it will be better that if Colgate is not come & execute
the same strategy as been used by Pepsodent. Otherwise, it will give impact on
brand image of Colgate too.
Let’s See What action
will be taking by Colgate!
Best Fashion Designing Institute In Surat
ReplyDeleteHome Fashion - Gten Sales | Upgrade Your Fashion With Us
Global surat
Infooxo - IT services
cartmash India's Leading Online shopping store
All festival wallpaper
Tejavaj Best Indian news