Promoting Oral Health in Rural India: The Case of Pepsodent

Abstract

Toothpaste was not an accepted product in the rural market since people in rural areas preferred conventional method of cleaning their teeth such as neem twigs, salt, etc. Pepsodent was one amongst the most powerful brand of Hindustan Unilever Limited (HUL) that was promoted through 1500 dentists in the rural areas. They targeted the product to the male member of the family. HUL promoted the product (Pepsodent) very aggressively in the rural market by organizing free samples of Pepsodent to the prospective customers. It offered discount coupons to the customers in order to push sales. In order to sustain and survive in the rural market, the companies have to build a strong brand image in the rural market. Providing the value proposition is the key to success to sustain in the rural market. Sales promotion along with demonstration of the product helps in selling the product to the rural consumer. Having said this, HUL really has to pull hard in order to beat the No.1 player in the toothpaste category in the rural markets. The new strategies have to be formulated in order to increase consumer’s trust in the brand. Finally, how Pepsodent reaches the level of customer trust and generic branding has to be seen in times to come.