An integrated marketing communications plan for Pepsodent Cavity Fighter Toothpaste

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Milette L. Zamora

Defense Panel Chair

Susan Dar Santos

Defense Panel Member

Carmelita Walton

Abstract/Summary

Unilever is a company that offers a diverse line of products to its consumers in order to make their lives easier and more comfortable. Among the company's many brands is Pepsodent, which is a toothpaste brand that dates back to the 1920s. In recent years, Pepsodent entered the Philippine market with its Pepsodent Cavity Fighter Toothpaste variant which aimed its advertising efforts to mothers of ages 29-40. This campaign involved mainly Above the Line advertising.

Despite previous efforts by the brand, Pepsodent Cavity Fighter Toothpaste still remains dwarfed by other leading brands, especially by Colgate, who currently dominates the Philippine toothpaste market. Amidst the competition however, the brand is able to stand out because it contains 50% more active micro-calcium than the normal level in mouth which re-mineralizes small invisible holes in teeth, hence proving to be effective in preventing cavity formation. Furthermore, Pepsodent Cavity Fighter Toothpaste also offers the same quality of its competitors at a much lower price.

The campaign aims to tap into a new market whose lifestyle fits the mentioned product benefits. Coined by the group as busy bodies–, males and females of ages 25 to 30 from socio-economic class C, their busy lifestyle requires them to have snacks in between meals to keep them going throughout the day. This is a highly aspirational target market that chooses to work extra hard in order to uplift their current standard of living. Their activities are mostly comprised of balancing the amount of work they undertake and their personal endevours. In order to engage with the consumers directly and make them experience the campaign first-hand, Below the Line advertising will be utilized throughout the duration of the campaign.

The campaign will run for six months and will make use of two phases - the Engagement Phase, which aims to make the busy bodies– understand that snacking– makes them more prone to cavities and to promote brand awareness that Pepsodent Cavity Fighter Toothpaste is capable of protecting their teeth against dental cavities, by making them experience and participate in the campaign personally and the Sustaining Phase, which aims to retain in the minds of the busy bodies– the effectiveness of Pepsodent Cavity Fighter Toothpaste because it has 50% more active micro-calcium than the normal level in the mouth which re-mineralizes small invisible holes in teeth. The methods to be applied in the campaign include out-of-home, public relations, in-store promotions, on-ground, events, and digital efforts.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022167

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Pepsodent Cavity Fighter Toothpaste; Marketing--Philippines

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