This is not the first time that Pepsodent frontally attacked Colgate. Pepsodent is a small brand compared to Colgate. According to ET, Pepsodent Germicheck has a market share of 6.4% while the strong teeth, Colgate has a market share of 29.4%. For a rival brand such as Pepsodent, fight against leader directly certainly puts the brand into limelight.In India, marks engage in such direct attacks. Law allows some level of comparative advertising, provided that does not belittle other brands. Usually contested marks take the matter to any ASCI or the Court. But since these take time to adapt, comparative advertising may have achieved its objectives.Most of the time, the rival brand using research evidence to support their claims of superiority. In this case, Pepsodent says that it has 130% more germ attack power than Colgate. The letter says that Colgate is indexed to 100%. It is as Pepsodent in an inflated sense numbers to make look exceptionally superior to Colgate.It it is interesting to note that Pepsodent Germicheck chose to attack Colgate strong teeth instead of Colgate Total. Teeth strong Colgate is the largest portfolio of Colgate brand, but this brand is not claiming any attribute kill germs. Colgate Total is the brand that claims the attribute to kill germs. So instead of fighting the Colgate Total, Pepsodent Germicheck decided to launch the attack against comparative ads strong Colgate Teeth.Direct, who also against a market established leader more often works for the rival brand. It has shock value and the subsequent war marketing gets Challenger marks the eyes and media spaces especially in social media. Using these tactics of frontal attack, it has its fair share of risks. The market leader will often react with complete that it can destroy the rival brand. In this case, it is the struggle between the Titans and if there is a war, both will bleed.
Sunday, January 12, 2014
Brand Wars: Pepsodent Vs Colgate
The August of 2013 saw the beginning of another war in the toothpaste market. Pepsodent, the rival brand of HUL directly attacked the market leader Colgate with a comparative advertising of high-profile. Ads directly comparing Pepsodent Germicheck Colgate-toothed strong with Pepsodent Germicheck claim is better in the fight against germs that Colgate strong teeth 130%. This is not the first time that Pepsodent frontally attacked Colgate. Pepsodent is a small brand compared to Colgate. According to ET, Pepsodent Germicheck has a market share of 6.4% while the strong teeth, Colgate has a market share of 29.4%. For a rival brand such as Pepsodent, fight against leader directly certainly puts the brand into limelight.In India, marks engage in such direct attacks. Law allows some level of comparative advertising, provided that does not belittle other brands. Usually contested marks take the matter to any ASCI or the Court. But since these take time to adapt, comparative advertising may have achieved its objectives.Most of the time, the rival brand using research evidence to support their claims of superiority. In this case, Pepsodent says that it has 130% more germ attack power than Colgate. The letter says that Colgate is indexed to 100%. It is as Pepsodent in an inflated sense numbers to make look exceptionally superior to Colgate.It it is interesting to note that Pepsodent Germicheck chose to attack Colgate strong teeth instead of Colgate Total. Teeth strong Colgate is the largest portfolio of Colgate brand, but this brand is not claiming any attribute kill germs. Colgate Total is the brand that claims the attribute to kill germs. So instead of fighting the Colgate Total, Pepsodent Germicheck decided to launch the attack against comparative ads strong Colgate Teeth.Direct, who also against a market established leader more often works for the rival brand. It has shock value and the subsequent war marketing gets Challenger marks the eyes and media spaces especially in social media. Using these tactics of frontal attack, it has its fair share of risks. The market leader will often react with complete that it can destroy the rival brand. In this case, it is the struggle between the Titans and if there is a war, both will bleed.
This is not the first time that Pepsodent frontally attacked Colgate. Pepsodent is a small brand compared to Colgate. According to ET, Pepsodent Germicheck has a market share of 6.4% while the strong teeth, Colgate has a market share of 29.4%. For a rival brand such as Pepsodent, fight against leader directly certainly puts the brand into limelight.In India, marks engage in such direct attacks. Law allows some level of comparative advertising, provided that does not belittle other brands. Usually contested marks take the matter to any ASCI or the Court. But since these take time to adapt, comparative advertising may have achieved its objectives.Most of the time, the rival brand using research evidence to support their claims of superiority. In this case, Pepsodent says that it has 130% more germ attack power than Colgate. The letter says that Colgate is indexed to 100%. It is as Pepsodent in an inflated sense numbers to make look exceptionally superior to Colgate.It it is interesting to note that Pepsodent Germicheck chose to attack Colgate strong teeth instead of Colgate Total. Teeth strong Colgate is the largest portfolio of Colgate brand, but this brand is not claiming any attribute kill germs. Colgate Total is the brand that claims the attribute to kill germs. So instead of fighting the Colgate Total, Pepsodent Germicheck decided to launch the attack against comparative ads strong Colgate Teeth.Direct, who also against a market established leader more often works for the rival brand. It has shock value and the subsequent war marketing gets Challenger marks the eyes and media spaces especially in social media. Using these tactics of frontal attack, it has its fair share of risks. The market leader will often react with complete that it can destroy the rival brand. In this case, it is the struggle between the Titans and if there is a war, both will bleed.
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