Post on 08-Apr-2018
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by:
Saania Sondhi
Prerana Pugalia
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Sine Qua Non Of Business :Without this nothing
Meeting customers needs
Exchange : Quid Pro Quo
(this for that) Creating, Promoting and
delivery of goods and services
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Stands for Fast Moving Consumer Goods
Also known as Consumer Packed goods
(CPG)
FMCG goods are generally replaced orused over a short duration of time (less thanone year)
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Quick Turnover
Low Cost
Short Span
Sold in large Quantities
Innovative
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Household Care:
Ariel, Rin , Hit, Pears
Food and Beverages:
Coca Cola, Sunfeast ,Taj Mahal ,Fortune
Oil
Personal Care:
Ponds, Pentene, Axe, Loreal
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Case Study
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Products Close up Red Dental cream
Close Up Tot
Lemon Mint Sensitive
Close Up Milk Max freshCalcium K
Fresh energy gel
Herbal
Cibaca family protection
Max white
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Synonymous to Freshness that
gives you the confidence
to be close to someone
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Close Up :-
First HUL offering in oral care category
First gel toothpaste in India (1980)
Targeted youth. Aimed at every person
young at heart Making stars out of models
Witnessed decline in 1998
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In 2000, launched variants such as Oxy
fresh, Ultra Whitening, Eucalyptus Blueand Tingly red.
Rebranded itself in 2004
introduced Vitamin Flouride System
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Bharat Ka No. 1
smile expert
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Power branding strategy. Advts. were the
main promotional strategy.
Targeted every segment. Introducedtaglines for kids such as Stronger se bhi
strong mera colgate
Used continuous promotional schemessuch as paiye ek colgate toothpaste ke
saath ek colgate toothbrush bilkul muft
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Identified following features:
a. Rural people are brand loyal.
b. Disposal income
c. Increasing literacy
d. Elderly person: the decision maker
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Stepped up with IDA (Indian Dental
Association) to add value.
Sampark: rural promotional schemeo Introduced VANS (mobile promotion)
o Door to Door selling
o Puppet showso Free samples distribution
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CLOSE UP
Use of flouride perceived as
vulnarable for children.
Company should bank on its colour and
cool image rather than conventionalattributes like strong teeth with which it is
not associated.
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It is perceived as a strong Indian
brand
There is no differentiation between
various products hence it needs tolook into differentiating aspects.
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From year 2001 to 2005 growth was
almost 5-6% but after that it increased
to approximately 17%
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RURAL 2001 2009
Toothpaste 32 4
Skin Cream 20 3
Dishwash 12 16
Shampoo 16
figures in %
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The main mantra for companies to besuccessful is to satisfy the consumers anddevelop brand image and brand loyaltyamongst them . So it has become verynecessary for the companies to understandthe Indian consumers very well. So in thefuture the companies who come up with
new products at competitive prices andgood quality products are going to besuccessful one . Promotional activities arealso important
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THANKYOU !!