BM_A_ColgatePlax_SiddheshKasture

Colgate PlaxBrand Extension Analysis

PGP30141

Siddhesh Kasture

Brand Management | Colgate Plax | Siddhesh Kasture | PGP301412/26

The Oral Care Category In India


Key Highlights:• Oral care sees value growth of 15% to reach INR83.5 billion in 2013• Oral care is expected to have a value CAGR of 9% at constant 2013

prices to reach INR131.0 billion by 2018• Colgate is the largest selling brand followed by Pepsodent & Close-Up• Oral Care products from Dabur and Himalaya represent the Ayurveda

products within this category

The Oral Care Category In India

Market Share: 46.1% Market Share: 19.7% Market Share: 10.8%


Colgate-Palmolive India:1. Leader in Oral Hygiene since

1950s2. Innovative Offerings3. Diversified its portfolio in

Personal Care in 20134. Products are positioned in

high growth, middle class segments

5. Rural market activity has shown a rising trend

Colgate-Palmolive

Company Value Shares (2014)

Overall Market Share (%) (2009-14)


The Oral Care Sub-Category


2011 2012 20130

10000

20000

30000

40000

50000

60000

70000

80000

Sub Category Growth (in Crores)

Dental Floss Mouthwashes/Dental Rinses Toothbrushes Toothpaste

Key Highlights:1. Toothbrush dominated the sales

with the category2. Mouthwash witnessed the highest

growth within the category & expected to grow at CAGR of 29%

3. Dental Floss, Denture Cleaners, Tooth whiteners could not gather significant market share

4. Popular theme used for marketing: Sensitivity

The Oral Care Sub-Category


Mouthwashes


Brand Shares of Dental Rinses/Mouthwashes

Listerine Colgate PlaxAM PM Pepsodent Fresh MintOthers

Key Highlights:1. Pepsodent launched its Fresh Mint

Mouthwash in 2012 Q4, with the proposition of the ‘First Ever Non-Alcoholic’ mouthwash

2. Mouthwash sub-category grew by 44% in 2013

3. Listerine remains the market leader due to long market presence

4. Forecasted Sales for 2015 are 15159.1 crores

5. Forecasted growth for 2013-18 is 29% CAGR

Mouthwashes


Colgate Plax

• Ranked 24th in the entire Oral Care Category• Ranked 2nd amongst mouthwashes• Ranked 10th in the Colgate portfolio• Recording a steady growth over 25% YoY


Avoid Bad Breath 12 Hour Freshness Kills 99.9% Bacteria

Colgate Plax

Product Features


Product Variants

Colgate Plax


Marketing Mix


Product

The Marketing Mix

• Variety: Introduced as an addition in the Oral category, competitor to Listerine it has 6 variants each catering to specific oral issue

-Colgate Plax Complete Care Mouthwash-Colgate Plax Sensitive-Colgate Plax Fresh Tea-Colgate Plax Peppermint Mouthwash-Colgate Plax Freshmint

• Features & Quality: Focusses on functional benefits with high quality results

• Packaging: Available in convenient transparent bottles that communicate that flavor of the variants. Light and soothing colors are used

• Sizes: Sizes:50ml(travel pack-in Peppermint Flavor),125ml(in Fresh Mint), 250ml, 500ml (Bulk pack in all flavors) Flavors: Pepper mint, Fresh mint, complete care


Price

The Marketing Mix

Pricing Objective: To provide best quality mouthwash experience at an affordable price for Urban, Semi Urban Population.

Competitive Pricing: Plax is priced higher in comparison to other competitors as it aims to maintain the niche product category as well as top market share presence.

Product Pricing: Products are priced according to their volume content as well as their variant differences.


Place

The Marketing Mix

Channels:The products is sold in retail outlets like Kirana stores, supermarkets, medical shops, co-operative stores etc. It is distributed through the supply chain of company distributor to wholesaler to retailer to final consumers.

Coverage: The product is available in the all-India market, including semi-urban and rural markets which is their primary focus.

Locations:Below eye-level mostly near the counter with use of Colgate standees or storage racks


Promotion

The Marketing Mix

Advertising: • It is focused on product benefits, both emotional

and functional. TVCs and Print Advertising has been a popular media used. Social footprint has seen a huge rise.

• Globally it has been a top contender for best print advertisements.

• Colgate is #2 in terms of Twitter followers and #1 in Facebook Fans

Promotions: • Promoted only at the retailer/wholesaler level. It is

used as an integral part of Colgate promotions being a fast growing category in India.

• Currently no sales promotions/discounts are being offered.

Direct Marketing: • Company has not chosen direct marketing for this

product.

https://www.youtube.com/watch?v=VumNsjjMm40


Positioning


Segmentation

GeographicUrban & Semi-Urban Segmentation for the product.

Demographic:Income, Education and Occupation

Behavioral:Lifestyle (Meetings, Interactions, Functions)


Target Customer

A typical target customer for Colgate Plax would be:• Age:16 – 45• Income: Medium (Middle Class

to Upper Middle Class)• Education: Educated• Occupation: Employed (May

have long working hours)• Lifestyle: Social

He also believes that brushing teeth is not enough for oral hygiene. He may be visiting a dentist on a periodic basis


Positioning

Colgate Plax Mouthwash improves oral hygiene by fighting germs and plaque, while fighting bad breath and reducing the incidence of gingivitis

Positioning is based on the Functional Benefit


SWOT

• Significant Plaque Reduction• 67% healthier gums• Fluoride Presence Prevents

Cavity• Good Advertising, Brand

Visibility

• Primarily an Urban Lifestyle Product, therefore, limited users.

• High Growth Category• Combining sales of

toothpaste with mouthwash can boost product sales

• Requires High Advertising• Awareness about

consumption• Competitions

Strengths

Weakness

OpportunityThreats


Competitive Frame of

Referenc

e

Long Market PresenceDetailed Product DescriptionsHigh Brand Recall

Listerine

Recently launched Promoted Lightly with No Brand Ambassador

AM-PM is a product of Elder Pharmaceuticals. Low Market Share

Prescription MouthwashesSpecific for Oral Hygiene Issues


Point of Parity

Relief from Bad BreathAlcohol-freeInstill long lasting

freshnessConfidence Complete & Efficient

Cleanliness


Point of Difference

12-hour freshness even after meals

Multiple product variants for specific oral issues

No burning sensation Kills 99.9% bacteria Non-Staining, No Dilution Helps maintain crown and

bridge structures


Brand Laddering

Promotes Oral Hygiene

Avoids Uncomfortable InteractionsGives Confidence

Germ Killing, Long Lasting Freshness

Alcohol FreeEasy to UseAvailable Product Variants & Sizes

Attributes

Functional Benefit

Emotional Benefit

Values


Thank YouColgate-No.1 Trusted Brand in Oral Care by

Dentists

Brand Management | Colgate Plax | Siddhesh Kasture | PGP30141

References• https://thelisterinelogic.wordpress.com/2014/08/13/pricing/• http://www.foolonahill.com/mbacolgateherbal.html• http://

www.business2community.com/social-media/colgate-masters-both-facebook-and-youtube-while-oral-b-takes-custody-over-twitter-unmetric-report-0564273

• http://www.amazon.in/s/ref=sr_nr_p_36_3?rnid=1318502031&rh=n%3A1350384031%2Cn%3A%211350385031%2Cn%3A1374594031%2Cn%3A1374620031%2Cn%3A1374636031&qid=1436518407&bbn=1374636031&low-price=&high-price=75&x=0&y=0

• http://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash/PlaxClassic/Name.cvsp

• http://www.colgate.co.in/app/Colgate/IN/Corp/Investor/AnnualReports.cvsp

• https://www.portal.euromonitor.com/portal/analysis/tab• https://www.portal.euromonitor.com/portal/analysis/tab• http://adsoftheworld.com/media/print/colgate_plax_cigarette• http://www.assignmentpoint.com/business/marketing-business/

marketing-mix-of-colgate.html

https://thelisterinelogic.wordpress.com/2014/08/13/pricing/

https://thelisterinelogic.wordpress.com/2014/08/13/pricing/

http://www.foolonahill.com/mbacolgateherbal.html

http://www.foolonahill.com/mbacolgateherbal.html

http://www.business2community.com/social-media/colgate-masters-both-facebook-and-youtube-while-oral-b-takes-custody-over-twitter-unmetric-report-0564273




http://www.amazon.in/s/ref=sr_nr_p_36_3?rnid=1318502031&rh=n%3A1350384031%2Cn%3A%211350385031%2Cn%3A1374594031%2Cn%3A1374620031%2Cn%3A1374636031&qid=1436518407&bbn=1374636031&low-price=&high-price=75&x=0&y=0





http://www.colgate.co.in/app/Colgate/IN/OralCare/Mouthwash/PlaxClassic/Name.cvsp




https://www.portal.euromonitor.com/portal/analysis/tab




http://adsoftheworld.com/media/print/colgate_plax_cigarette

http://adsoftheworld.com/media/print/colgate_plax_cigarette

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