Cdc presentation

Colgate Dental Cream

Marketing Management – 1Praxis Business School

Presented by:-Deepika Agrawal – B10007

Rajan Kumar Singh – B10020Shoven Mohapatra – B10026

Tarun Kanti Roy – B10037Arunabha Bagchi – B10044

PGP(2010-12), Praxis Business School5 October 2010

Agenda• Overview • Positioning & Repositioning• Strategies Adopted• Competitors• Tackling competition• Market Research Analysis• Net Take Away


Overview• Colgate Co. first to introduce toothpaste in

collapsible tube, 1896• Colgate – Palmolive (India) Pvt. Ltd

incorporated, 1937 • Flagship brand – Colgate Dental Cream with

51% market share• 60% equity shares listed in BSE offered to the

public, 1978• Market leader in oral care segment


Positioning• Introduces CDC with Gardol in 1956

Promises to give 7 times longer protection

• Introduces MFP Fluoride in 1968 Clinically proven to reduce cavities

• Suraksha Chakra in 1985Targeted Hindi speaking people of India by advertizing in vernacular


Repositioning• CDC was enriched with ‘Super Shakti’

Fights odour causing food particles & decay causing bacteria

• ‘Super Shakti’ with CalsiumEnhanced formulation for strong teeth

• Fresher taste & improved germ fighting New product with natural mint flavour & superior germ fighting formulation

• CDC projected as # 1 brand recommended by dentists, IDA


Strategies AdoptedSegmentation Strategy• Target customers – adults, youngsters, kids• Product/price based

Distribution Strategy• Trademarks considered to be of material

importance• Restructuring of supply chain


Strategies AdoptedMarketing Strategy• Product• Price• Promotion• Place


CompetitorsDirect Competitors• Close – up• Pepsodent• Meswak• Dabur Red• Babool• Amway Glister


CompetitorsIndirect Competitors• Neem twigs• Charcoal• Sniffing tobacco• Turmeric• Salt• Mustard oil


Tackling Competition• Adopting new launches• Converting non – users into users• Reducing SKUs• Reduced overall order cycle times• Outsourced IT related services• Targeted school children• Launched Oral Health Program in association

with IDA


Market Research AnalysisHypothesis Design Hypothesis 1• Colgate is more than a toothpasteIt’s an extension of the familyProves Principle of Watsonian First Hypothesis 2• IDA & dentists in ad campaigns works in favour of

the brandInfluences consumers buying priorityTrustworthy sources of recommendation


Market research AnalysisResearch Instrument Questionare• Face – to – face query• E-mail questionare Sample size• A stratified sample of 86 respondents were

taken


Market Research Analysis Data Analysis Tool• Kedall’s Rank Correlation• Pie Chart• Bar Graph• Likert Scale


Market Research AnalysisSurvey Findings• Colgate Dental Cream is the first brand that

comes to people’s minds at the mention of toothpaste

Colgate59%

Close up8%

Pepsodent22%

Others11%


Market Research AnalysisSurvey Findings• Majority (51%) are Colgate Dental Cream

users

Colgate51%

Pepsodent21%

Anchor1%

Meswak1%

Close up10%

Others16%


Market Research AnalysisSurvey Findings• Colgate is an extension of the family as

majority of households use the same brands

No. of family using colgate only

57%

No. of family using other toothpaste also

43%


Market Research AnalysisSurvey Findings• Colgate comes recommended by family &

elders based on Watsonian First philosophy

Friends,Relatives Family,Elders Dentist Retailer Others0

5

10

15

20

25

30

35

40

7

34

8

11

17


Market Research AnalysisSurvey Findings• Colgate is recommended voluntarily by

majority of audience which shows goodwill & hence it’s more than a toothpaste

Yes47%

No16%

May Be37%


Market Research AnalysisSurvey Findings• Colgate has been in the family for more than

15 years in most cases which reveals family legacy

Less Than One Year

2-3 years 4-7 years 8-11 Years 12-15 Years More Than 15 Years

Never0

5

10

15

20

25

30

14 13 12

2

5

24

16


Market Research AnalysisSurvey Findings• Advertising strategy of tie – ups with IDA &

dentists recommendation works in favour of Colgate

Colgate61%

Pepsodent28%

Anchor4%

Meswak3%

Close-up1%

Others3%


Market Research AnalysisSurvey Findings• Advertising strategy of CSR works in favour of

Colgate & helps in brand recall

Yes62%

No38%


Market Research AnalysisSurvey Findings• Survey audience is indifferent towards CSR

initiative of Colgate & hence CSR as advertising tool is ineffective

2 1 0 -1 -2Strongly Agree Agree Neutral Disagree Strongly disagree

0

5

10

15

20

25

30

35

40

45

50

4

17

44

129


Net Takeaway• Colgate is indeed an extension of the family

and it comes recommended by elders• Marketing strategy works better with IDA

approvals and dentists recommendations• Using CSR as a tool for advertisements is not

successful


THANK YOU

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