BRAND EXTENSION OF COLGATE SENSITIVE

PRO RELIEFSubmitted to:

Prof. Sameer Mathur, IIM Lucknow

Ph.D. (Carnegie Mellon University)

Ravali Harichandana

pgp30317

ORAL CARE INDIA

14% growth in 2012 & 15% growth in 2013

INR 83.5 BillionToothpaste continues to be the biggest category with 80% value share of oral careColgate-Palmolive India Ltd continues to lead with 46% value share

COLGATE PALMOLIVE BACKGROUND

Competitors : GSK – SensodyneHimalaya Braun – Oral BHUL – Pepsodent

Toothbrush : 43.7% growth from 2010-2013Toothpaste: 49.2% growth from 2010-2013

Brand Share of Colgate

Colgate Oral Care Products:

Colgate Oral Care Products:

Colgate Oral Care Products:

Colgate Oral Care Products:

COLGATE LINE EXTENSION TO COLGATE SENSITIVE PRO RELIEF

• Launched in September, 2011 for relief from sensitivity

• Product Segment: Premium

• Product Specifications:• Instant Relief• Lasting Relief• Effective Protection• Pro-Argin Formula

• Price: Rs 99 for 70gms

Colgate Palmolive market share in India 56.7% in toothpaste 42.4 % in toothbrush

COLGATE SENSITIVE PRO RELIEF

• Segment: Sensitive toothpaste market

• Target: People with Dentine Hypersensitivity

• Positioning: Only toothpaste which provides instant relief

• Premium pricing

• Provides instant relief from sensitivity

• Clinically proven and approved by IDA (Indian Dental Association)

• Available in 2 packs 40gms and 80gms

• Single product; no flavour

• Premium pricing

• 40gms – Rs 70

• 80gms – Rs 120

• Chemists, Hypermarkets

• Robust distribution network allows availability in 45lakh stores and 1000 towns all over India

• Colgate mobile clinics

• Dentists are promoting

• Above the line communication channels • Television ads• Internet ads • Social networking sites• Showing experts recommending the toothpaste

• Free sample campaign 

• "Faster to the Nerve for Long Lasting Relief'" also clearly jelled with the campaign that the company ran to promote the toothpaste.

Ad

https://www.youtube.com/watch?v=BUjpiA7hPQA

• Colgate is positioned near Sensodyne.• It avoids direct confrontation with Sensodyne’s ads by changing

the words Daily Relief into Instant Relief.

• Colgate Sensitive Pro-Relief is positioned as the toothpaste that has the best effectiveness in solving tooth sensitivity as instantly compared with other toothpastes.

• This positioning is well reflected in their advertisements and product packaging

• Colgate is the only toothpaste that uses the new technology known as Pro-Argin technology, which contains ingredients, that giving better protection on oral health

Thank You