colgate sem 3 Marketing Management.ppt

7/28/2019 colgate sem 3 Marketing Management.ppt

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Colgate - Palmolive

Rakesh PanwarIB-2K10-45B.COM(Honrs)

Mahesh MalwiyaIB-2K10-30B.COM(Honrs)

Mohit JaiswalIB-2K10-31B.COM(Honrs)


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Brief Introduction

Colgate, an oral hygiene product and one of the name sakebrands of the Colgate-Palmolive Company, is amanufacturer of a wide range of toothpastes, toothbrushesand mouthwashes.

Colgate-Palmolive Company Is an American diversified

multinational corporation focused on the production,distribution & provisions of household, health care andpersonal products, such as soaps, detergents & oral hygieneproducts.


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Colgate Brand Walkthrough

Colgate has been ranked as Indias #1 Most Trusted Brand across

all categories for four consecutive years from 2003 to 2007

Promoted by Colgate-Palmolive USA, present in India since last50 years

Market leader with over 45% market share in 21 billion rupees

oral care segment

51%, 48% & 30% of market share in the toothpaste segment,toothpowder market & toothbrush market respectively.

On Sept. 4 2009,Colgate-Palmolive signed SRK as its Brand


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The Latest Innovative Products

1) Colgate Active Salt- 1sttoothpaste to contain salt

2) Colgate Advanced Whitening- Silica enabled toothpaste

3)Colgate Max fresh Gel-The Max Asar formula


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Marketing Strategies

Product Mix

Product

Focusing toward rural rich and consuming class by endorsing thedevelopment ofColgate Ayurvedic Toothpowder.

For Urban population, they would come up with the products

suiting to young generation, for kids in the age group from 4-10years.

Unique Product and able to differentiate from all

other products existing in the market e.g. Colgate


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Price Based on the competitor's price .

Charging higher premium which focused on consuming and lowerincome classes.

Pricing done on the basis of price points

Packaging would be customized on the basis of price points.


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Promotion

They positioning Colgate dental white crme and

toothpowder towards rural rich segment.

For rural consuming class they endorsing Cibaca

toothpaste.

Ads -placed in dentist offices, billboards, and

advertising the sides of buses

Advertisement through T.V. media, Print media. FMRadio for Urban population & MW and SW radio for

Rural population.

Hoarding on National highways.


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Promotional tools

Increasing circumference of toothpaste tube.

Free Dental Check-up in mobile vans


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Distribution strategy of Colgate toothpaste through

Dentists and plastic surgeons.

Drug stores or Grocery stores.

Large retail stores and department stores.

They would track the distribution path so that they are covering all

the village areas around the towns.

They would try to increase product penetration to rural population.

Place


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Marketing Strategies

Market Dominance Market leader - dominance in Oral Care

Catering to all the segments -long product line

Massive advertising, awareness ,especially in

child segment

Product Differentiation Different packaging for all its product line

Changes packaging according to product innovation

Differentiation due to massive promotion on channels Create a different image in the eyes of consumers

Innovation Strategy Pioneered in new product development and business

model innovation

Cutting edge technology- innovation strategy


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Product Life Cycle of

ColgateIntroduction Growth Maturity Decline

Time

Sales


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Target MarketKids Brushing -more effective and fun for kids

Sparkling gel comes in 2 exciting variantsBright Pink gel , and Bright Blue gel,yummy Bubble Fruit flavour

Tweety and bugs bunny are favourites with kids The fruity bubble gum flavourkids brush longer developing good oral care habitsFamily Strong teeth and fresh breath

Developed using Colgates international expertise in oral care

Unique formula protects teeth from decay Refreshing minty flavour makes breath

super freshYouth Icy wave of minty coolness

Cooling crystals and emphasis on taazgi


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Target MarketPeople with sensitive teeth Fights pain due to

sweet/sour/hot/cold foods by desensitising nerves

Helps maintain the natural whiteness of your teeth Significant inhibitory effect on the formation of supra-gingival calculus

Pleasant taste

Notice improvement in 2-4 weeks

Relief from the pain of sensitive teeth

Proven protection from sensitivity with regular use Fresh breathPeople with oral pain Treats mouth irritations and oral lesions effectively


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Positioning and creating Brand Equity Consumer- more health and hygiene conscious

Vast consumer base in India

Sectoral opportunity in other oral products

Smaller packs to drive growth

Direct media promotions

Operation Jagruti program

Educate villagers about oral hygiene Its benefits vis--vis traditional products like Neem

Conducted by giving product trials and free samples


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ADVERTISEMENT

In 1940,the Colgate Company used Slogan was "It cleans your

breath while it cleans your teeth " .

The 1960s onwards, the slogan was"The Colgate ring ofconfidence" .

In the late 1950's and early 1960's, Colgate stressed the fact their

"Dental Cream" containedGardol, a formula that helped protectteeth from cavities and tooth decay .


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Free Dental Check-up by sending a SMS Scholarship offers like Learn & earn offer


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Super Saver Offer for 'All Around Decay Protection'. Buy 200gplus a 100g tube with a Colgate Extra Clean Toothbrush in aFamily Value Pack for Rs. 82/-.Save Rs. 18/-. Colgate Maxfresh Gel is the first toothpaste infused with coolingcrystals giving you a whole new dimension of freshness. Get a150g plus a 80g tube with a Colgate Extra Clean Toothbrush in a

Freshness Value Pack for Rs. 79/-.Save Rs. 20/-

Attractive offers:


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POSITION IN GLOBAL MARKET


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The Survey AnalysisMost preferred Brands 40% of those surveyed preferred

Colgate

Close up preference is around 28%

Longevity of the Toothpaste Most of the respondents consumed

their toothpaste within

a span of 15-30 days.


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The Survey Analysis (contd.)

Current Brand Usage 47% of those surveyed are brand

loyalusing the same brand for morethan 5 years.

Willingness to change the brand 72% of the respondents are willing

to change their brandeffect of

advertising and branding.


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Conclusion

The toothpaste market enjoys a very good and strong position inIndian market.

It is found that the major section of the youth population uses one

or the other toothpaste in which freshness, protection againsttooth decay and whitening are major attributes

Medicinal toothpastes like Emoform, Senequel-F are alsoattracting customers. Thus Colgate can foray in the segment ofmedicinal toothpastes.

Population growth - An expected annual 1.5% increase inpopulation will help broaden the user base for oral care and this isthe opportunity which Colgate should leverage upon and remainthe ubiquitous toothpaste at every household-even the ruralhouses


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Conclusion


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Thank you

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colgate sem 3 Marketing Management.ppt

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