pepsodent vs colgate
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Transcript of pepsodent vs colgate
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What is Marketing-Finance?
Marketing-Finance is the bridge linking financial rigor with marketing savvy...
Product life cycle
Business environment
Future role as marketer
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Why Marketing-Finance?
High demand in every sector…
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COLGATE VS PEPSODENT
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History of Colgate
It was founded in 1806, by Henry. W. Colgate.
In the year 1928, Colgate merged with Palmolive.
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Colgate in Indian Market
MARKET SHARE
48%
21%
18%
13%COLGATE
CLOSE-UP
PEPSODENT
OTHERS
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CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE
1.Colgate Strong Teeth
2.Colgate Total
3.Colgate Herbal
4. Colgate Kids Toothpaste
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5. Colgate Advanced Whitening
6. Colgate Active Salt
7. Colgate Fresh Energy Gel
8. Colgate Max Fresh
9. Colgate Cibaca
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Versions of Colgate“Colgate ka suraksha chakra.”
• Colgate Gel• Colgate Total
• Colgate Herbal• Colgate Calcium
• Colgate whitening• Colgate active salt
• Colgate Super Shakti
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Demographic Factors influencing the consumer
AGE Above 2 years
5
53
5
7
6
10--20
20--30
30--40
40--50
50& above
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Continue…..
INCOME 18000 -7.5 lakhs per anum.
OccupationWorker to businessman.
Life styleExperimental & Belongers.
Availability Available Everywhere (From small shops to Big
shopping malls)
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Psychological factor
Perception & attitudeOldest and reliable brand, emotionally attached.
Motivationbasic (physiological) needs, self-esteem.
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Promotional tools
• Increasing circumference of toothpaste tube.
• Free Dental Check-up in mobile vans
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• Free Dental Check-up by sending a SMS• Scholarship offers like Learn & earn offer
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How did customer come to know about colgate`.
3
25
18
0
5
10
15
20
25
30
print media tele media word ofmouth
print media
tele media
word of mouth
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VALUE DELIVERY
Functional Benefits:Prevent Bad BreathStrong TeethClean Teeth
Emotional Benefits:Brand NameGood TasteFresher Breath
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Awards & Achievements
• Colgate has been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007
• 51% market share in the toothpaste segment.
• 48% market share in the toothpowder market.
• 30% share in the toothbrush market.• Presently it is facing competition from
no. 2 player HUL. E.g. Pepsodant
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ADVERTISING BUDGET
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• Ads of Pepsodent.
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• TARGET AUDIENCE• RURAL PEOPLE
• WHY ????????• PEPSODENT 18 % MARKET SHARE• 29% IN RURAL AREA AND 71% IN URBAN
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ADVERTISEMENT STRATEGY
• Class – Television; Vehicle – DD News & Regional channels
DD News : Since Rural Indians are keen watchers of news
• Class- Radio; Vehicle: AIR, regional channels like all India Radio
All available radio channels (Both Local & National) Jingle in Hindi & local language
• Scheduling – Television : Pulsing– Radio : Continuous
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• Print – Local News paper like Sakaal, Pudhari, Divya
Bhaskar, Gujarat Samachar,, etc
(Full page Ad)• Outdoor
– Hoardings • Outside Gram Panchayat• Wall Paint• Glow Sign Boards At Local Grocery Stores
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SALES PROMOTION
• In store displays• Schemes to distributors & retailers (commission
& gifts on achieving target sales)• Tie up with local panchayat & use flash mobs
(street play) on the theme of PEPSODENT message.
• Free distribution of 10 gm sample with news paper.
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MAHARASHTRA: 15722 villagesTV CHANNELS:• Doordarshan• ETV Marathi• ZEE Marathi• Saam TV• ZEE 24 Taas• Star plus
RADIO CHANNELS:• All India Radio• Radio Mirchi• Red FM• Radio Dhamaal• Radio Tomato
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BUDGETING (2MONTHS) TOOL OF
COMMUNICATION CRITERIA COST FREQUENCY TOTAL (Rs.)
Broadcast (10sec)6 channels
Commercial rating point
85,000 for local & 1,00,000 for star
plus
5 Ads /Day/channel 7.87 Cr ( 1 month)
Radio (2 months) 3 stations After show 2000 5
Ads/Day/channel 18 lack (2 month)
Print (1 local Newspaper)
Circulation (300000) 50,00,000 1 month 50,00,000
Outdoor High Density
location/ gram panchayat
6000 100 location & 96 gram panchayat 11,76,000
Wall Paint Product cost 30/sq feet 15,000 sq feet 4,50,000
Flash Mobs (1 group/village/
weekend)
No. of villages (100)
3500/village/weekend 100 3,50,000
Glow Sign Boards No. Of retailers300 2000/signage 300 6,00,000
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…contd
TOOL OF COMMUNICATION CRITERIA COST FREQUENCY TOTAL
Hire vehicles form germ test.(for 2
month)
High Density villages 4,00,000 7 28 lack
Total Cost of the Total Cost of the Budget =Rs. 9.08 Budget =Rs. 9.08
crorescrores
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Revenue calculation….
• 15722 villages• Average 200 homes each village• Consider 100 homes will purchase product• Rs. 50 × 12 months × 100 homes ×15722
villages = 94 cr
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