Brand Management | Colgate Plax | Siddhesh Kasture | PGP301413/26
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%
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301414/26
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)
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301416/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301418/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301419/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014110/26
Avoid Bad Breath 12 Hour Freshness Kills 99.9% Bacteria
Colgate Plax
Product Features
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014113/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014114/26
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.
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014115/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014116/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014118/26
Segmentation
GeographicUrban & Semi-Urban Segmentation for the product.
Demographic:Income, Education and Occupation
Behavioral:Lifestyle (Meetings, Interactions, Functions)
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014119/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014120/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014121/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014122/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014123/26
Point of Parity
Relief from Bad BreathAlcohol-freeInstill long lasting
freshnessConfidence Complete & Efficient
Cleanliness
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014124/26
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 Management | Colgate Plax | Siddhesh Kasture | PGP3014125/26
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
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014126/26
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
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