COLGATE CIBACA……………

The road ahead

PRESENTED BY-Aashika JainAditi TodiSujata PatwariSunny JaiswalVinay Maroti

MARKET SHARE OF THE INDUSTRY

Strong teethColgate

Ayurvedic(Meswak)

Herbal/neem(Babool)

Vegetarian Toothpaste

(Anchor)

Freshness(Close up)

Smell -clove oilEssence

(Promise)

Fights germs(Pepsodent)

Positioning- Competitive landscape

SEGMENTATIONHIGH PRICE

Colgate Pepsodent Close –Up Meswak Dabur Red

LOW PRICE

Colgate Cibaca Babool Anchor Ajanta

PORTFOLIO OF COLGATECOLGATE DENTAL CREAM

COLGATE FRESH ENERGY GEL

• Offers All-Around decay protection, even where a toothbrush cannot reach

• It's great mint taste freshens breath

• It protects against root caries

• It cleans & makes teeth whiter

• It repairs early decay spots

ICY Cool gel leads to freshness

Minerals which make teeth stronger

Targeting youth

PORTFOLIO OF COLGATE

COLGATE ACTIVE SALT

COLGATE KIDS TOOTHPASTE

Colgate Active Salt combines salt with calcium and minerals

strong and gums healthy

Combined the wisdom of traditional and modern oral care knowledge

Its light foaming action makes brushing more effective and fun for kids.

The sparkling gel comes in two exciting variants - Bright Pink gel, & Bright Blue gel,

The Fruity bubble gum flavour will make kids want to brush longer in the morning & at night, thereby developing good oral care habits.

SWOT ANALYSIS

STRENGTH

Brand Image Existing for last 50

years in India Market Leader Different varieties

WEAKNESS

Entry of HUL & Dabur

Too many products within the brand which leads to

Per capita toothpaste consumption is lowest in india

SWOT ANALYSIS

OPPORTUNITY

Potential Customers

Increased Growth year after year

Population growth Increased par

capita consumption in Indian families

THREATS

Entry of new competitors like Babool, Ajanta, Meswak

Unapproachable remote area in India

INTRODUCTION TO CIBACA COLGATE

Launched in 1994 Market share of 5.7% Product Attributes – International quality

at affordable price Major competitirs are – Babool, Anchor,

Ajanta

Target Selection

Focus on Rural India and lower income groups in Urban India

Socio Economic segments chosen:Rural R2,R3,R4;Urban SEC C and SEC D colgate Cibaca is a product in economy segment

Non paste users Bottom line of the pyramid

POSITIONING

Strong & white teeth

Superior alternative

Brand Equity of Colgate

Economical

MEDIA PLANNING

RURAL URBAN Posters Wallpaintings Radio advertisement Transitory

advertisement Dental camps Free Sampling Sales promotion Demonstration vans Stalls in HAAT

Posters Adverrisement in

local channels Radio advertisement Transitory

advertisement Dental camps Sales

promotion(scholarships)

Kiosk and mascots

COMMUNICATION STRATEGY

BRAND EQUITY

COMPARATIVE ADVANTAGES

PRICE

ATTRIBUTES IMPLICIT

EXPLICIT

CREATIVE STRATEGY

MASCOT FREE CHECKUPS

CREATIVE STRATEGYStory Board for Radio Advertisement

A child trying to bite a sugarcane piece hurts his tooth

Rushes up to his mother Mother gets worried Takes child to a doctor Doctor cites out the

benefits of brushing incremental benefits of toothpaste over natural

alternatives The family takes to brushing Child bites sugarcane and is happy

CREATIVE STRATEGY FOR POSTERS

200 gms only Rs.25

Daant banaye mazboot aur safed,

Aapki bajat ka rakkhe khawal

….. Yeh hai Colgate Cibaca ka Kamal!

QUESTIONNAIRE Name: Age: 1. Which toothpaste you use? Ans………………………… 2. Why do you use toothpaste? Strong Teeth Freshness

Others 3. Are you satisfied with the brand? Very Satisfied Satisfied Fair Not

Satisfied 4. Do you try new products? Yes No 5. Does promotional schemes affect your buying

behaviour? Yes No

QUESTIONNAIRE OUTCOMES