colgate sem 3 marketing management.ppt
TRANSCRIPT
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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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