What is Marketing-Finance?

Marketing-Finance is the bridge linking financial rigor with marketing savvy...

Product life cycle

Business environment

Future role as marketer

Why Marketing-Finance?

High demand in every sector…

COLGATE VS PEPSODENT

History of Colgate

It was founded in 1806, by Henry. W. Colgate.

In the year 1928, Colgate merged with Palmolive.

Colgate in Indian Market

MARKET SHARE

48%

21%

18%

13%COLGATE

CLOSE-UP

PEPSODENT

OTHERS

CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE

1.Colgate Strong Teeth

2.Colgate Total

3.Colgate Herbal

4. Colgate Kids Toothpaste

5. Colgate Advanced Whitening

6. Colgate Active Salt

7. Colgate Fresh Energy Gel

8. Colgate Max Fresh

9. Colgate Cibaca

Versions of Colgate“Colgate ka suraksha chakra.”

• Colgate Gel• Colgate Total

• Colgate Herbal• Colgate Calcium

• Colgate whitening• Colgate active salt

• Colgate Super Shakti

Demographic Factors influencing the consumer

AGE Above 2 years

5

53

5

7

6

10--20

20--30

30--40

40--50

50& above

Continue…..

INCOME 18000 -7.5 lakhs per anum.

OccupationWorker to businessman.

Life styleExperimental & Belongers.

Availability Available Everywhere (From small shops to Big

shopping malls)

Psychological factor

Perception & attitudeOldest and reliable brand, emotionally attached.

Motivationbasic (physiological) needs, self-esteem.

Promotional tools

• Increasing circumference of toothpaste tube.

• Free Dental Check-up in mobile vans

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

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

VALUE DELIVERY

Functional Benefits:Prevent Bad BreathStrong TeethClean Teeth

Emotional Benefits:Brand NameGood TasteFresher Breath

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

ADVERTISING BUDGET

• Ads of Pepsodent.

• TARGET AUDIENCE• RURAL PEOPLE

• WHY ????????• PEPSODENT 18 % MARKET SHARE• 29% IN RURAL AREA AND 71% IN URBAN

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

• 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

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.

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

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

…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

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