colgate brand dossier
Post on 23-Jan-2017
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BRAND DOSSIER
PREPARED BY:
- JASKARAN SINGH
- KHUSHBOO SHARMA
- RAHUL TOSHNIWAL
- RAJASEKAR DHANSEKARAN
AGENDA Early history of the brand Evolution over time Crafting the brand positioning Marketing strategies Tackling competition Distribution strategy SWOT analysis Market survey Analysis of Hypothesis Conclusion
Early history of the brand….
Origin1806• Colgate originated as William Colgate & Company in New York
for manufacturing soaps, starch and candles
Restructuring1857• Samuel Colgate took over the management and reorganized the
company as Colgate & Company
Colgate Palmolive - Peet1928• Colgate and Company was took over by Palmolive – Peet
Early history of the brand
Incorporation1937• Colgate Palmolive India Ltd was incorporated
Manufacturing unit1967• Commenced first manufacturing unit at Sewri, Mumbai
Young India Programme1976• First promotional campaign by Colgate launched in India
Indian Public Offering1988• Colgate Palmolive shares listed in Bombay Stock Exchange
Inception in India
Evolution over time
Colgate launched Colgate Dental Cream after inception in India
From 1990 till date Colgate has launched several brands.
In 1992, Colgate was rated as India’s No.1 brand across all categories
In 2004, Colgate launched Oral Health Month
Crafting the brand positioning....
Neem twigs, ash and even tobacco posed competition to Colgate
So Colgate had to create awareness for oral hygiene in Indians and develop trust for the Company in their mindSo Colgate tied up with Indian Dental Association and launched 'Young India' Bright Smiles, Bright Futures Schools Dental Health Education ProgramColgate has promoted teachers training as they are closely connected with children
Initial Positioning
Crafting the brand positioning....
Ring of confidence Colgate fights germs two and half times stronger Colgate‘s talk to me
Repositioning….
Comfort with the toothpaste concept Trust on Colgate
“Dentist’s recommended No. 1 brand”
Crafting the brand positioningRepositioning
Colgate Dental Cream
Colgate Active SaltColgate Max Fresh Gel
Colgate SensitiveColgate Visible White
Colgate Gel toothpasteColgate Total
Colgate CibacaColgate Herbal
Marketing Strategies….
Young India, Bright Smiles, Bright Futures Launched in 1976 This programme has reached more than 40,000 schools across
112 towns Indian Dental Association( IDA)
Colgate has partnered with IDA in 2004 Conducts Oral Health Month every year This programme has reached across 1,116 towns with the
participation of over 25,000 dentists Sampark
Advertised door to door selling by localities Reduced communication gap in rural India
Awareness Campaigns
Marketing Strategies….
Newspaper
First advertisement in 1915
Commercial
It was advertised in 1950
Advertisements
Marketing Strategies….
Colgate Gel
Advertisement in 1995
Colgate Strong Teeth
Advertisements
Marketing Strategies….Colgate has been promoting short term sales whenever the market has : To launch new product of Colgate To Block the competitor’s launch To reduce the inventory
Sales Promotion
Marketing Strategies….
Colgate has used Facebook and Twitter to promote its new promotion strategies
Social Media Promotion
• Colgate “SMILE” campaign in 2011
• Facebook & Twitter users upload smiling face
Marketing Strategies
On the basis of : Demographics
Psychographics
Geographical
Segmentation
Variant Target People PlaceColgate Total 12 35+ age group UrbanColgate Sensitive Sensitive teeth UrbanColgate Max Fresh Youth UrbanColgate Kids Kids UrbanColgate Visible White Women UrbanColgate Cibaca Low income RuralColgate Active Salt Mid income Urban & Rural
Different SKU’s
Ring of confidence
Two times germ
protection
Two and half times germ protection
Tackling competition….Colgate has to tackle competition from Pepsodent, Close Up, Sensodyne and low priced competitors.
Colgate vs Pepsodent
Colgate Pepsodent ColgateColgate vs Close Up
• Advantage of first launching gel variant• Freshness and confidence imageClose Up• Launch of Colgate MaxFresh Gel • Extensive promotion through celebritiesColgate
Tackling competitionColgate vs Sensodyne
• Advantage of 1st launching variant for sensitive teeth• Promoted saying experts recommended brandSensodyne• Colgate Sensitive and Colgate Sensitive Pro Relief• Supported by “ask the dentist” campaignColgate
Colgate vs Low priced competitors
• Ajanta India and Anchor Healthcare priced their product at 40% discount
• So they captured 80% of discount segment
Low priced competitors
• Relaunch of flanker brand Colgate Cibacca• Captured 50% of discount segment and has become 4th
largest brandColgate
Distribution strategy followed by the brand
Factory Warehouse C&F
Super Stockiest
Rural Stockiest
Wholesaler Retailer
Stockiest
Retailer Wholesaler
Co-op stores
Consumer
SWOT Analysis
Strengths• Core brand equity• Winning on the
ground
Weaknesses• Narrow product focus• Mass marketing
position
Threats• Challenge from P&G• Rising competition
Opportunities• Drive in deodorants• Intimate hygiene
products
Market Survey
Sampling Plan
Face to face survey
Telephonic survey
Sample Size
Total size : 100
Segmented on the basis of gender and
age
Sampling
MethodStratified Random Sampling
Trust(%) Sensitivity(%) Fresher Breath(%)
Whiteness(%) Prevention of tooth
decay(%)
59
16 17
50 50
5 82
3
7 5
26
2
16
3832
10
0
64
5 13
Perc
enta
ge o
f pe
ople
Analysis of Hypothesis….Hypothesis 1
Colgate is the most salient and trusted brand
We have accepted this hypothesis
Analysis of Hypothesis….Hypothesis 2Colgate toothpaste is more of a cosmetic care product than an oral care product
We have failed to accept this hypothesis
Trust(%) Sensitivity(%) Fresher Breath(%)
Whiteness(%) Prevention of tooth
decay(%)
59
16 17
50 50
5 82
3
7 5
26
2
16
3832
10
0
64
5 13
Perc
enta
ge o
f pe
ople
Analysis of Hypothesis….Hypothesis 3
The Colgate consumer buying behavior is influenced by the celebrities
Out Of the 32% of people who could correctly related Sonam Kapoor with Colgate, 44% have Colgate both as their top of mind and most often used brand.
We have failed to accept this hypothesis
Brands Pepsodent Babool Colgate Oral BCelebrity Sharukh Khan Irfan Khan Sonam Kapoor Madhuri DixitPercentage of correct identifiers
39% 28% 32% 29%
Analysis of HypothesisHypothesis 4
Colgate Sensitive / Pro-Relief is more popular than GSK Sensodyne.
We have failed to accept this hypothesis
Unlikely
Somewhat Unlikely
Undecided
Somewhat Likely
Likely
0% 5% 10% 15% 20% 25% 30% 35%
8%
4%
24%
33%
31%
Conclusion
According to Nielsen, there is one store opening every five minutes in India. For growth, Colgate has to be in all these stores
Colgate as of now is not very aggressive in online advertising Colgate is the market leader and has the power to influence price Colgate is the most salient and trusted brand
Thank You
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