BRAND MANAGEMENT

__ (Group Assignment)

INTERGENERATIONAL BRANDING BY

COLGATE

Submitted To:

Prof. Jones Mathew

Submitted By:

Aamukta – PGFA1101

Abhishek Pramanik – PGFA1103

Jyoti Anand – PGFA1121

Shubhra Srivastava – PGFA1145

Vikash Kumar – PGFA1156

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TABLE OF CONTENTS

COMPANY PROFILE .................................................................................................................................................. 2

TIME LINE HISTORY .................................................................................................................................................. 3

PRODUCT ................................................................................................................................................................. 4

ADVERTISING ........................................................................................................................................................... 5

INTERGENERATIONAL INFLUENCE OF BRAND ......................................................................................................... 7

INTERGENERATIONAL BRANDING BY A BRAND ....................................................................................................... 7

CUSTOMER BASED BRAND EQUITY MODEL ............................................................................................................. 8

CBBE MODEL INCLUDES ......................................................................................................................................... 10

4 STEPS OF BRAND BUILDING ................................................................................................................................ 12

INTERPRETATIONS OF THE SURVEY DONE ............................................................................................................. 14

SUGGESTIONS FOR FUTURE BRANDING OF COLGATE: .......................................................................................... 17

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OBJECTIVE

Why intergeneration effect branding of Colgate?

Weather there is any relationship between change in product and consumer

perception with change in generation and how it affect Colgate as a brand.

COMPANY PROFILE

Founded in 1806, Colgate-Palmolive is a $15.6 billion consumer products company that serves people around the world with well-known brands that make their lives healthier and more enjoyable. Truly global in scope, Colgate sells its products in over 200 countries and territories. Colgate Brands Colgate provides oral care, personal care, home care and pet nutrition products under trusted brands such as: Colgate, Palmolive, Mennen, Softsoap brand, Irish Spring, Protex, Sorriso, Kolynos, Elmex, Toms of Maine, Ajax, Axion, Soupline, Suavitel, Hill’s Science Diet and Hill’s Prescription Diet. Operations Colgate operates in over 75 countries and sells products in over 200 countries and territories. Approximately 75 percent of sales come from operations outside of the United States. 39,000 Colgate employees drive the Company’s success. Headquartered in New York City, Colgate operates through five divisions around the world: North America, Latin America, Europe/South Pacific, Greater Asia/Africa, Hill’s Pet Nutrition. The Company has over 60 manufacturing and research facilities globally. The vast majority of Colgate products are manufactured in Colgate-owned facilities. Colgate is a sub-brand of Colgate- Palmolive Company. Colgate is an oral

hygiene product line of toothpastes, toothbrushes, mouthwashes and dental

floss.

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Colgate was the first toothpaste in a collapsible tube, introduced in 1896, when it had

previously been sold in glass jars since 1873. Present in India since the 1930s, Colgate is

almost synonymous with toothpaste in the Indian market. It is accepted well both in

the rural and urban areas. It has been ranked as the 17th most trusted brand in India by

The Brand Trust Report.

TIME LINE HISTORY

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PRODUCT

ORAL CARE:

• Tooth paste

• Colgate Total

• Colgate Cibaca

• Colgate Sensitive

Colgate Active salt

• Colgate Max Fresh

• Colgate Fresh Energy

Gel

• Tooth brush

• Colgate360

• Colgate Zigzag

• Colgate Cibaca

• Tooth powder

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ADVERTISING

In the past, Colgate has developed an animated mascot; a bipedal, anthropomorphic rabbit dentist named Dr. Rabbit; as a means of educating young children in the benefits of oral hygiene and of advertising their dental products. The character has starred in two educational animated videos designed to encourage dental hygiene, "Dr. Rabbit's World Tour" and "Dr. Rabbit and the Legend of the Tooth Kingdom".

"Gardol" was actually their trademark for the ingredient Sodium lauroyl sarcosinate, which today is an ingredient in Arm & Hammer's "Advance White" toothpaste

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 of confidence”.

In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Cream"

contained Gardol, a formula that helped protect teeth from cavities and tooth

decay.

Gardol" was actually their trademark for the ingredient Sodium lauroyl

sarcosinate.

Now they used various Slogan for different different products like For MAX

FRESH is “A Whole new Dimension of Freshness” & For WHITE TOOTHPASTE is

“All around Decay Protection”.

Various Surveys like…

1. Colgate's Bright Smiles, Bright Futures:

This Educational Program worldwide was developed to teach children positive oral

health habits of basic hygiene, diet and physical activity.

2. Colgate Professional Program:

The Program works towards improving oral health awareness and oral care on a

mass scale. Oral care awareness is created and spread through appropriate

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mechanisms such as exhibitions, the use of audio-visuals, lectures, demonstrations,

teacher training Programs.

Effect of Intergeneration Preference on Colgate Products:-

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INTERGENERATIONAL INFLUENCE OF BRAND

The belief, attitude, cognitions, perception and behavior of a particular brand when

influences the youths and gets transferred from older generation to younger

generation, is known as Intergenerational Influence of Brand. On the other hand,

when the older generation gets influenced by the brand, being used by their younger

generation and uses it, it is known as Reverse Intergenerational Influence.

INTERGENERATIONAL BRANDING BY A BRAND

From generation to generation, the product of a particular brand gets transferred but

every time with some innovative features and packaging, design, logo etc. When the

rebranding of a product is done in order to introduce some effective feature to capture

more and more amount of consumers, it is known as intergenerational branding of

brand. The research performed on intergenerational influence shows that the influence

is usually transferred from parents to children, which includes religious values, racial

attitude, social behavior, lifestyles etc.

But for how long this influence will survive in the mind of children is a big question for

the brand manager. As the world is getting advanced day by day, children move out

from their homes to gain higher education and then they become free to choose their

own brand according to their need and preferences. In such cases, it is important for

the brand manager to introduce their brand in the market in such a way that it can

sustain its influence in its existence consumers and can also gain new consumers.

Due to change in environment and Globalization customer are exposed to different

Varity of product in each segment and because of these consumers preference also

changed over generations and this effect the branding process of all brands like

Colgate.

In the case of Colgate, year by year branding has been done. Different types of flavor,

packaging and color have been introduced in order to fulfill the newly developing need

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and perception of consumers. Colgate has developed a powerful Branding Strategy

which has significantly helped the Brand in acquiring substantial amount of share in the

oral care market of India. In order to strengthen its' Brand Identity, Colgate is still

restructuring its Branding Strategy.

Colgate Branding Strategy was strong enough to position the company as a major

brand in the oral care market of India. The Brand Colgate emerged as a market leader

as it bagged considerable amount of market share in all the segments of oral care

market like toothpaste segment, tooth powder segment and toothbrush segment.

Colgate has succeeded in establishing its Brand Image and gaining substantial market

share in spite of facing tough competition from the brands like Hindustan Liver, Babool

and Anchor. Still the Brand Colgate is continuously updating and improving its' branding

strategy in order to strengthen its' Brand Name and Brand Identity.

CUSTOMER BASED BRAND EQUITY MODEL

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The power of a brand lies in what customers have learned, felt, seen and heard about

the brand as a result of their experiences over time. In other words, the power of a

brand lies in the minds of consumers.

Therefore the challenge for brand marketers is to build a strong brand by ensuring that

customers have the right type of experiences with the product and their accompanying

marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions,

opinions etc. become linked to the brand.

CBBE is the differential effect, brand knowledge has on consumer response to the

marketing of that brand.

A brand is said to have positive CBBE when customers react more favorably to a

product and to the way it is marketed when the brand is identified than when it is not.

This means that a brand with positive CBBE might result in customers being more

accepting of a new brand extension, less sensitive to price increases and more willing to

seek the brand in a new distribution channel. In the case of negative CBBE brands, the

reverse is applicable.

Thus according to the CBBE model, the power of a brand lies in the minds of consumers

and what they have learned and experienced about the brand over time.

Consumer brand knowledge drives the differences in response that manifest

themselves in brand equity. This has important managerial implications: it provides for

marketers a bridge from the past to the future.

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CBBE MODEL INCLUDES

Brand Salience:

o It is related with brand awareness, which is comprised of brand recall and

brand recognition. Brand manager should know easily the brand elements

are striking the mind of the customers and in which situations. Brands

which are recalled easily have high level of awareness among consumers.

So companies must consider or develop the product category structure for

the brand or product hierarchy because customers always make a

hierarchical decision while purchasing some product or service.

Brand Performance:

o It is described as how well the quality and features of the product are

satisfying the needs and demands of people.

o It is related with the features of the brand which makes it different from

other brands.

Brand Imagery:

o It mainly depends on the intrinsic properties of the product or service,

including the way how well the brand attempts to meet the customers'

psychological or social needs. Imagery refers to more intangible aspects of

the brand, and customers can form imagery associations directly from

their own experiences or through advertising or some other source of

information indirectly.

Brand Judgment:

o The opinion of people toward a particular brand and their evaluation, is

known as brand judgment.

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Brand Feeling:

o The emotions and reactions of people toward a brand, which make them

remain stick to the brand, is known as brand feelings.

Brand Resonance:

The final step of the model focuses on the ultimate relationship and level of the identification that the customer has with the brand. Brand resonance describes the nature of the relationship:

Behavior loyalty in terms of repeat purchase and the amount or share of category volume attributed to the brand.

Attitudinal attachment; customers should go beyond having a positive attitude to viewing the brand as something special in a broader context.

Sense of community; customers feel kinship or affiliation with other people associated with the brand.

Active engagement; brand loyalty occurs when customers are engaged, or willing to invest time, energy, money or other resources in the brand beyond those expended during purchase or consumption of the brand.

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4 STEPS OF BRAND BUILDING

Step 1

Ensure identification of the brand with customers and an association of the

brand in customer’s mind with a specific product class or customer needs

Fundamental Question: Who are you? (Brand identity)

Step 2

Establish brand meaning in customers’ minds by linking a few tangible and

intangible brand associations with certain properties

Fundamental Question: What are you? (Brand meaning)

Step 3

Provoke proper customer responses to this brand identification and brand

meaning

Fundamental questions: What about you? What do I think and feel about

you? (Brand response)

Step 4

Brand response active loyalty

Fundamental questions: What about you and me? What kind of association

and how much of a relation should we have? Courtship? Live-in? Marriage?

Incompatible?

Brand Salience

How much awareness there is of the brand?

How often it is recognized and evoked

To what extent is the brand top-of-mind?

What types of cues and reminders are necessary?

How pervasive is this brand awareness

What need does the brand satisfy?

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Performance

The product is the heart of brand equity

It is the primary influence on what the customer experiences

A well designed product whose performance satisfies or exceeds consumer

expectations is a pre-requisite for good marketing

How well does the brand meet the objective standards of measurement?

Imagery

Depends on extrinsic properties of the product

How does the brand meet customers’ social and psychological needs?

It is the way consumers think about the brand abstractly rather than what it

actually does

It refers to the more intangible aspects of the brand.

Brand Judgments

Personal evaluations and opinions about the brand

Performance + imagery = judgments

Normally appraise brand quality, brand credibility, brand consideration, brand

superiority

Brand Feelings

Emotional responses and reactions to the brand

How does the brand evoke feelings about themselves among consumers? And

in their relationship with others?

6 imp brand building feelings: warmth, fun, excitement, security, social

approval, self-respect.

Brand Resonance

Ultimate level of relationship between consumer and brand

Extreme level of identification a consumer has with a brand

A feeling of being ‘in sync” (completely synchronized).

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INTERPRETATIONS OF THE SURVEY DONE

EFFECT OF INTERGENERATIONAL BRANDING ON BRAND EQUITY

BRAND RESONANCE:

According to the field survey, it is found that older generation is more loyal towards the

brand than the younger generation. The customers are loyal towards the brand.

The customers prefer to use the

product and do not want to

switch over to other brands as

the quality is high and is

recommended by their parents.

The older generation does not

prefer to changing brands

frequently.

We do not find the same amount of

loyalty with the younger generation

as:

They prefer to change brands frequently; few reasons could be due to change in

packaging, impact of advertisements.

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BRAND JUDGEMENT:

Quality: we found that younger

generation has become more cautious

of using natural and eco-friendly

products. They preferred Dabur Red

toothpaste, Ramdev tooth paste. Few

of the customers have sensitive teeth so

prefer sensitive toothpaste.

Credibility: we found that older generation trust Colgate brand more than the

younger generation as they have been using the product since childhood and is

recommended by their parents.

BRAND FEELING:

We found that younger generation is

more cautious about bad breath.

Few customers preferred close up.

BRAND PERFORMANCE:

Primary characteristics and

secondary features: Colgate in order

to attract younger generation has

gone in for introducing products like

toothpaste with whitening crystals,

Colgate with active salt etc.

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BRAND IMAGERY:

History, heritage and experience:

People of older generation on the

basis of their past experience and

recommendations from parents.

People of younger generation

preferred Colgate as they have

positive experience with the brand

as well as due to recommendations

from parents.

User profiles: customers are students, professors and professionals. Customers

do belong to the age group of 20-30

years, 30-40 years, 40-50 years and

50 years above.

BRAND SALIENCE:

Need satisfied: Colgate satisfies the

basic need of cleaning the teeth,

giving 12 hours protection from

germ build up.

As per the survey, Colgate could not reach the level of brand resonance. 15 out of 50

customers prefer to use other brands such as pepsodent, Sensodyne toothpaste etc.

Few customers preferred to use toothpaste that is made of natural ingredients. Like

Dabur Vicco Vajradanthi.

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SUGGESTIONS FOR FUTURE BRANDING OF COLGATE:

Colgate must give more emphasis on Research and Development Process in

order to maintain a continuous growth and up gradation so as to maintain its

Brand equity.

In order to strengthen its brand image in the urban market, Colgate must come

up with dental care paste which can keep older people and young generation,

who are more prone toward the fast foods and alcohols, out of the problem of

tooth decay and sensitivity.

Colgate can come up with customized packaging based on its price, which will

enable it to cover the consumers of all income groups.

Some people avoid Colgate toothpaste because they feel irritation when they

drink something after brushing. Therefore, Colgate should improve the

ingredients used in the paste, in order to eliminate this factor.