pogo n doll

8/7/2019 POGO N DOLL

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by:

Saania Sondhi

Prerana Pugalia


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Sine Qua Non Of Business :Without this nothing

Meeting customers needs

Exchange : Quid Pro Quo

(this for that) Creating, Promoting and

delivery of goods and services


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Stands for Fast Moving Consumer Goods

Also known as Consumer Packed goods

(CPG)

FMCG goods are generally replaced orused over a short duration of time (less thanone year)


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Quick Turnover

Low Cost

Short Span

Sold in large Quantities

Innovative


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Household Care:

Ariel, Rin , Hit, Pears

Food and Beverages:

Coca Cola, Sunfeast ,Taj Mahal ,Fortune

Oil

Personal Care:

Ponds, Pentene, Axe, Loreal


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Case Study


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Products Close up Red Dental cream

Close Up Tot

Lemon Mint Sensitive

Close Up Milk Max freshCalcium K

Fresh energy gel

Herbal

Cibaca family protection

Max white


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Synonymous to Freshness that

gives you the confidence

to be close to someone


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Close Up :-

First HUL offering in oral care category

First gel toothpaste in India (1980)

Targeted youth. Aimed at every person

young at heart Making stars out of models

Witnessed decline in 1998


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In 2000, launched variants such as Oxy

fresh, Ultra Whitening, Eucalyptus Blueand Tingly red.

Rebranded itself in 2004

introduced Vitamin Flouride System


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Bharat Ka No. 1

smile expert


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Power branding strategy. Advts. were the

main promotional strategy.

Targeted every segment. Introducedtaglines for kids such as Stronger se bhi

strong mera colgate

Used continuous promotional schemessuch as paiye ek colgate toothpaste ke

saath ek colgate toothbrush bilkul muft


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Identified following features:

a. Rural people are brand loyal.

b. Disposal income

c. Increasing literacy

d. Elderly person: the decision maker


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Stepped up with IDA (Indian Dental

Association) to add value.

Sampark: rural promotional schemeo Introduced VANS (mobile promotion)

o Door to Door selling

o Puppet showso Free samples distribution


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CLOSE UP

Use of flouride perceived as

vulnarable for children.

Company should bank on its colour and

cool image rather than conventionalattributes like strong teeth with which it is

not associated.


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It is perceived as a strong Indian

brand

There is no differentiation between

various products hence it needs tolook into differentiating aspects.


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From year 2001 to 2005 growth was

almost 5-6% but after that it increased

to approximately 17%


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RURAL 2001 2009

Toothpaste 32 4

Skin Cream 20 3

Dishwash 12 16

Shampoo 16

figures in %


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The main mantra for companies to besuccessful is to satisfy the consumers anddevelop brand image and brand loyaltyamongst them . So it has become verynecessary for the companies to understandthe Indian consumers very well. So in thefuture the companies who come up with

new products at competitive prices andgood quality products are going to besuccessful one . Promotional activities arealso important


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THANKYOU !!

pogo n doll

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