BRAND MANAGEMENT

(Group Assignment)

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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

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

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, Hills Science Diet and Hills 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 Companys success. Headquartered in New York City, Colgate operates through five divisions around the world: North America, Latin America, Europe/South Pacific, Greater Asia/Africa, Hills Pet Nutrition. The Company has over 60 manufacturing and research facilities globally. The vast majority of Colgate products are manufactured in Colgateowned facilities. Colgate is a sub-brand of Colgate- Palmolive Company. Colgate is an oral hygiene product line of toothpastes, toothbrushes, mouthwashes and dental floss.

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

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

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:-

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

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.

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 customers 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.

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