Beruflich Dokumente
Kultur Dokumente
MARKET SHARE
13%
COLGATE
18% 48% CLOSE-UP
PEPSODENT
OTHERS
21%
CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE
2.Colgate Total
3.Colgate Herbal
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
6 5
7
10--20
5
20--30
30--40
40--50
50& above
53
Continue…..
INCOME
18000 -7.5 lakhs per anum.
Occupation
Worker to businessman.
Life style
Experimental & Belongers.
Availability
Available Everywhere (From small shops to Big
shopping malls)
Psychological factor
Perception & attitude
Oldest and reliable brand, emotionally
attached.
Motivation
basic (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`.
30
25
25
20 18
print media
15 tele media
word of mouth
10
5 3
0
print media tele media word of
mouth
VALUE DELIVERY
Functional Benefits:
Prevent Bad Breath
Strong Teeth
Clean Teeth
Emotional Benefits:
Brand Name
Good Taste
Fresher 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
• 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 villages
TV 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
CRITERIA COST FREQUENCY TOTAL (Rs.)
COMMUNICATION
Flash Mobs (1
No. of villages 3500/village/week
group/village/ 100 3,50,000
(100) end
weekend)
No. Of retailers
Glow Sign Boards 2000/signage 300 6,00,000
300
…contd
TOOL OF
CRITERIA COST FREQUENCY TOTAL
COMMUNICATION