Brand equity drivers of

Prepared by:-

Kirtan Pandya Krupali Shah Neha Lalwani Pankti Shukla Rushik Patel

32 49 21 53 37

INTRODUCTION
Colgate is India's leading oral care brand. Every 2 out of 3 persons prefer a Colgate brand. Colgate includes almost every segment of toothpaste market. Available in 4.3 million retail outlets. More than 50% of the market share. In 2004,Oral Health Month (OHM), was introduced. Indias most trusted brands: 2nd rank(2010).

Products of colgate

Oral care
Home care Personal care

ORAL CARE
1. Tooth paste 2. Tooth brush

3. Tooth powder
4. Whitening products 5. Kids products

BRAND EQUITY DRIVERS

1. The brand elements or identities

2. Marketing activities

3. Other associations

1. Brand elements or identities

Brand name URL Logo Packages Tagline 20 gms to 300 gms Number 1 brand recommended by dentists. COLGATE www.colgate.co.in

OTHER TAG LINES

Colgate Total 12 Colgate Sensitive Colgate Dental Cream Colgate Active Salt The most advanced toothpaste for your superior oral teeth Fast relief from the pain of sensitive tooth Get maximum all round protection Fights germs for healthy gums & teeth

Colgate Max Fresh

Not just fresh, max fresh

2. Marketing activities

Product

Price

TARGET MARKET
Place Promotion

PRODUCT

PRICE
Colgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm

Dental cream
Active salt Max Fresh Total

5 Rs.
-------

---------

14Rs.
14Rs. 15Rs. ---

-----

---

30Rs.
30Rs.

45Rs.
--55Rs. 65Rs.

56Rs.
56Rs.

86Rs.

----35Rs. 32Rs. --35Rs. -------

-------

Sensitive
Kids Advanced Whitening Herbal

---------

--26Rs. -----

35Rs.
----14Rs.

----27Rs. ---

---------

60Rs.
----30Rs.

----53Rs. ---

------55Rs.

---------

Cibaca Fresh energy gel

-----

-----

-----

-----

-----

18Rs.
---

--55Rs.

28Rs. 66Rs.

-----

PLACE
Types of stores at which product available for sale: General store Departmental store Kirana store Super store Super market Medical store

 Engage 36,000 doctors to recommend their products. Positioned Colgate dental white crme and toothpowder towards rural rich segment. positioned CDC consistently in the germ fighting platform. It had the famous " suraksha chakra "platform from where it had built its brand to this level. Colgate Dental Cream: ye hai hamari suraksha chakra For rural consuming class they are endorsing lower priced Cibaca toothpaste.

PROMOTION

 Sales promotion: Participate in Colgate "Learn & Earn" Offer and you could earn Rs 10,000/- scholarship.

Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.

 Advertising
Advertisement through T.V. media, Print media, Online media. FM Radio for Urban population & MW and SW radio for Rural population.

Hoarding on National highways.

Television Advertising:

CAMPAINGS
Operation Jagruti Colgate smile

Continued..
The Colgate Brush-Up Challenge Oral health month

Continued..
Free Dental Check-up in mobile vans

3. Other associations

Colgate
max fresh

Shahid Kapoor Genelia dsouza & Gautam gambhir

Colgate active salt

Sonakshi Sinha

CONCLUSION