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BRAND DOSSIER COLGATE

BRAND DOSSIER COLGATE. Members Debranjan Bhawal Shravi Singal Surya Upadhaya Vignesh Vetri Vel. AGENDA. Early history Positioning Advertising & Sales Promotion Analysis of the product Competitors Strategies adopted Distribution Hypothesis Instruments of data collectio n

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BRAND DOSSIER COLGATE

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  1. BRAND DOSSIERCOLGATE Members DebranjanBhawal ShraviSingal Surya Upadhaya VigneshVetriVel

  2. AGENDA • Early history • Positioning • Advertising & Sales Promotion • Analysis of the product • Competitors • Strategies adopted • Distribution • Hypothesis • Instruments of data collection • Analysis of the data collection • Conclusion

  3. Early History

  4. Positioning • Positioned itself as a toothpaste with necessary calcium and minerals. • Availability of choice within the brand itself by providing variants to the product. • Repositioned itself as a better product, saying “Trusted for generations” and “No1 brand recommended by dentists”

  5. Advertising and Sales Promotion • Sampark-Targeted the rural market. • Free sampling • A/V publicity vans • Rural promotion initiative • Colgate targeted the school children using the tagline “Bright Smiles” . • Colgate used celebraties for promoting their product . • Certified under IDA

  6. Advertising- contd.. • Popular taglines • No1 toothpaste recomended by dentists • Colgate’s bright smiles, bright future • Trusted for generations who make teeth stronger • Our goal no cavities

  7. Analysis of the Product • Swot Analysis • Strength • Focus on Inovation and New Inovations • Loyal customers • Existing in India for 70 years • Market Share leadership • Prescribed by IDA • Weakness • No online Selling • Giant competitors, like close up, pepsodent, etc. • Too many product in the brand

  8. Analysis of the product(Contd.) • Opportunities • Product and service expansions • Improving advertising • Implementing new products to attract youth • Threats • Change in retail senarioglobaly

  9. Analysis of the Product • 4 p’s • Product • Position itself as an inovative toothpaste, recognised by IDA • Place • Increase in wholesellers and tracking distribution path • Promotion • Trusted by generations who can make teeth stronger • Price • Based on the competitors price, colgate fixes its price

  10. Competitors • Competitors • Close-up • Pepsodent • Sensodyne

  11. Strategies Adopted • Public relations- through newspaper and magazines • Training programmes in schools • Aggressive advertising

  12. Distribution • Targeted rural market – via sampark • Proposed by medical departments

  13. Hypothesis • Colgates variants are catering to the needs of the customers • Due to high compition and consumer varring demand • Colgates certification by IDA • certified by IDA and Recomended by dentist influences consumers

  14. Instruments of Data Collection • Instruments • Personal interviews with pc aided questaire • Sample size • 60

  15. Analysis of the Data 1) Choose the attribute which you consider most important in your toothpaste?

  16. 2) For the following attributes, rate the brand COLGATEona scale of 1 – 5 (5 - Strongly Disagree; 4 - Disagree; 3 - Neither Agree nor Disagree; 2 - Agree; 1 - Strongly Agree)

  17. 3) Colgate has now come up with variants, which are the ones you are aware of and have used? (Anyone who has used the brand is considered to be aware of the brand)

  18. 4) Which brand of toothpaste do you use?

  19. 5) Associate the taglines with the brand

  20. CONCLUSION • Future direction • Urban Market • Rural Market

  21. Thank You

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