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Brand equity driversof
Prepared by:-
Kirtan Pandya 32
Krupali Shah 49
Neha Lalwani 21
Pankti Shukla 53
Rushik Patel 37
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Colgate is India's leading oral care brand.
Every 2 out of 3 persons prefer a Colgate brand.
Colgate includes almost every segment of toothpastemarket.
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).
INTRODUCTION
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Products of colgate
Oral care
Home care
Personal care
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ORAL CARE
1. Tooth paste
2. Tooth brush
3. Tooth powder
4. Whitening products
5. Kids products
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BRAND EQUITY DRIVERS
1. The brand elements or identities
2. Marketing activities
3. Other associations
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1. Brand elements or identities
Brand name COLGATE
URL www.colgate.co.in
Logo
Packages 20 gms to 300 gms
Tagline Number 1 brand
recommended by dentists.
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OTHER TAG LINES
Colgate Total 12 The most advanced toothpastefor your superior oral teeth
Colgate Sensitive Fast relief from the pain of
sensitive toothColgate Dental
Cream
Get maximum all roundprotection
Colgate Active Salt Fights germs for healthy gums& teeth
Colgate Max Fresh Not just fresh, max fresh
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2. Marketing activities
Product Price
Place Promotion
TARGET
MARKET
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PRODUCT
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PRICE
Colgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm
Dental cream 5 Rs. --- 14Rs. --- --- 30Rs. 45Rs. 56Rs. 86Rs.
Active salt --- --- 14Rs. ------
30Rs. --- 56Rs.---
Max Fresh --- --- 15Rs. --- 32Rs. 35Rs. 55Rs. --- ---
Total --- --- --- 35Rs. --- --- 65Rs. --- ---
Sensitive --- --- 35Rs. --- --- 60Rs. --- --- ---
Kids --- 26Rs. --- --- --- --- --- --- ---
Advanced
Whitening--- --- --- 27Rs. --- --- 53Rs. --- ---
Herbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. ---
Cibaca --- --- --- --- --- 18Rs. --- 28Rs. ---
Fresh energygel
------
--- --- ------
55Rs. 66Rs. ---
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PLACE
Types of stores at which product available forsale:
General store
Departmental store
Kirana store
Super store
Super market
Medical store
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PROMOTION 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 fightingplatform. It had the famous " suraksha chakra"platform from where it had built its brand to this level.
Colgate Dental Cream:
ye hai hamarisuraksha chakra
For rural consuming class they are endorsing lower
priced Cibaca toothpaste.
http://photos1.blogger.com/blogger/1270/405/1600/colgate_rajkumari_2508_2004_12.0.jpg -
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Sales promotion:
Participate in Colgate "Learn & Earn"Offer and youcould 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/-.
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Advertising Advertisement through T.V. media, Print media, Online
media.
FM Radio for Urban population & MW and SW radiofor Rural population.
Hoarding on National highways.
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Television Advertising:
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CAMPAINGSOperation Jagruti Colgate smile
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Continued..The Colgate Brush-Up
ChallengeOral health month
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Continued..
Free Dental Check-up in mobile vans
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Shahid Kapoor Genelia dsouza & Gautam gambhir
Colgate
max fresh
Sonakshi SinhaColgateactive salt
3. Other associations
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CONCLUSION
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