mktg pptfinal

8/14/2019 MKTG PPTfinal

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IMPACT OF COLGATE TOOTHPASTEADVERTISEMENT ON CONSUMERS


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ALLINDIARURAL URBAN

PENETRATION 50

%

%39

%75:Source NRS 2006

With the huge consumer base waiting to be

tapped and the expected rise in purchasingpower as the economy picks up, oral hygienein India may receive a fresh lease of life.

TOOTHPASTE PENETRATION


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SEGMENTS IN THE INDUSTRYPRICE-BASED SEGMENTATION OF THE

TOOTHPASTE CATEGORY

ON THE BASIS OF PRICE,THE TOOTHPASTEMARKET CAN BE BROKEN DOWN INTO TWO

DISTINCT CATEGORIES

q The Regular segment:

qq Volume ( 64,922 tons ) Price range 50 gms Rs. 12.5-24

100 gms Rs. 25-30

150 gms Rs. 35-45 Prominent brands Colgate

Pepsodent

Close-up

Meswak

Dabur Red

q The Low price point

segment:qq Volume ( 21,641 tons ) Price range 50 gms Rs. 8-10

100 gms Rs. 14-20 150 gms Rs. 25 Prominent brands

Colgate Cibaca

Babool

Anchor Ajanta: & Source B K Report 2006 Colgate


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OLGATE THE DOMINANCE CONTINUESvColgate has been present in the domestic oral care market for the last70 years and its oral carevvBrands enjoy strong brand equity in the market.v

vThe company has traditionally been the leader in the domestic oralcare market.vvCurrently, it occupies a dominant position in the toothpaste segmentwith a 48% market share in the domestic market.

vvIts relative market share is 1.5 times the second largest player.


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STRENGTHSq .C o lg a te b ra n d b ig g e st stre n g thqq .Fo rm id a b le e n try b a rrie r fo r e n tra n tsqq % .M arket le ad e r w ith 5 0 sh a reqq . .1 5 tim e s seco n d p la ye r H LL

WEAKNESSESq % .Market growth of 10 in volume termsqqProfits of company totally dependant on

.one segment

q %Urban areas 70q

q %Rural penetration 40qq Toothpaste consumption in

India very low at 92 grams per.household per month

OPPORTUNITY

THREATSq Competition increasing since

Dabur acquired Balsaraqq Daburthird largest player with

, ,brands like Babool Meswak.Promiseqq -Foreign brands like AQUA

, - , ,FRESH ORAL B JORDAN etc aretrying to take the course of

the market to different.dimensions

qHas not been able to penetratethe rural segment in volume

.terms


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:URRENT BRAND PORTFOLIO COLGATETOOTHPASTE.1 Colgate Strong Teeth

2.3..5 Colgate Total

6.

.3 Colgate Herbal4.

.4 Colgate Kids Toothpaste

5.
http://www.colgate.co.in/app/Colgate/IN/OralCare/HomePage.cvsp


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.5 Colgate Advanced Whitening6.7.

.9 Colgate Active Salt10.11.

.13 Colgate Fresh Energy Gel

14.15.

.17 Colgate Max Fresh18.

19..9 Colgate Cibaca


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TYPES OFADVERTISEMENTS


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PLANNING MARKETING

STRATEGIES

1)Target Audience

2)

3)Consumer understanding

4)

5)Positioning

6)7)Communication and creative

strategy

8)

9)Media strategy


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FAMIALRITY # &olgate been rated the 1 brand across all categories in A M'snnual survey of India's Top Brands conducted by Taylor Nelson- .ofres MODE t is the eighth time in nine surveys that Colgate has been# .anked the country's 1 brandAVAILABILTY he company s distribution network covers 940 direct accounts. .nd 3 8 million retail outlets

olgate is the 2nd ost widely distributed product in the. -ountry The company is tying up with ITC for initiatives like E.houpal and Disha

#HY IS CONSUMERS 1..HOICE ???QUALITY apitalizes on the traditional use of salt for oral care ,ontains micro crystals that polish ones teeth restores and.aintains their whiteness -el based toothpaste with cooling crystals

AFFORDABILITY ide range of choice of toothpaste with different varied prices.o select at their affordability


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62%18%

12%8%

Colgate

HUL

Procter & Gamble

Others

MARKET SHARE OFTOOTHPASTE

KEY PLAYERSThe toothpaste segment is largely a two player industry, Colgate Palmolive & HLLaccounting for 80% of the entire market.


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4%

KEY PLAYERSThe toothpaste segment is largely a two player industry, Colgate Palmolive & HLLaccounting for 80% of the entire market.

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