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Colgate Dental Cream
Marketing Management – 1Praxis Business School
Presented by:-Deepika Agrawal – B10007
Rajan Kumar Singh – B10020Shoven Mohapatra – B10026
Tarun Kanti Roy – B10037Arunabha Bagchi – B10044
PGP(2010-12), Praxis Business School5 October 2010
Agenda• Overview • Positioning & Repositioning• Strategies Adopted• Competitors• Tackling competition• Market Research Analysis• Net Take Away
PGP(2010-12), Praxis Business School5 October 2010
Overview• Colgate Co. first to introduce toothpaste in
collapsible tube, 1896• Colgate – Palmolive (India) Pvt. Ltd
incorporated, 1937 • Flagship brand – Colgate Dental Cream with
51% market share• 60% equity shares listed in BSE offered to the
public, 1978• Market leader in oral care segment
PGP(2010-12), Praxis Business School5 October 2010
Positioning• Introduces CDC with Gardol in 1956
Promises to give 7 times longer protection
• Introduces MFP Fluoride in 1968 Clinically proven to reduce cavities
• Suraksha Chakra in 1985Targeted Hindi speaking people of India by advertizing in vernacular
PGP(2010-12), Praxis Business School5 October 2010
Repositioning• CDC was enriched with ‘Super Shakti’
Fights odour causing food particles & decay causing bacteria
• ‘Super Shakti’ with CalsiumEnhanced formulation for strong teeth
• Fresher taste & improved germ fighting New product with natural mint flavour & superior germ fighting formulation
• CDC projected as # 1 brand recommended by dentists, IDA
PGP(2010-12), Praxis Business School5 October 2010
Strategies AdoptedSegmentation Strategy• Target customers – adults, youngsters, kids• Product/price based
Distribution Strategy• Trademarks considered to be of material
importance• Restructuring of supply chain
PGP(2010-12), Praxis Business School5 October 2010
Strategies AdoptedMarketing Strategy• Product• Price• Promotion• Place
PGP(2010-12), Praxis Business School5 October 2010
CompetitorsDirect Competitors• Close – up• Pepsodent• Meswak• Dabur Red• Babool• Amway Glister
PGP(2010-12), Praxis Business School5 October 2010
CompetitorsIndirect Competitors• Neem twigs• Charcoal• Sniffing tobacco• Turmeric• Salt• Mustard oil
PGP(2010-12), Praxis Business School5 October 2010
Tackling Competition• Adopting new launches• Converting non – users into users• Reducing SKUs• Reduced overall order cycle times• Outsourced IT related services• Targeted school children• Launched Oral Health Program in association
with IDA
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisHypothesis Design Hypothesis 1• Colgate is more than a toothpasteIt’s an extension of the familyProves Principle of Watsonian First Hypothesis 2• IDA & dentists in ad campaigns works in favour of
the brandInfluences consumers buying priorityTrustworthy sources of recommendation
PGP(2010-12), Praxis Business School5 October 2010
Market research AnalysisResearch Instrument Questionare• Face – to – face query• E-mail questionare Sample size• A stratified sample of 86 respondents were
taken
PGP(2010-12), Praxis Business School5 October 2010
Market Research Analysis Data Analysis Tool• Kedall’s Rank Correlation• Pie Chart• Bar Graph• Likert Scale
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Colgate Dental Cream is the first brand that
comes to people’s minds at the mention of toothpaste
Colgate59%
Close up8%
Pepsodent22%
Others11%
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Majority (51%) are Colgate Dental Cream
users
Colgate51%
Pepsodent21%
Anchor1%
Meswak1%
Close up10%
Others16%
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Colgate is an extension of the family as
majority of households use the same brands
No. of family using colgate only
57%
No. of family using other toothpaste also
43%
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Colgate comes recommended by family &
elders based on Watsonian First philosophy
Friends,Relatives Family,Elders Dentist Retailer Others0
5
10
15
20
25
30
35
40
7
34
8
11
17
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Colgate is recommended voluntarily by
majority of audience which shows goodwill & hence it’s more than a toothpaste
Yes47%
No16%
May Be37%
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Colgate has been in the family for more than
15 years in most cases which reveals family legacy
Less Than One Year
2-3 years 4-7 years 8-11 Years 12-15 Years More Than 15 Years
Never0
5
10
15
20
25
30
14 13 12
2
5
24
16
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Advertising strategy of tie – ups with IDA &
dentists recommendation works in favour of Colgate
Colgate61%
Pepsodent28%
Anchor4%
Meswak3%
Close-up1%
Others3%
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Advertising strategy of CSR works in favour of
Colgate & helps in brand recall
Yes62%
No38%
PGP(2010-12), Praxis Business School5 October 2010
Market Research AnalysisSurvey Findings• Survey audience is indifferent towards CSR
initiative of Colgate & hence CSR as advertising tool is ineffective
2 1 0 -1 -2Strongly Agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
40
45
50
4
17
44
129
PGP(2010-12), Praxis Business School5 October 2010
Net Takeaway• Colgate is indeed an extension of the family
and it comes recommended by elders• Marketing strategy works better with IDA
approvals and dentists recommendations• Using CSR as a tool for advertisements is not
successful
PGP(2010-12), Praxis Business School5 October 2010
THANK YOU
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