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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 - PowerPoint PPT Presentation
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BRAND DOSSIERCOLGATE
MembersDebranjan Bhawal
Shravi SingalSurya UpadhayaVignesh Vetri Vel
AGENDAEarly historyPositioningAdvertising & Sales PromotionAnalysis of the productCompetitorsStrategies adoptedDistributionHypothesis Instruments of data collectionAnalysis of the data collectionConclusion
Early HistoryDates Events1806 William Colgate and company, founded by william
colgate1857 William colgate died and the company was
recognised as Colgate and Company under Samuel Colgate
1873 The firm introduced and marketed its first toothpaste.
1911 Took the initiative to distribute two million tubes in school
1926 Colgate and Palmolive-Peet merges and forms Cogate-Palmolive-Peet company
1930 Colgate listed itself in the New Stock Exchange1953 The company changes its name to Colgate-
Palmolive Company1976 Colgate-Palmolive aquires Hill’s Pet Nutrition1989 Annual sales surpass $5 billion mark1995 Colgate enters Central Europe and Russia2004 Colgate aquires ‘GABA’ oral care buisness in europeToday Sales surpassing $ 15 billion
PositioningPositioned 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”
Advertising and Sales Promotion
Sampark-Targeted the rural market.Free samplingA/V publicity vansRural promotion initiative
Colgate targeted the school children using the tagline “Bright Smiles” .
Colgate used celebraties for promoting their product .
Certified under IDA
Advertising- contd..Popular taglinesNo1 toothpaste recomended by
dentistsColgate’s bright smiles, bright
futureTrusted for generations who make
teeth strongerOur goal no cavities
Analysis of the ProductSwot AnalysisStrength
Focus on Inovation and New InovationsLoyal customersExisting in India for 70 yearsMarket Share leadershipPrescribed by IDA
WeaknessNo online SellingGiant competitors, like close up, pepsodent, etc.Too many product in the brand
Analysis of the product(Contd.)Opportunities
Product and service expansionsImproving advertisingImplementing new products to
attract youthThreats
Change in retail senario globaly
Analysis of the Product4 p’s
ProductPosition itself as an inovative toothpaste,
recognised by IDAPlace
Increase in wholesellers and tracking distribution path
PromotionTrusted by generations who can make teeth
strongerPrice
Based on the competitors price, colgate fixes its price
CompetitorsCompetitors
Close-upPepsodentSensodyne
Strategies AdoptedPublic relations- through
newspaper and magazinesTraining programmes in schoolsAggressive advertising
DistributionTargeted rural market – via
samparkProposed by medical
departments
HypothesisColgates variants are catering to
the needs of the customersDue to high compition and consumer
varring demandColgates certification by IDA
certified by IDA and Recomended by dentist influences consumers
Instruments of Data CollectionInstrumentsPersonal interviews with pc aided
questaireSample size
60
Analysis of the Data1) Choose the attribute which you
consider most important in your toothpaste?
13%
42%
10%
13%
22%
Attribute that is considered in toothpaste
Gives Best WhitenessFreshnessHighly Recommended By Den-tistGood for Sensitive teethPrevents Decay
2) For the following attributes, rate the brand COLGATEon a scale of 1 – 5 (5 - Strongly Disagree; 4 - Disagree; 3 - Neither Agree nor Disagree; 2 - Agree; 1 - Strongly Agree)
Close Up Pepsodent Colgate Sensodyne 2.85
2.90
2.95
3.00
3.05
3.10
3.15
3.20
3.25
3.30
Gives Best Whiteness
Brand
Mea
n
Close Up Pepsodent Colgate Sensodyne 2.90
2.95
3.00
3.05
3.10
3.15
3.20
3.25
Freshness
Brand
Mea
n
Close Up Pepsodent Colgate Sensodyne -
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Highly Recommended by Dentist
Brand
Mea
n
Close Up Pepsodent Colgate Sensodyne 2.60
2.70
2.80
2.90
3.00
3.10
3.20
3.30
3.40
Good for Sensitive Teeth
Brand
Mea
n
Close Up Pepsodent Colgate Sensodyne 3.04
3.06
3.08
3.10
3.12
3.14
3.16
3.18
3.20
3.22
3.24
Prevents Decay
Brand
Mea
n
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)
Colgate Visible White
Colgate Maxfresh
Colgate Sensitive Pro Relief
Colgate Total
Colgate Active Salt
0
10
20
30
40
50
60
NoneUsedAware
4) Which brand of toothpaste do you use?
Close Up Pepsodent Colgate Sensodyne Others0
5
10
15
20
25
30
Toothpaste Usage
Brand
Rang
e
5) Associate the taglines with the brand
0204060
Taglines associated with each brand
SensodyneColgatePepsodentClose up
Tagline
Mea
n
CONCLUSIONFuture direction
◦Urban Market◦Rural Market
Thank You