Colgate Cibaca Project

8/8/2019 Colgate Cibaca Project

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Praxis Business School

Colgate Cibaca-The Road Ahead

Term Paper

Submitted To

Prof. D P Ghosh

In partial fulfilment of the requirements of the course

Integrated Marketing Communication

By:-

Drupad Parmar (B09007)

Rinki Kumari (B09016)

Satish Kumar Keshri (B09022)


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Topic Page No.

Overview 3

Target Audience 4

Consumer Understanding 5

Positioning 6

Communication & CreativeStrategy

7

Media Strategy 8


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Overview

Facts:-

Colgate revitalized Cibaca as Colgate Cibaca in 2000 which acted as a price flankerbrand in the portfolio to counter attack the low priced competitors.

Its market share increased to 50% in discount segment and it became 4 th largest pastebrand in volume terms.

Colgate Cibaca became big without any intensive communication support. It relied more on trade level activities and below the line strategies for its success.

Strengths of Colgate Cibaca:-

It is a product of Colgate which has very strong distribution network.o Colgate is the most widely distributed oral care brand in India with market

share of 34% in value terms. Its mother brand Colgate has very strong brand equity.

o It has been voted the The Most Trusted Brand in the country for 3consecutive years in the AC Nielsen Brand Equity Survey.

Problem Statement:-

To grow Colgate Cibacabrand without cannibalising the mother brand Colgate.


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Target Audience

Present Scenario:-

Colgate Cibaca targets mainly the Lower price point segment which offers good valuefor money.

o Basically from the rural and township areas.o Families with low per capita income.

Reality in India:-

Neem, the natural dental care product is still widely used in rural markets, as isavailable at a fraction of the cost of toothpaste.

Over 44% of rural households still use non-dentifrice products such as ash, charcoal,salt, husk and tobacco.

People dont have access to modern dental care. In 2005, Indias per capita toothpaste consumption stood at 74g, amongst the lowest

in the world

Potential:-

As per estimates, 12.2% of the total world population lives in rural India. Only a small portion of region has been tapped. Although, expansion in rural areas requires huge investments, it is a market that

cannot be overlooked and has a huge potential.

Recommended Strategy:-

Colgate Cibaca can achieve success in untapped rural areas by:o Positioning the toothpaste as value for money since the people use non-

dentifrice products which are freely available.

o Tackling the challenge of changing consumption behaviour by promotingbetter oral hygiene habits among rural masses.

Colgate should try to build preference for Colgate Cibaca by:o Leveraging on Colgate equity.o Matching prices of competitors aggressively to counter low price point threat.

Planning should be done to expand market in untapped areas by:o Using local press to communicate value.o Micro targeting the key lower price point states.


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Consumer Understanding

The Consumers perceive it as a paste which protects teeth from getting decayed & itsrefreshing minty flavour makes them breathe super fresh.

They get value for money. Consumer feels that this product is catering to the needs of the entire family.

o Even when harping about its attributes, the advertisement brings the notion ofthe family (Strong teeth, fresh breath for your family).

o A strong sense of emotional positioning is apparent.Recommended Strategy:-

Since, Colgate Cibaca is prominent in economic segment; consumers understandingcan be revamped strongly by showcasing more value propositions in advertisements.

As far as the untapped market is concerned, Colgate Cibaca should take the risk ofquestioning the usage of non-denitrified products.

Empowered with strong brand equity and distribution network, it should take help ofinfluencers & local doctors to make people understand the disadvantages of using

products like coal ash etc including its health hazards.

It should spread the awareness regarding maintenance of dental hygiene.


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Fig- Price-Medicinal/Sociable Map

Glister

Colgate

Sensodent

Anchor

Babool

Colgate Cibaca

Meswak

PepsodentClose-Up

High Price

Low Price

SociableMedicinal


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Positioning

Present Scenario:-

Attribute based positioning

Colgate Cibaca positions itself in a very standard way by claiming to provide strongteeth and fresh breath.

Emotion based positioning

The emotion based positioning of the Cibaca Family Protection is strong as it targetsfamilies.

It tagline Strong teeth, fresh breath for your family strongly supports the notion ofthe family.


In our opinion, Colgate Cibaca can go ahead to leverage on this current positioningstrategy for tapping new areas.

o Show the products benefits.o Sense of belongingness.o Family protection concept.

The family concept would very well work in rural areas because still the concept ofnuclear family is not prominent.

oEntire family goes into the same occupation and live together.

So, the already established positioning can push the brand in those areas.


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Communication & Creative Strategy

Communication strategy- Present Scenario:-

Pitched against low priced products using Colgate lineage and the resultant globalquality assurance at the same price point.

Propagated the Family protection concept through the tagline Strong teeth, freshbreath for your family.


Colgate Cibaca relied mostly on trade level activities & below the line strategies. So,in our opinion it should go ahead with the same strategy for deeper penetration

without involving expensive communication medium.

In rural areas, most of the people are still illiterate. So, it would be beneficial if thecompany catch hold of local grocery shops, influencers to sell the product.

While conveying the message, emphasis should be laid on:o Family protection.o Importance of teeth.o Belongingness.o Concern for the entire familys needs.o Ill effects of using non-denitrified products.

Creative Strategy- Present Scenario:-

Colgate Cibaca is currently utilising its trading channel partners to speak about theproduct and strengthen the presence of product in the market.

Medical camps are being organised for dental check ups and encourage people to shiftto health ways of living.

People are being taught the importance of dental hygiene and maintaining a healthymind & body.


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In our opinion, the theme of the shows, print ads and banners can be of highlightingthe following aspects:-

o Family theme where two situations are there exhibiting one member whosuffer from tooth decay etc. after consuming non-denitrified products and

another one using Colgate Cibaca and is free from all diseases.

o Pressing more importance towards problems such as bleeding of gums, cavityproblems and also it becomes a costly affair to go to city for treatment. So, we

can give them a preventive mechanism in the form of Colgate Cibaca.

o We can also highlight the time factor i.e. consumption of non-denitrifiedproducts takes lot of time and these days even villagers have so much to do &

work in cities.

So, Colgate Cibaca takes very less time and that too at an affordableprice.

Shows theme would be highlighting the importance of sanitation & personal hygieneand its connection to living a long & healthy life.


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Media Strategy

Media strategy- Present Scenario:-

Colgate Cibaca mainly took help of below the line strategies to gain success. It leveraged on its strong distribution network and thus successfully reached even to

the far flung areas.

Colgate is the second most widely distributed oral care product in India. Colgate Cibaca utilized this power to make huge success in the lower price point

segment.


In our opinion, the company should do the following activities:-o Put visual banners in local language indicating the prices of various SKUs in

grocery shops so that the shopkeeper doesnt charge high price of the product.

It will increase the visibility of the product as well.o Use radio to increase awareness regarding the product.

Announce small contests & commission scheme while advertisingthrough radio to the shop owners for selling the product.

o Organise drama shows through small vans all across the villages to educate thepeople about importance of dental hygiene.

o Organise one day campaign on small vans of free dental check up with thesupport of local doctors.

o Involve influencers, panchayat people to take initiative to educate peopleabout bad effects of non-denitrified products & for not keeping the teeth clean.


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Thank You!!

Documents

Colgate Cibaca Project