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Brand Management - Individual Assignment
Project Information
Title:To understand the Brand Extension and performance ofActive Salt at Coalgate Palmolive Ltd.
Presented to :Prof. Sameer MathurPresented by : Ravi DhootPGP 30074Section : B
Oral Care Category - India
Lucknow market visitWork on the heuristics & blueprintsFinal presentation preparation
Oral care saw the value growth of 15% to reach INR 83.5 billion in 2013
Toothpaste continues to be the biggest category with 80% value share of oral care
Mouthwashes/dental rinses has the highest value growth of 44% in 2013
Oral care is expected to have a value CAGR of 9% at constant 2013 prices to reach INR131.0 billion by 2018
Colgate Palmolive
Lucknow uncovered villages (10)Data analysis – for the coverage heuristicsPre-final review
Lucknow market visitWork on the heuristics & blueprintsFinal presentation preparation
US Multinational, present in more than 175 countries and a market leader in 150+ of them
Colgate-Palmolive India Ltd continues to lead with 46% value share
Low penetration in urban market and untapped rural market makes the Indian market a very high potential market
Colgate Palmolive
Lucknow market visitWork on the heuristics & blueprintsFinal presentation preparation
2011 2012 2013 2011 2012
2013> The company grew almost in line with the category growth rate, this explains the same market share of CP
Colgate – Product portfolio
Toothpaste Brands
Colgate DentalCream
ColgateTotal
ColgateVisible White
ColgateSensitive
ColgateMax Fresh
ColgateKids
ColgateCibaca
ColgateActive Salt
ColgateMaximum Cavity..
KYA AAPKE TOOTHPAST
E MEIN NAMAK HAI?
The famous campaign
COLGATE ACTIVE SALT
New brand called Active Salt was launched under the umbrella of Colgate
How the brand was built: Salience : Through the famous campaign Performance & Imagery: Ads showed the dental issues
and how the product is helpful to resolve such issues Judgments & feelings : Aim was to create an awareness
of importance of salt and minerals in the toothpaste, thus the idea of questioning people was a bang on method to get them thinking
Resonance : People could relate the product to the traditional stories of cleaning your teeth with salt & neem. This resulted in a better connect
The Brand : Colgate Active Salt
PRODUCT
Colgate Active Salt was the first toothpaste in India that contained salt. It combines salt with calcium and minerals to make teeth stronger and gums healthy. Its special formula is proven to seek and fight germs offering a unique brushing experience.The packaging of the new product was identical to the existing ones
4Ps of COLGATE ACTIVE SALT
Active Salt – Newly Launched
Colgate Dental Cream– Flagship product
4Ps of COLGATE ACTIVE SALTPRICE
The product provides a functional benefit and is aimed at a large segment; involving people from various income strata
Thus the product is launched in lower price SKUs for catering the demand of rural consumers and as well as in family packs considering the modern trade customer
Active Salt: 50 gm :18 Rupees Active Salt: 100 gm :37 Rupees Active Salt: 200 gm :86 Rupees
The newly launched Active Salt Neem is launched at a price point of 15 Rs.
The prices of all SKUs are at the same level of those of the competitor’s SKUs, which can be observed across all oral product category.
4Ps of COLGATE ACTIVE SALT
PLACE: GO TO MARKET Chart
MTCanteen
s
KS
MS
CS
Service Line
Stockist
WS
CPS
STTDirect Coverage
Indirect Coverage
Retail Environment
Stockist Margins
Wholesalers Margins, CD, Offers
GS
4Ps of COLGATE ACTIVE SALTPLACEMore stress is being given on the expansion of the direct coverage : to ensure that the product is available at as many stores as possible
This has even helped the company to premiumise the consumers and made real time data available of consumers preferences
The distribution channel involves medical stores also, considering the nature of product
Local Kirana stores, General stores, Wholesalers, Medical stores are approached by the salesmen weekly and this ensures the availability of the product
The modern trade customers are directly handled by the company ( No distributor in the channel) , this results in better prices for consumers and better promotional activities at stores
4Ps of COLGATE ACTIVE SALT
Promotion
Product PromotionsTrade Promotions
ACTIVE SALT
https://www.youtube.com/watch?v=nYk8YLVZeVY
Product promotion:
Focus on the functional benefitPOD
Link :
ACTIVE SALT
Many activities targeted at connecting with the target consumer
Idea was to highlight the new taste
ACTIVE SALT
Link: https://www.youtube.com/watch?v=frq3mywDRb4
Link:https://www.youtube.com/watch?v=LuTJQQU160w
ACTIVE SALT
Trade Promotions
Multiple schemes and offers are introduced during the year for retailers as well as wholesalers such as
Visibility offers : Payout is offered to display the products in shop
Extra Margins: Added discounts are available to the wholesalers and retailers
Incentives: Targets for salesmen and distributors are based on the overall value of the focused product, leading to higher sales
STP
Demographic>On the basis of age group, gender.>Different products for kids & adults, for boys & girls
Psychographic/ Behavioral>On the basis of their oral care needs>Whitening, sensitivity
STP
Target group is mostly middle class families
The TG group for various products differ on the basis of value proposition
For CAS: >Current user of toothpaste product>People who are conscious about the oral health>People facing issues with oral health
STP
Functional benefitsDental hygiene
Product basisThe Doc
recommendation confirming the quality of the product
Competitor basedThe added value
than the competitor products
Price positioningTrial products,
products at multiple price points
Competitors
BABOOL SALT
BABOOL NEEM
PEPSODENT SUPER SALT
K.P. NAMBOODIRIES
The highest share in the oral care products
Biggest player in the salt category
Most trusted brand award for consecutive three years
First mover advantage in the salt category
Better product recall
Competitors: CFR
On the basis of sales value : HUL and P&G are the biggest competitors for Colgate.
The list changes for various products. For sensitive category : GSK is the biggest competitor
The distribution channel and brand equity are the most important PODs
POP Vs Babool SaltPricesIngredients(Product)
POD Vs Babool SaltBrand EquityDistribution channelMarketing strategies
Success Mantra!
Highly successful campaign: The “Kya aapke toothpaste me namak hai?” campaign turned out to be a huge success. Colgate launched new two products under the same brand
Wide Distribution channel: Compared to the competitors, Colgate has a more deeply rooted distribution network. It allows the company to make product available at more number of stores
Brand Equity: Colgate has won “The Most Trusted Brand” award for more than 4 times in last 5 years. “Dentist ka sujhaya hua no.1 brand” speaks for the popularity of the brand
http://www.colgate.co.in/app/Colgate/IN/OralCare http://www.colgate.co.in/Colgate/IN/Corp_v2/Investor/
FinancialReports/annual-report-2013-14.pdf https://www.youtube.com/watch?v=frq3mywDRb4 https://www.youtube.com/watch?v=LuTJQQU160w https://www.youtube.com/watch?v=nYk8YLVZeVY
Thank you
References