PowerPoint Presentation

BRAND DOSSIER

PREPARED BY:JASKARAN SINGH KHUSHBOO SHARMARAHUL TOSHNIWALRAJASEKAR DHANSEKARANAGENDAEarly history of the brandEvolution over timeCrafting the brand positioningMarketing strategiesTackling competitionDistribution strategySWOT analysisMarket surveyAnalysis of HypothesisConclusion

Early history of the brand.Early history of the brandInception in IndiaEvolution over timeCrafting the brand positioning....Initial PositioningCrafting the brand positioning....Repositioning.Crafting the brand positioningRepositioningColgate Dental CreamColgate Active SaltColgate Max Fresh GelColgate SensitiveColgate Visible WhiteColgate Gel toothpasteColgate TotalColgate CibacaColgate Herbal

Marketing Strategies.Young India, Bright Smiles, Bright FuturesLaunched in 1976This programme has reached more than 40,000 schools across 112 townsIndian Dental Association( IDA)Colgate has partnered with IDA in 2004Conducts Oral Health Month every yearThis programme has reached across 1,116 towns with the participation of over 25,000 dentistsSamparkAdvertised door to door selling by localitiesReduced communication gap in rural IndiaAwareness Campaigns

Marketing Strategies.NewspaperFirst advertisement in 1915

CommercialIt was advertised in 1950Advertisements

Marketing Strategies.Colgate GelAdvertisement in 1995

Colgate Strong TeethAdvertisements

Marketing Strategies.Colgate has been promoting short term sales whenever the market has :To launch new product of ColgateTo Block the competitors launchTo reduce the inventory

Sales Promotion

Marketing Strategies.Colgate has used Facebook and Twitter to promote its new promotion strategiesSocial Media Promotion

Colgate SMILE campaign in 2011Facebook & Twitter users upload smiling faceMarketing StrategiesOn the basis of :DemographicsPsychographicsGeographicalSegmentationVariantTarget PeoplePlaceColgate Total 1235+ age groupUrbanColgate SensitiveSensitive teethUrbanColgate Max FreshYouthUrbanColgate KidsKidsUrbanColgate Visible WhiteWomenUrbanColgate CibacaLow incomeRuralColgate Active SaltMid incomeUrban & RuralDifferent SKUs

Tackling competition.Colgate has to tackle competition from Pepsodent, Close Up, Sensodyne and low priced competitors.Colgate vs Pepsodent

ColgatePepsodentColgateColgate vs Close UpTackling competitionColgate vs SensodyneColgate vs Low priced competitorsDistribution strategy followed by the brandConsumerSWOT AnalysisMarket SurveyAnalysis of Hypothesis.Hypothesis 1Colgate is the most salient and trusted brand

We have accepted this hypothesisAnalysis of Hypothesis.Hypothesis 2Colgate toothpaste is more of a cosmetic care product than an oral care product

We have failed to accept this hypothesisAnalysis of Hypothesis.Hypothesis 3The Colgate consumer buying behavior is influenced by the celebrities

Out Of the 32% of people who could correctly related Sonam Kapoor with Colgate, 44% have Colgate both as their top of mind and most often used brand.We have failed to accept this hypothesisBrandsPepsodentBaboolColgateOral BCelebritySharukh KhanIrfan KhanSonam KapoorMadhuri DixitPercentage of correct identifiers39%28%32%29%Analysis of HypothesisHypothesis 4Colgate Sensitive / Pro-Relief is more popular than GSK Sensodyne.

We have failed to accept this hypothesisConclusionAccording to Nielsen, there is one store opening every five minutes in India. For growth, Colgate has to be in all these storesColgate as of now is not very aggressive in online advertisingColgate is the market leader and has the power to influence priceColgate is the most salient and trusted brand

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