Brand equity driversof

Prepared by: - Kirtan Pandya

• Colgate is India's leading oral care brand. • Every 2 out of 3 persons prefer a Colgate brand.• Colgate includes almost every segment of toothpaste

market.• Available in 4.3 million retail outlets.• More than 50% of the market share.• In 2004,‘Oral Health Month’ (OHM), was introduced. • India’s most trusted brands: 2nd rank(2010).

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INTRODUCTION

Products of colgate

ORAL CARE

1. Tooth paste

2. Tooth brush

3. Tooth powder

4. Whitening products

5. Kid’s products

BRAND EQUITY DRIVERS

1. The brand elements or identities

2. Marketing activities

3. Other associations

1. Brand elements or identities

Brand name COLGATE

URL www.colgate.co.in

Logo

Packages 20 gms to 300 gms

Tagline ‘Number 1 brand recommended by dentists.’

OTHER TAG LINES

Colgate Total 12 The most advanced toothpaste for your superior oral teeth

Colgate Sensitive Fast relief from the pain of sensitive tooth

Colgate Dental Cream

Get maximum all round protection

Colgate Active Salt Fights germs for healthy gums & teeth

Colgate Max Fresh Not just fresh, max fresh

2. Marketing activities

PRODUCT

PRICEColgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm

Dental cream 5 Rs. --- 14Rs. --- --- 30Rs. 45Rs. 56Rs. 86Rs.

Active salt --- --- 14Rs. --- ---

30Rs. --- 56Rs. ---

Max Fresh --- --- 15Rs. --- 32Rs. 35Rs. 55Rs. --- ---

Total --- --- --- 35Rs. --- --- 65Rs. --- ---

Sensitive --- --- 35Rs. --- --- 60Rs. --- --- ---

Kids --- 26Rs. --- --- --- --- --- --- ---

Advanced Whitening

--- --- --- 27Rs. --- --- 53Rs. --- ---

Herbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. ---

Cibaca --- --- --- --- --- 18Rs. --- 28Rs. ---

Fresh energy gel

--- ---

--- --- --- ---

55Rs. 66Rs. ---

PLACE

Types of stores at which product available for sale:

General storeDepartmental storeKirana storeSuper storeSuper marketMedical store

PROMOTION• Engage 36,000 doctors to recommend their products.• Positioned Colgate dental white crème and

toothpowder towards rural rich segment. • Positioned CDC consistently in the germ

fighting platform. It had the famous " suraksha chakra "platform from where it had built its brand to this level. Colgate Dental Cream:

ye hai hamari suraksha chakra

• For rural consuming class they are endorsing lower priced Cibaca toothpaste.

Sales promotion:Participate in Colgate "Learn & Earn"

Offer and you could earn Rs 10,000/- scholarship.

Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.

• Advertising• Advertisement through T.V. media, Print

media, Online media.

• FM Radio for Urban population & MW and SW radio for Rural population.

• Hoarding on National highways.

Television Advertising:

CAMPAINGSOperation ‘Jagruti’ Colgate smile

Continued..The Colgate Brush-Up Challenge

Oral health month

Continued..• Free Dental Check-up in mobile vans

3. Other associations

CONCLUSION