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8/14/2019 MKTG PPTfinal
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IMPACT OF COLGATE TOOTHPASTEADVERTISEMENT ON CONSUMERS
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ALLINDIARURAL URBAN
PENETRATION 50
%
%39
%75:Source NRS 2006
With the huge consumer base waiting to be
tapped and the expected rise in purchasingpower as the economy picks up, oral hygienein India may receive a fresh lease of life.
TOOTHPASTE PENETRATION
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SEGMENTS IN THE INDUSTRYPRICE-BASED SEGMENTATION OF THE
TOOTHPASTE CATEGORY
ON THE BASIS OF PRICE,THE TOOTHPASTEMARKET CAN BE BROKEN DOWN INTO TWO
DISTINCT CATEGORIES
q The Regular segment:
qq Volume ( 64,922 tons ) Price range 50 gms Rs. 12.5-24
100 gms Rs. 25-30
150 gms Rs. 35-45 Prominent brands Colgate
Pepsodent
Close-up
Meswak
Dabur Red
q The Low price point
segment:qq Volume ( 21,641 tons ) Price range 50 gms Rs. 8-10
100 gms Rs. 14-20 150 gms Rs. 25 Prominent brands
Colgate Cibaca
Babool
Anchor Ajanta: & Source B K Report 2006 Colgate
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OLGATE THE DOMINANCE CONTINUESvColgate has been present in the domestic oral care market for the last70 years and its oral carevvBrands enjoy strong brand equity in the market.v
vThe company has traditionally been the leader in the domestic oralcare market.vvCurrently, it occupies a dominant position in the toothpaste segmentwith a 48% market share in the domestic market.
vvIts relative market share is 1.5 times the second largest player.
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STRENGTHSq .C o lg a te b ra n d b ig g e st stre n g thqq .Fo rm id a b le e n try b a rrie r fo r e n tra n tsqq % .M arket le ad e r w ith 5 0 sh a reqq . .1 5 tim e s seco n d p la ye r H LL
WEAKNESSESq % .Market growth of 10 in volume termsqqProfits of company totally dependant on
.one segment
q %Urban areas 70q
q %Rural penetration 40qq Toothpaste consumption in
India very low at 92 grams per.household per month
OPPORTUNITY
THREATSq Competition increasing since
Dabur acquired Balsaraqq Daburthird largest player with
, ,brands like Babool Meswak.Promiseqq -Foreign brands like AQUA
, - , ,FRESH ORAL B JORDAN etc aretrying to take the course of
the market to different.dimensions
qHas not been able to penetratethe rural segment in volume
.terms
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:URRENT BRAND PORTFOLIO COLGATETOOTHPASTE.1 Colgate Strong Teeth
2.3..5 Colgate Total
6.
.3 Colgate Herbal4.
.4 Colgate Kids Toothpaste
5.
http://www.colgate.co.in/app/Colgate/IN/OralCare/HomePage.cvsp8/14/2019 MKTG PPTfinal
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.5 Colgate Advanced Whitening6.7.
.9 Colgate Active Salt10.11.
.13 Colgate Fresh Energy Gel
14.15.
.17 Colgate Max Fresh18.
19..9 Colgate Cibaca
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TYPES OFADVERTISEMENTS
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PLANNING MARKETING
STRATEGIES
1)Target Audience
2)
3)Consumer understanding
4)
5)Positioning
6)7)Communication and creative
strategy
8)
9)Media strategy
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FAMIALRITY # &olgate been rated the 1 brand across all categories in A M'snnual survey of India's Top Brands conducted by Taylor Nelson- .ofres MODE t is the eighth time in nine surveys that Colgate has been# .anked the country's 1 brandAVAILABILTY he company s distribution network covers 940 direct accounts. .nd 3 8 million retail outlets
olgate is the 2nd ost widely distributed product in the. -ountry The company is tying up with ITC for initiatives like E.houpal and Disha
#HY IS CONSUMERS 1..HOICE ???QUALITY apitalizes on the traditional use of salt for oral care ,ontains micro crystals that polish ones teeth restores and.aintains their whiteness -el based toothpaste with cooling crystals
AFFORDABILITY ide range of choice of toothpaste with different varied prices.o select at their affordability
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62%18%
12%8%
Colgate
HUL
Procter & Gamble
Others
MARKET SHARE OFTOOTHPASTE
KEY PLAYERSThe toothpaste segment is largely a two player industry, Colgate Palmolive & HLLaccounting for 80% of the entire market.
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4%
KEY PLAYERSThe toothpaste segment is largely a two player industry, Colgate Palmolive & HLLaccounting for 80% of the entire market.