Consumer BehaviorPresentation

OnCOLGATE

NO. 1 Brand Recommended by Dentists

ByGroup 3

Introduction 1937 - Handcarts were used to distribute

Colgate dental cream

Available in 4.3 million retail outlets

Dominates Rs. 3100 crore Indian toothpaste market

2004 – Oral Health Month (OHM)

Products

Colgate Max Fresh – Redefining the gel segment

Spicy Fresh

Peppermint Ice

Whitening Fluoride

Maximum Fresh Cool Mint

Maximum Fresh Clean Mint

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Colgate 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. ---

Level of channel of Distribution

The producer and the final customer are part of every channel. Marketer will use the number of intermediary levels to design channels.

There are four types of channel.

Zero level channel One level channel Two level channel Three level channel

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Manufacturer

Consumer

Manufacturer

Consumer

Retailer

Manufacturer

Distributor

Consumer

Retailer

Manufacturer

Distributor

Wholesaler

Retailer

Consumer

Promotion

Sales Promotion ‘Learn & Earn’ offer ‘ Super Saver’ offer

Advertisement

Television advertisement Newspaper advertisement

Influence of the Social Environment

• Culture refers to the values, ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society.

• The process of absorbing a culture is called socialization.

• Values are shared beliefs or cultural norms about what is important or right.

• The norms and values of specific groups or subcultures within a society are called ethnic patterns.

Culture Influences

Social Class Influences

• Social classes are relatively homogeneous divisions within a society that contain people with similar values, needs, lifestyles, and behavior.

• A recent perspective on social class includes the four factors impacting social class: – social capital (whom you know)– credential capital (where you received your degree)– income capital – investment capital (stocks and bonds)

Family Influences

Transitions in Household Types

Reference Groups• Marketers recognize interpersonal influences

beyond the family, including friends, coworkers, and others. These sources of influence are often called reference groups, or those others look to for help and guidance.

Interpersonal Influence Processes• Three types of interpersonal processes form

the basis for interpersonal influences.

Informational influenceInformational influence is based on the consumer’s desire to make informed choices and reduce uncertainty.

Utilitarian influenceUtilitarian influence is reflected in compliance with the expectations, real or imagined, of others.

Value-expressive influence

Value-expressive influence stems from a desire to enhance self-concept through identification with others.

Individual Differences

• Individual• Differences

Word-of-mouthcommunications

PersonalityMotivation

Lifestyles andPsychographics

Market Segmentation

Aggregate marketing

Market Segmentation

Target Customers

Customization

Basis for segmentation Demographic variables

Educated

Family size

Generation

Culture

Environmental influence on Colgate

• Healthy mouth healthy body.

• People with diabetes are 2x times more likely to develop serious gum disease.

• Different products for different problem.

• Colgate is the only brand which is associated with ADA.

• Indian Oral Care Industry

• Recycling

• Public Awareness

• Community Awareness

• Ongoing Examination & Impact Quantification

• Safe Energy

• Safe Disposal

Opinion Leaders

• Dentists

No.1 brand by dentists IMA certified Ask the dentist campaign Check teeth whitening Interviews of different dentists A dentist preferring Colgate for his children

• Interview of users (Colgate sensitive)

• Word-of-Mouth campaign (Colgate sensitive pro relief)

Used embaixadores.com 1000 influential consumers invited 1 free package of Colgate sensitive pro relief A campaign guide 12 samples of 22ml to be used by family and friends 60 leaflets with discount vouchers

Consumer Research SWOT Analysis (for External & internal environment )

Strength

All-around cavity protection, even where a toothbrush cannot reach.

Great mint taste freshens breath

protects against root caries

Cleans & makes teeth whiter and repairs early decay spots

Extremely popular brand and high brand awareness.

Weakness

No online presence

Giant competitors like Close-Up and Pepsodent.

High dependence on colgate dental cream

Consumer Research SWOT Analysis (for External & internal environment )

Opportunities

Product and services expansion

New products to attract the youth

Leverage on fact that Colgate has been ranked as the most trusted brand in India.

Focus on innovation and new product launches by deploying advanced technologies.

Growth in emerging markets – rural and semi-urban

Consumer Research SWOT Analysis (for External & internal environment )

Threats

High competition from competitive brands like Pepsodent from HUL.

Lower cost competitors or imports.

Maturing categories, products, or services.

Price wars.

Consumer Research SWOT Analysis (for External & internal environment )

Thank You….

May you all have white and shining teeth !!