Cdc presentation

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Cdc presentation

  1. 1. Colgate Dental Cream Marketing Management – 1 Praxis Business School Presented by:- Deepika Agrawal – B10007 Rajan Kumar Singh – B10020 Shoven Mohapatra – B10026 Tarun Kanti Roy – B10037 Arunabha Bagchi – B10044
  2. 2. Agenda• Overview• Positioning & Repositioning• Strategies Adopted• Competitors• Tackling competition• Market Research Analysis• Net Take Away5 October 2010 PGP(2010-12), Praxis Business School
  3. 3. Overview• Colgate Co. first to introduce toothpaste in collapsible tube, 1896• Colgate – Palmolive (India) Pvt. Ltd incorporated, 1937• Flagship brand – Colgate Dental Cream with 51% market share• 60% equity shares listed in BSE offered to the public, 1978• Market leader in oral care segment5 October 2010 PGP(2010-12), Praxis Business School
  4. 4. Positioning• Introduces CDC with Gardol in 1956 Promises to give 7 times longer protection• Introduces MFP Fluoride in 1968 Clinically proven to reduce cavities• Suraksha Chakra in 1985 Targeted Hindi speaking people of India by advertizing in vernacular5 October 2010 PGP(2010-12), Praxis Business School
  5. 5. Repositioning• CDC was enriched with ‘Super Shakti’ Fights odour causing food particles & decay causing bacteria• ‘Super Shakti’ with Calsium Enhanced formulation for strong teeth• Fresher taste & improved germ fighting New product with natural mint flavour & superior germ fighting formulation• CDC projected as # 1 brand recommended by dentists, IDA5 October 2010 PGP(2010-12), Praxis Business School
  6. 6. Strategies AdoptedSegmentation Strategy• Target customers – adults, youngsters, kids• Product/price basedDistribution Strategy• Trademarks considered to be of material importance• Restructuring of supply chain5 October 2010 PGP(2010-12), Praxis Business School
  7. 7. Strategies AdoptedMarketing Strategy• Product• Price• Promotion• Place5 October 2010 PGP(2010-12), Praxis Business School
  8. 8. CompetitorsDirect Competitors• Close – up• Pepsodent• Meswak• Dabur Red• Babool• Amway Glister5 October 2010 PGP(2010-12), Praxis Business School
  9. 9. CompetitorsIndirect Competitors• Neem twigs• Charcoal• Sniffing tobacco• Turmeric• Salt• Mustard oil5 October 2010 PGP(2010-12), Praxis Business School
  10. 10. Tackling Competition• Adopting new launches• Converting non – users into users• Reducing SKUs• Reduced overall order cycle times• Outsourced IT related services• Targeted school children• Launched Oral Health Program in association with IDA5 October 2010 PGP(2010-12), Praxis Business School
  11. 11. Market Research Analysis Hypothesis Design Hypothesis 1• Colgate is more than a toothpasteIt’s an extension of the familyProves Principle of Watsonian First Hypothesis 2• IDA & dentists in ad campaigns works in favour of the brandInfluences consumers buying priorityTrustworthy sources of recommendation5 October 2010 PGP(2010-12), Praxis Business School
  12. 12. Market research AnalysisResearch Instrument Questionare• Face – to – face query• E-mail questionare Sample size• A stratified sample of 86 respondents were taken5 October 2010 PGP(2010-12), Praxis Business School
  13. 13. Market Research Analysis Data Analysis Tool• Kedall’s Rank Correlation• Pie Chart• Bar Graph• Likert Scale5 October 2010 PGP(2010-12), Praxis Business School
  14. 14. Market Research AnalysisSurvey Findings• Colgate Dental Cream is the first brand that comes to people’s minds at the mention of toothpaste Others 11% Pepsodent Colgate 22% 59% Close up 8%5 October 2010 PGP(2010-12), Praxis Business School
  15. 15. Market Research AnalysisSurvey Findings• Majority (51%) are Colgate Dental Cream users Others 16% Close up 10% Meswak Colgate Anchor 1% 51% 1% Pepsodent 21%5 October 2010 PGP(2010-12), Praxis Business School
  16. 16. Market Research AnalysisSurvey Findings• Colgate is an extension of the family as majority of households use the same brands No. of family using other toothpaste also 43% No. of family using colgate only 57%5 October 2010 PGP(2010-12), Praxis Business School
  17. 17. Market Research AnalysisSurvey Findings• Colgate comes recommended by family & elders based on Watsonian First philosophy 40 35 34 30 25 20 17 15 11 10 8 7 5 0 Friends,Relatives Family,Elders Dentist Retailer Others5 October 2010 PGP(2010-12), Praxis Business School
  18. 18. Market Research AnalysisSurvey Findings• Colgate is recommended voluntarily by majority of audience which shows goodwill & hence it’s more than a toothpaste May Be Yes 37% 47% No 16%5 October 2010 PGP(2010-12), Praxis Business School
  19. 19. Market Research AnalysisSurvey Findings• Colgate has been in the family for more than 15 years in most cases which reveals family legacy 30 25 24 20 16 15 14 13 12 10 5 5 2 0 Less Than 2-3 years 4-7 years 8-11 Years 12-15 Years More Than Never One Year 15 Years5 October 2010 PGP(2010-12), Praxis Business School
  20. 20. Market Research AnalysisSurvey Findings• Advertising strategy of tie – ups with IDA & dentists recommendation works in favour of Colgate Meswak Close-up 1% Others 3% 3% Anchor 4% Pepsodent 28% Colgate 61%5 October 2010 PGP(2010-12), Praxis Business School
  21. 21. Market Research AnalysisSurvey Findings• Advertising strategy of CSR works in favour of Colgate & helps in brand recall No 38% Yes 62%5 October 2010 PGP(2010-12), Praxis Business School
  22. 22. Market Research AnalysisSurvey Findings• Survey audience is indifferent towards CSR initiative of Colgate & hence CSR as advertising tool is ineffective 50 44 45 40 35 30 25 20 17 15 12 9 10 4 5 0 2 1 0 -1 -2 Strongly Agree Agree Neutral Disagree Strongly disagree5 October 2010 PGP(2010-12), Praxis Business School
  23. 23. Net Takeaway• Colgate is indeed an extension of the family and it comes recommended by elders• Marketing strategy works better with IDA approvals and dentists recommendations• Using CSR as a tool for advertisements is not successful5 October 2010 PGP(2010-12), Praxis Business School
  24. 24. THANK YOU5 October 2010 PGP(2010-12), Praxis Business School
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