P a g e | 1
INDEPENDENT UNIVERSITY BANGLADESH
ASSIGNMENT ON: MKT-302
ASSIGNMENT BY
Name ID
Md. Fahim Khan 1322043
Md. Imra...
P a g e | 2
Marketing Plan
P a g e | 3
Executive Summary:
This report is about to a marketing plan on herbal toothpaste. The aim of this report is to...
P a g e | 4
:Table of contents:
Contents Page
Executive Summary 03
Company Overview 05
Marketing Mix 06, 07, 08, 09, 10
SW...
P a g e | 5
Reference 20
 Introduction:
Every product in modern marketing era needs a proper marketing and promotion plan...
P a g e | 6
 Current market situation:
 Product strategy:
 The core:
Colgate herbal combines the oral care science of C...
P a g e | 7
Colgate herbal toothpaste will be a convenient product.
 Packaging and labeling:
1. Twist cap
2. Natural fres...
P a g e | 8
The performance quality of Colgate herbal will be that it will produce what it functions.
Customers can take i...
P a g e | 9
Our main objectives are to earn profit. So we should not set any price that will not cover the
reasonable cost...
P a g e | 10
2. Wholesaler
3. Retailers
4. Final consumers
 Promotional activities:
We shall make promotional activities ...
P a g e | 11
 SWOT analysis:
A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
...
P a g e | 12
 Weakness:
 Limited customer base.
 Toothpaste brands are overshadowed by other competitors.
 Opportuniti...
P a g e | 13
 Long Term goals:
 One of the demanding herbal toothpaste in market.
 Product quality/innovativeness:
Colg...
P a g e | 14
 Demographic segmentation:
Demographic segmentation is basically a market segmentation executed by taking va...
P a g e | 15
We can give more ads and the medium can be advertisement, billboard, newspaper, celebrity to
attract our pote...
P a g e | 16
Now-a-days, young people are more sensitive about their teeth. Colgate herbal also targets young
people.
 Po...
P a g e | 17
 Action plans:
Step Output Period of time Arguments
1
Personal
selling
1st
month to 2nd
month
To make retail...
P a g e | 18
8 Contest
7th month to 8th
month
We will use contest to give a second "push" to
the sales of Colgate herbal.
...
P a g e | 19
Outdoor Advertising 4500000
Sponsorship 60000000
subtotal 153460000
Total 545460000
 Conclusion:
A marketing...
P a g e | 20
 Reference:
 Bibliography:
1. Principls of marketing (South Asian Perspective) 13th Edition.
2. Kotler. P, ...
P a g e | 21
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Colgate herbal toothpaste

  1. 1. P a g e | 1 INDEPENDENT UNIVERSITY BANGLADESH ASSIGNMENT ON: MKT-302 ASSIGNMENT BY Name ID Md. Fahim Khan 1322043 Md. Imran Khan 1110774 Tasmim Tabassum Himu 1130348 Sattam Das gupta 1030437 Md. Rokibul Islam 1010043 Md. Ahsanuzzaman 1210334 SUBMITTED TO Suman Saha
  2. 2. P a g e | 2 Marketing Plan
  3. 3. P a g e | 3 Executive Summary: This report is about to a marketing plan on herbal toothpaste. The aim of this report is to analysis the different marketing strategies of Colgate herbal toothpaste. This will be a convenient product which will be readily available for our customers which meets their satisfaction. Colgate herbal seeks to achieve a unique ability to provide distinctive, high quality toothpaste using distinct ingredients to appeal and to excite contemporary tastes for this product. Colgate herbal combines the oral care science of Colgate with nature's best herbs for healthier teeth and gums. Colgate Herbal White safely polishes your teeth to help restore their natural whiteness and shine. Its unique formula of Eucalyptus, Melissa, Mint and Lemon extract combines the expert science of Colgate with some of nature's finest ingredients. Strengthens and whitens teeth and fights cavities with Fluoride. It is great for everyday use. The product will be introduced to capture the 10% market share in the category of functional drinks market. We will need to evaluate our market size and trends and our competitors and potential partners. This product will lead the company in herbal toothpaste market and will carry the company on the top spot. The target market for the product will be the City people, Children and youths. The major competitors of Colgate herbal are Macleans, Medicam, Close-up, Minto, Pepsodent herbal. We select the conventional marketing channel to distribute our product. We have selected a reasonable price considering both the consumers buying capacity & our profit margin. Colgate herbal will increase its market share through targeted advertising to increase the number of customers who want convenience and are looking to have a natural oral care which will give them natural taste,& satisfaction.
  4. 4. P a g e | 4 :Table of contents: Contents Page Executive Summary 03 Company Overview 05 Marketing Mix 06, 07, 08, 09, 10 SWOT Analysis 11, 12 Goals & Objectives 12, 13 STP 13, 14, 15, 16 Action Plans 17,18 Budget 18,19 Conclusion 19
  5. 5. P a g e | 5 Reference 20  Introduction: Every product in modern marketing era needs a proper marketing and promotion plan. So our product “COLGATE HERBAL TOOTHPASTE” do needs a proper marketing and promotional plan. Because proper planning is the best way to get bestselling and consumer preferences in comparison with other products in the market. A good marketing and promotional plan always forecasts the future activities with proper judgmental knowledge. Better prediction ability of the marketer heavily influences the success of the product and way to survive in the modern competitive market.  Company Overview: Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in New York when it had previously been sold in glass jars since 1873.Present in Singapore since the 1920s, Colgate is almost synonymous with toothpaste in the local market. It is also widely accepted well both in the rural and urban areas of Nepal and India. Manufacturing units are based in India and exported to Nepal. Colgate is willingly to introduce manufacturing plant in Nepal where household products are used at around 4.7% of the household products used in world. In 1992, Colgate established its first factory in China to produce toothpaste for the domestic market, and by 1999 became the highest selling brand in that world. Colgate products are marketed in China using the transcription 高露洁 which is pronounced gaolujie, similar to Colgate, and has a positive meaning of high-quality cleaning gel. As of 2002, Colgate occupied 20% of the market share for toothpastes in China. As of 2009, Colgate and its four core businesses including Oral Care, Personal Care, Home Care and Pet Nutrition surpassed sales of over $15, selling in over 200 countries worldwide. Now Colgate has its various kinds of herbal flavor such as Colgate fluoride, Colgate Anti Decay, Colgate Anti Tooth Decay, Colgate herbal, Colgate herbal with mineral salts, Colgate herbal salt.
  6. 6. P a g e | 6  Current market situation:  Product strategy:  The core: Colgate herbal combines the oral care science of Colgate with nature's best herbs for healthier teeth and gums. Colgate Herbal White safely polishes your teeth to help restore their natural whiteness and shine. Its unique formula of Eucalyptus, Melissa, Mint and Lemon extract combines the expert science of Colgate with some of nature's finest ingredients. Strengthens and whitens teeth and fights cavities with Fluoride.  Actual product:
  7. 7. P a g e | 7 Colgate herbal toothpaste will be a convenient product.  Packaging and labeling: 1. Twist cap 2. Natural freshness seal 3. Easy to grave 4. Flavor 5. Logo of Colgate herbal 6. Slogan (Strong teeth, healthy gums, naturally) 7. Ingredient  Branding: Colorful, round shape, prominent Colgate herbal logo written in modern font.  Trade name: Colgate Herbal, a product of colgate  Brand equity: Colgate herbal provides a quality, consistent, innovative, accessible and natural toothpaste reputation.  Product life cycle: Colgate herbal is a low-learning product. With a strong marketing campaign, “sales will begin immediately and the benefits of the purchase are readily understood”. Since Colgate herbal is prone to product imitation, its strategy is to broaden distribution quickly, which is currently feasible thanks to the company’s high manufacturing capacity.  Product quality:  Performance quality:
  8. 8. P a g e | 8 The performance quality of Colgate herbal will be that it will produce what it functions. Customers can take it as their satisfaction with a combined taste of natural ingredients like Nim, Tulsi, Melissa, Mint, Lemon.  Conformance quality: The conformance quality of Colgate herbal will be that it will be free from any defects, it will deliver its targeted performance and quality.  Pricing strategy: Pricing strategies are the most important stage in marketing mix. If we select extensively high price, customers will not buy and volume of sales will be very low. On the other hand, setting lower price will not cover our costs. So we have to consider the following things in selecting price. The price strategy that will be undertaken should consider the following aspects: 1. Consumer demand 2. Product lifecycle  Acceptance of product: As our product faces competition against different types of brands, price of our product should be accepted by customers. We will keep reasonable price and provide quality product for customers’ acceptance.  Maintaining market share: If our product is accepted by customers in near future, more competitors will enter in the market. So our price should be such that can protect our market share in the competition. Moreover, we will need to lower the price to hold the market share at the time of competition.  Earning profit:
  9. 9. P a g e | 9 Our main objectives are to earn profit. So we should not set any price that will not cover the reasonable cost of the product. After covering the cost we set a profit margin for our pricing.  Distribution strategy(Place): A distribution strategy defines how we are going to move products from point of creation to the point of consumption, in a cost-effective manner. In generally, there are different types of marketing distribution system. Consumers are able to buy the products from different market place. All these distribution strategies are consists of producer, wholesaler, retailer, and finally to the consumer. There are mainly four types of marketing distribution channel: 1. Conventional Marketing channel 2. Vertical marketing channel 3. Horizontal Marketing channel 4. Hybrid Marketing channel We will select the conventional marketing channel to distribute our product. Colgate herbal toothpaste will be distributed by the specified distributor which will be selected by Colgate. The selected distributor will supply our product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers. There are three types of distribution strategies: 1. Selective distribution 2. Intensive distribution 3. Exclusive distribution We choose the intensive distribution for our product. We will supply our product all over the country on the basis of our product demand so that the consumer can get the product easily. The distribution channel is given below: 1. Authorized dealer
  10. 10. P a g e | 10 2. Wholesaler 3. Retailers 4. Final consumers  Promotional activities: We shall make promotional activities for our product in different school, college, various quiz competitions, debates, and so on. Some of promotional activities are:  Pull strategy: Pull strategy is a promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy Colgate herbal. By doing an effective pull strategy, consumers will be motivated to demand Colgate herbal from channel members for keeping their teeth healthy with a combined mixture of natural ingredients. We will emphasize on pull strategy more to have long lasting sustenance in the competitive market. We will change our marketing strategies over time to satisfy the consumers changing demand.  Push strategy: It is a promotion strategy that calls for using the sales force to push Colgate herbal through channels. Colgate itself will promote Colgate herbal to channel members to bring them to carry the product and to promote it to final consumers. We will also follow push strategy initially to grab the consumers of other brands products. We have a strong belief that if any consumer tastes our product single time he/she will be interested to purchase it again and again and will be a loyal customer of our product.  Advertising: Advertisements will be given in television, radio, internet, magazine, newspapers, and billboards. Advertising themes will be changed with time and promotional activity will be carried out to generate consumers.
  11. 11. P a g e | 11  SWOT analysis: A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project or in a business venture. As a marketing plan for our product, we do a SWOT analysis. The analysis is given below-  Strengths:  It is made from the rare herbs of the nature.  Does not contain any harsh chemicals.  It contains Ayurvedic products for protection against toothdecay, plaque and attack of germs.  One of the popular brand in the country.  In market, it has good distribution channels
  12. 12. P a g e | 12  Weakness:  Limited customer base.  Toothpaste brands are overshadowed by other competitors.  Opportunities:  Untapped rural and semi-urban potential.  Better promotion and expansion.  Export potential.  Threats:  Easy availability of substitutes at similar prices.  Lack of brand loyalty of customers.  Aggressive competitors.  Objectives & Goals:  Short Term goals:  Improve market presence by 10-20%  Improve packaging and it will be introduced in 3 sizes. 154g(small), 254g(medium) and 500g(large)  Colgate herbal wants to improve its shelf presence. Colgate herbal can make a deal with retailers to ensure prominent positioning in market.
  13. 13. P a g e | 13  Long Term goals:  One of the demanding herbal toothpaste in market.  Product quality/innovativeness: Colgate must continue its innovative research and development strategy to come up with new flavor, ingredients, design of Colgate herbal using its extensive research facilities and professional expertise to come up with new natural flavors that will ensure the continuous demand for Colgate herbal.  Segmentation: Segmentation is a marketing strategy that involves dividing a broad market into subsets of customer who have common needs and then designing and implementing strategies to target them.  Geographic segmentation: Geographic segmentation is a common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based on where they are located. Geographic segmentation is done on the basis of region, population factor, urban, or climactic conditions. Colgate currently does business in over 200 countries around the world. So the choice of consumer can be differ by their region, countries, nations etc. Some of the points of our segmentation process are given below:  Our product is 100% halal for Muslim people.  Our product is mainly used in urban areas where people want to get a natural dental care with a long lasting freshness.  Traditional habit to use herbal goods.  Health conscious people accept our product more for its herbal ingredients.
  14. 14. P a g e | 14  Demographic segmentation: Demographic segmentation is basically a market segmentation executed by taking various demographic factors such as age, gender, social class in to consideration. With the choice of our target customers, we do have a product variation for making our segmentation effective. We marketed our product to four different age groups. Ages 0-2, 2-5, 5-8, and 8-12. For the 0-2 age group, we sell fluoride free toothpaste for babies and toddlers who are new to oral health care. For the 8-12 age group, we sell transitional toothpastes that transition from children to adult. We have large, medium and small size of our product. For woman and man, we have the same herbal product just changing the name.  Behavioral segmentation: In behavioral segmentation, market will be divided on the basis of consumer knowledge, attitude, use of or choice. In environment day, we can use the herbal tooth pest. As herbal tooth pest contains less chemicals so our customers are benefited by using Colgate herbal.  Effective segmentation criteria:  Measurable: The size, purchasing power and characteristics of the segment can be measured. We have three sizes. They are large, medium and small. So, people can buy our product with their existing income  Substantial: The market segment should be large enough, in terms of sales and profitability, to warrant the firm’s possible attention .As our product is distributed in all over of the country so it is easy to coverage large amount of customers.  Accessible:
  15. 15. P a g e | 15 We can give more ads and the medium can be advertisement, billboard, newspaper, celebrity to attract our potential customers. We can make a website so that our customers can collect information from it easily.  Actionable: We set our distribution channels of our product in every corner of our targeted places so that we can reach our product to our targeted customers.  Targetting: Colgate considers the whole population of the country as its target market. However for different sorts of consumers it has developed different flavors and tastes in the tooth paste sector especially. Colgate Anti-cavity protection tooth paste is basically designed to remove the cavity on teeth and for fresh breath. Colgate Fresh Stripe Gel is for whitening teeth with fresh breath. Target market for its Herbal white is nature sensitive users. Users that want whitening of tooth paste through natural ingredients. It not only whitens your teeth but also gives you a feeling of fresh breath. Children of all ages can use it. Its Natural Herbs attracts all Nature Lover. Target markets of our product are given below-  Religious people: Colgate herbal targets religious people. Because religious minded people want to use natural product.  Educated people: Now-a-days, most of the educated people are more conscious about their oral care. So, Colgate herbal toothpaste targets specially for educated people.  Young people:
  16. 16. P a g e | 16 Now-a-days, young people are more sensitive about their teeth. Colgate herbal also targets young people.  Positioning: Brand positioning is how a product is perceived in the mind of a consumer in relation to competitors brand in the market. So, Colgate herbal has its own brand position to its target market. Colgate herbal creates its market position by doing advertising, sponsoring, best quality and environmental program. The two different attributes of brand positioning are- 1. Points-of-difference 2. Points-of-parity  Points-of-difference: Colgate herbal will believe in customer satisfaction. So, it will create a unique herbal product for the nature lover for their oral dental care. Colgate herbal is unique for its quality, design and its natural ingredients as it is totally different from other brands in market. The major competitors of Colgate herbal are Macleans, Medicam, Close-up, Minto, Pepsodent herbal. These products quality is good enough but features are low. In that case, Colgate Herbal has a lot of features like fights germs, fresh breath, anti-tartar etc. It’s not only protecting your teeth but also give you fresh breath. So, customers will definitely buy our product as their first choice.  Competitive advantages: Colgate herbal is a quality product for its quality, natural Ayurvedic ingredients. So, for a better brand positioning with competitors, personnel difference, channel difference, image difference is important issue for our product. Colgate herbal will have a strong distribution system with its retailers and wholesalers. All personnel will be highly qualified and they will work hard to improve the product naturally. So, the image of our product will be highly appreciated to the customers. On basis of this, our slogan will “Strong teeth, healthy gums, naturally”
  17. 17. P a g e | 17  Action plans: Step Output Period of time Arguments 1 Personal selling 1st month to 2nd month To make retailers aware of our product so they can order it in time 2 Radio spots 2nd month to mid of 3rd month Radio is the most listened media by students and people on the go. So, people will be interested in our product. 3 Magazines ads Mid of 3rd month to 4th month The target market will then match an image with the name of the product more easily. The recognition of Colgate herbal will be faster. 4 Television spots Mid of 3rd month to 4th month To send a wide message over Bangladesh, Colgate herbal is now available. 5 Point of purchase 5th month to 6th month Making a special section for the Colgate herbal in Grocery store will help the new potential buyers to find our product faster and more easily. 6 Outdoors Mid of 3rd month to 4th month Putting adds in specific places where Generation “Y” hangs out will create an increased awareness of Colgate herbal. 7 Public Relations 6th month to 7th month We will use special events (sports and others) to promote Colgate herbal and also to get in touch with our potential market.
  18. 18. P a g e | 18 8 Contest 7th month to 8th month We will use contest to give a second "push" to the sales of Colgate herbal. 9 Publicity All the time Use of TV ads and news to make the general public aware of the existence of our product.  Budget: The estimated cost that will occur while marketing of Colgate herbal is about BDT545460000/- for one year.The details of 1 year budget as follows: Budget head Cost (BDT) Costs of Good Sold Production 98000000 Packaging 78400000 Raw Materials 156800000 Distribution 27440000 Storage 31360000 Subtotal 392000000 Promotional Budget Web Page 3000000 Print Ads 12960000 Sampling 5000000 Radio 8000000 Television 60000000
  19. 19. P a g e | 19 Outdoor Advertising 4500000 Sponsorship 60000000 subtotal 153460000 Total 545460000  Conclusion: A marketing plan is a plan which outlines a company's overall marketing efforts. Building a new brand or product needs huge promotional activities. To introduce an old product newly or branded it needs effective and future oriented sequential steps. In case of this plan all the necessary steps has been outlined in a systematic manner. The things shown are designed in such a way that is able to grab the attention of the present customers of other products.
  20. 20. P a g e | 20  Reference:  Bibliography: 1. Principls of marketing (South Asian Perspective) 13th Edition. 2. Kotler. P, Keller.K. L, Marketing management, 13th Edition 3. Gitman. J. Lawerance, Managerial Finance, 10th , Edition 4. Kotler.P& Armstrong, Principle of Marketing, 11th Edition  Websites: 1. http://www.studymode.com/subjects/the-marketing-mix-colgate-herbal-white-toothpaste- page1.html 2. http://www.colgate.com/app/Colgate/US/HomePage.cvsp
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