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INDEPENDENT UNIVERSITY BANGLADESH
ASSIGNMENT ON: MKT-302
Md. Fahim Khan 1322043
Md. Imran Khan 1110774
Tasmim Tabassum Himu 1130348
Sattam Das gupta 1030437
Md. Rokibul Islam 1010043
Md. Ahsanuzzaman 1210334
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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
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:Table of contents:
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
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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.
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.
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Current market situation:
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.
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Colgate herbal toothpaste will be a convenient product.
Packaging and labeling:
1. Twist cap
2. Natural freshness seal
3. Easy to grave
5. Logo of Colgate herbal
6. Slogan (Strong teeth, healthy gums, naturally)
Colorful, round shape, prominent Colgate herbal logo written in modern font.
Colgate Herbal, a product of colgate
Colgate herbal provides a quality, consistent, innovative, accessible and natural toothpaste
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.
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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.
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 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
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
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.
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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.
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
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
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4. Final consumers
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 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.
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.
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
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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-
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
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Limited customer base.
Toothpaste brands are overshadowed by other competitors.
Untapped rural and semi-urban potential.
Better promotion and expansion.
Easy availability of substitutes at similar prices.
Lack of brand loyalty of customers.
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)
Colgate herbal wants to improve its shelf presence. Colgate herbal can make a deal
with retailers to ensure prominent positioning in market.
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Long Term goals:
One of the demanding herbal toothpaste in market.
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 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
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.
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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.
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:
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
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.
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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.
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.
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-
Colgate herbal targets religious people. Because religious minded people want to use natural
Now-a-days, most of the educated people are more conscious about their oral care. So, Colgate
herbal toothpaste targets specially for educated people.
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Now-a-days, young people are more sensitive about their teeth. Colgate herbal also targets young
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-
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.
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”
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Step Output Period of time Arguments
month to 2nd
To make retailers aware of our product so they
can order it in time
2 Radio spots
month to mid of
Radio is the most listened media by students and
people on the go. So, people will be interested in
Mid of 3rd
The target market will then match an image with
the name of the product more easily. The
recognition of Colgate herbal will be faster.
Mid of 3rd
To send a wide message over Bangladesh,
Colgate herbal is now available.
month to 6th
Making a special section for the Colgate herbal
in Grocery store will help the new potential
buyers to find our product faster and more
Mid of 3rd
Putting adds in specific places where Generation
“Y” hangs out will create an increased
awareness of Colgate herbal.
6th month to 7th
We will use special events (sports and others) to
promote Colgate herbal and also to get in touch
with our potential market.
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7th month to 8th
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.
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
Raw Materials 156800000
Web Page 3000000
Print Ads 12960000
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Outdoor Advertising 4500000
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.
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3. Gitman. J. Lawerance, Managerial Finance, 10th
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