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Brand equity drivers        ofPrePared By: - Kirtan Pandya
INTRODUCTION• Colgate is Indias leading oral care brand.• Every 2 out of 3 persons prefer a Colgate brand.• Colgate includ...
Products of colgate
ORAL CARE1. Tooth paste2. Tooth brush3. Tooth powder4. Whitening products5. Kid’s products
BRAND EQUITY DRIVERS  1. The brand elements or identities       2. Marketing activities        3. Other associations
1. Brand elements or identitiesBrand name       COLGATEURL              www.colgate.co.inLogoPackages         20 gms to 30...
OTHER TAG LINESColgate Total 12      The most advanced toothpaste                      for your superior oral teethColgate...
2. Marketing activities
PRODUCT
PRICEColgate        20gm    40gm    50gm    75gm    80gm    100gm   150gm   200gm   300gmDental cream   5 Rs.    ---    14...
PLACETypes of stores at which product available for sale:General storeDepartmental storeKirana storeSuper storeSuper ...
PROMOTION• Engage 36,000 doctors to recommend their   products.• Positioned Colgate dental white crème and toothpowder  to...
Sales promotion:Participate in Colgate "Learn & Earn" Offer and you  could earn Rs 10,000/- scholarship.Super Saver Offer...
• Advertising• Advertisement through T.V. media, Print media,  Online media.• FM Radio for Urban population & MW and SW ra...
Television Advertising:
CAMPAINGSOperation ‘Jagruti’   Colgate smile
Continued..The Colgate Brush-Up   Oral health monthChallenge
Continued..• Free Dental Check-up in mobile vans
3. Other associations
CONCLUSION
Brand equity drivers of colgate
Brand equity drivers of colgate
Brand equity drivers of colgate
Brand equity drivers of colgate
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Brand equity drivers of colgate

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Brand equity drivers of colgate

  1. 1. Brand equity drivers ofPrePared By: - Kirtan Pandya
  2. 2. INTRODUCTION• Colgate is Indias leading oral care brand.• Every 2 out of 3 persons prefer a Colgate brand.• Colgate includes almost every segment of toothpaste market.• Available in 4.3 million retail outlets.• More than 50% of the market share.• In 2004,‘Oral Health Month’ (OHM), was introduced.• India’s most trusted brands: 2nd rank(2010).
  3. 3. Products of colgate
  4. 4. ORAL CARE1. Tooth paste2. Tooth brush3. Tooth powder4. Whitening products5. Kid’s products
  5. 5. BRAND EQUITY DRIVERS 1. The brand elements or identities 2. Marketing activities 3. Other associations
  6. 6. 1. Brand elements or identitiesBrand name COLGATEURL www.colgate.co.inLogoPackages 20 gms to 300 gmsTagline ‘Number 1 brand recommended by dentists.’
  7. 7. OTHER TAG LINESColgate Total 12 The most advanced toothpaste for your superior oral teethColgate Sensitive Fast relief from the pain of sensitive toothColgate Dental Get maximum all roundCream protectionColgate Active Salt Fights germs for healthy gums & teethColgate Max Fresh Not just fresh, max fresh
  8. 8. 2. Marketing activities
  9. 9. PRODUCT
  10. 10. PRICEColgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gmDental 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 --- --- --- 27Rs. --- --- 53Rs. --- ---WhiteningHerbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. ---Cibaca --- --- --- --- --- 18Rs. --- 28Rs. ---Fresh energy --- --- --- --- 55Rs. 66Rs. ---gel --- ---
  11. 11. PLACETypes of stores at which product available for sale:General storeDepartmental storeKirana storeSuper storeSuper marketMedical store
  12. 12. PROMOTION• Engage 36,000 doctors to recommend their products.• Positioned Colgate dental white crème and toothpowder towards rural rich segment.• Positioned CDC consistently in the germ fighting platform. It had the famous " suraksha chakra "platform from where it had built its brand to this level. Colgate Dental Cream: ye hai hamari suraksha chakra• For rural consuming class they are endorsing lower
  13. 13. Sales promotion:Participate in Colgate "Learn & Earn" Offer and you could earn Rs 10,000/- scholarship.Super Saver Offer for All Around Decay Protection. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.
  14. 14. • Advertising• Advertisement through T.V. media, Print media, Online media.• FM Radio for Urban population & MW and SW radio for Rural population.• Hoarding on National highways.
  15. 15. Television Advertising:
  16. 16. CAMPAINGSOperation ‘Jagruti’ Colgate smile
  17. 17. Continued..The Colgate Brush-Up Oral health monthChallenge
  18. 18. Continued..• Free Dental Check-up in mobile vans
  19. 19. 3. Other associations
  20. 20. CONCLUSION

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