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).
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 300 gmsTagline ‘Number 1 brand recommended by dentists.’
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
PLACETypes of stores at which product available for sale:General storeDepartmental storeKirana storeSuper storeSuper marketMedical store
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
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/-.
• 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.