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SWOT Analysis and formulation of Marketing Mix for Colgate sensitive PPT

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SWOT Analysis and formulation of Marketing Mix for Colgate sensitive PPT

  1. 1. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Vivekanandan M Presented by….. Date: Slide No: 1
  2. 2. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Introduction to FMCG Industry Date: Slide No: 2 Introduction to SWOT Analysis and SWOT Analysis for Colgate Sensitive Introduction to 4Ps and Formulation of Marketing Mix for Colgate Sensitive Conclusion
  3. 3. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 3 Introduction to FMCG Industry  Fast moving consumer goods – sold quickly, relatively lower price  Example – Sugar, Chocolates, dairy products, soaps, cosmetics.  FMCG Industry in the 4th largest industry in India.  Market size of FMCG industry is Rs: 65000 Crore.  Leading brands in India – ITC, Nestle, Dabur, India, Marico Industries.  Leading International brands in India – Hindustan Unilever, Procter & Gamble Hygiene and Health Care, Colgate Palmolive.  Key brands in oral care – Colgate, Close-up, Promise, Babool, Anchor, Pepsodent, Vicco, Meswak, Dabur laal.
  4. 4. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 4 Introduction to SWOT Analysis  Planning tool used by marketing managers to organize the information collected during situation analysis.  SWOT analysis provide direction for marketing plan.  PEST (Political, Economic, Social, Technology) analysis is a strategic tool for understanding the market growth or decline.  PEST analysis is a major component of SWOT analysis
  5. 5. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 5 PEST Analysis for Colgate Sensitive Political Factor Opportunityfor Market growth for ColgateSensitive 1. No excise duty for mfg plant in excise free zone 2. IndianGovt. focus on “inclusive growth” to boost rural economy 3. Decrease in income tax for individuals Threats for market growth for Colgate Sensitive 1. Rising fuel price 2. 2% increase in excise duty 3. Hike in MAT (Minimum Alternate Tax)
  6. 6. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 6 PEST Analysis for Colgate Sensitive Economic Factor Opportunityfor Market growth for ColgateSensitive 1. Rising income of rural population 2. Decrease in interest rate Threats for market growth for Colgate Sensitive 1. Recession Technological Factor Opportunityfor Market growth for ColgateSensitive - Threats for market growth for Colgate Sensitive 1. Tablets and medicines for sensitive gums 2. Chewing sugarless gums
  7. 7. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 7 PEST Analysis for Colgate Sensitive Social Factor Opportunityfor Market growth for ColgateSensitive 1. Increased life expectancy 2. Population suffering from sensitive gums 3. During pregnancy, women suffer from sensitive gums 4. Retailstores reaching rural areas Threats for market growth for Colgate Sensitive
  8. 8. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 8 Positive Factor Negative Factors InternalFactors Strength Strong brand name in oral care Good distribution network Unique product – for people having sensitive gums Dental care assurance Dentists/Doctors endorsed Small size 100% Vegetarian Available in liquid form Weakness Children below 12 years can use only on doctor’s recommendation Not a natural product Costly compared to other toothpastes ExternalFactors Opportunities Untapped rural market Aging population Kids with bleeding gums Patients suffering from bleeding gums During pregnancy, women suffer from bleeding and sensitive gums Threats Not approved by Indian Dental Association (IMA) Target for competition, domestic brand and international brand Not available in all grocery stores SWOT Analysis for Colgate Sensitive
  9. 9. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 9  Marketing Mix consists of set of controllable elements, which the companies can blend to produce desired response from target market.  Formulation of Marketing mix involves analysis of all the controllable elements. Introduction to Marketing Mix Product Price Promotion Place Target market
  10. 10. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 10 Formulation of Marketing Mix for Colgate Sensitive  Product 1. Colgate sensitive has 3 wide product line – gel toothpaste, mouth wash and tooth brush 2. Colgate Sensitive brand was introduced to address sensitive gum problem. 3. Product is available in 3 size – 50g, 100g, 100ml. 4. Target customers are adults suffering from sensitive gums. 5. The benefit of Colgate Sensitive is – relief from sensitive gum within 2 weeks.
  11. 11. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 11 Formulation of Marketing Mix for Colgate Sensitive  Price 1. Colgate sensitive is a unique product and does not have competition. 2. Price should be determined based on demand.  Place 1. Existing distribution network can be used for distributing the product. 2. Retail outlet, grocery shops, medical stores, Malls.
  12. 12. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 12 Formulation of Marketing Mix for Colgate Sensitive  Promotion 1. Free sample distribution 2. Dedicate internet homepage for Colgate sensitive toothpaste. 3. Advertisements in print media, TV
  13. 13. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 13  Product 1. Packaging – Tube and plastic bottle 2. Size – 50g, 100g, 100ml Visible evidence of Marketing mix
  14. 14. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 14  Price 1. 50g pack = Rs: 35 2. 100g pack = Rs: 60 3. 100ml = Rs: 40 Visible evidence of Marketing mix
  15. 15. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 15  Promotion 1. Sales Promotion http://www.colgatepromotions.co.in/colgate_sensitive/colgate_sensitive _sampling.php 2. Advertisement – Website, medical stores, TV http://www.colgate.co.in/app/ColgateSensitiveNew/IN/HomePage.cvsp http://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate- Sensitive-Toothpaste.cvsp 3. Sales force – Retail stores, malls, grocery stores, medical stores 4. Public Relations New product launch http://www.colgate.co.in/app/Colgate/IN/Corp/PressRoom/Product.cvsp ?newsArticle=News_040209 Visible evidence of Marketing mix
  16. 16. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 16 Visible evidence of Marketing mix
  17. 17. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Date: Slide No: 17 Conclusion – SWOT Analysis and Marketing mix formulation are important stages in Marketing Planning Process. Rajim and Vivekanandan Customer Needs CompanyObjective Competitors S W O T Political Economical Social Technological Segmentation& Targeting Differentiation& Positioning Product Place Price Promotion
  18. 18. MABD AssignmentTASMAC Apr 15, 2010 SWOT Analysis and Formulation of Marketing Mix for Colgate Sensitive Thank You! Date: Slide No: 18Rajim and Vivekanandan

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