take help of this ppt to understand how colgate react when it was attacked

1. Sterling Institute Of Management Studies
Marketing Strategy
Enlist strategies available in toothpaste
market for leaders
Presented by –
Sanket Deshmukh (C-08)

2. TOOTHPASTE MARKET IN INDIA
 Market Size: Rs 3200 Cr
 Per capita consumption of toothpaste is least
in India
 Market growth rate: 18.5 %
http://blogs.ft.com/beyond-brics/2011/02/04/india-premium-toothpaste-a-tough-
sell/#axzz1cNzH0i6f

3. USERS
Toothpowder Toothpaste
5% 95%
Market share %
Colgate dental cream
32% 34% Close-up
pepsodent complete
10
14%
11% colgate cibaca top
3%
6%
colgate fresh energy
gel
http://blogs.rediff.com/rahulwrites/2007/09/17/toothpaste-market-in-india/

4. 80
70
60
50
40
reason for use of
30 toothpaste %
20
10
0
brand quality freshness dentist
loyalty in mouth advice
http://www.colgate.co.in/

5. Varity flavour users %
2%
Colgate
29% Salt
should
44% Neem defend in
Plain plain
Gel segment
25%
Colgate
should
Introduce
blue color I
toothpaste
http://www.colgate.co.in/

6. HOW TO IDENTIFY
MARKET
LEADER ?

7. 1. Has a large market share in some
particular product market.
2. Usually leads other firms in price
changes, new product introduction
3. Distribution coverage and
promotional intensity.

8. STRATEGIES AVAILABLE FOR
LEADER
1. Firm must find ways to expand total
market demand.
2. The firm must defend its current market
share through good defensive and
offensive actions.
3. The firm can try to increase its market
share, even if market size remains
constant.

9. EXPANDING THE TOTAL
MARKET
INDIA CHINA
SPANISH

10. POSITION DEFENSE

11. MOBILE DEFENSE

12. THANK YOU…