1. The document outlines a 10 step marketing plan for Swish mouthwash to target health conscious and socially active consumers in the Philippines.
2. Swish aims to position itself as a safe, alcohol-free alternative to global brands like Listerine, Astring-O-Sol, and Colgate Plax.
3. The marketing plan involves TV ads, mall tours, digital marketing, and celebrity endorsements to promote Swish's affordable price point and unique flavors compared to competitors.
Colgate Plax is Colgate's flagship mouthwash brand in India available in 7 variants. It has a 46.1% market share in the oral care category led by toothpaste. The mouthwash category is growing rapidly at 29% annually and expected to reach Rs. 2,231 billion by 2018. Colgate Plax is positioned as a mouthwash that provides 12 hours of fresh breath and kills 99.9% of germs. It faces competition from Listerine, Pepsodent, and Himalaya but differentiates itself through multiple variants, freshness promise, and trusted brand value.
This document analyzes Colgate Plax mouthwash in India. It summarizes Colgate's market position in oral care, the growth of the mouthwash category, and key details about Colgate Plax such as variants, pricing, distribution, promotion strategies, segmentation, targeting, positioning, and competitors. Colgate Plax is positioned as a mouthwash that provides long-lasting fresh breath and protects against 99.9% of germs for 12 hours with an alcohol-free formulation. It targets busy urban adults seeking fresher breath and oral health benefits.
This document analyzes the brand extension of Colgate Plax mouthwash in India. It provides context on the oral care category and subcategories in India. The oral care market is valued at $83.5 billion currently and expected to reach $131 billion by 2018. Toothpaste is the dominant subcategory but mouthwash is growing the fastest at a 29% CAGR. Within mouthwashes, Listerine is the leader but Colgate Plax is ranked 2nd and is growing over 25% annually. The document evaluates Colgate Plax's product features, variants and potential as a brand extension for Colgate in India.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
This document provides an executive summary and overview of Colgate-Palmolive (India) Ltd. It discusses the company's history dating back to 1806, its product portfolio including oral care, personal care and home care products, operations in over 75 countries, and values of caring, global teamwork and continuous improvement. The summary also outlines the company's focus on oral care, personal and home care products and pet nutrition, brands, manufacturing facilities, and goals to develop more recyclable packaging.
- Colgate launched a new toothpaste brand called Active Salt to capitalize on the growing oral care market in India. Active Salt contains salt and minerals and was marketed as being beneficial for oral health.
- The brand was promoted through an impactful advertising campaign asking "Does your toothpaste have salt?" and showed how Active Salt could resolve dental issues. It was positioned as connecting to traditional oral care practices of using salt.
- Active Salt was priced competitively and distributed widely through Colgate's extensive network to pharmacies, general stores, and modern trade outlets to increase availability. Promotions targeted both consumers and retailers. The brand helped Colgate grow in line with category growth.
This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.
Meswak is a toothpaste brand launched in India in 1998 that uses extracts from the Meswak plant. It was later acquired by Dabur in 2005. Meswak targets health-conscious and religious consumers seeking natural oral care benefits. It faces competition from large brands like Colgate but positions itself as providing ancient wisdom with modern science in its formulation. Multiple studies have found Meswak extracts to have powerful antibacterial properties. Dabur Meswak toothpaste delivers complete oral care benefits through its Meswak extract formulation.
Colgate Plax is Colgate's flagship mouthwash brand in India available in 7 variants. It has a 46.1% market share in the oral care category led by toothpaste. The mouthwash category is growing rapidly at 29% annually and expected to reach Rs. 2,231 billion by 2018. Colgate Plax is positioned as a mouthwash that provides 12 hours of fresh breath and kills 99.9% of germs. It faces competition from Listerine, Pepsodent, and Himalaya but differentiates itself through multiple variants, freshness promise, and trusted brand value.
This document analyzes Colgate Plax mouthwash in India. It summarizes Colgate's market position in oral care, the growth of the mouthwash category, and key details about Colgate Plax such as variants, pricing, distribution, promotion strategies, segmentation, targeting, positioning, and competitors. Colgate Plax is positioned as a mouthwash that provides long-lasting fresh breath and protects against 99.9% of germs for 12 hours with an alcohol-free formulation. It targets busy urban adults seeking fresher breath and oral health benefits.
This document analyzes the brand extension of Colgate Plax mouthwash in India. It provides context on the oral care category and subcategories in India. The oral care market is valued at $83.5 billion currently and expected to reach $131 billion by 2018. Toothpaste is the dominant subcategory but mouthwash is growing the fastest at a 29% CAGR. Within mouthwashes, Listerine is the leader but Colgate Plax is ranked 2nd and is growing over 25% annually. The document evaluates Colgate Plax's product features, variants and potential as a brand extension for Colgate in India.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
This document provides an executive summary and overview of Colgate-Palmolive (India) Ltd. It discusses the company's history dating back to 1806, its product portfolio including oral care, personal care and home care products, operations in over 75 countries, and values of caring, global teamwork and continuous improvement. The summary also outlines the company's focus on oral care, personal and home care products and pet nutrition, brands, manufacturing facilities, and goals to develop more recyclable packaging.
- Colgate launched a new toothpaste brand called Active Salt to capitalize on the growing oral care market in India. Active Salt contains salt and minerals and was marketed as being beneficial for oral health.
- The brand was promoted through an impactful advertising campaign asking "Does your toothpaste have salt?" and showed how Active Salt could resolve dental issues. It was positioned as connecting to traditional oral care practices of using salt.
- Active Salt was priced competitively and distributed widely through Colgate's extensive network to pharmacies, general stores, and modern trade outlets to increase availability. Promotions targeted both consumers and retailers. The brand helped Colgate grow in line with category growth.
This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.
Meswak is a toothpaste brand launched in India in 1998 that uses extracts from the Meswak plant. It was later acquired by Dabur in 2005. Meswak targets health-conscious and religious consumers seeking natural oral care benefits. It faces competition from large brands like Colgate but positions itself as providing ancient wisdom with modern science in its formulation. Multiple studies have found Meswak extracts to have powerful antibacterial properties. Dabur Meswak toothpaste delivers complete oral care benefits through its Meswak extract formulation.
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
This document summarizes a market consulting project for a toothbrush company. It provides an overview of the company's market share in oral care products, identifies key customer segments, and outlines market research findings. Research found that many consumers brush less than recommended and don't replace toothbrushes often enough. To address these issues, the team recommends introducing a new slim soft charcoal toothbrush for the US market. The brush would use color fading and charcoal to remind consumers when to replace it and protect against bacteria buildup. A marketing campaign and product pricing and placement strategies are proposed.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
The document provides an IMC plan for Giggles toothbrush aimed at children aged 5-10. The plan's objectives are to generate trial amongst non-users, achieve a 40% purchase rate, and become the most preferred local brand. Insights indicate kids find toothbrushing boring and prefer colorful, fun toothbrushes. The proposed positioning positions Giggles as adventurous and exciting to change kids' perceptions of toothbrushing. The campaign ideas center around making toothbrushing an adventure rather than a chore.
Colgate-Palmolive Competitive AnalysisAvalon Jones
Competitive analysis of Colgate-Palmolive, with a focus on Tom's of Maine natural toothpaste. Salient competitors: Jason Natural, Arm & Hammer, Crest. References include the sustainability reports of Hain Celestial, Church & Dwight, Procter & Gamble, and Colgate-Palmolive. Techniques include SWOT analysis and Value Innovation Curves.
This document provides a dossier on the brand Colgate, summarizing its history and evolution, marketing strategies, and SWOT analysis. It discusses Colgate's early origins in 1806 and incorporation in India in 1937. Over time, Colgate has launched multiple products and campaigns to build awareness of oral hygiene. The dossier analyzes Colgate's brand positioning, distribution strategy, and tactics for tackling competition. Market surveys and hypotheses testing are also summarized. In conclusion, the document recommends Colgate expand its store presence and online advertising to further boost growth.
The document provides an analysis of the toothpaste industry in India. It discusses the key players in the industry including Colgate, HUL, and Dabur.
Colgate is the market leader with over 50% market share. It has a wide product portfolio and uses aggressive advertising. HUL produces Pepsodent and Close-Up toothpastes. It focuses on rural markets with affordable pricing and promotions. Dabur produces herbal toothpastes like Babool and Red and focuses on health-conscious consumers. It has a large portfolio of Ayurvedic products. The Indian toothpaste market is growing at 18% annually but per capita consumption is low at 85g.
Segmenting, Targeting and Positioning of the toothpaste industrySohinee Dabeedyal
There are several major types of toothpastes on the market based on their main components and intended uses, such as fluoride toothpaste for preventing decay, desensitizing toothpaste, and whitening toothpaste. The global toothpaste industry is dominated by a few large companies and toothpaste is one of the top fast-moving consumer goods. In Mauritius, the toothpaste market includes many international and local brands and is led by Colgate, which holds about 45% market share, while Aquafresh and Blendax also have significant shares. Toothpaste brands segment their customers and target different groups, with Colgate targeting multiple age groups and Sensodyne focusing on people with sensitive teeth. They also employ various
Colgate Palmolive Kitchen Entrée mkt SLIDE PLANDavid Wong
Colgate plans to launch a new frozen food product called Colgate Kitchen Entrees. They will enter the large and profitable frozen food market. Their target markets are housewives and families as well as college students. Their marketing strategies will include promotional events at colleges and restaurants. They aim to differentiate themselves by focusing on quality, variety, and innovation. Their goals for the first year include increasing global sales by 25% and gaining market share from competitors like Nestle and Heinz. They will allocate most of their marketing budget in the first year to promotions in the third and fourth quarters.
This document discusses segmentation, targeting, positioning and differentiation strategies for various toothpaste brands in India including Sensodyne, Colgate, Pepsodent, Dabur and Himalaya. It provides information on the Indian toothpaste market size and share. It also describes the segmentation approaches, targeting strategies, positioning and differentiation tactics adopted by each brand. Key points of differentiation discussed include ingredients, benefits addressed and types of customers targeted.
This document provides information about a marketing project report on the marketing strategies of Colgate toothpaste in India. It includes an introduction, company profile, product profiles of various Colgate toothpaste products, details of competitors, and research methodology. The project report aims to study Colgate's innovations in toothpaste products and the reasons for new product introductions. It discusses Colgate's diverse toothpaste line and competitive strategies in India.
Colgate Palmolive started operations in Pakistan in 1977 as a joint venture between Colgate Palmolive USA and Lakson Group. It is one of the largest ventures of the group with assets over Rs. 400 million and annual turnover of Rs. 1500 million. Colgate's main competitors are Macleans, Medicam, Close-up, English, and Pepsodent. Its target market is middle to upper income families and it maintains a premium pricing strategy while emphasizing quality. The document discusses Colgate's product lines, distribution channels, and recommendations for expanding its brand.
This document summarizes the toothpaste industry and the brand Close Up. It shows that Colgate has the largest market share at 54% of the toothpaste industry. For gel toothpaste, HUL's Close Up has the largest market share at 46%. Close Up was first launched in 1975 and has been the category leader since. It targets youth aged 15-35 and positions itself as a toothpaste that also acts as a mouthwash for fresh breath. The document analyzes Close Up's branding, product line, market strength compared to competitors, and summarizes one of its memorable television advertisements.
Colgate has been operating since 1806 and introduced the first toothpaste in a tube in 1896. It has numerous products across oral care, personal care, and surface care. Colgate remains the number one trusted brand in India with over 50% market share in toothpaste. Going forward, Colgate aims to introduce more innovative products targeted at different consumer segments and expand distribution to reach more rural areas through strategies around the 4Ps of marketing.
Vicco Laboratories was founded in 1952 in Mumbai, India and produces Ayurvedic personal care products. It has production facilities in India and exports products to over 50 countries worldwide. Some of its key oral care products include Vajradanti powder, paste, and sugar free versions. It also produces skin care creams containing turmeric that are marketed for their antiseptic properties. Vicco Vajradanti paste is an Ayurvedic toothpaste containing extracts from 20 herbs and barks. It is targeted towards lower and middle income consumers in rural India and is positioned as strengthening gums and teeth.
Colgate Herbal is a toothpaste targeted at rural Indian consumers. It contains natural ingredients like eucalyptus, calcium, and lemon extracts. The document discusses Colgate's rural marketing strategies, including communicating in local languages, understanding local culture, and promoting through celebrities. It also covers the product mix, pricing, promotion, and distribution of Colgate Herbal in rural areas. The recommendations include using colorful paste for uniqueness, emphasizing digital branding, and increasing CSR activities.
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.
The document provides information on Hindustan Unilever Limited (HUL) and its toothpaste brand Close Up. It discusses that HUL is one of the largest Fast Moving Consumer Goods (FMCG) companies in India with Close Up being a market leader in the gel toothpaste segment. The document also analyzes Close Up's marketing mix, segmentation, targeting, positioning and product life cycle. It further provides financial details of HUL such as revenues, profits, assets, expenses and organizational structure. Finally, it discusses the training needs and culture of HUL.
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
This document summarizes a market consulting project for a toothbrush company. It provides an overview of the company's market share in oral care products, identifies key customer segments, and outlines market research findings. Research found that many consumers brush less than recommended and don't replace toothbrushes often enough. To address these issues, the team recommends introducing a new slim soft charcoal toothbrush for the US market. The brush would use color fading and charcoal to remind consumers when to replace it and protect against bacteria buildup. A marketing campaign and product pricing and placement strategies are proposed.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
The document provides an IMC plan for Giggles toothbrush aimed at children aged 5-10. The plan's objectives are to generate trial amongst non-users, achieve a 40% purchase rate, and become the most preferred local brand. Insights indicate kids find toothbrushing boring and prefer colorful, fun toothbrushes. The proposed positioning positions Giggles as adventurous and exciting to change kids' perceptions of toothbrushing. The campaign ideas center around making toothbrushing an adventure rather than a chore.
Colgate-Palmolive Competitive AnalysisAvalon Jones
Competitive analysis of Colgate-Palmolive, with a focus on Tom's of Maine natural toothpaste. Salient competitors: Jason Natural, Arm & Hammer, Crest. References include the sustainability reports of Hain Celestial, Church & Dwight, Procter & Gamble, and Colgate-Palmolive. Techniques include SWOT analysis and Value Innovation Curves.
This document provides a dossier on the brand Colgate, summarizing its history and evolution, marketing strategies, and SWOT analysis. It discusses Colgate's early origins in 1806 and incorporation in India in 1937. Over time, Colgate has launched multiple products and campaigns to build awareness of oral hygiene. The dossier analyzes Colgate's brand positioning, distribution strategy, and tactics for tackling competition. Market surveys and hypotheses testing are also summarized. In conclusion, the document recommends Colgate expand its store presence and online advertising to further boost growth.
The document provides an analysis of the toothpaste industry in India. It discusses the key players in the industry including Colgate, HUL, and Dabur.
Colgate is the market leader with over 50% market share. It has a wide product portfolio and uses aggressive advertising. HUL produces Pepsodent and Close-Up toothpastes. It focuses on rural markets with affordable pricing and promotions. Dabur produces herbal toothpastes like Babool and Red and focuses on health-conscious consumers. It has a large portfolio of Ayurvedic products. The Indian toothpaste market is growing at 18% annually but per capita consumption is low at 85g.
Segmenting, Targeting and Positioning of the toothpaste industrySohinee Dabeedyal
There are several major types of toothpastes on the market based on their main components and intended uses, such as fluoride toothpaste for preventing decay, desensitizing toothpaste, and whitening toothpaste. The global toothpaste industry is dominated by a few large companies and toothpaste is one of the top fast-moving consumer goods. In Mauritius, the toothpaste market includes many international and local brands and is led by Colgate, which holds about 45% market share, while Aquafresh and Blendax also have significant shares. Toothpaste brands segment their customers and target different groups, with Colgate targeting multiple age groups and Sensodyne focusing on people with sensitive teeth. They also employ various
Colgate Palmolive Kitchen Entrée mkt SLIDE PLANDavid Wong
Colgate plans to launch a new frozen food product called Colgate Kitchen Entrees. They will enter the large and profitable frozen food market. Their target markets are housewives and families as well as college students. Their marketing strategies will include promotional events at colleges and restaurants. They aim to differentiate themselves by focusing on quality, variety, and innovation. Their goals for the first year include increasing global sales by 25% and gaining market share from competitors like Nestle and Heinz. They will allocate most of their marketing budget in the first year to promotions in the third and fourth quarters.
This document discusses segmentation, targeting, positioning and differentiation strategies for various toothpaste brands in India including Sensodyne, Colgate, Pepsodent, Dabur and Himalaya. It provides information on the Indian toothpaste market size and share. It also describes the segmentation approaches, targeting strategies, positioning and differentiation tactics adopted by each brand. Key points of differentiation discussed include ingredients, benefits addressed and types of customers targeted.
This document provides information about a marketing project report on the marketing strategies of Colgate toothpaste in India. It includes an introduction, company profile, product profiles of various Colgate toothpaste products, details of competitors, and research methodology. The project report aims to study Colgate's innovations in toothpaste products and the reasons for new product introductions. It discusses Colgate's diverse toothpaste line and competitive strategies in India.
Colgate Palmolive started operations in Pakistan in 1977 as a joint venture between Colgate Palmolive USA and Lakson Group. It is one of the largest ventures of the group with assets over Rs. 400 million and annual turnover of Rs. 1500 million. Colgate's main competitors are Macleans, Medicam, Close-up, English, and Pepsodent. Its target market is middle to upper income families and it maintains a premium pricing strategy while emphasizing quality. The document discusses Colgate's product lines, distribution channels, and recommendations for expanding its brand.
This document summarizes the toothpaste industry and the brand Close Up. It shows that Colgate has the largest market share at 54% of the toothpaste industry. For gel toothpaste, HUL's Close Up has the largest market share at 46%. Close Up was first launched in 1975 and has been the category leader since. It targets youth aged 15-35 and positions itself as a toothpaste that also acts as a mouthwash for fresh breath. The document analyzes Close Up's branding, product line, market strength compared to competitors, and summarizes one of its memorable television advertisements.
Colgate has been operating since 1806 and introduced the first toothpaste in a tube in 1896. It has numerous products across oral care, personal care, and surface care. Colgate remains the number one trusted brand in India with over 50% market share in toothpaste. Going forward, Colgate aims to introduce more innovative products targeted at different consumer segments and expand distribution to reach more rural areas through strategies around the 4Ps of marketing.
Vicco Laboratories was founded in 1952 in Mumbai, India and produces Ayurvedic personal care products. It has production facilities in India and exports products to over 50 countries worldwide. Some of its key oral care products include Vajradanti powder, paste, and sugar free versions. It also produces skin care creams containing turmeric that are marketed for their antiseptic properties. Vicco Vajradanti paste is an Ayurvedic toothpaste containing extracts from 20 herbs and barks. It is targeted towards lower and middle income consumers in rural India and is positioned as strengthening gums and teeth.
Colgate Herbal is a toothpaste targeted at rural Indian consumers. It contains natural ingredients like eucalyptus, calcium, and lemon extracts. The document discusses Colgate's rural marketing strategies, including communicating in local languages, understanding local culture, and promoting through celebrities. It also covers the product mix, pricing, promotion, and distribution of Colgate Herbal in rural areas. The recommendations include using colorful paste for uniqueness, emphasizing digital branding, and increasing CSR activities.
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.
The document provides information on Hindustan Unilever Limited (HUL) and its toothpaste brand Close Up. It discusses that HUL is one of the largest Fast Moving Consumer Goods (FMCG) companies in India with Close Up being a market leader in the gel toothpaste segment. The document also analyzes Close Up's marketing mix, segmentation, targeting, positioning and product life cycle. It further provides financial details of HUL such as revenues, profits, assets, expenses and organizational structure. Finally, it discusses the training needs and culture of HUL.
Distribution channels for beginners presentation mar2015Jim Elder
A quick overview of distribution channels focusing on key aspects for a new or small company with limited funding. Direct vs Indirect. Who has the power, what kind and how to manage. How to price within the channel.
Gardenia Bakeries (KL) Sdn Bhd is a subsidiary of QAF Ltd and was founded in 1969 by an American named Horatio Sye Slocumm. Gardenia became a market leader in Malaysia within just 4 years, achieving a 99% brand recall rate. It is currently owned by Tan Sri Syed Mokhtar Shah bin Syed Nor Al-Bukhary, the richest Bumiputra corporate figure in Malaysia. Gardenia produces various baked goods and works closely with organizations like NADI to promote healthy eating and fight diabetes in Malaysia.
Procter & Gamble, Inc (Mouthwash Brand, Scope) Study Casenajihahsapawi
Procter & Gamble's Scope mouthwash brand is facing challenges in Canada. Scope has traditionally been the market leader, but its market share has decreased as competitors like Plax have gained popularity. Plax has captured 10% of the Canadian market within one year. To address this, Procter & Gamble is considering innovating Scope or launching a new product. This will require overcoming limitations like high costs and convincing customers. A SWOT analysis identified Scope's strengths in experience and brand recognition, but also weaknesses in product differentiation. The marketing strategy discusses addressing this through new product offerings, pricing adjustments, and expanded promotion through celebrity endorsements, digital advertising, and community programs. The conclusion is that innovating Scope to meet un
This document provides a situational analysis and marketing plan for a logistics company called *Company Name that is seeking to enter the automotive parts market. It identifies the target markets as aftermarket auto parts retail chains and auto parts wholesalers. A SWOT analysis is presented, noting strengths like expertise and proprietary tracking software, and weaknesses like lack of contacts in the automotive industry. Market trends of offshoring auto parts production driving import growth are examined. Financial projections show growth opportunities in the auto parts market. The marketing strategy focuses on building brand awareness through industry events and magazines to penetrate this new market.
This is a Feasibility Study conducted by a group of students "The Incorporators" from Capitol University's Bachelor of Science In Business Administration major in Marketing Management and Human resource Management.
Note: This document is not available to download, sorry for the inconvenience.
This document provides an introduction to the concept of persuasion and common persuasive techniques used in advertising. It defines persuasion as convincing people to buy a product, believe something, or act in a certain way. The document then outlines six common persuasive techniques - slogan, repetition, bandwagon, testimonial, emotional appeal, and expert opinion. It provides examples of each technique and discusses how advertisers target audiences and use appropriate persuasive strategies.
William Colgate introduced a starch, soap and candle factory in 1806 in New York City, which later became known as Colgate & Company. In 1873, the company introduced its first toothpaste. Colgate became a global leader in oral care by introducing innovations like toothpaste in a tube and through acquisitions. Today, Colgate has numerous subsidiaries worldwide and maintains the top market share for oral care products in India through a variety of oral care products, promotions, and distribution channels.
- Colgate was founded in 1806 as a starch, soap and candle factory in New York called William Colgate & Company. It introduced its first toothpaste in 1873.
- Today Colgate is a global company with numerous subsidiaries in over 200 countries. It holds the number one market share for toothpaste in India.
- Colgate faces competition from other brands like HUL's Pepsodent but maintains market leadership through innovation, new products, and promotional campaigns.
The document provides a history and overview of Colgate. It discusses that Colgate was founded in 1806 and initially produced soap and candles. It introduced its first toothpaste in 1873. Colgate has numerous products and a large global market share in oral care products. The document outlines Colgate's future strategies around its 4P's (Product, Price, Promotion, Place) and provides a SWOT analysis.
Colgate Total uses an indirect distribution channel involving dentists, drug stores, grocery stores, large retail stores, and department stores to reach consumers across many geographic areas. Key distribution activities include transportation via truck, rail, water and air. Promotion of Colgate Total involves advertising through television commercials, magazines, radio, billboards and dental office ads. Promotional strategies include coupons, rebates, in-store displays and demonstrations to induce trial of the new product.
This document discusses Colgate-Palmolive Company and its history and products. It provides details about:
- The founding of Colgate in 1806 and its evolution over the decades through acquisitions.
- Colgate's numerous products across personal care, household care, and oral care categories.
- Colgate's market leadership in India as the most trusted brand for several years running.
- How Colgate applies the marketing mix principles of product, price, place, and promotion to reach customers in India.
The document discusses competitors for Complan, Revlon, and Hit brands. For Complan, major competitors include Horlicks, Boost, Bournvita, Pediasure, and Maltova, with Bournvita having the largest market share of 40%. Revlon faces competition from Procter & Gamble, Avon, Estee Lauder, L'Oreal, and Unilever. Godrej Lal Hit has over 80% market share for cockroach killer sprays, competing against Baygon, Mortein, and Good Knight brands.
1. The 10 step marketing plan outlines Vaseline Petroleum Jelly's target market as families, with the need addressed being healthy, beautiful skin for the whole family. The key competitors are identified as other skin care products.
2. The marketing plan proposes targeting families through newspaper advertisements, events, and experiences. The product would continue to be distributed nationwide in department and cosmetic stores.
3. Market size estimates for the petroleum jelly market in the Philippines range from $5 billion to $13 billion based on Unilever and consumer usage data.
Colgate is the number one recommended toothpaste brand by dentists in India. It has the widest distribution network across over 4.3 million retail outlets in the country. Colgate dominates the Indian toothpaste market with over 50% market share. It offers various toothpaste products targeted towards adults, kids, whitening, herbal, etc. Colgate has been operating in India since 1937 and globally since 1806. It focuses on oral care, personal care, home care, and pet nutrition businesses worldwide.
Colgate has been in business since 1806 and began as a starch, soap and candle factory. It introduced its first toothpaste in 1873 and was the first to sell toothpaste in a tube in 1896. Over time, Colgate expanded globally through acquisitions and is now a leading oral care brand present in over 200 countries. Currently, Colgate focuses on innovation, emerging markets growth, and leveraging technology while facing competition from brands like HUL. It aims to increase rural penetration in India through affordable products and promotions.
Close Up is a toothpaste brand owned by Unilever that was launched in Pakistan in the 1970s. It was the first toothpaste to combine toothpaste and mouthwash. The report analyzes consumer behavior and market share of toothpastes in Karachi, with a focus on Close Up. It finds that Colgate has the largest market share at 37%, while Close Up has 24% and is the second most consumed brand. Close Up appeals most to students and young people. While it has high satisfaction and quality, it could increase its market share by more promotional activities like Colgate.
This document discusses Colgate's product life cycle and marketing strategies in India. It summarizes Colgate's history starting in 1806 and its growth into a global brand present in over 200 countries. In India, Colgate has over 50% market share in toothpaste and is the top trusted brand, though it faces competition from HUL and Pepsodent. The document then outlines Colgate's strategies around pricing, promotion, distribution and new product development to target various consumer segments across urban and rural areas in different stages of the product life cycle.
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10 step marketing plan carlos gonzaga
1. 10 STEP
Marketing Plan for
Foglight
Carlos V. Gonzaga
March 2012
www.laymarketer.blogspot.com
2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory requirements of
Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such
as those on internet websites, news, package declarations, public
reports.
When appropriate, data are “masked” so as not to create unexpected
conflicts.
The reports are posted and linked on Slideshare, blogs and Facebook so
that there is easier sharing among students from different marketing
classes.
www.laymarketer.blogspot.com
3. Don’t be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is
health-conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands
Listerine, Astring-O-Sol and Colgate Plax. Local
competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.
www.laymarketer.blogspot.com
4. Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and
Astring-O-Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win
www.laymarketer.blogspot.com
5. 1. Swish primary target market
(PTM) is any Juan who is health-
conscious and socially active
25-35 y.o., social class AB and C, single or
married
Just starting work or have a family, socially
active
Gargles before doing social activities, or at
least once a day who demand fresh breath to
be ready to mingle
www.laymarketer.blogspot.com
6. PTM needs a safe way to
feel confident
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition, Statu
s)
I am happy when Social Needs (sense of
I am able to socialize confidently belonging, love)
I want to be sure the products Safety Needs (security, protection)
I personally use are safe
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
www.laymarketer.blogspot.com
7. 2. Safe ba ‘yan?
Effective ba ‘yan?
Socially active, health conscious people need to be confident in
terms of the safety and efficacy of the personal products
they use; which translates to having the self-esteem to
express/speak his mind
Socially active, health conscious people switch to Swish over other
mouthwashes because of flavor, lamig sa bibig feeling, kills
germs, price, credibility/awareness of the company, PDA
approval and brand promise to feel the difference of an
alcohol-free mouthwash
Switching Demands: Fresh breath that helps build confidence, kills
bad-breath causing bacteria, feel the difference of an
alcohol-free mouthwash
www.laymarketer.blogspot.com
8. 3a. Swish is up against
global brands
Direct: Listerine, Astring-O-Sol, Colgate
Plax, Oracare
Indirect: Toothpastes, breath mints, mint
candies/gums, oral antiseptics, water, dental
floss
Variables:
Price, flavor, availability, convenience of
use, efficacy, brand promise of a
safe, alcohol-free mouthwash
www.laymarketer.blogspot.com
9. Swish is an emerging
choice for young adults
Price vs. Age Matrix
Price/Age 50 y.o. and
17-24 y.o. 25-35 y.o. 36-49 y.o.
Matrix up
Colgate Astring-
High Price
Plax Oracare
Listerine O-Sol
Low Price Swish
www.laymarketer.blogspot.com
10. Swish positioning for the health
conscious young adult market
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria
All brands are positioned to kill mouth bacteria. Common benefits
are long lasting protection, and cool feeling
www.laymarketer.blogspot.com
11. As a new market entrant, Swish
needs to strengthen its key
differentiators—safe coz it’s alcohol
free and with hip flavors!
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria
www.laymarketer.blogspot.com
12. Swish positions strongly as the
safe, no-sting alternative
Swish is the first mouthwash
that is alcohol-free
that prevents mouth dryness due to alcohol sting
that comes in four unique flavors
Oracare and Astring-O-Sol has started to offer
alcohol-free variants as well.
www.laymarketer.blogspot.com
13. Swish brand identity
Switch to alcohol-free Swish
now!
See the difference.
Feel the difference.
Source: Swish advertorial 2011
www.laymarketer.blogspot.com
14. 5. Based on independent
audit, mouthwash market size is
Php2B
www.laymarketer.blogspot.com
16. 5c. Estimated market size
of mouthwash users
Mouthwash Usage:
1M Filipinos (Class AB and C) gargle with
mouthwash at an average of once a day
using 10ml mouthwash which costs
around Php6.00 per gargle
1M x 1 x 6 x 365 = Php2B
www.laymarketer.blogspot.com
17. 6. Switch to Swish!
Flavors
Variants
www.laymarketer.blogspot.com
18. 6a. Swish shares equal shelf
space with its major competitors
Watsons Pharmacy
Rustans Supermarket
www.laymarketer.blogspot.com
19. 6b. Everybody Swish!
Swish™ mouthwash gives you an awesome swishing experience
that leaves you with long lasting fresh breath. It is alcohol-
free, but with a kick of mint!
SWISH is the ALCOHOL-FREE mouthwash. It has SureFresh that
helps fight bad breath, plaque and gingivitis for long-lasting
fresh breath. It comes in four refreshing and exciting flavors:
Peppermint Fresh, Arctic Chill, Cinnamon Blast and Mangosteen
Mint.
Since it is alcohol-free, it is safe and healthy. Even
diabetics, children above 6 years old and even pregnant women
can enjoy Swish alcohol-free mouthwash.
Source: Swish facebook page
www.laymarketer.blogspot.com
20. 7. Price – Swish is at par with
competitors in the smaller variant but
drops significantly in the big 250ml
variant
Actual Retail Prices at Watsons Pharmacy (Feb 28, 2012)
Astring-O- Colgate
SIZE Listerine Swish Oracare
Sol Plax
60ml 65.00 47.00 76.00 48.00 52.00
250ml 155.00 148.00 159.00 133.00 143.00
Swish positioned itself as the more affordable household
mouthwash rather than compete heavily in the “travel pack”
small variant.
www.laymarketer.blogspot.com
21. 8a. Swish uses TV ads, mall and
office tours and social media
1 3
2
www.laymarketer.blogspot.com
22. 8a. Swish uses celebrity endorser Ryan
Agoncillo to represent the socially
active young adult in its TV ads
http://www.youtube.com/watch?v=JEYSH1KfTOI&feature=plcp
&context=C38a35f8UDOEgsToPDskIRj0MhtBax8yyMMQhS3lyK
www.laymarketer.blogspot.com
23. 8a. Mall, Resto and Office
Tours
Tiendesitas Wynsum Corporate Plaza Hoy Week Bus
Terminal Invasion
Eat Bulaga Studio
www.laymarketer.blogspot.com
27. 8b. Global brands TVCs are reused from
campaigns abroad – ordinary Pinoys may not
be able to relate much
http://www.youtube.com/watch?v=-R7fJVGLKTw
www.laymarketer.blogspot.com
28. 8b. Global brands TVCs are reused from
campaigns abroad – ordinary Pinoys may not
be able to relate much
http://www.youtube.com/watch?v=ZDkBGbdedrE
www.laymarketer.blogspot.com
29. 9. Swish is available
nationwide using Unilab’s
distribution network
Supermarkets, sari-sari stores, convenience
outlets, drugstores
Nationwide
Pick up by customers
Cash and credit transaction
www.laymarketer.blogspot.com
30. 10. Swish is inching its way
atop the competition through
differentiation
Swish’s main strategy is to build on the safety and
efficacy brand message (alcohol-free), leveraging on
the mother company’s (Unilab) status as a pharma
industry leader
It benefits on the distribution capability of Unilab’s
Personal Care portfolio which includes banner brands
Myra and pHCare
It is distributed nationwide and affordably priced for the
mouthwash-using Pinoy
www.laymarketer.blogspot.com
32. Don’t be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is
health-conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands
Listerine, Astring-O-Sol and Colgate Plax. Local
competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.
www.laymarketer.blogspot.com
33. Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and Astring-O-
Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win
www.laymarketer.blogspot.com
34. 10 STEP
Marketing Plan for
Foglight
Carlos V. Gonzaga
March 2012
www.laymarketer.blogspot.com