The 10-step marketing plan outlines Swish mouthwash's strategy to target socially active, health-conscious individuals aged 25-35. Swish positions itself as the affordable, alcohol-free alternative to global brands like Listerine and Colgate Plax. Its differentiation strategy focuses on the safety of being alcohol-free and having unique flavors. The marketing plan details Swish's pricing, nationwide distribution, and integrated marketing communications approach using TV, events, and social media.
Failed Marketing Strategies of Big Brand Like UnileverHITESH BHARTI
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with over 35 brands. Its portfolio includes household brands such as Lux, Lifebuoy, Surf Excel, Pond's, Vaseline, Lakmé, Dove, and others. HUL has over 16,000 employees and an annual turnover of around Rs. 25,206 crores. The document then discusses HUL's mission, brand recognition, brand portfolio, and analyzes the marketing failure of Ponds toothpaste extension due to a mismatch between the brand's attributes and consumer perceptions of toothpaste.
Rexona is a deodorant brand that provides 24-hour protection against odor and wetness. It is tailored for both men and women and does not cause underarm darkening or white marks on clothing. Rexona aims to keep users feeling fresh, confident, and rejuvenated throughout the day. It has a large market share worldwide and is affordable for people of all income levels.
1) Axe deodorants has a 6.8% market share in India and is targeted towards younger consumers between the ages of 15-28.
2) Research found Axe has high brand recall and "depth of salience" among consumers due to its strong advertising.
3) Consumers reported being most satisfied with Axe's variety of fragrances, trendy appearance, and durability.
4) Axe is perceived as a youthful brand that awakens feelings of excitement and freshness in users.
Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch food-spread, soap and detergent companies. It has operations in around 100 countries and markets its products in about 50 more. Unilever manages its brands under four categories: savory, dressings and spreads; ice cream and beverages; personal care; and home care. Thirteen of Unilever's brands achieve over $1 billion in annual sales each. Recent research commissioned by Unilever found that most women surveyed view their emotions as a source of strength rather than weakness, and that living in tune with one's emotions can promote better physical and mental health.
Nivea, Axe, Old Spice, Hugo Boss and Dove were analyzed as competitors in the male deodorant market. For each brand, their products, pricing, placement and promotion strategies were summarized. Nivea and Dove offer a variety of deodorant options targeted at different skin and odor protection needs, while Axe, Old Spice and Hugo Boss focus on distinctive masculine scents. Pricing varies by brand from more affordable to premium luxury products. All have wide distribution through retailers but also use promotions such as advertising, celebrity endorsements and online/social media presence.
It is a small research work by our team GLOWING STARS. It is just made for a study purpose . it is not any kind of duplecacy or fraud. we think it will help students to know about POND's TOOTHPASTE.
The document introduces a new line of organic deodorants from Axe called Botanical Essence, Tea Green, Ambre Essentiel, and Melvita Roses. It describes the key natural ingredients in each product. The document also outlines Axe's mission, vision, objectives, target markets, promotional strategies, and organizational structure.
Failed Marketing Strategies of Big Brand Like UnileverHITESH BHARTI
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with over 35 brands. Its portfolio includes household brands such as Lux, Lifebuoy, Surf Excel, Pond's, Vaseline, Lakmé, Dove, and others. HUL has over 16,000 employees and an annual turnover of around Rs. 25,206 crores. The document then discusses HUL's mission, brand recognition, brand portfolio, and analyzes the marketing failure of Ponds toothpaste extension due to a mismatch between the brand's attributes and consumer perceptions of toothpaste.
Rexona is a deodorant brand that provides 24-hour protection against odor and wetness. It is tailored for both men and women and does not cause underarm darkening or white marks on clothing. Rexona aims to keep users feeling fresh, confident, and rejuvenated throughout the day. It has a large market share worldwide and is affordable for people of all income levels.
1) Axe deodorants has a 6.8% market share in India and is targeted towards younger consumers between the ages of 15-28.
2) Research found Axe has high brand recall and "depth of salience" among consumers due to its strong advertising.
3) Consumers reported being most satisfied with Axe's variety of fragrances, trendy appearance, and durability.
4) Axe is perceived as a youthful brand that awakens feelings of excitement and freshness in users.
Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch food-spread, soap and detergent companies. It has operations in around 100 countries and markets its products in about 50 more. Unilever manages its brands under four categories: savory, dressings and spreads; ice cream and beverages; personal care; and home care. Thirteen of Unilever's brands achieve over $1 billion in annual sales each. Recent research commissioned by Unilever found that most women surveyed view their emotions as a source of strength rather than weakness, and that living in tune with one's emotions can promote better physical and mental health.
Nivea, Axe, Old Spice, Hugo Boss and Dove were analyzed as competitors in the male deodorant market. For each brand, their products, pricing, placement and promotion strategies were summarized. Nivea and Dove offer a variety of deodorant options targeted at different skin and odor protection needs, while Axe, Old Spice and Hugo Boss focus on distinctive masculine scents. Pricing varies by brand from more affordable to premium luxury products. All have wide distribution through retailers but also use promotions such as advertising, celebrity endorsements and online/social media presence.
It is a small research work by our team GLOWING STARS. It is just made for a study purpose . it is not any kind of duplecacy or fraud. we think it will help students to know about POND's TOOTHPASTE.
The document introduces a new line of organic deodorants from Axe called Botanical Essence, Tea Green, Ambre Essentiel, and Melvita Roses. It describes the key natural ingredients in each product. The document also outlines Axe's mission, vision, objectives, target markets, promotional strategies, and organizational structure.
Axe uses a targeted marketing strategy focused on young men aged 16-35. It positions itself as a cool, confident brand through provocative advertising campaigns. Axe's promotional mix includes TV, print, and online advertising, as well as sales promotions, interactive games, mobile apps, events, and publicity stunts. The brand's unconventional innovations and adventurous marketing approach have helped it become the leading male deodorant brand in India.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
This document summarizes the brand equity and positioning of Axe deodorant in India. It provides background on Axe's introduction in India in 1999 with a strategy of high prices and low promotion. While initially quiet, Axe became the leading men's deodorant brand targeting youth aged 20-30 who believe their deodorant choice affects their personality. Axe differentiated through international fragrances, high efficacy formulation, advertising targeting youth, and grooming product range. Its campaigns revolve around confidence and the message that Axe users are seduced by girls, though some criticize its risky marketing strategy dealing with sexuality.
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
V53 10 step marketing plan for rexona_draftKaye Olivar
Rexona's primary target market are active individuals aged 16 to 35 who want an odorless underarm that stays dry for 24 hours. Their needs include belonging and status, while their wants are for whiter underarms. Competitors include Splash, Nivea, and Axe. The opportunity lies with teenagers seeking an affordable deodorant. Rexona holds 30% of the market and uses promotions featuring celebrities through TV, print and billboards. The product is distributed nationwide and leverages differentiation through proprietary technology.
This document provides a case study analysis of the lip care market in India and key competitors within this space. It analyzes the market share and growth factors. It also examines the consumer buying process and challenges in the segment. Finally, it provides a brand analysis of Vasocare and competitors like Vaseline, Nivea, and Maybelline on their marketing strategies across digital media like websites, search engine optimization, pay-per-click advertising, and social media presence and engagement.
V53 rexona 10 step marketing plan r olivarKaye Olivar
1. The document outlines a 10 step marketing plan for Rexona deodorant. It analyzes Rexona's target market, product line, pricing, distribution, and promotional strategies.
2. Rexona's primary target market are active individuals aged 16-40 who want 24-hour protection from odor and sweat without darkening their underarms.
3. Key aspects of Rexona's marketing strategy include competitive pricing, nationwide distribution, celebrity endorsements in advertising, and social media promotions.
The document discusses HLL's introduction of the Rexona deodorant brand in India in the 1990s. At the time, deodorants were a new product category and most consumers were unaware of body odor as a problem. HLL launched an educational marketing campaign to create awareness of body odor and position deodorants as a solution. They targeted young consumers aged 16-20 by making the product affordable and packaging it attractively. The campaign was successful in growing the deodorant market from 1000 tonnes to wider adoption. However, HLL chose not to target consumers over 40 due to factors like their resistance to new innovations and being less susceptible to social influences.
Rexona's primary target market are active individuals who want their underarms to stay dry and odorless for 24 hours without darkening. Their main competitors are Splash SkinWhite, Nivea Deodorant, and Block & White Deodorant. Rexona differentiates itself by having a proprietary technology that prevents white marks on dark clothing. The estimated global deodorant market size is $56.44 billion. Rexona markets its products through various advertisements using celebrities and distributes nationwide and in over 150 countries, making it the number 1 deodorant brand in the Philippines and 29 other countries.
The campaign aims to launch a new product range called Axe Instinct in Vietnam. It will utilize an integrated marketing communications approach across three phases - launch, engage, and sale promotion. The launch phase will include an advertising video portraying an attractive yet casual man gaining confidence through Axe Instinct. It will also hold an Instagram contest called "Phuot with Axe Instinct" for creative travel photos. The engagement phase will use QR codes on products for a "Angel Wake Up" promotion. The sale promotion phase will employ direct marketing through sampling, brand blocks in stores and cinemas, as well as personal selling by representatives.
Pond's, known for beauty and healthcare products, tried to extend into the oral care category by launching a toothpaste. However, this proved to be an unsuccessful extension for the brand. Toothpaste is associated with taste, while Pond's products were known for their smells. Consumers could not connect the attributes of Pond's with a toothpaste. There was also nothing distinguishing the Pond's toothpaste from existing leaders like Colgate in blind taste tests. The extension failed as the brand attributes did not transfer successfully to an inside-the-mouth product.
Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!
This document discusses brands and brand failures. It defines a brand as a person's gut feeling about a product, service, or organization. A brand failure occurs when a product is withdrawn from the market, fails to achieve required market share, or is unprofitable. The document examines reasons for brand failures, including the seven deadly sins of branding: brand amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. It also discusses different types of failures such as classic failures, idea failures, extension failures, and more.
[ Baby Marketees ] Group 1 - Brand AssignmentCường Phan
The document discusses several brands and their relationships with consumers. It covers how brands can address consumers' life issues or fears (Anlene), be woven into daily routines (Lifebuoy), bring back memories (Lego), inspire affection or anxiety about availability (Budweiser), play important roles over many years (McDonald's), be seen as dependable partners (Dell), and feel deeply familiar (P/S toothpaste). The brands discussed aim to strengthen bones (Anlene), promote handwashing (Lifebuoy), foster creativity (Lego), deliver premium beer experiences (Budweiser), offer convenience (McDonald's), provide reliable computers (Dell), and ensure fresh breath (P/S
This document discusses the marketing strategy for Axe deodorant in India. It provides background on Axe being launched in India in 1999 and its tagline of "The Axe Effect". The brand's target is males aged 16-35 and campaigns revolve around the theme of seduction. The objective is to be the number 1 brand among youth. Media habits of the target segment are also discussed. The promotion mix includes TV, print, and digital advertising, events, contests, and partnerships.
This document provides an overview of a leading global company that specializes in designing and developing apparel. It summarizes that the company offers comprehensive solutions from design to production. It has a global manufacturing and sales network and partnerships with major brands and retailers. The company has a diverse portfolio of product categories and brands that it markets worldwide through various retail channels.
The document appears to be a draft questionnaire to conduct a marketing research study on the LUX soap brand. It includes questions to collect information from customers about their soap brand awareness, usage habits, purchasing criteria and preferences. The objective of the study is stated as "To study the brand image of LUX". The questionnaire includes 40 questions to collect both qualitative and quantitative data on soap brands including LUX.
The document provides information about several product failures by major companies:
McDonald's Arch Deluxe burger failed in 1996 due to inappropriate marketing that targeted adults but showed kids rejecting it, high calorie content, and being too expensive. It showed McDonald's losing touch with its customers.
Crystal Pepsi, launched by PepsiCo in 1992, failed because it did not have a compelling difference from regular Pepsi and the "crystal" name was not appealing. The product and market were not well defined.
Nintendo's Virtual Boy game console from 1995 failed because it caused motion sickness, was uncomfortable to play, and lacked a "killer app" game. It also had an isolating gameplay experience
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
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.
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.
Axe uses a targeted marketing strategy focused on young men aged 16-35. It positions itself as a cool, confident brand through provocative advertising campaigns. Axe's promotional mix includes TV, print, and online advertising, as well as sales promotions, interactive games, mobile apps, events, and publicity stunts. The brand's unconventional innovations and adventurous marketing approach have helped it become the leading male deodorant brand in India.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
This document summarizes the brand equity and positioning of Axe deodorant in India. It provides background on Axe's introduction in India in 1999 with a strategy of high prices and low promotion. While initially quiet, Axe became the leading men's deodorant brand targeting youth aged 20-30 who believe their deodorant choice affects their personality. Axe differentiated through international fragrances, high efficacy formulation, advertising targeting youth, and grooming product range. Its campaigns revolve around confidence and the message that Axe users are seduced by girls, though some criticize its risky marketing strategy dealing with sexuality.
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
V53 10 step marketing plan for rexona_draftKaye Olivar
Rexona's primary target market are active individuals aged 16 to 35 who want an odorless underarm that stays dry for 24 hours. Their needs include belonging and status, while their wants are for whiter underarms. Competitors include Splash, Nivea, and Axe. The opportunity lies with teenagers seeking an affordable deodorant. Rexona holds 30% of the market and uses promotions featuring celebrities through TV, print and billboards. The product is distributed nationwide and leverages differentiation through proprietary technology.
This document provides a case study analysis of the lip care market in India and key competitors within this space. It analyzes the market share and growth factors. It also examines the consumer buying process and challenges in the segment. Finally, it provides a brand analysis of Vasocare and competitors like Vaseline, Nivea, and Maybelline on their marketing strategies across digital media like websites, search engine optimization, pay-per-click advertising, and social media presence and engagement.
V53 rexona 10 step marketing plan r olivarKaye Olivar
1. The document outlines a 10 step marketing plan for Rexona deodorant. It analyzes Rexona's target market, product line, pricing, distribution, and promotional strategies.
2. Rexona's primary target market are active individuals aged 16-40 who want 24-hour protection from odor and sweat without darkening their underarms.
3. Key aspects of Rexona's marketing strategy include competitive pricing, nationwide distribution, celebrity endorsements in advertising, and social media promotions.
The document discusses HLL's introduction of the Rexona deodorant brand in India in the 1990s. At the time, deodorants were a new product category and most consumers were unaware of body odor as a problem. HLL launched an educational marketing campaign to create awareness of body odor and position deodorants as a solution. They targeted young consumers aged 16-20 by making the product affordable and packaging it attractively. The campaign was successful in growing the deodorant market from 1000 tonnes to wider adoption. However, HLL chose not to target consumers over 40 due to factors like their resistance to new innovations and being less susceptible to social influences.
Rexona's primary target market are active individuals who want their underarms to stay dry and odorless for 24 hours without darkening. Their main competitors are Splash SkinWhite, Nivea Deodorant, and Block & White Deodorant. Rexona differentiates itself by having a proprietary technology that prevents white marks on dark clothing. The estimated global deodorant market size is $56.44 billion. Rexona markets its products through various advertisements using celebrities and distributes nationwide and in over 150 countries, making it the number 1 deodorant brand in the Philippines and 29 other countries.
The campaign aims to launch a new product range called Axe Instinct in Vietnam. It will utilize an integrated marketing communications approach across three phases - launch, engage, and sale promotion. The launch phase will include an advertising video portraying an attractive yet casual man gaining confidence through Axe Instinct. It will also hold an Instagram contest called "Phuot with Axe Instinct" for creative travel photos. The engagement phase will use QR codes on products for a "Angel Wake Up" promotion. The sale promotion phase will employ direct marketing through sampling, brand blocks in stores and cinemas, as well as personal selling by representatives.
Pond's, known for beauty and healthcare products, tried to extend into the oral care category by launching a toothpaste. However, this proved to be an unsuccessful extension for the brand. Toothpaste is associated with taste, while Pond's products were known for their smells. Consumers could not connect the attributes of Pond's with a toothpaste. There was also nothing distinguishing the Pond's toothpaste from existing leaders like Colgate in blind taste tests. The extension failed as the brand attributes did not transfer successfully to an inside-the-mouth product.
Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!
This document discusses brands and brand failures. It defines a brand as a person's gut feeling about a product, service, or organization. A brand failure occurs when a product is withdrawn from the market, fails to achieve required market share, or is unprofitable. The document examines reasons for brand failures, including the seven deadly sins of branding: brand amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. It also discusses different types of failures such as classic failures, idea failures, extension failures, and more.
[ Baby Marketees ] Group 1 - Brand AssignmentCường Phan
The document discusses several brands and their relationships with consumers. It covers how brands can address consumers' life issues or fears (Anlene), be woven into daily routines (Lifebuoy), bring back memories (Lego), inspire affection or anxiety about availability (Budweiser), play important roles over many years (McDonald's), be seen as dependable partners (Dell), and feel deeply familiar (P/S toothpaste). The brands discussed aim to strengthen bones (Anlene), promote handwashing (Lifebuoy), foster creativity (Lego), deliver premium beer experiences (Budweiser), offer convenience (McDonald's), provide reliable computers (Dell), and ensure fresh breath (P/S
This document discusses the marketing strategy for Axe deodorant in India. It provides background on Axe being launched in India in 1999 and its tagline of "The Axe Effect". The brand's target is males aged 16-35 and campaigns revolve around the theme of seduction. The objective is to be the number 1 brand among youth. Media habits of the target segment are also discussed. The promotion mix includes TV, print, and digital advertising, events, contests, and partnerships.
This document provides an overview of a leading global company that specializes in designing and developing apparel. It summarizes that the company offers comprehensive solutions from design to production. It has a global manufacturing and sales network and partnerships with major brands and retailers. The company has a diverse portfolio of product categories and brands that it markets worldwide through various retail channels.
The document appears to be a draft questionnaire to conduct a marketing research study on the LUX soap brand. It includes questions to collect information from customers about their soap brand awareness, usage habits, purchasing criteria and preferences. The objective of the study is stated as "To study the brand image of LUX". The questionnaire includes 40 questions to collect both qualitative and quantitative data on soap brands including LUX.
The document provides information about several product failures by major companies:
McDonald's Arch Deluxe burger failed in 1996 due to inappropriate marketing that targeted adults but showed kids rejecting it, high calorie content, and being too expensive. It showed McDonald's losing touch with its customers.
Crystal Pepsi, launched by PepsiCo in 1992, failed because it did not have a compelling difference from regular Pepsi and the "crystal" name was not appealing. The product and market were not well defined.
Nintendo's Virtual Boy game console from 1995 failed because it caused motion sickness, was uncomfortable to play, and lacked a "killer app" game. It also had an isolating gameplay experience
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
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.
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.
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.
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.
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.
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.
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.
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.
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 10-step marketing plan template provides guidance for developing a marketing strategy for a product or company. It outlines the key elements to include which are identifying the primary target market and their needs, wants and demands; analyzing competitors and the market opportunity; and developing the marketing mix strategies around product, price, promotion, place, and the overall generic strategy. The document emphasizes following principles of power presentation and includes grading criteria focusing on understanding customers and competitors, as well as developing strong company and marketing mix strategies.
Rules of Stevia Marketing: Getting the Right Communication for the Right Cons...HMT18
This document provides rules for marketing stevia to different consumer groups. It discusses four main consumer stakeholders: technology, lifestyle, early mass market, and mass market. For each group, it identifies their motivations and what claims and strategies will resonate. The technology stakeholder is driven by need and rational claims about proven new technologies. The lifestyle group wants trendy new things that fit their values. The early mass market wants convenience and reassurance that choices are healthy and easy. The mass market prioritizes normalcy and won't change habits without motivation. The rules suggest tailoring health claims, ingredients, and branding to the specific needs of each stakeholder.
Similar to 10 step marketing plan carlos gonzaga (20)
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.
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Consolidated questions ch10 to ch18 carlos gonzagaCarlos Gonzaga
This document provides learning questions and concepts for integrated marketing communications. It defines the marketing communications mix, which includes advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, and word-of-mouth marketing. One question asks which example is not part of the mix, and the answer is personal selling. Another question asks which platform examples include fairs and trade shows, and the answer is events and experiences.
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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,
Status)
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