Colgate's toothpaste brand Cibaca targets the lower price segment in India. It aims to maintain Colgate's leadership in the discount toothpaste category. Cibaca has grown to be the fourth largest toothpaste brand in India. It faces competition from regional brands that offer steep discounts. To further grow the brand, Cibaca must effectively communicate its value proposition to rural consumers who remain an untapped market. It can position itself as an affordable toothpaste that also offers flavors for freshness and oral health benefits. Cibaca's communication strategy involves advertising on local TV and print media, as well as conducting dental health camps in rural areas to generate awareness.
The advertisement is a marketing tool which helps a company to let the people know about the product. The main purpose of the advertisement is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, Understanding, etc.
Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgate’s end customer or consumer. Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong but also helps to convincing the customers to adopt the product for using. So, we can say that the Colgate’s proper promotion makes new room in the market for establishment
ADVERTISEMENT: Its different products which are designed for different segments are targeted to the audience by highlighting its
features. Its common tagline for all products is-
No1 brand recommended by dentist.´
Sales promotion:-for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity.
Colgate palmolive company - the precision toothbrushOm Vaghasia
A case study of the marketing methods employed by Colgate-Palmolive Company in Positioning and Branding their Precision toothbrush and the Communication methods involved.
In this assignment the objective of the assignment have mentioned. in which the introduction of the company is there, its mission statement, Achievements and past successes, customer awareness towards this company and many more.
The advertisement is a marketing tool which helps a company to let the people know about the product. The main purpose of the advertisement is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, Understanding, etc.
Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgate’s end customer or consumer. Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong but also helps to convincing the customers to adopt the product for using. So, we can say that the Colgate’s proper promotion makes new room in the market for establishment
ADVERTISEMENT: Its different products which are designed for different segments are targeted to the audience by highlighting its
features. Its common tagline for all products is-
No1 brand recommended by dentist.´
Sales promotion:-for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity.
Colgate palmolive company - the precision toothbrushOm Vaghasia
A case study of the marketing methods employed by Colgate-Palmolive Company in Positioning and Branding their Precision toothbrush and the Communication methods involved.
In this assignment the objective of the assignment have mentioned. in which the introduction of the company is there, its mission statement, Achievements and past successes, customer awareness towards this company and many more.
This Document includes Background of the company, Products and Services, Growth of the Company, Financial Highlights, Reasons for Good Performance, Sectoral Analysis, Competitors Analysis and Porter’s Five Forces Analysis. This word document is prepared by me with the help of The Company website and The Internet.
This was a part of my 1st trimester evaluation. It gives a fair idea about Colgate's history, branding by the company, how it attacks and defends from competitors and finally research on important hypothesis for the company
A project on Brand Management of colgate by abdul qadir and sarafrazkhan. this project deals with blind taste test and other aspects of brand management.
This (colgate) presentation is one of my important seminar becaz wen i was took seminar i put some old colgate video ads on the screen. It really help to listen all of them with attention.. and they really like and loved it..
This Document includes Background of the company, Products and Services, Growth of the Company, Financial Highlights, Reasons for Good Performance, Sectoral Analysis, Competitors Analysis and Porter’s Five Forces Analysis. This word document is prepared by me with the help of The Company website and The Internet.
This was a part of my 1st trimester evaluation. It gives a fair idea about Colgate's history, branding by the company, how it attacks and defends from competitors and finally research on important hypothesis for the company
A project on Brand Management of colgate by abdul qadir and sarafrazkhan. this project deals with blind taste test and other aspects of brand management.
This (colgate) presentation is one of my important seminar becaz wen i was took seminar i put some old colgate video ads on the screen. It really help to listen all of them with attention.. and they really like and loved it..
Presentation on Rural Marketing -ColgateSagar Sawant
Colgate has been the brand of all the people around india,Even in the Rural Markets,thanks to their rural strategy, the Presentation gives you a glimpse into rural marketing by Colgate
Colgate- Palmolive:The Precision Toothbrush case analysisNavdeep Jain
This is a case analysis of Harvard Business School case, Colgate-Palmolive Company: The Precision Toothbrush prepared under the guidance of Prof. Sameer Mathur
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The Slides were created by Sneh Ankur, Btech Nit Agartala (C.S.E) during a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow. It contains the case study of Harvard Business School .
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Case Study: Colgate-Palmolive Company: The Precision Toothbrush
The college industry encompasses a vast array of institutions, services, and stakeholders dedicated to higher education. From traditional universities to online platforms, this industry is characterized by its diversity and dynamism. Colleges serve as hubs for knowledge dissemination, research, and skill development, catering to the evolving needs of students, industries, and society at large. With rising tuition costs, accessibility and affordability have become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.The college industry encompasses a vast array of institutions, services, and stakeholders dedicated to higher education. From traditional universities to online platforms, this industry is characterized by its diversity and dynamism. Colleges serve as hubs for knowledge dissemination, research, and skill development, catering to the evolving needs of students, industries, and society at large. With rising tuition costs, accessibility and affordability have become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in .
become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on student debt, financial aid, and alternative education models. Furthermore, technological advancements have revolutionized learning methods, leading to the proliferation of online courses and digital platforms. Amidst these changes, colleges face challenges in maintaining academic rigor, fostering diversity and inclusion, and adapting to rapidly changing job markets. Yet, they also present opportunities for innovation, collaboration, and societal progress, playing a pivotal role in shaping the future of education and workforce development.become pressing issues, prompting debates on stude
Colgate-Palmolive Company : The Precision Toothbrush | HBS Case Presentation ...Ishan Darwhekar
Presentation on HBS Case Colgate-Palmolive Company: The Precision Toothbrush. It thoroughly analyzes the various details provided in the case while carefully evaluating the final decision of positioning, branding, and communication of the Colgate Precision Toothbrush to the consumers.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
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• The best and most practical approach to implementing workplace discipline.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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involves recognizing relationships between elements of the marketing mix (e.g.,
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
2. Presentation Overview
Indian Toothpaste Industry Overview
Target Audience & their Understanding
Creative, Media & Communication Strategy
Situation Analysis & Problem Identification
Positioning
Conclusion
1
2
3
4
5
6
3. INDIAN TOOTHPASTE INDUSTRY:AN
OVERVIEW
India is still a nascent country in dental hygiene, with
the majority of the population still not having access to
modern dental care but relying on substances like coal
ash and neem sticks.
Per capita toothpaste consumption stood at 74g in
2005, which is amongst the lowest in the
world, compared to 350g and 300g in Malaysia and
Vietnam respectively.
It is a Rs. 2,200-crore market.
4. • The dentist to population ratio is a critically low
1:35000 in the country. This results in low oral hygiene
consciousness and widespread dental diseases
• Less than 15% of the Indian toothpaste users brush
twice a day.
INDUSTRY OVERVIEW Contd…
5. • 10 per cent growth in 2000, 2.4 per cent in 2001. In
the first six months of 2002, the market for
toothpastes in fact shrank by around 5.7 per cent in
value.
• The market leader is Colgate Palmolive, and the
challenger, Hindustan Lever. Colgate and Hindustan
Lever together account for over 85% of the organized
toothpaste market
• Regional low priced competitors such as Anchor
Healthcare & Ajanta India, who priced their offerings
at over 40% discount, are giving market leaders a run
for their money
INDUSTRY OVERVIEW Contd…
6. • Low priced competitors like Anchor and Ajanta
accounted for more than 80 per cent of the growing
‘discount segment’.
• Colgate revitalized one of its existing brands, Cibaca as
Colgate-Cibaca. It was to act as the price flanker brand
in the portfolio. Ditto by HLL with Aim.
SITUATION ANALYSIS
7. • Colgate Cibaca managed to garner whopping 50% of
the market share in the discount segment and
established Colgate’s supremacy once again. HLL’s Aim
however could not match the success and was
subsequently withdrawn from the market.
• Colgate Cibaca has risen to become the 4th largest
paste brand in the country in volume terms after
Colgate Dental Cream, Pepsodent and Close-Up (in
fact Colgate Cibaca is now #2 in some geographies)
SITUATION ANALYSIS Contd…
8. • Building the brand Cibaca without cannibalizing
its parent brand Colgate Dental Cream.
• Cibaca needs to have a strong communication
strategy in order to grow.
• Moreover, a major portion of the rural segment is
still untapped- an enormous potential market for
Cibaca.
PROBLEM AT HAND
9. First economy toothpaste from Colgate.
Colgate Cibaca Top is currently the fourth largest
brand with 5.7% market share.
Initiative to maintain leadership of the growing
low price segment and capitalise on equity of
Colgate.
Revitalised formulation for strong teeth and fresh
breath.
COLGATE CIBACA
10. • Cibaca targets the low price segment. The Lower
Price Point segment accounts for around 25% of
total category volumes.
• Class1 towns and others in order to leave the
metros for the flagship brand -Colgate dental
cream.
Target Audience
11. The TARGET GROUP can be categorized as:
Geographic – The target group is not geography
specific but more focussed on tier1 and tier2
cities.
Demographic
i) Age – Targets the entire family
ii) Income – Cibaca targets low income group
and middle class.
iii) Sex – Both male and female.
Target Audience
12. • Colgate has been present in the domestic oral care
market for the last 70 years and its oral care brands
enjoy strong brand equity in the market.
• Colgate Cibaca caters to low economy segement as a
competitor to brands like Babool, Anchor etc.
• Consumer do prefer private levels like Cibaca because
of the low rates, flexibility and quality assurance.
• Moreover, as population and purchasing power of the
individuals are increasing there is increased market for
toothpaste industry
Consumer Understanding
13. Cibaca is positioned as the first economy toothpaste by
Colgate with its tagline “ Lajawab Kam Kifayati Daam”
proves its commitment i.e. ROI to the consumer.
To put a step ahead, the brand needs to reposition Cibaca
to change the mindset that Cibaca targets only economy
class. It should target the enormous potential in rural
areas.
It can position itself with new variants like mint,
cardamom, cinnamon, elaichi etc. which makes it
toothpaste with freshness as well as medical benefits.
Positioning
14. Cibaca Mint for freshness and Cibaca
Cardamom, Cinnamon for pain, plague etc.
Cibaca can be positioned as toothpaste which gives
value for money along with flavours like
mint, cardamom etc.
Cibaca can be positioned with respect to product
benefit which meets the consumer need.
Hence, it can be positioned by price, quality, product
attributes and culture.
Positioning contd…
15. Cibaca can use rational appeal to attract
customers i.e. provides strong teeth and fresh
breath.
It can project its ad campaign with
teasers, scientific evidence and drama.
It can go for endorser like Dhoni who can relate to
mass.
It can also focus on its USP i.e. value for money.
Creative Strategy
16. Setting up of objectives like that of “ To create a
awareness and familiarity with the brand for
Cibaca.”
Different media is to be used delivering same
idea or theme of Cibaca.
Since the campaign is national ;television, print
media will have the maximum target coverage.
Media Strategy
17. Media Strategy contd…
Scheduling- Since Cibaca is an FMCG product
continuity scheduling method will be the best way.
The media used for the Cibaca ad campaign should
very necessarily create a mood and excitement in
the minds of the consumer.
The media strategy should be very flexible for a
product like Cibaca to threats, availability of media
etc.
18. Cibaca needs a high level of reach and frequency.
Since, Cibaca is repositioned there should be heavy
amount of investment in media which will further
help in creating imagery.
It can organize camps for rural segment where they
can demonstrate the product and usage.
Budget consideration is an important factor while
designing media strategies.
Media Strategy contd…
19. • Colgate’s flagship dental cream is popular in metros.
Hence its ads should be in cosmopolitan TV
channels and newspapers.
• Cibaca’s ads should come in local Indian channels
like ETV Bangla, Alpha Bangla etc. Advertising in
between the daily soaps to gain attention of women
folks.
• Print ads in local newspapers like Dainik
Jagran, Navbharat Times etc.
Communication Strategy for Cibaca
20. • Dental heath camps in rural areas. Word of
mouth can be effective in rural areas.
• Below the line activities are to be organized
which will help in sales promotions, lead
generation etc.
• Offers like brush free with toothpaste for limited
period.
Communication Strategy for Cibaca
21. There is a huge untapped market in suburban and
rural areas as people still use neem sticks and coal
for brushing.
With its new promotional and creative
strategies, Cibaca can mark a distinct image and put
and end to competition posed by Babool, Anchor and
Ajanta.
Cibaca catering the needs of both the segments i.e.
lower and middle class will help it to increased
market share compared to other competitors.
CONCLUSION