Colgate revitalized its existing brand Cibaca as Colgate-Cibaca to act as a price flanker brand. Cibaca is currently the 4th largest brand in the category. This report analyzes Cibaca's target audience as consumers from rural and semi-urban areas, proposes a value-for-money positioning emphasizing oral hygiene and fresh breath, and recommends communication strategies like awareness campaigns and associating Cibaca with customers' lifestyles to increase brand recall. The media plan suggests appealing to masses through local events, school promotions, and shopkeepers' influence.
Tata Sampann is a brand of pulses, spices, and besan launched by Tata Chemicals to enter the consumers' kitchen market. It focuses on providing natural and high-quality products sourced from local farmers. The brand has grown significantly in recent years through expanding its product portfolio and increasing its outlet presence across India. It aims to promote the health benefits of its pulse and spice offerings using marketing campaigns featuring chef Sanjeev Kapoor.
ITC Limited is an Indian conglomerate established in 1910 as the Imperial Tobacco Company of India. It entered the biscuit market in 2003 by launching Sunfeast biscuits under the tagline "Spread the Smile". Sunfeast targeted mothers, children, and teenagers and noted happiness, contentment, and satisfaction. It later expanded into noodles and pasta. For marketing, Sunfeast used actor Shah Rukh Khan for promotions and offered competitive prices. While Yippee noodles targeted working individuals and mothers seeking healthy food for children. Sunfeast has been successful in gaining 7% market share in just three years by leveraging ITC's distribution network and filling gaps found through market research in India's saturated biscuit market
This document discusses ITC and its Sunfeast biscuits brand. It notes that ITC is a reputable $18 billion company that launched Sunfeast in 2003, which has seen 53% growth and over $1 billion in turnover. It then covers Sunfeast's product categories and competitors. The document outlines ITC's organizational structure, recruitment process, distribution channels, and key factors like credits, margins and promotions. It describes ITC's FIFO distribution system and support provided to retailers. Finally, it discusses observations like food products requiring daily availability and supply, and companies differentiating distribution to gain advantage.
This document provides information about the Aashirvaad Atta brand owned by ITC Ltd. It discusses the company and brand background, product portfolio, marketing strategies used including segmentation, targeting, positioning, competition analysis, SWOT analysis, product management, pricing, promotion, and distribution channels. The key points are that Aashirvaad is India's number 1 atta brand with over 56% market share. It offers various atta variants at different price points and promotes the brand heavily through print, TV, and online advertisements emphasizing quality and health benefits.
Here are 3 sentences summarizing the key points from the document:
The document outlines several products that were launched in India but ultimately failed or were discontinued, including Persil Power laundry detergent from Unilever in 1994 that damaged clothes, Hippo Toasties snack from Parle Agro in 2009 that faced high competition, and Saffola Zest salty snack from 2009 that was taken off the market within a month due to lack of success. It also lists products that failed globally such as Pepsi Blue soda in 2003-2004 due to its odd color and rumors of chemicals, as well as Aliva Baked Crackers from 2009 that struggled due to confusing ads, competition, and inconsistent pricing.
Objectives:
To analyse the various aspects of marketing by Britannia biscuits.
To estimate the future trends of the company.
To know about the nature and types of customers of Britannia biscuits.
To get the feedback of the customers.
To know the various trends in marketing.
- 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.
The document is an acknowledgement and table of contents for a project report on ITC Limited. It thanks various people who provided guidance and support for the project. The table of contents outlines that the report will cover sectoral information on FMCG industry trends, company information on ITC, product details, marketing strategies including segmentation, distribution, and challenges. It will also cover financial analysis and human resources.
Tata Sampann is a brand of pulses, spices, and besan launched by Tata Chemicals to enter the consumers' kitchen market. It focuses on providing natural and high-quality products sourced from local farmers. The brand has grown significantly in recent years through expanding its product portfolio and increasing its outlet presence across India. It aims to promote the health benefits of its pulse and spice offerings using marketing campaigns featuring chef Sanjeev Kapoor.
ITC Limited is an Indian conglomerate established in 1910 as the Imperial Tobacco Company of India. It entered the biscuit market in 2003 by launching Sunfeast biscuits under the tagline "Spread the Smile". Sunfeast targeted mothers, children, and teenagers and noted happiness, contentment, and satisfaction. It later expanded into noodles and pasta. For marketing, Sunfeast used actor Shah Rukh Khan for promotions and offered competitive prices. While Yippee noodles targeted working individuals and mothers seeking healthy food for children. Sunfeast has been successful in gaining 7% market share in just three years by leveraging ITC's distribution network and filling gaps found through market research in India's saturated biscuit market
This document discusses ITC and its Sunfeast biscuits brand. It notes that ITC is a reputable $18 billion company that launched Sunfeast in 2003, which has seen 53% growth and over $1 billion in turnover. It then covers Sunfeast's product categories and competitors. The document outlines ITC's organizational structure, recruitment process, distribution channels, and key factors like credits, margins and promotions. It describes ITC's FIFO distribution system and support provided to retailers. Finally, it discusses observations like food products requiring daily availability and supply, and companies differentiating distribution to gain advantage.
This document provides information about the Aashirvaad Atta brand owned by ITC Ltd. It discusses the company and brand background, product portfolio, marketing strategies used including segmentation, targeting, positioning, competition analysis, SWOT analysis, product management, pricing, promotion, and distribution channels. The key points are that Aashirvaad is India's number 1 atta brand with over 56% market share. It offers various atta variants at different price points and promotes the brand heavily through print, TV, and online advertisements emphasizing quality and health benefits.
Here are 3 sentences summarizing the key points from the document:
The document outlines several products that were launched in India but ultimately failed or were discontinued, including Persil Power laundry detergent from Unilever in 1994 that damaged clothes, Hippo Toasties snack from Parle Agro in 2009 that faced high competition, and Saffola Zest salty snack from 2009 that was taken off the market within a month due to lack of success. It also lists products that failed globally such as Pepsi Blue soda in 2003-2004 due to its odd color and rumors of chemicals, as well as Aliva Baked Crackers from 2009 that struggled due to confusing ads, competition, and inconsistent pricing.
Objectives:
To analyse the various aspects of marketing by Britannia biscuits.
To estimate the future trends of the company.
To know about the nature and types of customers of Britannia biscuits.
To get the feedback of the customers.
To know the various trends in marketing.
- 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.
The document is an acknowledgement and table of contents for a project report on ITC Limited. It thanks various people who provided guidance and support for the project. The table of contents outlines that the report will cover sectoral information on FMCG industry trends, company information on ITC, product details, marketing strategies including segmentation, distribution, and challenges. It will also cover financial analysis and human resources.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
Unilever in India: Hindustan Lever's Project Shakti - Marketing FMCG to the R...Anurag Kumar
Project Shakti is a rural distribution initiative in small villages. The project benefits HUL by enhancing its direct rural reach and at the same time creates livelihood opportunities for underprivileged rural women. Shakti started with 17 women in one state. Today, it provides livelihood enhancing opportunities to over 65,000 Shakti Entrepreneurs who distribute our productions in more than 165,000 villages and reach over four million rural households.
As per Unilever Sustainable Living Plan, Unilever will increase the number of Shakti entrepreneurs that it recruits, trains and employs from 45,000 in 2010 to 75,000 in 2015 globally.
Mortein case study mARKETING bRAND pOSITIONINGAnkit Sen
Mortein is a leading brand of mosquito repellents in India that uses vaporizers. It differentiates itself based on ruggedness, sophistication, and excitement. GoodKnight is its main competitor and positions itself based on sincerity, competence, and excitement across its product ranges. Mortein has an umbrella brand architecture and vaporizers are its flagship product line. It aims to grow its vaporizer market share and introduce more affordable battery-operated vaporizers to target rural customers. Mortein's product mix includes combo packs, refills, and different powered versions of its vaporizers. It expects continued growth in the electric insecticides market.
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
This document summarizes a marketing presentation about Parle G biscuits in India. It provides background on the biscuit industry and Parle's market leadership. It discusses Parle G using Porter's 5 forces model and analyzes Parle G's strengths, weaknesses, opportunities, and threats. Key points are that Parle G has 35% market share but faces challenges from competitors increasing prices. Suggestions include keeping Parle G prices steady, targeting rural and young consumers, and associating the brand with government initiatives.
The document discusses Amul, an Indian dairy cooperative. It provides details on Amul's origins, operations, market share, products, competition and future plans. Amul was established in 1973 and has since grown to become India's largest food brand. It controls around 30% of India's milk market and has the largest share in products like butter and cheese. The cooperative aims to further expand its reach, capacity and product portfolio in the coming years.
The document discusses a case study conducted to understand how to convert bar soap users to liquid hand wash users and increase penetration of Lifebuoy's liquid hand wash segment. Surveys were conducted online and in-store. Key learnings showed urban users prefer liquid hand wash while rural users still prefer bar soap due to perceptions of liquid hand wash being costlier and less effective. Proposed strategies included highlighting liquid hand wash's germ protection and value for money. Additional strategies suggested a kids-focused antibacterial variant of Lifebuoy, tie-ups with schools for product placement, and engaging kirana stores for trials to boost the brand and new variant.
Presentation elaborates on how D.S Group can cross national boundaries and take their name in International Market by taking their Pulse Candy in Thai market.
Coffee Wars in India examines the competition between global coffee chain Starbucks and Indian chain Café Coffee Day in India's growing coffee shop market. Café Coffee Day has over 1,400 outlets across India but faces competition from Starbucks' expansion. While Café Coffee Day targets young Indian customers and positions itself as an affordable hangout, Starbucks targets upper middle class customers and positions itself as providing a great coffee experience. Both chains differ in their store formats, pricing, promotion strategies, and customer service quality as Starbucks and Café Coffee Day battle for dominance of India's coffee shop market.
Asian paints - Adverising effectiveness study10021980
VisionAsian Paints aims to become one of the top five Decorative coatings companies worldwide by leveraging its expertise in emerging markets. It also intends to build value in its Industrial coatings business through global partnerships. Asian Paints is India's largest paint company and Asia's third largest, operating in 17 countries with 23 manufacturing facilities worldwide serving over 65 countries. It aims to continuously rejuvenate living and working spaces and bring joy to people's lives.
The accra beach hotel Case Study SolutionAnchit Walia
This document discusses seasonal factors that impact hotel occupancy rates and revenues. It provides occupancy data for the ACCRA Beach Resort over different months that shows rates are highest from May to July and lowest from November to February. Key considerations for accepting an offer from WICB to manage the resort's food and beverage are listed, including potential financial, marketing and operational impacts. Formulas to calculate revenue and net revenue per room under the WICB agreement are also presented.
Presentation on the Failure Products (Soft drink) of Bisleri Ltd. Also stated the various reasons for the downfall of the soft drinks launched by Bisleri as expansion business strategy.
This document provides a situational analysis of ITC and its Bingo potato chips brand. It discusses ITC's establishment, growth through diversification, and positioning of various business segments in its BCG matrix. For Bingo, it outlines the product varieties across different chip and finger snack flavors inspired by regional Indian cuisine. It highlights Bingo's packaging in bright colors and stands out visually on store shelves as an impulse purchase. Overall the document performs a comprehensive analysis of ITC and Bingo's market positioning.
Hindustan Unilever Ltd. (HUL), formerly known as Hindustan Lever Ltd., is India's largest fast moving consumer goods company. It is majority owned by Anglo-Dutch company Unilever. HUL owns many popular brands in India across categories such as personal care, home care, food and beverages. One of HUL's most successful oral care brands is Pepsodent, which is the second largest toothpaste brand in India after Colgate. Pepsodent utilizes various marketing strategies such as brand ambassadors, free gifts, discounts and child-focused variants to promote oral health and increase market share.
The document outlines a marketing presentation for Coca-Cola Coke Zero. It discusses conducting an integrated marketing campaign (IMC) centered around an experiential event in Antwerp, Belgium to promote Coke Zero and the new James Bond film Skyfall. The campaign goals were to raise awareness of both brands, increase preference for Coke Zero, and boost sales. Key elements included a viral video of the experiential challenge, social media promotion, and limited-edition Coke Zero bottles for participants. The campaign was deemed very successful based on video views and social engagement.
Old Spice's body wash sales were declining due to competition. To engage new customers, the "Man Your Man Could Smell Like" campaign became popular on social media. The agency then created an interactive experience where the character responded directly to fan questions on YouTube for 72 hours. By leveraging different platforms like Twitter and Facebook, over 180 unique videos were created and viewed by millions, reinvigorating the brand through real-time engagement.
Cola Wars have continues till date. This presentation presents an analysis of the case Cola wars continues in 2006.
Find out what we have to say about the classic case of competition.
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.
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.
The document provides an overview of the Indian wafer snacks market. It discusses the market size of approximately Rs. 4,500-5,000 crores annually and growth rate of 30%. Major players include Frito-Lay, Bingo, Haldiram, and Balaji. Frito-Lay commands 45% market share. The document then analyzes the industry attractiveness using Porter's 5 forces model, finding the threat of new entrants and competitive rivalry to be moderate and high respectively. Finally, it summarizes the marketing strategies of leaders Frito-Lay and Bingo, and challenger Smart Chips.
Unilever in India: Hindustan Lever's Project Shakti - Marketing FMCG to the R...Anurag Kumar
Project Shakti is a rural distribution initiative in small villages. The project benefits HUL by enhancing its direct rural reach and at the same time creates livelihood opportunities for underprivileged rural women. Shakti started with 17 women in one state. Today, it provides livelihood enhancing opportunities to over 65,000 Shakti Entrepreneurs who distribute our productions in more than 165,000 villages and reach over four million rural households.
As per Unilever Sustainable Living Plan, Unilever will increase the number of Shakti entrepreneurs that it recruits, trains and employs from 45,000 in 2010 to 75,000 in 2015 globally.
Mortein case study mARKETING bRAND pOSITIONINGAnkit Sen
Mortein is a leading brand of mosquito repellents in India that uses vaporizers. It differentiates itself based on ruggedness, sophistication, and excitement. GoodKnight is its main competitor and positions itself based on sincerity, competence, and excitement across its product ranges. Mortein has an umbrella brand architecture and vaporizers are its flagship product line. It aims to grow its vaporizer market share and introduce more affordable battery-operated vaporizers to target rural customers. Mortein's product mix includes combo packs, refills, and different powered versions of its vaporizers. It expects continued growth in the electric insecticides market.
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
This document summarizes a marketing presentation about Parle G biscuits in India. It provides background on the biscuit industry and Parle's market leadership. It discusses Parle G using Porter's 5 forces model and analyzes Parle G's strengths, weaknesses, opportunities, and threats. Key points are that Parle G has 35% market share but faces challenges from competitors increasing prices. Suggestions include keeping Parle G prices steady, targeting rural and young consumers, and associating the brand with government initiatives.
The document discusses Amul, an Indian dairy cooperative. It provides details on Amul's origins, operations, market share, products, competition and future plans. Amul was established in 1973 and has since grown to become India's largest food brand. It controls around 30% of India's milk market and has the largest share in products like butter and cheese. The cooperative aims to further expand its reach, capacity and product portfolio in the coming years.
The document discusses a case study conducted to understand how to convert bar soap users to liquid hand wash users and increase penetration of Lifebuoy's liquid hand wash segment. Surveys were conducted online and in-store. Key learnings showed urban users prefer liquid hand wash while rural users still prefer bar soap due to perceptions of liquid hand wash being costlier and less effective. Proposed strategies included highlighting liquid hand wash's germ protection and value for money. Additional strategies suggested a kids-focused antibacterial variant of Lifebuoy, tie-ups with schools for product placement, and engaging kirana stores for trials to boost the brand and new variant.
Presentation elaborates on how D.S Group can cross national boundaries and take their name in International Market by taking their Pulse Candy in Thai market.
Coffee Wars in India examines the competition between global coffee chain Starbucks and Indian chain Café Coffee Day in India's growing coffee shop market. Café Coffee Day has over 1,400 outlets across India but faces competition from Starbucks' expansion. While Café Coffee Day targets young Indian customers and positions itself as an affordable hangout, Starbucks targets upper middle class customers and positions itself as providing a great coffee experience. Both chains differ in their store formats, pricing, promotion strategies, and customer service quality as Starbucks and Café Coffee Day battle for dominance of India's coffee shop market.
Asian paints - Adverising effectiveness study10021980
VisionAsian Paints aims to become one of the top five Decorative coatings companies worldwide by leveraging its expertise in emerging markets. It also intends to build value in its Industrial coatings business through global partnerships. Asian Paints is India's largest paint company and Asia's third largest, operating in 17 countries with 23 manufacturing facilities worldwide serving over 65 countries. It aims to continuously rejuvenate living and working spaces and bring joy to people's lives.
The accra beach hotel Case Study SolutionAnchit Walia
This document discusses seasonal factors that impact hotel occupancy rates and revenues. It provides occupancy data for the ACCRA Beach Resort over different months that shows rates are highest from May to July and lowest from November to February. Key considerations for accepting an offer from WICB to manage the resort's food and beverage are listed, including potential financial, marketing and operational impacts. Formulas to calculate revenue and net revenue per room under the WICB agreement are also presented.
Presentation on the Failure Products (Soft drink) of Bisleri Ltd. Also stated the various reasons for the downfall of the soft drinks launched by Bisleri as expansion business strategy.
This document provides a situational analysis of ITC and its Bingo potato chips brand. It discusses ITC's establishment, growth through diversification, and positioning of various business segments in its BCG matrix. For Bingo, it outlines the product varieties across different chip and finger snack flavors inspired by regional Indian cuisine. It highlights Bingo's packaging in bright colors and stands out visually on store shelves as an impulse purchase. Overall the document performs a comprehensive analysis of ITC and Bingo's market positioning.
Hindustan Unilever Ltd. (HUL), formerly known as Hindustan Lever Ltd., is India's largest fast moving consumer goods company. It is majority owned by Anglo-Dutch company Unilever. HUL owns many popular brands in India across categories such as personal care, home care, food and beverages. One of HUL's most successful oral care brands is Pepsodent, which is the second largest toothpaste brand in India after Colgate. Pepsodent utilizes various marketing strategies such as brand ambassadors, free gifts, discounts and child-focused variants to promote oral health and increase market share.
The document outlines a marketing presentation for Coca-Cola Coke Zero. It discusses conducting an integrated marketing campaign (IMC) centered around an experiential event in Antwerp, Belgium to promote Coke Zero and the new James Bond film Skyfall. The campaign goals were to raise awareness of both brands, increase preference for Coke Zero, and boost sales. Key elements included a viral video of the experiential challenge, social media promotion, and limited-edition Coke Zero bottles for participants. The campaign was deemed very successful based on video views and social engagement.
Old Spice's body wash sales were declining due to competition. To engage new customers, the "Man Your Man Could Smell Like" campaign became popular on social media. The agency then created an interactive experience where the character responded directly to fan questions on YouTube for 72 hours. By leveraging different platforms like Twitter and Facebook, over 180 unique videos were created and viewed by millions, reinvigorating the brand through real-time engagement.
Cola Wars have continues till date. This presentation presents an analysis of the case Cola wars continues in 2006.
Find out what we have to say about the classic case of competition.
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.
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.
The document provides an overview of the toothbrush industry and Colgate Plus toothbrush. It discusses the objective of analyzing consumer attitudes, the toothbrush market, and Colgate Plus' position. It then covers Colgate's company profile and strategy to focus on expanding market penetration. Segmentation of the toothbrush market is described based on price, benefits, and consumer characteristics. Colgate Plus is targeted at the upper middle class and positioned as a premium product through distinctive design, packaging, and branding as a higher quality option from Colgate.
- Oral-B is a brand extension of toothpaste by P&G to target consumers suffering from sensitive teeth.
- The oral care category in India is growing at 15% annually and toothpaste makes up 80% of the category. However, Oral-B has not increased its market share significantly despite category growth.
- Oral-B launched a sensitive toothpaste in 2014 to target the 30% of Indians suffering from sensitive teeth. It uses a special ingredient to form an acid-resisting protective shield.
- The product is promoted through brand ambassador Madhuri Dixit and dentist recommendations. It faces competition from Sensodyne, Pepsodent, and other sensitive toothpaste brands
Colgate-Palmolive seeks to launch a new toothbrush, the Precision, to compete in the growing super-premium toothbrush market. The Precision has unique bristle designs that remove 35% more plaque than other premium brushes. Colgate must decide whether to position the Precision as a niche product for oral health enthusiasts or a mainstream product. Positioning it mainstream could allow higher sales volumes but risks cannibalizing other Colgate lines.
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 Precision Toothbrush case study by Kanad BaruaKanad Barua
Colgate-Palmolive was preparing to launch the Precision toothbrush to compete in the toothbrush market. The Precision used three different bristle lengths and orientations to remove 35% more plaque. Research showed consumers found it more effective than other brushes. Initially, Colgate considered niche or mainstream positioning. Niche positioning would target specific consumers and avoid cannibalizing other Colgate brushes, while mainstream would capture a larger market share. Colgate ultimately decided on an initial niche positioning, followed by a transition to mainstream once capacity increased to meet higher demand.
- Colgate-Palmolive was poised to launch a new Precision toothbrush in the US market.
- The Precision toothbrush uses a unique three-bristled design that has been shown to remove 35% more plaque and be more effective at reducing gum disease than competitors.
- Susan Steinberg had to determine the positioning, branding, and communication strategies for the Precision toothbrush launch. This included deciding whether to position it as a niche or mainstream product.
Colgate Palmolive was preparing to launch a new precision toothbrush in the US market. The product manager needed to determine positioning, branding, and communication strategies. Research found consumers cared more about gum health and were willing to pay more. Testing showed the precision brush removed 35% more plaque than competitors. It was recommended to initially position it as a niche product to limit cannibalization of other Colgate brushes, then broaden to the mainstream. Branding should emphasize "Precision by Colgate" over "Colgate Precision". Communication should include advertising, promotions, and dental samples to promote the product's benefits.
Colgate-Palmolive Company: The Precision Toothbrush LAVLESH Raj
Susan Steinberg, a product manager at Colgate-Palmolive, must develop a product extension and marketing plan for a new Precision toothbrush in the US market in 1992. The Precision toothbrush is designed to remove 35% more plaque than the leading Oral-B toothbrush through an innovative design and triple brushing action. Concept testing showed consumers preferred messages around preventing gum disease and plaque removal. Steinberg developed marketing mixes for both niche and mainstream positioning and conducted financial projections for pricing and sales under each scenario. Her analysis concluded the Precision toothbrush should be introduced as a niche product focused on gum disease prevention before expanding distribution to establish its brand image against competitors and support Colgate's existing toothbrush lines.
This document discusses a case study about Colgate Palmolive launching a new precision toothbrush in the United States. It provides background on key players like Susan Steinberg, the product manager. It analyzes the toothbrush market and Colgate's competitors. It discusses two positioning strategies for the new brush - niche or mainstream. It also considers whether to emphasize the Colgate brand name or the Precision name. In the end, it recommends positioning the brush in the super premium segment tailored to therapeutic brushers, pursuing professional endorsements and an advertising campaign, and associating it with a super premium toothpaste.
- The FMCG sector in India is the 4th largest sector and is growing at 10-12% annually.
- Food products account for 43% of the FMCG market, followed by personal care at 22% and fabric care at 12%.
- Rural areas are expected to be the major driver of growth in the FMCG sector as rural incomes and awareness of brands increase.
- The top FMCG companies in India include Hindustan Unilever, ITC, Nestle, Amul, Dabur, Asian Paints, Cadbury, Britannia, P&G, and Marico.
Running head MARKETING PLAN PRODUCT AND PRICING 1Marketing.docxglendar3
Running head: MARKETING PLAN: PRODUCT AND PRICING
1Marketing Plan: Product and Pricing
7Marketing Plan: Product and Pricing
January 9, 2019Marketing Plan: Product and Pricing
The Product
Consumers normally view a product a physical item which they need to meet a particular need. However, it is imperative to recognize that the nature of a product can be explored further by looking its three different levels which can be considered as three different products which include the core, actual and augmented products, (Aghazadeh, 2015). This is what is referred to as the three levels of a product. The Core product is not an actual physical and tangible thing. It can not be touched or felt because it represents the benefit of the product which generates its value to the final consumers. In the case of the water, the benefit to the final users is quenching their thirst as well as improving their health by providing additional mineral with nutritional value to the final consumers of the bottled water.
A. Product Levels: Core, Actual and Augmented
Second, actual product refers to the tangible product. It is the final product that will be purchased and used by the targeted customers. The customers are able to get value out of the product. For instance, customers can look at the packing and the content information to determine whether or not the content of the water is good for their health. Also, consumers may look at the product, touch the packaging and feel it. This makes the customers have a better understanding of the product in terms of what it looks and feels like.
Lastly, the Augmented product refers to the non-physical part of the product which is made up of the value added to the product for which they may or may not opt to pay for the premium prices. When customers buy the bottled water, part of the augmented product is determining whether the packaging material is recyclable or biodegradable as it is the case for plastic bottling materials. The consumers might not have a problem paying premium prices when they know that they are doing so to protect and conserve their environment as well as argued by Akbar et al. (2017).
B. Product Life CycleThe product life cycle refers to the period when a product is developed, introduced into the market and when it is finally removed from the market. It is divided into four stages which include the introduction, Introduction if the first stage and this the point where the idea is implemented through research and development. The product is produced if the idea is determined to be feasible and potentially profitable.
C. BCG Model
The BCG Matrix is a model developed by the Boston Consulting Group and it focuses on helping businesses to develop profitable products and services for the current time as well as the future. It provides an effective framework that the business can utilize to analyze the growth and market share of the business. The model utilizes a chart with four quadrants. The .
Running head MARKETING PLAN PRODUCT AND PRICING 1Marketing.docxtodd581
Running head: MARKETING PLAN: PRODUCT AND PRICING
1Marketing Plan: Product and Pricing
7Marketing Plan: Product and Pricing
January 9, 2019Marketing Plan: Product and Pricing
The Product
Consumers normally view a product a physical item which they need to meet a particular need. However, it is imperative to recognize that the nature of a product can be explored further by looking its three different levels which can be considered as three different products which include the core, actual and augmented products, (Aghazadeh, 2015). This is what is referred to as the three levels of a product. The Core product is not an actual physical and tangible thing. It can not be touched or felt because it represents the benefit of the product which generates its value to the final consumers. In the case of the water, the benefit to the final users is quenching their thirst as well as improving their health by providing additional mineral with nutritional value to the final consumers of the bottled water.
A. Product Levels: Core, Actual and Augmented
Second, actual product refers to the tangible product. It is the final product that will be purchased and used by the targeted customers. The customers are able to get value out of the product. For instance, customers can look at the packing and the content information to determine whether or not the content of the water is good for their health. Also, consumers may look at the product, touch the packaging and feel it. This makes the customers have a better understanding of the product in terms of what it looks and feels like.
Lastly, the Augmented product refers to the non-physical part of the product which is made up of the value added to the product for which they may or may not opt to pay for the premium prices. When customers buy the bottled water, part of the augmented product is determining whether the packaging material is recyclable or biodegradable as it is the case for plastic bottling materials. The consumers might not have a problem paying premium prices when they know that they are doing so to protect and conserve their environment as well as argued by Akbar et al. (2017).
B. Product Life CycleThe product life cycle refers to the period when a product is developed, introduced into the market and when it is finally removed from the market. It is divided into four stages which include the introduction, Introduction if the first stage and this the point where the idea is implemented through research and development. The product is produced if the idea is determined to be feasible and potentially profitable.
C. BCG Model
The BCG Matrix is a model developed by the Boston Consulting Group and it focuses on helping businesses to develop profitable products and services for the current time as well as the future. It provides an effective framework that the business can utilize to analyze the growth and market share of the business. The model utilizes a chart with four quadrants. The .
The toothpaste industry in India offers significant growth opportunities as penetration and per capita consumption is still low. While awareness is increasing, the total market is 750 crores with a growth rate of 18.6% annually. However, per capita usage remains just 85gms per person leaving vast potential for expansion. Major players include Colgate Palmolive and Hindustan Unilever who have the highest market shares but many local and regional brands are also available.
Here are some guidelines Burton could propose to optimize new product introductions globally and regionally for Colgate-Palmolive:
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2. Develop globally consistent branding and messaging but customize executional elements like advertising creative, packaging and flavors to local preferences.
3. Leverage regional hubs to coordinate launches across countries with similar characteristics for greater efficiency.
4. Pilot launches in select countries first to learn before expanding further, prioritizing regions with greatest potential.
5. Balance global scale with localization to maximize brand appeal, sales growth and minimize costs over the long-term.
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1. Praxis Business School
Integrated Marketing Communication on Colgate Cibaca
A report
Submitted to
Prof. D.P. Ghosh
In partial fulfilment of the requirements of the course
Integrated Marketing Communication
On 4th January, 2012
By
DeepikaAgrawal B10007
Nishant Khattwani B10013
PrateekChoudhuri B10015
SushmitaAgrawal B10035
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2. Contents
Overview 3
SWOT Analysis 4
Target Audience 5
Consumer Understanding 6
Positioning 7
Communication and creative strategy 8
Media Planning 9
2
3. Overview
Market leaders, Colgate& HLL, found new aggressive competition coming their
way from regional low priced competitors such as Anchor Healthcare & Ajanta
India who priced their offerings at over 40% discount, giving market leaders a
run for their money which accounted for more than 80% of the growing
domestic segment.
Colgate revitalized one of its existing brands, Cibaca as Colgate-cibaca .It was
to act as the price flanker brand in the portfolio.
Colgate cibaca top is currently the fourth largest brand with 5.7% market share
in value terms and 3rd largest in the terms of volume after Colgate dental
cream and pepsodent.
Colgate cibaca became big without any intensive communication support .It
relied more on trade level activities and the below the line strategies for its
success.
Only Colgate dental cream has launched print ads.
In this assignment we were to find out the designated target audience,
positioning, consumer understanding of the brand along with suggestive
communication and creative strategy and media planning. The target audience,
as found out involves the consumer base from the rural and semi urban areas
that are either not introduced to toothpastes or are switchers from local
brands. In the pretext of positioning, it was suggested that cibaca should be
maintaining its “value for money “proposition aiming at oral hygiene and
freshness of breath and the communication activity should be directed in this
regard with the creative side dealing with introduction of free dental health
check-up camps and awareness campaigns to promulgate the idea along with
associating Cibaca toothpaste with their way of life and thereby enhancing the
brand recall and awareness. Lastly whilst looking at the media planning, it
should be done in such as way so as to appeal to the targeted mass in their
way with the use of campaigns through local street shows, caps in schools and
through the influence of shopkeepers as well.
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4. SWOT Analysis
Strengths
Existing in India for over 70 years.
Big product portfolio.
Prescribed by the dentist and IDA.
Colgate has strong brand equity as it has been voted “The most trusted
brand in the country” for 3 consecutive years in the Ac Nielsen brand
equity survey.
Colgate acquired already established brand “cibaca” (Binaca), which was
also popular as cibaca Geetmala radio program.
Weaknesses
Per capita toothpaste consumption is the lowest in India.
Does not cater the premium customer segment.
Too many products in the brands which lead to less focus on the
individual product.
Opportunities
Economy toothpaste for an Indian family.
Leveraging by using Colgate’s campaign in the rural India.
Increased growth year on year.
Better awareness and distribution network can increase rural
penetration.
With increasing lifestyle, People are becoming more conscious about
hygiene.
Threats
Stiff competition from Ajanta, Anchor and other private label brands
with similar quality assurance.
Non users of the toothpaste are still reluctant to shift from usage of
Neem stick, Ash, Charcoal etc.
Cannibalising the flagship brand.
4
5. Target Audience
The key to target audience selection lies in the positioning of the brand itself
wherein it is targeted for a large chunk of population residing in the semi urban
and rural areas, for which price plays the pertinent role in selection. It is to be
also borne in mind whilst defining the target audience that the sense of oral
hygiene is low by itself( India stands at the lowest).Hence foraying more into
the rural markets to acquire the non-users(conversion from other traditional
mode of oral care ) under its umbrella is something that needs to be dealt
with. Since it caters to the economic segment (the lower price point segment
itself holding some 25% of the category volume), hence it can as well focus on
the lower income segments of semi urban and urban India with specific focus
on tier 2 cities since it already has a strong distribution channel at its disposal
thereby easing the penetration which will also be aided by its tie ups with E-
Choupal and Disha.. As hygiene sense is what develops right from the
childhood itself, hence families in the low to mid income segment with kids will
form the prime base. Also the tooth powder market has been declining
constantly and hence the switchers from the tooth powder segment can be
added to its consumer base.
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6. Consumer Understanding
The Consumers perceive it as a paste which protects teeth from getting
decayed & it’s refreshing flavour makes them breathe super fresh
Colgate has been present in the domestic oral market for the last 70
years and its oral care brands enjoy strong brand equity in the market
As cibaca being the first economical toothpaste from the umbrella of
Colgate, it captured the market well with its primary audience being the
rural & semi-urban section of the society, enjoys the position of being
the third largest brand of Colgate with a share of 10.3% (in terms of
volumes sold).
The product has been positioned in such a manner that it creates an
emotional attachment with its consumers.
As this is targeted to introduce the non-user to its consumer base, hence
it also holds the promise of providing the consumers family with better
oral hygiene.
6
7. Positioning
Whilst determining positioning, a lot of factors will come into play in this
context, as per the case study in which we need to consider the targeted
segment, it is meant for catering along with factors like its selling proposition,
functional and emotional benefits and finally leveraging the strong brand
image of “Colgate” in pitching it against the competition. Cibaca is an
economical offering with the inherent message that it provides the consumer
with freshness of breath and stronger teeth at a low price which assures the
consumer a full value for money proposition and with toothpaste penetration
in rural India standing at 39% as per 2006 NRS survey report. It can thereby
position itself as a value for money, complete oral care solution, for the entire
family by highlighting on its beneficial aspects in both cosmetic and medical
grounds as compared to the traditionally used substances like neem, coal, ash
etc. Hence an economic toothpaste for the Indian families with cheaper price
and quality assurance and promoting cleaner oral hygiene habits among rural
households using non dentifrice products (as a superior alternative to
them)seems to be the apt home ground for Cibaca. It already comes with a
refreshing mint flavour and might try out other flavours (with a subtle hint to
their medical benefits) as well based on the popular Indian palate to make it a
name to reckon with.
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8. Communication and creative strategy
Owing to the huge untapped rural and semi urban market for dental care
products, Cibaca should continue with their current communication strategy
wherein they pitch it in as a low priced economical offering with assurance of
freshness of breath and a strong teeth, delivering perfect oral hygiene for the
family with good ROI. Since the target segment is less knowledgeable as well as
price sensitive, hence it should emphasize on the aspects of price and the
product benefits (attributes like strengthening of gums, removes bad breath,
prevents decay, happy hygienic family etc.).The profile of the individuals
buying this brand also needs to be kept in mind, since they will be from the
rural and semi urban areas, hence shop keeper push is going to be a prime
contributing factor in this regime and thus this is something that deserves
emphasis and as well as word of mouth publicity which works best in rural
areas. Cibaca is targeted towards the price sensitive customers and they do not
mind getting something extra for the buck spent and hence freebies like
toothbrush and tongue cleaners can also be provided to gel well with the
overall message of a healthy and hygienic family for the rural mass and
promulgating this idea extensively by pointing towards the ill effects of using
coal and ash etc. “For the benefit of family” is also another aspect that needs
to be highlighted since family value, ties and belongingness still holds supreme
when it comes to the mass Indian societal structure. Lastly, as it is mentioned
that the local brands hold good ground, hence the comparative benefits of
using Cibaca as compared to them needs to be addressed by leveraging the
equity of the mother brand Colgate.
Creative ideas can be well implied in communicating the value of the brand
through free dental check-up camps in the rural areas with free samples
wherein the residents will get the privilege of consulting with dentists for their
oral hygiene and thus serving two fold purpose of educating and thereby
increasing its brand awareness and recall as the “watsonian first” will also play
its part here. It has been seen that the rural crowd relates well with some
mascot or ambassador who has a “down to earth” “no-nonsense” attitude and
hence this option can also be leveraged along with the above mentioned one.
Also the concept of dental hygiene and reinforcing Cibaca thereupon can be
8
9. done through theme based acts or “yatras”, as they are popularly known. Since
the mother brand Colgate speaks of it as being Dentists first choice, this can
also be shown through theme based plays as mentioned above.
Media Planning
Cibaca has already curved out its prominent position owing to its strong
distribution channel and significant below the line activities and coupled with
its low price point, it aims at the rural and the semi urban non users to jump
into its bandwagon. Hence whilst deciding on their media planning strategy,
these issues needs to be kept in mind with the inherent objective of creating
awareness and recall and familiarity for the brand. In case of the rural scenario
a variety of relevant media can be used from posters and wall paintings in
regional languages ( due lack of electricity and thereby nonexistence of glow
signboards and also to make the consume wary of the options).Radio
advertisements can also prove to be a good vehicle due to its access, a large
number of upcoming FM stations and lastly, its reach in perhaps every
household in the targeted segment. As mentioned earlier, free dental camps in
schools, local mandis and other prominent places and do the trick as well along
with transitory mobile vans and check-up camps .Awareness campaigns in
schools will also ensure that both the child and the parent gets to know about
it and the roots of the brand loyalty are well sown to be reaped.
Thank You
9