1) The document analyzes Sensodyne, a toothpaste for sensitive teeth launched in India by GlaxoSmithKline (GSK) in 2011.
2) It compares Sensodyne to its main competitor Colgate Sensitive Pro Relief on their product offerings, pricing, distribution networks, and promotion strategies.
3) While Colgate has more brand awareness and a larger market share in India, Sensodyne is positioning itself as the number one toothpaste recommended by dentists worldwide and is investing heavily in promotions to build market share.
- 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
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.
This document discusses segmentation, targeting, positioning and differentiation strategies for various toothpaste brands in India including Sensodyne, Colgate, Pepsodent, Dabur and Himalaya. It provides information on the Indian toothpaste market size and share. It also describes the segmentation approaches, targeting strategies, positioning and differentiation tactics adopted by each brand. Key points of differentiation discussed include ingredients, benefits addressed and types of customers targeted.
Colgate has been in business since 1806 starting as a soap and candle company. It introduced toothpaste in jars in 1873 and collapsible tubes in 1896. Today it focuses on oral care, personal care, home care, and pet nutrition, selling products in over 200 countries. Colgate promotes its toothpaste, toothpowder, and mouthwash through innovative packaging and advertising strategies. It has implemented successful marketing strategies like partnering with dentists and targeting rural markets for growth. While it faces competition and pressure to lower prices, Colgate remains a market-leading brand with high visibility and customer loyalty due to its long history and financial strength.
Harvey Goldstein is a businessman in Southeast Asia who has facilitated business deals for companies like Procter & Gamble in countries in the region. Procter & Gamble, one of the world's largest consumer product companies, launched their Oral-B GENIUS X power toothbrush in 2019. The toothbrush uses artificial intelligence developed from over 2,000 brushing sessions to help people brush with the right amount of pressure and time based on sensors that track brushing style. Through a connected app, users receive personalized feedback on areas needing more attention.
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
This presentation is about the colgate industry - its kind of market with respect to colgate. How the competition is? How the profit margin and variable costing is for a tooth paste industry is?
1) The document analyzes Sensodyne, a toothpaste for sensitive teeth launched in India by GlaxoSmithKline (GSK) in 2011.
2) It compares Sensodyne to its main competitor Colgate Sensitive Pro Relief on their product offerings, pricing, distribution networks, and promotion strategies.
3) While Colgate has more brand awareness and a larger market share in India, Sensodyne is positioning itself as the number one toothpaste recommended by dentists worldwide and is investing heavily in promotions to build market share.
- 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
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.
This document discusses segmentation, targeting, positioning and differentiation strategies for various toothpaste brands in India including Sensodyne, Colgate, Pepsodent, Dabur and Himalaya. It provides information on the Indian toothpaste market size and share. It also describes the segmentation approaches, targeting strategies, positioning and differentiation tactics adopted by each brand. Key points of differentiation discussed include ingredients, benefits addressed and types of customers targeted.
Colgate has been in business since 1806 starting as a soap and candle company. It introduced toothpaste in jars in 1873 and collapsible tubes in 1896. Today it focuses on oral care, personal care, home care, and pet nutrition, selling products in over 200 countries. Colgate promotes its toothpaste, toothpowder, and mouthwash through innovative packaging and advertising strategies. It has implemented successful marketing strategies like partnering with dentists and targeting rural markets for growth. While it faces competition and pressure to lower prices, Colgate remains a market-leading brand with high visibility and customer loyalty due to its long history and financial strength.
Harvey Goldstein is a businessman in Southeast Asia who has facilitated business deals for companies like Procter & Gamble in countries in the region. Procter & Gamble, one of the world's largest consumer product companies, launched their Oral-B GENIUS X power toothbrush in 2019. The toothbrush uses artificial intelligence developed from over 2,000 brushing sessions to help people brush with the right amount of pressure and time based on sensors that track brushing style. Through a connected app, users receive personalized feedback on areas needing more attention.
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
This presentation is about the colgate industry - its kind of market with respect to colgate. How the competition is? How the profit margin and variable costing is for a tooth paste industry is?
This document provides an analysis of Sensodyne's planned electric toothbrush, the Sensodyne Tooth Guardian. It begins with an introduction to the product and the need it addresses. Next, it performs a brand analysis, industry analysis of major competitors, and SWOT analysis. It then provides details on market segmentation, target markets, positioning, product strategies, pricing strategy, and promotion and marketing campaigns. The overall marketing strategy focuses on product differentiation, collaborating with dental specialists, advertising, and exploring retail marketing channels.
The Indian shampoo industry is dominated by Hindustan Unilever Limited (HUL) which launched popular brands like Sunsilk and Clinic Plus in the 1960s-1980s. HUL focused on expanding rural distribution through affordable sachet sizes. The top three shampoo brands in India are Clinic Plus, Head & Shoulders, and Chik. The shampoo market faces challenges like low usage frequency and perceptions of chemicals. It is segmented based on benefits into cosmetic, anti-dandruff, and herbal categories. Rural consumers and sachet sizes are a key focus area. Popular brands target different age groups and genders and use celebrity endorsements in their advertising.
This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
The document discusses Sensodyne's integrated marketing communication campaign in India. It aimed to increase awareness of tooth sensitivity as a dental issue and position Sensodyne as the preferred brand for sensitive teeth relief. The campaign used various touchpoints like in-store demonstrations, print ads, TV commercials, dentist recommendations, and free samples. By educating consumers and emphasizing Sensodyne's clinical efficacy, the brand was able to gain a leadership position in the tooth sensitivity category in India.
Colgate Palmolive started operations in Pakistan in 1977 as a joint venture between Colgate Palmolive USA and Lakson Group. It is one of the largest ventures of the group with assets over Rs. 400 million and annual turnover of Rs. 1500 million. Colgate's main competitors are Macleans, Medicam, Close-up, English, and Pepsodent. Its target market is middle to upper income families and it maintains a premium pricing strategy while emphasizing quality. The document discusses Colgate's product lines, distribution channels, and recommendations for expanding its brand.
Segmenting, Targeting and Positioning of the toothpaste industrySohinee Dabeedyal
There are several major types of toothpastes on the market based on their main components and intended uses, such as fluoride toothpaste for preventing decay, desensitizing toothpaste, and whitening toothpaste. The global toothpaste industry is dominated by a few large companies and toothpaste is one of the top fast-moving consumer goods. In Mauritius, the toothpaste market includes many international and local brands and is led by Colgate, which holds about 45% market share, while Aquafresh and Blendax also have significant shares. Toothpaste brands segment their customers and target different groups, with Colgate targeting multiple age groups and Sensodyne focusing on people with sensitive teeth. They also employ various
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
Market segmentation of colgate convertedPreetiSha2
Colgate-Palmolive segments its consumer base using demographic factors like age, gender, income, and other variables. It offers different toothpastes and oral care products targeted at specific age groups from infants to seniors. Products are tailored to needs across the lifespan. Colgate also segments between male and female consumers, with gender-specific products featuring popular characters. While mass marketed, Colgate finds most of its sales from middle-income consumers. Demographic segmentation allows Colgate to develop a wide range of oral care solutions to serve diverse consumer groups.
This document discusses Colgate-Palmolive's launch of the Precision toothbrush. It provides background on Colgate, the US oral care market, consumer habits, competition from Oral-B, Johnson & Johnson, Procter & Gamble, and others. Colgate developed the Precision through extensive research to have bristles of different lengths and orientations for maximum plaque removal. The document considers niche versus mainstream positioning and predicts market share outcomes under each strategy. It also reviews production requirements, pricing strategies, and early consumer concept testing for the Precision.
Himalaya is launching a new toothpaste targeting the niche oral care category. It will be positioned as a premium herbal toothpaste called "Himalaya Active Herbs Toothpaste" that provides freshness and solves problems like gum swelling, tooth decay, and bad breath. Research found the niche category has high involvement and consumers seek solutions to oral health issues. The toothpaste will be advertised as a natural, healthy oral care product using the brand's herbal expertise to provide safe, reliable protection with long-lasting freshness.
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.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
This document analyzes the brand extension of Colgate Plax mouthwash in India. It provides context on the oral care category and subcategories in India. The oral care market is valued at $83.5 billion currently and expected to reach $131 billion by 2018. Toothpaste is the dominant subcategory but mouthwash is growing the fastest at a 29% CAGR. Within mouthwashes, Listerine is the leader but Colgate Plax is ranked 2nd and is growing over 25% annually. The document evaluates Colgate Plax's product features, variants and potential as a brand extension for Colgate in India.
- 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.
This document summarizes the toothpaste industry and the brand Close Up. It shows that Colgate has the largest market share at 54% of the toothpaste industry. For gel toothpaste, HUL's Close Up has the largest market share at 46%. Close Up was first launched in 1975 and has been the category leader since. It targets youth aged 15-35 and positions itself as a toothpaste that also acts as a mouthwash for fresh breath. The document analyzes Close Up's branding, product line, market strength compared to competitors, and summarizes one of its memorable television advertisements.
This document presents a marketing plan for a new toothpaste brand called Ultra Protect. It includes 3 variants targeted at smokers, coffee drinkers, and stain removal. The plan discusses segmentation, targeting, positioning, pricing, packaging, labeling, sales forecast, and promotional strategies including using a brand ambassador. Financial projections estimate startup expenses of 2,00,000 taka and initial inventory of 10,00,000 taka. Sales are forecasted to gradually increase over the first 3 years from 32,41,000 to 32,59,000 taka. A variety of supporting services are also discussed to improve the customer experience.
Ayurjyoti is an Indian FMCG company focused on herbal products with headquarters in Kolkata. They are launching Bonito, a new fairness cream along with a lotion and shampoo. Bonito aims to redefine fairness with a multi-vitamin herbal formula that protects against hyperpigmentation, dark circles, and UV rays while providing skin lightening and anti-aging benefits. Ayurjyoti analyzes the large and growing Indian fairness cream market and develops marketing strategies around affordable pricing, promotions, and wide distribution to target young consumers in both urban and rural areas.
P&G Home Products Limited is a 100% subsidiary of Procter & Gamble and one of India's fastest growing FMCG companies. It markets P&G's global brands like Ariel, Tide, Head & Shoulders, Pantene, and Rejoice in India. P&G was incorporated in India in 1993 and launched brands like Ariel and Pantene over the years. It is now the second largest FMCG company in India focused on fabric care, hair care, and personal care products.
This document provides an overview of Pantene, a brand of hair care products owned by Procter & Gamble. It discusses Pantene's product introduction, marketing concept focusing on target markets and competitors, marketing mix involving product, price, place, and promotion strategies. It also includes a SWOT analysis and uses the BCG matrix to analyze Pantene's product portfolio. Marketing research processes and consumer behavior relevant to Pantene are summarized as well.
Head & Shoulders is an anti-dandruff shampoo brand owned by Procter & Gamble. It was introduced in 1961 and was the first product to identify and treat the causes of dandruff using zinc pyrithione. The document discusses the marketing mix strategies used by Head & Shoulders in India, including targeting consumers with scalp and dandruff problems, having various product sizes and flavors, nationwide distribution, and advertising through television, magazines, and billboards. It also addresses the pricing approach, ensuring prices are affordable and competitive with other brands.
This document provides an analysis of Sensodyne's planned electric toothbrush, the Sensodyne Tooth Guardian. It begins with an introduction to the product and the need it addresses. Next, it performs a brand analysis, industry analysis of major competitors, and SWOT analysis. It then provides details on market segmentation, target markets, positioning, product strategies, pricing strategy, and promotion and marketing campaigns. The overall marketing strategy focuses on product differentiation, collaborating with dental specialists, advertising, and exploring retail marketing channels.
The Indian shampoo industry is dominated by Hindustan Unilever Limited (HUL) which launched popular brands like Sunsilk and Clinic Plus in the 1960s-1980s. HUL focused on expanding rural distribution through affordable sachet sizes. The top three shampoo brands in India are Clinic Plus, Head & Shoulders, and Chik. The shampoo market faces challenges like low usage frequency and perceptions of chemicals. It is segmented based on benefits into cosmetic, anti-dandruff, and herbal categories. Rural consumers and sachet sizes are a key focus area. Popular brands target different age groups and genders and use celebrity endorsements in their advertising.
This document provides a summary of four toothpaste brands in India: Colgate Sensitive Pro-Relief, Colgate MaxFresh Gel, Pepsodent Sensitive Pro Relief, and Close Up gel toothpaste. It analyzes each brand's business definition, target market, competitors, positioning, and strategies. It finds that Colgate and Pepsodent are targeting the sensitive toothpaste market, while Colgate MaxFresh and Close Up compete in the growing gel toothpaste segment dominated by Close Up. The document evaluates each brand's competitive advantages and challenges penetrating their respective markets.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
The document discusses Sensodyne's integrated marketing communication campaign in India. It aimed to increase awareness of tooth sensitivity as a dental issue and position Sensodyne as the preferred brand for sensitive teeth relief. The campaign used various touchpoints like in-store demonstrations, print ads, TV commercials, dentist recommendations, and free samples. By educating consumers and emphasizing Sensodyne's clinical efficacy, the brand was able to gain a leadership position in the tooth sensitivity category in India.
Colgate Palmolive started operations in Pakistan in 1977 as a joint venture between Colgate Palmolive USA and Lakson Group. It is one of the largest ventures of the group with assets over Rs. 400 million and annual turnover of Rs. 1500 million. Colgate's main competitors are Macleans, Medicam, Close-up, English, and Pepsodent. Its target market is middle to upper income families and it maintains a premium pricing strategy while emphasizing quality. The document discusses Colgate's product lines, distribution channels, and recommendations for expanding its brand.
Segmenting, Targeting and Positioning of the toothpaste industrySohinee Dabeedyal
There are several major types of toothpastes on the market based on their main components and intended uses, such as fluoride toothpaste for preventing decay, desensitizing toothpaste, and whitening toothpaste. The global toothpaste industry is dominated by a few large companies and toothpaste is one of the top fast-moving consumer goods. In Mauritius, the toothpaste market includes many international and local brands and is led by Colgate, which holds about 45% market share, while Aquafresh and Blendax also have significant shares. Toothpaste brands segment their customers and target different groups, with Colgate targeting multiple age groups and Sensodyne focusing on people with sensitive teeth. They also employ various
Report on Management and HRM of P&G. Its History, introduction, internal and external environments,product line, marketing, pricing, promoting strategies with video ads, HR functions and methods, organizational structure......
Market segmentation of colgate convertedPreetiSha2
Colgate-Palmolive segments its consumer base using demographic factors like age, gender, income, and other variables. It offers different toothpastes and oral care products targeted at specific age groups from infants to seniors. Products are tailored to needs across the lifespan. Colgate also segments between male and female consumers, with gender-specific products featuring popular characters. While mass marketed, Colgate finds most of its sales from middle-income consumers. Demographic segmentation allows Colgate to develop a wide range of oral care solutions to serve diverse consumer groups.
This document discusses Colgate-Palmolive's launch of the Precision toothbrush. It provides background on Colgate, the US oral care market, consumer habits, competition from Oral-B, Johnson & Johnson, Procter & Gamble, and others. Colgate developed the Precision through extensive research to have bristles of different lengths and orientations for maximum plaque removal. The document considers niche versus mainstream positioning and predicts market share outcomes under each strategy. It also reviews production requirements, pricing strategies, and early consumer concept testing for the Precision.
Himalaya is launching a new toothpaste targeting the niche oral care category. It will be positioned as a premium herbal toothpaste called "Himalaya Active Herbs Toothpaste" that provides freshness and solves problems like gum swelling, tooth decay, and bad breath. Research found the niche category has high involvement and consumers seek solutions to oral health issues. The toothpaste will be advertised as a natural, healthy oral care product using the brand's herbal expertise to provide safe, reliable protection with long-lasting freshness.
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.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
This document analyzes the brand extension of Colgate Plax mouthwash in India. It provides context on the oral care category and subcategories in India. The oral care market is valued at $83.5 billion currently and expected to reach $131 billion by 2018. Toothpaste is the dominant subcategory but mouthwash is growing the fastest at a 29% CAGR. Within mouthwashes, Listerine is the leader but Colgate Plax is ranked 2nd and is growing over 25% annually. The document evaluates Colgate Plax's product features, variants and potential as a brand extension for Colgate in India.
- 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.
This document summarizes the toothpaste industry and the brand Close Up. It shows that Colgate has the largest market share at 54% of the toothpaste industry. For gel toothpaste, HUL's Close Up has the largest market share at 46%. Close Up was first launched in 1975 and has been the category leader since. It targets youth aged 15-35 and positions itself as a toothpaste that also acts as a mouthwash for fresh breath. The document analyzes Close Up's branding, product line, market strength compared to competitors, and summarizes one of its memorable television advertisements.
This document presents a marketing plan for a new toothpaste brand called Ultra Protect. It includes 3 variants targeted at smokers, coffee drinkers, and stain removal. The plan discusses segmentation, targeting, positioning, pricing, packaging, labeling, sales forecast, and promotional strategies including using a brand ambassador. Financial projections estimate startup expenses of 2,00,000 taka and initial inventory of 10,00,000 taka. Sales are forecasted to gradually increase over the first 3 years from 32,41,000 to 32,59,000 taka. A variety of supporting services are also discussed to improve the customer experience.
Ayurjyoti is an Indian FMCG company focused on herbal products with headquarters in Kolkata. They are launching Bonito, a new fairness cream along with a lotion and shampoo. Bonito aims to redefine fairness with a multi-vitamin herbal formula that protects against hyperpigmentation, dark circles, and UV rays while providing skin lightening and anti-aging benefits. Ayurjyoti analyzes the large and growing Indian fairness cream market and develops marketing strategies around affordable pricing, promotions, and wide distribution to target young consumers in both urban and rural areas.
P&G Home Products Limited is a 100% subsidiary of Procter & Gamble and one of India's fastest growing FMCG companies. It markets P&G's global brands like Ariel, Tide, Head & Shoulders, Pantene, and Rejoice in India. P&G was incorporated in India in 1993 and launched brands like Ariel and Pantene over the years. It is now the second largest FMCG company in India focused on fabric care, hair care, and personal care products.
This document provides an overview of Pantene, a brand of hair care products owned by Procter & Gamble. It discusses Pantene's product introduction, marketing concept focusing on target markets and competitors, marketing mix involving product, price, place, and promotion strategies. It also includes a SWOT analysis and uses the BCG matrix to analyze Pantene's product portfolio. Marketing research processes and consumer behavior relevant to Pantene are summarized as well.
Head & Shoulders is an anti-dandruff shampoo brand owned by Procter & Gamble. It was introduced in 1961 and was the first product to identify and treat the causes of dandruff using zinc pyrithione. The document discusses the marketing mix strategies used by Head & Shoulders in India, including targeting consumers with scalp and dandruff problems, having various product sizes and flavors, nationwide distribution, and advertising through television, magazines, and billboards. It also addresses the pricing approach, ensuring prices are affordable and competitive with other brands.
Head & Shoulders is the number one anti-dandruff shampoo brand in the world. When it launched in India in 1997, it fueled growth in the anti-dandruff segment, which now makes up 15% of the total shampoo market. Head & Shoulders targets higher middle class, brand conscious consumers and positions itself as a mild yet effective anti-dandruff product compared to competitors like Clinic All Clear. It has established itself as a strong brand through differentiation, variety of products, effective marketing campaigns, and brand loyalty.
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
This document provides a project report on measuring brand awareness and perception of Garnier Ultra Blends hair products in India. The report outlines the research methodology used, which included a descriptive study design with a sample size of 50 respondents surveyed using a structured questionnaire. Statistical analysis tools like charts, percentages, and interval estimation were used to analyze the collected primary data. The findings showed that brand awareness positively influences purchasing behavior. Customers believe branded products have better quality and enhance social status. The report concludes that Garnier needs to enhance brand image associations for their target audience to gain long-term strategic benefits.
The group presented their marketing plan for a new shampoo brand called Niamia. They discussed defining their product as a shampoo and emphasizing marketing ethics. Their target markets are women ages 16-40, men, and young mothers. Key features of their shampoo include being anti-damage, anti-dandruff, and nourishing. They analyzed competitors like Head & Shoulders and developed a positioning statement. Their action plan includes an advertising campaign using celebrities and sampling. They discussed objectives to make ads simple, memorable, interesting and emotionally engaging. The group will survey customers for feedback and control sales, expenses and respond to issues to ensure success.
10 Step Marketing Plan of Head & Shoulders brian garciabrgarcia
1. Head & Shoulders targets men and women with dandruff and scalp problems who want proper hygiene and hair care to gain confidence. Other shampoo brands focus more on hair condition.
2. Head & Shoulders' market share in the Philippines is less than Php 1.8 billion of the estimated Php 12 billion shampoo industry.
3. The marketing plan focuses on TV ads with Manny Pacquiao, print ads, events, social media, and nationwide distribution to position Head & Shoulders as the niche leader in anti-dandruff shampoo.
This document provides an overview of a marketing management course taught by Sir Rehan Shakur. It lists the course name, instructor, and students. It then outlines the topics to be covered in the course, including background of a company, reasons for failure, strategies for re-launching a product, the 4 P's of marketing, promotion tactics, recommending strategies, pricing approaches, target celebrities, and a SWOT analysis.
A report on 4p's and STP of clinic plus shampooHARSHA DEVATHA
Clinic Plus shampoo is produced by Unilever and targets women in India. It has a variety of product types and prices starting from Rs. 1/-. Clinic Plus segments the market based on geography, behavior, and price. It targets women and positions itself as a family shampoo that nourishes hair from within. The product is priced competitively compared to Dove and distributed widely through Hindustan Unilever's network to reach both rural and urban consumers. Promotion focuses on the relationship between mothers and daughters through print, TV, and online advertisements emphasizing strong, long hair.
The document summarizes the shampoo industry in India. It discusses key facts about the FMCG industry and hair care category. It details market size, segmentation, usage patterns and growth of the shampoo industry. It also outlines the evolution of popular shampoo brands and their market leadership over the years.
- Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble and is the world's number one anti-dandruff shampoo.
- When launched in India in 1997, the anti-dandruff market was small but growing and dominated by Clinic All Clear; Head & Shoulders fueled further growth.
- The document discusses Head & Shoulders marketing strategies in India, including segmentation, targeting, positioning, products, pricing, placement, and promotion.
The marketing plan is for Allenora shampoo produced by Zapotol corp. The shampoo will be distributed in Pakistan and targets both men and women but mainly women. It will be available in 100ml, 200ml, and 400ml bottles as well as sachet packets. The plan is to become a strong shampoo brand within 5 years. The shampoo has 7 benefits including anti-damage, anti-dandruff, and conditioning. It will compete with popular brands like Head & Shoulders, Clear, Sunsilk, and Dove. Market research will be conducted to understand customer preferences and feedback on packaging, quality, and performance. The shampoo will be positioned as a
Zapotol Corporation is launching a new shampoo brand called Allenora in Pakistan. Allenora will be a 7-in-1 shampoo addressing issues like hair fall, dryness, dullness, roughness and dandruff. It will be available in 100ml, 200ml and 400ml bottles as well as sachets. The company aims to become a strong shampoo brand in Pakistan within 5 years. Key competitors in the market include Head & Shoulders, Clear, Sunsilk and Dove. Market analysis shows shampoo sales growing in Pakistan, with Unilever and P&G dominating 50% and 34% market share respectively through popular brands like Sunsilk and Head
Zapotol Corporation is launching a new shampoo brand called Allenora in Pakistan. Allenora will be a 7-in-1 shampoo addressing issues like hair fall, dryness, dullness, roughness and dandruff. It will be available in 100ml, 200ml and 400ml bottles as well as sachets. The company aims to become a strong shampoo brand in Pakistan within 5 years. Key competitors in the market include Head & Shoulders, Sunsilk, Pantene and Clear. The shampoo market in Pakistan is growing and valued at Rs.12.5 billion, with Unilever and P&G being the major players.
The document discusses Pure Elements, an Ayurvedic personal care brand. It provides details about the company's product portfolio which includes natural skincare, haircare, and body care products. Some key shampoo offerings are discussed in depth. It also analyzes Pure Elements' marketing strategy and compares it to competitors like Dabur, HUL, and Patanjali. While the brand creates effective natural products, it is concluded that limited advertising has resulted in low awareness, and expanding distribution will help grow its customer base.
P&G developed a new toothpaste that provides tooth and gum protection for 24 hours after each brushing. To determine consumer preferences for this new product before market introduction, P&G will conduct a survey. Personal interviews will be the most effective survey method, specifically in-home interviews. This allows interviewers to directly ask consumers questions about attributes like color, fragrance, and how they prefer tooth and gum protection. The sample will target middle and high-income consumers who use branded toothpaste. Simple random sampling will select a representative sample from this population frame. Results will be presented to P&G management using charts like pie charts, bar charts, and histograms to illustrate consumer preferences.
Pantene is currently the market leader in premium hair care products in India but faces stagnating market growth and falling market share. Its objectives are to increase market share and be seen as the top hair care brand. It plans to achieve this through new product formulations with revolutionary results and more interactive marketing strategies. The target audience is proposed to expand to both females and males seeking to look younger through healthy hair. Pantene will position itself as the "Spring of Life" and leverage the 4Ps of marketing with a new product line, competitive pricing, wide availability and promotional activities including TV, radio and digital advertising.
This presentation is based on how to launch a new product focusing on the entire process of market research followed by Segments, recent trends, competitor analysis, SWOT Analysis and more.
eFasal revolutionizes agricultural practices through cutting-edge technology. By integrating data analytics, IoT, and AI, eFasal offers farmers real-time insights into crop health, weather patterns, and market trends. This empowers them to make informed decisions, optimize resource usage, and maximize yields, fostering sustainable farming practices and improving livelihoods.
This document provides information about a group assignment for a Principles of Marketing course. It includes an introduction and background on Pantene, a hair care brand owned by Procter & Gamble. The document then discusses Pantene's target market in Malaysia, product positioning, types of consumer products, branding strategies, packaging and labeling, pricing strategies, and promotional strategies including advertising and sales promotions. The key points are that Pantene targets consumers in Malaysia with specific hair care needs through different product lines. It positions itself as a premium hair care brand and discusses strategies around branding, packaging, pricing and promoting the products.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
2. INTRODUCTION
★ Origin - Ohio, USA
★ Industry - Consumer Goods
★ Founded - 31st October 1837
★ Founder - William Procter & James Gamble
★ Areas - Approximately 70 Countries
★ Brands - Head & Shoulders, Pampers, Gillette, Olay, Oral-B, Vicks, Tide,
Arial, Old Spice, Secret Deodorants, and many more.
5. Market Segmentation
Income
Different products for
people with different
age group
User Needs
Different products for
different needs of
user
Benefits
Different products for
different benefits of
users.
6. LOREM IPSUM
TARGETING
P&G covers people with all
income groups with its
products.
• They have head and
shoulders for people with
low and medium income
• Pantene for people with
medium and high
P&G covers all user benefits
that can be provided with hair
care products like anti-
dandruff, hair-fall repair,
damage repair and 2 in 1
shampoos.
They products for every need of
users, they have Herbal Essence
for the people who wants to
use herbal products.
All income groups All benefits Every need of user
7. CURRENT TRENDS:
Supreme Collection in head and shoulders with advanced
technology that reveals healthy vibrant hair by hydrating
and nurturing the scalp
Head and shoulders have also come up with the world’s 1st
recyclable shampoo bottle made with beach plastic. This is
a world’s first in haircare
Pantene came up with unique PRO-V formula made of biotin
and bamboo delivers a potent blend of vitamin B3,panthenol
providing suppleness and strength
8. Herbal Essences introduced tactile markings designed to
help differentiate between shampoo and conditioner for
those with a vision impairment
Be my eyes app of Herbal Essences is a free service that
connects blind and low vision people with sighted volunteers
through a video call.
9. 4P’s for P&G’s HairCare
Place
●Retailers
●Authorized Distributors
●P&G Shops
●Supermarkets
Product
● Herbal Essentials
● Pantene – products related to
the care of hair
● Head & Shoulder – hair
shampoo
10. Price
● Market-oriented pricing strategy
●Product bundle pricing strategy
●Premium pricing strategy
Promotion
● Advertising
● Direct marketing
● Sales promotion
● Personal selling
● Public relations.
11. S W
T O
● Products for all income groups
● Serving Indian market for years
● Extensive distribution network for
its products through out India
● Maintained brand equity
● Focused on R&D
● High overseas presence
● Immense competition in the
same product line
● Ayurvedic products are
capturing the market
● New technology used for hair
care
● Low switching cost
● Unbranded products
● Decline in the market share
● High operating cost involved
● Inability to keep up with the
commitment
● Increase in hair issues
● Few hair products for men in
the market
● Focusing on untapped rural
sectors
SWOT ANALYSIS
12. PESTEL ANALYSIS
POLITICAL FACTORS:
Stable overall governmental support for globalization
ECONOMIC FACTORS:
Improving disposable income levels
SOCIAL/SOCIOCULTURAL FACTORS:
Increasing preference for high-quality consumer goods
Increasing preference for healthful products
14. Q1. Which P&G hair product do you
prefer ?
Consumer Analysis
Q2. From where do you generally
buy P&G hair products ?
15. Q3. What volume you prefer while
buying a hair product ?
Q4. Which offer do you prefer while
buying P&G hair products?
16. Q5.Which hair product would you
prefer for prevention from dandruff ?
Q6.From where did you get to know
about the P&G hair care products ?
17. Competitor analysis
Price range
P&G have Products for every
price range.
Product categories
P&G provides products in every
category like anti-dandruff, hair
fall repair, herbal.etc.
Market coverage
Head and shoulder have a good
market but not pantene
Variety of Products
P&G don't have a wide variety of
products
Price range
HUL Have Product for every
income price range.
Product categories
HUL do not have herbal products
in hair care.
Market coverage
HIgh end products of HUL are
very popular as compared to
P&G
Variety of Products
HUL have a wide variety of
products
18. Future Opportunities and Suggestions
Based on the survey our future recommendations will include:
● As most of the customers prefer medium or large portions of the products, the company should consider
coming up with more advertisements and incentive schemes to attract more customers.
● Even though Pantene being one of the oldest brands in its category, it has lost its market share to brands like
tresemme and Loreal. P&G should consider advertising it in a better way.
● Due to hectic lifestyles, consumers are showing an increased interest in maintaining their hair with minimum
effort.
● Indian consumers say that pollution impacts hair appearance, which opens significant opportunities for brands
to mitigate these growing concerns.