- Colgate launched a new toothpaste brand called Active Salt to capitalize on the growing oral care market in India. Active Salt contains salt and minerals and was marketed as being beneficial for oral health. - The brand was promoted through an impactful advertising campaign asking "Does your toothpaste have salt?" and showed how Active Salt could resolve dental issues. It was positioned as connecting to traditional oral care practices of using salt. - Active Salt was priced competitively and distributed widely through Colgate's extensive network to pharmacies, general stores, and modern trade outlets to increase availability. Promotions targeted both consumers and retailers. The brand helped Colgate grow in line with category growth.

1. Brand Management -
Individual Assignment

2. Project Information
Title:
To understand the Brand Extension and performance of
Active Salt at Coalgate Palmolive Ltd.
Presented to :
Prof. Sameer Mathur
Presented by :
Ravi Dhoot
PGP 30074
Section : B

3. Oral Care Category - India
Lucknow
market visit
Work on the
heuristics &
blueprints
Final
presentation
preparation
 Oral care saw the value growth
of 15% to reach INR 83.5
billion in 2013
 Toothpaste continues to be the
biggest category with 80% value
share of oral care
 Mouthwashes/dental rinses has
the highest value growth of
44% in 2013
 Oral care is expected to have a
value CAGR of 9% at constant
2013 prices to reach INR131.0
billion by 2018

4. Colgate Palmolive
Lucknow
uncovered
villages (10)
Data analysis –
for the
coverage
heuristics
Pre-final
review
Lucknow
market visit
Work on the
heuristics &
blueprints
Final
presentation
preparation
 US Multinational, present in
more than 175 countries and a
market leader in 150+ of them
 Colgate-Palmolive India Ltd
continues to lead with 46%
value share
 Low penetration in urban
market and untapped rural
market makes the Indian
market a very high potential
market

5. Colgate Palmolive
Lucknow
market visit
Work on the
heuristics &
blueprints
Final
presentation
preparation2011 2012 2013
2011 2012 2013
> The company grew almost in line with the category growth rate, this explains the same
market share of CP

6. Colgate – Product portfolio
Toothpaste Brands
Colgate
Dental
Cream
Colgate
Total
Colgate
Visible
White
Colgate
Sensitive
Colgate
Max
Fresh
Colgate
Kids
Colgate
Cibaca
Colgate
Active
Salt
Colgate
Maxim
um
Cavity..

7. KYA AAPKE
TOOTHPASTE
MEIN NAMAK
HAI?
The famous campaign
COLGATE ACTIVE SALT

8.  New brand called Active Salt was launched under the umbrella of Colgate
 How the brand was built:
 Salience : Through the famous campaign
 Performance & Imagery: Ads showed the dental issues and how the
product is helpful to resolve such issues
 Judgments & feelings : Aim was to create an awareness of importance of
salt and minerals in the toothpaste, thus the idea of questioning people was a
bang on method to get them thinking
 Resonance : People could relate the product to the traditional stories of
cleaning your teeth with salt & neem. This resulted in a better connect
The Brand : Colgate Active Salt

9. PRODUCT
Colgate Active Salt was
the first toothpaste in India
that contained salt.
It combines salt with
calcium and minerals to make
teeth stronger and gums
healthy.
Its special formula is
proven to seek and fight
germs offering a unique
brushing experience.
The packaging of the new
product was identical to the
existing ones
4Ps of COLGATE ACTIVE SALT
Active Salt – Newly Launched
Colgate Dental Cream– Flagship product

10. 4Ps of COLGATE ACTIVE SALT
PRICE
The product provides a functional benefit and is aimed at a large segment;
involving people from various income strata
Thus the product is launched in lower price SKUs for catering the demand
of rural consumers and as well as in family packs considering the modern trade
customer
 Active Salt: 50 gm :18 Rupees
 Active Salt: 100 gm :37 Rupees
 Active Salt: 200 gm :86 Rupees
The newly launched Active Salt Neem is launched at a price point of 15 Rs.
The prices of all SKUs are at the same level of those of the competitor’s
SKUs, which can be observed across all oral product category.

11. 4Ps of COLGATE ACTIVE SALT
PLACE:
GO TO MARKET Chart
MT
Cant
eens
KS
MS
CS
Service Line
Stockist
WS
CPS
STT
Direct Coverage
Indirect
Coverage
Retail Environment
Stockist Margins
Wholesalers
Margins, CD,
Offers
GS

12. 4Ps of COLGATE ACTIVE SALT
PLACE
More stress is being given on the expansion of the direct coverage : to ensure
that the product is available at as many stores as possible
This has even helped the company to premiumise the consumers and made
real time data available of consumers preferences
The distribution channel involves medical stores also, considering the nature
of product
Local Kirana stores, General stores, Wholesalers, Medical stores are
approached by the salesmen weekly and this ensures the availability of the
product
The modern trade customers are directly handled by the company ( No
distributor in the channel) , this results in better prices for consumers and
better promotional activities at stores

13. 4Ps of COLGATE ACTIVE SALT
Promotion
Product Promotions
Trade Promotions

14. ACTIVE SALT
https://www.youtube.com/
watch?v=nYk8YLVZeVY
Product promotion:
Focus on the functional benefit
POD
Link :

15. ACTIVE SALT
 Many activities targeted at
connecting with the target
consumer
 Idea was to highlight the new taste

16. ACTIVE SALT
Link: https://www.youtube.com/watch?
v=frq3mywDRb4
Link:
https://www.youtube.com/watch?
v=LuTJQQU160w

17. ACTIVE SALT
Trade Promotions
Multiple schemes and offers are introduced during the year for retailers as well as
wholesalers such as
 Visibility offers : Payout is offered to display the products in shop
 Extra Margins: Added discounts are available to the wholesalers and retailers
 Incentives: Targets for salesmen and distributors are based on the overall
value of the focused product, leading to higher sales

18. STP
 Demographic
>On the basis of age
group, gender.
>Different products for
kids & adults, for boys &
girls
 Psychographic/ Behavioral
>On the basis of their oral
care needs
>Whitening, sensitivity

19. STP
 Target group is mostly middle class
families
 The TG group for various products
differ on the basis of value
proposition
 For CAS:
>Current user of toothpaste
product
>People who are conscious about
the oral health
>People facing issues with oral
health

20. STP
 Functional benefits
Dental hygiene
 Product basis
The Doc recommendation
confirming the quality of the
product
 Competitor based
The added value than the
competitor products
 Price positioning
Trial products, products at
multiple price points

21. Competitors
BABOOL SALT
BABOOL NEEM
PEPSODENT SUPER SALT
K.P. NAMBOODIRIES
 The highest share in
the oral care products
 Biggest player in the
salt category
 Most trusted brand
award for consecutive
three years
 First mover advantage
in the salt category
 Better product recall

22. Competitors: CFR
 On the basis of sales value : HUL and P&G are the biggest competitors
for Colgate.
 The list changes for various products. For sensitive category : GSK is
the biggest competitor
 The distribution channel and brand equity are the most important
PODs
POP Vs Babool Salt
Prices
Ingredients(Product)
POD Vs Babool Salt
Brand Equity
Distribution channel
Marketing strategies

23. Success Mantra!
 Highly successful campaign: The “Kya aapke toothpaste me namak hai?” campaign
turned out to be a huge success. Colgate launched new two products under the
same brand
 Wide Distribution channel: Compared to the competitors, Colgate has a more
deeply rooted distribution network. It allows the company to make product
available at more number of stores
 Brand Equity: Colgate has won “The Most Trusted Brand” award for more than 4
times in last 5 years. “Dentist ka sujhaya hua no.1 brand” speaks for the popularity of
the brand

24.  http://www.colgate.co.in/app/Colgate/IN/OralCare
 http://www.colgate.co.in/Colgate/IN/Corp_v2/Investor/FinancialReports
/annual-report-2013-14.pdf
 https://www.youtube.com/watch?v=frq3mywDRb4
 https://www.youtube.com/watch?v=LuTJQQU160w
 https://www.youtube.com/watch?v=nYk8YLVZeVY
Thank you
References