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 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.
The document discusses the concept of ingredient branding. It begins by defining ingredient branding and understanding its implementation and management. Some key points made include that ingredient branding can enhance the differentiation and competitiveness of host brands. Examples are given of well-known ingredient brands like Intel, GoreTex, and Dolby. The document also discusses conditions that make ingredients suitable for branding and challenges in managing ingredient brands. It concludes by discussing new applications and open research questions around ingredient branding.
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.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
This document discusses strategies to strengthen the Savlon brand in India. It analyzes Savlon's current brand perception and equity, and identifies opportunities to leverage the brand name. The document recommends brand extensions like Savlon wet wipes and shower gel that fit with the brand's focus on hygiene and germ protection. It also suggests marketing the brand's mildness and using endorsements to promote the brand among kids. Overall, the strategies aim to establish Savlon as a Rs. 500 crore brand in India through competitive pricing, promotions, and positioning the brand for hygiene and kids.
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 document discusses brand extension, which is using an existing brand name to promote a new product in a different category. The key difference between a line extension and a brand extension is that a line extension keeps the product category constant, while a brand extension varies the product category. Some advantages of brand extensions include leveraging existing brand equity, increasing awareness of the brand name, boosting profits through multiple product categories, and reducing costs compared to new brand launches. However, brand extensions also carry risks such as damaging the parent brand image if the extension fails or cannibalizing sales of the original product. Appropriate conditions for brand extensions include having strong prior brand equity and a perceived connection between the extension and parent brand.
Dabur is an Indian FMCG company founded in 1884. It has undertaken brand revitalization and reinforcement efforts over time. This included launching new products and marketing programs to educate customers and revitalize brands. It also worked to reinforce brands through new logo, packaging designs, and ensuring product innovation. Dabur restructured by cutting low-contribution brands, positioning as an herbal specialist, and entering new areas to target youth. It changed its branding strategy from umbrella to focus on power brands like Dabur, Vatika, Anmol, Real and Hajmola. Product line extensions further diversified offerings to different audiences. These strategies helped Dabur renew interest, increase market share, and move
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.
The document discusses the concept of ingredient branding. It begins by defining ingredient branding and understanding its implementation and management. Some key points made include that ingredient branding can enhance the differentiation and competitiveness of host brands. Examples are given of well-known ingredient brands like Intel, GoreTex, and Dolby. The document also discusses conditions that make ingredients suitable for branding and challenges in managing ingredient brands. It concludes by discussing new applications and open research questions around ingredient branding.
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.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
This document discusses strategies to strengthen the Savlon brand in India. It analyzes Savlon's current brand perception and equity, and identifies opportunities to leverage the brand name. The document recommends brand extensions like Savlon wet wipes and shower gel that fit with the brand's focus on hygiene and germ protection. It also suggests marketing the brand's mildness and using endorsements to promote the brand among kids. Overall, the strategies aim to establish Savlon as a Rs. 500 crore brand in India through competitive pricing, promotions, and positioning the brand for hygiene and kids.
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 document discusses brand extension, which is using an existing brand name to promote a new product in a different category. The key difference between a line extension and a brand extension is that a line extension keeps the product category constant, while a brand extension varies the product category. Some advantages of brand extensions include leveraging existing brand equity, increasing awareness of the brand name, boosting profits through multiple product categories, and reducing costs compared to new brand launches. However, brand extensions also carry risks such as damaging the parent brand image if the extension fails or cannibalizing sales of the original product. Appropriate conditions for brand extensions include having strong prior brand equity and a perceived connection between the extension and parent brand.
Dabur is an Indian FMCG company founded in 1884. It has undertaken brand revitalization and reinforcement efforts over time. This included launching new products and marketing programs to educate customers and revitalize brands. It also worked to reinforce brands through new logo, packaging designs, and ensuring product innovation. Dabur restructured by cutting low-contribution brands, positioning as an herbal specialist, and entering new areas to target youth. It changed its branding strategy from umbrella to focus on power brands like Dabur, Vatika, Anmol, Real and Hajmola. Product line extensions further diversified offerings to different audiences. These strategies helped Dabur renew interest, increase market share, and move
The document provides details on the history and operations of Kellogg's in Greece. Kellogg's began operations in Greece on February 19, 1906. In 1965, Kellogg's started operating in the food and beverage sectors in Greece and is responsible for distributing Kellogg's products in the country. Atlanta s.a. has distributed Kellogg's products in Greece since 1965, operating warehouses near Athens and Thessaloniki. The document also notes that Kellogg's Greece has its head office located in Athens.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Kellogg's marketing strategy and marketing plans ppt @ mbabecdomsBabasab Patil
Kellogg's is the global leader in cereal and convenience foods. It aims to provide nutritious, high-quality products and grow its business through innovation, strengthening key markets, cost reductions, and global expansion. In the cereal industry, Kellogg's faces competition from General Mills and other major players, and threats from private label brands and price competition. Kellogg's Cocoa Krispies cereal targets children ages 8-11 and aims to strengthen its market position through mass advertising, promotions, and colorful packaging that appeals to kids.
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
Coca Cola is the world's largest beverage company known for its flagship product Coca Cola. It was founded in 1886 and is headquartered in Atlanta, Georgia. Coca Cola offers nearly 400 brands across over 200 countries. It has a diverse product portfolio including carbonated drinks, juices, water and coffee. Coca Cola focuses on customer preference through segmentation and targeting different demographics. It has established brand loyalty through consistent marketing and social responsibility efforts. While Pepsi is its main competitor, Coca Cola maintains an advantage in terms of brand recognition, market share and social media presence.
Major Project Report on “STUDY ON BUYING BEHAVIOUR OF CONSUMERS FOR DIFFERENT...Mayanksng07
In this report, we began with distribution of a questionnaire to participants of a different age and profile of Delhi city. We analyze the industry profile so that we get reliable data concerning the business climate. Then we use secondary data to analyze the companies profile more deeply such as research papers. To show the calculated data of primary research we use graphs and pie charts, which is the easiest way to represent the data and are easy to understand.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury and Nestle. They have a cut throat competition between themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
Sample of the brands were selected on the basis of their uses and noticeciability.
This document discusses line extensions and brand extensions. It provides the example of Bisleri mineral water introducing different bottle sizes as a line extension to meet varying customer needs. Brand extensions involve using an existing brand name for a new product category, like Ponds expanding from cold cream into other personal care products. While extensions provide benefits like reduced costs, there are risks like confusing customers or diluting the parent brand if extensions fail.
The document contains samples of questionnaires to assess different aspects of branding: brand perception, brand preference, brand image, and brand loyalty. The questionnaires include multiple choice and open-ended questions about the respondent's attitudes toward brands, factors influencing purchase decisions, assessment of a particular brand's image and performance, and areas for potential improvement.
This document provides information about Dettol, a product of Reckitt Benckiser. It discusses Dettol's history as the number one antibacterial brand in India since 1933. It also outlines Dettol's various product classifications including antiseptic liquid, soap, and sanitizer. The marketing mix, segmentation targeting and positioning, competitors, market share, growth and SWOT analysis of Dettol are described. Customer analysis and recommendations to increase usage and brand value are also provided.
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
This document provides an overview of the company Caminar and its new product Flateel. Some key points:
- Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe.
- The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort.
- Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness.
- Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
Horlicks is a 130-year-old brand in India that holds the largest market share in the health food drink category. It offers various products like Horlicks, Junior Horlicks, and Woman's Horlicks targeted at different age groups. As part of its marketing mix, Horlicks uses competitive pricing and promotes its products through various channels like TV, print ads, and events. It has a strong distribution network across India. Horlicks focuses its segmentation strategy on factors like age, gender, and geography to target audiences.
Presentation of product mix depth,length,width and consistencyhassan ali
This document defines key terms related to a company's product mix, including product mix, product line, width, length, depth, and consistency. It explains that a company's product mix has four dimensions: width refers to the number of different product lines, length is the total number of items in each line, depth is the number of versions of each product, and consistency relates to how closely the lines are related. The document provides Unilever as an example, showing two of its product lines for food/drinks and personal care, and the different products that fall under each line to demonstrate the concepts of product mix width, length, and depth.
The document provides an executive summary and introduction for the Nestle Pure Life brand audit report. It summarizes the company's history and operations in Pakistan. Nestle Pure Life was launched in Pakistan in 1998 as the company's premium drinking water brand. The report analyzes the brand inventory and explores any mismatch with consumer perceptions. It also provides recommendations to help Nestle Pure Life realize its full potential.
Nestle has had a presence in India since 1912 and responded to India's call for local production by establishing its first factory in 1961. It helped transform the local economy and established milk collection centers to ensure fair prices for farmers. Nestle uses a geocentric pricing policy and engages in promotions like sports sponsorships to promote brands like Milo. It distributes products nationally and internationally using various transportation methods and has a supply chain with raw material and finished goods departments. Nestle also has various joint ventures around the world, including expanding a previous joint venture with Coca-Cola and establishing Cereal Partners Worldwide with General Mills.
This document summarizes Kellogg's entry and marketing strategy in India. Kellogg's initially failed in India due to overconfidence and not understanding Indian consumer behavior and tastes. Their products were seen as too expensive, tasteless with cold milk, and not fitting with Indian breakfast habits. However, Kellogg's recovered by focusing on children, launching popular products like Chocos and Frosties, improving distribution, and Indianizing tastes. Their renewed focus on habit marketing and targeting children made Kellogg's very successful in India, gaining 70% market share by 2013-14.
Titan launched a premium Swiss watch brand called Xylys in India priced between INR 10,000-33,000. Xylys offered over 60 models across contemporary, classic, and sport collections. With economic liberalization and growth in disposable incomes, the luxury watch market in India was estimated to be growing at 20% annually. However, Titan's Xylys brand faced challenges in establishing itself against well-known European brands in terms of positioning and perception. The case examines behavioral concepts around how consumers perceive luxury watch brands and their self-identity.
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.
Its an analysis about three products. They are Apple iPad, Honda Jazz and Sensodyne tooth paste. Their success and failure reasons are analysed and stated.
The document provides details on the history and operations of Kellogg's in Greece. Kellogg's began operations in Greece on February 19, 1906. In 1965, Kellogg's started operating in the food and beverage sectors in Greece and is responsible for distributing Kellogg's products in the country. Atlanta s.a. has distributed Kellogg's products in Greece since 1965, operating warehouses near Athens and Thessaloniki. The document also notes that Kellogg's Greece has its head office located in Athens.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Kellogg's marketing strategy and marketing plans ppt @ mbabecdomsBabasab Patil
Kellogg's is the global leader in cereal and convenience foods. It aims to provide nutritious, high-quality products and grow its business through innovation, strengthening key markets, cost reductions, and global expansion. In the cereal industry, Kellogg's faces competition from General Mills and other major players, and threats from private label brands and price competition. Kellogg's Cocoa Krispies cereal targets children ages 8-11 and aims to strengthen its market position through mass advertising, promotions, and colorful packaging that appeals to kids.
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
Coca Cola is the world's largest beverage company known for its flagship product Coca Cola. It was founded in 1886 and is headquartered in Atlanta, Georgia. Coca Cola offers nearly 400 brands across over 200 countries. It has a diverse product portfolio including carbonated drinks, juices, water and coffee. Coca Cola focuses on customer preference through segmentation and targeting different demographics. It has established brand loyalty through consistent marketing and social responsibility efforts. While Pepsi is its main competitor, Coca Cola maintains an advantage in terms of brand recognition, market share and social media presence.
Major Project Report on “STUDY ON BUYING BEHAVIOUR OF CONSUMERS FOR DIFFERENT...Mayanksng07
In this report, we began with distribution of a questionnaire to participants of a different age and profile of Delhi city. We analyze the industry profile so that we get reliable data concerning the business climate. Then we use secondary data to analyze the companies profile more deeply such as research papers. To show the calculated data of primary research we use graphs and pie charts, which is the easiest way to represent the data and are easy to understand.
This project is an extensive research on the buying behavior of consumers for different brands of chocolates. It covers facts and figures and depicts all graphs of the companies. It begins with the introduction of industries. It covers some of the major strategies adopted by the companies like their pricing policy, sales promotion and advertising policy, distribution policy etc. The project has been made interesting with the inclusion of the topics, which covers the 4P’s of marketing.
The major players in the sweet confectionary industry in India are Amul, Campo, Cadbury and Nestle. They have a cut throat competition between themselves. Whatever strategy is followed by one company, it is copied by the other to make themselves popular among the market too.
Sample of the brands were selected on the basis of their uses and noticeciability.
This document discusses line extensions and brand extensions. It provides the example of Bisleri mineral water introducing different bottle sizes as a line extension to meet varying customer needs. Brand extensions involve using an existing brand name for a new product category, like Ponds expanding from cold cream into other personal care products. While extensions provide benefits like reduced costs, there are risks like confusing customers or diluting the parent brand if extensions fail.
The document contains samples of questionnaires to assess different aspects of branding: brand perception, brand preference, brand image, and brand loyalty. The questionnaires include multiple choice and open-ended questions about the respondent's attitudes toward brands, factors influencing purchase decisions, assessment of a particular brand's image and performance, and areas for potential improvement.
This document provides information about Dettol, a product of Reckitt Benckiser. It discusses Dettol's history as the number one antibacterial brand in India since 1933. It also outlines Dettol's various product classifications including antiseptic liquid, soap, and sanitizer. The marketing mix, segmentation targeting and positioning, competitors, market share, growth and SWOT analysis of Dettol are described. Customer analysis and recommendations to increase usage and brand value are also provided.
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
This document provides an overview of the company Caminar and its new product Flateel. Some key points:
- Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe.
- The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort.
- Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness.
- Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
Horlicks is a 130-year-old brand in India that holds the largest market share in the health food drink category. It offers various products like Horlicks, Junior Horlicks, and Woman's Horlicks targeted at different age groups. As part of its marketing mix, Horlicks uses competitive pricing and promotes its products through various channels like TV, print ads, and events. It has a strong distribution network across India. Horlicks focuses its segmentation strategy on factors like age, gender, and geography to target audiences.
Presentation of product mix depth,length,width and consistencyhassan ali
This document defines key terms related to a company's product mix, including product mix, product line, width, length, depth, and consistency. It explains that a company's product mix has four dimensions: width refers to the number of different product lines, length is the total number of items in each line, depth is the number of versions of each product, and consistency relates to how closely the lines are related. The document provides Unilever as an example, showing two of its product lines for food/drinks and personal care, and the different products that fall under each line to demonstrate the concepts of product mix width, length, and depth.
The document provides an executive summary and introduction for the Nestle Pure Life brand audit report. It summarizes the company's history and operations in Pakistan. Nestle Pure Life was launched in Pakistan in 1998 as the company's premium drinking water brand. The report analyzes the brand inventory and explores any mismatch with consumer perceptions. It also provides recommendations to help Nestle Pure Life realize its full potential.
Nestle has had a presence in India since 1912 and responded to India's call for local production by establishing its first factory in 1961. It helped transform the local economy and established milk collection centers to ensure fair prices for farmers. Nestle uses a geocentric pricing policy and engages in promotions like sports sponsorships to promote brands like Milo. It distributes products nationally and internationally using various transportation methods and has a supply chain with raw material and finished goods departments. Nestle also has various joint ventures around the world, including expanding a previous joint venture with Coca-Cola and establishing Cereal Partners Worldwide with General Mills.
This document summarizes Kellogg's entry and marketing strategy in India. Kellogg's initially failed in India due to overconfidence and not understanding Indian consumer behavior and tastes. Their products were seen as too expensive, tasteless with cold milk, and not fitting with Indian breakfast habits. However, Kellogg's recovered by focusing on children, launching popular products like Chocos and Frosties, improving distribution, and Indianizing tastes. Their renewed focus on habit marketing and targeting children made Kellogg's very successful in India, gaining 70% market share by 2013-14.
Titan launched a premium Swiss watch brand called Xylys in India priced between INR 10,000-33,000. Xylys offered over 60 models across contemporary, classic, and sport collections. With economic liberalization and growth in disposable incomes, the luxury watch market in India was estimated to be growing at 20% annually. However, Titan's Xylys brand faced challenges in establishing itself against well-known European brands in terms of positioning and perception. The case examines behavioral concepts around how consumers perceive luxury watch brands and their self-identity.
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.
Its an analysis about three products. They are Apple iPad, Honda Jazz and Sensodyne tooth paste. Their success and failure reasons are analysed and stated.
The document discusses dyslipidemia and cardiovascular disease. It notes that cardiovascular disease is a leading cause of death worldwide and that dyslipidemia, specifically elevated LDL cholesterol, is a major modifiable risk factor. Statins are very effective at lowering LDL cholesterol levels and reducing cardiovascular events, with rosuvastatin being one of the statin drugs discussed as a new treatment option for dyslipidemia.
Pepsodent is a leading toothpaste brand in India with the second highest market share. It uses segmentation strategies like rural/urban geographic segmentation and variants for different consumer needs. It has experimented with various positioning strategies over time like lasting protection and germ fighting. Consumer behavior is influenced by cultural, social, personal and psychological factors. The dental market in India is growing due to factors like aging population and dental tourism.
Demonstration of 10 Step Marketing Plan using Close-Up Toothpaste as Example. The 10 Step Marketing Plan was conceptualized by Prof. Bong De Ungria for use by MBA students taking Marketing Management at the Ateneo Graduate School of Business (AGSB). Accompanying guides and templates help students understand the process and how it helps create comprehensive plans effectively.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
GSK Consumer Healthcare's Sensodyne brand has been credited with creating the "sensitivity" category in the Indian oral care market. Led by G Venkataramani and Rahul Bibuthi, Sensodyne adopted a unique distribution strategy to penetrate the new category, gaining 26% market share. The case study examines how Sensodyne introduced and popularized sensitive oral care as a new product category within the oral care market in India.
The document outlines an IMC plan for the toothpaste brand Close-Up. It notes that Close-Up's rank fell in brand surveys due to its messaging focusing only on fresh breath and not also communicating its ability to kill germs. The plan's objectives are to achieve all-India penetration and make Close-Up more desirable than other pastes. The plan selects television, radio, Facebook, newspapers, and hoardings as media vehicles to run ads showing Close-Up as the modern option and promoting its dual functionality. Promotional activities include chances to meet brand ambassador Deepika Padukone and her endorsement in movies and on product packs.
The document provides a business plan summary for a packaged drinking water business. It outlines the vision, market opportunity in India's growing bottled water industry, target markets in Pune and nearby areas, and operational plans for water purification processes. Financial projections are also included to obtain necessary licenses and establish distribution. The plan aims to leverage demand for clean drinking water in India.
Top Strategies for Marketing Signal MeasurementOrigami Logic
This document summarizes the top 5 strategies for marketing signal measurement:
1. Measure against your objectives by setting clear goals and metrics for each campaign.
2. Choose signals that answer "what" happened and "why" by selecting primary metrics for tracking performance and secondary signals for analysis.
3. View performance holistically by measuring cross-channel interactions and cumulative impact.
4. Establish a standard measurement practice with consistent metrics across teams for accountability.
5. Measure marketing signals continuously through near real-time monitoring to discover opportunities and optimize strategies.
This document summarizes market research findings on Ensure and Pediasure in various areas of Egypt. It finds that Ensure holds 70% of the market share compared to competitors Growth Formula at 20% and Biogainers at 10%. While Ensure is number one in Faisal, Haram, 6 October and Mohandiseen, it is number two to Biogainers in Dokki and Giza. Key prescribers of each product are identified. The document recommends increasing promotion of Ensure to doctors and pharmacists and making samples available to gain prescribers and market share.
This document discusses the relationship between HIV/AIDS and nutrition. It notes that HIV contributes to and is affected by nutritional status, and that malnutrition increases the severity of HIV/AIDS. Poor nutrition can accelerate the progression of the disease and reduce the effectiveness of medications. The document recommends that people with HIV/AIDS consume a diet that is higher in calories, protein, and micronutrients in order to support the immune system and increase quality of life. Regular nutritional assessments and customized diets are important for managing the disease.
Studio BRND Centrik is a photography studio that produces premium imagery for brands. They specialize in advertising, lookbooks, e-commerce, and retouching photography. Their services help brands clearly express their message and ensure a cohesive brand experience across different visual mediums. They work closely with clients to conceptualize and create photography that highlights their brand's story and products in a unique and inspiring way.
The Impact of Rubber Trees Plantations on Soil Functional Biodiversity and So...AkeMamo
This presentation on the impact of rubber tree plantations on soil functional biodiversity and soil organic carbon was given on February 2013 at the World Agroforestry Congress 2014 in New Delhi by Alain Daniel Brauman.
This time you could find interesting topic such as -Sensodyne Strategy to enter Indian Markets,YES Bank's SMART Box solution for delivering e-commerce deliveries,India's most Influential brands-2015
The document outlines Starbucks' 2016 social media strategy. The strategy aims to grow Starbucks' online following and drive sales by encouraging traffic to social media platforms through creative content. Two key strategies are increasing content volume and encouraging sharing. Objectives include increasing website visitors and engagement. The strategy details brand persona, content types, hashtags, paid/owned/earned approaches, roles and a critical response plan. Measurement found goals were met for Facebook likes and Instagram followers but not Twitter engagement. Sentiment was positive regarding seasonal hashtags and visual content.
This document provides a SWOT analysis for Crest toothpaste by Procter & Gamble. It identifies several strengths, including Crest's superior products through innovation, diverse product line that appeals to all ages, and strong advertising. Weaknesses include a lack of recognizable endorsements and strong product competition. Opportunities include utilizing social media, catering to the growing elderly population, and expanding the Crest Be line. Threats include a limited children's line, challenges with brand recognition globally, and competition in the global market. The document recommends strategies like expanding demographics, merging Crest and Scope brands, and creating a Crest chewing gum.
The advertisement is a marketing tool which helps a company to let the people know about the product. The main purpose of the advertisement is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, Understanding, etc.
Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgate’s end customer or consumer. Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong but also helps to convincing the customers to adopt the product for using. So, we can say that the Colgate’s proper promotion makes new room in the market for establishment
ADVERTISEMENT: Its different products which are designed for different segments are targeted to the audience by highlighting its
features. Its common tagline for all products is-
No1 brand recommended by dentist.´
Sales promotion:-for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity.
The document describes the daily morning and evening hygiene routines of an individual. It lists the products used, including Sensodyne toothpaste, Clean & Clear facial wash, Herbal Essences shampoo, Gatsby hair wax, and Davidoff cologne. For each product, it specifies how it is applied and how long it has been used. It then provides a weekly schedule detailing the time each product is used in the morning and evening routines.
The document summarizes the history and invention of the toothbrush. It discusses how early humans used twigs and horse hairs were early forms of toothbrushes before the modern toothbrush was invented. The first mass-produced toothbrush was invented in 1780 by William Addis in England. The document also describes the basic features of a toothbrush and provides an image of an electric toothbrush which works similarly but uses a motor to spin the bristles.
This document provides an analysis of the packaged juices market in India and a marketing strategy for a new coconut juice product. It begins by outlining the key competitors in the market led by Dabur with a 55% share and PepsiCo with 30%. It then discusses market segmentation based on geographic, demographic, psychographic, and behavioral factors. The target market is identified as all divisions, ages 10-50, males and females from middle to upper classes. Product positioning focuses on quality, reliability and reasonable price. The marketing mix discusses high quality product standards, penetration pricing, intensive distribution nationwide, and promotional strategies including advertising, sales centers, and sponsoring events. Celebrity endorsement is considered with Alia Bhatt cited for her
Brand positioning involves differentiating a brand in the minds of consumers by emphasizing certain attributes or benefits that are important to the target segment. There are four key components of brand positioning: 1) product category, 2) targeted consumer segment, 3) brand location in consumer perceptions, and 4) emphasized benefits and attributes. Effective positioning establishes a brand as the superior choice compared to competitors by communicating its attributes and benefits in a credible way. Perceptual mapping techniques like image profile analysis and factor analysis can be used to understand how brands are perceived on various attributes relative to competitors and an ideal brand image.
This document contains an integrated marketing communications (IMC) plan proposal for the Olympic Nutty biscuit brand in Bangladesh. It includes details of the brand's distribution network and SWOT analysis. It then proposes positioning the brand using a character called DODO and focusing the campaign on visual elements. The proposed IMC plan budget is 10 million TK or 34% of annual turnover. Tactics proposed include social media, website improvements, and public relations. Results would be measured through surveys. The goal is to increase awareness, market share and sales for Olympic to maintain its position as market leader in Bangladesh.
Market segmentation involves identifying customer groups with similar attributes. It can be based on demographics, psychographics, behaviors, benefits, or other factors. Targeting refers to selecting specific customer segments to target with marketing efforts. Positioning is differentiating a brand by the benefits it offers customers in their minds. Effective positioning communicates what a brand stands for versus competitors to complement segmentation and targeting strategies.
This document contains the notes on marketing management from Sanjeev Kumar Singh, an assistant professor. It includes 16 questions and answers on topics related to the nature and scope of marketing management, the various marketing orientations adopted by firms, the differences between marketing and selling, the marketing environment, marketing challenges in a global context, factors influencing buying behavior, consumer and industrial buying decision processes, types of consumer buying decisions, differences between organizational and household buying, the Consumer Protection Act of 1986, target marketing strategies, market segmentation, differences between market aggregation and segmentation, differences between consumer and industrial markets, and bases for identifying target customers.
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.
The development of a sustainability marketing strategy includes a five step process: screening issues and actors, segmenting markets, introducing innovations, positioning products, and partnering with sustainability stakeholders.
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New Product Introduction Strategies
Twana Allen
Dr. Doreen Young
AMP- 425-0500
04/11/2021
Introduction
New product introduction refers to the process which involves an idea from an initial working technique to a thoroughly refined final product. This process requires enough investment of time, resources, and careful planning and therefore each step requires careful analysis to ensure that the results produced are worth the effort. Various steps are involved in the process of introducing a new product into the market. These steps include ideation, research, planning, and prototyping, sourcing, and costing. In this case, I will come up with a new product that will be in a position to serve two business markets.
Body
In the last year, we have experienced a global pandemic that has changed how we live and interact with many parts of the world going through lockdowns even to date as well as curfews. This has greatly affected how we live and the need to mainly focus on healthy living. Many products have been introduced in the market to help prevent contracting the virus-like face masks and protective gears which have played a major role in the prevention and control of the disease spread. In my case, the product I wish to introduce concerning the pandemic is mobile grocery supply. In my area, we are forced to go out looking for groceries at specific points. With the pandemic, many people fear going out to look for such products which are basic for every one of us. A mobile grocery supply for me means that I will be able to meet my customer's needs by delivering them to their doorsteps and reducing the burden they may encounter of going out to find the same.
My strategy for entering the market will involve using social media platforms to first address the idea and see how people respond to it. This will be effective to me since in the current world people spent a lot of time on the internet bearing in mind that technology advancement and development is high. This strategy will also help me in understanding what exactly customers need during this period of the pandemic. Besides, I will also help customers who might be busy working from home in saving their time and concentrating on their main work since they will not have to take a break and go find groceries
However, such a business idea may come with challenges like failing to meet customer's needs at first since different customers have different preferences. There may be also issues to do with safety since in most cases it will involve meeting new people and this may pose dangers. Some customers may also be concerned about the safety of the products offered is concerned. This will call for the need to apply all the possible strategies to ensure that customers are satisfied and continue to order from my business.
In ensuring that my product is successful, I intent to first research how the pandemic has affected businesses and how people are responding to the same. This will help me i ...
1
5
New Product Introduction Strategies
Twana Allen
Dr. Doreen Young
AMP- 425-0500
04/11/2021
Introduction
New product introduction refers to the process which involves an idea from an initial working technique to a thoroughly refined final product. This process requires enough investment of time, resources, and careful planning and therefore each step requires careful analysis to ensure that the results produced are worth the effort. Various steps are involved in the process of introducing a new product into the market. These steps include ideation, research, planning, and prototyping, sourcing, and costing. In this case, I will come up with a new product that will be in a position to serve two business markets.
Body
In the last year, we have experienced a global pandemic that has changed how we live and interact with many parts of the world going through lockdowns even to date as well as curfews. This has greatly affected how we live and the need to mainly focus on healthy living. Many products have been introduced in the market to help prevent contracting the virus-like face masks and protective gears which have played a major role in the prevention and control of the disease spread. In my case, the product I wish to introduce concerning the pandemic is mobile grocery supply. In my area, we are forced to go out looking for groceries at specific points. With the pandemic, many people fear going out to look for such products which are basic for every one of us. A mobile grocery supply for me means that I will be able to meet my customer's needs by delivering them to their doorsteps and reducing the burden they may encounter of going out to find the same.
My strategy for entering the market will involve using social media platforms to first address the idea and see how people respond to it. This will be effective to me since in the current world people spent a lot of time on the internet bearing in mind that technology advancement and development is high. This strategy will also help me in understanding what exactly customers need during this period of the pandemic. Besides, I will also help customers who might be busy working from home in saving their time and concentrating on their main work since they will not have to take a break and go find groceries
However, such a business idea may come with challenges like failing to meet customer's needs at first since different customers have different preferences. There may be also issues to do with safety since in most cases it will involve meeting new people and this may pose dangers. Some customers may also be concerned about the safety of the products offered is concerned. This will call for the need to apply all the possible strategies to ensure that customers are satisfied and continue to order from my business.
In ensuring that my product is successful, I intent to first research how the pandemic has affected businesses and how people are responding to the same. This will help me i ...
Module 13 Effective Marketing Approaches to Senior Consumers.pptxcaniceconsulting
Segmentation: this is where you get to know your customers. It is the process by which you understand why they would purchase your new products.
Targeting: this is the act of increasing your market relevance. It is the process by which you assess which people you can best satisfy with your products and services and how you can make yourself irresistible to them.
Positioning: this is the act of locating yourself appropriately. It is how you arrange yourself for the market based upon your findings in the earlier stages. Consider the relative pros and cons of the market you intend to enter and question whether this market is aligned with your current goals – put simply, is this target market worth your efforts?
Oranges are one of the most popular fruits around the world. While they are delightful as a snack or as a recipe ingredient, for many Ghanaians, it is their juice that is most associated with good health, having a reputation for being an integral part of a healthy breakfast.Oranges are round citrus fruits with finely-textured skins that are, of course, orange in color just like their pulpy flesh
The document provides an overview of the marketing mix used by Johnson & Johnson. It discusses the 4Ps - Product, Price, Place, and Promotion.
For Products, it outlines J&J's extensive consumer products portfolio including baby care, skin care, oral care, and medical equipment. For Price, it notes J&J's affordable pricing strategy and consideration of consumer budgets. For Place, it discusses J&J's global operations and wide distribution through retailers and online. For Promotion, it highlights J&J's advertising focusing on health messages and emotional baby campaigns.
The document provides an overview of the marketing mix used by Johnson & Johnson. It discusses the 4Ps of the marketing mix - Product, Price, Place, and Promotion.
For Product, it outlines Johnson & Johnson's consumer products, pharmaceuticals, and medical equipment. For Price, it describes their affordable pricing policy. For Place, it discusses their global presence and wide distribution channels. For Promotion, it highlights their advertising campaigns featuring celebrities and emotional baby ads.
The research brief outlines a quantitative study to measure the effectiveness of rural hygiene educational activations in Vietnam. The study will evaluate the impact of the activations on hygiene behaviors and key brand metrics for Lifebuoy and P/S before and after the activations. A total of 200 rural women aged 20-40 in North and South Vietnam will be surveyed. The research agency will submit a proposal, conduct a pilot study, and perform pre- and post-activation surveys to measure changes. Results will be delivered to help evaluate the success of the activations and guide future efforts.
Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
Colgate is a leading oral hygiene brand that was first sold in the United States in 1873. It has over half of households using its products and 67.7% global market penetration. A survey was conducted to understand customer preferences and satisfaction with Colgate toothpastes. It found that Colgate is the most popular brand with customers being influenced by advertisements and looking for qualities like freshness, germ protection, and taste in toothpastes. The conclusion was that toothpaste helps clean teeth by keeping them clean, so it is important to understand customer preferences to meet their oral health needs.
Commerce material DIRECT RECRUITMENT FOR THE POST OF POST GRADUATE ASSISTAN...hariharan n
The document discusses key concepts in marketing such as market orientations, approaches to marketing, pricing strategies, advertising, and media. It explains the production concept, product concept, selling concept, marketing concept, and societal concept as different market orientations that guide a company's planning approach. Various pricing strategies are also outlined, including demand pricing, competitive pricing, cost-plus pricing, penetration pricing, and price skimming. Advertising is defined as techniques used to promote products, services, or causes to the public. Media refers to communication channels like newspapers, television, radio, and the internet used to disseminate information.
Jump Start Health will be a mobile health food service that provides healthy smoothies and products. It will target young, health-conscious consumers in urban areas through marketing on its website and social media. One potential foreign market is Korea due to cultural similarities. The target market is females aged 16-30 who value convenience, quality, and price. Strengths include filling a niche with few competitors, while weaknesses are longer preparation times. Opportunities are potential growth as the area develops, while threats include lack of brand recognition. The market position will focus on quality, healthy products with good customer service at reasonable prices.
The document is a marketing report submitted by a group of students to their professor. It includes the following sections:
1. An introduction and vision statement for National Foods, a food company aiming to reach Rs. 50 billion by 2020.
2. Details about the group submitting the report and an outline of the report's contents.
3. A company profile providing background on National Foods, including its product range, market coverage, and focus on developing products aligned with changing lifestyles.
4. Sections on planning strategy and goals, product development, SWOT analysis, product mix, brand identity, selection of brand, promotional strategies, distribution, and analysis/critical review.
This document discusses the feasibility of implementing a dabbawala system in Delhi similar to the successful model in Mumbai. It begins with background on the history and operations of Mumbai's dabbawalas. It then analyzes factors in Delhi such as population size, metro rail network, and estimated potential customer base. The document proposes a model for Delhi involving assigning dabbawalas to metro stations, using color coding on tiffin boxes, and leveraging the metro for transport. It concludes the dabbawala system could be implemented in Delhi with an initial focus on utilizing the extensive metro network.
This document provides financial information for a company to calculate its value using a discounted cash flow model. It includes the growth rates, WACC, tax rate, earnings before tax, depreciation, capital expenditures, changes in net working capital, and free cash flows for years 1 through 5. It also provides the terminal value and final firm value calculated as ₹244.17 billion, with an equity value of ₹270.46 billion.
This document provides an overview of India's balance of payments (BOP) trends and the 1991 BOP crisis. It discusses the components of the BOP including the current account, capital account, and financial account. It notes that India experienced rising current account deficits starting in the 1950s due to a sharp rise in imports and slow growth in exports. The deficits placed strains on foreign exchange reserves and increased India's debt burden. The 1991 crisis occurred due to large imbalances and a loss of confidence, exacerbated by the Gulf crisis increasing oil import costs. The government responded with crisis management measures like using gold reserves and devaluing the rupee to boost exports and compress imports.
The document discusses the causes and effects of Ireland's economic crisis in 2008 as well as the measures taken by the government to address it. The crisis was precipitated by a housing bubble fueled by excessive bank lending. This led to a collapse in tax revenues and rising unemployment. In response, Ireland implemented an EU-IMF program that stabilized the banking sector through recapitalization, pursued fiscal adjustment through spending cuts and tax increases, and has seen a return to growth in recent years. Macroeconomic indicators show the impact of the crisis and subsequent recovery.
IKEA is a Swedish company known for its ready-to-assemble furniture and home goods. It employs over 139,000 workers globally and has innovative human resource practices. IKEA values humility, enthusiasm, and cost-consciousness. It offers flexible benefits to accommodate individual employee needs and create a supportive work environment where people can thrive. IKEA has been recognized as one of the best employers particularly for working mothers.
This document discusses and compares theories of comparative advantage and the Heckscher-Ohlin theory of international trade. The comparative advantage theory states that countries benefit from specializing in goods they can produce relatively more efficiently. The Heckscher-Ohlin theory extends this by attributing comparative advantage to differences in factor endowments like capital, labor, and land between countries. It predicts that countries will export goods intensive in their abundant factors and import goods intensive in their scarce factors. While comparative advantage focuses on opportunity costs, Heckscher-Ohlin explains specialization through differences in national resources.
Adobe implements several sustainability practices across its operations focused on energy conservation, green building, and waste reduction. At its corporate headquarters in San Jose, California, Adobe has installed on-site wind turbines and fuel cells to generate 30-50% of needed power. It has also completed 160 energy efficiency projects across 9 facilities, reducing electricity usage by 50% and natural gas by 30%. Adobe aims to achieve net zero energy status at its North American facilities by 2015 and has obtained LEED Platinum certification for 17 buildings. The company promotes digital downloads to reduce packaging waste and manages an effective inventory system to keep product scrap below 1% of revenue.
The document provides an analysis of ICICI Bank. It discusses the attractive investment environment in India, ICICI Bank's history and profile as India's second largest bank, and an analysis using Porter's Five Forces model of the banking industry in India. It also summarizes ICICI Bank's financials, board of directors, value chain, products/services offered, shareholding pattern, and technical analysis of the stock price.
This document discusses four global strategies: global standardization, localization, transnational, and international. Global standardization focuses on cost reductions through economies of scale and minimal customization. Localization emphasizes customization for local markets. Transnational strategies balance global coordination and local responsiveness. International strategies involve selling standardized domestic products internationally with minimal customization. The document provides examples of companies using these strategies like Intel pursuing global standardization in semiconductors.
This document provides an overview of the IT sector in India, including key statistics and an analysis of strengths and weaknesses. It discusses the large pool of skilled workers in India, major IT companies and their employment levels, and the government support that has encouraged growth. While India has advantages in terms of human capital and quality, the analysis notes weaknesses such as a lack of original technology development and limited experience in mission critical projects. The IT sector is poised for continued expansion but will need to address issues around skills, infrastructure, and domestic market growth.
The document discusses how logos and colors influence consumer perception of brands. It provides examples of how different shapes, colors and images commonly evoke certain meanings and traits like confidence, security, youth, or masculinity. The document also examines case studies of logo redesigns at NBC and FIFA that failed to properly account for how consumers would perceive the new visual identities. Effective logo design and brand research is important to understand how logos and colors shape initial consumer impressions.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Decormart Studio is widely recognized as one of the best interior designers in Bangalore, known for their exceptional design expertise and ability to create stunning, functional spaces. With a strong focus on client preferences and timely project delivery, Decormart Studio has built a solid reputation for their innovative and personalized approach to interior design.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Architectural and constructions management experience since 2003 including 18 years located in UAE.
Coordinate and oversee all technical activities relating to architectural and construction projects,
including directing the design team, reviewing drafts and computer models, and approving design
changes.
Organize and typically develop, and review building plans, ensuring that a project meets all safety and
environmental standards.
Prepare feasibility studies, construction contracts, and tender documents with specifications and
tender analyses.
Consulting with clients, work on formulating equipment and labor cost estimates, ensuring a project
meets environmental, safety, structural, zoning, and aesthetic standards.
Monitoring the progress of a project to assess whether or not it is in compliance with building plans
and project deadlines.
Attention to detail, exceptional time management, and strong problem-solving and communication
skills are required for this role.
2. INTRODUCTION
The world and the technology are moving at a rapid pace, so do we.
We get very busy with our work that we forget to take care of ourselves. Many people,
especially children eat junk food and helps germs in our mouth make acids that eat away a
tooth causing a cavity or decay. This can go up to the extent of tooth loss. So, monitoring our
teeth for germs is very important in the current scenario. But many people don’t have time to
go to a doctor for monitoring their teeth. Is there any alternative for this? After all, all
questions in this world must have an answer. Sensodyne exactly identified this need and
came up with “Sensodyne Tooth Guardian” which is an electric toothbrush for health
conscious people and the busy modern. It is an electric toothbrush that makes rapid,
automatic bristle motions, either back-and-forth oscillation or rotation-oscillation to clean
teeth. There are micro CCDs and LED light equipped on the tip of the brush. Images taken by
the CCD will be displayed on the side screen of the mirror simultaneously, so we can
examine the oral condition with ease when brushing our teeth.
Sensodyne is launching an electric toothbrush for the first time and we
need to be aware of the new markets and competitions. So, we have made the following
analyses and have planned to implement some strategies which will help us in our
breakthrough product innovation.
Brand image
The brand is still in the growth stage because the brand awareness and brand penetration is
relatively much lower than its major competitors. Currently, Colgate holds almost 60% of
the market share in the toothpaste industry, followed by Darlie in second, considering the
global market.
Industry analysis – Major players
Given below are the major toothbrush manufacturers in India.
Colgate – Palmolive Ltd. (47.3%)
Hindustan Unilever Ltd. (30%)
Dabur India Ltd. (7.2%)
Local rivals like Vicco, Patanjali, Promise, etc.
A SWOT analysis of Sensodyne is made which helps in accessing our entry into the market
Strengths :
Continuous innovation in low involvement but essential products, like toothbrush
Low operational costs help us in achieving the competitive advantage. Strategies are
implemented in line with different levels to ensure 100% efficiency
3. Focuses on providing a differentiated and health conscious product. Eg: Sensodyne
Toothpaste has no sugar in it thereby helping sugar patients
Sensodyne Toothpaste has been a leading brand and the dentists have been recommending it
for over 20 years now. This helps in improving the brand value of other products of
Sensodyne as well
Weaknesses
Certain shops do not have Sensodyne in stock
New innovations coming up in the market. Eg: Oral B came up with electric toothbrush
which claims to remove plaque, improve gum health and also that 9 out of 10 people won’t
go back to their ordinary manual brush
Unclear information given on the packaging. We are improving on this
Indian market is not as responsive to innovations in toothbrushes as global markets
Opportunities
Increasing purchasing power of people and health consciousness of people
Untapped market in India which satiates the needs of several people
Indian people are nowadays showing increased involvement in personal care products.
More innovations to differentiate from the competitors is an opportunity for Sensodyne to
enter the market
Threats
Innovation can be copied by the competitors. The second mover can always imitate the leader
and have opportunities to do better.
Regular introduction of new products by the competitors.
S.T.P ANALYSIS OF SENSODYNE TOOTH GUARDIAN
Market Segmentation: Market segmentation is a marketing strategy that involves dividing a
broad target market into subsets of consumers, businesses, or countries that have common
needs and priorities, and then designing and implementing strategies to target them. Market
segmentation strategies may be used to identify the target customers, and provide supporting
data for positioning to achieve a marketing plan objective. Businesses may develop product
differentiation strategies, or an undifferentiated approach, involving specific products
or product lines depending on the specific demand and attributes of the target segment.
Market segmentation is very important in selection for the product introduction and the right
selection for the segments is very important as the core revenue needs to be identified and the
base of the operations based on this selection.
4. 1. Geographical: In this segmentation we will divide markets into different geographic units as
shown in above diagram. For examples we will segment our SENSODYNE TOOTH
GUARDIAN according to:
World region or country which includes country like North America, Western Europe, etc.
City or metro Size: New York, San Francisco
Population Density: Rural, suburban, Urban
Climate: Northern, Southern, Tropical
As our product is premium and targeted for customers who want complete care and have
interest in their daily care products, Countries in West like US, Canada will be our prime
target
2. Demographic: After segmenting our product geographically we will segment it in
demographic I.e. age, gender, family size, income, occupation, race and religion so we will
come to know what age group, sex, results differences in buying our Tooth Guardian.
When Demographic factors are considered income plays an important role, as the product is a
premium product and people do consider this factor when buying his product
3. Psychographic: Psychographic segmentation divides a market into different groups based on
social class, lifestyle, or personal characteristics. People in the same demographic
classification often have very different lifestyles and personalities. As we will come to know
where to place our product as it’s a premium product.
As earlier stated, the income divides the classes and their lifestyles, determine the selection of
this kind of product
4. Behavioural: it will help us to know the usage rate i.e. light, medium, heavy. We also come to
know about benefits sought as different segments desire different benefits from the same
products. We will come know loyalty status of our customer, about non-users, ex-users, first
time users.
5. Target market: A target market is a group of customers towards which a business has
decided to aim its marketing efforts and ultimately its merchandise. A well-defined target
market is the first element to a marketing strategy. The marketing mix variables of product,
place (distribution), promotion and price are the four elements of a marketing mix strategy
that determine the success of a product in the marketplace.
Our target audience will be of all age group and gender. As kids and adults follows the
market trend. And as it will be perfect for delicate gums, in this case old people and kids will
be our target customers. As kids have many problems during their childhood period, it will
help that age group to check their teeth on a regular basis and prevent them from going to
dentist and same applies in old age people and it’s very difficult for old age people to go for
regular check-ups for their teeth. So being at home they can check their teeth on a regular
basis which will be less costly rather than going to dentist.
Positioning: Positioning is a marketing activity and process of identifying a market problem
or opportunity, and developing a solution based on market research, segmentation and
supporting data. Positioning may refer the position a business has chosen to carry out their
marketing and business objectives. Positioning relates to strategy, in the specific or tactical
development phases of carrying out an objective to achieve a business' or organization's
goals, such as increasing sales volume, brand recognition, or reach in advertising.
Steps of positioning are as follows:
1) Understand our target market: we will use the Target Audience Profile (TAP) template to
gather and interpret this information. By which we will get data to position our
SENSODYNE TOOTH GUARDIAN, like what colour they prefer, how much they buy
product based on warranty. Likewise how many customers prefer high tech and advanced
technology.
6. 2) Understand our competition: Before positioning our product we will understand our
competitors so that we will come to know the reality of competitors like Oral-B, So we will
conduct primary and secondary research to determine how your competitors are positioning
themselves, the strategies they’re using, and how successful they’ve been.
3) Map buying criteria against competitive positioning: After understanding our competitors we
will map buying criteria against competitive positioning like, what colour they prefer, how
much they buy product based on warranty. Likewise how many customers prefer high tech
and advanced technology from competitive positioning companies.
4) Assess your product’s strengths against the buying criteria: After all above three processes
we have to compare our products strengths against the buying criteria, and as we have high
tech systems in our brush, it will add competitive advantages.
5) Analyse the gaps: Last step of positioning of our product will be analyse the gaps that we
have against our competitors i.e. add value to our product and innovate what we have
introduced in the market according to the needs of the market and customers.
Product Strategies:
In industrial product development, a marketing strategy that is flexible and adaptive to
changing market circumstances stands a greater chance of being effective in the long-term.
Products and consumer perceptions are variable, so changes in strategy may be required to
better address customer needs, technological developments, new laws and regulations, and
the overall product life-cycle. By monitoring external conditions and shifting product
development accordingly, a company can better target its consumers and learn to react to
their needs. The major factors that can necessitate a change in product strategy include:
• Customer Preferences: Fluctuations in the cost of materials, new application requirements,
and changing brand awareness are just a few of things that can cause consumer needs to
change. So we will be Keeping close track of customer response to a product and taking their
demands into consideration is important for maintaining market share.
• Technological Advances: A new technological development can engender a change in a
product line, causing products to need modification in order to remain competitive or
rendering some products obsolete. For example, fibre optic cables have replaced older cables
in certain applications and many businesses have switched from main frame computers to
personal computers. Being aware of these advances can help a business stay ahead of the
curve.
• Laws and Regulations: The implementation of new governmental regulations can cause
certain products or manufacturing methods to be restricted, limiting their consumer appeal.
Conversely, new laws can also lend an advantage to certain business and deregulation can
sometimes benefit production standards. Product development strategies must shift according
to the legal landscape.
• Product Life-Cycles: To preserve the rate of growth in profit and sales, many industrial
companies decide to alter, discontinue, or replace older products with newer models or more
recent upgrades. These changes are usually made periodically, allowing existing products that
reach maturity or decline to be phased out or modified, thus retaining their appeal, and
according to demand of customers we will be producing different kinds of tooth brush with
7. more features to match the customer needs and will have variety of products for each
customer.
Pricing strategy
Penetration Pricing
The strategy in pricing should be the penetration pricing in the market of electronic
toothbrush and the dental care expenditure of customer. To enter the market or to
penetrate it the competitive price should not be considered, the product must enter with
same pricing but should enter with a relatively high price with good promotional and
marketing strategies that targets the appropriate customer and can generate revenue.
The early challenges would be perception of the customer about the price of the product, as
the product features lot of dental care and has advanced technology, our product can be
perceived as an expensive product. The value proposition may also be perceived wrong by
the customer. While targeting the right customer having knowledge of these kind of product
can help in spreading the word of mouth through the target audience.
At the initial stage i.e. introduction stage it may not generate that much revenue with this
kind of pricing but promotion and after sale service of the product may lead to change of
perception of the customer and product may reach its growth stage.
We aim for customer retention and long relationship with them as the toothbrush head is
changed after every 3 months, so long relation with customer is required which would
ultimately benefit the product and revenue only.
After reaching into the growth stage and reaching somewhat above the breakeven point of
the product we can use price skimming strategy for sales.
Promotion Strategies and campaign
AIDA – Model
Attention- Grabbing attention of the customer with providing information over dental care
and dental diseases to the segmented market or the focus group, communicating through
various channels to ensure the information is transferred properly.
Interest- Create interest in the product, through providing information over the product and
customer service, after sales services for changing the heads, to the potential customer i.e.
requires dental care and conscious customer.
Desire- Calculates the desire of the people, responses and feedback over the communicated
information towards the customer from various channels for the targeted market and
8. customer. What they expect from this dental product and the technology deployment in a
simple commodity.
Action- launching the product to meet the expectations and desires of the potential
customer to maximise sales over the first introduction of the product in the market.
IMC- Communicating the brand over traditional and non-traditional channels of
communication
Providing offers to the customers and customer services for longer period of time.
IMC can create a longer customer relation which can create profits for the longer period of
time.
Campaign
Social media promotion
Promoting on social media doesn’t take much of expenses as it is negligible. Creating pages
on social media sites. Twitter handle and Instagram are very fascinating in terms of
promoting any kind of product as people are very active on these sites and they are easily
accessible also.
On social media we can easily find out people with similar interest over dental care, so out
targeting will become easy and smooth. Gathering attention of these people will make out
potential customer over the years as we can generate sales by targeting these people.
Free Dental Care Camp
Promoting our product through free dental care camps in major cities to spread awareness
and build customers. Spreading information about the product with free dental care can
create opportunity of sales and on the spot sales of the product. Making a hype of the camp
around the city and with the social media, this is our first promotional campaign.
MARKETING STRATEGY FOR SENSODYNE TOOTH GUARDIAN
Toothguardian will be an essential product consumers cannot do without. For more
established brands, selling our products will be relatively easy. However, if you wish to
launch tooth guardian into the market or want to increase sales of a relatively new product,
we must undertake some rigorous but strategic marketing. There are several techniques
9. and tools that can help us market effectively, but we have to be purposeful in our strategy
and evaluate how the marketing initiatives will enhance the credibility for the brand and
influence potential customers.
Product Differentiation
The market has several similar competing products, and we have to brand yours in such a
way that it stands out. Prominently displaying logo and name on the packaging to boost
brand awareness and sales. Identify the specific qualities that clients are looking for in a
product, such as the ability to whiten or strengthen teeth and protect against tooth decay.
Emphasize the characteristics of the product and range of benefits that consumers will get
from using it, always ensuring that the information that is provided is factual and backed up
by research.
Collaborate with Dental Care Specialists
Our Sensodyne tooth guardian is considered as a health care product that guards the teeth
against bacteria and other harmful microorganisms. Having dentists recommend our
product improves our brand recognition. Seek a dentist who will appear in a cable or TV
broadcast ad recommending Tooth Guardian for optimum teeth protection. Printing
attractive posters and fliers and leave them in dental clinics or offices is one of the ways to
do that. Participating in community health promotion activities that raise awareness on
proper dental care can also provide us an opportunity to market our brand.
Promotion and Advertising
Depending on the budget, we can leverage several print and electronic media channels to
market our product effectively. The ads, which should highlight the top features of your
tooth guardian to attract maximum attention, can be placed with broadcast media such as
radio and television that reach a wide audience. The local daily or national newspapers and
health magazines also offer good opportunities to advertise toothguardian. Having a
product website that is modern and easily navigable with links to social media helps you
explain your product to readers, creating positive brand impressions.
Explore Retail Marketing Channels
Retail outlets may be able to provide advertising opportunities for the product by allocating
display space for the products and posters so shoppers readily see them. We may consider
selling our toothguardian to retailers at discounted prices and leave the marketing work to
them. We also can use trial offers in the form of limited-time coupon discounts for at select
retail outlets to entice customers to sample the products.
Peer performances and strategies
In an effort to boost sales across all its product categories, HUL spent Rs1272.88 crore,
26.5% more than it did the previous year, on advertising in the fiscal year ended December
2006. It restructured its oral care portfolio, which includes brands such as Pepsodent and
Close Up; the ‘Pepsodent germi-check’ range was relaunched as ‘Pepsodent Complete’, but
none of this seems to have helped.
10. AC Nielsen data shows that HUL’s oral care business has been bleeding since 2003. The
businesses compounded annual growth rate (CAGR) between 2003-04 and 2006-07 was 4%
(in volume terms) against an industry average of 8%. In 2006-07, while the Rs3052 crore (by
sales) oral care industry grew 15.3% in value terms, HUL’s oral care business grew by 11%.
The difference was even more stark in volume terms (total number of units sold) with the
industry growing by 12%, and HUL, 6%. The company earned around Rs753.8 crore from the
oral care sales during the period. For the fiscal year ending December 2006, the company
reported a turnover of Rs12457.9 crore.
Meanwhile, HUL’s rivals, particularly Dabur India have registered impressive growth, albeit
on a lower base, in the period. While Dabur India recorded an impressive growth of 24%,
clocking Rs374.7 crore in revenues, Colgate-Palmolive’s oral care division grew 17% to
report Rs1445.8 crore in revenues. Colgate markets brands such as Cibaca and Colgate,
while Dabur’s brands include Babool and Dabur Last. The CAGR of the two companies
between 2003-04 and 2006-07 was 9% and 32%, respectively. Colgate Palmolive did not
respond to an e-mail query from Mint.
Analysts say Dabur’s growth can be attributed to its diversified product portfolio, whereas
HUL is limited to the premium segment only. “Dabur’s Babool, Meswak, and Red cater to all
consumer segments whereas HUL has a limited presence. Besides, the value-for-money
segment, which Dabur has a strong presence in, has been growing faster than the premium
segment; HUL is primarily limited to this segment,” said Budhiraja.
Dabur, however, credits the success of its oral care brands to consistent investments in
brands, product upgradation, repackaging and aggressive marketing communications.
“Babool was an Rs30 crore brand in 2005 while today, it has grown to become a near Rs100
crore brand, while Meswak is an over Rs20 crore brand. Once the brands were acquired
(from Balsara Hygiene Products), Dabur went about repositioning and repackaging them.
Alongside, Dabur also invested in marketing the brands much more aggressively than
before. For instance, we signed film star Vivek Oberoi to endorse Babool,” said V.S. Sitaram,
executive director (consumer care Division), Dabur India.
We (Sensodyne) are learning the different models used by our competitors in both
toothpaste and toothbrush segments and must do proper positioning and distribution.
Distribution Strategy
It’s the method you use to get your product or service through various distribution channels
to the ultimate purchaser or end-user – in other words, how and where the consumer buys
your product or service. It is vitally important activity that focuses on how to reach the
target market.
Locating your business
Located in New york, we are buying new machineries for developing the new product to be
sold predominantly in India and the US. India has been chosen because there is a huge
demand and its an untapped market
11. Channels of distribution
This is available only with chemists and hypermarkets, unlike Colgate which has a robust
distribution network which has availability in 45 lakh stores and 1000 towns all over India.
We are planning to tap even the general stores so that we can widen our reach.
We are also planning to tie up with online retailing stores like flipkart, amazon and snapdeal
to sell our products as ecommerce is the trend.
Logistics
Logistics is how you plan, implement and control the physical flow of raw materials, final
products or services and related information from your business, or source of supply, to the
final end-user (or consumer).
So we need to consider:
We will plan and schedule production according to demand and market analysis
after doing consumer research.
By following hybrid strategy and order the raw materials from the suppliers
according to the changing demand helps us achieve better procurement.
Financial Analysis
A financial analysis is made in an excel sheet and a snapshot of the same has been taken.
12. As we are venturing into an untapped market like India and launching a
comparatively costlier product, we have planned to sell just 10,000 units according
to the demand
This demand is expected to rise by 7% every year for the first 5 years.
The costs we incur are also assumed to grow by 5% with time due to the
customisations that need to be offered.
Onetime costs like machinery cost are taken care and the incurring costs are
segregated and noted accordingly
The costs like LED, UV light, CCD camera and other raw material costs are covered.
Being an established brand in the market, and following penetrative pricing strategy,
we expect a Profit After tax of Rs.55, 36,740 in the first year which is expected to
grow up to 83 lakhs at the end of 5th year
13. Primary data analysis
A questionnaire was circulated to the students of SIBM Bengaluru
and the following inferences can be made from the responses
Around 61% of the people brush once a day and about 36% people brush more than once a
day, showing positive trends. This shows the usage of toothbrush per user in a day.
People tend to change their toothbrush very often. Most of them change their brushes once in
2 months, the reason being they are not durable and the bristles comes off very easily on
contact with water.
14. The chart shows that about 42% people don’t visit a doctor to monitor their teeth, the reason
being it takes them extra effort, time and money from their routine.
The chart shows that, most of the people are interested in monitoring their teeth for germs
and cavities. 85% people have shown interest
More than three-fourths of the people are willing to pay extra for the additional features
Inferences based on the analysis
The usage of toothbrush in a day is more
People change their brush very often as they get destroyed by water very easily
Many people (85%) don’t have time to go to the doctor to monitor their teeth, but they do
want to, without going to the doctor
People are also willing to pay extra for the additional features in a toothbrush that satisfies
their needs
SOLUTION
“Sensodyne Tooth Guardian” solves the dual problem - durability and self monitoring device
15. DURABILITY:
You change the normal brushes every 15 to 20 days, but since Sensodyne
Tooth Guardian uses UV sterilisation technique, the handle can be retained, changing only
the heads once in 3 months. The heads cost around Rs 70 which proves beneficial in the long
run.
UV light is triggered automatically when Tooth Guardian charges on its
seat and sterilizes the brush. This prevents the contact with water making it clean and
durable.
SELF MONITORING
This is a highly differentiated product because it contains CCDs, LED
and electric charging in the same product. LED light is activated automatically and
illuminate the mouth when using micro CCD. Side screen on the mirror provide instant image
took by micro CCD. This technology allows us to monitor our teeth for germs and cavities as
and when required
Conclusion:
Sensodyne Tooth Guardian is a best fit for the people who care for their teeth and do not have
time to visit a dentist. People, who can afford to a premium, can consider our product.
According to the survey people have interest to have a product which monitors the teeth and
gums and give information on the teeth issues. This product is a durable which can be used
for a long period of time and can be considered as a onetime investment .A self-monitoring
device which can be durable is of a great demand and is expected to grow in the near future.