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Brand Management - Individual Assignment
Project Information
Title:To understand the Brand Extension and performance ofActive Salt at Coalgate Palmolive Ltd.
Presented to :Prof. Sameer Mathur
Presented by : Ravi DhootPGP 30074Section : B
Oral Care Category - India
Lucknow market visitWork on the heuristics & blueprintsFinal presentation preparation
Oral care saw the value growth of 15% to reach INR 83.5 billion in 2013
Toothpaste continues to be the biggest category with 80% value share of oral care
Mouthwashes/dental rinses has the highest value growth of 44% in 2013
Oral care is expected to have a value CAGR of 9% at constant 2013 prices to reach INR131.0 billion by 2018
Colgate Palmolive
Lucknow uncovered villages (10)Data analysis – for the coverage heuristicsPre-final review
Lucknow market visitWork on the heuristics & blueprintsFinal presentation preparation
US Multinational, present in more than 175 countries and a market leader in 150+ of them
Colgate-Palmolive India Ltd continues to lead with 46% value share
Low penetration in urban market and untapped rural market makes the Indian market a very high potential market
Colgate Palmolive
Lucknow market visitWork on the heuristics & blueprintsFinal presentation preparation
2011 2012 2013 2011 2012
2013
> The company grew almost in line with the category growth rate, this explains the same market share of CP
Colgate – Product portfolio
Toothpaste Brands
Colgate DentalCream
ColgateTotal
ColgateVisible White
ColgateSensitive
ColgateMax Fresh
ColgateKids
ColgateCibaca
ColgateActive Salt
ColgateMaximum Cavity..
KYA AAPKE
TOOTHPAST
E MEIN
NAMAK HAI?
The famous campaign
COLGATE ACTIVE SALT
New brand called Active Salt was launched under the
umbrella of Colgate
How the brand was built:
Salience : Through the famous campaign
Performance & Imagery: Ads showed the dental issues
and how the product is helpful to resolve such issues
Judgments & feelings : Aim was to create an awareness
of importance of salt and minerals in the toothpaste, thus
the idea of questioning people was a bang on method to
get them thinking
Resonance : People could relate the product to the
traditional stories of cleaning your teeth with salt & neem.
This resulted in a better connect
The Brand : Colgate Active Salt
PRODUCT
Colgate Active Salt is the first and only toothpaste in India that contains salt. It combines salt with calcium and minerals to make teeth stronger and gums healthy. Its special formula is proven to seek and fight germs offering a unique brushing experience.The packaging of the new product was identical to the existing ones
4Ps of COLGATE ACTIVE SALT
Active Salt – Newly Launched
Colgate Dental Cream– Flagship product
4Ps of COLGATE ACTIVE SALT
PRICE
The product provides a functional benefit and is aimed at a large segment; involving people from various income strata
Thus the product is launched in lower price SKUs for catering the demand of rural consumers and as well as in family packs considering the modern trade customer
Active Salt: 50 gm :18 Rupees Active Salt: 100 gm :37 Rupees Active Salt: 200 gm :86 Rupees
The newly launched Active Salt Neem is launched at a price point of 15 Rs.
The prices of all SKUs are at the same level of those of the competitor’s SKUs, which can be observed across all oral product category.
4Ps of COLGATE ACTIVE SALT
PLACE: GO TO MARKET Chart
MT
Canteen
s
KS
MS
CS
Service Line
Stockist
WS
CPS
STTDirect Coverage
Indirect Coverage
Retail Environment
Stockist Margins
Wholesalers Margins, CD, Offers
GS
4Ps of COLGATE ACTIVE SALT
PLACEMore stress is being given on the expansion of the direct coverage : to ensure that the product is available at as many stores as possible
This has even helped the company to premiumise the consumers and made real time data available of consumers preferences
The distribution channel involves medical stores also, considering the nature of product
Local Kirana stores, General stores, Wholesalers, Medical stores are approached by the salesmen weekly and this ensures the availability of the product
The modern trade customers are directly handled by the company ( No distributor in the channel) , this results in better prices for consumers and better promotional activities at stores
4Ps of COLGATE ACTIVE SALT
Promotion
Product PromotionsTrade Promotions
ACTIVE SALT
https://www.youtube.com/watch?v=nYk8YLVZeVY
Product promotion:
Focus on the functional benefitPOD
Link :
ACTIVE SALT
Many activities targeted at connecting with the target consumer
Idea was to highlight the new taste
ACTIVE SALT
Link: https://www.youtube.com/watch?v=frq3mywDRb4
Link:https://www.youtube.com/watch?v=LuTJQQU160w
ACTIVE SALT
Trade Promotions
Multiple schemes and offers are introduced during the year for retailers as well as wholesalers such as
Visibility offers : Payout is offered to display the products in shop
Extra Margins: Added discounts are available to the wholesalers and retailers
Incentives: Targets for salesmen and distributors are based on the overall value of the focused product, leading to higher sales
Positioning of Active Salt
Like the other products, the positioning of the brand is done around the functional use of it while using the brand equity of the company
The advertisements are focused on the issues regarding the dental hygiene and diseases in the routine life and how the product can resolve them
The Target Group thus involves people who are concerned about such issues. Youth, Middle class people etc.
The competition in the toothpaste industry happens among the same segment products of competitor firms
For example, Colgate Sensitive Pro-relief is a competitor for Sensodyne of GSK. Where as Colgate MaxFresh is competing against Closeup.
Positioning of Active Salt
The salt category also has competition from firms like Dabur India, P&G etc.
Vs.
POP: Prices, Ingredients(Product)POD: Brand Equity, Distribution channel, Marketing strategies
Success Mantra!
Highly successful campaign: The “Kya aapke toothpaste me namak hai?” campaign turned out to be a huge success. Colgate launched new two products under the same brand
Wide Distribution channel: Compared to the competitors, Colgate has a more deeply rooted distribution network. It allows the company to make product available at more number of stores
Brand Equity: Colgate has won “The Most Trusted Brand” award for more than 4 times in last 5 years. “Dentist ka sujhaya hua no.1 brand” speaks for the popularity of the brand
http://www.colgate.co.in/app/Colgate/IN/OralCare
http://www.colgate.co.in/Colgate/IN/Corp_v2/Investor/
FinancialReports/annual-report-2013-14.pdf
https://www.youtube.com/watch?v=frq3mywDRb4
https://www.youtube.com/watch?v=LuTJQQU160w
https://www.youtube.com/watch?v=nYk8YLVZeVY
Thank
you
References