Assignment on Planning an IMC Campaign on Colgate (Sensitive Pro-Relief)

Submitted to: Mahfuzur Rahman

Lecturer

Department of Marketing

Comilla University

Submitted by: Babun Nesa

ID:11907012

13th Batch

Department of Marketing

Comilla University

Date of submission:18 October 2020

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 Table of Content

1.1 Integrated Marketing Communication of Colgate -------------------------------03

1.2 History----------------------------------------------------------------------------------03

1.3 Competitor analysis of Colgate------------------------------------------------------03

1.4 Performance of IMC of Colgate(Advertising, Sales promotion, Personal Selling,

Public Relation, and Direct Marketing)--------------------------------------------------------04
1.5 Colgate's new idea of IMC planning------------------------------------------------06
1.6 References-------------------------------------------------------------------------------07

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Integrated Marketing Communication of Colgate
Generally, marketing managers use a campaign approach, to aid the process of planning.
Designed to reach a particular goal, the campaign is an organized identical order of marketing
communication attempts created around an idea. For years,“campaign” has been used concerning
advertising, and this term attaches equally well to the total IMC program.

Colgate is one of the American leading toothpaste brands in India. Quality product and creative
marketing strategies of Colgate have gained a strong band as well as tons of customer’s faith.
Tooth sensitivity is also known as dentin hypersensitivity — affects the tooth or exposed root.
This happens when the enamel that conserves our teeth gets thinner, or when gum recession
occurs, exposing the underlying surface, the dentin, thus, reducing the protection the enamel and
gums provide to the tooth and root. Tooth sensitivity affects up to 57% of the population
worldwide. 17% of Indians suffer from acute tooth sensitivity and do nothing about it. They
simply choose to alter their eating and drinking habits, to avoid the pain. Colgate Sensitive Pro-
Relief products instantly relieve sensitivity by physically plugging open dentine tubules, which
helps block pain sensations from reaching the tooth nerves.

History
Since 1873, from glass jars tubes, were launched in 1896, promoted by Kalodont, Johnson &
Johnson and Sheffield. The tagline "It Cleans Your Breath While It Cleans Your Teeth", written
by copywriter Alicia Tobin brought Colgate to the limelight in the 1950s. Colgate possessed
20% of the market share for toothpaste in China, approximately commanded 70% of the oral care
market in Brazil, according to 2002, 2015. The Colgate-Palmolive company's largest source of
income was oral care products (principally produced under the Colgate brand) in 2015 making
up around US$7.5 billion, or 47% of net sales globally (with personal care products such as
shampoos making up 20%, home care products such as laundry detergents 19% and pet nutrition
products making up the remaining 14%). Colgate with hemp seed oil is a new category that is
held in 2020. Colgate registered this new label for toothpaste with the U.S. government around
January 2020. Colgate's parent company for buying Hello Products circulated an agreement, a
company of New Jersey founded kinds of toothpaste that had earlier in the month, mouthwashes
containing cannabidiol (CBD) in February.

Competitor analysis of Colgate

Colgate, a $15.6 billion global company sells products related to oral hygiene like toothpaste,
toothbrushes, mouthwashes, and dental floss and sells its products in about 200 countries. As a
result, there’s a large range of competitors of Colgate, we can see some top competitors of
Colgate-

 Sensodyne

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 Sensodyne is owned by GlaxoSmithKline. 8 out of 10 dentists recommend this toothpaste for
sensitive teeth. All Sensodyne products with fluoride offer relief to long-lasting sensitivity
protection, relief from sensitivity, protection against cavity, and fresh taste. Sensodyne is a
big competitor of Colgate because of its awareness of sensitivity.
 Pepsodent
Pepsodent an American brand of toothpaste is owned by Unilever was introduced in the year
1915. Indian and World Dental Association to impart the importance of regular brushing for
school children paired by it. It is seen in over 50 countries, their presence is seen worldwide
and its partnership with FDI World Dental Association, as a result, Pepsodent is a top
Colgate competitor.
 Close Up
Uniliver brand launched in 1967 called Close Up is one of the leading producers of India,
considers world-first gel toothpaste. Normally targets the young generation focuses on
freshness. It has been a market leader for over three decades in the market of India. For its
strong activity, Close Up exists frequently in the Indian market. As for its popularity, it is one
of the great competitors of Colgate.
 Oral-B
Established in the 1950s in America commonly produces oral hygiene products. It introduced
the first electronic toothbrush. Oral-B produces exceptional products in the market. Like
battery-powered brush, replacement brush heads, electric toothbrushes, kid’s toothbrush,
floss, and the manual toothbrush. It has a large number of kids' toothbrushes for a different
stage of children. Oral-B is regarded as one of the top Colgate competitors, due to their
continuous product innovation.
 Aquafresh
It was developed in 1970. It has a wide range of products a dedicated website that provides a
strong online presence with great content for the target customers. Aquafresh is considered as
one of the Colgate competitors for their oral care products.
 Dabur
Another fast-moving (FMCG)oral consumer product is Dabur India Limited. Its distribution
channels and multiple features are made it the competitor of Colgate.

Performance of IMC of Colgate Sensitive Pro Relief(Advertising, Sales

promotion, Personal Selling, Public Relation, and Direct Marketing)
Colgate Sensitive Pro-Relief was introduced in 2011 when the campaign showed off with a
TV commercial where real-life customers discussing dental problems. The advertisement
showed the customers providing positive feedback after using the product at that stage. This
advertisement proved instant relief providing the capacity of the toothpaste with scientific
shreds of evidence. In this advertisement, it’s showed a slice of life. These kinds of dental
problems are very common for every the people of every age. Quick healing is most
important in that case, so Colgate Sensitive Pro-Relief is a perfect solution in this regard.

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 Besides customers are more informative and updated in this era, so scientific evidence is a
loyal solution and most requiring things. Colgate uses scientific evidence to persuade their
customers that Colgate is more active than other brands at fighting with dental problems. In
2011 Colgate created another advertisement associated with Times of India on independence
day and on that day this newspaper recreated, Colgate catered the advertisement that
communicated independence from pain.3.2 Million households respond to the advertisement
that was revealed in Mumbai, Delhi, Bangalore, Kolkata, Pune, and Ahmedabad. Share rose
from 19 to 26 percent.
Colgate launched a campaign of Sales Promotion in 2011 wherein the 5000 people to SMS
“INSTANT” to 5616111 received a free sample of Colgate Sensitive Pro-Relief toothpaste
delivered to their home and a similar campaign repeated in 2013.
A missed call had to give on toll-free number 18002082020 by consumers.
Then they received a message Thanks for calling Colgate Sensitive Pro Relief. For a free
sample msg ur details in this format to 09664266000: Colgate Name Address Pincode” SMS
to 09664266000 with Colgate following with your Name, Address & Pin.
Lastly, their final feedback: Thanks your details have been saved in our database. Your free
sample will be shipped.
All propagating platforms communicate with this message.
Besides they showed the innovative system that how to apply this for the best cure.
There was another advertising strategy on their work that is a trial offer, where customers
would be able to test the performance of the product. It was trustworthy for the consumer
who takes it.

Colgate Sensitive Pro-Relief has launched another giant-sized out of home campaign near
Metropole Triangle, Karachi highlighting the phrase “Get Instant and lasting Sensitivity
Relief” which is a kind of banner advertisement.

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 In India Colgate provide 5.50 Rs off in a 50 gm Colgate toothpaste. However, for publicity
window displays, salespeople, advertising in newspapers, magazines, and TV ads
broadcasted the offer. Besides recommendation by shopkeeper is another way of promotion
for Colgate. For the rural market, Colgate developed VAN promotion which is a mobile
marketing station with privileges of mike playing, slide shows, screen shows, etc.A lot of
relationship selling is observed by Colgate as they create tangible products marked to the
specific customer for any problems or causes that a consumer may have. Colgate also the
general target market for all kinds of customers. Furthermore, Colgate leads the market since
it’s a doctor recommended product and proven by the FDA. As a result, consumers feel
confident and secured to buy this. Colgate also offers premium and personal selling, in case
looking at a general store, Walgreen, Kmart, Walmart or a small neighborhood store can
easily find Colgate products. It may offer free of charge toothbrush with paste.After
launching a product Colgate arrange a PR campaign outright focused on the parent
company’s stakeholder like potential shareholders. Focused on public relations Colgate
arranged a PR campaign with both media conference and consumer events. Where it assessed
an advertising value of 426,358 US dollars with 102 new clips. Moreover, social media
affects 470000 fans and 250 peoples gathered at the event. Colgate's trial offers and doctor's
approval is a great strategy for promotion.
Colgate's new idea of IMC planning
Colgate may plan a new feature of promotional activity about the security of women in the
world. It may start with the sequence of Alicia Tobin’s popular tagline” It cleans your
breath while it cleans your teeth”.As women harassment is a daily incident around the
whole world nowadays. ActionAid surveyed on street harassment in many countries in 2016,
showed that 79% of women living in cities in India, 86% in Thailand, and 89% in Brazil
have been listed to harassment or violence in public, where 75% of women had in London,
UK. Moreover, in the covid-19 pandemic women, harassment and rape are spreading sparkly
in Bangladesh, a survey shows4 women raped every day on average in Bangladesh
amid the Covid-19 pandemic that 632 rape incidents took place between April and
August this year. In that case, Colgate may use the tagline,” While breath is clean, then
mindset is evergreen-Take a breath with Colgate.” This kind of slogan may add a new
dimension for Colgate since women empowerment is one of the most wanted issues for the
time being. Colgate may set these objectives with a medium promotional budget. Colgate
may create the banner, a billboard for spreading awareness on this issue. Besides TV
commercials, radio, social media are also useful in this regard.
Moreover to evaluate the realization of this advertisement Colgate can arrange a campaign
about the awareness of women violence. Where men will use Colgate then make a video of
promise with Colgate that “Woman is not property but wealth, it’s high time to change
mentality” and send it to Colgate's website. By this Colgate may assess the response of
conscious men in a society, on the contrary women will be persuaded about Colgate by
seeing this venture. As a result, both men and women will know about Colgate.Besides, there
may be a campaign where Colgate will hear the courageous story of daring women and
spread that. By this others may be inspired by them besides they will be able to know about
Colgate.
It would be a way to evaluate the advertising, as the most difficult and important task is
measuring advertisement. As women empowerment is a day-to-day issue, it may win the
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 choice of the customer both men and women. Colgate would add a call center service, where
abused women can explain their problems and get a solution. It may promote the sales of
Colgate. Besides Colgate can create posters with the exact way of brushing tooths as most of
the children are unconscious about brushing tooths properly. Moreover, banners, email
headers, etc are an important part of improving sales.In this modern era, many consumers are
dependent on online sell services. Following this will make Colgate more popular. It also
helps to maintain the direct link with the customer so that the customer can complain and
also suggest that particular product.On the other hand.to promote public relations Colgate
may create a catchy banner on the purpose of a special occasion, like Eid, New year, Diwali,
etc. This will help to increase the name and fame of that particular product. Because through
this they will know the company as well as their product. Colgate may update its packaging
with surprise messages for the consumer-like ‘Smile with Colgate, embrace the inner
confidence of you’.It may persuade customers to Colgate. Nowadays customers always
search for something, so these kinds of innovations may amaze the upcoming customers.

References
 Colgate (toothpaste) - Wikipedia
 Top 9 Colgate competitors - Colgate competition analysis
 https://www.campaignasia.com/agencyportfolio/CaseStudy/18,2012-colgate-product-
launch-pr-campaign.aspx
 Statistics - The Prevalence of Street Harassment | Stop Street Harassment
 Reading: Marketing Campaigns and IMC | Principles of Marketing
 https://www.brandsynario.com/colgate-sensitive-metropole-triangle-karachi/

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