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    Colgate Cibaca : The Road Ahead

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    Arun Todi
    The document discusses Colgate Cibaca's market positioning and strategies to target lower income consumers in rural and urban India, including developing an affordable product, targeting non-paste users, and implementing promotional campaigns using posters, radio advertisements, and dental camps. It also analyzes Colgate's strengths and weaknesses, and outlines creative strategies like using mascots and storyboards to communicate Colgate Cibaca's value proposition of strong, white teeth at an economical price point.

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    Colgate Cibaca : The Road Ahead

    Uploaded by

    Arun Todi
    286 views19 pages
    The document discusses Colgate Cibaca's market positioning and strategies to target lower income consumers in rural and urban India, including developing an affordable product, targeting non-paste users, and implementing promotional campaigns using posters, radio advertisements, and dental camps. It also analyzes Colgate's strengths and weaknesses, and outlines creative strategies like using mascots and storyboards to communicate Colgate Cibaca's value proposition of strong, white teeth at an economical price point.

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    The document discusses Colgate Cibaca's market positioning and strategies to target lower income consumers in rural and urban India, including developing an affordable product, targeting non-paste users, and implementing promotional campaigns using posters, radio advertisements, and dental camps. It also analyzes Colgate's strengths and weaknesses, and outlines creative strategies like using mascots and storyboards to communicate Colgate Cibaca's value proposition of strong, white teeth at an economical price point.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    286 views19 pages

    Colgate Cibaca : The Road Ahead

    Uploaded by

    Arun Todi
    The document discusses Colgate Cibaca's market positioning and strategies to target lower income consumers in rural and urban India, including developing an affordable product, targeting non-paste users, and implementing promotional campaigns using posters, radio advertisements, and dental camps. It also analyzes Colgate's strengths and weaknesses, and outlines creative strategies like using mascots and storyboards to communicate Colgate Cibaca's value proposition of strong, white teeth at an economical price point.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    COLGATE CIBACA……………

    The road ahead

    PRESENTED BY-
    Aashika Jain
    Aditi Todi
    Sujata Patwari
    Sunny Jaiswal
    Vinay Maroti
    MARKET SHARE OF THE
    INDUSTRY
    Positioning- Competitive
    landscape
    Ayurvedic
    (Meswak)

    Herbal/neem
    Fights germs (Babool)
    (Pepsodent)
    Strong teeth
    Colgate Vegetarian
    Smell -clove oil Toothpaste
    Essence (Anchor)
    (Promise)
    Freshness
    (Close up)
    SEGMENTATION
    HIGH PRICE LOW PRICE

     Colgate  Colgate Cibaca


     Pepsodent  Babool
     Close –Up  Anchor
     Meswak  Ajanta
     Dabur Red
    PORTFOLIO OF COLGATE
    COLGATE DENTAL COLGATE FRESH
    CREAM ENERGY GEL
    • Offers All-Around decay  ICY Cool gel leads to
    protection, even where a freshness
    toothbrush cannot reach
    • It's great mint taste
     Minerals which make
    freshens breath teeth stronger
    • It protects against root  Targeting youth
    caries
    • It cleans & makes teeth
    whiter
    • It repairs early decay spots
    PORTFOLIO OF COLGATE
    COLGATE ACTIVE COLGATE KIDS
    SALT TOOTHPASTE
     Colgate Active Salt  Its light foaming action makes
    combines salt with brushing more effective and
    calcium and minerals fun for kids.
     The sparkling gel comes in two
     strong and gums healthy exciting variants - Bright Pink
     Combined the wisdom of gel, & Bright Blue gel,
    traditional and modern  The Fruity bubble gum flavour
    oral care knowledge will make kids want to brush
    longer in the morning & at
    night, thereby developing good
    oral care habits.
    SWOT ANALYSIS

    STRENGTH WEAKNESS

     Brand Image  Entry of HUL & Dabur


     Existing for last 50 years  Too many products
    in India within the brand which
     Market Leader leads to
     Different varieties  Per capita toothpaste
    consumption is lowest in
    india
    SWOT ANALYSIS
    OPPORTUNITY THREATS

     Potential Customers  Entry of new


     Increased Growth year competitors like Babool,
    after year Ajanta, Meswak
     Population growth  Unapproachable remote
     Increased par capita area in India
    consumption in Indian
    families
    INTRODUCTION TO CIBACA
    COLGATE

     Launched in 1994
     Market share of 5.7%
     Product Attributes – International quality at
    affordable price
     Major competitirs are – Babool, Anchor, Ajanta
    Target Selection

     Focus on Rural India and lower income groups


    in Urban India

     Socio Economic segments chosen:


    Rural R2,R3,R4;
    Urban SEC C and SEC D colgate Cibaca is a
    product in economy segment

     Non paste users


     Bottom line of the pyramid
    POSITIONING

     Strong & white teeth

     Superior alternative

     Brand Equity of Colgate

     Economical
    MEDIA PLANNING

    RURAL URBAN
     Posters
     Posters
     Adverrisement in local
     Wallpaintings
    channels
     Radio advertisement  Radio advertisement
     Transitory advertisement
     Transitory advertisement
     Dental camps
     Dental camps
     Free Sampling
     Sales
     Sales promotion
    promotion(scholarships)
     Demonstration vans
     Kiosk and mascots
     Stalls in HAAT
    COMMUNICATION STRATEGY
    BRAND EQUITY

    COMPARATIVE
    ADVANTAGES
    PRICE

    ATTRIBUTES
    IMPLICIT

    EXPLICIT
    CREATIVE STRATEGY

    MASCOT FREE CHECKUPS


    CREATIVE STRATEGY
    Story Board for Radio Advertisement

     A child trying to bite a sugarcane piece hurts his tooth


     Rushes up to his mother
     Mother gets worried
     Takes child to a doctor
     Doctor cites out the
     benefits of brushing
     incremental benefits of toothpaste over natural alternatives
     The family takes to brushing
     Child bites sugarcane and is happy
    CREATIVE STRATEGY FOR POSTERS

    Daant banaye mazboot aur safed,


    Aapki bajat ka rakkhe khawal
    ….. Yeh hai Colgate Cibaca ka Kamal!

    200 gms only Rs.25


    QUESTIONNAIRE
     Name:
     Age:
     1. Which toothpaste you use?
     Ans…………………………
     2. Why do you use toothpaste?
     Strong Teeth Freshness Others
     3. Are you satisfied with the brand?
     Very Satisfied Satisfied Fair Not Satisfied
     4. Do you try new products?
     Yes No
     5. Does promotional schemes affect your buying behaviour?
     Yes No
    QUESTIONNAIRE OUTCOMES

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