COLGATE CIBACA……………
The road ahead
PRESENTED BY-
Aashika Jain
Aditi Todi
Sujata Patwari
Sunny Jaiswal
Vinay Maroti
MARKET SHARE OF THE INDUSTRY
POSITIONING-COMPARATIVE 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 FRESH
COLGATE DENTAL 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 KIDS
COLGATE ACTIVE SALT TOOTHPASTE
Colgate Active Salt Its light foaming action makes
combines salt with brushing more effective and
calcium and minerals fun for kids.
strong and gums healthy
The sparkling gel comes in
two exciting variants - Bright
Combined the wisdom of Pink gel, & Bright Blue gel,
traditional and modern The Fruity bubble gum
oral care knowledge flavour 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 varities 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
