Post on 20-Nov-2014
description
Colgate Toothpaste
Submitted to:
Miss Afsheen Danish
Submitted By:
Hafeez ur RehmanFarina Jaffer
Kamal AhmadSanaUllah ShaikhSyed Akmal Aftab
Introduction
• Colgate Palmolive started its operations in Pakistan in 1977 as joint venture between Colgate Palmolive (USA) and Lakson Group.
• Colgate Palmolive is one of the largest ventures by the group. With assets of more than Rs. 400 million and a turnover of Rs. 1500 million, it has emerged as one of the largest corporations in Pakistan.
Competition:
Its main competitors are
• Macleans• Medicam• Close-up• English• Minto• Pepsodent
Substitute Competition:
Colgate toothpaste competes with Dentonic, and Khas tooth
powder
Brand Hierarchy:
Colgate Navigator PlusColgate PlusColgate PremierColgate Extra Clean Colgate Super Flexible
Sparkle Toothpaste
Oral Care Personal Care Surface Care
Max BarAzadi Dish Bar Max ScourersMax LiquidMax Antibacterial
Beauty Soap ~ Palmolive Naturals Carbolic Soap~ Azadi Skin Germ Protection Soap ~ Protex
Brite Maximum Power Express PowerBonus Softlan
Fabric Care
Colgate Maximum Cavity ProtectionColgate Total Fresh StripeColgate HerbalColgate Herbal White
Colgate WhiteningColgate Fresh Energy Gel
Target Market:
• Colgate is targeted at middle income and upper income families.
• Colgate has had a consistent target market.
• Colgate has never altered its target market segment.
• Colgate was introduced in the semi urban and rural areas.
PRICING STRATEGIES
• Colgate has persisted with its premium pricing concept
• Emphasizing on quality for product differentiation it has never used price cuts to increase its sales.
• Colgate is looking for review to change its price in 2010.
SECONDARY ASSOCIATIONS
• 1- Country of Origin
• 2- Channels of Distribution.
• 3- Spokes Persons.
• 4- Events.
• 5- Third Party Sources
Brand Mantra
Oral ProtectionColgate is always
recommended for providing oral protection for longer hours.Hence, it proves its consistency in oral care.
FamilyColgate’s image in
Pakistan is that of a family brand with multidimensional advantages, consistent quality and continuous innovation.Its advertisement also portray the same image of colgate.
ReliableIt has maintain its
performance throughout.Hence,it is the most reliable toothpaste of the time and colgate is still a threat to the competitor.
Functional Modifier
DescriptiveModifier
EmotionalModifier
DISTRIBUTION
• Colgate Palmolive Express distributors Retailers Consumers
• Colgate Palmolive Express distributors Agent wholesalers Retailers Consumers
• Colgate Palmolive Agent wholesalers Retailers Consumers
Line Extension:
• Colgate is looking for line extension in the mid of the 2010. The possible line extension is “COLGATE SENSITIVE”.
Brand Failure
• Colgate launched the food product called Colgate Kitchen Entrées
• The idea was that consumers
would eat their Colgate meal,
and then brush their teeth
with Colgate toothpaste. • The trouble was that for most people the
name Colgate does not exactly get their taste buds tingling.
RECOMMENDATION:
• Colgate should hire celebrities for the advertisement
• They should also increase the volume of their CSR activities because they have a very good image in the market.
• Target market should be clearly emphasized in advertisement.
• Colgate should emphasize on Digital Branding i.e. online purchase.
• Colgate should use colorful paste to create uniqueness.
Thank You