What is Marketing-Finance?

Marketing-Finance is the bridge

linking financial rigor with marketing savvy...

Product life cycle

Business environment
Future role as marketer
 Why Marketing-Finance?

High demand in every sector…

COLGATE VS PEPSODENT
 History of Colgate
 It was founded in 1806, by Henry. W.
Colgate.

 In the year 1928, Colgate merged with

Palmolive.
Colgate in Indian Market

MARKET SHARE

13%
COLGATE
18% 48% CLOSE-UP
PEPSODENT
OTHERS
21%
CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE

1.Colgate Strong Teeth

2.Colgate Total

3.Colgate Herbal

4. Colgate Kids Toothpaste

5. Colgate Advanced Whitening

6. Colgate Active Salt

7. Colgate Fresh Energy Gel

8. Colgate Max Fresh

9. Colgate Cibaca
 Versions of Colgate
“Colgate ka suraksha chakra.”
• Colgate Gel
• Colgate Total
• Colgate Herbal
• Colgate Calcium
• Colgate whitening
• Colgate active salt
• Colgate Super Shakti
 Demographic Factors influencing the
consumer

 AGE
Above 2 years

6 5
7

10--20
5
20--30
30--40
40--50
50& above

53
 Continue…..
 INCOME
18000 -7.5 lakhs per anum.

 Occupation
Worker to businessman.

Life style
Experimental & Belongers.

 Availability
Available Everywhere (From small shops to Big
shopping malls)
 Psychological factor
Perception & attitude
Oldest and reliable brand, emotionally
attached.

 Motivation
basic (physiological) needs,
self-esteem.
 Promotional tools
• Increasing circumference of toothpaste tube.
• Free Dental Check-up in mobile vans
• Free Dental Check-up by sending a SMS
• Scholarship offers like Learn & earn offer
How did customer come to know about
colgate`.

30
25
25

20 18
print media
15 tele media
word of mouth
10

5 3

0
print media tele media word of
mouth
 VALUE DELIVERY

Functional Benefits:
Prevent Bad Breath
Strong Teeth
Clean Teeth
Emotional Benefits:
Brand Name
Good Taste
Fresher Breath
 Awards & Achievements
• Colgate has been ranked as India’s #1 Most
Trusted Brand across all categories for four
consecutive years from 2003 to 2007
• 51% market share in the toothpaste segment.
• 48% market share in the toothpowder market.
• 30% share in the toothbrush market.
• Presently it is facing competition from no. 2
player HUL. E.g. Pepsodant
ADVERTISING BUDGET
• Ads of Pepsodent.
• TARGET AUDIENCE
• RURAL PEOPLE

• WHY ????????
• PEPSODENT 18 % MARKET SHARE
• 29% IN RURAL AREA AND 71% IN URBAN
 ADVERTISEMENT STRATEGY

• Class – Television; Vehicle – DD News & Regional

channels
DD News : Since Rural Indians are keen watchers of
news
• Class- Radio; Vehicle: AIR, regional channels like
all India Radio
All available radio channels (Both Local & National)
Jingle in Hindi & local language
• Scheduling
– Television : Pulsing
– Radio : Continuous
• Print
– Local News paper like Sakaal, Pudhari, Divya
Bhaskar, Gujarat Samachar,, etc
(Full page Ad)
• Outdoor
– Hoardings
• Outside Gram Panchayat
• Wall Paint
• Glow Sign Boards At Local Grocery Stores
 SALES PROMOTION

• In store displays
• Schemes to distributors & retailers (commission
& gifts on achieving target sales)
• Tie up with local panchayat & use flash mobs
(street play) on the theme of PEPSODENT
message.
• Free distribution of 10 gm sample with news
paper.
 MAHARASHTRA: 15722 villages
TV CHANNELS:
• Doordarshan
• ETV Marathi
• ZEE Marathi
• Saam TV
• ZEE 24 Taas
• Star plus

RADIO CHANNELS:
• All India Radio
• Radio Mirchi
• Red FM
• Radio Dhamaal
• Radio Tomato
 BUDGETING (2MONTHS)
TOOL OF
CRITERIA COST FREQUENCY TOTAL (Rs.)
COMMUNICATION

85,000 for local &

Broadcast (10sec) Commercial 5 Ads
1,00,000 for star 7.87 Cr ( 1 month)
6 channels rating point /Day/channel
plus
Radio (2 months) 5
After show 2000 18 lack (2 month)
3 stations Ads/Day/channel
Print (1 local Circulation
50,00,000 1 month 50,00,000
Newspaper) (300000)
High Density
100 location & 96
Outdoor location/ gram 6000 11,76,000
gram panchayat
panchayat

Wall Paint Product cost 30/sq feet 15,000 sq feet 4,50,000

Flash Mobs (1
No. of villages 3500/village/week
group/village/ 100 3,50,000
(100) end
weekend)
No. Of retailers
Glow Sign Boards 2000/signage 300 6,00,000
300
 …contd

TOOL OF
CRITERIA COST FREQUENCY TOTAL
COMMUNICATION

Hire vehicles form

High Density
germ test.(for 2 4,00,000 7 28 lack
villages
month)

Total Cost of the

Budget =Rs. 9.08
crores
 Revenue calculation….
• 15722 villages
• Average 200 homes each village
• Consider 100 homes will purchase product
• Rs. 50 × 12 months × 100 homes ×15722
villages = 94 cr