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
in India
 Market Leader
 Different varities
 Too many products
within the brand which
leads to
 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