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A PRESENTATION ON DIFFUSION AND INNOVATION OF

Presented To: Dr. Kavita Saxena Presented By: Dhaval Patel (13) Milan Patel (15) Nirmal Patel (16)

Colgate Plax Parent Company Colgate Palmolive


Category Sector FMCG Personal Care Mouthwash

Tagline/ Slogan
USP Segment Target Group Positioning

Kills the germs that cause bad breath


The mouthwash that gives 12 hours germ protection STP Personal Care Oral Hygiene Mouth Wash For special oral hygiene needs in Urban and Semi Urban areas in addition to conventional tooth paste Colgate Plax Mouthwash improves oral hygiene by fighting germs and plaque, while fighting bad breath and reducing the incidence of gingivitis

SWOT Analysis Strength 1. Significantly reduces plaque in hard to reach areas 2. Provides unto 67% healthier gums 3. Contains fluoride to help prevent cavities 4. Combats odour causing germs in the mouth, thereby fighting bad breath effectively 5. Good advertising, brand visibility and distribution 1. Primarily an urban product, therefore limited audience Opportunity 1. Available in 5 variants: Pepper Mint and Fresh Mint and in two sizes 2.Mouthwash category as part of oral care is in early stages and witnessing high growth rate 3. Combining sales of toothpaste with mouth wash can boost sales for the products of the company 1. Competition from various competitor products in this category 2.Niche segment in the oral care industry which requires high advertising to increase awareness regarding the product can be expensive for the company 3. Mouthwash if consumed can cause harm to liver, hence awareness for the same is essential Competition 1. Listerine (Johnson & Johnson)

Weakness

Threats

Competitors

Print Ads

DIFFUSION

Diffusion
Firm-Oriented Definitions: Colgate Plax is new product

to the Colgate Palmolive mouthwash Oral Care category. Market-Oriented Definition: Colgate Plax is the only mouthwash which is not using alcohol which cause oral cancer and liver problem non burning sensation in market

Relative Advantage
Provide 12 hour protection against 99.9% germs & plaque Non-staining, no dilution required, no taste alteration Helps maintain Crown & bridge structures Strengthen enamel and prevent cavities with fluoride Reach hard to reach place fresh breath

Keep 64% healthy gums Fresh Tea, Complete Care, Sensitive, Freshmint Peppermint,

and Gentle Care are all alcohol free Great refreshing taste Provide Long lasting fresh breath Clinically tested by Dentists No burning sensetion Travel size 60 mL is available

Compatibility
Colgate Plax is not easily compatible with the needs,

values and practices of oral care in Indian customers. Because Indian customer is habitual to brushing only.

Complexity
Colgate Plax is easy to use.

Trailability
Malls: Placing of kiosk of Colgate Plax mouthwash on the Food Court in the malls where people can try using this product once they finish eating. Disposable wash basins can be placed so that the users can gargle easily
1.

On this special promotional campaign, small sachets of the mouthwash can be introduced for ease of trying 2. Multiplex:

Many popular multiplexes are present in the malls itself. Colgate Plax Mouthwash can be placed in the washrooms of such multiplexes as a pleasant surprise for a period of three weeks

Observability
The

benefits or attributes of Colgate Plax is not observable without trying the product. After use of Colgate Plax the benefits and attributes of the product can be feel and experienced.

ADOPTION OF INNOVATION

Category Innovators Early Adopters Early Majority

Product One More Versions Full Product Line Full Product Line

Price Penetration pricing Penetration Pricing Penetration Pricing Penetration Pricing

Place Intensive Intensive Intensive

Promotion Informative Informative Competitive/ Difference Reminder

Late Majority

Intensive

Laggards

Best Sellers

Penetration Pricing

Intensive

Minimal Promotion

Product Life Cycle

THANK YOU

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