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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. W. Colgate merged with Palmolive. . Colgate. by Henry.  In the year 1928.

Colgate in Indian Market .

Colgate Kids Toothpaste .Colgate Total 3.Colgate Herbal 4.CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE 1.Colgate Strong Teeth 2.

Colgate Advanced Whitening 6. Colgate Cibaca .5.Colgate Active Salt 7.Colgate Fresh Energy Gel 8.Colgate Max Fresh 9.

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 .

 Availability Available Everywhere (From small shops to Big shopping malls) . Life style Experimental & Belongers.5 lakhs per anum.  Occupation Worker to businessman.Continue…..  INCOME 18000 -7.

Psychological factor Perception & attitude Oldest and reliable brand.  Motivation basic (physiological) needs. . self-esteem. emotionally attached.

• Free Dental Check-up in mobile vans .Promotional tools • Increasing circumference of toothpaste tube.

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• Free Dental Check-up by sending a SMS • Scholarship offers like Learn & earn offer .

How did customer come to know about colgate`. .

VALUE DELIVERY Functional Benefits: Prevent Bad Breath Strong Teeth Clean Teeth Emotional Benefits: Brand Name Good Taste Fresher Breath .

Pepsodant .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. E. • 30% share in the toothbrush market. • Presently it is facing competition from no. • 48% market share in the toothpowder market.g. 2 player HUL.

ADVERTISING BUDGET .

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.• 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: AIR. Vehicle – DD News & Regional channels DD News : Since Rural Indians are keen watchers of news • Class.Radio. regional channels like all India Radio All available radio channels (Both Local & National) Jingle in Hindi & local language • Scheduling – Television : Pulsing – Radio : Continuous .

Divya Bhaskar. Pudhari..• Print – Local News paper like Sakaal. etc (Full page Ad) • Outdoor – Hoardings • Outside Gram Panchayat • Wall Paint • Glow Sign Boards At Local Grocery Stores . Gujarat Samachar.

. • Free distribution of 10 gm sample with news paper.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.

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 .

Of retailers 300 2000/signage 300 6.000 Glow Sign Boards No.87 Cr ( 1 month) 18 lack (2 month) Radio (2 months) 3 stations After show 2000 5 Ads/Day/chann el Print (1 local Newspaper) Circulation (300000) 50.BUDGETING (2MONTHS) TOOL OF COMMUNICATI ON Broadcast (10sec) 6 channels CRITERIA COST FREQUENCY TOTAL (Rs.) Commercial rating point 85.000 for local & 1.00.50.000 .000 sq feet 4.000 Wall Paint Product cost 30/sq feet 15.00.00.76. of villages (100) 3500/village/w eekend 100 3.000 1 month 50.000 Outdoor High Density location/ gram panchayat 6000 100 location & 96 gram panchayat 11.000 for star plus 5 Ads /Day/channel 7.50.00.000 Flash Mobs (1 group/village/ weekend) No.

(for 2 month) High Density villages 4.000 7 28 lack Total Cost of the Budget =Rs.…contd TOOL OF COMMUNICAT ION CRITERIA COST FREQUENCY TOTAL Hire vehicles form germ test. 9.08 crores .00.

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