Brand Management Case

Study Presentation
Group – 07
Presenters :
1. Shubham Sharma
2. Aditya Sharma
3. Arkaprabha Adhikary
4. Animesh Jain
 CASE - 11

Colgate Strong Teeth

About Colgate
• Multinational consumer products company.
• Headquarter – New York, United States
• Founder – William Colgate

 Mission Statement
We are Colgate, a caring, innovative growth company that is reimagining a healthier future for
people, their pets, and our planet.

 Vision
We are committed to getting better every day in everything it does, as individuals and as teams.
 Colgate Brand Prism
Physical
FMCG in tubes
Self image
I feel confident, take care
of myself with a
trustworthy product.
Physical
Relationship
Self image Affordable and daily
improved good quality
Relationship product
Culture
Polyvalence, Innovation,
Quality, Caring, Social
responsible

Culture
Reflection Reflection
Personality Healthy, Modern person
Serious, Strong and Nice
man
Personality
Case analysis
• Case refers to the Colgate Dental Cream Strong Teeth(CDC)
proposition.

• CDC is a brand that has been associated with calcium, so strong

teeth is a logical claim of the brand.

• Advertising campaign involving celebrity Deepika Padukone and

‘the girl next door’ were launched to revitalize the brand.

• The message of CDC hints at the concept of laddering which is

based on the underlying theory of means-end.
What is laddering?

Laddering in market research is a

term used in marketing which
takes steps to move participants
from understanding the features, to
why they choose a product or
It focuses on the social desirability
service, all the way down to the
of this consumer.
root motivational and emotional
cause.
Means-end theory
• Means-end chain theory is a methodology to identify
the linkages between the attributes that exist in
products, the consequences to the consumers
provided by the attributes, and the personal values
that the consequences reinforce.
 FURTHER DISCUSSIONS
Are the values in the Indian society changing in the
way that can affect CDC?

•The core Indian values have not changed.

•It won’t affect the older campaigns of CDC.

•Few modifications are needed with the change of

time.
Does the brand need to update the linkages It creates from its product attributes to
consumer values ?

Yes, the brand can update the linkage

India has started to open up more towards the LGBTQ+ Community

Colgate can run a motivational ad campaign.

They can resonate it with the “ANDAR KI SHAKTI” that Colgate is

promoting about there product CDC.
 CONCLUSION

 Strong attempt to revitalize the brand.

 Advertisement plays a vital role in connecting directly with the consumers.

 Concept of Laddering is being improvised.

 Implementation of means-end theory is a key step.

 Brand resonance is the differentiating factor that contribute in the path of success.

 With coming up with more motivational ads the company can do well in long run.

 With giving equal respect to everyone in the society can have a great impact on the mind of consumers .
Thank you