Praxis Business School„Colgate Cibaca-The Road Ahead‟ Term Paper Submitted To Prof. D P Ghosh In partial fulfilment of the requirements of the course Integrated Marketing Communication By:Drupad Parmar (B09007) Rinki Kumari (B09016) Satish Kumar Keshri (B09022) 1|Page 3 4 5 6 7 8 2|Page .Topic Overview Target Audience Consumer Understanding Positioning Communication & Creative Strategy Media Strategy Page No. Colgate Cibaca became big without any intensive communication support. 3|Page . Its mother brand Colgate has very strong brand equity. Strengths of Colgate Cibaca: It is a product of Colgate which has very strong distribution network.Overview Facts: Colgate revitalized Cibaca as Colgate Cibaca in 2000 which acted as a price flanker brand in the portfolio to counter attack the low priced competitors. o It has been voted the “The Most Trusted Brand” in the country for 3 consecutive years in the AC Nielsen Brand Equity Survey. It relied more on trade level activities and below the line strategies for its success. o Colgate is the most widely distributed oral care brand in India with market share of 34% in value terms. Its market share increased to 50% in discount segment and it became 4th largest paste brand in volume terms. Problem Statement: To grow „Colgate Cibaca‟ brand without cannibalising the mother brand „Colgate‟. India‟s per capita toothpaste consumption stood at 74g. Only a small portion of region has been tapped. husk and tobacco. it is a market that cannot be overlooked and has a huge potential. Planning should be done to expand market in untapped areas by: o Using local press to communicate value. In 2005. o Basically from the rural and township areas. Reality in India: Neem. o Families with low per capita income. amongst the lowest in the world Potential: As per estimates. charcoal. o Matching prices of competitors aggressively to counter low price point threat. People don‟t have access to modern dental care. 12. expansion in rural areas requires huge investments. Over 44% of rural households still use non-dentifrice products such as ash. 4|Page . o Tackling the challenge of changing consumption behaviour by promoting better oral hygiene habits among rural masses.2% of the total world population lives in rural India. Although. Colgate should try to build preference for Colgate Cibaca by: o Leveraging on „Colgate‟ equity. o Micro targeting the key lower price point states.Target Audience Present Scenario: Colgate Cibaca targets mainly the Lower price point segment which offers good value for money. salt. as is available at a fraction of the cost of toothpaste. Recommended Strategy: Colgate Cibaca can achieve success in untapped rural areas by: o Positioning the toothpaste as value for money since the people use nondentifrice products which are freely available. the natural dental care product is still widely used in rural markets. the advertisement brings the notion of the family (“Strong teeth. Colgate Cibaca should take the risk of questioning the usage of non-denitrified products. it should take help of influencers & local doctors to make people understand the disadvantages of using products like coal ash etc including its health hazards. It should spread the awareness regarding maintenance of dental hygiene. Empowered with strong brand equity and distribution network. o A strong sense of emotional positioning is apparent. o Even when harping about its attributes. Consumer feels that this product is catering to the needs of the entire family.Consumer Understanding The Consumers perceive it as a paste which protects teeth from getting decayed & its refreshing minty flavour makes them breathe super fresh. As far as the untapped market is concerned. fresh breath for your family”). 5|Page . consumer‟s understanding can be revamped strongly by showcasing more value propositions in advertisements. They get value for money. Recommended Strategy: Since. Colgate Cibaca is prominent in economic segment. Price-Medicinal/Sociable Map High Price Glister Sensodent Meswak Colgate Pepsodent Close-Up Medicinal Sociable Babool Anchor Colgate Cibaca Low Price 6|Page .Fig. Recommended Strategy: In our opinion. Emotion based positioning The emotion based positioning of the Cibaca Family Protection is strong as it targets families. Colgate Cibaca can go ahead to leverage on this current positioning strategy for tapping new areas. o Family protection concept.Positioning Present Scenario:Attribute based positioning Colgate Cibaca positions itself in a very standard way by claiming to provide strong teeth and fresh breath. o Show the product‟s benefits. o Sense of belongingness. So. The family concept would very well work in rural areas because still the concept of nuclear family is not prominent. 7|Page . fresh breath for your family” strongly supports the notion of the family. o Entire family goes into the same occupation and live together. the already established positioning can push the brand in those areas. It tagline “Strong teeth. in our opinion it should go ahead with the same strategy for deeper penetration without involving expensive communication medium. Creative Strategy.Present Scenario: Colgate Cibaca is currently utilising its trading channel partners to speak about the product and strengthen the presence of product in the market. emphasis should be laid on: o Family protection. o Belongingness. People are being taught the importance of dental hygiene and maintaining a healthy mind & body. Medical camps are being organised for dental check ups and encourage people to shift to health ways of living.Present Scenario: Pitched against low priced products using Colgate lineage and the resultant global quality assurance at the same price point. o Concern for the entire family‟s needs. So. influencers to sell the product. So. Propagated the “Family protection” concept through the tagline “Strong teeth. it would be beneficial if the company catch hold of local grocery shops. most of the people are still illiterate.Communication & Creative Strategy Communication strategy. o Importance of teeth. While conveying the message. In rural areas. o Ill effects of using non-denitrified products. Recommended Strategy: Colgate Cibaca relied mostly on trade level activities & below the line strategies. fresh breath for your family”. 8|Page . o Pressing more importance towards problems such as bleeding of gums. 9|Page . print ads and banners can be of highlighting the following aspects:o Family theme where two situations are there exhibiting one member who suffer from tooth decay etc. So. after consuming non-denitrified products and another one using Colgate Cibaca and is free from all diseases. we can give them a preventive mechanism in the form of Colgate Cibaca. Show‟s theme would be highlighting the importance of sanitation & personal hygiene and its connection to living a long & healthy life.Recommended Strategy: In our opinion. consumption of non-denitrified products takes lot of time and these days‟ even villagers have so much to do & work in cities. cavity problems and also it becomes a costly affair to go to city for treatment. o We can also highlight the time factor i.e. the theme of the shows. So. Colgate Cibaca takes very less time and that too at an affordable price. o Use radio to increase awareness regarding the product. Colgate Cibaca utilized this power to make huge success in the lower price point segment.Media Strategy Media strategy. It will increase the visibility of the product as well. It leveraged on its strong distribution network and thus successfully reached even to the far flung areas. Announce small contests & commission scheme while advertising through radio to the shop owners for selling the product. panchayat people to take initiative to educate people about bad effects of non-denitrified products & for not keeping the teeth clean. Recommended Strategy: In our opinion. o Involve influencers.Present Scenario: Colgate Cibaca mainly took help of below the line strategies to gain success. 10 | P a g e . o Organise one day campaign on small vans of free dental check up with the support of local doctors. the company should do the following activities:o Put visual banners in local language indicating the prices of various SKUs in grocery shops so that the shopkeeper doesn‟t charge high price of the product. Colgate is the second most widely distributed oral care product in India. o Organise drama shows through small vans all across the villages to educate the people about importance of dental hygiene. Thank You!! 11 | P a g e .