Presentation onBy:Swati Nishant Tanuja Namrata Jitender Rahul Colgate, an oral hygiene product line and one of the namesake brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes. Colgate Ribbon Dental Cream was the first toothpaste in a collapsible tube introduced in 1896. It had previously been sold in glass jars since 1873. Toothpastes Colgate Dental Cream Colgate Max Fresh Colgate Active Salt Colgate Total 12 Colgate Sensitive Colgate Kids Colgate Advanced Whitening Colgate Herbal Colgate Cibaca Colgate Fresh Energy Gel Colgate Maxwhite Toothbrushes Colgate Massager Colgate Navigator Plus Colgate 360 ActiFlex Colgate Extra Clean Colgate Extra Clean Gum Care Colgate Sensitive Toothbrush Colgate 360 Toothbrush Colgate Zig Zag Toothpowder Colgate Super Rakshak Whitening Products Colgate Advanced Whitening KidsProduct Colgate Kids ToothPaste Colgate Kids 2+ Mouthwash Colgate Plax . ³ .Brand elements: Brand name and Logo Brand Mascot: Dr. Rabbit (Gillu) Packaging: Holographic which gives it: Enhanced aesthetics ensuring a Premium look "A package that would reflect what people think their smiles should be like--sparkling and dazzling. . Taglines: Colgate Max Fresh Colgate Max Fresh positions itself on the basis of ³freshness´. The tagline ³A new dimension of freshness´ Colgate Kids Toothpaste ³Makes fighting cavities fun´ Colgate Herbal ³Strong teeth. healthy gums´ Colgate Total 12 ³Most advanced toothpaste´ Colgate Sensitive ³Get freedom from sensitive teeth´ Colgate Active Salt ³Kya aapke toothpaste mein namak hai?´ . They find that by targeting school children at an early age.´ Lara Dutta for Colgate Active Salt: Aapke Toothpaste Mein Namak Hai???? . Children in ads: Most oral care problems such as cavities and gum problems are compounded in adult life due to lifestyle and poor oral hygiene habits. who is confident and always looking for something fresh and unique.Brand Ambassadors: Saif Ali Khan for MaxFresh (targeting the youth): Targeted at the achievement-oriented youth. they can help inculcate good habits at an early age that can be developed to take into adulthood. Colgate MaxFresh Gel seeks to connect with GenNext. Marketing programme of Colgate:- . Product:Quality Design Features/range:Cavity Protection Tooth Whitening Plaque & Gingivitis Prevention Long Lasting Fresh Breath Toothpaste and Mouthwash Tartar Control Enamel Strengthening Packaging(different for kids) Size(50gm.150gm) .75gm. Pricing:Market penetration Market skimming Uniform delivered pricing Place:Intensive distribution Departmental stores Shopping malls Target retailers . Promotion:Channels( kiryana store. medical shops. super) market) Placement Advertising Colgate clock Community programmes Direct marketing contests . . Brand association Protection from germs Clinically proven Fresh breath Colgate Refreshing taste Prevent tooth decay Stronger teeth . Secondary Brand Association Colgate mouthwash.plax . Colgate Toothpaste For Kids . Brand Hierarchy Colgate Colgate Toothpaste Colgate Toothbrush Colgate Dental Floss Colgate Mouth rinse Classic Plus precision Diamond heads The wild ones . BRAND KNOWLEDGE . STRUCTURE BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE RECOGNITION RECALL . People hold long standing perceptions (recognition) like µsuraksha ka chakra¶. dentist ki no. Brand Awareness .1 pasand. The first thing consumers think of while purchasing a toothpaste is : Colgate (recall) has become generic name for toothpaste amongst many. kya apke toothpaste mein namak hai? Oral health month was initiated in 2003 with IDA Launched nationwide community dental health programs to create awareness. strong teeth healthy gums. Consumer¶s ability to recognize or recall µcolgate¶ under different situations. Brand Image Attributes Price : Reasonable Packaging. . Reinforced Overall evaluation customer¶s belief in the product. color & the pack hasn¶t changed all these years. instant recognition of the brand on the retail shelf hence creating a strong brand pull. Contd« Benefits 1) Functional : brightness. tooth decay prevention & freshness 2) Symbolic: ³Suraksha chakra ´ ³colgate smiles´ IDA . One of colgate¶s popular ads.. . colgate : brand equity . . the firm introduced its first toothpaste. In 1873.HISTORY In 1806. soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate. In 1857. William Colgate introduced starch. his son. an aromatic toothpaste sold in jars. Palmolive-Peet bought the Colgate Company to create the Colgate-PalmolivePeet Company. In 1928. but it is publicly listed in only two. the United States and India. In 1953 "Peet" was dropped from the title. Today Colgate has numerous subsidiary organisations spanning 200 countries. the current name. in 1896. . Colgate Ribbon Dental Cream. leaving only "Colgate-Palmolive Company". His company sold the first toothpaste in a tube. 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.Colgate-Palmolive signed SRK as its Brand ambassador. 48% market share in the toothpowder market. 30% share in the toothbrush market. .2009. On 4Sept. 93. 2002 again No 1 brand in India.surveyed by Taylor Nelson MODE .94Colgate was ranked No 1 brand in all categories surveyed by annual brand power survey India.In 1992. In 1997 Colgate calcium guard and Colgate plus get IDA seal of acceptance 1999 Colgate was rated ³India's premier brand´ by A&M annual survey of India's top brand. 2004 celebrated Colgate health month .surveyed by BT Hewitt 2003-05 ranked³Most trusted Brand in India´ Surveyed by AC neilson ORGMARG. ³Best employer India´. Free Dental Check-up in mobile vans .Promotional tools Increasing circumference of toothpaste tube. Free Dental Check-up by sending a SMS Scholarship offers like Learn & earn offer . Cibaca brand needs repositioning. .Despite the strong Colgate brand. it could market itself as low cost Colgate toothpaste.Cost being the major reason for people to buy it. Cibaca s marketing has been a failure. with competition from indigenous ³vegetarian´ toothpastes. Lately.clearly aims to position the Dental Cream as a toothpaste that has been used over generations and hence creating a kind of emotional attachment with the toothpaste. strong teeth. Colgate Dental Cream has also positioned itself as an ³always 100% vegetarian´ toothpaste. .Positioning: Attribute based positioning Colgate Dental Cream positions itself as toothpaste that has the necessary calcium and minerals to provide decay protection. Emotion based positioning The tagline of is advertisements. ³Trusted by generations to make teeth stronger´. germ protection and fresher breath. Colgate Max Fresh. Colgate active salt Colgate max fresh Not just fresh max fresh Colgate total 12 The most advanced toothpaste for your superior oral teeth Colgate sensitive oral Fast relief from the pain of sensitive teeth Targeting sensitive teeth .product Colgate dental cream tagline Get maximum all round protection Fights germs for healthy gums and teeth motive Target the household and advertise through television This variety of toothpaste targets customers with orthodox thinking who believe that salt is good for teeth. with its multiple flavors. seems to target the youth Colgate total 12 claims to provide a 12-hour protection from germs. e.e Happy-dent. 3) Dental Colleges Chain 4) Dental Clinic chain 5) Artificial Teeth 6) Mouth Freshener i. 2) Chewing-Gum i. Pass-Pass 7) Ayurvedic category product for oral care .Brand Extension for Colgate:- 1) Fruit flavored tooth-paste. 5) Its brand product ³Cibaca´ should be revived to capture rural market. 2) Its advertisement should highlight more functional value based on examination of the product i.Sources of improving brand equity:- 1)Colgate should place itself as solution to every oral problem. 4) More investment in research & development & continuous innovation in Its product. as undoubtedly it is market leader in this category. .e pepsodent. 3) It should connect with customer on emotional value. 6) ³Oral Care Day´ by Colgate to spread awareness about oral hygiene. 7) ³Go-Green´ for its packaging . colgate should also be a click away from its customer. Massive mobilization of information over its site.as Nescafe has! . 12) Good-Morning Jingle in its advertisement«««. 9) Premium-Product to target urban youth & higher income group. 11) Pamolive should be disassociated from its name & colgate should operate as an independent entity. 10) ³Internet-era´ . so. 8) Customized packaging for different segment of customer. . .Thank You««««.