1. Brand equity drivers
of
PrePared By: - Kirtan Pandya

2. INTRODUCTION
• Colgate is India's leading oral care brand.
• Every 2 out of 3 persons prefer a Colgate brand.
• Colgate includes almost every segment of toothpaste
market.
• Available in 4.3 million retail outlets.
• More than 50% of the market share.
• In 2004,‘Oral Health Month’ (OHM), was introduced.
• India’s most trusted brands: 2nd rank(2010).

3. Products of colgate

4. ORAL CARE
1. Tooth paste
2. Tooth brush
3. Tooth powder
4. Whitening products
5. Kid’s products

5. BRAND EQUITY DRIVERS
1. The brand elements or identities
2. Marketing activities
3. Other associations

6. 1. Brand elements or identities
Brand name COLGATE
URL www.colgate.co.in
Logo
Packages 20 gms to 300 gms
Tagline ‘Number 1 brand
recommended by dentists.’

7. OTHER TAG LINES
Colgate Total 12 The most advanced toothpaste
for your superior oral teeth
Colgate Sensitive Fast relief from the pain of
sensitive tooth
Colgate Dental Get maximum all round
Cream protection
Colgate Active Salt Fights germs for healthy gums
& teeth
Colgate Max Fresh Not just fresh, max fresh

8. 2. Marketing activities

9. PRODUCT

10. PRICE
Colgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm
Dental cream 5 Rs. --- 14Rs. --- --- 30Rs. 45Rs. 56Rs. 86Rs.
Active salt --- --- 14Rs. --- 30Rs. --- 56Rs.
--- ---
Max Fresh --- --- 15Rs. --- 32Rs. 35Rs. 55Rs. --- ---
Total --- --- --- 35Rs. --- --- 65Rs. --- ---
Sensitive --- --- 35Rs. --- --- 60Rs. --- --- ---
Kids --- 26Rs. --- --- --- --- --- --- ---
Advanced --- --- --- 27Rs. --- --- 53Rs. --- ---
Whitening
Herbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. ---
Cibaca --- --- --- --- --- 18Rs. --- 28Rs. ---
Fresh energy --- --- --- --- 55Rs. 66Rs. ---
gel --- ---

11. PLACE
Types of stores at which product available for
sale:
General store
Departmental store
Kirana store
Super store
Super market
Medical store

12. PROMOTION
• Engage 36,000 doctors to recommend their
products.
• Positioned Colgate dental white crème and toothpowder
towards rural rich segment.
• Positioned CDC consistently in the germ fighting
platform. It had the famous " suraksha chakra
"platform from where it had built its brand to this level.
Colgate Dental
Cream:
ye hai hamari
suraksha chakra
• For rural consuming class they are endorsing lower

13. Sales promotion:
Participate in Colgate "Learn & Earn" Offer and you
could earn Rs 10,000/- scholarship.
Super Saver Offer for 'All Around Decay Protection'.
Buy 200g plus a 100g tube with a Colgate Extra Clean
Toothbrush in a Family Value Pack for Rs. 82/-. Save
Rs. 18/-.

14. • Advertising
• Advertisement through T.V. media, Print media,
Online media.
• FM Radio for Urban population & MW and SW radio
for Rural population.
• Hoarding on National highways.

15. Television Advertising:

18. CAMPAINGS
Operation ‘Jagruti’ Colgate smile

19. Continued..
The Colgate Brush-Up Oral health month
Challenge

20. Continued..
• Free Dental Check-up in mobile vans

21. 3. Other associations

23. CONCLUSION