1. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Vivekanandan M
Presented by…..
Date: Slide No: 1

2. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Introduction to FMCG Industry
Date: Slide No: 2
Introduction to SWOT Analysis and SWOT Analysis for Colgate Sensitive
Introduction to 4Ps and Formulation of Marketing Mix for Colgate
Sensitive
Conclusion

3. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 3
Introduction to FMCG Industry
 Fast moving consumer goods – sold quickly, relatively lower price
 Example – Sugar, Chocolates, dairy products, soaps, cosmetics.
 FMCG Industry in the 4th largest industry in India.
 Market size of FMCG industry is Rs: 65000 Crore.
 Leading brands in India – ITC, Nestle, Dabur, India, Marico
Industries.
 Leading International brands in India – Hindustan Unilever, Procter &
Gamble Hygiene and Health Care, Colgate Palmolive.
 Key brands in oral care – Colgate, Close-up, Promise, Babool,
Anchor, Pepsodent, Vicco, Meswak, Dabur laal.

4. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 4
Introduction to SWOT Analysis
 Planning tool used by marketing managers to organize the
information collected during situation analysis.
 SWOT analysis provide direction for marketing plan.
 PEST (Political, Economic, Social, Technology) analysis is a
strategic tool for understanding the market growth or decline.
 PEST analysis is a major component of SWOT analysis

5. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 5
PEST Analysis for Colgate Sensitive
Political Factor
Opportunityfor Market growth for
ColgateSensitive
1. No excise duty for mfg plant in
excise free zone
2. IndianGovt. focus on “inclusive
growth” to boost rural economy
3. Decrease in income tax for
individuals
Threats for market growth for Colgate
Sensitive
1. Rising fuel price
2. 2% increase in excise duty
3. Hike in MAT (Minimum Alternate
Tax)

6. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 6
PEST Analysis for Colgate Sensitive
Economic Factor
Opportunityfor Market growth for
ColgateSensitive
1. Rising income of rural population
2. Decrease in interest rate
Threats for market growth for Colgate
Sensitive
1. Recession
Technological Factor
Opportunityfor Market growth for
ColgateSensitive
-
Threats for market growth for Colgate
Sensitive
1. Tablets and medicines for sensitive
gums
2. Chewing sugarless gums

7. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 7
PEST Analysis for Colgate Sensitive
Social Factor
Opportunityfor Market growth for
ColgateSensitive
1. Increased life expectancy
2. Population suffering from sensitive
gums
3. During pregnancy, women suffer
from sensitive gums
4. Retailstores reaching rural areas
Threats for market growth for Colgate
Sensitive

8. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 8
Positive Factor Negative Factors
InternalFactors
Strength
Strong brand name in oral care
Good distribution network
Unique product – for people having sensitive gums
Dental care assurance
Dentists/Doctors endorsed
Small size
100% Vegetarian
Available in liquid form
Weakness
Children below 12 years can use only on doctor’s
recommendation
Not a natural product
Costly compared to other toothpastes
ExternalFactors
Opportunities
Untapped rural market
Aging population
Kids with bleeding gums
Patients suffering from bleeding gums
During pregnancy, women suffer from bleeding and
sensitive gums
Threats
Not approved by Indian Dental Association (IMA)
Target for competition, domestic brand and
international brand
Not available in all grocery stores
SWOT Analysis for Colgate Sensitive

9. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 9
 Marketing Mix consists of set of controllable elements, which the
companies can blend to produce desired response from target market.
 Formulation of Marketing mix involves analysis of all the controllable
elements.
Introduction to Marketing Mix
Product Price
Promotion Place
Target market

10. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 10
Formulation of Marketing Mix for Colgate Sensitive
 Product
1. Colgate sensitive has 3 wide product line – gel toothpaste, mouth
wash and tooth brush
2. Colgate Sensitive brand was introduced to address sensitive gum
problem.
3. Product is available in 3 size – 50g, 100g, 100ml.
4. Target customers are adults suffering from sensitive gums.
5. The benefit of Colgate Sensitive is – relief from sensitive gum within
2 weeks.

11. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 11
Formulation of Marketing Mix for Colgate Sensitive
 Price
1. Colgate sensitive is a unique product and does not have
competition.
2. Price should be determined based on demand.
 Place
1. Existing distribution network can be used for distributing the product.
2. Retail outlet, grocery shops, medical stores, Malls.

12. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 12
Formulation of Marketing Mix for Colgate Sensitive
 Promotion
1. Free sample distribution
2. Dedicate internet homepage for Colgate sensitive toothpaste.
3. Advertisements in print media, TV

13. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 13
 Product
1. Packaging – Tube and plastic bottle
2. Size – 50g, 100g, 100ml
Visible evidence of Marketing mix

14. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 14
 Price
1. 50g pack = Rs: 35
2. 100g pack = Rs: 60
3. 100ml = Rs: 40
Visible evidence of Marketing mix

15. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 15
 Promotion
1. Sales Promotion
http://www.colgatepromotions.co.in/colgate_sensitive/colgate_sensitive
_sampling.php
2. Advertisement – Website, medical stores, TV
http://www.colgate.co.in/app/ColgateSensitiveNew/IN/HomePage.cvsp
http://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-
Sensitive-Toothpaste.cvsp
3. Sales force – Retail stores, malls, grocery stores, medical stores
4. Public Relations
New product launch
http://www.colgate.co.in/app/Colgate/IN/Corp/PressRoom/Product.cvsp
?newsArticle=News_040209
Visible evidence of Marketing mix

16. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 16
Visible evidence of Marketing mix

17. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Date: Slide No: 17
Conclusion – SWOT Analysis and Marketing mix formulation are
important stages in Marketing Planning Process.
Rajim and Vivekanandan
Customer Needs
CompanyObjective
Competitors
S
W
O
T
Political
Economical
Social
Technological
Segmentation&
Targeting
Differentiation&
Positioning
Product Place
Price Promotion

18. MABD AssignmentTASMAC
Apr 15, 2010
SWOT Analysis and Formulation of Marketing
Mix for Colgate Sensitive
Thank You!
Date: Slide No: 18Rajim and Vivekanandan