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Colgate Marketing Plen
- 1. • Submitted By: Anuja Singh-2019-2705-0001-0010 Arohan Sharma-2019-1806-0001-0004 Asmita Banarjee-2019-2005-0001-0037 Bhavesh Gidwani-2019-2006-0001-0006 Darshita Nathani-2019-1506-0001-0014 Jay Bijani-2019-2005-0001-0013 Sec- MBA Marketing-1
- 2. SECTOR ANALYSIS CATEOGORY ORAL CARE CATEGORY Fast-moving consumer goods (FMCG) are products that are sold quickly and at a relatively low cost. Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy. Examples include non-durable household goods such as packaged foods , bevrages, toiletries and other consumables Rural contributes around 36 per cent to the overall FMCG spending. The urban segment (accounts for a revenue share of around 55 per cent) is the largest contributor to the overall FMCG sector in India.
- 3. Market Base 1063.5 1134 1209.5 1290.3 1376.7 1469.2 1568.1 1674 1723.8 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2012 2013 2014 2015 2016 2017 2018 2019 2020 Revenue of oral care products in India (in Million USD) Source: - Statisca/ outlook • The average revenue per person in the Oral health care segment is USD 1.25 in 2020. • India stands at 5th position globally in consumption of Oral health care. • Oral care contributors 16% in FMCG sector of India
- 4. SECTOR NEWS • FMCG grew in march during this pandemic. • Government's CAPFs canteens move: No significant impact on FMCG companies, say analysts
- 5. Colgate-Palmolive as a parent company have 31 Brands in Its umbrella. The brands are divided majourley in 4 Categories.
- 6. Sub-Brands
- 8. PRODUCT CATEGORY ToothPaste ToothPowder MothWash ToothBrush
- 10. • People of all age groups. • Cost effective buyers. • Loyal Customers as it is one of the old toothpaste. • Purchasing of Ingredients. • Mixing calcium carbonate (lime) , thickener & various basic substances to form paste • Packaging, storing in warehouse • Marketing & selling. • Wholesalers • Retailers • Online stores • Ingredient & packaging cost • Overhead cost • Labor & Employees cost • Asset cost • Delivery cost • Print media • Social Media • Pamphlets • Sponsoring IPL, KBC, etc. • Functional: -For strengthening teethes of families; people suffering from Gum disease, plaque or tarter; Aminoshakti • Economical: - Also available in small packs worth 10 Rs • Emotional: - Most Trusted toothpastes used from years • Maintained good relations with wholesalers & retailers by consistent suppling products • Safe & timely delivery of products with strong SCM • Schemes, vouchers, gifts, etc. • Banks • Limestone & other ingredient suppliers • Logistics • Packaging material suppliers • Employees • Shareholders • Machinery • Trademark • Skilled laborers • Factory & warehouse infrastructure Key Activities Key Partners Costs Key ResourcesChannels Revenue Streams Customers Value Proposition Customer Relationships BUSINESS MODEL CANVAS
- 11. Promotion Mix Advertising NO.1 Brand Recommended by Dentist Increases natural calcium and make the teeth strong from within. Provides anti cavity protection NEWSPAPER ADVERTISMENT ADVERTISMENT THROUGH TELEVISION ADVERTISING THROUGH PACKAGING INSERTS ADVERTISING THROUGH SYMBOL AND LOGOS
- 12. PROMOTION THROUGH PRICE OFF DEALS SALES PROMITON THROUGH BONUS DEALS SALES PROMOTION THROUGH EVENT MARKETING Sales promotion through frequency programs SALES PROMOTION
- 13. POSITIONING • Most effective toothpaste for sensitivity. • Toothpaste that provides decay protection, strong teeth, germ protection, and fresher breath. • Various Ad campaigns to supplement the positioning with a tagline- "It cleans your breath while it cleans your teeth“. • Daat Bannaye andhr se Mazboot
- 14. VARIOUS STRATEGIES Competitive Advantage Distribution Strategy Brand Equity Positioning Strategy
- 16. Colgate 53% HUL 17% Dabur 11% Patanjali 11% GSK 3% Others 5% COMPETITORS Colgate HUL Dabur Patanjali GSK Others
- 18. • Colgate Support World Health Organization #safe hands effort to help to stop the spread of COVID-19 • Colgate-Palmolive Ships World’s First Tube Recognized as Recyclable and Freely Shares its Breakthrough Technology
- 19. Marketing Plan
- 20. To Understand the current situation of the company in the market and how to improve on it.
- 21. Situation Analysis • The Colgate is India’s biggest Oral products company with market share of 52% in 2019. It earns 95 % of its total revenue from oral products.
- 24. THANK YOU.