1. Colgate Dental
Cream
Marketing Management – 1
Praxis Business School
Presented by:-
Deepika Agrawal – B10007
Rajan Kumar Singh – B10020
Shoven Mohapatra – B10026
Tarun Kanti Roy – B10037
Arunabha Bagchi – B10044

2. Agenda
• Overview
• Positioning & Repositioning
• Strategies Adopted
• Competitors
• Tackling competition
• Market Research Analysis
• Net Take Away
5 October 2010 PGP(2010-12), Praxis Business School

3. Overview
• Colgate Co. first to introduce toothpaste in
collapsible tube, 1896
• Colgate – Palmolive (India) Pvt. Ltd
incorporated, 1937
• Flagship brand – Colgate Dental Cream with
51% market share
• 60% equity shares listed in BSE offered to the
public, 1978
• Market leader in oral care segment
5 October 2010 PGP(2010-12), Praxis Business School

4. Positioning
• Introduces CDC with Gardol in 1956
Promises to give 7 times longer protection
• Introduces MFP Fluoride in 1968
Clinically proven to reduce cavities
• Suraksha Chakra in 1985
Targeted Hindi speaking people of India by advertizing in
vernacular
5 October 2010 PGP(2010-12), Praxis Business School

5. Repositioning
• CDC was enriched with ‘Super Shakti’
Fights odour causing food particles & decay causing bacteria
• ‘Super Shakti’ with Calsium
Enhanced formulation for strong teeth
• Fresher taste & improved germ fighting
New product with natural mint flavour & superior germ
fighting formulation
• CDC projected as # 1 brand recommended by
dentists, IDA
5 October 2010 PGP(2010-12), Praxis Business School

6. Strategies Adopted
Segmentation Strategy
• Target customers – adults, youngsters, kids
• Product/price based
Distribution Strategy
• Trademarks considered to be of material
importance
• Restructuring of supply chain
5 October 2010 PGP(2010-12), Praxis Business School

7. Strategies Adopted
Marketing Strategy
• Product
• Price
• Promotion
• Place
5 October 2010 PGP(2010-12), Praxis Business School

8. Competitors
Direct Competitors
• Close – up
• Pepsodent
• Meswak
• Dabur Red
• Babool
• Amway Glister
5 October 2010 PGP(2010-12), Praxis Business School

9. Competitors
Indirect Competitors
• Neem twigs
• Charcoal
• Sniffing tobacco
• Turmeric
• Salt
• Mustard oil
5 October 2010 PGP(2010-12), Praxis Business School

10. Tackling Competition
• Adopting new launches
• Converting non – users into users
• Reducing SKUs
• Reduced overall order cycle times
• Outsourced IT related services
• Targeted school children
• Launched Oral Health Program in association
with IDA
5 October 2010 PGP(2010-12), Praxis Business School

11. Market Research Analysis
 Hypothesis Design
 Hypothesis 1
• Colgate is more than a toothpaste
It’s an extension of the family
Proves Principle of Watsonian First
 Hypothesis 2
• IDA & dentists in ad campaigns works in favour of
the brand
Influences consumers buying priority
Trustworthy sources of recommendation
5 October 2010 PGP(2010-12), Praxis Business School

12. Market research Analysis
Research Instrument
 Questionare
• Face – to – face query
• E-mail questionare
 Sample size
• A stratified sample of 86 respondents were
taken
5 October 2010 PGP(2010-12), Praxis Business School

13. Market Research Analysis
 Data Analysis Tool
• Kedall’s Rank Correlation
• Pie Chart
• Bar Graph
• Likert Scale
5 October 2010 PGP(2010-12), Praxis Business School

14. Market Research Analysis
Survey Findings
• Colgate Dental Cream is the first brand that
comes to people’s minds at the mention of
toothpaste Others
11%
Pepsodent
Colgate
22%
59%
Close up
8%
5 October 2010 PGP(2010-12), Praxis Business School

15. Market Research Analysis
Survey Findings
• Majority (51%) are Colgate Dental Cream
users Others
16%
Close up
10%
Meswak Colgate
Anchor 1% 51%
1%
Pepsodent
21%
5 October 2010 PGP(2010-12), Praxis Business School

16. Market Research Analysis
Survey Findings
• Colgate is an extension of the family as
majority of households use the same brands
No. of family
using other
toothpaste also
43% No. of family
using colgate
only
57%
5 October 2010 PGP(2010-12), Praxis Business School

17. Market Research Analysis
Survey Findings
• Colgate comes recommended by family &
elders based on Watsonian First philosophy
40
35 34
30
25
20
17
15
11
10 8
7
5
0
Friends,Relatives Family,Elders Dentist Retailer Others
5 October 2010 PGP(2010-12), Praxis Business School

18. Market Research Analysis
Survey Findings
• Colgate is recommended voluntarily by
majority of audience which shows goodwill &
hence it’s more than a toothpaste
May Be
Yes
37%
47%
No
16%
5 October 2010 PGP(2010-12), Praxis Business School

19. Market Research Analysis
Survey Findings
• Colgate has been in the family for more than
15 years in most cases which reveals family
legacy
30
25 24
20
16
15 14
13
12
10
5
5
2
0
Less Than 2-3 years 4-7 years 8-11 Years 12-15 Years More Than Never
One Year 15 Years
5 October 2010 PGP(2010-12), Praxis Business School

20. Market Research Analysis
Survey Findings
• Advertising strategy of tie – ups with IDA &
dentists recommendation works in favour of
Colgate Meswak Close-up
1%
Others
3%
3%
Anchor
4%
Pepsodent
28%
Colgate
61%
5 October 2010 PGP(2010-12), Praxis Business School

21. Market Research Analysis
Survey Findings
• Advertising strategy of CSR works in favour of
Colgate & helps in brand recall
No
38%
Yes
62%
5 October 2010 PGP(2010-12), Praxis Business School

22. Market Research Analysis
Survey Findings
• Survey audience is indifferent towards CSR
initiative of Colgate & hence CSR as
advertising tool is ineffective
50
44
45
40
35
30
25
20 17
15 12
9
10
4
5
0
2 1 0 -1 -2
Strongly Agree Agree Neutral Disagree Strongly disagree
5 October 2010 PGP(2010-12), Praxis Business School

23. Net Takeaway
• Colgate is indeed an extension of the family
and it comes recommended by elders
• Marketing strategy works better with IDA
approvals and dentists recommendations
• Using CSR as a tool for advertisements is not
successful
5 October 2010 PGP(2010-12), Praxis Business School

24. THANK YOU
5 October 2010 PGP(2010-12), Praxis Business School