Promotional Strategies of Colgate

PROMOTIONAL STRATEGIES OF COLGATE

Colgate has developed a powerful Branding Strategy whic h has significantly helped the Brand in acquiring substantial amount of share in the oral care market of India. In order to strengthen its' Brand Identity, Colgate is still restructuring its Branding Brandin g Strategy Its Its strategy was strong enough to position the company as a major brand in the oral care market of India. The Brand Colgate emerged as a market leader as it bagged considerable amount of market share shar e in all the segments of oral care market mar ket like toothpast toot hpastee segment, tooth powder po wder segment Colgate-Palmolive and toothbrush segment. The following companies are the major competitors of Colgate-Palmolive (India) Limited y

Dabur

India Limited

y

Hindustan

y

Gillette India

y

JHS Svendgaard

y

A mar

y

J.L.

y

Elder Health Care Limited

Unilever Limited Limited Limited Laboratories Limited

Remedies Limited

Morison (India) Limited

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Colgate primarily used advertisements as its main promotion strategies. Its different products which are designed for different segments are targeted target ed to the audience by highlighting its features. Its common tagline taglin e for all products is -³No 1 brand recommended by dentist.´ Colgate has taken up a weird advertising campaign in Bangkok. SALES PROMOTION

As such no promotion is done at retail r etail level except the recommendation recommendat ion by the shopkeeper. sh opkeeper. But for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity. p ublicity. PUBLIC RELATIONS

PR campaigns were undertaken extensively during the launch of the brand in leading newspapers and magazines, though they were focu sed more directly on enhancing the image of the parent company in the eyes of stakeholders like shareholders potential investors, etc. etc. that in consumers. SALES FORCE

Sal

i t

t

any¶s dist i

t ¶s (who are instrumental) ensur ing that the

 product is stocked by the retailers, which is made easier by the range of product offer ings supplied by the same distr i butor of Colgate Palmoli e. CHANNEL The

products are sold in retail outlets like K irana stores, supermarkets, medical shops, co-

operati e stores etc. It is distr i buted through the supply chain of company distr i butor to wholesaler to retailer to f inal consumers. THE

CONSUME

OMOT ONAL ST

ATE

Y

Colgate's Br ight Smiles, Br ight Futures Scholarshi  p Offer 

y

Af ter learning f i e Oral Care Ti ps and answer ing the questions one can get an oppor tunity to earn a scholarshi p of R s. 10,000/Mega

y

Value Offer for 'All Around Decay Protection'.

If one buys 200g + 100g tubes of Colgate Dental Cream in a Value Pack for R s. 86/- one can get a Colgate Extra Clean Toothbrush wor th R s 16 free. Colgate Maxfresh Gel

y

Get a toothbrush free with 150g plus a 80g tube. Product wise Promotion COL

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Targets

ATE DENTAL CR EAM Tag

lines- ³Get maximum all round protection´

the households and adver tise pr imar ily through television add where a child and her 

Dolly is used to show that Colgate f ight germs stuck in the middle of teeth. COL

y

Targets

ATE ACT

E SALT Tag

line ±³Fights germs for healthy gums and teeth´

young people where pains in gums are a common prob lem. The commercial ref lects

the need to use salt toothpaste for healthy gums. y

The

COL

ATE MAX FR ESH

Tag

Line ± ³Not just fresh Max fresh´

add targets the audience who are conscious of their looks and therefore fresh smell is

required to go with their personality. y

COL

ATE TOTAL 12

Tag

line ± ³The most advanced toothpaste for your 

super ior oral teeth´. It targets the common man conscious of his teeth and therefore requires 12 hours of   protection. It even indirectly highlights the need to brush twice. It shows that the toothpaste f ights 12 problems for 12 hours. y

COL

ATE HER BAL WHITE

It essentially targets at traditional consumers who seek natural ingredients in their toothpaste (such as in semi-urban and rural towns). y

COLAGTE SENSITIVE ORAL

Tag

line ±³Fast relief from the pain of sensitive

tooth´ The

adver tisement is targeted more for people who have sensitive teeth be children or adult