STP & 4P ANALYSIS

COLGATE VISIBLE WHITE

GROUP NO. 10

A product is anything that can be offered to a market that might satisfy a want or need.

Packaging:

Daily for good oral

care

Customer Expectation:
A toothpaste that gives you
sparkling white teeth along with
the usual benefits of fresh
breath and protection against
cavities, plaque, germs

4Ps : PRODUCT

A red colour tube

in a red colour
box, the tube
looks trendy in
order to appeal to
the younger
generation

Usage:

Branding:
1 shade whiter
teeth in 1 week

Product Contents:
Whitening accelerators like
high cleaning silica and
phosphate which removes
and prevents stain on teeth

Appearance:
White in colour
with minty blue
whitening particles
spread throughout

Price concerns the amount of money that customers must pay in order to purchase your products

Price :
50 g for 40

Premium
Priced
Product

100 g for 85
Price per grams :
For the smaller SKU - 0.80

Competitor
Pricing
Strategy is
being done.

Price per grams :

Smaller SKU - 0.75
Larger SKU - 0.66

Price
50 g for 43
100 g for 79

Price per grams :

Smaller SKU - 0.86
Larger SKU - 0.79

Himalaya Sparkling White

Price
80 g for 60
150 g for 99

CloseUp Diamond Attraction

Pepsodent White Now

: PRICE
4PsPRICE

For the larger SKU - 0.85

Price :
100 g for 55
175 g for 85

Price per grams :

Smaller SKU - 0.55
Larger SKU - 0.48

Provision of the product at a place which is convenient for consumers to access

Colgate has a reach of about 4.64 million retail stores across India.

ONLINE
STORES

PLACE
4Ps : PLACE

SUPER
MARKETS

KIRANA

STORES

MEDICAL
STORES

Colgate Visible White is mainly a premium brand targeted at the urban customers

Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty

4Ps : PROMOTION

Selfie Campaign Upload a pic on a tool

Hosted on Colgate India Facebook page.
The generated pic is signed by Sonam
Kapoor. It can be shared on Facebook,
Instagram etc.

Online Promotion

Campaigns : Colgate has been

Dedicated pages on different

social media sites like Facebook
promote information about new
products eg Visible white.

working closely with Indian

Dental Association. Together
they have organised many oral
health awareness programs.

Promotion

Advertisement modes
Advertising Colgate typically
spend 11% of its sales
equivalent in advertising.

All the different advertising

modes like TV, Print media,
online advertisements,
Hoardings on highway, radio ads
for rural population are used for
promotion purpose.

The Promotion Advertisement : Analysis

Colgate visible white
toothpaste has Whitening
Accelerators to give that
dazzling white brightness

Wanna Be a Cover Girl?

Having dazzling white teeth
is an absolute must. Now you
can.

Capture of pearls
association with the pious
whiteness.

to give you one shade

whiter teeth in just one
week.

Cameras displaying the

enhanced presentability of
user. Also The red dress
matches with the packaging.

Consumer Insights
How will a product Colgate Visible White add value in their lives?

This product wont be my

choice as it is expensive and I
prefer being less social

A 40 Year old
housewife

The Camera is my life!

I need to look my best round
the clock. This product will
give me a reason to smile

A TV Soap
Actress

This product wont be my

choice for my son as it is not
recommended by my doctor

A 9 year old
sons mother

I had to smile and smile when

camera is switched ON. How
would I do without such a
product?

An
Anchor/New
s Reporter

I have to interact with people

24X7. To smile and talk smartly
is my job. This product will give
me confidence to do so.

A 30 year old
Receptionist

I see a toothpaste as a product

serving its basic purpose of
cleaning my teeth only.

A
construction
worker

Segmentation is splitting or dividing potential customers into segments sharing

similar needs

TARGET!!
VERDICT
Age Group: 19-35 yrs

SEGMENTATION & TARGETING

Age
<13 yrs
13-18 yrs
19-35 yrs

Colgate Visible White Chairside is not recommended for

children under 13 years of age
Adult supervision is recommended for patients
between the ages of 13-18
Individuals in this age category are the ones which
have maximum exposure to the external world

Geography

Geography

Rural
Rural
Urban
Urban

Geography: Metropolitan cities

Rural population of India are yet to be conscious about

there cosmetic beauty
Urban India is a vibrant scene, a nascent industry and a
colorful and glamorous world.
Occupation: Public Relation +Entertainment

Occupation
Development
Public
Relations
Entertainment

Development or Innovation of ideas which involves

more of desk work

Both these occupations involve interaction with people,

and handling oneself with confidence is a must have
Matured, satisfied, motivated by ideals and value. Look
for durability and functionality in their products

Psychographic
Thinkers
Achievers
Strivers

Successful goal oriented people with focus on careers .

Buy premium products that demonstrate success to their
peers

Psychographic: Achievers and Strivers

Positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market.

Attribute Positioning

POSITIONING
POSITIONING

1 Shade
whiter
teeth
in one
week
1 shade
of teeth
will be
whiter
in just
1 week

User Positioning
Film, Fashion & Corporate industry.

Application Positioning
Shining, Brightening, Whitening & Smiling

Competitor Positioning
Close Up Diamond Attraction Vs Colgate Visible White

Our product Colgate Visible White is one of a kind Oral Care Solution that combines oral and
beauty care by providing one shade whiter teeth in just one week.

Thank You!