Product

Segmentation All Indian Households (Family Brand) Income Class: All All Indian Households

Targeting

Positioning Strong Teeth

Colgate Cibaca

People with dental care Fresh Breath as their need. Low price product People with emphasis Toothpaste with on protection against calcium and cavity problem. minerals to get an all round cavity "1 in 2 children suffers protection from cavities." Fights Germs. People with emphasis on protection against Healthy Gums and teeth. gum problem. Refreshing minty taste

Colgate dental cream

Income Class: All

All Indian Colgate Active Salt Households

Product

Segmentation Young people Income level: Middle

Targeting

Positioning

Targeted towards the Cooling crystals youth for greater mouth with various freshness. flavours.

Colgate Max Fresh

"Engaging the youth with a unique cobranded digital reality show."

Contains Menthol for fresher breath.

Whiter teeth. Fights cavities.

Colgate Total

Niche segment:People with specific solutions for dental problems Niche segment:People with specific solutions for dental problems Income level: High

People who need specific solution for their gum problems.

Helps prevent and reduce gingivitis

Colgate Visible White

"1 in 3 suffer from Gum problems." People who need beauty oral care solution Contains fluoride through whitening of to prevent cavities. teeth. Contains Whitening accelerators.

Product

Segmentation People with specific solutions for dental problems Income level: High

Targeting Adult people who need long lasting dental solution for their tooth sensitivity problem.

Positioning Fights pain due to sweet/sour/hot/cold foods by desensitising nerves.

Colgate Sensitive

Mostly people above the age of 35 are prone Significant to tooth sensitivity inhibitory effect on problem. the formation of supra-gingival calculus.

Colgate Sensitive Pro-Relief

People with Adult people who need specific solutions instant relief from tooth for dental sensitivity. problems Mostly people above Income level: the age of 35 are prone High to tooth sensitivity problem.

Technology consisting of arginine and an insoluble calcium compound. Instantly relieves sensitivity .

During the quarter ended June 30,2013 ,Colgate has increased its market share to 55.9% by volume in the toothpaste segment. The flagship brands Colgate Dental Cream, Active Salt, Max Fresh and Colgate Total have contributed to this consistent growth. The Market Share of the various products:
Product Name Colgate Dental Cream Colgate Total Colgate Cibaca Colgate Herbal Others 2009 29.2 6.5 3.4 1.7 11.1 2010 30.1 6.7 3.6 1.6 10.1 Year 2011 30.2 6.7 3.6 1.6 9.2 2012 30.7 7 3.8 1.6 7.2

Strengths:

Globally renowned brand, strong brand image Huge market share 31% in 1994 to 55.4% in 2013 Strong distribution network - 4.3 million stores in 2010 to 5.14million stores in 2012 - Store coverage has grown by 40% - Rural distribution by 25% in the last one year Leveraging usage of IT to manage its distribution network and supply chain Catering to different price segments Research & Development Innovation in the areas of sensitivity Oral Care and gum care with Colgate Total Pro Gum Health, Colgate Sensitive Pro Relief toothpaste

Weakness:

Highly leveraged - 40 different products varying in tube size, quantity, and flavour and desired effect Low brand awareness on social media No single product caters to all the functionalities of catering to cavities, plaque, fresh breath, gum care. Colgate products are either mature or declining, creating the need for Colgate to keep introducing new products All the products are easily imitable thus increasing competition

Growing global oral hygiene market - By 2014, the Indian oral market is expected to reach US$ 1.8 billion Growth in emerging markets rural and semi-urban Tapping Personal Care in Asian markets like India Improving their promotional campaigns to create awareness Per Capita Consumption (PCC) of toothpaste can be increased - in India it is 137gms, market size doubles if PCC reaches 277gms of China. Leverage on fact that Colgate has been ranked as the most trusted brand in India Focus on innovation by deploying advanced technologies

Giant competitors like Close-Up and Pepsodent from HUL with market share of 34%, Dabur with market share 7.2% Segment concentration risk - as oral care segment accounts for more than 90 % of the company's turnover Competition from its own products. Increasing commodity prices, transport and storage Threat of Substitutes like Mouth Wash, Tooth Powder, Natural Commodities like Neem Sticks, Salt Water Gargling etc. Private label growth

Toothpaste industry in India is a 750 crore market. The giants of the industry are Oral-B, Colgate, Pepsodent and Close-Up. Sensodyne, Dabur (Meswak, Promise, Dabur Red) or Vicco Indirect Competitors: Neem twigs Charcoal Sniffing tobacco Turmeric Salt Mustard oil

Tackling Competition
Colgate managed to engage the best with its fans followed by Close-Up. Colgate posts Sonam Kapoor their current brand ambassador for the Visible White toothpaste Close up weaves in lot of Bollywood in their content.

Oral- B has created exclusive content to promote their Twitter Hashtags, in-house dentists and general oral care.

Pepsodent uses their Tales We Tell Our Kids cartoon series and other such child targeted content To catch the attention of the parents whove liked the page given the relatively older demographic that likes the brand