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Brand equity drivers of colgate

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Kirtan Pandya
Kirtan Pandya

Colgate is India's leading oral care brand with over 50% market share. It offers a wide range of oral care products including toothpaste, toothbrushes, toothpowder, and whitening products. Colgate drives its brand equity through strong brand elements like its name, logo, and taglines emphasizing dental recommendations. It also invests heavily in marketing activities such as advertising, promotions, establishing its products' availability in stores, and engaging in public health campaigns. Colgate further builds its brand through doctor recommendations and associating its products with oral health.

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Brand equity drivers of PrePared By: - Kirtan Pandya
INTRODUCTION • Colgate is India's leading oral care brand. • Every 2 out of 3 persons prefer a Colgate brand. • Colgate includes almost every segment of toothpaste market. • Available in 4.3 million retail outlets. • More than 50% of the market share. • In 2004,‘Oral Health Month’ (OHM), was introduced. • India’s most trusted brands: 2nd rank(2010).
Products of colgate
ORAL CARE 1. Tooth paste 2. Tooth brush 3. Tooth powder 4. Whitening products 5. Kid’s products
BRAND EQUITY DRIVERS 1. The brand elements or identities 2. Marketing activities 3. Other associations
1. Brand elements or identities Brand name COLGATE URL www.colgate.co.in Logo Packages 20 gms to 300 gms Tagline ‘Number 1 brand recommended by dentists.’
OTHER TAG LINES Colgate Total 12 The most advanced toothpaste for your superior oral teeth Colgate Sensitive Fast relief from the pain of sensitive tooth Colgate Dental Get maximum all round Cream protection Colgate Active Salt Fights germs for healthy gums & teeth Colgate Max Fresh Not just fresh, max fresh
2. Marketing activities
PRODUCT
PRICE Colgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm Dental cream 5 Rs. --- 14Rs. --- --- 30Rs. 45Rs. 56Rs. 86Rs. Active salt --- --- 14Rs. --- 30Rs. --- 56Rs. --- --- Max Fresh --- --- 15Rs. --- 32Rs. 35Rs. 55Rs. --- --- Total --- --- --- 35Rs. --- --- 65Rs. --- --- Sensitive --- --- 35Rs. --- --- 60Rs. --- --- --- Kids --- 26Rs. --- --- --- --- --- --- --- Advanced --- --- --- 27Rs. --- --- 53Rs. --- --- Whitening Herbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. --- Cibaca --- --- --- --- --- 18Rs. --- 28Rs. --- Fresh energy --- --- --- --- 55Rs. 66Rs. --- gel --- ---
PLACE Types of stores at which product available for sale: ï‚—General store ï‚—Departmental store ï‚—Kirana store ï‚—Super store ï‚—Super market ï‚—Medical store
PROMOTION • Engage 36,000 doctors to recommend their products. • Positioned Colgate dental white crème and toothpowder towards rural rich segment. • Positioned CDC consistently in the germ fighting platform. It had the famous " suraksha chakra "platform from where it had built its brand to this level. Colgate Dental Cream: ye hai hamari suraksha chakra • For rural consuming class they are endorsing lower
Sales promotion: Participate in Colgate "Learn & Earn" Offer and you could earn Rs 10,000/- scholarship. Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.
• Advertising • Advertisement through T.V. media, Print media, Online media. • FM Radio for Urban population & MW and SW radio for Rural population. • Hoarding on National highways.
Television Advertising:
Brand equity drivers of colgate
Brand equity drivers of colgate
CAMPAINGS Operation ‘Jagruti’ Colgate smile
Continued.. The Colgate Brush-Up Oral health month Challenge
Continued.. • Free Dental Check-up in mobile vans
3. Other associations
Brand equity drivers of colgate
CONCLUSION
Brand equity drivers of colgate

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Brand equity drivers of colgate

  • 1. Brand equity drivers of PrePared By: - Kirtan Pandya
  • 2. INTRODUCTION • Colgate is India's leading oral care brand. • Every 2 out of 3 persons prefer a Colgate brand. • Colgate includes almost every segment of toothpaste market. • Available in 4.3 million retail outlets. • More than 50% of the market share. • In 2004,‘Oral Health Month’ (OHM), was introduced. • India’s most trusted brands: 2nd rank(2010).
  • 4. ORAL CARE 1. Tooth paste 2. Tooth brush 3. Tooth powder 4. Whitening products 5. Kid’s products
  • 5. BRAND EQUITY DRIVERS 1. The brand elements or identities 2. Marketing activities 3. Other associations
  • 6. 1. Brand elements or identities Brand name COLGATE URL www.colgate.co.in Logo Packages 20 gms to 300 gms Tagline ‘Number 1 brand recommended by dentists.’
  • 7. OTHER TAG LINES Colgate Total 12 The most advanced toothpaste for your superior oral teeth Colgate Sensitive Fast relief from the pain of sensitive tooth Colgate Dental Get maximum all round Cream protection Colgate Active Salt Fights germs for healthy gums & teeth Colgate Max Fresh Not just fresh, max fresh
  • 10. PRICE Colgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm Dental cream 5 Rs. --- 14Rs. --- --- 30Rs. 45Rs. 56Rs. 86Rs. Active salt --- --- 14Rs. --- 30Rs. --- 56Rs. --- --- Max Fresh --- --- 15Rs. --- 32Rs. 35Rs. 55Rs. --- --- Total --- --- --- 35Rs. --- --- 65Rs. --- --- Sensitive --- --- 35Rs. --- --- 60Rs. --- --- --- Kids --- 26Rs. --- --- --- --- --- --- --- Advanced --- --- --- 27Rs. --- --- 53Rs. --- --- Whitening Herbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. --- Cibaca --- --- --- --- --- 18Rs. --- 28Rs. --- Fresh energy --- --- --- --- 55Rs. 66Rs. --- gel --- ---
  • 11. PLACE Types of stores at which product available for sale: ï‚—General store ï‚—Departmental store ï‚—Kirana store ï‚—Super store ï‚—Super market ï‚—Medical store
  • 12. PROMOTION • Engage 36,000 doctors to recommend their products. • Positioned Colgate dental white crème and toothpowder towards rural rich segment. • Positioned CDC consistently in the germ fighting platform. It had the famous " suraksha chakra "platform from where it had built its brand to this level. Colgate Dental Cream: ye hai hamari suraksha chakra • For rural consuming class they are endorsing lower
  • 13. ï‚—Sales promotion: Participate in Colgate "Learn & Earn" Offer and you could earn Rs 10,000/- scholarship. Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.
  • 14. • Advertising • Advertisement through T.V. media, Print media, Online media. • FM Radio for Urban population & MW and SW radio for Rural population. • Hoarding on National highways.
  • 19. Continued.. The Colgate Brush-Up Oral health month Challenge
  • 20. Continued.. • Free Dental Check-up in mobile vans