colgate line extension pgp30317
TRANSCRIPT
BRAND EXTENSION OF COLGATE SENSITIVE
PRO RELIEFSubmitted to:
Prof. Sameer Mathur, IIM Lucknow
Ph.D. (Carnegie Mellon University)
Ravali Harichandana
pgp30317
ORAL CARE INDIA
14% growth in 2012 & 15% growth in 2013
INR 83.5 BillionToothpaste continues to be the biggest category with 80% value share of oral careColgate-Palmolive India Ltd continues to lead with 46% value share
COLGATE PALMOLIVE BACKGROUND
Competitors : GSK – SensodyneHimalaya Braun – Oral BHUL – Pepsodent
Toothbrush : 43.7% growth from 2010-2013Toothpaste: 49.2% growth from 2010-2013
COLGATE LINE EXTENSION TO COLGATE SENSITIVE PRO RELIEF
• Launched in September, 2011 for relief from sensitivity
• Product Segment: Premium
• Product Specifications:• Instant Relief• Lasting Relief• Effective Protection• Pro-Argin Formula
• Price: Rs 99 for 70gms
COLGATE SENSITIVE PRO RELIEF
• Segment: Sensitive toothpaste market
• Target: People with Dentine Hypersensitivity
• Positioning: Only toothpaste which provides instant relief
• Premium pricing
• Provides instant relief from sensitivity
• Clinically proven and approved by IDA (Indian Dental Association)
• Available in 2 packs 40gms and 80gms
• Single product; no flavour
• Chemists, Hypermarkets
• Robust distribution network allows availability in 45lakh stores and 1000 towns all over India
• Above the line communication channels • Television ads• Internet ads • Social networking sites• Showing experts recommending the toothpaste
• Free sample campaign
• "Faster to the Nerve for Long Lasting Relief'" also clearly jelled with the campaign that the company ran to promote the toothpaste.
Ad
https://www.youtube.com/watch?v=BUjpiA7hPQA
• Colgate is positioned near Sensodyne.• It avoids direct confrontation with Sensodyne’s ads by changing
the words Daily Relief into Instant Relief.
• Colgate Sensitive Pro-Relief is positioned as the toothpaste that has the best effectiveness in solving tooth sensitivity as instantly compared with other toothpastes.
• This positioning is well reflected in their advertisements and product packaging
• Colgate is the only toothpaste that uses the new technology known as Pro-Argin technology, which contains ingredients, that giving better protection on oral health