Download - Makt strtrgy leader colgate(c 08)
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Marketing Strategy
Presented by –
Sanket Deshmukh (C-08)
Sterling Institute Of Management Studies
Enlist strategies available in toothpaste market for leaders
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TOOTHPASTE MARKET IN INDIA
Market Size: Rs 3200 Cr
Per capita consumption of toothpaste is least in India
Market growth rate: 18.5 %
http://blogs.ft.com/beyond-brics/2011/02/04/india-premium-toothpaste-a-tough-sell/#axzz1cNzH0i6f
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USERS
Toothpowder 5%
Toothpaste 95%
34%
14%
11%6%
3%
32%
Market share %
Colgate dental cream
Close-up
pepsodent complete 10
colgate cibaca top
colgate fresh energy gel
others(Anchor,babool)
http://blogs.rediff.com/rahulwrites/2007/09/17/toothpaste-market-in-india/
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bran
d lo
yalty
qual
ity
fresh
ness
in m
outh
dent
ist a
dvice
01020304050607080
reason for use of toothpaste %
http://www.colgate.co.in/
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Colgate should
defend in plain
segment
29%
25%
44%
2%
Varity flavour users %
Salt NeemPlainGel
Colgate should
Introduce blue color I toothpaste
http://www.colgate.co.in/
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HOW TO IDENTIFY
MARKET
LEADER ?
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1. Has a large market share in some particular product market.
2. Usually leads other firms in price changes, new product introduction
3. Distribution coverage and promotional intensity.
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STRATEGIES AVAILABLE FOR LEADER
1. Firm must find ways to expand total market demand.
2. The firm must defend its current market share through good defensive and offensive actions.
3. The firm can try to increase its market share, even if market size remains constant.
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EXPANDING THE TOTAL MARKET
INDIA CHINA
SPANISH
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POSITION DEFENSE
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MOBILE DEFENSE
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THANK YOU…