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The Marketing Mix-Colgate
The Marketing Mix-Colgate
White Toothpaste
The Product
Product variety - Colgate Herbal White is part of the range of toothpastes offered by
Colgate Palmolive in India, which is led by Its flagship brand Colgate Dental Cream
(CDC). The brand was launched in 2001 and is essentially targeted at traditional
consumers who seek natural ingredients (such as in semi-urban and rural towns)
Brand Name – The use of Herbal in the brand name is self-explanatory. Herbal ‘White’
has been highlighted to stress their brand proposition of ensuring ‘pearly white teeth’.
Sizes – It is available in three sizes as most others in the segment - 50g, 100g and 200g..
Price
List Price – The list price of the product is Rs. 12.50 for the 50g pack, Rs. For the 100g
pack, and Rs. For the 200g pack. The product is in the popular segment which is priced
higher to only the economy segment and lower than the gel and premium segments in the
toothpaste market.
Payment period/Credit terms – Being an off-the-shelf FMCG, in line with the category,
no credit is allowed by the company (though the store allows credit on purchase of all
items).
Promotion
Advertising – Advertising is in the form of TVCs (television commercials) and uses the
beaver ‘gillu’ as a mascot of the product.
Sales Force – Sales force consists of the company’s distributor’[s who are instrumental I
ensuring that the product is stocked by the retailers, which is made easier by the range of
product offerings supplied by the same distributor of Colgate Palmolive.
Public Relations – PR campaigns were undertaken extensively during the launch of the
brand in leading newspapers and magazines, though they were focused more directly on
enhancing the image of the parent company in the eyes of stakeholders like shareholders
potential investors, etc. that in consumers.
Direct Marketing – Direct marketing to the consumer was not done at this retail outlet.
Place
Channels – The products is sold in retail outlets like Kirana stores, supermarkets, medical
shops, co-operative stores etc. It is distributed through the supply chain of company
distributor to wholesaler to retailer to final consumers.
Coverage – The product is available in the all-India market, including semi-urban and
rural markets which is their primary focus.
Locations – The product is placed at just below eye-level at the store surveyed among
other brand clutter, unlike at most other supermarkets, where product placement at eye
level and near the payment counter is generally preferred for such relatively low-
involvement products, especially in the case of small packs which might be impulse
purchases on a trial basis.
Inventory - The retailer stock varied by size. The store surveyed contained 15 items as
turnover of the product is not very high.