MEASURING BRAND EQUITY

COLGATE
Measuring Brand Loyalty (Colombo Morrison Model)
Measuring Brand Elasticity

BY: BHOOMI CHAUHAN

SEC - D | 20230405008
 DATA COLLECTION COLOMBO MORRISON
Purchased
Brand Focus Gravity
Brands Brand Loyalty
Ratio Ratio
Colgate
Oral B Dabur Red Sensodyne Total
MaxFresh
Colgate
28.125% 56.25% 64.29%
Colgate 9 3 1 1 14 MaxFresh

Oral B 1 5 1 0 7 Oral B 15.625% 62.50% 71.43%

Preferred
Brand
Dabur Red 4 0 3 0 7
Dabur Red 9.375% 50.00% 42.86%
Sensodyne 2 0 1 1 4
Sensodyne 3.125% 50.00% 25.00%
Total 16 8 6 2 32
Sensodyne Sensodyne
6.3% 12.5%

ANALYSIS Dabur Red

18.8%

Based of the survey responses, the data captured is mentioned above. With the help of this data we tabulated the Colombo Dabur Red
Colgate MaxFresh
43.8%
21.9%
Morrison Model as shown. Colgate MaxFresh
50%

Brand Loyalty: Colgate MaxFresh has the highest brand loyalty (28.125%), followed by Oral B (15.625%), Dabur Red
(9.375%), and Sensodyne (3.125%). This means that Colgate MaxFresh customers are more likely to repurchase and less
Oral B
likely to switch. 25% Oral B
21.9%

Focus Ratio: The focus ratio measures how much customers prefer a particular brand over other brands. Colgate
MaxFresh has the highest focus ratio (56.25%), followed by Oral B (62.50%), Dabur Red (50.00%), and Sensodyne
(50.00%).
Gravity Ratio: The gravity ratio measures how strongly customers are attracted to a particular brand. Colgate MaxFresh
has the highest gravity ratio (64.29%), followed by Oral B (71.43%), Dabur Red (42.86%), and Sensodyne (25.00%).
Market Share Share of Preference
Based on the results of the Colombo Morrison Model, Colgate MaxFresh
has the highest overall brand equity among the four brands listed. This
is due to its high brand loyalty, focus ratio, and gravity ratio.
 BRAND ELASTICITY ANALYSIS

Colgate Brand Brand Equity Ratio Category Category Ratio

Brands Dabur Red

Colgate 1.625 Chewgum 1.578

Chewgum 60 41

Dabur Red 1.438 Mouth Freshner Mints 1.625

Mouth Freshner Mints 66 38

Brand elasticity refers to the degree to which Dental Picks 1.375

Dental Picks 46 42 a brand can stretch beyond its core identity
and existing product categories without
alienating its customers. It indicates Brand Oral Probiotics 1.328
Oral Probiotics 33 52
Acceptance, Brand Loyalty, Brand
Perception Instant teeth whitening
1.750
Instant teeth whitening strips
55 57
strips

Based on the survey responses, above mentioned table shows Category elasticity refers to the receptiveness of a
the preference score for various products that the brand can specific product category to new entrants and
introduced. additional products. It indicates:
 OBSERVATION & INSIGHTS
Colombo - Morrison Model is a method of categorizing customers
as either hard-core loyal (HCL) or potential switchers (PS). As a
result, following any given purchase, a consumer will either be
sufficiently satisfied that he will evaluate no other brands and will
automatically repurchase the last brand purchased (HCL), or he
will consider alternatives and will have a chance of purchasing
each (PS).
The combination of a high focus ratio and a high gravity ratio
indicates that Colgate has a very strong brand loyalty. This is
because Colgate is a popular choice for toothpaste consumers and
has a strong pull on consumers. The Colombo Morrison model
shows that Colgate has a very strong brand loyalty. This can due to
the fact that Colgate is a popular choice for toothpaste consumers
and has a strong pull on consumers.
The overall interpretation of the data is that Colgate is a very
strong brand with high levels of brand loyalty. Customers are
strongly attracted to the Colgate brand and believe that it meets
their needs.
Colgate has a high brand elasticity ratio of 1.625, which means
that it can successfully introduce new products in different
categories. This is because Colgate has a strong brand image and
loyal customer base. For example, Colgate has successfully
diversified into toothpaste, toothbrushes, mouthwash, and floss.
Dabur Red has a moderate brand elasticity ratio of 1.438, which
means that it can also introduce new products in different
categories, but with less success than Colgate.
Chewing gum and Mouth Freshener have high category elasticity
ratios of 1.578 and 1.625, respectively, which means that these
categories are receptive to new entrants and additional products.
Both brands can benefit from the high category elasticity of mouth
fresheners. This presents an immediate opportunity for both
companies to introduce new products and expand their market
share within this category.
FIN.