Rural Marketing 

 Prof- R. Krishnamoorthy

Presented by-
•Sarvagya Jain (35)
•Shahzeb Abid (38)
•Baljit Singh (58)
 Colgate-Palmolive is founded in 1806 by William
Colgate is a worldwide producer and distributor of
household, healthcare and personal care products. 

Colgate is almost a synonym for toothpaste in India

which shows the strong brand image and awareness
in the minds of consumers.
INTRODUCTI
ON It is a global leader in the oral care hygiene market
and is available in over 200 countries with a market
share of 42.1% global toothpaste market.

Today, Colgate is a household name in India with

one out of three consumer uses Colgate.
Colgate Palmolive
milestone in India
• 1937: launch first toothpaste Colgate dental
cream.
• 1949: launch tooth powder and toothbrush.
• 1950: Palmolive shave cream.
• 1976: launch programme "young India".
• 1989: Palmolive extra care soap launched.
• 2003: launch Oral Health month program.
• 2003 to till Present: "No.1 Toothpaste Brand in
India".
Colgate Palmolive Products.
Toothpaste                                            Tooth Brush ​
• Total                                 •360​
• Cibaca                                  •Zig Zag​
• Sensitive                           
Toothpowder
• Active Salt
•Super Rakshak
• Max Fresh
Mouthwash
•Plax
•Max fresh
MAJOR
COMPETITORS
49.61 16.66 12.97 8.65 4.1

48.49 16.01 13.31 9.26 4.84

47.46 15.92 13.91 9.48 5.37

48.32 16.01 13.37 9.18 5.18

46.90 15.91 14.23 9.62 5.51

 4As of Marketing Mix

ACCEPTABILITY

AFFORDABILITY

AVAILABILITY

AWARENESS
 RURAL MARKETING
STRATEGIES
Colgate turned the Maha Kumbh Mela into the Maha Tech Mela
Strategy & Execution:
o Limited budget of $8000
o Targets were rural people who are unaware about the product
o Created a virtual circle by tagging cellular tower and encouraged people to
visit Colgate booth through call

Result:
Foot traffic increased by 300% to Colgate booth in Maha Kumbh Mela
Pre promotion attracted over 7,00,000 visitors
"SAMPARK" Penetration
• Suggesting and implementing a rural promotional scheme was
what colgate called 'sampark' for , as they were specialist in rural
advertising category.
• Going in for mass media would not prove to be costly but the
reach would be limited as, still only very few people own and
possess a T.V. or a radio. Sampark decided to their advertising by
door to door selling.

VANS
Mobile vans have traditionally played an essential role in product
distribution and promotion in communities. It runs a rural van
service that serves an average of 80 million rural clients each year.
Bicycle vendors supplement the vans by going to villages that aren't
reachable by the vehicles.
EDUCATIONAL FILMS
In theatres, educational films were also presented in between movies;
these were 10-40 seconds long and included either actors, local
lenders, or farmers who were watching the documentary; afterwards,
once the film had ended, complimentary samples were offered to the
crowd.

TEACHERS TRAINING PROGRAM

Teachers' training is an important component of the school dental
health program, which is held on a regular basis around the country to
promote preventative dental care. Colgate also debuted its first-ever
online school curriculum, which includes a variety of fascinating and
fun exercises.
ORAL HEALTH EDUCATIONAL PROGRAM
Colgate's rural program is aimed at rural communities with
populations of 30,000 to 50,000 people. Teams of dentists and
organizers monitored the dental checkup camps, which
interacted with over 1 lakh people and taught them about the
importance of good oral hygiene.

ITC E-CHOUPAL
Colgate has partnered with ITC E-Choupal and Rotary to spread
the message of dental care and oral hygiene to villages across
India.
In collaboration with Project Disha, the campaign successfully
targeted 156 villages in Uttar Pradesh and 36 villages in
Maharashtra. Additionally, dentistry camps were held during the
Dussehra Mela in Kota.
Colgate Marketing Mix (4 P’s)

PLACE PRODUCT.

PRICE PROMOTION
SWOT ANALYSIS
Strengths Weaknesses
• Geographically diversified industry.  • Saturated market.
• Strong brand image. • Market share is limited due to the
• Strong market share. presence of other strong FMCG
Brand 
• Appealing advertisements.
• Fake Brands are supplied under their
• Huge sales growth. brand names
• Skilled workforce.
• Strong promotional strategies.
Opportunities
Threats

• Tap rural market and increase

• Increase in commodity prices.
penetration in same.
• Fierce competition. 
• Emerging markets may attract
business.  • New entrants in the market can be a
threat to Colgate
• Differentiation strategy is required.
Challenges
face by Lack of
adequate Large
transport distance 
Company facilities

to reach
Rural Lack of
Lack
of mass medi
proper retail a
Market outlets. infrastructur
e
are