Learnings from session 5 Case facts

Chapter Reference: The Marketing Environment

Case Study: Brighter Smile for masses: Colgate vs P&G
1 Discussing the external environment which affects a firm.
2 Competitive Analysis of two firms based on similar products.
Consumer is more concerned about benefits and not the
3 price.
Lower quality is generally associated with lower price
4 option
How to analyze various options available and chose the
5 best one.
• Oral health care industry
• Location- U.S.A.
• Major Players- Colgate, P&G, Pfizer,
Unilever.
• Convenience & Affordability played
crucial role in success of Simply White.
• Various options available for P&G to
regain market share
• Comparative ad seems most reasonable
• Dropping price can create negative
perception about product.
• Company name- CavinKare Privater Ltd. Learnings from session 6
• Established in 1983 Case Study- Case CavinKare Private Ltd.
• Consumer Product Company

• Turnover of ₹2640 million in 2003 • Correct Marketing analysis plays a crucial role in success of any company.
• Major Competitor- HUL
• Identifying customer needs and taking insights from them can help in
• Market share was comparatively
developing right product for the market
low.
• Consumer perception revolves around affordability, quality, living standard.
• Target was to diversify into new
• Innovative marketing communication can help in building brand image
business and increase market share.
• Reducing operational cost can help in investing in R&D and promotion
• Vision of becoming ₹52 billion company
• 4 strategies: 1. Constant Engagement with consumer
by 2012.

• Would they be able to achieve this 2. Conversion of insights into meaningful products.

target? 3. Feedback from customers