MARKETING

Marketing



Marketing

Consider critically why positioning is important to the marketing of a product or service. How would you segment the market for toothpaste? Use Questionnaire to explain how you would segment the market for toothpaste.

Market Segmentation

Geographic- (Density) Urban , rural , semi -urban

Behavioural - ( 2 in 1)

Psycho graphic - ( 100 % vegetarian)

Demographic - Age & Family segment

Targeting

Pepsodent, Pepsodent G and Pepsodent 2-in-1 are targeted at the family segment and are positioned on the health platform.

Children - ads of dishum dishum - through them penetrate into family.

Ex: The rather impolite fat instructor being taken to task the second time in his life for gorging himself on ice-cream by a student's mother is perhaps something a lot of children hope will happen to their teachers.

As stated above that is a best way to target the kid's interest and become their favourite which would eventually end up influencing the whole family.

Positioning

Market leaders in Oral health

Positioning Statements

Fights Germs Even Hours After Brushing Regular

Long Lasting Germ Protection For Your Family

Protects Teeth Freshens Breath - 2in1

Checks Germs For Gums Protection - Pepsodent G

Makes Gums Healthier Fights Germs Longer

Threat of Substitutes

Degree of rivalry / level of competition - is very high with colgate, even to an extent to close-up

Entry & Exit barriers - high , due to adv. costs , brand loyalty, awareness level , users.

Buyer's power

Supplier's power

Marketing war

The market leader- Colgate Palmolive

The challenger- Hindustan Lever

Result-Marketing war between the two FMCG giants gets tough.

Colgate-Palmolive (India) currently leads with an over 50 per cent market share in the Rs 1,000-crore toothpaste market.

Pepsodent vs colgate

Pepsodent alone has garnered a share of 16 per cent in the overall 37 percent share of HLL. Colgate-Palmolive (India) currently leads with an over 50 per cent market share in the Rs 1,000-crore toothpaste market. Pepsodent launches insurance for dental care and claim it to be a unique concept. But the market leader also runs similar initiatives in conjunction with the Indian Dental Association.

"Free toothbrush" offers to sales

HLL's 4 per cent shrank in value terms.

"Free toothbrush" offers to sales

Colgate's 14 per cent shrank in value terms.

Refocused on low-unit packs (smaller packs of toothpastes at affordable prices).

What makes Colgate the market leader

32 percent - Rural Areas

68 percent - Urban Areas

Rs 500-crore - Depends on Rural

HLL has a presence mainly in the toothpaste and toothbrush markets, Colgate has a significant presence in toothpowders as well. Therefore, it has a larger exposure to the rural market(Around 32 per cent of toothpaste demand originates from rural areas, with 68 per cent coming from urban areas, while the Rs 500-crore toothpowder market depends almost entirely on rural demand. While HLL has a presence mainly in the toothpaste and toothbrush markets, Colgate has a significant presence in toothpowders as well. Therefore, it has a larger exposure to the rural market.)

Colgate's strategy

There have hardly been new product launches from the two major players over the last couple of years. Few new launches over this period, appear to be part of a strategy to protect Colgate's existing ...