Description
This presentation is about the rural marketing of colgate by exploring indian market. It covers topic of challenges faced by colgate to expand in rural market, different strategies employed by colgate to increase its presence in rural area.
Rural Marketing of Colgate Palmolive
INTRODUCTION
Founder – William Colgate 200 years old (early 19th century)
USA – New York
Soap / Candle Business
Presence in 200 countries (All over world)
Page ? 2
INTRODUCTION (CONTD…)
Entry in 1937 Market Capitalization of 14000 crore
One if the widest distribution Network in India
Categories: Oral Care Personal Care Home Care Professional Care
Page ? 3
OPPORTUNITIES IN RURAL SECTOR
Massive market - 12.2% worlds consumers in India Total Income – above 43% of national income
A huge growth prospects for every sector
From 4P to 4A
Page ? 4
BOTTOM OF PYRAMID
India 1.21 billion people 72% in Village
Page ? 5
CHALLENGES
Less Exposure to Media Slow to adopt brand & slow to give them up
Seasonal income, year long expenses
Receptivity to advertising with low persuasions
Page ? 6
COLGATE IN RURAL MARKET
Most Trusted Brand Per capita toothpaste consumption only 40 gms for Rural areas compared 74 gms in urban areas Un-organized market First mover advantage
Toothpaste and toothpowder both variants
Page ? 7
CONSUMER PROFILES
Older generation: Misri user (traditional ground tobacco), Salt, Ash, Neem
Middle aged: toothpowder users
Younger generation: toothpaste user
Page ? 8
MODES OF COMMUNICATION
Relatives / Influential people, Word of mouth
TVC
Wall paintings
Page ? 9
COLGATE - 4 A’S
Availability: Used Taluka as center
Affordability: Sachets & offers
Acceptability: Change to toothpaste
Awareness: Different programmes
Page ? 10
COLGATE SURAKSHA CHAKRA
Convincing to switch to toothpaste / toothpowder
Launched Colgate Herbal for rural market
Promoting powder to counter Misri
Low price as compared to other brands
Page ? 11
COLGATE ORAL HEALTH PROGRAM
Conducting free dental check up camps Free sample distribution in schools
Influencing villagers through panchayats
Streets plays to convey importance of oral health
Page ? 12
OTHER INITIATIVES
Operation Red Storm
Bright Smiles Bright futures
Oral health Month (September - October)
Little Dentist Program
Page ? 13
RECOGNITION
Page ? 14
Thank You !
Page ? 15
doc_560416632.pptx
This presentation is about the rural marketing of colgate by exploring indian market. It covers topic of challenges faced by colgate to expand in rural market, different strategies employed by colgate to increase its presence in rural area.
Rural Marketing of Colgate Palmolive
INTRODUCTION
Founder – William Colgate 200 years old (early 19th century)
USA – New York
Soap / Candle Business
Presence in 200 countries (All over world)
Page ? 2
INTRODUCTION (CONTD…)
Entry in 1937 Market Capitalization of 14000 crore
One if the widest distribution Network in India
Categories: Oral Care Personal Care Home Care Professional Care
Page ? 3
OPPORTUNITIES IN RURAL SECTOR
Massive market - 12.2% worlds consumers in India Total Income – above 43% of national income
A huge growth prospects for every sector
From 4P to 4A
Page ? 4
BOTTOM OF PYRAMID
India 1.21 billion people 72% in Village
Page ? 5
CHALLENGES
Less Exposure to Media Slow to adopt brand & slow to give them up
Seasonal income, year long expenses
Receptivity to advertising with low persuasions
Page ? 6
COLGATE IN RURAL MARKET
Most Trusted Brand Per capita toothpaste consumption only 40 gms for Rural areas compared 74 gms in urban areas Un-organized market First mover advantage
Toothpaste and toothpowder both variants
Page ? 7
CONSUMER PROFILES
Older generation: Misri user (traditional ground tobacco), Salt, Ash, Neem
Middle aged: toothpowder users
Younger generation: toothpaste user
Page ? 8
MODES OF COMMUNICATION
Relatives / Influential people, Word of mouth
TVC
Wall paintings
Page ? 9
COLGATE - 4 A’S
Availability: Used Taluka as center
Affordability: Sachets & offers
Acceptability: Change to toothpaste
Awareness: Different programmes
Page ? 10
COLGATE SURAKSHA CHAKRA
Convincing to switch to toothpaste / toothpowder
Launched Colgate Herbal for rural market
Promoting powder to counter Misri
Low price as compared to other brands
Page ? 11
COLGATE ORAL HEALTH PROGRAM
Conducting free dental check up camps Free sample distribution in schools
Influencing villagers through panchayats
Streets plays to convey importance of oral health
Page ? 12
OTHER INITIATIVES
Operation Red Storm
Bright Smiles Bright futures
Oral health Month (September - October)
Little Dentist Program
Page ? 13
RECOGNITION
Page ? 14
Thank You !
Page ? 15
doc_560416632.pptx