Colgate Rural Marketing

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)

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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
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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

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BOTTOM OF PYRAMID
India 1.21 billion people 72% in Village

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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

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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
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CONSUMER PROFILES
Older generation: Misri user (traditional ground tobacco), Salt, Ash, Neem

Middle aged: toothpowder users

Younger generation: toothpaste user

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MODES OF COMMUNICATION
Relatives / Influential people, Word of mouth

TVC

Wall paintings
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COLGATE - 4 A’S
Availability: Used Taluka as center

Affordability: Sachets & offers

Acceptability: Change to toothpaste

Awareness: Different programmes
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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
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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
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OTHER INITIATIVES
Operation Red Storm

Bright Smiles Bright futures

Oral health Month (September - October)

Little Dentist Program
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RECOGNITION

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Thank You !

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