abhishreshthaa
Abhijeet S
The packaging strategy too over the years has made the penetration of its product that much easy for Colgate. The company has followed the very successful sachet route by introducing the toothpowder in 10 gram sachets of Rs. 1.50 each and toothpaste with ‘Super-Shakti’ in 15 grams pack of Rs. 3 each.
The affordable pricing is something that has increased the sales in rural India and there have been many who have updated from toothpowder to toothpaste in the process. Colgate has also gone ahead with the combination packs, offering a toothbrush with 30 gram toothpaste for Rs. 8.50.
This has helped them increase their base in rural regions to great effect. Sachets and combi-packs are the ones that find encouraging responses in rural segments. They are fastest moving pack sizes in these markets. This shift towards smaller pack sizes is an adaptation towards the rural market, a decision that has, feel analysts, expanded the Colgate market in oral-dentifrice market in India.
The thrust towards rural marketing is surely benefiting the company.
The affordable pricing is something that has increased the sales in rural India and there have been many who have updated from toothpowder to toothpaste in the process. Colgate has also gone ahead with the combination packs, offering a toothbrush with 30 gram toothpaste for Rs. 8.50.
This has helped them increase their base in rural regions to great effect. Sachets and combi-packs are the ones that find encouraging responses in rural segments. They are fastest moving pack sizes in these markets. This shift towards smaller pack sizes is an adaptation towards the rural market, a decision that has, feel analysts, expanded the Colgate market in oral-dentifrice market in India.
The thrust towards rural marketing is surely benefiting the company.