Description
This is presentation about rural marketing of Colgate and it covers topics such as company introduction, opportunities, challenges, rural markets, consumer profiles, modes of communication, 4As, initiatives, recognition
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
Real consumer behavior
BOTTOM OF PYRAMID
Page ? 5
CHALLENGES
Scarcity of media – bandwidth
Slow to adopt brand & slow to give them up
Seasonal income, year long expenses
Receptivity to advertising with low persuasions
Commercially profitable & socially acceptable
Page ? 6
COLGATE IN RURAL MARKET
Per capita toothpaste consumption 74 gms for India
Market value in 2004 – Rs 556 crore
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
TV ads, Relatives / Influential people, Word of mouth
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_954453601.pptx
This is presentation about rural marketing of Colgate and it covers topics such as company introduction, opportunities, challenges, rural markets, consumer profiles, modes of communication, 4As, initiatives, recognition
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
Real consumer behavior
BOTTOM OF PYRAMID
Page ? 5
CHALLENGES
Scarcity of media – bandwidth
Slow to adopt brand & slow to give them up
Seasonal income, year long expenses
Receptivity to advertising with low persuasions
Commercially profitable & socially acceptable
Page ? 6
COLGATE IN RURAL MARKET
Per capita toothpaste consumption 74 gms for India
Market value in 2004 – Rs 556 crore
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
TV ads, Relatives / Influential people, Word of mouth
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_954453601.pptx