Posts Tagged ‘Colgate’
Mouthwash was relatively a new category and it was primarily driven by Medical Shops channel, as the consumers generally used to use Mouthwash only when prescribed by the dentists for some medical conditions. Colgate being a pioneer of the oral category, had the challenge to create consumer pull to this category and the brand. Colgate used its communication very well to create the pull, and it gained well from the Indian Metro consumer. Following is the TV commercial of Colgate Plax, which is a similar version from that of Australia.
Colgate Plax, Australia
Colgate Plax, India
With medical shops still being a major channel for this category, where brands like Listerine, Hexidine, Betadine are more prescribed than Colgate by the doctor. Consumers may not look at brand Colgate as having that curative efficiency. Also, Colgate being a household brand might not have the equity as being a prescribed medicine, as people may not feel a Colgate product to be a medicine.
The issue here is based on two targets:
1. Colgate wants more and more ordinary consumers to pick its mouthwash from the stores. Here the brand Colgate plays a major role.
2. As the medical shop channel is very important for the category, they would want doctors to prescribe the mouthwash and ideally consumers to not have ‘non-medicine’ perceptions towards Colgate. Here the brand Colgate may not be serve the intention.
The consumers of the same product behave differently in two different channels.This is one of the examples of the complexity created by the mother brand endorsement. Possibly, the way out of this complexity is to develop a new brand without any endorsement by the mother brand Colgate. Pulling out a queue from David Aaker, J&J seems to have adopted a similar strategy where there brands are not endorsed by the mother brand.
The thoughts expressed in this blog are completely my personal views and opinions based on observation and secondary research. The blog does not represent the views and ideas of any organizations or institutions I am associated with. Thank you.
Colgate has come up as one of the most resurgent brands in the Indian market. The brand covers massive market in terms of volume in toothbrush and toothpaste sales. Colgate is one of the top performers in its category. But with new players entering the segment, Colgate has been resurgent and is ready to face all the challenges. The toothpaste sales of the brand rose by 11.4 percent in the past year and the that of toothbrush by 14 percent. Even as other players in the market hiked prices owing to inflation, Colgate showed restraint and focused on volume growth without increasing prices.
From a modest start in 1937, when hand-carts were used to distribute Colgate dental cream toothpaste, Colgate Palmolive (India) today has one of the widest distribution networks in India – which is a logistic wonder which makes Colgate available in around 43 lakh retail outlets in the country. The company dominates the Rs 3,500 crore Indian toothpaste market with more than 50 percent market share.
Since 1976, Colgate has worked very closely with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country. In 2004, as an additional effort to create awarenesss for good oral hygiene ‘Oral Health Month’ (OHM) was introduced. The strong relationship and the trust of generations of consumers, trade and the dental profession built over the decades of operations in India has made Colgate a trusted household name.
India is one of the most challenging markets in the world which fooled big marketers and companies across the world. We have over 1500 Gods segmented into 350 broad categories, and we have a God for every single day of the week. There are 9.5 lakh pan shops, 638,667 number of villages, 612 districts, and 28 states in India. This is the country where you see a pan shop and Haagen Daz together, and a bullock cart and a Mercedes in the traffic jams. Indian market is very challenging and it really fascinates me as a marketer.A very large part of Indian population still lives in villages defining the Rural India.
Rural India is very important for many companies and there is tremendous increase in investments and strategies surrounding the rural markets. Rural India Market buys:
- 45% of all soft drinks
- 50% of motorcycles, TVs, cigarettes, washing soap, fans, blades, and a lot others.
Rural Market Opportunities
Few of the companies that are going bullish in the rural markets:
- HUL with its Project Shakti has already has a reach of 1.7 lakh villages, and aspires to reach 5 lakh villages by 2020.
- Indian Tobacco Company (ITC) has a lot of penetration in the rural markets and the eChoupals are a big hit in the rural market.
- Airtel is planning to reach around 2 lakh villages.
- Marico with its most famous brand Parachute has a reach of 1 lakh villages.
- Pepsi and Coke, the Cola giants, have a reach of 70,000 villages.
- Dabur, known for its Lal Dant Manjan and Hajmola, has a reach of 60,000 villages.
- Colgate with its Operation Jagruthi has a reach of over 60,000 villages.
- Mahindra & Mahindra sells most of its SUVs in the rural market.
Mahindra Shubhlabh is India’s largest exporter of fresh produce. Mahindra Shubhlabh engages with farmers in the production of export quality grapes, pomegranates, and apples aimed at delivering to domestic and international markets. It has a huge R&D facility in Pune to research on various modern seeds and saplings.
- Nokia 1100 with its torch is a very big hit in the rural market. It is a perfect example of understanding the needs of the consumer. Nokia realized the need for a torch in the mobile for the rural people as they walk in the dark streets and fields of the village. Nokia is set to release some low cost phones to tap more from the tier-3 and tier-4 markets.
There are other companies like Godrej, ParleG, Asian Paints, Yes Bank, Royal Enfield, ITC and Revlon.
Delivering to the rural markets is a real challenge to many companies. In fact, the whole dynamics of these markets are so different that you need to look at a different product mix containing the 4A’s instead of the traditional 4P’s of marketing:
Acceptability – Build what the consumer wants
Affordability - Make an affordable product
Availability - Distribution plays a key role in the rural markets
Awareness - Don’t promote the brand, demonstrate the product.
Top Media in Rural Markets
Dainik group is the leading newspaper in the rural markets. In the realm of television, we have the following in the descending order of penetration in the rural markets.
- Doordarshan has a reach of 97% of the rural markets in India.
- Zee Cinema which carries with the image of movies being the favourites of rural people.
- B4u movies
- Discovery Hindi
One of the key trends in the rural markets is people changing very quickly from cable to satellite TV. This is because of the hassle-free dish connection of the satellite TV. Most of the dish TV companies like Tata Sky, BIG TV, and Airtel are selling good in the rural markets too. Similarly, Revlon has come up with a lipstick for the rural markets and it is doing very good as against Lakme. This shows that there is huge potential in these markets and it is interesting to see how these trends will transform the lives of the rural people and in turn impact the Indian markets.