colgate white shiny healthy teeth naturally by anita laila rekha
TRANSCRIPT
ColgateWhite shiny healthy teeth naturally
By
Anita Laila
Rekha
COLGATE-PALMOLIVE(PAKISTAN) LTD
• A joint venture between CP USA & Lakson Group of Companies Pakistan
• Incorporated in Pakistan on Dec 5,1977
Colgate is a truly global company doing business in over
200 countries.
Product Mix
• Fabric Care (Brite, Express and Bonus)
• Personal Care (Palmolive soap and Palmolive Naturals)
• Oral Care (Colgate Regular,Gel,Extra Mint,tooth brushes and Sparkle)
• Surface Care (Lemon Max,Max liquid, AJAX and Azaadi)
Facts
Per Capita Consumption of Toothpaste in Pakistan is 35gms per person per year
In comparison India has a massive consumption of 900gms per person per year
Cavity preventionWhitening
Plaque preventionLong-lasting fresh breath
Toothpaste and mouthwash in oneBaking soda & peroxideColors appealing to kids
Colgate the tooth paste!
Code Of Conduct
• Provide safe and quality products of value to consumers
• Increase shareholder value
• Offer opportunities for personal and professional growth to all Colgate people
• Fulfill our corporate social responsibilities as a member of the global community
Research Objective
SURVEY
Areas Covered
• Garden, Clifton, Defence, Korangi, Nazimabad, North Nazimabad, Karimabad, Mehmoodabad, Malir, Gulshan, Landi Town, PECHS, Saddar, and Cant Station etc.
Analysis!!!
Which brands of toothpaste people of
Karachi usually prefers?
55%
6%
18%
6%
11%
4%
Colgate Medicam Pepsodent
Close up Soda White Others
What Attracts you most to buy
colgate?
7%9%
73%
11%Price
Packaging
Brand Name &Image
SpecialDiscounted Offers
How many times do you brush your teeth daily?
14%
54%
32%Thrice
Twice
Once
Are you satisfied with Colgate ?
51%46%
2%
1%
great extent
Some extent
little extent
not at all
What features do you usually look for in Colgate?
17%
32%
13%
7%
20%
11%
Calcium & Flouride
whitens teeth &remove stains
Fights Bad Breath
Oral Ailments
12- hrs germsprotection
Control TarterBuild-up
Which of the following advancements do you expect
in your colgate?
51%
28%
9%
12%
Multi Features
More Flavors
Price Cuts
Special Benefits
What flavors do you and will you appreciate in colgate?
23%
45%
17%
13%2%
Regular
Extra Mint
Ice Blue
Sparkling red
others
Normally what size pack do you prefer?
48%
10%
39%
3%
Family
Large
Medium
Small
How often do you opt for new toothpaste ?
17%
46%
6%
31%6 months
3 months
1 year
never
How do you find your Colgate prices?
12%
49%
36%
3%
Costly
Moderate
Reasonable
Cheap
What other brands will you prefer if you do not get the
colgate ?
27%
9%
21%
27%
9%7%
Colgate
Medicam
Pepsodent
Close Up
Soda White
others
27%
9%
21%
27%
9%7%
Colgate
Medicam
Pepsodent
Close Up
Soda White
others
34%
8%19%
25%
8%6%
Colgate
Medicam
Pepsodent
Close Up
Soda White
others
Why you prefer that colgate brand than any other brand
in the market?
75%
7%
8%8% 2%
Quality
Reasonable price
Flavors
Brand Name
PromotionalSchemes
limitations
• Short duration for survey
• Respondents were not interested
• Brand loyalty among consumers that’s why they don’t want to switch to another brand of toothpaste
• Reluctant to try a new brand
Recommendations
• Brand Manager should spend at least one week in a month in the market to get market feedback about the brand.
• Should start targeting teenagers in their advertisements.
• Add colors and flavors which appeals kids like fruit flavors etc
• Introduce a a medicated toothpaste in brand extension
• Continuous sales promotional activities to be done
Wake-Up – We’re Done!