Colgate Research Project
Marketing Mix
From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream, Colgate-
Palmolive India today has one of the widest distribution networks in India - that spans 5.3 million retail outlets across the country, of which the company services 20,00,000 outlets directly.
Below is the comparison of the retail distribution in 2010 and 2012:
Creating Market Awareness:
CPIL has been able to increase the sales volume of the toothpaste and tooth powder segment by about
13 per cent using the following initiatives:
Adopted a strategy of new launches and a significant hike in marketing expenditure.
Targeting schools to create oral awareness among children.
Launched a National Oral Health Program called “Bright Smiles, Bright Future” in association with the Indian Dental Association to spread awareness about oral care amongst children.
Focused on the health factor and portrays that with changing food habits more caution on oral healthcare needs to be taken
Launched specific solution oriented products which focused on oral issues like tooth pain, gum problems, sensitivity etc.
Colgate launched a massive awareness campaign of brushing at night using commercials which are represented below:
Strong Retail and Mass Media Promotions:
Colgate used heavily the mass media and the retail spaces innovatively to promote its products.
Also, it engaged the end customers to try out their products and experience themselves.
Creating demand in rural areas:
In order to create new demand for oral care products, CPIL has increased their reach in rural areas. It is converting non-users to users through various sales promotion measures such as small volume low priced sachets, distribution of free toothbrushes, Rural Van Programs, among other things, especially in rural areas. Rural areas contribute to 35 per cent of Colgate’s sales.
Below picture depicts the rural market awareness campaign by Colgate:
Using IT to enhance
From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream, Colgate-
Palmolive India today has one of the widest distribution networks in India - that spans 5.3 million retail outlets across the country, of which the company services 20,00,000 outlets directly.
Below is the comparison of the retail distribution in 2010 and 2012:
Creating Market Awareness:
CPIL has been able to increase the sales volume of the toothpaste and tooth powder segment by about
13 per cent using the following initiatives:
Adopted a strategy of new launches and a significant hike in marketing expenditure.
Targeting schools to create oral awareness among children.
Launched a National Oral Health Program called “Bright Smiles, Bright Future” in association with the Indian Dental Association to spread awareness about oral care amongst children.
Focused on the health factor and portrays that with changing food habits more caution on oral healthcare needs to be taken
Launched specific solution oriented products which focused on oral issues like tooth pain, gum problems, sensitivity etc.
Colgate launched a massive awareness campaign of brushing at night using commercials which are represented below:
Strong Retail and Mass Media Promotions:
Colgate used heavily the mass media and the retail spaces innovatively to promote its products.
Also, it engaged the end customers to try out their products and experience themselves.
Creating demand in rural areas:
In order to create new demand for oral care products, CPIL has increased their reach in rural areas. It is converting non-users to users through various sales promotion measures such as small volume low priced sachets, distribution of free toothbrushes, Rural Van Programs, among other things, especially in rural areas. Rural areas contribute to 35 per cent of Colgate’s sales.
Below picture depicts the rural market awareness campaign by Colgate:
Using IT to enhance