The Marketing Mix - Colgate Herbal White Toothpaste

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The Product

Product variety - Colgate Herbal White is part of the range of toothpastes offered by Colgate Palmolive in India, which is led by Its flagship brand Colgate Dental Cream (CDC). The brand was launched in 2001 and is essentially targeted at traditional consumers who seek natural ingredients (such as in semi-urban and rural towns)

Quality – Being a popular segment product and an offering by Colgate-Palmolive quality parameters are thoroughly tested to ensure consumer satisfaction.

Features – Herbal White promises a ‘unique formula’ including a special blend of eucalyptus, calcium and minerals and ;lemon extracts.

Brand Name – The use of Herbal in the brand name is self-explanatory. Herbal ‘White’ has been highlighted to stress their brand proposition of ensuring ‘pearly white teeth’.

Packaging – The green-coloured packaging enhances the ‘herbalness’ of the product, while the pneumonics of mint leaves, lemon and eucalyptus supplement the ingredients which lend uniqueness to the product. The colours red and the word ‘new’ in blue are the two colours researched to be the most eye-catching on the shop shelf and aid the choice of the product during the purchase decision process. Standard fonts and colours of Colgate and associated pneumonics serve to maintain familiarity with the brand and capitalise on positive associations such as that of being one of the most trusted brands in the country (Brand Equity survey).

Sizes – It is available in three sizes as most others in the segment - 50g, 100g and 200g..

Warranties and Returns – Are not offered on the product.
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