Positioning on Colgate Cibaca
Positioning on Colgate Cibaca
As we see here that rural India has started spending at an equal or an even faster rate than urban India. There is huge market potential here as the spending power is increasing and the rural population of India which almost comprises of 700 million people is a huge market to target in. Considering that
there is increasing penetration of Toothpaste in the rural market and the Colgate network is the 2nd most widely distributed product in the country, there is huge market to tap into. And also considering that Indian oral market is set to grow on an average of 20.56% every year [source : http://www.mynewsdesk.com/uk/pressreleases/indian-oral-hygiene-market-to-increase-at-an-average-y-o-y-growth-of-20-56-through-2017-934672] we can consider that India is one of the bright markets and rural segment is an even more lucrative one.
As we can see from the ad that it is positioned as “Strong teeth, fresh breath for your family”. They have families as their target audience and we can keep it that way for the future positioning.
To make this positioning a success in the rural segment, Colgate Cibaca can come up with a new variant with herbal benefits. With this the rural crowd can have a feeling of attachment with the product and as they have been using products that are herbal, Colgate Cibaca can venture into this territory to expand its hold in the market.
As we see here that rural India has started spending at an equal or an even faster rate than urban India. There is huge market potential here as the spending power is increasing and the rural population of India which almost comprises of 700 million people is a huge market to target in. Considering that
there is increasing penetration of Toothpaste in the rural market and the Colgate network is the 2nd most widely distributed product in the country, there is huge market to tap into. And also considering that Indian oral market is set to grow on an average of 20.56% every year [source : http://www.mynewsdesk.com/uk/pressreleases/indian-oral-hygiene-market-to-increase-at-an-average-y-o-y-growth-of-20-56-through-2017-934672] we can consider that India is one of the bright markets and rural segment is an even more lucrative one.
As we can see from the ad that it is positioned as “Strong teeth, fresh breath for your family”. They have families as their target audience and we can keep it that way for the future positioning.
To make this positioning a success in the rural segment, Colgate Cibaca can come up with a new variant with herbal benefits. With this the rural crowd can have a feeling of attachment with the product and as they have been using products that are herbal, Colgate Cibaca can venture into this territory to expand its hold in the market.