Colgate Cibaca Vedshakti - Herbal Toothpaste Market

Strong Brand Power = Market influence, Threat & Coverage, Connect Consumers, Gain Trust, building brand identity & equity 

Total Toothpaste market in India :- 7500 Crore

Total Herbal/Ayurvedic Toothpaste market :- 800 Crore (11% Appx.)

Ayurvedic Impact, Brand Reflect & React:

It’s only sole brand Patanjali is influencing that Colgate has launched 3 brands straight away within 1 year which are known as Colgate Sensitive Clove, Colgate Active Salt with Neem & Colgate Cibaca Vedshakti.

Overall, Herbal market is growing now & MNC are foraying with herbal brand in order to compete with Patanjali. Moreover, they are releasing their campaign by using of Ayurvedic elements or conveying message by using voice over/showing ‘Ayurvedic or Natural’.

Now, it is most challengeable task for Colgate that how to sustain existing consumers because Dant Kanti (Patanjali Brand) has already gain 3 % market from Colgate though Colgate is still leading in the market with 54% according to the market source but overall growth of Colgate is declining. The matter is that how will Colgate compete its 3 herbal toothpaste brands across the market which is categorized into differently since Dant Kanti is growing successfully across the Indian market.

Being a most trustable brand in toothpaste market, Colgate Strong Teeth has been changed in its TVC campaign since 2 years & integrating it more on towards ‘Mother’s Trust’ which ropes into sustaining the brand loyalty & legacy.

Dant Kanti brand effect is highly potential which I have been observed personally when I was buying medicine from one medical store nearby my home. I have seen the display of total 15 Dant Kanti Toothpaste front side & highly visible directly, then again I have been visited the same store after a week that surprisingly I found only 3 toothpaste was remaining in display stock. I have been asked there the sales movement of Dant Kanti Toothpaste in retail market, as he replied that it is very fast and consumers are demanding either by Patanjali Toothpaste or some are directly with Dant Kanti while buying likewise Colgate. 

Strategically a new brand Colgate Cibaca Vedshakti (Brand Extend of Colgate Cibaca) is directly competing with Dant Kanti. The biggest threat for Colgate is to drive & gain repeat consumers for 3 herbal toothpaste brands which is not easy to establish despite of market leader.  Since Colgate brand is most recognized as ‘solution for cavity’ & now, Colgate has required emphasizing more on herbal/Ayurvedic elements to drive the new brands. The campaigns have not been influenced of Colgate Sensitive Clove & Active Salt with Neem which can urge to consumers willingly for buying the same likewise Dant Kanti. It must required to more exercise on it because other rival brands are working aggressively and more new brands may foraying into herbal toothpaste market which can give big impact on Colgate market coverage.