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. 

BRAND WAR : PEPSODENT V/S COLGATE

Primary Objective of Toothpaste (Any brand): - Germs protection & prevent from Gingivitis, stains, plaque, Cavities Tooth & Root, Tartar, weak enamel etc.

DATE: - 11-08-13

BRAND WAR – PEPSODENT (HINDUDTAN UNILEVER LTD.) V/S COLGATE (COLGATE PALMOLIVE)

Today (date : 11-08-13) Pepsodent has introduced new brand “New Pepsodent Germi Attack” across India & released print advertisement in leading news paper’s all edition of India.  It has shown directly comparison between Pepsodent (Brand of Hindustan Unilever Ltd.) & Colgate (Brand of Colgate Palmolive) which may say that against policy/ethics. And, in advertisement, Pepsodent is claiming that “New Pepsodent Germi Attack” delivering 130% power against germs while Colgate is delivering only 100%. Will consumers believe this? Or will consumers be switching over brand from Colgate to Pepsodent by mentioning this USP? I don’t think so. Because …

Today, Pepsodent has been executed very poor strategy which can never expect from such huge company /brand. There are 100+ innovative & creative ways available to introduce anything about brand where you can acquire consumers as well as make your consumers brand loyal. Then, why are using such strategy which can effect on your parent brand, corporate identity, brand equity, brand image. Because, over the years Consumers (Rural & Urban) are very well aware about brand Colgate which is leading brand in toothpaste category as well as also giving results. An, today consumers are already being used both brands Pepsodent as well as Colgate.

It is very difficult to switching over brand Colgate to Pepsodent but by such way it can not acquire consumers or brand switchers. Today, consumers are know everything that how companies are attracting, how they offering by promotional ways, how they influencing etc.

Here Print Advertisement which has been released in all edition across India:-

Times of India (English Daily) :-http://epaper.timesofindia.com/Default/Client.asp?Daily=TOIM&showST=true&login=default&pub=TOI&Enter=true&Skin=TOINEW

Divya Bhaskar (Gujarati Daily):-

http://epaper.divyabhaskar.co.in/ahmedabad/12/11082013/0/1/

Hindustan Times (English Daily):- http://paper.hindustantimes.com/epaper/viewer.aspx

Sandesh (Gujarati Daily):- http://epaper.sandesh.com/146498/Ahmedabad/11-08-2013#page/1/1

The Telegraph:-http://epaper.telegraphindia.com/paper/1-0-11@08@2013-1001.html

Lokmat:- http://epaper.lokmat.com/

DNA  India:- http://epaper.dnaindia.com/

The Hindu:- http://epaper.thehindu.com/index.php?rt=login/loginAction

Copy Writing Strategy: - PEPSODENT – NOW BETTER THAN COLGATE STRONG TEETH. DELIVERS 130% GERM ATTACK POWER.  From the mentioned copy writing - Should we understand that prior Pepsodent was not giving better protection than Colgate / not better that Colgate? However, consumers are being using continue Pepsodent as well as Colgate brand.  

Note (Mentioned in bottom of an advertisement): - “Creative Visualization of the Action of Triclosan. NEW PEPSODENT GERMICHECK enhances delivery of Triclosan in the mouth Claim based on In-Vivo Study where Germs Attack Power refers to amount of Triclosan remaining in mouth, 4 hours after brushing, where COLGATE STRONG TEETH is indexed 100% & NEW PEPSODENT GERMI CHECK IS 130%. Brush Twice daily”.

Definition & Concept of Triclosan (Source – Wikipedia):-   

Triclosan is an antibacterial and antifungal agent. It is a polychloro phenoxy phenol. Though many consumer products contain Triclosan, according to the Food and Drug Administration (FDA) at the present time there is no evidence that Triclosan in personal care products provides an extra benefit to health beyond its anti-gingivitis effect in toothpaste. The FDA does not recommend changing consumer use of Triclosan containing products one way or the other due to currently insufficient safety evidence. Studies by the Environmental Protection Agency (EPA) found Triclosan to be an effective antibacterial. Triclosan safety is currently under review by the FDA and Health Canada.

Television Commercial Released:- http://www.youtube.com/watch?v=KI5t7T97tV4

This advertisement can not give any impact on Colgate because it is very strong brand worldwide. And, it can not acquire consumers by showing such facts. It would be better if Pepsodent has been released new brand by other way.

But, it will be better that if Colgate is not come & execute the same strategy as been used by Pepsodent. Otherwise, it will give impact on brand image of Colgate too.

Let’s See What action will be taking by Colgate!

Colgate Visible White - Teeth White With Smile

World’s leading & No. 1 brand in oral care industry ‘Colgate’, Colgate Pamolive India has rolled out with awesome innovation in oral care segment with brand extension & introduced New Colgate Visible White, and add ‘beauty’ in oral care segment.

Colgate Toothpaste Brand Range (In India) & its features:-

Colgate Total: - Get complete 12 hour Germs protection & prevent from Gingivitis, stains, plaque, Cavities Tooth & Root, Tartar, weak enamel, Gum inflammation & bleeding and bad breath.

Colgate Max Fresh: - Contains menthol for fresh breath, white teeth and fight cavities

Colgate Active Salt: - Fight against Germs for healthy Gums & Teeth

Colgate Sensitive: - Relief from pain of sensitive teeth (if consumed sweet, sour, cold, hot food), maintain whiteness of teeth, fresh breath.

Colgate Kids: - For kids available in two flavors. Contains fluoride for cavity protection, sparkling colorful gel and freshens breath

Colgate Herbal: - Herbals base – strong teeth & healthy Gums

Colgate Cibaca: - For Family protection – strong teeth &s fresh breath

Colgate Maxwhite: - For whiten teeth, Fresh breath and fight cavities

Colgate Sensitive Pro-relief:- Made from Pro-Argin Technology which gives instant & long lasting relief from pain

Now, introduced Colgate Visible white: - With an advanced whitening formula, 1 shade whiter teeth in just 1 week.

For more info:- http://www.colgate.co.in/app/Colgate/IN/HomePage.cvsp

Branding: - New Colgate Visible White which is mainly segmenting to those who are beauty & fashion conscious. People are consuming various cosmetics & personal care items (For body, skin, face, hair etc.) in order to seem beautiful /handsome. But now Teeth are being also included in beautiness while you will be giving smiles. Yes, Colgate Visible White toothpaste will be making your teeth whiten and brand is being endorsed by Bollywood star Ms. Sonam Kapoor.  

This campaign has been released across India with 360 degree marketing & communication (Print media, Electronic media &OOH media). The TVC conveying simply message that teeth will be shining, brightening & whitening while you will be smiling and it gives an addition in your personality & beautiness.

Advertisement Link: - http://www.youtube.com/watch?v=v9hnEui_AkA

Core competency: - Brand is appealing that 1 shade of teeth will be whiter in just 1 week. It can say that entire brand’s success & failure is depend on result in 1 week. No doubt that Colgate is No.1 brand in oral care segment but still it is depending on result & response. And this is totally new segment or it can say experimental strategy is being used by Colgate. Presuming that if results will be positive & good feedback received by brand, then vast opportunity to cover this market because yet no any rival brand forayed in this segment. This can be considering as premium brand for those who caring much about beauty especially Film, Fashion & Corporate industry.   

Really, innovative & customized product introduced by Colgate Pamolive.

Good Luck to Colgate Visible White & expecting to get success with positive result.

Colgate Visible White – Shining, Brightening, Whitening & Smiling!