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.
