1. Consumer Behavior
Presentation
On
COLGATE
NO. 1 Brand Recommended by Dentists
By
Group 3

2. Introduction
 1937 - Handcarts were used to distribute
Colgate dental cream
 Available in 4.3 million retail outlets
 Dominates Rs. 3100 crore Indian toothpaste
market
 2004 – Oral Health Month (OHM)

3. Products

5. Colgate Max Fresh – Redefining the
gel segment
Spicy Fresh
Peppermint Ice
Whitening Fluoride
Maximum Fresh Cool Mint
Maximum Fresh Clean Mint

6. Colgate 20gm 40gm 50gm 75gm 80gm 100gm 150gm 200gm 300gm
Dental
cream
5 Rs. --- 14Rs. --- --- 30Rs. 45Rs. 56Rs. 86Rs.
Active salt --- --- 14Rs. ---
---
30Rs. --- 56Rs.
---
Max Fresh --- --- 15Rs. --- 32Rs. 35Rs. 55Rs. --- ---
Total --- --- --- 35Rs. --- --- 65Rs. --- ---
Sensitive --- --- 35Rs. --- --- 60Rs. --- --- ---
Kids --- 26Rs. --- --- --- --- --- --- ---
Advanced
Whitening
--- --- --- 27Rs. --- --- 53Rs. --- ---
Herbal --- --- 14Rs. --- --- 30Rs. --- 55Rs. ---
Cibaca --- --- --- --- --- 18Rs. --- 28Rs. ---
Fresh
energy gel
---
---
--- --- ---
---
55Rs. 66Rs. ---

7. Level of channel of Distribution
• The producer and the final customer are part of every
channel. Marketer will use the number of
intermediary levels to design channels.
• There are four types of channel.
• Zero level channel
• One level channel
• Two level channel
• Three level channel

8. Manufacturer
Consumer
Manufacturer
Consumer
Retailer
Manufacturer
Distributor
Consumer
Retailer
Manufacturer
Distributor
Wholesaler
Retailer
Consumer

9. Promotion
 Sales Promotion
‘Learn & Earn’ offer
 ‘ Super Saver’ offer
 Advertisement
 Television advertisement
 Newspaper advertisement

10. Influence of the Social Environment

11. • Culture refers to the values, ideas, attitudes, and
symbols that people adopt to communicate, interpret,
and interact as members of society.
• The process of absorbing a culture is called
socialization.
• Values are shared beliefs or cultural norms about
what is important or right.
• The norms and values of specific groups or subcultures
within a society are called ethnic patterns.
Culture Influences

12. Social Class Influences
• Social classes are relatively homogeneous divisions within a
society that contain people with similar values, needs, lifestyles,
and behavior.
• A recent perspective on social class includes the four factors
impacting social class:
– social capital (whom you know)
– credential capital (where you received your degree)
– income capital
– investment capital (stocks and bonds)

13. Family Influences

14. Transitions in Household Types

15. Reference Groups
• Marketers recognize interpersonal influences
beyond the family, including friends, coworkers,
and others. These sources of influence are often
called reference groups, or those others look to
for help and guidance.

16. Interpersonal Influence Processes
• Three types of interpersonal processes form
the basis for interpersonal influences.
Informational influence
Informational influence is based on
the consumer’s desire to make informed
choices and reduce uncertainty.
Utilitarian influence
Utilitarian influence is reflected in
compliance with the expectations, real
or imagined, of others.
Value-expressive
influence
Value-expressive influence stems
from a desire to enhance self-concept
through identification with others.

17. Individual Differences
• Individual
• Differences
Word-of-mouth
communications
PersonalityMotivation
Lifestyles and
Psychographics

18. Market Segmentation
Aggregate marketing
Market Segmentation
Target Customers
Customization

19. Basis for segmentation
 Demographic variables
 Educated
 Family size
 Generation
 Culture

20. Environmental influence on Colgate
• Healthy mouth healthy body.
• People with diabetes are 2x times more likely to
develop serious gum disease.
• Different products for different problem.
• Colgate is the only brand which is associated with
ADA.

21. • Indian Oral Care Industry
• Recycling
• Public Awareness
• Community Awareness
• Ongoing Examination & Impact Quantification
• Safe Energy
• Safe Disposal

22. Opinion Leaders
• Dentists
 No.1 brand by dentists
 IMA certified
 Ask the dentist campaign
 Check teeth whitening
 Interviews of different dentists
 A dentist preferring Colgate for his children
• Interview of users (Colgate sensitive)

23. • Word-of-Mouth campaign (Colgate sensitive pro
relief)
 Used embaixadores.com
 1000 influential consumers invited
 1 free package of Colgate sensitive pro relief
 A campaign guide
 12 samples of 22ml to be used by family and friends
 60 leaflets with discount vouchers

24. Consumer Research
SWOT Analysis (for External & internal environment )
Strength
 All-around cavity protection, even where a toothbrush cannot
reach.
 Great mint taste freshens breath
 protects against root caries
 Cleans & makes teeth whiter and repairs early decay spots
 Extremely popular brand and high brand awareness.

25. Weakness
 No online presence
 Giant competitors like Close-Up and Pepsodent.
 High dependence on colgate dental cream
Consumer Research
SWOT Analysis (for External & internal environment )

26. Opportunities
 Product and services expansion
 New products to attract the youth
 Leverage on fact that Colgate has been ranked as the most
trusted brand in India.
 Focus on innovation and new product launches by deploying
advanced technologies.
 Growth in emerging markets – rural and semi-urban
Consumer Research
SWOT Analysis (for External & internal environment )

27. Threats
 High competition from competitive brands like
Pepsodent from HUL.
 Lower cost competitors or imports.
 Maturing categories, products, or services.
 Price wars.
Consumer Research
SWOT Analysis (for External & internal environment )

28. Thank You….
May you all have white and shining teeth !!