Promotion
The
Product
Product
variety - Colgate
Herbal White is part of the range of toothpastes offered by Colgate
Palmolive
in
Quality
– Being a popular segment product and an offering by Colgate-Palmolive
quality
parameters are thoroughly tested to ensure consumer satisfaction.
Features – Herbal White
promises a ‘unique formula’ including a special blend of eucalyptus,
calcium
and minerals and ;lemon extracts.
Brand
Name – The use of
Herbal in the brand name is self-explanatory. Herbal ‘White’ has been
highlighted to stress their brand proposition of ensuring ‘pearly white
teeth’.
Packaging – The
green-coloured packaging enhances the ‘herbalness’ of the product,
while the
pneumonics of mint leaves, lemon and eucalyptus supplement the
ingredients
which lend uniqueness to the product. The colours red and the word
‘new’ in
blue are the two colours researched to be the most eye-catching on the
shop
shelf and aid the choice of the product during the purchase decision
process.
Standard fonts and colours of Colgate and associated pneumonics serve
to
maintain familiarity with the brand and capitalise on positive
associations
such as that of being one of the most trusted brands in the country (Brand Equity survey).
Sizes – It is
available in three sizes as most others in the segment - 50g, 100g and
200g..
Warranties
and Returns –
Are not offered on the product.
Price
List
Price – The list
price of the product is Rs. 12.50
for the 50g pack, Rs.
For the 100g pack, and Rs. For the 200g pack. The product is in
the
popular segment which is priced higher to only the economy segment and
lower
than the gel and premium segments in the toothpaste market.
Discounts/Allowances –
No promotional discounts are allowed for.
Payment
period/Credit terms –
Being an off-the-shelf FMCG, in line with the category, no credit is
allowed by
the company (though the store allows credit on purchase of all items).
Promotion
Sales
Promotion – None
at the retailer level apart from possible recommendation by the
shopkeeper.
Advertising – Advertising is in the form of TVCs (television commercials) and uses the beaver ‘gillu’ as a mascot of the product.
Sales
Force – Sales
force consists of the company’s distributor’[s who are instrumental I
ensuring
that the product is stocked by the retailers, which is made easier by
the range
of product offerings supplied by the same distributor of Colgate
Palmolive.
Public
Relations – PR
campaigns were undertaken extensively during the launch of the brand in
leading
newspapers and magazines, though they were focused more directly on
enhancing
the image of the parent company in the eyes of stakeholders like
shareholders
potential investors, etc. that in consumers.
Direct
Marketing – Direct
marketing to the consumer was not done at this retail outlet.
Place
Channels
– The
products is
sold in retail outlets like Kirana stores, supermarkets, medical shops,
co-operative stores etc. It is distributed through the supply chain of
company
distributor to wholesaler to retailer to final consumers.
Coverage
– The
product is
available in the all-
Locations
– The
product is
placed at just below eye-level at the store surveyed among other brand
clutter,
unlike at most other supermarkets, where product placement at eye level
and
near the payment counter is generally preferred for such relatively
low-involvement products, especially in the case of small packs which
might be
impulse purchases on a trial basis.
Inventory
- The retailer stock varied by
size. The store
surveyed contained 15 items
as turnover of the
product is not very high.
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