Case Study Analysis on ‘Colgate Palmolive’

1. Give the meaning of Brand and Branding.

‘Brand’ is a substitute word for company, product, or business name
The word brand is sometimes used interchangeably with business or company and can
also cover both products and services. When writing or talking about a large variety
of companies and types of companies, using the word brand can be easier to say. This
is especially true when a parent company has different products underneath.
Your brand should post on its Facebook page. Rather than say your business should
post or your product or app should post, writers use the word brand to cover all types
of business situations.
Some of the top brands will be attending the Consumer Electronics Show this
year. Because some of these may be companies, some may be software products, and
some may be physical products, it’s easier to say brand.

‘Brand’ means logo and visual identity

The word brand is often used when discussing the visual styles and identity that
represent a business or product.
I need to hire a designer to develop the brand for my new business. This could mean
logo design, packaging, or another part of the visual identity.
I love that company’s new brand! Again, this usually refers to a company’s visual
brand or product.

‘Brand’ refers to a trademark

According to the US Patent and Trademark Office, “A trademark can be any word,
phrase, symbol, design, or combination that identifies your goods or services.” That
sounds a lot like a brand!
Branding is a creative process of finding the best name and designing a unique
symbol to represent the goods and services you offer. Securing a trademark for those
elements once they are complete gives you legal protection against other people trying
to use those same elements in a way that would confuse the marketplace.
 ‘Brand’ means a promise
You successfully build a brand if it becomes recognized by your customers and in the
marketplace. Eventually, just hearing a business name or seeing a logo brings
expectations about a product or service.
For example, when someone hears Rolex’s name, they immediately expect luxury. If
Rolex were to introduce a car, it would be a fancy car. If Taco Bell were to introduce
a car, it would be more economical but fun and fast to drive.
In this way, you can think of a brand as a promise of what’s expected from a business
or product. You can also think of it as the company’s reputation or product.
When you see the name Volvo, you immediately think of safety.
Your brand is like your company’s reputation.

‘Branding’ is an active process

Branding is any active pursuit of creatively shaping your brand. Designing a logo or
applying your visual style to your website are branding activities.
This includes understanding your ideal customers, researching your competition, and
finding your market position. It also means clarifying your value proposition. It also
encompasses all of the work that precedes the development of anything visual.
Because the word brand can mean so many different things, it cannot be obvious.
Since ‘brand’ can refer to abstract ideas like a Unique Value Proposition and tangible
things like a logo, it is even harder to understand. Once you know the value of a
strong brand in developing a solid business, you’ll realize why so many people in
business talk about brands and branding.

2.Analyse the Branding strategy adopted by Colgate in above case

study.
1. Product Mix of Colgate
Colgate is a brand that sells a variety of oral hygiene products. It has introduced exclusive
items for children in addition to its standard versions used by any genre. To battle tooth decay
and germs, the product Kitty contains a Colgate toothbrush with soft bristles that cover every
nook and cranny of the mouth. Toothpowder and mouthwash from Colgate are two of the
most common products in the brand’s roster
Colgate toothpaste contains abrasive ingredients such as fluoride, which help to remove
plaque from the teeth and polish the surface by removing food stains. There are currently
thirteen toothpaste varieties on the market that includes:
 cavity protection
 gingivitis and plaque prevention
 longer-lasting fresh breath
 tartar reduction
 strengthening of enamel
 relief from sensitivity
 tooth whitening

2. Place Mix of Colgate

Colgate has always favoured a technique that is distinct to stand out. This aids in the creation
of a new customer base as well as the retention of existing customers’ interests. The producer
is part of the distribution chain for its goods, followed by a fast dispatch to wholesalers,
retailers, and finally customers. Their strategy mainly focuses on fast delivery and easy
availability. The products are accessible in every part of the country including rural, semi-
urban, and urban markets.

3. Price Mix of Colgate

Colgate has positioned toothpaste as the company’s primary product, with all of the other oral
care products placed around it. To compete with its different rivals, the organization has
settled on a dynamic pricing strategy. The prices are comparable to or slightly higher than
those of other goods. It uses purchaser psychology to its benefit by presenting its goods as
having a longer duration and far-reaching effects on the oral care of the patrons. The extra
costs may not feel like a burden to the consumer since many dentists recommend the product.
Prices for different goods are different to suit the needs of different parts of society. For
example, Visible white toothpaste will cost more than Max Fresh toothpaste as it provides
extra oral care and whitening.
The products are available in numerous sizes and combo packs that make them more
attractive to consumers. The company has consultants who keep a close eye on the
competition and are constantly revising the pricing strategy to retain its customer base.

4. Promotion Mix of Colgate

Colgate has chosen creative schemes and appealing packaging solutions to effectively satisfy
the desires and needs of all of its customers. The traditional colour red is now being
associated with Colgate and thus the company capitalizes on this simple familiarity with its
products. The business has encouraged various promotional policies to promote the sales of
its goods, which have been implemented through digital media such as television and radio,
as well as print media such as magazines and newspapers, as well as numerous billboards and
hoardings. The Internet has also become a popular marketing tool for both buyers and sellers,
resulting in increased revenue.
The company has a social networking media page on MySpace, Twitter, and Facebook where
customers are encouraged to share their experiences to build a personal one-to-one
relationship with them. To boost sales, various discounted coupons are available in various
newspapers and on the official Colgate website. At different events, the brand has enlisted the
support of several celebrities.

Marketing Strategies of Colgate

Marketing strategies are the strategies created by the companies their products and services to
their targeted audience.
 1. Segmentation
Segmentation is dividing the market into different segments to find out the correct audience
for ourselves which can be our potential customers and can buy our product
Segmentation can be of many types like
 Geographic segmentation
 Income-based segmentation
 Demographic segmentation
 Behavioural segmentation etc

2. Targeting
Targeting is selecting one segment of the audience out of different segments that we created
during segmentation and them promote our product to them. Colgate Targets almost every
segment by providing different products to each segment which helps them racing to a larger
audience. Colgate mainly Targets people of the middle class and lower class.

3. Positioning
Positioning is creating a good image in the minds of customers so that they buy your
product. With the help of different marketing strategies and due to existing for such a long
time, people have started trusting Colgate which helps them gain the customer’s trust. Now,
after the STP, let’s see some of the Marketing strategies that Colgate used to promote their
Product to their targeted customers.

Marketing Campaigns of Colgate

1.Attractive packaging
 When it comes to packaging, Colgate is a mastermind. The packaging is very
youthful, light, and decent, appealing to a wide range of people but still conveying the
correct message.
 Whether it’s Cavity Prevention toothpaste or Max Fresh toothpaste, the company’s
advertisements and advertising campaigns accurately reflect what they’re selling, and
by focusing on a very specific issue of oral health, they win the public’s confidence.
 The Colgate Scholarship Offer Program was strategically initiated by Colgate.
 It was designed to create an emotional connection with Indian families by assisting
children in achieving their goals.

2.“The Smile Show”

Colgate started this campaign with the intention of bringing people’s attention to the most
“visible” feature on their faces – their teeth. The audience is so focused on the teeth of the
people in the images that they fail to notice the woman in the first picture has six fingers and
in the second picture, seems to have an extra hand. This highlighted the importance of
brushing and flossing and most importantly, made people stop and stare. Hence, giving the
consumers a good amount of time to retain Colgate’s brand image.
“The Smile Show” – YouTube videos to reach targeted millennials.
3. Colgate’s location-based marketing strategy
Maha Kumbh Mela is a mass gathering of Hindu pilgrims and Colgate’s unique strategy
helped them tap into this consumer genre. To reach its target audience, the company built a
virtual circle around the pilgrimage site and used location-based targeting. As a result, when
pilgrims entered the circle, they got a call and were greeted by an Indian radio personality
named Amin Sayani. Amin encourages the pilgrims to stop by the Colgate booth for free
samples and the chance to win prizes.
The results were a whopping 300% per cent increase in the foot traffic at Colgate’s booth

4. Colgate’s collaboration with celebrities

Colgate has collaborated with many different celebrities like Kareena Kapoor, Shahrukh
Khan, Madhuri Dixit, etc
One of the major examples of their smart collaboration is their collaboration with Ranveer
Singh wherein advertisement that shows how Colgate max fresh makes you as energetic as
Ranveer Singh

5. Customers Trust
Colgate has always created strategies that touch the sentiments of the customers
They have participated in different social activities and has also collaborated with different
NGOs to work on the upbringing of particular people depending on the project and needs of
society