MS - Colgate- Part 1

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S.P. MANDALIS

R. A PODAR COLLEGE OF COMMERCE AND ECONOMICS

MATUNGA, MUMBAI- 400 019.

A PROJECT REPORT ON

BRAND POSITIONING AND MAPPING COLGATE

SUBMITTED BY

PRITHVI ACHARYA

M. COM (SEM. I): MARKETING STRATEGIES

SUBMITTED TO

UNIVERSITY OF MUMBAI

2013-2014

PROJECT GUIDE

Prof. Dr. (Mrs) Vinita Pimpale

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CERTIFICATE

This is to certify that Mr. Prithvi Acharya of M.Com (Business Management) Semester I (2013-

2014) has successfully completed the project on Brand Positioning Colgate under the guidance ofProf. Dr. (Mrs) Vinita Pimpale.

Project Guide/Internal Examiner External Examiner

Prof. ______________________ Prof. _______________________

Dr. (Mrs) Vinita Pimpale Dr.(Mrs) ShobanaVasudevanCourse Co-ordinator Principal

Date- Seal of the College

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ACKNOWLEDGEMENT

I acknowledge the valuable assistance provided by S. P Mandalis R. A. PodarCollege of Commerce & Economics, for two year degree course in M.Com.

I specially thank the Principal Dr.(Mrs) Shobana Vasudevan for allowing us to usethe facilities such as Library, Computer Laboratory, internet etc.

I sincerely thank the M.Com Co-ordinator for guiding us in the right direction toprepare the project.

I thank my guide Prof. Dr. (Mrs) Vinita Pimpale who has given his/her valuable

time, knowledge and guidance to complete the project successfully in time.

My family and peers were great source of inspiration throughout my project, theirsupport is deeply acknowledged.

Signature of the Student

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DECLARATION

I, Prithvi Acharya of R. A. PODAR COLLEGE OF COMMERCE &

ECONOMICS of M.Com SEMESTER I, hereby declare that I have

completed the project Brand Positioning - Colgate in the academic year

2013-2014 for the subject MARKETING STRATEGIES.

The information submitted is true and original to the best of my knowledge.

Signature of the Student

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1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

1.10

1.11

1.12

1.13

1.14

INTRODUCTION

Part of the Identity

Look to the Core Identity

Identify Points of Leverage

The Value Proposition

The Target Audience

Active Communication

Augmenting an Image

Reinforcing an Image

Diffusing an Image

Demonstrate an Advantage

Resonate with the Customer

Differentiate Oneself from Competitors

Matching versus Beating Competitors

What is your current position?

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2 PERCEPTION PROFILE 12

3

3.1

3.2

3.3

PERCEPTIVE MAP

What position do you want to have?

How do you create a new positioning?

Four Components

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4 PRODUCT CLASS 14

5 CONSUMER SEGMENTATION 15

6 PERCEPTUAL MAPPING 16

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7.1

BRAND ATTRIBUTES AND BENEFITS

Qualities of a Successful Brand Position

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8 COMPETITION-BASED POSITIONING

TRIANGLE

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9.1

9.2

9.3

BRAND POSITION AND BRAND IMAGE

Augmenting an Image

Reinforcing an Image

Diffusing an Image

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10.1

10.1.1

10.1.2

CORNERSTONES OF POSITIONING

STRATEGY

Who am I ?

Positioning by Corporate Identity

Positioning by Brand Endorsement

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10.2

10.2.1

10.2.2

10.2.3

10.2.4

10.2.5

10.2.6

10.2.7

10.2.8

10.2.9

10.3

10.3.1

10.3.2

10.3.3

10.3.4

10.4

10.4.1

10.4.2

What am I ?

Category-related positioning

Benefit-related positioning

Positioning on specific product features

Positioning on benefits, problem solutions or

needs

Positioning by usage, occasion and time

Differentiate similar products

Product line positioning by usage

Positioning by Usage to Broaden Market

Price-Quality positioning

For whom am I?

Demographic Fit

Behavioural Fit

Satisfaction Fit

Psychographic Fit

Why Me?

Positioning by Unique Attribute

Positioning by Competitor

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11.1

11.2

11.3

11.4

11.5

11.6

11.711.8

11.9

11.10

BRAND POSITIONING- THE

DIFFICULTIES AND CHALLENGES

Is the brand differentiation clear?

Is the positioning a timely one?

Is the brand over-positioned?

Is the brand under-positioned?

Doubtful positioning?

Brands and mass markets

Product category familiarityAre lower end price points explored by current

offerings?

Substitutability

Product-centric Marketing Strategies

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12.1

ORAL CARE INDUSTRY IN INDIA

The Market and its Players

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13.1

13.2

13.3

13.4

13.5

13.6

MARKETING STRATEGIES OF THE

COMPANIES

Colgate- Palmolive India Limited

Hindustan Unilever Limited

Dabur India Limited

Glaxosmithkline

Future Group

Vicco Group of Companies

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14.114.1.1

14.1.2

THE CHANGING DYNAMICS OF INDIAN

ORAL CARE MARKET

Challenges and SolutionsFor Rural Markets

For Urban Markets

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15.1

15.2

15.3

15.4

15.5

TAKING COLGATE AS AN EXAMPLE

Journey of Colgate

Competitors

Global Presence

Product

Price

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16 MARKET ANALYSIS OF CONSUMER

BEHAVIOUR TOWARDS TOOTHPASTES

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17 RECOMMENDATIONS AND FINDINGS 51

18 CONCLUSION 52

19 BIBLIOGRAPHY 53