Makt strtrgy leader colgate(c 08)

Marketing Strategy

Presented by –

Sanket Deshmukh (C-08)

Sterling Institute Of Management Studies

Enlist strategies available in toothpaste market for leaders

TOOTHPASTE MARKET IN INDIA

Market Size: Rs 3200 Cr

Per capita consumption of toothpaste is least in India

Market growth rate: 18.5 %

http://blogs.ft.com/beyond-brics/2011/02/04/india-premium-toothpaste-a-tough-sell/#axzz1cNzH0i6f

USERS

Toothpowder 5%

Toothpaste 95%

34%

14%

11%6%

3%

32%

Market share %

Colgate dental cream

Close-up

pepsodent complete 10

colgate cibaca top

colgate fresh energy gel

others(Anchor,babool)

http://blogs.rediff.com/rahulwrites/2007/09/17/toothpaste-market-in-india/

bran

d lo

yalty

qual

ity

fresh

ness

in m

outh

dent

ist a

dvice

01020304050607080

reason for use of toothpaste %

http://www.colgate.co.in/

Colgate should

defend in plain

segment

29%

25%

44%

2%

Varity flavour users %

Salt NeemPlainGel

Colgate should

Introduce blue color I toothpaste

http://www.colgate.co.in/

HOW TO IDENTIFY

MARKET

LEADER ?

1. Has a large market share in some particular product market.

2. Usually leads other firms in price changes, new product introduction

3. Distribution coverage and promotional intensity.

STRATEGIES AVAILABLE FOR LEADER

1. Firm must find ways to expand total market demand.

2. The firm must defend its current market share through good defensive and offensive actions.

3. The firm can try to increase its market share, even if market size remains constant.

EXPANDING THE TOTAL MARKET

INDIA CHINA

SPANISH

POSITION DEFENSE

MOBILE DEFENSE

THANK YOU…