Praxis Business School

„Colgate Cibaca-The Road Ahead‟

Term Paper
Submitted To

Prof. D P Ghosh

In partial fulfilment of the requirements of the course

Integrated Marketing Communication

By:-
Drupad Parmar (B09007)
Rinki Kumari (B09016)
Satish Kumar Keshri (B09022)

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 Topic Page No.

Overview 3

Target Audience 4

Consumer Understanding 5

Positioning 6

Communication & Creative 7

Strategy
Media Strategy 8

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 Overview
Facts:-

 Colgate revitalized Cibaca as Colgate Cibaca in 2000 which acted as a price flanker
brand in the portfolio to counter attack the low priced competitors.
 Its market share increased to 50% in discount segment and it became 4th largest paste
brand in volume terms.
 Colgate Cibaca became big without any intensive communication support.
 It relied more on trade level activities and below the line strategies for its success.

Strengths of Colgate Cibaca:-

 It is a product of Colgate which has very strong distribution network.

o Colgate is the most widely distributed oral care brand in India with market
share of 34% in value terms.
 Its mother brand Colgate has very strong brand equity.
o It has been voted the “The Most Trusted Brand” in the country for 3
consecutive years in the AC Nielsen Brand Equity Survey.

Problem Statement:-

 To grow „Colgate Cibaca‟ brand without cannibalising the mother brand „Colgate‟.

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 Target Audience
Present Scenario:-

 Colgate Cibaca targets mainly the Lower price point segment which offers good value
for money.
o Basically from the rural and township areas.
o Families with low per capita income.

Reality in India:-

 Neem, the natural dental care product is still widely used in rural markets, as is
available at a fraction of the cost of toothpaste.
 Over 44% of rural households still use non-dentifrice products such as ash, charcoal,
salt, husk and tobacco.
 People don‟t have access to modern dental care.
 In 2005, India‟s per capita toothpaste consumption stood at 74g, amongst the lowest
in the world

Potential:-

 As per estimates, 12.2% of the total world population lives in rural India.
 Only a small portion of region has been tapped.
 Although, expansion in rural areas requires huge investments, it is a market that
cannot be overlooked and has a huge potential.

Recommended Strategy:-

 Colgate Cibaca can achieve success in untapped rural areas by:

o Positioning the toothpaste as value for money since the people use non-
dentifrice products which are freely available.
o Tackling the challenge of changing consumption behaviour by promoting
better oral hygiene habits among rural masses.
 Colgate should try to build preference for Colgate Cibaca by:
o Leveraging on „Colgate‟ equity.
o Matching prices of competitors aggressively to counter low price point threat.
 Planning should be done to expand market in untapped areas by:
o Using local press to communicate value.
o Micro targeting the key lower price point states.

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 Consumer Understanding
 The Consumers perceive it as a paste which protects teeth from getting decayed & its
refreshing minty flavour makes them breathe super fresh.
 They get value for money.
 Consumer feels that this product is catering to the needs of the entire family.
o Even when harping about its attributes, the advertisement brings the notion of
the family (“Strong teeth, fresh breath for your family”).
o A strong sense of emotional positioning is apparent.

Recommended Strategy:-

 Since, Colgate Cibaca is prominent in economic segment; consumer‟s understanding

can be revamped strongly by showcasing more value propositions in advertisements.
 As far as the untapped market is concerned, Colgate Cibaca should take the risk of
questioning the usage of non-denitrified products.
 Empowered with strong brand equity and distribution network, it should take help of
influencers & local doctors to make people understand the disadvantages of using
products like coal ash etc including its health hazards.
 It should spread the awareness regarding maintenance of dental hygiene.

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 Fig- Price-Medicinal/Sociable Map

High Price
Pepsodent
Glister Close-Up
Sensodent
Meswak
Colgate

Medicinal Sociable

Babool

Anchor

Colgate Cibaca

Low Price

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 Positioning
Present Scenario:-

Attribute based positioning

 Colgate Cibaca positions itself in a very standard way by claiming to provide strong
teeth and fresh breath.

Emotion based positioning

 The emotion based positioning of the Cibaca Family Protection is strong as it targets
families.
 It tagline “Strong teeth, fresh breath for your family” strongly supports the notion of
the family.

Recommended Strategy:-

 In our opinion, Colgate Cibaca can go ahead to leverage on this current positioning
strategy for tapping new areas.
o Show the product‟s benefits.
o Sense of belongingness.
o Family protection concept.
 The family concept would very well work in rural areas because still the concept of
nuclear family is not prominent.
o Entire family goes into the same occupation and live together.
 So, the already established positioning can push the brand in those areas.

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 Communication & Creative Strategy
Communication strategy- Present Scenario:-

 Pitched against low priced products using Colgate lineage and the resultant global
quality assurance at the same price point.
 Propagated the “Family protection” concept through the tagline “Strong teeth, fresh
breath for your family”.

Recommended Strategy:-

 Colgate Cibaca relied mostly on trade level activities & below the line strategies. So,
in our opinion it should go ahead with the same strategy for deeper penetration
without involving expensive communication medium.
 In rural areas, most of the people are still illiterate. So, it would be beneficial if the
company catch hold of local grocery shops, influencers to sell the product.
 While conveying the message, emphasis should be laid on:
o Family protection.
o Importance of teeth.
o Belongingness.
o Concern for the entire family‟s needs.
o Ill effects of using non-denitrified products.

Creative Strategy- Present Scenario:-

 Colgate Cibaca is currently utilising its trading channel partners to speak about the
product and strengthen the presence of product in the market.
 Medical camps are being organised for dental check ups and encourage people to shift
to health ways of living.
 People are being taught the importance of dental hygiene and maintaining a healthy
mind & body.

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Recommended Strategy:-

 In our opinion, the theme of the shows, print ads and banners can be of highlighting
the following aspects:-
o Family theme where two situations are there exhibiting one member who
suffer from tooth decay etc. after consuming non-denitrified products and
another one using Colgate Cibaca and is free from all diseases.
o Pressing more importance towards problems such as bleeding of gums, cavity
problems and also it becomes a costly affair to go to city for treatment. So, we
can give them a preventive mechanism in the form of Colgate Cibaca.
o We can also highlight the time factor i.e. consumption of non-denitrified
products takes lot of time and these days‟ even villagers have so much to do &
work in cities.
 So, Colgate Cibaca takes very less time and that too at an affordable
price.
 Show‟s theme would be highlighting the importance of sanitation & personal hygiene
and its connection to living a long & healthy life.

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 Media Strategy
Media strategy- Present Scenario:-

 Colgate Cibaca mainly took help of below the line strategies to gain success.
 It leveraged on its strong distribution network and thus successfully reached even to
the far flung areas.
 Colgate is the second most widely distributed oral care product in India.
 Colgate Cibaca utilized this power to make huge success in the lower price point
segment.

Recommended Strategy:-

 In our opinion, the company should do the following activities:-

o Put visual banners in local language indicating the prices of various SKUs in
grocery shops so that the shopkeeper doesn‟t charge high price of the product.
 It will increase the visibility of the product as well.
o Use radio to increase awareness regarding the product.
 Announce small contests & commission scheme while advertising
through radio to the shop owners for selling the product.
o Organise drama shows through small vans all across the villages to educate the
people about importance of dental hygiene.
o Organise one day campaign on small vans of free dental check up with the
support of local doctors.
o Involve influencers, panchayat people to take initiative to educate people
about bad effects of non-denitrified products & for not keeping the teeth clean.

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 Thank You!!

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