These vans also did a number of other activities at a time such as spot selling, sampling and retailing. These vans were placed at strategic areas on specific market days of different villages in order to access a wider audience.
Today, no consumer goods company can afford to forget rural market which is a very big part of the Indian consumer market.
It includes technologically advanced toothpastes, a herbal toothpowder and a series of specialty designed toothbrushes. It is a worldwide household name and synonymous with the product itself in various regions.
T Right people for the right Job: To design, communicate, motivate the audience to buy the product Sampans had limited budget at its disposal.
Later on, after the movie ended free samples were distributed to the audience. Spending in this segment is growing rapidly and consumption patterns are closing in on those in urban areas.
Innumerable cultures, subcultures, languages, dialects, etc. They feature either actors, local lenders or a farmer that was like one of them.
The dental checkup camps were supervised by dentists. Colgate Cibaca caters to low economy segment as a competitor to brands like Babool, Anchor etc. Educational films were also shown in between movies in theatres. One can conclude that a tremendous opportunity lies in the oral care market in rural India.
Going to the hinterlands The rural market Having taken the urban market, the rural market was the next logical destination for Colgate. Today, Colgate has become an essential part of daily oral hygiene and therapeutic oral care. The company has been long known to dukaandaars and merchants in rural India.
These vans also did a number of other activities at a time such as spot selling, sampling and retailing. These days, every major business group that plans to move into the hinterland would agree.
Rural India presents huge opportunity for the company to grow its market. This is difficult to do and requires patience and investment by the company.
Therefore, Colgate continues to focus on expanding its rural distribution. This not only helped Colgate communicate easily with the consumer but was also effective in sending the right message across to the rural consumer.
If there ever was a latent market, this was it. It was an integral part of the School Dental Health Program, conducted regularly across the country to promote preventive dental health care.
The other major player In the market is Dabber. Assess characteristics of the rural market by collecting region-specific consumer profiles Analyze the different consumer profiles that existed in rural markets pertaining to age, social status, financial capability, beliefs and preferences.
The distributors are given instructions by the company regarding the frequency of visit to be made by the vans to a particular town.
The remaining 40 percent was covered by other distributors. They distribute the product to wholesaler and retailer in the assigned rural area. Colgate trained salesmen to convince the rural population ND make them try samples that Colgate was distributing free.
Colgate was the first toothpaste in a collapsible tube, introduced in It focused on identifying and making use of pre-existing media and promotional machinery that was prevalent in localized rural parts of India, viz.
Viii Oral health educational programmer: It is one of the most widely used and recommended brands by dentists.
The company leads the Rs. The Accenture report gives several indications, including increase in procurement prices resulting in greater purchasing power of rural population allowing consumers to buy discretionary goods. The Colgate Rural Initiative was targeted at rural areas of population between thirty and hundred thousand.
As with every reward, the rural market posed its challenges too. Miser user traditional ground tobacco b Middle Aged: As with every reward, the rural market posed Its challenges too.
Colgate-Palmolive has its presence in about countries.Colgate Hinterland Marketing in India. Colgate Marketing Oral hygiene in the hinterlands Colgate Colgate. The world’s most recognizable oral care brand, it belongs to the Colgate-Palmolive Company.
Colgate was the first toothpaste in a collapsible tube, introduced in It is a worldwide household name and synonymous with the product itself in.
STRATEGIES ADOPTED Colgate adopted the following marketing strategies for their low end product, Cibaca Top through which they entered rural segment: 1. ‘Sampark’ – Promotion Strategy Sampark – a specialist in rural advertising, was hired by Colgate to promote their product in the Indian hinterland.
Introducing Colgate Swarna Vedshakti, the perfect sangam of ayurvedic and modern sciences.* Know more This World Water Day, learn from our. Sep 03, · Among the U.S. firms, Colgate is one such company that has made considerable headway. The company has been long known to dukaandaars and merchants in rural India.
Colgate is one of the leading providers of scientifically proven oral care products in India, including toothpastes, toothpowder and toothbrushes.
The unique selling proposition (USPS), or unique selling point, or “unique selling product”‘ or unique selling price”‘ Is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early sass.
The Marketing mix of Colgate proves why this brand has been the leader in the oral hygiene segment for past few decades even with competitors like HUL & P&billsimas.come has become a household name that helps in fighting germs and bad breath in order to continue a thorough oral care.Download