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

CERTIFICATE
This is to certify that Mr. Prithvi Acharya of M.Com (Business Management) Semester I (20132014) has successfully completed the project on Brand Positioning Colgate under the guidance of Prof. Dr. (Mrs) Vinita Pimpale.

Project Guide/Internal Examiner Prof. ______________________

External Examiner Prof. _______________________

Dr. (Mrs) Vinita Pimpale Course Co-ordinator

Dr.(Mrs) ShobanaVasudevan Principal

Date-

Seal of the College

ACKNOWLEDGEMENT
I acknowledge the valuable assistance provided by S. P Mandalis R. A. Podar College of Commerce & Economics, for two year degree course in M.Com. I specially thank the Principal Dr.(Mrs) Shobana Vasudevan for allowing us to use the facilities such as Library, Computer Laboratory, internet etc. I sincerely thank the M.Com Co-ordinator for guiding us in the right direction to prepare 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, their support is deeply acknowledged.

Signature of the Student

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

1 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 2 3 3.1 3.2 3.3 4 5 6 7 7.1 8

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? PERCEPTION PROFILE PERCEPTIVE MAP What position do you want to have? How do you create a new positioning? Four Components PRODUCT CLASS CONSUMER SEGMENTATION PERCEPTUAL MAPPING BRAND ATTRIBUTES AND BENEFITS Qualities of a Successful Brand Position COMPETITION-BASED TRIANGLE POSITIONING

1 4 4 5 5 5 5 6 7 7 7 7 8 8 10 12 12 13 13 13 14 15 16 17 17 19

9 9.1 9.2 9.3 10

BRAND POSITION AND BRAND IMAGE Augmenting an Image Reinforcing an Image Diffusing an Image CORNERSTONES STRATEGY 10.1 10.1.1 10.1.2 Who am I? Positioning by Corporate Identity Positioning by Brand Endorsement OF

19 20 21 21

POSITIONING 21

21 21 22

10.2 10.2.1 10.2.2 10.2.3 10.2.4

What am I? Category-related positioning Benefit-related positioning Positioning on specific product features

23 23 24 26

Positioning on benefits, problem solutions or 26 needs

10.2.5 10.2.6 10.2.7 10.2.8 10.2.9

Positioning by usage, occasion and time Differentiate similar products Product line positioning by usage Positioning by Usage to Broaden Market Price-Quality positioning

27 28 29 30 31

10.3 10.3.1 10.3.2 10.3.3 10.3.4

For whom am I? Demographic Fit Behavioural Fit Satisfaction Fit Psychographic Fit

32 33 34 34 34

10.4 10.4.1 10.4.2 11

Why Me? Positioning by Unique Attribute Positioning by Competitor BRAND POSITIONING- THE DIFFICULTIES AND CHALLENGES

35 36 36 37

11.1 11.2 11.3 11.4 11.5 11.6 11.7 11.8

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 familiarity

37 37 38 38 38 38 39

Are lower end price points explored by current 39 offerings?

11.9 11.10 12 12.1

Substitutability Product-centric Marketing Strategies ORAL CARE INDUSTRY IN INDIA The Market and its Players

40 40 41 41

13

MARKETING COMPANIES 13.1 13.2 13.3 13.4 13.5 13.6

STRATEGIES

OF

THE 42

Colgate- Palmolive India Limited Hindustan Unilever Limited Dabur India Limited Glaxosmithkline Future Group Vicco Group of Companies

42 43 43 43 44 44

14

THE CHANGING DYNAMICS OF INDIAN 44 ORAL CARE MARKET 14.1 14.1.1 14.1.2 Challenges and Solutions For Rural Markets For Urban Markets TAKING COLGATE AS AN EXAMPLE 15.1 15.2 15.3 15.4 15.5 Journey of Colgate Competitors Global Presence Product Price MARKET ANALYSIS OF 44 44 45 46 46 48 48 48 49 CONSUMER 49

15

16

BEHAVIOUR TOWARDS TOOTHPASTES 17 18 19 RECOMMENDATIONS AND FINDINGS CONCLUSION BIBLIOGRAPHY 51 52 53