STP & 4P ANALYSIS
COLGATE VISIBLE WHITE
GROUP NO. 10
A product is anything that can be offered to a market that might satisfy a want or need.
Packaging:
Daily for good oral
care
Customer Expectation:
A toothpaste that gives you
sparkling white teeth along with
the usual benefits of fresh
breath and protection against
cavities, plaque, germs
4Ps : PRODUCT
A red colour tube
in a red colour
box, the tube
looks trendy in
order to appeal to
the younger
generation
Usage:
Branding:
1 shade whiter
teeth in 1 week
Product Contents:
Whitening accelerators like
high cleaning silica and
phosphate which removes
and prevents stain on teeth
Appearance:
White in colour
with minty blue
whitening particles
spread throughout
Price concerns the amount of money that customers must pay in order to purchase your products
Price :
50 g for 40
Premium
Priced
Product
100 g for 85
Price per grams :
For the smaller SKU - 0.80
Competitor
Pricing
Strategy is
being done.
Price per grams :
Smaller SKU - 0.75
Larger SKU - 0.66
Price
50 g for 43
100 g for 79
Price per grams :
Smaller SKU - 0.86
Larger SKU - 0.79
Himalaya Sparkling White
Price
80 g for 60
150 g for 99
CloseUp Diamond Attraction
Pepsodent White Now
: PRICE
4PsPRICE
For the larger SKU - 0.85
Price :
100 g for 55
175 g for 85
Price per grams :
Smaller SKU - 0.55
Larger SKU - 0.48
Provision of the product at a place which is convenient for consumers to access
Colgate has a reach of about 4.64 million retail stores across India.
ONLINE
STORES
PLACE
4Ps : PLACE
SUPER
MARKETS
KIRANA
STORES
MEDICAL
STORES
Colgate Visible White is mainly a premium brand targeted at the urban customers
Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty
4Ps : PROMOTION
Selfie Campaign Upload a pic on a tool
Hosted on Colgate India Facebook page.
The generated pic is signed by Sonam
Kapoor. It can be shared on Facebook,
Instagram etc.
Online Promotion
Campaigns : Colgate has been
Dedicated pages on different
social media sites like Facebook
promote information about new
products eg Visible white.
working closely with Indian
Dental Association. Together
they have organised many oral
health awareness programs.
Promotion
Advertisement modes
Advertising Colgate typically
spend 11% of its sales
equivalent in advertising.
All the different advertising
modes like TV, Print media,
online advertisements,
Hoardings on highway, radio ads
for rural population are used for
promotion purpose.
The Promotion Advertisement : Analysis
Colgate visible white
toothpaste has Whitening
Accelerators to give that
dazzling white brightness
Wanna Be a Cover Girl?
Having dazzling white teeth
is an absolute must. Now you
can.
Capture of pearls
association with the pious
whiteness.
to give you one shade
whiter teeth in just one
week.
Cameras displaying the
enhanced presentability of
user. Also The red dress
matches with the packaging.
Consumer Insights
How will a product Colgate Visible White add value in their lives?
This product wont be my
choice as it is expensive and I
prefer being less social
A 40 Year old
housewife
The Camera is my life!
I need to look my best round
the clock. This product will
give me a reason to smile
A TV Soap
Actress
This product wont be my
choice for my son as it is not
recommended by my doctor
A 9 year old
sons mother
I had to smile and smile when
camera is switched ON. How
would I do without such a
product?
An
Anchor/New
s Reporter
I have to interact with people
24X7. To smile and talk smartly
is my job. This product will give
me confidence to do so.
A 30 year old
Receptionist
I see a toothpaste as a product
serving its basic purpose of
cleaning my teeth only.
A
construction
worker
Segmentation is splitting or dividing potential customers into segments sharing
similar needs
TARGET!!
VERDICT
Age Group: 19-35 yrs
SEGMENTATION & TARGETING
Age
<13 yrs
13-18 yrs
19-35 yrs
Colgate Visible White Chairside is not recommended for
children under 13 years of age
Adult supervision is recommended for patients
between the ages of 13-18
Individuals in this age category are the ones which
have maximum exposure to the external world
Geography
Geography
Rural
Rural
Urban
Urban
Geography: Metropolitan cities
Rural population of India are yet to be conscious about
there cosmetic beauty
Urban India is a vibrant scene, a nascent industry and a
colorful and glamorous world.
Occupation: Public Relation +Entertainment
Occupation
Development
Public
Relations
Entertainment
Development or Innovation of ideas which involves
more of desk work
Both these occupations involve interaction with people,
and handling oneself with confidence is a must have
Matured, satisfied, motivated by ideals and value. Look
for durability and functionality in their products
Psychographic
Thinkers
Achievers
Strivers
Successful goal oriented people with focus on careers .
Buy premium products that demonstrate success to their
peers
Psychographic: Achievers and Strivers
Positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market.
Attribute Positioning
POSITIONING
POSITIONING
1 Shade
whiter
teeth
in one
week
1 shade
of teeth
will be
whiter
in just
1 week
User Positioning
Film, Fashion & Corporate industry.
Application Positioning
Shining, Brightening, Whitening & Smiling
Competitor Positioning
Close Up Diamond Attraction Vs Colgate Visible White
Our product Colgate Visible White is one of a kind Oral Care Solution that combines oral and
beauty care by providing one shade whiter teeth in just one week.
Thank You!
