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Distribution Channel For Colgate

Colgate reaches rural customers through various distribution channels. They create brand awareness at fairs and melas by providing free dental screenings and product samples. Oral health education programs and mobile dental vans also teach villagers about oral hygiene. Once aware of benefits, villagers purchase Colgate, which is sold through wholesalers to retailers in villages. Retailers then influence other villagers to buy Colgate. Colgate also employs local unemployed youth to bicycle through villages and sell products using their local knowledge.

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348 views2 pages

Distribution Channel For Colgate

Colgate reaches rural customers through various distribution channels. They create brand awareness at fairs and melas by providing free dental screenings and product samples. Oral health education programs and mobile dental vans also teach villagers about oral hygiene. Once aware of benefits, villagers purchase Colgate, which is sold through wholesalers to retailers in villages. Retailers then influence other villagers to buy Colgate. Colgate also employs local unemployed youth to bicycle through villages and sell products using their local knowledge.

Uploaded by

Abcde
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Distribution channel for colgate

Firstly, for ensuring good sales in rural markets, Colgate has to ensure brand recognition and demand for
the products. They do this by the following ways –

1. Melas and Fairs – According to Indian Market Research Bureau, over 8000 melas are held in
rural India per year. Colgate uses these to gain visibility among the rural consumers.
Some campaigns – Suraksha campaign at Kumbh Mela
The campaign included activities and elements like -
 Brushing stations for pilgrims to brush their teeth
 Oral care importance drives to spread the awareness of good oral hygiene
 Free, large-scale sampling of Colgate Vedshakti for millions of people at Kumbh
 Suraksha Wristbands for children to write/wear their emergency contact details on a
safety wristband
 Sampoorna Suraksha Ropes given to big groups and families to hold on to, to ensure
that they walk together without getting lost in the crowd

2. Oral health educational program


They initiative by Colgate provides free dental check ups camps. The dentists and organisers
interact with the people who attend and teach them the benefits of oral hygiene and give them
a small Colgate toothpaste trial pack.

3. Vans – Free dental check up in mobile vans that travel across villages to create awareness.

Once the people are aware about the benefits of oral hygiene, they start purchasing Colgate as that is
the first or most recent brand they have interacted with.

Colgate now reaches the customer through -

1. Whole seller – usually kirana merchants

2. Retailer – they sell most of the products to the rural consumer. This is because –
 Villager trust the retailer, who is usually a person who lives in the village
 With good retail margins, he influences his village people to purchase more of Colgate
over other brands and thus serves as a brand promoter as well.

3. Youth – of 18-35 years of age are given bicycles, which are used to sell Colgate products. These
people are educated but unemployed, so they are dedicated to selling Colgate products and
earn. They are also the right people to sell as they have been a part of the village for a long time
and can communicate with the people in their local dialect.
4. Weekly Haats – 20-50 villages are catered by Haat and the average visitor turnout is around
4500 people.

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