1. COLGATE
CIBACA
The Road Ahead
COLGATE
CIBACA
The Road Ahead
Anindya Pal
Abhijit Samanta
Kamalika Mondal
Saugata Dastider
Subhadip Chakraborty
International School of Business & Media; Kolkata

2. Presentation Overview
Indian Toothpaste Industry Overview
Target Audience & their Understanding
Creative, Media & Communication Strategy
Situation Analysis & Problem Identification
Positioning
Conclusion
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3. INDIAN TOOTHPASTE INDUSTRY:AN
OVERVIEW
 India is still a nascent country in dental hygiene, with
the majority of the population still not having access to
modern dental care but relying on substances like coal
ash and neem sticks.
 Per capita toothpaste consumption stood at 74g in
2005, which is amongst the lowest in the
world, compared to 350g and 300g in Malaysia and
Vietnam respectively.
 It is a Rs. 2,200-crore market.

4. • The dentist to population ratio is a critically low
1:35000 in the country. This results in low oral hygiene
consciousness and widespread dental diseases
• Less than 15% of the Indian toothpaste users brush
twice a day.
INDUSTRY OVERVIEW Contd…

5. • 10 per cent growth in 2000, 2.4 per cent in 2001. In
the first six months of 2002, the market for
toothpastes in fact shrank by around 5.7 per cent in
value.
• The market leader is Colgate Palmolive, and the
challenger, Hindustan Lever. Colgate and Hindustan
Lever together account for over 85% of the organized
toothpaste market
• Regional low priced competitors such as Anchor
Healthcare & Ajanta India, who priced their offerings
at over 40% discount, are giving market leaders a run
for their money
INDUSTRY OVERVIEW Contd…

6. • Low priced competitors like Anchor and Ajanta
accounted for more than 80 per cent of the growing
‘discount segment’.
• Colgate revitalized one of its existing brands, Cibaca as
Colgate-Cibaca. It was to act as the price flanker brand
in the portfolio. Ditto by HLL with Aim.
SITUATION ANALYSIS

7. • Colgate Cibaca managed to garner whopping 50% of
the market share in the discount segment and
established Colgate’s supremacy once again. HLL’s Aim
however could not match the success and was
subsequently withdrawn from the market.
• Colgate Cibaca has risen to become the 4th largest
paste brand in the country in volume terms after
Colgate Dental Cream, Pepsodent and Close-Up (in
fact Colgate Cibaca is now #2 in some geographies)
SITUATION ANALYSIS Contd…

8. • Building the brand Cibaca without cannibalizing
its parent brand Colgate Dental Cream.
• Cibaca needs to have a strong communication
strategy in order to grow.
• Moreover, a major portion of the rural segment is
still untapped- an enormous potential market for
Cibaca.
PROBLEM AT HAND

9.  First economy toothpaste from Colgate.
 Colgate Cibaca Top is currently the fourth largest
brand with 5.7% market share.
 Initiative to maintain leadership of the growing
low price segment and capitalise on equity of
Colgate.
 Revitalised formulation for strong teeth and fresh
breath.
COLGATE CIBACA

10. • Cibaca targets the low price segment. The Lower
Price Point segment accounts for around 25% of
total category volumes.
• Class1 towns and others in order to leave the
metros for the flagship brand -Colgate dental
cream.
Target Audience

11. The TARGET GROUP can be categorized as:
 Geographic – The target group is not geography
specific but more focussed on tier1 and tier2
cities.
 Demographic
i) Age – Targets the entire family
ii) Income – Cibaca targets low income group
and middle class.
iii) Sex – Both male and female.
Target Audience

12. • Colgate has been present in the domestic oral care
market for the last 70 years and its oral care brands
enjoy strong brand equity in the market.
• Colgate Cibaca caters to low economy segement as a
competitor to brands like Babool, Anchor etc.
• Consumer do prefer private levels like Cibaca because
of the low rates, flexibility and quality assurance.
• Moreover, as population and purchasing power of the
individuals are increasing there is increased market for
toothpaste industry
Consumer Understanding

13.  Cibaca is positioned as the first economy toothpaste by
Colgate with its tagline “ Lajawab Kam Kifayati Daam”
proves its commitment i.e. ROI to the consumer.
 To put a step ahead, the brand needs to reposition Cibaca
to change the mindset that Cibaca targets only economy
class. It should target the enormous potential in rural
areas.
 It can position itself with new variants like mint,
cardamom, cinnamon, elaichi etc. which makes it
toothpaste with freshness as well as medical benefits.
Positioning

14.  Cibaca Mint for freshness and Cibaca
Cardamom, Cinnamon for pain, plague etc.
 Cibaca can be positioned as toothpaste which gives
value for money along with flavours like
mint, cardamom etc.
 Cibaca can be positioned with respect to product
benefit which meets the consumer need.
 Hence, it can be positioned by price, quality, product
attributes and culture.
Positioning contd…

15.  Cibaca can use rational appeal to attract
customers i.e. provides strong teeth and fresh
breath.
 It can project its ad campaign with
teasers, scientific evidence and drama.
 It can go for endorser like Dhoni who can relate to
mass.
 It can also focus on its USP i.e. value for money.
Creative Strategy

16.  Setting up of objectives like that of “ To create a
awareness and familiarity with the brand for
Cibaca.”
 Different media is to be used delivering same
idea or theme of Cibaca.
 Since the campaign is national ;television, print
media will have the maximum target coverage.
Media Strategy

17. Media Strategy contd…
 Scheduling- Since Cibaca is an FMCG product
continuity scheduling method will be the best way.
 The media used for the Cibaca ad campaign should
very necessarily create a mood and excitement in
the minds of the consumer.
 The media strategy should be very flexible for a
product like Cibaca to threats, availability of media
etc.

18.  Cibaca needs a high level of reach and frequency.
 Since, Cibaca is repositioned there should be heavy
amount of investment in media which will further
help in creating imagery.
 It can organize camps for rural segment where they
can demonstrate the product and usage.
 Budget consideration is an important factor while
designing media strategies.
Media Strategy contd…

19. • Colgate’s flagship dental cream is popular in metros.
Hence its ads should be in cosmopolitan TV
channels and newspapers.
• Cibaca’s ads should come in local Indian channels
like ETV Bangla, Alpha Bangla etc. Advertising in
between the daily soaps to gain attention of women
folks.
• Print ads in local newspapers like Dainik
Jagran, Navbharat Times etc.
Communication Strategy for Cibaca

20. • Dental heath camps in rural areas. Word of
mouth can be effective in rural areas.
• Below the line activities are to be organized
which will help in sales promotions, lead
generation etc.
• Offers like brush free with toothpaste for limited
period.
Communication Strategy for Cibaca

21.  There is a huge untapped market in suburban and
rural areas as people still use neem sticks and coal
for brushing.
 With its new promotional and creative
strategies, Cibaca can mark a distinct image and put
and end to competition posed by Babool, Anchor and
Ajanta.
 Cibaca catering the needs of both the segments i.e.
lower and middle class will help it to increased
market share compared to other competitors.
CONCLUSION

22. THANK YOU