Marketing Mix

"Marketing mix" is used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps comes under marketing mix, and was first expressed in 1960 by E J McCarthy.

• Product:  Colgate try to position some innovative toothpaste with a brand name other than Colgate but under the umbrella of Colgate Palmolive. Focusing toward rural rich and consuming class by endorsing the development of 'Colgate Ayurvedic Toothpowder'.They would come up sachets of these tooth powder and position toward rural population who buy in smaller lots. For Urban population, they would come up with the products suiting to young generation.For Urban rich and consuming class, they would come up with the products on the basis of functional benefits.
             Eg: 1.They launch different toothbrushes for different age groups. 2.They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years.

• Price: Based on the competitors price .Charging higher premium which focused on consuming and lower income classes.Pricing done on the basis of price points.Packaging would be customized on the basis of price points.
•  Promotion: Colgate positioning as a dental white crème and toothpowder towards rural rich segment.For rural consuming class they endorsing Cibaca toothpaste.Advertisement through T.V. media, Print media.FM Radio for Urban population & MW and SW radio for Rural population. Hoarding on National highways.
• Place: Colgate is trying to increase product penetration to rural population. Colgate is increasing the wholesalers to smaller towns. they are tracking the distribution path so that they are covering all the village areas around the towns.