Holistic or Sustainable Marketing

Holistic or Sustainable Marketing

Sustainable marketing refers to way of marketing which incorporates needs of the customer, the organisation and the society in general over a long term. It means designing and marketing products that can be used universally by all the consumers across the world over extended periods, without causing harm to either the consumers or the environment.

A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities.

Analyzing Business Markets

Analyzing Business Markets


Understand the nature of the business market and how it differs from the consumer market is what is defined by this.Following points which help us understand

•Expand understanding of customer needs
•Compete globally as China and India reshape markets
•Master analytically tools and improve quantitative skills
•Reinstate innovation as an engine of growth
•Create new organizational models and linkages

Colgate is the world market leader in oral hygiene products. The toothpaste product line consists of strong brands. This is due to a very successful marketing strategy of the company in the past. A wide range of different toothpaste products is offered to the customers.

Colgate differentiate their products from the competitor’s products by being innovative and unique.

Moreover the toothpaste market is growing constantly which means that more different needs and expectations of the customer will arise. Colgate make use of marketing tools such as market segmentation to better identify their needs in order to supply them with the right products.

Branding

Branding


A brand is a future generator of cash flows, known for its values and an intangible asset. For a common man it is just a name or a symbol through which he remembers or recalls a particular product or a set of products .A brand enables a consumer to differentiate amongst the available product. A brand is built by the consumer’s perception about the products.

The process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme which colgate has done precisely and profoundly.
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers and of course Colgate is the brand which come to mind first due to its vast active ads and activities.

Segmentation, Targeting and Positioning:

Segmentation, Targeting and Positioning:

Market Segmentation:
                                     Dividing a market into smaller groups (segments) of buyers with distinct needs,characteristics or behavior who might require separate products or marketing mixes.
Basically there are so many ways of defining segmentation.

Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation

Target market: 
                            Evaluating each marketsegment’s attractiveness and selecting one or more of the market segments to enter.Colgate focuses on household women; people who have medium and high income and modern life and like famous brand as well. Every company wants its products to be widely used by most of people. This will make the reputation of the company increase significantly and get the high market share. Colgate is not an exception. Although Colgate distributes its products in both urban and rural areas in most cities in India, there is still a small number of people who live in rural areas don’t use Colgate even though they already knew its brand name. That will make Colgate lose some potential customers in rural areas. In order to solve that problem,

Demographic:
Age: teenagers, adults.
Gender: male and female.



Positioning: 
                             The way the product s defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products.Colgate targets clients who have modern life style and like to use famous brand. Also, people who care about their gum disease are the second targeted customers of Colgate. In fact, they desire products that can bring them many benefits including whitening the teeth along with reduction the gum diseases such as bad breath, stains and plaque. Moreover, Colgate is a popular brand name all over the world, customers who like to use famous brand will choose Colgate as the first choice. Colgate needs to give more promotions to attract those clients.Colgate is ranked one of the products which have the high price and high quality. Thus, the main Colgate’s targeted customers are people who have medium and high income. These people can afford to buy Colgate Total without spending too much time to think before purchasing it.

Promotions

Promotions :

Colgate truly believes in Promotions via Ads and key activities.


                                    

For the loyal customers, they will not spend too much time before buying Colgate’s toothpaste because of their habitual decision making. Therefore, Colgate belongs to low purchase involvement product. However, for other customers, Colgate could be seemed as a middle involvement because clients sometimes compare price and willing to switch another toothpaste brands whenever there is a price promotion.

In this case, Colgate is near to limited decision making because consumers need a little bit time to make decision at the store. Therefore, repeat consumer segment is the battle field of marketers. It is recommended that marketers should focus on more promotions such as outlet price reduction, patronage rewards, etc. and outlet display in the supermarket in order to attract those repeaters form rival commodities. 

Engage 36,000 doctors to recommend their products.

Positioned Colgate dental white cream and toothpowder towards rural rich segment.

Positioned CDC consistently in the germ fighting platform. 

It had the famous " suraksha chakra "platform from where it had built its brand to this level. 

Colgate even Promote though Contest and parties.

Integrated Marketing Communication

Integrated Marketing Communication



Various types of Channel for Colgate :

Wholesalers, retailers, transportation companies, ad agencies , e-commerce.

Colgate uses both push and pull strategy effectively.

How Colgate Chooses its Distribution Channel.. 

Retailing, wholesaling and logistics


There are many indirect channels like:


PRODUCER DISTRIBUTOR  to RETAILER to CONSUMER

PRODUCER to CONSUMER

PRODUCER to DISTRIBUTOR to CONSUMER

PRODUCER to DISTRIBUTOR to STOCKIST

CONSUMER to RETAILER

and

PRODUCER to E-COMMERCE to CONSUMER

Pricing

Pricing

The list price of the product is RS 12.50 for 50g pack. the product is in the popular segment which is priced higher to only the economy segment and lower than the gel and premium segment in the toothpaste market.

Discount/Allowances- No promotional discount are allowed. Payment period/credit terms- Being an off-the-shelf FMCG, in line with the category, no credit is allowed by the company (though the store allows credit on purchase of all items) place Colgate toothpastes are available at every convenience place to facilitate its customers. So, customer purchases it with a very little shopping effort.