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INDEPENDENT UNIVERSITY BANGLADESH

ASSIGNMENT ON: MKT-302

ASSIGNMENT BY

Name ID

Md. Fahim Khan 1322043

Md. Imran Khan 1110774

Tasmim Tabassum Himu 1130348

Sattam Das gupta 1030437

Md. Rokibul Islam 1010043

Md. Ahsanuzzaman 1210334

SUBMITTED TO

Suman Saha

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Marketing Plan

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Executive Summary:

This report is about to a marketing plan on herbal toothpaste. The aim of this report is to analysis

the different marketing strategies of Colgate herbal toothpaste. This will be a convenient product

which will be readily available for our customers which meets their satisfaction. Colgate herbal

seeks to achieve a unique ability to provide distinctive, high quality toothpaste using distinct

ingredients to appeal and to excite contemporary tastes for this product. Colgate herbal combines

the oral care science of Colgate with nature's best herbs for healthier teeth and gums. Colgate

Herbal White safely polishes your teeth to help restore their natural whiteness and shine. Its

unique formula of Eucalyptus, Melissa, Mint and Lemon extract combines the expert science of

Colgate with some of nature's finest ingredients. Strengthens and whitens teeth and fights

cavities with Fluoride. It is great for everyday use. The product will be introduced to capture the

10% market share in the category of functional drinks market. We will need to evaluate our

market size and trends and our competitors and potential partners. This product will lead the

company in herbal toothpaste market and will carry the company on the top spot. The target

market for the product will be the City people, Children and youths. The major competitors of

Colgate herbal are Macleans, Medicam, Close-up, Minto, Pepsodent herbal. We select the

conventional marketing channel to distribute our product. We have selected a reasonable price

considering both the consumers buying capacity & our profit margin. Colgate herbal will

increase its market share through targeted advertising to increase the number of customers who

want convenience and are looking to have a natural oral care which will give them natural

taste,& satisfaction.

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:Table of contents:

Contents Page

Executive Summary 03

Company Overview 05

Marketing Mix 06, 07, 08, 09, 10

SWOT Analysis 11, 12

Goals & Objectives 12, 13

STP 13, 14, 15, 16

Action Plans 17,18

Budget 18,19

Conclusion 19

Reference 20

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Introduction:

Every product in modern marketing era needs a proper marketing and promotion plan. So our

product “COLGATE HERBAL TOOTHPASTE” do needs a proper marketing and

promotional plan. Because proper planning is the best way to get bestselling and consumer

preferences in comparison with other products in the market. A good marketing and

promotional plan always forecasts the future activities with proper judgmental knowledge.

Better prediction ability of the marketer heavily influences the success of the product and

way to survive in the modern competitive market. 

Company Overview :

Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in New York when

it had previously been sold in glass jars since 1873.Present in Singapore since the 1920s,

Colgate is almost synonymous with toothpaste in the local market. It is also widely accepted

well both in the rural and urban areas of Nepal and India. Manufacturing units are based in

India and exported to Nepal. Colgate is willingly to introduce manufacturing plant in Nepal

where household products are used at around 4.7% of the household products used in world.

In 1992, Colgate established its first factory in China to produce toothpaste for the domestic

market, and by 1999 became the highest selling brand in that world. Colgate products are

marketed in China using the transcription 高露洁 which is pronounced gaolujie, similar to

Colgate, and has a positive meaning of high-quality cleaning gel. As of 2002, Colgate

occupied 20% of the market share for toothpastes in China. As of 2009, Colgate and its four

core businesses including Oral Care, Personal Care, Home Care and Pet Nutrition surpassed

sales of over $15, selling in over 200 countries worldwide. Now Colgate has its various kinds

of herbal flavor such as Colgate fluoride, Colgate Anti Decay, Colgate Anti Tooth Decay,

Colgate herbal, Colgate herbal with mineral salts, Colgate herbal salt.

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Current market situation:

Product strategy:

The core:

Colgate herbal combines the oral care science of Colgate with nature's best herbs for healthier

teeth and gums. Colgate Herbal White safely polishes your teeth to help restore their natural

whiteness and shine. Its unique formula of Eucalyptus, Melissa, Mint and Lemon extract

combines the expert science of Colgate with some of nature's finest ingredients. Strengthens and

whitens teeth and fights cavities with Fluoride.

Actual product:

Colgate herbal toothpaste will be a convenient product.

Packaging and labeling :

1. Twist cap

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2. Natural freshness seal

3. Easy to grave

4. Flavor

5. Logo of Colgate herbal

6. Slogan (Strong teeth, healthy gums, naturally)

7. Ingredient

Branding:

Colorful, round shape, prominent Colgate herbal logo written in modern font.

Trade name:

Colgate Herbal, a product of colgate

Brand equity:

Colgate herbal provides a quality, consistent, innovative, accessible and natural toothpaste

reputation.

Product life cycle:

Colgate herbal is a low-learning product. With a strong marketing campaign, “sales will begin

immediately and the benefits of the purchase are readily understood”. Since Colgate herbal is

prone to product imitation, its strategy is to broaden distribution quickly, which is currently

feasible thanks to the company’s high manufacturing capacity.

Product quality:

Performance quality:

The performance quality of Colgate herbal will be that it will produce what it functions.

Customers can take it as their satisfaction with a combined taste of natural ingredients like Nim,

Tulsi, Melissa, Mint, Lemon.

Conformance quality:

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The conformance quality of Colgate herbal will be that it will be free from any defects, it will

deliver its targeted performance and quality.

Pricing strategy:

Pricing strategies are the most important stage in marketing mix. If we select extensively high

price, customers will not buy and volume of sales will be very low. On the other hand, setting

lower price will not cover our costs. So we have to consider the following things in selecting

price.

The price strategy that will be undertaken should consider the following aspects:

1. Consumer demand

2. Product lifecycle

Acceptance of product:

As our product faces competition against different types of brands, price of our product should

be accepted by customers. We will keep reasonable price and provide quality product for

customers’ acceptance.

Maintaining market share:

If our product is accepted by customers in near future, more competitors will enter in the market.

So our price should be such that can protect our market share in the competition. Moreover, we

will need to lower the price to hold the market share at the time of competition.

Earning profit:

Our main objectives are to earn profit. So we should not set any price that will not cover the

reasonable cost of the product. After covering the cost we set a profit margin for our pricing.

Distribution strategy(Place):

A distribution strategy defines how we are going to move products from point of creation to the

point of consumption, in a cost-effective manner. In generally, there are different types of

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marketing distribution system. Consumers are able to buy the products from different market

place. All these distribution strategies are consists of producer, wholesaler, retailer, and finally to

the consumer.

There are mainly four types of marketing distribution channel:

1. Conventional Marketing channel

2. Vertical marketing channel

3. Horizontal Marketing channel

4. Hybrid Marketing channel 

We will select the conventional marketing channel to distribute our product. Colgate herbal

toothpaste will be distributed by the specified distributor which will be selected by Colgate. The

selected distributor will supply our product to the wholesaler and also to the retailer and the

consumer will collect the product from the retailers.

There are three types of distribution strategies:

1. Selective distribution

2. Intensive distribution

3. Exclusive distribution

We choose the intensive distribution for our product. We will supply our product all over the

country on the basis of our product demand so that the consumer can get the product easily.

The distribution channel is given below:

1. Authorized dealer

2. Wholesaler

3. Retailers

4. Final consumers

Promotional activities:

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We shall make promotional activities for our product in different school, college, various quiz

competitions, debates, and so on. Some of promotional activities are:

Pull strategy:

Pull strategy is a promotion strategy that calls for spending a lot on advertising and consumer

promotion to induce final consumers to buy Colgate herbal. By doing an effective pull strategy,

consumers will be motivated to demand Colgate herbal from channel members for keeping their

teeth healthy with a combined mixture of natural ingredients. We will emphasize on pull strategy

more to have long lasting sustenance in the competitive market. We will change our marketing

strategies over time to satisfy the consumers changing demand.

Push strategy:

It is a promotion strategy that calls for using the sales force to push Colgate herbal through

channels. Colgate itself will promote Colgate herbal to channel members to bring them to carry

the product and to promote it to final consumers. We will also follow push strategy initially to

grab the consumers of other brands products. We have a strong belief that if any consumer tastes

our product single time he/she will be interested to purchase it again and again and will be a

loyal customer of our product.

Advertising:

Advertisements will be given in television, radio, internet, magazine, newspapers, and billboards.

Advertising themes will be changed with time and promotional activity will be carried out to

generate consumers.

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SWOT analysis:

A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,

opportunities, and threats involved in a project or in a business venture. As a marketing plan for

our product, we do a SWOT analysis. The analysis is given below-

Strengths:

It is made from the rare herbs of the nature.

Does not contain any harsh chemicals.

It contains Ayurvedic products for protection against toothdecay, plaque and

attack of germs.

One of the popular brand in the country.

In market, it has good distribution channels

Weakness:

Limited customer base.

Toothpaste brands are overshadowed by other competitors.

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Opportunities:

Untapped rural and semi-urban potential.

Better promotion and expansion.

Export potential.

Threats:

Easy availability of substitutes at similar prices.

Lack of brand loyalty of customers.

Aggressive competitors.

Objectives & Goals:

Short Term goals:

Improve market presence by 10-20%

Improve packaging and it will be introduced in 3 sizes. 154g(small), 254g(medium)

and 500g(large)

Colgate herbal wants to improve its shelf presence. Colgate herbal can make a deal

with retailers to ensure prominent positioning in market.

Long Term goals:

One of the demanding herbal toothpaste in market.

Product quality/innovativeness:

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Colgate must continue its innovative research and development strategy to come up with new

flavor, ingredients, design of Colgate herbal using its extensive research facilities and

professional expertise to come up with new natural flavors that will ensure the continuous

demand for Colgate herbal.

Segmentation:

Segmentation is a marketing strategy that involves dividing a broad market into subsets of

customer who have common needs and then designing and implementing strategies to target

them.

Geographic segmentation:

Geographic segmentation is a common strategy when you serve customers in a particular area, or

when your broad target audience has different preferences based on where they are located.

Geographic segmentation is done on the basis of region, population factor, urban, or climactic

conditions. Colgate currently does business in over 200 countries around the world.  So the

choice of consumer can be differ by their region, countries, nations etc. Some of the points of our

segmentation process are given below:

Our product is 100% halal for Muslim people.

Our product is mainly used in urban areas where people want to get a natural dental

care with a long lasting freshness.

Traditional habit to use herbal goods.

Health conscious people accept our product more for its herbal ingredients.

Demographic segmentation:

Demographic segmentation is basically a market segmentation executed by taking various

demographic factors such as age, gender, social class in to consideration. With the choice of our

target customers, we do have a product variation for making our segmentation effective. We

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marketed our product to four different age groups. Ages 0-2, 2-5, 5-8, and 8-12. For the 0-2 age

group, we sell fluoride free toothpaste for babies and toddlers who are new to oral health care.

For the 8-12 age group, we sell transitional toothpastes that transition from children to adult. We

have large, medium and small size of our product. For woman and man, we have the same herbal

product just changing the name.

Behavioral segmentation:

In behavioral segmentation, market will be divided on the basis of consumer knowledge, attitude,

use of or choice. In environment day, we can use the herbal tooth pest. As herbal tooth pest

contains less chemicals so our customers are benefited by using Colgate herbal.

Effective segmentation criteria:

Measurable:

The size, purchasing power and characteristics of the segment can be measured. We have three

sizes. They are large, medium and small. So, people can buy our product with their existing

income

Substantial:

The market segment should be large enough, in terms of sales and profitability, to warrant the

firm’s possible attention .As our product is distributed in all over of the country so it is easy to

coverage large amount of customers.

Accessible:

We can give more ads and the medium can be advertisement, billboard, newspaper, celebrity to

attract our potential customers. We can make a website so that our customers can collect

information from it easily.

Actionable:

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We set our distribution channels of our product in every corner of our targeted places so that we

can reach our product to our targeted customers.

Targetting:

Colgate considers the whole population of the country as its target market. However for different

sorts of consumers it has developed different flavors and tastes in the tooth paste sector

especially. Colgate Anti-cavity protection tooth paste is basically designed to remove the cavity

on teeth and for fresh breath. Colgate Fresh Stripe Gel is for whitening teeth with fresh breath.

Target market for its Herbal white is nature sensitive users. Users that want whitening of tooth

paste through natural ingredients. It not only whitens your teeth but also gives you a feeling of

fresh breath. Children of all ages can use it. Its Natural Herbs attracts all Nature Lover.

Target markets of our product are given below-

Religious people:

Colgate herbal targets religious people. Because religious minded people want to use natural

product.

Educated people:

Now-a-days, most of the educated people are more conscious about their oral care. So, Colgate

herbal toothpaste targets specially for educated people.

Young people:

Now-a-days, young people are more sensitive about their teeth. Colgate herbal also targets young

people.

Positioning:

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Brand positioning is how a product is perceived in the mind of a consumer in relation to

competitors brand in the market. So, Colgate herbal has its own brand position to its target

market. Colgate herbal creates its market position by doing advertising, sponsoring, best quality

and environmental program. The two different attributes of brand positioning are-

1. Points-of-difference

2. Points-of-parity

Points-of-difference:

Colgate herbal will believe in customer satisfaction. So, it will create a unique herbal product for

the nature lover for their oral dental care. Colgate herbal is unique for its quality, design and its

natural ingredients as it is totally different from other brands in market. The major competitors of

Colgate herbal are Macleans, Medicam, Close-up, Minto, Pepsodent herbal. These products

quality is good enough but features are low. In that case, Colgate Herbal has a lot of features like

fights germs, fresh breath, anti-tartar etc. It’s not only protecting your teeth but also give you

fresh breath. So, customers will definitely buy our product as their first choice.

Competitive advantages:

Colgate herbal is a quality product for its quality, natural Ayurvedic ingredients. So, for a better

brand positioning with competitors, personnel difference, channel difference, image difference is

important issue for our product. Colgate herbal will have a strong distribution system with its

retailers and wholesalers. All personnel will be highly qualified and they will work hard to

improve the product naturally. So, the image of our product will be highly appreciated to the

customers. On basis of this, our slogan will “Strong teeth, healthy gums, naturally”

Action plans:

Step Output Period of time Arguments

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1Personal

selling1st month to 2nd month

To make retailers aware of our product so they

can order it in time

2 Radio spots2nd month to mid of 3rd

month

Radio is the most listened media by students and

people on the go. So, people will be interested in

our product.

3Magazines

ads

Mid of 3rd month to 4th

month

The target market will then match an image with

the name of the product more easily. The

recognition of Colgate herbal will be faster.

4Television

spots

Mid of 3rd month to 4th

month

To send a wide message over Bangladesh,

Colgate herbal is now available.

5Point of

purchase5th month to 6th month

Making a special section for the Colgate herbal

in Grocery store will help the new potential

buyers to find our product faster and more

easily.

6 OutdoorsMid of 3rd month to 4th

month

Putting adds in specific places where Generation

“Y” hangs out will create an increased

awareness of Colgate herbal.

7Public

Relations

6th month to 7th

month

We will use special events (sports and others) to

promote Colgate herbal and also to get in touch

with our potential market.

8 Contest7th month to 8th

month

We will use contest to give a second "push" to

the sales of Colgate herbal.

9 Publicity All the timeUse of TV ads and news to make the general

public aware of the existence of our product.

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Budget:

The estimated cost that will occur while marketing of Colgate herbal is about BDT545460000/-

for one year.The details of 1 year budget as follows:

Budget head Cost (BDT)

Costs of Good Sold

Production 98000000

Packaging 78400000

Raw Materials 156800000

Distribution 27440000

Storage 31360000

Subtotal 392000000

Promotional Budget

Web Page 3000000

Print Ads 12960000

Sampling 5000000

Radio 8000000

Television 60000000

Outdoor Advertising 4500000

Sponsorship 60000000

subtotal 153460000

Total 306920000

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Conclusion:

A marketing plan is a plan which outlines a company's overall marketing efforts. Building a new

brand or product needs huge promotional activities. To introduce an old product newly or

branded it needs effective and future oriented sequential steps. In case of this plan all the

necessary steps has been outlined in a systematic manner. The things shown are designed in such

a way that is able to grab the attention of the present customers of other products.

Reference:

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Bibliography:

1. Principls of marketing (South Asian Perspective) 13th Edition.

2. Kotler. P, Keller.K. L, Marketing management, 13th Edition

3. Gitman. J. Lawerance, Managerial Finance, 10th, Edition

4. Kotler.P& Armstrong, Principle of Marketing, 11th Edition

Websites:

1. http://www.studymode.com/subjects/the-marketing-mix-colgate-herbal-white-toothpaste-

page1.html

2. http://www.colgate.com/app/Colgate/US/HomePage.cvsp