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MANDALIS
A PROJECT REPORT ON BRAND POSITIONING AND MAPPING COLGATE SUBMITTED BY PRITHVI ACHARYA
CERTIFICATE
This is to certify that Mr. Prithvi Acharya of M.Com (Business Management) Semester I (20132014) has successfully completed the project on Brand Positioning Colgate under the guidance of Prof. Dr. (Mrs) Vinita Pimpale.
Date-
ACKNOWLEDGEMENT
I acknowledge the valuable assistance provided by S. P Mandalis R. A. Podar College of Commerce & Economics, for two year degree course in M.Com. I specially thank the Principal Dr.(Mrs) Shobana Vasudevan for allowing us to use the facilities such as Library, Computer Laboratory, internet etc. I sincerely thank the M.Com Co-ordinator for guiding us in the right direction to prepare the project. I thank my guide Prof. Dr. (Mrs) Vinita Pimpale who has given his/her valuable time, knowledge and guidance to complete the project successfully in time. My family and peers were great source of inspiration throughout my project, their support is deeply acknowledged.
DECLARATION
I, Prithvi Acharya of R. A. PODAR COLLEGE OF COMMERCE & ECONOMICS of M.Com SEMESTER I, hereby declare that I have completed the project Brand Positioning - Colgate in the academic year 2013-2014 for the subject MARKETING STRATEGIES. The information submitted is true and original to the best of my knowledge.
1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 2 3 3.1 3.2 3.3 4 5 6 7 7.1 8
INTRODUCTION Part of the Identity Look to the Core Identity Identify Points of Leverage The Value Proposition The Target Audience Active Communication Augmenting an Image Reinforcing an Image Diffusing an Image Demonstrate an Advantage Resonate with the Customer Differentiate Oneself from Competitors Matching versus Beating Competitors What is your current position? PERCEPTION PROFILE PERCEPTIVE MAP What position do you want to have? How do you create a new positioning? Four Components PRODUCT CLASS CONSUMER SEGMENTATION PERCEPTUAL MAPPING BRAND ATTRIBUTES AND BENEFITS Qualities of a Successful Brand Position COMPETITION-BASED TRIANGLE POSITIONING
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BRAND POSITION AND BRAND IMAGE Augmenting an Image Reinforcing an Image Diffusing an Image CORNERSTONES STRATEGY 10.1 10.1.1 10.1.2 Who am I? Positioning by Corporate Identity Positioning by Brand Endorsement OF
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POSITIONING 21
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Positioning by usage, occasion and time Differentiate similar products Product line positioning by usage Positioning by Usage to Broaden Market Price-Quality positioning
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For whom am I? Demographic Fit Behavioural Fit Satisfaction Fit Psychographic Fit
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Why Me? Positioning by Unique Attribute Positioning by Competitor BRAND POSITIONING- THE DIFFICULTIES AND CHALLENGES
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Is the brand differentiation clear? Is the positioning a timely one? Is the brand over-positioned? Is the brand under-positioned? Doubtful positioning? Brands and mass markets Product category familiarity
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Substitutability Product-centric Marketing Strategies ORAL CARE INDUSTRY IN INDIA The Market and its Players
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STRATEGIES
OF
THE 42
Colgate- Palmolive India Limited Hindustan Unilever Limited Dabur India Limited Glaxosmithkline Future Group Vicco Group of Companies
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THE CHANGING DYNAMICS OF INDIAN 44 ORAL CARE MARKET 14.1 14.1.1 14.1.2 Challenges and Solutions For Rural Markets For Urban Markets TAKING COLGATE AS AN EXAMPLE 15.1 15.2 15.3 15.4 15.5 Journey of Colgate Competitors Global Presence Product Price MARKET ANALYSIS OF 44 44 45 46 46 48 48 48 49 CONSUMER 49
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