What is Marketing-Finance?

Marketing-Finance is the bridge

linking financial rigor with marketing savvy...

Product life cycle

Business environment
Future role as marketer

Why Marketing-Finance?

High demand in every sector

COLGATE VS PEPSODENT

History of Colgate
It was founded in 1806, by
Henry. W. Colgate.
In the year 1928, Colgate
merged with Palmolive.

Colgate in Indian Market

CURRENT BRAND PORTFOLIO :COLGATE

TOOTHPASTE
1.Colgate Strong Teeth
2.Colgate Total
3.Colgate Herbal
4. Colgate Kids Toothpaste

5.Colgate Advanced Whitening

6.Colgate Active Salt
7.Colgate Fresh Energy Gel
8.Colgate Max Fresh
9. Colgate Cibaca

Versions of Colgate
Colgate ka suraksha chakra.
Colgate Gel
Colgate Total
Colgate Herbal
Colgate Calcium
Colgate whitening
Colgate active salt
Colgate Super Shakti

Demographic Factors influencing

the consumer
AGE
Above 2 years

Continue..
INCOME
18000 -7.5 lakhs per anum.
Occupation
Worker to businessman.

Life style
Experimental & Belongers.
Availability
Available Everywhere (From small shops to
Big shopping malls)

Psychological factor
Perception & attitude
Oldest and reliable brand,
emotionally attached.
Motivation
basic (physiological) needs,
self-esteem.

Promotional tools
Increasing circumference of toothpaste
tube.
Free Dental Check-up in mobile vans

 Free Dental Check-up by sending a SMS

Scholarship offers like Learn & earn offer

How did customer come to know

about colgate`.

VALUE DELIVERY
Functional Benefits:
Prevent Bad Breath
Strong Teeth
Clean Teeth
Emotional Benefits:
Brand Name
Good Taste
Fresher Breath

Awards & Achievements

Colgate has been ranked as Indias
#1 Most Trusted Brand across all
categories for four consecutive years
from 2003 to 2007
51% market share in the toothpaste
segment.
48% market share in the toothpowder
market.
30% share in the toothbrush market.
Presently it is facing competition from
no. 2 player HUL. E.g. Pepsodant

ADVERTISING BUDGET

 Ads of Pepsodent.

 TARGET AUDIENCE
RURAL PEOPLE
WHY ????????
PEPSODENT 18 % MARKET SHARE
29% IN RURAL AREA AND 71% IN URBAN

ADVERTISEMENT
STRATEGY
Class Television; Vehicle DD News &
Regional channels
DD News : Since Rural Indians are keen
watchers of news
Class- Radio; Vehicle: AIR, regional
channels like all India Radio
All available radio channels (Both Local &
National) Jingle in Hindi & local language
Scheduling
Television : Pulsing
Radio : Continuous

 Print
Local News paper like Sakaal, Pudhari, Divya
Bhaskar, Gujarat Samachar,, etc
(Full page Ad)
Outdoor
Hoardings
Outside Gram Panchayat
Wall Paint
Glow Sign Boards At Local Grocery Stores

SALES PROMOTION
In store displays
Schemes to distributors & retailers
(commission & gifts on achieving target
sales)
Tie up with local panchayat & use flash
mobs (street play) on the theme of
PEPSODENT message.
Free distribution of 10 gm sample with
news paper.

MAHARASHTRA: 15722
villages
TV CHANNELS:
Doordarshan
ETV Marathi
ZEE Marathi
Saam TV
ZEE 24 Taas
Star plus
RADIO CHANNELS:
All India Radio
Radio Mirchi
Red FM
Radio Dhamaal
Radio Tomato

BUDGETING (2MONTHS)
TOOL OF
COMMUNICATI
ON
Broadcast
(10sec)
6 channels

CRITERIA

COST

FREQUENCY

TOTAL (Rs.)

Commercial
rating point

85,000 for
local &
1,00,000 for
star plus

5 Ads
/Day/channel

7.87 Cr ( 1
month)
18 lack (2
month)

Radio (2
months)
3 stations

After show

2000

5
Ads/Day/chann
el

Print (1 local
Newspaper)

Circulation
(300000)

50,00,000

1 month

50,00,000

Outdoor

High Density
location/ gram
panchayat

6000

100 location &

96 gram
panchayat

11,76,000

Wall Paint

Product cost

30/sq feet

15,000 sq feet

4,50,000

Flash Mobs (1
group/village/
weekend)

No. of villages
(100)

3500/village/w
eekend

100

3,50,000

Glow Sign
Boards

No. Of
retailers
300

2000/signage

300

6,00,000

contd
TOOL OF
COMMUNICAT
ION

CRITERIA

COST

FREQUENCY

TOTAL

Hire vehicles
form germ test.
(for 2 month)

High
Density
villages

4,00,000

28 lack

Total Cost of the

Budget =Rs. 9.08
crores

Revenue calculation.
15722 villages
Average 200 homes each village
Consider 100 homes will purchase
product
Rs. 50 12 months 100 homes
15722 villages = 94 cr