Marketing Mix-The 4 Ps

MARKETING
MIX
PRODUCT
PRICE
PLACE
PROMOTION



TARGET AUDIENCE
People with dentine hypersensitivity. Stands in premium segment of toothpaste
market.

POSITIONING
Sensodyne is toothpaste for sensitive teeth. 24 x 7 sensitivity protection.

VALUE PROPOSITION
Its operating in a niche for a defined group seeking a distinctive mix of benefits.
Niche can be called as micro-segment which is small, profitable, with less number
of competitors where the consumer is willing to pay a premium for the offerings.


THE FOUR PS OF MARKETING MIX.
1. PRODUCT:


VARIETY: The Product comes with different flavors i.e. Fresh Mint and Fresh Gel. The
company is planning to come up with many other favors to attract more customers.
PACKAGING: The packing of Sensodyne Toothpaste is done in attractive Paper Box. The
packing is bit simple in compare to other brands.
SIZE: Two sizes of the product are available in the market 40gm and 100gm.
DESIGN: Simple and Appealing
VALUE: Providing relief from sensitive pain within two weeks.

2. PRICE

PACKET PRICE: The product comes in different sizes and has been reasonably priced
seeking the competitors product to penetrate into the market. The following are the rates
and size of its product.
Rs.50 for 40gm tube of Fresh Mint.
Rs.50 for 40gm tube of Fresh Gel.
Rs.100 for 80gm tube of Fresh Gel.
DISCOUNTS: Rs.2 to 3 discount in D-Mart, Big bazar is available on the product at
various retail giants.
PRICING STRATEGY: Penetrative Pricing strategy has been applied to create a mark on
the market.


3. PLACE:


The product is available in Retail Stores and hypermarkets in urban markets. But still to
make its presence in the rural India.
Easily available in Pharmacies and Stores.
Distribution is done through dealer distributor network.

4. PROMOTION:


The TV Commercials are in regional languages. The commercials are simple showing the
benefits of the product. The sensitivity is targeted in all the commercials.
Methods like Chill Tests are used in hypermarkets, Shopping Malls to make consumer
aware about the product.
Promotes through Dentists and Dental Surgeons.
Prints ads and Bill board can be seen to in the city quite often.
Has no India specific webpage, seeking the Indian consumers.


TARGET AUDIENCE
Colgate has the whole toothpaste market as its target market. Being one of the oldest varieties of
toothpaste, the Colgate dental cream has been marketed as a synonym for toothpaste.

POSITIONING
As toothpaste that has the necessary calcium and minerals to provide decay protection, strong
teeth, germ protection and fresher breath.

VALUE PROPOSITION
Behind the success of Colgates brands are carefully developed business and marketing
strategies.

THE FOUR PS OF MARKETING MIX.
1. PRODUCT:

The Colgate positioned its product as a product for instant relief.
The brand has long lasting relation with its consumers and is Clinically Proven and
approved by Indian Dental Association makes it more reliable.
The product is now available in Single Flavor, the may soon come up with other flavors
seeking the competition.
The Colgate Pro relief is available in 40gms and 80gms which are standard sizes in the
market.


2. PRICE:

PACKET PRICE: The product comes in different sizes and has been reasonably priced.
Since the company is providing a premium product with much efficiency, it charge little
more than usual Colgate products.
The prices are as follows
Rs.39 for 30gm tube of Colgate sensitive pro relief.
Rs.50 for 40gm tube of Colgate sensitive Anti tooth Decay.
Rs.100 for 80gm tube of Colgate sensitive Anti tooth Decay.

DISCOUNTS: Rs.2 to 3 discount in D-Mart, Big bazar is available on the product at
various retail giants.
PRICING STRATEGY: Premium pricing strategy has been used to position the product
in niche segment.

3. PLACE:

Available in chemists and hypermarkets
Robust distribution network allows availability in 45lakh stores and across 1000
towns all over India.
The distribution network and the easy availability of product in every second store of
city gives Colgate a big advantage to out beat its competitors.


4. PROMOTION:

The Colgate Sensitive Product and commercials came a way long after Sensodyne Ads
on TV and Print media, therefore Colgate misses as a first mover to Sensodyne who
captured a the market of sensitivity long before Colgate pitched its sensitivity based
product.
The Brand name helps Colgate to beat its competitors.
The TV commercials are mostly catchy and impactful in comparison to simple ads of
Sensodyne.
Colgate has taken a step forward than Sensodyne, it has enrolled more than 36k dentists
to across country to promote it as a most reliable product.
Colgate also uses Mobile Clinics outside Malls, Hypermarkets, outside corporate houses
to make the customer aware about its product.