Bm a pgp30141_siddhesh_colgate_plax
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This document analyzes the brand extension of Colgate Plax mouthwash in India. It provides context on the oral care category and subcategories in India. The oral care market is valued at $83.5 billion currently and expected to reach $131 billion by 2018. Toothpaste is the dominant subcategory but mouthwash is growing the fastest at a 29% CAGR. Within mouthwashes, Listerine is the leader but Colgate Plax is ranked 2nd and is growing over 25% annually. The document evaluates Colgate Plax's product features, variants and potential as a brand extension for Colgate in India.
Bm a pgp30141_siddhesh_colgate_plax
- 1. Colgate Plax Brand Extension Analysis- Preliminary Submission PGP30141 Siddhesh Kasture
- 2. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301412/12 The Oral Care Category In India
- 3. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301413/12 Key Highlights: • Oral care sees value growth of 15% to reach INR83.5 billion in 2013 • Oral care is expected to have a value CAGR of 9% at constant 2013 prices to reach INR131.0 billion by 2018 • Colgate is the largest selling brand followed by Pepsodent & Close-Up • Oral Care products from Dabur and Himalaya represent the Ayurveda products within this category The Oral Care Category In India Market Share: 46.1% Market Share: 19.7% Market Share: 10.8%
- 4. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301414/12 Colgate-Palmolive India: 1. Leader in Oral Hygiene since 1950s 2. Innovative Offerings 3. Diversified its portfolio in Personal Care in 2013 4. Products are positioned in high growth, middle class segments 5. Rural market activity has shown a rising trend Colgate-Palmolive Company Value Shares (2014) Overall Market Share (2009-14)
- 5. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301415/12 The Oral Care Sub-Category
- 6. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301416/12 0 10000 20000 30000 40000 50000 60000 70000 80000 2011 2012 2013 Sub Category Growth (in Crores) Dental Floss Mouthwashes/Dental Rinses Toothbrushes Toothpaste Key Highlights: 1. Toothbrush dominated the sales with the category 2. Mouthwash witnessed the highest growth within the category & expected to grow at CAGR of 29% 3. Dental Floss, Denture Cleaners, Tooth whiteners could not gather significant market share 4. Popular theme used for marketing: Sensitivity The Oral Care Sub-Category
- 7. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301417/12 MouthWashes
- 8. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301418/12 Brand Shares of Dental Rinses/Mouthwashes Listerine Colgate Plax AM PM Pepsodent Fresh Mint Others Key Highlights: 1. Pepsodent launched its Fresh Mint Mouthwash in 2012 Q4, with the proposition of the ‘First Ever Non- Alcoholic’ mouthwash 2. Mouthwash sub-category grew by 44% in 2013 3. Listerine remains the market leader due to long market presence 4. Forecasted Sales for 2015 are 15159.1 crores 5. Forecasted growth for 2013-18 is 29% CAGR Mouthwashes
- 9. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301419/12 Colgate Plax • Ranked 24th in the entire Oral Care Category • Ranked 2nd amongst mouthwashes • Ranked 10th in the Colgate portfolio • Recording a steady growth over 25% YoY
- 10. Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014110/12 Avoid Bad Breath 12 Hour Freshness Kills 99.9% Bacteria Colgate Plax Product Features
- 11. Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014111/12 Product Variants Colgate Plax
- 12. Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014112/12 Thank You