Rural Marketing Presentation on

Presented To: Professor Prateek Kanchan

Presented By: Abhilasha Babbar A 03

Introduction
Founder William Colgate 200 years old (early 19th century)

USA New York

Soap / Candle Business Presence in 200 countries (All over world)

Colgate in India
Entered the Indian Market in 1937 Today has one of the widest distribution networks in India Colgate available in almost 4.93 million retail outlets across the country. Has grown to a Rs.2805 crore plus organization Leads the Rs.5200 crore Indian toothpaste market by holding 53.2% of the market share Earns around 93% of its revenues from the oral care segment

Product Categories

Colgate in Rural India

Per capita toothpaste consumption 74 gms for India Un-organized market

First mover advantage

Toothpaste and toothpowder both variants Rural areas contribute to 35 per cent of Colgates sales

Rural Consumer Profiles

Older generation: Misri user (traditional ground tobacco), salt, ash, neem Middle aged: toothpowder users Younger generation: toothpaste user

4 As of Colgate Palmolive
Availability:
940 direct accounts 3.8 million retail outlets 2nd most widely distributed product in the country The company is tying up with initiatives like Echoupal and Disha to further strengthen its distribution network

 Affordability:
It is converting non-users to users through various sales promotion measures such as:
Small volume Low priced sachets Distribution of free toothbrushes

Low priced as compared to other brands

 Acceptability:
Charcoal, neem sticks, husk, salt and powder mixtures have been some of the traditional form of oral hygiene products used in rural India.

Colgate claims to have persuaded about 300 million people into using oral hygiene products in the country for the last 25 years. Suggesting and implementing a rural promotional scheme was what Colgate called Sampark

Sampark
Advertising by door to door selling. Effective in sending the right message across to the rural consumer Communication gap was reduced to a large Explained the pros of using advanced oral care products and the cons involved in tradition oral care system Made the people try the sample that Colgate was distributing free.

 Awareness:
Different Awareness Programmes were used like:
Conducted dental check ups in along with various activities at schools. Children were targeted through infotainment activities that included interactive activities like essay writing and painting competitions centered around the Spread a Smile theme.

 Tied up with ITC E-Choupal and Rotary to spread the message of dental care and oral hygiene to villages across India. The campaign successfully targeted over 156 villages in Uttar Pradesh in association with Project Disha and 36 villages in Maharashtra. Dental checkups and school activities have succeeded in spreading the message of 'Zero Tooth Decay' to children and adults in around 433 villages and towns.

Marketing Mediums
Whole seller Retailer Vans Haats Bazaars