MARKETING STRATEGY ARAVIND – 09901366442 – 09902787224
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MARKETING
STRATEGY
Q1. MyDentist a nationwide chain of Dentists has been going
through a bad phase of late. In order to get back on track, it has rebranded
itself as “Sabka Dentist”. Do you think this strategy will help it regain its
market? What other steps should be taken by them?
Q2. “Rumors”, the 3rd largest brand in India in the Furnishing
Fabrics segment is planning to undergo a change. Known for its high end range
of Fabrics, for the first time the brand is planning to come out with a low
priced range of fabrics as a part of its latest collection to be launched next
month. Market is skeptical that this strategy is a wrong move and might
backfire. What are your thoughts about the same? How should Rumors go about it?
Q3. The country’s largest oral care company, Colgate-Palmolive, will
need to ramp up its herbal portfolio in the next few quarters. It reported a
three per cent decline in volume growth for the March quarter 2017. While in
line with estimates and lower than the 12 per cent decline in volume growth
reported for the December 2016 quarter, this does not bode well for the
company.The trend, says analyst for fast-moving consumer goods appears to be in
favour of companies pushing herbal oral care products.
“Patanjali has been growing its share in oral care, where it said
it had achieved market share of 14-15 per cent in toothpastes. Dabur has seen a
share gain of one per cent (110 basis points) for the March quarter, indicating
there is traction for its products, which are based on Ayurveda.
Colgate, on the other hand, saw market share fall sequentially
from 55.6 per cent in the December quarter to 55.1 per cent in the March one.
Cibaca Vedshakti, herbal toothpaste it launched in August 2016,
would not be the last thing in its natural’s portfolio. So far, Vedshakti has
been doing well. Soon, there will be other natural products from Colgate as
they continue to innovate in the category. Colgate has been working on its
natural portfolio for nearly two years. It first responded to the herbal
revolution, kicked off by Patanjali, in June-July of 2015 when it launched
Active Salt Neem toothpaste, its first indigenously developed one and followed
it with launching variants containing clove oil and charcoal respectively.
The year 2016 saw the company launch its second indigenously developed
toothpaste in Cibaca Vedshakti, with additional ones supporting its clove oil
portfolio (sensitive clove toothpaste). But, for all the effort in the herbal
category, the overall toothpaste share for Colgate has declined 220 basis
points in the past year and three months.
a. What strategies should be followed by Colgate in order to
protect its market share?
b. What strategies should be followed by Patanjali in order to
dent Colgate’s market share more?
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
ARAVIND – 09901366442 – 09902787224
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