Colgate: Regaining Leadership in India’s Sensitive Teeth Market
Hierarchy of Effects
Marketing•Segmentation•Targeting Marketing Opportunity•Positioning•Branding•Product or service definition•Product, Pricing, Placement, Promotion•Market research and analysis•Awareness: Website, SEO, Advertising, PR, Social MediaPromotion, Merchandising, Collateral •Channels•Sales: Processes, techniques (e.g. loyalty)
Value Proposition Statement•Format: For (segment or customer) our (product/brand) is (single most important benefit or claim) among all (competitive frame) because (single most important support). Must address:•Who is it targeted to?•What is the offer?•What are the primary benefits?•Benefits vs. alternatives (e.g. current)•What do customers need to know?Deliver through “4 Ps”
Value Proposition StatementExample: For Indian Dentists, Colgate Professional solutions leverage pharmaceuticals to provide the most effective treatment of dentine hypersensivity to ensure maximum clinical efficacy, oral health, and rapid relief. 4P Execution:•Product: Professional offerings to dental practitioners for their patients: Fluoride gel kits for follow-up use at home to complement daily care products.•Promotion: Colgate umbrella to strengthen understanding of dentine hypersensivity and the role of pro offerings. Training, seminars for dental practitioners. Resources to educate the dentist’s patients. Support for the Indian Dental Association•Price: Discounts. Free samples. Support for free patient dental exams (access).