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Pros And Cons Of Colgate

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Pros and Cons of New positioning
Colgate
Pros Cons
Taste has been identified as a strong consideration factor by consumers
(Online Survey) Not attractive to old people who want to fight cavities and for young people who want visible white teeth
Diabetic consumers may decide to switch to Sugar-free Sugar-free may not appeal to a lot of people as a not significant amount is consumed

Dabur Red
Pros Cons
Increase in market penetration High advertisement and product development costs
Targeting youth can almost double the market share for Dabur red No differentiating factor that emphasize on cavities or yellow teeth
[1]http://www.colgate.co.in/app/Colgate/IN/Corp/News/ProductArchives/HomePage.cvsp?newsArti cle=News_170805
[2]http://www.livemint.com/Companies/EQK8h6GN48dzztQ1t3xwPJ/Colgate-regains-some-market-share-in-April-and-May.html
Q5- What are the brands doing on digital platform and what innovative they can do on this platform considering their segmentation, targeting and positioning?
Colgate on Social Media
a) Different celebrities for different brand variants and campaigns: Colgate has traditionally used different celebrities for different ad campaigns and formulated strategies in an efficient manner. Be it the #PowerFreeze campaign featuring popular Bollywood actor Ranveer Singh or ‘Colgate visible sunshine challenge’ featuring Sonam Kapoor, the company has prudently managed to showcase their popular variants and have kept the customer’s engaged on their social media

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