Financial Daily from THE HINDU group of publications
Friday, Aug 19, 2005
Financial Daily from THE HINDU group of publications Friday, Aug 19, 2005 |
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Marketing
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New Products & Services Colgate Active Salt toothpaste launched Our Bureau
Mumbai , Aug. 18 COLGATE-Palmolive (India) Ltd today announced the launch of Colgate Active Salt, claimed to be the first toothpaste in India to contain salt. Colgate Active Salt combines salt with calcium and minerals to make teeth strong and gums healthy. Developed after extensive consumer research in India, it is positioned as an everyday family toothpaste that combines a minty taste with a dash of salt for a unique brushing experience. Mr Vinay Hegde, Executive Vice-President (Marketing), Colgate-Palmolive, said, "Salt is well known for its oral care benefits and is widely used by families across India. In developing Colgate Active Salt, our consumer research clearly showed an unmet need for a quality daily use oral care product that contains salt. Using feedback from consumers, we have combined the wisdom of traditional and modern oral care knowledge to create a dramatic innovation in the toothpaste category that is contemporary and beneficial." The launch is being supported by an extensive 360-degree marketing programme, which was developed following an intensive `Day in the Life of a Consumer' study, where Colgate marketers acquired significant inputs about consumer triggers and touchpoints. The programme includes a national television campaign, in-store events and innovative ground activities to build awareness and trial. "Through the `Day in the Life of a Consumer' study, we gained valuable insights into consumer behaviour. We now have a more intimate understanding of our target consumers' lifestyles, their beliefs and concerns, and we are using this in one of our most intensive launch campaigns," said Mr Hegde. Colgate Active Salt is available nationally across retail outlets in three sizes, priced at Rs 47 for 200g, Rs 26 for 100g and Rs 13 for 50g.
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