Three major brands Colgate, Pepsodent & Closeup fightback the tight marketing conditions, trying to be the best brand . Every brand with their focused target audience try to communicate their brand values to their consumers. Colgate enjoy a goodwill and brand loyalty of more than 2 centuries. With increase in public needs and demands, other products of the same category Close-Up & Pepsodent has been successfully able to break into the minds of the consumers and create an image for themselves. Pepsodent had been communicating their brand values to its target with various advertising and commercial strategies at a regular intervals. Pepsodent had been innovating on their products and reaching their audience keeping in mind the consumer needs. Close-Up in a similar way targeted and unexplored target audience(teenagers). Pepsodent and Close-Up still give a tough fight to the King Brand Colgate with their innovating variants.But Colgate never stops. Colgate came up with a super variant Colgate Total 12, which fights all the oral problems. Now when Colgate has probably reached a saturation point Colgate realises its importance to survive in the market and expand its image and goodwill. Colgate with a Net income of $135.4 million and worldwide sales of $12,237.7 in year 2006 has decided to produce a new variant and compete with other brands. Colgate's new variant will be distributed in Asian Market where the annual sales was upto 16% of the WWsales, i.e.( 1957.92 million) in 2006 and $216.544 million income out of which $34.56 million has been kept aside for advertising the new variant of the Colgate thats targeted towards the young group.
Keepwatching this space for the new variant of Colgate.
