Colgate Hinterland Marketing in India Essays

Colgate Hinterland Marketing in India Essays Colgate Hinterland Marketing in India Essay Colgate Hinterland Marketing in India Essay Oral hygiene in the hinterlands Colgate Colgate. The world’s most recognizable oral care brand, it belongs to the Colgate-Palmolive Company. Colgate was the first toothpaste in a collapsible tube, introduced in 1896. It is a worldwide household name and synonymous with the product itself in various regions. Colgate-Palmolive has its presence in about 200 countries. Colgate in India Present in India since the 1930s, Colgate is almost synonymous with toothpaste in the Indian market. It is accepted well both in the rural and urban areas. It has been ranked as the 17th most trusted brand in India by The Brand Trust Report.Brand and Market Share Colgate is the market leader in oral care business in India, and by some distance. Colgate leads the sector with a whopping 53% market share. HUL, who sell under the brand name Pepsodent’, is a distant second with 22%. The other major player in the market is Dabur. Going to the hinterlands The rural market Having taken the urban market, the rural market was the next logical destination for Colgate. Yet, it was not just logical but a potentially rewarding one too. Over 70% of India lived in villages and oral dental care products were yet to reach there.If there ever was a latent market, this was it. As with every reward, the rural market posed its challenges too. * Many people in India still used traditional products like neem twig, salt, ash, tobacco and herbal products. * The red and black toothpowder still accounted for 35% of the tooth powder market. * The rural audience was heavily scattered. India’s diversity resided in its villages: Innumerable cultures, subcultures, languages, dialects, etc. * The awareness on oral health products was very low. * Most of rural India was media-dark. Traditional media did not reach many of India’s villages. StrategyColgate’s rural promotional and advertising program was launched under the name of Sampark’ meaning Communication’. Sampark had three main objectives: 1. Explore presence of media at different levels: It focused on identifying and making use of pre-existing media and promotional machinery that was prevalent in localized rural parts of India, viz. , Weekly bazaars, Haats, Jatras, Festivals, etc. 2. Assess characteristics of the rural market by collecting region-specific consumer profiles Analyze the different consumer profiles that existed in rural markets pertaining to age, social status, financial capability, beliefs and preferences.Example: a) Older Generation: Misri user (traditional ground tobacco) b) Middle Aged: Tooth powder user c) Younger generation: Toothpaste user 3. To design, communicate, motivate the audience to buy the product Sampark had limited budget at its disposal. Going in for mass media would not prove to be costly but the reach would be limited as, still only very few people owned possessed a TV or a radio. i) Door to door selling: Sampark wanted something that had far wide reach. Hence, Colgate chose door to door selling. ii) Right people for the right job: Sampark hired people locally who knew the local language, jargons idioms.This not only helped Colgate communicate easily with the consumer but was also effective in sending the right message across to the rural consumer. These people would move about in the villages telling people about the pros of using advanced oral care products the cons involved in using traditional oral care products. This was quite difficult as rural people felt that natural products were the best. iii) Training the Salesmen: Colgate trained salesmen to convince the rural population and make them try samples that Colgate was distributing free. v) AV vans: The next best option that Sampark choose after door to door selling was publicity vans, also called A/V vans. Seventy promotional vans did the rounds of the country educated rural folks on oral hygiene products such as toothpaste, toothpowder toothbrushes. These vans used to travel from village to village depending upon the day of the weekly market in that specific village. These vans also did a number of other activities at a time such as spot selling, sampling and retailing. The vans used to be parked in strategic locations. They were highly decorated so as to get more eyes turned in the process educate the rural folk.The roving Colgate vans, after screening a 22 minute film on oral hygiene that explained how to use the product, offered sampling at stalls setup near the van. 60% of the towns were covered by Colgate with their own distribution channels. The remaining 40 percent was covered by other distributors. v) Puppet shows: There were puppet shows done in the villages educating the villagers about the plus points of using modern oral hygiene products. vi) Educational films: Educational films were also shown in between movies in theatres. These were usually 10-40 seconds long.They feature either actors, local lenders or a farmer that was like one of them. Later on, after the movie ended free samples were distributed to the audience. These tactics were also used in Haats Melas throughout the length breadth of the country. vii) Teacher training programmes: It was an integral part of the School Dental Health Program, conducted regularly across the country to promote preventive dental health care. viii) Oral health educational programme: The Colgate Rural Initiative was targeted at rural areas of population between thirty and hundred thousand.The dental checkup camps were supervised by dentists. The organizers interacted with over 1 lakh people teaching them the benefits of oral hygiene. Conclusion: Post the saturation of its urban market, Colgate had to find new markets. Rural market was the logical next step. Finding that usual promotional and distributional channels shall not work in rural India, Colgate explored niche rural channels to raise awareness on both oral hygiene and the product. Colgate’s ultimate success bears testimony to their strategy which stands as a guiding lesson in approaching newer markets.

The United States and the floundering war on terror Essay

The United States and the floundering war on terror - Essay Example The War on Terror which was initiated as a response to the September 11, 2001 terrorist attacks on the United States initially showed great promise in ridding the world and the United States of the risks associated with terrorism. As the war on terror wore on without any definite progress being gained in fighting terrorism and in bringing the terrorists to justice, it became more apparent that the war was becoming an ineffectual means to resolve the terrorist issue. The war against terror appeared to be floundering. This chapter shall discuss the US and the floundering war on terror. This chapter shall also discuss the challenges being confronted by the Obama Administration and the way forward which can be gained from the years of war. Discussion The September 11 attacks resulted in the launching of the War on Terror and a support for President George W. Bush’s war against terror. Prior to the attacks, Bush’s administration was criticized for its international military policies. In the wake of the attacks however, a worldwide condemnation for terrorism was seen. And the war on terror raged over Afghanistan and over Iraq for years. It claimed many lives and caused the destruction of many communities and structures in Afghanistan and Iraq. As the war went on for years without much progress being gained in managing the terrorist issue, debates and rumblings on the war were slowly being expressed from various interest groups, countries, and organizations. And like another Vietnam War, the war on terror started to flounder and lose popular support. The terrorist attack in 2005 in London which was reportedly initiated by the Al Qaeda group was just one of the indications which pointed to the glaring truth that the War on Terrorism was not working. In 2004, the Bush Administration cancelled its publication of the yearly â€Å"Patterns of Global Terrorism† report which would have manifested that the terrorist attacks increased significantly from 17 5 in 2003 to 625 in 2004 (Gregory, 2005). Throughout the years, the War Party has been claiming that the War on Terrorism has successfully minimized the number of terrorist attacks throughout the globe; however, all other data seem to oppose this claim (Gregory, 2005). Other groups supporting the war on terror were also firm in their support for the war, even when Rumsfeld’s leaked report indicated the limitations of the US in fighting the war on terror. Rumsfeld’s report indicated that â€Å"the US is putting relatively little effort into a long-range plan, but we are putting a great deal of effort into trying to stop terrorists. The cost-benefit ratio is against us! Our cost is billions against the terrorists’ costs of millions† (Gregory, 2005). Analysts pounced on the implications of this leaked report and they effectively pointed out that the war on terror could only be a failure because even with the necessary precautions taken against the war on ter ror, these terrorist attacks cannot really be stopped altogether. These analysts also point out that only by evaluating the US and Western policies in the Middle East which triggered violence, could any progress in the fight against terrorism be gained (Gregory, 2005). Critics of the war on terror also condemned Bush’s policy of preeminent strike or â€Å"strike first before anyone strikes us.† This attitude has been criticized for giving rise to policies which have been wholly ineffectual. â€Å"Behind the hype, there’s a long list of failures to tackle key issues, and not much prospect of improvement† (Plesch, 2002). For one, the government of Saudi Arabia expressed that it did not support the war on terror. Some Saudi citizens are actually members of the Al-Qaeda group or are supporting their efforts financially; and yet Bush is not aggressively dealing with Saudi Arabia (Plesch, 2002). US Special

Middle Eastern Studies Essay Example | Topics and Well Written Essays - 750 words - 4

Middle Eastern Studies - Essay Example The Constantinople Agreement of 1915 was struck in light of the collapse of the Concert and in fear of the fall out by either France or Russia from the entente powers at the eve of World War 1. To this end, the entente powers were given right to compensation for fighting their enemies (in this case the central powers) which was primarily to be curved out of the Middle East (Gelvin). Subsequent dealings further strengthened this offer stipulating compensation to be in form of direct European control over territories under the Ottoman Empire at the end of World War 1. They included the Treaty of London and Saint-Jean de Maurienne. However, the exact genesis of Middle Eastern predicaments is the secret dealings that accompanied these treaties. Territories so formed had significant ethnic and religious differences-and therein communities-become too rigid in the 19th century that affiliations formed the basis for claiming shares in the political landscape. The present Iraq and Iran are evidence to this geo-social annexation. The US initiated the formation of the League of Nations in order to end this scramble for partitioning of the Levant and Mesopotamia which ironically have survived almost a century and still throbs at the helm of current politics and economics in the Middle East (Gelvin). European investors subsequently shunned these mandated territories and as a result industrial development languished. The United States and other western states suffer high criticisms from the pan-Arabists who view these divisions as both unnatural and deliberate. These calls stretch into voiced support against Israeli occupation of Palestine and perceived US foreign aggression on Iraq. The rallying cry for better education and health is based on two principle ideals (Richards and Waterbury): Furthermore, there seems to be congruence in economic thought of both neoclassical and Marxist economists. The former postulating

Philippine Rice Farmers Socioeconomic Status Essay Example for Free

Philippine Rice Farmers Socioeconomic Status Essay Rice farmers’ socioeconomic status better when they venture into other businesses. The economic and social status of Filipino rice farmers and their families has steadily improved during the last decade, not because they depended on rice, but because they ventured into other activities that supplemented their income from rice. This was shown by a study conducted by the Socioeconomics Division of the Philippine Rice Research Institute (PhilRice). The study group, led by Divina Gracia Vergara, focused on trends transpiring in rice-based farm households and rice lands, and among farmer operators in 33 provinces for the last 10 years. â€Å"This intensive study captures the farmers’ image from 1996 to 2007,† Vergara said. The study shows that the rice-based farm household income is increasing, as gross household income went up from P68,974.85 in 1996-97 to P127,799.95 in 2006-07. The finding is also consistent with the result showing that almost 60 percent of the households are above poverty level (57 percent) in the 2006-07 period. Furthermore, the share of nonfarming activities as a source of income had steadily been increasing, as the study found that rice and rice-based farmers are now engaged in other businesses, such as rubber production, wood craft, welding and work overseas. â€Å"This finding implies an important question. The question in the long run will be about the presence of household members who are willing to pursue rice farming in the future or dependence of rice-farm households on hired labor for the management of their farms,† Vergara said. Aside from improving the status of rice-based households and increasing their income, Vergara also learned that the number of farmers owning rice land had been increasing by 10 percent for the last 10 years. Moreover, there is also an increase in farmers’ yields regardless of season from 3.30 ton per hectare (t/ha) to 3.72 t/ha during the wet season, and 3.37 t/ha to 3.94 t/ha during the dry season. Across three survey rounds, most villages are located in irrigated areas, and results show that irrigation is expanding from 60 percent to 66 percent. The current trend revealed by the study also suggests that highly educated persons are venturing into rice farming, although the majority is modestly educated or with elementary education only. There is a 2-percent increase in the number of farmers with at least a college education venturing into rice farming. In terms of organizing farmers, however, results show that more than 50 percent of the respondents are not affiliated with rice or rice-based organizations. Most of them have not also undergone training since 2004. Noting that half of the farmer-respondents have been farming for 20 years, Vergara also said farmers’ households are benefiting from the technologies and services that are being provided by the government. Despite the interventions, however, average yields gained during the dry and wet seasons are still below the experimental and on-farm trial yields of 7-9 t/ha. Gaining insight from the study, Vergara and her coauthors recommended that training should be sustained to continuously update farmers’ skills and knowledge. She also stressed the need for the government to encourage farmers to form or join organizations as through organization, farmers can pool resources and have easier access to government incentives. She also suggested the expansion of irrigation are as, as this creates â€Å"a more favorable environment for rice farming in particular and agriculture in general.† To attract more people to be involved in rice production, Vergara proposed that technologies lessening the drudgery of rice farming should continually be developed. â€Å"It is important that the government continue to monitor the rice-based farm household to determine or approximate the impact of their interventions. This will also give them enough knowledge on the direction of the policies that they would formulate to improve the countryside,† Vergara said.

Increasing the Gas Tax Would Cause an Improvement in the Environment Es

Increasing the Gas Tax Would Cause an Improvement in the Environment Many people all over the world are concerned about pollution. Gasoline use in automobiles is one of the major causes of pollution. When gasoline is used it releases carbon dioxide, methane and nitrogen oxide. These are gasses that contribute to the Greenhouse Effect. The Greenhouse Effect refers to the trapping of the sun's radiation and is also used synonymously with Global Warming (greenfuels.org). Governments are trying to come up with alternatives to gasoline to improve or at least not hurt our environment as much as gasoline does. There are things we can do to help out the environment. One suggestion is better public transportation systems. For example, Des Moines has a public bus system, but not very many people use it and the busses do not reach all parts of the city. As a result, many people drive themselves to work instead of taking the bus and saving gasoline. Another way to cut emissions of vehicles is a type of vehicle that uses an electric motor or a vehicle that uses both an electric and gasoline motor which cuts gasoline use. Also there are alternatives to gasoline that do not release as many harmful agents into the environment. Ethanol and hydrogen are two examples that are more environmentally friendly than gasoline. So, if the federal government were to increase the gas tax by one dollar per gallon, the public would have more incentive to buy the alternatives that are better for our environment than gasoline because of the much higher price. Also, with the increase in the gas tax the money would g ive funds toward the environment. With the increased gas tax, there will be extra money that will enable the government to do things fo... ...ne, most of which are much better for the environment than the gasoline that we are currently using. Even if people did not look for alternatives, there would be money to help out environmental issues. Different vehicles, hydrogen, and ethanol are things that have already been proven to be safer for the environment than gasoline. Just think, if we don't give up on looking for other alternatives what we may think of and we could save our environment in the process. Sources Cited Ford Motor Company: HEV. 11 October 2001. http://www.escapehev.com/index.aps Canadian Renewable Fuels Association: Home of Canada's greenfuels. 10 January 2001. Canadian Renewable Fuels Association 11 October 2001 http://greenfuels.org Alternative Fuel Systems Inc.: Innovative Environmental Technologies. Alternative Fuel Systems Inc. 11 October 2001 http://altfuelsys.com/

Charachter analysis

She danced madly, wildly , drunk with pleasure , giving no thought to anything In the triumph of her beauty, the pride of her success , in a kind of happy cloud composed of all the adulation , of all the admiring glances ,of all the awakened longings ,of a sense of complete victory that is so sweet to a woman's heart. The Necklace by Guy De Unpleasant is a story about a poor lady Nathalie Eloise who gets invited to a ball ,but has nothing to wear . She asks her wealthy friend to loan her an expensive necklace.After the ball, she loses It so she spends 10 long years to repay it . Until madam Forrester tells her the necklace was fake. For this reason she blames everyone but herself for her long ten tragedy years. Nathalie Eloise is very self- centered , finicky, and dependent , without these traits her and her husband wouldn't be what they are now. Nathalie is a very self-centered woman. In paragraph forty it states He threw her over his shoulders the wraps he had bought for going home , modest garments of everyday life whose shabbiness clashed with the stylishness of her evening clothes.She felt this and longed to escape , unseen by the other woman who were draped in expensive furs. † This shows that she only cares of what other people think of her . Another example ,†She would dream of great reception balls with old skills, of fine furniture filled with priceless curios , and of small , stylish scented sitting rooms Just right for the four o' clock chat with some intimate friends ,with distinguished and ought-after men whose attention every woman envies and longs to attract. This tells the reader that she only thinks about herself. Nathalie always tries to get her ways and she does. This trait helps Nathalie by making her husband getting her everything she wants. Like when her saved 400 francs for a rifle gun but, gave it to Nathalie to buy a new dress for the ball. This gets her into trouble by taking advantage of the borrowed necklace. She thinks too high of herself at the ball and doesn't notice that it's missing Another trait Madame Loosely has Is being finicky .In paragraph seventeen she says , † Give the card to some friend at the office whose wife can dress better than I can. † Another example is when her husband buys her a new dress , but when the day of the ball comes up she isn't satisfied because she has no Jewels. She claims , † I'll look like a pauper â€Å". But her husband doesn't complain he makes suggestions . This trait hurts her husband , he goes through and makes a lot of sacrifices to please his wife . Matchless last trait Is always being dependent on her husband.She expects him to solve all her problems . Like when he spends ten long years of his inheritance to pay back the necklace or when he gives her four hundred francs to buy a new dress for the ball. This trait affects her husband. He has to work harder, make bargains , and sell his possessions to pay for something Nathalie was res ponsible for. These traits are what made up the character, Nathalie Eloise. If It weren't for these actions there would be no point to the story. Being self-centered , finicky , and

My Experience At My First Volleyball Practice - 1157 Words

The Choice My day was going great, the sun was shining, I just started a new sport, and my first practice was today. I was staring out the window watching the cars drive by, and then my dad popped the question. The decision that I made about this question has shaped and changed my life forever. I had woken up in feeling very gusto that day. I was excited because I my first volleyball practice was supposed to start that day. It was a nice cool fall morning with red, orange, and golden leaves all over the ground, in the trees, and filling the air. I walked outside and felt the cool, crisp air expand around my body. My breath was thin and clear as I released each breath. I stepped into the car and my dad turned the heater on high warming the†¦show more content†¦Then I heard it the only word that I didn’t want to here. Sports. I started to flip out and wonder what they wanted to do with sports, and why they were talking specifically about me. My sister did plenty of sports too. My dad hung up the phone and I finally decided that it was time to open up my eyes. When I did open them up my dad glanced over at me and said, â€Å"Anna we need to talk.† I knew that in that moment something wrong and terrible was about to happen. All I said was, â€Å"Okayâ₠¬ ,and I braced myself for what was about to happen. He fixed his eyes on the road again, and then looked back at me with a sorrowful look on his face, this is how I knew that I wasn’t going to like what he was going to say at all. He opened his mouth once but nothing came out. He opened it the same way again only this time the words came spilling out of his mouth. â€Å"I’m sorry to say this, but me and mom talked and we decided that it would be best if you only did two sports, so you are going to have to decide between soccer, volleyball, and softball.† He said just above a whisper with a sorrowful and gloomy look on his face. I stared at him in shock and confusion not knowing what to say. I tried over and over again to get some words out of my mouth, but they wouldn’t come. Instead I just turned and faced the road in front of us still trying to comprehend what had just happened. Finally a few grueling minutes later the only word that I could thinkShow MoreRelatedMy Experience At My First Volleyball Practice1243 Words   |  5 Pagessun was shining, and autumn had decided take over for the summer. I had just started a new sport, and my first practice was today. My gaze was fixed on the window watching the cars drive by, and then my dad popped the question. The decision that I made about this question has shaped and changed my life forever. I had woken up in feeling very gusto that day all because my first volleyball practice was supposed to start today. It was a nice cool fall morning with red, orange, and golden leaves scatteredRead MorePersuasive Essay On Racism1018 Words   |  5 Pagesare true for every race and not getting to know people before judging them. 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The class had prior knowledge of what occurs in a Health Physical Education classroom and some had even played a sport before. Moreover, my students had a high maturity level and knew to wear appropriate athletic wear. The prerequisites for this class was balance, coordination, leg strength, physical abilities, and developmental readiness. They were learning to play a variety of sports such as pickle ball, soccer, volleyball, and shotRead MoreThe Ethics Of Discourse Communities959 Words   |  4 Pagesbroad definition, to me discourse communities can be more simplified. My definition: sharing the same experiences, individual passion, and journey as your destined group. Even though high school is bygone, the Langston Hughes Volleyball Team is still considered my discourse community. Not to be biased but we are the best. Performing rigorous activities such as sports requirements, voting for captains, and being in the volleyball section of the yearbook considers me as one with the team. 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