Understand the questions and make sure the questions are addressed in perspective of Marketing Research.
1.Suggest any three suitable exploratory research techniques to ensure that Colgate has moved to higher brand values. How will you conduct those techniques ? What results will prove your hypotheses?
Colgate Moves to Higher Brand values Colgate Moves to Higher Brand Values In an interesting move, Colgate has moved from its traditional positioning of Strong Teeth to a much higher brand value of inner strength. The campaign started with Deepika Padukone and is currently taken forward with an endorsement from M.S.Dhoni and his wife Sakshi. Colgate which rules the Indian market was very consistent with the brand's positioning. The imagery of the dentist and the demo using shell has remained the main theme of most of Colgate Dental Cream's advertising. Aapki smile ko rakhey Indar se strong. Aapki smile ko rakhey andarse strong. The new Colgate campaign talks about inner strength and tries to link the brand to the message. The tagline - Ander Se Strong which means: Be Strong from Inside. The new positioning is strengthened by the endorsement from Deepika Padukone and Dhoni. In a testimonial kind of ad, the brand uses the celebrities' personal experience to drive the new positioning. It is not that Colgate has completely moved to higher-order brand values. In a follow-up ad. the brand is also reminding the consumers about the original positioning based on calcium and strong teeth. As a market leader, Colgate has to constantly be ahead of the game in this highly competitive market. The Indian toothpaste industry is witnessing changes prompted by the initiatives by brands like Patanjali Dant Kanthi. The new campaign definitely helps Colgate stay ahead of the competitors for a while.Is Santoor testing a new positioning? Is Santoor testing a new positioning? Santoor, one of India's largest brand has been on a roll these days. Recently, the brand became the second largest selling soap by volume, toppling HUL's Lux ( Source). The success of the brand is attributed to the consistency and focus in brand building. Recently an interesting twist has happened in the brand's approach to positioning. The brand relaunched its Santoor Gold in a new avatar. Santoor Gold was launched in 2015 as a premium variant differentiated by the presence of Sakura extracts and saffron as the ingredient. The product was launched initially in the southern states like AP. Three years later, the variant is relaunched. This time the sakura extract is missing and prominence are given to the saffron and sandal ingredient. More importantly, the ad of this variant does not follow the core positioning of the parent brand - the mistaken identity. SANTOOR SANTOOR , SAVIGE This is a drastic change in terms of the brand's positioning strategy. The earlier campaign of Santoor Gold followed the mistaken identity theme. The question remains as to why the brand chose to tread a new path for its variant? One scenario is that the brand is testing a new positioning different from the age-old one with the new variant. The second scenario is that the brand chose to have a new positioning for the variant targeting a much younger crowd. However, theoretically, it is always better to have the variants following the positioning theme of the parent brand: otherwise. the synergy of the brand-line promotions will be lost
