The big MNCs and ITC slept for two years and ignored the Patanjali, and they paid hefty price for it.
Actually, this is boud to happen when one starts the same monotonous thinking, (more on real out of box thinking, may be in another post..)
The toothpaste market in India is Rs 7000 crore and Colgate leads with 57% market-share, Dantkanti is about 500 crore in just two years making a huge dent into the market share of colgate. HUL (Pepsodent and CloseUp), P&G (OralB) and Dabur are also at the receiving end.
Now how to respond this onslaught from a product, which is well known for its top quality (online reviews are all praise for it), and which is about ‘desi’, natural and herbal positioning?
Recently, both Colgate and Patanjali are fighting for positioning. Colgate has mostly reduced the ads about Neem, maxfresh and Total variants. The famous white coat doctor ad on cavity is also kind of out of media. So what to do and Colgate responded beautifully. They are kind of everyone knows them type of brand recall. They had a legacy and toothpaste in India is Colgate! They build the new ads based on the legacy by cleverly putting mothers talking about it. They used few characters to cover typical versions of Indian housewife – where they talk about the trust in Colgate and its use by their mothers, and their plan to pass this legacy to their kids, thus covering three generations. No more cavity protection or doctor suggesting / recommending. Very very clever, and I think this will work wonders for Colgate. On the other side, Patanjali made a huge mistake in its recent ad (I am sure they hired some MBA who goofed up all this :-). The ad is an attack on the theme of using people with white coat as posing as doctors and recommending toothpaste (specifically white Colgate cavity ad, and oral-b ad about dentists using it). Patanjali might thought of pushing an honest image, however by the time this ad came on media, Colgate was using the mother legacy ad. So, i guess patanjali failed to anticipate this change of positioning attempt by Colgate. Babaji have to try different now because of a wonderful concept execution by Colgate. And in all that Pepsodent is working on the best ever falvor? Cmon who is using fevicol in his grey cells? parents buying toothpaste specially for their kids based on flavor? Is it some chocolate? Looks like some coke/pepsi ad guy left and joined pepsodent!
Do share what you think in comments section.
It is true that patanjali dant kanti toothpaste is good as compare to other. but last choice is depend on you that you are try to use chemical paste or ayurvedic.