Marketing Strategy June 2018 Assignment

01 Apr

Marketing Strategy

1. Inter-Globe Enterprises started its operation in august 2006 with main focus on low fares and best service in the industry. At the point Jet Airways and Air India was leading Domestic airlines in India. Indigo adopted a low frill strategy and emerged as pioneer in changing the face of the struggling aviation industry. Today it is one of the fastest expanding airlines of India

Pls explain the STP strategy adopted by Indigo in Indian Airline segment and also define the Market challenger strategy adopted by them to overtake Jet Airways in terms of market share.

2. Describe in Detail the Pricing strategy adopted by top 3 Smart phone manufacturers in India – Apple, Samsung and Micromax.

3. Online Marketing Strategy – Case study

  • While traditional channels of advertising — TV, radio, and print– are certainly not obsolete, marketers today are finding creative and effective ways to reach an information-hungry, Internet-oriented populace. Marketers and brands alike are trying to reach their target audience through channels that these consumers use most.
  • Internet as a means of communication has given rise to several new marketing tools that may be much more effective and cost-efficient in validating an ad campaign that has high recall value for today’s on-the-go and wired customers.
  • Keeping in mind the changing consumer behaviour, here’s a closer look at the marketing and promotion activities of India Premier Retailing house

Shoppers Stop

  • Of the early adopters of Omnichannel retail, Shoppers Stop has been active in leveraging the potential of digital and social media to market and promote the brand.
  • The company has 7 million fans on Facebook, making it the largest big-box retailer on Facebook in India. The Twitter page has above 15,000 followers and its YouTube channel has received over 13 lakh views till date.
  • Shoppers Stop engages with its Facebook fans by creating unique contests such as ‘Perfect For’ Me that provides suggestions to fans based on their likes, search history etc. The company claims to be the first Indian Retailer to have created a ‘How to…’ series on youtube channel.
  • These were the series of fun, instructive, engaging, and youth-centric videos that give customers fashion and grooming tips. The videos range across topics such as ‘How to dress for a party’ to ‘How to tie a tie’, to ‘How to apply make-up’ etc. Customers also get the choice to buy the products showcased in these videos via the e-store. It also introduced ‘Style Hub’ videos on its YouTube channel. It is a fashion content property that features a set of videos which showcase different styles and looks.
  • The company claims that its loyalty programme is one of the most highly regarded programmes in the retail industry. With over 3.5 million members contributing to over 71 per cent of sales, ‘The Shoppers Stop First Citizen Loyalty Programme’ has been one of the company’s strongest marketing tools – a lesson to learn for other retailers.

a. What strategy must Shoppers stop adopt to compete with Online retailers like Amazon, Flipkart and Snapdeal in India?

b. As a Shoppers Stop Marketing strategy head would you recommend A) focusing on brick and mortar (traditional retailing model) or B) divert resources to engage with clients on New Online / Mobile platform? State the necessary reasons for the same.

What strategies should competitors apply to compete with Hotstar

15 Sep

Marketing Strategy

Q1. Shubiksha, started out as the cheapest supermarket cum superstore in town but today it has become an irrelevant brand. Lot of efforts are on to revive the same. Can you suggest some strategies for the same?
Q2. Hindustan Times has started charging for its weekend magazine Brunch as it feels it is not able to reap the benefits by giving it free of cost. This is in stark contrast to Times of India which gives at least one newspaper free with its daily paper. Can you compare these strategies?
Q3. Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned subsidiary of Star India which was launched in January 2015. But star officially launched the domain and the mobile app in February 2015, just before the ICC cricket world cup 2015. It has expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels.
Objectives of Launching Hotstar:
In India, the internet speed is a problem. So, the initial aim for the developers to make the platform to operate even at as low as 50kbps. So, great video experience on any bandwidth – even on 2G! It was developed such a way so the application can run on as many as 7,000 operating systems any screen sizes.
According to a survey, more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs. 235 per month. So, surely Star has seen some potential in Hotstar to be a game changer. STAR INDIA is expecting that the platform will contribute around 20-25% to the overall revenue for the company in the next 4 years.
Approach/ Strategy Adopted:
In case of watching videos, everybody prefers YouTube, but in case of latest movies and television shows YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily Soaps are not the only thing that you can watch on this app, it even lets you stream live telecast of nearly every international sport on your Phone that has been broadcasted on any of the Star Sports channel. With 10 million downloads in the 40 days since its launch, Star India’s mobile application Hotstar is undoubtedly the hottest digital media product today.
There are about 20,000 advertisers on television for this newly launched platform across all TV channels. Whereas there are 500,000 advertisers on digital marketing platforms. Digital media is expected to grow at 37% in 2015, compared with an average rate of 35% over the last two years, so star India will open a large scale of advertising in this country. It approaches to a larger and valuable target audience, the younger generation and those in the 25-and-above age bracket, wanting to consume content on the go.
Moreover, Hotstar has done brilliant job when it comes to optimizing the search engines. More than 12% of their visitors come from search engines like Google, Bing, MSN and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore over five years.
Top Features of Hotstar:
1. You can share any content on Hotstar with your friends on Facebook & Twitter.
2. You can watch movies which are available in the library for free.
3. A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are available with all episodes.
4. TV Channels (shows from which are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.
5. You can add that video to your playlist and watch them later.
6. You can even download many shows to watch them offline.
Accomplishments:
It was launched on 1st of February and became the fastest to cross one million download marks in six days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year), the app has managed to achieve an average TSV (time spent per viewer) of 24 minutes a day.
According to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global rank is 1997, which is improving day by day. It is the most reached online sports platform according to the Tele Web Audience Measurement system.
a. What strategies seem working for Hotstar?
b. What strategies should competitors apply to compete with Hotstar?

What strategies seem working for Hotstar

15 Sep

Marketing Strategy

Q1. Shubiksha, started out as the cheapest supermarket cum superstore in town but today it has become an irrelevant brand. Lot of efforts are on to revive the same. Can you suggest some strategies for the same?
Q2. Hindustan Times has started charging for its weekend magazine Brunch as it feels it is not able to reap the benefits by giving it free of cost. This is in stark contrast to Times of India which gives at least one newspaper free with its daily paper. Can you compare these strategies?
Q3. Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned subsidiary of Star India which was launched in January 2015. But star officially launched the domain and the mobile app in February 2015, just before the ICC cricket world cup 2015. It has expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels.
Objectives of Launching Hotstar:
In India, the internet speed is a problem. So, the initial aim for the developers to make the platform to operate even at as low as 50kbps. So, great video experience on any bandwidth – even on 2G! It was developed such a way so the application can run on as many as 7,000 operating systems any screen sizes.
According to a survey, more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs. 235 per month. So, surely Star has seen some potential in Hotstar to be a game changer. STAR INDIA is expecting that the platform will contribute around 20-25% to the overall revenue for the company in the next 4 years.
Approach/ Strategy Adopted:
In case of watching videos, everybody prefers YouTube, but in case of latest movies and television shows YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily Soaps are not the only thing that you can watch on this app, it even lets you stream live telecast of nearly every international sport on your Phone that has been broadcasted on any of the Star Sports channel. With 10 million downloads in the 40 days since its launch, Star India’s mobile application Hotstar is undoubtedly the hottest digital media product today.
There are about 20,000 advertisers on television for this newly launched platform across all TV channels. Whereas there are 500,000 advertisers on digital marketing platforms. Digital media is expected to grow at 37% in 2015, compared with an average rate of 35% over the last two years, so star India will open a large scale of advertising in this country. It approaches to a larger and valuable target audience, the younger generation and those in the 25-and-above age bracket, wanting to consume content on the go.
Moreover, Hotstar has done brilliant job when it comes to optimizing the search engines. More than 12% of their visitors come from search engines like Google, Bing, MSN and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore over five years.
Top Features of Hotstar:
1. You can share any content on Hotstar with your friends on Facebook & Twitter.
2. You can watch movies which are available in the library for free.
3. A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are available with all episodes.
4. TV Channels (shows from which are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.
5. You can add that video to your playlist and watch them later.
6. You can even download many shows to watch them offline.
Accomplishments:
It was launched on 1st of February and became the fastest to cross one million download marks in six days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year), the app has managed to achieve an average TSV (time spent per viewer) of 24 minutes a day.
According to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global rank is 1997, which is improving day by day. It is the most reached online sports platform according to the Tele Web Audience Measurement system.
a. What strategies seem working for Hotstar?
b. What strategies should competitors apply to compete with Hotstar?

Hotstar is owned by Novi Digital Entertainment Private Limited

15 Sep

Marketing Strategy

Q1. Shubiksha, started out as the cheapest supermarket cum superstore in town but today it has become an irrelevant brand. Lot of efforts are on to revive the same. Can you suggest some strategies for the same?

Q2. Hindustan Times has started charging for its weekend magazine Brunch as it feels it is not able to reap the benefits by giving it free of cost. This is in stark contrast to Times of India which gives at least one newspaper free with its daily paper. Can you compare these strategies?

Q3. Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned subsidiary of Star India which was launched in January 2015. But star officially launched the domain and the mobile app in February 2015, just before the ICC cricket world cup 2015. It has expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels.

Objectives of Launching Hotstar:

In India, the internet speed is a problem. So, the initial aim for the developers to make the platform to operate even at as low as 50kbps. So, great video experience on any bandwidth – even on 2G! It was developed such a way so the application can run on as many as 7,000 operating systems any screen sizes.

According to a survey, more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs. 235 per month. So, surely Star has seen some potential in Hotstar to be a game changer. STAR INDIA is expecting that the platform will contribute around 20-25% to the overall revenue for the company in the next 4 years.

Approach/ Strategy Adopted:

In case of watching videos, everybody prefers YouTube, but in case of latest movies and television shows YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily Soaps are not the only thing that you can watch on this app, it even lets you stream live telecast of nearly every international sport on your Phone that has been broadcasted on any of the Star Sports channel. With 10 million downloads in the 40 days since its launch, Star India’s mobile application Hotstar is undoubtedly the hottest digital media product today.

There are about 20,000 advertisers on television for this newly launched platform across all TV channels. Whereas there are 500,000 advertisers on digital marketing platforms. Digital media is expected to grow at 37% in 2015, compared with an average rate of 35% over the last two years, so star India will open a large scale of advertising in this country. It approaches to a larger and valuable target audience, the younger generation and those in the 25-and-above age bracket, wanting to consume content on the go.

Moreover, Hotstar has done brilliant job when it comes to optimizing the search engines. More than 12% of their visitors come from search engines like Google, Bing, MSN and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore over five years.

Top Features of Hotstar:

1. You can share any content on Hotstar with your friends on Facebook & Twitter.

2. You can watch movies which are available in the library for free.

3. A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are available with all episodes.

4. TV Channels (shows from which are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.

5. You can add that video to your playlist and watch them later.

6. You can even download many shows to watch them offline.

Accomplishments:

It was launched on 1st of February and became the fastest to cross one million download marks in six days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year), the app has managed to achieve an average TSV (time spent per viewer) of 24 minutes a day.

According to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global rank is 1997, which is improving day by day. It is the most reached online sports platform according to the Tele Web Audience Measurement system.

a. What strategies seem working for Hotstar?

b. What strategies should competitors apply to compete with Hotstar?

Hindustan Times has started charging for its weekend magazine Brunch

15 Sep

Marketing Strategy

Q1. Shubiksha, started out as the cheapest supermarket cum superstore in town but today it has become an irrelevant brand. Lot of efforts are on to revive the same. Can you suggest some strategies for the same?

Q2. Hindustan Times has started charging for its weekend magazine Brunch as it feels it is not able to reap the benefits by giving it free of cost. This is in stark contrast to Times of India which gives at least one newspaper free with its daily paper. Can you compare these strategies?

Q3. Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned subsidiary of Star India which was launched in January 2015. But star officially launched the domain and the mobile app in February 2015, just before the ICC cricket world cup 2015. It has expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels.

Objectives of Launching Hotstar:

In India, the internet speed is a problem. So, the initial aim for the developers to make the platform to operate even at as low as 50kbps. So, great video experience on any bandwidth – even on 2G! It was developed such a way so the application can run on as many as 7,000 operating systems any screen sizes.

According to a survey, more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs. 235 per month. So, surely Star has seen some potential in Hotstar to be a game changer. STAR INDIA is expecting that the platform will contribute around 20-25% to the overall revenue for the company in the next 4 years.

Approach/ Strategy Adopted:

In case of watching videos, everybody prefers YouTube, but in case of latest movies and television shows YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily Soaps are not the only thing that you can watch on this app, it even lets you stream live telecast of nearly every international sport on your Phone that has been broadcasted on any of the Star Sports channel. With 10 million downloads in the 40 days since its launch, Star India’s mobile application Hotstar is undoubtedly the hottest digital media product today.

There are about 20,000 advertisers on television for this newly launched platform across all TV channels. Whereas there are 500,000 advertisers on digital marketing platforms. Digital media is expected to grow at 37% in 2015, compared with an average rate of 35% over the last two years, so star India will open a large scale of advertising in this country. It approaches to a larger and valuable target audience, the younger generation and those in the 25-and-above age bracket, wanting to consume content on the go.

Moreover, Hotstar has done brilliant job when it comes to optimizing the search engines. More than 12% of their visitors come from search engines like Google, Bing, MSN and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore over five years.

Top Features of Hotstar:

1. You can share any content on Hotstar with your friends on Facebook & Twitter.

2. You can watch movies which are available in the library for free.

3. A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are available with all episodes.

4. TV Channels (shows from which are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.

5. You can add that video to your playlist and watch them later.

6. You can even download many shows to watch them offline.

Accomplishments:

It was launched on 1st of February and became the fastest to cross one million download marks in six days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year), the app has managed to achieve an average TSV (time spent per viewer) of 24 minutes a day.

According to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global rank is 1997, which is improving day by day. It is the most reached online sports platform according to the Tele Web Audience Measurement system.

a. What strategies seem working for Hotstar?

b. What strategies should competitors apply to compete with Hotstar?

Shubiksha, started out as the cheapest supermarket cum superstore in town

15 Sep

Marketing Strategy

Q1. Shubiksha, started out as the cheapest supermarket cum superstore in town but today it has become an irrelevant brand. Lot of efforts are on to revive the same. Can you suggest some strategies for the same?

Q2. Hindustan Times has started charging for its weekend magazine Brunch as it feels it is not able to reap the benefits by giving it free of cost. This is in stark contrast to Times of India which gives at least one newspaper free with its daily paper. Can you compare these strategies?

Q3. Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned subsidiary of Star India which was launched in January 2015. But star officially launched the domain and the mobile app in February 2015, just before the ICC cricket world cup 2015. It has expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels.

Objectives of Launching Hotstar:

In India, the internet speed is a problem. So, the initial aim for the developers to make the platform to operate even at as low as 50kbps. So, great video experience on any bandwidth – even on 2G! It was developed such a way so the application can run on as many as 7,000 operating systems any screen sizes.

According to a survey, more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs. 235 per month. So, surely Star has seen some potential in Hotstar to be a game changer. STAR INDIA is expecting that the platform will contribute around 20-25% to the overall revenue for the company in the next 4 years.

Approach/ Strategy Adopted:

In case of watching videos, everybody prefers YouTube, but in case of latest movies and television shows YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily Soaps are not the only thing that you can watch on this app, it even lets you stream live telecast of nearly every international sport on your Phone that has been broadcasted on any of the Star Sports channel. With 10 million downloads in the 40 days since its launch, Star India’s mobile application Hotstar is undoubtedly the hottest digital media product today.

There are about 20,000 advertisers on television for this newly launched platform across all TV channels. Whereas there are 500,000 advertisers on digital marketing platforms. Digital media is expected to grow at 37% in 2015, compared with an average rate of 35% over the last two years, so star India will open a large scale of advertising in this country. It approaches to a larger and valuable target audience, the younger generation and those in the 25-and-above age bracket, wanting to consume content on the go.

Moreover, Hotstar has done brilliant job when it comes to optimizing the search engines. More than 12% of their visitors come from search engines like Google, Bing, MSN and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore over five years.

Top Features of Hotstar:

1. You can share any content on Hotstar with your friends on Facebook & Twitter.

2. You can watch movies which are available in the library for free.

3. A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are available with all episodes.

4. TV Channels (shows from which are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.

5. You can add that video to your playlist and watch them later.

6. You can even download many shows to watch them offline.

Accomplishments:

It was launched on 1st of February and became the fastest to cross one million download marks in six days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year), the app has managed to achieve an average TSV (time spent per viewer) of 24 minutes a day.

According to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global rank is 1997, which is improving day by day. It is the most reached online sports platform according to the Tele Web Audience Measurement system.

a. What strategies seem working for Hotstar?

b. What strategies should competitors apply to compete with Hotstar?

Marketing Strategy

15 Sep

Marketing Strategy

Q1. Shubiksha, started out as the cheapest supermarket cum superstore in town but today it has become an irrelevant brand. Lot of efforts are on to revive the same. Can you suggest some strategies for the same?
Q2. Hindustan Times has started charging for its weekend magazine Brunch as it feels it is not able to reap the benefits by giving it free of cost. This is in stark contrast to Times of India which gives at least one newspaper free with its daily paper. Can you compare these strategies?
Q3. Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned subsidiary of Star India which was launched in January 2015. But star officially launched the domain and the mobile app in February 2015, just before the ICC cricket world cup 2015. It has expanded its offering with 35,000 hours of content, spread across 8 languages from the entertainment, movie and sports channels.
Objectives of Launching Hotstar:
In India, the internet speed is a problem. So, the initial aim for the developers to make the platform to operate even at as low as 50kbps. So, great video experience on any bandwidth – even on 2G! It was developed such a way so the application can run on as many as 7,000 operating systems any screen sizes.
According to a survey, more than 78% of the 152 million Indian internet users are mobile and the average spending on mobile internet is Rs. 235 per month. So, surely Star has seen some potential in Hotstar to be a game changer. STAR INDIA is expecting that the platform will contribute around 20-25% to the overall revenue for the company in the next 4 years.
Approach/ Strategy Adopted:
In case of watching videos, everybody prefers YouTube, but in case of latest movies and television shows YouTube cannot satisfy users’ expectations. And here comes the Hotstar app. The Daily Soaps are not the only thing that you can watch on this app, it even lets you stream live telecast of nearly every international sport on your Phone that has been broadcasted on any of the Star Sports channel. With 10 million downloads in the 40 days since its launch, Star India’s mobile application Hotstar is undoubtedly the hottest digital media product today.
There are about 20,000 advertisers on television for this newly launched platform across all TV channels. Whereas there are 500,000 advertisers on digital marketing platforms. Digital media is expected to grow at 37% in 2015, compared with an average rate of 35% over the last two years, so star India will open a large scale of advertising in this country. It approaches to a larger and valuable target audience, the younger generation and those in the 25-and-above age bracket, wanting to consume content on the go.
Moreover, Hotstar has done brilliant job when it comes to optimizing the search engines. More than 12% of their visitors come from search engines like Google, Bing, MSN and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore over five years.
Top Features of Hotstar:
1. You can share any content on Hotstar with your friends on Facebook & Twitter.
2. You can watch movies which are available in the library for free.
3. A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi & Sarabhai vs. Sarabhai are available with all episodes.
4. TV Channels (shows from which are available) include Asia net, Channel V, Life OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star World & Suvarna.
5. You can add that video to your playlist and watch them later.
6. You can even download many shows to watch them offline.
Accomplishments:
It was launched on 1st of February and became the fastest to cross one million download marks in six days. It outdid apps like Facebook (10 months), Instagram (2.5 months) and Twitter (one year), the app has managed to achieve an average TSV (time spent per viewer) of 24 minutes a day.
According to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global rank is 1997, which is improving day by day. It is the most reached online sports platform according to the Tele Web Audience Measurement system.
a. What strategies seem working for Hotstar?
b. What strategies should competitors apply to compete with Hotstar?

 

Marketing Strategy

27 Jun

Q1. MyDentist a nationwide chain of Dentists has been going through a bad phase of late. In order to get back on track, it has rebranded itself as “Sabka Dentist”. Do you think this strategy will help it regain its market? What other steps should be taken by them?

Q2. “Rumors”, the 3rd largest brand in India in the Furnishing Fabrics segment is planning to undergo a change. Known for its high end range of Fabrics, for the first time the brand is planning to come out with a low priced range of fabrics as a part of its latest collection to be launched next month. Market is skeptical that this strategy is a wrong move and might backfire. What are your thoughts about the same? How should Rumors go about it?

Q3. The country’s largest oral care company, Colgate-Palmolive, will need to ramp up its herbal portfolio in the next few quarters. It reported a three per cent decline in volume growth for the March quarter 2017. While in line with estimates and lower than the 12 per cent decline in volume growth reported for the December 2016 quarter, this does not bode well for the company.The trend, says analyst for fast-moving consumer goods appears to be in favour of companies pushing herbal oral care products.

“Patanjali has been growing its share in oral care, where it said it had achieved market share of 14-15 per cent in toothpastes. Dabur has seen a share gain of one per cent (110 basis points) for the March quarter, indicating there is traction for its products, which are based on Ayurveda.

Colgate, on the other hand, saw market share fall sequentially from 55.6 per cent in the December quarter to 55.1 per cent in the March one.

Cibaca Vedshakti, herbal toothpaste it launched in August 2016, would not be the last thing in its natural’s portfolio. So far, Vedshakti has been doing well. Soon, there will be other natural products from Colgate as they continue to innovate in the category. Colgate has been working on its natural portfolio for nearly two years. It first responded to the herbal revolution, kicked off by Patanjali, in June-July of 2015 when it launched Active Salt Neem toothpaste, its first indigenously developed one and followed it with launching variants containing clove oil and charcoal respectively.

The year 2016 saw the company launch its second indigenously developed toothpaste in Cibaca Vedshakti, with additional ones supporting its clove oil portfolio (sensitive clove toothpaste). But, for all the effort in the herbal category, the overall toothpaste share for Colgate has declined 220 basis points in the past year and three months.

a. What strategies should be followed by Colgate in order to protect its market share?

b. What strategies should be followed by Patanjali in order to dent Colgate’s market share more?