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Сингува Чимука
Студент 2 курса.
Российский университет дружбы народов имени Патриса Лумумбы.
Сано Шема Рене
Студент 2 курса.
Российский университет дружбы народов имени Патриса Лумумбы.
Анализ конкурентоспособности бренда зубной пасты Colgate на рынке Саку
Singuwa Chimuka
2-year master's degree student, Peoples' Friendship University of Russia.
Sano Shema Rene
2-year master's degree student, Peoples' Friendship University of Russia.
Analysis of Colgate toothpaste brand competitiveness in the Sacu market
INTRODUCTION
Major players in the cosmetics industries are making the most of the boom projected for the industry in Africa, a continent seen as the next frontier in the sector. Thanks to the burgeoning population expected to double to 2,4 billion in 2050, the rising middle class and amplified urbanization have positioned the African region to that status [6]. As a result, the cosmetic market is expected to double over the next decade. The cosmetics industry on the African continent is expected to grow over the next two years. Overall, the African beauty and personal care market was estimated at $10.1 billion in 2017, and it currently increases between 8% and 10% per year against an international market growth rate of close to 4%. It was expected to reach $ 13.1 billion when the continent's total population, the fastest growing globally, reached approximately 1.4 billion.
Africa's fast-growing beauty and personal care markets are prompting ambitious innovation plans from industries giants Unilever, L'Oreal,
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and Colgate-Palmolive, each looking to capture the expanding middle [7]. However, although growth in the beauty and personal care industries is global, Africa is marked by significant disparities between the countries, particularly between the regions. It, therefore, cannot be approached as a single market. For this reason, the research paper focuses on the Southern African Customs Union (SACU) region.
In the SACU market, South Africa represented over 6 billion dollars in revenue in 2017 alone. The majority of sales in the country are made within structured distribution channels. By comparison with the other SACU member states, thus Botswana, Lesotho, Namibia, and Eswatini, only 15% of beauty and personal care products are sold in supermarkets [5]. Products for hair and body care are predominant in the beauty market in the SACU region, where face products and make-up remain marginal but have strong potential. The beauty market is also divided by demand for both local and international products. African consumers in the region typically expect high-quality products that are both reliable and affordable. Furthermore, consumers often alternate between local and international brands depending on local lifestyles, customs, and purchasing power.
The beauty and personal care market remains robust within the Southern African customs union (SACU), especially for staple items such as toothpaste. Toothpaste is classified as a cosmetic product within the Southern African customs union (SACU). The SACU beauty and personal care are segmented by distribution channels such as Supermarkets/Hypermarkets, convenience stores, pharmacies, drug stores, online, and others. By geography, the market is segmented into Botswana, Lesotho, Namibia, South Africa, and Eswatini. The increasing usage of toothpaste among the population in Southern Africa with all income groups is contributing to the growth of this segment. Dental care plays a crucial role in maintaining oral hygiene effectively. The first step to maintaining good oral health is to clean teeth. And for this, toothpaste is indispensable. Therefore, people must choose a reliable toothpaste brand for effectively cleaning teeth, keeping them white and cavity-free. The manufacturers are focused on launching products related to toothpaste; thus, demand for toothpaste will likely increase in the forecast period.
Colgate, from Colgate-Palmolive, is leading the ranking with the SACU market share. Incidentally, it is the first commercially produced toothpaste in the world and has been the historically dominant player in the competitive SACU market. The American brand might owe its popularity partially to strong advertisement visibility. For example, earlier this year, Colgate relaunched in the region a new and improved toothpaste
(Colgate Maximum Cavity Protection). The brand is also active in East African countries with its Bright Smile, Bright Future community program. It aims to promote Oral Health education to underserved children and families worldwide.
Furthermore, Colgate toothpaste is always available in any supermarket, drugstore, or pharmacy. This makes the manufacturer avoid losing the consumers in favor of another brand, which has been available in the SACU region. For this reason, Colgate has had a competitive advantage over other toothpaste in the SACU region and continues to increase the demand for its products [9].
DETERMINANTS OF COMPETITIVE ADVANTAGE AND SUCCESS FACTORS OF COLGATE BRAND IN THE SACU REGION
Product. In Southern Africa, "Colgate" toothpaste is available in different tastes, packages, and sizes and has additional features. Standing in front of this product variety might confuse the consumer. Nevertheless, they will always be able to recognize the "Colgate" brand due to its unique logo and the color combination of the white scripts/characters on the red background.
In comparison with other competitor toothpaste products in the SACU market, the size of the tube, "Colgate," offers two different sizes starting from 45g for "My first Colgate," rising to 175g for the "Maximum Cavity Protection." The product "Total" has two different sizes: 90g and 120g. Colgate offers a variety of product features, for instance, protection against cavities, plaque, tartar, and gum problems. The unique selling feature of this good is the newly developed ingredient Triclosan, which shall guarantee more extended protection. The name "Total" might indicate that the teeth are protected around the clock.
The package fulfills several functions. First, the "Colgate" Logo indicates that this product belongs to the "Colgate"-family. Therefore, the African consumer might associate a certain degree of quality and familiarity with this sign. Furthermore, "Colgate" uses the package for cross-selling other oral products. Finally, while opening the package, the consumer will find a hint that the best results will be achieved using the "Colgate" toothbrush.
If the consumer wants to gather information about the different features and ingredients of the toothpaste, information is provided on the package. If a consumer is unsatisfied with this information, Colgate offers a free call telephone number where call center agents quickly respond and answer all kinds of questions. This is good customer service, whereas there
is doubt that many Africans are using the service. Having another look at other products of "Colgate," the company provides a variety of toothpaste for different kinds of needs, for instance, toothpaste for children, white teeth, or smokers. Furthermore, they offer other oral care products, such as mouthwash and a range of toothbrushes.
Price. The price plays a vital role in the decision-making of a consumer. Colgate toothpaste in the SACU region is sold at a lower and more affordable price than other toothpaste brands. An African buyer of toothpaste might look after a familiar brand but then choose the cheapest product. As their perceived level of risk is shallow, it is unlikely that they will pay a higher amount for more quality. The consumer already associates quality with the brand "Colgate." [19].
"Colgate" offers its products in a vast price range. The price amount is an example of the supermarket "Shoprite Zambia." The cheapest product is available for 15.51 ZMW(Kwacha), which is approximately 0.85$ or 57 RUB. After that, the prices increase to the amount of their newest products, "Sensation Whitening," "Sensation Baking Soda & Peroxide," and "Sensation Whitening & Tartar Control." These are also the most eye-catching products concerning package and placement. Thus, the price-aware consumer will probably choose the smaller tube, which appears cheaper, although the larger tube offers more value for money.
However, the competitors' pricing strategies should be likewise considered. Besides "Colgate," one other company offers a similar product range: SmithKline Beecham with their brand: "Aquafresh." Although there is no noticeable quality difference, SmithKline Beecham provides nearly all of their products cheaper than "Colgate" does, except for the newly launched products, for instance, whitening toothpaste, which is more expensive. Despite the competitors' lower prices, which might attract low-involved consumers, "Colgate" seems to be the market leader in Southern Africa.
Place. The proper placement is crucial when it comes to the Colgate brand in the SACU market. Colgate products are available in any supermarket, drugstore, or pharmacy; otherwise, the brand might face the danger of losing the consumer in favor of another brand that has been available. Nowadays, where retailers offer their brands and the consumer shows only low brand loyalty, the retailer has become very independent from the manufacturer. Therefore, it is the issue of the customer development department of the manufacturer to build up a good relationship with the retail chains to get an accurate placement, especially in rural areas where there is low consumption of toothpaste [15].
A specific range of "Colgate" toothpaste is available in every retail out-
let. Taking the example of "Shoprite Zambia," the toothpaste will be found on the shelves near the central gangway, near the cash registers. Although the "Colgate" products are not positioned directly next to the main gangway, the familiar logo and two shelves covered with "Colgate" products will attract the customer's attention.
Remarkably, none of the "Colgate" toothpaste was placed at eye level. Instead of toothpaste, toothbrushes were put on this level. As the customer arrives to buy the toothpaste, which is empty, he will be reminded whether he does not need a new toothbrush as well. Another aspect that might confuse the customer is that only some of the same brand products, which differ in size, are placed next to each other. The wide range of "Colgate" toothpaste makes it difficult for consumers to decide whether they are different products or just different in size. The shelves are all well stocked, although it is difficult to distinguish whether this is the merit of the management of the supermarket or the influence of a good relationship between retailers and manufacturers.
Promotion. Price promotions play an essential role while selling toothpaste. "Colgate" promoted two price reductions at the time of the investigation: The first price reduction was for the "Ultrabright" toothpaste which does not appear as a Colgate brand. The second price promotion was for the "Colgate Maximum Cavity Protection." However, these price promotions might also depend on the arrangements with the retailers. For general promotions, "Colgate" uses television advertising. Although the brand's different products are introduced, the main effect is the awareness and familiarity with the brand "Colgate." African consumers pay little attention to advertisements as long as they are not exceptional. Subconsciously their memory is stimulated, and they keep in mind the brand "Colgate." Therefore, the advertising is short, contains small information, and often repeats, especially during the main television. In a nutshell, the author thinks that "Colgate" has developed efficient marketing strategies. This is one reason "Colgate" is the global market leader for toothpaste.
AFRICAN CHEWING STICK VS COLGATE TOOTHBRUSH AND TOOTHPASTE IN RURAL AREAS
Many toothpaste companies have been trying to grasp the rural market. But the challenges are many: how to make the product affordable, how to penetrate villages with small populations, connectivity, communications, language barriers, spurious brands, etc. Marketers and manufacturers are increasingly aware of the burgeoning purchasing power, vast size, and demand base of the once-neglected Southern African hinterland.
Efforts are now on to understand rural consumers' attitudes and to walk and talk their talk. As a result, many companies' marketing mix is now being tailored to rural tastes and lifestyles.
Dental health in many traditional Southern African societies is considered seriously. What follows waking up in the morning in rural areas is usually chewing some cut-out stem of certain trees commonly identified as medicinal in a community [10]. Scientific studies of archeological excavations have established that early Africans had remarkably healthy teeth, with very few incidences of tooth decay [8]. Chewing sticks and wholesome diets constitute the reasons for Africans' excellent dentition in those days. Westernization, however, convinced Africans to turn their backs on the chewing stick and adopt the imported Colgate toothpaste and toothbrush. As a result, the African chewing stick is now consigned to the much older populations in rural areas [17].
Some scientific research recently conducted on certain trees commonly used as chewing sticks across Africa has established that these chewing sticks are much more beneficial to the teeth than the widely used toothpaste, toothbrush, and mouthwash, which can even be detrimental to the health of our teeth [16].
In an article published in the British Microbiology Research Journal, a group of researchers tried to compare different brands of commercial mouthwashes against extracts of the stem of bitter African leaf or Verno-nia amygdalina, commonly used as a chewing stick in rural parts of Africa. The goal was to determine which is more effective against some tooth decay-causing bacteria. Results obtained from the research show that the African bitter leaf stem contains vigorous antibacterial activity that works "against bacteria-causing tooth infection as compared to various brands of mouthwashes" and even commercial oral antibiotics. Furthermore, through experiments and testing of various compounds in the stem of Vernonia amygdalina, researchers have established that the plant contains much stronger "natural antimicrobial ingredients" when compared to commercial mouthwashes [3]. Therefore, the researchers recommended the "plant's stem [should be used] in the form chewing stick... [or] "as ingredients in manufacturing mouthwashes."
Although the research mentioned above about the health benefits of bitter African leaf or Vernonia amygdalina, Colgate aggressively pushed its brand in the rural areas in the SACU region. The company initially targeted many communities since traditional products such as chewing sticks and salt were used by rural consumers to clean teeth. Thus, the penetration of toothpaste was very low in rural areas. Additionally, the company en-
tered rural regions because the Urban Markets were getting saturated due to high competition from other toothpaste companies; in the rural areas, there is a vast untapped market, and the growing reach of electronic media has created a massive change in the lifestyles of rural consumers because of TV programs like soaps and other serials. As a result, rural people spend more on lifestyle products like lipsticks, toothpaste, and certain body care products since most people from rural areas visit their families in urban areas who use cosmetics such as Colgate and gain knowledge about the product use and its benefits.
However, the Rural African consumers differed from their urban Africans and were more inclined towards the value offerings in the region. As compared to their urban counterparts, who were ambitious and achievement-oriented, rural African consumers were high on emotional instincts. Therefore, they preferred those products which gelled well with their emotional feelings, like the African bitter leaf stem [13]. To solve this dilemma, Colgate educated the rural Africans about the product attributes and usage but also provided a free demonstration of the product to explain the utility/purpose served by the product. The vast difference in customer attitudes and buying behavior forced marketers to rework their marketing strategies for the rural market. The critical aspect considered by the marketers to sell their product in rural areas was to provide value offerings to the rural consumers. Therefore, differentiation was an essential aspect of success in the rural market.
In addition, Colgate promoted its toothpaste brand via young dentists in the rural markets. Many dentists were involved in the promotion process, which targeted the male members of the household. The company offered free dental check-ups and organized health camps to promote the product [14]. Sales promotion was done very aggressively, as free samples of Colgate toothpaste and discount schemes were distributed to potential African consumers. The company also maintained a favorable relationship with the intermediaries, provided incentives to the retailers, and worked towards increasing the customer demand for toothpaste in rural areas [12].
To summarize, the challenges faced by Colgate in rural areas brand introduction were:
Prevalence of traditional products such as the Chewing sticks used for oral hygiene in the rural communities in the SACU region.
The purchase of toothpaste was a costly proposition for the rural consumers compared to the Chewing sticks across Southern Africa, which were established as much more beneficial to the teeth than the commonly
used toothpaste, toothbrush, and mouthwash, which can even be detri- ■
mental to the health of our teeth.
Colgate has occasionally faced intense competition and has fought back effectively to regain its share in the SACU market in rural communities.
Southern African rural consumers were price-sensitive and value seekers.
Regarding opportunities for Colgate penetration in the rural communities in the SACU region, the rural market was the powerhouse of opportunities. Thus, Colgate envisaged a tremendous potential to grow in the rural market. It leveraged the following facts to penetrate the rural market.
The income and the spending level of the local (farmers) consumers were rising but slowly,
The awareness about personal hygiene was spreading amongst the rural masses because of the increased literacy level.
The media reach was increasing in a rural area, which made it possible to promote the products to the consumers in the best possible way.
Since the consumers in the rural markets were price sensitive, the bot-tom-of-the-pyramid approach was the best-suited strategic option available to marketers for product penetration.
Nevertheless, numerous studies have established that some components of commercial toothpaste like Colgate contain compounds that can cause various diseases, including colon cancer. Indeed, the regular Colgate plastic toothbrush has been noted by researchers as a trapping device for countless germs and can harbor more than 100 million bacteria, including E. coli, which can cause diarrhea, and staphylococci ("Staph") bacteria that cause skin infections. As a result, the American Dental Association recommends throwing out your toothbrush every three months. There is no study on how many Africans replace their toothbrush every three months, but anecdotal evidence suggests that many use them for much longer. The cost of a quarterly toothbrush replacement might be insignificant to many in the United States, but this might not be the case for some in the SACU region. Despite this, Colgate remains the most common toothpaste and the market leader in Southern Africa.
THE SECRET BEHIND COLGATE'S CONTINUED DOMINATION OF THE SACU MARKET THAT HAS SUCH FORMIDABLE PLAYERS AS AQUAFRESH, CLOSE UP AND SENSODYNE AND WHY IT CAN NOT BE DISMANTLED.
When it comes to oral care or toothpaste, in particular, there is one brand that immediately pops up in every African mind living in the
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SACU region: Colgate. For over 200 years, Colgate has been carrying out its business internationally. Even today, in the SACU region, Colgate is a brand known for its quality, affordability, product range, and, most importantly, goodwill.
It has been a trusted brand for oral care products and has satisfied the needs of millions of customers in Southern Africa. The company has never seen a significant downfall in the market, be it toothpaste, toothbrush, mouthwash, or dental floss. One of the primary reasons for the success of Colgate in the SACU market and internationally has been the marketing strategies and ways of branding. The company applies effective marketing strategies according to market segmentation, demographic, psychograph-ic, and consumer behavioural patterns [18].
While Colgate has been massively successful and well-reputed due to its generosity with its customers in SACU countries, the competitors get a much more uncompromising attitude. This is one thing it does that is mischievous. Colgate is that one person in any group project who does none of the work but gets away with being greatly credited for presenting it well to the concerned audience; the person who gets all the laughs for retelling an unheard joke.
Colgate works brilliantly and lets its competitors work hard. Colgate might have established its dominance in the toothpaste industry by taking out the major players with the taste benefit in the SACU market; that was about all the advantage it gave itself [11]. Nevertheless, Colgate had captured a significant market share and started playing the safe game with this benefit, thus making its dominance hard to dismantle.
Additionally, it is essential to state that Colgate's peers in the toothpaste industry are often innovators, as entrants in a niche segment or existing brands diversify its product range. Colgate watches these competing products and their performance, picks a winning horse, and beats it at its race. Moreover, when Colgate enters the race, it is in it to win it. Once Colgate sets its sight on a toothpaste type, it makes sure the customer ends up using only Colgate's version of it; this goal is accomplished by:
Undercutting prices
Greater reach due to more extended existence compared to competitors. This reach concerns more than general geographical spread and store types in the SACU countries. For example, while most kinds of toothpaste appear in drugstores or available grocery stores, Colgate and its various subcategories have a more "People's product" feel, which is why they appear on both shelves. As a result of this competitive behavior, Colgate might often appear to be losing its lead. Still, the step back is more of a
run-up to overtake the competitors than "falling behind" as it takes away whatever share its competitors garner with their research.
The premium experience- A new frontier
Toothpaste as a product was very tunneled as just "oral care." However, oral care was not as simple as it appeared. Premiumization means producing exclusive products of a subtype in the existing market. For the toothpaste product line, premiumization meant the creation of toothpaste that catered to particular needs, such as sensitivity, whitening, diabetic care, enamel care, etc. The potential for premiumization existed, meaning each player could give themself an edge to outperform their competitors [1].
Like many people, an African can buy a different brand whenever he likes, but he does not; wonder why? This customer loyalty is because Colgate is Generous to consumers in the SACU region. Through the giveaway, Colgate became a personal experience for the kids as consumers that grew up using the brand to the point where Colgate became the verb that replaced brushing for many [4]. The taste became something that would be the norm for brushing, and using any other brand with a different taste would just feel jarring. Thus, Colgate used something as simple as taste and memory to create a pseudo-addiction to its product that would make the customers stay, and the deviants gravitate back to it [20]. This shows that Colgate went from a foreign company to a household name synonymous with the entire SACU market.
The other toothpaste can use competitive and innovative promotional tools to compete with the Colgate toothpaste brand dominance in the SACU market [2]. However, Colgate builds trust in the market by providing quality and affordable products but also has participated in numerous social causes, increasing Africans' confidence in the region. Colgate has participated and partnered in various NGOs and social activities, which have indirectly always been a part of one of the most effective branding and marketing strategies.
CONCLUSION
Colgate believed in working on their unique selling proposition, converting non-users into users in the Southern African region. Therefore, the company promoted its product aggressively in the SACU market by spending approximately vast amounts of money on different projects yearly to make the toothpaste brand more competitive. In addition, promotional films were used to create brand awareness in various countries in the SACU region.
It aggressively took up sales promotion by offering a free toothbrush
with Colgate toothpaste and used an integrated communication mix to enhance its reach in the rural market. Understanding the market needs and tapping them at the right time helped Colgate to have the highest market penetration in rural areas than other toothpaste brands in the region. This, in turn, led Colgate to be the No. 1 player in the rural market for the oral care segment. In addition, it was the first in the category to launch white toothpowder that hit massive success in the rural market. As a result, it had a first-mover advantage in rural areas, as it was focused on enhancing the reach of its product by reaching the bottom of the pyramid. Thus, they launched the sachets of both toothpaste and toothbrushes at a meager price.
Rural African consumers exhibited a contrasting buying behavior compared to their urban families or friends. Many Africans believed in the trial of the product before the actual purchase. Cultural and social groups also played a vital role in influencing the buying behavior of rural consumers in the SACU region. The enticing factors influencing their purchase decision were price, promotional offers, the color scheme used in the packaging, and the availability of the particular brand. Retailers acted as the key influencers, and the ongoing promotional strategies helped to push the brand to the consumers. However, many Africans in rural areas of the SACU region still prefer the African Chewing Sticks since they help reduce bad breath and support oral hygiene by eliminating odor-causing bacteria that can lodge between teeth after eating. It is a natural substitute for toothbrushes and toothpaste.
Nowadays, the Colgate toothpaste product line consists of solid brands. This is due to the company's very successful marketing strategy in the past. But especially in a competitive environment like the personal care industry, Colgate needs to upgrade its organizational and marketing strategy to meet the customer's needs and strengthen its leadership in the SACU. Furthermore, a wide range of local and international toothpaste products is offered to urban and rural customers in the SACU. This, in particular, means Colgate must differentiate their products from competitors by being innovative and unique. Moreover, the toothpaste market is constantly growing, which means that more different needs and expectations of the customer will arise. Therefore, Colgate must use marketing tools such as market segmentation to identify their needs better and supply them with the right products.
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