Although Darlie has obtained a large market share in the toothpaste market in Malaysia, it still encountered the competition from the other toothpaste companies in this industry. The two from the main competitors of Darlie in the market are Sensodyne and Colgate. As the world greatest producer and manufacturer of toothpaste, Colgate becomes the very best competitor of Darlie. Colgate has survived in this industry for such a long time and has built its influence among the clients. It has effectively making the shoppers to have manufacturer loyalty toward Colgate.
Besides that, Colgate has various kinds of toothpaste, which can satisfy diverse needs from the customers. This has fulfilled the needs and wants with the customers and directly competes with Darlie as the item range of Colgate and Darlie are quite related. Nowadays, many people are facing different types of malocclusions, such as hypersensitive teeth, gingivitis and dental decay. Therefore , they tend to obtain the toothpaste which can help those to solve their teeth problems.
Sensodyne is definitely focusing on solving sensitive tooth problem and it is recommended by dentist being used. It has shaped the manufacturer image of Sensodyne to become specialist and high quality toothpaste. Therefore , although Darlie also has their own sensitive pearly whites toothpaste, persons still like Sensodyne because the look intended for the brand graphic. Therefore , Colgate and Sensodyne become a pair of the main opponents for Darlie in Malaysia toothpaste market. Comparison of Colgate and Its Competition
- Market share in Malaysia
In 2011, Darlie’s market share is 31%.
In 2011, Colgate’s market share is definitely 60%.
In 2011, Sensodyne’s market share can be 5%.
- Target customer
Their target customers happen to be those city people who are over 18 years old, and pay attention to their oral health. The target consumer is moms with children who make toothpaste shopping for decisions to get the as well as people who attention
for his or her oral health. The point customer is a adults via 20 to 60 years aged who encountered sensitive teeth problem.
Using websites, advertisements and TV commercial to promote. Having special offers in superstore.
Using site, advertisement, and TV commercial to promote. Having a few promotions by giving free gifts.
Colgate College Program: offer free trials to youngsters and teach kids the best way to brush tooth properly. Dazzling Smile, Bright Future system: promote the importance of oral health through education and avoidance. Using websites, various advertising and Commercial to attract clients. Promotion through dentist and dental center.
“Chill Test in hypermarket.
The purchase price range of Colgate is among RM7. ninety five to RM10. 60.
The most expensive toothpaste is Colgate Sensitive Pro Relief. The least expensive toothpaste is the Colgate Frequent tube.
The price variety of Sensodyne toothpaste is coming from RM9. 90 to RM12. 90.
Having different selection and types of tooth paste.
For example, fresh breathing, whitening, very sensitive teeth and enamel protection.
Specializing in the preservation and treatment of oral hygiene. Create an array of 45 different branded toothpastes keeping Colgate competitive. Having 13 different categories and different types of Colgate tooth paste. Consists of various kinds of toothpaste, yet mainly concentrates on the sensitive teeth issue.
Almost at all supermarket and mini industry.
Convenience to buy this.
Almost all extremely markets and pharmacies take Colgate Toothpaste. Can sometimes be seen in more visible locations when on sale or launching new releases into the industry. Distributed indirectly.
Available in every hypermarkets, supermarkets and pharmacies, Chinese medical halls and mini marketplaces in Malaysia. Length of time in operation
Darlie started their business seeing that 1933.
It has used 80 years in the toothpaste sector.
Colgate-Palmolive started its business in 1806.
It has taken 207 years in the tooth paste industry.
GSK developed Sensodyne in 1961.
It includes taken 52 years inside the toothpaste marketplace.
(Source from: Colgate, 2013 and Sensodyne, 2013)
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