Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Colgate Vedshakti

Colgate (Swarna) Vedshakti is a herbal toothpaste that was introduced by Colgate to counter the threat of several herbal toothpastes that had entered the Indian context. Among these threats was the offering from Patanjali, a brand that created considerable awareness of herbal offerings (Malviya, 2018). Colgate, being a leader in the category of toothpaste since the past several decades, had to create a brand that would counter competitive herbal offerings, especially when consumers were starting to show a great deal of interest in green products. Colgate Vedshakti was priced at par with competitive offerings, and Colgate, as the parent brand, provided an aura of credibility around the sub-brand. This was the herbal offering ...