Main Competitors
Although Darlie has actually acquired a large market share in the tooth paste market in Malaysia, it still dealt with the competition from other tooth paste business in this industry. The two of the main competitors of Darlie in the market are Sensodyne and Colgate. As the world biggest producer and producer of tooth paste, Colgate ends up being the best rival of Darlie. Colgate has endured in this market for such a long period of time and has developed its impact amongst the clients.
It has successfully making the consumers to have brand name commitment toward Colgate. Besides that, Colgate has different types of toothpaste, which can please different requirements of the clients.
This has satisfied the wants and needs of the consumers and straight takes on Darlie as the product variety of Colgate and Darlie are quite similar. Nowadays, a lot of individuals are dealing with various kinds of teeth issues, such as delicate teeth, gum illness and dental caries.
Therefore, they tend to purchase the toothpaste which can help them to resolve their teeth issues. Sensodyne is concentrating on solving sensitive teeth problem and is suggested by dental practitioner to be utilized. It has formed the brand name image of Sensodyne to end up being professional and high class toothpaste. For that reason, although Darlie likewise has their own sensitive teeth toothpaste, individuals still prefer Sensodyne as the search for the brand name image. Therefore, Colgate and Sensodyne become two of the main competitors for Darlie in Malaysia tooth paste market.
Contrast of Colgate and Its Rivals
- Darlie.
- Colgate.
- Sensodyne
Market share in Malaysia.
- In 2011, Darlie’s market share is 31%.
- In 2011, Colgate’s market share is 60%.
- In 2011, Sensodyne’s market share is 5%.
Target customer
Their target customers are those urban individuals who are above 18 years old, and take note of their oral health. The target consumer is mothers with kids who make toothpaste buying choices for the household and people who care for their oral health. The target consumer is the adults from 20 to 60 years of ages who dealt with sensitive teeth problem.
Promotion
Using websites, advertisements and TV commercial to advertise. Having promotions in supermarket.
Using website, advertisement, and TV commercial to advertise. Having some promotions by giving free gifts. Colgate School Program: give out free samples to kids and teach kids the way to brush teeth properly. Bright Smile, Bright Future program: promote the importance of oral health through education and prevention. Using websites, various advertisements and TV commercial to attract customers. Promotion through dentist and dental clinic.
“Chill Test” in hypermarket.
Price
The price range of Colgate is between RM7.95 to RM10.60.
The most expensive toothpaste is Colgate Sensitive Pro Relief. The cheapest toothpaste is the Colgate Regular tube.
The price range of Sensodyne toothpaste is from RM9.90 to RM12.90.
Product
Having different range and types of toothpaste.
For instance, fresh breath, whitening, sensitive teeth and enamel protection.
Specializing in the preservation and treatment of oral hygiene. Create an array of 40 different patented toothpastes keeping Colgate competitive. Having 13 different classifications and varieties of Colgate toothpaste. Consists of different types of toothpaste, but mainly focuses on the sensitive teeth issue.
Place
Almost at all supermarket and mini market.
Very convenience to buy it.
Almost all super markets and pharmacies carry Colgate Toothpaste. Can sometimes be found in more prominent locations when on sale or launching new products into the market. Distributed indirectly.
Available in all hypermarkets, supermarkets and pharmacies, Chinese medical halls and mini markets in Malaysia. Length of time in business
Darlie started its business since 1933.
It has taken 80 years in the toothpaste industry.
Colgate-Palmolive started its business in 1806.
It has taken 207 years in the toothpaste industry.
GSK produced Sensodyne in 1961.
It has taken 52 years in the toothpaste market.
(Source from: Colgate, 2013 and Sensodyne, 2013)
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