86: Viewing the context of the category in terms of investment, Colgate has significantly increased its presence in TV vs previous year, as compared to Peru where Colgate not only lowered their level of TRPs but the category was generally quieter.
-In Colombia, Fluocardent, although with low levels of TRPs, starts again to be present in TV
-Fortident is still absent on TV during this semester
92: Bearing this in mind, let 's look at what the performance was of commercials that the brands served for this quarter ...
94: The platform "Extrablancura" in Peru has recall issues but it has very good association with the brand, which can be linked to the presence of its celebrity. In terms of response and image, the commercial maintains the indicators …show more content…
Colgate meanwhile is getting to increase repeated business and to attract more casual users, which may be being driven by promotions made by the brand
-Fluocardent In line with their behavior in AE, it is getting to attract more people.
121: In the case of Peru, Colgate is losing penetration, weakening their loyal and casual users, which is reflected from the behavior of its variants, where the activities of the brand did not help keep the indicators. Dento, Kolynos and Aquafresh attract new users, increase testers.
122: And how is the perception of image of each of the brands and what are the opportunities for Colgate?
125: Colgate presents significant drops in some of the attributes, and the category generally weakens image strongly …show more content…
At the image level Colgate recovers its indicators vs 3 years ago
FORTIDENT: Due to its absence from TV, the brand has been weakening in Attitudinal Equity, it yielded 3 points of share of desire. Additionally, Fortident loses among occasional users and further weakens their ME and brand image.
ORAL B: Oral B with its new Shakira commercial still has BL problems: despite the celebrity supporting its visibility, it fails to be associated with the brand
Oral remains stable in its equity indicators in the brand funnel and brand image is weakened in some attributes
131:
TA: Laura Huarcayo helps build BL, but the commercials have such low impact and the creative resource is so weak that its weakness is
-In Colombia, Fluocardent, although with low levels of TRPs, starts again to be present in TV
-Fortident is still absent on TV during this semester
92: Bearing this in mind, let 's look at what the performance was of commercials that the brands served for this quarter ...
94: The platform "Extrablancura" in Peru has recall issues but it has very good association with the brand, which can be linked to the presence of its celebrity. In terms of response and image, the commercial maintains the indicators …show more content…
Colgate meanwhile is getting to increase repeated business and to attract more casual users, which may be being driven by promotions made by the brand
-Fluocardent In line with their behavior in AE, it is getting to attract more people.
121: In the case of Peru, Colgate is losing penetration, weakening their loyal and casual users, which is reflected from the behavior of its variants, where the activities of the brand did not help keep the indicators. Dento, Kolynos and Aquafresh attract new users, increase testers.
122: And how is the perception of image of each of the brands and what are the opportunities for Colgate?
125: Colgate presents significant drops in some of the attributes, and the category generally weakens image strongly …show more content…
At the image level Colgate recovers its indicators vs 3 years ago
FORTIDENT: Due to its absence from TV, the brand has been weakening in Attitudinal Equity, it yielded 3 points of share of desire. Additionally, Fortident loses among occasional users and further weakens their ME and brand image.
ORAL B: Oral B with its new Shakira commercial still has BL problems: despite the celebrity supporting its visibility, it fails to be associated with the brand
Oral remains stable in its equity indicators in the brand funnel and brand image is weakened in some attributes
131:
TA: Laura Huarcayo helps build BL, but the commercials have such low impact and the creative resource is so weak that its weakness is