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Colgate brand clings on to its numero uno position - Views on News from Equitymaster
 
 
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  • Nov 18, 1999

    Colgate brand clings on to its numero uno position

    According to a survey conducted by the research firm IMRB, Colgate has retained its status as the No. 1 brand in India.

    The other brands in the top 10 list include dairy brand Amul, Reckitt and Colman’s Dettol, snack food major Britannia, Hindustan Lever’s (HLL) Lifebuoy, P&G’s Ariel, Smithkline Beecham’s Horlicks, and again HLL’s Lux brand. Emerging in the bottom rung of the top 10 was media company Zee TV at No. 9, closely followed by national broadcaster Doordarshan.

    Colgate is king, but for how long?

    The other brands in the top 10 list include dairy brand Amul, Reckitt and Colman’s Dettol, snack food major Britannia, Hindustan Lever’s (HLL) Lifebuoy, P&G’s Ariel, Smithkline Beecham’s Horlicks, and again HLL’s Lux brand. Emerging in the bottom rung of the top 10 was media company Zee TV at No. 9, closely followed by national broadcaster Doordarshan.

    The dark horses in the top 10 list this year were Amul (ranked No. 24 last year), Zee (No. 38 last year) and Ariel. Colgate barely managed to cling on to its top slot. The surprising loser this year has been Reckitt’s ‘Iodex’, which ranked No. 2 last year behind Colgate.

    The dark horses in the top 10 list this year were Amul (ranked No. 24 last year), Zee (No. 38 last year) and Ariel. Colgate barely managed to cling on to its top slot. The surprising loser this year has been Reckitt’s ‘Iodex’, which ranked No. 2 last year behind Colgate.

    In the cola market Thumps Up emerged as the top cola brand, beating both global brands Coke and Pepsi. Overall Thumps finished at No. 29 in the rankings.

    The rankings underlined the fact that new companies are becoming popular and old majors including MNC’s are losing ground. This reiterates that bags of money to sustain marketing efforts are not enough to attract consumer attention. But then again, these rankings do not necessarily set the cash registers ringing for these companies.

    With India emerging as the preferred destination for most MNC's, there is likely to be slew of new brands entering the market in the years to come. In such a scenario, these rankings are likely to change quite frequently.

     

     

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