BRAND AUDIT OF

COLGATE TOOTHPASTE

SUBMITTED TO:PROF . ARVIND TRIPATHY

COLGATE In 1806, William Colgate, himself a soap and candle

maker, opened up a starch, soap, and candle factory on Dutch Street in New York City under the name of "William Colgate & Company".

In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name.

Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.

BRAND LINE EXTENSION

Dental creamTotal 12Sensitive Max freshHerbal

Active saltFresh energy gelKids ToothpasteActive Whitening

BRAND AWARENESS Refers to how aware customers and

potential customers are of the business and its products.

Out of 50 sample size about 100% of the respondents are aware of this brand and its products.

BRAND AWARENESSBRAND RECALL :

BRAND ASSOCIATION :

DEEPIKA PADHUKONEKATRINA KAIFSAIF ALI KHAN

DENTISTJUHI CHAWLA

COLGATE MESWAK CLOSEUP PEPSODENT BABOOL

50 35 45 50 10

100% 70% 90% 100% 20%

BRAND IMAGE

Remov

e Bad

Bre

ath

Whi

tene

ss

Tast

e in

term

s of f

resh

ness

Fight

s aga

inst

ger

ms

Effec

tive

prot

ectio

n ag

ains

t cav

ity

Gingi

val P

rote

ctio

n

Fight

s aga

inst

dec

ay0

5

10

15

20

25

BRAND IMAGE

ColgatePepsodentClose upMeswakBabool

BRAND ASSET VALUATOR

differential relevance knowledge esteem26

27

28

29

30

31

32

33

28

32

30

28

colgate

differential relevance knowledge esteem0

5

10

15

20

2522

1820

22

pepsodent

BRAND PERSONALITY

appealing high quality pleasant inexpensive attractive0

5

10

15

20

25

30

24

26

22

14

21

colgate

BRAND LOYALTY

Colgate Pepsodent Close up Meswak Babool0

5

10

15

20

25

22

15

8

32

Series1

BRAND STRENGTHPARTICULARS COLGATE PEPSODENT CLOSE

UPMESWAK

BABOOL

LEADERSHIP (25%)

20 19 15 12 7

STABILITY (15%) 12 10 10 6 5

MARKET (10%) 8 7 7 3 2

INTERNATIONALITY (25%)

20 15 18 8 6

TREND (10%) 8 6 7 3 2

SUPPORT (10%) 7 8 8 5 3

PROTECTION (5%)

4 4 4 4 3

TOTAL(100%) 79 69 69 41 28

BRAND VISIBILITY

internet relative friend newspaper window shoping magazine advertisement0

5

10

15

20

25

30

35

40

45

108

12

5

20

5

40

Series1

BRAND VALUE

PACKAGING PRICE AVAILABILITY

24

20

30

BRAND VALUE

COLGATE

DOLLARMETRIC

READY TO PAY 2 READY TO PAY 4 READY TO PAY 6 NOT READY TO PAY0

5

10

15

20

25

30

35

20

10

2

18

22

8

1

19

28

4

1

17

30

2

0

18

CLOSE UP PEPSODENT MESWAK BABOOL

THANK YOU