BRAND DOSSIERCOLGATE

MembersDebranjan Bhawal

Shravi SingalSurya UpadhayaVignesh Vetri Vel

AGENDAEarly historyPositioningAdvertising & Sales PromotionAnalysis of the productCompetitorsStrategies adoptedDistributionHypothesis Instruments of data collectionAnalysis of the data collectionConclusion

Early HistoryDates Events1806 William Colgate and company, founded by william

colgate1857 William colgate died and the company was

recognised as Colgate and Company under Samuel Colgate

1873 The firm introduced and marketed its first toothpaste.

1911 Took the initiative to distribute two million tubes in school

1926 Colgate and Palmolive-Peet merges and forms Cogate-Palmolive-Peet company

1930 Colgate listed itself in the New Stock Exchange1953 The company changes its name to Colgate-

Palmolive Company1976 Colgate-Palmolive aquires Hill’s Pet Nutrition1989 Annual sales surpass $5 billion mark1995 Colgate enters Central Europe and Russia2004 Colgate aquires ‘GABA’ oral care buisness in europeToday Sales surpassing $ 15 billion

PositioningPositioned itself as a toothpaste

with necessary calcium and minerals.

Availability of choice within the brand itself by providing variants to the product.

Repositioned itself as a better product, saying “Trusted for generations” and “No1 brand recommended by dentists”

Advertising and Sales Promotion

Sampark-Targeted the rural market.Free samplingA/V publicity vansRural promotion initiative

Colgate targeted the school children using the tagline “Bright Smiles” .

Colgate used celebraties for promoting their product .

Certified under IDA

Advertising- contd..Popular taglinesNo1 toothpaste recomended by

dentistsColgate’s bright smiles, bright

futureTrusted for generations who make

teeth strongerOur goal no cavities

Analysis of the ProductSwot AnalysisStrength

Focus on Inovation and New InovationsLoyal customersExisting in India for 70 yearsMarket Share leadershipPrescribed by IDA

WeaknessNo online SellingGiant competitors, like close up, pepsodent, etc.Too many product in the brand

Analysis of the product(Contd.)Opportunities

Product and service expansionsImproving advertisingImplementing new products to

attract youthThreats

Change in retail senario globaly

Analysis of the Product4 p’s

ProductPosition itself as an inovative toothpaste,

recognised by IDAPlace

Increase in wholesellers and tracking distribution path

PromotionTrusted by generations who can make teeth

strongerPrice

Based on the competitors price, colgate fixes its price

CompetitorsCompetitors

Close-upPepsodentSensodyne

Strategies AdoptedPublic relations- through

newspaper and magazinesTraining programmes in schoolsAggressive advertising

DistributionTargeted rural market – via

samparkProposed by medical

departments

HypothesisColgates variants are catering to

the needs of the customersDue to high compition and consumer

varring demandColgates certification by IDA

certified by IDA and Recomended by dentist influences consumers

Instruments of Data CollectionInstrumentsPersonal interviews with pc aided

questaireSample size

60

Analysis of the Data1) Choose the attribute which you

consider most important in your toothpaste?

13%

42%

10%

13%

22%

Attribute that is considered in toothpaste

Gives Best WhitenessFreshnessHighly Recommended By Den-tistGood for Sensitive teethPrevents Decay

2) For the following attributes, rate the brand COLGATEon a scale of 1 – 5 (5 - Strongly Disagree; 4 - Disagree; 3 - Neither Agree nor Disagree; 2 - Agree; 1 - Strongly Agree)

Close Up Pepsodent Colgate Sensodyne 2.85

2.90

2.95

3.00

3.05

3.10

3.15

3.20

3.25

3.30

Gives Best Whiteness

Brand

Mea

n

Close Up Pepsodent Colgate Sensodyne 2.90

2.95

3.00

3.05

3.10

3.15

3.20

3.25

Freshness

Brand

Mea

n

Close Up Pepsodent Colgate Sensodyne -

0.50

1.00

1.50

2.00

2.50

3.00

3.50

Highly Recommended by Dentist

Brand

Mea

n

Close Up Pepsodent Colgate Sensodyne 2.60

2.70

2.80

2.90

3.00

3.10

3.20

3.30

3.40

Good for Sensitive Teeth

Brand

Mea

n

Close Up Pepsodent Colgate Sensodyne 3.04

3.06

3.08

3.10

3.12

3.14

3.16

3.18

3.20

3.22

3.24

Prevents Decay

Brand

Mea

n

3) Colgate has now come up with variants, which are the ones you are aware of and have used? (Anyone who has used the brand is considered to be aware of the brand)

Colgate Visible White

Colgate Maxfresh

Colgate Sensitive Pro Relief

Colgate Total

Colgate Active Salt

0

10

20

30

40

50

60

NoneUsedAware

4) Which brand of toothpaste do you use?

Close Up Pepsodent Colgate Sensodyne Others0

5

10

15

20

25

30

Toothpaste Usage

Brand

Rang

e

5) Associate the taglines with the brand

0204060

Taglines associated with each brand

SensodyneColgatePepsodentClose up

Tagline

Mea

n

CONCLUSIONFuture direction

◦Urban Market◦Rural Market

Thank You