BRAND DOSSIER 

PREPARED BY:

- JASKARAN SINGH

- KHUSHBOO SHARMA

- RAHUL TOSHNIWAL

- RAJASEKAR DHANSEKARAN

AGENDA Early history of the brand Evolution over time Crafting the brand positioning Marketing strategies Tackling competition Distribution strategy SWOT analysis Market survey Analysis of Hypothesis Conclusion

Early history of the brand….

Origin1806• Colgate originated as William Colgate & Company in New York

for manufacturing soaps, starch and candles

Restructuring1857• Samuel Colgate took over the management and reorganized the

company as Colgate & Company

Colgate Palmolive - Peet1928• Colgate and Company was took over by Palmolive – Peet

Early history of the brand

Incorporation1937• Colgate Palmolive India Ltd was incorporated

Manufacturing unit1967• Commenced first manufacturing unit at Sewri, Mumbai

Young India Programme1976• First promotional campaign by Colgate launched in India

Indian Public Offering1988• Colgate Palmolive shares listed in Bombay Stock Exchange

Inception in India

Evolution over time

Colgate launched Colgate Dental Cream after inception in India

From 1990 till date Colgate has launched several brands.

In 1992, Colgate was rated as India’s No.1 brand across all categories

In 2004, Colgate launched Oral Health Month

Crafting the brand positioning....

Neem twigs, ash and even tobacco posed competition to Colgate

So Colgate had to create awareness for oral hygiene in Indians and develop trust for the Company in their mindSo Colgate tied up with Indian Dental Association and launched 'Young India' Bright Smiles, Bright Futures Schools Dental Health Education ProgramColgate has promoted teachers training as they are closely connected with children

Initial Positioning

Crafting the brand positioning....

Ring of confidence Colgate fights germs two and half times stronger Colgate‘s talk to me

Repositioning….

Comfort with the toothpaste concept Trust on Colgate

“Dentist’s recommended No. 1 brand”

Crafting the brand positioningRepositioning

Colgate Dental Cream

Colgate Active SaltColgate Max Fresh Gel

Colgate SensitiveColgate Visible White

Colgate Gel toothpasteColgate Total

Colgate CibacaColgate Herbal

Marketing Strategies….

Young India, Bright Smiles, Bright Futures Launched in 1976 This programme has reached more than 40,000 schools across

112 towns Indian Dental Association( IDA)

Colgate has partnered with IDA in 2004 Conducts Oral Health Month every year This programme has reached across 1,116 towns with the

participation of over 25,000 dentists Sampark

Advertised door to door selling by localities Reduced communication gap in rural India

Awareness Campaigns

Marketing Strategies….

Newspaper

First advertisement in 1915

Commercial

It was advertised in 1950

Advertisements

Marketing Strategies….

Colgate Gel

Advertisement in 1995

Colgate Strong Teeth

Advertisements

Marketing Strategies….Colgate has been promoting short term sales whenever the market has : To launch new product of Colgate To Block the competitor’s launch To reduce the inventory

Sales Promotion

Marketing Strategies….

Colgate has used Facebook and Twitter to promote its new promotion strategies

Social Media Promotion

• Colgate “SMILE” campaign in 2011

• Facebook & Twitter users upload smiling face

Marketing Strategies

On the basis of : Demographics

Psychographics

Geographical

Segmentation

Variant Target People PlaceColgate Total 12 35+ age group UrbanColgate Sensitive Sensitive teeth UrbanColgate Max Fresh Youth UrbanColgate Kids Kids UrbanColgate Visible White Women UrbanColgate Cibaca Low income RuralColgate Active Salt Mid income Urban & Rural

Different SKU’s

Ring of confidence

Two times germ

protection

Two and half times germ protection

Tackling competition….Colgate has to tackle competition from Pepsodent, Close Up, Sensodyne and low priced competitors.

Colgate vs Pepsodent

Colgate Pepsodent ColgateColgate vs Close Up

• Advantage of first launching gel variant• Freshness and confidence imageClose Up• Launch of Colgate MaxFresh Gel • Extensive promotion through celebritiesColgate

Tackling competitionColgate vs Sensodyne

• Advantage of 1st launching variant for sensitive teeth• Promoted saying experts recommended brandSensodyne• Colgate Sensitive and Colgate Sensitive Pro Relief• Supported by “ask the dentist” campaignColgate

Colgate vs Low priced competitors

• Ajanta India and Anchor Healthcare priced their product at 40% discount

• So they captured 80% of discount segment

Low priced competitors

• Relaunch of flanker brand Colgate Cibacca• Captured 50% of discount segment and has become 4th

largest brandColgate

Distribution strategy followed by the brand

Factory Warehouse C&F

Super Stockiest

Rural Stockiest

Wholesaler Retailer

Stockiest

Retailer Wholesaler

Co-op stores

Consumer

SWOT Analysis

Strengths• Core brand equity• Winning on the

ground

Weaknesses• Narrow product focus• Mass marketing

position

Threats• Challenge from P&G• Rising competition

Opportunities• Drive in deodorants• Intimate hygiene

products

Market Survey

Sampling Plan

Face to face survey

Telephonic survey

Sample Size

Total size : 100

Segmented on the basis of gender and

age

Sampling

MethodStratified Random Sampling

Trust(%) Sensitivity(%) Fresher Breath(%)

Whiteness(%) Prevention of tooth

decay(%)

59

16 17

50 50

5 82

3

7 5

26

2

16

3832

10

0

64

5 13

Perc

enta

ge o

f pe

ople

Analysis of Hypothesis….Hypothesis 1

Colgate is the most salient and trusted brand

We have accepted this hypothesis

Analysis of Hypothesis….Hypothesis 2Colgate toothpaste is more of a cosmetic care product than an oral care product

We have failed to accept this hypothesis

Trust(%) Sensitivity(%) Fresher Breath(%)

Whiteness(%) Prevention of tooth

decay(%)

59

16 17

50 50

5 82

3

7 5

26

2

16

3832

10

0

64

5 13

Perc

enta

ge o

f pe

ople

Analysis of Hypothesis….Hypothesis 3

The Colgate consumer buying behavior is influenced by the celebrities

Out Of the 32% of people who could correctly related Sonam Kapoor with Colgate, 44% have Colgate both as their top of mind and most often used brand.

We have failed to accept this hypothesis

Brands Pepsodent Babool Colgate Oral BCelebrity Sharukh Khan Irfan Khan Sonam Kapoor Madhuri DixitPercentage of correct identifiers

39% 28% 32% 29%

Analysis of HypothesisHypothesis 4

Colgate Sensitive / Pro-Relief is more popular than GSK Sensodyne.

We have failed to accept this hypothesis

Unlikely

Somewhat Unlikely

Undecided

Somewhat Likely

Likely

0% 5% 10% 15% 20% 25% 30% 35%

8%

4%

24%

33%

31%

Conclusion

According to Nielsen, there is one store opening every five minutes in India. For growth, Colgate has to be in all these stores

Colgate as of now is not very aggressive in online advertising Colgate is the market leader and has the power to influence price Colgate is the most salient and trusted brand

Thank You