Colgate Brand

Prepared by:

Jignesh Champaneri,

Indian oral care market

Indian oral care market (contd..)

• Valued at Rs 21 bn,• Toothpastes consumption:

• 67% - the urban households• 33% - the rural households

• dominated by large multinational companies. Major players in this market are Colgate Palmolive, HUL and SmithKline with its Acquafresh brand.

• Colgate Palmolive is the market leader in the oral care segment.

• Colgate and HUL together account for over 70% percent of the organized toothpaste market

• toothpowder segment: Colgate and Dabur are the two major players with Colgate having 48% share.

Colgate Palmolive milestone:

• 1806: Company is founded by William Colgate in New York to make starch, soap, and candles.

• 1873: Toothpaste was launched • 1928: Colgate and Palmolive-Peet merge, forming

Colgate-Palmolive-Peet Company. • 1937: the company moved into India. • 1966: Palmolive dishwashing liquid is introduced .

Colgate Palmolive milestone in India

• 1937: launch first toothpaste Colgate dental cream • 1949: launch tooth powder and toothbrush• 1950: Palmolive shave cream• 1976: launch programme “young India.”• 1989: Palmolive extra care soap launched.• 2003: launch oral health month program

Colgate Palmolive products

• ORAL CARE:• Thooth paste

• Colgate Total 12 colgate cibaca

• Colgate Sensitive Colgate Active salt

• Colgate Max Fresh

• Colgate Fresh Energy Gel

• Tooth brush

• Colgate360

• Colgate Zigzag

• Colgate Cibaca

• Thooth powder

Colgate Palmolive products (contd..)

• PERSONAL CARE• Body wash• Liquid hand wash• Shave preps• Skin care • Hair care

• HOUSE HOLD• Axion dish washer

Colgate Palmolive products

The Brand equity of Colgate

• In 1992,93,94 Colgate was ranked No 1 brand in all categories surveyed by annual brand power survey India.

• In 1997 Colgate calciguard and Colgate plus get IDA seal of acceptance

• 1999 Colgate was rated “India's premier brand” by A&M annual survey of India's top brand.

• 2002 again No 1 brand in India- surveyed by Taylor Nelson MODE

The Brand equity of Colgate

• “Best employer India”- surveyed by BT Hewitt

• 2003-05 ranked “Most trusted Brand in India” Surveyed by AC neilson ORG-MARG.

• 2004 celebrated Colgate health month.

Branding

• Introduce toothpaste “Colgate dental cream.”

• Having white cream and metallic pack.

• Dominate for longer year , become generic name for tooth paste.

• High brand recall: toothpaste – Colgate

Branding

• Since the introducing of the toothpaste, create dominance until introduction of competitor like HLL, Dabur, P&G

• The company went through a tough time in FY99

• HLL attacked with close up with freshness gel position

• Other side attack with safety side position with pepsodent-g (mentadent)

• With investing 1.5 bl behind advt. in 1999

Fight back

• To recover and get market

• Reposition the product against competitor product

• Colgate Dental Cream was repositioned as Colgate Supershakti

• Colgate Total, Colgate Sensation Whitening and Colgate Strips against close up in gel variants

Fight back

• Colgate Fresh Energy Red Gel – “a unique cooling agent with a clove like spicy flavour that invigorates the senses and a refreshing new taste that gives users fresh breath for hours after brushing”

• Launch Colgate herbal to attract rural market with mascot “gillu”

Brand awareness

• Colgate in association with dental associations have launched nationwide community dental health programs and informative commercials on oral health

• 2003 initiated “oral health month” collaboration with IDA

• companies use channels like e-choupals and Disha (unregulated periodic markets). Colgate increased its reach from 162 villages in 2004 to 3,765 in 2005 through Disha.

Tooth brush

• Emphasis on improving feature of toothbrush.

• Add Zigzag bristles that reach between two teeth.

• Flexible handle

• Add tongue cleaner behind toothbrush

pitfalls

• Consider as a generic name of toothpaste.

• Consumer mindset Could not relate to any other category

• extremely similar slogans• "For Sparkling White Teeth"• "For Sparkling, Healthy White Teeth.”• "For Clean, White Teeth"

Conclusion & suggestions

• Colgate is India’s most trusted brand and market leader in India in oral care market.

• Perfectly branded and positioned their products and categories.

• They should involve “Colgate” in personal care category• They should create mascot by that indirectly relate with

other category

Thank you