COLGATE PRESENTATIONCOLGATE PRESENTATION

Nishat Ali AnsariNishat Ali Ansari

Gagan KumarGagan KumarAmrinder P. SinghAmrinder P. Singh

Rajul SharmaRajul SharmaNeeraj KumarNeeraj KumarRohit SharmaRohit Sharma

HISTORYHISTORY

In 1806, William Colgate introduced In 1806, William Colgate introduced starch, soap and candle factory starch, soap and candle factory on on Dutch Street in New York City Dutch Street in New York City under under the name of "William Colgate & the name of "William Colgate & Company".Company". In 1857, William Colgate died and In 1857, William Colgate died and the company was reorganized as the company was reorganized as "Colgate & Company" under the "Colgate & Company" under the management of Samuel Colgate, his management of Samuel Colgate, his sonson..In 1873, the firm introduced its In 1873, the firm introduced its first first toothpaste, an aromatic toothpaste toothpaste, an aromatic toothpaste sold in jars.sold in jars.

His company sold the first toothpaste in a His company sold the first toothpaste in a tube, tube, Colgate Ribbon Dental CreamColgate Ribbon Dental Cream, in 1896., in 1896.

In 1928, Palmolive-Peet bought the Colgate In 1928, Palmolive-Peet bought the Colgate Company to create Company to create the Colgate-Palmolive-the Colgate-Palmolive-Peet Company.Peet Company.

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

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

Awards & AchievementsAwards & Achievements

Colgate has been ranked as Colgate has been ranked as India’s #1 India’s #1 Most Trusted BrandMost Trusted Brand across all categories across all categories for four consecutive years from for four consecutive years from 2003 to 2003 to 20072007

51%51% market share in the market share in the toothpaste toothpaste segmentsegment..

48%48% market share in the market share in the toothpowder toothpowder marketmarket..

30%30% share in the share in the toothbrush markettoothbrush market.. Presently it is facing competition from no. Presently it is facing competition from no.

2 player HUL. E.g. Pepsodant2 player HUL. E.g. Pepsodant On 4Sept.2009,Colgate-Palmolive signed On 4Sept.2009,Colgate-Palmolive signed

SRK as its Brand ambassador.SRK as its Brand ambassador.

PRODUCTSPRODUCTS

COLGATE

ORAL CAREPROFESSIONAL

ORALCAREHOME CARE

POSITION IN GLOBAL POSITION IN GLOBAL MARKETMARKET

Product Life Cycle of Product Life Cycle of ColgateColgate

Time

Sales Introduction Growth Maturity Decline

Future strategy on 4p`s Future strategy on 4p`s basis:basis: 1. 1. Product:Product:  

They try to position some innovative They try to position some innovative toothpaste with a brand name other than toothpaste with a brand name other than Colgate but under the umbrella of Colgate Colgate but under the umbrella of Colgate PalmolivePalmolive..

Focusing toward rural rich and consuming Focusing toward rural rich and consuming class by endorsing the development of class by endorsing the development of ‘Colgate Ayurvedic Toothpowder‘.‘Colgate Ayurvedic Toothpowder‘.

They would come up They would come up sachets sachets of these of these tooth powder and tooth powder and position toward rural position toward rural populationpopulation who buy in who buy in smaller lotssmaller lots..

For Urban population,For Urban population, they would come up they would come up with the products with the products suiting to young suiting to young generationgeneration..

For Urban rich and consuming class, they For Urban rich and consuming class, they would come up with the products would come up with the products on the on the basis of functional benefitsbasis of functional benefits..

Eg: 1.Eg: 1.They launch different toothbrushes for They launch different toothbrushes for different age groups.different age groups.

2.2.They launch a special toothpaste and They launch a special toothpaste and toothbrush for kids in the age group toothbrush for kids in the age group from from 4-10 years.4-10 years.

2.2. Price: Price:

Based on the competitor's price .Based on the competitor's price . Charging higher premium which Charging higher premium which

focused on consuming and lower focused on consuming and lower income classes.income classes.

Pricing done on the basis of price Pricing done on the basis of price pointspoints

Packaging would be customized on Packaging would be customized on the basis of price points.the basis of price points.

3. 3. PromotionPromotion

:: They positioning Colgate dental white They positioning Colgate dental white crème and toothpowder towards crème and toothpowder towards rural rich rural rich segmentsegment. .

For For rural consuming classrural consuming class they endorsing they endorsing Cibaca toothpaste.Cibaca toothpaste.

Advertisement through T.V. media, Print Advertisement through T.V. media, Print media.media.

FM Radio for FM Radio for Urban populationUrban population & MW and & MW and SW radio for SW radio for Rural populationRural population..

Hoarding on National highways.Hoarding on National highways.

4. 4. Place:Place:

They would try to increase product They would try to increase product penetration to rural population.penetration to rural population.

They would try to increase the They would try to increase the wholesalers to smaller towns.wholesalers to smaller towns.

They would track the distribution They would track the distribution path so that they are covering all the path so that they are covering all the village areas around the towns.village areas around the towns.

SWOT Analysis for ColgateSWOT Analysis for Colgate

Strengths 

Strong financial Strong financial performance performance

Focus on Focus on innovation and new innovation and new product launchesproduct launches

Colgate business Colgate business planning initiativeplanning initiative

Product Product researchresearch

Highly Highly leveragedleveraged

Weaknesses

Opportunities Opportunities 

Emerging markets growthEmerging markets growth

Deploying advance technologiesDeploying advance technologies

Growing Hispanic population in the Growing Hispanic population in the USUS

Threats Threats 

Competitive landscape from other Competitive landscape from other Private label growthPrivate label growth

Increasing commodity pricesIncreasing commodity prices

Falling consumer confidence in the Falling consumer confidence in the USUS

Promotional toolsPromotional tools

Increasing circumference of toothpaste Increasing circumference of toothpaste tube.tube.

Free Dental Check-up in mobile vansFree Dental Check-up in mobile vans

Free Dental Check-up by sending a Free Dental Check-up by sending a SMSSMS Scholarship offers like Scholarship offers like Learn & earn offerLearn & earn offer

ADVERTISEMENTADVERTISEMENT

In 1940,the Colgate Company used In 1940,the Colgate Company used Slogan was Slogan was "It cleans your breath "It cleans your breath while it cleans your teeth " while it cleans your teeth " ..

The 1960s onwards, the slogan wasThe 1960s onwards, the slogan was "The Colgate ring of confidence" "The Colgate ring of confidence" ..

In the late 1950's and early 1960's, In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Colgate stressed the fact their "Dental Cream" contained Cream" contained GardolGardol,, a formula a formula that helped protect teeth from cavities that helped protect teeth from cavities and tooth decay .and tooth decay .

"Gardol" was actually their trademark for "Gardol" was actually their trademark for the ingredient the ingredient Sodium lauroyl sarcosinateSodium lauroyl sarcosinate . .

Now they used various Slogan for different Now they used various Slogan for different different products like For different products like For MAX FRESHMAX FRESH is is “A “A Whole new Dimension of Freshness” Whole new Dimension of Freshness” & For & For WHITE TOOTHPASTE is “All Around Decay WHITE TOOTHPASTE is “All Around Decay Protection”.Protection”.

Various Surveys like…Various Surveys like…1.1. Colgate's Bright Smiles, Bright FuturesColgate's Bright Smiles, Bright Futures

:: This Educational Program worldwide was This Educational Program worldwide was

developed to teach children developed to teach children positive oral positive oral health habits of basic hygiene, diet and health habits of basic hygiene, diet and physical activityphysical activity..

2.2.   Colgate Professional ProgramColgate Professional Program:: The Program works towards improving The Program works towards improving

oral health awareness and oral care on a oral health awareness and oral care on a mass scalemass scale. Oral care awareness is created . Oral care awareness is created and spread through appropriate and spread through appropriate mechanisms such as mechanisms such as exhibitions, the use exhibitions, the use of audio-visuals, lectures, demonstrations, of audio-visuals, lectures, demonstrations, teacher training Programsteacher training Programs . .

Attractive offers:Attractive offers: Super Saver Offer for 'All Around Decay Super Saver Offer for 'All Around Decay

Protection'. Buy 200g plus a 100g tube Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Family Value Pack for Rs. 82/-. Save Rs. Save Rs. 18/-.18/-.

Colgate Maxfresh Gel is the first Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals toothpaste infused with cooling crystals giving you a whole new dimension of giving you a whole new dimension of freshness. Get a 150g plus a 80g tube with freshness. Get a 150g plus a 80g tube with a Colgate Extra Clean Toothbrush in a a Colgate Extra Clean Toothbrush in a Freshness Value Pack for Rs. 79/-. Freshness Value Pack for Rs. 79/-. Save Save Rs.Rs. 20/-20/-

ConclusionConclusion

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