COLGATE DENTAL CREAM

INTEGRATED MARKETING COMMUNICATION [Type the document subtitle]

Ritesh Kamat920

Colgate, an oral hygiene product line and one of the namesake brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes.

During the last decade, Colgate implemented a four-pronged corporate strategy, focusing on core categories, operating efficiencies, high margin new products, and innovative approaches to improving advertising effectiveness. This resulted in Colgate trimming their agency roster from numerous local and regional firms to three and then later to two truly global agencies, Young & Rubicam and Foote, Cone & Belding.

During this same period, the company achieved outstanding results: gross margin improved by over 9 percentage points as a percent of sales, earnings per share grew at a compounded annual rate of over 15%, and the value of Colgate stock has appreciated well over 500%.

1.1 HISTORY:

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 the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. By 1908 they initiated mass selling of toothpaste in tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate University.

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.

George Henry Lesch was president, CEO, and chairman of the board of Colgate-Palmolive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring.

1.2 CURRENT STATISTICS:

COLGATE-PALMOLIVE

FOUNDED 1806

HEAD QUARTERS NEWYORK CITY

REVENUE US $15.3Bn

EMPLOYEES 36,002

NET INCOME $2.29 Bn

IMC ACTIVITIES:

Colgate uses Y&R as their advertising agency.

PUBLIC RELATION – 1:

This annual event is organized with the main objective of improving the oral health awareness and condition around the world. Since its first implementation in 1998, it has reached out to millions of people in a lot of countries, worldwide.

A recent survey conducted by IMRB International for Colgate Palmolive India found that only 2.5% Indians visit a dentist at least once a year compared with 48% which is the global average. 67% of Indians have never gone for a dental check-up and 30% only do so when they believe they have a dental problem. Out of those that do finally seek treatment for their dental problems, 1 in 3 have to get tooth extractions as generally it is too late to do anything else.

Improving the standard of oral health in India has been the guiding principle at Colgate for years. Believing that the mouth is the gateway to good oral hygiene, Colgate has been working towards better oral health awareness in association with the Indian Dental Association (IDA) since 1976. The IDA has also been supporting Colgate in conducting the Oral Health Month since the program’s introduction in 2004.

Oral Health Month has grown phenomenally in the past six years and has emerged as a leading campaign for promoting oral hygiene awareness in India. Owing to this success, since 2009 Colgate has earmarked two months instead of the traditional one as Oral Health Month(s), dedicated to spreading the message of oral health and hygiene. In 2010, September and October are the months in India with a mission to aim for Zero Tooth Decay.

As in the past, this year too the campaign will see intensive efforts to spread awareness regarding the need for good oral hygiene. Last year the campaign covered 932 cities with over 17,500 dentists participating to offer free dental check-ups and educating people on the importance of good oral hygiene. In addition there will be mobile vans for conducting dental check-ups in underprivileged areas across major cities and dental camps in schools spread across the country. Colgate believes that children are the true ambassadors of oral health and thus will continue with the Little Dentist Program which in 2009 enabled Colgate to partner with 497 schools.

PUBLIC DENTAL CHECKUPS

In Clinic Dental Check-ups The dental fraternity is an integral part of Colgate's Oral Health Month. Colgate partners with the largest recognized body of dental professionals in India, the Indian Dental Association (IDA) to offer free dental check-ups. This partnership has been in existence since the introduction of the Oral Health Month in 2004.

With more than 1,740,000 check-ups, Oral Health Month 2009 saw a 243% increase in the number as compared with 2008. This year, Colgate hopes to expand the spread of the Oral Health Month from 17,500 dentists and 932 towns last year.

Check-ups in Dental Colleges This program was introduced in 2008 . Last year this program involved Colgate partnering with 85 dental colleges where free dental check-ups were offered and more than 2000 young dental professionals from these colleges conducted the check-ups. In addition these dental professionals reached out to nearby schools and underprivileged areas where they conducted free check-ups and educated the people on the importance of good oral hygiene. Colgate will continue with the program this year as well.

Mobile Vans Colgate in its continued commitment to serve the society by creating an awareness for good oral hygiene, introduced mobile dental vans in 6 cities to reach underprivileged areas and conduct free dental check-ups in 2008. Through this initiative Colgate intended to reach out to masses that have limited access to dental care and highlight the importance of good oral health care habits. The dentists in addition to conducting the free check-ups, educated the children and their families on good oral hygiene practices. In 2009, Colgate organized mobile dental vans and conducted 120,000 check-ups across 37 towns and cities across India. The success of this program has encouraged Colgate to continue with the mobile vans to conduct the free check-ups in underprivileged areas and to educate the people on the importance of good oral hygiene.

LITTLE DENTIST PROGRAM

Colgate believes in instilling good oral hygiene habits from an early age. Last year the "Little Dentist Program" was introduced through which Colgate sought to make children the true ambassadors of oral health. The children learnt about good oral health practices and also helped in spreading the message of good oral hygiene to the community. Last year, Colgate reached out to 4.5 lac children from 497 schools who in turn reached out to more than 4.5 million individuals.

This year too Colgate's "Little Dentists", will spread the message of oral health and urge their friends and family to go for a Free Dental Check-up. They will get their family members and friends to sign on these cards and thus pledge to go for their free check-up.

PUBLIC RELATION-2:

Colgate Bright Smiles, Bright Futures

The Colgate Bright Smiles, Bright Futures

Oral health educational program worldwide was developed to teach children oral health habits of basic hygiene, diet and physical activity. This program also encourages dental professionals, public health officials, civic leaders and, most importantly, parents and educators to come together to emphasise the importance of oral health as part of a child's overall physical and emotional development.

Under this programme, conducted by Colgate-Palmolive, India, children in primary schools receive instructions in dental care from members of the dental profession and Indian Dental Association. Education is imparted with the aid of audio-visuals and printed literature created by the company. Free dental health care packs, comprising 1 toothbrush & 1 toothpaste pack, are also distributed by the Company to encourage good oral hygiene.

The Teachers Training program is an integral part of the School Dental Health program , conducted regularly across the country to promote preventive dental health care. Colgate also launched its first-ever online school curriculum featuring fun and entertaining activities.

Teachers Training Program

Training in the basics of oral health care is imparted to school teachers. This helps them play a significant role in preventive oral care by inculcating good oral care habits in the students. The

Teachers Training Program forms a vital part of the Colgate Bright Smiles, Bright Futures Program.

Till date, 2,43,500 teachers have been trained under this program.

National Oral Health Program

Colgate-Palmolive India continues its march in the area of spreading oral health awareness through the School Dental Health Education Program. Under this Program, since 1976 over 83 million school children in rural and urban parts of the country, in the age group of 6-12 years have been reached out. Members of various IDA local branches and professional oral care organizations organized the Program across the country with the help of audio-visual aids, posters, charts and demonstration of right brushing techniques.

Colgate's Bright Smiles, Bright Futures Education and Mobile Van Reaches Millions of Children Every Year

Global ProgramFor over 40 years, Colgate-Palmolive has been committed to delivering oral health education to children around the world. Today that commitment continues through Colgate's flagship Bright Smiles, Bright Futures program, which is a multi-tiered initiative to promote the importance of oral health through education and prevention.

The primary focus of the program is to reach children in schools through videos, storybooks, sing-along-songs, computer CD-ROM and interactive activities - both for educators to use in the classroom and for parents to use at home. Since 1991, this program has reached more than 500 million children in 80 countries.

By establishing partnerships between governments, dental professionals, education professionals, schools and communities, the Bright Smiles, Bright Futures oral health initiative enables millions of children each year to enjoy the benefits of vital oral health education and preventive treatment.

U.S. ProgramIn the U.S. alone, the Bright Smiles, Bright Futures program reaches millions of underserved children. Mobile dental vans staffed by volunteer dentists, visit local communities throughout the U.S. in urban and rural areas. These volunteer dentists conduct free dental screenings, distribute multicultural educational materials, and educate children and their families about the importance of maintaining good oral health. In the United States, Colgate has reached more than 100 million children.

Like the global program, the U.S. program has a school component to promote education among children. There is also an online school curriculum featuring fun and entertaining activities for children, parents, and teachers.

PUBLIC RELATION-3: Haz La U (Make the U)

Hispanic Heritage Month is a national celebration of Hispanic achievements, contributions and culture.

To honor Hispanic Heritage Month, Colgate proudly announces the return of its scholarship program "Haz la U" or "Make the U". This program, launched in partnership with the Hispanic Scholarship Fund (HSF), aims to award educational grants to eligible Hispanic students pursuing higher education.

High school seniors are encouraged to apply for the opportunity to win a $15,000 educational grant, or one of ten $2,500 additional grants.

CRITERIA: must answer each of the following questions in 500 words or less

1. How has your Hispanic heritage influenced your academic and personal long term goals?2. How do you contribute to your community? What you have learned from your

experiences?3. Describe a recent academic challenge you have faced, and how you have overcome it.

PUBLIC RELATION-4: GIVE KIDS A SMILE

Colgate-Palmolive is delighted to partner with the American Dental Association to provide education along with preventive and restorative care to low-income children who do not have access to dental care. For the 8th annual Give Kids A Smile Day (Friday, February 5, 2010), Colgate will supply toothbrushes and toothpaste to participants nationwide. You’re helping, too!

With every Colgate product you purchase you’re helping provide free dental care and education for kids in need.

A one-day event like Give Kids A Smile isn't a cure-all; it's a wake-up call. People shouldn't have to depend on charity for basic dental care. Give Kids A Smile is meant to accomplish two things, help children get the dental care they so desperately need and raise awareness that our children deserve a better health care system that addresses their dental health needs.

2 . INTERACTIVE / INTERNET MARKETING:

1. Healthy Bedtime Habits For a Lifetime

Getting Your Kids to Wash, Brush & Read Just Got a Whole Lot Easier

Colgate Palmolive proudly joins Reading Is Fundamental to help children build healthy habits like reading, brushing and hand washing.

Visit ColgateHealthyHabits.com.

2. COLGATE WOMEN’S GAME:

Amateur Track Series

Runners Compete for Trophies and Educational Grants in Aid, Build Self-Esteem

Colgate-Palmolive launched the first Colgate Women's Games in 1973, with 5,000 girls and young women from the New York area participating in the initial series. Today more than 11,000 registrants from all over the East Coast — from Boston to Virginia — compete. Four weeks of preliminary and semi-final competition at Brooklyn's Pratt Institute culminate in the finals held at the world-renowned Madison Square Garden.

Competitors participate in four preliminary meets and semi-finals at Pratt Institute in Brooklyn over five weekends throughout January. In finals held in February at Madison Square Garden, finalists compete for trophies and educational grants-in-aid from Colgate-Palmolive.

Colgate Women's Games endeavors to provide athletic competition as an important ingredient in helping girls and young women develop a sense of personal destiny and self-worth, instill the importance of educational achievement and provide a training ground for those who might not otherwise participate in an organized sport.

To learn more about the Colgate Women's Games go to www.colgategames.com.

3. Starlight Show the Love:

For 20 years, Colgate-Palmolive has been a proud sponsor of Starlight Children's Foundation, a non-profit organization dedicated to helping seriously ill children and their families cope with their pain, fear and isolation through entertainment, education and family activities.

Colgate is committed to supporting the mission of Starlight Children's Foundation and is proud to launch its annual 'Show the Love' online challenge. Throughout the month of February, Colgate invites you to make a world of difference for seriously ill children by voting online to help your local participating hospital receive a Starlight Fun Center™.

To learn more about Starlight Children's Foundation, go to www.starlight.org.

3. ADVERTISING:

Colgate maintained the top slot in TV ad spends, as newcomers paint and cell brands dominated the list.

Colgate hit a record of sorts maintaining its top position as the highest spender on television advertising for the third month running in October. Otherwise, the month saw a total churn as compared to September, with the remaining 9 of the Top 10 advertisers being new entrants compared to the Top 10 list for September.

PRINT MEDIA:

TV MEDIA:

CONCLUSION:

These are the IMC tools used by the Colgate to create awareness and to promote the product.