2. HISTORY
In 1806, William Colgate introduced starch, soap
and candle factory on Dutch Street in New York
City under the name of "William Colgate &
Company".
In 1857, William Colgate died and the company
was reorganized as "Colgate & Company" under the
management of Samuel Colgate, his son.
In 1873, the firm introduced its first toothpaste, an
aromatic toothpaste sold in jars.
3. His company sold the first toothpaste in a
tube, Colgate Ribbon Dental Cream, in 1896.
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.
Today Colgate has numerous subsidiary organisations
spanning 200 countries, but it is publicly listed in
only two, the United States and India.
4. Awards & Achievements
Colgate has been ranked as India’s #1 Most Trusted
Brand across all categories for four consecutive years
from 2003 to 2007
51% market share in the toothpaste segment.
48% market share in the toothpowder market.
30% share in the toothbrush market.
Presently it is facing competition from no. 2 player
HUL. E.g. Pepsodant
On 4Sept.2009,Colgate-Palmolive signed SRK as its
Brand ambassador.
5.
6. PRODUCTS
COLGATE
PROFESSIONAL
ORAL CARE HOME CARE
ORALCARE
7. Brand Hierarchy:
Oral Care Personal Care Surface Care Fabric Care
Max Bar
Brite Maximum
Azadi Dish Bar Power
Max Scourers Express Power
Max Liquid Bonus
Max Antibacterial Softlan
Beauty Soap ~ Palmolive Naturals
Carbolic Soap~ Azadi
Skin Germ Protection Soap ~ Protex
Sparkle Toothpaste Colgate Maximum Cavity Colgate Navigator Plus
Protection Colgate Plus
Colgate Total Fresh Stripe Colgate Premier
Colgate Herbal
Colgate Herbal White
Colgate Extra Clean
Colgate Whitening Colgate Super Flexible
Colgate Fresh Energy Gel
8. Target Market:
• Colgate is targeted at middle income and
upper income families.
• Colgate has had a consistent target
market.
• Colgate has never altered its target market
segment.
• Colgate was introduced in the semi urban
and rural areas.
12. Future strategy on 4p`s
basis:
1. Product:
They try to position some innovative toothpaste with
a brand name other than Colgate but under the
umbrella of Colgate Palmolive.
Focusing toward rural rich and consuming class by
endorsing the development of ‘Colgate Ayurvedic
Toothpowder‘.
They would come up sachets of these tooth powder
and position toward rural population who buy in
smaller lots.
13. For Urban population, they would come up with
the products suiting to young generation.
For Urban rich and consuming class, they would
come up with the products on the basis of
functional benefits.
Eg: 1.They launch different toothbrushes for different
age groups.
2.They launch a special toothpaste and toothbrush
for kids in the age group from 4-10 years.
14. 2. Price:
Based on the competitor's price .
Charging higher premium which focused on
consuming and lower income classes.
Pricing done on the basis of price points
Packaging would be customized on the basis of price
points.
15. 3.
Promotion:
They positioning Colgate dental white crème and
toothpowder towards rural rich segment.
For rural consuming class they endorsing Cibaca
toothpaste.
Advertisement through T.V. media, Print media.
FM Radio for Urban population & MW and SW
radio for Rural population.
Hoarding on National highways.
16. 4.
Place:
They would try to increase product penetration to
rural population.
They would try to increase the wholesalers to smaller
towns.
They would track the distribution path so that they
are covering all the village areas around the towns.
18. Brand Failure
• Colgate launched the food product called
Colgate Kitchen Entrées
• The idea was that consumers
would eat their Colgate meal,
and then brush their teeth
with Colgate toothpaste.
• The trouble was that for most people the
name Colgate does not exactly get their
taste buds tingling.
20. Strengths
Strong financial
performance
Focus on innovation
and new product
launches
Colgate business
planning initiative
21. Weaknesses
Product research
Highly leveraged
22. Opportunities
Emerging markets growth
Deploying advance technologies
Growing Hispanic population in the US
23. Threats
Competitive landscape from other Private label
growth
Increasing commodity prices
Falling consumer confidence in the US
24. Promotional tools
Increasing circumference of toothpaste tube.
Free Dental Check-up in mobile vans
25.
26. Free Dental Check-up by sending a SMS
Scholarship offers like Learn & earn offer
27. ADVERTISEMENT
In 1940,the Colgate Company used Slogan was "It
cleans your breath while it cleans your teeth " .
The 1960s onwards, the slogan was "The Colgate
ring of confidence" .
In the late 1950's and early 1960's, Colgate stressed
the fact their "Dental Cream" contained Gardol , a
formula that helped protect teeth from cavities and
tooth decay .
28.
29.
30. "Gardol" was actually their trademark for the
ingredient Sodium lauroyl sarcosinate .
Now they used various Slogan for different different
products like For MAX FRESH is “A Whole new
Dimension of Freshness” & For WHITE
TOOTHPASTE is “All Around Decay Protection”.
31. Various Surveys like…
1.
Colgate's Bright Smiles, Bright Futures
:
This Educational Program worldwide was developed
to teach children positive oral health habits of basic
hygiene, diet and physical activity.
2. Colgate Professional Program :
The Program works towards improving oral health
awareness and oral care on a mass scale. Oral care
awareness is created and spread through appropriate
mechanisms such as exhibitions, the use of audio-
visuals, lectures, demonstrations, teacher training
Programs .
32.
33. Attractive offers:
Super Saver Offer for 'All Around Decay Protection'.
Buy 200g plus a 100g tube with a Colgate Extra
Clean Toothbrush in a Family Value Pack for Rs.
82/-. Save Rs. 18/-.
Colgate Maxfresh Gel is the first toothpaste infused
with cooling crystals giving you a whole new
dimension of freshness. Get a 150g plus a 80g tube
with a Colgate Extra Clean Toothbrush in a
Freshness Value Pack for Rs. 79/-. Save Rs. 20/-
35. RECOMMENDATION:
• Colgate should hire celebrities for the
advertisement
• They should also increase the volume of
their CSR activities because they have a very
good image in the market.
• Target market should be clearly emphasized
in advertisement.
• Colgate should emphasize on Digital
Branding i.e. online purchase.
