colgate, marketing mix, strategy, history

1. Marketing Strategy & Marketing
Mix of Colgate
By,
Anjana Yadav
Ankita Naydu
Anshita Kothari
Anup Kumar O K
Arnab Paul
Ashwini
Atma Ram
Bhuvnesh Balki

2. Overview of Colgate Palmolive

3. History
• Company incorporated in 1806 by Willam Colgate, started
with soap, and candle business on Dutch Street in New York.
• In 1817 first Colgate advertisement appeared in New York
newspaper.
• Colgate established factory in 1820 in Jersey City, New Jersey.
• In 1873 Colgate introduced Toothpaste in Jars.
• In 1896 Colgate introduced in collapsible tube.
• Today with sales surpassing $15 billion, Colgate focuses on
four core businesses. Oral Care, Personal Care, Home Care
and Pet Nutrition. Colgate now sells its products in over 200
countries and territories worldwide.

4. Marketing Strategy
• Target audience
• Consumer understanding
• Positioning
• Communication and
creative strategy
• Media strategy

5. Product
• Brand Colgate deals in
various products relating to
oral hygiene care
• Colgate toothpowder and
mouthwash is one of the
very common products of
this brand as they both
relate to a different section
of the customers

6. Place
• Colgate has always
encouraged a strategy that
is unique and different so
that it stands out.
• The products are accessible
at every part of the country
including rural, semi urban
and urban market.

7. Price

8. Promotion
• In order to meet the wants
and needs of all its
consumers successfully the
brand Colgate has opted for
innovative schemes and
attractive packing strategies
• The standard color red is
now being associated with
Colgate and hence the
brand capitalizes on this
easy familiarity with its
products.

9. People
• Training: Colgate-Palmolive
India Ltd. being started in
1937, today has some 1130
employees working in it.
• Today it the most trusted
brand in Oral Care segment,
due to its loyalty and trust
they have created in the
people’s mind from past 83
years.

10. Process
• Process is one of the
important element in
customer service, it is also
associated with no. Of
processes involved in
making the marketing
effective in an organization,
for eg: process of handling
customer complaints,
processes for identifying
customer needs and
requirements, process for
handling order etc.

11. Physical Evidence
• The prices are constant but
consumers receive added
benefits like extra quantity
of product or in some cases
another Colgate product
with the main product.

12. Thank You