Sr.No. Name Roll No.

Marks
1. Nikhil Amarchheda 01

2. Ridhi Barot 04

3. Vidit Doshi 15

4. Pooja Juvale 28

5. Hiren Lakhani 35

6. Yash Parekh 47

7. Chaitanya Patel 53

PRODUCT: TOOTHPASTE
Brand: COLGATE
GROUP NO : 08
SUBJECT: Principles of Management & Applications
PRESENTED TO - PROF. Vanitha Esaimani

B.com(Accounting & Finance) sem-VI
K.E.S SHROFF COLLEGE
HISTORY OF TOOTHPASTE
Did you know that oral hygiene was a top priority in society as early as 5000
BC? Even though the brands of toothpaste that we have today are the most effective
in preventing oral disease, the concoctions up until now havent been too far off. Take
a ride on a fantastic voyage into the history of toothpaste.
4 AD: The worlds oldest-known formula for toothpaste was created by Egyptians.
They crushed rock salt, mint, dried iris flowers and pepper and mixed them together
to create a cleaning powder. Although this concoction is known to create bleeding
gums, research suggests it is the most effective compared to most toothpastes used as
recently as a century ago.
1780: People were known to scrub their teeth with a powder that was made up of
mainly burnt bread. Thats right what a lot of us eat for breakfast was once
considered an effective solution for clean and healthy teeth.
1824: A dentist named Peabody added soap to toothpaste for added cleanliness. Soap
was later replaced by sodium lauryn sulfate to create a smooth paste
1873: The first commercially produced, nice-smelling toothpaste was launched
by Colgate and sold in a jar.
1892: Dr. Washington Sheffield is the first person to put toothpaste in a collapsible
tube. It has been suggested that this version of toothpaste is the most similar to
todays version.
1914: Fluoride is added to toothpastes after discovering it significantly decreased
dental cavities.
1975: Herbal toothpastes, such as Toms, become available as an alternative to
cleaning teeth without fluoride. These toothpastes include ingredients like
peppermint oil, myrrh and plant extracts.
1987: Edible toothpaste is invented. What is mainly used by children just learning to
brush their teeth was actually invented by NASA so astronauts could brush their
teeth without spitting into a zero-gravity abyss.
1989: Rembrandt invented the first toothpaste that claimed to whiten and brighten
your smile.

WHAT IS A TOOTHPASTE???
Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory
to clean and maintain the aesthetics and health of teeth. Toothpaste is used to
promote oral hygiene: it serves as an abrasive that aids in removing the dental
plaque and food from the teeth, assists in suppressing halitosis, and delivers active
ingredients (most commonly fluoride) to help prevent tooth and gum disease
(gingivitis). Most of the cleaning is achieved by the mechanical action of the
toothbrush, and not by the toothpaste. Salt and sodium bicarbonate (baking soda) are
among materials that can be substituted for commercial toothpaste. Toothpaste is not
intended to be swallowed due to the fluoride content, but is generally not very
harmful if accidentally swallowed in small amounts; however, one should seek
medical attention after swallowing abnormally large amounts.


KEY FEATURES OF TOOTHPASTE
Fluoride:
This is by far the key ingredient in toothpaste. Available in most brands since
the 1960s, fluoride fights cavities by hardening the outer enamel surface of teeth,
making them less susceptible to decay. Once decay is present, however, don't count on
fluoride to reverse the damageit's too late. Some toothpastes have more fluoride
than others, but the difference is insignificant in terms of effectiveness, say experts.
Plaque removers:
Plaque is the sticky film of saliva and bacteria that can cause tooth decay, if
not removed. Most toothpastes are formulated with mild abrasives (silica is a
common one) that do a good job at fighting plaque. To ensure that your toothpaste
has plaque-fighting properties, you can always look for products with the seal of
approval from the American Dental Association (ADA). Alas, to remove plaque from
between teeth, you have to floss.

Tartar control:
Tartar is hardened plaque. But experts say you can help prevent tartar from
forming by using tartar-control toothpastes, which feature ingredients called
pyrophosphates. These work by clinging to your teeth above the gumline and
absorbing the plaque that would otherwise collect on your teeth and harden. Tartar-
control toothpastes don't remove existing tartar; that can only be done with a
professional cleaning.

Antiginivitis:
The latest innovation in toothpaste is the addition of an antimicrobial agent
called Triclosan that kills the bacteria that cling to teeth and cause gingivitis, a form
of gum disease. So far, Triclosan is only found in Colgate Total, but other brands are
likely to add it soon. The ingredient is also used as a bacteria-fighter in lots of other
products, ranging from hand soaps and lotions to children's toys and kitchen utensils.

Sensitive teeth:
When gums recede, the root of the tooth, where nerve endings are found, can
become exposed, causing increased sensitivity. Some toothpastes use an ingredient
called potassium nitrate to seal off these nerve endings, making teeth less sensitive.
Experts say you may need to use a desensitizing toothpaste for several weeks to start
noticing a benefit. These toothpastes don't work if your sensitivity is due to problems
such as cavities or grinding teeth.

Whiteners:
The effectiveness of whitening toothpastes is somewhat in question. These
brands, which can cost significantly more than regular toothpastes, use a
combination of abrasives and bleaching agents to lighten or remove some stains from
tooth enamel. Dentists are generally wary of this combination and worry that these
ingredients may be harmful to gums. Some manufacturers counter that dentists are
trying to protect their own profits, which increasingly come from patients seeking
professional bleaching. One thing is clear: No toothpaste can permanently whiten
teeth.

Baking soda:
Although mildly abrasive, baking soda has no real dental health benefits. Some
consumers like the taste or the frothy bubbles produced by some baking soda
toothpastes, but again these aren't indicators of effectiveness. A note of caution:
Baking soda doesn't hurt your teeth, but it may irritate your gums.

Other ingredients:
What else is in those tubes? The rest of the ingredients in toothpaste, say
experts, make brushing more pleasurable. Manufacturers add flavoring to improve
taste, binding agents to give pastes and gels their consistency, and coloring. It's all
pretty safe stuff designed to keep you brushingand smilingon a regular basis.




ADVANTAGES OF WHITENING
TOOTHPASTES
Dont have to undergo invasive or any clinical procedure on dentistry. Just brush
your teeth every after meal then it will help you to fight away stains, cavities and
gives you a fresher breath and healthier mouth.
No pain when brushing teeth and this is normal. If you feel pain or you are
suffering on bleeding gums, contact your dentist immediately.
No sensitivity and irritation when using best whitening toothpaste.
Best whitening toothpaste is more expensive than the regular toothpaste that can
be bought in the market but much cheaper if compared to any cosmetic dentistry
just to have whiter teeth. Yet it is not a big burden in your pocket if you really
want to achieve your dream smile.
It gives someone more confidence when they smile because all of us believed that
killer smile started in white teeth.
Available over the counter even the prescription is requested by your dentist.

DISADVANTAGES OF WHITENING
TOOTHPASTES
Most brand of the best whitening toothpaste, even how expensive it is, they do not
have much promising to whiten teeth permanently. Almost of them fail to deliver
their functions. The result maybe disappointing to people who are using this
whitening toothpastes. But people dont have contentment and never settle for
hindrances to achieving their dream smile, They seek and use more whitening
toothpaste that are abundant in the market with cheaper prices compared to
dental treatment that whiten teeth.
Experts claimed that even normal toothpastes have their own capacity to whiten
teeth because they are first called tooth whitening pastes. They just dont react
that super white that we want because they only maintain the natural color of our
teeth. Thus, only preventing cavities not to eliminate it all.
Best Whitening toothpaste when use in long period of time can soften the enamel.
It can damage the hardest part of your body overtime, which is your teeth. It can
cause breakage. Remember that real teeth are better than alternative one.
Best Whitening toothpaste is prescribe by dentist usually and most of the time to
adult only. This kind of toothpaste contains high quality of chemicals, even it is
safe for use by adults, and it can cause irritability on your little ones.

TOP BRANDS OF TOOTHPASTES
Toothpastes are one of the few products a person stays with for the rest of his
life. He used it since he first started brushing. And he is still using it now that he has
kids of his own whom he is teaching to brush their teeth. So, it is pretty much part of
anyones existence. If you ask any dentist what patients consult with as most of their
teeth problems on what are the most trusted toothpaste brands, you will surely get a
different answer from each of them. Most of them will probably tell you that the
brand is not important, for as long as you do the proper brushing and flossing
techniques to get rid of those harmful build-up-causing food particles inserted in
between your teeth.
But parents are usually on the lookout for the most trusted toothpaste brands
especially if to be used by little children who may not be able to perform the proper
brushing, much less any flossing technique yet. They have to rely on toothpaste
brands that offer the best protection for the teeth of their children. They would even
consult their pediatric dentist Mississauga based on what brand they can let their
kids use that will help keep their teeth healthy and protected from the dreaded
plaque.
Toothpaste brands have grown in significant numbers over the years. When
you go to a supermarket, you will find rows upon rows of toothpaste brands, which
can make the selection process a bit difficult. You can find toothpaste offering more
than just fighting cavities. And you select the brand for your family based on what
you have learned from your family dentist. With a wide brand choice, you tend to
stick to what your dentist recommends.
Colgate: This toothpaste brand that has been around for many years and is still
popular with consumers and most recommended by dentists worldwide. Colgate
toothpastes are made to whiten your teeth, strengthen the enamel on your teeth
and freshen your breath.
Crest: This is another brand that offers a wide assortment of purpose, such as
whitening toothpaste, toothpaste that offers tartar build-up protection and
toothpaste specifically flavored for the children.
Sensodyne: This toothpaste brand is popular and trusted by people with sensitive
teeth. Sensodyne is designed to lessen the pain associated with tooth sensitivity.
Sensodyne also has whitening toothpaste, and toothpaste that protects tooth
enamel both for children and adults.
Arm & Hammer: Arm & Hammer is a brand of a natural toothpaste as it uses
baking soda which is a natural ingredient used to whiten teeth. This company
also makes whitening toothpastes and toothpaste that makes teeth stronger.
Close-Up: This brand is known for including mouthwash ingredients. This
toothpaste brand is designed to prevent cavities, whiten teeth and make breath
fresh.
Aim: This toothpaste brand offers gel toothpaste that controls tartar formation.
This brand of toothpaste also works to prevent cavities.
Pepsodent: This is a toothpaste brand that offers to eliminate plaque buildup,
whiten teeth and strengthen tooth enamel.
Toms of Maine: This toothpaste contains natural and animal-friendly
ingredients. Toms of Maine toothpaste is flavored with fruits and herbs. Toms
of Maine is good for people with dry mouth, as well as toothpaste that whitens
teeth and toothpaste for people with tooth sensitivity.
Jason: This is another natural toothpaste brand that makes toothpaste for
sensitive teeth and for teeth in need of gum care and protection. Natural
ingredients such as CoQ10, clove, cinnamon, blue-green algae and perilla seed
extract are used as toothpaste ingredients.
Peelu: Peelu toothpaste contains a part of the Peelu plant, which comes in
natural flavors such as cinnamon, peppermint and spearmint. It cleans and
whitens teeth without the use of non-organic ingredients.


OUR BRAND COLGATE
HISTORY
The Colgate-Palmolive Company is an American multinational consumer
products company focused on the production, distribution and provision of household,
health care and personal products, such as soaps, detergents, and oral
hygiene products (including toothpaste and toothbrushes). Under its "Hill's" brand, it
is also a manufacturer of veterinary products. The company's corporate offices are
on Park Avenue in Midtown Manhattan,New York City.
Colgate was the first toothpaste in a collapsible tube, introduced in 1896, when
it had previously been sold in glass jars since 1873. Present in India since the 1930s,
Colgate is almost synonymous with toothpaste in the Indian market. It is accepted
well both in the rural and urban areas. In 1992, Colgate established its first factory
in China to produce toothpaste for the domestic market, and by 1999 became the
highest selling brand in that country. Colgate products are marketed in China using
the transcription which is pronounced gaolujie, similar to Colgate, and has a
positive meaning of high-quality cleaning gel. As of 2002, Colgate occupied 20% of the
market share for toothpastes in China. As of 2009, Colgate and its four core
businesses including Oral Care, Personal Care, Home Care and Pet Nutrition
surpassed sales of over $15, selling in over 200 countries worldwide.







Various Products COLGATE
Oral Care: Trusted Oral Care products and expert information to keep your smile
bright, beautiful and healthy.
Personal Care: Your source for quality personal care products from brands you know
and trust.

Home Care: Dependable, time-tested products for the care and keeping of your home.

Professional Oral Care: Colgate Professional Oral Care provides oral health products
for dental professionals and their patients.

The Various Products of Colgate are as follows :
o Colgate Dental Cream
o Colgate Sensitive Pro-Relief
o Colgate Max Fresh
o Colgate Active Salt
o Colgate Total Whitening
o Colgate Sensitive
o Colgate Visible White
o Colgate Kids
o Colgate Herbal
o Colgate Cibaca
o Colgate Maxwhite






4 Ps of Marketing
PRODUCT
PRICE
PROMOTION
PLACE


PRODUCT:
o They try to position some innovative toothpaste with a brand name other
than Colgate but under the umbrella of Colgate Palmolive.
o Focusing toward rural rich and consuming class by endorsing the
development of Colgate Ayurvedic Toothpowder.
o They would come up sachets of these tooth powder and position toward
rural population who buy in smaller lots.
PRICE:
o Based on the competitor's price .
o Charging higher premium which focused on consuming and lower
income classes.
o Pricing done on the basis of price points
o Packaging would be customized on the basis of price points.
PROMOTION:
o They positioning Colgate dental white creame and toothpowder towards
rural rich segment .
o For rural consuming class they endorsing Cibaca toothpaste.
o Advertisement through T.V. media, Print media.
o FM Radio for Urban population & MW and SW radio for Rural
population .
o Hoarding on National highways.

PLACE:
o They would try to increase product penetration to rural population.
o They would try to increase the wholesalers to smaller towns.
o They would track the distribution path so that they are covering all the
village areas around the towns.


Case Study
CASE STUDY: SENSODYNE OVERTAKES COLGATE IN SENSITIVE
CATEGORY


The sensitive toothpaste segment accounts for less than 10% of the country's
Rs 5,400-crore toothpaste market at Rs 470 crore, but is growing at 50% a year.
Oral care giant Colgate Palmolive, which controls about 53% of the country's
toothpaste market, has been selling its Sensitive brand in India since the last
sevenyears. India had very low levels of awareness on the condition of tooth
sensitivity. Over the past two years, Sensodyne has invested in creating
awareness both through media and through dental detailing which has led to
good category growth. GlaxoSmithKline's Sensodyne has overtaken Colgate
Sensitive to become the top-selling sensitive toothpaste brand in modern retail
outlets and pharmacies that account for most sales in this category. Hindustan
Unilever, the second-largest toothpaste maker, recently expanded
its Pepsodent Expert Protection range to tap the rising demand for premium
products. "Over the last few years, the premium segment of the oral care
category grow well ahead of the market," Colgate too has aggressively
marketed premium products, and analysts say the market leader is not facing
any big risk."We don't see an immediate risk for Colgate as the category is not
very big in Colgate's portfolio. And Colgate being market leader in oral care, if
the segment interests the company, it will grow faster benefiting all the
players involved.



SWOT Analysis
Strength:
1. Colgate Dental Cream offers all-around cavity protection, even where a toothbrush
cannot reach.
2. Its great mint taste freshens breath.
3. It protects against root caries.
4. It cleans & makes teeth whiter and repairs early decay spots.
5. Extremely popular brand and high brand awareness due to advertising.
Weakness:
1. High dependence of the company on a single category i.e. Oral Care.
2. Reduction in advertisement expenditure in order to maintain growth
3. Competitive landscape from other Private label growth
4. Increasing commodity prices
5. Falling consumer confidence in the US
6. Product research

Opportunity:
1. Leverage on fact that Colgate has been ranked as the most trusted brand in India
from 2003 2007.
2. Focus on innovation and new product launches by deploying advanced
technologies.
3. Growth in emerging markets rural and semi-urban.
Threats :
1. High competition from competitive brands like Pepsodent from HUL.
2. Increasing commodity prices for manufacturing.
3. Falling consumer confidence.

CONCLUSION OF COLGATE







Biblography
Matter :
1. www.google.com
2. http://www.mbaskool.com/brandguide/fmcg/1043-colgate-toothpaste.html
3. https://files.nyu.edu/ssg280/public/toothpaste_history.html
4. http://www.slideshare.net/SouvikBhaumik/my-colgate
5. http://www.colgate.co.in/app/Colgate/IN/HomePage.cvsp
6. http://www.colgate.com/app/Colgate/US/Corp/History/1806.cvsp
7. http://en.wikipedia.org/wiki/Colgate_(toothpaste)

Case Study :- http://www.studymode.com/essays/Case-Study-Colgate-1399636.html

Images: https://www.google.co.in/images/colgate.html