Colgate Presentation

COLGATE PRESENTATION
G.S .BALA
KRISHNAN
09BBM507
Some Interesting facts:
Many people in India still clean their teeth with traditional products
like neem twigs, salt, ash, tobacco or other herbal ingredients.
Average all India per capita consumption of toothpaste is a dismal

82gms
The dentist to population ratio is a critically low 1:35000 in the

country. This results in low oral hygiene consciousness and
widespread dental diseases
Less than 15% of the Indian toothpaste users brush twice a day.
Colgate and Hindustan Lever together account for over 85% of the
organized toothpaste market.
Some Interesting facts:
Red and Black toothpowder still accounts for 35% of the
toothpowder market.
In toothpowders, Colgate and Dabur are the leading players sharing

between them 75% of the market.
Penetration of toothpowder in the urban areas has been declining, as

more and more consumers switch from powders to paste.
Brand loyalty is quite high for toothpastes, but is extremely low for
toothbrushes.
10 years ago the most expensive toothbrush was priced at Rs4.

Today one can also buy a toothbrush priced at Rs999!
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.
 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.
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 1 Feb.2010,Colgate-Palmolive signed
Lara dutta as its Brand ambassador.
PRODUCTS
COLGATE
PROFESSIONAL
ORAL CARE HOME CARE
ORALCARE
POSITION IN GLOBAL
MARKET
Product Life Cycle of
Colgate
Maturity Decline
Sales Introduction Growth
Time
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.
 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.
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.
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.
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.
SWOT Analysis for Colgate
Strengths
 Strong financial
performance
 Focus on innovation
and new product
launches
 Colgate business
planning initiative
Weaknesses
 Product research
 Highly leveraged
Opportunities
 Emerging markets growth
 Deploying advance technologies
 Growing Hispanic population in the US &

India
Threats
 Competitive landscape from other Private

label growth
 Increasing commodity prices
 Falling consumer confidence in the US

Promotional tools
 Increasing circumference of toothpaste tube.
 Free Dental Check-up in mobile vans
 Free Dental Check-up by sending a SMS
 Scholarship offers like Learn & earn offer
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 .
 "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”.
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/-
Conclusion
BRUSH TWiCE A DAY
THEN!!!

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COLGATE PRESENTATION

Average all India per capita consumption of toothpaste is a dismal

The dentist to population ratio is a critically low 1:35000 in the

In toothpowders, Colgate and Dabur are the leading players sharing

Penetration of toothpowder in the urban areas has been declining, as

10 years ago the most expensive toothbrush was priced at Rs4.

In 1806, William Colgate introduced starch,

 In 1928, Palmolive-Peet bought the Colgate Company

 In 1953 "Peet" was dropped from the title, leaving

 Today Colgate has numerous subsidiary organisations

 Emerging markets growth

 Deploying advance technologies

 Growing Hispanic population in the US &

 Competitive landscape from other Private

 Increasing commodity prices

 Falling consumer confidence in the US

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