Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd
Upload
50 views

How International Toothpaste Blended Itself in Indian Culture?

Colgate has been operating in India for over 80 years, initially launching toothpaste in jars in 1873. It has since strategically adapted to Indian culture through partnerships with dental organizations, educational scholarships, and advertising campaigns emphasizing oral hygiene. By conveying messages of hope and courage, Colgate's "Smile Karo Aur Shuru Ho Jao" campaign aimed to lift spirits after COVID-19 lockdowns. The company has grown to become one of the top oral care brands in India through cultural blending and community initiatives.

Uploaded by

Shobha Mukherjee
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
50 views

How International Toothpaste Blended Itself in Indian Culture?

Colgate has been operating in India for over 80 years, initially launching toothpaste in jars in 1873. It has since strategically adapted to Indian culture through partnerships with dental organizations, educational scholarships, and advertising campaigns emphasizing oral hygiene. By conveying messages of hope and courage, Colgate's "Smile Karo Aur Shuru Ho Jao" campaign aimed to lift spirits after COVID-19 lockdowns. The company has grown to become one of the top oral care brands in India through cultural blending and community initiatives.

Uploaded by

Shobha Mukherjee
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 13

How international

toothpaste Colgate blended


itself in Indian Culture?

Swipe
Colgate acquired it’s name after it was
founded by Mr. William Colgate 213 years
ago.

The first advert of Colgate was published


in the New York Newspaper in the year
1817.

Credits: First Colgate Advertisement


Swipe
FACTS TIME

• Colgate made it’s first toothpaste in


1873 which was sold in ‘Jars’.

• Colgate now stands at #Rank59 in


terms of World’s Most Valuable
Brand.

• As of 2018, Colgate Palmolive’s net


worth is $15.5 Bn.

Swipe
HOW IT ALL STARTED
interesting story
William Colgate started manufacturing soaps
and candles in 1806 under the company name
‘William Colgate and Company’.

After his death it was taken over by B.J.


Johnson in 1964, who renamed it as ‘Colgate &
Co.’ and introduced perfumed soap in 1866.

In 1928, Colgate merged with Palmolive-Peet to


form Colgate-Palomolive-Peet; and later got
renamed as Colgate Palmolive in 1953.

Swipe
Colgate Palmolive Ltd. came to India in
1937.

And in 1983 they launched the first


Colgate Toothbrush.

Credits: First Colgate Advertisement

Swipe
FACTS TIME

• Colgate partnered with the Indian


Dental Association(IDA) in 1976,
which conveyed the message of oral
hygiene.

• It launched the Oral Health


Month(OHM) in 2004, to spread
awareness about hygiene.

• As of 2018, Colgate Palmolive’s net


worth is $15.5 Bn.
Swipe
Colgate very strategically came up
with ‘Kya aapke toothpaste mein
namak hai?’

With this advert they were


successful enough to establish the
word toothpaste as a brand mascot
for Colgate.

Credits: Advert Colgate Swipe


Colgate tactically launched the
Colgate Scholarship Offer Program.

It was intended to build an


emotional connect with the Indian
households by helping children
achieve what they aspire for.

Credits: Colgate Scholarship Offer


Swipe
With it’s new purpose of instilling hope,
happiness, courage Colgate came up with
the advert ‘Smile Karo Aur Shuru Ho Jao’.

Colgate wanted to convey the scenarios


post lockdown where everyone comes out
of their comfort zone to end the
gloominess of their lives.

Credits: Colgate Scholarship Offer Swipe


PRODUCT LINE-UP

• Since the end of 1900 until today colgate


has developed ~31 variants of toothpaste.

• SOME VARITIES MENTIONED ARE:


• STRONG TOOTHPASTE
• MAXFRESH ANTICAVITY GEL
• SWARNA VEDSHAKTI
• SENSITIVE PLUS
• VISIBLE WHITE PLUS SHINE

Swipe
LUCKY YEAR 2004
• For the first time, sales crossed the target of $10
Bn, followed by 7% increase in sales growth.

• Colgate toothpaste reached a record of 35%


market share.

• It increased it’s global toothpaste market share by


1.2%, across 100+ countries, with a record of 33%
in China, and rapidly rising 17% in Russia.

Credits: Colgate geographical Diversification


Swipe
SO NOW YOU KNOW

• HOW COLGATE GOT IT’S


NAME?

• THE COLGATE JOURNEY.

• PRODUCT VARIETIES AND


RECENT ADVERT PURPOSE
OF COLGATE.

Swipe
Did you #Like this story?

Follow us at
#TheStrategyStory
for more updates…

END

You might also like