Co-operatives & rural MARketing.

RURAL MARKETING OF COLGATE.

MANUFACTURING INDUSTRY

Group Number : 6

1. Prashant Parsuram.2. Ramesh Selvam.3. Yogita Achrekar.4. Ronit Agarwal.5. Rutvik Bhingawde.6. Siddharth Bhandarkar.

Introduction :

• cow-dung plastered walls,farmers tilling paddy fields-all form the backdrop of a US $ 577 billion by 2020,this market offers a variety of opportunities for companies who venture to brave it.

Introduction :

• Gandhi, the father of modern India, believed that the country's future lay in her villages. These days, every major business group that plans to move into the hinterland would agree.

• Getting goodwill and recognition in the rural market is also not a small asset for any company.

Introduction :

• Welcome to the world of Colgate Palmolive.

• The small soap and candle business thatWilliam Colgate began in New York City early in the 19th century is now, more than 200 years later, a truly global company.

Introduction :

• It serves hundreds of millions of consumers worldwide in Oral Care, Personal Care, Home Care and Pet Nutrition.

HISTORY :

• 1806 :William Colgate starts a starch, soap andcandle business on Dutch Street in New YorkCity.

• 1857 :

Upon the death of founder William Colgate, the company is managed by Samuel Colgate, his son.

• 1873 :

Colgate introduces toothpaste in jars.

• 1896 :Colgate introduces toothpaste in a collapsible tube.

HISTORY :

• 1906 :

Colgate & Company celebrates its 100th anniversary. Product line includes over 800 different products.

  • 1928 :

Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company.

• 1983 :

Colgate Plus toothbrush is introduced.

HISTORY :• 1989

Annual Company sales surpass the $5 billion mark

• 1992Colgate Total toothpaste introduced.

• Today …

Today, with sales surpassing $15 billion,Colgate focuses on four core businesses: OralCare, Personal Care, Home Care and PetNutrition. Colgate now sells its products inover 200 countries and territories worldwide.

SWOT Analysis :

SWOT Analysis :

• Strengths: 1. Strong financial backup.

2. Strong Brand image of Colgate.

3. Caters to a whole range of customer types.

4. Maximum Protection.

SWOT Analysis :

• Weaknesses:

1. The prices are considerably higher.

2. Mentality.

SWOT Analysis :

• OPPORTUNITIES :

1. To capsize a US $ 600 Billion market.

2. This market was then untapped by any other direct competitor to Colgate.

SWOT Analysis :

• Threats:

1. The new products launched by Colgate may not necessarily succeed. There is always a chance of failure. This is one major threat.

2. Pricing .

3. Product line very limited.

Ansoff’s Growth Matrix Module :

Ansoff’s Growth Matrix Module :

• Market Penetration :1. Colgate is the highest selling toothcare product in the world.

2. It does not need an introduction in any market.

3. It was launched in India in1937.

4. Ever since its launch in India , it has retained its number one position.

Ansoff’s Growth Matrix Module :

• Market Development :1. The calcium paste that was creating waves world over, was

the first product to be brought to India in1937.

2. It had the same impact in India as it had in other parts of the world.

3. Colgate today is a brand which exists in almost every nook and corner of the world including the vatican.

Ansoff’s Growth Matrix Module :

• Product Development :

1. Colgate has developed its product line in such a way that it caters to different markets of the world.

2. Eg: Along with the existing toothpastes, they also introduced Colgate toothpowder to cater especially to the needs of the Indian rural population.

Strategy :

• For marketing to rural consumers, you need to persuade them to try and adopt products that they may have not used before.

• . A company like Colgate has to convince people to change to toothpaste instead of using neem twigs to clean their teeth, which was the traditional practice

• This is difficult to do and requires patience and investment by the company. It's not like getting someone to switch brands.

Strategy :

• Rural India presents huge opportunity for the company to grow its market.

• Therefore, Colgate continues to focus on expanding its rural distribution.

• They keep conducting various programmes with massive rural sampling and seeding exercise for Colgate, targeted at non-users and infrequent users of dentifrices.

CONCLUSION

• • Today, Colgate has become an essential part of daily

oral hygiene and therapeutic oral care. It is one of the most widely used and recommended brands by dentists.

• Next time you click a photograph don’t say cheese say COLGATE……………

USE COLGATE I SAYYY !!!