COLGATE PRESENTATIONCOLGATE PRESENTATION

• Sanjay Rana• Sajju• Amol • Rajiv• Tushar

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.

TOOTHPASTE PENETRATION

With the huge consumer base waiting to be tapped and the expected rise in purchasing power as the economy picks up, oral hygiene in India may receive a fresh lease of life.

ALL INDIA RURAL URBAN

PENETRATION 50% 39% 75%

FAMIALRITYColgate been rated the #1 brand across all categories in A&M's annual survey of India's Top Brands conducted by Taylor Nelson Sofres-MODE. It is the eighth time in nine surveys that Colgate has been ranked the country's #1 brand.AVAILABILTY The company’s distribution network covers 940 direct accounts and 3.8 million retail outlets.

Colgate is the 2nd most widely distributed product in the country. The company is tying up with ITC for initiatives like E-choupal and Disha.

WHY IS CONSUMERS #1 CHOICE………..???

QUALITY

Capitalizes on the traditional use of salt for oral care

Contains micro crystals that polish ones teeth, restores and maintains their whiteness.

Gel-based toothpaste with cooling crystals

AFFORDABILITY

Wide range of choice of toothpaste with different varied prices to select at their affordability.

• COLGATE – THE DOMINANCE CONTINUES

• Colgate has been present in the domestic oral care market for the last 70 years and its oral care

• Brands enjoy strong brand equity in the market.

• The company has traditionally been the leader in the domestic oral care market.

• Currently, it occupies a dominant position in the toothpaste segment with a 48% market share in the domestic market.

• Its relative market share is 1.5 times the second largest player.

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.

SEGMENTS IN THE INDUSTRYPRICE-BASED SEGMENTATION OF THE TOOTHPASTE

CATEGORY

ON THE BASIS OF PRICE,THE TOOTHPASTE MARKET CAN BE BROKEN DOWN INTO TWO

DISTINCT CATEGORIES The Regular segment:

Volume ( 64,922 tons ) Price range• 50 gms Rs. 12.5-24• 100 gms Rs. 25-30• 150 gms Rs. 35-45 Prominent brands• Colgate• Pepsodent• Close-up• Meswak• Dabur Red

The Low price point segment:

Volume ( 21,641 tons ) Price range• 50 gms Rs. 8-10• 100 gms Rs. 14-20• 150 gms Rs. 25 Prominent brands• Colgate Cibaca• Babool• Anchor• Ajanta

SWOT Analysis for Colgate

STRENGTHS Colgate brand biggest strength.

Formidable entry barrier for entrants.

Market leader with 50% share.

1.5 times second player HLL.

WEAKNESSES Market growth of 10% in volume terms.

Profits of company totally dependant on one segment.

Urban areas – 70%

Rural penetration – 40%

Toothpaste consumption in India very low at 92 grams per household per month.

OPPORTUNITY

THREATS Competition increasing since Dabur acquired Balsara

Dabur third largest player with brands like Babool, Meswak, Promise.

Foreign brands like AQUA-FRESH, ORAL-B, JORDAN, etc are trying to take the course of the market to different dimensions.

Has not been able to penetrate the rural segment in volume terms.

CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE

1.Colgate Strong Teeth

2.Colgate Total

3.Colgate Herbal

4. Colgate Kids Toothpaste

5.Colgate Advanced Whitening

6.Colgate Active Salt

7.Colgate Fresh Energy Gel

8.Colgate Max Fresh

9. Colgate Cibaca

Product Life Cycle of Colgate

Time

Sales Introduction Growth Maturity Decline

TYPES OF ADVERTISEMENTS

TELEVISIONRADIO

ONLINE ADVERTISEME

NT

CAMPAIGNS/

FREE CEHCK UPS

NEWSPAPERS/

MAGAZINES

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

POSITION IN GLOBAL POSITION IN GLOBAL MARKETMARKET

PLANNING MARKETING STRATEGIES

1) Target Audience

2) Consumer understanding

3) Positioning

4) Communication and creative strategy

5) Media strategy

62%18%

12%8%

Colgate

HUL

Procter & Gamble

Others

MARKET SHARE OF TOOTHPASTE

KEY PLAYERSThe toothpaste segment is largely a two player industry, Colgate Palmolive & HLL accounting for 80% of the entire market.

• Various Surveys like…1. Colgate's Bright Smiles, Bright Futures

: This Educational Program worldwide was

developed to teach children positive oral health habits of basic hygiene, diet and physical activity.

2.  Colgate Professional Program: The Program works towards improving oral

health awareness and oral care on a mass scale. Oral care awareness is created and spread through appropriate mechanisms such as exhibitions, the use of audio-visuals, lectures, demonstrations, teacher training Programs .

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/-

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 4Sept.2009,Colgate-Palmolive signed

SRK as its Brand ambassador.

Conclusion

Back To Our Roots