Presentation on

By:-

Swati

Nishant

Tanuja

Namrata

Jitender

Rahul

Colgate, an oral hygiene product line and one of the namesake brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes.Colgate Ribbon Dental Cream was the first toothpaste in a collapsible tube introduced in 1896. It had previously been sold in glass jars since 1873.

Toothpastes Colgate Dental Cream Colgate Max Fresh Colgate Active Salt Colgate Total 12 Colgate Sensitive Colgate Kids Colgate Advanced Whitening Colgate Herbal Colgate Cibaca Colgate Fresh Energy Gel Colgate Maxwhite

• Toothbrushes• Colgate Massager • Colgate Navigator Plus • Colgate 360 ActiFlex • Colgate Extra Clean • Colgate Extra Clean Gum

Care • Colgate Sensitive Toothbrush • Colgate 360 Toothbrush • Colgate Zig Zag

• Toothpowder• Colgate Super Rakshak • Whitening Products• Colgate Advanced

Whitening • KidsProduct• Colgate Kids ToothPaste • Colgate Kids 2+ • Mouthwash• Colgate Plax

Brand elements:-

• Brand name and Logo• Brand Mascot: Dr.

Rabbit (Gillu)• Packaging: Holographic

which gives it: Enhanced aesthetics ensuring a Premium look

• "A package that would reflect what people think their smiles should be like--sparkling and dazzling.“

Taglines:

• Colgate Max FreshColgate Max Fresh positions itself on the basis of “freshness”. The

tagline “A new dimension of freshness” • Colgate Kids Toothpaste“Makes fighting cavities fun”• Colgate Herbal“Strong teeth, healthy gums”• Colgate Total 12“Most advanced toothpaste”• Colgate Sensitive“Get freedom from sensitive teeth”• Colgate Active Salt“Kya aapke toothpaste mein namak hai?”

Brand Ambassadors:

• Saif Ali Khan for MaxFresh (targeting the youth): Targeted at the achievement-oriented youth, Colgate MaxFresh Gel seeks to connect with GenNext, who is confident and always looking for something fresh and unique.

• Children in ads: Most oral care problems such as cavities and gum problems are compounded in adult life due to lifestyle and poor oral hygiene habits. They find that by targeting school children at an early age, they can help inculcate good habits at an early age that can be developed to take into adulthood,”

• Lara Dutta for Colgate Active Salt: Aapke Toothpaste Mein Namak

Hai????

Marketing programme of Colgate:-

Product:-•Quality•Design•Features/range:-Cavity ProtectionTooth WhiteningPlaque & Gingivitis PreventionLong Lasting Fresh BreathToothpaste and MouthwashTartar ControlEnamel Strengthening

•Packaging(different for kids)•Size(50gm,75gm,150gm)

Pricing:-•Market penetration•Market skimming•Uniform delivered pricing

Place:-•Intensive distribution Departmental stores Shopping malls Target retailers

Promotion:-Channels( kiryana store, medical shops, super) market)PlacementAdvertisingColgate clockCommunity programmesDirect marketingcontests

Brand association

Secondary Brand Association

Colgate mouthwash- plax

Colgate – Toothpaste For Kids

Brand Hierarchy

BRAND KNOWLEDGE

STRUCTURE

BRAND KNOWLEDGE

BRAND AWARENESS BRAND IMAGE

RECOGNITION RECALL

Brand Awareness• Consumer’s ability to recognize or recall ‘colgate’

under different situations.• The first thing consumers think of while purchasing

a toothpaste is : Colgate (recall) has become generic name for toothpaste amongst many.

• People hold long standing perceptions (recognition) like ‘suraksha ka chakra’, dentist ki no.1 pasand, strong teeth healthy gums, kya apke toothpaste mein namak hai?

• Oral health month was initiated in 2003 with IDA• Launched nationwide community dental health

programs to create awareness.

Brand Image

Attributes Overall evaluation

Price : Reasonable

Packaging, color & the pack hasn’t changed all these years.

Reinforced

customer’s belief

in the product. instant recognition of

the brand on the retail

shelf hence creating a

strong brand pull.

Contd…

Benefits

1) Functional : brightness, tooth decay prevention & freshness

2) Symbolic: “Suraksha chakra ”

“colgate smiles” IDA

One of colgate’s popular ads..

colgate : brand equity

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.• On 4Sept.2009,Colgate-Palmolive signed SRK

as its Brand ambassador.

In 1992,93,94Colgate was ranked No 1 brand in all categories surveyed by annual brand power survey India.

• In 1997 Colgate calcium guard and Colgate plus get IDA seal of acceptance

• 1999 Colgate was rated “India's premier brand” by A&M annual survey of India's top brand.

• 2002 again No 1 brand in India- surveyed by Taylor Nelson MODE

• “Best employer India”- surveyed by BT Hewitt

• 2003-05 ranked“Most trusted Brand in India” Surveyed by AC neilson ORG-MARG.

• 2004 celebrated Colgate health month

Promotional tools

• Increasing circumference of toothpaste tube.

• Free Dental Check-up in mobile vans

Free Dental Check-up by sending a SMSScholarship offers like Learn & earn offer

Despite the strong Colgate brand, Cibaca’s marketing has been a failure.Cost being the major reason for people to buy it, it could market itself as low cost Colgate toothpaste. Cibaca brand needs repositioning.

Positioning:

• • Attribute based positioning• Colgate Dental Cream positions itself as toothpaste that has

the necessary calcium and minerals to provide decay protection, strong teeth, germ protection and fresher breath.

• Lately, with competition from indigenous “vegetarian” toothpastes, Colgate Dental Cream has also positioned itself as an “always 100% vegetarian” toothpaste.

• • Emotion based positioning• The tagline of is advertisements, “Trusted by generations to

make teeth stronger”,clearly aims to position the Dental Cream as a toothpaste that has been used over generations and hence creating a kind of emotional attachment with the toothpaste.

product tagline motive

Colgate dental cream Get maximum all round protection

Target the household and advertise through television

Colgate active salt Fights germs for healthy gums and teeth

This variety of toothpaste targets customers with orthodoxthinking who believe that salt is good for teeth.

Colgate max fresh Not just fresh max fresh Colgate Max Fresh, with its multiple flavors, seems to target the youth

Colgate total 12 The most advanced toothpaste for your superior oral teeth

Colgate total 12 claims to provide a 12-hour protection fromgerms.

Colgate sensitive oral Fast relief from the pain of sensitive teeth

Targeting sensitive teeth

Brand Extension for Colgate:-

1)Fruit flavored tooth-paste.

2)Chewing-Gum i.e Happy-dent.

3)Dental Colleges Chain

4)Dental Clinic chain

5)Artificial Teeth

6)Mouth Freshener i.e. Pass-Pass

7)Ayurvedic category product for oral care

Sources of improving brand equity:-

1)Colgate should place itself as solution to every oral problem.

2) Its advertisement should highlight more functional value based on examination of the product i.e pepsodent.

3) It should connect with customer on emotional value, as undoubtedly it is market leader in this category.

4) More investment in research & development & continuous innovation in Its product.

5) Its brand product “Cibaca” should be revived to capture rural market.

6) “Oral Care Day” by Colgate to spread awareness about oral hygiene.

7) “Go-Green” for its packaging .

8) Customized packaging for different segment of customer.

9) Premium-Product to target urban youth & higher income group.

10) “Internet-era” , so, colgate should also be a click away from its customer. Massive mobilization of information over its site.

11) Pamolive should be disassociated from its name & colgate should operate as an independent entity.

12) Good-Morning Jingle in its advertisement……….as Nescafe has!

Thank You…………..