Colgate

Prepared by

TYBMS -B

Of

American diversified multinational corporation.

The company’s corporate offices are on Park Avenue

in New York City, across from the Waldrof Astoria.

In India, it operates under the name as Colgate-

Palmolive (India) limited and its head office is at

Mumbai.

Colgate Palmolive is a $10.6 billion global company

serving people in more than 200 countries and territories

with consumer products that make lives healthier and

more enjoyable.

o In 1806, William Colgate introduced starch, soap and

candle factory on Dutch Street in New York City under

the name of "William Colgate & Company".

o In 1857, William Colgate died and the company was

reorganized as "Colgate & Company" under the

management of Samuel Colgate, his son.

o In 1873, the firm introduced its first toothpaste, an

aromatic toothpaste sold in jars.

oIn 1928, Palmolive-Peet bought the Colgate Companyto create the Colgate-Palmolive-Peet Company.

o In 1953 "Peet" was dropped from the title, leaving only"Colgate-Palmolive Company", the current name.

oToday Colgate has numerous subsidiary organizations

spanning 200 countries, but it is publicly listed in only

two, the United States and India.

oHis company sold the first toothpaste in a tube, ColgateRibbon Dental Cream, in 1896.

Colgate has been ranked as India’s #1 Most

Trusted Brand across all categories

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.

oThe International Academy of Periodontology

has awarded its first Seal of Acceptance to

Colgate Total toothpaste.

oThey are very proud to award the first ever, IAP

Seal of Acceptance to Colgate Total.

Colgate

Household care

Personal care Oral care

Toothpaste

Toothbrush

Mouthwash

Body wash

Liquid hand wash

Bar soap

Dish washing

ProductPricePlacepromotion

STRENGTH:-

o Colgate dental cream offers all-round cavity protection, even where a

toothbrush cannot reach.

o Its great mint taste freshens breath.

o It protects against root caries.

o It cleans & makes teeth whiter and repairs early decay spots.

WEAKNESS:-

o High dependence of the company on a single category i.e., oral care.

o Reduction in advertisement expenditure in order to maintain growth.

OPPORTUNITIES:-

Leverage on fact that Colgate has been ranked as the most

trusted brand in India.

Focus on innovations and new product launches by deploying

advanced technologies.

Growth in emerging markets – rural and semi- urban.

THREATS:-

High competition from competitive brands like Pepsodent from

HUL.

Increasing commodity prices for manufacturing.

Geographic Segmentation Strategy

Demographic Segmentation Strategy

Psychographic Segmentation Strategy

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 .