Colgate

Founded over 200 years back in New York City, Colgate-Palmolive (India) Ltd. established in
1937 has come a long way. From a modest start in 1937, when hand-carts were used to distribute Colgate
Dental Cream, Colgate-Palmolive (India) Ltd. today has one of the widest distribution networks in India –
a logistical marvel that spans around 3.5 million retail outlets across the country, of which the Company
services 9.40,000 outlets directly. The Company has grown to Rs. 1475 crores plus with an outstanding
record.

Today, Colgate is a household name in India with one out of every two consumers using a modern
dentifrice. Consistently superior quality, innovation and value for money products emerging out of
advanced technology employed, has enabled Colgate to be voted ‘The Most Trusted Brand’ in India
across all brands and categories for four consecutive years in the Brand Equity AC Nielson ORG-MARG
survey. Colgate has been the only brand to be ranked in the top three for all the six surveys and to hold the
premier position for four consecutive years. This is a true measure of the trust and confidence that
generations of consumers have placed in Colgate for their oral care needs.

Today, with sales surpassing $13 billion, Colgate focuses on four core businesses: Oral Care,
Personal Care, Home Care and From the Dentist. Colgate now sells its products in over 200 countries
and territories worldwide.

Oral Care Personal Care Home Care From the Dentist

Toothpastes Body Wash Surface Care Gingivitis Treatment
Toothbrushes Liquid Hand Wash Sensitivity Treatment
Toothpowder Shave Preps Tooth Whitening
Whitening Products Skin Care Fluoride Therapy
Hair Care Mouth Ulcer Treatment
Speciality Cleaning

In this project we are going to be looking at the Toothpastes available under the Colgate Catalog in India.
ORAL CARE • Colgate Kids ToothPaste
Toothpastes
• Colgate Dental Cream

• Colgate Total 12
• Colgate Fresh Energy Gel

• Colgate Sensitive

• Colgate Herbal

• Colgate Cibaca Family Protection

• Colgate Max Fresh

• Colgate Advanced Whitening

 • Colgate Active Salt

All these products are manufactured with a view to cater, different people with different problems and
demands off their toothpaste.
Name: - ____________________________. Age: - ______ yrs.

Q1. Which Brand of Toothpaste do you Use?

 Colgate (normal)

 Colgate Max Fresh

 Colgate Total 12

 Colgate Herbal

 Colgate Advanced Whitening

 Colgate Active Salt

 Colgate Sensitive

 Decision varies according to special offers

Q2. What do you like about your brand (as marked in Q. 1)?

 Taste

 Quality

 Price

 Quantity

 Packaging

Q3. How did you first discover your brand?

 Advertising – T.V., Newspaper, Radio, Outdoor, etc.

 Friends/ Family

 Saw it in store

 Other
Q4. Are you happy with the way your brand is advertised?

 Yes

 No

Q5. What do you think about the particular advertisement?

 Entertaining

 Over the Top

 Stylish

 Funny

 Odd

Q6. Can you recollect the USP of your brand as mentioned in the advertisement?

 Yes
Please elaborate: - ________________________________________________________.

 No

Q7. What is your opinion about the advertisement of your brand?

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

Q8. Do you think your brand stands up to the claims it makes in the ads?

 Yes

 No

If No, would you hold the advertisement responsible? ________.

Q9. Would you change you brand?

 Yes

 No

Then why? - ___________________________________________________________________.

THANK YOU
Focus Group
Four focus groups were taken to observe the overall attitude of the target towards the product. Colgate is
targeted at: -

- House Wives / Mothers

- Hostelites
- Teenagers
- Dentist

Objective of the Session

To see the overall attitude of the focus groups towards the product based on its advertising campaign, and
see if the brand has a distinct identity.

Questions for Discussion

1. For the given picture, which toothpaste do you think is apt?

2. How did you first come to know about the brand?
3. What is the first thing you notice about the brand?
 4. How do you feel about the brand?
5. Why did you choose the brand over the other?
6. How does the brand make you feel about yourself?
7. What would you like to change in the existing advertisements?

Procedure

The potential members were informed about the discussion, after a formal invitation. The invitation had
the purposed time, and the agenda that was to be a followed with a brief description of the questions to be
discussed. Each member was called and reminded three days prior to the proposed date, as a reminder.
The discussion lasted for 30-45 minutes held over 2 days. The moderator of the discussion was Ms. Betsy
Zachariah, MA. Industrial Psychology from SNDT University.

People Involved

House wives

1. Mrs. Valsamma Thampy

2. Mrs. Sangeeta Vyas
3. Mrs. Pooja Reddy
4. Mrs. Purnima Joshi
5. Mrs. Lila George
6. Mrs. Reena Malhotra

Teenagers

1. Ms. Shreya Vyas

2. Mr. Jubin John
3. Mr. Shannon George
4. Mr. Davina Fernandes
5. Mr. Naama Choonawala
6. Mr. Amogh Rajan

Dentist

1. Dr. Karren Vaz

2. Dr. Nitin Tambe
3. Dr. Satish Desai

Hostelites

1. Mr. Sandeep Sharma

2. Mr. Vidit Astavan
 3. Ms. Leena Agarwal
4. Ms. Divya Johnson
5. Ms. Munmun Nahar
6. Mr. Roop Thomas

FOCUS GROUP REPORT

House wives

1. Mrs. Valsamma Thampy

2. Mrs. Sangeeta Vyas
3. Mrs. Pooja Reddy
4. Mrs. Purnima Joshi
5. Mrs. Lila George
6. Mrs. Reena Malhotra

• The six participants were shown the given picture.

• Their response to the picture aried.

• Mrs. Thampy, Mrs. Vyas and Mrs. Malhotra instantly said ‘Colgate’.

• The others named competitors of Colgate namely Close – Up, Pepsodent and Anchor.

• When the second question was asked Mrs. Vyas said that she had been using Colgate for
years, and because, even her parents had used the brand, it was like an instinct to use it.

• Mrs. Thampy was first drawn to Colgate when through television commercials she learnt of
how Colgate was approved by the Indian Dental Associations (I.D.A.). So out of concern for her
child’s health she adopted Colgate.

• Mrs. Malhotra uses different brands at different times. She doesn’t remember when she
first heard about the brand.

• Mrs. Thampy’s answer to the 3rd question was ‘family health’.

• Mrs. Vyas’s answer was ‘its legacy’; it being around for so many years.

• Mrs. Joshi said ‘health’.

• Mrs. George said ‘variants, extension’.

• Mrs. Malhotra said ‘familiarity’.

• The 3 members that said Colgate to be the first question answered ‘Secure’ as their tag for
the way they felt about the brand.
 • To the 6th question, all the members said they feel responsible when they use Colgate, as
the health and hygiene of the family is the most important thing.

• To the last question, Mrs. Vyas and Mrs. Malhotra said there wasn’t much that the ads
needed, while the others said, that the whole idea and experiment in the ad, comes off as too far-
fetched.

Teenagers

1. Ms. Shreya Vyas

2. Mr. Jubin John
3. Mr. Shannon George
4. Mr. Davina Fernandes
5. Mr. Naama Choonawala
6. Mr. Amogh Rajan

• To the 1st question everyone said, Colgate. Because Colgate has been advertising to its
young audition.

• Shreya, Jubin and Naama’s parents had been using Colgate, but they heard about Max –
Fresh through television advertising.

• The rest don’t remember when the 1st heard about the brand.

• The 1st thing they notice about Colgate is its variety and colours.

• Shanon and Davina feel young and energetic and confident using Colgate.

• Naama and Amogh feel mature, responsible.

• Shreya and Shanon and said that the ads must not have have Saif Ali Khan as the brand
ambassador.

• Rest thought the ads were Ok.

Dentist

1. Dr. Karren Vaz

2. Dr. Nitin Tambe
3. Dr. Satish Desai

• To the picture, the three doctors said Colgate, because it claims to be certified by the Indian
Dental Association and enforces the idea of dental check ups which seems to be long gone for the
 Indian Society.

• All of them always know about the brand. Even their parents used it.

• The first thing the notice the brand is its recognition with the I.D.A., which is really
important. Dentists across the world recommend it.

• Dr. Karen Vaz feels that the brand is perfect for family and hygiene. No other toothpaste
emphasizes so much on health and hygiene.

• Dr. Nitin Tambe and Satish Desai agreed to Dr. Vaz’s statement with an instant nod.

• The brand makes us feel we are at work.

• The ads don’t seem far fetched ads.

Hostelites

1. Mr. Sandeep Sharma

2. Mr. Vidit Astavan
3. Ms. Leena Agarwal
4. Ms. Divya Johnson
5. Ms. Munmun Nahar
6. Mr. Roop Thomas

• To the 1st question, Sandeep, Vidit, Leena and Roop said Colgate. The rest gave competitor
names, Close – Up and Pepsodent.

• Sandeep said as a reply to the 2nd question, “Colgate, I think has been around way before
television advertising came to India, so it’s difficult to say when I first heard of it, because as far as
I remember my parents have always used it.” Everyone nodded their agreement to Sandeep’s
observation.

• To the 3rd question, Divya said, “Extent of availability” and surprisingly everyone agreed to
it. Colgate has amazing distribution. You find it at your Kirana stores also.

• Leena and Munmun said that they ‘weren’t affected’ by the brand. Due to its distribution,
daily health, even during busy time is not a bother factor.

• Vidit mentioned ‘hygiene’ and everyone else agreed.

• To everyone Colgate was a bankable brand.

• But none of them could remember any recent ads.

• Everyone was quick to agree with Leena when she pointed out that the variants offered
were a definite plus point.

• Munmun concluded by saying that the commercials of some other brands were more
appealing to them than Colgate.
• But Vidit said one could never forget the ‘Red and White’ of Colgate, it would to difficult
to switch for him.

Betsy Zachariah
(Moderator)
9920186925

Advertising
and
Marketing
Research

Colgate
 Aniket Mangrulkar – 37
Lijo Thampy – 60

Question 1:
14
12
10
8
6
4
2
0
Colgate Colgate Colgate Colgate Colgate Colgate Colgate Decision
(normal) Max Fresh Total 12 Herbal Advanced Active Salt Sensitive Varies
Whitening according
to offers

Question 2:
25

20

15

10

0
30
Taste Quality Price Quantity Packaging
25

20

Question 3:
15

10

0
Advertising - T.V., Friends/ Family Saw it in store Other
New spaper, etc.
Question 4:
35
30
25
20
15
10

5
0
Yes No

Question 5:
18
16
14
12
10

8
6
4

2
0
Entertaining Over the Top Stylish Funny Odd

50
45
40

Question 6:
35
30
25
20
15
10
5
0
Yes No
Question 8:
35
30
25
20
15
10
5
0
Yes No

Question 9:
30

25

20

15

10

0
Yes No Maybe