COLGATE PRESENTATION

Mayur Pathak Tejas Gohel Kevin Chitroda Jaydeep Shah Nirmal Sakarani Ashwin Iyengar

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.

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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
ALL INDIA RURAL URBAN
PENETRATION

50%

39% 75%

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.

WHY IS
QUALITY

CONSUMERS #1 CHOICE..???

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

FAMIALRITY Colgate 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 companys 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.

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

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 crme 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 INDUSTRY PRICE-BASED SEGMENTATION OF THE TOOTHPASTE CATEGORY ON THE BASIS OF PRICE,THE TOOTHPASTE MARKET CAN BE BROKEN DOWN INTO TWO DISTINCT CATEGORIES
q

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

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

PEST ANALYSIS
political Factors: Political factors play a vital role for the business prevailing in the
country. If the government is inactive then the company advances at a standard rate but the other way round, a drastic fall can be seen.

Economical

Factors: Another important external force that directly affects our decisions is the economic variation. If a country experiences inflation then it will have a negative impact on the businesses running in that country. So our product is directly influenced by this factor.

Socio-cultural factors: The main forces affecting decisions about our product are
the social and cultural factors. Before taking any decision we have to keep in mind the specific religious and cultural key factors for our survival in the industry because people will repel the product that their religion or culture do not prefer.

Technological

factors: Technology is a factor whose value cannot be ignored. Technologies vary with the passage of time in all industries. We also make our techniques and methodologies up to date for keeping our product preferable in the market.

SWOT Analysis for Colgate

STRENGTHS
q

Colgate brand biggest strength.

OPPORTUNI TY Urban areas 70%

Rural penetration 40%

Formidable entry barrier for entrants. q Market leader with 50% share. 1.5 times second player HLL.
q

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

THREAT WEAKNES Competition increasing S SES Dabur acquired Balsara Market growth of 10% in volume terms.
q

since

Dabur third largest player with Profits of company totally dependantqon brands like Babool, Meswak, one segment. Promise. qHas not been able to penetrate q the rural segment in volume Foreign brands like AQUAterms. FRESH, ORAL-B, JORDAN, etc are trying to take the course of the market to different
q

CURRENT BRAND PORTFOLIO :COLGATE TOOTHPASTE

1.

Colgate Strong Teeth Colgate Total Colgate Herbal

2.

3.

4. Colgate Kids Toothpaste

5.

Colgate Advanced Whitening Colgate Active Salt Colgate Fresh Energy Gel Colgate Max Fresh

6.

7.

8.

9. Colgate Cibaca

Product Life Cycle of Colgate

Sales
Introduction Growth Maturity Declin e

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Time

TYPES OF ADVERTISEMENTS
TELEV ISION RADIO

CAMP AIGN S/ FREE CEHC K UPS

NEWS PAPER S/ MAGA ZINES

ONLINE ADVER TISEME NT

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 MARKET

PLANNING MARKETING STRATEGIES

1)

Target Audience Consumer understanding Positioning Communication and creative strategy Media strategy

1)

1)

1)

1)

KEY PLAYERS

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

MARKET SHARE OF TOOTHPASTE

C olgate 6 % H UL 6% 6 Procter & G amble

6% 6 6% 6

O thers

Various Surveys like

1.

Colgate's Bright Smiles, Bright Fu :

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 Indias #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