Colgate - Palmolive

Presented By Pratibha Jha

Brief Introduction
Colgate, an oral hygiene product and one of the name sake

brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes and mouthwashes.
Colgate-Palmolive Company Is an American diversified

multinational corporation focused on the production, distribution & provisions of household, health care and personal products, such as soaps, detergents & oral hygiene products.

Colgate Brand Walkthrough

Colgate has been ranked as Indias #1 Most Trusted Brand across all

categories for four consecutive years from 2003 to 2007 years

Promoted by Colgate-Palmolive USA, present in India since last 50

Market leader with over 45% market share in 21 billion rupees oral care

segment

51%, 48% & 30% of market share in the toothpaste segment,

toothpowder market & toothbrush market respectively. ambassador.

On Sept. 4 2009,Colgate-Palmolive signed SRK as its Brand

The Latest Innovative Products

1) Colgate Active Salt- 1st toothpaste to contain salt 2) Colgate Advanced Whitening- Silica enabled toothpaste

3)Colgate Max fresh Gel- The Max Asar formula

Marketing Strategies Product Mix

Product
Focusing toward rural rich and consuming class by endorsing the

development of Colgate Ayurvedic Toothpowder .

For Urban population, they would come up with the products suiting to

young generation, for kids in the age group from 4-10 years.

Unique Product and able to differentiate from all

other products existing in the market e.g. Colgate Herbal White which promises a unique formula. Packaging-green colour ensures the herbal ness.

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.

Promotion
They positioning Colgate dental white crme and

toothpowder towards rural rich segment. For rural consuming class they endorsing Cibaca toothpaste. Ads -placed in dentist offices, billboards, and advertising the sides of buses Advertisement through T.V. media, Print media. FM Radio for Urban population & MW and SW radio for Rural population. Hoarding on National highways.

Promotional tools
Increasing circumference of toothpaste tube.
Free Dental Check-up in mobile vans

Place
Distribution strategy of Colgate toothpaste through
Dentists and plastic surgeons. Drug stores or Grocery stores. Large retail stores and department stores.

They would track the distribution path so that they are covering all the village areas around the towns. They would try to increase product penetration to rural population.

Marketing Strategies
Market Dominance Market leader - dominance in Oral Care Catering to all the segments -long product line Massive advertising, awareness ,especially in child segment Product Differentiation Different packaging for all its product line Changes packaging according to product innovation Differentiation due to massive promotion on channels Create a different image in the eyes of consumers Innovation Strategy Pioneered in new product development and business model innovation Cutting edge technology- innovation strategy

Product Life Cycle of Colgate

Sales
Introduction Growth Maturity Decline

Time

Target Market
Kids Brushing -more effective and fun for kids Sparkling gel comes in 2 exciting variants Bright Pink gel , and Bright Blue gel ,yummy Bubble Fruit flavour Tweety and bugs bunny are favourites with kids The fruity bubble gum flavour kids brush longer developing good oral care habits Family Strong teeth and fresh breath Developed using Colgates international expertise in oral care Unique formula protects teeth from decay Refreshing minty flavour makes breath super fresh Youth Icy wave of minty coolness Cooling crystals and emphasis on taazgi

Target Market
People with sensitive teeth Fights pain due to sweet/sour/hot/cold foods by desensitising nerves Helps maintain the natural whiteness of your teeth Significant inhibitory effect on the formation of supra-gingival calculus Pleasant taste Notice improvement in 2-4 weeks Relief from the pain of sensitive teeth Proven protection from sensitivity with regular use Fresh breath People with oral pain Treats mouth irritations and oral lesions effectively

Positioning and creating Brand Equity

Consumer- more health and hygiene conscious
Vast consumer base in India Sectoral opportunity in other oral products Smaller packs to drive growth Direct media promotions Operation Jagruti program

Educate villagers about oral hygiene Its benefits vis--vis traditional products like Neem Conducted by giving product trials and free samples

ADVERTISEMENT
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 .

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

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/-

POSITION IN GLOBAL MARKET

The Survey Analysis

Most preferred Brands 40% of those surveyed preferred Colgate Close up preference is around 28%
Longevity of the Toothpaste Most of the respondents consumed their toothpaste within a span of 15-30 days.

The Survey Analysis (contd.)

Current Brand Usage 47% of those surveyed are brand loyal using the same brand for more than 5 years.
Willingness to change the brand 72% of the respondents are willing to change their brand effect of advertising and branding.

Conclusion
The toothpaste market enjoys a very good and strong position in

Indian market. It is found that the major section of the youth population uses one or the other toothpaste in which freshness, protection against tooth decay and whitening are major attributes Medicinal toothpastes like Emoform, Senequel-F are also attracting customers. Thus Colgate can foray in the segment of medicinal toothpastes. Population growth - An expected annual 1.5% increase in population will help broaden the user base for oral care and this is the opportunity which Colgate should leverage upon and remain the ubiquitous toothpaste at every household-even the rural houses

Conclusion

Back To Our Roots Thank you

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