COMPANY PROFILE:

HISTORY

The famously known brand of today, Colgate, was founded in 1806, by a candle and soap
maker named William Colgate who named it William Colgate & Company. It started out
as a company that only sold soaps in uniform weight, but soon after his death in 1872,
which changed into manufacturing of the companys first perfumed soap named Cashmere
Bouquet.
Colgate soon joined hands with Palmolive to become Colgate-Palmolive (India) that
manufactured personal care products along with those of oral hygiene. The oral care
products manufactured by the company include toothpastes, toothbrushes, toothpowder,
whitening products and mouthwash. The personal care products manufactured by the
company include body wash, liquid hand wash, shave preps, skin care and hair care. The
household care product manufactured by the company includes surface care. The other
products and treatments provided by the company include gingivitis treatment, sensitivity
treatment, tooth whitening, fluoride therapy, mouth ulcer treatment and specialty cleaning.
Colgate-Palmolive Company is the company's ultimate holding company.

Here is a chronological chart depicting the progress of the company in the oral and skin
and hair care sector:
1873 - Firm introduced the first toothpaste that started being sold in jars.
1896- Colgate Ribbon Dental Cream, the first toothpaste to be sold in tubes.
1908- Toothpastes became a widespread phenomenon in the market.
1937 - Birth of the joint venture Colgate-Palmolive (India)
1983- Colgate Plus toothbrush introduced in the market
1988- Manufacturing unit in Hetanda, Nepal, set up.
1991- Colgate Gel toothpaste, Palmolive Extra Care and new Palmolive soap.
They also re-launched a high quality Colgate Plus and other toothbrushes.
1994- Acquisition of oral care company named Hindustan Ciba-Geigy Ltd
1996 - Colgate fresh strips toothpaste and Palmolives personal hygiene products
1998- Colgate Double Protection toothpaste for the entire family, in massive
competition with then rival Pepsodent.
2000- Variants to Palmolives soap added, and tie up with online companies.
2001- Colgate Herbal Toothpaste, Economy Toothpaste, Colgate Zig Zag
Toothbrush, Colgate Navigator Toothbrush and Transparent Skin Care
Soap in the year market with the catchy phrase 'Colgate ke andar kya hai',
which was one of the key drivers in strengthening the consumer bond with
the Company's oral care and personal care brands.
2003- Relaunching of Colgate dental cream and improvising on the Navigator
toothbrush.
2004-05 Establishment of newer manufacturing units to meet the rising demand.
2005-06- Collaboration with foreign companies to form Oral Care Category
Innovation Centre.
2006 - Colgate Advanced Whitening, Colgate Active Salt, Colgate MaxFresh Gel
and Colgate Super Flexible Toothbrush with Unique Tongue Cleaning
Feature.

Colgate has continued its innovation in every year.

In the year 2016, they had launched many products. In the toothpaste category:
1) Total Charcoal Deep Clean
2) Colgate Active salt neem
3) Colgate Sensitive pro relief
In the toothbrush category:
1) Colgate 360 charcoal gold
2) 360 whole mouth clean
3) Colgate Zig Zag Black

Colgate also launched PAIN OUT, which is completely a new segment for express relief
at the time of tooth pain.
COLGATE PALMOLIVE PRODUCT CATEGORIES

Colgate-Palmolive
product categories

PERSONAL PET NUTRITION

ORAL CARE HOME CARE
CARE

Tooth Pastes Bar Soap Dish washing

Tooth Brushes Body Wash Fabric

Kids products Liquid Hand wash

Whitening products Toiletries

Over the counter

THE BUILDING BLOCKS OF COLGATE- PALMOLIVE
Millions of people everyday trust Colgate for protecting their oral care around the country
for themselves and their loved ones.
The strong trust and relationships of our customers, consumers and dental profession in
India has been made over many decades, has made Colgate a trusted household name.
The four strategic pillars of the company has made to be success in their long run.
1) Engaging to build our brands
2) Innovation for growth
3) Effectiveness and Efficiency
4) Leading to win

BRAND BUILDING
People engagement is at the heart of Colgates strategy for driving companys strong
performance and market share gains. This also helps gaining a deeper and more meaningful
understanding of key stakeholders.
With Consumers
Engaging with consumer is at the core of Colgates focused strategy, and the company is
strengthening this engagement in unique and innovative ways. One of the remarkable
examples of this is, the Colgate scholarship offer an initiative to support consumers in
their endeavor to provide better education to their children in form of over 200 scholarships
of up to Rs 1 Lakh. And this year, the offer garnered an overwhelming participation through
over 8.4 million calls.

With Customers
Colgate works closelywith its trade partners to share expertise and provide shoppers with
best value and service. Colgate engages with its customers across the country by sharing
unique insights providing innovative in- store marketing communication and
merchandising techniques. As more and more consumers become technologically savvy,it
becomes imperative to communicate in the same language. Hence, Colgate brings in
technologically superior applications and platforms that acclerate growth while delivering
a seamless user-friendly experience.
With Profession
Colgate constantly drives engagement and builds leadership with dentist professionals of
the Indian Dental Association (IDA) to strengthen their endorsement of companys brand.
Colgate closely works with IDA professionals to spread awareness on oral health and
hygiene. During Kumb Mela held in Nasik , in 2015 Colgate along with IDA dentists
reached out to thousands of pilgrims with an objective of educating a large populace about
the benefits of oral health.

MARKETING MIX OF COLGATE PALMOLIVE

Product in the Marketing mix of Colgate

Brand Colgate deals in various products relating to oral hygiene care. Besides its normal
variants used by every genre, it has also launched special products for kids. The product
kitty includes Colgate toothbrush with bristles that are soft and reachable at every nook
and corner of the mouth to fight tooth decay and germs. Colgate toothpowder and
mouthwash is one of the very common products of this brand as they both relate to a
different section of the customers. The mouthwash makes the mouth feel fresher.

The Colgate toothpaste comprises abrasive materials like fluoride that help in scrubbing
the plaque away from the teeth and polishes the surface by removing the food stains.
Presently, thirteen variants of the toothpaste are available in the market that provides
protection from cavities, prevention of gingivitis and plaque, longer duration of fresh
breath, controlling of tartar, and whitening of teeth, strengthening of enamel and sensitivity
relief. Some of the various Colgate toothpaste products are

Place in the Marketing mix of Colgate

Colgate has always encouraged a strategy that is unique and different so that it stands out.
This helps in creating a new consumer base and in maintaining the interests of the previous
customers. The distribution channel of its products includes manufacturer and from there
a quick dispatch to wholesaler and then the retailer and lastly to the consumers.

The marketing strategy emphasizes on quick delivery and easy availability to the consumer.
The brand has had deals with even dental association that helps in promoting its products.
The dentists and the numerous medical stores have become its chief suppliers along with
the numerous departmental stores, co-operative stores, kirana stores and retail shops. The
products are accessible at every part of the country including rural, semi urban and urban
market.

Nowadays, the online market has also helped the company to reach various customers
successfully. The companys official website along with other online shopping portals
provides the products with a single click of the finger. Customers do not have to waste their
time by going to various shopping centers

Price in the Marketing mix of Colgate

Colgate has positioned its toothpaste as its mainstream product and has highlighted all its
other oral care products around it. The company has decided on a competitive pricing
policy to combat its various competitors. The prices are at a similar range or at a slightly
higher range than other products. It plays with the purchaser psychology to its advantage
by portraying that its products have a longer duration and far-reaching effects on the oral
care of the patrons.

As numerous dentists also recommend the product, the extra costs do not feel a burden to
the buyer. In order to meet the needs of various sections of the society the prices are
different for dissimilar products. For instance, a visible white toothpaste costs much more
than a Max fresh toothpaste as it provides some extra whitening along with the basic oral
care regime. To maintain its customer base the prices are adjusted in such a way that the
consumers do not feel the burden of it.
The products are available in various pack sizes like 50g, 100g, 200g, 500g, and in combo
packs so that the deals look attractive to the customers. Sometimes the prices are constant
but consumers receive added benefits like extra quantity of product or in some cases
another Colgate product with the main product. This helps in maintaining the sales figure
and generating the revenues.

Promotion in the Marketing mix of Colgate

In order to meet the wants and needs of all its consumers successfully the brand Colgate
has opted for innovative schemes and attractive packing strategies. The standard color red
is now being associated with Colgate and hence the brand capitalizes on this easy
familiarity with its products. They have also benefitted hugely from successful in-store
arrangements.

For promoting the sales of its products, the company has encouraged various advertising
policies showcased through the digital media like television, radio and the print media like
the magazines, newspapers and through numerous billboards and hoardings. Internet has
also become a favorite marketing tool for both the buyer and the seller, thus helping in
earning revenues.

The company has its own dynamic website titled Colgate World of Care that helps in
providing all the product related information to the interested parties. The details also
include the various offers and discounts currently offered by the company.In order to
maintain a personal one to one relation with the consumers the brand has a social
networking media page on Myspace, Twitter and Facebook where the consumers are
encouraged to share their experiences.

Various discounted coupons are available in different newspapers and at the official
Colgate website to increase its sale figures. The brand has roped in numerous celebrities at
various intervals to make its products more visible. Its brand ambassadors include film
stars like Lara Dutta, Kareena Kapoor Khan, Sonam Kapoor and Priyanka Chopra.
PRESENT FINANCIAL PERFORMANCE:

Although Colgate-Palmolive (India) has ruled the Indian market for almost as long as 80
years and stood strong against some major competition such as Procter & Gamble (P&G)
in June 2013, it stood at a market share of 55.7% in March 2016. The market share in
toothbrush has also increased from 39% to 46.2% for the same period.
However, a recent entry by Patanjali has come as a blow to CPILs market base, denting
CPILs market share by ~150 bps from 57.2% in 2015.
It is CPILs renowned brand image and trust formed with the customers and its easy
availability of products that makes the brand still stand strong in the Indian oral care
market. We believe that CPILs initiative in improvising on its products such as family,
whitening, freshness, gum care, sensitive etc will give the company an edge once again
over its rivals and put CPIL on the top, without any close competition once again.