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Indian oral care market

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Indian oral care market (contd..)

Valued at Rs 21 bn,

Toothpastes consumption:

67% - the urban households

33% - the rural households

dominated by large multinational companies. Majorplayers in this market are Colgate Palmolive, HUL andSmithKline with its Acquafresh brand.

Colgate Palmolive is the market leader in the oral care

segment. Colgate and HUL together account for over 70% percent

of the organized toothpaste market

toothpowder segment: Colgate and Dabur are the two

major players with Colgate having 48% share.

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Colgate Palmolive milestone:

1806: Company is founded by William Colgate in New

York to make starch, soap, and candles.

1873: Toothpaste was launched

1928:

Colgate and Palmolive-Peet merge, formingColgate-Palmolive-Peet Company.

1937: the company moved into India.

1966: Palmolive dishwashing liquid is introduced .

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Colgate Palmolive milestone in India

1937: launch first toothpaste Colgate dental cream

1949: launch tooth powder and toothbrush

1950: Palmolive shave cream

1976: launch programme young India. 1989: Palmolive extra care soap launched.

2003: launch oral health month program

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Colgate Palmolive products

ORAL CARE:

Thooth paste

Colgate Total 12colgate cibaca

Colgate SensitiveColgate Active salt

Colgate Max Fresh

Colgate Fresh Energy Gel

Tooth brush

Colgate360

Colgate Zigzag

Colgate Cibaca

Thooth powder

http://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/Total12.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxFreshGel/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/FreshEnergyGel.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/FreshEnergyGel.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/ColgateMaxFreshGel/HomePage.cvsphttp://www.colgate.co.in/app/ColgateSensitiveNew/IN/HomePage.cvsphttp://www.colgate.co.in/app/Colgate/IN/OralCare/ToothPastes/Total12.cvsp

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Colgate Palmolive products (contd..)

PERSONAL CARE

Body wash

Liquid hand wash

Shave preps Skin care

Hair care

HOUSE HOLD

Axion dish washer

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Colgate Palmolive products

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The Brand equity of Colgate

In 1992,93,94 Colgate was ranked No 1 brand in allcategories surveyed by annual brand power surveyIndia.

In 1997 Colgate calciguard and Colgate plus get IDAseal of acceptance

1999 Colgate was rated India's premier brand by A&M

annual survey of India's top brand.

2002 again No 1 brand in India- surveyed by TaylorNelson MODE

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The Brand equity of Colgate

Best employer India- surveyed by BT Hewitt

2003-05 ranked Most trusted Brand in India Surveyed

by AC neilson ORG-MARG.

2004 celebrated Colgate health month.

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Branding

Introduce toothpaste Colgate dental cream.

Having white cream and metallic pack.

Dominate for longer year , become generic name fortooth paste.

High brand recall: toothpaste Colgate

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Branding

Since the introducing of the toothpaste, createdominance until introduction of competitor like HLL,Dabur, P&G

The company went through a tough time in FY99

HLL attacked with close up with freshness gel position

Other side attack with safety side position withpepsodent-g (mentadent)

With investing 1.5 bl behind advt. in 1999

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Fight back

To recover and get market

Reposition the product against competitor product

Colgate Dental Cream was repositioned as ColgateSupershakti

Colgate Total, Colgate Sensation Whitening and ColgateStrips against close up in gel variants

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Fight back

Colgate Fresh Energy Red Gela unique cooling agentwith a clove like spicy flavour that invigorates the sensesand a refreshing new taste that gives users fresh breathfor hours after brushing

Launch Colgate herbal to attract rural market withmascot gillu

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Brand awareness

Colgate in association with dental associations havelaunched nationwide community dental health programsand informative commercials on oral health

2003 initiated oral health month collaboration with IDA

companies use channels like e-choupals and Disha

(unregulated periodic markets). Colgate increased itsreach from 162 villages in 2004 to 3,765 in 2005 throughDisha.

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Tooth brush

Emphasis on improving feature of toothbrush.

Add Zigzag bristles that reach between two teeth.

Flexible handle

Add tongue cleaner behind toothbrush

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pitfalls

Consider as a generic name of toothpaste.

Consumer mindset Could not relate to any other

category

extremely similar slogans

"For Sparkling White Teeth"

"For Sparkling, Healthy White Teeth. "For Clean, White Teeth"

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Conclusion & suggestions

Colgate is Indias most trusted brand and market leader

in India in oral care market.

Perfectly branded and positioned their products andcategories.

They should involve Colgate in personal care category

They should create mascot by that indirectly relate withother category

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Thank you