colgate Presentation1

8/4/2019 colgate Presentation1

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COLGATE PRESENTATION

Nishat Ali Ansari

Gagan Kumar

Amrinder P. SinghRajul Sharma

Neeraj Kumar

Rohit Sharma


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Colgate Toothpaste

Submitted to:

Ms. Tejal

Submitted By:

Radadiya milan

NO. 1 Brand Recommended by Dentists


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INDUSTRIAL PROFILE

in 1937, when hand-carts were used to distribute Colgate

Dental Cream, Colgate-Palmolive (India) today has one of the

widest distribution networks in India

Colgate available in almost 4.3 million retail outlets across the

country.

The company dominates the Rs. 3100 crore Indian toothpaste

market by commanding more than 50% of the market share.

In 2004, as an additional effort to create awareness for goodoral hygiene Oral Health Month (OHM), was introduced.

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COMPANY PROFILE

1806

William Colgate starts a starch, soap and candle business on

Dutch Street in New York City.

1817

First Colgate advertisement appears in a New York newspaper

1873

Colgate introduces toothpaste in jars.

1906Colgate & Company celebrates its 100th anniversary. Product

line includes over 800 different products.


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6

1997Colgate Total toothpaste is introduced in the U.S. and

quickly becomes the market leader. Only ColgateTotal, with its 12-hour protection, fights a complete

range of oral health problems.

2004Colgate acquires the GABA oral care business in

Europe, with its strength in the important European

pharmacy channel and its ties with the dental

community.


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2006Colgate enters the fast-growing Naturals segment by

purchasing Toms of Maine, a leader in that market inthe United States.

Today Today, with sales surpassing $15 billion, Colgatefocuses on four core businesses: Oral Care, Personal

Care, Home Care and Pet Nutrition. Colgate now sells

its products in over 200 countries and territories

worldwide.

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COMPANY PROFILE


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NO. 1 Brand Recommended by Dentists


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Competition:

Its main competitors are

Macleans

Medicam Close-up

English

Minto

Pepsodent


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Substitute Competition:

Colgate toothpaste competes

with Dentonic, and Khas toothpowder


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Brand Hierarchy:

Colgate Navigator PlusColgate PlusColgate PremierColgate Extra Clean

Colgate Super Flexible

Sparkle Toothpaste

Oral Care Personal Care Surface Care

Max BarAzadi Dish BarMax Scourers

Max LiquidMax Antibacterial

Beauty Soap ~ Palmolive NaturalsCarbolic Soap~ AzadiSkin Germ Protection Soap ~ Protex

Brite Maximum PowerExpress PowerBonus

Softlan

Fabric Care

Colgate Maximum Cavity ProtectionColgate Total Fresh StripeColgate HerbalColgate Herbal WhiteColgate Whitening

Colgate Fresh Energy Gel


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Target Market:

Colgate is targeted at middle income and

upper income families.

Colgate has had a consistent target market.

Colgate has never altered its target market

segment.

Colgate was introduced in the semi urban and

rural areas.


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PRICING STRATEGIES

Colgate has persisted with its premiumpricing concept

Emphasizing on quality for product

differentiation it has never used price cuts to

increase its sales.

Colgate is looking for review to change its

price in 2010.


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SECONDARY ASSOCIATIONS

1- Country of Origin

2- Channels of Distribution.

3- Spokes Persons.

4- Events.

5- Third Party Sources


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Brand Mantra

Oral ProtectionColgate is always

recommended for

providing oral

protection for longer

hours.Hence, itproves its

consistency in oral

care.

FamilyColgates image in

Pakistan is that of a

family brand with

multidimensional

advantages,consistent quality

and continuous

innovation.Its

advertisement also

portray the same

image of colgate.

ReliableIt has maintain its

performance

throughout.Hence,it

is the most reliable

toothpaste of thetime and colgate is

still a threat to the

competitor.

Functional

Modifier

Descriptive

ModifierEmotional

Modifier


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Line Extension:

Colgate is looking for

line extension in the

mid of the 2010. Thepossible line extension

isCOLGATESENSITIVE.


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Brand Failure

Colgate launched the food product called Colgate

Kitchen Entres

The idea was that consumers

would eat their Colgate meal,

and then brush their teeth

with Colgate toothpaste.

The trouble was that for most people the nameColgate does not exactly get their taste budstingling.


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PRODUCTS

COLGATE

ORAL CAREPROFESSIONAL

ORALCAREHOME CARE


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Product Life Cycle of

Colgate

Time

Sales Introduction Growth Maturity Decline


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Future strategy on 4p`s basis:

1. Product:

They try to position some innovative toothpaste with

a brand name other thanColgate but under the

umbrella of Colgate Palmolive.

Focusing toward rural rich and consuming class by

endorsing the development ofColgate Ayurvedic

Toothpowder.

They would come upsachetsof these tooth powderandposition toward rural populationwho buy in

smaller lots.


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For Urban population, they would come up withthe productssuiting to young generation.

For Urban rich and consuming class, they would

come up with the productson the basis offunctional benefits.

Eg: 1.They launch different toothbrushes for different

age groups.2.They launch a special toothpaste and toothbrush

for kids in the age groupfrom 4-10 years.


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2. Price:

Based on the competitor's price .

Charging higher premium which focused onconsuming and lower income classes.

Pricing done on the basis of price points

Packaging would be customized on the basis of price

points.


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3. Promotion:

They positioning Colgate dental white crme andtoothpowder towardsrural rich segment.

Forrural consuming classthey endorsing Cibaca

toothpaste. Advertisement through T.V. media, Print media.

FM Radio forUrban population& MW and SW

radio forRural population.

Hoarding on National highways.


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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.


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PRODUCT


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Colgate Dental Cream Spreads around and

penetrates in betweenteeth for all around decayprotection.

Protects all the teeth even

where the tooth brush doesnot reach.

Great mint taste freshensthe breath.

Protects against rootcaries.

Cleans and makes teethwhiter

Repairs early decay spots.


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Colgate Activesalt

Has the power of Active

Salt

Its unique formula

fights germs

Gives you healthy gums

and teeth

Refreshing eminty taste.


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Colgate Max fresh

It is the first and only

toothpaste infused with

Colgate-Palmolive, the

world leader in oral

care, is redefining thegel segment of

toothpaste in India, with

the introduction of new

Colgate MaxFresh Gel.

Spicy Fresh

Whitening Fluoride

Peppermint Ice


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cooling crystals that

dissolve in the mouth

completely upon

brushing, releasing an

intense rush of breath

freshening power.

This patented formula

gives a whole new

dimension of freshness

to its users everyday.

Maximum Fresh Cool Mint

Maximum Fresh Clean Mint


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Colgate total

Colgate Total providescomplete 12-hourprotection and fights afull range of oral

health problems

It helps preventplaque and gingivitis

even after meals


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Colgate sensitive

This is a sign ofsensitive teeth andthis pain is cold byDentinalsensitivity.

You will noticeimprovement in 2-4weeks.


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Colgate kids

She'll be telling you it's time tobrush when you give her BarbieSparkling Bubble Fruittoothpaste. It tastes like bubble

gum, but helps prevent cavitieswith Colgate's special fluorideformula

ColgateSpongebob

Colgate KidsBarbie

Colgate Junior in Mild Mint


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Colgate advanced whitening

Restores natural whiteness

Prevents stains for adhering

Fights tartar, cavities andplaque


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Colgate Herbal

Colgate Herbal White ... combinesthe expert science of Colgate witha unique blend of eucalyptus,Melissa and mint herbs.

Strengthens teeth and safe to useeveryday


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Colgate Cibaca Family protection

Developed using Colgate'sinternational expertise in oralcare

Unique formula protects yourteeth from decay

Refreshing minty flavour makesyour breath super fresh


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Colgate fresh energy gel

"Get fresh, stay cool with newColgate Fresh Energy Gel!" FMCGmajor Colgate claims to haverevitalised its Colgate Fresh Energy

Gel toothpastes with "new flavours"that deliver "long-lasting freshbreath". The new variants areSparkling Red and Ice Blue with

new "high-impact" taste.


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Level of channel of Distribution

The producer and the final customer are part of every channel.Marketer will use the number of intermediary levels to designchannels.

There are four types of channel.

Zero level channel

One level channel

Two level channel

Three level channel


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Manufacturer

Consumer

Manufacturer

Consumer

Retailer

Manufacturer

Distributor

Consumer

Retailer

Manufacturer

Distributor

Wholesaler

Retailer

Consumer

T f hi h d


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Types of stores at which product

available for sale The product of Colgate is very popular in all over

India. Every retailer and wholesaler knows theColgate very well and the product are popular also.We represent the places where the product of Colgate

is available.

General store Departmental store Kirana store Super store Super market Medical store

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Promotion


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Promotional tools

Increasing circumference of toothpastetube.

Free Dental Check-up in mobile vans


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Free Dental Check-up by sending a SMS

Scholarship offers like Learn & earn offer


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ADVERTISEMENT

In 1940,the Colgate Company used Sloganwas "It cleans your breath while it cleans yourteeth " .

The 1960s onwards, the slogan was "TheColgate ring of confidence" .

In the late 1950's and early 1960's, Colgate

stressed the fact their "Dental Cream"contained Gardol, a formula that helpedprotect teeth from cavities and tooth decay .


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"Gardol" was actually their trademark for theingredient Sodium lauroyl sarcosinate .

Now they used various Slogan for different differentproducts like For MAX FRESH is A Whole newDimension of Freshness & For WHITETOOTHPASTE is All Around Decay Protection.


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Attractive offers:

Super Saver Offer for 'All Around Decay

Protection'. Buy 200g plus a 100g tube with aColgate Extra Clean Toothbrush in a FamilyValue Pack for Rs. 82/-. Save Rs. 18/-.

Colgate Maxfresh Gel is the first toothpaste

infused with cooling crystals giving you awhole new dimension of freshness. Get a150g plus a 80g tube with a Colgate ExtraClean Toothbrush in a Freshness Value Pack

for Rs. 79/-. Save Rs. 20/-


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Sales Promotion Participate in Colgate

"Learn & Earn" Offerand you could earn Rs10,000/- scholarship.Please click on thebanner for more details.

Super Saver Offer for'All Around DecayProtection'. Buy 200g

plus a 100g tube with aColgate Extra CleanToothbrush in a FamilyValue Pack for Rs. 82/-. Save Rs. 18/-.

50

C


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Colgate strong teeth 200gm +100gm + free brush = 86Rs.

Colgate gives smale pack 20gm in

5Rs. Colgate Maxfresh Gel is the first

toothpaste infused with coolingcrystals giving you a whole newdimension of freshness. Get a 150g

plus a 80g tube with a ColgateExtra Clean Toothbrush in aFreshness Value Pack for Rs. 79/-. Save Rs. 20/-.

Colgate cibaca 200gm + toothbrush= 28Rs


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Advertising

Television advertising:-

Very famous words for thepromotion of the Colgate brand. Inthese days a new advertisement isalso gives by the company.

These advertisements are help to

raises the demand of the productand make the brand popular


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News paper advertising:-

The company also takes active participation in the newspaper advertisement. In deferent pages of the news paper thecompany gives advertisement. Sometime, it is on first page.Now days the company not takes part in news paperadvertisement.


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Public Relation & Publicity You would have definitely

heard of the brand nameCOLGATE launched the India's first

ever battery powered toothbrush for children. They selltooth pastes, tooth brushes,tooth powder, whiteningproducts and also kids

products. Many people have been

using these Colgateproducts for ages now.

Star like Saif Ali Khanappeared in the Televisionsets promoting this

product.It was a great hit inall countries and reached allthe homes quite easily


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Various Surveys like

1. Colgate's Bright Smiles, Bright Futures:

This Educational Program worldwide was developed toteach children positive oral health habits of basichygiene, diet and physical activity.

2. Colgate Professional Program:The Program works towards improving oral healthawareness and oral care on a mass scale. Oral careawareness is created and spread through appropriatemechanisms such as exhibitions, the use of audio-

visuals, lectures, demonstrations, teacher trainingPrograms .
http://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/Bsbf.cvsphttp://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/ColgateProfessionalProgram.cvsphttp://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/ColgateProfessionalProgram.cvsphttp://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/Bsbf.cvsp


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SWOT Analysis for Colgate

Strengths


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Strengths

Strong financialperformance

Focus on innovationand new productlaunches

Colgate businessplanning initiative


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Product research Highly leveraged

Weaknesses

Opportunities

Emerging markets growth

Deploying advance technologies

Growing Hispanic population in the USThreats

Competitive landscape from other Private label growth

Increasing commodity prices

Falling consumer confidence in the US


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CONCLUSION By the Detailed study on the product andmarket of COLGATE it was able to get a clear picture

of the past and present of the products and was able toget in to the assumptions about the future of theproduct.

The Brand COLGATE has been soldsuccessfully and has created a good demand all thetime. It is also holding a good place in the toothpastmarket with a share of around 10% - 15%.

As like for all other products Colgate is also

facing a tight competition in the toothpast Market.Since the competition is too strong the company has tokeep on watching market closely for avoiding anysudden collapse for the product.


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Finally, it should note that the company may have toface lot of threats in coming years like political threats,

legislation threats on going economic crisis, changing

life style of the people etc. if the company is able to

overcome all the threats and can prepare themselves

for facing the problems in advance it can achieve a

good growth for COLGATE.

RECOMMENDATION


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RECOMMENDATION:

Colgate should hire celebrities for theadvertisement

They should also increase the volume of their

CSR activities because they have a very good

image in the market.

Target market should be clearly emphasized

in advertisement.

Colgate should emphasize on Digital Brandingi.e. online purchase.

Colgate should use colorful paste to create

uniqueness.


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