8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 1/27

COLGATE PRESENTATIONCOLGATE PRESENTATION

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 2/27

H ISTORYH ISTORY

In 1806,In 1806, William Colgate introduced starch, soap William Colgate introduced starch, soap and candle factory and candle factory on Dutch Street in on Dutch Street in New York New York City City under the name of "William Colgate & under the name of "William Colgate & Company".Company".

In 1857, William Colgate died and the company In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the was reorganized as "Colgate & Company" under the

management of management of Samuel Colgate, his son Samuel Colgate, his son ..In 1873, the firm introduced its In 1873, the firm introduced its first toothpaste, an first toothpaste, an

aromatic toothpaste sold in jars.aromatic toothpaste sold in jars.

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 3/27

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 4/27

Awards & AchievementsAwards & Achievements

Colgate has been ranked as Colgate has been ranked as India·s #1 Most Trusted India·s #1 Most Trusted Brand Brand across all categories for four consecutive years across all categories for four consecutive years from from 2003 to 2007 2003 to 2007

51%51%market share in the market share in the toothpaste segment toothpaste segment ..48%48%market share in the market share in the toothpowder market toothpowder market ..30%30%share in the share in the toothbrush market toothbrush market ..Presently it is facing competition from no.Presently it is facing competition from no.2 player 2 player H UL. E.g. Pepsodant H UL. E.g. Pepsodant On 4Sept.2009,Colgate On 4Sept.2009,Colgate- -Palmolive signed SRK as its Palmolive signed SRK as its Brand ambassador.Brand ambassador.

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 5/27

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 6/27

PRODUCTSPRODUCTS

COLGATE

ORAL CARE PROFESSIONAL ORALCARE

H OME CARE

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 7/27

POSITION IN GLOBAL MARKETPOSITION IN GLOBAL MARKET

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 8/27

Product Life Cycle ofProduct Life Cycle ofColgateColgate

Time

Sales Introduction Growth Maturity Decline

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 9/27

F uture strategy on 4p`s basis:F uture strategy on 4p`s basis:1.1. Product:Product:Focusing toward rural rich and consuming class by Focusing toward rural rich and consuming class by endorsing the development of endorsing the development of ¶Colgate ¶Colgate Ayurvedic Ayurvedic Toothpowder¶.Toothpowder¶.

They would come up They would come up sachets sachets of these tooth powder of these tooth powder and and position toward rural population position toward rural population who buy in who buy in smaller lots smaller lots ..

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 10/27

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

Eg Eg: 1.: 1.They launch different toothbrushes for different They launch different toothbrushes for different age groups.age groups.

2.2.They launch a special toothpaste and toothbrush They launch a special toothpaste and toothbrush for kids in the age group for kids in the age group from 4 from 4- -10 years.10 years.

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 11/27

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 12/27

3 .3 . Promotion:Promotion:

They positioning Colgate dental white crème and They positioning Colgate dental white crème and toothpowder towards toothpowder towards rural rich segment rural rich segment ..For For rural consuming class rural consuming class they endorsing Cibaca they endorsing Cibaca toothpaste.toothpaste. Advertisement through T.V. media, Print media. Advertisement through T.V. media, Print media.FM Radio for FM Radio for Urban population Urban population & MW and SW & MW and SW radio for radio for Rural population Rural population ..H oarding on National highways.H oarding on National highways.

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 13/27

4.4. Place:Place:

They would try to increase product penetration to They would try to increase product penetration to rural population.rural population.

They would try to increase the wholesalers to smaller They would try to increase the wholesalers to smaller towns.towns.

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 14/27

SWOT Analysis for Colgate SWOT Analysis for Colgate

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 15/27

Strengths

Strong financial Strong financial performance performance

Focus on innovation Focus on innovation and new product and new product launches launches

Colgate business Colgate business planning initiative planning initiative

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 16/27

Product research Product research

H ighly leveraged H ighly leveraged

W eaknesses

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 17/27

OpportunitiesOpportunities

Emerging markets growth Emerging markets growth

Deploying advance technologies Deploying advance technologies

Growing H ispanic population in the US Growing H ispanic population in the US

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 18/27

ThreatsThreats

Competitive landscape from other Private label Competitive landscape from other Private label growth growth

Increasing commodity prices Increasing commodity prices

Falling consumer confidence in the US Falling consumer confidence in the US

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 19/27

Promotional toolsPromotional tools

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

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 20/27

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 21/27

ADVERTISEMENTADVERTISEMENT

In 1940,the Colgate Company used Slogan was In 1940,the Colgate Company used Slogan was "It "It cleans your breath while it cleans your teeth " cleans your breath while it cleans your teeth " ..

The 1960s onwards, the slogan was The 1960s onwards, the slogan was "The Colgate ring "The Colgate ring of confidence" of confidence" ..In the late 1950's and early 1960's, Colgate stressed In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Cream" contained the fact their "Dental Cream" contained Gardol Gardol,, a a formula that helped protect teeth from cavities and formula that helped protect teeth from cavities and tooth decay .tooth decay .

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 22/27

"Gardol" was actually their trademark for the "Gardol" was actually their trademark for the

ingredient ingredient Sodium lauroyl sarcosinate Sodium lauroyl sarcosinate ..Now they used various Slogan for different different Now they used various Slogan for different different products like For products like For MAX FRES H MAX FRES H is is ́ A Whole new ´A Whole new

Dimension of Freshnessµ Dimension of Freshnessµ & For & For W H

ITE W H

ITE TOOT H PASTE is ´All Around Decay Protectionµ.TOOT H PASTE is ´All Around Decay Protectionµ.

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 23/27

Various Surveys likeªVarious Surveys likeª

1.1. Colgate's Bright Smiles, Bright Futures Colgate's Bright Smiles, Bright Futures::This Educational Program worldwide was developed This Educational Program worldwide was developed to teach children to teach children positive oral health habits of basic positive oral health habits of basic hygiene, diet and physical activity hygiene, diet and physical activity ..

2.2. Colgate Professional Program Colgate Professional Program::The Program works towards improving The Program works towards improving oral health oral health awareness and oral care on a mass scale awareness and oral care on a mass scale . Oral care . Oral care

awareness is created and spread through appropriate awareness is created and spread through appropriate mechanisms such as mechanisms such as exhibitions, the use of audio exhibitions, the use of audio- - visuals, lectures, demonstrations, teacher training visuals, lectures, demonstrations, teacher training Programs Programs ..

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 24/27

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 25/27

Attractive offers:Attractive offers:

Super Saver Offer for 'All Around Decay Protection'.Super Saver Offer for 'All Around Decay Protection'.Buy 200g plus a 100g tube with a Colgate Extra Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Clean Toothbrush in a Family Value Pack for Rs.Family Value Pack for Rs.82/ 82/- -.. Save Rs. 18/ Save Rs. 18/- -..Colgate Maxfresh Gel is the first toothpaste infused Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals giving you a whole new with cooling crystals giving you a whole new dimension of freshness. Get a 150g plus a 80g tube dimension of freshness. Get a 150g plus a 80g tube

with a Colgate Extra Clean Toothbrush in a with a Colgate Extra Clean Toothbrush in a Freshness Value Pack for Rs. 79/ Freshness Value Pack for Rs. 79/- -.. Save Rs.Save Rs. 20/ 20/- -

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 26/27

ConclusionConclusion

8/6/2019 colgateppt-091201144928-phpapp02 (1)

http://slidepdf.com/reader/full/colgateppt-091201144928-phpapp02-1 27/27

Back To Our RootsBack To Our Roots