COLGATE PRESENTATION

Nishat Ali Ansari Gagan Kumar Amrinder P. Singh Rajul Sharma Neeraj Kumar Rohit Sharma

Colgate Toothpaste
NO. 1 Brand Recommended by Dentists

Submitted to:

Ms. Tejal
Submitted By:
Radadiya milan

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 good oral hygiene Oral Health Month (OHM), was introduced.

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. 1906 Colgate & Company celebrates its 100th anniversary. Product line includes over 800 different products.

 1997
Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral health problems.

2004
Colgate acquires the GABA oral care business in Europe, with its strength in the important European pharmacy channel and its ties with the dental community.

 2006
Colgate enters the fast-growing Naturals segment by purchasing Toms of Maine, a leader in that market in the United States.

Today
Today, with sales surpassing $15 billion, Colgate focuses 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.

COMPANY PROFILE

NO. 1 Brand Recommended by Dentists

Competition:
Its main competitors are Macleans Medicam Close-up English Minto Pepsodent

Substitute Competition:
Colgate toothpaste competes with Dentonic, and Khas tooth powder

Brand Hierarchy:
Oral Care

Personal Care Surface Care

Max Bar Azadi Dish Bar Max Scourers Max Liquid Max Antibacterial Beauty Soap ~ Palmolive Naturals Carbolic Soap~ Azadi Skin Germ Protection Soap ~ Protex

Fabric Care
Brite Maximum Power Express Power Bonus Softlan

Sparkle Toothpaste

Colgate Colgate Colgate Colgate Colgate Colgate

Maximum Cavity Protection Total Fresh Stripe Herbal Herbal White Whitening Fresh Energy Gel

Colgate Colgate Colgate Colgate Colgate

Navigator Plus Plus Premier Extra Clean Super Flexible

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.

PRICING STRATEGIES
Colgate has persisted with its premium pricing 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.

SECONDARY ASSOCIATIONS

1- Country of Origin 2- Channels of Distribution. 3- Spokes Persons. 4- Events. 5- Third Party Sources

Brand Mantra Emotional Descriptive Functional Modifier Modifier Modifier

Reliable It has maintain its performance throughout.Hence,it is the most reliable toothpaste of the time and colgate is still a threat to the competitor. Family Colgates 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. Oral Protection Colgate is always recommended for providing oral protection for longer hours.Hence, it proves its consistency in oral care.

Line Extension:

Colgate is looking for line extension in the mid of the 2010. The possible line extension is COLGATE SENSITIVE.

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 name Colgate does not exactly get their taste buds tingling.

PRODUCTS

COLGATE

ORAL CARE

PROFESSIONAL ORALCARE

HOME CARE

Product Life Cycle of

Colgate
Sales
Introduction Growth
Maturity Decline

Time

Future strategy on 4p`s basis: 1. Product:

They try to position some innovative toothpaste with a brand name other than Colgate but under the umbrella of Colgate Palmolive. Focusing toward rural rich and consuming class by endorsing the development of Colgate Ayurvedic Toothpowder. They would come up sachets of these tooth powder and position toward rural population who buy in smaller lots.

For Urban population, they would come up with the products suiting to young generation. For Urban rich and consuming class, they would come up with the products on the basis of functional benefits. Eg: 1.They launch different toothbrushes for different age groups. 2.They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years.

2. 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.

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

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.

PRODUCT

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Colgate Dental Cream

Spreads around and penetrates in between teeth for all around decay protection. Protects all the teeth even where the tooth brush does not reach. Great mint taste freshens the breath. Protects against root caries. Cleans and makes teeth whiter Repairs early decay spots.

Colgate Active salt

Has the power of Active Salt
Its unique formula fights germs Gives you healthy gums and teeth Refreshing eminty taste.

Colgate Max fresh

Spicy Fresh

Peppermint Ice

Whitening Fluoride

It is the first and only toothpaste infused with Colgate-Palmolive, the world leader in oral care, is redefining the gel segment of toothpaste in India, with the introduction of new Colgate MaxFresh Gel.

Maximum Fresh Cool Mint

cooling crystals that dissolve in the mouth completely upon brushing, releasing an intense rush of breath freshening power.

Maximum Fresh Clean Mint

This patented formula gives a whole new dimension of freshness to its users everyday.

Colgate total
Colgate Total provides complete 12-hour protection and fights a full range of oral health problems
It helps prevent plaque and gingivitis even after meals

Colgate sensitive
This is a sign of sensitive teeth and this pain is cold by Dentinal sensitivity.
You will notice improvement in 2-4 weeks.

Colgate kids
Colgate Spongebob

Colgate Kids Barbie

She'll be telling you it's time to brush when you give her Barbie Sparkling Bubble Fruit toothpaste. It tastes like bubble gum, but helps prevent cavities with Colgate's special fluoride formula

Colgate Junior in Mild Mint

Colgate advanced whitening

Restores natural whiteness
Prevents stains for adhering Fights tartar, cavities and plaque

Colgate Herbal
Colgate Herbal White ... combines the expert science of Colgate with a unique blend of eucalyptus, Melissa and mint herbs. Strengthens teeth and safe to use everyday

Colgate Cibaca Family protection

Developed international care using Colgate's expertise in oral

Unique formula teeth from decay

protects

your

Refreshing minty flavour makes your breath super fresh

Colgate fresh energy gel

"Get fresh, stay cool with new Colgate Fresh Energy Gel!" FMCG major Colgate claims to have revitalised its Colgate Fresh Energy Gel toothpastes with "new flavours" that deliver "long-lasting fresh breath". The new variants are Sparkling Red and Ice Blue with new "high-impact" taste.

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 design channels.

There are four types of channel.

Zero level channel One level channel Two level channel Three level channel

Manufacturer

Manufacturer

Manufacturer

Manufacturer

Distributor

Distributor

Wholesaler

Retailer

Retailer

Retailer

Consumer

Consumer

Consumer

Consumer
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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 the Colgate 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

43

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

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

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 .

 "Gardol" was actually their trademark for the ingredient Sodium lauroyl sarcosinate . Now they used various Slogan for different different products like For MAX FRESH is A Whole new Dimension of Freshness & For WHITE TOOTHPASTE is All Around Decay Protection.

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/-

Sales Promotion
Participate in Colgate "Learn & Earn" Offer and you could earn Rs 10,000/- scholarship. Please click on the banner for more details. 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/-.
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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 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/-. Colgate cibaca 200gm + toothbrush = 28Rs

Advertising
Television advertising:Very famous words for the promotion of the Colgate brand. In these days a new advertisement is also gives by the company. These advertisements are help to raises the demand of the product and make the brand popular

News paper advertising:-

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

Public Relation & Publicity

You would have definitely heard of the brand name COLGATE launched the India's first ever battery powered tooth brush for children. They sell tooth pastes, tooth brushes, tooth powder, whitening products and also kids products. Many people have been using these Colgate products for ages now. Star like Saif Ali Khan appeared in the Television sets promoting this product.It was a great hit in all countries and reached all the homes quite easily


1.

Various Surveys like

Colgate's Bright Smiles, Bright Futures: This Educational Program worldwide was developed to teach children positive oral health habits of basic hygiene, diet and physical activity. Colgate Professional Program: The Program works towards improving oral health awareness and oral care on a mass scale. Oral care awareness is created and spread through appropriate mechanisms such as exhibitions, the use of audiovisuals, lectures, demonstrations, teacher training Programs .

2.

SWOT Analysis for Colgate

Strengths
Strong financial performance Focus on innovation and new product launches

Colgate business planning initiative

Weaknesses
Product research Highly leveraged
Opportunities

Emerging markets growth Deploying advance technologies Growing Hispanic population in the US Competitive landscape from other Private label growth Increasing commodity prices Falling consumer confidence in the US
Threats

CONCLUSION

By the Detailed study on the product and market of COLGATE it was able to get a clear picture of the past and present of the products and was able to get in to the assumptions about the future of the product. The Brand COLGATE has been sold successfully and has created a good demand all the time. It is also holding a good place in the toothpast market 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 to keep on watching market closely for avoiding any sudden collapse for the product.

Finally, it should note that the company may have to face 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:
Colgate should hire celebrities for the advertisement 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 Branding i.e. online purchase. Colgate should use colorful paste to create uniqueness.