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8/8/2019 Colgate India 1
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Introduction
ColgatePalmoliveIndia Ltd.
Oral CareMarket
(70 years)
PersonalCare
MarketHomecare
Market
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Fast Facts
Leading brand in IndianOral Care segment.
Colgate has been ranked asIndias most trusted brand
for four consecutive yearsfrom 2003-2007
Colgate Palmolive India Ltd.
Is a 51% subsidiary ofColgate Palmolive U.S.
Listed in two stockexchanges in U.S. andIndia.
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Product Variance
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Tagline: The most advancedtoothpaste for your superior oral teeth
Target Market: Health conscious
common people
Colgate Total 12
Tagline: Fast relief from the pain ofsensitive Tooth
Target Market: ChildrenColgate Sensitive
Target Market: Traditional consumersColgate HerbalWhite
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Tagline: Get maximum all roundprotection
Target Market: Households
Colgate DentalCream
Tagline: Fights germs for healthygums and teeth
Target Market: YoungstersColgate ActiveSalt
Tagline: Not just fresh Max fresh
Target Market: audience who areconscious of their looks
Colgate Max-
fresh:
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Pricing Strategy
Factors determining the price:
1) Brand which produces the toothpaste
2) Ingredients of the toothpaste
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Pricing Cont
3) Based on competitors price.
4) Price variation based on products
5) Pricing is done on the basis of price
points
6) Packaging is customized on thebasis of price points
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Placement Strategy
1) Urban youth and urban richclass
2) Rich and consumingcustomers of rural India
3) Different age groups
4) Increase in the number of
wholesalers to smaller towns
Target Market Classified as:
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Promotional strategy
Tagline No 1 Brandrecommended by dentists.
Target Market: Children, their
parents and dentists
Colgate Bright Smiles BrightFutures Oral Health EducationalProgram.
Well planned mobile marketingactivity is practiced.
Dental check-ups by Colgatedental health day.
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Toothpaste Market Share
47.7 48.150.2
29.9 29.227.2
22.5 22.6 22.6
0
10
20
30
40
50
60
2007 2008 2009
Colgate
Pepsodent
Others
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Category Contribution(% to company sales)
95.7 96.1
2.62.6
1.7 1.3
93
94
95
96
97
98
99
100
101
2008-09 2009-10
Home/Others
Personal Care
Oral Care
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Urban Rural Contribution
2006 2007 2008 2009
67 6663 63
33 3437 37
Chart Title
Urban Rural
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Net Sales
12951473
16951962
0
500
1000
1500
2000
2500
2006-07 2007-08 2008-09 2009-10
Rs. Crores
+15.2 %
+13.8% +15.0%
+15.8%
CAGR 5 Yrs = 15%
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Profit after Tax
160
232
290
427
0
50100
150
200
250
300
350
400
450
2006-07 2007-08 2008-09 2009-10
Rs. Crores
+44.7%
+25.2%
+47.3%
CAGR 5 Yrs = 32%
+16.4%
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Market Appreciation
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Financial Strategy
Grow top line products
Reduce Costs
Invest in brandbuilding/new products
Grow NPAT
St th
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Strength
1. Strong brand image
2. Strong financial backup
3.Fundamental values :Caring, Global team
work, Continuous improvement
4. Good internal control system
Weakness
1. Due to high rate of taxes pricesare higher
2. Highly leveraged
3. Low on innovation- a follower
4. Product recalls
Opportunities:
1. Growing global oral hygienemarket
2. Tapping Dentrifrice markets inIndia.
3. Globalization
4. Stable economic conditions
Threats:
1. Increasing commodity prices
2. Increasing number of Competitors
3. Private label growth
4. Chances of failure
5. Competitive landscape from otherCPGs
SWOTAnalysis
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Business Model
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Consumption Building Programs
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Bright smile and Bright future
BSBF INDIA 2007 2008 2009
All India Universe: (Class I to V) 130 mn 137 mn 144 mn
Total BSBF Reach ( Urban +
Rural)
11.8 mn 12.0 mn 10.2 mn
% Reach 9.0% 9.2% 7.8%
Reached 83 mn school children over period of 30 yrs..
BSBE INDIA reaching 12 mn kids annually ( urban & rural)
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Oral Health Month
Public dentalcheckups
Oral
Hygieneawareness
activities
Awareness
Generation
World Oral HealthDay
School ContactProgram
Media Public Relations Trade Activities
On pack
messages
In clinic Dental Colleges
Mobile Vans
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Partnership with the Profession
OHM04 OHM05 OHM06 OHM07 OHM08 OHM09
Towns 6 50 102 175 200 932
Dentists 70 3500 5000 8300 10290 17500
360% increase in no. of towns and 70% increasein no. of participating dentists
1) Over 7500 dentistsparticipated in OHM 2009
2) Partnership with dentalcolleges for the first time
85 dental colleges participated in OHM
2009
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Contact Programs
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