Colgate - Colgate - PalmolivePalmolive Presented Presented

ByByPratibha JhaPratibha Jha

Brief IntroductionColgate, an oral hygiene product and one of

the name sake brands of the Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes, toothbrushes and mouthwashes.

Colgate-Palmolive Company Is an American diversified multinational corporation focused on the production, distribution & provisions of household, health care and personal products, such as soaps, detergents & oral hygiene products.

Colgate Brand Walkthrough

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

Promoted by Colgate-Palmolive USA, present in India since last 50 years

Market leader with over 45% market share in 21 billion rupees oral care segment

51%, 48% & 30% of market share in the toothpaste segment, toothpowder market & toothbrush market respectively.

On Sept. 4 2009,Colgate-Palmolive signed SRK as its Brand ambassador.

The Latest Innovative Products1) Colgate Active Salt- 1st toothpaste to contain salt

2) Colgate Advanced Whitening- Silica enabled toothpaste

3)Colgate Max fresh Gel- The ‘Max Asar’ formula

Marketing Strategies – Product Mix ProductFocusing toward rural rich and consuming class by

endorsing the development of ‘Colgate Ayurvedic Toothpowder ’.

For Urban population, they would come up with the products suiting to young generation, for kids in the age group from 4-10 years.

Unique Product and able to differentiate from all other products existing in the market e.g. Colgate Herbal White which promises a unique formula. Packaging-green colour ensures the ‘herbal ness’.

PriceBased 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.

PromotionThey positioning Colgate dental white They positioning Colgate dental white

crème and toothpowder towards rural crème and toothpowder towards rural rich segment. rich segment.

For rural consuming class they For rural consuming class they endorsing Cibaca toothpaste.endorsing Cibaca toothpaste.

Ads -placed in dentist offices, Ads -placed in dentist offices, billboards, and advertising the sides of billboards, and advertising the sides of busesbuses

Advertisement through T.V. media, Advertisement through T.V. media, Print media. FM Radio for Urban Print media. FM Radio for Urban population & MW and SW radio for population & MW and SW radio for Rural population.Rural population.

Hoarding on National highways.Hoarding on National highways.

Promotional toolsIncreasing circumference of toothpaste

tube.Free Dental Check-up in mobile vans

Distribution strategy of Colgate toothpaste through

Dentists and plastic surgeons.

Drug stores or Grocery stores.

Large retail stores and department stores.

They would track the distribution path so that they are covering all the village areas around the towns.

They would try to increase product penetration to rural population.

Place

Marketing StrategiesMarket DominanceMarket leader - dominance in Oral CareCatering to all the segments -long product lineMassive advertising, awareness ,especially in child segmentProduct Differentiation Different packaging for all its product line Changes packaging according to product innovationDifferentiation due to massive promotion on

channelsCreate a different image in the eyes of consumersInnovation StrategyPioneered in new product development and business

model innovation Cutting edge technology- innovation strategy

Product Life Cycle of Colgate

Introduction Growth Maturity Decline

Time

Sales

Target MarketKidsKids Brushing -more effective and fun for kidsBrushing -more effective and fun for kids Sparkling gel comes in 2 exciting variants – Bright Pink gel , Sparkling gel comes in 2 exciting variants – Bright Pink gel ,

and Bright Blue gel ,yummy Bubble Fruit flavourand Bright Blue gel ,yummy Bubble Fruit flavour Tweety and bugs bunny are favourites with kidsTweety and bugs bunny are favourites with kids The fruity bubble gum flavour – kids brush longer The fruity bubble gum flavour – kids brush longer

developing good oral care habitsdeveloping good oral care habitsFamilyFamily Strong teeth and fresh breath Strong teeth and fresh breath Developed using Colgate’s international expertise in oral Developed using Colgate’s international expertise in oral

carecare Unique formula protects teeth from decayUnique formula protects teeth from decay Refreshing minty flavour makes breath Refreshing minty flavour makes breath

super freshsuper freshYouthYouth Icy wave of minty coolness Icy wave of minty coolness Cooling crystals and emphasis on “taazgi”Cooling crystals and emphasis on “taazgi”

Target MarketPeople with sensitive teethPeople with sensitive teeth

Fights pain due to Fights pain due to sweet/sour/hot/cold foods by desensitising nervessweet/sour/hot/cold foods by desensitising nerves

Helps maintain the natural whiteness of your teethHelps maintain the natural whiteness of your teethSignificant inhibitory effect on the formation of Significant inhibitory effect on the formation of

supra-gingival calculussupra-gingival calculusPleasant tastePleasant tasteNotice improvement in 2-4 weeksNotice improvement in 2-4 weeksRelief from the pain of sensitive teethRelief from the pain of sensitive teethProven protection from sensitivity with regular useProven protection from sensitivity with regular useFresh breathFresh breath

People with oral painPeople with oral painTreats mouth irritations and oral lesions effectivelyTreats mouth irritations and oral lesions effectively

Positioning and creating Brand EquityConsumer- more health and hygiene conscious Vast consumer base in India Sectoral opportunity in other oral products Smaller packs to drive growth Direct media promotions “Operation Jagruti” program

Educate villagers about oral hygiene Its benefits vis-à-vis traditional products like

“Neem”Conducted by giving product trials and free

samples

ADVERTISEMENTIn 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 .

Free Dental Check-up by sending a SMSFree Dental Check-up by sending a SMSScholarship offers like Learn & earn offerScholarship offers like Learn & earn offer

Super Saver Offer for 'All Around Decay Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in aColgate Extra Clean Toothbrush in a Family Family Value Pack for Rs. 82/-.Value Pack for Rs. 82/-.  Save Rs. 18/-.Save Rs. 18/-.

Colgate Maxfresh Gel is the first toothpaste Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals giving you a whole infused with cooling crystals giving you a whole new dimension of freshness. Get a 150g plus a new dimension of freshness. Get a 150g plus a 80g tube with a Colgate Extra Clean Toothbrush 80g tube with a Colgate Extra Clean Toothbrush in ain a Freshness Value Pack for Rs. 79/-.Freshness Value Pack for Rs. 79/-.  Save Rs. Save Rs. 20/-20/-

Attractive offers:Attractive offers:

POSITION IN GLOBAL POSITION IN GLOBAL MARKETMARKET

The Survey AnalysisMost preferred Brands

40% of those surveyed preferred Colgate

Close up preference is around 28%

Longevity of the Toothpaste

Most of the respondents consumed their toothpaste within a span of 15-30 days.

The Survey Analysis (contd.)Current Brand Usage

47% of those surveyed are brand loyal – using the same brand for more than 5 years.

Willingness to change the brand72% of the respondents are willing

to change their brand – effect of advertising and branding.

ConclusionThe toothpaste market enjoys a very good and The toothpaste market enjoys a very good and

strong position in Indian market.strong position in Indian market.It is found that the major section of the youth It is found that the major section of the youth

population uses one or the other toothpaste in population uses one or the other toothpaste in which freshness, protection against tooth decay which freshness, protection against tooth decay and whitening are major attributesand whitening are major attributes

Medicinal toothpastes like Emoform, Senequel-F Medicinal toothpastes like Emoform, Senequel-F are also attracting customers. Thus Colgate can are also attracting customers. Thus Colgate can foray in the segment of medicinal toothpastes.foray in the segment of medicinal toothpastes.

Population growth - An expected annual 1.5% Population growth - An expected annual 1.5% increase in population will help broaden the increase in population will help broaden the user base for oral care and this is the user base for oral care and this is the opportunity which Colgate should leverage opportunity which Colgate should leverage upon and remain the “ubiquitous toothpaste” at upon and remain the “ubiquitous toothpaste” at every household-even the rural housesevery household-even the rural houses

Conclusion

Thank you…

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