Colgate-Palmolive Company

Introduction

Colgate-Palmolive Company is an American diversified multinational corporation focused on the

1. Production,

2. Distribution, &

3. Provision

of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes).

Information

Industry: Personal products

Founded: 1806 Headquarters: New York City,

New York ,U.S . Key people: Ian M. Cook, CEO Revenue: US$15.3 billion 

(FY2009) Employees: 36,002 Website: www.colgate.com

History

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

In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son.

In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.

His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. 

Today Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.

Awards & Achievements

Colgate has been ranked as India’s #1 Most Trusted Brand across all categories from 2003 till now

51% market share in the toothpaste segment

48% market share in the toothpowder market

30% share in the toothbrush market

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

Future strategies on 4 P’s:-1. Product

They try to position some innovative toothpaste under the brand name of Colgate Palmolive.

Focusing toward rural rich and consuming class by endorsing the development of ‘Colgate Ayurvedic Toothpowder’.

They launched the product that come up in small sachets so that rural people can also afford it.

2.Price

Based on the competitor's price

Pricing done on the basis of price points

Packaging would be customized on the basis of price points.

3.Promotion

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 in rural areas.

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.

SWOT Analysis

SWOT analysis for Colgate……

Strengths

Strong financial performance

Focus on innovation and new product launches

Colgate business planning initiative

Weakness

Highly leveraged

Product research

Opportunities

Emerging markets growth

Deploying advance technologies

Growing Hispanic population in the US

Threats

Competitive landscape from other Private label growth

Increasing commodity prices

Falling consumer confidence in the US

Promotion 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

Slogans

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“

Various Product Categories

Oral Care Personal Care Home Care Professional Oral care

Home Care

Axion - Dish Washing PastePalmolive dish washing Paste

Professional Oral Care

Colgate PerioGardColgate SensitiveColgate Gel KamColgate Visible White

Financial Report

Total Revenue: 2,060.92 1,802.57 Sales: 1,962.46 1,694.81 Other Income: 98.46 107.76 Profit before Taxation: 484.80 345.31 Provision for Taxation: 61.54 55.09 Profit after Taxation: 423.26 290.22 Balance brought forward: 28.84 5.77 Profit for appropriation: 452.10 295.99 Appropriation: Dividend: 271.98 203.99 Dividend Tax: 45.84 34.14 General Reserve: 42.33 29.02 Balance c/f: 91.95 28.84 452.10 295.99

(In ‘000)

COMPETITORS

Hindustan Unilever Ltd.

Procter & Gamble

Church & Dwight Co., Inc.

The Clorox Company

Kimberly-Clark Corporation

Submitted By :-

Sagar sood