This presentation outlines how the Softsoap brand can achieve leadership positioning in the premium liquid hand soap (LHS) market within the next five years.

1. DM 672 BUSINESS STRATEGY | 02.22.15
Alaa Balkhy | Ann Marie Puente | Reshma Ramrattan | Ali Akbar Sahiwala

2. Established in 1806 | Operates across 200 countries

3. Oral Care
COLGATE-PALMOLIVE
System of Care
46% 21% 20%
Personal Care Home Care
13%
Pet Care

4. Global Growth and Efficiency Program
“2012 Restructuring Program”
Expand commercial hubs
Optimize global supply
chain and facilities
Extend shared
business services
Streamline global
functions

5. How can Softsoap brand achieve a
leadership positioning in the
premium liquid hand soap (LHS)
market within the next five years?

6. In 2014, LHS Category in U.S.
worth $702.9 million
Since 2009, LHS Category in U.S.
grew 15%
Softsoap commands
30.5% market share
Since 2009, Softsoap market share
declined 6.6%

7. Meta Trends

8. Better quality
products E-commerce
Rise of
Entrepreneurship

9. Safe and better
quality products
DHV
Work-Life
Balance

10. Core Competencies

11. ● Caring
● Continuous
Improvement
● Global Teamwork

12. Supply
Mgmt
Product
Design
Mfg +
Operations
Sales +
Distribution
Customer
Service
B2B
Value
Chain

13. B2C
Value
Chain
Supply
Mgmt
Product
Design
Mfg +
Operations
Sales +
Distribution
Customer
Service

14. Colgate-Palmolive’s
Strategic Competitive Advantage
Establishing a “System of Care”
Long standing history
for family care
Strong recession
resistant portfolio
Ability to learn from
best practices internally

15. Competitor Analysis

16. Industry Rivalry
Highly Competitive and
Fragmented Market
Power of Suppliers
Distribution Chain Strength
Power of Customers
Greater Product Transparency
Threat of Substitutes
Easy to Switch - Low Costs
Threat of New Entrants
Technology Lowers Barriers to Entry

17. Opportunity
Space

18. Premium Competitor Value Chain Analysis
Method
Softsoap - B2C
Supply
Mgmt
Product
Design
Mfg +
Operations
Sales +
Distribution
Customer
Service
Supply
Mgmt
Product
Design
Mfg +
Operations
Sales +
Distribution
Customer
Service
Marketing

19. Strategic RecommendationStrategic Recommendation

20. Can Softsoap compete in the premium
Liquid Hand Soap market?

21. Overall Low-
cost Strategy
Private Label
Focused
Differentiation
Lysol
Best Cost/
Best Value Mix
Softsoap
Market
Target
Type of Competitive Advantage
Lower Cost Differentiation
Broad
Narrow
Broad
Differentiation
Method
Focused Low-
cost Strategy

22. Softening
every moment
Brand Ideal/Purpose
Enriching people’s lives with
moments of joy and confidence.
PERSONA
Delicate Tailor-made Scents
Purity Rejuvenation
Affordable Luxury Everyday Getaway
Fresh Smooth and Nourished
BENEFITS
Comfort Soft Appeal
Olfactory bliss Trust
OWNABLE ASSETS
Clean you can Trust™ 35-year Legacy

23. Aspiration & Target
Catered to Middle-Class American moms

24. Success Drivers, Capabilities & Systems
Leverage Oral Care Best Practices

25. People
Serve Communities
Profit
Regain Market Share
Culture
Tailor scents to Multi-
Ethnicities
Planet
Use Safe Ingredients