NAME: Danish Hussian Janjua
COURSE: Principles of Marketing
INSTRUCTOR: Sir Abdullah Khan
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, aromatic toothpaste sold in jars.
His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896.
In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet
Today Colgate has numerous subsidiary organizations 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 for four consecutive years from 2003 to 2007.
Presently it is facing competition from no. 2 player HUL. E.g.
On 4Sept.2009, Colgate-Palmolive signed SRK as its Brand ambassador.
In Brand Equity‟s 2007 “Most Trusted Brand” survey, Colgate was rated the leading FMCG
Brand, 2nd position in overall survey.
TYPES OF PRODUCTS
The main products of personal care are mentioned bellow…
Palmolive Naturals Moisturizing Body Wash - Milk & Honey and Milk & Almond
Palmolive Aroma Shower Gel – Relax
Palmolive Aroma Shower Gel – Vitality
Palmolive Thermal Spa - Firming & Massage.
For household care following products are mentioned bellow….
Axion Dish Washing Paste
Colgate Dental Cream
Colgate Active Salt
Colgate Max Fresh
Colgate Total 12
P’s of COLGATE
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
They would come up sachets of these tooth powder and position toward rural population who buy
in smaller lots.
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.
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
They positioning Colgate dental white cream 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.
HOW 4P’s OF COLGATE CONVERTED INTO 4E’s?
The experience of Colgate by target market and customers is very good because it solved the many issues
which people may face with his mouth & teeth. It also protects your teeth against tooth sensitivity and
Colgate helps you to Cavity Protection, strengthens teeth and leaves your mouth feeling fresh.
It Cleans teeth thoroughly & fights Cavities.
Colgate Cavity Protection helps protect your teeth against cavities.
Its great mint taste leaves your whole mouth feeling fresh and clean.
In this way the product is converted to Experience.
Target market customers have preferred Colgate toothpaste rather than other brands of toothpastes
because it is available in different quantities and different varieties. That is why it is more preferable by
Colgate Doctor‟s # 1 Choice
Indians most trusted brand
It provides free toothbrush with 250 mg Colgate toothpaste
Colgate toothpaste has broad categories. Some of them are as follows:
Colgate sensitivity treatment
Colgate White Cream
Colgate Active Salt
Colgate Max fresh
List goes on
Attracting Colgate packing
That is why Colgate has much attention by customers. The customer attention is worth for Colgate. In this
way the price is converted to Exchange.
Palmolive Company use different many methods for conveying Colgate in every place. Different methods
are as follows
Colgate is available in every place, in every recognized departmental or super store according to
its target market all over the world.
They increase the product penetration of Colgate to rural population as well.
They increase the wholesalers and retailer.
They will track the distribution channel for covering the entire village across the town.
Now the Colgate used in every place of the world like South Asia, Middle East, West & European
Countries. By using these strategies the place is converted into every place.
They make emotional relationship between product and customers by using
different strategies and activities. These activities help customers to connect
with it & also motivate them to talk about it with friends siblings etc. some
strategies and activities are as follows
Advertisement on Social media websites
Advertisement in TV, movies, internets, Print media & list goes on.
FM Radio for Urban population & MW and SW radio for Rural
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
Through the use of these kinds of activities the promotion of Colgate are converted into evangelism.