4 e's of colgate


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4 e's of colgate

  1. 1. COLGATE-PALMOLIVE COMPANY NAME: Danish Hussian Janjua ID: 6858 Assignment #2 COURSE: Principles of Marketing INSTRUCTOR: Sir Abdullah Khan
  2. 2. COLGATE-PALMOLIVE COMPANY  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 Company. MARKET SIZE 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. Pepsodant.
  3. 3.  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 PERSONAL CARE COLGATE HOUSEHOLD CARE ORAL CARE PERSONAL CARE 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. HOUSEHOLD CARE For household care following products are mentioned bellow….  Axion Dish Washing Paste
  4. 4. ORAL CARE  Colgate Dental Cream  Colgate Active Salt  Colgate Max Fresh  Colgate Total 12  Colgate Plax P’s of COLGATE  PRODUCT  PRICE  PLACE  PROMOTION PRODUCT  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 Ayurvedic Toothpowder„.  They would come up sachets of these tooth powder and position toward rural population who buy in smaller lots. PRICE  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
  5. 5.  Packaging would be customized on the basis of price points. PLACE  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 towns. PROMOTION  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? EXPERIENCE 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 toothache.  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. EXCHANGE 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 customers.  Colgate Doctor‟s # 1 Choice  Indians most trusted brand
  6. 6.  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. EVERY PLACE 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. EVANGELISM 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 population
  7. 7.  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. REFRENCES  Wikipedia  Text Book  Google Search  Yahoo Answers THE END