This document analyzes the brand extension of Colgate Plax mouthwash in India. It provides context on the oral care category and subcategories in India. The oral care market is valued at $83.5 billion currently and expected to reach $131 billion by 2018. Toothpaste is the dominant subcategory but mouthwash is growing the fastest at a 29% CAGR. Within mouthwashes, Listerine is the leader but Colgate Plax is ranked 2nd and is growing over 25% annually. The document evaluates Colgate Plax's product features, variants and potential as a brand extension for Colgate in India.

1. Colgate Plax
Brand Extension Analysis- Preliminary Submission
PGP30141
Siddhesh Kasture

2. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301412/12
The Oral Care Category In India

3. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301413/12
Key Highlights:
• Oral care sees value growth of 15% to reach INR83.5 billion in 2013
• Oral care is expected to have a value CAGR of 9% at constant 2013 prices to reach
INR131.0 billion by 2018
• Colgate is the largest selling brand followed by Pepsodent & Close-Up
• Oral Care products from Dabur and Himalaya represent the Ayurveda products
within this category
The Oral Care Category In India
Market Share: 46.1% Market Share: 19.7% Market Share: 10.8%

4. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301414/12
Colgate-Palmolive India:
1. Leader in Oral Hygiene since
1950s
2. Innovative Offerings
3. Diversified its portfolio in
Personal Care in 2013
4. Products are positioned in high
growth, middle class segments
5. Rural market activity has shown
a rising trend
Colgate-Palmolive
Company Value Shares (2014)
Overall Market Share (2009-14)

5. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301415/12
The Oral Care Sub-Category

6. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301416/12
0
10000
20000
30000
40000
50000
60000
70000
80000
2011 2012 2013
Sub Category Growth (in Crores)
Dental Floss Mouthwashes/Dental Rinses
Toothbrushes Toothpaste
Key Highlights:
1. Toothbrush dominated the sales with
the category
2. Mouthwash witnessed the highest
growth within the category & expected
to grow at CAGR of 29%
3. Dental Floss, Denture Cleaners, Tooth
whiteners could not gather significant
market share
4. Popular theme used for marketing:
Sensitivity
The Oral Care Sub-Category

7. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301417/12
MouthWashes

8. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301418/12
Brand Shares of Dental
Rinses/Mouthwashes
Listerine Colgate Plax
AM PM Pepsodent Fresh Mint
Others
Key Highlights:
1. Pepsodent launched its Fresh Mint
Mouthwash in 2012 Q4, with the
proposition of the ‘First Ever Non-
Alcoholic’ mouthwash
2. Mouthwash sub-category grew by 44% in
2013
3. Listerine remains the market leader due to
long market presence
4. Forecasted Sales for 2015 are 15159.1
crores
5. Forecasted growth for 2013-18 is 29%
CAGR
Mouthwashes

9. Brand Management | Colgate Plax | Siddhesh Kasture | PGP301419/12
Colgate Plax
• Ranked 24th in the entire Oral Care Category
• Ranked 2nd amongst mouthwashes
• Ranked 10th in the Colgate portfolio
• Recording a steady growth over 25% YoY

10. Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014110/12
Avoid Bad Breath 12 Hour Freshness Kills 99.9% Bacteria
Colgate Plax
Product Features

11. Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014111/12
Product
Variants
Colgate Plax

12. Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014112/12
Thank You