Brand Management on Colgate brand

BRAND MANAGEMENT- COLGATE
KOUSALI INSTITUTE OF MANAGEMENT STUDIES, DHARWAD Page 1
Colgate-Palmolive (India) Ltd. (COLPAL) - Company
History
Colgate-Palmolive
Parent Company Colgate Palmolive
Category Consumer Products
Sector FMCG
Tagline/ Slogan Colgate World of Care
USP
Colgate toothpaste brand is one the most respected brands in the
world
Colgate-Palmolive (India) Ltd is engaged in the personal care business, which includes oral
care. The oral care products manufactured by the company include toothpastes, toothbrushes,
toothpowder, whitening products and mouthwash. The personal care products manufactured
by the company include body wash, liquid hand wash, shave preps, skin care and hair care.
The household care product manufactured by the company includes surface care. The other
products and treatments provided by the company include gingivitis treatment, sensitivity
treatment, tooth whitening, fluoride therapy, mouth ulcer treatment and specialty cleaning.
Colgate-Palmolive Company is the company's ultimate holding company. Colgate-Palmolive
(India) Ltd was incorporated in the year 1937. In the year 1983, the company introduced their
successful product Colgate Plus toothbrush in the market. In the year 1988, CPIL received a
licence for producing 24,000 tonnes per annum of fatty acids. They also registered with
DGTD for production of 30,000 tonnes of toilet soap per annum. In June 1988, the company
established a wholly owned subsidiary at Hetanda in Nepal to manufacture the toothpaste and
tooth powder initially. In the year 1991, the company launched new Colgate Gel Toothpaste,
Palmolive Extra Care and new Palmolive soap. They also re-launched a high quality Colgate
Plus and other toothbrushes. In the year 1994, the company acquired the oral hygiene
business of Hindustan Ciba-Geigy Ltd. In the year 1996, the company introduced the Colgate
fresh stripe toothpaste and Palmolive naturals soap in personal care products segments,
Keratin Treatment Shampoo and Palmolive optima in Hair care segment. Also, they
established a modern facility at Aurangabad to manufacture Dicalcium phosphate, a key
ingredient for toothpaste. In the year 1998, the company launched Colgate Double Protection
toothpaste for the entire family. They launched the ad campaign for their new product
Colgate Double Protection toothpaste in competition with rival brand Pepsodent from the
Hindustan Lever stable. In the year 1999, the company launched three new products, such as
Colgate Double Protection, Colgate Total and Colgate Sensation. They started a new research
and development centre, a manufacturing facility in Nepal. Also, they completed a

dicalciumphosphate facility in Aurangabad. In the year 2000, the company introduced two
new variants to their Palmolive Naturals soap range and revitalised their sandalwood soap.
Also, they launched two new variants in their Palmolive Naturals range of beauty soap lime
and milk cream. The company re-launched their Colgate Gel as Colgate Fresh Energy Gel.
During the year, the company entered into a strategic tie-up with Calcutta-based First-net
Solutions Ltd for joint sales promotion of Colgate Fresh Energy Gel toothpaste on the Web
portal called www.yantram.com. They made a foray into a new category of herbal care with
the launch of Colgate Herbal touted to be a vehicle for increasing the company's rural market
penetration over a period of time. During the year 2000-01, the company launched Colgate
Herbal Toothpaste, Economy Toothpaste, Colgate ZigZag Toothbrush, Colgate Navigator
Toothbrush and Transparent Skin Care Soap in the year market. They came out with a mega
promotion, 'Colgate keandarkyahai', which was one of the key drivers in strengthening the
consumer bond with the Company's oral care and personal care brands. During the year 2001-
02, the company re-launched Colgate Fresh Energy Gel with a refreshing falvour in a unique
first-of-its king transparent tube and economy toothpaste. During the year 2002-03, the
company re-launched their flagship brand, Colgate Dental Cream. Also, they re-launched
their premium toothpaste, Colgate Total, in a green and white striped paste format. They
launched Colgate Navigator Plus toothbrush to deliver excellent cleaning with a high degree
of comfort and control. Also, they re-launched Colgate Super Flexible with the consumer
promise of '3-way action for a comfortable clean'. During the year, the company divested
their entire shareholding in Camelot Investments Company Ltd (Camelot), a wholly owned
subsidiary of the company. During the year 2003-04, the company launched Colgate Herbal
White striped toothpaste with lemon extracts, eucalyptus and mint. They launched Colgate
Navigator Plus Toothbrush in the market. During the year 2004-05, the company established
a state-of-the-art additional toothpaste manufacturing facility at Baddi, Himachal Pradesh to
meet the growing market demand. The first phase of the facility became operational in April,
2005 During the year 2005-06, the company established Oral Care Category Innovation
Centre works closely with the Technology Centres in India and U.S.A. to shape ideas into
products that meet today's consumer needs. They launched Colgate Advanced Whitening,
Colgate Active Salt, Colgate MaxFresh Gel and Colgate Super Flexible Toothbrush with
Unique Tongue Cleaning Feature. During the year 2006-07, Sewri manufacturing facility
discontinued its operations with effect from September 27, 2006. During the year 2007-08,
the company acquired 75% shareholdings in three companies, namely, Advanced Oral Care
Products Pvt Ltd, Professional Oral Care Products Pvt Ltd and SS Oral Hygiene Products Pvt
Ltd and thus they became subsidiaries of the company with effect from November 1, 2007. In
April 2008, the company acquired 75% shareholding in CC Health Care Products Pvt Ltd at
Hyderabad for a total consideration of Rs 1,93.83 lakh. Thus, the company became a
subsidiary company. During the year 2008-09, the company acquired the remaining 25%
shareholding in SS Oral Hygiene Products Pvt Ltd at a total consideration of Rs 77.70 lakh.
Also, as per the scheme of amalgamation, SS Oral Hygiene Products Pvt Ltd was
amalgamated with the company with effect from March 26, 2009. During the year 2009-10,
the company acquired the remaining 25% shareholdings in Professional Oral Care Products
Pvt Ltd and CC Health Care Products Pvt Ltd at a total consideration of Rs 2.40 crore and

Rs69.07 lakh respectively. Also, as per the scheme of amalgamation, Professional Oral Care
Products Pvt Ltd and CC Health Care Products Pvt Ltd were amalgamated with the company
with effect from April 1, 2009. In June 2011, EsselPropack Ltd signed a long-term agreement
with the company to set up a plant in Goa at an investment of Rs 400 million. The company
has decided to set up a greenfield facility at an upcoming industrial estate in Sanand in
Gujarat with an estimated investment of Rs 200 crore. The company has been allotted
100,000 sq metres of land at the upcoming GIDC industrial estate in Bol village in Sanand-II
by the Government.
KEY DATES:
1902 -Stylish Palmolive advertising begins, emphasizing ingredient purity and product
benefits.
1906 -Colgate & Company celebrates its 100th anniversary. Product line includes over 800
different products.
1908 -Colgate is incorporated by the five sons of Samuel Colgate. -Ribbon opening added to
Colgate tube: “We couldn't improve the product so we improved the tube.”
1911 -Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and
provides hygienists to demonstrate tooth brushing.
1912 -William Mennen introduces the first American shaving cream tube.
1914 -Colgate establishes its first international subsidiary in Canada.
1920s -Colgate begins establishing operations in Europe, Asia, Latin America and Africa.
1926 -Soap manufacturers Palmolive and Peet merge to become Palmolive-Peet Company.
1928 -Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company.
1930 -On March 13, Colgate is first listed on the New York Stock Exchange.
1937
- The Company was incorporated on 23rd September, as a private limited company. The
Company Manufacture and market dental care products (dental cream and tooth powder),
hair care products (hair oils, shampoos, brilliantine) and other personal care products such as
shaving creams, and lotions, face creams, baby powder, talcum powder, etc. The products are
marketed under the trade marks "Colgate". "Palmolive", "Halo" and "Charmis". - A
distribution set up was also developed on an all-India basis with warehouse facilities in

Mumbai, Chennai and Calcutta.
- Colgate-Palmolive Company, U.S.A. supplemented this reinvestment by providing,
technical assistance, new product information and its worldwide developments in quality
dental care and other personal care products. The Company has its own research and
development facilities.
1939 Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from
kidney disease. This breakthrough leads to the first Hill's Prescription Diet product.
1947 -Ajax cleanser is launched, establishing a powerful now-global brand equity for
cleaning -products.
1953 -Colgate-Palmolive Company becomes company's official name.
1956 -Colgate opens corporate headquarters at 300 Park Avenue in New York City.
1962 -Colgate opens research center in Piscataway, NJ. -Fabric conditioner is launched in
France as Soupline. Today, fabric conditioners are sold in over 54 countries around the
world.
1966 -Palmolive dishwashing liquid is introduced and today it is sold in over 35 countries.
1968 -Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.
1970 -Irish Spring launches in Germany as IrischeFrühling and in Europe as Nordic Spring.
In 1972, Irish Spring is introduced in North America.
1972 -Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral
Pharmaceuticals.
1975 -Caprice hair care launches in Mexico. Today, hair care products are sold in over 70
countries, with variants to suit every type of hair need.
1976 -Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet
nutrition and veterinary recommendations.
1978
- The object of the offer for sale of shares made to the Indian public during November was to
reduce the non-resident holding to 40%. This offer for sale was made by Colgate-Palmolive
Company, U.S.A., to the resident-Indians public to comply with FERA, 1973. As a result,
11,79,000 No. of equity shares of Rs 10 each were offered at a premium of Rs 15 per share.

1982
- 19,65,000 Bonus equity shares issued in prop. 1:1.
1983 -Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are
sold annually worldwide. If you lined them up end to end, they would circle the globe 16
times.
1985
- 39,30,000 bonus shares issued in prop. 1:1.
-Protex bar soap is introduced, and today offers all-family antibacterial protection in over 56
countries. -Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley &
Hazel, a leading oral care company, which adds strength in key Asian markets.
1986 -The Chairman's You Can Make A Difference Program is launched, recognizing
innovation and executional excellence by Colgate people.
1987 -Colgate acquires Softsoap liquid soap business from the Minnetonka Corporation.
Today, Colgate is the global leader in liquid hand soap.
- 78,60,000 bonus shares issued in prop. 1:1.
1988
- The Company received a licence for producing 24,000 tonnes per annum of fatty acids. It
also registered with DGTD for production of 30,000 tonnes of toilet soap per annum.
- Shares sudivided on 29.9.1978. 19,50,000 bonus shares were then issued in prop. 130:1.
- Orders were placed for setting up a fatty acid plant with an annual capacity of 20,000 tonnes
and a toilet soap plant with an annual finishing capacity of 15,000 tonnes.
1989 -Annual Company sales surpass the $5 billion mark. - 1,57,20,000 bonus shares issued
in prop. 1:1.
1991
- The Company launched new Colgate Gel Toothpaste, Palmolive Extra Care and new
Palmolive soap and relaunched a high quality colgate Plus and other toothbrushes.
- 1,88,64,000 bonus shares issued in prop. 3:5.

1993
- The Company participated in the global launch of Colgate Total Toothpaste and
Asia/Pacific regional launch of Protex Soap.
- The Company proposed to negotiate with appropriate global partners for the necessary
technology needed to implement vertically integrated projects and diversification into high
technology areas to effect import substitutions for a range of materials.
- During September, 112,92,735 No. of equity shares of Rs 10 each were allotted at a
premium of Rs 50 per share to Colgate Palmolive Company, U.S.A. with a view to raise its
shareholding to 51% of the subscribed capital. 615,96,735 bonus shares issued in prop. 1:1.
1994
- The Company acquired the oral hygiene business of Hindustan Ciba-Geigy Ltd.
- The Company offered 123,19,347 No. of equity shares of Rs 10 each at a premium of Rs 10
per share on Rights basis in the proportion 1:10 (all were taken up). 2,40,000 shares of Rs 10
each were issued to the employees at a premium of Rs 10 per share on an equitable basis
(Details of allotment non-known).
- Also, 2,49,795 No. of equity shares of Rs 10 each at a premium of Rs 1 per share were
issued to Colgate Palmolive Co., U.S.A., on preferential allotment basis to maintain their
shareholding at 51%.
1996
- The Company launched colgate fresh stripe tooth paste and palmolive naturals soap in
personal care products segments, Keratin Treatment Shampoo and Palmolive optima in Hair
care segment during the year. Axion dishwashing paste was test launched in Maharashtra.
- The Company established a modern facility at Aurangabad to manufacture Dicalcium
phosphate, a key ingredient for toothpaste.
- Passion Trading & Investment Co., Ltd., Jigs Investments Ltd., Multimint Leasing &
Finance Ltd. and Camelot Investments Company Ltd. are subsidiaries of the Company.
- The Company established a wholly-owned subsidiary at Hetanda in Nepal in June 1988.
The facility will manufacture tooth paste and tooth powder initially.
1998
- The Company received a licence for producing 24,000 tonnes per annum of fatty acids.

- The company paid a dividend of Rs.4.50 per share in 3 instalments first interim Rs.1.60
second interim Rs.1.60 and final of Rs.1.30 per share. - Colgate is the market leader in oral
care with its toothpaste commanding a market share of over 60 per cent, followed by
Hindustan Lever with around 35 per cent.
- The Monopolies and Restrictive Trade Practices Commission (MRTPC) has, in an interim
order, directed Colgate to withdraw its long-standing "Suraksha Chakra" advertisement
within two weeks.
- HLL has taken Colgate to the MRTPC over claims made by its recently launched toothpaste
- Colgate Dental Cream Double Protection (CDC-DP) - a variant of the popular Colgate
Dental Cream (CDC).
- Colgate-Palmolive is one of the few multinational stocks which have failed to outperform
the market in the recent past.
- In its recent launch the company has launched Colgate Double Protection tooth paste for the
entire family.
- Colgate-Palmolive has finally signed up with the depository even as Sebi has sent out a note
of warning to the remaining six companies.
- Colgate-Palmolive (India) Ltd, a market leader in the toothpaste segment, suffered heavy
setback during the first half of the current year due to stiff competition.
- The company has established the Dicalcium Phosphate (DP) manufacturing facility at
Aurangabad.
- Colgate-Palmolive had launched the ad campaign for its new product Colgate Double
Protection toothpaste in competition with rival brand Pepsodent from the Hindustan Lever
stable.
1999
- The corporate has launched the `Colgate Double Protection', `Colgate Total' and `Colgate
Sensation'.
- The company started a new research and development centre, a manufacturing facility in
Nepal, and completed a dicalcium phosphate facility in Aurangabad.
- A three-judge bench of the Supreme Court allowed the appeal of Colgate Palmolive (India)
Ltd with regard to the use of `Suraksha Chakra' in the advertisements of the company's
toothpaste.

- The re-launch of Pepsodent in July, and launch of Rs 3.50 a sachet of Pepsodent with a
convenient nozzle has helped Colgate-Palmolive to increase its market share.
2000
- The Company has introduced two new variants to its Palmolive Naturals sopa range and has
revitalised its sandalwood soap.
- The Company has launch of two new variants in its Palmolive Naturals range of beauty
soap lime and milk cream.
- The Company has relaunched Colgate Gel as `Colgate Fresh Energy Gel.'
- Colgate-Palmolive (Nepal) Pvt. Ltd., a wholly owned subsidiary of Colgate-Palmolive
(India) Ltd, has informed the stock exchange that a small group forcibly entered the plant of
Colgate-Palmolive (Nepal) at Hetauda industrial estate and denoted two explosive devices.
- The Company has launch of its International Palmolive Shave Gel and Palmolive Shave
Foam in response to growing consumer interest in skin conditioning benefits.
- Colgate has relaunched its Cibaca toothpaste as All New Cibaca Top.
- The Company has entered into a strategic tie-up with Calcutta-based First-net Solutions Ltd,
under which both partners will go for joint sales promotion of Colgate Fresh Energy Gel
toothpaste on the Web portal, Yantram.com.
- Oral care major Colgate-Palmolive (India) Ltd. has made a foray into a new category of
herbal care with the launch of "Colgate Herbal" touted to be a vehicle for increasing the
company's rural market penetration over a period of time.
- Colgate-Palmolive has relaunched its moisturising cold cream Palmolive, Charmis in a new
pack.
- Colgate-Palmolive (India) has launched its new ZigZag toothbrush.
- Colgate India has launched Colgate Navigator toothbrush in India.
- The Company has launched the double-action Palmolive shaving cream -- 2-in-1.
- The Company has launched the Naturals Line of toilet soaps in transparent bars that come in
see-through packaging.
2001

- Colgate-Palmolive (India) Ltd. has launched its biggest national-level consumer promotion
involving its toothpaste, toothbrush and soaps.
- Colgate-Palmolive (India) Ltd. has launched international cleaning product -- Ajax in the
Indian household products category for summer.
- Colgate Palmolive (India) Ltd on July 18, announced a special one-time dividend of Rs 4.75
per share. The company said this would entail a total outgo of Rs 123.63 crore including the
Rs 11.44 croretax on dividend.
2002
-Graeme Dalziel, appointed as MD Of Colgate Palmolive India for a period of 5 years
-Colgate has hiked its market share from 45.9% to 50.2% in the toothpowder segment with
the new strategies of consumer centric promotional initiatives, impactful visibility and an add
campaign featuring sunilshetty.
-Percept D'Mark has signed a deal with Colgate Palmolive, to offer miniature of cricket stars
in the dental pack.
-Colgate Palmolive has succeeded in the appeal challenging the MRTP Commission order.
-Colgate-Palmolive launched its first miniature collectibles of India's Top Cricketer's 'collect
your cricketer' promotion.
2003
-Colagate-Palmolive has divested its stake in its subsidiary Camelot Investment Company.
-Colgate has decided to concentrate on its non-oral care division, by launching an
international range of Palmolive Aeromatherapypersoanl care products. -Introduced 'Colgate
Simply White', at-home teeth whitening gel which is priced at Rs.600 for 10ml.
-Colgate has relaunchedcolgate dental cream with what the company calls a fresher taste and
improved germ-fighting performance.
-The Company commences shipment of the "New Superior" Colgate Dental Cream
-The Herbal range was expanded with the launch of a "Herbal White" toothpaste for
whitening combined with the benefits of Herbal ingredients
-"Navigator Plus" was launched with its unique characteristics as a premium toothbrush

-An all new range of Aromatherapy products - Shower Gel, Liquid Hand Wash and Bar Soap
in 2 variants each were launched under the "Palmolive" brand as a major thrust in the
Personal Products portfolio
- Colgate Palmolive Nepal Ltd a wholly owned subsidiary of the Company has temporarily
suspended its operations in view of deterioration in general security situation in Hetauda
(Nepal)
-Colgate unveils `Simply White' its at-home teeth whitening gel.
-Relaunched Colgate Dental Cream with a fresher taste and improved germ-fighting
performance.
-Mr Peter Dam resigned as Director and Chairman of the Board effective close of business
hours on December 31, 2003 consequent upon his transfer to Brazil.
-Mr Fabian T Garcia has been appointed as a non-retiring Director and Chairman of the
Board effective January 01, 2004 in place of Mr Peter Dam.
2004
-VikramKaushik resigns from the Board of Colgate Palmolive India
-Colgate-Palmolive launches shower gel variant
- Unveils Palmolive Aroma Sensual Shower Gel, enriched with a blend of Orchid extract and
pure essential oils of jasmine and rose, the gel is priced at Rs 90 for a 250 ml pack.
-Ties up with IDA to creat promote oral health campaign
-Colgate acquires the GABA oral care business in Europe, with its strength in the important
European pharmacy channel and its ties with the dental community.
2005
-Colgate-Palmolive unveils Colgate Active Salt toothpaste
-Colgate emerges top brand
-Colgate parent to transfer 20-pc stake to Singapore arm
2006

-Colgate enters the fast-growing Naturals segment by purchasing Tom’s of Maine, a leader in
that market in the United States. -Colgate-Palmolive conducts free dental check-ups -Colgate
Palmolive rolls out Colgate Max Fresh Gel -Colgate to acquire 84 pc shares of Tom's of
Maine 2007
- Colgate-Palmolive India, the market leader in toothpaste in India, declared the acquisition
of three domestic companies in south India recently
2009
- Colgate Palmolive India Ltd has appointed Mr.MukulDeoras as Managing Director of the
Company.
2010
- Colgate Palmolive (India) Ltd has appointed Mr. Paul Alton as the Whole-time Director of
the Company effective September 01, 2010, subject to the approvals of the Central
Government and Shareholders of the Company. Mr. Alton will head the Finance function and
be the Chief Financial Officer of the Company.
2011
- Mr.Niket S. Ghate has been appointed as Vice-President - Legal, Company Secretary &
Compliance Officer of the company.
2012
-Colgate retains top spot as most trusted brand.
- Dr. (Mrs.) lnduShahani is been apponted as an Additional Director (Non-Executive
Director) of the Company.
2013
-Colgate recognized as Most Social Company- Blueocean Market Intelligence for Economic
Times Newspaper.
-In the Brand Footprint Report - Colgate topped the charts for brands that consumers reach
out the most.
2014 - The Ethical Brand in FMCG Sector was awarded to Colgate - World CSR Congress. -
Colgate awarded the Best Supplier of the Year 2013 - Tesco India at their Supplier
Conference. -Colgate ranked the No.1 Most Chosen Consumer Brand - In Kantar Worldpanel

Brand Footprint Report. -Commencement of Commercial Production of toothpaste.
2015 -Colgate-Palmolive (India) Limited, has launched Colgate Sensitive Pro-ReliefTM
(CSPR) Enamel Repair -Colgate-Palmolive (India) Limited recently launched a new
television commercial for its popular youth toothpaste brand - Colgate MaxFresh -The
Company has allotted the Bonus Shares to its shareholders in the Ratio of 1:1.

STP
Segment Products and services for daily needs
Target Group Every household especially the middle class
Positioning A company which makes products for caring for its consumers
BRAND:
A brand is a product, service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and usually marketed. A brand
name is the name of the distinctive product, service, or concept. Branding is the process of
creating and disseminating the brand name. Branding can be applied to the entire corporate
identity as well as to individual product and service names.
Brands are usually protected from use by others by securing a trademark or service mark
from an authorized agency, usually a government agency. Before applying for a trademark
or service mark, you need to establish that someone else hasn't already obtained one for
your name. Although you can do the searching yourself, it is common to hire a law firm that
specializes in doing trademark searches and managing the application process, which, in the
United States, takes about a year. Once you've learned that no one else is using it, you can
begin to use your brand name as a trademark simply by stating it is a trademark (using the
"TM" where it first appears in a publication or Web site). After you receive the trademark,
you can use the registered symbol after your trademark.
Colgate as Brand:
Colgate was the first toothpaste in a collapsible tube, introduced in 1896 in New York City .
It had been sold in glass jars since 1873.
It has been in Singapore since the 1920s. It is in Nepal and India, with manufacturing units
based in India and exported to Nepal.
In 1992, Colgate established its first factory in India to produce toothpaste for the domestic
market, and by 1999 became the highest selling brand in the world. Colgate products are
marketed in China using the transcription which is pronounced gaolujie, similar to Colgate,
and has a positive meaning of high-quality cleaning

BRAND ELEMENTS IDENTITIES:

IMPORTANCE OF BRANDING:
Branding goes way beyond just a logo or graphic element. When you think
about your brand, you really want to think about your entire customer
experience…everything from your logo, your website, your social media
experiences, the way you answer the phone, to the way your customers
experience your staff. When you look at this broad definition of branding, it can
be a bit overwhelming to think about what is involved in your brand.
In short, your brand is the way your customer perceives you.
It is critical to be aware of your brand experience and have a plan to create the
brand experience that you want to have… a good brand doesn’t just happen… it
is a well thought out and strategic plan.
Many small organizations and start-ups neglect spending necessary time
thinking about their brand in this broad sense and the impact it has on their
business. Let’s look at 10 reasons why digging into your brand is important:
BRANDING PROMOTES RECOGNITION.
People tend to do business with companies they are familiar with. If your
branding is consistent and easy to recognize, it can help people feel more at
ease purchasing your products or services.
YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION.
In today’s global market, it is critical to stand apart from the crowd. You are no
longer competing on a local stage, your organization now competes in the
global economy. How do you stand out from the thousands or millions of similar
organizations around the world?
YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA.
Your full brand experience, from the visual elements like the logo to the way
that your phones are answered, tell your customer about the kind of company
that you are. Are all of these points of entry telling the right story?
YOUR BRAND PROVIDES MOTIVATION AND DIRECTION FOR YOUR
STAFF.
A clear brand strategy provides the clarity that your staff needs to be
successful. It tells them how to act, how to win, and how to meet the
organization’s goals.

A STRONG BRAND GENERATES REFERRALS.
People love to tell others about the brands they like. People wear brands, eat
brands, listen to brands, and they’re constantly telling others about the brands
they love. On the flip side, you can’t tell someone about a brand you can’t
remember. A strong brand is critical to generating referrals or viral traffic.
A STRONG BRAND HELPS CUSTOMERS KNOW WHAT TO EXPECT.
A brand that is consistent and clear puts the customer at ease, because they
know exactly what to expect each and every time they experience the brand.
YOUR BRAND REPRESENTS YOU AND YOUR PROMISE TO YOUR
CUSTOMER.
It is important to remember that your brand represents you…you are the brand,
your staff is the brand, your marketing materials are the brand. What do they
say about you, and what do they say about what you’re going to deliver
(promise) to the customer?
YOUR BRAND HELPS YOU CREATE CLARITY AND STAY FOCUSED.
It’s very easy to wander around from idea to idea with nothing to guide you…it
doesn’t take long to be a long way from your original goals or plans. A clear
brand strategy helps you stay focused on your mission and vision as an
organization. Your brand can help you be strategic and will guide your
marketing efforts saving time and money.
YOUR BRAND HELPS YOU CONNECT WITH YOUR CUSTOMERS
EMOTIONALLY.
A good brand connects with people at an emotional level, they feel good when
they buy the brand. Purchasing is an emotional experience and having a strong
brand helps people feel good at an emotional level when they engage with the
company.
A STRONG BRAND PROVIDES YOUR BUSINESS VALUE.
A strong brand will provide value to your organization well beyond your physical
assets. Think about the brands that you purchase from (Coca-Cola, Wrangler,
Apple, Ford, Chick-Fil-A, QuikTrip)… are these companies really worth their
equipment, their products, their warehouses, or factories? No, these companies

are worth much more than their physical assets…their brand has created a value
that far exceeds their physical value.
CHALLENGES FOR COLGATE:
Patanjali eats into Colgate's toothpaste market share
1.
Competition in the market: With increasing number of local & national players it’s
becoming very hard for the companies to differentiate themselves from others. There is
also threat from counterfeit products destroying its brand image in the market.
2. Low Margins: As the competition rises, the margins for companies are dropping and
companies find that they have to give more and more discount to sustain in the same
channel.
3. Price of raw material: Increasing price of raw material will result in further increase in
the price of Colgate. Over a period of time, justifying the high price compared to
competition will become difficult in a saturated market. Further increase in price will
result in decrease in sales & brand switching by consumers.
4. Ethical issues: The “Ethical Consumer Research Association” once recommended that its
readers should not buy Colgate because of its use of animal testing. In the digital age,
information like this will affect the brand Colgate.
5. Frequent Brand switching: With highly diversified personal & Oral care consumer
market where there are lots of brands claiming different sorts of benefits, it’s very
difficult for consumers to stick to a particular brand & hence results into brand switching
where consumer got power to select a brand based on several factors like availability,
reference group recommendation, preference & price.
OPPORTUNITIES FOR COLGATE:
1. Expanding their product line: By following product line stretching & product line filling
strategies they can increase their sales, create offerings and give value for different
segments.
2. Tapping the rural market in developing economies: It is one of the major challenges that
every FMCG company is facing nowadays. With urban markets close to saturation, the
rural markets are the only hope for reaping profits for the company.
3. Strengthening the business through mergers & acquisitions: It’s one of the smart
strategies followed by global companies to sustain and expand in the overseas market.
However Colgate is yet to capitalize the market by use of such strategies.
4. Usage rate: People need to be made aware about the optimum usage rate for these
products so that the market utilizes the product as forecasted by the company. This can
happen only through advertising /word of mouth /doctor prescription. Many a times
companies forecast wrong because they assume a higher usage rate in the market.

BRAND EQUITY OF COLGATE:
Colgate was voted “The Most Trusted Brand”in India for the fourthconsecutive yearin the
Brand Equity ORG-MARG ACNielsensurvey across all brands and categories. This is the
sixth survey and “Colgate”has been the only brand to be consistently ranked in the top 3 for
all the six yearsand to hold the leadership for four consecutive years
Brand equity involves both the component value of a brand and brand value. Brand equity
enhances the value of a product and creates a positive environment for the company to
increase prices. Brand Equity is defined as the aggregation of two aspects of a product.
The first being the component value of a brand. This is a product’s value prior to
marketing. The second is brand value. It is the increased value of a product due to branding.
Branding has been shown to transform the perceived value of a product by making it well
known to customers through aggressive promotion and marketing.
It has been observed that this transformation infuses a value into the name and consequently
increases its price. One example demonstrates the importance of brand equity in the clothing
market. There are many apparel companies in domestic as well as foreign markets.
But only a few have qualified themselves as a brand like Lacoste and Calvin Klein have.
Clearly, the price range of these well known brands is much higher than the others. The main
factor behind this price differential is the added brand value. Thus, brand equity of such
product includes its component as well as the brand value.
Brand Equity and Increased Product Price
Every company in the market tries to create a niche for itself by differentiating itself from
other companies by marketing aggressively. These promotional channels involve enormous
costs in addition to that of production. These promotional investments are done in order to
develop brand equity of the product.
Brand Equity generates positive feeling among the consumers about the product. This in turn
creates a unique relationship between the product and its customer. This relationship
generates commitment among the customers for buying the branded product in the future.
This brand loyalty sometimes becomes so strong that the customers don’t mind paying higher
prices.
Protection of Brand Equity
Brand strategies and decisions are heavily dependent on brand equity because this is the most
important factor which determines the saleability of a product. Therefore, determination of a
product’s brand equity must be accurate or the decisions based on this information might
deter its sale.
One glaring example of inaccurate brand value assessment is the tremendous loss incurred by
Ford Motor Company in the year 2007. The company decided to change the name of the
popular car known as Taurus to Freestar. The renaming created confusion among its customer

base and consequently its brand equity was hampered. This strategy didn’t pay off and Ford
had to change the name back to Taurus.
Thus, brand equity differentiates a product from its peers and helps it to generate value for
itself through increased brand loyalty. Hence, a company should have a proper assessment
about its product’s brand equity otherwise the brand strategies based on it may backfire.
Therefore, a company needs to create and protect the brand equity of its product.
COLGATE BRAND EQUITY:
Colgate has developed a powerful Branding Strategy which has significantly helped the
Brand in acquiring substantial amount of share in the oral care market of India. In order to
strengthen its’ Brand Identity, Colgate is still restructuring its Branding Strategy.
Colgate Branding Strategy was strong enough to position the company as a major brand in
the oral care market of India. The Brand Colgate emerged as a market leader as it bagged
considerable amount of market share in all the segments of oral care market like toothpaste
segment, tooth powder segment and toothbrush segment.
Colgate has succeeded in establishing its Brand Image and gaining substantial market share
in spite of facing tough competition from the brands like Hindustan Liver, Babool and
Anchor. Still the Brand Colgate is continuously updating and improving its’ branding
strategy in order to strengthen its’ Brand Name and Brand Identity.
The future Branding Strategy of Colgate may comprise the following steps and actions :
For maintaining the Brand Equity in the market, every company requires a system of
continuous growth and up gradation . So, in order to develop new products, Colgate may give
emphasis on Research and Development Projects.
The Brand Strategy of Colgate also aims at reaching to the rich and consuming customers of
rural India by introducing some Ayurvedic Oral Care Products.
In order to strengthen its’ Brand Image in the urban market of India, Colgate may launch
some oral care products specifically targeting the urban youth and the urban rich class.
Colgate Branding Strategy aims at introducing some special oral care products which will
focus on functional benefits. The Brand can launch specific oral care products for different
age groups.
The Branding Strategy of Colgate also plans to customize its packaging techniques, based on
price points. This, in a way will establish a new pricing strategy.
Colgate Branding Strategy has a objective strengthening its’ business promotion network.
The company is undertaking advertising strategies and campaigning programs with the
objective of reaching to the customers of India across income classes.

CUSTOMER BASED BRAND EQUITY MODEL:
The power of a brand lies in what customers have learned, felt, seen and heard about
the brand as a result of their experiences over time. In other words, the power of a
brand lies in the minds of consumers.
Therefore the challenge for brand marketers is to build a strong brand by ensuring that
customers have the right type of experiences with the product and their accompanying
marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions,
opinions etc. become linked to the brand.
CBBE is the differential effect, brand knowledge has on consumer response to the
marketing of that brand.
A brand is said to have positive CBBE when customers react more favorably to a
product and to the way it is marketed when the brand is identified than when it is not.
This means that a brand with positive CBBE might result in customers being more
accepting of a new brand extension, less sensitive to price increases and more willing to
seek the brand in a new distribution channel. In the case of negative CBBE brands, the
reverse is applicable.
Thus according to the CBBE model, the power of a brand lies in the minds of consumers
and what they have learned and experienced about the brand over time.
Consumer brand knowledge drives the differences in response that manifest
themselves in brand equity. This has important managerial implications: it provides for
marketers a bridge from the past to the future.

The power of a brand lies in what customers have learned, felt, seen and heard about
the brand as a result of their experiences over time. In other words, the power of a
brand lies in the minds of consumers.
Therefore the challenge for brand marketers is to build a strong brand by ensuring that
customers have the right type of experiences with the product and their accompanying
marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions,
opinions etc. become linked to the brand.
CBBE is the differential effect, brand knowledge has on consumer response to the
marketing of that brand.
A brand is said to have positive CBBE when customers react more favorably to a
product and to the way it is marketed when the brand is identified than when it is not.
This means that a brand with positive CBBE might result in customers being more
accepting of a new brand extension, less sensitive to price increases and more willing to
seek the brand in a new distribution channel. In the case of negative CBBE brands, the
reverse is applicable.
Thus according to the CBBE model, the power of a brand lies in the minds of consumers
and what they have learned and experienced about the brand over time.
Consumer brand knowledge drives the differences in response that manifest
themselves in brand equity. This has important managerial implications: it provides for
marketers a bridge from the past to the future.
CBBE MODEL INCLUDES
 Brand Salience:
It is related with brand awareness, which is comprised of brand recall and brand recognition.
Brand manager should know easily the brand elements are striking the mind of the customers
and in which situations. Brands which are recalled easily have high level of awareness among
consumers. So companies must consider or develop the product category structure for the
brand or product hierarchy because customers always make a hierarchical decision while
purchasing some product or service.
 Brand Performance:
o It is described as how well the quality and features of the product are satisfying the needs
and demands of people. It is related with the features of the brand which makes it different
from other brands.
 Brand Imagery:
It mainly depends on the intrinsic properties of the product or service, including the way how
well the brand attempts to meet the customers' psychological or social needs. Imagery refers
to more intangible aspects of the brand, and customers can form imagery associations directly
from their own experiences or through advertising or some other source of information
indirectly.
 Brand Judgment:
The opinion of people toward a particular brand and their evaluation, is known as brand
judgment

SOURCES OF COLGATE’S BRAND EQUITY:
BRAND EQUITY DRIVERS OF COLGATE:
1. Brand element identities
2. Marketing activities
3. Other associations
BRAND ELEMENTS IDENTITIES:
Marketing activities

Product in the Marketing mix of Colgate
Brand Colgate deals in various products relating to oral hygiene care. Besides its normal
variants used by every genre, it has also launched special products for kids. The product kitty
includes Colgate toothbrush with bristles that are soft and reachable at every nook and corner
of the mouth to fight tooth decay and germs. Colgate toothpowder and mouthwash is one of
the very common products of this brand as they both relate to a different section of the
customers. The mouthwash makes the mouth feel fresher.
The Colgate toothpaste comprises abrasive materials like fluoride that help in scrubbing the
plaque away from the teeth and polishes the surface by removing the food stains. Presently,
thirteen variants of the toothpaste are available in the market that provides protection from
cavities, prevention of gingivitis and plaque, longer duration of fresh breath, controlling of
tartar, and whitening of teeth, strengthening of enamel and sensitivity relief. Some of the
various Colgate toothpaste products are-
 Colgate Total Advanced Whitening
 Colgate Total Advanced Clean
 Colgate Advanced Fresh Gel
 Colgate 2 in 1 Oxygen Whitening
 Colgate 2 in 1 Icy Blast
 Colgate 2 in 1 Kids Strawberry
 Colgate Regular
 Colgate Tartar Control Toothpaste
 Colgate Total
 Colgate Active Salt
Place in the Marketing mix of Colgate
Colgate has always encouraged a strategy that is unique and different so that it stands out.
This helps in creating a new consumer base and in maintaining the interests of the previous
customers. The distribution channel of its products includes manufacturer and from there a
quick dispatch to wholesaler and then the retailer and lastly to the consumers.
The marketing strategy emphasizes on quick delivery and easy availability to the consumer.
The brand has had deals with even dental association that helps in promoting its products.
The dentists and the numerous medical stores have become its chief suppliers along with the
numerous departmental stores, co-operative stores, kirana stores and retail shops. The
products are accessible at every part of the country including rural, semi urban and urban
market.
Nowadays, the online market has also helped the company to reach various customers
successfully. The company’s official website along with other online shopping portals provides the
products with a single click of the finger. Customers do not have to waste their time by going to
various shopping centers.

Price in the Marketing mix of Colgate
Colgate has positioned its toothpaste as its mainstream product and has highlighted all its other
oral care products around it. The company has decided on a competitive pricing policy to combat
its various competitors. The prices are at a similar range or at a slightly higher range than other
products. It plays with the purchaser psychology to its advantage by portraying that its products
have a longer duration and far-reaching effects on the oral care of the patrons.
As numerous dentists also recommend the product, the extra costs do not feel a burden to the
buyer. In order to meet the needs of various sections of the society the prices are different for
dissimilar products. For instance, a Visiblewhitetoothpaste costs much more than a Max fresh
toothpaste as it provides some extra whitening along with the basic oral care regime. To maintain
its customer base the prices are adjusted in such a way that the consumers do not feel the burden
of it.
The products are available in various pack sizes like 50g, 100g, 200g, 500g, and in combo packs so
that the deals look attractive to the customers. Sometimes the prices are constant but consumers
receive added benefits like extra quantity of product or in some cases another Colgate product
with the main product. This helps in maintaining the sales figure and generating the revenues. The
company has advisors who keep a constant watch on the market and continuously are revising the
pricing policy to maintain its hold on the consumers.
Promotion in the Marketing mix of Colgate
In order to meet the wants and needs of all its consumers successfully the brand Colgate has
opted for innovative schemes and attractive packing strategies. The standard color red is now
being associated with Colgate and hence the brand capitalizes on this easy familiarity with its
products. They have also benefitted hugely from successful in-store arrangements.

For promoting the sales of its products, the company has encouraged various advertising policies
showcased through the digital media like television, radio and the print media like the magazines,
newspapers and through numerous billboards and hoardings. Internet has also become a favorite
marketing tool for both the buyer and the seller, thus helping in earning revenues.
The company has its own dynamic website titled “Colgate World of Care” that helps in providing
all the product related information to the interested parties. The details also include the various
offers and discounts currently offered by the company.
In order to maintain a personal one to one relation with the consumers the brand has a social
networking media page on MySpace, Twitter and Facebook where the consumers are encouraged
to share their experiences.
Various discounted coupons are available in different newspapers and at the official Colgate
website to increase its sale figures. The brand has roped in numerous celebrities at various
intervals to make its products more visible. Its brand ambassadors include film stars like Lara
Dutta, KareenaKapoor Khan, SonamKapoor and Priyanka Chopra.
BRAND AWARENESS OF COLGATE:
Colgate in association with dental associations have launched nation-wide community dental
programs and informative commercials on oral health.
Collaboration with Indian Dental Association. Third party association for Colgate helped
build up a brand image stronger than ever, and increased reliability over the brand. The
collaboration with the Indian Dental Association has had a huge impact on its success.
Colgate has been sponsoring all major dental conferences and meets across the country.
Colgate actively and closely supports the efforts of Professional Dental Associations to
continuously update the knowledge and skills of dental professionals through various forums.
The range of activities undertaken through this collaboration has also been setting up free
dental check up camps. It offers an opportunity to people across the spectrum to avail free
dental check-ups either through free in-clinic visits or via the mobile dental vans that will be
travel across cities covering schools and underprivileged areas as well.
The tenth year of Colgate Oral Health Month was rolled out for two months that ended this
November. Supported by a fully integrated 360 degree marketing campaign encompassing
print, outdoor, digital, mobile, radio and on-ground activities – to increasingly encourage
participation by families to take the Healthy Mouth Pledge.
Thus, over the years, Colgate has built a complete brand centeredaround its very credible
Third Party Associations, and this has helped the brand maintain its strong grip on the
market. This example shows just how a brand can bank on things other than its product or
service, and move out of the realm of primary brand elements to create a highly effective
marketing campaign.

Brand Depth of colgate:
 Considered as generic name for toothpaste.
 Consumersmindset could relate to any other categories.
Brand Breath:
 For sparkling white teeth
 Healthy white teeth and stronger teeth.
BRAND IMAGE:
Ranked India’s # 1 Most Trusted Brand for the 4th time in a row in the Brand Equity –A.C.
Nielsen 2007 Survey
Only Brand to be ranked among the top 3 in all the 6 surveys conducted so far
Only one to retain the premier position across categories for 4 consecutive years
Prior to this, Colgate was also rated as the #1 brand by the A&M-MODE Annual Survey
for India’s Top Brands for eight out of nine years during the period 1992 to 2001
BRAND POSITIONING:
Positioning aims to create a positive image and perception of the brand in comparison with its
competitors and promote its value to the customers (Brooksbank 1994). The customer’s choice is
determined by the differential advantage he/she percives about a brand, product or service.This is
an important factor for effective marketing and advertising to take place. Mitchell and Olson (1981)
argued that product attributes affects the customer’s belief leading to either a positive or negative
attitude. According to Business Dictionary (2011), product attribute is a feature of the product and
the brand itself such as cost, material, taste etc. In order to stand out, Colgate differentiates
themselves against its competitors through its product attributes and benefits offered
Based on the perceptual map, Colgate is positioned as the brand itself as of a high quality product
with a premium price among its competitors. Colgate Sensitive Pro-Relief is positioned as the
toothpaste that has the best effectiveness in solving tooth sensitivity as instantly compared with
other toothpastes. This positioning is well reflected in their advertisements and product packaging.
Besides its good attribute, Colgate positioned itself as toothpaste that offers extra benefits to the
customers. Colgate is the only toothpaste that uses the new technology known as Pro-Argin
technology, which contains ingredients, that giving better protection on oral health. Moreover, Pro-
Argin technology also gives a long-term benefit by removing the problem from its root (Marketing4u
n.d.). Colgate informs the customers about the benefit offered by putting the words “New Pro Argin
Technology” in the advertisements. Colgates’ positioning however is observed to be very close to
Sensodyne, as based on the perceptual map. This is deduced from similar ads from Sensodyne that
reads “Daily Relief from the Pain of Sensitive Teeth”; however, Colgate avoids direct confrontation
with Sensodyne’s ads by changing the words Daily Relief into Instant Relief.

BRAND POSITIONING:
Positioning aims to create a positive image and perception of the brand in comparison with its
competitors and promote its value to the customers (Brooksbank 1994). The customer’s choice is
determined by the differential advantage he/she percives about a brand, product or service.This is an
important factor for effective marketing and advertising to take place. Mitchell and Olson (1981)
argued that product attributes affects the customer’s belief leading to either a positive or negative
attitude. According to Business Dictionary (2011), product attribute is a feature of the product and the
brand itself such as cost, material, taste etc. In order to stand out, Colgate differentiates themselves
against its competitors through its product attributes and benefits offered
Based on the perceptual map, Colgate is positioned as the brand itself as of a high quality product
with a premium price among its competitors. Colgate Sensitive Pro-Relief is positioned as the
toothpaste that has the best effectiveness in solving tooth sensitivity as instantly compared with other
toothpastes. This positioning is well reflected in their advertisements and product packaging. Besides
its good attribute, Colgate positioned itself as toothpaste that offers extra benefits to the customers.
Colgate is the only toothpaste that uses the new technology known as Pro-Argin technology, which
contains ingredients, that giving better protection on oral health. Moreover, Pro-Argin technology also
gives a long-term benefit by removing the problem from its root (Marketing4u n.d.). Colgate informs
the customers about the benefit offered by putting the words “New Pro Argin Technology” in the
advertisements. Colgates’ positioning however is observed to be very close to Sensodyne, as based on
the perceptual map. This is deduced from similar ads from Sensodyne that reads “Daily Relief from
the Pain of Sensitive Teeth”; however, Colgate avoids direct confrontation with Sensodyne’s ads by
changing the words Daily Relief into Instant Relief.

BRAND MANTRA:
EMOTIONAL
MODIFIER
DESCRIPTIVE
MODIFIER
FUNCTIONAL
MODIFIER
Family:
Colgate’s brand image in India
is
That of a family Brand with
multidimensional advantages.
Consistent quality and
continuous innovation. Its
advertisement also portray the
same image of colgate.
Reliable
It has maintained its
performance throughout.
Hence, it is the most reliable
toothpaste of the time and
colgate is still a threat to the
competitors.
ORAL PROTECTION:
Colgate is recommended for
providing oral protection for
longer hours. Hence, it
proves its consistency in oral
care.
DEFINING COLGATE BRAND MANTRA:
COLGATE BRAND PERFORMANCE:
Colgate continues to demonstrate outstanding financial performance year-on-year, even in
the recent tough economic environment. But our performance is driven not just by our
financial strength, but also by our commitment to conduct business with the highest ethical
standards, and to continue to grow the business with innovative, sustainable products. How

we do business is just as important as the products we provide, and our long-standing
commitment to safety, quality and ethics helps drive Colgate’s strong performance.
 Points of parity are those elements that are considered mandatory for a brand to be
considered a legitimate competitor in its specific category. It is what makes consumer
consider your brand, along with your competitors. So before you work on identifying
your competitive advantage.
 Colgate’s pop are
1: innovative.
2: family oriented.
3: whiteness specialist.
4: Affordable.
 Point of difference of colgate.
1: 143 years of brand trust.
2: CSR activities.
3: strong product portfolio.
 Colgate elements.
Colgate’s promotional activities:
Promotional 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.
BRAND MANAGEMENT OF COLGATE TOOTHPASTE:

Engaging to build our brands with consumers.
Engaging to build our brands with the profession.
Engaging to build our brands with our customers.
Innovations.
Diversification.
Colgate’s marketing strategy:
1:Geographic segmentation strategy: It is one of important tactic which has used by
Colgate they have entered 200 countries and markets diversified product in different
countries.
2:Demographic segmentation: different variant for different age group
ADVERTISEMENT:
COLGATE HAVE ENDORSED THE CELEBRITIES FROM EVERY MARKET TO PRMOTE THEIR
PRODUCT.

• 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" .
• In the late 1950s and early 1960s, Colgate stressed the fact their "Dental Cream" contained
Gardol, a formula that helped protect teeth from cavities and tooth decay.
• Now they used various Slogan for different products like For MAX FRESH is “A Whole
new Dimension of Freshness” & For WHITE TOOTHPASTE is “All Around Decay
Protection”.
1. Colgate’s Bright Smiles, Bright Futures This Educational Program worldwide was
developed to teach children positive oral health habits of basic hygiene, diet and physical
activity.
2. Colgate professional program the program works towards improving oral health awareness
and oral care on a mass scale. Oral care awareness is created and spread through appropriate
mechanisms such as exhibitions, the use of audio- visuals, lectures, demonstrations, teacher
training Programs.

MENTAL MAP:
BRAND ASSOCIATION:
Wide range
of Variants
Trustworthy
Synonym
for
toothpaste
Family
Oriented
Protector
Innovative
Ads
Universal
Brand
RED
COLOUR

ANALYSIS AND INTERPRETATION OF BLIND TASTE TEST OF
COLGATE:
Graph no 1:
Rating for the Brand features of the Product A(Colgate)
INTERPRETATION:
Taste: The analysis suggests that the respondents have given the ratings on the higher side i.e.
very good and good(84%).
In case of oral care feature the respondents have given between high and average where oral
care(54%) for high and (26%) for average oral care.
For freshness feature the respondent has given more the average where they have rated on
the higher side about 19 of 50 respondents has given it as very good and good.
For the foam feature the respondents have rated on the option high as the Colgate does not
have any drawback in foam quality so 31 respondents out of 50 respondents as high foam.
For flavour feature again the Colgate has very good flavour as 18 of the respondents in
sample population has given on the very good option and 18 on the good flavour option.
About the hygiene feature of the product A the respondents have given good hygiene flavour
about 27 respondents have satisfied with the hygiene feature.
Taste Oral care Freshness Foam Flavour Hygiene
5 19 8 19 6 18 10
4 23 27 18 31 18 27
3 5 13 10 8 12 10
2 1 2 3 5 2 2
1 2 0 0 0 0 1
0
5
10
15
20
25
30
35
AxisTitle
RATING FOR THE TOOTHPASTE A

Graph no 2:
Rating for the Brand features of the Product B (Babool)
INTERPRETATION:
Taste: The analysis suggests that the respondents have given the ratings on the higher side
i.e. very good and good(78%).
In case of oral care feature the respondents have given between high and average where oral
care(56%) for high and (20%) for very high oral care.
For freshness feature the respondent has given more the average where they have rated on
the higher side about 6 of 50 respondents has given it as very good and good.
For the foam feature the respondents have rated on the option high as the Colgate does not
have any drawback in foam quality so 26 respondents out of 50 respondents as high foam.
For flavour feature again the Colgate has very good flavour as 8 of the respondents in sample
population has given on the very good option and 24 on the good flavour option.
About the hygiene feature of the product A the respondents have given good hygiene flavour
about 23 respondents have satisfied with the hygiene feature.
Taste Oral care Freshness Foam Flavour Hygiene
5 18 10 6 7 8 11
4 21 28 26 25 24 23
3 9 9 13 14 17 14
2 2 3 5 4 0 2
1 0 0 0 0 1 0
0
5
10
15
20
25
30
AxisTitle
RATINGS FOR THE TOOTHPASTE B

Graph no 3:
Prediction of the Product A (Colgate)
COLGATE SENSODYNE PEPSODENT BABOOL ORAL B Others Total
Prediction 33 3 2 8 3 1 50
Interpretation:
As per the analysis of the data 66% of the total respondent have predicted the
product A as Colgate so this indicates the respondents have strong brand
recalling of Colgate.
Colgate has built its brand so strongly that the respondents easily got to know
about the brand when they consumed it.
66%
6%
4%
16%
6%
2%
Prediction A
COLGATE
SENSODYNE
PEPSODENT
BABOOL
ORAL B
Others

Graph no 4:
Prediction of the Product B (Babool)
COLGATE SENSODYNE PEPSODENT BABOOL ORAL B Others Total
Prediction 9 2 6 20 2 11 50
Interpretation:
As per the analysis only 40% of the respondents in our survey of 50 sample population were
able to recall the product as Babool as the product B was Babool tooth paste.
And the other predictions were As Pepsodent and oral-b toothpaste.
So this indicates the brand recalling of babool is very poor as compared to the colgate (i.e
product A).
18%
4%
12%
40%
4%
22%
Prediction B
COLGATE
SENSODYNE
PEPSODENT
BABOOL
ORAL B
Others

Graph no 5:
Favourite product among the two products:
A B Total
FAVOURITE 34 16 50
INTERPRETATION:
As per our analysis of the questionnaire says that the favourite brand among
product A and B were product A and that was Colgate the analysis about 34
respondents out of the 50 sample population says that the colgate was i.e
product A was more favourite among both.
0
5
10
15
20
25
30
35
A B
AxisTitle
Respondents
FAVOURITE

ANNEXURE
Product Code ______________
1. What do you dislike about the product you just used?
___________________________________________________________
___________________________________________________________
___________________________________________________________
2. What do you like about the product you just used?
___________________________________________________________
___________________________________________________________
___________________________________________________________
3. Please evaluate the product according to the following characteristics
Brand
Features
Taste Very good Good Average Not good Bad
Oral care Very high High Average Low Very low
Freshness Very good Good Average Not good Bad
Foam Very high High Average Low Very low
Flavour Very good Good Average Not good Bad
Hygiene Very good Good Average Not good Bad
4. Now, could you please tell me how much you like or dislike the product
you tasted using this scale:
Liked very much 7
Liked moderately 6
Like a little 5
Neither like nor dislike 4
Dislike a little 3
Dislike moderately 2
Dislike very much 1
5. Name the brand that you have used________________

Product Code ______________
1. What do you dislike about the product you just tasted?
___________________________________________________________
___________________________________________________________
___________________________________________________________
2. What do you like about the product you just tasted?
___________________________________________________________
___________________________________________________________
___________________________________________________________
3. Please evaluate the product according to the following characteristics
Brand
Features
Taste Very good Good Average Not good Bad
Oral care Very high High Average Low Very low
Freshness Very good Good Average Not good Bad
Foam Very high High Average Low Very low
Flavour Very good Good Average Not good Bad
Hygiene Very good Good Average Not good Bad
4. Now, could you please tell me how much you like or dislike the
product you tasted using this scale:
Liked very much 7
Liked moderately 6
Like a little 5
Neither like nor dislike 4
Dislike a little 3
Dislike moderately 2
Dislike very much 1
5. Name the brand that you have Used________________
6. Now please tell which of these two products you like better?

Product 1 ____________
Product 2 ____________
Thank You for being a respondent

Reference:
http://colgate.co.in
https://en.m.wikipedia.org/wiki/colgate_(toothpaste)
https://slideshare.com
https://wikihow.com/colgate
Books;
Strategic Brand management Fourth edition
Authors: Kevin Lane Keller, Ambi M.G. Parameshwaram and Issac Jacob

Brand Management on Colgate brand

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