Colgate-Palmolive Company is an American company focused on producing and distributing household products like soaps, detergents, and oral hygiene products. It was founded in 1806 and is headquartered in New York City. Colgate has a 51% market share in toothpaste and holds the number one spot for most trusted brand in India from 2003-2007. The presentation discusses Colgate's business, history, products, competitors, and future strategies around its 4P's.

1. COLGATE PRESENTATION
Prepared By:
Swananya
Mukherjee

2.  What business we are?
Colgate-Palmolive Company is
an American diversified multinational corporation focused
on the
1. Production,
2. Distribution, &
3. Provision
of household, health care and personal products, such as
soaps, detergents, and oral hygiene products
(including toothpaste and toothbrushes).

3. Information
 Industry: Personal products
 Founded: 1806
 Headquarters: New York City, New
York ,U.S .
 Key people: Ian M. Cook, CEO
 Revenue: US$15.3 billion (FY 2009)
 Employees: 36,002
 Website: www.colgate.com

4. History
 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, an
aromatic toothpaste sold in jars.

5. 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.
In 1953 "Peet" was dropped from the title, leaving only
"Colgate-Palmolive Company", the current name.
Today Colgate has numerous subsidiary organisations
spanning 200 countries, but it is publicly listed in only
two, the United States and India.

6. Awards & Achievements
 Colgate has been ranked as India’s #1 Most Trusted
Brand across all categories from 2003 to 2007
 51% market share in the toothpaste segment
 48% market share in the toothpowder market
 30% share in the toothbrush market
 On 4Sept.2009,Colgate-Palmolive signed SRK as its
Brand ambassador.

7. Future strategies on 4 P’s:-
1. 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

8.  For Urban population, they would come up with the
products suiting to young generation
 For Urban rich and consuming class, they would
come up with the products on the basis of functional
benefits
 Eg: 1.They launch different toothbrushes for different
age groups.
2.They launch a special toothpaste and
toothbrush for kids in the age group from 4-10 years.

9. 2.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
 Packaging would be customized on the basis of
price points.

10. 3.Promotion
 They positioning Colgate dental white crème 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

11. 4. 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

12. SWOT Analysis
SWOT analysis for Colgate……

13.  Strengths
 Strong financial
performance
 Focus on innovation
and new product
launches
 Colgate business
planning initiative

14.  Weakness
 Highly leveraged
 Product research

15.  Opportunities
 Emerging markets growth
 Deploying advance technologies
 Growing Hispanic population in the US

16.  Threats
 Competitive landscape from other Private label
growth
 Increasing commodity prices
 Falling consumer confidence in the US

17. Promotion tools
 Increasing circumference of toothpaste tube
 Free Dental Check-up in mobile vans

19.  Free Dental Check-up by sending a
SMS
 Scholarship offers like Learn & earn
offer

20. Advertisement
 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 1950's and early 1960's, Colgate stressed
the fact their "Dental Cream" contained Gardol, a
formula that helped protect teeth from cavities and
tooth decay .

21. Various Product Categories
 Oral Care
 Personal Care
 Home Care
 Professional Oral care

22.  Oral Care
 Colgate Dental Cream
 Colgate Active Salt
 Colgate Max Fresh
 Colgate Total 12
 Colgate Plax
 Colgate 360 ActiFlex
 Colgate Extra Clean Gum Care
 Colgate Sensitive Toothbrush
 Colgate 360 Toothbrush
 Colgate Zig Zag

23.  Personal Care
 Palmolive Thermal Spa
 Palmolive Aroma Shower Gel - Relaxing
 Palmolive Naturals Liquid Hand Wash
Family Health
 Palmolive Naturals Moisturizing Body
Wash - Milk and Honey

24.  Home Care
 Axion - Dish Washing
Paste
 Palmolive dish washing
Paste

25.  Professional Oral Care
 Colgate PerioGard
 Colgate Sensitive
 Colgate Gel Kam
 Colgate Visible White

26. Market Share

27. Product category-(Oral Care)
 Colgate Palmolive increased its oral care market
share from 26% in 2005 to 33% in 2009
 Colgate Palmolive the largest player in the oral
care business globally. Colgate is the world
leader in oral care with a 33% market share
 We expect Colgate’s oral care business to
generate $25.5 billion in annual revenue by the
end of this year

28. Financial Report
 Total Revenue: 2,060.92 1,802.57
 Sales: 1,962.46 1,694.81
 Other Income: 98.46 107.76
 Profit before Taxation: 484.80 345.31
 Provision for Taxation: 61.54 55.09
 Profit after Taxation: 423.26 290.22
 Balance brought forward: 28.84 5.77
 Profit for appropriation: 452.10 295.99
 Appropriation: Dividend: 271.98 203.99
 Dividend Tax: 45.84 34.14
 General Reserve: 42.33 29.02
 Balance c/f: 91.95 28.84 452.10 295.99
(In ‘000)

29. COMPETITORS
 Hindustan Unilever Ltd.
 Procter & Gamble
 Church & Dwight Co., Inc.
 The Clorox Company
 Kimberly-Clark Corporation

30. COLGATE PALMOLIVE CO Top
Competitors
Symbol Company's
name
Last Change %
Change
Volume
CL COLGATE
PALMOLIVE
CO
78.01 -0.18 -0.23 584,643
CLX CLOROX CO
DEL
62.27 -0.03 -0.05 274,795
PG PROCTER &
GAMBLE CO
63.41 0.54 0.86 5.03 M
CHD CHURCH &
DWIGHT INC
67.05 0.01 0.01 152,756

31.  Hindustan Unilever Ltd.
 Hindustan Unilever Ltd. Stock Quote (In $)

32.  Procter & Gamble
 P & G Stock Quote (In $)
Latest
12/10/10 EST
Change ($) Change (%) High Low
$63.35 0.480 0.764 $63.79 $63.21

33.  Church & Dwight Co., Inc.
 Church & Dwight Co., Inc. Stock Quote (In $)
Latest
12/10/10 13:33:49 EST
Change
($)
Change
(%)
High Low
$67.08 0.040 0.060 $67.45 $66.95

34.  The Clorox Company
Latest
12/10/10 13:34:10
EST
Change ($) Change (%) High Low
$62.49 0.185 0.297 $62.51 $62.16
 The Clorox Company Stock Quote (In $)

35.  Kimberly-Clark Corporation
 Kimberly-Clark Corporation Stock Quote (In $)
Latest
12/10/10 14:07:19
EST
Change ($) Change (%) High Low
$61.83 -0.145 -0.235 $62.24 $61.70

36. Submitted by :-
Shweta Sharma
(m100700054)