The advertisement is a marketing tool which helps a company to let the people know about the product. The main purpose of the advertisement is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, Understanding, etc. Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its new product. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgate’s end customer or consumer. Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong but also helps to convincing the customers to adopt the product for using. So, we can say that the Colgate’s proper promotion makes new room in the market for establishment  ADVERTISEMENT: Its different products which are designed for different segments are targeted to the audience by highlighting its features. Its common tagline for all products is-  No1 brand recommended by dentist.´  Sales promotion:-for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity.

1. PROJECTREPORT ON
SUBMITTED TO-
(__________________) PREPARED BY-
Dr.KUNAL GAURAV M.KALYAN
DATE-17TH MAR’16 SECTION-C
ROLL NO: 15-110

2. INDEX
INTRODUCTION
PROFILE OF COMPANY
HISTORY
BRAND PORTFOLIO
HISTORICAL PERSPECTIVE
PRESENT ADVERTISEMENT
CONCULSION

3. Introduction:
Indian oral care market:
 Many people in India still clean their teeth with traditional products
like Neem twigs, salt, ash, tobacco or other herbal ingredients.
 Average all India per capita consumption of toothpaste is a dismal
82gms.
 The dentist to population ratio is a critically low 1:35000 in the
country. This results in low oral hygiene consciousness and
widespread dental diseases.
 Less than 15% of the Indian toothpaste users brush twice a day.
 The toothpaste market grew at a CAGR of 7-8% between 1995-
2000. But in 2001 the market grew by only 4%.
 Colgate and Hindustan Lever together account for over 85% of the
organized toothpaste market.
 Red and Black toothpowder still accounts for 35% of the
toothpowder market.
 In toothpowders, Colgate and Dabur are the leading players sharing
between the 75% of the market.
 Penetration of toothpowder in the urban areas has been declining,
as more and more consumers switch from powders to paste.
 Brand loyalty is quite high for toothpastes, but is extremely low for
toothbrushes.
The Rs. 2,200-crore toothpaste market (the largest oral care segment),
grew a robust 10 per cent in value in 2000. But this wound down to 2.4
per cent in 2001. In the first six months of 2002, the market for
toothpastes in fact shrank by around 5.7 per cent in value; in volumes
terms it was much higher at 11 per cent. The going was tough for the oral
care industry .Little wonder that teeth were bared between the market
leader, Colgate Palmolive, and the challenger, Hindustan Lever, as the
marketing war between the two FMCG giants for protecting market share

4. got tough. As if that was not enough, these players found new aggressive
competition coming their way from regional low priced competitors such
as Anchor Healthcare &Ajanta India, who priced their offerings at over
40% discount, giving market leaders a run for their money. These low
priced competitors accounted for more than 80 per cent of the
growing‘discount segment’. It looked as if the multinational companies
were helpless against challenger brands. But then the big boys struck
back, Colgate revitalized one of its existing brands, Cibaca as Colgate-
Cibaca. It was to act as the price flanker brand in the portfolio. Ditto by
HLL with Aim. At prices similar to the low priced challenger brands it took
the battle right into their turf. The market dynamics changed. Within a
year, Colgate Cibaca managed to garner whopping 50% of the market
share in the discount segment and established Colgate’s supremacy once
again. HLL’s Aim however could not match the success and was
subsequently withdrawn from the market .Today not only has Colgate's
flagship brand grown, but Colgate Cibaca has risen to become the 4th
largest paste brand in the country in volume terms after Colgate Dental
Cream, Pepsodent and Close-up .It is interesting to note that Colgate
Cibaca became big without any intensive communication support. It relied
more on trade level activities and below the line strategies for its success.
However the journey for brand Colgate Cibaca has just begun. Having
come up this far, Colgate now aims to move Colgate Cibaca to the next
level of growth. Hence the challenge is increase the share of Cibaca
without cannibalizing mother brand Colgate.
Profile of Colgate-Palmolive India Limited:
Colgate (sub-brand of Colgate-Palmolive) is an oral hygiene product line of
toothpastes, toothbrushes, mouthwashes and dental floss. Colgate toothpaste
was first sold by the company in 1873, sixteen years after the death of its
founder, William Colgate
The Colgate-Palmolive Company is an American multinational consumer
products company focused on the production, distribution and provision of
household, health care and personal products, such as soaps, detergents, and
oral hygiene products (including toothpaste and toothbrushes). Under its
"Hill's" brand, it is also a manufacturer of veterinary products. The company's
corporate officesare on Park Avenue in Midtown Manhattan, New York City.
Colgate has been ranked ranked as India's #1 most trusted brand across all
categories for four consecutive years from 2003 to 2007.It is also a market
leader with major market share 56.70% in toothpaste segment and 43% in
toothbrush segmentin 2015.

5. History:
In 1806, when the company was founded by 23-year-old William Colgate, it
concentrated exclusively on selling starch, soap, and candles from its New York
City-based factory and shop. Upon entering his second year of business,
Colgate became partners with Francis Smith, and the company became Smith
and Colgate, a name it kept until 1812 when Colgate purchased Smith's share
of the company and offered a partnership to his brother, Bowles Colgate. Now
called William Colgate and Company, the firm expanded its manufacturing
operations to a Jersey City, New Jersey, factory in 1820; this factory produced
Colgate's two major products, Windsor toilet soaps and Pearl starch. Colgate-
Palmolive Company's growth from a small candle and soap manufacturer to
one of the most powerful consumer products giants in the world is the result of
aggressive acquisition of other companies, persistent attempts to overtake its
major U.S. competition, and an early emphasis on building a global presence
overseas where little competition existed. The company is organized around
four core segments--oral care, personal care, home care, and pet nutrition--
that market such well-known brands as Colgate toothpaste, Irish Spring soap,
Softsoap liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing
liquid, Ajax cleanser, Murphy's oil soap, Fab laundry detergent, Soupline and
Suavitel fabric softeners, and Hill's Science Diet and Hill's Prescription Diet pet
foods. Colgate-Palmolive has operations in more than 200 countries and
generatesabout70 percentof its revenue outside the United States.

6.  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.
 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-PeetCompany.
 In 1953 "Peet" was dropped from the title, leaving only "Colgate-
Palmolive Company", the currentname.
 1997,Colgate Total toothpaste is introduced in the U.S. and quickly
becomes the market leader. Only Colgate Total, with its 12-hour
protection, fightsa complete range of oralhealth problems.
 2004,Colgate acquires the GABA oral care business in Europe, with
its strength in the important European pharmacy channel and its
ties with the dentalcommunity.
 Today Colgate has numerous subsidiary organizations spanning
200 countries, but it is publicly listed in only two, the United States
and India.
Colgate Palmolive milestone:
• 1806: Company is founded by William Colgate in New York to make
starch, soap, and candles.
• 1873: Toothpaste waslaunched
• 1928: Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-
Peet Company.
• 1937: the company moved into India.
• 1966: Palmolive dishwashing liquid is introduced
Colgate Palmolive milestone in India:
• 1937: launch firsttoothpaste Colgate dental cream
• 1949: launch tooth powder and toothbrush
• 1950: Palmolive shave cream

7. • 1976: launch programme“youngIndia.”
• 1989: Palmolive extra care soap launched.
• 2003: launch oralhealth month program
Brand portfolio:
• Colgate® Strong Teeth
• Colgate Total®
• Colgate® Visible White®

8. • MaxFresh®
• Colgate® Sensitive

9. • Colgate Sensitive Pro-Relief®
• Colgate® Active Salt
• Colgate® Maximum Cavity
Protection plus Sugar Acid
NeutralizerTM
• Colgate® Kids

10. • Others
Historicalprospectiveofadvertising:
1950s - An Colgate commercial promising an end to 'unpleasing
breath', and featuring a very trustworthy-lookingdentist.

11.  colgate tv advertising with tag line of 3way cleaning in1960
 TV advertisement of Colgate toothpaste sometime in 1972, featuring
the phenomenalsuperstar, Nora Aunor
1980’s- Colgate given a advertisement about new testy blue minty gel
toothpaste

12. 1990’s – colgate started aggressive celebrity endorsement with
Aishwarya Bachan and Sachin Tendulkar, bollywood actor Sanjay
Sharma
 Aishwarya Bachan add- about colgate gel
 Sachin Tendulkar add- about colgate total

13.  Sanjay Sharma add- about colgate tooth powder
2000’S- in this decade colgate come with new concepts

14. "COACH"Ad Campaign
 Colgate started it’s advertisement of colgate active salt witha
unique concept, with a question tag line of “Kya apkei
toothpaste mei namak hai…?” till now colgate is
following this conceptwith few changes, with celebrity endorsement

15.  Celebrity endorsement with Priyanka Chopra, with a modified
question tag line of “Kya Apkei toothpaste mei
namak aur neem hai…?”
 2015- celebrity endorsemeny with Allu Arjun for colgate
maxfresh

16. Present advertisements:
 Celebrity endorsement with Sonam Kapoor for Colgate
Visible White add with a shine song
 Celebrity endorsement with virat kohli for colgate flexible
toothbrush. In this add the toothbrush isrelated with cricketbat.

17. Conclusion:
The advertisementis a marketing toolwhich helps a company to let the people
know aboutthe product. The main purpose of the advertisementis to Create
Awareness, Persuasion, Education,Information, Emotion, Brand Loyalty,
Understanding, etc.
Colgate-Palmolive informs its customers about its new products as well as
the product that is being used by the customers. Colgate-Palmolive
persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has
succeeded to retain its customers and image. By this Colgate strongly
focuses on different promotional strategies i.e. mass selling, advertising,
publicity and sale promotion etc. Colgate-Palmolive has proved itself as a
keen observer of the market and the culture all around itself. Through the
strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly
successful to capture the mass market. So, we can say that the Colgate is
the product of mass selling. Colgate is not only using the traditional
advertising media for its Promotion. However it is also using the electronic
advertising media i.e. internet etc. Because a large number of people are
using the internet. So, Colgate also advertises on the different websites
with its required information for its customers and has a specific website
to promote each Colgate product. Colgate also promotes its product by
sales Promotion to attract its customers to use the product. Sometimes,
Colgate introduces the product at low prices according to the quantity and
to facilitate its customer. Which effect positively on the Colgate’s end
customer or consumer. Colgate’s positive Promotion effect on the product
as well as company. Which helps a lot to establish the product image as
well as company image in the minds of customers. By using the idea of
AIDA and IMC, Colgate’s promotional activity not only became strong but
also helps to convincing the customers to adopt the product for using. So,
we can say that the Colgate’s proper promotion makes new room in the
market for establishment
 ADVERTISEMENT: Its different products which are designed for
different segments are targeted to the audience by highlighting its
features. Its common tagline for all products is-
 No1 brand recommended by dentist.´
 Sales promotion:-for rural market COLGATE uses VAN (van is a
mobile promotion station having facilities for screen show, slide
show and mike publicity.