BRAND DOSSIER
PREPARED BY:
- JASKARAN SINGH
- KHUSHBOO SHARMA
- RAHUL TOSHNIWAL
- RAJASEKAR DHANSEKARAN
AGENDA
 Early history of the brand
 Evolution over time
 Crafting the brand positioning
 Marketing strategies
 Tackling competition
 Distribution strategy
 SWOT analysis
 Market survey
 Analysis of Hypothesis
 Conclusion
Early history of the brand….
Origin1806
• Colgate originated as William Colgate & Company in New York
for manufacturing soaps, starch and candles
Restructuring1857
• Samuel Colgate took over the management and reorganized the
company as Colgate & Company
Colgate Palmolive - Peet1928
• Colgate and Company was took over by Palmolive – Peet
Early history of the brand
Incorporation1937
• Colgate Palmolive India Ltd was incorporated
Manufacturing unit1967
• Commenced first manufacturing unit at Sewri, Mumbai
Young India Programme1976
• First promotional campaign by Colgate launched in India
Indian Public Offering1988
• Colgate Palmolive shares listed in Bombay Stock Exchange
Inception in India
Evolution over time
Colgate launched Colgate Dental Cream after
inception in India
From 1990 till date Colgate has launched several
brands.
In 1992, Colgate was rated as India’s No.1 brand across
all categories
In 2004, Colgate launched Oral Health Month
Crafting the brand positioning....
Neem twigs, ash and even tobacco posed competition to Colgate
So Colgate had to create awareness for oral hygiene in Indians and develop
trust for the Company in their mind
So Colgate tied up with Indian Dental Association and launched 'Young India'
Bright Smiles, Bright Futures Schools Dental Health Education Program
Colgate has promoted teachers training as they are closely connected with
children
Initial Positioning
Crafting the brand positioning....
Ring of confidence
Colgate fights germs two
and half times stronger
Colgate‘s talk to me
Repositioning….
Comfort with the
toothpaste concept
Trust on Colgate
“Dentist’s recommended No. 1 brand”
Crafting the brand positioning
Repositioning
Colgate Dental Cream
Colgate Active Salt
Colgate Max Fresh Gel
Colgate Sensitive
Colgate Visible White
Colgate Gel toothpaste
Colgate Total
Colgate Cibaca
Colgate Herbal
Marketing Strategies….
 Young India, Bright Smiles, Bright Futures
 Launched in 1976
 This programme has reached more than 40,000 schools across 112
towns
 Indian Dental Association( IDA)
 Colgate has partnered with IDA in 2004
 Conducts Oral Health Month every year
 This programme has reached across 1,116 towns with the participation
of over 25,000 dentists
 Sampark
 Advertised door to door selling by localities
 Reduced communication gap in rural India
Awareness Campaigns
Marketing Strategies….
Newspaper
First advertisement in 1915
Commercial
It was advertised in 1950
Advertisements
Marketing Strategies….
Colgate Gel
Advertisement in 1995
Colgate Strong Teeth
Advertisements
Marketing Strategies….
Colgate has been promoting short term sales whenever the market has :
 To launch new product of Colgate
 To Block the competitor’s launch
 To reduce the inventory
Sales Promotion
Marketing Strategies….
Colgate has used
Facebook and
Twitter to promote
its new promotion
strategies
Social Media Promotion
• Colgate “SMILE”
campaign in 2011
• Facebook &
Twitter users
upload smiling
face
Marketing Strategies
On the basis of :
 Demographics
 Psychographics
 Geographical
Segmentation
Variant Target People Place
Colgate Total 12 35+ age group Urban
Colgate Sensitive Sensitive teeth Urban
Colgate Max Fresh Youth Urban
Colgate Kids Kids Urban
Colgate Visible White Women Urban
Colgate Cibaca Low income Rural
Colgate Active Salt Mid income Urban & Rural
Different SKU’s
Ring of
confidence
Two times
germ
protection
Two and half
times germ
protection
Tackling competition….
Colgate has to tackle competition from Pepsodent, Close Up, Sensodyne and
low priced competitors.
Colgate vs Pepsodent
Colgate Pepsodent Colgate
Colgate vs Close Up
• Advantage of first launching gel variant
• Freshness and confidence imageClose Up
• Launch of Colgate MaxFresh Gel
• Extensive promotion through celebritiesColgate
Tackling competition
Colgate vs Sensodyne
• Advantage of 1st launching variant for sensitive teeth
• Promoted saying experts recommended brandSensodyne
• Colgate Sensitive and Colgate Sensitive Pro Relief
• Supported by “ask the dentist” campaignColgate
Colgate vs Low priced competitors
• Ajanta India and Anchor Healthcare priced their product
at 40% discount
• So they captured 80% of discount segment
Low priced
competitors
• Relaunch of flanker brand Colgate Cibacca
• Captured 50% of discount segment and has become 4th
largest brand
Colgate
Distribution strategy followed by
the brand
Factory Warehouse C&F
Super
Stockiest
Rural
Stockiest
Wholesaler Retailer
Stockiest
Retailer Wholesaler
Co-op
stores
Consumer
SWOT Analysis
Strengths
• Core brand equity
• Winning on the ground
Weaknesses
• Narrow product focus
• Mass marketing
position
Threats
• Challenge from P&G
• Rising competition
Opportunities
• Drive in deodorants
• Intimate hygiene
products
Market Survey
Sampling Plan
Face to face survey
Telephonic survey
Sample Size
Total size : 100
Segmented on the
basis of gender
and age
Sampling
Method
Stratified Random
Sampling
Trust(%) Sensitivity(%) Fresher Breath(%) Whiteness(%)
Prevention of
tooth decay(%)
Close Up 10 0 64 5 13
Pepsodent 26 2 16 38 32
Sensodyne 5 82 3 7 5
Colagate 59 16 17 50 50
59
16 17
50 50
5 82
3
7 5
26
2
16
38 32
10
0
64
5 13
PERCENTAGEOFPEOPLE
Analysis of Hypothesis….
Hypothesis 1
Colgate is the most salient and trusted brand
We have accepted this hypothesis
Analysis of Hypothesis….
Hypothesis 2
Colgate toothpaste is more of a cosmetic care product than an
oral care product
We have failed to accept this hypothesis
Trust(%) Sensitivity(%) Fresher Breath(%) Whiteness(%)
Prevention of
tooth decay(%)
Close Up 10 0 64 5 13
Pepsodent 26 2 16 38 32
Sensodyne 5 82 3 7 5
Colagate 59 16 17 50 50
59
16 17
50 50
5 82
3
7 5
26
2
16
38 32
10
0
64
5 13
PERCENTAGEOFPEOPLE
Analysis of Hypothesis….
Hypothesis 3
The Colgate consumer buying behavior is influenced by the
celebrities
 Out Of the 32% of people who could correctly related Sonam
Kapoor with Colgate, 44% have Colgate both as their top of mind
and most often used brand.
We have failed to accept this hypothesis
Brands Pepsodent Babool Colgate Oral B
Celebrity Sharukh Khan Irfan Khan Sonam Kapoor Madhuri Dixit
Percentage of
correct
identifiers
39% 28% 32% 29%
Analysis of Hypothesis
Hypothesis 4
Colgate Sensitive / Pro-Relief is more popular than GSK
Sensodyne.
We have failed to accept this hypothesis
8%
4%
24%
33%
31%
0% 5% 10% 15% 20% 25% 30% 35%
Unlikely
Somewhat Unlikely
Undecided
Somewhat Likely
Likely
Unlikely
Somewhat
Unlikely
Undecided
Somewhat
Likely
Likely
No. of people 8% 4% 24% 33% 31%
Conclusion
 According to Nielsen, there is one store opening every five
minutes in India. For growth, Colgate has to be in all these stores
 Colgate as of now is not very aggressive in online advertising
 Colgate is the market leader and has the power to influence price
 Colgate is the most salient and trusted brand
Thank You

Colgate Brand Dossier

  • 1.
    BRAND DOSSIER PREPARED BY: -JASKARAN SINGH - KHUSHBOO SHARMA - RAHUL TOSHNIWAL - RAJASEKAR DHANSEKARAN
  • 2.
    AGENDA  Early historyof the brand  Evolution over time  Crafting the brand positioning  Marketing strategies  Tackling competition  Distribution strategy  SWOT analysis  Market survey  Analysis of Hypothesis  Conclusion
  • 3.
    Early history ofthe brand…. Origin1806 • Colgate originated as William Colgate & Company in New York for manufacturing soaps, starch and candles Restructuring1857 • Samuel Colgate took over the management and reorganized the company as Colgate & Company Colgate Palmolive - Peet1928 • Colgate and Company was took over by Palmolive – Peet
  • 4.
    Early history ofthe brand Incorporation1937 • Colgate Palmolive India Ltd was incorporated Manufacturing unit1967 • Commenced first manufacturing unit at Sewri, Mumbai Young India Programme1976 • First promotional campaign by Colgate launched in India Indian Public Offering1988 • Colgate Palmolive shares listed in Bombay Stock Exchange Inception in India
  • 5.
    Evolution over time Colgatelaunched Colgate Dental Cream after inception in India From 1990 till date Colgate has launched several brands. In 1992, Colgate was rated as India’s No.1 brand across all categories In 2004, Colgate launched Oral Health Month
  • 6.
    Crafting the brandpositioning.... Neem twigs, ash and even tobacco posed competition to Colgate So Colgate had to create awareness for oral hygiene in Indians and develop trust for the Company in their mind So Colgate tied up with Indian Dental Association and launched 'Young India' Bright Smiles, Bright Futures Schools Dental Health Education Program Colgate has promoted teachers training as they are closely connected with children Initial Positioning
  • 7.
    Crafting the brandpositioning.... Ring of confidence Colgate fights germs two and half times stronger Colgate‘s talk to me Repositioning…. Comfort with the toothpaste concept Trust on Colgate “Dentist’s recommended No. 1 brand”
  • 8.
    Crafting the brandpositioning Repositioning Colgate Dental Cream Colgate Active Salt Colgate Max Fresh Gel Colgate Sensitive Colgate Visible White Colgate Gel toothpaste Colgate Total Colgate Cibaca Colgate Herbal
  • 9.
    Marketing Strategies….  YoungIndia, Bright Smiles, Bright Futures  Launched in 1976  This programme has reached more than 40,000 schools across 112 towns  Indian Dental Association( IDA)  Colgate has partnered with IDA in 2004  Conducts Oral Health Month every year  This programme has reached across 1,116 towns with the participation of over 25,000 dentists  Sampark  Advertised door to door selling by localities  Reduced communication gap in rural India Awareness Campaigns
  • 10.
    Marketing Strategies…. Newspaper First advertisementin 1915 Commercial It was advertised in 1950 Advertisements
  • 11.
    Marketing Strategies…. Colgate Gel Advertisementin 1995 Colgate Strong Teeth Advertisements
  • 12.
    Marketing Strategies…. Colgate hasbeen promoting short term sales whenever the market has :  To launch new product of Colgate  To Block the competitor’s launch  To reduce the inventory Sales Promotion
  • 13.
    Marketing Strategies…. Colgate hasused Facebook and Twitter to promote its new promotion strategies Social Media Promotion • Colgate “SMILE” campaign in 2011 • Facebook & Twitter users upload smiling face
  • 14.
    Marketing Strategies On thebasis of :  Demographics  Psychographics  Geographical Segmentation Variant Target People Place Colgate Total 12 35+ age group Urban Colgate Sensitive Sensitive teeth Urban Colgate Max Fresh Youth Urban Colgate Kids Kids Urban Colgate Visible White Women Urban Colgate Cibaca Low income Rural Colgate Active Salt Mid income Urban & Rural Different SKU’s
  • 15.
    Ring of confidence Two times germ protection Twoand half times germ protection Tackling competition…. Colgate has to tackle competition from Pepsodent, Close Up, Sensodyne and low priced competitors. Colgate vs Pepsodent Colgate Pepsodent Colgate Colgate vs Close Up • Advantage of first launching gel variant • Freshness and confidence imageClose Up • Launch of Colgate MaxFresh Gel • Extensive promotion through celebritiesColgate
  • 16.
    Tackling competition Colgate vsSensodyne • Advantage of 1st launching variant for sensitive teeth • Promoted saying experts recommended brandSensodyne • Colgate Sensitive and Colgate Sensitive Pro Relief • Supported by “ask the dentist” campaignColgate Colgate vs Low priced competitors • Ajanta India and Anchor Healthcare priced their product at 40% discount • So they captured 80% of discount segment Low priced competitors • Relaunch of flanker brand Colgate Cibacca • Captured 50% of discount segment and has become 4th largest brand Colgate
  • 17.
    Distribution strategy followedby the brand Factory Warehouse C&F Super Stockiest Rural Stockiest Wholesaler Retailer Stockiest Retailer Wholesaler Co-op stores Consumer
  • 18.
    SWOT Analysis Strengths • Corebrand equity • Winning on the ground Weaknesses • Narrow product focus • Mass marketing position Threats • Challenge from P&G • Rising competition Opportunities • Drive in deodorants • Intimate hygiene products
  • 19.
    Market Survey Sampling Plan Faceto face survey Telephonic survey Sample Size Total size : 100 Segmented on the basis of gender and age Sampling Method Stratified Random Sampling
  • 20.
    Trust(%) Sensitivity(%) FresherBreath(%) Whiteness(%) Prevention of tooth decay(%) Close Up 10 0 64 5 13 Pepsodent 26 2 16 38 32 Sensodyne 5 82 3 7 5 Colagate 59 16 17 50 50 59 16 17 50 50 5 82 3 7 5 26 2 16 38 32 10 0 64 5 13 PERCENTAGEOFPEOPLE Analysis of Hypothesis…. Hypothesis 1 Colgate is the most salient and trusted brand We have accepted this hypothesis
  • 21.
    Analysis of Hypothesis…. Hypothesis2 Colgate toothpaste is more of a cosmetic care product than an oral care product We have failed to accept this hypothesis Trust(%) Sensitivity(%) Fresher Breath(%) Whiteness(%) Prevention of tooth decay(%) Close Up 10 0 64 5 13 Pepsodent 26 2 16 38 32 Sensodyne 5 82 3 7 5 Colagate 59 16 17 50 50 59 16 17 50 50 5 82 3 7 5 26 2 16 38 32 10 0 64 5 13 PERCENTAGEOFPEOPLE
  • 22.
    Analysis of Hypothesis…. Hypothesis3 The Colgate consumer buying behavior is influenced by the celebrities  Out Of the 32% of people who could correctly related Sonam Kapoor with Colgate, 44% have Colgate both as their top of mind and most often used brand. We have failed to accept this hypothesis Brands Pepsodent Babool Colgate Oral B Celebrity Sharukh Khan Irfan Khan Sonam Kapoor Madhuri Dixit Percentage of correct identifiers 39% 28% 32% 29%
  • 23.
    Analysis of Hypothesis Hypothesis4 Colgate Sensitive / Pro-Relief is more popular than GSK Sensodyne. We have failed to accept this hypothesis 8% 4% 24% 33% 31% 0% 5% 10% 15% 20% 25% 30% 35% Unlikely Somewhat Unlikely Undecided Somewhat Likely Likely Unlikely Somewhat Unlikely Undecided Somewhat Likely Likely No. of people 8% 4% 24% 33% 31%
  • 24.
    Conclusion  According toNielsen, there is one store opening every five minutes in India. For growth, Colgate has to be in all these stores  Colgate as of now is not very aggressive in online advertising  Colgate is the market leader and has the power to influence price  Colgate is the most salient and trusted brand
  • 25.