The document analyzes Colgate's mission statement and its reflection of a customer-centric approach which benefits the company's success. It highlights Colgate's strong global presence, market leadership in oral care and household products, as well as their ongoing innovation and marketing strategies. Additionally, it emphasizes the company's commitment to customer satisfaction and social responsibility while maintaining a competitive edge in the market.

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COLGATE

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TABLE OF CONTENTI
NDEX
Sr. No Topic Page No.pa
1 Objective 3
2 Sources 3
3 Findings 3
4 Introduction 5
5 Missionstatement 8
6 Achievements andpast successes 8
7 Building OnGlobal Strength 10
8 Customers Awareness Towards Colgate- 12
9 Conclusion 14
10 Bibliography 15

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OBJECTIVE:
Main objective of this assignment is that how the Colgate Company mission statement reflects
the customer –centric attitude of marketers and how it has given the benefits to the company.
This assignment aims to give the practical application to understand the changing faces of
marketing and how marketing is evolving in these years.
SOURCE:
We have collected the information from sources by goggling through various sites and collected
the information of the several years. Through which we came to know about the companies.
FINDINGS:
During this assignment we have find that the Colgate has a strong presence all over the world.
Colgate has its own Brand value. Colgate is one of the very old and popular company. In India
maximum people prefer Colgate products. Colgate toothpaste is there in every village and city
and everyone believe in it. By taking the name of toothpaste the people say Colgate.

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The market share of Colgate products is too much high in toothpaste and dish soap and it also
has a presence in other products also as we can see in the graph below…
The company also performs several campaigns so that maximum people get its benefits. The
companies also launch many advertisements which is always very successful and people attract
towards it.

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INTRODUCTION:
Source - http://investor.colgate.com/introduction.cfm
Colgate's long history of strong performance comes from absolute focus on our core global
businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. This has been combined
with a successful worldwide financial strategy. Around the world, Colgate has consistently
increased gross margin while at the same time reducing costs in order to fund growth initiatives,
including new product development and increases in marketing spending. These, in turn, have
generated greater profitability.
Source - http://www.slideshare.net/shweta90/colgate-palmolive-8957748
Colgate 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.
Colgate managers around the world are dedicated to increasing

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Market shares in all our core businesses. Colgate has achieved
Global leadership in toothpaste, hand dishwashing liquid, liquid
Hand soap and specialty pet food.
Company information:
 Industry : personal products
 Founded : 1806
 Headquarters : New York city, New York, U.S.
 Revenue : US $ 15.3 Billion
 Employees : 36,002
“Colgate World of Care”
Company Perspective:
Source - http://www.referenceforbusiness.com/history/Ci-Da/Colgate-Palmolive-
Company.html#ixzz3Wj3lAhz
Our long history of strong performance comes from absolute focus on our core global
businesses, combined with a successful worldwide financial strategy. This financial strategy is
designed to increase gross profit margin and reduce costs in order to fund growth initiatives and
generate greater profitability.
Some of the Colgate products are:
Source -
http://www.colgate.com/Colgate/US/Corp/AnnualReports/2008/HomePage/Buildi
ngOnGlobalStrength.pdf

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Colgate-Palmolive,aTopFortune 500 Company
Source - http://www.makingafortune.biz/list-of-companies-c/colgate-palmolive.htm
Colgate-Palmolive appears in the 2008 Fortune 500 Company listing. Every year Fortune the
American business magazine compiles ranks and publishes a list of the top 500 U.S. public
corporations based on their gross revenue. The Top Fortune 500 Company list provides Fortune
magazine readers with facts and information about the top companies and their contributions to
the American economy. Companies eligible for inclusion in the Top Fortune 500 Company list
are those incorporated in the United States and whose revenues are publicly available.
MISSION STATEMENT:
Source -
http://www.colgate.co.in/app/Colgate/IN/Corp/ContactUs/GMLS/MissionAndGoals.cvsp
To provide Colgate with a significant competitive advantage by reducing total delivered cost,
extending technology resources and developing excellence in purchasing, logistics and sourcing
processes.
Achievements and PastSuccesses:
Colgate strives for continuous improvements with our supplier teams.
 A multidisciplinary team from Colgate and JM Huber, a key oral care raw material
supplier, identified potential savings across the supply chain. This team realized savings
in excess of hundreds of thousands of dollars. This supplier relationship was featured in a

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Colgate-Palmolive Company Annual Report and is one example of the several preferred
suppliers teaming with Colgate.
Colgate aim for cost of reduction across every category.
 A major contract for preservatives used in personal care and household care products was
awarded to a single supplier, delivering significant savings and leading to a unique
research agreement.
 Three-year globalization contracts with key suppliers enabled reduction of the supplier
base for a critical global surfactant from 11 to 4 suppliers.
 For a key toothpaste ingredient, the supplier base was reduced from 7 to 3, regional
multi-year contracts with on-site manufacturing programs were put in place and record
savings and total cost reductions were achieved over 5 years.
Colgate is on the forefront of innovation:
 In our Global Fragrances category, we had multiple suppliers, high cost structures,
limited innovation, average quality fragrances and long lead times. Focused partnerships
were initiated with two key external suppliers. As a result, new initiatives were developed
including annual “Top to Top Meetings” (CEO/CEO), project and savings grids, cost
improvement teams and detailed supply chain maps.
 Many “superior” fragrances have since been developed. In the household care category
there were 7 for cleansers and 7 for light duty liquids. In personal care there were 4 for
liquids and 5 for bar soaps. In fabric care, there were 7 for softeners and 5 for detergents.
GrowthStrategies:
Colgate-Palmolive’s strategy is to focus on global new products to drive growth. In the early
90’s, we were launching an average of 256 new products a year. By the mid 90’s that number
grew to 469 per year. And recently that number has jumped to over 797 per year.

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PROMOTIONTOOLS:
Source - http://www.slideshare.net/shweta90/colgate-palmolive-8957748
 Increasing circumference of toothpaste tube.
 Free dental check-up in mobile vans.
 Free dental checkup by sending a SMS.
 Scholarship offers like learn and earn offer.
ADVERTISEMENTS:
Source - http://www.slideshare.net/shweta90/colgate-palmolive-8957748
 In 1940, the colgate company used slogan was “it cleans your breath while it cleans your
teeth.
 In 1960s onwards, the slogan was “The Colgate ring of confidence”.
 In the later 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.
ENVIRONMENTALINFLUENCE ON COLGATE:
Source - http://www.slideshare.net/anantagrawal14/colgate-consumer-behaviour
 Healthy mouth healthy body.
 People with diabetes are 2x times more likely to develop serious gum diseases.
 Different products for different problems.
 Colgate is the only brand which is associated with American Dental Association (ADA).
 Indian oral care industry.
 Recycling.
 Public awareness.
 Community awareness.
 Ongoing examination & impact Quantification.
 Safe energy.
 Safe disposal

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BUILDING ON GLOBAL STRENGTH:
Source -
http://www.colgate.com/Colgate/US/Corp/AnnualReports/2008/HomePage/BuildingOnGlobalSt
rength.pdf
SUCCEEDING WITH CONSUMERS-
Brazil:
Gaining Market Share In Mouthwash In many key markets around the world, Colgate is gaining
market share in mouthwash, one of the fastest-growing oral care categories globally. In Brazil,
for example, where the mouthwash market as a whole has doubled over the last three years, sales
of Colgate Plax mouthwash over this same period have quadrupled. Strong efficacy claims and
an innovative portfolio of products supported by powerful integrated marketing communications
have differentiated the brand and led to very strong market share growth.
SUCCEEDING WITH THE PROFESSION-
United States
Providing Oral Health Exams And Education Worldwide
In partnership with dental health professionals, Colgate provides free dental screenings, product
samples and oral health education to millions of children and their families every year. In the
United States alone, Colgate’s “Bright Smiles, Bright Futures” oral health education and
community outreach program has reached nearly 100 million children since its start 18 years
ago.
SUCCEEDING WITH CUSTOMERS-
China
Partnering With Small Shop Owners For Success
In countries such as China, small neighborhood shop owners often infl uence which brands
consumers purchase. Colgate works closely with millions of small shop owners everywhere to

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offer shoppers a relevant assortment of products, with superior visibility on the shelf, in order to
grow sales for both the local shop and Colgate.
INNOVATING EVERYWHERE
Mexico
Breakthrough Technology Delivering Long-Lasting Fragrance In Fabric Conditioners
Responding to consumers’ desire for long-lasting fragrance in a fabric conditioner,
Colgate developed the patented technology in new Suavitel Magic Moments. The unique
formula contains encapsulated micro-beads that provide touch-release fragrance for months after
washing. This highly successful new product captured over 8% of the fabric conditioner market
in Mexico in just 10 months and has already been expanded to other countries in Latin America
and to Europe under our Soupline Magic Moments brand. M
EFFECTIVENESS AND EFFI CIENCY IN EVERYTHING
United States
Generating Savings Through In-House Label Production
To reduce costs, Colgate’s factory in Morristown, New Jersey implemented the in-house
production of pressure-sensitive labels for the Softsoap liquids business. Producing400 unique
label designs peryear, this initiative is already delivering savings of over $3.5 million annually.
STRENGTHENING LEADERSHIP WORLDWIDE
Global
Developing Leaders At All Levels
Each year, approximately 20 early-in-career individuals, representing all divisions and regions,
are selected to participate in Colgate’s Leadership Challenge program. Participants spend a week
at the Company’s corporate headquarters in New York, where they work on team projects and
interact with senior executives.

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Customers awareness towards colgate-
Dr. Matthew McCarthy
Juniper Animal Hospital
United States-
“Hill’s has the ability to continuously develop new products that help us address our patients’
medical needs. Last year, I had the opportunity to tour the Hill’s research facility in Topeka,
Kansas, and it served to reinforce the care that goes into the formulation of each product and
reassured me that we are doing the right thing whenever we recommend Hill’s Pet Nutrition
foods.”
----------------------------------------------------
Cassim Aysen
Chief Executive Offi cer, Africa Cash & Carry
South Africa
“Africa Cash & Carry welcomes Colgate’s customer-wide commercial selling principles.
Colgate is a fair and equitable trading company.”
---------------------------------------------------------
Dr. Ricardo Teles
Associate Member of the staff in the Department of Periodontology at The Forsyth Institute, the
world’s leading independent oral health research institution
United States
“The Forsyth/Colgate Alliance has been a great complement to our work, bridging basic science
and clinical research. Our partnership with Colgate has helped foster innovation and is an ideal
way to accelerate our commitment to bringing the benefits of our research to the public and the
profession.”

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-------------------------------------------------------------
Léo Apotheker
Co-Chief Executive Offi cer, SAP AG Germany-
“True success comes from the strength of a company’s business networks and its capability to
continuously drive innovation and leadership on a global scale. It is clear that Colgate
understands this. At SAP, we are proud to be the engine that helps Colgate manage its business
and continue to strive for excellence.”
-----------------------------------------------------------
Sneha Joshi,
Colgate consumer,
India.
“My family has used Colgate toothpaste for as long as I can remember. Colgate Total toothpaste
and Palmolive Aroma body wash are some of my favorite products.”
------------------------------------------------------------------
professor Raman Bedi, DDS, DSc, FDSRCS, FFPH ,
Director, Global Child Dental Health Taskforce
United Kingdom
“Upon forming the Global Child Dental Health Taskforce, we recognized that strong and
imaginative leadership would be required if early childhood caries was to be eliminated.
Working together with Colgate, we have been able to establish national taskforces which support
community programmes and help build dental public health capacity. In this project, Colgate has
demonstrated, as it has for over 200 years, its global oral health leadership.”

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Conclusion
In Conclusion, Colgate Company is a typical market oriented company, operating in more than
200 countries. They are providing many new employee oriented programs both for senior level
and entry level people. They are aware of their social and ethical responsibilities. They are
managing their consumer and business market in an effective manner. They face their
competitors and feel proud to take it as a challenge. They feel pride in making their customers
happy. They know how to conduct their business in international communities. They maintain
levels of their CRM at their company to ensure good customer support. The way they have
proved themselves in consumer, business and international markets, they still have a high aim to
attain more and more.
BIBLIOGRAPHY:
 http://investor.colgate.com/introduction.cfm
 http://www.referenceforbusiness.com/history/Ci-Da/Colgate-Palmolive-
Company.html#ixzz3Wj3lAhzg

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 http://www.makingafortune.biz/list-of-companies-c/colgate-palmolive.htm
 http://www.colgate.co.in/app/Colgate/IN/Corp/Products.cvsp
 http://www.colgate.co.in/app/Colgate/IN/Corp/ContactUs/GMLS/MissionAndGoals.cvsp
 http://www.slideshare.net/shweta90/colgate-palmolive-8957748
 http://www.slideshare.net/anantagrawal14/colgate-consumer-behaviour
 http://www.colgate.com/Colgate/US/Corp/Annual-
Reports/2008/HomePage/BuildingOnGlobalStrength.pdf
 http://www.ukessays.com/essays/marketing/successful-marketing-strategy-with-colgate-
palmolive-marketing-essay.php#ixzz3X15C69Ud