Colgate has been operating since 1806 and introduced the first toothpaste in a tube in 1896. It has numerous products across oral care, personal care, and surface care. Colgate remains the number one trusted brand in India with over 50% market share in toothpaste. Going forward, Colgate aims to introduce more innovative products targeted at different consumer segments and expand distribution to reach more rural areas through strategies around the 4Ps of marketing.
This was a part of my 1st trimester evaluation. It gives a fair idea about Colgate's history, branding by the company, how it attacks and defends from competitors and finally research on important hypothesis for the company
This (colgate) presentation is one of my important seminar becaz wen i was took seminar i put some old colgate video ads on the screen. It really help to listen all of them with attention.. and they really like and loved it..
This was a part of my 1st trimester evaluation. It gives a fair idea about Colgate's history, branding by the company, how it attacks and defends from competitors and finally research on important hypothesis for the company
This (colgate) presentation is one of my important seminar becaz wen i was took seminar i put some old colgate video ads on the screen. It really help to listen all of them with attention.. and they really like and loved it..
A project on Brand Management of colgate by abdul qadir and sarafrazkhan. this project deals with blind taste test and other aspects of brand management.
A project on Brand Management of colgate by abdul qadir and sarafrazkhan. this project deals with blind taste test and other aspects of brand management.
10 #MarketingMistakes Your Small Business Should Avoid At All CostLogo Design Guru
In its true essence, marketing is a contest for consumer attention. Getting it right can lead to phenomenal results, while even the tiniest error can make it vulnerable. Marketers endeavor in implementing healthy branding ideas. However, some nail it right while others fail it. This slideshare will benefit designers, marketers and business personnel alike in analyzing their own strategies and self-locating their status in the market.
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.
This Document includes Background of the company, Products and Services, Growth of the Company, Financial Highlights, Reasons for Good Performance, Sectoral Analysis, Competitors Analysis and Porter’s Five Forces Analysis. This word document is prepared by me with the help of The Company website and The Internet.
The Colgate-Palmolive Company is an American worldwide consumer products company focused on the production, distribution and provision of household, health care and personal products, such as
Soaps
Detergents
oral hygiene products
The Colgate-Palmolive Company is an American worldwide consumer products company focused on the production, distribution and provision of household, health care and personal products, such as
Soaps
Detergents
oral hygiene products
2. 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.
3. 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.
4. Awards & Achievements
Colgate has been ranked as India’s #1 Most Trusted
Brand across all categories for four consecutive years
from 2003 to 2007
51% market share in the toothpaste segment.
48% market share in the toothpowder market.
30% share in the toothbrush market.
Presently it is facing competition from no. 2 player
HUL. E.g. Pepsodant
On 4Sept.2009,Colgate-Palmolive signed SRK as its
Brand ambassador.
5.
6. PRODUCTS
COLGATE
PROFESSIONAL
ORAL CARE HOME CARE
ORALCARE
7. Brand Hierarchy:
Oral Care Personal Care Surface Care Fabric Care
Max Bar
Brite Maximum
Azadi Dish Bar Power
Max Scourers Express Power
Max Liquid Bonus
Max Antibacterial Softlan
Beauty Soap ~ Palmolive Naturals
Carbolic Soap~ Azadi
Skin Germ Protection Soap ~ Protex
Sparkle Toothpaste Colgate Maximum Cavity Colgate Navigator Plus
Protection Colgate Plus
Colgate Total Fresh Stripe Colgate Premier
Colgate Herbal
Colgate Herbal White
Colgate Extra Clean
Colgate Whitening Colgate Super Flexible
Colgate Fresh Energy Gel
8. Target Market:
• Colgate is targeted at middle income and
upper income families.
• Colgate has had a consistent target
market.
• Colgate has never altered its target market
segment.
• Colgate was introduced in the semi urban
and rural areas.
12. Future strategy on 4p`s
basis:
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.
13. 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.
14. 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.
15. 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.
16. 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.
18. Brand Failure
• Colgate launched the food product called
Colgate Kitchen Entrées
• The idea was that consumers
would eat their Colgate meal,
and then brush their teeth
with Colgate toothpaste.
• The trouble was that for most people the
name Colgate does not exactly get their
taste buds tingling.
20. Strengths
Strong financial
performance
Focus on innovation
and new product
launches
Colgate business
planning initiative
21. Weaknesses
Product research
Highly leveraged
22. Opportunities
Emerging markets growth
Deploying advance technologies
Growing Hispanic population in the US
23. Threats
Competitive landscape from other Private label
growth
Increasing commodity prices
Falling consumer confidence in the US
24. Promotional tools
Increasing circumference of toothpaste tube.
Free Dental Check-up in mobile vans
25.
26. Free Dental Check-up by sending a SMS
Scholarship offers like Learn & earn offer
27. 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 .
28.
29.
30. "Gardol" was actually their trademark for the
ingredient Sodium lauroyl sarcosinate .
Now they used various Slogan for different different
products like For MAX FRESH is “A Whole new
Dimension of Freshness” & For WHITE
TOOTHPASTE is “All Around Decay Protection”.
31. Various Surveys like…
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 .
32.
33. Attractive offers:
Super Saver Offer for 'All Around Decay Protection'.
Buy 200g plus a 100g tube with a Colgate Extra
Clean Toothbrush in a Family Value Pack for Rs.
82/-. Save Rs. 18/-.
Colgate Maxfresh Gel is the first toothpaste infused
with cooling crystals giving you a whole new
dimension of freshness. Get a 150g plus a 80g tube
with a Colgate Extra Clean Toothbrush in a
Freshness Value Pack for Rs. 79/-. Save Rs. 20/-
35. RECOMMENDATION:
• Colgate should hire celebrities for the
advertisement
• They should also increase the volume of
their CSR activities because they have a very
good image in the market.
• Target market should be clearly emphasized
in advertisement.
• Colgate should emphasize on Digital
Branding i.e. online purchase.