We reached out to 6 million people from 20,000 villages in India by 1998. Colgate introduced the first toothpaste in a jar in 1873 and was founded in 1806 for soap and candle manufacturing. In 1896, they launched the first collapsible tubed toothpaste. They have targeted rural markets in India with affordable tooth powder and paste sachets, as well as dental checkup camps, reaching over 6 million people by 1998. Their people, processes, and packaging focus on raising oral healthcare awareness in rural areas through demonstrations and CSR activities.

1. We Reached out to 6 Million People
from Around 20,000 Villages In India
By 1998

2. Our Motto
“Think Global, Act Local”

4. Brief History
1873 : Introduced First Toothpaste in Jar Packaging
1806 : William Colgate Founded “ Colgate “ for Manufacturing of Soaps,Starch and Candles
1896 : “Colgate Ribbon Dental Cream “ First Collapsible Tubed Toothpaste Launched
1926 : Palmolive and Peet Merged with the Company to name it “ Colgate Palmolive Peet”
1953 : “Colgate Palmolive Peet “ Rebranded to “ Colgate Palmolive “

5. Rural Marketing Strategy
Colgate Tooth Powder “Super Shakti “ Sachet PacksDental Checkup Camps

6. Rural Marketing Strategy
Colgate Tooth Powder Targeting Rural Market
Lower Per Head Cost as there is No Involvement of Brush
10gm. Tooth Powder Sachet for Rs. 1.50 and 15gm. Tooth Paste Sachet for Rs. 3
“ Dental Check up Camps “ and campaigns with “ ITC E- Chaupal “
Colgate “ Sampark “ Campaign

7. People, Process and Physical Evidence
People :
• Who Speak Local
Languages
• Who can effectively
communicate the
Message to the Rural
Audience
• Who Can Explain
Pro’s of Oral Care
Process :
• Focus on Awareness
about Oral Hygiene
using “Dental
Checkup Camps”
• Demonstration of Oral
Care
• CSR Activities like Oral
Cancer Awareness
Physical Evidence :
• Attractive And Cost
Effective Packaging
• Multiple Pack Sizes: -
Small Sachets to Big
Combo Packs

8. Perceptual Mapping
HHHL
LL LH
Freshness
Protection
From Germs

9. Colgate Tooth Powder
Colgate Active Salt
Sachet Packaging of Tooth Paste and Tooth Powder

10. Bell Curve

11. Colgate Brands

12. Top 5 Oral Care Brands of 2013 (Worldwide]

13. References
• http://www.colgate.co.in
• http://Ruralwheels.in
• http://www.rappler.com/business/28918-colgate-is-bought-by-65-of-worlds-households
• Book : - Rural Marketing, By Balram Dogra