Colgate Palmolive started operations in Pakistan in 1977 as a joint venture between Colgate Palmolive USA and Lakson Group. It is one of the largest ventures of the group with assets over Rs. 400 million and annual turnover of Rs. 1500 million. Colgate's main competitors are Macleans, Medicam, Close-up, English, and Pepsodent. Its target market is middle to upper income families and it maintains a premium pricing strategy while emphasizing quality. The document discusses Colgate's product lines, distribution channels, and recommendations for expanding its brand.

5. Substitute Competition: Colgate toothpaste competes with Dentonic, and Khas tooth powder

6. Brand Hierarchy: Colgate Navigator Plus Colgate Plus Colgate Premier Colgate Extra Clean Colgate Super Flexible Sparkle Toothpaste Oral Care Personal Care Surface Care Max Bar Azadi Dish Bar Max Scourers Max Liquid Max Antibacterial Beauty Soap ~ Palmolive Naturals Carbolic Soap~ Azadi Skin Germ Protection Soap ~ Protex Brite Maximum Power Express Power Bonus Softlan Fabric Care Colgate Maximum Cavity Protection Colgate Total Fresh Stripe Colgate Herbal Colgate Herbal White Colgate Whitening Colgate Fresh Energy Gel

10. Brand Mantra Oral Protection Colgate is always recommended for providing oral protection for longer hours.Hence, it proves its consistency in oral care. Family Colgate’s image in Pakistan is that of a family brand with multidimensional advantages, consistent quality and continuous innovation.Its advertisement also portray the same image of colgate. Reliable It has maintain its performance throughout.Hence,it is the most reliable toothpaste of the time and colgate is still a threat to the competitor. Functional Modifier DescriptiveModifier Emotional Modifier

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