Colgate toothpaste; an overview of product level, packaging & labeling, Product mix, Pricing Strategy.

1. COLGATE TOOTHPASTE
Made By;
Madhurima Chatterjee
Shefali Jain
Sonali Deulkar
Prakhar Khandelwal
Mithlesh Dhar

2. History
The Colgate-Palmolive Company is an American worldwide consumer products company
focused on the production, distribution and provision of household, health care and
personal care products.
Colgate is available in 5.4 million retail outlets across country.
In dental care sector its market share is 55.1%
1806, William Colgate starts a starch, soap and candle business on Dutch Street in New
York City.
1997 Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market
leader.

3. 55%
19%
14%
12.10%
Market Share of Toothpaste
colgate HUL Dabur Others

4. PRODUCT

5. Product Mix Colgate

6. Colgate
Toothpastes
Active Salt
Healthy gum
& teeth
Neem & Salt
Salt &
Lemon
MaxFresh
Power
Freeze
Spicy Fresh
Citrus Blast
Peppermint
Ice
Total
Charcoal
Deep Clean
Advanced
Whitening
Advanced
Health
Pro-Gum
Health
SENSITIVE
Sensitive
Plus
Sensitive
Plus Enamel
Original
Clove
Visible White
Visible White
Visible White
Plus Shine
Product Mix

7. Colgate
Toothpastes
Cibaca
Cibaca
Vedshakti
Cibaca
overall Prot.
Kids
Gel
Spiderman
(Bubble Fruit)
Barbie
(Strawberry)
Paste
Bubble Fruit
Tiger &
Monkey
Strawberry
Bear &
Elephant
Swarna
VedShakti
Cavity
Protection
Maximum
Cavity Prot.
Cntd . . . .

9. Product Levels
Core
Product:
Oral Hygiene
Basic
Product:
Toothpaste
Expected
Product:
Fluoride,
Therapeutic
Benefits
Augmented
Product:
Whiter Teeth
& Fresh
Breath
Potential
Products:
Cooling
Crystals and
Optic White

10. PACKAGING ANALYSIS
PRIMARY PACKAGING- Direct contact with the product,
cylindrical tube made up of plastic, hermetically sealed,
hence germ free.
SECONDARY PACKAGING- Protection to the primary
package + product, the cardboard box, recyclable.
TERTIARY PACKAGING- Mostly cartons for shipping,
handling, storage.

11. Labelling Analysis
 LOGO- Red background and white text.
 Image/graphics- purpose clearly
understood.
 Ingredients- clearly mentioned, level of
flourine present.
 Warning- flourine related warning for the
use of kids.
 Manufacturing date, Expiry date from the
date of manufacture, batch number
important for product recall.
 Retail price, weight, bar code, coloured box
on the tube.
 Registered trademark and IDA certified-
authenticity.
 Save water logo- increasing awareness
about global water shortages.

12. PRICE POINTS OF COLGATE
Variants of
Colgate
Pack Size
(grams.)
Price Points
Convenience
Store
Supermarket Hypermart Click &
Mortar
Cibaca 80 30 30 28 30
175 50 50 47 50
350 90 90 85 90
Vedshakti 175 55 55 50 55
2*175 89 89 83 89
Kids(gel) 80 85 85 81 85
Kids(paste) 40 35 35 31 35

13. PRICE POINTS OF COLGATE
Variants of
Colgate
Pack Size
(grams.)
Price Points
Convenience
Store
Supermarket Hypermart Click &
Mortar
Active Salt 50 20 20 20 20
100 55 55 52 55
200 90 90 86 92
300 - 130 127 134
MaxFresh 80 48 48 45 48
150 88 88 85 88
300 - 165 159 170
Total 120 88 90 85 90
120*2 167 165 159 167
Sensitive 80 105 105 99 105
80*2 - - - 99*
30 60 60 - 60
Visible White 50 - - 47 51

14. Thank You