This document provides an executive summary and overview of Colgate-Palmolive (India) Ltd. It discusses the company's history dating back to 1806, its product portfolio including oral care, personal care and home care products, operations in over 75 countries, and values of caring, global teamwork and continuous improvement. The summary also outlines the company's focus on oral care, personal and home care products and pet nutrition, brands, manufacturing facilities, and goals to develop more recyclable packaging.

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COLGATE-PAMOLIVE (INDIA) LTD.
Executive Summary
INTRODUCTION
Colgate-Palmolive is a leading global consumer products
company, tightly focused on Oral Care, Personal Care, Home Care
and Pet Nutrition. Colgate sells its products in over 200 countries
and territories around the world under such internationally
recognized brand names as Colgate, Palmolive, Mennen, Softsoap,
Irish Spring, Protex, Sorriso, Kolynos, Ajax, Axion, Soupline,
Suavitel and Fab, as well as Hill's Science Diet and Hill's
Prescription Diet pet foods.
Their production data center utilizes 30 Oracle Databases with
16 TB of mission critical data supporting their SAP enterprise
modules including Supply Chain Management, Customer Relations
Management, Finance and Human Resources. A second data
center is responsible for managing over 60 test and development
databases with approximately 33 TB of data. This facility provides
disaster recovery protection for their production data center located
800 miles away.
Both data centers work cohesively to maintain data protection, 24x7
availability and disaster protection for over 49TB of data residing in Oracle
Databases.
History of the Company
Colgate-Palmolive Company, American diversified company that
manufactures and distributes household and commercial cleaning
products, dental and other personal-care products, and pet foods in
the united states and in more than 200 other countries and territories
worldwide. Headquarters are NEW YORK CITY.
Colgate-Palmolive’s history traces back to the early 19th
century when William Colgate, a soap and candle maker, began

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selling his wares in New York City under the name William Colgate
& Company. After his death in 1857, the company was run by his
son, Samuel Colgate, under the new name Colgate & Company. In
1890 Madison University in Hamilton, N.Y., was renamed colgate
university in recognition of the Colgate family’s longtime financial
support. The current corporate name was adopted in 1953.
Colgate & Company sold the first toothpaste in a tube,
Colgate’s Ribbon Dental Cream, in 1896. In 1928 the firm was
bought by Palmolive-Peet Company, whose founder, B.J. Johnson,
had developed the formula for Palmolive soap in 1898. At the turn of
the 20th century, Palmolive—which contained both palm and olive
oils—was the world’s best-selling soap.
In 1955 Colgate-Palmolive lost its number-one ranking in the
toothpaste market when the rival consumer-goods manufacturer
Procter & Gamble Co. began selling Crest, the first toothpaste with
fluoride. Colgate-Palmolive added MFP fluoride (sodium
monofluorophosphate), an enamel strengthener and cavity reducer,
to its toothpaste in 1968. Colgate Total, a line of toothpaste
designed to protect against a number of conditions including
gingivitis, was introduced in Europe in 1992 and in the United States
in 1997.
In addition to toothpaste, Colgate-Palmolive manufactured a
number of successful personal-care and household products in the
United States and other countries, including Palmolive dishwashing
liquid and Irish Spring bar soap. The firm’s acquisition of a variety of
companies from the 1960s onward enabled it to expand both its
market share and its product lines in the United States, Latin
America, Europe, and East Asia. After years of criticism and
boycotts by animal-rights groups, Colgate-Palmolive established a
moratorium on animal testing for its adult personal-care products in
1999. Major product categories remain toothpastes and
mouthwashes, toothbrushes, deodorants, bar soaps and liquid
soaps, dish soaps and dishwasher detergents, floor- and surface-
cleaning products, and pet food.

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Company Profile
Founded in 1806, Colgate-Palmolive is a $17.1 billion consumer
products company that serves people around the world with well-
known brands that make their lives healthier and more enjoyable.
Colgate Brands
Colgate provides oral care, personal care, home care and pet
nutrition products under trusted brands such as: Colgate, Palmolive,
Mennen, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, Elmex,
Tom’s of Maine, Ajax, Axion, Soupline, Suavitel, Hill’s Science Diet
and Hill’s Prescription Diet.
Operations
Colgate operates in over 75 countries and sells products in
over 200 countries and territories. Approximately 75 percent of sales
come from operations outside of the United States.
37,700 Colgate employees drive our success.
Headquartered in New York City, Colgate operates through five
divisions around the world:
The Company has over 60 manufacturing and research
facilities globally. The vast majority of Colgate products are
manufactured in Colgate-owned facilities.
Colgate Values
success is linked to the Company’s values of Caring, Global
Teamwork and Continuous Improvement.
Caring
The Company cares about people: Colgate people, customers,
shareholders and business partners. Colgate is committed to act

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with compassion, integrity, honesty and high ethics in all situations,
to listen with respect to others and to value differences.
The Company is also committed to protect the global
environment, to enhance the communities where Colgate people live
and work, and to be
compliant with government laws and regulations.
Global Teamwork
All Colgate people are part of a global team, committed to
working together across countries and throughout the world. Only by
sharing ideas, technologies and talents can the Company achieve
and sustain profitable growth.
Continuous Improvement
Colgate is committed to getting better every day in all it does,
as individuals and as teams. By better understanding consumers’
and customers’ expectations and continuously working to innovate
and improve products, services and processes, Colgate will become
the best.
Colgate Policy Statements
 Environmental, Occupational Health & Safety Policy Statement
 Code of Conduct
 Business Practices Guidelines
 Supplier Code of Conduct
 FCPA and Anti-bribery Policy
 Product Safety Research Policy
 State of California Disclosure: Supply Chain Transparency
 Material Safety Data Sheets (U.S.)
 Global HIV/AIDS Policy Statement

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Company overview
Key Dates:
1806:
Company is founded by William Colgate in New York to make
starch, soap, and candles.
1857:
After founder's death, company becomes known as Colgate &
Company.
1873:
Toothpaste is first marketed.
1896:
Collapsible tubes for toothpaste are introduced.
1898:
B.J. Johnson Soap Company (later renamed Palmolive
Company) introduces Palmolive soap.
1910:
Colgate moves from original location to Jersey City, New
Jersey.
1926:
Palmolive merges with Peet Brothers, creating Palmolive-Peet
Company.
1928:
Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-
Peet Company.
1947:
Fab detergent and Ajax cleanser are introduced.
1953:
Company changes its name to Colgate-Palmolive Company.
1956:
Corporate headquarters shifts back to New York.
1966:
Palmolive dishwashing liquid is introduced.

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1967:
Sales top $1 billion.
1968:
Colgate toothpaste is reformulated with fluoride; Ultra Brite is
introduced.
1976:
Hill's Pet Products is purchased.
1987:
The Softsoap brand of liquid soap is acquired.
1992:
The Mennen Company is acquired; Total toothpaste is
introduced overseas.
1995:
Latin American firm Kolynos Oral Care is acquired; Colgate-
Palmolive undergoes major restructuring.
1997:
Total toothpaste is launched in the United States; Colgate takes
lead in domestic toothpaste market.
2004:
Company acquires European oral care firm GABA Holding AG;
major restructuring is launched.
2005:
Colgate emerges top brands.
2006:
The market leader in toothpaste in Indian.
2009:
Appointed mr. mukul deoral as MD of the company.
2010:
Appointed mr. Pual alton as the whole time director on
September 1 .
2011:
Mr. Niket s. Ghate has been appointed as vice-president-legal
company secretary and compliance officer of the company.
2012:
Colgate retains top spot as most trusted brand.

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Dr. Mrs. Indhu shahani is been appointed as an additional
director (non-executive director) of the company.
2013:
Colgate recognised as most social company.
2014:
The ethical brand in FMCG sector was awarded to colgate.
awarded the best supplier of the year in 2013
Colgate ranked the no.1 most chosen consumer brand.
The Products of Colgate Palmolive
Colgate Palmolive manages its business in two product
segments: Oral, Personal and Home Care; and Pet Nutrition.
Colgate Palmolive is a global leader in Oral Care with the leading
toothpaste and manual toothbrush brands throughout many parts of
the world according to value share data provided by AC Nielsen.
Colgate‘s Oral Care products include Colgate Total and Colgate Max
Fresh toothpastes, Colgate 360° manual toothbrushes and Colgate
and Colgate Plax oral rinses. Colgate‘s Oral Care business also
includes dental floss and pharmaceutical products for dentists and
other oral health professionals.
Product Overview
Toothpaste works with tooth brushing to clean teeth and fight
plaque and bacteria.
Specifically:

Toothpaste contains abrasive materials that physically scrub away
plaque. In addition, toothpaste abrasives help remove food stains
from teeth and polish tooth surfaces.
Toothpaste delivers fluoride to the teeth. Fluoride incorporates
itself into tooth enamel weakened by acid attack, making it more
resistant to future acid attack from plaque bacteria and food.
Technological improvements in some toothpaste contain
ingredients that chemically hinder the growth of plaque.

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Colgate’s brands consists of a multitude of unique toothpastes lines,
specializing in the preservation and treatment of oral hygiene.
Colgate has created an array of 40 different patented toothpastes
keeping Colgate competitive in the market place. There are 13
different classifications and varieties of Colgate toothpastes.
Colgate’s toothpastes feature; cavity protection, plaque & gingivitis
prevention, long lasting fresh breath, tartar
control toothpastes, tooth whitening, baking soda and peroxide,
enamel strengthening, sensitivity relief and toothpaste designed for
children.
Product Integrity
Colgate’s internal business integrity extends to the integrity of
our products – their safety, efficacy, quality and sustainability. We
are committed to finding ways to improve the sustainability profile of
our product portfolio. We’re also committed to bringing products to
consumers that meet their needs and expectations, and are
continuously working to develop products that have a reduced
impact on the planet. Product integrity also includes a commitment
to providing affordable products to consumers at lower income
levels, and linking our products to bettering communities, through
programs such as our “Bright Smiles, Bright Futures” oral health
education initiative and our global hand washing education
programs.
Products profile of colgate Palmolive
a.Oral care
1.Toothpastes
 Colgate dental cream
 Colgate max fresh
 Colgate total 12
 Colgate sensitive
 Colgate kids

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 Colgate advanced whitening
 Colgate herbal
 Clogate cibaca
 Colgate fresh energy gel
2.Toothbrushes
 Colgate massager
 Colgate navigater plus
 Colgate extra clean
 Colgate sensitive toothbrush
 Colgate 360 toothbrush
 Colgate zig zag
3.Tooth powder
 Colgate super rakshak
4.Whitening products
 Colgate advanced whitening
5.Mouth wash
 Colgate plax
b. Personal care
1.Baby wash
 Palmolive aroma body wash relaxing
 Palmolive thermal spa body wash firming
 Palmolive aroma body wash vitality
 Palmolive thermal spa body wash massage
 Palmolive naturals moisturizing body wash milk & honey.
2. Liquid hand wash
 Palmolive natural milk & honey
 Palmolive aroma liquid hand wash
 Palmolive naturals liquid hand wash family healthy

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3.Haire care
 Palmolive halo shampoo
4.Skin care
 Palmolive charmis cream
5.Shave care
 Shave cream
c. Home care
 Axion-dish washing paste.
Brand image of colgate
Innovation is a process in which a company always tries to produce
and introduces a new and unique product in the market. Colgate
Palmolive has a such kind of nature . it is in a habit of introducing
stunning products in the market and try to have an edge from its
competitors.
Colgate always tries to create it`s image as innovators by
introducing new products in a product line colgate try to defend it`s
market and create it`s image as innovator`s the adoption is a set of
successive decisions an individual person or an organization make
before accepting a new product.
Here we are talking about colgate(toothpaste) as well as know
that people are well informed about the brand of colgate. Colgate
Palmolive always introduces toothpastes which are new as quality
but it use to have a flavour which is easily adaptable customer never
compromises on quality. Due to this behaviour of customers, it is
easy for colgate customer to adopt any new product without fear or
hesitation. For the customer , colgate is a reliable brand. That’s why
when ever colgate introduces any new product (toothpaste) it easily
spread throughout the social system in a short period.

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Brand mantra
EMOTIONAL MODIFIER
Reliable
It has maintain its performance throughout, hence that is the
most reliable toothpaste of the time and colgate still a threat to the
competitor.
DESCRIPTIVE MODIFIER
Family
Colgate’s image in India is that of a family brand with
multidimensional advantages. Consistence quality and continuous
innovation its advertisement also portray the same image of colgate.
FUNCTIONAL MODIFIER
Oral protection
Colgate is always recommended for providing oral protection
for longer hours. Hence it proves its consistency in oral care.
Business Integrity
Integrity in the way Colgate conducts business is vital to the
Company’s reputation and success. With governance principles
that guide business management and oversight, and a Code of
Conduct and ethics policy embedded into Company culture, Colgate
ensures its business success goes hand in hand with business
integrity. Formalized in 1996, Colgate’s “Guidelines on Significant
Corporate Governance Issues,” updated periodically, include
formal charters defining the duties of each Board committee and
guiding their execution. The Board of Directors is composed entirely
of outside independent directors except for the CEO, and all
directors who serve on the committees overseeing audit,
compensation and governance matters are independent.

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Company Analysis
• Goals: On May, 2014, the Colgate Company announced that it
will try to meet the sustainable goal by making products using
recyclable materials. The company revealed that it will develop
100% recyclable packaging for 3 or 4 products which includes
home, pet and personal care packaging.
• Focus: The Colgate –Palmolive is an American Multinational
Company that focuses mainly on production, distribution and
provision of household, healthcare and personal products like soaps,
detergents, toothpastes and tooth brushes (oral hygiene products).
• Culture: The Company has been known to provide its workforce
with a balanced professional and personal life structure. The
employees and management are able to communicate effectively
and promotes time-management skills. The company’s culture
reflects the importance of culture, global teamwork and constant
improvement.
• Strength: One of the biggest brands in the personal consumer
products industry.
• Weakness: Fake brands are publicized under their name.
• Market share: The Company achieved sales growth of 4% driven
by 2.5% sales volume growth with 1.5% increase in price.
Sales and Marketing
Colgate-Palmolive markets its products through advertising,
including TV and print, and other promotional activities. It has a
direct sales force at individual operating subsidiaries or business
units and also uses distributors or brokers.

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The company’s advertising investment was $1.8 billion in 2014,
compared to $1.9 billion in 2013, and $1.8 billion and 2012.
In 2014 the company announced a partnership with American stock
car driver Cole Whitt to market its Speed Stick GEAR product. As
part of the arrangement, Colgate-Palmolive will film a documentary
series chronicling Whitt's participation in the Daytona 500
Financial Performance
Company revenues dipped by 1% in 2014 (after several years of
growth) due the decrease in revenues in the oral, personal, and
home care segment and lower sales in Latin America. Volume
growth and net selling price increases were more than offset by a
negative foreign exchange. Driven by growth in the prescription diet
segment, organic sales in the oral, personal, and home care product
segment increased by 5% that year.
In 2014, Colgate-Palmolive's net income decreased by 3% due to
the decrease in revenues and increased interest expense as the
result of higher debt levels and lower interest income on investments
held outside of the US.
Cash provided by operations increased that year mainly due to a
growth in accounts receivable
Strategy
Colgate-Palmolive's strategy is to increase its market share in key
product categories; the company is organized to achieve this
goal. Its management teams func
tion along geographic lines and are accountable for each region's
business and financial results. Colgate-Palmolive points to
its geographic diversity as a way to reduce its risk in any one part of
its business.

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Colgate-Palmolive's management focuses on a variety of key
indicators to monitor business health and performance like market
share, net sales, organic sales growth, gross profit margin, operating
profit, net income and earnings per share, as well as measures used
to optimize the management of working capital, capital expenditures,
cash flow and return on capital.
A major restructuring helped tighten Colgate-Palmolive's global
supply chain and realign its sales, marketing, and new product
organizations to serve both mature and developing markets. This
and other cost-saving initiatives have freed up additional funds to
invest in product research and support. (The company's growth is
reliant on the success of its existing product line, as well as the
successful development and launch of new products.)
In 2014, the company announced a plan to expand its 2012
restructuring program in the areas of expanding commercial hubs
extending shared business services; streamlining global functions;
and optimizing global supply chain and facilities.
Colgate’s Governance Principles
 Colgate’s Board of Directors is independent, experienced and
diverse.
 Colgate’s Board focuses on key business priorities and
leadership development.
 Open communication between and among directors and
management fosters effective oversight.
 Established policies guide governance and business integrity.
 Colgate’s Board plays an active role overseeing the integrity of
the financial statements of the Company.
Colgate’s annual Code of Conduct certification and training
process reinforces the Company’s expectations regarding
acceptable and appropriate employee behavior.

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Board of directors
Lan Cook
Chairman, President and Chief Executive Officer
Mr. Cook joined Colgate in the United Kingdom in 1976 and
progressed through a series of senior management roles around the
world. He became Chief Operating Officer in 2004, with
responsibility for operations in North America, Europe, Central
Europe, Asia and Africa. In 2005, Mr. Cook was promoted to
President and Chief Operating Officer, responsible for all Colgate
operations worldwide, and was promoted to Chief Executive Officer
in 2007. Elected director in 2007 and Chairman in 2009.
John P. Bilbrey
President and Chief Executive Officer of The Hershey Company
Mr. Bilbrey has been President and Chief Executive Officer of
Hershey since 2011. Mr. Bilbrey joined the management team of
Hershey as Senior Vice President, President Hershey International
in 2003, serving as Executive Vice President and Chief Operating
Officer from 2010 to 2011. He previously spent 22 years at The
Procter & Gamble Company. Independent Director - Elected director
in 2015.

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John T. Cahill
Chairman and Chief Executive Officer of Kraft Foods Group,
Inc.
Mr. Cahill has been Chairman and Chief Executive Officer of
Kraft Foods Group since 2014 and Chairman since 2012. Prior to
joining Kraft Foods, Mr. Cahill was an industrial partner at
Ripplewood Holdings LLC from 2008 to 2011. Mr. Cahill was CEO of
The Pepsi Bottling Group, Inc. from 2001 to 2003, Chairman and
CEO from 2003 to 2006, and Executive Chairman from 2006 to
2007. Prior to that, he held multiple senior financial and operating
leadership positions at PepsiCo Inc. Independent Director – Elected
director in 2005.
Helene D. Gayle
President and Chief Executive Officer of CARE USA
Prior to joining CARE in 2006, Dr. Gayle was an executive in
the Global Health program at the Bill and Melinda Gates Foundation
from 2001 to 2006. She previously held multiple key positions at the
U.S. Centers for Disease Control. Independent Director - Elected
director in 2010.

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Ellen M. Hancock
Former President of Jazz Technologies, Inc.
(formerly Acquicor Technology), 2005-2007
Mrs. Hancock previously was Chairman and Chief Executive
Officer of Exodus Communications Inc., Executive Vice President of
Research and Development and Chief Technology Officer at Apple
Computer Inc., Executive Vice President and Chief Operating Officer
at National Semiconductor, and Senior Vice President at IBM.
Independent Director - Elected director in 1988.
Richard J. Kogan
Former President and Chief Executive Officer of
Schering-Plough Corporation, 1996-2003
Mr. Kogan was also Chairman of Schering-Plough Corporation
from 1998 to 2002. Mr. Kogan joined Schering-Plough as Executive
Vice President, Pharmaceutical Operations, in 1982 and became
President and Chief Operating Officer in 1986. Independent Director
- Elected director in 1996.

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Delano E. Lewis
Former Senior Fellow of New Mexico State University,
2006-2010
Mr. Lewis served as U.S. Ambassador to South Africa from
December 1999 to July 2001, Chief Executive Officer and President
of National Public Radio from 1994 to 1998, and President and Chief
Executive Officer of Chesapeake & Potomac Telephone Company
from 1988 to 1993, which he joined in 1973. Independent Director -
Director from 1991 to 1999 and since 2001.
Michael B. Polk
President and Chief Executive Officer, Newell Rubbermaid Inc.
Prior to joining Newell Rubbermaid in 2011, Mr. Polk held a
series of key positions at Unilever from 2003 to 2011, including
President, Global Foods, Home and Personal Care from 2010 to
2011. He previously spent sixteen years at Kraft Foods. Independent
Director – Elected director in 2014.

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J. Pedro Reinhard
Former Executive Vice President and Chief Financial Officer
of The Dow Chemical Company, 1996-2005
Mr. Reinhard served as Chief Financial Officer of The Dow
Chemical Company and Executive Vice President from 1996 to
2005. He previously held a series of senior international financial
and operating positions at The Dow Chemical Company. Mr.
Reinhard was a Director of The Dow Chemical Company from 1995
to 2007. Independent Director - Elected director in 2006.
Stephen I. Sadove
Former Chief Executive Officer of Saks Incorporated, 2006-2013
Mr. Sadove was also Chairman of Saks Incorporated from 2007
to 2013. Mr. Sadove joined the management team of Saks as Vice
Chairman in 2002, serving as Chief Operating Officer from 2004 to
2006. He previously held a series of key positions at Bristol-Meyers
Squibb. Independent Director – Elected in director in 2007.

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Committees
Audit Committee
John T. Cahill, Chair
Ellen M. Hancock
Richard J. Kogan
Stephen I. Sadove
Finance Committee
Ellen M. Hancock, Chair
Richard J. Kogan
Delano E. Lewis
J. Pedro Reinhard
Nominating and Corporate Governance Committee
Delano E. Lewis, Chair
Helene D. Gayle
Ellen M. Hancock
Personnel and Organization Committee
Richard J. Kogan, Chair
John T. Cahill
Helene D. Gayle
Delano E. Lewis
J. Pedro Reinhard
Stephen I. Sadove
Customer Analysis
Despite of facing a tough competitive market, the company
always aims to deliver maximum customer value to the market
through its multi product segment strategy. Colgate has catered all
it segments that starts from baby boomer generation. They have
retained its customers by constantly launching new innovative
products to remain competitive in the market.

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Competitive Analysis
P&G as Competitors: Both Colgate and Procter and Gamble
were established in 1800s as a small family run business. And now
both not just have sustained them but transformed as the 21st
century personal care products multi-nationals with several
household name brands.
However, Colgate –Palmolive is less diversified as compared to its
competitors like P&G and Unilever. The company’s biggest source of
sales is in oral care business.
The current market cap of Colgate-Palmolive is $58,835mil while
P&G has $225,032 million.
Collaborators
• Joint ventures: Hawley and Hazel Chemical Co. (Taiwan) with
Colgate-Palmolive formed a joint venture since 1985.
• Distributers: In Pakistan, The Company has products in four
categories: Oral care, Fabric Care, Household and Personal Care.
The company has divided it’s distributions in eight zones i.e. Karachi,
Lahore, Multan, Rawalpindi etc.
Climate: Pest Analysis
• Political And Legal Environment: Every government is willing
to impose more taxes in order to gain more profit. Moreover, the
instable political conditions in the country disrupt the business to
operate the ongoing activities.
• Economic Environment: The overall economic growth has
remained stable so far but at the time of inflation, the change in the
interest rate affects the company.
• Social and Cultural Environment: The massive social
interactions via communication channels make a huge contribution

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to the company’s productivity. Consumers are now more aware
about the market trends and therefore, Colgate caters each market
segment keeping in mind the cultural/societal trends of the
consumers.
• Technological Environment: The Research and Development
department of the company are committed to improve oral health
through the advanced leading –edge technologies. The technologies
are updated based on the prevention and treatment of oral diseases,
Market Segmentation
The Company has divided its market into two product
segments: Oral, Personal, Household Surface and Fabric Care.
Colgate is considered to be the global leader in the Oral care
Products such as toothpaste, Toothbrushes and many other
pharmaceutical products. Colgate also possesses a strong market in
the Personal Care segment that includes products like bar, liquid
hand soaps, shower gels, shampoos etc.
Marketing Strategies
• Geographic Segmentation Strategy: The Colgate Company
has implemented this strategy by expanding its business in over 200
countries. The company does not market the same product in every
country. For instance, in United States they are selling sixteen
different types of toothpastes while in UK; they are selling twenty
two different types of varieties.
• Demographic Segmentation Strategy: The Company caters
the market segment based on different demographics such as age,

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gender, social class etc. For kids aged 8-10, they have products like
transitional toothpastes. They have a separate section for infants,
children, teenagers and adults.
• Psychographic Segmentation Strategy: Here the company
sells the products considering the lifestyle and needs of the
consumers. For people who are sensitive about their teeth, they
have introduced Sensitive pro-relief toothpaste and brushes which
are made to decrease tooth sensitivity issues.

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Marketing Mix 4’Ps
• Product: In India, Colgate’s Herbal White toothpaste is widely
used. The product has a unique blend of herbs and ensures a good
oral health to the consumers.
• Price: Market penetration pricing strategy is adopted by Colgate
in order to gain market dominance. Most of the personal consumer
products and oral care products are priced at a cheaper rate so that
a massive amount of consumers could be persuaded towards the
brand.
• Place: The products are made available via direct distribution
channel where the majority of the consumers can easily get an
access to the Colgate’s products.
• Promotions: Colgate promotes all its products through personal
selling, advertising, publicity and public relations.
Marketing
mix
Product
Price
Place
Promotion

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Product life cycle
Description on PLC curves
INTRODUCTION
Colgate has introduced first product as colgate’s ribbon dental
cream in the year 1896 year later this dental cream was disappeared
by replacing other formulas in introduction of new creams in colgate.
GROWTH
In 1997 colgate total toothpaste is introduced in the U.S. and
quickly becomes the market leader. Only colgate total with its 12-
hour protection , fights a complete range of oral health problems and
quickly becomes the market leader.

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MATURITY
The maturity stage is divided into three stages;
1. In the beginning sales increase but a declining rate.
2. In the second stage sales rate remain stable.
3. In third stage sales begin to decline.
DECLINE
Today colgate’s toothpowder is not much popular. People have
stopped using toothpowder and shifted themselves by dental creams
and mouthwash.
Succeeding With consumers
Strengthening Colgate’s connection with consumers is a key
part of the Company’s growth strategy.
To better understand consumers in rural India, for example,
Colgate researchers immersed themselves in the lives of villagers
for two days, observing and discussing their oral care habits, how
they clean their homes and other daily routines. A key learning was
that mothers hope for a better life for their children through
education. Based on this insight, Colgate implemented a special
promotion that helped build awareness for good oral care habits and
offered scholarships to children.
Another way Colgate connects with today’s consumers globally
is by utilizing integrated marketing communications that include a
mix of traditional and non-traditional media. The launch of Colgate
Sensitive Pro-Relief toothpaste leveraged multiple digital touch
points, including informative product web sites and online media
featuring powerful consumer testimonials. These activities,
combined with more traditional media and promotional events, are
contributing to market share gains worldwide.

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Succeeding With The Profession
Colgate’s strong relationships with professionals have
contributed to making Colgate and Hill’s the most recommended
brands by dentists and veterinarians worldwide. Professional
endorsements build credibility for Colgate’s brands and drive product
trial.
In the United States, Colgate’s new Oral Health Advisor
program is building partnerships with dental hygienists to further
drive professional recommendations for Colgate products and
increase patient usage. The program includes comprehensive oral
health educational tools, presence at major dental conventions and
an Oral Health Advisory Board comprised of select hygienists. The
Board is given the opportunity to consult on key issues in dental
hygiene and participate in product evaluation.
Partnerships with veterinary associations are equally important
at Hill’s. Hill’s alliance with the American Animal Hospital Association
is raising awareness among veterinary professionals about the
importance of good nutrition for pets. The AAHA worked with Hill’s to
develop the first ever pet nutritional assessment guidelines for
veterinarians to use during checkups, in addition to evaluating such
vital signs as temperature and pulse rate.
Succeeding With Our Customers
Working closely with the Company’s retail customers to share
expertise and grow category sales has long been a cornerstone of
Colgate’s business strategy.
In the United States, Colgate collaborated with supermarket chain
Kroger to reorganize the oral care aisle. Based on a variety of
shopper insights and customer data, Colgate’s cross-functional com-
mercial team worked closely with the retailer to implement a more

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shopper-friendly aisle. The new design attracted more shoppers and
increased category sales.
Reinforcing the importance of customer service, Colgate has
created an innovative, activity-based training course that focuses on
the key role that supply chain collaboration plays in delivering
against customer expectations. Participants, who include customer
development, customer service and supply chain personnel, learn
through team exercises how to address supply chain and other
commercial challenges and still deliver best-in-class service to
Colgate’s retail partners at the lowest cost.
Distribution; Raw Materials; Competition;
Trademarks and Patents
The Company’s products are generally marketed by a direct
sales force at individual operating subsidiaries or business units. In
some instances, distributors or brokers are used. No single
customer accounts for 10% or more of the Company’s sales. Most
raw and packaging materials are purchased from other companies
and are available from several sources. No single raw or packaging
material represents, and no single supplier provides, a significant
portion of the Company’s total material requirements. For certain
materials, however, new suppliers may have to be qualified under
industry, government and Colgate standards, which can require
additional investment and take some period of time. Raw and
packaging material commodities such as resins, tallow, essential
oils, tropical oils, corn and soybeans are subject to market price
variations.
The Company’s products are sold in a highly competitive
global marketplace, which has experienced increased trade
concentration and the growing presence of large-format retailers and
discounters. Products similar to those produced and sold by the
Company are available from competitors in the U.S. and overseas.
Certain of the Company’s competitors are larger and have greater

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resources than the Company. In addition, private label brands sold
by retail trade chains are a source of competition for certain product
lines of the Company. Product quality and innovation, brand
recognition, marketing capability and acceptance of new products
largely determine success in the Company’s business segments.
Trademarks are considered to be of material importance to the
Company’s business. The Company follows a practice of seeking
trademark protection in the U.S. and throughout the world where the
Company’s products are sold. Principal global and regional
trademarks include Colgate, Palmolive, Mennen, Speed Stick, Lady
Speed Stick, Softsoap, Irish Spring, Protex, Sorriso, Kolynos, Elmex,
Tom’s of Maine, Ajax, Axion, Fabuloso, Soupline, Suavitel, Hill’s
Science Diet and Hill’s Prescription Diet. The Company’s rights in
these trademarks endure for as long as they are used and
registered. Although the Company actively develops and maintains a
portfolio of patents, no single patent is considered significant to the
business as a whole.
Segment Information
The Company operates in two product segments: Oral,
Personal and Home Care; and Pet Nutrition. The operations of the
Oral, Personal and Home Care product segment are managed
geographically in five reportable operating segments: North
America, Latin America, Europe/South Pacific, Asia and
Africa/Eurasia. During 2013, the Company made certain changes in
its segment reporting affecting several of the geographic operating
segments within its Oral, Personal and Home Care product
segment. These changes have no impact on the Company’s
historical consolidated financial position, results of operations or
cash flows.
Effective January 1, 2013, the Company realigned the geographic
structure of its North America and Latin America
reportable operating segments. In order to better leverage Latin
America management’s knowledge of emerging market

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consumers to accelerate growth in the region, management
responsibility for the Puerto Rico and CARICOM operations was
transferred from North America to Latin America management.
Accordingly, commencing with the Company’s financial
reporting for the quarter ended March 31, 2013, the results of the
Puerto Rico and CARICOM operations, which represent less
than 1% of the Company’s global business, are reported in the Latin
America reportable operating segment. Previously, Puerto
Rico and CARICOM represented approximately 4% of Net sales of
North America and now represent approximately 3% of Net
sales of Latin America.
Given the growing importance of the Company’s operations in
emerging markets, effective with the quarter ended
September 30 2013, the Company began to separately report
financial information for its Asia and Africa/Eurasia operating
segments. Previously, the financial information for these operating
segments was aggregated into the Greater Asia/Africa
reportable operating segment.
The Company has recast its historical geographic segment
information to conform to the new reporting structure which
results in modification to the geographic components of the Oral,
Personal and Home Care segment, with no impact on
historical Company results overall.
Colgate’s Sustainability Journey
Colgate-Palmolive Company (“Colgate”) has long focused on
the principles of sustainability. We’ve always been dedicated to
providing quality products that delight consumers, and we’ve had
programs in place to promote oral health in communities and to
reduce our energy use and increase efficiency for years.
Colgate’s values of Caring, Global Teamwork and Continuous
Improvement go hand-in-hand with the idea of sustaining both our
business and the planet for generations to come.

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In 2008, we organized our sustainability efforts under the three
pillars of People, Performance and Planet. A global Sustainability
Council and a network of Sustainability Sponsors and Champions
worked with others to implement the goals under each pillar.
In 2010, a global team of Sustainability Leaders representing
each functional unit at Colgate helped develop a 2011 to 2015
Sustainability Strategy with focused measurable goals that align with
our business objectives. Our commitments reflect the global
challenges and opportunities that are material to both Colgate and
our stakeholders.
Colgate’s 2011 to 2015 strategy maintains its emphasis on
People, Performance and Planet, with focused, measurable goals
that align with the Company’s business objectives.

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Global Sustainability Strategy

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Improving Sustainability
As part of our 2011 to 2015 Sustainability Strategy, we’ve
committed to increase the sustainability profile in all new products
we produce and in the balance of our portfolio.1 We have also
committed to reduce the environmental impact of our products and
packages by 20 percent, by increasing the use of sustainable
materials and recycled content.
In 2012, Colgate began evaluating new products using a Product
Sustainability Scorecard to drive improvement across the product life
cycle. The scorecard rates products with 35 parameters across eight
focus areas: responsible sourcing, materials, energy and
greenhouse gases, waste, water, ingredient profile, packaging and
social impact. So far, we have improved the sustainability profile in
24 percent of our products.
Focus on Packaging
Colgate’s goal by 2015 is to increase the amount of recycled
content in our packaging by 5 percent per year, including post-
consumer materials, materials from renewable resources and
recyclable materials. Additionally, we are committed to responsible
package design and are researching and testing bio-plastic options
made from renewable resources.
Approximately 35 percent of our packaging materials globally are
from recycled sources, and we’re working to expand the use in all
Colgate regions by identifying new technologies and sources of
supply.
Moving Productsto Consumers
In 2012, Colgate undertook an aggressive initiative to increase
the reporting and analysis of CO2 associated with the distribution of
our products (logistics). We now calculate the carbon impact for over
80 percent of our global production volume. In both the U.S. and

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Europe, we have reduced our logistics CO2 emissions by over 20
percent per ton of finished goods moved.
We’re also working to increase the amount of intermodal
transportation — in which goods are shipped in an intermodal
container or vehicle that can move through different modes of
transportation, such as by sea and rail. When compared with using
trucks and aircraft, intermodal transportation reduces greenhouse
gas emissions and saves cost.
Reducing Waste
Colgate’s 2011 to 2015 goal is to reduce waste sent to landfills
per unit of production from our operations by 15 percent. So far,
we’ve reduced waste by 10 percent in the past two years.
Our sites have been working on this initiative for many years, but in
2012 Colgate formalized our approach to driving reduction. We are
piloting a simplification program aimed at reducing the number and
complexity associated with our waste vendors, bringing both cost
reductions and improved alternatives to landfill disposal. We are also
developing standardized Waste Scorecards to help increase the
visibility and understanding of our waste reduction opportunities.
Paper and Board
Much of Colgate’s packaging material is derived from wood-
derived or paper-based products. Colgate strives to purchase paper
packaging from well-managed forests or from recycled material
when available. We understand the priority of purchasing certified
wood-derived products in order to prevent illegal logging,
deforestation and conversion of old-growth forests to monoculture
plantations.
Our procurement teams are now asking companies that sell
paper products a series of sustainability questions. In 2011, we
undertook an internal mapping to understand how much of our
purchases come from suppliers that had been certified by reputable

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organizations: approximately 70 percent of our spend came from
suppliers certified by groups such as the Forest Stewardship Council
(FSC), the Programme for Endorsement of Forest Certification
Schemes (PEFC) and the Sustainable Forestry Initiative (SFI). We
also have a goal to increase the recycled content in our packaging
by 20 percent by 2015, and thus avoid the use of new paper and
board. Today, approximately 35 percent of our packaging materials
globally come from recycled sources (includes both paper and other
recycled materials).
Ensuring Future Performance
Innovation
Colgate will continue to look for opportunities to grow the
business by excelling in areas. where the Company already
does business and where logical, synergistic expansion
opportunities exist. At the same time, the Company will
continue to drive for excellence
through innovation and execution. This will include innovation in all
areas, with sustainability as a key focus.
Succeeding in Emerging Markets
Colgate has built brand loyalty by maintaining a deep
understanding of local tastes and habits across categories. The
Company’s nine consumer innovation centers, which are located
close to consumers in different parts of the world, develop
insightdriven innovation.
 To better understand consumers in rural India, Colgate
researchers immersed themselves in the lives of villagers for
two days, observing and discussing their oral care habits,
how they clean their homes and other daily routines. A key
learning was that mothers hope for a better life for their

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children through education. Based on this insight, Colgate
implemented a special promotion that helped build awareness
of good oral care habits and offered scholarships to children.
 In Latin America, based on consumer expectations for a
dishwashing detergent that is tough on grease, but leaves
hands feeling soft, Colgate successfully launched Axion
Aloe and Axion Oats and Vitamin E.
 As part of its global strategy, Colgate has developed
strong relationships with dental professionals around the
world. This strategy has contributed greatly to increasing
professional recommendations for Colgate brands.
Colgate-Palmolive’s Supplier Code of Conduct
Over time, Colgate has built its reputation as an organization
that has utilized ethical business practices and high levels of
integrity as a vital business asset. The strength of Colgate’s
reputation is based not only on its own conduct, but also on the
behavior of its business partners. For that reason, Colgate aspires
to work only with those suppliers that share its values.
Colgate’s Board of Directors, senior management and all
Colgate people are committed to the highest standards of integrity
and full compliance with the Company’s Code of Conduct, as well as
the regulations and policies affecting the business. As such, it is
Colgate’s goal to ensure that its relationships with supplier partners
reflect and support the same high ethical standards.
Colgate’s Global Procurement professionals work directly with
suppliers, negotiating contracts for materials needed to produce
and market Colgate products. Purchasing decisions are based
on many factors; Colgate prefers to buy from suppliers that share
the Company’s values and commitment to sustainability and
social responsibility. Global Procurement personnel follow

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guidelines in the Global Procurement Policy Manual. Colgate’s
Supplier Code of Conduct is provided to suppliers, and Colgate’s
contracts and purchase orders require suppliers to abide by
applicable labor and equal-employment laws and Colgate
standards, as well as the Environmental, Occupational Health
and Safety Policy Statement, Foreign Corrupt Practices Act and
Anti-Bribery Policy. The Company’s Supplier Code of Conduct sets
the Company’s expectations for suppliers in anumber of critical
areas, including:
 labor practices
 protecting the environment
 health and safety
 universal human rights
 ethical dealings
 management systems.
Commitment to Safety and Quality
Consumers buy products from brands and companies they trust.
The Company is committed to ensuring consumers can trust
Colgate products for their reliability, quality and superior
performance. Colgate’s robust Research and Development program
is designed to provide effective and safe consumer-preferred
products. The Company also has the following policies and
publications:
 Product Safety Research Policy
 Environmental, Occupational Health and Safety Policy and
Standards
 Global Quality Policy and Standards
 Supply Chain Factory Performance and Reliability Standards
 Material Safety Data Sheets
 List of products that are free of animal-derived ingredients
(U.S. and Canada)

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Colgate complies with all aspects of the European Union’s
REACH regulation (Registration, Evaluation, Authorization and
Restriction of Chemical substances). Currently, Colgate does not
use any chemicals in its products classified as Substances of Very
High Concern by REACH.
Delivering Innovative Sustainable Products
Colgate provides responsible products that delight consumers
around the world, while helping to protect the planet. The
Company’s initial focus has been in its Home Care category, where
innovative products help consumers make a difference. Such
products may have recycled and recyclable packaging, require less
water and energy for effective use, and contain environmentally
preferable materials. Colgate will continue to focus on concentrated
products, including dish detergent, household cleaners and fabric
softeners. Concentrated products have a decreased
environmental impact because they require less packaging,
less water and less transportation energy. Today, 38 percent of
Colgate’s fabric conditioners and 27 percent of the
Company’s dish detergents are concentrated. Concentrated
formulas include Fleecy 2x fabric conditioner in Canada, Suavitel
fabric conditioner in North America, South Africa and Latin
America, Dynamo laundry detergent in South Pacific, and Palmolive
Ultra concentrated dish detergent in North America. Sustainable
products mean more than “green” at Colgate: Access to Colgate
products such as toothpaste, soap and household cleaners can
contribute to the health and well-being of consumers throughout
the world, and Colgate works to ensure innovative products are
available at all price points to deliver a positive impact on society.

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Contributing in Times of Need
Colgate provides emergency financial aid, donates products and
sponsors matching gift programs in times of natural disaster.
 After the 2011 Japan earthquake and tsunami, Colgate
donated funds and matched employee contributions to
the American Red Cross and Save the Children, totalling
$350,000. The Company also donated products such as
soap and hand sanitizer worth $250,000, as well as pet
food for dogs and cats affected by the disaster.
 In 2010, Colgate and its employees donated over $750,000 in
monetary and in-kind donations after the earthquake in
Haiti.
Promoting Oral Health
Colgate’s most comprehensive oral health initiative, “Bright
Smiles, Bright Futures,” promotes oral health education and
prevention in communities worldwide. The Company distributes
toothpaste, toothbrushes, videos, books, software and interactive
activities in over 30 languages for use in the classroom or at
home.
Volunteer dentists visit local communities to conduct free
dental screenings, distribute educational materials and educate
children and their families about the importance of maintaining
good oral health. “Bright Smiles, Bright Futures” has reached 650
million children in 80 countries since 1991, 50 million in 2010
alone, and seeks to reach a billion children by 2020.
Colgate is a founding and principal sponsor of the Global Child
Dental Fund. The group builds on the achievements of the Global
Child Dental Health Taskforce, which Colgate established in
partnership with the World Health Organization with a goal to
eradicate dental cavities in children globally by 2026. Since 2006,
the Taskforce has benefited over 20 million children in 13

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countries, including one million children in China and 1.3 million in
Brazil.
Promoting Well-Being in Communities
Colgate employees, as well as some customers and community
organizations, are working together for the good of the
communities the Company serves. Colgate uses its expertise in
oral health, personal hygiene and pet nutrition to promote well-being
and health in communities, and to support charitable organizations
with similar goals.
Colgate’s programs respond to some of the most pressing
health issues of our time, from lack of access to oral care to the
spread of preventable disease. The programs are a natural
extension of the Company’s business in oral care, personal care,
home care and pet nutrition, and are a reflection of its values of
Caring, Global Teamwork and Continuous Improvement.
Partnering with Customers
Colgate partners with hundreds of thousands of retail stores,
large and small, to sell products around the world. Treating all
retail customers with fairness and integrity is a priority at
Colgate, and working closely with the Company’s customers to
share expertise and grow category sales has long been a
cornerstone of Colgate’s business strategy. In order to continue
to succeed with customers, the Company has an activity-based
training course on supply chain collaboration in which
customer development, customer service and supply chain
personnel focus on how to address commercial challenges and
deliver best-in-class service to Colgate’s retail partners.
Colgate’s Customer Development Organization’s goal is to be
viewed by customers as the No.1 supplier compared to competitors,

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and the Company continues to improve in a survey conducted
every three years to measure retailer satisfaction.
 In the United States, Colgate collaborated with supermarket
chain Kroger to reorganize the oral care aisle. Based on a
variety of shopper insights and customer data, Colgate’s
cross-functional commercial team worked closely with the
retailer to implement a more shopper-friendly aisle. The
new design attracted more shoppers and increased
category sales.
 Identifying the right assortment of products is especially
important in small stores, where space is limited. Colgate
works closely with small shop owners to help them select
the best combination of products for their store.
Diversity and Inclusion
Colgate’s commitment to diversity and inclusion revolves
around employee network groups, community support, support
for local educational institutions and recruitment. Colgate supports
network and affinity groups representing many different perspectives
and ways of life. Each group contributes to Colgate’s inclusive work
environment by developing and implementing activities and
programs to promote community involvement and cultural
awareness, from events to celebrate Black History Month and
Hispanic Heritage Month, to high school mentoring, networking
and “women supporting women” programs.
Select Colgate Network Groups
 Asian Action Network
 Black Action Committee Network
 Colgate Women’s Network
 Colgate Gay, Lesbian, BisexualTransgender (GLBT) Network
Hill’s 4 Generation Network
 Hill’s Diversity Council
 Hill’s Women Empowerment

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 Hispanic Action Network
 New Employee Organization
 Colgate Parents’ Network.
SWOT Analysis
Strengths
• Geographically diversified industry.
• Strong brand image.
• Strong market share.
• Appealing advertisements.
• Huge sales growth.
• Skilled workforce.
• Strong promotional strategies.
Weaknesses
• Product expansion is restricted.
• Saturated market.
• Market share is lower than its competitors.
Opportunities
• International Market Expansion.
• Emerging markets may attract business
• Differentiation strategy is required.
Threats
• Increase in commodity prices.
• Fierce competition.
• New entrants in the market can be a threat to Colgate.

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Conclusions
The Colgate-Palmolive is a consumer oriented company which is
currently operating in more than 100 countries. They provide many
employee oriented programs and managing their international
business quite well. The way they have established in the business
and international market, they still have a higher chance to remain
competitive in the years ahead.