A comprehensive background of Colgate-Palmolive containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Colgate-Palmolive Company is an American multinational company focused on producing and distributing household, healthcare, and personal products. Founded in 1806, it is headquartered in New York City and manufactures oral care products like toothpaste and toothbrushes. With over 36,000 employees globally, Colgate has a leading market share in oral care and maintains a portfolio of trusted brands.
This document provides a project report on Colgate-Palmolive Ltd. It includes an introduction to the company, its history dating back to the 1800s, details on its marketing mix including product, price, place and promotion strategies. It also includes a BCG matrix analysis, SWOT analysis and STP analysis of Colgate's business and products. The project was submitted by five MBA students and provides a comprehensive overview of Colgate-Palmolive's business in 3 pages.
Colgate has been in business since 1806 and began as a starch, soap and candle factory. It introduced its first toothpaste in 1873 and was the first to sell toothpaste in a tube in 1896. Over time, Colgate expanded globally through acquisitions and is now a leading oral care brand present in over 200 countries. Currently, Colgate focuses on innovation, emerging markets growth, and leveraging technology while facing competition from brands like HUL. It aims to increase rural penetration in India through affordable products and promotions.
The document provides an overview of the Indian oral care market and Colgate's position and strategies within it. Some key points:
- Traditional oral care methods like neem sticks are still commonly used in India, with low toothpaste consumption and a shortage of dentists.
- Colgate and Hindustan Unilever dominate the organized toothpaste market with over 85% share.
- When faced with aggressive competition from cheaper local brands, Colgate launched its own cheaper brand, Colgate Cibaca, which gained 50% of the discount segment market share within a year.
- A history of Colgate is given, from its founding in 1806 selling soap and candles to becoming a global consumer
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.
Colgate-Palmolive is a $15.6 billion global consumer products company with brands in oral care, personal care, home care, and pet nutrition. It has a hierarchical organizational structure led by CEO Ian Cook. The document provides details on the executive management teams of Colgate-Palmolive's parent company in New York and its subsidiary in India, Colgate-Palmolive (India) Ltd. It also briefly describes Colgate-Palmolive (India)'s business growth and distribution network in India.
Colgate Marketing Report provides an overview of the oral care industry and key players such as Colgate-Palmolive, Procter & Gamble, GlaxoSmithKline, and Unilever. Colgate-Palmolive is the world's largest seller of toothpaste and a leader in oral care products. It offers an array of personal care and household cleaning brands globally. The report also discusses locally manufactured toothpaste brands in the market and provides a history of Colgate-Palmolive from its founding in 1806 to present day operations across multiple categories worldwide.
Colgate-Palmolive is a global consumer products company founded in 1806. It has a portfolio of oral care, personal care, home care, and pet nutrition products, including Colgate toothpaste, Irish Spring soap, and Hill's pet food. Colgate-Palmolive has annual revenue of over $17 billion and operates in over 200 countries. The company aims to be the best global consumer products company through caring about people, global teamwork, and continuous improvement. It seeks to understand consumers, launch innovative new products, and strengthen its worldwide leadership.
Colgate-Palmolive Company is an American multinational company focused on producing and distributing household, healthcare, and personal products. Founded in 1806, it is headquartered in New York City and manufactures oral care products like toothpaste and toothbrushes. With over 36,000 employees globally, Colgate has a leading market share in oral care and maintains a portfolio of trusted brands.
This document provides a project report on Colgate-Palmolive Ltd. It includes an introduction to the company, its history dating back to the 1800s, details on its marketing mix including product, price, place and promotion strategies. It also includes a BCG matrix analysis, SWOT analysis and STP analysis of Colgate's business and products. The project was submitted by five MBA students and provides a comprehensive overview of Colgate-Palmolive's business in 3 pages.
Colgate has been in business since 1806 and began as a starch, soap and candle factory. It introduced its first toothpaste in 1873 and was the first to sell toothpaste in a tube in 1896. Over time, Colgate expanded globally through acquisitions and is now a leading oral care brand present in over 200 countries. Currently, Colgate focuses on innovation, emerging markets growth, and leveraging technology while facing competition from brands like HUL. It aims to increase rural penetration in India through affordable products and promotions.
The document provides an overview of the Indian oral care market and Colgate's position and strategies within it. Some key points:
- Traditional oral care methods like neem sticks are still commonly used in India, with low toothpaste consumption and a shortage of dentists.
- Colgate and Hindustan Unilever dominate the organized toothpaste market with over 85% share.
- When faced with aggressive competition from cheaper local brands, Colgate launched its own cheaper brand, Colgate Cibaca, which gained 50% of the discount segment market share within a year.
- A history of Colgate is given, from its founding in 1806 selling soap and candles to becoming a global consumer
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.
Colgate-Palmolive is a $15.6 billion global consumer products company with brands in oral care, personal care, home care, and pet nutrition. It has a hierarchical organizational structure led by CEO Ian Cook. The document provides details on the executive management teams of Colgate-Palmolive's parent company in New York and its subsidiary in India, Colgate-Palmolive (India) Ltd. It also briefly describes Colgate-Palmolive (India)'s business growth and distribution network in India.
Colgate Marketing Report provides an overview of the oral care industry and key players such as Colgate-Palmolive, Procter & Gamble, GlaxoSmithKline, and Unilever. Colgate-Palmolive is the world's largest seller of toothpaste and a leader in oral care products. It offers an array of personal care and household cleaning brands globally. The report also discusses locally manufactured toothpaste brands in the market and provides a history of Colgate-Palmolive from its founding in 1806 to present day operations across multiple categories worldwide.
Colgate-Palmolive is a global consumer products company founded in 1806. It has a portfolio of oral care, personal care, home care, and pet nutrition products, including Colgate toothpaste, Irish Spring soap, and Hill's pet food. Colgate-Palmolive has annual revenue of over $17 billion and operates in over 200 countries. The company aims to be the best global consumer products company through caring about people, global teamwork, and continuous improvement. It seeks to understand consumers, launch innovative new products, and strengthen its worldwide leadership.
Colgate Palmolive is one of the largest FMCG companies globally with a 44.7% market share in toothpaste. It operates across 6 continents with business segments including oral care, personal care, home care, and pet nutrition. The study aimed to understand factors influencing consumer behavior for Colgate toothpaste in India, particularly for their sensitive toothpaste product. Key findings from the questionnaire showed quality was the top purchase factor, professional advice the most important information source, and freshening breath and sensitivity relief the primary product attributes driving purchases.
Founded in 1809, Colgate Palmolive operates in over 200 countries with around 39,200 employees worldwide. It has major manufacturing facilities across the US and overseas, producing products for oral care, personal care, home care, and pet food. Colgate Palmolive uses a global supply chain network involving ocean and truck shipments to distribute products from manufacturing facilities to warehouses and stores. It partners with a single global logistics company to transport goods between continents via trucking.
The toothpaste industry in India offers significant growth opportunities as penetration and per capita consumption is still low. While awareness is increasing, the total market is 750 crores with a growth rate of 18.6% annually. However, per capita usage remains just 85gms per person leaving vast potential for expansion. Major players include Colgate Palmolive and Hindustan Unilever who have the highest market shares but many local and regional brands are also available.
Colgate-Palmolive is poised to launch a new toothbrush called Colgate Precision in the United States. The product manager must recommend positioning, branding, and communication strategies. Tests found Precision to be more effective than competitors. There is debate around whether to emphasize the Colgate or Precision brand name. The product manager must decide whether to market Precision to a niche "super-premium" market or more broadly to gain more revenue. Initial niche marketing could help test demand before broader launch.
The oral care market in India is large but growing slowly, with many Indians still using traditional cleaning methods instead of toothpaste. Toothpaste penetration is low, at just 82g per capita consumption annually on average. Colgate and Hindustan Lever together dominate over 85% of the organized toothpaste market. The toothpaste market grew robustly until 2001 but then declined in value, with Colgate and Hindustan Lever facing increased competition from regional discount brands. Colgate responded successfully by revitalizing its Cibaca brand at lower prices, gaining 50% of the discount segment market share within a year.
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 project report summarizes a brand promotional activity conducted by Colgate-Palmolive for their Colgate Sensitive Pro Relief toothpaste. The objectives were to promote the product, study consumer response, and analyze the potential for the product in Andheri. Primary research was conducted through a questionnaire distributed to 3000 customers at Korum Mall. The data collected was analyzed using Microsoft Excel. Key findings from the consumer research and analysis are discussed to understand consumer perceptions and room for improving sales of Colgate Sensitive Pro Relief toothpaste.
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.
El documento resume la historia de Colgate-Palmolive desde su fundación en 1806 hasta el presente. Comenzó como una pequeña fábrica de jabón, almidón y velas en Nueva York. Desde entonces, la compañía se ha expandido a nivel mundial y ahora ofrece más de 800 productos diferentes. Colgate se ha comprometido a reducir su impacto ambiental a través de iniciativas como la reducción del consumo de energía, emisiones de carbono, agua y residuos.
El documento describe un hipermercado ubicado en Cosmocentro, Cali. El hipermercado cuenta con 25.000 m2 de superficie y un estacionamiento de tres pisos. Ofrece una variedad de productos y servicios como supermercado, bancos, restaurantes y entretenimiento. El centro comercial atrae clientes de diferentes estratos socioeconómicos y es popular los fines de semana como lugar de esparcimiento para familias.
En 1906, 100 años después de su fundación, la Compañía Colgate tenía una línea de productos que incluía jabones para lavandería, 160 jabones de tocador y 625 perfumes. En 1997 se lanzó al mercado la crema dental Colgate Total 12, con una fórmula exclusiva que ofrece efectividad contra las bacterias hasta 12 horas después del cepillado. Colgate Total 12 brinda 12 beneficios para la salud bucal.
Colgate is the number one recommended toothpaste brand by dentists in India. It has the widest distribution network across over 4.3 million retail outlets in the country. Colgate dominates the Indian toothpaste market with over 50% market share. It offers various toothpaste products targeted towards adults, kids, whitening, herbal, etc. Colgate has been operating in India since 1937 and globally since 1806. It focuses on oral care, personal care, home care, and pet nutrition businesses worldwide.
El documento explica los pasos para crear un PowToon. Primero, se accede a la página web de PowToon y se crea una cuenta gratuita. Luego, se elige un programa, como Book Reporter, y se edita para agregar texto, fondos, transiciones, imágenes, videos y diapositivas adicionales. El documento proporciona detalles sobre cómo personalizar cada elemento para crear un PowToon.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
This document discusses Colgate's launch of a new precision toothbrush. It considers decisions around positioning, branding, and marketing communications. The toothbrush has three bristle lengths and improved plaque removal. Initially, it recommends a niche market positioning under the Precision brand to limit cannibalization of Colgate Plus. Advertisements and in-store displays should demonstrate its benefits to the target involved oral health consumers. Distributing mainly through drug stores, it concludes the niche approach will allow expanding to the mainstream market while showing the product's advantages.
Wipro Consumer Products wants to understand the deodorant market in India to identify opportunities for growth. Nielsen's analysis shows that the market is valued at Rs. 2,246 crores and growing at 5.9%, but volume is declining as average prices rise. Major brands like Fogg, Axe, and Engage have the largest market shares. The urban youth is the key target segment. Wipro could focus on smaller pack sizes, new formats, and expanding distribution to penetrate new regions to increase sales.
The document provides an overview of the toothbrush industry and Colgate Plus toothbrush. It discusses the objective of analyzing consumer attitudes, the toothbrush market, and Colgate Plus' position. It then covers Colgate's company profile and strategy to focus on expanding market penetration. Segmentation of the toothbrush market is described based on price, benefits, and consumer characteristics. Colgate Plus is targeted at the upper middle class and positioned as a premium product through distinctive design, packaging, and branding as a higher quality option from Colgate.
Slides used in a webinar presentation on the future of supply chain management. Presenters from IBM and Colgate joined with Lora Cecere, founder of Supply Chain Insights.
The document discusses Colgate's goals of fostering an inclusive and diverse workplace, providing oversight to its ethics and compliance organization, and working cooperatively with governments. It outlines Colgate's commitments to equal opportunity, a safe workplace, fair pay, and freedom of association for employees. The document also reviews Colgate's community support programs in several countries and strategies for strengthening its brand, such as product innovation, marketing, and celebrity endorsements.
This document summarizes an investment opportunity to invest in rare and classic cars through a company called Rare Metal. Rare Metal aims to source, restore, and sell rare classic cars to maximize returns, which are projected to be over 10% annually. The minimum investment is £100,000, with tax benefits available through the UK's Enterprise Investment Scheme. Rare Metal's experienced team will manage the restoration and sale of cars to take advantage of the strong historic performance and future potential of the classic car market.
FMCG: Industry, Backgound and Interesting FactsGreg Thain
An introduction to the Fast-Moving Consumer Goods industry, giving you its background and key facts and figures.
This research is to support the latest book by Greg Thain with co-author John Bradley, FMCG: The Power of Fast Moving Consumer Goods now available on Amazon.com and other major retailers.
FMCG: http://bit.ly/FMCGBook
Greg Thain's LinkedIn: https://www.linkedin.com/in/gregthain
M3 Website: http://m3media.co/home/#home
Colgate Palmolive is one of the largest FMCG companies globally with a 44.7% market share in toothpaste. It operates across 6 continents with business segments including oral care, personal care, home care, and pet nutrition. The study aimed to understand factors influencing consumer behavior for Colgate toothpaste in India, particularly for their sensitive toothpaste product. Key findings from the questionnaire showed quality was the top purchase factor, professional advice the most important information source, and freshening breath and sensitivity relief the primary product attributes driving purchases.
Founded in 1809, Colgate Palmolive operates in over 200 countries with around 39,200 employees worldwide. It has major manufacturing facilities across the US and overseas, producing products for oral care, personal care, home care, and pet food. Colgate Palmolive uses a global supply chain network involving ocean and truck shipments to distribute products from manufacturing facilities to warehouses and stores. It partners with a single global logistics company to transport goods between continents via trucking.
The toothpaste industry in India offers significant growth opportunities as penetration and per capita consumption is still low. While awareness is increasing, the total market is 750 crores with a growth rate of 18.6% annually. However, per capita usage remains just 85gms per person leaving vast potential for expansion. Major players include Colgate Palmolive and Hindustan Unilever who have the highest market shares but many local and regional brands are also available.
Colgate-Palmolive is poised to launch a new toothbrush called Colgate Precision in the United States. The product manager must recommend positioning, branding, and communication strategies. Tests found Precision to be more effective than competitors. There is debate around whether to emphasize the Colgate or Precision brand name. The product manager must decide whether to market Precision to a niche "super-premium" market or more broadly to gain more revenue. Initial niche marketing could help test demand before broader launch.
The oral care market in India is large but growing slowly, with many Indians still using traditional cleaning methods instead of toothpaste. Toothpaste penetration is low, at just 82g per capita consumption annually on average. Colgate and Hindustan Lever together dominate over 85% of the organized toothpaste market. The toothpaste market grew robustly until 2001 but then declined in value, with Colgate and Hindustan Lever facing increased competition from regional discount brands. Colgate responded successfully by revitalizing its Cibaca brand at lower prices, gaining 50% of the discount segment market share within a year.
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 project report summarizes a brand promotional activity conducted by Colgate-Palmolive for their Colgate Sensitive Pro Relief toothpaste. The objectives were to promote the product, study consumer response, and analyze the potential for the product in Andheri. Primary research was conducted through a questionnaire distributed to 3000 customers at Korum Mall. The data collected was analyzed using Microsoft Excel. Key findings from the consumer research and analysis are discussed to understand consumer perceptions and room for improving sales of Colgate Sensitive Pro Relief toothpaste.
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.
El documento resume la historia de Colgate-Palmolive desde su fundación en 1806 hasta el presente. Comenzó como una pequeña fábrica de jabón, almidón y velas en Nueva York. Desde entonces, la compañía se ha expandido a nivel mundial y ahora ofrece más de 800 productos diferentes. Colgate se ha comprometido a reducir su impacto ambiental a través de iniciativas como la reducción del consumo de energía, emisiones de carbono, agua y residuos.
El documento describe un hipermercado ubicado en Cosmocentro, Cali. El hipermercado cuenta con 25.000 m2 de superficie y un estacionamiento de tres pisos. Ofrece una variedad de productos y servicios como supermercado, bancos, restaurantes y entretenimiento. El centro comercial atrae clientes de diferentes estratos socioeconómicos y es popular los fines de semana como lugar de esparcimiento para familias.
En 1906, 100 años después de su fundación, la Compañía Colgate tenía una línea de productos que incluía jabones para lavandería, 160 jabones de tocador y 625 perfumes. En 1997 se lanzó al mercado la crema dental Colgate Total 12, con una fórmula exclusiva que ofrece efectividad contra las bacterias hasta 12 horas después del cepillado. Colgate Total 12 brinda 12 beneficios para la salud bucal.
Colgate is the number one recommended toothpaste brand by dentists in India. It has the widest distribution network across over 4.3 million retail outlets in the country. Colgate dominates the Indian toothpaste market with over 50% market share. It offers various toothpaste products targeted towards adults, kids, whitening, herbal, etc. Colgate has been operating in India since 1937 and globally since 1806. It focuses on oral care, personal care, home care, and pet nutrition businesses worldwide.
El documento explica los pasos para crear un PowToon. Primero, se accede a la página web de PowToon y se crea una cuenta gratuita. Luego, se elige un programa, como Book Reporter, y se edita para agregar texto, fondos, transiciones, imágenes, videos y diapositivas adicionales. El documento proporciona detalles sobre cómo personalizar cada elemento para crear un PowToon.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
This document discusses Colgate's launch of a new precision toothbrush. It considers decisions around positioning, branding, and marketing communications. The toothbrush has three bristle lengths and improved plaque removal. Initially, it recommends a niche market positioning under the Precision brand to limit cannibalization of Colgate Plus. Advertisements and in-store displays should demonstrate its benefits to the target involved oral health consumers. Distributing mainly through drug stores, it concludes the niche approach will allow expanding to the mainstream market while showing the product's advantages.
Wipro Consumer Products wants to understand the deodorant market in India to identify opportunities for growth. Nielsen's analysis shows that the market is valued at Rs. 2,246 crores and growing at 5.9%, but volume is declining as average prices rise. Major brands like Fogg, Axe, and Engage have the largest market shares. The urban youth is the key target segment. Wipro could focus on smaller pack sizes, new formats, and expanding distribution to penetrate new regions to increase sales.
The document provides an overview of the toothbrush industry and Colgate Plus toothbrush. It discusses the objective of analyzing consumer attitudes, the toothbrush market, and Colgate Plus' position. It then covers Colgate's company profile and strategy to focus on expanding market penetration. Segmentation of the toothbrush market is described based on price, benefits, and consumer characteristics. Colgate Plus is targeted at the upper middle class and positioned as a premium product through distinctive design, packaging, and branding as a higher quality option from Colgate.
Slides used in a webinar presentation on the future of supply chain management. Presenters from IBM and Colgate joined with Lora Cecere, founder of Supply Chain Insights.
The document discusses Colgate's goals of fostering an inclusive and diverse workplace, providing oversight to its ethics and compliance organization, and working cooperatively with governments. It outlines Colgate's commitments to equal opportunity, a safe workplace, fair pay, and freedom of association for employees. The document also reviews Colgate's community support programs in several countries and strategies for strengthening its brand, such as product innovation, marketing, and celebrity endorsements.
This document summarizes an investment opportunity to invest in rare and classic cars through a company called Rare Metal. Rare Metal aims to source, restore, and sell rare classic cars to maximize returns, which are projected to be over 10% annually. The minimum investment is £100,000, with tax benefits available through the UK's Enterprise Investment Scheme. Rare Metal's experienced team will manage the restoration and sale of cars to take advantage of the strong historic performance and future potential of the classic car market.
FMCG: Industry, Backgound and Interesting FactsGreg Thain
An introduction to the Fast-Moving Consumer Goods industry, giving you its background and key facts and figures.
This research is to support the latest book by Greg Thain with co-author John Bradley, FMCG: The Power of Fast Moving Consumer Goods now available on Amazon.com and other major retailers.
FMCG: http://bit.ly/FMCGBook
Greg Thain's LinkedIn: https://www.linkedin.com/in/gregthain
M3 Website: http://m3media.co/home/#home
The Future of Retail presented by Greg Thain, Keynote Speaker at Retail Asia Leadership Forum 2014, November 10 at Singapore.
Greg Thain's LinkedIn: https://www.linkedin.com/in/gregthain
M3 Website: http://m3media.co/home/#home
Wahaha - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Marketing containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Unilever - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Unilever containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
The Estee Lauder Company - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of The Estee Lauder Company containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Reckitt Benckiser - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Reckitt Benckiser containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Kellogg's - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Kellogg's containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
General Mills - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of General Mills containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
L'Oréal - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of L'Oréal containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Kimberly-Clark - History, Evolution, Present and the FutureGreg Thain
The document traces the history of Kimberly-Clark from its founding in 1872 as a paper mill company to its evolution into a global consumer goods company. Three pivotal events were the invention of Cellucotton wound dressings during WWI, entering the diaper business to compete with Procter & Gamble, and merging with Scott Paper which opened doors for international expansion. These transformed Kimberly-Clark from a paper company into a packaged goods leader with trusted brands like Kleenex and Huggies sold around the world.
Henkel - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Henkel containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Danone - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Danone containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
3. Established in 1806 and founded by William Colgate
Once called William Colgate and Company
First priority was to manufacture and sell soaps and candles
After William’s death, Samuel Colgate, William’s son, inherited the
company in 1857
Samuel produced new and improved scented soaps in 1866
Colgate launched Cashmere Bouquet, the America’s first milled,
perfumed soap in 1872
A year later, Colgate launched toothpastes sold in jars
Peet Brothers of Kansas City and B. J. Johnson Soap Company of
Milwaukee were its major competitors
3
4. In 1890, Colgate toothpaste’s first real breakthrough came when the
company introduced the collapsible tube which was refined in 1908
In 1898, with B.J. Johnson Soap Company, Caleb Johnson made a
new breakthrough in creating soap by using olive palm oil
In 1909, St. Louis Exposition, a French machinery was discovered for
making hard-milled soaps
Caleb immediately purchased and from that moment, Palmolive
assumed its modern form.
In 1910, Charles Pearce, Johnson’s Sales and Advertising Manager
together with Lord & Thomas advertising agency crafted a long-running
campaign that created a whole new category: “luxury soap”
The luxury soap costs more, Pearce’s solution was a value-based
promotion – buy two, get one free. It turned out well and company
was renamed the Palmolive Company
4
5. In 1911, Colgate distributed 2 million tubes of toothpaste and
toothbrushes to schools and sent in hygienists to demonstrate
brushing techniques
Simply getting more people to brush their teeth has remained a key
strategy up to this day
Toothpaste was Colgate’s key differentiator
In 1927, Palmolive Company merged with Peet Brothers Company
In 1928, they finally merged with Colgate Company that created
$100 million turnover business
The newly merged company was initially ran by Palmolive-Peet’s
management
In 1933, Colgate-Palmolive stock bottomed at 7.
Colgate family bought back control, positioned Bayard Colgate as
President, with Charles Pearce being the Chairman
5
6. In 1960’s, Colgate - Palmolive made no purchases
Appointed new president, George H. Lesch, successfully shifted some
of the foreign success back into the parent company.
George’s initiatives shaped the modern day company: a ramped-up
innovation program, funded by an aggressive and constant pressure
on costs.
Task forces were set up:
Look at every aspect of product cost
Process and management
Taking out anything that did not add consumer value
In 1967, sales doubled the 1961 record of $500 million
In 1970’s, purchased Wilkinson Sword razor and blades, Kendall &
Company, Helena Rubinstein cosmetic business, Ram Golf Company,
Bancroft Racket Company and Penfold Golf Balls
6
7. The acquisition that had a long-term benefit came in 1976, with the
purchase of Riviana Foods
Toothpastes and washing needs’ format, became powerful product
innovation tools
In 1983, launched Colgate Total toothbrush
Two years after, launched Protex antibacterial soap
Purchased Softsoap and Vipont Pharmaceutical’s oral hygiene
products in 1987
In 1990’s, acquired Murphy-Phoenix Corporation, Mennen Co. and
S.C Johnson’s liquid soap brands in Europe and Australasia
This made Colgate the worldwide leader in liquid soap.
In 1992, Colgate Total toothpaste was launched overseas.
Its launch in America was delayed for five years, owing to a
convoluted FDA approval procedure for its gingivitis-fighting claim
7
8. It was the company’s biggest-ever launch.
It then enjoyed market leadership in the U.S for the first time.
In 1995, the company penetrated Central Europe and Russia
Major acquisitions such as Kolynos Oral Care in Latin America, rapidly
extend their market share.
The oral care in Latin America market reached a staggering 79%.
Further progress in the oral care market, with Colgate Simply White
Gel and Total Plus Whitening
The continued growth of Hill’s convinced them that its future was
more in these two areas than in a toe-to-toe laundry care battle with
P&G.
In 2000’s, Colgate began to shed its detergent products.
Sold its Mexican brands to Henkel in 2001 and 2003
German American Business Association (GABA), increased Colgate’s
total European market share from 27% to 33%.
8
9. In 1913, Colgate Canadian subsidiary was set up and Palmolive
subsidiary began exporting Palmolive soaps to Britain
In 1920s, started exporting Colgate products to Australia, United
Kingdom, Germany and Mexico
In 1933, Colgate subsidiaries were set up in several South American
countries and a factory was established in the U.K.
Colgate Company acquired Cadmun in France, Binder-Ketels in
Germany and local operations in Sweden, Italy, Poland and
Switzerland
In 1938, Goodwin & Sons of Manchester, England fell to Palmolive,
whose UK production began in October 1939
In 1940, German bomb flattened the London Colgate factory
In 1949, Colgate Britain production had been re-established at the
Manchester Palmolive factory
9
10. Brands such as Ajax cleanser and Fab detergent, both launched, and
quickly became very successful
New factories appeared in France, Italy, Denmark, Switzerland, Spain,
Greece, Belgium, Portugal and Ireland.
In 1950s/60s, European successes encouraged Colgate-Palmolive to
look further afield
Set up operations in developing markets such as Malaysia, Thailand
and India, that only produce Colgate products
As early as 1961, over 50% of sales were coming from outside the
United States
In 1970’s, Colgate-Palmolive was well established throughout Europe,
Asia, South America and even Africa
10
11. The structure of Colgate-Palmolive remained extremely consistent,
with little to distract managers from their day jobs of generating
growth and cutting costs
The company competed in four core segments with a tightly focused
range of key brands:
Oral care (primarily Colgate brands)
Personal care (Palmolive, Mennen, Irish Spring, Softsoap)
Home care (Ajax, Fab detergent, Suavitel fabric softener,
Murphy’s)
Pet nutrition (Hill’s Science Diet, Hill’s Prescription Diet)
They now operate in over 200 countries, in 4 regions, North America,
Latin America, Europe and Asia/Africa
In 2006, a structural change came when it was seen that the regional
arrangement was too crude
11
12. The developing Eastern European markets were moved to the
similarly developing Africa/Asia region.
The developed Australia/South Pacific moved the other way into
developed Western European Group
Only Hill’s is geographically undifferentiated.
Operating as a discrete 5th division of the company.
It remained responsible for worldwide sales of its brands, primarily
through vets and specialist pet food stores
12
13. 2004
For the company, this year was a milestone.
Sales topped $10 billion for the first time, driven by a 7% increase in
sales, led largely by volume growth.
Colgate toothpaste reached a record of 35% market share.
The company increased its global toothpaste market share by 1.2%,
across more than 100 countries, with a record 33% in China and a
rapidly rising 17% in Russia.
In the Philippines, Palmolive Naturals and Aromatherapy shampoo
brands had added 10 points to their shampoo market share
Colgate Max Fresh and Colgate Simply White were complimented by
new formats of existing brands
Mennen was extended from stick format to roll-on and aerosol
13
14. 2005
Volume growth increased sales by nearly $1 billion
A volume growth of 6.5% after three years in the doldrums in America
Products like Ajax Ruby Red Grapefruits, Palmolive Oxy Plus washing-up
liquid, Irish Spring MicroClean soap, Softsoap Kitchen Fresh Hands
and Softsoap Shea Butter liquid soap exemplified Colgate’s skill in
extending brands, through both line extensions and across categories.
Colgate Total, Colgate Luminous and Colgate Max Fresh produced
further market share gains.
A company-organised network of dental hygienists helped refine
advertising for the Colgate 360 manual toothbrush
In support, global advertising spend increased by 12% to a record
high of almost $1.2 million, a 33% increase in only three years.
14
15. 2006
A 7% increase in sales volume, added almost another $1 billion to the
top line, with every division performing well.
Their strategies embodied tight focus on the consumer, increased
marketing spending, new ways of communicating, building
consumption in emerging markets and steady stream of innovation
80% of sales were now coming from outside North America
In newly emerging markets, India and China, meant reaching millions
of small outlets whose small purchases accounted for the majority of
retail sales
Colgate products were now available in 5 million outlets.
Sales in Latin America grew 15% to $3 billion, driven by a 10% increase
in volume, on top of a 16% growth the previous year, with sales
growing in every single market
15
16. The company’s primary drivers were its premium brands
Colgate Total
Colgate Sensitive
Colgate Max Fresh
Colgate 360 toothbrush
Palmolive Nutri-Milk
Lady Speed Stick
It sold the Latin American and Canadian bleach brands Javex, Agua
Jane and Nevex
Acquired Tom’s of Maine, a natural toothpaste business that sold
through health and specialty stores.
2007
Gained another $1 billion, up by 7%
Reported a record margin of 57.3%.
16
17. Toothpaste, manual toothbrushes, mouth rinse, bar soaps, shower gels
and fabric conditioners made new global market share records.
Colgate Total Advanced Clean and Colgate Max Fresh BURST were
driving sales and margins.
A moisturizing technology had been incorporated into Palmolive and
Soft-soap ranges
Hill’s range benefited from new variants of Prescription Diet and
Science Diet ranges
Produced Colgate 360 manual toothbrush with Colgate 360 Sonic
Power battery toothbrush
Launched a pharmacy-based information campaign about Colgate
Total’s ability to fight gingivitis.
Bright Smiles, Bright Futures, a 17 year-long campaign, goes through to
over 500 million children in 80 countries.
17
18. 2008
Increased by 11% in the top line to a new high of $15.3 billion
An increase of 5.5% was recorded from price increases
In Latin America, net selling prices increased by 9.5%.
Prices in Europe/South Pacific rose by 5.5%
Hill’s prices rose even more, by a full 10.5%.
Innovation process continues to deliver more winners like Suavitel
Magic Moments and was taking Latin America and Europe by storm
Dedicated teams of research and development staff focused on
conducting early research and energetically researching innovation
inside and outside the company, linking hopeful technology to
consumer needs
Colgate formed an alliance with The Forsyth Institute to increase the
size of the professional sales force.
18
19. 19
2009
The continued price rise by 6% finally had an impact.
With flat sales and volume, the gross profit margin increased by 2.5%.
Resulted in a new sales high of 58.8%
Promoted Colgate Wisp, a new portable mini-toothbrush, with a
breath-freshening bead for use without water
Colgate Total Enamel Strength, Colgate Sensitive Enamel Protect and
Colgate Max White with Mini White Strips made useful progress across
several markets.
In Latin America, Colgate’s share of the soap bar market, helped by
the launch of Palmolive Nutri-Milk, reached a new high of 28%, on top
of the company’s dominance in oral care.
3% volume growth in Latin America came with prices hikes of 13.5%.
20. 2010
Greater Asia/Africa increased its sales by $350 million
A 10% increase in volume, primarily in China, Thailand, Philippines,
Malaysia, Turkey, Russia and India
Shares of the growing toothpaste market reached a record of 51.5%.
North America, sales grew by 3.5%.
Volume declined further by 2%, despite price reductions.
Worst hit were the U.S., Russia, Japan, France and Germany,
prompting more price reductions and decrease in pack size
Differing set of challenges in the two halves of Colgate’s business,
developed and developing markets.
In North America, price pushed down by 3%, but improved volume by
2%
In the end, the gross margin rose to 59.1%.
20
21. Emerging Markets
Colgate’s geographic spread is astounding.
A brand strength and brand leadership in the 21st century’s fastest
growing economies.
In 2011, Colgate was ranked as the Most Trusted Brand by The
Economic Times of India, not just in toothpaste but across all product
categories.
Relationships with Professionals
Power of professional recommendations in driving new products and
establishing long-term loyalty has reaped enormous dividends and
been backed by considerable resources.
Professional input is sought extensively in product and advertising
development.
21
22. Colgate also courts professionals in emerging markets.
Giving the best not only to their consumers but also to their
employees, by awarding them dental check-ups.
Colgate is now the toothpaste most recommended by dentists in 37
countries.
It was a depth of relationship exceptionally hard for a competitor to
loosen.
Cost Control
Keeping the business simple, it moves far beyond slash and burn
approaches and using creativity to find cheaper, better ways to do
things.
On-going Funding-the-Growth initiatives have usually generated
between $300 and $700 million in savings each year.
22
23. Colgate-Palmolive has always been the underdog but to have
survived and prospered in the face of such competition is testament
to both sustained brand strength and sustained management skills.
Remained more tightly focused in terms of product categories and
more expansive and imaginative in terms of geographical location.
Trading consumers up to premium products, divesting low margin
businesses, acquiring high margin ones, developing strong brands
that can support premium prices, and always keeping the tightest of
grips on costs; those have been its highly successful tricks of the trade.
23