Key Marketing communications of Colgate

1. Global brand case study: Colgate
SAYEDA SHIFAT NAZMEE, 63

2. 1.Background
Oral care, 46%
Personal care, 21%
HOME CARE, 20%
Pet Nutrition, 13%
Headquarter: New York City
Current worth: $17.3 billion
Rank : 57
Biggest seller of toothpaste
World leader in oral care
products
Colgate operates in more
than 70 countries
Sells products in more than
200 countries
Launched 900 new products
in 2000 alone

3. 1800 - - - 1850’s
1806 - William Colgate
starts in New York
1817 - First ad
in New York
newspaper
1820 - First starch
factory in New Jersey.
1857 - Death of William
Colgate, company renamed
as Colgate & Company.
1873 - introduces
toothpaste in jars.
1850 - - - 1900’s
1896 - toothpaste
introduced in a
collapsible tube.
1985 - - - 20101950 - - - 19851900 - - - 1950’s
1914 –first international
subsidiary in Canada.
1911 -distributes 2m
toothpaste and
toothbrushes to schools
1906 - 100th anniversary.
Product line includes over
800 different products.
1968 - MFP Fluoride, added
clinically proven to reduce
cavities
1995 – Expansion to
Central Europe and
Russia
1989 - Annual sales
surpass the $5 billion.
1972 - Hoyt Lab
acquired, which later
becomes Colgate Oral
Pharma
1985 - Joint venture
with Hong Kong-based
Hawley & Hazel.
2004 - GABA oral care
in Europe acquired
2.Timeline
3

4. 4.Positioning strategy
Targets youth
Refreshes breath
Elder people
Makes teeth stronger
Provides protection
from cavities.
For kids, mothers
targeted
Safeguards teeth for 12
hours.
Targets those with
sensitive teeth & have
problem in their gums Small children who hate to brush teeth
Focused on taste aspect
A whitening toothpaste
Clinically-proven to
whiten in 14 days
Targets those suffering
from plaque in their
teeth
4

5. CARING
• Act COMPASSIONATELY
• INTEGRITY and HONESTY
• Listen with RESPECT to others
• Value DIFFERENCES
• PROTECT the global environment
• ENHANCE the communities
GLOBAL TEAMWORK
• Work TOGETHER across
countries
• Throughout the world
• Work as INDIVIDUALS and as
TEAMS
• Driving GROWTH
• Funding Growth
CONTINUOUS
IMPROVEMENT
• Better UNDERSTANDING consumers' and
customers‘ EXPECTATIONS
• INNOVATION of products, services and
processes
• SIMPLIFIED a cluttered market solution
• Giving consumers an ALL-IN-ONE solution
3.Brand values
5

6. • Gain consumer insights
• Develop packaging
• Engage in rural areas
• Village hut in India
• Partner with Ministry of
health, Brazil
• 12m people reached
• 200 agents reached
Joint business planning
Hosts oral care
workshops in Europe
• 9 innovation centers
• Insight driven
innovation
• Innovation embedded
into company culture
• Pursuing cost saving policies
• Enhance speed
• Improve organizational
capabilities
• ‘Making every drop of
water count’
• Employees share
water conservation
pledges
5.6 mantras of Colgate
Brand
building
Customer
engagement
Efficiency &
Effectiveness
Professional
engagement
Innovation
for growth
Leading to win
6

7. 6.Sustainability Plans
Culture
Value cultural
differences
Ayurvedic
Toothpaste
Target urban youth
Target urban rich
class
Urban class R & D Customization Promotion
Increased Investment
New products for
different age groups
Customize packaging
Basis price points
New pricing strategy
Strengthen network
Reach income
classes
7

8. 8
SO KEEP SMILING AND BRUSH YOUR TEETH WITH COLGATE