Colgate originated in 1806 as a small business making soap and candles. It introduced its first toothpaste in 1873 and sold the first toothpaste in a tube in 1896. Today, Colgate has a presence in over 200 countries. As a mass marketer, Colgate provides similar oral care products like toothpaste, toothpowder, and toothbrushes to consumers across income levels. While competitors like Closeup and Sensodyne have emerged, Colgate maintains lower prices than Pepsodent and offers product varieties tailored for issues like sensitive teeth. Colgate focuses on rural consumers in India and uses strategies like free dental camps, scholarships, and SMS promotions to maintain its strong brand name in the oral care market.

1. CENTRAL UNIVERSITY OF
JHARKHAND
ASSIGNMENT OF BRAND
MANAGEMENT
Successful Brand In
Market
Submitted to:
Rupa mam
submitted by:
Reena kumari

2. Colgate
 18o6- Colgate was originated with a small business of starch, soap and
candle by William Colgate.
 1866- Colgate introduced perfumed soap.
 1873- Colgate and company introduce its first toothpaste.
 1896- Company sold the first toothpaste in tube “Ribbon dental cream”.

1911- Colgate distributed 2 million tube of toothpaste and toothbrushes
to school.
 1928- Colgate merge with Palmolive -Peet and became Colgate-
Palmolive- Peet Company.
 Today Colgate has numerous organizations in 200 countries.

3. Position of brand in market
 Market segmentation: Mass Marketing: provides
the same product to all consumers like Salt
for home care, oral care , personal care (target high
– medium – low consumers)
kinds of products:
toothpaste
Toothpowder
Toothbrush
Mouthwash

4. How it is change from competitors
 Competitors
 Close up
 sensodyne
 Pepsodent
 many varieties like -
 For sensitive teeth toothpaste and toothbrush
 Cooling crystals
 Low price rather than pepsodent

5. Market share

6. Marketing strategy
Pricing strategy
 Based on competitors cost
 Focusing rural rich consumer and introduce Colgate Ayurveda
Toothpowder
Product strategy
 Different shape sizes and colour
 varieties
Place (product channel)
 Wholesaler, retailers
 Geographical area:- It depends on region, population, factor, urban
conditions etc. On this basis for example, Colgate introduces a sun
screen ingredients which protect from sun rays.

7. Company maintain brand name
 Time to time organise free dental check up.
 Scholarship offers.
 Sending SMS for free dental check up.