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COLGATE
Colgate began in 1806 as a starch, soap, and candle company founded by William Colgate in New York. It introduced the first toothpaste in 1873. Since then it has grown significantly and now operates in over 200 countries. It holds the top market share for toothpaste in India at 51% and has been India's most trusted brand for several years running. Colgate focuses on innovation through new products, targeting different age groups and populations. It uses advertising slogans and promotions like free dental checkups to promote oral health and build its brand recognition worldwide.
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COLGATE
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- 2. CONTENTS HISTORY AWARDS ANDACHIVEMENTS PRODUCTS TARGET MARKETING ADVERTISEMENT CONCLUSION
- 3. HISTORY In 1806, William Colgateintroduced starch, soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.
- 4. His company soldthe first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name. Today Colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly listed in only two, the United States and India.
- 6. AWARDS & ACHIEVEMENTS Colgatehas been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 51% market share in the toothpaste segment. 48% market share in the toothpowder market. 30% share in the toothbrush market. On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand ambassador.
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- 9. PRODUCT LINE Oral Care PersonalCare Fabric Care Surface Care Max Bar Azadi Dish Bar Max Scourers Max Liquid Max Antibacterial Beauty Soap ~ Palmolive Naturals Carbolic Soap~ Azadi Skin Germ Protection Soap ~ Protex Sparkle Toothpaste Colgate Colgate Colgate Colgate Colgate Colgate Maximum Cavity Protection Total Fresh Stripe Herbal Herbal White Whitening Fresh Energy Gel Colgate Colgate Colgate Colgate Colgate Brite Maximum Power Express Power Bonus Softlan Navigator Plus Plus Premier Extra Clean Super Flexible
- 10. STRATEGY They try toposition some innovative toothpaste with a brand name other than Colgate but under the umbrella of Colgate Palmolive. Focusing toward rural rich and consuming class by endorsing the development of ‘Colgate Ayurvedic Toothpowder‘. They would come up sachets of these tooth powder and position toward rural population who buy in smaller lots.
- 11. TOOTHPASTE Colgate total Colgatetotal advanced Colgate optic white Colgate sensitive pro relief Colgate max fresh Colgate cavity protection Colgate sensitive Colgate sparkling white Colgate triple action
- 12. BRUSHES 1.They launch differenttoothbrushes for different age groups. 2.They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years
- 13. TARGET MARKET: Colgate istargeted at middle income and upper income families. Colgate has had a consistent target market. Colgate has never altered its target market segment. Colgate was introduced in the semi urban and rural areas.
- 14. STRENGTHS Strong financial performance Focuson innovation and new product launches Colgate business planning initiative
- 15. ADVERTISEMENT In 1940,the ColgateCompany used Slogan was "It cleans your breath while it cleans your teeth " . The 1960s onwards, the slogan was "The Colgate ring of confidence" . In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Cream" contained Gardol, a formula that helped protect teeth from cavities and tooth decay .
- 16. PROMOTIONAL TOOLS Increasing circumferenceof toothpaste tube. Free Dental Check-up in mobile vans
- 17. Free Dental Check-upby sending a SMS Scholarship offers like Learn & earn offer
- 18. CONCLUSION Our company: Colgatepeople are all part of a team, committed to working together throughout the world to achieve success.
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