Colgate Presentation


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Presented to Miss Afsheen Danish at Mohammad Ali Jinnah University

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Colgate Presentation

  1. 2. Colgate Toothpaste <ul><li>Submitted to: </li></ul><ul><li>Miss Afsheen Danish </li></ul><ul><li>Submitted By: </li></ul><ul><li>Hafeez ur Rehman </li></ul><ul><li>Farina Jaffer </li></ul><ul><li>Kamal Ahmad </li></ul><ul><li>SanaUllah Shaikh </li></ul><ul><li>Syed Akmal Aftab </li></ul>
  2. 3. Introduction <ul><li>Colgate Palmolive started its operations in Pakistan in 1977 as joint venture between Colgate Palmolive (USA) and Lakson Group. </li></ul><ul><li>Colgate Palmolive is one of the largest ventures by the group. With assets of more than Rs. 400 million and a turnover of Rs. 1500 million, it has emerged as one of the largest corporations in Pakistan. </li></ul>
  3. 4. Competition: <ul><li>Its main competitors are </li></ul><ul><li>Macleans </li></ul><ul><li>Medicam </li></ul><ul><li>Close-up </li></ul><ul><li>English </li></ul><ul><li>Minto </li></ul><ul><li>Pepsodent </li></ul>
  4. 5. Substitute Competition: Colgate toothpaste competes with Dentonic, and Khas tooth powder
  5. 6. Brand Hierarchy: Colgate Navigator Plus Colgate Plus Colgate Premier Colgate Extra Clean Colgate Super Flexible Sparkle Toothpaste Oral Care Personal 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 Brite Maximum Power Express Power Bonus Softlan Fabric Care Colgate Maximum Cavity Protection Colgate Total Fresh Stripe Colgate Herbal Colgate Herbal White Colgate Whitening Colgate Fresh Energy Gel
  6. 7. Target Market: <ul><li>Colgate is targeted at middle income and upper income families. </li></ul><ul><li>Colgate has had a consistent target market. </li></ul><ul><li>Colgate has never altered its target market segment. </li></ul><ul><li>Colgate was introduced in the semi urban and rural areas. </li></ul>
  7. 8. PRICING STRATEGIES <ul><li>Colgate has persisted with its premium pricing concept </li></ul><ul><li>Emphasizing on quality for product differentiation it has never used price cuts to increase its sales. </li></ul><ul><li>Colgate is looking for review to change its price in 2010. </li></ul>
  8. 9. SECONDARY ASSOCIATIONS <ul><li>1- Country of Origin </li></ul><ul><li>2- Channels of Distribution. </li></ul><ul><li>3- Spokes Persons. </li></ul><ul><li>4- Events. </li></ul><ul><li>5- Third Party Sources </li></ul>
  9. 10. Brand Mantra Oral Protection Colgate is always recommended for providing oral protection for longer hours.Hence, it proves its consistency in oral care. Family Colgate’s image in Pakistan is that of a family brand with multidimensional advantages, consistent quality and continuous innovation.Its advertisement also portray the same image of colgate. Reliable It has maintain its performance throughout.Hence,it is the most reliable toothpaste of the time and colgate is still a threat to the competitor. Functional Modifier DescriptiveModifier Emotional Modifier
  10. 11. DISTRIBUTION <ul><li>Colgate Palmolive Express distributors Retailers Consumers </li></ul><ul><li>Colgate Palmolive Express distributors Agent wholesalers Retailers Consumers </li></ul><ul><li>Colgate Palmolive Agent wholesalers Retailers Consumers </li></ul>
  11. 12. Line Extension: <ul><li>Colgate is looking for line extension in the mid of the 2010. The possible line extension is “ COLGATE SENSITIVE ”. </li></ul>
  12. 13. Brand Failure <ul><li>Colgate launched the food product called Colgate Kitchen Entrées </li></ul><ul><li>The idea was that consumers </li></ul><ul><li>would eat their Colgate meal, </li></ul><ul><li>and then brush their teeth </li></ul><ul><li>with Colgate toothpaste. </li></ul><ul><li>The trouble was that for most people the name Colgate does not exactly get their taste buds tingling. </li></ul>
  13. 14. RECOMMENDATION: <ul><li>Colgate should hire celebrities for the advertisement </li></ul><ul><li>They should also increase the volume of their CSR activities because they have a very good image in the market. </li></ul><ul><li>Target market should be clearly emphasized in advertisement. </li></ul><ul><li>Colgate should emphasize on Digital Branding i.e. online purchase. </li></ul><ul><li>Colgate should use colorful paste to create uniqueness. </li></ul>
  14. 15. Thank You