3. FIRSTUP
CONSULTANTS
COLGATE STP
3
Segment
Target Group All households looking for oral care
Positioning Colgate is a toothpaste with calcium and minerals to get
an all round cavity protection
Personal Care – Oral Hygiene - Toothpaste
4. FIRSTUP
CONSULTANTS
SWOTANALYSIS OF COLGATE
• Colgate Dental Cream offers all-
around cavity protection, even where
a toothbrush cannot reach
• It‘s great mint taste freshens breath
• Colgate protects against root caries
• It cleans & makes teeth whiter
and repairs early decay spots
• Colgate is an extremely popular
brand and high brand awareness due
to advertising
• Sponsorship of events for dental
associations have been beneficial for
the brand
4
Colgate Strengths
5. FIRSTUP
CONSULTANTS
SWOTANALYSIS OF COLGATE
Colgate Strengths
• Colgate Dental Cream offers all-around
cavity protection, even where a toothbrush
cannot reach
• It‘s great mint taste freshens breath
• Colgate protects against root caries
• It cleans & makes teeth whiter and repairs
early decay spots
• Colgate is an extremely popular brand and
high brand awareness due to advertising
• Sponsorship of events for dental associations
have been beneficial for the brand
Colgate Weaknesses
• High dependence of the company on a single
category i.e. Oral Care
• Immense competition in the segment means
limited market share growth for Colgate
5
6. FIRSTUP
CONSULTANTS
SWOTANALYSIS OF COLGATE
.
Colgate Opportunities
• Leverage on fact that Colgate has been
ranked as the most trusted brand in Pakistan
• Focus on innovation and new product
launches by deploying advanced technologies
• Growth in emerging markets – rural and
semi-urban
Colgate Threats
• High competition from competitive brands
like Pepsodent from HUL
• Increasing commodity prices for
manufacturing can affect Colgate
6
7. FIRSTUP
CONSULTANTS
FUTURE STRATEGY ON 4P`S BASIS:
7
• They try to position some innovative toothpaste with a brand
name other than Colgate but under the umbrella of Colgate
Palmolive.
• They would come up sachets of these tooth powder and
position toward rural population who buy in smaller lots.
• For Urban population, they would come up with the products
suiting to young generation.
• For Urban rich and consuming class, they would come up
with the products on the basis of functional benefits.
1. Product:
2. Price:
• Based on the competitor's price.
• Charging higher premium which focused on consuming and
lower income classes.
• Pricing done on the basis of price points.
• Packaging would be customized on the basis of price points.
8. FIRSTUP
CONSULTANTS
.
8
• They positioning Colgate dental white crème and
toothpowder towards rural rich segment.
• For rural consuming class they endorsing Cibaca toothpaste.
• Advertisement through T.V. media, Print media.
• FM Radio for Urban population & MW and SW radio for
Rural population.
• Hoarding on National highways.
3. Promotion:
4. Place:
• They would try to increase product penetration to rural
population.
• They would try to increase the wholesalers to smaller towns.
• They would track the distribution path so that they are
covering all the village areas around the towns.
9. FIRSTUP
CONSULTANTS
TARGET MARKET:
9
• Colgate is targeted 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.
10. FIRSTUP
CONSULTANTS
BRAND FAILURE
10
• Colgate launched the food product
called Colgate Kitchen Entrées
• The idea was that consumers would eat
their Colgate meal, and then brush
their teeth with Colgate toothpaste.
• The trouble was that for most people
the name Colgate does not exactly get
their taste buds tingling.
14. FIRSTUP
CONSULTANTS
.
14
• Colgate is a known product. It has huge
awareness and acceptance as compared to
other brands.
• It has higher market share.
• However, Colgate Sensitive is also a known
product as many people are aware about it.
• However, It’s a niche segment product
therefore not used by everyone.
CONCLUSION
