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COLGATE PRESENTATION
Nishat Ali Ansari
Gagan Kumar
Amrinder P. SinghRajul Sharma
Neeraj Kumar
Rohit Sharma
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Colgate Toothpaste
Submitted to:
Ms. Tejal
Submitted By:
Radadiya milan
NO. 1 Brand Recommended by Dentists
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INDUSTRIAL PROFILE
in 1937, when hand-carts were used to distribute Colgate
Dental Cream, Colgate-Palmolive (India) today has one of the
widest distribution networks in India
Colgate available in almost 4.3 million retail outlets across the
country.
The company dominates the Rs. 3100 crore Indian toothpaste
market by commanding more than 50% of the market share.
In 2004, as an additional effort to create awareness for goodoral hygiene Oral Health Month (OHM), was introduced.
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COMPANY PROFILE
1806
William Colgate starts a starch, soap and candle business on
Dutch Street in New York City.
1817
First Colgate advertisement appears in a New York newspaper
1873
Colgate introduces toothpaste in jars.
1906Colgate & Company celebrates its 100th anniversary. Product
line includes over 800 different products.
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1997Colgate Total toothpaste is introduced in the U.S. and
quickly becomes the market leader. Only ColgateTotal, with its 12-hour protection, fights a complete
range of oral health problems.
2004Colgate acquires the GABA oral care business in
Europe, with its strength in the important European
pharmacy channel and its ties with the dental
community.
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2006Colgate enters the fast-growing Naturals segment by
purchasing Toms of Maine, a leader in that market inthe United States.
Today Today, with sales surpassing $15 billion, Colgatefocuses on four core businesses: Oral Care, Personal
Care, Home Care and Pet Nutrition. Colgate now sells
its products in over 200 countries and territories
worldwide.
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COMPANY PROFILE
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NO. 1 Brand Recommended by Dentists
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Competition:
Its main competitors are
Macleans
Medicam Close-up
English
Minto
Pepsodent
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Substitute Competition:
Colgate toothpaste competes
with Dentonic, and Khas toothpowder
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Brand Hierarchy:
Colgate Navigator PlusColgate PlusColgate PremierColgate Extra Clean
Colgate Super Flexible
Sparkle Toothpaste
Oral Care Personal Care Surface Care
Max BarAzadi Dish BarMax Scourers
Max LiquidMax Antibacterial
Beauty Soap ~ Palmolive NaturalsCarbolic Soap~ AzadiSkin Germ Protection Soap ~ Protex
Brite Maximum PowerExpress PowerBonus
Softlan
Fabric Care
Colgate Maximum Cavity ProtectionColgate Total Fresh StripeColgate HerbalColgate Herbal WhiteColgate Whitening
Colgate Fresh Energy Gel
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Target Market:
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.
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PRICING STRATEGIES
Colgate has persisted with its premiumpricing concept
Emphasizing on quality for product
differentiation it has never used price cuts to
increase its sales.
Colgate is looking for review to change its
price in 2010.
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SECONDARY ASSOCIATIONS
1- Country of Origin
2- Channels of Distribution.
3- Spokes Persons.
4- Events.
5- Third Party Sources
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Brand Mantra
Oral ProtectionColgate is always
recommended for
providing oral
protection for longer
hours.Hence, itproves its
consistency in oral
care.
FamilyColgates 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.
ReliableIt has maintain its
performance
throughout.Hence,it
is the most reliable
toothpaste of thetime and colgate is
still a threat to the
competitor.
Functional
Modifier
Descriptive
ModifierEmotional
Modifier
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Line Extension:
Colgate is looking for
line extension in the
mid of the 2010. Thepossible line extension
isCOLGATESENSITIVE.
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Brand Failure
Colgate launched the food product called Colgate
Kitchen Entres
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 nameColgate does not exactly get their taste budstingling.
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PRODUCTS
COLGATE
ORAL CAREPROFESSIONAL
ORALCAREHOME CARE
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Product Life Cycle of
Colgate
Time
Sales Introduction Growth Maturity Decline
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Future strategy on 4p`s basis:
1. Product:
They try to position some innovative toothpaste with
a brand name other thanColgate but under the
umbrella of Colgate Palmolive.
Focusing toward rural rich and consuming class by
endorsing the development ofColgate Ayurvedic
Toothpowder.
They would come upsachetsof these tooth powderandposition toward rural populationwho buy in
smaller lots.
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For Urban population, they would come up withthe productssuiting to young generation.
For Urban rich and consuming class, they would
come up with the productson the basis offunctional benefits.
Eg: 1.They launch different toothbrushes for different
age groups.2.They launch a special toothpaste and toothbrush
for kids in the age groupfrom 4-10 years.
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2. Price:
Based on the competitor's price .
Charging higher premium which focused onconsuming and lower income classes.
Pricing done on the basis of price points
Packaging would be customized on the basis of price
points.
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3. Promotion:
They positioning Colgate dental white crme andtoothpowder towardsrural rich segment.
Forrural consuming classthey endorsing Cibaca
toothpaste. Advertisement through T.V. media, Print media.
FM Radio forUrban population& MW and SW
radio forRural population.
Hoarding on National highways.
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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.
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PRODUCT
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Colgate Dental Cream Spreads around and
penetrates in betweenteeth for all around decayprotection.
Protects all the teeth even
where the tooth brush doesnot reach.
Great mint taste freshensthe breath.
Protects against rootcaries.
Cleans and makes teethwhiter
Repairs early decay spots.
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Colgate Activesalt
Has the power of Active
Salt
Its unique formula
fights germs
Gives you healthy gums
and teeth
Refreshing eminty taste.
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Colgate Max fresh
It is the first and only
toothpaste infused with
Colgate-Palmolive, the
world leader in oral
care, is redefining thegel segment of
toothpaste in India, with
the introduction of new
Colgate MaxFresh Gel.
Spicy Fresh
Whitening Fluoride
Peppermint Ice
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cooling crystals that
dissolve in the mouth
completely upon
brushing, releasing an
intense rush of breath
freshening power.
This patented formula
gives a whole new
dimension of freshness
to its users everyday.
Maximum Fresh Cool Mint
Maximum Fresh Clean Mint
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Colgate total
Colgate Total providescomplete 12-hourprotection and fights afull range of oral
health problems
It helps preventplaque and gingivitis
even after meals
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Colgate sensitive
This is a sign ofsensitive teeth andthis pain is cold byDentinalsensitivity.
You will noticeimprovement in 2-4weeks.
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Colgate kids
She'll be telling you it's time tobrush when you give her BarbieSparkling Bubble Fruittoothpaste. It tastes like bubble
gum, but helps prevent cavitieswith Colgate's special fluorideformula
ColgateSpongebob
Colgate KidsBarbie
Colgate Junior in Mild Mint
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Colgate advanced whitening
Restores natural whiteness
Prevents stains for adhering
Fights tartar, cavities andplaque
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Colgate Herbal
Colgate Herbal White ... combinesthe expert science of Colgate witha unique blend of eucalyptus,Melissa and mint herbs.
Strengthens teeth and safe to useeveryday
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Colgate Cibaca Family protection
Developed using Colgate'sinternational expertise in oralcare
Unique formula protects yourteeth from decay
Refreshing minty flavour makesyour breath super fresh
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Colgate fresh energy gel
"Get fresh, stay cool with newColgate Fresh Energy Gel!" FMCGmajor Colgate claims to haverevitalised its Colgate Fresh Energy
Gel toothpastes with "new flavours"that deliver "long-lasting freshbreath". The new variants areSparkling Red and Ice Blue with
new "high-impact" taste.
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Level of channel of Distribution
The producer and the final customer are part of every channel.Marketer will use the number of intermediary levels to designchannels.
There are four types of channel.
Zero level channel
One level channel
Two level channel
Three level channel
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Manufacturer
Consumer
Manufacturer
Consumer
Retailer
Manufacturer
Distributor
Consumer
Retailer
Manufacturer
Distributor
Wholesaler
Retailer
Consumer
T f hi h d
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Types of stores at which product
available for sale The product of Colgate is very popular in all over
India. Every retailer and wholesaler knows theColgate very well and the product are popular also.We represent the places where the product of Colgate
is available.
General store Departmental store Kirana store Super store Super market Medical store
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Promotion
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Promotional tools
Increasing circumference of toothpastetube.
Free Dental Check-up in mobile vans
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Free Dental Check-up by sending a SMS
Scholarship offers like Learn & earn offer
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ADVERTISEMENT
In 1940,the Colgate Company used Sloganwas "It cleans your breath while it cleans yourteeth " .
The 1960s onwards, the slogan was "TheColgate ring of confidence" .
In the late 1950's and early 1960's, Colgate
stressed the fact their "Dental Cream"contained Gardol, a formula that helpedprotect teeth from cavities and tooth decay .
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"Gardol" was actually their trademark for theingredient Sodium lauroyl sarcosinate .
Now they used various Slogan for different differentproducts like For MAX FRESH is A Whole newDimension of Freshness & For WHITETOOTHPASTE is All Around Decay Protection.
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Attractive offers:
Super Saver Offer for 'All Around Decay
Protection'. Buy 200g plus a 100g tube with aColgate Extra Clean Toothbrush in a FamilyValue Pack for Rs. 82/-. Save Rs. 18/-.
Colgate Maxfresh Gel is the first toothpaste
infused with cooling crystals giving you awhole new dimension of freshness. Get a150g plus a 80g tube with a Colgate ExtraClean Toothbrush in a Freshness Value Pack
for Rs. 79/-. Save Rs. 20/-
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Sales Promotion Participate in Colgate
"Learn & Earn" Offerand you could earn Rs10,000/- scholarship.Please click on thebanner for more details.
Super Saver Offer for'All Around DecayProtection'. Buy 200g
plus a 100g tube with aColgate Extra CleanToothbrush in a FamilyValue Pack for Rs. 82/-. Save Rs. 18/-.
50
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Colgate strong teeth 200gm +100gm + free brush = 86Rs.
Colgate gives smale pack 20gm in
5Rs. Colgate Maxfresh Gel is the first
toothpaste infused with coolingcrystals giving you a whole newdimension of freshness. Get a 150g
plus a 80g tube with a ColgateExtra Clean Toothbrush in aFreshness Value Pack for Rs. 79/-. Save Rs. 20/-.
Colgate cibaca 200gm + toothbrush= 28Rs
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Advertising
Television advertising:-
Very famous words for thepromotion of the Colgate brand. Inthese days a new advertisement isalso gives by the company.
These advertisements are help to
raises the demand of the productand make the brand popular
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News paper advertising:-
The company also takes active participation in the newspaper advertisement. In deferent pages of the news paper thecompany gives advertisement. Sometime, it is on first page.Now days the company not takes part in news paperadvertisement.
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Public Relation & Publicity You would have definitely
heard of the brand nameCOLGATE launched the India's first
ever battery powered toothbrush for children. They selltooth pastes, tooth brushes,tooth powder, whiteningproducts and also kids
products. Many people have been
using these Colgateproducts for ages now.
Star like Saif Ali Khanappeared in the Televisionsets promoting this
product.It was a great hit inall countries and reached allthe homes quite easily
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Various Surveys like
1. Colgate's Bright Smiles, Bright Futures:
This Educational Program worldwide was developed toteach children positive oral health habits of basichygiene, diet and physical activity.
2. Colgate Professional Program:The Program works towards improving oral healthawareness and oral care on a mass scale. Oral careawareness is created and spread through appropriatemechanisms such as exhibitions, the use of audio-
visuals, lectures, demonstrations, teacher trainingPrograms .
http://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/Bsbf.cvsphttp://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/ColgateProfessionalProgram.cvsphttp://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/ColgateProfessionalProgram.cvsphttp://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/Bsbf.cvsp -
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SWOT Analysis for Colgate
Strengths
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Strengths
Strong financialperformance
Focus on innovationand new productlaunches
Colgate businessplanning initiative
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Product research Highly leveraged
Weaknesses
Opportunities
Emerging markets growth
Deploying advance technologies
Growing Hispanic population in the USThreats
Competitive landscape from other Private label growth
Increasing commodity prices
Falling consumer confidence in the US
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CONCLUSION By the Detailed study on the product andmarket of COLGATE it was able to get a clear picture
of the past and present of the products and was able toget in to the assumptions about the future of theproduct.
The Brand COLGATE has been soldsuccessfully and has created a good demand all thetime. It is also holding a good place in the toothpastmarket with a share of around 10% - 15%.
As like for all other products Colgate is also
facing a tight competition in the toothpast Market.Since the competition is too strong the company has tokeep on watching market closely for avoiding anysudden collapse for the product.
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Finally, it should note that the company may have toface lot of threats in coming years like political threats,
legislation threats on going economic crisis, changing
life style of the people etc. if the company is able to
overcome all the threats and can prepare themselves
for facing the problems in advance it can achieve a
good growth for COLGATE.
RECOMMENDATION
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RECOMMENDATION:
Colgate should hire celebrities for theadvertisement
They should also increase the volume of their
CSR activities because they have a very good
image in the market.
Target market should be clearly emphasized
in advertisement.
Colgate should emphasize on Digital Brandingi.e. online purchase.
Colgate should use colorful paste to create
uniqueness.
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