my colgate
TRANSCRIPT
INDUSTRY PROFILE
FMCG sector is buoyantRs. In Billion
2008 Key Category Growth
2008 Key Category Growth
3 Yr. Category Growth
• 2032 direct accounts & 4,224,630 indirect accounts.
• Numeric Distribution of Colgate Toothpaste @ Dec 2008
Urban 84% Rural 79% Urban +Rural 81%
Strategic Position
COLGATE-PALMOLIVE COMPANY
It's my pleasure to welcome you to the world of Colgate-Palmolive
SOUVIK BHAUMIKSARVAGYA SINGH
VIDYASAGAR.N
HISTORY • In 1806, William Colgate introduced 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.
• His company sold the 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.
MARKET SIZE
POSITION IN GLOBAL MARKET
Awards & Achievements
• Colgate has 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 . • Presently it is facing competition from no. 2
player HUL. E.g. Pepsodant
• On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand ambassador.
• Rated as the 1 brand by the A&M – MODE Annual Survey for India’s Top Brands for eight out of nine years during the period1992 to 2001.
• Ranked as India’s Most Trusted Brand across all categories for four consecutive years 2003 to 2006 by Brand Equity’s “Most Trusted Brand” Survey
• In Brand Equity’s 2007 “Most Trusted Brand” survey, Colgate was rated the leading FMCG Brand, 2nd position in overall survey.
PRODUCTS OF COLGATE
TYPES OF PRODUCTS
COLGATE
PERSONAL CARE HOUSEHOLD CARE ORAL CARE
PERSONAL CARE The main products of personal care are
mentioned bellow… • Palmolive Naturals Moisturizing Body Wash - Milk
& Honey and Milk & Almond• Palmolive Aroma Shower Gel – Relax• Palmolive Aroma Shower Gel – Vitality• Palmolive Thermal Spa - Firming & Massage.
HOUSEHOLD CARE
For household care following products are mentioned bellow….
• Axion Dish Washing Paste
ORAL CARE
• Colgate Dental Cream • Colgate Active Salt • Colgate Max Fresh • Colgate Total 12 • Colgate Plax
4 P’s of MARKETING
•PRODUCT•PLACE •PROMOTION•PRICE
PRODUCT• They try to position 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.
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.
Promotion • They positioning Colgate dental white
creame 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.
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.
Opportunity to increase per capita consumption
Per Capita Consumption
China 255(Grams/Year)
Malaysia 293 (Grams/Year) India 108(Grams/Year)
SWOT ANALYSIS
STRENGTH’S
• Focus on innovation and new product launches • Colgate business planning initiative • Product research • Highly leveraged • Strong financial performance
Weaknesses
• Competitive landscape from other Private label growth • Increasing commodity prices • Falling consumer confidence in the US • Product research• High leveraged
OPPORTUNITIES• Emerging markets growth
• Deploying advance technologies
• Growing Hispanic population in the US
THREATS• Competitive landscape from other Private
label growth
• Increasing commodity prices
• Falling consumer confidence in the US
Distribution Network
Income Statement
Balance Sheet
Cash Flow
• The company’s latest financials are:
- Revenues of $15,564 million in FY 2009
- Operating profit of $3,489 million
- Net profit of $2,203 million
Conclusion