bm a pgp30141_siddhesh_colgate_plax
TRANSCRIPT
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301413/12
Key Highlights:• Oral care sees value growth of 15% to reach INR83.5 billion in 2013• Oral care is expected to have a value CAGR of 9% at constant 2013
prices to reach INR131.0 billion by 2018• Colgate is the largest selling brand followed by Pepsodent & Close-Up• Oral Care products from Dabur and Himalaya represent the Ayurveda
products within this category
The Oral Care Category In India
Market Share: 46.1% Market Share: 19.7% Market Share: 10.8%
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301414/12
Colgate-Palmolive India:1. Leader in Oral Hygiene since
1950s2. Innovative Offerings3. Diversified its portfolio in
Personal Care in 20134. Products are positioned in
high growth, middle class segments
5. Rural market activity has shown a rising trend
Colgate-Palmolive
Company Value Shares (2014)
Overall Market Share (2009-14)
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301416/12
2011 2012 20130
10000
20000
30000
40000
50000
60000
70000
80000
Sub Category Growth (in Crores)
Dental Floss Mouthwashes/Dental Rinses Toothbrushes Toothpaste
Key Highlights:1. Toothbrush dominated the sales
with the category2. Mouthwash witnessed the highest
growth within the category & expected to grow at CAGR of 29%
3. Dental Floss, Denture Cleaners, Tooth whiteners could not gather significant market share
4. Popular theme used for marketing: Sensitivity
The Oral Care Sub-Category
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301418/12
Brand Shares of Dental Rinses/Mouthwashes
Listerine Colgate PlaxAM PM Pepsodent Fresh MintOthers
Key Highlights:1. Pepsodent launched its Fresh Mint
Mouthwash in 2012 Q4, with the proposition of the ‘First Ever Non-Alcoholic’ mouthwash
2. Mouthwash sub-category grew by 44% in 2013
3. Listerine remains the market leader due to long market presence
4. Forecasted Sales for 2015 are 15159.1 crores
5. Forecasted growth for 2013-18 is 29% CAGR
Mouthwashes
Brand Management | Colgate Plax | Siddhesh Kasture | PGP301419/12
Colgate Plax
• Ranked 24th in the entire Oral Care Category• Ranked 2nd amongst mouthwashes• Ranked 10th in the Colgate portfolio• Recording a steady growth over 25% YoY
Brand Management | Colgate Plax | Siddhesh Kasture | PGP3014110/12
Avoid Bad Breath 12 Hour Freshness Kills 99.9% Bacteria
Colgate Plax
Product Features