PRODUCT LIFE CYCLE

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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.

PRODUCTS

PRODUCT LIFE CYCLE

Sales Introduction Growth Maturity Decline

Time

INTRODUCTION: Colgate has introduced first product as Colgate’s Ribbon

Dental Cream in the year 1896. Years later this dental cream was disappeared by replacing other formulas in introduction of new creams in Colgate.

GROWTH: In 1997 Colgate Total toothpaste is introduced in the U.S.

and quickly becomes the market leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral health problems and quickly becomes the market leader.

MATURITY: The maturity stage is divided into three stages :a) In the beginning sales increases but at declining rate.b) In second stage sales rate remain stable.c) In third stage sales begin to decline

DECLINE: Today Colgate’s Toothpowder is not much popular. People

have stopped using toothpowders and shifted themselves by dental creams and mouthwash.

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