final colgate

Introduction

Presented By:Geeta Rohra 2011122

Rahul Sharma 2011153

AKSHIT SHARMA 2011149

Brief History The Colgate-Palmolive Company was founded in 1806 by William Colgate. The company first began by centering their production around soaps, perfumes, and candles. They began introducing oral health care products to the market in 1873, by producing “its first toothpaste, an aromatic dental cream sold in jars” (Colgate-Palmolive, 1 of 3). By 1991, Colgate-Palmolive had become the leader in not only household products but also in oral health. 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 organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.

Size, growth, profitabilityBy the early 1990’s there were many different companies that focused on oral care products, with the leader being Colgate-Palmolive. By 1991, Colgate-Palmolive held the number one position in the world for the sale of oral care products, accounting for 19% of the worlds toothbrush market. The company’s sales and profits were increasing each year, and by 1991 sales totaled “1.03 billion dollars, while profits totaled 9.8 million dollars,” (Harvard). At this point in time Colgate had introduced two different types of toothbrushes to the market, the Colgate Classic and the Colgate Plus.

OBJECTIVES:

Driving Growth Worldwide:Colgate's long history of strong performance comes from absolute focus on our core global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. This has been combined with a successful worldwide financial strategy. Around the world, Colgate has consistently increased gross margin while at the same time reducing costs in order to fund growth initiatives, including new product development and increases in marketing spending. These, in turn, have generated greater profitability.

Building Market LeadershipColgate managers around the world are dedicated to increasing market shares in all our core businesses. Colgate has achieved global leadership in toothpaste, hand dishwashing liquid, liquid hand soap and specialty pet food.

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.

Growing ProfitabilityColgate is a $15.3 billion consumer products company that serves people around the world with well-known brands that make their lives healthier and more enjoyable.

Truly global in scope, Colgate sells its products in over 200 countries and territories. Approximately 75% of sales come from international operations.Colgate is delivering strong global growth by following a tightly defined strategy to grow market shares for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food.At Colgate, governance is the set of policies, principles and values that guides our business processes in the best interests of our shareholders and employees. At every level, the principles that guide sound governance guide the actions of Colgate people.

Global BrandsOral Care

Toothpastes Colgate Colgate

2in1 Colgate

Enamel Protect Colgate

Fresh Confidenc

e Colgate

Herbal Colgate

Luminous Colgate

Max Fresh Colgate

Max White Colgate

Propolis

Other Oral Care Colgate Plax mouthwash Colgate Total dental floss Tom's of Maine dental floss

Personal Care

Body Wash/Shower Gel Irish Spring Palmolive Palmolive

Aromatherapy Palmolive Naturals

Shampoos/Conditioners Palmolive

Botanicals Palmolive Caprice Palmolive Kids

Home Care

Dishwashing Ajax Axion Palmolive Palmolive Aromatherapy Palmolive

eco+ Palmolive Oxy

Plus Palmolive Pure

+ Clear Palmolive

Scrub Buster Palmolive

Spring Sensations

Cleaners/Cleansers Ajax Fabuloso

Toothbrushes Colgate

360º Colgate

360º ActiFlex Colgate

360º Sensitive

Pro-Relief Colgate

Actibrush Colgate

Active Angle

Palmolive Naturals Palmolive

Optims/Optima

Anti-Perspirants/Deodorants Mennen Speed

Stick Speed Stick 24/7 Speed Stick Power of Nature Speed Stick

Stainguard Speed Stick

Ultimate Lady Speed Stick Lady Speed Stick Invisible Dry Lady Speed Stick Naturals Tom's of Maine

La Croix Murphy Oil

Soap

Fabric Care Cold Power Dynamo

Pet Nutrition

For Canine and Feline Nutritional Needs Hill's Science

Diet

Available ThroughVeterinarians Hill's

Prescription Diet Canine Feline

Competitors

Competitors in India:

1. HUL2. Dabur India3. Procter & Gamble

Colgate-Palmolive has long been in fierce competition with Procter & Gamble. the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in its toothpaste. But that didn't stop Colgate. In the beginning of television, "Colgate-Palmolive" wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they fully sponsored the serial The Doctors.

Promotion

Presented By:Vijay runwal 2011123

Ashutosh sethi 2011136

Future strategy on 4p`s basis:Future strategy on 4p`s basis: 1. Product: 1. Product: G

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.

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.

Eg: 1.They launch different toothbrushes for different age groups. 2.They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years.

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.

3. 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.

4. Promotion:

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.

PROMOTIONIt is often said that markets are made, not found. This is particularly true of the rural market of India. It is a market meant for the truly creative marketer. Promotion has become the biggest challenge, to rural marketers today. Rural marketers have to skillfully communicate with a much larger but scattered audience characterized by variations in language, culture and lifestyles.(companies have to adopt the principle of multi-national companies i.e., “ think global and act local”

High quality products was always a plus point of Colgate all they had to do was to now tap the still unattended rural markets and change their habits i.e from the usage of manjans and datoon to toothpaste and tooth powder. In 1998, Colgate contacted 6 million people in 20,000 villages of which 15,000 villages had not experienced the availability of toothpaste and toothpowder let alone toothbrushes.

Suggesting and implementing a rural promotional scheme was what Colgate called ‘Sampark’ for, as they were specialist in rural advertising category. Going in for mass media would not prove to be costly but the reach would be limited as, still only very few people own and possess a T.V. or a radio. Sampark decided to their advertising by door to door selling.

The Requirement is three fold for strategic promotion:

1.To explore the available media at the different locations. 2. To develop region-specific consumer profiles to understand the characteristics of target market.3. To design right communication and motivation strategies to induce target audience to buy the product.

Promotional Channel :

1. Wholesalers The Indian wholesaler is principally a Galla – Kirana (food-grain) merchant who sustains the belief that business is speculative rather than distributive in character.

2. Retailers Village retailers have traditionally been among the most mobile of rural residents. I. CREDIBILITY: - - He enjoys the confidence of the villagers. II. INFLUENCE LEADER: - - His role as influence leader is indisputable. III. BRAND PROMOTER: - - In rural market retailers remains the deciding factor to sell particular brand. - Retailers helps in identification and selection of brands, there is less influence of shelf displays and point of purchase promotion.

3. Weekly Haats, Bazaars, Shandies The haats are the oldest outlets to purchase household goods and for trade. These markets have different names in different regions. But they are strikingly similar in what they sell. It is reported that there are, in all, about 47,000 haats held through out the country

4. Vans Mobile vans long since, have an important place in distribution and promotion of the products in villages. It has on-going rural van program, which covers on an average 80 million rural consumers per year. Vans are

supplemented with bicycle vendors who go to villages not accessible by the vans.)

5. Melas and Fairs, this is another low cost distribution channel available to the marketers. It is comparable with urban events like Wills Trophy, India International Trade Fair (IITF), Most of the fairs are associated with either a religious event or a festival. Among the most famous melas is the mighty Kumbh Mela at Allahabad (Triveni Sangam), Pushkar mela in Rajasthan, Kullu Dusshera mela in Himachala Pradesh, Sonepur mela in Bihar and Makar Vilakku in Kerala. According to the Indian Market Research Bureau (IMRB) around 8000 melas are held in rural India every year.

6.Educational Films Educational films were also shown in between movies in theatres, these are usually 10-40 seconders which were educational and used to feature either actors, local lenders, for a farmer just like the ones viewing the documentary, later on after the movie would end free samples were distributed to the audience

7. Teachers Training Program Teachers Training Program is an integral part of the School Dental Health Program, conducted regularly across the country to promote preventive dental health care. Colgate also has launched its first-ever online school curriculum featuring fun and entertaining activities.

8. “Oral Health Educational Program” The Colgate Rural Initiative, targeted at rural areas with a population between thirty and a hundred thousand people. The dental check up camps were supervised by teams of dentists and organisers who interacted with over 1 lakh people teaching them the benefits of oral hygiene.

9. ITC E-Choupal Colgate, a company also tied up with ITC E-Choupal and Rotary to spread the message of dental care and oral hygiene to villages across India. The campaign successfully targeted over 156 villages in Uttar Pradesh in association with Project Disha and 36 villages in Maharashtra. In addition, dental camps were also conducted in the Dussera Mela at Kota.

In 1940,the Colgate Company used Slogan was "It cleans your breath while it cleans your teeth " .

The 1960s onwards, the slogan was "The Colgate ring of confidence" . In the late 1950's and early 1960's, Colgate stressed the fact their

"Dental Cream" contained Gardol, a formula that helped protect teeth from cavities and tooth decay.

"Gardol" was actually their trademark for the ingredient Sodium lauroyl sarcosinate .

Now they used various Slogan for different different products like For MAX FRESH is “A Whole new Dimension of Freshness” & For WHITE TOOTHPASTE is “All Around Decay Protection

Attractive offers: Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a

100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.

Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals giving you a whole new dimension of freshness. Get a 150g plus a 80g tube with a Colgate Extra Clean Toothbrush in a Freshness Value Pack for Rs. 79/-. Save Rs. 20/-

Questionnair

e? Presented By:

Umer sheikh 2011147

Nitesh wadia 2011179

Colgate survey

* Required1. Do you currently use any variation of Colgate toothpaste? (Excluding Colgate toothpaste for children) *

yes

no

2. Which brand of Colgate toothpaste did you most recently purchase?

Colgate Dental Cream

Colgate Total

Colgate Sensitive

Colgate Sensitive-Pro-Relief

Colgate Max Fresh

Colgate Maxwhite

Colgate Fresh Energy Gel

Colgate Herbal

Colgate Cibaca Family Protection

Colgate Active Salt

3. Have you ever previously purchased Colgate toothpaste? (Excluding Colgate toothpaste for children)

yes

no

4. How many times have you purchased Colgate in the last six months?

1-2

3-4

5-6

6+

5.Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste

not importantsomewhat important

important

In-store advertising

Advertisements seen outside of shops

Memories of previous toothpaste purchases

Information on packaging

Staff

Friend or family

Professional advice i.e dentist or doctor

6. When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision)

most important second most

importantthird most important

Price of the toothpaste

its a familiar brand that you have used before

It's a regular type of toothpaste with no extra features such as

whitening

Its a gel instead of a paste

The packaging i.e type of tube

most important second most

importantthird most important

It's made for sensitive teeth

It freshens breath

It whitens teeth

It provides total care for my teeth i.e plaque control, tartar

control

7. How satisfied were you in terms of product effectiveness the last time you used Colgate toothpaste?

Very dissatisfied

Dissatisfied

Not sure Satisfied

Very satisfied

8. Do you plan to purchase Colgate toothpaste in the future? *

yes

no

maybe

9. When do you feel the need to purchase toothpaste? (Please select the answer which has the greatest influence on your toothpaste purchasing habits) *

When it runs out

When it is on offer or the price has been reduced

When you see an advert for the toothpaste i.e on television

When someone recommends a particular toothpaste to you

When a dentist or other professional recommends a particular toothpaste to you

10. On average how long do you spend making a decision on your toothpaste purchase?

Up to a minute

Over a minute to two minutes

Over two minutes to three minutes

Over three minutes to four minutes

Over four minutes to five minutes

Over five minutes

11. What kind of offers would most likely make you purchase another brand of toothpaste?

Buy one get one free or three for two

Loyalty points

Price reduction

Coupons

None of the above

12. How often do you brush your teeth?

Not at all

Once a day

Twice a day

More than three times a day

ANALYSIS OF QUESTIONNAIRE

1. Do you currently use any variation of Colgate toothpaste? (excluding Colgate toothpaste for children)

yes

no

2.Which brand of Colgate toothpaste did you most recently purchase?Colgate Dental Cream 1 3%

Colgate Total 2 6%

Colgate Sensitive 5 16%

ColgateSensitive-Pro-Relief 5 16%

Colgate Max Fresh 1 3%

Colgate Maxwhite 3 10%

Colgate Fresh Energy Gel 0 0%

Colgate Herbal 0 0%

Colgate Cibaca Family Protection 0 0%

Colgate Active Salt 14 45%

3. Have you ever previously purchased Colgate toothpaste? (excluding Colgate toothpaste for children)

Yes 20 65%

No 11 35%

4. How many times have you purchased Colgate in the last six months?

1-2 9

3-4 10

5-6 6

6+ 6

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - In-store advertising

not important 10 32%

somewhat important 2 6%

important 1 3%

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - Advertisements seen outside of

shops

not important 5 16%


important 1 3%

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - Memories of previous toothpaste purchases

not important 5 16%


important 4 13%

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - Information on packaging

not important 1 3%


important 1 3%

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - Staff

not important 5 16%


important 4 13%

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - Friend or family

not important 5 16%


important 2 6%

5. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste - Professional advice i.e dentist or doctor

not important 8 26%


important 2 6%

6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - Price of the toothpastemost important 11 35%

second most important 1 3%

third most important 1 3%

6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - Its a familiar brand that you have used beforemost important 2 6%



6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - It's a regular type of toothpaste with no extra features such as whitening

most important 6 19%



6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - Its a gel instead of a pastemost important 6 19%



6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - The packaging i.e type of tubemost important 6 19%



6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - It's made for sensitive teeth




6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - It freshens breath

most important 516%



6.When purchasing Colgate toothpaste which two product attributes influence

Your decision the most? (please select your first choice as the attribute most important to your decision) - It whitens teeth




6.When purchasing Colgate toothpaste which two product attributes influence your decision the most? (Please select your first choice as the attribute most important to your decision) - It provides total care for my teeth i.e plaque control, tartar controlmost important 8 26%



7. How satisfied were you in terms of product effectiveness the last time you used Colgate toothpaste?

Very dissatisfied 6 19%

Dissatisfied 5 16%

Not sure Satisfied 8 26%

Very satisfied 12 39%

8. Do you plan to purchase Colgate toothpaste in the future?yes 17 55%

no 11 35%

maybe 3 10%

9. When do you feel the need to purchase toothpaste? (Please select the answer which has the greatest influence on your toothpaste purchasing habits)

When it runs out 9 29%

When it is on offer or the price has been reduced 18 58%

When you see an advert for the toothpaste i.e on television 18 58%

When someone recommends a particular toothpaste to you 6 19%

When a dentist or other professional recommends a particular toothpaste to you 2 6%

People may select more than one checkbox, so percentages may add up to more than 100%.

10. On average how long do you spend making a decision on your toothpaste purchase?Up to a minute 5 16%

Over a minute to two minutes 7 23%

Over two minutes to three minutes 6 19%

Over three minutes to four minutes 0 0%

Over four minutes to five minutes 3 10%

Over five minutes

11. What kind of offers would most likely make you purchase another brand of toothpaste?Buy one get one free or three for two 5 16%

Loyalty points 8 26%

Price reduction 6 19%

Coupons 6 19%

None of the above 6 19%

12. How often do you brush your teeth?

Not at all 2 6%

Once a day 7 23%

Twice a day 22 71%

More than three times a day 0 0%

final colgate

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