Colgate Prepared by TYBMS -B Of
Colgate
Prepared by
TYBMS -B
Of
American diversified multinational corporation.
The company’s corporate offices are on Park Avenue
in New York City, across from the Waldrof Astoria.
In India, it operates under the name as Colgate-
Palmolive (India) limited and its head office is at
Mumbai.
Colgate Palmolive is a $10.6 billion global company
serving people in more than 200 countries and territories
with consumer products that make lives healthier and
more enjoyable.
o In 1806, William Colgate introduced starch, soap and
candle factory on Dutch Street in New York City under
the name of "William Colgate & Company".
o In 1857, William Colgate died and the company was
reorganized as "Colgate & Company" under the
management of Samuel Colgate, his son.
o In 1873, the firm introduced its first toothpaste, an
aromatic toothpaste sold in jars.
oIn 1928, Palmolive-Peet bought the Colgate Companyto create the Colgate-Palmolive-Peet Company.
o In 1953 "Peet" was dropped from the title, leaving only"Colgate-Palmolive Company", the current name.
oToday Colgate has numerous subsidiary organizations
spanning 200 countries, but it is publicly listed in only
two, the United States and India.
oHis company sold the first toothpaste in a tube, ColgateRibbon Dental Cream, in 1896.
Colgate has been ranked as India’s #1 Most
Trusted Brand across all categories
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.
oThe International Academy of Periodontology
has awarded its first Seal of Acceptance to
Colgate Total toothpaste.
oThey are very proud to award the first ever, IAP
Seal of Acceptance to Colgate Total.
Colgate
Household care
Personal care Oral care
Toothpaste
Toothbrush
Mouthwash
Body wash
Liquid hand wash
Bar soap
Dish washing
ProductPricePlacepromotion
STRENGTH:-
o Colgate dental cream offers all-round cavity protection, even where a
toothbrush cannot reach.
o Its great mint taste freshens breath.
o It protects against root caries.
o It cleans & makes teeth whiter and repairs early decay spots.
WEAKNESS:-
o High dependence of the company on a single category i.e., oral care.
o Reduction in advertisement expenditure in order to maintain growth.
OPPORTUNITIES:-
Leverage on fact that Colgate has been ranked as the most
trusted brand in India.
Focus on innovations and new product launches by deploying
advanced technologies.
Growth in emerging markets – rural and semi- urban.
THREATS:-
High competition from competitive brands like Pepsodent from
HUL.
Increasing commodity prices for manufacturing.
Geographic Segmentation Strategy
Demographic Segmentation Strategy
Psychographic Segmentation Strategy
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 .