Colgate Presentation

Colgate Toothpaste

Submitted to:

Miss Afsheen Danish

Submitted By:

Hafeez ur RehmanFarina Jaffer

Kamal AhmadSanaUllah ShaikhSyed Akmal Aftab

Introduction

• Colgate Palmolive started its operations in Pakistan in 1977 as joint venture between Colgate Palmolive (USA) and Lakson Group.

• Colgate Palmolive is one of the largest ventures by the group. With assets of more than Rs. 400 million and a turnover of Rs. 1500 million, it has emerged as one of the largest corporations in Pakistan.

Competition:

Its main competitors are

• Macleans• Medicam• Close-up• English• Minto• Pepsodent

Substitute Competition:

Colgate toothpaste competes with Dentonic, and Khas tooth

powder

Brand Hierarchy:

Colgate Navigator PlusColgate PlusColgate PremierColgate Extra Clean Colgate Super Flexible

Sparkle Toothpaste

Oral Care Personal Care Surface Care

Max BarAzadi Dish Bar Max ScourersMax LiquidMax Antibacterial

Beauty Soap ~ Palmolive Naturals Carbolic Soap~ Azadi Skin Germ Protection Soap ~ Protex

Brite Maximum Power Express PowerBonus Softlan

Fabric Care

Colgate Maximum Cavity ProtectionColgate Total Fresh StripeColgate HerbalColgate Herbal White

Colgate WhiteningColgate Fresh Energy Gel

Target Market:

• Colgate is targeted at middle income and upper income families.

• Colgate has had a consistent target market.

• Colgate has never altered its target market segment.

• Colgate was introduced in the semi urban and rural areas.

PRICING STRATEGIES

• Colgate has persisted with its premium pricing concept

• Emphasizing on quality for product differentiation it has never used price cuts to increase its sales.

• Colgate is looking for review to change its price in 2010.

SECONDARY ASSOCIATIONS

• 1- Country of Origin

• 2- Channels of Distribution.

• 3- Spokes Persons.

• 4- Events.

• 5- Third Party Sources

Brand Mantra

Oral ProtectionColgate is always

recommended for providing oral protection for longer hours.Hence, it proves its consistency in oral care.

FamilyColgate’s image in

Pakistan is that of a family brand with multidimensional advantages, consistent quality and continuous innovation.Its advertisement also portray the same image of colgate.

ReliableIt has maintain its

performance throughout.Hence,it is the most reliable toothpaste of the time and colgate is still a threat to the competitor.

Functional Modifier

DescriptiveModifier

EmotionalModifier

DISTRIBUTION

• Colgate Palmolive Express distributors Retailers Consumers

• Colgate Palmolive Express distributors Agent wholesalers Retailers Consumers

• Colgate Palmolive Agent wholesalers Retailers Consumers

Line Extension:

• Colgate is looking for line extension in the mid of the 2010. The possible line extension is “COLGATE SENSITIVE”.

Brand Failure

• Colgate launched the food product called Colgate Kitchen Entrées

• The idea was that consumers

would eat their Colgate meal,

and then brush their teeth

with Colgate toothpaste. • The trouble was that for most people the

name Colgate does not exactly get their taste buds tingling.

RECOMMENDATION:

• Colgate should hire celebrities for the advertisement

• They should also increase the volume of their CSR activities because they have a very good image in the market.

• Target market should be clearly emphasized in advertisement.

• Colgate should emphasize on Digital Branding i.e. online purchase.

• Colgate should use colorful paste to create uniqueness.

Thank You