Founded Over 200 Years Back in New

8/14/2019 Founded Over 200 Years Back in New

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Colgate

Founded over 200 years back in New York City, Colgate-Palmolive (India) Ltd. established in1937 has come a long way. From a modest start in 1937, when hand-carts were used to distribute ColgateDental Cream, Colgate-Palmolive (India) Ltd. today has one of the widest distribution networks in India – a logistical marvel that spans around 3.5 million retail outlets across the country, of which the Companyservices 9.40,000 outlets directly. The Company has grown to Rs. 1475 crores plus with an outstandingrecord.

Today, Colgate is a household name in India with one out of every two consumers using a moderndentifrice. Consistently superior quality, innovation and value for money products emerging out of

advanced technology employed, has enabled Colgate to be voted ‘The Most Trusted Brand’ in Indiaacross all brands and categories for four consecutive years in the Brand Equity AC Nielson ORG-MARGsurvey. Colgate has been the only brand to be ranked in the top three for all the six surveys and to hold the premier position for four consecutive years. This is a true measure of the trust and confidence thatgenerations of consumers have placed in Colgate for their oral care needs.

Today, with sales surpassing $13 billion, Colgate focuses on four core businesses: Oral Care,Personal Care, Home Care and From the Dentist. Colgate now sells its products in over 200 countriesand territories worldwide.

Oral Care Personal Care Home Care From the DentistToothpastes Body Wash Surface Care Gingivitis TreatmentToothbrushes Liquid Hand Wash Sensitivity TreatmentToothpowder Shave Preps Tooth WhiteningWhitening Products Skin Care Fluoride Therapy

Hair Care Mouth Ulcer TreatmentSpeciality Cleaning

In this project we are going to be looking at the Toothpastes available under the Colgate Catalog in India.



ORAL CARE

Toothpastes

• Colgate Dental Cream

• Colgate Total 12

• Colgate Sensitive

• Colgate Max Fresh

• Colgate Kids ToothPaste

• Colgate Fresh Energy Gel

• Colgate Herbal

• Colgate Cibaca Family Protection

• Colgate Advanced Whitening



• Colgate Active Salt

All these products are manufactured with a view to cater, different people with different problems anddemands off their toothpaste.



Name: - ____________________________. Age: - ______ yrs.

Q1. Which Brand of Toothpaste do you Use?

Colgate (normal)

Colgate Max Fresh

Colgate Total 12

Colgate Herbal

Colgate Advanced Whitening

Colgate Active Salt

Colgate Sensitive

Decision varies according to special offers

Q2. What do you like about your brand (as marked in Q. 1)?

Taste

Quality

Price

Quantity

Packaging

Q3. How did you first discover your brand?

Advertising – T.V., Newspaper, Radio, Outdoor, etc.

Friends/ Family

Saw it in store

Other



Q4. Are you happy with the way your brand is advertised?

Yes

No

Q5. What do you think about the particular advertisement?

Entertaining

Over the Top

Stylish

Funny

Odd

Q6. Can you recollect the USP of your brand as mentioned in the advertisement?

YesPlease elaborate: - ________________________________________________________.

No

Q7. What is your opinion about the advertisement of your brand?

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

____________________________________________________________________________

Q8. Do you think your brand stands up to the claims it makes in the ads?

Yes

No

If No, would you hold the advertisement responsible? ________.



Q9. Would you change you brand?

Yes

No

Then why? - ___________________________________________________________________.

THANK YOU



Focus Group

Four focus groups were taken to observe the overall attitude of the target towards the product. Colgate istargeted at: -

- House Wives / Mothers- Hostelites- Teenagers- Dentist

Objective of the Session

To see the overall attitude of the focus groups towards the product based on its advertising campaign, andsee if the brand has a distinct identity.

Questions for Discussion

1. For the given picture, which toothpaste do you think is apt?2. How did you first come to know about the brand?3. What is the first thing you notice about the brand?



4. How do you feel about the brand?5. Why did you choose the brand over the other?6. How does the brand make you feel about yourself?7. What would you like to change in the existing advertisements?

Procedure

The potential members were informed about the discussion, after a formal invitation. The invitation hadthe purposed time, and the agenda that was to be a followed with a brief description of the questions to bediscussed. Each member was called and reminded three days prior to the proposed date, as a reminder.The discussion lasted for 30-45 minutes held over 2 days. The moderator of the discussion was Ms. BetsyZachariah, MA. Industrial Psychology from SNDT University.

People Involved

House wives

1. Mrs. Valsamma Thampy2. Mrs. Sangeeta Vyas3. Mrs. Pooja Reddy4. Mrs. Purnima Joshi5. Mrs. Lila George6. Mrs. Reena Malhotra

Teenagers

1. Ms. Shreya Vyas2. Mr. Jubin John3. Mr. Shannon George4. Mr. Davina Fernandes5. Mr. Naama Choonawala6. Mr. Amogh Rajan

Dentist

1. Dr. Karren Vaz2. Dr. Nitin Tambe3. Dr. Satish Desai

Hostelites

1. Mr. Sandeep Sharma2. Mr. Vidit Astavan



3. Ms. Leena Agarwal4. Ms. Divya Johnson5. Ms. Munmun Nahar 6. Mr. Roop Thomas

FOCUS GROUP REPORT

House wives

1. Mrs. Valsamma Thampy2. Mrs. Sangeeta Vyas3. Mrs. Pooja Reddy4. Mrs. Purnima Joshi

5. Mrs. Lila George6. Mrs. Reena Malhotra

• The six participants were shown the given picture.

• Their response to the picture aried.

• Mrs. Thampy, Mrs. Vyas and Mrs. Malhotra instantly said ‘Colgate’.

• The others named competitors of Colgate namely Close – Up, Pepsodent and Anchor.

• When the second question was asked Mrs. Vyas said that she had been using Colgate for

years, and because, even her parents had used the brand, it was like an instinct to use it.

• Mrs. Thampy was first drawn to Colgate when through television commercials she learnt of how Colgate was approved by the Indian Dental Associations (I.D.A.). So out of concern for her child’s health she adopted Colgate.

• Mrs. Malhotra uses different brands at different times. She doesn’t remember when shefirst heard about the brand.

• Mrs. Thampy’s answer to the 3rd question was ‘family health’.

• Mrs. Vyas’s answer was ‘its legacy’; it being around for so many years.

• Mrs. Joshi said ‘health’.

• Mrs. George said ‘variants, extension’.

• Mrs. Malhotra said ‘familiarity’.

• The 3 members that said Colgate to be the first question answered ‘Secure’ as their tag for the way they felt about the brand.



• To the 6th question, all the members said they feel responsible when they use Colgate, asthe health and hygiene of the family is the most important thing.

• To the last question, Mrs. Vyas and Mrs. Malhotra said there wasn’t much that the adsneeded, while the others said, that the whole idea and experiment in the ad, comes off as too far-fetched.

Teenagers

1. Ms. Shreya Vyas2. Mr. Jubin John3. Mr. Shannon George4. Mr. Davina Fernandes5. Mr. Naama Choonawala6. Mr. Amogh Rajan

• To the 1st question everyone said, Colgate. Because Colgate has been advertising to itsyoung audition.

• Shreya, Jubin and Naama’s parents had been using Colgate, but they heard about Max – Fresh through television advertising.

• The rest don’t remember when the 1st heard about the brand.

• The 1st thing they notice about Colgate is its variety and colours.

• Shanon and Davina feel young and energetic and confident using Colgate.

• Naama and Amogh feel mature, responsible.

• Shreya and Shanon and said that the ads must not have have Saif Ali Khan as the brandambassador.

• Rest thought the ads were Ok.

Dentist

1. Dr. Karren Vaz2. Dr. Nitin Tambe3. Dr. Satish Desai

• To the picture, the three doctors said Colgate, because it claims to be certified by the IndianDental Association and enforces the idea of dental check ups which seems to be long gone for the



Indian Society.

• All of them always know about the brand. Even their parents used it.

• The first thing the notice the brand is its recognition with the I.D.A., which is reallyimportant. Dentists across the world recommend it.

• Dr. Karen Vaz feels that the brand is perfect for family and hygiene. No other toothpaste

emphasizes so much on health and hygiene.

• Dr. Nitin Tambe and Satish Desai agreed to Dr. Vaz’s statement with an instant nod.

• The brand makes us feel we are at work.

• The ads don’t seem far fetched ads.

Hostelites

1. Mr. Sandeep Sharma2. Mr. Vidit Astavan3. Ms. Leena Agarwal4. Ms. Divya Johnson5. Ms. Munmun Nahar 6. Mr. Roop Thomas

• To the 1st question, Sandeep, Vidit, Leena and Roop said Colgate. The rest gave competitor names, Close – Up and Pepsodent.

•

Sandeep said as a reply to the 2nd

question, “Colgate, I think has been around way beforetelevision advertising came to India, so it’s difficult to say when I first heard of it, because as far asI remember my parents have always used it.” Everyone nodded their agreement to Sandeep’sobservation.

• To the 3rd question, Divya said, “Extent of availability” and surprisingly everyone agreed toit. Colgate has amazing distribution. You find it at your Kirana stores also.

• Leena and Munmun said that they ‘weren’t affected’ by the brand. Due to its distribution,daily health, even during busy time is not a bother factor.

• Vidit mentioned ‘hygiene’ and everyone else agreed.

• To everyone Colgate was a bankable brand.

• But none of them could remember any recent ads.

• Everyone was quick to agree with Leena when she pointed out that the variants offeredwere a definite plus point.

• Munmun concluded by saying that the commercials of some other brands were moreappealing to them than Colgate.





Aniket Mangrulkar – 37Lijo Thampy – 60

Question 1:

Question 2:

Question 3:

0

2

4

6

8

10

12

14

Colgate

(normal)

Colgate

Max Fresh

Colgate

Total 12

Colgate

Herbal

Colgate

Advanced

Whitening

Colgate

Active Salt

Colgate

Sensitive

Decision

Varies

according

to off ers

0

5

10

15

20

25

Taste Quality Price Quantity Packaging

0

5

10

15

20

25

30

Advertising - T.V.,

New spaper, etc.

Friends/ Family Saw it in store Other



Question 4:

Question 5:

Question 6:

0

5

10

15

20

25

30

35

Yes No

02

4

6

8

10

12

14

16

18

Entertaining Over the Top Stylish Funny Odd

0

5

10

15

20

25

30

35

40

45

50

Yes No



Question 8:

Question 9:

0

5

10

15

20

25

30

35

Yes No

0

5

10

15

20

25

30

Yes No Maybe

Founded Over 200 Years Back in New

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