PRODUCTS
1) ORAL CARE
• Colgate max fresh
• Colgate extra salt
• Colgate 360 toothbrush
• Colgate dental cream
2) PERSONAL CARE
• Palmolive charmis cream
• Shave cream
• Palmolive naturals
3) HOME CARE
• Axion-dish washing paste
4) PROFESSIONAL ORAL CARE
• Colgate visible white
• Colgate sensitive
• Phos-flur
PRODUCT LIFE CYCLE
SALES
Introduction
Growth
Maturity
More and more
variants and also new
products as active
salt etc
Introduction of
Gel and other
variants
Minimum
variants
maximum reach
Decline
Currently no
signs of
significant
decline
Time
The Colgate Plethora
FINANCIAL PERFORMANCE
2009 key category growth in%age
25
20
15
10
5
0
2009 key category
growth in%age
Awards & Achievements
1)Colgate has been ranked as India’s #1 Most Trusted Brand across all categories
for four consecutive years from 2003 to 2007
2)51% market share in the toothpaste segment.
3)48% market share in the toothpowder market.
4)30% share in the toothbrush market.
5)Presently it is facing competition from no. 2 player HUL. E.g. Pepsodant
On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand ambassador.
Marketing Mix
1)
2)
3)
4)
Product
Price
Promotion
place
PRODUCT:
1) They try to position their different toothpastes with a brand name
under the umbrella of Colgate Palmolive eg: colgate maxfresh,
colgate active salt etc.
2) For Urban population, they have come up with the products suiting
to young generation.
3) Focus on innovation and new product launches
PRICING:
1) wide range of products both for rural and urban class with different
pricing strategy for both.
PROMOTION:
1) For rural consuming class they endorsing Cibaca toothpaste.
2) Advertisement through T.V. media, Print media.
3) FM Radio for Urban population & MW and SW radio for Rural
population.
PLACE:
1) They are trying to increase product penetration to rural
population.
2) They are trying to increase the wholesalers to smaller towns.
3) They are track the distribution path so that they are able to cover
all the village areas around the towns
Company's entire advertising
campaign across its major products
and related TVCs, print ads and radio
ads
ADVERTISEMENT
1)In 1940,the Colgate Company used Slogan was "It
cleans your breath while it cleans your teeth " .
2)The 1960s onwards, the slogan was "The Colgate ring
of confidence" .
•Now they use various Slogan for different products
like For MAX FRESH is “A Whole new Dimension of
Freshness” .
• For WHITE TOOTHPASTE is “All Around Decay
Protection”.
YOU TUBE LINKS
FOR ACTIVE SALT: http://www.youtube.com/watch?v=cgP-O31j0MY
FOR PLAX AD: http://www.youtube.com/watch?v=IHF4A67-wMI
FOR MAX FRESH: http://www.youtube.com/watch?v=_X0HByeC5o8
Promotional tools
1) Free dental check-up in mobile vans
Attractive offers:
1)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/.
2)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/-
Placement Tip- Rashi Tyagi, Last year Intern
“Colgate places a lot of focus on depth of knowledge,clarity
and leadership skills with respect to projects done,long &
short term goals as well as willingness to travel.During my
selection taking the lead during the group activity along
with displaying confidence and giving concise,clear answers
helped.