Colgate
White shiny healthy teeth naturally
By
Anita Laila
Rekha
COLGATE-PALMOLIVE(PAKISTAN)
LTD
• A joint venture between CP USA &
Lakson Group of Companies Pakistan
• Incorporated in Pakistan on
Dec 5,1977
Colgate is a truly global
company doing business in over
200 countries.
Product Mix
• Fabric Care (Brite, Express and Bonus)
• Personal Care (Palmolive soap and Palmolive Naturals)
• Oral Care (Colgate Regular,Gel,Extra Mint,tooth
brushes and Sparkle)
• Surface Care (Lemon Max,Max liquid, AJAX and
Azaadi)
Facts
Per Capita Consumption of Toothpaste in
Pakistan is 35gms per person per year
In comparison India has a massive
consumption of 900gms per person per year
Colgate the tooth paste!
Cavity prevention
Whitening
Plaque prevention
Long-lasting fresh breath
Toothpaste and mouthwash in one
Baking soda & peroxide
Colors appealing to kids
Code Of Conduct
• Provide safe and quality products of value to
consumers
• Increase shareholder value
• Offer opportunities for personal and
professional growth to all Colgate people
• Fulfill our corporate social responsibilities as a
member of the global community
Research Objective
SURVEY
Areas Covered
• Garden, Clifton, Defence, Korangi,
Nazimabad, North Nazimabad,
Karimabad, Mehmoodabad, Malir,
Gulshan, Landi Town, PECHS, Saddar,
and Cant Station etc.
Analysis!!!
Which brands of
toothpaste people of
Karachi usually prefers?
11%
6%
18%
55%
4%
6%
Colgate
Close up
Medicam
Soda White
Pepsodent
Others
What Attracts you most to
buy
colgate?
11%
7%
9%
Price
Packaging
Brand Name &
Image
73%
Special
Discounted Offers
How many times do you
brush your teeth daily?
14%
32%
Thrice
Twice
Once
54%
Are you satisfied with
Colgate ?
1%
2%
great extent
Some extent
46%
51%
little extent
not at all
What features do you
usually look for in Colgate?
Calcium & Flouride
11%
17%
20%
whitens teeth &
remove stains
Fights Bad Breath
7%
32%
13%
Oral Ailments
12- hrs germs
protection
Control Tarter
Which of the following
advancements do you expect
in your colgate?
12%
9%
Multi Features
More Flavors
51%
28%
Price Cuts
Special Benefits
What flavors do you and will
you appreciate in colgate?
13%
2%
23%
Regular
Extra Mint
17%
Ice Blue
Sparkling red
others
45%
Normally what size pack do
you prefer?
3%
Family
39%
48%
Large
Medium
Small
10%
How often do you opt for
new toothpaste ?
17%
31%
6 months
3 months
1 year
never
6%
46%
How do you find your
Colgate prices?
3%
12%
Costly
36%
Moderate
Reasonable
Cheap
49%
What other brands will you
prefer if you do not get the
colgate ?
7%
6%
8%9%
27%
34%
Colgate
Colgate
Medicam
Medicam
Pepsodent
Pepsodent
25%
27%
Close
CloseUpUp
9%
8%
19% 21%
Soda
SodaWhite
White
others
others
Why you prefer that colgate
brand than any other brand
in the market?
Quality
8% 2%
Reasonable price
8%
7%
Flavors
Brand Name
75%
Promotional
Schemes
limitations
• Short duration for survey
• Respondents were not interested
• Brand loyalty among consumers that’s why
they don’t want to switch to another brand
of toothpaste
• Reluctant to try a new brand
Recommendations
• Brand Manager should spend at least one week in
a month in the market to get market feedback
about the brand.
• Should start targeting teenagers in their
advertisements.
• Add colors and flavors which appeals kids like
fruit flavors etc
• Introduce a a medicated toothpaste in brand
extension
• Continuous sales promotional activities to be done
Wake-Up – We’re Done!