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Colgate's Legacy and Market Strategy

Colgate-Palmolive is an American consumer products company that was founded in 1806 and is one of the largest manufacturers of toothpaste and toothbrushes in the world. It has numerous brands and products spanning oral care, personal care, home care, and pet nutrition. Colgate maintains its #1 market share in India for toothpaste and toothpowder and has a wide range of oral care products targeted at different age groups and needs. The company focuses on innovation and rural expansion through various promotional activities like mobile dental vans and educational scholarships.

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453 views19 pages

Colgate's Legacy and Market Strategy

Colgate-Palmolive is an American consumer products company that was founded in 1806 and is one of the largest manufacturers of toothpaste and toothbrushes in the world. It has numerous brands and products spanning oral care, personal care, home care, and pet nutrition. Colgate maintains its #1 market share in India for toothpaste and toothpowder and has a wide range of oral care products targeted at different age groups and needs. The company focuses on innovation and rural expansion through various promotional activities like mobile dental vans and educational scholarships.

Uploaded by

dhingrastore
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BY

V.UMA

CONTENTS
HISTORY
AWARDS AND ACHIVEMENTS
PRODUCTS
TARGET MARKETING
ADVERTISEMENT
CONCLUSION

HISTORY
In

1806, William Colgate introduced starch, soap


and candle factory on Dutch Street in New York
City under the name of "William Colgate &
Company".
In 1857, William Colgate died and the company
was reorganized as "Colgate & Company" under the
management of Samuel Colgate, his son.

In

1873, the firm introduced its first toothpaste, an


aromatic toothpaste sold in jars.

His

company sold the first toothpaste in a tube, Colgate


Ribbon Dental Cream, in 1896.

In

1928, Palmolive-Peet bought the Colgate Company to


create the Colgate-Palmolive-Peet Company.

In 1953 "Peet" was dropped from the title, leaving only


"Colgate-Palmolive Company", the current name.

Today

Colgate has numerous subsidiary organizations


spanning 200 countries, but it is publicly listed in only
two, the United States and India.

AWARDS & ACHIEVEMENTS

Colgate has been ranked as Indias #1 Most


Trusted Brand across all categories for four
consecutive years from 2003 to 2007
51% market share in the toothpaste segment.
48% market share in the toothpowder
market.
30% share in the toothbrush market.
On 4Sept.2009,Colgate-Palmolive signed
SRK as its Brand ambassador.

WILLIAM COLGATE
1783-1857

PRODUCTS

COLGATE

ORAL CARE

PROFESSIONAL
ORALCARE

HOME CARE

PRODUCT LINE
Oral Care

Personal Care

Fabric Care

Surface
Care

Max Bar
Azadi Dish Bar
Max Scourers
Max Liquid
Max Antibacterial
Beauty Soap ~ Palmolive Naturals
Carbolic Soap~ Azadi
Skin Germ Protection Soap ~ Protex

Sparkle Toothpaste Colgate


Colgate
Colgate
Colgate
Colgate
Colgate

Maximum Cavity Protection


Total Fresh Stripe
Herbal
Herbal White
Whitening
Fresh Energy Gel

Colgate
Colgate
Colgate
Colgate
Colgate

Brite
Maximum
Power
Express
Power
Bonus
Softlan

Navigator Plus
Plus
Premier
Extra Clean
Super Flexible

STRATEGY
They try to position some innovative toothpaste with a
brand name other than Colgate but under the umbrella of
Colgate Palmolive.
Focusing toward rural rich and consuming class by
endorsing the development of Colgate Ayurvedic
Toothpowder.
They would come up sachets of these tooth powder and
position toward rural population who buy in smaller lots.

TOOTHPASTE
Colgate total
Colgate total advanced
Colgate optic white
Colgate sensitive pro relief
Colgate max fresh
Colgate cavity protection
Colgate sensitive
Colgate sparkling white
Colgate triple action

BRUSHES
1.They launch different toothbrushes for different age groups.
2.They launch a special toothpaste and toothbrush for kids in the
age group from 4-10 years

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.

STRENGTHS

Strong financial performance

Focus on innovation and new


product launches

Colgate business planning


initiative

ADVERTISEMENT
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 .

PROMOTIONAL TOOLS
Increasing circumference of toothpaste tube.
Free Dental Check-up in mobile vans

Free Dental Check-up by sending a SMS


Scholarship offers like Learn & earn offer

CONCLUSION

Our company: Colgate people are all part of a


team, committed to working together throughout the
world to achieve success.

THANK YOU

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