Colgate Brand

Colgate Brand Prepared by: Jignesh Champaneri,

Indian oral care market

Indian oral care market (contd..) • Valued at Rs 21 bn, • Toothpastes consumption: • 67% - the urban households • 33% - the rural households • dominated by large multinational companies. Major players in this market are Colgate Palmolive, HUL and SmithKline with its Acquafresh brand. • Colgate Palmolive is the market leader in the oral care segment. • Colgate and HUL together account for over 70% percent of the organized toothpaste market • toothpowder segment: Colgate and Dabur are the two major players with Colgate having 48% share.

Colgate Palmolive milestone: • 1806: Company is founded by William Colgate in New York to make starch, soap, and candles. • 1873: Toothpaste was launched • 1928: Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-Peet Company. • 1937: the company moved into India. • 1966: Palmolive dishwashing liquid is introduced .

Colgate Palmolive milestone in India • • • • • •

1937: launch first toothpaste Colgate dental cream 1949: launch tooth powder and toothbrush 1950: Palmolive shave cream 1976: launch programme “young India.” 1989: Palmolive extra care soap launched. 2003: launch oral health month program

Colgate Palmolive products •

ORAL CARE: • Thooth paste • Colgate Total 12 colgate cibaca • Colgate Sensitive Colgate Active salt • Colgate Max Fresh • Colgate Fresh Energy Gel • Tooth brush • Colgate360 • Colgate Zigzag • Colgate Cibaca • Thooth powder

Colgate Palmolive products (contd..) • PERSONAL CARE • Body wash • Liquid hand wash • Shave preps • Skin care • Hair care • HOUSE HOLD • Axion dish washer

Colgate Palmolive products

The Brand equity of Colgate • In 1992,93,94 Colgate was ranked No 1 brand in all categories surveyed by annual brand power survey India. • In 1997 Colgate calciguard and Colgate plus get IDA seal of acceptance • 1999 Colgate was rated “India's premier brand” by A&M annual survey of India's top brand. • 2002 again No 1 brand in India- surveyed by Taylor Nelson MODE

The Brand equity of Colgate • “Best employer India”- surveyed by BT Hewitt • 2003-05 ranked “Most trusted Brand in India” Surveyed by AC neilson ORG-MARG. • 2004 celebrated Colgate health month.

Branding • Introduce toothpaste “Colgate dental cream.” • Having white cream and metallic pack. • Dominate for longer year , become generic name for tooth paste. • High brand recall: toothpaste – Colgate

Branding • Since the introducing of the toothpaste, create dominance until introduction of competitor like HLL, Dabur, P&G • The company went through a tough time in FY99 • HLL attacked with close up with freshness gel position • Other side attack with safety side position with pepsodent-g (mentadent) • With investing 1.5 bl behind advt. in 1999

Fight back • To recover and get market • Reposition the product against competitor product • Colgate Dental Cream was repositioned as Colgate Supershakti • Colgate Total, Colgate Sensation Whitening and Colgate Strips against close up in gel variants

Fight back • Colgate Fresh Energy Red Gel – “a unique cooling agent with a clove like spicy flavour that invigorates the senses and a refreshing new taste that gives users fresh breath for hours after brushing” • Launch Colgate herbal to attract rural market with mascot “gillu”

Brand awareness • Colgate in association with dental associations have launched nationwide community dental health programs and informative commercials on oral health • 2003 initiated “oral health month” collaboration with IDA • companies use channels like e-choupals and Disha (unregulated periodic markets). Colgate increased its reach from 162 villages in 2004 to 3,765 in 2005 through Disha.

Tooth brush • Emphasis on improving feature of toothbrush. • Add Zigzag bristles that reach between two teeth. • Flexible handle • Add tongue cleaner behind toothbrush

pitfalls • Consider as a generic name of toothpaste. • Consumer mindset Could not relate to any other category • extremely similar slogans • "For Sparkling White Teeth" • "For Sparkling, Healthy White Teeth.” • "For Clean, White Teeth"

Conclusion & suggestions • Colgate is India’s most trusted brand and market leader in India in oral care market. • Perfectly branded and positioned their products and categories. • They should involve “Colgate” in personal care category • They should create mascot by that indirectly relate with other category

Thank you