A

PROJECT REPORT

ON

MARKETING STRATEGIES

OF

COLGATE TOOTHPASTE

IN INDIAIn the partial fulfilment of degree of bachelor of

business administration.

Submitted to: - submitted by:-

Mr. Ashish saxena gagandeep kaur

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DECLARATION

This is to declare that Ms. GAGANDEEP KAUR of BBA VIth A in

our institute has successfully completed her winter training project

entitled “MARKETING STRATEGIES OF COLGATE

TOOTHPASTE IN INDIA” for the partial fulfilment of degree of

BACHELOR OF BUSINESS ADMINISTRATION.

(H.O.D- BBA) PROJECT GUIDE

Dr. S.M MEHDI Mr. ASHISH SAXENA

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ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance

encouragement of other people. This one is certainly no exception.”

On the very outset of this report, I gagandeep kaur would like to

extend my sincere & heartfelt obligation towards all the personages

who have helped me in this would not have made headway in the

project. I am extremely thankful and pay my gratitude to my Mr.

Ashish Saxena for his valuable guidance and support on completion

of this project in its present. I extend my gratitude to INVERTIS

UNIVERSITY for giving me this opportunity.

At last but not least gratitude goes to all of my friends who directly or

indirectly helped me to complete this project report.

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CONTENTS

S.NO. TOPIC NAME PAGE NO.1. INTRODUCTION 6-132. COMPANY PROFILE 14-153. COMPANY HISTORY 16-274. PRODUCT PROFILE 28-335. FOUR P’S OF MARKETING 34-376. SWOT ANALYSIS 38-497. STP 40-428. COMPETITIVE ANALYSIS 43-459. LITERATURE REVIEW 4610. OBJECTIVES 47

11. RESEARCH METHODOLOGY 48-54

12. FINDINGS 55

13. SUGESSTION 56

14. CONCLUSION 57

15. BIBLIOGRAPHY 58

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INTRODUCTION

Colgate is an oral hygiene product line of toothpaste, toothbrushes,

mouthwashes, and dental floss. Colgate was the first toothpaste in a

collapsible tube, introduced in 1896, when it had previously been sold

in glass jars since 1873.Present in India since the 1930s, Colgate is

almost synonymous with toothpaste in the Indian market. It is

accepted well both in the rural and urban areas.

In 1992, Colgate established its first factory in China to produce

toothpaste for the domestic market, and by 1999 became the highest

selling brand in that country. Colgate products are marketed in China

using the transcription 高露洁 which is pronounced gaolujie, similar

to Colgate, and has a positive meaning of high-quality cleaning gel.

As of 2002, Colgate occupied 20% of the market share for toothpastes

in China.[3] As of 2009, Colgate and its four core businesses including

Oral Care, Personal Care, Home Care and Pet Nutrition surpassed

sales of over $15, selling in over 200 countries worldwide.

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Colgate Palmolive is a well reputed company with a large series of its

well-known products having different varieties in terms of

flavor.colgate is one of the most prominent products of Colgate

Palmolive.

Here in my project I am going to introduce a Colgate toothpaste

product line offering by Colgate Palmolive India limited.

My aim is to study how Colgate Palmolive have introduced the

innovations in the products line of Colgate toothpaste and reason of

bringing such innovations. There are many toothpaste under Colgate

toothpaste product line like Colgate dental cream, Colgate total,

Colgate strong teeth, Colgate sensitive, Colgate total, Colgate

sensitive pro relief, Colgate visible white, Colgate max- fresh,

Colgate kids toothpaste, Colgate herbal, etc.

The company’s competitive edge is the best quality gums cooling

paste with new pro arginine technology which contains potassium

nitrate, arginine. This will distinguish Colgate products from their

competitors. Their competitors include pepsodent, close-up,

sensodyne, dabur red, babool.

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PRODUCT PROFILE OF COLGATE TOOTHPASTE:-

1. COLGATE STRONG TEETH:-

Colgate dental cream offers all around cavity protection, even where a

toothpaste cannot reach. It repairs early cavity spots. Its great mint

taste freshens breath. It protects against root caries. It cleans and make

teeth whiter.

2. COLGATE TOTAL 12:-

Colgate Total 12 Toothpaste is an effective decay preventive

dentifrice and helps prevent and reduce gingivitis when used as

directed in a conscientiously applied programme of oral hygiene and

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regular professional care. It also helps reduce the formation of plaque

and tartar above the gum line.

Colgate Total 12 is approved by the IDA to aid in the prevention of

cavities, plague and gingivitis. It has not been approved to treat

periodontitis. Most published research to date shows that there is a

possible association between periodontitis and systemic health. A

causal relationship between the two has not yet been clearly

established.

3. COLGATE VISIBLE WHITE:-

Brand ambassador: - Sonam Kapoor

Colgate visible white provides one shade whiter teeth in one week. It

takes the rigid kind of effort to get a beautiful smile. Introducing

Colgate visible white with whitening accelerators that makes your

teeth one shade whiter in just one week, so that you look best always.

And dazzle the world with your beautiful smile.

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4. COLGATE SENSITIVE:-

Colgate sensitive toothpaste soothes the nerve ends and builds a

protective shield providing both relief from sudden shocks of pain and

long term sensitivity protection with regular use.

It fights pain due to sweet/sour/hot/cold foods by desensitising nerves.

Helps maintain the natural whiteness of teeth’s.

5. COLGATE SENSITIVE PRO RELIEF:-

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Colgate sensitive toothpaste soothes the nerve ends and builds a

protective shield providing both relief from sudden shocks of pain and

long term sensitivity protection with regular use.

It provides instant and long lasting relief.

6. COLGATE MAX FRESH:-

Brand ambassador:- Shahrukh khan

Colgate max fresh gel is infused with cooling crystals (in strips),

which dissolve completely as you brush for a whole new dimension of

freshness that you can see. It contains menthol for fresh breath, whiter

teeth, fights cavity.

Colgate max fresh is also available in three flavours:

i) COLGATE MAXFRESH PEPPERMINT ICE :-

It has cooling crystals that dissolve in your mouth setting off an icy

wave of minty coolness.

ii) COLGATE MAX FRESH ICY BLAST MINT :-

It has strips of cooling crystals which dissolve in your mouth and give

an explosion of icy freshness.

iii) COLGATE MAX FRESH CITRUS BLAST:-

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It has strips of cooling crystals that dissolve in your mouth to give a

burst of freshness.

7. COLGATE TOOTHPASTE FOR KIDS:-

Fluoride toothpaste for kids comes in two exciting flavours with your

favourite cartoon characters:-

Strawberry flavour (Barbie)

Bubble fruit flavour (Spiderman)

It helps protect against cavities, it contains fluoride for cavity

protection, makes fighting cavities for fun, sparkling colourful gel,

freshens gel.

8. COLGATE CIBACA:-

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It is a family protection toothpaste developed using Colgate’s

international expertise in oral care, unique formula protects your teeth

from decay, refreshing minty flavour makes your breath super fresh.

9. COLGATE ACTIVE SALT:-

Brand ambassador: - Kareena Kapoor.

Salt is well known for its oral care benefits. Colgate’s active salts

unique formula fights germs and makes your gums healthy and teeth

strong, and gives refreshing minty taste.

1.

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COMPETITORS OF COLGATE TOOTHPASTE:-

1. HUL (22 %)

a. PEPSODENT (09 %)

b. CLOSE UP (18)

2. GLAXOSMITH

a. BABOOL(0.5 % )

b. SENSODYNE (27 %)

3. DABUR (11 %)

a. DABUR RED (11%)

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COMPANY PROFILE

COMPANY NAME: - COLGATE PALMOLIVE LTD.

CHAIRMAN:-MV DEORAS

CFO: - G NTUNZI

MANAGING DIRECTOR: - P PARAMESWARAN

SLOGAN/TAGLINE: - Colgate world of care.

USP: - Colgate toothpaste brands are the most respected brands in the

world.

ESTABLISHMENT DATE: - 1937

HEADQUARTERS: - MUMBAI

MARKET SHARE: - 65.31 %

ANNUAL INCOME:-

2011:- 2351 crore

2012:- 2786.58 crore

2013:- 3191.53 crore

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GLOBAL VISION: - Be the innovative leader with our brands every

day in every home.

GLOBAL MISSION: - Achieve market dominance in oral care

through aggressive volume growth, and establish a significant

presence in personal care.

MARKET LEADER IN ORAL CARE.

Colgate-Palmolive (India) Limited is engaged in the personal care

business, which includes oral care. The oral care products

manufactured by the Company include toothpastes, toothpowder,

mouthwash, toothbrushes and whitening products. The personal care

products manufactured by the Company include body wash, liquid

hand wash, shave preps, skin care and hair care. The household care

product manufactured by the Company includes surface care. The

other products and treatments provided by the Company.

Colgate Palmolive is one of the leading companies in India in the

FMCG industry segment. Colgate Palmolive is the subsidiary of

Colgate Palmolive ltd. Network which is parent company.

Colgate Palmolive is the foreign based public limited company. The

company is in business of consumer products for more than 100

years. In India it is the numerouno brand.

Today for millions of Indians, toothpaste means Colgate. Colgate is

one of the most widely distributed brands, with the presence in 4.85

million retail outlets out of total 5.72 million in the country. It is the

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most used brand as well, with over 66 million mothers and over 100

million families preferring Colgate above all else.

COMPANY HISTORY:-

Colgate-Palmolive (India) Ltd is engaged in the personal care

business, which includes oral care. The oral care products

manufactured by the company include toothpastes, toothbrushes,

toothpowder, whitening products and mouthwash. The personal care

products manufactured by the company include body wash, liquid

hand wash, shave preps, skin care and hair care. The household care

product manufactured by the company includes surface care. The

other products and treatments provided by the company include

gingivitis treatment, sensitivity treatment, tooth whitening, fluoride

therapy, mouth ulcer treatment and specialty cleaning. Colgate-

Palmolive Company is the company's ultimate holding company.

Colgate-Palmolive (India) Ltd was incorporated in the year 1937. In

the year 1983, the company introduced their successful product

Colgate Plus toothbrush in the market. In the year 1988, CPIL

received a licence for producing 24,000 tonnes per annum of fatty

acids. They also registered with DGTD for production of 30,000

tonnes of toilet soap per annum. In June 1988, the company

established a wholly owned subsidiary at Hatband in Nepal to

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manufacture the toothpaste and tooth powder initially. In the year

1991, the company launched new Colgate Gel Toothpaste, Palmolive

Extra Care and new Palmolive soap.  They also re-launched a high

quality Colgate Plus and other toothbrushes. In the year 1994, the

company acquired the oral hygiene business of Hindustan Ciba-Geigy

Ltd. In the year 1996, the company introduced the Colgate fresh stripe

toothpaste and Palmolive naturals soap in personal care products

segments, Keratin Treatment Shampoo and Palmolive optima in Hair

care segment. Also, they established a modern facility at Aurangabad

to manufacture Calcium phosphate, a key ingredient for toothpaste. In

the year 1998, the company launched Colgate Double Protection

toothpaste for the entire family. They launched the ad campaign for

their new product Colgate Double Protection toothpaste in

competition with rival brand Pepsodent from the Hindustan Lever

stable. In the year 1999, the company launched three new products,

such as Colgate Double Protection, Colgate Total and Colgate

Sensation. They started a new research and development centre, a

manufacturing facility in Nepal. Also, they completed a dicalcium

phosphate facility in Aurangabad. In the year 2000, the company

introduced two new variants to their Palmolive Naturals soap range

and revitalised their sandalwood soap. Also, they launched two new

variants in their Palmolive Naturals range of beauty soap lime and

milk cream. The company re-launched their Colgate Gel as Colgate

Fresh Energy Gel. During the year, the company entered into a

strategic tie-up with Calcutta-based First-net Solutions Ltd for joint

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sales promotion of Colgate Fresh Energy Gel toothpaste on the Web

portal called www.yantram.com. They made a foray into a new

category of herbal care with the launch of Colgate Herbal touted to be

a vehicle for increasing the company's rural market penetration over a

period of time. During the year 2000-01, the company launched

Colgate Herbal Toothpaste, Economy Toothpaste, Colgate Zig Zag

Toothbrush, Colgate Navigator Toothbrush and Transparent Skin

Care Soap in the year market. They came out with a mega promotion,

'Colgate ke andar kya hai', which was one of the key drivers in

strengthening the consumer bond with the Company's oral care and

personal care brands.

During the year 2001-02, the company re-launched Colgate Fresh

Energy Gel with a refreshing flavour in a unique first-of-its king

transparent tube and economy toothpaste. During the year 2002-03,

the company re-launched their flagship brand, Colgate Dental Cream.

Also, they re-launched their premium toothpaste, Colgate Total, in a

green and white striped paste format. They launched Colgate

Navigator Plus toothbrush to deliver excellent cleaning with a high

degree of comfort and control. Also, they re-launched Colgate Super

Flexible with the consumer promise of '3-way action for a

comfortable clean'. During the year, the company divested their entire

shareholding in Camelot Investments Company Ltd (Camelot), a

wholly owned subsidiary of the company. During the year 2003-04,

the company launched Colgate Herbal White striped toothpaste with

lemon extracts, eucalyptus and mint. They launched Colgate

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Navigator plus Toothbrush in the market. During the year 2004-05,

the company established a state-of-the-art additional toothpaste

manufacturing facility at Baddi, Himachal Pradesh to meet the

growing market demand. The first phase of the facility became

operational in April, 2005 during the year 2005-06, the company

established Oral Care Category Innovation Centre works closely with

the Technology Centres in India and U.S.A. to shape ideas into

products that meet today's consumer needs. They launched Colgate

Advanced Whitening, Colgate Active Salt, Colgate MaxFresh Gel and

Colgate Super Flexible Toothbrush with Unique Tongue Cleaning

Feature. During the year 2006-07, Sewri manufacturing facility

discontinued its operations with effect from September 27, 2006.

During the year 2007-08, the company acquired 75% shareholdings in

three companies, namely, Advanced Oral Care Products Pvt Ltd,

Professional Oral Care Products Pvt Ltd and SS Oral Hygiene

Products Pvt Ltd and thus they became subsidiaries of the company

with effect from November 1, 2007. In April 2008, the company

acquired 75% shareholding in CC Health Care Products Pvt Ltd at

Hyderabad for a total consideration of Rs 1,93.83 lakh.

Thus, the company became a subsidiary company. During the year

2008-09, the company acquired the remaining 25% shareholding in

SS Oral Hygiene Products Pvt Ltd at a total consideration of Rs 77.70

lakh. Also, as per the scheme of amalgamation, SS Oral Hygiene

Products Pvt Ltd was amalgamated with the company with effect

from March 26, 2009. During the year 2009-10, the company

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acquired the remaining 25% shareholdings in Professional Oral Care

Products Pvt Ltd and CC Health Care Products Pvt Ltd at a total

consideration of Rs 2.40 crore and Rs 69.07 lakh respectively. Also,

as per the scheme of amalgamation, Professional Oral Care Products

Pvt Ltd and CC Health Care Products Pvt Ltd were amalgamated with

the company with effect from April 1, 2009. In June 2011, Essel

Propack Ltd signed a long-term agreement with the company to set up

a plant in Goa at an investment of Rs 400 million. The company has

decided to set up a greenfield facility at an upcoming industrial estate

in Sanand in Gujarat with an estimated investment of Rs 200 crore.

The company has been allotted 100,000 sq metres of land at the

upcoming GIDC industrial estate in Bol village in Sanand-II by the

Government.

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TIME LINE OF COLGATE IN INDIA:-

1937:- Colgate dental cream was introduced.

1949:- Colgate toothpowder and toothbrushes were launched.

1950:- Palmolive shave cream was introduced.

1951:- halo shampoo was launched.

1952:- charms cream was launched.

1967:- manufacturing operations were commenced at sari, Mumbai.

1972:- Colgate introduced a truly refreshing product- Palmolive after

shave lotion.

1976:- Colgate launched a ‘young India program’... right smiles

becomes brighter.

1978:- the Indian public were offered 60 % equity in the company,

with shares being listed on Bombay stock exchange.

1978:- Colgate Palmolive became a blue chip company on the Indian

bourses.

1988:- Colgate relocated its toothpowder plant to wale, Aurangabad.

1989:- Colgate invests in a state-of-the-art manufacturing plant for

fatty acids and soaps at the same location.

1989:- Palmolive extra care soap launched.

1990:- Colgate gel was launched and brighter smiles fallowed.

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1990:- Palmolive shave foam was also launched.

1992:- Colgate was rated India’s No. 1 brand across all categories.

1993:- Colgate total- the most technologically advanced toothpaste

was launched.

1993:- Colgate Palmolive U.S.A reaffirms its commitment, by raising

its equity from 40% to 51 %.

1993:- Colgate was once again rated India’s No. 1 brand across all

categories.

1994:-Colgate calciguard was launched.

1994:- once again the annual brand power survey ranked Colgate No.

1across all categories for the 3rd year in succession.

1995:- Colgate ranked India’s No. 1 brand across all categories for the

4th year.

1996:- Colgate oral pharmaceutical products were launched in the

Asia-Pacific region.

1996:- An ISO 9002 certification was awarded to Aurangabad fatty

acid, toilet soap and toothpowder plant.

1996:- Colgate was ranked India’s No. 1 brand across all categories

for the 5th success year.

1996:- Colgate Palmolive entered a new category- household surface

care, with the launch of Axiom dish washing paste.

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1997:- Colgate calciguard and Colgate plus toothbrushes, became the

first to receive the India’s dental association’s seal of acceptance.

1998:- Colgate ranked India’s No. 1 brand across all categories (for

6th time)

1999:- Colgate was rated ‘India’s premier brand’ by A & M

magazine’s annual survey of India’s top brands.

1999:- this was a decade in which Colgate Palmolive introduced the

best of its products in India.

1999:- the Indian consumers were offered top-of-the-line products.

2000:- International Palmolive shave gel & shave foam launched with

two variants, new Palmolive shave cream 2-in-1 also launched.

2000:- launch of Colgate navigator toothbrush, new superior- Colgate

zig zag toothbrush, Colgate herbal toothpaste.

2000:- new Palmolive charms launched.

2001:- introduction of toll free consumer helpline for easy access to

the company.

2001:- Website launched with the information on the company & its

products.

2002:- Voted brand No. 1 in A & M‘s annual survey of India’s top

brands conducted by Taylor nelson sores-MODE.

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2002:- ranked as ‘best employers in India’ in the survey conducted by

BT-Hewitt.

2003:- introduction of Colgate herbal white & Colgate simply white.

Relaunch of Colgate dental cream & Colgate fresh energy gel.

2003:- Colgate kid’s toothpaste added to the oral care portfolio.

2003:- ranked India’s No. 1 ‘most trusted brand’, in a survey by brand

equity- A C Nielsen ORG-MARG.

2004:- ranked as India’s most trusted brand for the 2nd consecutive

years in the survey by brand equity- A C Nielsen ORG-MARG.

2004:- for the first time the oral care month was conducted in

association with the Indian dental association (IDA), to establish and

promote the importance of good oral hygiene and regular dental

check-ups.

2005:- Colgate inaugurated a toothpaste manufacturing facility at

Baddi in himachal pradesh.

2005:- partnered with dentist for the 2nd consecutive year under the

banner of the oral health month.

2005:- addressed consumer needs with innovative products.

2005:- A Hat-trick as India’s No. 1 most trusted brand in brand

equity-A C Nielsen ORG-MARG.

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2006:- Colgate initiated an oral care health training camp for

anganwadi workers.

2006:- Colgate and the Indian dental association organised the 3rd

edition of oral health month.

2006:- Colgate maxfresh gel with cooling crystals launched to give

consumers a new whole dimension of freshness. Colgate 360

toothbrush enters the market.

2006:- Colgate establishes the oral care category innovation centre in

India.

2006:- Palmolive aroma shower gel portfolio expanded to include

‘vitality’.

2007:- Colgate maxfresh introduces citrus blast to its range.

2007:- Palmolive adds family health and milk and honey to the liquid

hand wash range.

2007:- Colgate introduces an exclusive Palmolive thermal spa body

wash.

2007:- Colgate celebrates being India’s No. 1 most trusted brand in

the brand equity-A C Nielsen annual survey for the 4th consecutive

year.

2007:- a special 70th anniversary dividend for the financial year 2006-

2007 at rs 2 /- per share was paid to Colgate Palmolive, India

shareholders.

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2008:- Colgate created Guinness world record with the total number

of 177,033 people brushing their teeth simultaneously at 380 locations

across India, in one day and at one time.

2008:- the fifth edition of the annual national awareness campaign,

oral health month was successfully completed.

2009:- Colgate organised oral health month campaign spreading over

two months, September & October 2009.

2009:- CPIL was adjudged as best value creator in 2009 outlook

money NDTV profit awards- the country’s most prestigious awards.

2009:- launched Colgate sensitive toothpaste.

2009:- launched Colgate extra clean gum care toothbrush.

2009:- launched Colgate kids 2+ toothbrush.

2010:- oral health month, the awareness generation program was

successfully conducted over September and October.

2010:- Colgate and IDA achieved another Guinness world record by

providing dental check-ups to 66,322 children across multiple

locations involving 33 schools in five cities across world.

2010:- Colgate maintained its status of the most trusted FMCG brand

position in the tenth year of the brand equity survey. Was presented

“hall of fame” for being in the top 3 consistently for 10 years.

2010:- introduced Colgate max white toothpaste

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2010:- introduced new Colgate total variant, Colgate total

professional.

2010:- launched Colgate 360 anti-flex toothbrush.

2010:- Colgate kids 0-2 toothbrush launched.

2011:- launches Colgate 360 surrounds toothbrush.

2011:- introduces Colgate sensitive pro-relief toothpaste & Colgate

360 sensitive pro-relief toothbrush.

2011:- Colgate oral health month, the annual national awareness

program, with the participation of 22,146 dentist was successfully

conducted.

2011:- Colgate in India’s No. 1 most trusted brand in brand equity

most trusted brands survey 2011.

2011:- Guinness world record was achieved for maximum number of

people rinsing with the mouthwash at the same time.

2012:- Colgate added fresh tea variant to the Colgate Plax mouth

washes range.

2012:- two new exotic Palmolive body wash variants, thermal spa

skin renewal and aroma sensual were introduced.

2012:- Baddi plant achieved the prestigious United States

environmental protection agency (USEPA) ENERGY STAR

challenge for industry sites.

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2012:- Colgate Palmolive was ranked the 3rd most admired company

in India, by the global business magazine fortune and management

consultancy hay group.

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PRODUCT PROFILE OF COLGATE PALMOLIVE:-

COMPANY PRODUTS:-

a) ORAL CARE:-

1. Tooth paste:

Colgate dental cream

Colgate max fresh

Colgate active salt

Colgate total 12

Colgate sensitive

Colgate kids

Colgate advanced white

Colgate cibaca

Colgate fresh energy gel

2. Tooth brushes :

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Colgate massager

Colgate navigator plus

Colgate extra clean

Colgate extra clean gum care

Colgate sensitive tooth brush

Colgate 360 toothbrush

Colgate zig zag

3. Tooth powder:

Colgate super Rakshak

4. Whitening products:

Colgate advanced whitening

5. Mouth wash:

Colgate Plax

b) PERSONAL CARE:-

1. Body wash:

Palmolive aroma body wash relaxing

Palmolive thermal spa body wash firming

Palmolive aroma body wash vitality

Palmolive thermal spa body wash massage

Palmolive natural moisturizing body wash milk & almond

Palmolive naturals moisturizing body wash milk & honey.

2) Liquid hand wash:

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Palmolive naturals milk & honey hand wash

Palmolive aroma liquid hand wash relaxing

Palmolive natural’s liquid hand wash family health.

3) Hair care:

Palmolive halo shampoo

4) Skin care:

Palmolive charmis cream

5) Shave preps:

Shave creams

c) HOME CARE:-

AXION- dish washing paste

d) PROFESSIONAL ORAL CARE:-

1. Gingivitis treatment

Colgate periogard

2. Sensitivity treatment

Colgate sensitive

Colgate gel kam

3. Mouth ulcer treatment:

Oragard-B

4. Speciality cleaning

Speciality cleaning

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PRICE OF COLGATE TOOTH PASTES:-

Sr.

No.

Product Amount Price

(MRP)1. Colgate strong teeth 50 gm 162. Colgate strong teeth 100 gm 393. Colgate strong teeth 150 gm 554. Colgate strong teeth 200 gm 755. Colgate total 12 70 gm 576. Colgate total 12 15 gm 927. Colgate visible white 100 gm 84

8. Colgate visible white 200 gm 150

9. Colgate sensitive 40 gm 49

10. Colgate sensitive 80 gm 9011. Colgate sensitive pro relief 70 gm 9512. Colgate max fresh blue gel 40gm 1713. Colgate max fresh blue gel 80gm 4414. Colgate max fresh blue gel 150gm 8215. Colgate max fresh red gel 28 gm 1016. Colgate kids protection 80gm 7417. Colgate cibaca 35 1018. Colgate cibaca 90 2519. Colgate cibaca 175 4020. Colgate active salt 50gm 1721. Colgate active salt 100gm 45

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22. Colgate active salt 200gm 80

MARKETING STRATEGIES

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4 P’s OF MARKETING

Product

Price

Place

Promotion

PRODUCT STRATEGY

Colgate reorganised its portfolio Introduced a wide range of products

but with very clear positioning. In oral care, Colgate identified four

categories – premium, freshness, popular and economy. Focused on

only those products within this category which could give results.

Introduced new products in whichever segment the need gap was felt.

Wherever sluggishness was felt, a relaunch took place to reposition

the product over the product life cycle. They should come up with

sachets of Colgate toothpowder and toothpaste and position towards

rural population who buys in small lots. The product should be unique

and different from all similar products that are already available in the

market. The strategy is to differentiate the product’s design and

packaging, which in return will cause the toothbrushes to stand out.

TO ADHERE:-

To adhere Colgate pulled out 4 variants Colgate double protection

Calcigaurd Fresh mint Fresh strips And Launched Colgate Herbal – 34

Targeted at semi-urban, rural areas – priced cheaper than Colgate

dental cream In other segments Battery operated Colgate Act brush

Palmolive Naturals Transparent Soap in the premium toilet soap

segment Palmolive range of shaving products was expanded Charmin

Skin Cream with vitamins was repositioned Colgate Cibaca Top And

Revitalised – Colgate Dental Cream.

PLACE STRATEGY

Place represents the location where a product can be purchased. The

most important part of marketing is how product will get from seller

to the buyer. Many products go through the channel of distribution,

which involves manufacturing, wholesaler, retailer, and consumer.

They would try to increase product penetration to rural population.

They would try to increase the wholesalers to smaller towns. They

would track the distribution path so that they are covering all the

village area around the towns. Colgate Palmolive makes its best to

enhance their availability in different kinds of retail outlets and in as

many geographical areas as possible.

PROMOTION STRATEGY

Product promotion is communication spread through advertising,

publicity and sales promotion. Promotion involves all the

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communication that the marketers use in market. Colgate Palmolive

should advertise their product by using commercial, magazines ads,

and the radios, ads that are to be placed in dentist offices, billboards,

and sides of buses. Advertising is done to promote new products,

remind consumers of existing products, and also promote the image of

the company at hand. Colgate should offer special coupon and rebates

through their other products, and also food products.

Boarding the land undertook a series of communication initiatives

Colgate Shoppe – where selected retail outlets in key cities depict a

clear dominance of Colgate-Palmolive Hero no. 1 - wherein stockists

salesmen are motivated with recognition and reward for outstanding

achievements Dil Se – which reward wholesalers for their loyalty and

consistency in marketing the company’s products. nurturing mutually

beneficial relationships with its various trade partners For Consumers

‘ Colgate Ke Andar Kya Hai ’ for rewarding consumer loyalty. Rural

Promotion the school Dental Health education program – The Young

India Bright Smiles, Bright Futures Program in collaboration with the

Indian Dental Association. Introduction of a Toll Free Consumer

Helpline for easy access to the company. They position Colgate dental

white cream and toothpowder towards rural rich segment. For rural

consuming class they are endorsing cibaca toothpaste. Advertising

through T.V media, print media. FM radio for urban population &

MW and SW radio for rural population. Hoarding on national

highway.

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PRICE STRATEGY

The price of a product says something about the quality. Even though

the quality of the precision toothbrushes, the price of the toothbrush

will be determined by the prices of the other toothbrushes already in

the market. This pricing strategy is a result of positioning the

toothbrush as a main stream product rather than a niche product.

Price Strategy introduced a flanking pricing strategy by launch of

brands in all price segments. Backward integrated. It has

manufacturing facilities for flavour and other ingredients, which

yields significant cost savings. It has set up a world class facility for

manufacture of Di-Calcium Phosphate, a key ingredient in toothpaste.

It has a World Class Technology and Research Centre. The company

has implemented SAP to enhance operational and supply management

effectiveness. The company has set up a wholly owned subsidiary in

Nepal for manufacture of toothpaste and toothpowder. Besides,

Colgate Palmolive has adopted a Global Raw Materials/Packaging

Materials Suppliers System. At the same time, while inventory and

debtor days were maintained at levels 28 days and 14 days

respectively, creditor days registered a sharp increase from 82 days to

110 days. Operations therefore generated cash of Rs.2 bn. Overhead

expenses reduction exercise.

SWOT ANALYSIS

37

Swot is an acronym for the internal strength and weakness of a firm

and the environmental opportunities and threats facing the firm. It is

the widely used technique through which managers create a quick

overview of company’s strategic situation. The technique is based on

the assumption that an effective strategy derives from a sound “fit”

between a firm’s internal resources (strength and weakness) and its

external situation (opportunities and threats).

INTERNAL FACTORS:-

STRENGH  

1. It is one of the biggest brands in the personal care consumer

products industry

2. It has over 38000 employees globally

3. One of the market leaders globally with excellent R&D

4. Colgate focuses on four core businesses: Oral Care, Personal Care,

Home Care and Pet Nutrition

5. Colgate has excellent reach and distribution and its products are

available in over 200 countries

6. Excellent advertising and brand visibility of products with a strong

customer loyalty for brands.

WEAKNESS:-

38

1. Market share is limited due to presence of other strong FMCG

brands

2. Fake brands are supplied under their brand names

EXTERNAL FACTORS:-

OPPORTUNITY:-

1. Tap rural markets and increase penetration in urban areas

2.Mergers and acquisitions to strengthen the brand

3.Increasing purchasing power of people thereby increasing demand

THREAT:-

1. Intense and increasing competition amongst other FMCG

companies

2.FDI in retail thereby allowing international brands

3. Competition from unbranded and local products.

STP ANALYSIS

39

(1) SEGMENTATION :-

Colgate’s market segmentation is very broad because all their

products are of need to most people so those people share a

similar interest in products need.

Colgate uses a segmentation basis by knowing that certain groups

of people need Colgate toothpaste for specific similar reason like

yellow teeth, sensitive teeth, or just teeth with cavities.

Colgate also uses the family life cycle because they make

toothpaste that could be used for grownups and children’s.

Also, toothbrushes are made to attract young children with

cartoon characters and different tastes and are less strong so that it

would not damage their gums.

(2) TARGETING:-

40

Max fresh:-

Colgate targeted youth with the introduction of this toothpaste,

as this helps in refreshes breath.

Active salt :-

Elder people are targeted in this segment as it makes teeth

stronger and provides protection from cavities.

Colgate total :-

Colgate total contains the anti-microbial ingredient triclosan,

which reduces the number of bacteria that causes gingivitis,

cavities and halitosis. Basically it’s for kids but mothers are

targeted as they are very concerned about their kids. This

toothpaste safeguards teeth for 12 hours.

Colgate sensitive:-

People who have sensitive teeth are targeted in this segment

who have problem in their gums.

Kids toothpaste:-

Often small children’s don’t like to brush teeth, so for them this

toothpaste was launched. Colgate has focused on taste aspect to

encourage kids to brush teeth.

Colgate whitening:-

41

A whitening toothpaste that is “clinically proven to whiten in 14

days”. Its whitening ingredient is hydrogen peroxide, which

gradually bleaches the teeth focus is given on group of

customers in this segment those who are already suffering from

plaque in their teeth.

(3) POSITIONING:-

Colgate dental creams positions itself as a toothpaste that has a

necessary calcium and minerals to provide decay protection, strong

teeth, germ protection and fresher breath.

Colgate positioned several toothpaste so that people would like the

products more like adding the different styles or taste to the

toothpaste.

Colgate repositioned their products because with the way they

market and promote their products, consumers know that these

products are way better than other brands and competition that is

out there.

Colgate total 12 have been projected as the ‘most advanced

toothpaste’ that provides 12 hr germ protection even after eating

and drinking by building a protective shield around the teeth.

Colgate kid’s toothpaste tries to position itself based on emotions

which appears in its tagline “makes fighting cavities fun”.

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COMPETITORS ANALYSIS

One of the best sources of information is to investigate competing

businesses. These businesses can provide a wealth of the information

that can be used in evaluating the potential for your business.

By evaluating how the company markets its business, it is possible to

determine the markets it is targeting.

For example, if competing businesses are advertising in southern

living, they are targeting affluent, middle age females. However if

they are advertising in the sports section of the metro Politian

newspaper, they are most likely targeting males.

In addition to collecting information on the markets they are targeting,

a competitor’s analysis can reveal packaging preferences, pricing

strategies, distribution channels and marketing strategies. Simply

evaluate the product and services your competitor is providing.

43

PRICE OF COMPETITORS OF COLGATE:-

Sr.no. PRODUCT Amount Price1. Pepsodent (centre fresh) 80 412. Pepsodent (centre fresh) 150 823. Pepsodent expert protection (sensitive) 40 294. Pepsodent expert protection (sensitive) 80 805. Pepsodent germi check 2 in 1 80 416. Pepsodent germi check 2 in 1 150 787. Pepsodent germi check expert

protection whitening

80 58

8. Pepsodent germi check expert

protection whitening

150 95

9. Pepsodent kids germi check(strawberry) 80gm 6010. Pepsodent kids germi check(fruity) 80gm 4911. Close up fire freeze 80gm 5212. Close up fire freeze 150 10013. Close up deep action red hot 40 1714. Close up deep action red hot 80 4115. Close up deep action red hot 150 8016. Close up deep action pepriment splash 150 8617. Babool 360gm 7618. Sensodyne fresh gel 40gm 5019. Sensodyne fresh gel 80gm 9020. Sensodyne fresh gel 150gm 16021. Sensodyne rapid relief 40gm 6022. Sensodyne rapid relief 80gm 120

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23. Sensodyne fresh mint 80gm 9024. Sensodyne repair and protect 40gm 8025. Dabur red 50gm 1726. Dabur red 100gm 4027. Dabur red 200gm 7528. Dabur red family value pack 300gm 115

LITERATURE REVIEW

45

Market is likely to see a few key launches in the toothpaste segment

this year. Procter & Gamble (P&G) is set to throw another gauntlet at

Colgate-Palmolive and Hindustan Unilever (HUL). The company

plans to launch its global toothpaste brand Crest at an aggressive price

point this year. As and when P&G introduces Crest in India, it will

entail price competition as well as heavy brand investment in the

category from all the players, in our view. It will put the market share

and margins of Colgate under pressure. Colgate will need to sustain

its higher-than-industry ad spends to protect its turf. The consumer

products arm of Johnson & Johnson (J&J) may launch toothpaste

under the Listerine umbrella, while GlaxoSmithKline (GSK)

Consumer Healthcare may prelaunch its Aquafresh brand, phased out

a few years earlier. GSK had launched Sensodyne toothpaste last

year. A mass-market toothpaste product is what is missing at the

moment, which GSK will plug with the re launch of Aquafresh. 

OBJECTIVES

46

To study the product line of Colgate toothpaste offered by

Colgate Palmolive India limited.

To know the innovations in the Colgate toothpaste products

Of the Colgate Palmolive India limited.

To analyse the competitors in market ( pepsodent,babool,

Sensodyne, closeup)

RESEARCH METHODOLOGY47

RESEARCH METHODOLOGY

Marketing research means the systematic gathering, recording,

analysing of data about problems relating to the marketing of goods

and services” Marketing research has proved an essential tool to make

all the need of marketing management. Marketing research therefore

is the scientific process of gathering and analysing of marketing

information to meet the needs of marketing management. But

gathering of observation is must be systematic. The systematic

 Conduct of research requires:

1) Orderliness, in which the measurements are accurate.

2) Impartiality in analysis and interpretation. All of research can be

categorized into basic and applied.

BASIC RESEARCH: - Basic Research is that intended to

expand the body of knowledge for the use of others.

APPLIED RESEARCH: - Applied Research is one, which is

carried out to find the solution for a particular problem or for

guiding a specific decision. It is usually private in nature.

 

RESEARCH DESIGN:

48

Research design indicates the methods and procedure of conducting re

searchstudy. Research design can be done in following three types:-

1. Exploratory Research:-

Exploratory research focuses on the discovery of new ideas and is

generally based on secondary data.

2. Descriptive Research:-

Descriptive research is undertaken when the researcher want to 

Know the characteristics of certain groups.

3. Causal or Experimental Researches:-

An experimental research is undertaken to identify causes and effect

relationship between two variables.

The Research Design is: Descriptive Research Design

RESEARCH DESIGN FOLLOWED:-

49

Descriptive research is the research method used because descriptive

studies embrace a large proportion of market research. The purpose is

to provide an accurate snapshot of some aspect of the market

environment. Descriptive research is more rigid than exploratory

research and seeks to describe users of a product, determine the

proportion of population that uses a product, or predict future demand

for a product. As opposed to exploratory research, descriptive

research should define questions, people surveyed, and the method of

analysis prior to beginning data collection. In other words, who, what,

where, when, why, and how aspects of research should be defined.

The focus of descriptive research is to provide an accurate

descriptive for something that is occurring. For example, which group

is buying a particular brand, a product’s market share within a certain

industry, how many competitors a company faces, etc.

This type of research is a far most popular form of market

research. It is used extensively when the research purpose is to

explain, monitor, and test hypothesis, and can also be used to lesser

extent to help make predictions and for discovery.

Marketers routinely conduct basic descriptive research using informal

means. For instance, the head of marketing of Colgate Company may

email a retailer how the products are selling. But informal descriptive

research, while widely undertake, often fails to meet the test of

research validity and reliability and, consequently, the information

should be used as an important component in marketing decisions.

50

Rather, to be useful, descriptive research should be conducted in a

way that adheres to a strict set of research requirements to capture

relevant results. This often means that care must be taken to develop a

structured research plan. Under most circumstances this requires

researchers have a good grasp of research methods including

knowledge of data analysis.

DATA COLLECTION TECHNIQUES:-

The secondary techniques of data collection were used to collect the

data.

a) Primary techniques of data collection:-

Primary data is that type of data which includes the first hand

information which is being collected from the respondents

through observation or direct communication with the

respondent in one form or other.

Sources of primary data collection:-

Observation

Questionnaire.

Discussion with some concerned people.

b) Secondary techniques of data collection:-

Secondary data means the data that is already available i.e. they

refer to data which have already being collected and analysed by

51

someone else. Secondary data has been taken from the company

booklets, information manuals, website etc. This has been used

to know about the organisation, market share of the

organisation, sales policy.

1. Internal Source:

Various internal sources like employee, books, sales activity, stock

availability, product cost, etc.

2. External Sources:

Libraries, trade publications, literatures, etc are some important 

Source of external data

B) Data collection Tools:

To conduct a survey, the Researcher has selected a structured

questionnaire as an instruction for gathering valuable information

from the customers. Questionnaire, which is used for the survey,

is consisting of questions and checklist questions to check the

customer feedback.

C) Sampling Plan:

The researcher has design a sampling plan that is consist of five

decisions.

52

(I) Sampling unit :

Who is to be surveyed? The Researcher has selected youngsters,

businessmen, and housewives, employees to conduct survey and

to measure satisfaction level.

(II) Sampling types:

There are two types of sampling i.e. Probability Sampling and Non

– probability Sampling.

i) Probability Sampling: -Probability sampling means each

unit of the universe has equal chance of getting selected. The

most frequently used probability sampling methods are

as below:

a) Simple Random Sampling.

b) Stratified Random Sampling.

c) Multi-stage Random Sampling.

d) Cluster Sampling.

e) Multi – phase Sampling.

f) Replicated Sampling.

ii) Non – Probability Sampling:-

Non – Probability sampling contains following methods:-

a) Judgment Sampling.

53

b)   Convenience Sampling.

c) Panel Sampling.

d) Quota Sampling

e) For this purpose the researcher has used non probability

convenience sampling.

FINDINGS

54

Colgate Palmolive offers a number of toothpaste for their every

class of customers with small, medium and family packs with

different price structure as their quantity.

Colgate toothpaste targets and every age of customer for kids its

Colgate kids toothpaste having flavours and cartoons printed on

pack, for youth its Colgate max fresh with three different

categories, Colgate total 12 which provides maximum germ

protection for 12 hours,etc

Colgate has increased its toothpaste range in the country with the

launch of ‘Colgate active salt healthy white’. It was first time the

company launched toothpaste that combines the power of salt and

lemon to remove yellowness in the teeth.

The company has launched Colgate total pro gum health which

helps to prevent bleeding of the gums, their inflammation and

recession for healthy teeth.

Colgate total 12 claims that toothpaste provides 99.99 % of germ

protection where as pepsodent claims that it provides 130%

protection against germs.

Colgate has the tough competition in the market with pepsodent,

sensodyne and closeup having market shares as 9 %, 27 %, and 18

% respectively.

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SUGGESTIONS

Colgate Palmolive should increase their germ protection

content in their toothpaste as in pepsodent it claims 130 % germ

protection and Colgate just claims 99.99% germ protection.

Colgate should offer schemes with their products so that peoples

may buy more of it.

Colgate must do more innovations in their products so that their

competitors always remain behind them as they did the one in

Colgate active salt healthy white.

Colgate should come up with free dental check-up scheme for

kids so that they can promote their products to kids also.

Colgate may bring sensitive toothpaste in powder at low price

and promote it to rural area so that they can afford it.

CONCLUSION

56

After the detailed study of the product line offering and

marketing strategies of the Colgate toothpaste, it was able to get

the clear picture of the past and present of the products and was

able to get into the assumption about the future of the product.

The Colgate toothpaste products were successfully sold and the

company holds 65.31% of market share whereas the competitors

company holds less share than it.

It has 55.4% market share in toothpaste market.

It is facing a tight competition in toothpaste market from its

competitors pepsodent, sensodyne, etc

Finally, it should be noted that the company may have to face

lot of threats in coming years like changing life style of people

as a results changing demands.

BIBLIOGRAPHY

57

Website visited: - www.colgate-palmolive-india-ltd.com

Website visited: - www.colgate.co.in

Books referred: - C.M Kothari

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