BRAND DOSSIER COLGATE Members Debranjan Bhawal Shravi Singal Surya Upadhaya Vignesh Vetri Vel

AGENDA  Early history  Positioning  Advertising & Sales Promotion  Analysis of the product  Competitors  Strategies adopted  Distribution  Hypothesis  Instruments of data collection  Analysis of the data collection  Conclusion

Early History Dates Events 1806 William Colgate and company, founded by william colgate 1857William colgate died and the company was recognised as Colgate and Company under Samuel Colgate 1873The firm introduced and marketed its first toothpaste. 1911Took the initiative to distribute two million tubes in school 1926Colgate and Palmolive-Peet merges and forms Cogate- Palmolive-Peet company 1930Colgate listed itself in the New Stock Exchange 1953The company changes its name to Colgate-Palmolive Company 1976Colgate-Palmolive aquires Hill’s Pet Nutrition 1989Annual sales surpass $5 billion mark 1995Colgate enters Central Europe and Russia 2004Colgate aquires ‘GABA’ oral care buisness in europe TodaySales surpassing $ 15 billion

Positioning  Positioned itself as a toothpaste with necessary calcium and minerals.  Availability of choice within the brand itself by providing variants to the product.  Repositioned itself as a better product, saying “Trusted for generations” and “No1 brand recommended by dentists”

Advertising and Sales Promotion  Sampark-Targeted the rural market.  Free sampling  A/V publicity vans  Rural promotion initiative  Colgate targeted the school children using the tagline “Bright Smiles”.  Colgate used celebraties for promoting their product.  Certified under IDA

Advertising- contd..  Popular taglines  No1 toothpaste recomended by dentists  Colgate’s bright smiles, bright future  Trusted for generations who make teeth stronger  Our goal no cavities

Analysis of the Product  Swot Analysis  Strength  Focus on Inovation and New Inovations  Loyal customers  Existing in India for 70 years  Market Share leadership  Prescribed by IDA  Weakness  No online Selling  Giant competitors, like close up, pepsodent, etc.  Too many product in the brand

Analysis of the product(Contd.)  Opportunities  Product and service expansions  Improving advertising  Implementing new products to attract youth  Threats  Change in retail senario globaly

Analysis of the Product  4 p’s  Product  Position itself as an inovative toothpaste, recognised by IDA  Place  Increase in wholesellers and tracking distribution path  Promotion  Trusted by generations who can make teeth stronger  Price  Based on the competitors price, colgate fixes its price

Competitors  Competitors  Close-up  Pepsodent  Sensodyne

Strategies Adopted  Public relations- through newspaper and magazines  Training programmes in schools  Aggressive advertising

Distribution  Targeted rural market – via sampark  Proposed by medical departments

Hypothesis  Colgates variants are catering to the needs of the customers  Due to high compition and consumer varring demand  Colgates certification by IDA  certified by IDA and Recomended by dentist influences consumers

Instruments of Data Collection  Instruments  Personal interviews with pc aided questaire  Sample size  60

Analysis of the Data 1) Choose the attribute which you consider most important in your toothpaste?

2) For the following attributes, rate the brand COLGATEon a scale of 1 – 5 (5 - Strongly Disagree; 4 - Disagree; 3 - Neither Agree nor Disagree; 2 - Agree; 1 - Strongly Agree)

3) Colgate has now come up with variants, which are the ones you are aware of and have used? (Anyone who has used the brand is considered to be aware of the brand)

4) Which brand of toothpaste do you use?

5) Associate the taglines with the brand

CONCLUSION Future direction ◦ Urban Market ◦ Rural Market