BRAND DOSSIER COLGATE Members Debranjan Bhawal

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
1857
William colgate died and the company was recognised as
Colgate and Company under Samuel Colgate
1873
The firm introduced and marketed its first toothpaste.
1911
Took the initiative to distribute two million tubes in school
1926
Colgate and Palmolive-Peet merges and forms CogatePalmolive-Peet company
1930
Colgate listed itself in the New Stock Exchange
1953
The company changes its name to Colgate-Palmolive Company
1976
Colgate-Palmolive aquires Hill’s Pet Nutrition
1989
Annual sales surpass $5 billion mark
1995
Colgate enters Central Europe and Russia
2004
Colgate aquires ‘GABA’ oral care buisness in europe
Today
Sales 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?
Attribute that is considered in toothpaste
13%
22%
Gives Best Whiteness
Freshness
Highly Recommended By Dentist
13%
Good for Sensitive teeth
Prevents Decay
42%
10%
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)
Gives Best Whiteness
3.30
3.25
3.20
Mean
3.15
3.10
3.05
3.00
2.95
2.90
2.85
Close Up
Pepsodent
Colgate
Brand
Sensodyne
Freshness
3.25
3.20
3.15
Mean
3.10
3.05
3.00
2.95
2.90
Close Up
Pepsodent
Colgate
Brand
Sensodyne
Highly Recommended by Dentist
3.50
3.00
2.50
Mean
2.00
1.50
1.00
0.50
Close Up
Pepsodent
Colgate
Brand
Sensodyne
Good for Sensitive Teeth
3.40
3.30
3.20
Mean
3.10
3.00
2.90
2.80
2.70
2.60
Close Up
Pepsodent
Colgate
Brand
Sensodyne
Prevents Decay
3.24
3.22
3.20
3.18
Mean
3.16
3.14
3.12
3.10
3.08
3.06
3.04
Close Up
Pepsodent
Colgate
Brand
Sensodyne
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)
60
50
40
30
20
None
10
Used
0
Colgate
Visible
White
Aware
Colgate
Maxfresh
Colgate
Sensitive
Pro Relief
Colgate
Total
Colgate
Active Salt
4) Which brand of toothpaste do you use?
Toothpaste Usage
30
25
Range
20
15
10
5
0
Close Up
Pepsodent
Colgate
Brand
Sensodyne
Others
5) Associate the taglines with the brand
Mean
Taglines associated with each brand
60
50
40
30
20
10
0
Sensodyne
Colgate
Pepsodent
12 Ghanta The closer the
Most
Dishum
better
Recommeded
Dishum
for sensitve
teeth
Tagline
Number one
toothpaste
recommended
by dentist
Close up
CONCLUSION

Future direction
◦ Urban Market
◦ Rural Market