Colgate is one of the best tooth paste brand in Bangladesh.

 Colgate
Toothpaste’s best use to remove bad breath and maintaining proper oral
health. Colgate follow different marketing policy. Colgate follow the policy of
4P. Colgate now implements attraction strategies various design, smell that
effectively developed marketing in Bangladesh. By following new marketing
policy colgate increases revenue and also develop their brand image.

History

In 1806, when the company was founded by 23-year-old William Colgate, it

concentrated exclusively on selling starch, soap, and candles from its New
York City-based factory and shop. Upon entering his second year of business,
Colgate became partners with Francis Smith, and the company became Smith
and Colgate, a name it kept until 1812 when Colgate purchased Smith’s share
of the company and offered a partnership to his brother, Bowles Colgate. Now
called William Colgate and Company, the firm expanded its manufacturing
operations to a Jersey City, New Jersey, factory in 1820; this factory produced
Colgate’s two major products, Windsor toilet soaps and Pearl starch. Colgate-
Palmolive Company’s growth from a small candle and soap manufacturer to
one of the most powerful consumer products giants in the world is the result of
aggressive acquisition of other companies, persistent attempts to overtake its
major U.S. competition, and an early emphasis on building a global presence
overseas where little competition existed. The company is organized around
four core segments–oral care, personal care, home care, and pet nutrition–
that market such well-known brands as Colgate toothpaste, Irish Spring soap,
Softsoap liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing
liquid, Ajax cleanser, Murphy’s oil soap, Fab laundry detergent, Soupline and
Suavitel fabric softeners, and Hill’s Science Diet and Hill’s Prescription Diet
pet foods. Colgate-Palmolive has operations in more than 200 countries and
generates about 70 percent of its revenue outside the United States.

Company Overview

Colgate Toothpaste has been fighting bad breath and maintaining proper oral
health for over 200 years.

Marketing Mix of Colgate

 Product
 Price
 Place
 Promotion

Product: Product means the goods and services combination the company

offer to the target market.
Price: Price is the amount of money customer must pay to obtain the product.

Place: Place includes company activities that make the product available to

target customers.

Promotion: Promotion means activities that communicate the merits of product

and persuade target customers to buy it.

Product Overview

Toothpaste works with tooth brushing to clean teeth and fight plaque and
bacteria.

Specifically:

 Toothpaste contains abrasive materials that physically scrub away plaque. In

addition, toothpaste abrasives help remove food stains from teeth and polish
tooth surfaces.
 Toothpaste delivers fluoride to the teeth. Fluoride incorporates itself into tooth
enamel weakened by acid attack, making it more resistant to future acid
attack from plaque bacteria and food.
 Technological improvements in some toothpaste contain ingredients that
chemically hinder the growth of plaque.

Colgate’s brands consists of a multitude of unique toothpastes lines,

specializing in the preservation and treatment of oral hygiene. Colgate has
created an array of 40 different patented toothpastes keeping Colgate
competitive in the market place. There are 13 different classifications and
varieties of Colgate toothpastes. Colgate’s toothpastes feature; cavity
protection, plaque & gingivitis prevention, long lasting fresh breath, tartar
control toothpastes, tooth whitening, baking soda and peroxide, enamel
strengthening, sensitivity relief and toothpaste designed for children.

Colgate Regular: In over 173 years, Colgate’s original flavored mint

toothpaste has changed very little. It cleans, strengthens, protects teeth and
breath. Colgate’s Original formula uses active fluoride to keep teeth and gums
healthy. Colgate Regular is ADA approved and doctor recommended.

Colgate Tartar Control Toothpaste: One of the top sellers in the Colgate

toothpaste line and for good reason. Colgate Tartar Protection fights tartar
build up and removes stains to whiten teeth and fight cavities.

Colgate Total is the most popular toothpaste under the Colgate brand. It has
eight products and flavors within the line that all promote 12-hour protection
from: gingivitis, stains, plaque, whitening, cavities, tartar, weak enamel, tender
gums and bad breath. Colgate Total’s products all protect against these
unwanted oral issues, but some target specific individual problems in a variety
of toothpastes and gels. Including,

Colgate Total Enamel Strength Striped paste, protects from acid wear. for
12 hours.

Colgate Total Advanced Whitening uses Dual-Silica Technology to remove

tooth stain and helps to prevent new stains from forming.

Colgate Total Advanced Clean is available in both a gel and paste form and
contains silica, which is similar to what dentists use to maintain a professional
cleaning feel.

Colgate Total Advanced Fresh Gel contains an added flavor booster to keep

breath ultra fresh for up to 12 hours.

Colgate Total Clean Mint Paste has a delightful mint taste.

Colgate Total Mint Stripe Gel is a minty blend of gel and paste that leave the
users mouth fresh and clean.

Colgate Oxygen Bubbles Toothpaste: When activated, the product foams to

get in between teeth to fight cavities and kill germs that cause bad breath.
Oxygen Whitening works to gently remove surface stains to reveal the natural
whiteness of your teeth.

Colgate 2in1 Toothpastes is a mix of two distinct features in one gel

toothpaste. Whitening foaming that gets between teeth to fight cavities and kill
germs that cause bad breath and Oxygen Whitening works to gently remove
surface stains to reveal the natural whiteness of teeth

Colgate Sparkling White Toothpaste is clinically proven to protection teeth

from wear and tear staining. The formula is a patented creation for sparkling,
healthy, white teeth accompanied by a unique flavor experience. It is available
in the following flavors: Colgate Sparkling Mint Zing, Colgate Sparkling White
CinnaMint, and Colgate Sparkling White Caribbean Cool.

Colgate Sensitive Multi Protection fights tartar, removes plaque, promotes

healthy gums and whitens teeth for a healthier smile. The sensitive element in
the three Colgate Sensitive Toothpastes protects from painful oral sensation.

Colgate Sensitive Enamel Protect helps protect tooth enamel from acid

attacks.

Colgate Sensitive Whitening helps restore the natural whiteness of teeth.

Colgate Pro Clinical is relatively new to the market. It comes in three
varieties inspired by dentists to create a high quality and satisfaction
guaranteed product. Colgate Max Line established in 2007 consists of three
varieties.

Colgate Max White with Mini Bright Strips freshens breath and helps to

bring back the natural whiteness of a persons smile.

Colgate Max Fresh with Mini Breath Strips is packed with hundreds of mini
breath strips. These breath strips unleash a powerful rush of freshness and
are formulated to whiten teeth.

Colgate Max Fresh with Mouthwash Beads contains concentrated

mouthwash beads that leaves the users mouth ultra clean and fresh. Colgate
has several lines of toothpaste targeting children in regard to packaging, flavor
and theme. Including

Colgate Dora the Explorer Mild Bubble Fruit, Colgate SpongeBob Mild

Bubble Fruit, Colgate My First Toothpaste and Colgate Pop Stars.

Colgate Luminous is Colgate’s newest brand launched in early 2009. It is

manufactured in two flavors, Crystal Clean Mint and Paradise Fresh Colgate.
Luminous is a specific formula that safely lifts off yellowing surface stains to
restore the natural whiteness to teeth. Using fluoride mineral formulation,
Colgate Luminous strengthens weakened teeth enamel.

Price

Colgate features products in the oral health isle of almost all stores carrying
oral health products. Colgate has a large span of shelf space on nine rows,
totaling 35 items per store that illustrates the wealth of variety Colgate offers.
It is important to note that Colgate is the first product on display in the
toothpaste section of the oral health isle. The subtotal of all of Colgate’s
products per ounce is 28.58 equaling $0.81 per ounce, making it the most
expensive brand of the three toothpaste category leaders. The most
expensive toothpaste per ounce is the Colgate Pro Clinical, which is featured
at eye level on the top shelf. The least expensive toothpaste per ounce is the
Colgate Regular super tube, which is located on the second shelf from the
store floor or shin level of the consumer.

Place

Colgate’s product distribution is immense. Almost all super markets, discount

chains and pharmacies such as Wal-Mart, Albertsons, Target, Walgreens and
CVS carry Colgate Toothpaste. Colgate toothpaste is physically located in the
oral health isle of stores. Colgate toothpaste can sometimes be found in more
prominent locations when on sale or launching new products into the market.
Colgate is sold over almost all the retail outlets of India viz.,Kirana stores,
supermarkets, medical shops, co-operative stores, etc. It is well-distributed
through the supply chain of company distributors to whole sealers to retailers
to final consumers. All the products are available in the all-India market,
including semi-urban and rural markets which are their primary focus areas.
But the various varieties of Colgate are not so easily available other than in
the oral care outlets or super markets. The small tubes of Colgate are also
available in small road-side shops and from the vendors.

Promotion

The Colgate Toothpaste promotions can be found throughout the marketing

mix in a variety of mediums. The advertisements and promotions are located
in a targeted media selection that appeals to the target consumer.

 Website: Colgate has a dynamic website with the title, “Colgate World of

Care,” that details products, oral care, company history, e-newsletter and
special offers. The website also has a social networking page called Colgate
Smile to engage the consumer to get involved with their oral health and the
Colgate-Palmolive Company. Colgate also has social media pages on
Facebook, Twitter and MySpace.
 Coupons: Colgate Toothpastes has printable weekly coupons online in the
special offers section of the website. Colgate coupons can also be found as
cutouts in the weekend coupon sections of 500+ newspapers around the
country.
 Television: Colgate and its advertising agency produce several television
advertisements a year using humor and pseudo-scientific displays to appeal
to consumers.
 Magazines/Outdoor: Colgate’s marketing campaigns have been known to
use historical, sexual, cultural and social inferences in their advertisements.
 Donations: Colgate donates millions of dollars annually to the ADA’s “Give a
Kid A Smile.” Colgate is a direct partner with this ADA program.

Coupons are the largest form of promotion offered by the home product giant
P&G. Coupons can be found online via the Crest and Oral-B e-newsletter.
Sent out monthly, the E-mail newsletter includes updates, latest advances,
new products and exclusive offers at P&G. Crest also sends out the P&G
Brand Saver found in over 500 local Sunday Newspapers nationally. This
coupon booklet provides discounts on P&G products that are redeemable at
purchase. Colgate normally gives out small product samples at annual events
like Oral Health month to remind target consumers, especially kids to take
better care of their teeth after eating sweets. This method does not drive
strong results as most consumers tend to forget the message, even if they
have collected the samples. Now, instead of giving away product samples, Ice
cream and cotton candy were given out. The stick carrying the ice-cream and
cotton candy carries a hidden message. Once consumers are done the
message printed on the tip of the stick shaped like a toothbrush reveals
Don’tforget´ with the Colgate logo. This simple message effectively reminded
consumers to brush their teeth.