COLGATE BRAND

Prepared By:
Krunal Upadhyay
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
 Colgate 360
 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