Title of the Assignment : Marketing Report on Colgate Organic Paper

Toothpaste.

Course Title : Principles of Marketing

Course ID: MKT-201
Section: 07
Semester : Spring 2020
Instructor: Mr. Abul Khair Jyote
Senior lecturer (Marketing)
School Of Business.
Independent University Bangladesh.

Name : Theophil Joy Dewri

Student ID : 2021782
Letter of Transmittal.
6th, May 2021.

Mr. Abul Khair Jyote

Senior Lecturer

Department of Marketing

Independent University Bangladesh.

Subject: Marketing Report of Colgate healthy Organic Toothpaste.

Dear sir,

I submit herewith the attached report on the marketing plan of Colgate Organic Paper
toothpaste. The following report was prepared to overview the insights of the
marketing strategies of Colgate Paper toothpaste and the marketing strategy of a new
product of Colgate.

In the process of bringing this report, I have endeavored to their utmost to maintain
the highest of qualities in terms of writing, information collection, financial
calculations and data analysis. And also, have furthermore striven to make this report
as comprehensive and relevant to the course as possible. The contents of this report
are free from plagiarism, although some references have been taken from different
sources to facilitate our report and make it as informative as possible.

I would also like to take this opportunity to put forward our most heartfelt thanks for
giving this opportunity. However, I will be glad to clarify any discrepancies that may
arise. I hope you find this report satisfactory.

Thank you again,

Your sincerely,

Theophil Joy Dewri.

Acknowledgement:

First and foremost, we would like to thank the Almighty for giving us the moral integrity,
devotion, patience, and ability to carry out this project nicely.

While working on the project I had to take help and guideline of our respected faculty, who
deserves my greatest gratitude Mr. Abul Khair Jyote, Senior Lecturer, Department of
Marketing, Independent University Bangladesh. He has helped me through the semester with
his solid guidance and valuable consultations.

I thank you sir for your contribution to this semester and assignment. I would like to expand my
heartfelt gratitude to those who helped me accomplish this directly or indirectly. 

Thank you

Table of Content
1. Executive
summary………………………………………………………………5-6
page.

2. Company
Profile…………………………………………………………………..6-7
page.

3. Operations……………………………………………………………………
………7 page.

4. Mission………………………………………………………………………
…………7 page.

5. Vision…………………………………………………………………………
………….7 page.

6. 4ps
analysis………………………………………………………………………
…….8-10 page.

7. Market
Description…………………………………………………………………
10-11 page.

8. Competitive
Review…………………………………………………………………11-12
page.
Executive Summary:
This report seeks to give a clear background and perspective to the Colgate Palmolive Group
and ACI Limited Bangladesh. In Bangladesh, the distributor and supplier of Colgate Palmolive
products are ACI Limited. Colgate is a leading global consumer products company, tightly
focused on Oral Care, Personal Care, Home Care, and Pet nutrition. Colgate sells products in
Bangladesh and also in few countries around it. Furthermore, the greatest attributes of Colgate
are expertise, competence, vast markets share, increased financial sources, control of raw
material sources, risk management system, a broad distribution network, conformity, and the
creating potential market. As Colgate- Palmolive Company has numerous products, but for this
report, I have only highlighted the Colgate healthy and organic toothpaste. In this paper, I
included an overview and history of Colgate- Palmolive and address Colgate's healthy and
organic toothpaste current marketing situation. Our new product which is ‘’Colgate Organic
Paper toothpaste’’, aims to reach consumers who are concerned about their healthy teeth and
those consumers who are facing oral problems and want to solve them using products without
having any side effects. Our objective in this report is to introduce our Colgate Organic Paper
toothpaste, which is currently not on the market.
Company Profile:

In 1968, ACI was established as a subsidiary of Imperial Chemical Industries (ICI) in what was
then East Pakistan. Following independence, the corporation was founded in Bangladesh as ICI
Bangladesh Manufacturers Limited and also as a Public Limited Company on January 24, 1973.
This company was first listed on the Dhaka Stock Exchange on December 28, 1976, and its
shares were first traded on March 9, 1994. Later that year, on May 5, 1992, ICI plc sold 70
percent of its stock to local management. The corporation was then renamed Advanced
Chemical Industries Limited and registered. On October 22, 1995, the company was listed on
the Chittagong Stock Exchange. Bangladesh is a country with a tiny population but a large scale.
ACI Limited is one of Bangladesh's most well-known business names. It is the most well-known
brand, as well as a reliable retailer of high-quality goods. ACI Ltd is a significant contributor to
the national economy. They have also made their mark on the international stage through
overseas acquisitions, joint partnerships, and brand affiliations. The World Economic Forum,
the most prominent business networking body, has recognized ACI as a founding member of
the association of Global Growth Companies.

Operations :

ACI limited provides a diverse variety of brands for various target audiences to its consumers. It
comes with a variety of flavors, each with its own set of dental benefits. Consumer Brands'
distribution force distributes the company nationwide, and is managed directly from the head
office. The goods are now being shipped from Europe, and the stocks are being kept in the FL
Warehouse for invoicing purposes. The distribution team invoices these items from head office
and receives them within a week.

Our Vision :

Our core principles of Caring, Global Teamwork, and Continuous Improvement will help to
guide our future efforts as we prepare our plans to achieve success in the years ahead.

Our Mission :

ACI Limited pledges to behave with compassion, humility, fairness, and high ethics, to listen
with reverence to others, and to value distinctions. The company is also dedicated to protecting
the environment around the Country, improving the neighborhoods where Colgate- ACI
employees live and work, and adhering to all applicable laws and regulations.

4ps Analysis:

1. Product
A product is something that a corporation offers, whether it is physical or intangible; it is
something that can inspire and force customers to buy by its exclusive packaging and logo. In
Bangladesh, Colgate Herbodant Tissue toothpaste will be widely used. The product has a
unique blend of organic herbs and also ensures good oral health to the consumers. At any time
a consumer can use these products just rub and wipe teeth with this and then wash. This will
save time and can carry anywhere.

2. Price

Price is the monetary value assigned to a part of a deal between two parties in which the buyer
must forego something (the price) in exchange for something given by the other party or seller.
Colgate uses a consumer penetration pricing technique to achieve market supremacy. The
majority of personal consumer goods and oral care products are priced low enough that a large
number of people can be convinced to buy the item.
3. Place and Distribution:

ACI Colgate's goods are distributed by a direct marketing system, which allows the
majority of customers to quickly obtain them. It can be found selling on the shelves of
retail stores in areas of Dhaka . And after few days they will be shipped to different retail
stores of Bangladesh through the distributors. Also its available on online market
making it convenient for both buyer and seller. Furthermore, in today's changing
environment, the ease of making it accessible online makes it much easier for
consumers in other places to access the items.
4. Promotion
Advertisement, public relations, and publicity policy are also examples of marketing. The aim of
product promotion is to show customers why they need a product and why they should pay a
certain price for it .It is unlikely for any company to succeed, let alone prosper, without any kind
of promotion; in fact, it is regarded as one of the most critical facets of any company's portfolio
to keep it running.

Colgate uses personal selling, advertisement, media, and public relations to market all of its
brands. Colgate believes in targeted messaging with the use of social media platforms such as
Facebook and Instagram, as well as traditional media such as cable and full-page ads in major
newspapers.

Market Desciption:

The end user to which the corporation wishes to sell its end goods is referred to as the target
market. Target marketing entails segmenting the market into different categories and
developing marketing campaigns for each segment in order to maximize market share.A target
market is a community of prospective buyers to which a business would like to sell its goods
and services. ACI Colgate toothpaste is aimed at all age groups who are of oral health and time.
There are specially bunch of people who are very punctual and these bunch of people want to
save their time because of that they can use this procuct and take care of their oral health also
can save time. People who have bad habits like smoking , drinking and use tobacco based
products. This must be useful for those people because this is a health and care based products.
In anytime and anywhere this produxt can be used. Because of these customer will be attracted
to this product.
Compitative Review :

Toothpaste is one those products which we use in our daily life. And Colgate is one of the most
leading brand that manufactures toothpaste for a long time. In Bangladesh they are running
their buisness my collaborating with ACI limited. Colgate is well known because of their quality,
quantity and price. ACI Colgate Healthy & Organic toothpaste is it’s one of the most unique
idea. And for the best oral health colgate never compromise with the quality of the products.

Competitive analysis, also known as competitive intelligence, is a branch of strategy that

focuses on gathering and analyzing data on competitors. The competitor of ACI limited among
its rivalries has been quite high. The explanation for this is that ACI has been on the market for
quite some time. It competes with Unilever, GSK, and a slew of other companies in the industry.
Unilever is one of the biggest brand not only in Bangladesh. But it has a huge customer list
around the world . From 25th February 1964 they started their journey in Bangladesh. This long
period they served for this country and for the people of the country. Closeup and Pepsodent
are two of their well known toothpaste that can compete Colgate. Currently they are
maintaining a remarkable market share.

GSK is another brand that currently taking the third place in our country and they are also
maintaining their form for a while. Their most selling toothpaste is sensodyne. And this brand
have varieties of flavours and also have a stong base of customer in the current market. And in
the fourth position is Dabur which also a toothpaste brand for India. But currently they are
getting quite good amount of share in market. And the others are oral B , Medi plus, Meswak,
crest etc.
Current Market Situation :

One of the leading brands of our country is ACI Colgate as we know. And now they are releasing
another unique product. The Colgate Organic 2 in 1 paper toothpaste. Which contains organic
technology that freshens up teeth anytime and anywhere. The market opportunity for this
product is pretty well because of the company planning. The company mainly targets the
market audience of different categories. Such as the main target are the corporates then
students and then the workers. After some time this product will be released to all the
audience. The sales and distribution will handle all the slots of products. From the
manufacturing company, the product will be direct delivered to the warehouse and from there
this will be directly delivered to the local distributor. Unilever, Beximco, GSK, Dabur all these
brands are the competitors of the ACI. But still, they don’t have this kind of product in the
Bangladeshi market. ACI will be the first brand to launch this kind of oral product. The
company's market share is determined by measuring its revenue during a given period by the
total profits of the business over the same time. This statistic is used to get a sense of how big a
business is in comparison to its competition and rivals.

New Product Introduction :

Nowadays earth is getting more advanced also technologies are upgrading. People of the world
they are getting busy day by day. This is not only the problem of the other countries only now
our country is facing the same problem. Because of this, they don't get enough time to take
care of their oral health. When a corporate guy goes to an office for work sometimes by chance
he or she misses taking care of his or her oral health. But Worlds one of the best brands for oral
care Colgate is launching a new product and that is Colgate Organic Paper toothpaste. This is
one of the unique projects for Bangladesh. An organic product is especially recommended for
the customer of all category because this product will not be harmful to anyone. Paper
toothpaste is a product that a customer can use without a toothbrush. Anytime and anywhere
just take out a paper from the packet and chew it for 5 minutes. And teeth will be instantly
clean. This dry paper toothpaste sheet has many organic herds in it such as cinnamon bark, red
thyme, lavender, peppermint, eucalyptus, etc. But the most unique thing is its packaging. So
simple and very well planned by Colgate. In Bangladesh, this product is launching for the first
time by Colgate and ACI limited. And rest of the part are already described in 4ps analysis.
Product weight distribution :

Weight Sheets
20 gram 8 pieces
40 gram 16 pieces
65 gram 22 pieces
85 gram 30 pieces
100 gram 45 pieces
120 gram 65 pieces

This toothpaste will also be available in plastic tube family package.

Succeeding with customers :

Colgate's corporate model has long included working closely with its retail clients to share
experience and expand category sales.Colgate and supermarket chain Kroger partnered in
Bangladesh to reorganize the oral care aisle. Colgate's cross-functional com metrical staff
collaborated closely with the retailer to introduce a more shopper-friendly aisle based on a
combination of shopper feedback and consumer data. The updated concept drew in more
customers and boosted sales in the category. Colgate has developed a creative, activity-based
training course that focuses on the critical role that supply chain cooperation plays in meeting
consumer needs, reinforcing the value of customer support. Participants, who include
representatives from business growth, customer support, and supply chain, can learn how to
solve supply chain and other commercial issues while also providing best-in-class service to
Colgate's retail partners at the lowest cost through team drills.

Conclusion :