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Brand Dossier-Colgate Palmolive

Presentation containing the literature review of the brand Colgate along with an analysis of the questionnaire.

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jaskaran1991singh
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218 views25 pages

Brand Dossier-Colgate Palmolive

Presentation containing the literature review of the brand Colgate along with an analysis of the questionnaire.

Uploaded by

jaskaran1991singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BRAND DOSSIER

PREPARED BY:
-

JASKARAN SINGH

KHUSHBOO SHARMA

RAHUL TOSHNIWAL

RAJASEKAR DHANSEKARAN

AGENDA

Early history of the brand

Evolution over time

Crafting the brand positioning

Marketing strategies

Tackling competition

Distribution strategy

SWOT analysis

Market survey

Analysis of Hypothesis

Conclusion

Early history of the brand.


1806

Origin

Colgate originated as William Colgate & Company in New York


for manufacturing soaps, starch and candles

1857

Restructuring

Samuel Colgate took over the management and reorganized the


company as Colgate & Company

1928

Colgate Palmolive - Peet

Colgate and Company was took over by Palmolive Peet

Early history of the brand


Inception in India

1937

Incorporation

1967

Manufacturing unit

1976

Young India Programme

1988

Indian Public Offering

Colgate Palmolive India Ltd was incorporated

Commenced first manufacturing unit at Sewri, Mumbai

First promotional campaign by Colgate launched in India

Colgate Palmolive shares listed in Bombay Stock Exchange

Evolution over time


Colgate launched Colgate Dental Cream after
inception in India
From 1990 till date Colgate has launched several
brands.
In 1992, Colgate was rated as Indias No.1 brand across
all categories
In 2004, Colgate launched Oral Health Month

Crafting the brand


positioning....
Initial Positioning
Neem twigs, ash and even tobacco posed competition
to Colgate
So Colgate had to create awareness for oral
hygiene in Indians and develop trust for the
Company in their mind
So Colgate tied up with Indian Dental Association and
launched 'Young India' Bright Smiles, Bright Futures
Schools Dental Health Education Program
Colgate has promoted teachers training as they are
closely connected with children

Crafting the brand


Repositioning.
positioning....
Ring of confidence

Colgate fights germs two


and half times stronger

Comfort with the


toothpaste concept

Colgates talk to me

Trust on Colgate

Dentists recommended No. 1 brand

Crafting the brand positioning


Repositioning
Colgate Dental Cream

Colgate Gel toothpaste


Colgate Total
Colgate Cibaca
Colgate Herbal

Colgate Active Salt


Colgate Max Fresh Gel
Colgate Sensitive

Colgate Visible White

Marketing Strategies.
Awareness Campaigns

Young India, Bright Smiles, Bright Futures

Launched in 1976

This programme has reached more than 40,000 schools across


112 towns

Indian Dental Association( IDA)

Colgate has partnered with IDA in 2004

Conducts Oral Health Month every year

This programme has reached across 1,116 towns with the


participation of over 25,000 dentists

Sampark

Advertised door to door selling by localities

Reduced communication gap in rural India

Marketing Strategies.
Advertisements
Newspaper

Commercial

First advertisement in 1915

It was advertised in 1950

Marketing Strategies.
Advertisements
Colgate Gel
Advertisement in 1995

Colgate Strong Teeth

Marketing Strategies.
Sales Promotion
Colgate has been promoting short term sales whenever the market has :

To launch new product of Colgate

To Block the competitors launch

To reduce the inventory

Marketing Strategies.
Social Media Promotion
Colgate has used
Facebook and
Twitter to promote
its new promotion
strategies

Colgate SMILE
campaign in 2011
Facebook &
Twitter users
upload smiling
face

Marketing Strategies
Segmentation
On the basis of :

Demographics

Psychographics

Geographical

Different SKUs

Variant

Target People

Place

Colgate Total 12

35+ age group

Urban

Colgate Sensitive

Sensitive teeth

Urban

Colgate Max Fresh

Youth

Urban

Colgate Kids

Kids

Urban

Colgate Visible White Women

Urban

Colgate Cibaca

Low income

Rural

Colgate Active Salt

Mid income

Urban & Rural

Tackling competition.
Colgate has to tackle competition from Pepsodent, Close Up, Sensodyne and
low priced competitors.
Colgate vs Pepsodent

Ring of
confidence
Colgate
Colgate vs Close Up

Two times
germ
protection

Two and half


times germ
protection

Pepsodent

Colgate

Close Up

Advantage of first launching gel variant


Freshness and confidence image

Colgate

Launch of Colgate MaxFresh Gel


Extensive promotion through celebrities

Tackling competition
Colgate vs Sensodyne

Sensodyne
Colgate

Advantage of 1st launching variant for sensitive teeth


Promoted saying experts recommended brand

Colgate Sensitive and Colgate Sensitive Pro Relief


Supported by ask the dentist campaign

Colgate vs Low priced competitors

Low priced
competitors
Colgate

Ajanta India and Anchor Healthcare priced their product


at 40% discount
So they captured 80% of discount segment
Relaunch of flanker brand Colgate Cibacca
Captured 50% of discount segment and has become 4th
largest brand

Distribution strategy followed


by the brand
Factory

Super
Stockiest
Rural
Stockiest
Wholesaler

C&F

Warehouse

Stockiest

Retailer
Retailer

Co-op
stores

Wholesaler

Consumer

SWOT Analysis
Strengths

Weaknesses

Core brand equity


Winning on the ground

Narrow product focus


Mass marketing
position

Threats

Opportunities

Challenge from P&G


Rising competition

Drive in deodorants
Intimate hygiene
products

Market Survey
Sampling
Plan

Sample
Size

Face to face
survey

Total size : 100

Telephonic
survey

Segmented on
the basis of
gender and
age

Sampling
Method
Stratified
Random
Sampling

Analysis of Hypothesis.
Hypothesis 1
Colgate is the most salient and trusted brand

10

0
2

26

38
64

82

59

16
3
16

We have accepted this hypothesis

17

13

32

50

50

Analysis of Hypothesis.
Hypothesis 2
Colgate toothpaste is more of a cosmetic care product than an oral
care product
10

0
2

26

38
64

82

59

16
3
16

17

We have failed to accept this hypothesis

13

32

50

50

Analysis of Hypothesis.
Hypothesis 3
The Colgate consumer buying behavior is influenced by the
celebrities
Brands
Celebrity
Percentage of
correct
identifiers

Pepsodent
Sharukh Khan
39%

Babool
Irfan Khan
28%

Colgate
Sonam Kapoor
32%

Oral B
Madhuri Dixit
29%

Out Of the 32% of people who could correctly related Sonam


Kapoor with Colgate, 44% have Colgate both as their top of mind
and most often used brand.

We have failed to accept this hypothesis

Analysis of Hypothesis
Hypothesis 4
Colgate Sensitive / Pro-Relief is more popular than GSK
Sensodyne.
31%

33%

24%

4%

8%

We have failed to accept this hypothesis

Conclusion

According to Nielsen, there is one store opening every five


minutes in India. For growth, Colgate has to be in all these stores

Colgate as of now is not very aggressive in online advertising

Colgate is the market leader and has the power to influence price

Colgate is the most salient and trusted brand

Thank You

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