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Bringing Smiles For The Masses - Colgate Vs PNG

The document provides an overview of Colgate-Palmolive and Procter & Gamble, two major consumer products companies that compete in the oral care market. It notes that Colgate's toothpaste was its strongest product and it was the market leader in the US oral care market. Meanwhile, P&G's oral care division, including Crest toothpaste, accounted for 12% of its sales and Crest had become one of its billion-dollar brands. The document also discusses Colgate's introduction of Simply White, a new teeth whitening product that took significant market share from P&G's Whitestrips product due to its lower price and easier use, despite Whitestrips being more effective.

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232 views7 pages

Bringing Smiles For The Masses - Colgate Vs PNG

The document provides an overview of Colgate-Palmolive and Procter & Gamble, two major consumer products companies that compete in the oral care market. It notes that Colgate's toothpaste was its strongest product and it was the market leader in the US oral care market. Meanwhile, P&G's oral care division, including Crest toothpaste, accounted for 12% of its sales and Crest had become one of its billion-dollar brands. The document also discusses Colgate's introduction of Simply White, a new teeth whitening product that took significant market share from P&G's Whitestrips product due to its lower price and easier use, despite Whitestrips being more effective.

Uploaded by

Dips
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Bringing Smiles for the masses

vs

Submitted by:
Group 9
Arpit (256) |Deepika (262) | Raghavi (274) |Priyanka (275) | Naveen (278) | Kathiravan (286) |
Sambit (294)
 Colgate – Palmolive
 1806 – founded, HQ in New York city
 Focused on 2 product segments : Oral ,personal and homecare and pet
nutrition.
 Toothpaste was company’s strongest product
 Operationally organized along geographic lines
 In March 2001, Colgate was leader in U.S. oral-care market
Company
Overview  Procter & Gamble
 With $40Bn sales in 2002, it was the world’s largest consumer
products company
 5 Business segments: baby, feminine and family care (30% of
sales); fabric and homecare(29%); beauty care (20%); healthcare
including oral care(12%) and food(9%)
 In 2002, Crest joined P&G’s billion-dollar brands
 Fabric and home care still remained most profitable for P&G
Simply White
Colgate
Crest
Whitestrips
Q1. How should Ayman Ismail respond to the introduction of Simply White?

Due to the introduction of Simply White, Whitestrips lost a significant market


share. Simply white was priced much lower than Whitestrips and customers
found simply white easier to use. Due to this there was brand switching by users
even though Whitestrips were more effective.
To tackle the competition from Simply White Ismail and his team at P&G can take a number of steps:

The first step should be to make customers aware of the advantages Whitestrips have over all the
other products even Simply White. They can invest in developing a commercial campaign that
would directly compare the effectiveness of Whitestrips and Simply White. While doing so P&G
should ensure that they do not attack Colgate directly as it will not be good for both the companies.

Additionally P&G can also decrease the price of their product such that they can again get more
market share without much dip in the profits per product. P&G can also make the product more
convenient and easier to use for the customers. Currently it takes 30 mins for the customers to use
the product which may not be always feasible. P&G should invest in research and development to
try to decrease this time without compromising on the effectiveness.
THANK YOU

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