Product Life Cycle
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This document discusses Colgate's product life cycle and marketing strategies in India. It summarizes Colgate's history starting in 1806 and its growth into a global brand present in over 200 countries. In India, Colgate has over 50% market share in toothpaste and is the top trusted brand, though it faces competition from HUL and Pepsodent. The document then outlines Colgate's strategies around pricing, promotion, distribution and new product development to target various consumer segments across urban and rural areas in different stages of the product life cycle.
Product Life Cycle
- 2. Concept of Product Life Cycle 1) Products have a limited life. 2) Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller. 3) Profits rise and fall at different stages of Product Life Cycle. 4) Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.
- 4. In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.
- 5. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name. Today Colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly listed in only two, the United States and India.
- 6. Colgate has been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 51% market share in the toothpaste segment. 48% market share in the toothpowder market. 30% share in the toothbrush market. Presently it is facing competition from no. 2 player HUL, Pepsodant. On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand ambassador.
- 8. COLGATE PROFESSIONAL ORAL CARE HOME CARE ORALCARE
- 9. Maturity Decline Sales Introduction Growth Time
- 10. They try to position some innovative toothpaste with a brand name other than Colgate but under the umbrella of Colgate Palmolive. Focusing toward rural rich and consuming class by endorsing the development of Colgate Ayurvedic Toothpowder. For Urban population, they would come up with the products suiting to young generation.
- 12. Based on the competitor's price . Charging higher premium which focused on consuming and lower income classes. Pricing done on the basis of price points Packaging would be customized on the basis of price points.
- 13. They positioning Colgate dental white crème and toothpowder towards rural rich segment. For rural consuming class they endorsing Cibaca toothpaste. Advertisement through T.V. media, Print media. FM Radio for Urban population & MW and SW radio for Rural population. Hoarding on National highways.
- 14. Increasing circumference of toothpaste tube. Free Dental Check-up in mobile vans
- 16. Free Dental Check-up by sending a SMS Scholarship offers like Learn & earn offer
- 18. Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-. Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals giving you a whole new dimension of freshness. Get a 150g plus a 80g tube with a Colgate Extra Clean Toothbrush in a Freshness Value Pack for Rs. 79/-. Save Rs. 20/-
- 19. They would try to increase product penetration to rural population. They would try to increase the wholesalers to smaller towns. They would track the distribution path so that they are covering all the village areas around the towns.
- 24. Brand Awareness 94% 100 90 80 70 60 Aware Not aware 50 40 30 20 6% 10 0 Aware Not aware
- 25. THANK YOU ASHWIN B. JOSHI M .Tech (Mechanical) BVDUCOE,PUNE SEM : Second