MARKETING

MANAGEMENT
PROJECT
PREPARED BY
SHIRLEY
SHEKHARAN K.
ROLL NO. -15013
S.Y.B.M.S.
 INTRODUCTION
From chairman’s point of view

It's my pleasure to welcome you to the world of Colgate-

Palmolive. The small soap and candle business that
William Colgate began in New York City early in the 19th
century is now, more than 200 years later, a truly
global company serving hundreds of millions of
consumers worldwide.

Our 200-year history reflects the strength and innovation

that Colgate people have used to constantly transform
our Company and identify new opportunities. With global
brands sold in over 200 countries; Colgate, Mennen,
Palmolive, Ajax, Softsoap, and Hill’s Pet Nutrition are
among the world's most recognizable household names,
trusted and relied upon by consumers everywhere.

Colgate People, working around the world, share a

commitment to our three core corporate values:
Caring, Global Teamwork and Continuous Improvement.
These values are reflected not only in the quality of our
products and the reputation of our Company, but also
in our dedication to serving the communities where we
do business.

As a leading consumer products company we are

also deeply committed to advancing technology which
can address changing consumer needs throughout the
world. In fact, our goal is to use our technology to create
products that will continue to improve the quality of life
for our consumers wherever they live.

As a successful business, we are focused on achieving

the consistent growth required to continue our global
success and to make us an even stronger company. We
believe this is the best way to benefit our consumers,
our people and our shareholders.

HISTORY
1806
William Colgate starts a starch, soap and
candle business on Dutch Street in New York
City.

1817
First Colgate advertisement appears in a New
York newspaper.

1820
Colgate establishes a starch factory in Jersey
City, New Jersey.

1857
Upon the death of founder William Colgate, the
company is reorganized as Colgate & Company
under the management of Samuel Colgate, his
son.
1866
Colgate introduces perfumed soap and
perfumes/essences.

1873
Colgate introduces toothpaste in jars.

1879
Gerhard Mennen establishes a pharmacy in
Newark, NJ, later becoming the Mennen
Company.

1896
Colgate introduces toothpaste in a collapsible
tube.

1900
Colgate wins top honors for its fine soaps and
perfumes at the World’s Fair in Paris.

1902
Stylish Palmolive advertising begins,
emphasizing ingredient purity and product
benefits.

1906
Colgate & Company celebrates its 100th
anniversary. Product line includes over 800
different products.

1908
Colgate is incorporated by the five sons of
Samuel Colgate.
Ribbon opening added to Colgate tube: “We
couldn't improve the product so we improved
the tube.”

1911
Colgate distributes two million tubes of
toothpaste and toothbrushes to schools, and
provides hygienists to demonstrate tooth
brushing.

1912
William Mennen introduces the first American
shaving cream tube.

1914
Colgate establishes its first international
subsidiary in Canada.

1920s
Colgate begins establishing operations in
Europe, Asia, Latin America and Africa.

1928
Colgate merges with Palmolive-Peet to become
Colgate-Palmolive-Peet Company.

1930
On March 13, Colgate is first listed on the New
York Stock Exchange

1939
Dr. Mark L. Morris develops a pet food to help
save a guide dog named Buddy from kidney
disease. This breakthrough leads to the first
Hill's Prescription Diet product.

1947
Ajax cleanser is launched, establishing a
powerful now-global brand equity for cleaning
products.

1953
Colgate-Palmolive Company becomes
company's official name.

1956
Colgate opens research center in Piscataway,
NJ.

Fabric conditioner is launched in France as

Soupline. Today, fabric conditioners are sold in
over 54 countries around the world.

1966
Palmolive dishwashing liquid is introduced and
today it is sold in over 35 countries.

1968
Colgate toothpaste adds MFP Fluoride,
clinically proven to reduce cavities.

1970
Irish Spring launches in Germany as Irische
Frühling and in Europe as Nordic Spring. In
1972, Irish Spring is introduced in North
America.
1972
Colgate acquires Hoyt Laboratories, which later
becomes Colgate Oral Pharmaceuticals.

1975
Caprice hair care launches in Mexico. Today,
hair care products are sold in over 70
countries, with variants to suit every type of
hair need.

1976
Colgate-Palmolive acquires Hill's Pet Nutrition.
Today Hill's is the global leader in pet nutrition
and veterinary recommendations.

1983
Colgate Plus toothbrush is introduced. Today
over 1.6 billion Colgate toothbrushes are sold
annually worldwide. If you lined them up end
to end, they would circle the globe 16 times.

1985
Protex bar soap is introduced, and today offers
all-family antibacterial protection in over 56
countries.
Colgate-Palmolive enters into a joint venture
with Hong Kong-based Hawley & Hazel, a
leading oral care company, which adds
strength in key Asian markets.

1986
The Chairman's You Can Make A Difference
Program is launched, recognizing innovation
and executional excellence by Colgate people.
1987
Colgate acquires Softsoap liquid soap business
from the Minnetonka Corporation. Today,
Colgate is the global leader in liquid hand
soap.

1989
Annual Company sales surpass the $5 billion
mark

1991
Colgate acquires Murphy Oil Soap, the leading
wood cleaner in the U.S. Today, its product
portfolio has expanded to include all-purpose
cleaners, sprays and wipes.

1992
Colgate acquires the Mennen Company. Today,
Mennen products are sold in over 52 countries.

Colgate Total toothpaste introduced.

1995
Colgate enters Central Europe and Russia,
expanding into fast-growing markets.

Colgate acquires Kolynos Oral Care business in

Latin America and launches market-leading
Sorriso toothpaste.

1996
Bright Smiles, Bright Futures oral health
education program expands to 50 countries,
and today reaches over 50 million children
annually.

1997
Colgate Total toothpaste is introduced in the
U.S. and quickly becomes the market leader.
Only Colgate Total, with its 12-hour protection,
fights a complete range of oral health
problems.

2004
Colgate acquires the GABA oral care business
in Europe, with its strength in the important
European pharmacy channel and its ties with
the dental community.

2006
Colgate enters the fast-growing Naturals
segment by purchasing Tom’s of Maine, a
leader in that market in the United States.

Today …
Today, with sales surpassing $15 billion,
Colgate focuses on four core businesses: Oral
Care, Personal Care, Home Care and Pet
Nutrition. Colgate now sells its products in
over 200 countries and territories worldwide.
 PRODUCTS

ORAL CARE PERSONAL CARE

 Toothpastes  Men’s and
 Tooth brushes Women’s
 Kids products Antiperspirant and
 Whitening Deodorant
products  Bar soap
 Over the  Body wash
counter  Liquid hand
 From the dentist wash
 Product guide  Toiletries for
for vegetarians men

 Fabric
Conditioner
 Household
cleaners
 Institutional
products
HOME CARE
 Dishwashing
 PET NUTRITION
 Science Diet
 Prescriptio
n Diet

• MARKETING STRATEGIES

Colgate delights consumers around

the world with an array of Oral Care,
Personal Care, Home Care and Pet Nutrition
products. Behind the success of Colgate’s
brands are carefully developed business
and marketing strategies.

Known for having a long history of

strong relationships with its retail
trade partners. Small stores around the
world are just as important to Colgate as
large ones. Based on consumer and
shopper insights, the Company works
closely with local merchandisers and shop
owners to offer a relevant assortment of
products and merchandising services to
achieve high visibility in each store.
Colgate is sharply focused on aligning its
strategies and goals with those of its trade
partners in order to achieve mutual
success.
Colgate people understand that the way
they do business is just as important as the
results they achieve. Colgate has
developed global commercial selling
principles that apply to thier relationships
with all customers, regardless of their size
or location. These principles provide
specific guidelines on how to achieve
business goals, while maintaining Colgate’s
commitment to its values and to upholding
the highest ethical standards in its
business dealings.

Innovation is a cornerstone of
Colgate’s strategy to drive
profitable growth. While innovation in
new product development is key, equally
important is innovation throughout all of
the Company’s business functions and
processes.
New product development for products
expected to be launched within three years
takes place at nine consumer innovation
centers strategically located around the
world.
These centers create new product concepts
and ideas based on specific insights into
consumer wants, needs and behaviors. For
projects extending three to five years into
the future, work is focused in three
category-specific long-term innovation
centers: Oral Care, Pet Nutrition and
Personal Care. Supplementing these
efforts, Colgate scientists conduct early
research to establish a scientific foundation
for new product ideas generated, and
develop robust formulations that deliver
new benefits to consumers.

In marketing, Colgate is breaking ground

in connecting with consumers in non-
traditional ways, particularly by leveraging
the Internet and mobile phones. One
successful program is capitalizing on the
popular use of the term “Colgate Smile” for
any great smile. Colgate encourages a
personal, emotional connection with our
brand by inviting consumers to share their
“Colgate Smiles” via photographs, stories
and videos posted on
www.ColgateSmile.com and numerous
social networking sites, such as MySpace
and Facebook.
 To best reach today’s consumers, Colgate
uses integrated marketing communications
that include a mix of traditional and new
media, as well as creative promotional
activities. For example, as part of its very
successful “Feeding Is Believing”
marketing campaign,

INTRODUCING COLGATE
SENSITIVE

Colgate Sensitive, a sensitivity toothpaste that gives

you more.
 Fast Relief
 Proven Protection
 Fresh Breath and
 Whiter Teeth
Wouldn't you love a sensitivity toothpaste
that not only relieves the immediate pain, but
goes beyond sensitivity relief to provide
proven protection, fresh breath and whiter
teeth?
New Colgate Sensitive, a sensitivity
toothpaste that gives you more: fast relief,
proven protection, fresh breath and whiter
teeth. Always read the label.

What Is Sensitivity?
Many adults suffer from sensitive teeth.
Cold, heat and high sugar concentrations
can alter the fluid dynamics in microscopic
tooth tubules, which in turn stimulate the
nerve deep inside the tooth causing pain
and discomfort.

How Can Colgate Sensitive Help?

Colgate Sensitive's Potassium Citrate

formula soothes the nerve ends and with
regular use builds a protective shield,
providing both immediate relief from sudden
shocks of pain and long term sensitivity
protection with regular use.

• INTRODUCING COLGATE
SENSITIVE TOOTHPASTE
It gives you fast relief from sensitivity pain, lasting
protection with regular use, proven protection
against cavities and plaque, fresh breath and gently
restores the natural whiteness of your teeth. Its
advanced formula contains potassium citrate that
provides fast soothing relief. Colgate Sensitive is
available in 50ml and 75ml tubes and 100ml pumps.

Colgate Sensitive Multi Protection offers complete

protection for sensitive teeth. With unbeatable
protection for sensitive teeth whilst also protecting
teeth and gums, thanks to its clinically proven
bacteria fighting system.

Colgate Sensitive Toothpaste 100g

sensitivity relief and fluoride protection, as well
as a great taste and fresh breath, for patients
suffering from dental hypersensitivity. Colgate
sensitive is a toothpaste containing potassium
nitrate, which has a direct desensitising effect on
the pulp nerve fibers of the tooth. Potassium
nitrate is clinically proven to actively relieve
tooth sensitivity. Colgate sensitive also contains
fluoride to provide everyday care. Fluoride is
proven to protect against cavities, and with
regular brushing, it helps fight plaque. Its
foaming ingredients ensure effective cleaning.

Active Ingredients:
Potassium nitrate, sodium monofluorophosphate.
Dosage:
Adults and children 12 years of age and older:
apply approximately a 2.5cm strip of the product
onto a soft toothbrush. Brush thoroughly for at
least one minute twice a day (morning and
evening) or as recommended by a dental
professional. Make sure to brush all sensitive
areas of the teeth.

Warnings:
Do not swallow. Children under 12 years of age:
use only on the advice of a dentist or doctor. If
sensitivity persists, see your dentist.
THANK YOU