Documente Academic
Documente Profesional
Documente Cultură
COLGATE TOOTHPASTE
1
GROUP MEMBERS
1 ADNAN HASPATEL 21
2 JAHIR HUSSAIN 22
3 VIKRAM KAINTURA 31
4 IMTIYAZ KHAN 36
5 IMAD KARARI 49
2
AKNOWLEDGEMENT
competency.
acknowledge each and every one who gave us the guidance and
3
CERTIFICATE
4
MRS. Poonam Pariya
Date: Date:
INDEX
1 Introduction 6
2 History 8
3 Year-wise Agenda 10
4 Varieties of Colgate 13
Toothpaste
5 Substitutes 15
7 Marketing Strategies 26
8 Suggestions 32
5
9 Bibliography 38
INTRODUCTION
6
2006 marks the 200th anniversary of the founding of The
Colgate-Palmolive Company. The small soap and candle business
that William Colgate began in New York City has become a truly
global company serving hundreds of millions of consumers
worldwide.
Today, with sales surpassing $13 billion, Colgate focuses on
four core businesses around the world which are dedicated to
increase market shares in all our core businesses. Colgate has
achieved global leadership in toothpaste.
Colgate’s growth strategy includes an emphasis on
innovation in everything it do, from new products to global
distribution, from effective advertising and promotion to valuable
partnerships with the dental, veterinary and scientific
communities, suppliers and research firms.
Driving Growth Worldwide: Innovative approach has led
to continuous strengthening of brand leadership positions and
market shares in key product categories. Colgate’s global market
share leadership in toothpaste expanded during the year, reaching
an all-time record.
Reaching consumers effectively today means going beyond
traditional mass media outlets. Colgate marketing and research
people spend time with consumers in their homes to see how they
use our products and in stores to see how they shop for them.
7
Focusing on where and how consumers shop has led to placing
television commercials in-store and enhancing packaging to
allow consumers to touch and feel unique features of our products
right at the shelf.
HISTORY
8
developed by B.J. Johnson in 1898. The soap was popular enough to
rename their company after it - "Palmolive". At the turn of the
century Palmolive, which contained both palm and olive oils, was the
world's best-selling soap, and extensive advertising included The
Palmolive Hour, a weekly radio concert program which began in 1927.
A Kansas based soap manufacturer known as the "Peet Brothers"
merged with Palmolive to become Palmolive-Peet. 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.
Colgate-Palmolive has long been in fierce competition with
Procter & Gamble, the world's largest soap and detergent maker. P&G
introduced its Tide laundry detergent shortly after World War II, and
thousands of consumers turned from Colgate's soaps to the new
product. Colgate lost its number one place in the toothpaste market
when P&G started putting fluoride in its toothpaste. In the beginning
of television, "Colgate-Palmolive" wished to compete with Procter &
Gamble as a sponsor of soap operas. Although the company sponsored
many shows in part, they were most famous for being the full sponsor
of the serial The Doctors.
George Henry Lesch was president, CEO, and chairman of the board
of Colgate-Palmolive in the 1960s and 1970s, and during that time
transformed it into a modern company with major restructuring.
In 2006, Colgate-Palmolive announced the intended acquisition of
Tom's of Maine, a leading maker of natural toothpaste, for US $100M.
Tom's of Maine was founded by Tom Chappell in 1970.
Today, Colgate has numerous subsidiary organisations spanning 200
countries, but it is publicly listed in only two, the United States and
India.
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In June 2007, phony Colgate toothpaste imported from China was
found to be contaminated with diethylene glycol, and several people in
eastern U.S. reported experiencing headaches and pain after using the
product. The tainted products can be identified by the claim to be
manufactured in South Africa by Colgate-Palmolive South Africa
LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in
the United States) and the tubes/packaging contain numerous mis-
spellings on their labels. Colgate-Palmolive claims that they do not
import their products from South Africa into the United States or
Canada and that DEG is never and was never used in any of their
products anywhere in the world. The counterfeit products were found
in smaller "mom and pop" stores, dollar stores and discount stores in at
least four states.
YEAR-WISE AGENDA OF
COLGATE-PAMOLIVE COMPANY
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.
1857
Upon the death of founder William Colgate, the company is
reorganized as Colgate & Company under the management of Samuel
Colgate, his son.
10
1864
B.J. Johnson opens a soap factory in Milwaukee, WI which later
becomes the Palmolive Company.
1872
Peet Brothers establish soap company in Kansas City, Kansas where
they make Crystal White soap. Cashmere Bouquet, the first milled
perfumed toilet soap, is registered as a Colgate trademark.
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.
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.”
1920s
Colgate begins establishing operations in Europe, Asia, Latin America
and Africa
1926
Soap manufacturers Palmolive and Peet merge to become Palmolive-
Peet Company.
1928
Colgate merges with Palmolive-Peet to become Colgate-Palmolive-
Peet Company.
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1953
Colgate-Palmolive Company becomes company's official name.
1968
Colgate toothpaste adds MFP Fluoride, clinically proven to reduce
cavities
1976
Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the
global leader in pet nutrition and veterinary recommendations
1989
Annual Company sales surpass the $5 billion mark
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.
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 $13 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.
12
VARIETIES OF COLGATE TOOTHPASTE AT A
GLANCE..
Colgate Total® Colgate Luminous™
Advanced
• Colgate
• Colgate Total® Luminous™ Crystal
Advanced Whitening Clean Mint
• Colgate Total® • Colgate
Advanced Clean Luminous™ Paradise
• Colgate Total® Fresh™
Advanced Fresh
Colgate® Simply
Colgate Total® White®
13
• Colgate® Max Colgate® Sparkling
Fresh® with White
Mouthwash Beads Mint
Burst • Colgate Sparkling
• Colgate® Max White Mint Zing
Fresh® Electric Mint™ • Colgate Sparkling
• Colgate® Max White CinnaMint
Fresh® Kiss Me Mint • Colgate Sparkling
• Colgate® Max White Caribbean Cool
Fresh® Cool Mint
• Colgate® Max
Fresh® Clean Mint
Colgate® Baking
Colgate® Sensitive Soda & Peroxide
Whitening Oxygen
• Colgate Sensitive Bubbles
Maximum Strength
Whitening • Colgate Baking
• Colgate Sensitive Soda & Peroxide
Fresh Whitening Oxygen
Bubbles Whitening
Brisk Mint® Paste
• Colgate Baking
Soda & Peroxide
Colgate® Cavity Whitening Oxygen
Protection Bubbles Frosty Mint
Striped™ Gel
• Colgate Cavity
Protection Great
Regular Flavor
Kids Toothpastes
• Colgate® Dora
Colgate® Tartar the Explorer*
Protection • Colgate® 2in1
Kids
• Colgate® Tartar • Colgate®
Protection Whitening SpongeBob
Crisp Mint Paste SquarePants*
• Colgate ®Tartar • Colgate®
Protection Whitening Shrek™ Bubble
Cool Mint Gel Fruit®*
Ultra brite®
• Ultra brite®
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Advanced Whitening
• Ultra brite®
Baking Soda &
Peroxide Whitening
• Ultra brite® All in
One
• Ultra brite®
Extra Freshening
SUBSTITUTES
PEPSODENT
Pepsodent was a very popular brand before the mid '50s, but its
makers were slow to add fluoride to its formula to counter the rise of
other highly promoted brands such as Crest and Gleem toothpaste by
Procter & Gamble, and Colgate's eponymous product; sales of
Pepsodent plummeted. Today Pepsodent is a “value brand” marketed
15
primarily in discount stores and retails for roughly half the price of
similarly-sized tubes of Crest or of Colgate.
MISWAK
16
PROMISE
17
international accreditation from the British Dental Health
Foundation (BDHF).
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