Presentation on

By:-
Swati
Nishant
Tanuja
Namrata
Jitender
Rahul
Colgate, an oral hygiene product line and one of the namesake brands of the
Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes,
toothbrushes, and mouthwashes.
Colgate Ribbon Dental Cream was the first toothpaste in a collapsible tube
introduced in 1896. It had previously been sold in glass jars since 1873.

Toothpastes
Colgate Dental Cream
Colgate Max Fresh
Colgate Active Salt
Colgate Total 12
Colgate Sensitive
Colgate Kids
Colgate Advanced Whitening
Colgate Herbal
Colgate Cibaca
Colgate Fresh Energy Gel
Colgate Maxwhite
• Toothbrushes
• Colgate Massager
• Colgate Navigator Plus
• Colgate 360 ActiFlex
• Colgate Extra Clean
• Colgate Extra Clean Gum
Care
• Colgate Sensitive Toothbrush
• Colgate 360 Toothbrush
• Colgate Zig Zag
• Toothpowder
• Colgate Super Rakshak
• Whitening Products
• Colgate Advanced
Whitening
• KidsProduct
• Colgate Kids ToothPaste
• Colgate Kids 2+
• Mouthwash
• Colgate Plax
 Brand elements:-

• Brand name and Logo

• Brand Mascot: Dr.
Rabbit (Gillu)
• Packaging: Holographic
which gives it: Enhanced
aesthetics ensuring a
Premium look
• "A package that would
reflect what people think
their smiles should be
like--sparkling and
dazzling.“
 Taglines:

• Colgate Max Fresh

Colgate Max Fresh positions itself on the basis of “freshness”. The
tagline “A new dimension of freshness”
• Colgate Kids Toothpaste
“Makes fighting cavities fun”
• Colgate Herbal
“Strong teeth, healthy gums”
• Colgate Total 12
“Most advanced toothpaste”
• Colgate Sensitive
“Get freedom from sensitive teeth”
• Colgate Active Salt
“Kya aapke toothpaste mein namak hai?”
 Brand Ambassadors:

• Saif Ali Khan for MaxFresh

(targeting the youth): Targeted at the
achievement-oriented youth, Colgate
MaxFresh Gel seeks to connect with
GenNext, who is confident and always
looking for something fresh and
unique.

• Children in ads: Most oral care

problems such as cavities and gum
problems are compounded in adult life
due to lifestyle and poor oral hygiene
habits. They find that by targeting
school children at an early age, they
can help inculcate good habits at an
early age that can be developed to
take into adulthood,”
• Lara Dutta for Colgate Active Salt:
Aapke Toothpaste Mein Namak
Hai????
Marketing programme of Colgate:-
Product:-
•Quality
•Design
•Features/range:-
Cavity Protection
Tooth Whitening
Plaque & Gingivitis Prevention
Long Lasting Fresh Breath
Toothpaste and Mouthwash
Tartar Control
Enamel Strengthening

•Packaging(different for kids)

•Size(50gm,75gm,150gm)
Pricing:-
•Market penetration
•Market skimming
•Uniform delivered pricing

Place:-
•Intensive distribution
 Departmental stores
 Shopping malls
 Target retailers
Promotion:-
Channels( kiryana store, medical shops,
super) market)
Placement
Advertising
Colgate clock
Community programmes
Direct marketing
contests
Brand association
Secondary Brand Association

Colgate
mouthwash- plax
Colgate – Toothpaste For Kids
Brand Hierarchy
BRAND KNOWLEDGE
 STRUCTURE

BRAND KNOWLEDGE

BRAND AWARENESS BRAND IMAGE

RECOGNITION RECALL
 Brand Awareness
• Consumer’s ability to recognize or recall ‘colgate’
under different situations.
• The first thing consumers think of while purchasing a
toothpaste is : Colgate (recall) has become generic
name for toothpaste amongst many.
• People hold long standing perceptions
(recognition) like ‘suraksha ka chakra’, dentist ki no.1
pasand, strong teeth healthy gums, kya apke
toothpaste mein namak hai?
• Oral health month was initiated in 2003 with IDA
• Launched nationwide community dental health
programs to create awareness.
 Brand Image
Attributes Overall evaluation

Price : Reasonable

Reinforced
Packaging, color & the
pack hasn’t changed all customer’s belief
in the product.
these years.
 instant recognition of

the brand on the retail

shelf hence creating a
strong brand pull.
 Contd…
Benefits

1) Functional : brightness, tooth decay

prevention & freshness

“Suraksha chakra ”
2) Symbolic:
“colgate smiles”
 IDA
One of colgate’s popular ads..
colgate : brand equity
 HISTORY
 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.
• 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

organisations spanning 200 countries, but it
is publicly listed in only two, the United States
and India.
 Awards & Achievements
• 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.
• On 4Sept.2009,Colgate-Palmolive signed SRK
as its Brand ambassador.
In 1992,93,94Colgate was ranked No 1 brand
in all categories surveyed by annual brand
power survey India.
• In 1997 Colgate calcium guard and Colgate
plus get IDA seal of acceptance
• 1999 Colgate was rated “India's premier
brand” by A&M annual survey of India's top
brand.
• 2002 again No 1 brand in India- surveyed by
Taylor Nelson MODE
• “Best employer India”- surveyed by BT
Hewitt
• 2003-05 ranked“Most trusted Brand in
India” Surveyed by AC neilson ORG-
MARG.
• 2004 celebrated Colgate health month
 Promotional tools
• Increasing circumference of toothpaste
tube.
• Free Dental Check-up in mobile vans
Free Dental Check-up by sending a SMS
Scholarship offers like Learn & earn offer
Despite the strong Colgate brand, Cibaca’s marketing has been
a failure.Cost being the major reason for people to buy it, it
could market itself as low cost Colgate toothpaste. Cibaca
brand needs repositioning.
 Positioning:

• • Attribute based positioning

• Colgate Dental Cream positions itself as toothpaste that has
the necessary calcium and minerals to provide decay
protection, strong teeth, germ protection and fresher breath.
• Lately, with competition from indigenous “vegetarian”
toothpastes, Colgate Dental Cream has also positioned itself
as an “always 100% vegetarian” toothpaste.
• • Emotion based positioning
• The tagline of is advertisements, “Trusted by generations to
make teeth stronger”,clearly aims to position the Dental
Cream as a toothpaste that has been used over generations
and hence creating a kind of emotional attachment with the
toothpaste.
product tagline
Colgate dental cream Get maximum all round
protection
Colgate active salt Fights germs for healthy
gums and teeth
Colgate max fresh Not just fresh max fresh
Colgate total 12 The most advanced
toothpaste for your superior
oral teeth
Colgate sensitive oral Fast relief from the pain of
sensitive teeth
motive
Target the household and
advertise through television
This variety of toothpaste
targets customers with
orthodox
thinking who believe that
salt is good for teeth.
Colgate Max Fresh, with its
multiple flavors, seems to
target the youth
Colgate total 12 claims to
provide a 12-hour protection
from
germs.
Targeting sensitive teeth
Brand Extension for Colgate:-

1)Fruit flavored tooth-paste.

2)Chewing-Gum i.e Happy-dent.

3)Dental Colleges Chain

4)Dental Clinic chain

5)Artificial Teeth

6)Mouth Freshener i.e. Pass-Pass

7)Ayurvedic category product for oral care

Sources of improving brand equity:-

1)Colgate should place itself as solution to every oral problem.

2) Its advertisement should highlight more functional value based on

examination of the product i.e pepsodent.

3) It should connect with customer on emotional value, as undoubtedly

it is market leader in this category.

4) More investment in research & development & continuous innovation in

Its product.

5) Its brand product “Cibaca” should be revived to capture rural market.

6) “Oral Care Day” by Colgate to spread awareness about oral hygiene.

7) “Go-Green” for its packaging .

8) Customized packaging for different segment of customer.

9) Premium-Product to target urban youth & higher income group.

10) “Internet-era” , so, colgate should also be a click away from its customer.
Massive mobilization of information over its site.

11) Pamolive should be disassociated from its name & colgate should
operate as an independent entity.

12) Good-Morning Jingle in its advertisement……….as Nescafe has!

Thank You…………..