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Colgate
Financial and Marketing Analysis
Table of Contents
1. Introduction .......................................................................................................................................... 2 Key Market Players ....................................................................................................................................... 3 Procter & Gamble ..................................................................................................................................... 3 GlaxoSmithKline ........................................................................................................................................ 4 Unilever ..................................................................................................................................................... 4 Locally Manufactured ............................................................................................................................... 4 Levels of Competition ................................................................................................................................... 5 Product Form Competition ....................................................................................................................... 6 Product Category Competition ................................................................................................................. 6 Close Competitors Positioning: ..................................................................................................................... 9 Pepsodent: .............................................................................................................................................. 10 Anchor: .................................................................................................................................................... 10 Babool: .................................................................................................................................................... 10 Oral-B: ..................................................................................................................................................... 10 Marketing Standing ( Leader/ Follower / Niche) ........................................................................................ 10 Marketing Strategies Colgate: .................................................................................................................... 11 Strengths, Weakness, Opportunity and Threat Analysis ................................................................... 12
Introduction
Colgate is considered one of the most popular companies in toothpaste industry not only in Vietnam but also all over the world. It was established in 1806 in New York City. In the present, Colgate has globally widened its market into 223 countries and occupied the highest market share in toothpaste industry (Colgate.com 2010). Since establishing its company until now, Colgate has received many global recognitions in USA and others countries. For example, in USA, Colgate was awarded by Fortune magazine with a prize Global top companies for leader in 2010 and 100 best companies to work for in 2009.
In a society that cares about appearances consumers continually look for new, innovative oral care products to provide an extra sparkle to their smiles. Oral care companies are marketing their products to different consumer segments in order to capture their share in the growing segment market. Todays consumer demand numerous benefits from their tooth pastes and manufacturers are responding accordingly. The Personal Care and Household Cleaning Products Industry inclues Companies that make Personal Care and Hygiene Care Products such as cosmetics, perfumes and toiletries as well as household cleaning products. Some leading companies in Personal Care and Household care are Procter & Gamble, Unilever, Colgate Palmolive, Johnson & JohnsonGillette and Reckitt & Benckiser etc. Personal care giant Colgate-Palmolive is generally associated with toothpaste and soap, but in fact its broad portfolio also includes Pet food, Deodorants, Fabric softeners, Household cleaners and Detergents. Brands include Ajax, Fab, Mennen and Hill's Science Diet, alongside the two products that make up the company's name. Colgate is the world's #1 toothpaste and toothbrush brand; Palmolive soap is the world's third largest soap brand, now covering a growing range of hair care products as well as soaps. Colgate-Palmolive is also truly international, deriving more than 70% of its sales outside the US. Advertising Age/TNS estimated global measured advertising expenditure in 2003 of $621m, making Colgate the world's #40 advertisers. ColgatePalmolive is a leading global consumer products company, serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable.
GlaxoSmithKline
GlaxoSmithKline, one of the top five pharmaceutical firms in the world, is the name behind antidepressant Paxil and asthma therapies, Flovent and Servent, among the worlds best -selling drugs. Other international bestsellers include Avandia fordiabetes, migraine reliever Imitrex, cancer-related nausea drug Zofran, and antibiotic Augmentin. GSK products are also available without a prescription: OTC products include Zantac for sour stomachs, Aquafresh & Maclense for cleaner teeth. Oxy for skin suffering the ravages of adolescence, and Nico Derm for smokers looking to kick the habit.
Unilever
Unilever is one the worlds top packaged consumer goods companies, Unilever has leveraged its brand name food, cleaning and personal care products into market dominance worldwide. Dually headquartered in London and Rotterdam, the Netherlands, it is operated by two different holding companies, Unilever PLC (UK) and Unilever N.V. (the Netherlands), which have separate stock listings but an identical board of directors. Unilever is one of the industry leader in deodorants (Axe, Degree), hair care products (Suave, ThermaSilk), prestige fragrances (Calvin Klein, Lagerfeld) and soap (Dove, Lux ). Its other familiar goods include Q-Tips, Vaseline, Pepsodent, Close up and Mentadent tooth pastes and laundry and cleaning products such as all Wisk and Surf.
Locally Manufactured
Medicame Tooth Pate, Medipac, Forhans, English, Listerine and Sensodine tooth paste are also increasing their market share. Medicame Listerine and Sensodyne are medicated tooth paste. Sensitive consumer gives good consideration to medicated tooth paste. However English tooth paste is very low price tooth paste. Some imported tooth pastes are also available at super store while a variety of medicated tooth paste is available at Medical stores. Close up and medicame are the real competitors of Colgate tooth paste. They have reduced the market share of Colgate. Colgate tooth paste is pioneer and innovator in the introduction of Herbal tooth paste.
Product Form Competition Product Category Competition Generic Competiton Budget Competition
Pepsodent
Anchor
Dabur
Oral-B
Himalaya
Germicheck All Round Protection Germicheck Superior Power Babool Complete Care
Pro Health
Pepsodent
2 in1 Super Salt Whitening Centre Fresh Kids Expert Protection whitening Expert Protection sensitive Pro sentitive relief and repair Gum care
Closeup
Dabur
Others
Anchor GEL Vicco Toothpaste EMOFORM R 3M CLINPRO IPSA Ayurvedic Toothpaste Trisa Clinical Toothpaste Crest
Himalaya
Anchor Toothbrush, Anchor toothpowder, Pepaodent Mouth wash fresh mint, Pepsodent mouth wash Herbal fresh, Pepsodent Kiddy Toothbrush, Pro whitening toothbrush, Pro sensitive toothbrush, Double action, ultra care, double care, Dant Manjan Dabur, Morisons Happy Smile Tooth Whitening Pen (1170) Mouth Freshners, Mouth Sprays, Mukhvaas
Pepsodent:
Pepsodent was launched in 1993 by HUL to capture the market from Colgate. It was launched in the platform of Germ fighting property. Pepsodent have experimented with its positioning althrough its life. Ad Campaigns to supplement this positioning:
Lasting Protection for hours Germ Fighting Campaign Dental Insurance Dishum Dishum Bhoot Campaign
Anchor:
They differentiated themselves with only one line which says 100% Vegetarian toothpaste, the brand is called Anchor.
Babool:
Babool is a toothpaste brand which was launched in India by Balsara Hygiene in 1987.Babool is made from the bark of the Babool tree, which has traditionally been used to clean teeth in India. The brand was positioned as an economic toothpaste with the tagline "Babool Babool paisa vasool".Babool was relaunched with the tagline "Begin a great day, the Babool way" in 2002, when Babool was Balsara's biggest brand.
Oral-B:
Globally, the Oral-B Pro-Health brand toothpaste is positioned as an all-in-one toothpaste that covers several aspects of oral care, including sensitivity and whitening.
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Leader
Colgate toothpaste is the leader within the product category holding 36.2% of the market or $1,114,137,768 in sales.
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Pricing Strategy
Colgate
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Psychological Pricing
Competitive Pricing
Differential Pricing
Colgate being the market leader apply Competitive Pricing, Bundle pricing , which means that when consumers buy toothpaste, they will receive a toothbrush or mouthwash in this toothpaste . That will encourage customers to buy products. Also, the benefits are not only given to consumers but also the producers because they can sell three things like toothpaste, toothbrush and mouthwash in one time.
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