Colgate-Palmolive

Ques 1)
Business: Colgate-Palmolive Company is an American diversified multinational corporation focused
on the
1. Production,
2. Distribution, &
3. Provision
of household, health care and personal products, such as soaps, detergents, and oral hygiene products
(including toothpaste and toothbrushes).
PRODUCT PORTFOLIO OF COLGATE PALMOLIVE :
Oral care products Personal care Professional oral
care
Home care
Colgate Dental Cream
Colgate Active Salt
Colgate Max Fresh
Colgate Total 12
Colgate Plax
Colgate 360 ActiFlex
Colgate Extra Clean Gum
Care
Colgate Sensitive
Toothbrush
Colgate 360 Toothbrush
Colgate Zig Zag

Palmolive Thermal Spa
Palmolive Aroma Shower
Gel - Relaxing
Palmolive Naturals Liquid
Hand Wash Family
Health
Palmolive Naturals
Moisturizing Body Wash -
Milk and Honey

Colgate PerioGard
Colgate Sensitive
Colgate Gel Kam
Colgate Visible White

Axion - Dish Washing
Paste
Palmolive dish washing
Paste




Marketing
Amar Gupta
PNR: 13020241009
FUTURE STRATEGY ON 4P`S BASIS:
Product:

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.
They would come up sachets of these tooth powder and position toward rural population who buy in
smaller lots.For Urban population, they would come up with the products suiting to young generation
.For Urban rich and consuming class, they would come up with the products on the basis of functional
benefits .
PRI CE

Charging higher premium which focused on consuming and lower income classes. Pricing done on the
basis of price point. Packaging would be customized on the basis of price points.
Promotion:

They positioning Colgate dental white crme 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.
Place:

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.

Ques 2)

An area of your interest to critically analyse a problem or issues related a strategic decision the
organization has to take to improve its performance.
AREA OF INTEREST:

Colgate white toothpaste


PROBLEM STATEMENT :

Decrease in sales of Colgate white toothpaste. The competitors are introducing many new products and
variants. Companies like Pepsodent close up Cibaca and oral b is taking hard on the Colgate business.
The companys other product itself are giving stiff competition to its flagship product.
The company is worried about the declining sale. It has to be looked whether this effect is centred to
some geography or is it at global level in all market places.

Ques 3)
OBJECTIVE :
The objective is to find out about the dwindling sales figures of the firm and to check whether the same
phenomenon exists everywhere. The company has to perform data analysis and come out with the
solution to boost the sale of its flagship product.

Ques 4)

Define the KPIs related to the problem statement and give a conceptual design of the warehouse which
can be used to map SAP BW architecture.
KPI: KEY PERFORMANCE INDICATORS (KPI) ARE QUANTIFIABLE MEASUREMENTS THAT REFLECT THE CRITICAL
SUCCESS FACTORS OF COLGATE. COLGATE HAS CLEARLY DEFINED GOALS THAT ARE REFLECTED IN THESE KEY
PERFORMANCE INDICATORS

Global sales
Gross margin
Net profit
Inventory level
Fulfillment rates
Number of employees
Energy use efficiency





Conceptual Design

Conceptual Structure : Following are the dimension tables
Sales is the fact table


Customer no Product no R&d_no Vendor name Year Promotion
expense
Customer age Product desc R&d cost Vendor no Monthly medium
Name Division R&d
effectiveness
index
Vendor
capacity
Quarterly Ad
effectiveness
index
address Price Geography
key
Champagne
duration
contact Inventory description