Product Selected:

Colgate

Submitted By:
Muhammad Ovais Arshad
Reg. no.: 3166-FMS/BBA/S11

Submitted To:

Sir Aamir Ghafoor

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Colgate
Introduction:
Colgate is an American diversified multinational company corporation
focused on the production, distribution and provision of household, health care and personal
products, such as soup, detergent and oral hygiene products. (Includes toothpaste and
toothbrush).

Under the Hills brand, it is also manufacture of veterinary products. The Companys
corporate offices are on Park Avenue in NEW YORK city, across from the Waldrof Astoria.

Company Profile:
Established in 1806 by William Colgate, Colgate, such as toothbrushes and toothpastes and oral
hygiene products, personal care sales is recognized as the world leader. Colgate many subsidiary
companies located in over 200 countries, but only two, the United States and India have publicly.

Goal:
Colgate's main goals, innovation launched new products with increased effectiveness and
efficiency around the world to strengthen the leadership, for better understanding of consumer
behavior.

Growth & Profitability:

The global sales ended 2009 fiscal year ($ 15,330 million in 2008) was the $ 15,327 million.
Operating profit for 2009 amounted to over 16.6 per cent during 2008 was 3,615 million. At
present, the market share of Colgate- 44, operating in over 200 countries and regions of the
world toothpaste market is 4%. America, one of the worlds largest consumer markets in Colgate
toothpaste sales with 36.2 percent market share, market leader (Colgate -Palmolive Annual
Report 2009, P.2 -4) is. Working in over 200 countries, the company is not dependent on a
market. For significant global presence with more than 82 percent of the company's 2009
revenue came from outside the U.S. Markets in industrialized countries are largely saturated.
Because especially in emerging countries such as India and Brazil Colgates strong presence in
these countries take advantage of positive consumer sentiment and economic growth in
industrialized countries can compensate.
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Customers:
Colgate's product sales depend on chain reactions. Population growth rates in local markets
worldwide, the need for oral hygiene products has increased. Today the world's population by
midcentury predicts a world with 9.2 people, about 6.85 billion. Because Colgate's global
presence, 2050 (UN World Population Prospects, 2008) to be 2.35 billion new potential
customers. All people have a need for oral hygiene products because the average age of the
population does not necessarily have to point out. Furthermore a Colgate user to get high quality
products willing to pay a higher price for the product, which means the premium product, offers.

Market Share:
Colgate commercial presence in six continents with the worlds biggest by market share,
consumer products, is one of the companies. Since its 1806 founding, Colgate toothpaste and
oral hygiene products that are known to increase in a multinational corporation. As of 2011, the
companys flagship line of toothpaste with a 44.7 % global market share amazing degree.

The major advantages of Colgate's brand strength and its strong global presence are: three-
quarters of its revenue comes from outside the United States. About half of the sales rapidly in
Latin America, Colgates revenue in 2010, representing the largest single source, with emerging
markets growing came from. Colgate's brand strength in overseas markets the company's
impressive market share and high profit margin allows you to order. Colgate continued sales
growth in these areas continues to maintain a positive, Latin America, Africa and Asia has been
expanding its operations across.

Marketing Mix:
Product
Price
Place
Promotion

CUSTOMER WANTS
PRODUCT
AND NEEDS

PRICE COST TO SATISFY

PLACE CONVIENCE TO BUY

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PROMOTION COMMUNICATION

Product:

The product, the precious tooth brush is a product that adds vale in buyers life.
It also add the utility, and meet the wants and needs of target customer.
The product should be unique and different from all similar products that are already
available in the market.
The strategy is to differentiate the products design and packing, which in return will
cause the toothbrush to stand out.

Price:

The price of a product says something about the quality.

Sensitive toothbrush from other quality will be much higher, even though the price of
toothbrushes already in the market will be determined by the price of another toothbrush.

This pricing strategy, rather than the main product positioning as a niche product is a
result of the toothbrush.
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COLGA 20g 40g 50g 75gm 80g 100g 150g 200g 300g
ms ms ms s ms ms ms ms ms
TE
Dental 5rs ---- 14rs ---- ---- 30rs 45rs 56rs 86rs
cream
Max fresh --- --- 15rs --- 32rs 35rs 55rs ---- ---

Total ---- ---- --- 35rs --- --- 65rs --- ---

Sensitive --- --- 35rs --- --- 60rs --- --- ---

Kids --- 26rs --- --- --- --- --- --- ---

Advance --- --- --- 27rs --- --- 53rs --- ---
whitening
Active salt ---- --- 14rs ---- ---- 30rs ---- 54rs ----

Cibaca --- --- --- --- --- 18rs --- 28rs ---

Herbal --- --- 14rs --- --- 30rs --- 55rs ---

Fresh --- ---- ---- ----- --- --- 55rs 60rs ---
energy gel

Place:

Location is the location where a product can be purchased represents.

The most important part of marketing a product from the seller to the buyer will get is
how.

Many product manufacturers, wholesalers, retailers, and consumers which includes a

channel of distribution, to go through.

Precision toothbrush dentists, plastic surgeons, drug stores, grocery stores, large retail
stores, and department stores through the proposed distribution strategy for the business.

Products that are the primary focus of their semi- urban and rural areas of India and other
markets available in the market.
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Promotion:
Product promotion, advertising, publicity and sales promotion is spread through the
communication.

Promotion marketers use market represents all of the communications.

We Colgate -Palmolive commercial, magazine ads, radio, dentist offices, billboards, and
buses will around by using advertising to promote their products suggest that.
Advertising , promotion of new products remind customers of existing products, and to
promote the image of the company
We also Colgate other products, and other food products by offering special coupons and
discounts that are offered.
Also, Colgate could benefit from the use of in-store display.

Most promotional activities TV media will be.

TV, FM radio for the civilian population.

The promotion of rural populations.

SWOT Analysis

Cram inner strength and environmental opportunities and threats facing the firm and the
firm is an acronym for weakness.

SWOT analysis of a company strategy for managers a quick overview of the situation
created by which a widely used technology.

An effective strategy of technology by the sound of a firm's internal resources (strengths

and weaknesses) and its external situation (opportunities and threats) between the "fit" is
obtained based on the assumptions.

Internal factors:
Strength:

Colgate dental cream, a toothbrush cannot reach, even where, all-round offers cavity
protection.

Respiratory this great mint taste freshens.

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It protects against root caries.

Teeth clean and white spots and repairing early decay does.

To promote the most popular brand and high brand awareness.

Weakness:

The company's high dependence a kind, oral care.

Development of the spending cuts to keep the advertisement.

External factors:
Opportunity:

Colgate most trusted brand in India as leverage on the fact that the classification.
Focus on innovation and new products launched by the deployment of advanced
technology.
Growth in emerging markets-rural and semi-urban.

Threats:

High competition from competing brands like HUL Pepsodent.

Prices of commodities for manufacturing.

STP Analysis
Segmentation:

Those products needs share a similar interest, so all most people need your product
because Colgate's market segmentation is very broad.
Some groups of people Colgate yellow teeth, sensitive teeth or tooth cavities only with a
specific need to know why Colgate toothpaste from the casino uses segmentation
They can be used for grownups and kids that Colgate toothpaste. Due to the life cycle of
the family uses.
Also, the toothbrush with cartoon characters and various flavors made to attract young
kids and it will not damage the gums, so are less robust.
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Target group:

Max Fresh: It helps to have fresh breath as Colgate, the toothpaste with the introduction of
targeted youth.

Active Salt: It strengthens teeth and protects from cavities as the people in this area are
targeted.

Colgate Total: Colgate Total is mainly for kids, but they are very concerned about their
children, mothers are targeted as gingivitis, cavities and halitosis is caused by bacteria that
reduce the number of which makes anti- microbial ingredient triclosan, which contains. For 12
hours to protect the tooth toothpaste.

Colgate Sensitive: For those who have sensitive teeth, gums, which are a problem in this
area, are targeted.

Children toothpaste: Most young children do not like to brush his teeth, and he was
starting to toothpaste. Colgate tooth brush to encourage children to focus on the taste factor.

Colgate WHITENNING: It gradually teeth focus whitening ingredient is a group of

customers in the area of hydrogen peroxide which bleaches, is "clinically proven to whiten in 14
days" with a whitening toothpaste already in those who are prone to plaque teeth.

Colgate 2in1: Strangeness and fresh breath is targeted at people who want both.

Colgate Products Percentage Breakdown

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Positioning:

Calcium and commit the necessary protection , strong teeth , fresher breath germs ,
providing protection and minerals that Colgate Dental Cream positions itself as
toothpaste.

They taste much toothpaste or adding different style products like toothpaste like so many
positions Colgate.

They market and promote their products with the users of these products out there that
know better than other brands and competition because their products Colgate
repositions.

Recently, the local "Vegetarian" toothpastes with competition, Colgate Dental Cream an
"always 100 % Vegetarian" has positioned itself as the toothpaste. Its advertising tagline,
"to strengthen teeth trusted by generations."

Competitors:
Colgate is one of the popular brand overall in the world, they have may diversified
products too, their main competitors are AQUA FRESH and CREST. The other
competitors are:

Unilever
Procter & Gamble
Aim
Mentadent
Arm
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Hammer

Market Research Result:

Survey findings from multiple toothpaste questionnaires shed light upon consumer minds and
behaviors. The research has determined toothpaste traits the consumer finds important when
making purchase decisions.
Buy Process Percentage

Buy toothpaste when analyzing the position of the main features of the survey. The
Per cent to chart breaks down the importance of quality. Toothpaste quality is comprehensive:
Taste 20%, value 20%, 19% availability, and the use of 15%, 14% and 11% of the tube-shaped
packaging. Research particularly highlights the almost equal value, taste, and the importance of
the quality of toothpaste. These three elements make up 60% of the decision-making process.
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Preferred Toothpaste Qualities

The survey also revealed certain brands have attracted people Colgate, Crest and Aqua fresh
toothpaste. Data on consumer product use toothpaste agreed Taste, price and upon availability.
These data confirm that users preferred Crest toothpaste taste of other brands. The survey also
showed that Colgate survey discussed in packaging toothpaste weakest element.

Recommendations:
Colgate should hire celebrities for advertising.
Very good image in the market because of their CSR activities also should increase.
Target market should be clearly emphasized in the advertisement.
Colgate brand of digital, online shopping should be emphasized.
Colgate to create colorful uniqueness of the paste should be used.

Conclusion:
While concluding all the discussion, I will tell proudly that Colgate is not only world leader in
oral care in the world but also in Pakistan. Colgate has given variety in its product and it has
introduced so many flavor and formulas in his tooth pastes. Its brands are world class in quality.
Colgate people emphasize on three fundamental values caring, Global team work and continuous
improvement are part of everything they do. The values are the foundation for Colgate business
strategy and are reflected in every aspect of their work life. Colgate brand is very popular in our
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society. Colgate is focusing on quality and innovation in oral care sector. Colgate Herbal tooth
paste is an innovative step towards a tooth paste industry and Colgate is pioneer to introduce a
product that is a blend of Natural herbal and scientific research. Colgate will continue to improve
its product through innovation and customer satisfaction.

Reference:
http://www.colgate.com/app/Colgate/US/Corp/HomePage.cvsp

http://www.colgate.com/app/Colgate/US/Corp/History/1806.cvsp

http://en.wikipedia.org/wiki/William_Colgate

http://www.assignmentpoint.com/business/marketing-business/marketing-mix-of-
colgate.html