COLGATE INDIA

BY, KARTHICK SHAN. SS11-14(BBA)

OVERVIEW OF COLGATE IN INDIA:

Colgate-Palmolive (India) Limited.

Colgate-Palmolive is Rs1,300 crore company started in year 1937. It spread across 4.5 million retails outlets out of which 1.5 million are direct outlets. In Rs2,400 crore domestic market it enjoys 50% of market share after some years..

The Group's principal activities are to manufacture and distribute personal care products. Toothpaste tooth powder Toothbrushes Soaps shaving brushes cosmetics and toilet preparations

COLGATE MILESTONE :

Colgate Palmolive milestone:

1806: Company is founded by William Colgate in NewYork to make starch, soap, and candles. 1873: Toothpaste was launched 1928: Colgate and Palmolive-Peet merge, formingColgatePalmolive-Peet Company. 1937: the company moved into India. 1966: Palmolive dishwashing liquid is introduced .

1937: launch first toothpaste Colgate dental cream 1949: launch tooth powder and toothbrush1950: Palmolive shave cream 1976: launch programme young India. 1989: Palmolive extra care soap launched. 2003: launch oral health month program

Indian oral care market (POSITION):

Toothpastes consumption

67% - the urban households 33% - the rural households dominated by large multinational companies. Major players in this market are Colgate Palmolive, HUL andSmithKline with its Acquafresh brand.

Colgate Palmolive is the market leader in the oral care segment. Colgate and HUL together account for over 70% percent of the organized toothpaste market toothpowder segment: Colgate and Dabur are the two major players with Colgate having 48% share.

Colgate products:

Colgate Palmolive products

ORAL CARE: Tooth paste Colgate Total 12 colgate cibaca Colgate Sensitive Colgate Active salt Colgate Max Fresh Colgate Fresh Energy Gel Tooth brush Colgate360 Colgate Zigzag Colgate Cibaca Tooth powder

Branding:
Branding Introduce toothpaste Colgate dental cream. Having white cream and metallic pack. Dominate for longer year , become generic name for tooth paste. High brand recall: toothpaste Colgate

Branding Since the introducing of the toothpaste, create dominance until introduction of competitor like HLL, Dabur, P&G The company went through a tough time .. HLL attacked with close up with freshness gel position Other side attack with safety side position with pepsodent-g (mentadent) With investing 1.5 bl behind advt. in 1999

Major Competitors:
Dabur HLL P&G etc

MARKET POSITION:
The market was taken over by some companies because they have the same white cream pasteclose up and other companies introduced different products in oral care items so colgate lost in the sales . And after,colgate started introducing like 1.colgate cibaca, 2.colgate sensitive,etc And,again they captured the market by using different strategies.

Thank you.