Colgate-Palmolive Company

Companies description

 What business we are?

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).

Information

Industry: Personal products Founded: 1806 Headquarters: New York City, New York ,U.S . Key people: Ian M. Cook, CEO Revenue: US$15.3 billion (FY 2009) Employees: 36,002 Website: www.colgate.com

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 Indias #1 Most Trusted Brand across all categories 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.

Future strategies on 4 Ps:1. 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 Eg: 1.They launch different toothbrushes for different age groups. 2.They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years.

2.Price

Based on the competitor's price

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

3.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
Hoarding on National highways

4. 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

SWOT Analysis

SWOT analysis for Colgate

 Strengths
Strong financial performance Focus on innovation and new product launches Colgate business planning initiative

 Weakness

Product research

Highly leveraged

 Opportunities
Emerging markets growth

Deploying advance technologies

Growing Hispanic population in the US

 Threats
Competitive landscape from other Private label growth

Increasing commodity prices

Falling consumer confidence in the US

Promotion 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

Advertisement
In 1940,the Colgate Company used Slogan was "It cleans your breath while it cleans your teeth The 1960s onwards, the slogan was "The Colgate ring of confidence In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Cream" contained Gardol, a formula that helped protect teeth from cavities and tooth decay .

Various Product Categories

Oral Care Personal Care Home Care Professional Oral care

 Oral 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

 Personal Care

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

 Home Care

Axion - Dish Washing Paste Palmolive dish washing Paste

 Professional Oral Care

Colgate PerioGard Colgate Sensitive Colgate Gel Kam Colgate Visible White

Market Share

Product category-(Oral Care)

Colgate Palmolive increased its oral care market share from 26% in 2005 to 33% in 2009 Colgate Palmolive the largest player in the oral care business globally. Colgate is the world leader in oral care with a 33% market share We expect Colgates oral care business to generate $25.5 billion in annual revenue by the end of this year

Financial Report

(In 000)
Total Revenue: Sales: Other Income: Profit before Taxation: Provision for Taxation: Profit after Taxation: Balance brought forward: Profit for appropriation: Appropriation: Dividend: Dividend Tax: General Reserve: Balance c/f: 2,060.92 1,962.46 98.46 484.80 61.54 423.26 28.84 452.10 271.98 45.84 42.33 91.95 28.84 1,802.57 1,694.81 107.76 345.31 55.09 290.22 5.77 295.99 203.99 34.14 29.02 452.10 295.99

COMPETITORS Hindustan Unilever Ltd. Procter & Gamble

Church & Dwight Co., Inc.

The Clorox Company Kimberly-Clark Corporation

COLGATE PALMOLIVE CO Top Competitors

Symbol Company's name
COLGATE PALMOLIVE CO CLOROX CO DEL

Last

Change

% Change -0.23

Volume

CL

78.01

-0.18

584,643

CLX

62.27

-0.03

-0.05

274,795

PG

PROCTER & GAMBLE CO

63.41

0.54

0.86

5.03 M

CHD

CHURCH & DWIGHT INC

67.05

0.01

0.01

152,756

 Hindustan Unilever Ltd. Hindustan Unilever Ltd. Stock Quote (In $)

 Procter & Gamble P & G Stock Quote (In $)

Latest 12/10/10 EST $63.35 0.480 0.764 $63.79 $63.21 Change ($) Change (%) High Low

 Church & Dwight Co., Inc. Church & Dwight Co., Inc. Stock Quote (In $)
Latest 12/10/10 13:33:49 EST $67.08 0.040 0.060 $67.45 $66.95 Change ($) Change High (%) Low

 The Clorox Company The Clorox Company Stock Quote (In $)

Latest 12/10/10 13:34:10 EST $62.49 Change ($) Change (%) High Low

0.185

0.297

$62.51

$62.16

 Kimberly-Clark Corporation Kimberly-Clark Corporation Stock Quote (In $)

Latest 12/10/10 14:07:19 EST $61.83 Change ($) -0.145 Change (%) High -0.235 $62.24 Low $61.70

Submitted By :Shweta Sharma (M100700054)