Colgate India

Personal Care Market Oral Care Market (70 years) Home care Market Colgate Palmolive India Ltd. Fast Facts Leading brand in Indian Oral Care segment. ? Colgate has been ranked as India? s most trusted brand for four consecutive years from 2003-2007 ? Colgate Palmolive India Ltd. Is a 51% subsidiary of Colgate Palmolive U. S. ? Listed in two stock exchanges in U. S. and India. ? Product Variance Colgate Total 12 • Tagline: „The most advanced toothpaste for your superior oral teeth? • Target Market: Health conscious common people Colgate Sensitive Tagline: „Fast relief from the pain of sensitive Tooth • Target Market: Children Colgate Herbal White • Target Market: Traditional consumers Colgate Dental Cream • Tagline: „Get maximum all round protection? • Target Market: Households Colgate Active Salt • Tagline: Fights germs for healthy gums and teeth • Target Market: Youngsters Colgate Maxfresh : • Tagline: „Not just fresh Max fresh? • Target Market: audience who are conscious of their looks Pricing Strategy Factors determining the price: 1) Brand which produces the toothpaste 2) Ingredients of the toothpaste Pricing Cont…… 3) Based on competitor? price. 4) Price variation based on products 5) Pricing is done on the basis of price points 6) Packaging is customized on the basis of price points Placement Strategy Target Market Classified as: 1) Urban youth and urban rich class 2) Rich and consuming customers of rural India 3) Different age groups 4) Increase in the number of wholesalers to smaller towns Promotional strategy Tagline “No 1 Brand recommended by dentists”. Target Market: Children, their parents and dentists Colgate „Bright Smiles Bright Futures Oral Health Educational Program?. Well planned mobile marketing activity is practiced.

Dental check-ups by Colgate dental health day. Toothpaste Market Share 60 50 40 30 20 10 0 2007 2008 2009 29. 9 22. 5 29. 2 Colgate Pepsodent Others 47. 7 48. 1 50. 2 27. 2 22. 6 22. 6 Category Contribution (% to company sales) 101 100 99 98 1. 7 1. 3 97 96 95 94 93 2. 6 2. 6 Home/Others Personal Care Oral Care 95. 7 96. 1 2008-09 2009-10 Urban – Rural Contribution Chart Title Urban 67 66 Rural 63 63 33 34 37 37 2006 2007 2008 2009 Net Sales Rs. Crores 2500 2000 1500 1000 500 0 2006-07 2007-08 2008-09 2009-10 +13. 8% +15. 2 % CAGR 5 Yrs = 15% +15. 8% +15. 0% 1695 1962 1473 1295 Profit after Tax Rs. Crores 50 400 350 300 250 200 150 100 50 0 2006-07 2007-08 2008-09 2009-10 +16. 4% 160 +44. 7% 232 +25. 2% 290 CAGR 5 Yrs = 32% +47. 3% 427 Market Appreciation Financial Strategy ? Grow top line products Reduce Costs Invest in brand building/new products Grow NPAT ? ? ? Strength 1. Strong brand image 2. Strong financial backup 3. Fundamental values : Caring, Global team work, Continuous improvement 4. Good internal control system Weakness 1. Due to high rate of taxes prices are higher 2. Highly leveraged 3. Low on innovation- a follower 4. Product recalls SWOT Analysis Opportunities: 1. Growing global oral hygiene market 2.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Tapping Dentrifrice markets in India. 3. Globalization 4. Stable economic conditions Threats: 1. Increasing commodity prices 2. Increasing number of Competitors 3. Private label growth 4. Chances of failure 5. Competitive landscape from other CPGs Business Model Consumption Building Programs Bright smile and Bright future Reached 83 mn school children over period of 30 yrs…….. BSBE INDIA reaching 12 mn kids annually ( urban & rural) BSBF INDIA All India Universe: (Class I to V) Total BSBF Reach ( Urban + Rural) % Reach 2007 130 mn 11. 8 mn 9. 0% 2008 137 mn 12. 0 mn 9. 2% 2009 144 mn 10. 2 mn 7. 8% Oral Health Month World Oral Health Day •School Contact Program Awareness Generation •Media • Public Relations • Trade Activities • On pack messages Oral Hygiene awareness activities Public dental checkups • In clinic • Dental Colleges • Mobile Vans Partnership with the Profession 360% increase in no. of towns and 70% increase in no. of participating dentists 1) Over 7500 dentists participated in OHM 2009 2) Partnership with dental colleges for the first time • 85 dental colleges participated in OHM 2009 OHM’04 Towns Dentists 6 70 OHM’05 50 3500 OHM’06 102 5000 OHM’07 175 8300 OHM’08 200 10290 OHM’09 932 17500 Contact Programs