Introduction

Colgate-Palmolive takes a bite out of grime. The company is a top global

maker and marketer of toothpaste and soap and cleaning products. ColgatePalmolive also offers pet nutrition products through subsidiary Hill's Pet
Nutrition, which makes Science Diet and Prescription Diet pet foods. Many of
its oral care products fall under the Colgate brand and include toothbrushes,
mouthwash, and dental floss. Its Tom's of Maine unit covers the natural
toothpaste niche. Personal and home care items include Ajax brand
household cleaner, Palmolive dishwashing liquid, Softsoap shower gel, and
Speed Stick deodorant. The company has operations in 70-plus countries and
sells its products in more than 200 countries.
Colgate's long history of strong performance comes from absolute focus on
our core global businesses: Oral Care, Personal Care, Home Care and Pet
Nutrition. This has been combined with a successful worldwide financial
strategy. Around the world, Colgate has consistently increased gross margin
while at the same time reducing costs in order to fund growth initiatives,
including new product development and increases in marketing spending.
These, in turn, have generated greater profitability.
Colgate managers around the world are dedicated to increasing market
shares in all our core businesses. Colgate has achieved global leadership in
toothpaste, hand dishwashing liquid, liquid hand soap and specialty pet food.
Product
Colgate (sub-brand of Colgate-Palmolive Company) is an oral
hygiene product line of toothpastes, toothbrushes, mouthwashes and dental
floss.
Product Line
Duraphat
Duraphat is a professional strength paste intended
for the treatment and prevention of dental caries.
The toothpaste is ideal for the management of highrisk patients such as those with rampant, early,
existing or recurrent coronal or root caries.
The prime constituent is sodium fluoride and it is
sometimes prescribed as part of a program
of fluoride therapy. It is available as a prescriptiononly product.

Colgate Total
Colgate Total contains the anti-microbial ingredient triclosan, which reduces
the bacteria that cause gingivitis, cavities and halitosis.
Colgate Cavity Protection
Although most Colgate toothpaste brands use sodium fluoride, the Colgate
Cavity Protection variety instead contains sodium monofluorophosphate as
the active ingredient.
Colgate Simply White
A whitening toothpaste that is "Clinically-proven to whiten in 14 days".
Its whitening ingredient is hydrogen peroxide, which gradually bleaches the
teeth.
Simply White utilizes two separate chambers that contain a whitening agent
and cleaning gel.
Colgate My First Toothpaste
A new product launched by Colgate in 2012. The product does contain
fluoride, at a lower concentration so that it poses less of a hazard to children.
The product was recently awarded a Best New Product Award for 'Best
toothpaste' as well as the 'Best in Show'.
History
In 1806, William Colgate, a soap and candle maker, opened up a starch, soap
and candle factory onDutch Street in New York City under the name of
"William Colgate & Company". William Colgate in 1833 suffered a severe
heart attack stopping his business from selling. But after a couple of years of
recovery he continued with his business. In the 1840s, the firm began selling
individual cakes of soap in uniform weights. In 1857, William Colgate died
and the company was reorganized as "Colgate & Company" under the
management of Samuel Colgate, his son, who did not want to continue the
business but thought it would be the right thing to do. In 1872, Colgate
introduced Cashmere Bouquet, a perfumed soap. 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 1896, Colgate hired Martin Ittner and under his direction founded
one of the first applied research labs. By 1908 they initiated mass selling of
toothpaste in tubes. His other son, James Boorman Colgate, was a primary
trustee of Colgate University (formerly Madison University).

Colgate-Palmolive has long been in fierce competition with Procter & Gamble,
the world's largest soap and detergent maker. P&G introduced
its Tide laundry detergent shortly after World War II, and thousands of
consumers turned from Colgate's soaps to the new product. Colgate lost its
number one place in the toothpaste market when P&G started
putting fluoride in its toothpaste. But that didn't stop Colgate. In the
beginning of television, "Colgate-Palmolive" wished to compete with Procter
& Gamble as a sponsor of soap operas. The company sponsored many shows
in part, and fully sponsored the serial The Doctors.
George Henry Lesch was president, CEO, and chairman of the board of
Colgate-Palmolive in the 1960s and 1970s, during that time transformed it
into a modern company with major restructuring.
In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic
Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax
brand for laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix
Brands, LLC as part of their plan to focus on their higher margin oral,
personal, and pet care products.
In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of
Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of
Maine was founded by Tom Chappell in 1970.
Today, Colgate has numerous subsidiary organisations spanning 200
countries, but it is publicly listed in only two, the United States and India.
On October 25, 2012, the company announced it will cut more than 2,310
workers, or 6 percent of its workforce, by the end of 2016 in a push to make
the consumer products company more efficient.
mission statement
"As a company that strives to be the best truly global consumer product
company, we are committed to doing business with integrity and respect for
all people and for the world around us."
business objectives
Our three fundamental values Caring, Global Teamwork and
Continuous Improvement are part of everything we do.
They are the foundation for our business strategy and are reflected in every
aspect of our work life.
Caring
The Company cares about people: Colgate people, customers, shareholders
and business partners. Colgate is committed to act with compassion,
integrity, honesty and high ethics in all situations, to listen with respect to

others and to value differences. The Company is also committed to protect

the global environment, to enhance the communities where Colgate people
live and work, and to be compliant with government laws and regulations.
Global Teamwork
All Colgate people are part of a global team, committed to working together
across countries and throughout the world. Only by sharing ideas,
technologies and talents can the Company achieve and sustain profitable
growth.
Continuous Improvement
Colgate is committed to getting better every day in all it does, as individuals
and as teams. By better understanding consumers' and customers'
expectations and continuously working to innovate and improve products,
services and processes, Colgate will become the best.
seperate market

competitiors
The Procter & Gamble Company; Unilever; The Clorox Company; S.C. Johnson
& Son, Inc.; The Gillette Company; Johnson & Johnson; Alberto-Culver
Company; Reckitt Benckiser plc; Sara Lee Corporation; Church & Dwight Co.,
Inc.; The Dial Corporation.
marketing management plan
Colgate delights consumers aroundthe worldwith an array of Oral
Care,Personal Care, Home Care and Pet Nutritionproducts. Behind the
success of Colgatesbrands are carefully developed businessand marketing
strategies.
Known for having a long history of strong relationships with its retail trade
partners. Small stores around the world are just as important to Colgate
aslarge ones.
Based on consumer and shopper insights, the Company works closely with
local merchandisers and shop owners to offer a relevant assortment of
products and merchandising services to achieve high visibility in each store.
Colgate is sharply focused on aligning its strategies and goals with those of
its trade partners in order to achieve mutualsuccess.Colgate people
understand that the waythey do business is just as important as theresults
they achieve. Colgate hasdeveloped global commercial sellingprinciples that

apply to thier relationshipswith all customers, regardless of their sizeor

location. These principles providespecific guidelines on how to
achievebusiness goals, while maintaining Colgatescommitment to its values
and to upholdingthe highest ethical standards in itsbusiness dealings.
Planning

share some business functions with SBUs

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