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ld renowned brand and its presence in more than 200 countries. In India, the
Colgate-Palmolive has successfully captivated the minds of so many Indian
consumers (rural as well as urban) since 1976 by its unique marketing
tactics. The company manufactures and markets its oral care, personal care,
and household care products under the umbrella brand Colgate-Palmolive
brand name.
CPIL earns around 80% of its revenue from the oral care segment. The
company is the market leader by selling toothpaste/tooth powder in term of
consumption wise is 90,000 tons per annum which is approximately more
than 50% of market share. The oral care market has not a wide reach (42%
in term of coverage) in India. This type of market penetration attracts more
FMCG companies especially CPIL and HUL. Colgates strength lies in its
strong and well established distribution network.
HUL gives more intense competition to CPIL because HUL also has wide
distribution network. Due to this market share shift from account of Colgate
to HUL and other regional players. In FY 95 CPIL had 65% of market share
which was reduced to 57% in recent years. CPIL is the market leader in the
tooth paste and tooth brush segment, with a share (as volume wise) of
57.8% and 42.1% respectively in FY2015 whereas 56.7% and 42.4%
respectively in 2014.
CPILs most revenue generates from domestic market which account for
98.5% and remaining (1.5%) revenue come from export. The companys
plants are located at Aurangabad, Maharashtra, Baddi, Himachal Pradesh,
Kundaim, Goa, Sanand, Gujrat, Sricity, Andhra Pradesh. Baddi is the largest
facility, contributing 45% to the total revenues of CPIL. Toothpaste Division at
Sanand, Gujrat, which was functioning from March 2014, while toothbrush
division at Sricity, Andhra Pradesh, which was functioning from March
2015.CPIL has 23 warehouses, 4 satellite warehouses (J&K, Himachal
Pradesh, Tripura, and Chandigarh), 3 DC and warehouses (Hubli, Bhiwandi
and Hasangadh).
A lot of Scope is present in oral care market in rural India which will be next
target for many FMCG companies after saturation of urban market. The
levels of toothpaste in urban parts of India is 92.3%, while rural penetration
level is 73.1% which is low side as compare to urban parts. Revenue
generate from toothpaste segment of rural market is approximately 35% of
CPILs toothpaste market. Today, Colgate has 4.8 million outlets across the
country. The village coverage also increased from 22000 in 2012 (with the
help of 353 rural distributor representatives) to 54000 villages in 2014 (with
1372 rural distributor representatives). For getting deep reach in rural
market and various available market insight CPIL initiate by various
campaign.
Year
2012
2013
801
2014
951
From both the graphs, Market potential depends on target rural market in
best possible manner so that market share and revenue both increases. In
the CPIL campaign more focus how can increase per capita consumption of
rural and urban areas of India.
BUSINESS-MODEL
Best Place
to work
Driving
growth
For Rural
youth
For Rural
women
Consumer
Customer
Professional
Funding
growth
Efficiency and
Effectiveness
in everything
Innovation
Everywhere
Consumer
Innovation
Centre
CPIL come up with two new rural coverage projects for rapid expansion in
rural areas:
Ride with someone who goes deeper -echoupal (Village gathering place)
Train independent traders to go deeper-Disha
Factory
Central
Warehou
se
Stockist
s
Retail
outlet
End
Consum
er
RURAL DENTAL
CAMPS
RURAL
ITC E-CHOUPAL
GRASSROOT
INTIATIVES
ITC E-CHOUPAL
GRASSROOT INTIATIVES
Target: 3000-10000
Population villages
Pre- publicity units
in school
Dental Camps for 2
days in 1 town