Sie sind auf Seite 1von 6

COLGATE PALMOLIVE INDIA LIMITED (CPIL):

From Touchpoint to Trust point


The Brand name Colgate is considered as equivalent to toothpaste in India.
Colgate is wor

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

No. of Rural vans


deploy
340

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

Closer to customer... DISHA AND E-Choupal


50% of Indias GDP and Purchasing power lies in rural parts of India.
Only 60% of villages connected with main supply chain in all weather.

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

E-Choupal: Trained Farmers (Sanchalak) manage specific location wise IT


enabled Choupals activity increased from 120 choupals to 5,335 choupals in
a period of 2 years only (Jan05-Dec07).
Disha covers 47,000 Haats- It is kind of traditional periodic market based on
(weekly, Fortnightly, monthly, seasonal) These Haats market Potential is
about US $1.0 Billion. Cost Incur in these Haats is 1/100 of the conventional
cost using unemployed youth in rural India No. of villages covered - 162 to
4620 in a period of two years (Dec04-Dec07)
For large retail stores, CPIL act as the Colgate Shoppe program, which is
shop-within-shop concept. The company rent out the shelf space for certain
period to display its products. For small retailer company provide POP
material cases to display its product. CPIL modernize its sale operations, by
automating its stockists and getting all market info on real time data basis.
As it is, it runs on well-oiled system, with speed to market (from factory to
deepest retail outlet center) and this process takes about 2 weeks time.
Each stockists is part of Colgate incentive plans, such as the Colgate DIL SE
plan offer for wholesalers. Stockists are Colgate redistributors and it easy to
track their demands by watching their numbers. On this basis, predict the
future demand and according to that strengthen and modify their supply
chain.

Factory

Central
Warehou
se

Stockist
s

CPIL reach the rural areas with 3 tier approach

Retail
outlet

End
Consum
er

RURAL DENTAL
CAMPS

RURAL

ITC E-CHOUPAL

GRASSROOT
INTIATIVES

ITC E-CHOUPAL

RURAL DENTAL CAMPS

GRASSROOT INTIATIVES

Target School and


Farmers
Oral health care
checkups at
Choupal sagars
Almost 200
villages covered
with 18 Choupal
sagars

Target: 3000-10000
Population villages
Pre- publicity units
in school
Dental Camps for 2
days in 1 town

Under Disha project


156 villages covered in
UP
36 villages covered in
Maharashtra under
Disha project through
Haats and Public
schools
Health checkups in
Kota during Dusherra
mela

Das könnte Ihnen auch gefallen