COLGATE

Presented By:

Saloni Bhatia (03) Stuti Buch (07) Namrata Gupta (15) Shweta Gupta (17)

Objective
To get an overview of Colgate & an insight into its sales & distribution strategies for maintaining its market leader position

Industry Overview
The toothpaste market is dominated by two players: Colgate -49% market share HUL -30% market share Rest is being with players like Dabur, Ajanta & Anchor Lower segment

Mission
To win the shopper at the point of purchase; wherever, whenever and however, the shopper chooses to buy.

Colgate India
Offering oral care, personal care, household surface, fabric care and pet nutrition products
Undisputed market leader in toothpaste Superior quality, innovation and value for money -The Most Trusted Brand in India Stimulating work environment that helps each individual realize their potential & give their very best.

Brand Portfolio
Colgate Dental cream Colgate Total Colgate Herbal Colgate Advanced Whitening Colgate Active Salt Colgate Fresh Energy Gel

Competition: HUL- The Challenger

Used the novelty element in gel toothpaste to make steady inroads into Colgate's dominance in the oral care market. Close-Up helped HUL become the second largest paste brand

Renewed focus on its other brand Pepsodent in an attempt at offering a low priced brand
Close Up addresses the youth with new benefits and valuedriven propositions Pepsodent is firmly entrenched on the family health platform with variants catering to oral health.

Growth -Dabur
Dabur has managed to grab a 7.2% market share with the acquisition of Balsara's oral care brands: Babool Promise Meswak Dabur Red (targeted to capture consumers shifting from toothpowder to toothpaste)

Top 5 Brands
Colgate Dental Cream Close-Up Active Gel Pepsodent Colgate Cibaca Top Colgate Fresh Energy Gel

Core Values @ Colgate

Caring Colgate people, customers, shareholders and business partners. Acting with compassion, integrity & honesty in all situations. Protecting the global environment. Global Teamwork A global team-committed to work together across the world Sharing ideas, technologies and talents. Continuous Improvement Understanding consumers' & customers' expectations Improving products, services & processes

Management @ Colgate

Employees Director

Function Heads

Managing

Divisional Function Head

Global Category Head.

Opportunity of handling a broader portfolio and

developing a holistic view of the business.

The Sales Dept.

Achieve the three bests best distribution, best display and best customer service Sales team makes sure that there is a Colgate product on the shelves of every single retailer Ensure that the merchandising of their products in the store is attractive Aggression and Speed- Colgate Sales team, both are a way of life

Ethics @ Colgate
Colgate Code of Conduct applies to all including Directors, Officers, and all employees of the Company and its subsidiaries around the globe. Vendors and Suppliers are also subject to these requirements as adherence to the Code is a condition for conducting business with Colgate.

Complying with Ethical Std.

Am I authorized to do this? Is the action the right thing to do? Is the action legal and consistent with the Code of Conduct or other policies? Would I be proud to report this action to someone I respect? Will the action further enhance Colgates reputation as an ethical Company

Overview of Workplace
People are the greatest resource Efforts of talented & skilled people have made it possible Dedicated to attracting, developing & retaining exceptional people Various awards & incentives are given regularly

Best Place to Work

Recruiting & retaining people of all backgrounds
Providing training, education & growth opportunities that enhance development and career advancement Creating a motivating & rewarding work environment Promoting on-going communication that keeps people connected

Paying for performance and recognizing outstanding efforts

Encouraging a healthy balance between work and personal responsibilities

Contd
All Colgate employees are responsible for practicing the five principles of Managing with Respect:
Communicating Effectively Giving and Seeking Feedback Valuing Unique Contributions Promoting Teamwork Setting the Example

Recap
Industry overview About Colgate India, its competitors, portfolio Growth prospects Brief about the sales dept Ethical standards Work culture at Colgate

Sales Force

Management

Recruitment
Recruitment Process for Salesperson
Application Short Preliminary AssessmentCase Analysis and presentation Final Interview Medical Evaluation

Recruitment
Pre recruiting Reservoir
Sourcing Talent
Jobsites Resume

Job Analysis: Sales Officer

Sector knowledge Brand loyalty Field-sales experience Convincing, concise and credible Belief in what Colgate does A consultative style Influencing ability Sensing their needs and spotting opportunities

Sales Organization
Field Sales: in-store execution. product range, promotions &presentation, shelf layout, professional advice
Multi-Functional Selling Teams: developing close relationships develop category and promotional strategies Customer Marketing: builds knowledge of both the retailers perspective and shopper needs

Job Description of Sales Officer

Managing channel wise Distribution of Stockiest Analyzing Raw Sales Data Improving Distribution Claim Settlement Leading a team of Pilot Sales Representatives & Stockiest Salesmen Coordinating with C&F to ensure Smooth transfer of stocks Developing New Markets

Job Description of Sales Officer

Company Policy Ensuring Primary & Secondary targets Control the entire Zone Coordinate with the Company and the Distributor Manage a team of distributors, salesmen and merchandisers 5P execution Attainment of monthly target

Job Profiles
Sales Trainee
Selling of products in a channel wise distribution. Reporting the daily sales report to the respective District Manager with computer generated stock report
Sales Territory or Zone assigned Budgetary controls and allocation of fund manage the 300 top retailers business mapping

Customer Development Executive (In-store)

Sales Coordinator

Reports Daily and Monthly reports on: Zone/District, Stockiest, Brand wise performance Target and Incentive Analysis

Job Profiles
Supply chain manager: Opportunities include
Operations

Materials Sourcing
Customer Service and Logistics Demand Planning Production Cross Border Sourcing

Sales Training
Skill development
Formal classroom study Sharing best practices Practical work applications Training at Colgate

Main topics of training programs

Sales Induction Sales Excellence & promotions Improving ROI/ CSI) Merchandising &Handling stockiest operations Sales Planning and Forecasting Communication techniques Sales & Customer Information

Sales Training
Business Leadership Program: 1year,

cross-functional training
Sales Management Trainee's program:
Sales(7 months) Customer marketing(1 month) Supply chain(1 month)

BLP Sales Training

SALES
On the Job Training- Sales territory, team leader Peer to Peer- Shadow District Manager Impromptu Discussion- brand, systems, processes and ideas

CUSTOMER MARKETING
On the Job Training- Getting the shopper to buy".

SUPPLY CHAIN
Lecture- Overview

On-Going Feedback and Coaching Sales Meeting

Compensation and Reward System

Competitive compensation Market Data Internal Structure Potential & Performance of the employee

Reward System
Pay Performance Benefit Plans Financial assistance Various Insurances like Medical, Dental, Life, Long Term Disability Share Match Scheme Bonus Stakeholder Pension EAP Holiday Package

Performance Appraisal
Performance review year for Colgate Palmolive is January-December January-Objectives for the year December- Appraisal

Performance standards
Quantitative Qualitative

Day to Day coaching & Feedback

Career Development
Colgate practices its approach through:
Individual Development Planning (IDP) Succession Planning

Careers advancement
Vertical Growth Lateral Growth

Distribution Channel
A logistical marvel that spans around 3.5 million retail outlets across the country, of which the Company services 9.40,000 outlets directly Direct reach of 0.8 million using 1600 stockiest, whereas 24000 wholesalers service the balance1.8 million customers

Colgate Dental Cream the best distributed brand in Urban India

Controlled by their main base at USA Products are generally marketed by a direct sales force at each individual operating subsidiary or business unit. Exceptional capability of handling out of stock situation Formation of Bandhan Club for Whole sale channel development

Contd

Colgate plans to increase its rural reach to 60,000 villages from the present 30,000 One million retail outlets at the end of the year.

Colgate Products at a retail store

Products come in cardboard boxes displaying companys logo, size of product and the features of what is being sold.
Whitening tooth paste come in the separate boxes Products are placed on multiple shelves Tooth paste tubes are of 130 mL and 75mL

Market Potential of Colgate

Large untapped market

Rural regions in India has a great potential

Penetration level for toothpaste is 80 - 85% in urban markets, whereas in rural markets it is 35 40% for toothpowder. Various scientific campaigns and educating rural regions the need of oral care

Competition in Oral Care Industry

Major competitors of Colgate in India are:

Global competitors are The Clorox Company; S.C. Johnson & Son, Inc.; The Gillette Company; Johnson & Johnson

Competition in India

HUL is the closet rival of Colgate with a share of 32% with its Pepsodent and Close-up brands. The latest entrant in the organized sector is LG

Contd..
Major players are facing competition from regional low priced competitors
Anchor Healthcare & Ajanta India priced their offerings at over 40% discount, giving market leaders a run for their money. Colgate revitalized one of its existing brands, Cibaca as Colgate-Cibaca

Colgate Cibaca managed to garner whopping 50% of the market share in the discount segment

Sales Promotions

Contd..
Talk To Me Colgate Fresh Energy Gel advertising campaign launched this year with an innovative catch phrase Talk To Me using the television, outdoor and online media to connect with the youth National Oral Health Programme - Initiated Smile Through The Millennium National Oral Health Programme
National consumer promotion called Colgate `ke andar kya hai'. - The objective is to spur volumes. The idea is to break through the clutter.

Trade Promotion
Company launched "Hero No. 1" program, which is a way to boost their morale, motivate them and reward them for outstanding achievements "Dil Se" loyalty program for wholesalers (3,000 odd) to ensure that they give prominence to push companys products across all the categories Medical schemes have been introduced for the wholesalers and retailers

Recap
Industry Overview Core Values of Colgate Management of selling, general and administrative expenses An overview of Colgates sales department Introduction to Colgates ethical standards

Recap
Recruitment Process Job Analysis of Sales Officer: Sector, Field-sales exp, Convincing, concise, credible etc Sales Organization: Field Sales, Multi-Functional Selling Teams, Customer Marketing Sales Training and the main areas covered in it: Sales Induction, Sales Excellence & promotions, Improving ROI/ CSI Compensation and Reward System: Fixed plus variable

Recap
Introduction to Colgates Distribution Channel Colgates initiatives towards Rural Distribution management Extensive Distribution channel Sales promotions standard Trade promotions at Colgate Competition in Oral industry and their respective market potential

Learning
Clear cut set of core values and following them with complete integrity is very important and thats why Colgate is the Best place to work It always pays to understand ones target market and change the approach to reach them accordingly, as Colgate has different strategies to address rural needs (Cibaca and dant manjan), urban youths needs (max fresh gel), childrens needs (kids toothpaste) and elder people (Colgate Shakti) Similarly it is very imp to recognize workforce as an asset and to treat them with due respect and care.

Learning
A dedicated workforce at Colgate is their Competitive Advantage, which is trained and geared up strategically to meet any challenge Geared up to achieve the three best: best distribution, best display and best customer service; the highly trained and dedicated Sales team makes sure that there is a Colgate product on the shelves of every single retailer across the length and breadth of the country. They try to ensure that the merchandising of their products in the store is attractive; they understand and realize the needs of the customers to build competitive advantage, and build partnerships with their consumers.

Learning
The two words associated with a great Sales team are aggression and speed. In the Colgate Sales team, both are a way of life. The Colgate Code of Conduct applies to all Colgate people Colgate has penetrated to the roots of the Indian consumers. This is only possible by understanding the psyche of the consumers Colgate understands the importance of its traders and stockiest and thus treats them as a family

Learning
It has established a Bandhan club so that distributors can enjoy all the benefits of company which will ultimately help Colgate in achieving the long term goal of organisation. Due to all these policies Colgate has regained its strong position in FMCG market. Constantly understanding the needs of consumers and giving them what they wants is one of the key for its success This is attributed to its R&D department. It has a well equipped laboratory where constantly tries to innovate their products and thus have a edge to their competitors

THANK YOU