MARKETING MANAGEMENT PROJECT

PROJECT REPORT-

COLGATE TOOTHPASTE
SUBMITTED TODr. H GAYATRI

SUBMITTED BYGROUP NO: 12 (sectionA)

ASHISH
KUMAR DUBEY (15013)
JAGRATI (15025)
NAVEEN K U (15037)
SHIJIN J R (15049)
VINAY PRABHAKAR (15061)

OOTHPASTE INDUSTRY AT A GLANCE

WORLDWIDE

The worldwide toothpaste business is experiencing huge changes

with inventive and new items persuading individuals to adjust
their oral cleanliness propensities
Buy of toothpaste is mostly determined by individual
propensities, slant towards specific flavor and recognition with the
item.
The toothpaste business sector is by and large not value touchy
and brand devotion assumes a critical part in larger part of the
clients.

OOTHPASTE INDUSTRY AT A GLANCE

WORLDWIDE

The global market for Toothpaste is forecast to reach US$12.6 billion by the end
of year 2015. and US$14 by 2020.It is spurred by multifunctional and
whitening toothpastes, product innovations, rising population levels and
greater awareness about oral hygiene.
Currently nearly 97% of the population in developed countries uses at least one
variety of toothpaste.TheWhiteningsegment captures the largest share of the
global toothpaste market, trailed by the Regular and Tartar Control segments.

MAJOR PLAYERS..

CCA Industries , Inc.

Church & Dwight co. inc
Colgate Palmolive Company
Glaxo Smith Kline Plc
Henkel AG & Co. KGaA
Johnson and Jhonson
LG Household & Health Care Ltd.
Procter & Gamble Company

INDIAN TOOTHPASTE INDUSTRY

The main toothpaste to enter the Indian
business was Colgate.
India has low per capita utilization of
toothpaste.
The competition in toothpaste market of
india is increasing.
Major players include colgate , proctor
and gamble, HUL, GlaxoSmithKline,
Dabur , etc

Oral care industry has development

rate of 19.6%.

The Oral care industry in India is worth

Rs.5400 Cr. Annually
Wherein Toothpastes account for 60 %
i.e. Rs.3240 Crore.

MAJOR PALYERS OF TOOTHPASTE INDUSTR

MOST POPULAR TOOTHPASTE BRAND

Colgate
Aquafresh
Anchor
Sensodyne
Pepsodent
Dabur
Vicco Vajradanti Ayurvedic Toothpaste

COLGATE-PALMOLIVE
AT A GLACE
Colgate-Palmolive Company is an American multinational shopper
Products Company concentrated on the creation, dispersion and
procurement of family unit, human services and individual items.
Colgate Palmolive (India) Ltd. is a backup of Colgate Palmolive Co. USA.
In 1992, Colgate established its first factory in india to produce
toothpaste for the domestic market, and by 1999 became the highest
selling brand in the world.
Colgate Palmolive's items are promoted in more than 200 nations and
regions all through the world.
The Company is firmly focusing on three sections: Oral, Personal and
Home Care and Pet Nutrition

GROWTH OF COLGATE PALMOLIVE LT

MARKET SEGMENTATION
GEOGRAPHICAL SEGMENTATION

The company does not market the same

product in every country
In India it is fourteen different types of
varieties.

DEMOGRAPHIC SEGMENTATION

The Company caters the market segment

based on different demographics such as
age, gender, social class etc.

PSYCOGRAPHIC SEGMENTATION

Here the company sells the products

considering the lifestyle and needs of the
consumers.

BENEFIT SEGMENTATION

Under this segmentation colgate launched

toothpastes on various aspects: Colgate
Visible white plus shine for whiter teeth,
Colgate Dental cream for protection
against cavity etc.

POSITIONING
COLGATE DENTAL CREAM

ANTICAVITY PROTECTION, ALWAYS 100% VEGETARIAN

COLGATE TOTAL

COMPLETE 12 HOUR GERM PROTECTION

REVERSE GUM PROTECTION IN 4 WEEKS

COLGATE VISIBLE WHITE

MAKE YOU SMILE MORE

1 SHADE WHITER TEETH IN 1 WEEK

COLGATE VISIBLE WHITE PLUS SHINE

MAKE YOUR SMILE SHINE LIKE A DIAMOND.

COLGATE SENSITIVE-PRO-RELIEF

INSTANT & LASTING RELIEF

COLGATE SENSITIVE

FAST RELIEF, FRESH BREATH

COLGATE MAX FRESH

THE POWER OF FRESHNESS

POSITIONING
COLGATE KIDS TOOTH PASTE

MAKES FIGHTING CAVITIES FUN

STRONG TEETH, HEALTHY GUMS NATURELLY

COLGATE CIBACA FAMILY PROTECTION

STRONG TEETH, FRESH BREATH FOR YOUR FAMILY

COLGATE ACTIVE SALT

FIGHT GERMS, HEALTHY GUMS & THEETH

COLGATE ACTIVE SALT HEALTHY WHITE

FIGHTS GERMS, HEALTHY WHITE

COLGATE MAXIMUM CAVITY PROTECTION

PLUS SUGAR ACID NEUTRALIZER

MAXIMUM CAVITY PROTECTION

COLGATE ACTIVE SALT NEEM

Colgate Herbal

MARKETING MIX
4Ps

PRODUCT

Colgate Dental Cream

Colgate Total
Colgate Visible White
Colgate Visible White Plus Shine
Colgate Sensitive
Colgate Sensitive Pro-Relief
Colgate Max-fresh gel

Colgate Toothpaste for Kids

Colgate Herbal
Colgate Cibaca
Colgate Active Salt
Colgate Active Salt Neem
Colgate Maximum Cavity Protection plus Sugar
Acid Neutralizer
Colgate Active Salt White

PRICE
PRODUCT

QUANTITY

PRICE

COLGATE DENTAL CREAM

300gm

Rs.122

COLGATE TOTAL

280gm

Rs.183

COLGATE VISIBLE WHITE

100gm

Rs.87

COLGATE SENSITIVE

80gm

Rs.100

COLGATE SENSITIVE PRO-RELIEF

70gm

Rs.110

COLGATE MAX-FRESH GEL

150gm

RS.84

COLGATE TOOTHPASTE FOR KIDS

80gm

Rs.78

COLGATE HERBAL

100gm

Rs.48

COLGATE CIBACA

175gm

Rs.44

COLGATE ACTIVE SALT

100gm

Rs.46

COLGATE ACTIVE SALT WHITE

100gm

Rs.47

COLGATE ACTIVE SALT NEEM

100gm

Rs.50

COLGATE VISIBLE WHITE PLUS SHINE

100gm

Rs.102

COLGATE MAXIMUM CAVITY

PROTECTION PLUS SUGAR ACID
NEUTRALIZER

100gm

Rs.50

PHYSICAL DISTRIBUTION
Colgate have an intensive distribution system.
The product is available across 5 million shops/
retail stores in India.
Colgate products have been distributed through
many Dentists

PROMOTION
ADEVERTISING

SALES PROMOTION

Colgate advertise their products by using

commercial ads, magazine ads, radio etc.
Its common tagline for all products is
No1 brand recommended by dentist.
As such no promotion is done at retail
level except the recommendation by the
shopkeeper.
But for rural market COLGATE uses

PUBLIC RELATIONS

PR campaigns are undertaken

extensively during the launch of the
brand in leading newspapers and
magazines.
They were focused more directly on
enhancing the image of the parent
company in the eyes of stakeholders like
shareholders ,potential investors etc.

COMPETITORS
PEPSODENT
Launched in 1993 Pepsodent is the most popular brand in India.
It is owned by Unilever, and under this brand there are different types of
tooth pastes and tooth-brushes available that take care of specific oral
needs.
It is known to offers solution to problems such as bleeding gums and
sensitive teeth.

Close-upis a cinnamon flavoured brand oftoothpastewhich is marketed

byUnilever.

CLOSEUP

Launched in 1967, it is the firstgel toothpastein the world.

In 2003, Unilever sold the exclusive licensing rights of Close-Up in United
StatesandCanadatoChurch & Dwight.

Its USP has been its strategy to target the youth in all the demography's
it has ventured into.

SENSODYNE

COMPETITORS

It is part of GlaxoSmithKline.
Sensodyne is marketed for those individuals who have dentine hypersensitivity
and/or sensitive teeth , often prescribed by doctors.
Sensodyne has been relieving the pain of sensitive teeth for over 40 years and is
renowned as desensitizing toothpaste.

It contains Potassium Nitrate that is proven to reduce painful tooth sensitivity.

DABUR RED
Dabur Red Toothpaste is product of dabur.
It is a blend of herbs which acts upon and eliminates many dental problems like
toothache and gum disorders etc.
The toothpaste is known to have the power of 13 Ayurvedic ingredients that
keeps dental problems away.

MARKET SHARE

PREFFERED TOOTHPASTE BRAND

RFERRED QUALITIES IN TOOTHPAST

CTORS AFFECTING PURCHASE DECIS

SWOT ANALYSIS

STRENGTH
Brand recall & visibility:Colgate being the household name it is, has high
brand recall & visibility.
Product line:It offers product categories namely oral care, personal care,
household surface, fabric care and pet nutrition having deep assortments
across the product categories.
Efficient Supply chain:With extensive distribution network in rural & urban
markets, Colgate ensures that it reaches a wide customer make, thereby
making the product available.
Financial position:Being 2 centuries old company and having operations in
200 countries has built a strong financial base for Colgate.
Market share:With high penetration in the market, Colgate has managed to
hold their market share and some products / brand extensions are market
leaders in particular regions.

WEAKNESS
Commoditizedbrand name:The brands toothpaste category
under Colgate brand name was so successful that the name itself
has been commoditized and now it is being used for different
brands of toothpaste. This has hampered the brand recognition of
other products of the same brand.
Cost control:Majority of its properties have been on rent basis
resulting into high cost of operations due to which its profits are
decreasing. Due to high cost of operations, Colgate products are
also priced higher than the rivals

OPPURTUNITIES
Expanding their product line:By following product line stretching & product
line filling strategies they can increase their sales, create offerings and give
value for different segments.
Tapping the rural market:It is one of the major challenges that every FMCG
company is facing nowadays. With urban markets close to saturation, the rural
markets are the only hope for reaping profits for the company.
Strengthening the business through mergers & acquisitions:Its one of
the smart strategies followed by global companies to sustain and expand in the
overseas market. However Colgate is yet to capitalize the market by use of such
strategies.
Usage rate:People need to be made aware about the optimum usage rate for
these products so that the market utilizes the product as forecasted by the
company. This can happen only through advertising /word of mouth /doctor
prescription.

THREATS
Competition in the market:With increasing number of local & national players
its becoming very hard for the companies todifferentiatethemselves from others.
Low Margins:As the competition rises, the margins for companies are dropping
and companies find that they have to give more and more discount to sustain in the
same channel.
Price of raw material:Increasing price of raw material will result in further
increase in the price of Colgate. Over a period of time, justifying the high price
compared to competition will become difficult in a saturated market. Further
increase in price will result in decrease in sales & brand switching by consumers.
Frequent Brand switching:With highly diversified personal & Oral care consumer
market where there are lots of brands claiming different sorts of benefits, its very
difficult for consumers to stick to a particular brand & hence results into brand
switching where consumer got power to select a brand based on several factors like
availability, reference group recommendation, preference & price.

RECOMMENDATIONS
The sensitivity toothpaste market is growing at the fast pace of
45% . Colgate should focus on sensitivity tooth paste such as
Colgate sensitive pro-relief through advertisements and various
modes of promotion, it could be beneficial.

India has considerably low per capita consumption of toothpaste

(i.e. 190 gm) compared to other developed countries. Hence
promotional campaigns to educate the consumers about
benefits of brushing twice a day would be beneficial.

Colgate has low penetration in the rural parts of India. It is due

to the fact that in rural parts people still use powders, neem
twigs and stems etc to brush there teeth. Thus rural parts offers
immense potential to be tapped.

Colgate should organise free dental check ups, dental camps

and promotional activities in the rural parts of India to educate
people about the importance of oral hygiene.

THANK YOU