COLGATE PRESENTATION

Colgate Toothpaste

Submitted to:

Mrs. Tejal PatelSubmitted By:

Radadiya milan

NO. 1 Brand Recommended by Dentists

INTRODUCTION

Colgate, an oral hygiene product line and one ofthe namesake brands of the Colgate Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes. Colgate is serving from last 200 year. Companywas founded by William Colgate in 1806, initiallyhe started making soaps and candles but in 1873 he started with toothpaste, it startedadvertising for its product in 1902. Most of Colgate toothpaste brands use sodium fluoride.

Colgate constitutes 43% of world market oftoothpaste, its having its headquarters at NewYork and 36,002 employees are working for the company.

COMPANY HISTORY

In 1806 William Colgate started a starch, soap and candle business on Dutch Street in New York City. 

In 1857 upon the death of founder William Colgate, the company is reorganized as Colgate & Company under the management of Samuel Colgate, his son.

In 1873 Colgate toothpaste was introduced in jars. In 1896 Colgate introduced toothpaste in a collapsible tube.In 1902 Colgate advertising begin, emphasizing ingredient purity and

product benefits. Colgate & Company celebrated its 100th anniversary. Product line includes over 800 different products.

•On 13 March 1930, Colgate is first listed on the New York Stock Exchange.•In 1985Colgate-Palmolive enters into a joint venture. •In 1989 Annual Company sales surpass the $5 billion mark.•In 2004 Colgate acquired the GABA oral care business in Europe, with its strength in the important European pharmacy channel and its ties with the dental community.

Today …Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide.

PRODUCTS

ORAL CARE• Toothpastes• Toothbrushes• Kids’ Products• Whitening Products

PERSONAL CARE• Deodorants• Bar Soaps• Body Wash• Toiletries

HOUSEHOLD CARE• Dishwashing Liquid• Household Cleaners• Institutional Products.

FROM THE DENTIST• Gingivitis Treatment• Sensitivity Treatment• Fluoride Therapy

TARGET MARKET

• They would try to increase product penetration to rural population.

• They would try to increase the wholesalers to smaller towns.

• They would track the distribution path so that they are covering all the village areas around the towns.

TARGET MARKET

• Colgate is targeted at middle income and upper income families.

• Colgate has had a consistent target market. • Colgate has never altered its target market

segment.• Colgate was introduced in the semi urban and

rural areas.

TARGET GROUP

MAX FRESH – Colgate targeted youth with the introduction of this toothpaste, as this helps in refreshes breath.

ACTIVE SALT – Elder people are targeted in this segment as it makes teeth stronger and provides protection from acvities.

COLGATE TOTAL – Colgate Total contains the anti-microbial ingredient which reduces the number of bacteria that cause gingivitis, cavities and halitosis Basically its for kids but Mothers are targeted as they are very concerned about their kids. This toothpaste safeguards teeth for 12 hours.

COLGATE SENSITIVE – People who have sensitive teeth are targeted in this segment who have problem in their gums.

• KIDS TOOTHPASTE – Often small children don’t like to brush teeth, so for them this toothpaste was launched. Colgate had focused on taste aspect to encourage kids to brush teeth.

• COLGATE WHITENNING – A whitening toothpaste that is "Clinically-proven to whiten in 14 days”. Its whitening ingredient is hydrogen peroxide, which gradually bleaches the teethFocus is given on group of customers in this segment those who are already suffering from plaque in their teeth

• COLGATE 2in1 – People who want both strongest and fresh breath are targeted.

COMPETITION

Its main competitors areMeswakAjantaClose UpPepsodentBaboolNimbooClose-up

All above are the existing toothpaste brands in India but the major competitors are Pepsodent and Close up.

ChoiceOptifreshHimalayaPromiseMintoGlister

Public Relation & Publicity

You would have definitely heard of the brand name COLGATE launched the India's first ever battery powered tooth brush for children. They sell tooth pastes, tooth brushes, tooth powder, whitening products and also kids products.

Many people have been using these Colgate products for ages now.

Star like Saif Ali Khan appeared in the Television sets promoting this product.It was a great hit in all countries and reached all the homes quite easily

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•Free Dental Check-up by sending a SMS•Scholarship offers like Learn & earn offer

ADVERTISING

CHANGES IN ADVERTISEMENTPATTERN

FIRST AD This advertisement is launched in 1960. In this advertisement

Colgate focused on youngsters. This ad shows a college campus where a girl pays attention to a boy who brushes his teeth with COLGATE. It was shown that Colgate gives bright teeth and fresh breath.

SECOND AD This ad came on TV in 1996, with Aishwarya Rai. A boy is there in

the ad who dates with Aishwarya, it shows that Colgate refreshes the breath. Its punch line was ‘Saanso mein zindadil taazgi’.

• THIRD AD This ad was launched on 18, may 2006. In this ad it was shown that

some people feels pain in their teeth when they eat something. A girl comes and suggests to use Colgate as it contains salt which helps in getting rid of tooth problems.

• FOURTH AD This ad came on tv on 31, august 2007 and was of 30 seconds

duration. In this ad stress is given on fresh breath. A lady police is there in the ad who stops a guy’s car for alcohol test and she gets impressed by his tempting fresh breath.

• FIFTH AD This ad came on air on 9,april 2008 and was of 30 seconds duration.

In this father & son are shown painting wood and son leaves some portion of it than father explains son the importance of total protection whether its wood or teeth.

SIXTH AD In this ad two small kids are shown who are acting as a dentist at

their father’s dental clinic where one kid is diagnosing other’s teeth and they say that there is no problem in the teeth and then father comes and says the same thing, so its shown that even a father as well as dentist is recommending Colgate to his kids.

LATEST AD

Ms.Sinha appears on the screen in between some post-wedding procession and demands to know from the bride whether her toothpaste has salt. Surprised to hear that the bride’s toothpaste does have salt in it, Ms.Sinha proceeds to ask the bride how many people does she know who use the same toothpaste brand. Upon getting an overwhelming response, she lets the bride pass; but not before she has told the viewers to find out how many people do they know who use Colgate Active Salt toothpaste.

LATEST AD

• Colgate MaxFresh Gel is the first and only toothpaste infused with cooling crystals that dissolve in the mouth completely upon brushing, releasing an intense rush of breath freshening power. This unique formula gives a whole new dimension of freshness to its users everyday. The concept of the new TVC underscores Colgate MaxFresh Gel’s proposition of energizing freshness and features a youthful cast of Bollywood stars and cricketers. Featuring actors Shahid Kapoor and Genelia D’souza, along with ace Indian cricketers Virender Sehwag, Gautam Gambhir and Zaheer Khan

• In this ad ,A doctor asking consumers to first apply our product and then gulp down a glass of cold water to test the sensitivity aspect. But it was interesting to see that how relieved they were after they discovered the product actually working on them. Infect, to catch the right aesthetics we even chose the director that has a lot of experience of real shows like Roadies 

An advertising campaign for Colgate toothpaste from the 1940s used the slogan "It cleans your breath while it cleans your teeth". From the 1960s onwards, the slogan was "The Colgate ring of confidence". Colgate has a toothpaste and toothbrush mascot for children's entertainment

The main punch line of Colgate is ‘Dentist ka sujhaya number one brand’. This toothpaste also approved by ‘Indian Medical Association’. 

• http://www.redgumsoaps.com.au/soaphistory/colgate.htm.

• http://www.colgate.co.in/Colgate/IN/Corp/History/colgate_history.swf

• http://www.moneycontrol.com/company-article/colgatepalmoliveindia/news/CPI

PRODUCT LIST 

Spreads around and penetrates in between teeth for all around decay protection.Protects all the teeth even where the tooth brush does not reach.Great mint taste freshens the breath.Protects against root caries.Cleans and makes teeth whiterRepairs early decay spots.

1. Colgate Dental Cream

Has the power of Active SaltIts unique formula fights germsGives you healthy gums and teethRefreshing enmity taste.

2. Colgate Active salt

3. Colgate Max fresh

This patented formula gives a wholenew dimension of freshness to its users everyday.

Spicy Fresh

Whitening Fluoride

Peppermint Ice

It is the first and only toothpaste infused with Colgate-Palmolive, the world leader in oral care, is redefining the gel segment of toothpaste in India, with the introduction of new Colgate MaxFresh Gel.

cooling crystals that dissolve in the mouth completely upon brushing, releasing an intense rush of breath freshening power.

3-1. Maximum Fresh Cool Mint

3-2. Maximum Fresh Clean Mint

4. Colgate total

Colgate Total provides complete 12-hour protection and fights a full range of oral health problems

It helps prevent plaque and gingivitis even after meals

5. Colgate sensitive

This is a sign of sensitive teeth and this pain is cold by Dentinal sensitivity.You will notice improvement in 2-4 weeks.

6. Colgate kids

She'll be telling you it's time to brush when you give her Barbie Sparkling Bubble Fruit-toothpaste. It tastes like bubble gum, but helpsprevent cavities with Colgate's special fluorideformula

"Get fresh, stay cool with new Colgate Fresh EnergyGel!" FMCG major Colgate claims to have revitalisedIts Colgate Fresh Energy Gel toothpastes with "newflavours" that deliver "long-lasting fresh breath". Thenew variants are Sparkling Red and Ice Blue with new "high-impact" taste.

10. Colgate fresh energy gel

Colgate Spongebob

Colgate Kids Barbie

Colgate Junior in Mild Mint

8. Colgate Herbal

Restores natural whitenessPrevents stains for adhering Fights tartar, cavities and plaque

Colgate Herbal White ... combines the expert science of Colgate with a unique blend of eucalyptus, Melissa and mint herbs. Strengthens teeth and safe to use everyday

9. Colgate Cibaca Family protection

Developed using Colgate's international expertise in oral careUnique formula protects your teeth from decayRefreshing minty flavour makes your breath super fresh

7. Colgate advanced whitening

Product Life Cycle of Colgate

Time

Sales Introduction Growth Maturity Decline