Colgate-Palmolive (India) Ltd

12MCST01: STRATEGIC MANAGEMENT

Submitted To:Mr. M.A. Sanjeev

Submitted By:Vivek Rathi (9502921)

Saurabh Sharma (9502928)Arvind Kr. Chauhan (9502930)

Monika Tanwar (9502936)Bhumika Sharma (12906007)

YEAR 2012-2014

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TABLE OF CONTENTS

S. No. Content Pg. No.1 Introduction1.1 Background of Industry1.2 Banking Industry Structure1.2.1 Organizational Structure1.2.2 Business segmentation1.2.3 Products of Banking Industry1.3 Company History1.4 Vision & Mission1.5 About Colgate1.5.1 Location1.5.2 Product Portfolio1.5.3 Brand Umbrella1.5.4 Market Share

2 Environmental Analysis2.1 STEEP Analysis2.2 Issue Priority Matrix2.3 Porter’s Five Force Model2.4 Industry Matrix

3 Factor Analysis3.1 Internal Factor Analysis Summary3.2 External Factor Analysis Summary

4 SWOT Analysis

5 TOWS Analysis

6 Corporate & Operational Strategies6.1 Corporate Strategies6.2 Operational Strategies6.2.1 Marketing Strategies6.2.2 Distribution Strategies6.2.3 HR Strategies

7 Future Strategies

8 References

1 Introduction

1.1.Background of the Industry

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Most of us, after getting up in the morning, have been consciously or unconsciously reaching out for a tooth brush and a tube of toothpaste for many years now. Brushing is so much a part of our daily set of activities that it can now be considered a habit. It’s this habit that gives rise to the global oral care market presently estimated at US$12.6 billion. Currently nearly 97% of the population in developed countries uses at least one variety of toothpaste and 87% of this population, brushes twice daily. This gives marketers virtually no space to expand the market with new users in this region. In stark contrast, only 55% of the Indian population uses toothpaste and less than 15 percent of the Indian toothpaste users brush twice a day, only indicating that the market here remains largely untapped.

Dental Caries or tooth decay is the primary problem as far as oral problems are concerned. Dental Caries are caused by bacterial processes on sugar or carbohydrates, in food left in the mouth after eating. As per data provided by FDI World Dental Federation, the dental caries reported per capita in India is about twice of that reported in Scandinavian countries, whereas the annual consumption of sugar by a person in India is half of that of someone in Sweden. This can be attributed to the fact that the per capita consumption of oral care products like toothpaste in India is a meagre 127 grams as compared to Europe, where it is over 300 grams. Surprisingly even the Chinese and Malaysian citizens consume much more toothpaste than their Indian counterparts, with their consumption levels estimated at 255 and 304 grams annually. In rural areas of India, the penetration of oral care products is just one third of that in urban areas. Here people predominantly clean their teeth with natural items like twigs of neem tree, salt and ash. With steady growth of Indian Economy, the per capita income of India has increased from Rs 18,885 in 2002-03 to Rs 54,527 in FY’11, hence purchasing power of the Indian consumers is constantly increasing. After factoring in all these points, one can’t help but conclude that a tremendous opportunity lies in the oral care market of India.

The market and its playersOral care in India has been greatly driven by innovation, retail availability, packaging and promotion. The Indian oral care market is presently estimated at Rs. 4200 crores, of which toothpaste contributes the largest chunk, accounting for approximately 75% of the total market. The toothpaste market is estimated at Rs 3100 crores and is expected to reach Rs 3,226 crores by 2012. The toothpowder market, valued at Rs 472 crores, on the other hand, is expected to drop to Rs 458 crores by 2012. The mouthwash market – an infant product segment for now -- is valued at Rs 84 crores and is expected to reach Rs 90 crores by 2012.The toothbrush market is valued at Rs 550 crores.

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74%

13%

11%

2%

Oral Care Market ToothPaste Tooth Brush Tooth Powder Mouth Wash

47%

7%

30%

16%

Market ShareColgate Dabur Hul Others

The Indian oral care market has traditionally been a strong hold of three FMCG majors, namely Colgate-Palmolive, Hindustan Unilever Limited and Dabur, as the “big three” have jointly held more than 85% of the market share, both by volume and value, in the past decade.

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1.2 History of Colgate Palmolive:

From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream Toothpaste, Colgate-Palmolive (India) today has one of the widest distribution networks in India – a logistical marvel that makes Colgate available in almost 4.53 million retail outlets across the country. The Company has grown to a Rs.2805 crores plus organization with an outstanding record of enhancing value for its strong shareholder base. The company leads the Rs.5050 crores Indian toothpaste market by holding 54.2% of the value market share.

Since 1976, Colgate has worked in close partnership with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country under its ‘Bright Smiles, Bright Futures’ Schools Dental Education Program. This program has successfully reached more than 105 million school children covering around 2,41,699 schools across the country since its launch. The program focuses on children so that the message of good oral hygiene is carried home to families and the community at large. In 2004, as an additional effort to create awareness for good oral hygiene ‘Oral Health Month’ (OHM), was introduced. Since its launch, OHM is conducted each year during September / October, where free dental checkups are conducted by Colgate in partnership with IDA across the country. Conducted in designated towns and cities to establish and promote the importance of good oral hygiene, OHM is Colgate’s mass consumer contact program.

The strong relationship and the trust of generations of consumers, trade and the dental profession built over decades of operations in India has made Colgate a trusted household name. In 2009, Colgate-Palmolive (India) was adjudged as the Best Value Creator (Mid Cap Category) in the 2009 Outlook Money NDTV Profits Awards. Colgate was ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 and in 2011 and 2012 by Brand Equity’s Most Trusted Brand Survey. It is the only brand to be in the top three from 2001-2012. Prior to this, Colgate was also rated as the #1 brand by the A&M – MODE Annual Survey for India’s Top Brands for eight out of nine years during the period 1992 to 2001.

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1.3 Analysis of Vision and Mission Statement

Vision Statement: Our three fundamental values—Caring, Global Teamwork and Continuous Improvement—are part of everything we do.

Mission Statement: To provide Colgate with a significant competitive advantage by reducing total delivered cost, extending technology resources and developing excellence in purchasing, logistics and sourcing process

Objective

Colgate Palmolive aims to provide quality products to satisfy their customer requirements.

We will have an effective quality system which meets the international standards.

Effective communication with our customers to understand and meet their requirements.

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1.4 About Colgate

1.4.1 Location

Headquarter in Mumbai with an annual turnover 1100 Crores.

1.4.2. Product portfolioThe Company is manufacture different types of products taking care of most of the segment of the population. The list of products includes toothpastes, toothbrushes. Toothpowders, whitening products, kids products, mouth wash products, body wash, hand wash, hair care, skin care, shaving creams, professional oral care and many other products.

1.4.3 Brand Umbrella

Toothpastes

Toothbrushes

Toothpowder

Whitening Products

Mouthwash

Body Wash

Liquid Hand Wash

Shave Preps

Skin Care

Hair Care

Surface Care Gingivitis Treatment

Sensitivity Treatment

Tooth Whitening

Fluoride Therapy

Mouth Ulcer Treatment

Specialty Cleaning

1.4.4 Business Markets

Colgate has operations in North America, Latin America, Europe/South Pacific, and Greater Asia/Africa

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2.0 Environment Analysis:

It is the first step in developing a marketing plan. The main purpose of this analysis is to discover the distribution trends, company’s product and most importantly the situation of the markets in which the company has decided to compete in.

It includes the following two steps:

Internal analysis External analysis

2.1 Internal Analysis:

Market Share: Colgate Palmolive is an exceptionally renowned brand when we talk about oral care. Colgate launched many products keeping in mind the preferences of its customers. For 1806 it has been striving to be the market leader and now with 26% shares of the whole oral care market, eventually it is on the top as a market leader of oral hygiene.

Customers’ Loyalty: Colgate Palmolive has been serving its customers since long and now at this point of time has made its mark in attracting quite a large number of loyal customers. So Colgate Palmolive has succeeded in making quite a large number of loyal customers by fulfilling their demands up to their perceived value and expectation.

Product Life Cycle: Product life cycle depicts the aging procedure of a product. Product life cycle (PLC) is to do with the life of a product in the market with respect to business/commercial costs and sales measures; whereas Product Life cycle Management (PLM) is more to do with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view. PLC starts from the research and development phase and ends with the decline phase where strong and applicable techniques are required to up raise the product back to the maturity or growth phase. Our product has stepped into its introductory phase after crossing through the research and development phase of its life cycle. Whereas the industry stands very close to maturity stage and can unquestionably considered to be at this phase.

Sustainability: Colgate Palmolive is committed to sustainability through a program that focuses on People, Performance and Planet.The broad aspects covered are as under:

People - Promoting healthier lives, Contributing to the Communities where we live and work.

Performance - Delivering products that delight consumers and respect our planet. Planet - Making every drop of water count, reducing our impact on climate and the

environment.

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Colgate Palmolive believes that integrating sustainability into its everyday operations will help in making better business decisions and improve people’s lives. The sustainability strategy will also continue to increase consumer loyalty, provide a competitive advantage and help ensure long-term shareholder value.

Focus on innovation: In India today, consumer needs are fast evolving. Colgate Palmolive has been staying ahead of trends by identifying opportunities based on insights into consumer behavior and leveraging technology to deliver innovative products. Our success in delivering meaningful innovation is evident in several of our recent innovations. One out of three Indians suffer from gum problems. To address this issue, Colgate Palmolive launched Colgate Total Pro Gum Health, a technology breakthrough which reverses gum problems in four weeks. Colgate Palmolive also launched Colgate Visible White toothpaste to create the beauty segment through this one-of-its kind Oral Care solution that offers one shade whiter teeth in just one week. In toothbrushes, Colgate Palmolive launched 3600, a battery operated toothbrush for consumers seeking superior teeth cleaning and MaxFresh toothbrush for those seeking freshness. In the mouthwash category, Colgate Palmolive launched Colgate Plax Fresh Tea, a new flavor that builds on the green tea trend. As the leaders in Oral Care, Colgate Palmolive is making a constant effort to cater to the Oral Care needs of different consumers by offering products across various price points. Innovation at Colgate Palmolive is not limited to new products. They are innovating in the way we connect with shoppers in-store, engage consumers in the digital arena, in how we go-to-market and in driving further efficiencies in the supply chain.

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Probable impact of cooperation

2.3 Issue Priority Matrix

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High Medium Low

High High Priority

Inflation rate

Demographics

High Priority

New Product Nature of Competition

Medium Priority

Literacy level Global warming laws

Medium High Priority

Patent protection

Medium Priority

Environment protection lawsTax Laws

Low Priority

Growth rate of Population

Low Medium Priority

Stability of Government

Low Priority

Level of educationSkill level of workforce

Low Priority

Living wagesLifestyle protection

2.2 External Analysis

Macro: The macro environment consists of larger societal forces that affect the micro environment including demographic, economic, natural, technological, political and cultural forces.

2.2.1 PEST Analysis:

2.2.1.1 Political Factors:

Political factors play a vital role for the business prevailing in the country. If the government is inactive then the company advances at a standard rate but the other way round, a drastic fall can be seen.

2.2.1.2 Economical Factors:

Another important external force that directly affects our decisions is the economic variation. If a country experiences inflation then it will have a negative impact on the businesses running in that country. So our product is directly influenced by this factor.

2.2.1.3 Socio-cultural factors:

The main forces affecting decisions about our product are the social and cultural factors. Before taking any decision we have to keep in mind the specific religious and cultural key factors for our survival in the industry because people will repel the product that their religion or culture do not prefer.

2.2.1.4 Technological factors:

Technology is a factor whose value cannot be ignored. Technologies vary with the passage of time in all industries. We also make our techniques and methodologies up to date for keeping our product preferable in the market.

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2.4 Industry Matrix

Weights

Colgate Rating

Colgate Weighted Score

Pepsodent Rating

Pepsodent Weighted Score

Close up Rating

Meswak Weighted score

1. Strong supply chain partnerships

0.09 2.5 0.225 3 0.27 3.5 0.315

2. Efficient control and coordination of the network

0.03 3.5 0.105 2.5 0.075 3 0.09

3. High returns for the suppliers

0.06 3 0.18 2.5 0.15 2.5 0.15

4. Use of technology to solve problems

0.1 3.5 0.35 3 0.3 2.5 0.25

5. Infrastructure 0.02 2 0.04 3 0.06 3 0.06

6. Marketing 0.2 2.5 0.5 3.5 0.7 4 0.8

7. Product quality

0.15 4 0.6 3 0.45 3 0.45

8. Wide product portfolio

0.09 3 0.27 4 0.36 3.5 0.315

9. Investment and resources 0.11 3.5 0.385 3.5 0.385 2.5 0.275

10. Product availability

0.15 3 0.45 4 0.6 4 0.6

Total 1 3.105 3.35 3.305

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2.3 Porter’s Five Forces Model

Competitive Rivalry (High):

Our competing firms include close-up, English, mediocre, forhan’s, shield, doctor’s, sparkle, medicam, A-1 and minto toothpastes which are in this field and pursuing the same purpose.

Threat of Entrants (High):

As the international market is rapidly growing so there is always a threat that new companies are going to jump into this industry for pursuing the same objective.

Threat of substitute (Low):

Threat of substitute is quite low because most of the people prefer using toothpastes instead of going for toothpowders or herbal stems for dental cleansing and there are not many substitutes in the market for toothpastes.

Bargaining Power of Suppliers (Low):

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Bargaining power of suppliers will be quite low because Colgate is a leading brand so suppliers wish to maintain stability in delivering their raw material to the firm without fluctuating the prices.

Bargaining Power of Buyers (Low):

It is quite low because there are not many substitutes in the market to which the consumer can switch. The prices are fixed and customers are not provided with enough opportunity to alter the consistent prices.

Challenges and Solutions

For Rural MarketAs far as the untapped rural market is concerned, majority of people in rural area are not aware of oral hygiene and its importance. People extensively use twigs of neem, salt, ash and other herbal products only. Hence it becomes imperative for companies to first reach and educate the potential consumers about vitality of oral hygiene and how their products can ensure that. To build a strong rural distribution network, local distributors who know the community, villages, understand public sentiments need to be involved and given some extra perks to make efforts to create a market where it does not exist. As a part of brand promotion, road-shows, street theatres, sports events for youths, and oral health care camps in schools can be organised or sponsored where locals can be educated about Oral care and their products.The brands need to rethink about the products for rural consumer and come out with cheaper options, for example by spending less on packaging, by selling smaller quantity i.e. sachets in larger numbers.  Retailers and medical practitioners can be talked to, and given compensation for pushing and a particular product as their opinion might influence consumer choice.For Urban MarketFor a market that is already loyal to its brands, innovation and value addition are required to win new customers. Also “brushing twice a day” as a habit, needs to be endorsed for increasing the consumption of toothpaste.Consumers can’t resist the word FREE. So many a times, marketers give something FREE with a product to increase or push its sales. Oral care brands could hand out a free oral care health booklet with certain products, which could be used for spreading awareness about various oral problems and how products in their offering could help cure/prevent these problems.Oral products specifically targeting special needs like for gum problems, bad breath, or segmenting customers into specific age bands might also find many takers.Coupling oral care products like toothpaste and mouth wash, that complement each other well, can also be sold as a “combo” pack to push sales. Smart endorsements targeting the young urban consumer should be devised as it’s no longer possible to mislead urban consumers with tall claims.

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2.4 Key Success Factors

WeightsColgate P&G HUL

RankingWeighted Score

RankingWeighted Score

RankingWeighted Score

1Product Quality 0.25 5 1.25 4 1 4 1

2Diverse Product Mix 0.12 5 0.6 3 0.36 3 0.36

3 Pricing 0.05 4 0.2 4 0.2 3 0.15

4Robust Supply Chain 0.16 3 0.24 4 0.64 4 0.64

5Customer Awareness 0.05 5 0.25 4 0.2 5 0.25

6Product availability 0.07 3 0.21 5 0.35 6 0.3

7 Packaging 0.09 2 0.18 3 0.27 4 0.188 Advertisement 0.21 4 0.84 5 1.05 5 1.05

Total1   3.77   4.07   3.93

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3.0 Factor Analysis

3.1 Internal Factor Analysis Summary (IFAS)

INTERNAL FACTORS WEIGHT RATING WEIGHTED SCORE

COMMENTS

STRENGTH

Parent Support 0.15 4 0.6 Leveraging the benefits from the parent company

Market Leader in some of the key products

0.15 4 0.6 Market leader in oral care market having existence of more than 70 years.

Backward integration 0.10 3 0.3 A world-class facility to manufacture Di-Calcium Phosphate, a keyingredient in toothpaste

Wide market coverage 0.20 4 0.8 one of the widest market coverage in urban as wellas in rural market

Employee base 0.05 3 0.15 over 38000 employees globally

WEAKNESS

Concentration risk over single category

0.20 4 0.8 single category contribute more than 90 per cent of the companyrevenue and profit

Limited market share 0.15 3 0.45 Due to other strong FMCG brands

Total 1.00 3.7

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Colgate Palmolive India Limited has a strong support from its parent company, which is a

world leader in oral care company, with a presence in almost every country. The company

has access to the parent’s hugely successful global folio of products and brands. Colgate

Palmolive India Limited is a market leader in oral care market having existence of more than

70 years. The company commands a market share of around 50 per cent in oral care market.

Colgate Palmolive India Limited has entered into backward integration also. The company

has set up a world-class facility for manufacture of Di-calcium Phosphate, a key ingredient in

toothpaste. The manufacturing facility has yield significant cost savings for the company and

also acts as a cushion for the company against the price rise in raw material prices. The

company has one of the widest market coverage in urban as well as in rural market. For

future growth, the company needs to focus more towards rural area.

The company has high reliance on a single category, Oral Care, which accounts for

more than 90 per cent of the company revenue and profit. The other two categories, Personal

care and household care, contribute less than 10 per cent to the company revenue.

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3.2 External Factor Analysis Summary (EFAS)

EXTERNALFACTORS

WEIGHT RATINGWEIGHTED SCORE

COMMENTS

OPPORTUNITY

Low penetration level 0.15 4 0.6low penetration level for oral care in rural market

Tax benefits 0.15 3 0.45Baddi plant enjoys excise and income-tax exemption

Growing global oral hygiene market

0.20 4 0.8 Potential rise in the demand

Increasing purchasing power

0.10 3 0.3Willingness to pay for the premium oral care products is likely to increase

THREATS

Competition in low end segment

0.15 3 0.45Competition in low segment is high.

Fake brands 0.10 3 0.3 Hurting the brand image

Competition from unorganized local brands

0.05 2 0.1Losing opportunity to gain larger market share

FDI in retail 0.10 3 0.3Entry of new international players

Total 1.00 3.3

There is low penetration level for oral care in rural market. Most the user in rural market use

traditional products like neem twigs, salt or other herbal ingredients. Hence there are still lots

of untapped potential in rural market. The company has reported a decrease in tax portion,

which is mainly due a facility in the tax free zone of Baddi. This plant enjoys excise and

income-tax exemption.

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The company has few competitors in premium segment, but many regional players

apart from some big players in low segment products. The competition in low segment is

high. The company is facing a stiff competition from unorganized local players in the market

especially in rural regions.

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3.3 Strategic Factor Analysis Summary (SFAS)

STRATEGIC FACTORS

WEIGTH RATINGSWEIGHTED SCORE

SHORT

INTERMEDIATE

LONG

COMMENTS

Wide market coverage

.20 4 .8 X Key success

Concentration risk over single category

.20 4 .8 XBetter product diversification

Limited market share

.15 3 .45 XFocus to gain more

Low penetration level

.15 4 .60 XTarget rural market

Tax benefits .15 3 .45 X Saves a lot

Competition in low end segment

.15 3 .45 XUnorganized local players

Total 1.00 3.55

There are certain strategic factors, which are with a long-term mission, and some need to be

addressed in the short term. There are other factors, which do not fall into either of the terms

mentioned above; they are classified as intermediate term.

SHORT TERM

The strategic factor that the company needs to satisfy in the short run is to leverage the

maximum Tax benefits from its plants.

INTERMEDIATE TERM

The Strategic factors that the company needs to focus upon are concentration risk over single

category and limited market share. The company should diversify and generate sales from

other categories as well to acquire a larger market share.

LONG TERM

The Strategic factors that the company needs to focus upon are wide market coverage, low

penetration level and competition in low end segment. The company should further

strengthen its presence across the world and tap the rural market to address the threat of

competition in low end segment.

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4 SWOT Analysis

4.1 Strengths:

Well-established distribution network extending to urban, sub urban and rural areas. The products of the company are reaching to the customers even in rural areas. Strong brands in the FMCG sector especially of toothpaste, tooth brush and creams. The brands are taken as products in the market. Low cost operations due to availability of raw materials and workers for their

factories.

4.2 Weaknesses:

Low export levels because facing tough competition in international markets from other leading competitors.

Small scale sector reservations limit ability to invest in technology and achieve economies of scale.

Some of the products are not familiar in the market so lots of advertising efforts are needed.

4.3 Opportunities:

Indian market is a very large market. The major parts of rural markets are not yet covered. There is good potential for its products in market.

Export potential can be increased with special focus on niche markets. Increasing income levels will result in faster revenue growth.

4.4 Threats:

Imports creating a threat for the company because the cheaper products are being dumped.

Tax and regulatory structure increases the liability of the company and give impact on profitability

Slowdown in rural demand due to recession but there are chances of revival further.

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5 TOWS Analysis

STRENGTHS WEAKNESSES

OPPORTUNITIES

S – O Strategies

Strength: Distribution network extending to urban, sub urban and rural areas.

Opportunity: Niche markets.

Strategy: Strong brands in the FMCG sector.

W – O Strategies

Weakness: Small scale sector reservations.

Opportunity: Low export levels because facing tough competition in international markets.Strategy: Invest in technology and achieve economies of scale.

T

HREATS

S – T Strategies

Strength: Low cost operations due to availability of raw materials and workers.Threat: Threat for the company because the cheapest products are being dumped.

Strategy: Steps to Ensure Loyalty by old Customers.

W – T Strategies

Weakness: Facing tough competition in international markets.Threat: Entry of many Foreign Banks.

Strategy: Export potential can be increased with special focus on niche markets.

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6.0 Corporate and Operational Strategies

6.1 Corporate Strategy

Colgate’s tightly defined leadership strategy focuses on four core global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition.

Around the world, Colgate people are focused on four strategic initiatives: Succeeding with Consumers, The Profession and Our CustomersInnovating EverywhereEffectiveness and Efficiency In EverythingStrengthening Leadership Worldwide

Our long history of strong performance comes from absolute focus on our core global businesses, combined with a successful worldwide financial strategy. This financial strategy is designed to increase gross profit margin and reduce costs in order to fund growth initiatives and generate greater profitability.

6.3 Functional Strategy 6.3.1 Marketing Strategies

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Distribution Channel

6.3.2 Finance Strategies Financial management is that managerial activity which is concerned with the planning and controlling of the firm’s financial resources. Finance is nothing to other but the money. Money is necessary input for economic activities. In the other wards “Finance is the common denominator for carrying out vast range of corporate objectives.” This is a private, so the finance is raised from members by a way of share capital. In this share capital is limited. This unit has invested so many rupees in the structure of organization. Colgate has a long-term finance project.

6.3.4 Human Resource Strategy The success to any industrial unit depends upon their effective personnel department. Personnel department is basically commercial with human resource of an enterprise and it also continues procurement, development, non-monetary comparison, integration and maintenance of the personnel purpose of contribution towards the accomplishment of the organization’s major goal and objectives. Colgate’s recruitment and selection process is very systematic and comprehensive. All division head in inform about their manpower requirements.

The recruitment process has been fine tuned through specially devised processes that identify an individual’s degree of customer orientation, the principal trait needed in the banking business.

New recruits have been provided training in skill up gradation and team building and development of an appropriate mindset for better conduct of banking business.

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Training programs of shorter duration were designed for the existing staff, with specific focus on product information, customer service, cross selling of products and operational excellence.

The promotion process has been designed on the principles of openness and transparency.

Career progression is based on performance of employees being above an acceptable level with emphasize on those with high business drive and potential.

6.3.4.1 Sources of Recruitment By giving advertisement in news papers

Labour Union

Voluntary Organization

Leasing Contract

Private Employment Agency

School, Colleges, Universities and Professional Institutes

Recommendation of present Employee

Recruitment as Temporary Workers

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7.0 Future Strategies Expanding the processing and packaging capacity to meet growing demands. In

a bid to pump up volumes,

Colgate is also extending its distribution network to reach new markets. The core strategy is to further consolidate the operations in existing markets

Also, it is beefing up the marketing and advertising strategy to sustain its leadership. The company’s long term strategy also includes foray into South India.

To achieve and maintain competitive advantage, innovation in product design and delivery are increasingly essential.

To innovate at each stage in value chain – production, procurement, processing, marketing and branding.

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9.0 Appendix

9.1 List of Products Marketed

Toothpastes:• Colgate Dental Cream • Colgate Max Fresh • Colgate Active Salt • Colgate Total 12 • Colgate Sensitive • Colgate Kids • Colgate Advanced Whitening • Colgate Herbal • Colgate Cabana • Colgate Fresh Energy Gel • Colgate Maxwhite

Toothbrushes:• Colgate Massager • Colgate Navigator Plus • Colgate Extra Clean Gum Care • Colgate Sensitive Toothbrush • Colgate 360 Toothbrush 167 • Colgate Zig Zag

Body wash:• Palmolive Aroma Body wash Relaxing • Palmolive Thermal Spa Body wash Firming • Palmolive Aroma Body wash Vitality • Palmolive Thermal Spa Body wash Massage • Palmolive Naturals Moisturizing Body wash Milk & Almond • Palmolive Naturals Moisturizing Body wash Milk & Honey

Liquid hand wash:• Palmolive Naturals Milk and Honey Hand Wash • Palmolive Aroma Liquid Hand Wash Relaxing • Palmolive Naturals Liquid Hand Wash Family Health

The list of other products includes; • Hair Care-Palmolive Halo Shampoo • Skin Care -Palmolive Charmis Cream • Saving Cream -Shave Cream

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• Home Care-Axion - Dish Washing Paste • Gingivitis Treatment -Colgate PerioGard • Sensitivity Treatment -Colgate Sensitive, Colgate Gel Kam • Tooth Whitening-Colgate Visible White • Fluoride Therapy -Phos Flur • Mouth Ulcer Treatment -Oragard-B • Specialty Cleaning-Specialty Cleaning • Toothpowder-Colgate Super Rakshak • Whitening Products-Colgate Advanced Whitening 168 • Kids Product-Colgate Kids Toothpaste; Colgate Kids 2+• Mouthwash-Colgate Pl

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