Colgate
Colgate-palmolive was launched in India in t
he year 1957 by Colgate-palmolive. It was one
of the first company to launch toothpaste in In
dia.
The brand Colgate has been one of the most
trusted brand in oral care. It is not only the
older generation which grew up with Colgate,
it is a first brand, even for the young, when it
comes to oral care. The brand has faced bursts
of competition from time to time and has
fought back effectively to regain market share.
In the 1960s and 1970s, Forhans was the
challenger brand but it is completely forgotten
today. Binaca, which later became Cibaca and
finally got taken over by Colgate, was another
challenger. But today there are various brands
giving tough competition to Colgate such as
Dabur, pepsodent, Patanjali, CloseUp.
Despite the competition, Colgate is still the lea
der in oral care of India with huge share of 53
% oposition is the key to success to sustain in th
Colgate-Palmolive India Ltd (CPIL) reported
a 4.67 per cent increase in net profit at Rs
197.59 crore for the fourth quarter ended
March 2019, led by volume growth.The
company had posted a net profit of Rs 188.77
crore in January-March quarter a year
ago.Revenue from operations during the
quarter stood at Rs 1,146.63 crore, up 5.67 per
cent from Rs 1,085.06 crore reported in the
corresponding period last year.Total expenses
were at Rs 885.16 crore, up 7.36 per cent from
Rs 824.45 crore in the year-ago period.
The company's domestic volume grew by 5 per
cent, while overall volume grew 3 per cent,
CPIL said in a statementTo cope up with
increasing competition & demand Colgate has
launched various toothpastes.
Pepsodent
Pepsodent was launched in 1993 in India by H
industan uniliver limited.
Toothpaste was not an accepted product in the
rural market since people in rural areas prefer
red
conventional method of cleaning their teeth su
ch as neem twigs, salt, etc. Pepsodent was one
amongstthe most powerful brand of Hindusta
n Unilever Limited (HUL) that was promoted
through 1500 dentists in the rural areas. They
targeted the product to the male member of th
e family.HUL promoted theproduct (Pepsode
nt) very aggressively in the rural market by or
ganizing free samples of Pepsodent to thepros
pective customers. It offered discount coupon
s to the customers in order to push sales.In ord
er to sustain and survive in the rural market, t
he companies have to build a strong brand im
agein the rural market. Providing the value pr
e rural market. Sales promotion along with de
monstration of the product helps in selling the
product to the ruralconsumer. Having said thi
s, HUL really has to pull hard in order to beat
the No.1 player in the toothpaste category in t
he rural markets. The new strategies have to b
e formulated in order to increase
consumer’s trust in the brand.
The pepsodent variants available in the market
are as follows-
 Pepsodent Whitening that fights the yell
owness of teeth and makes them sparkli
ng white.
 Pepsodent Germicheck to fight the exist
ing germs
 Pepsodent 2 in 1that provides double ca
re
 Pepsodent Gum Care for healthy gums
Colgate Dental cream: For the flagship, the br
and decided to opt for a higher-order calling, r
ather than restricting itself to the functional as
pect. It shows some real life stories and also d
eploys the brand ambassador Deepika Paduko
ne. The brand used the “influencer” route to ta
p into how mothers make calcium in-take a pa
rt of their children's daily schedule and the im
portant role played by Colgate Dental Cream i
n this routine.
Colgate Active Salt: The brand has followed a
multi-pronged, regional strategy. It launched r
egional iterations of the campaign with actres
s Samantha Akkineni for the South market and
Nusrat Jahan for West Bengal, Assam and the
rest of the North East.
Colgate Maxfresh: The campaign ‘Taazgi ka N
aya Dhamaka’ featured Bollywood actor Ranv
eer Singh who talked about the new FreezeSto
rm technology that added cooling crystals for e
xtra freshness.
Colgate Vedshakti: To give competition to pat
anjali dant kanti Colgate’s betting big on Veds
hakti and the company even signed on actresse
s Kajol and Jyothika (for the South) as the fac
es of the brand.
Pepsodent Center Fresh to maintain fre
sh breath
Pepsodent Kids in three different varia
nts called Barbie that is pink in color, T
om & Jerry that is orange in color and
Superman that is blue in color.
Pepsodent Sensitive for tackling the se
nsitivity of the teeth
Pepsodent started an ad war against clogate in
the year 2013 with launch of their TVC that
clearly used Colgate name in their ad claiming
130 percent better protection. Colgate filed a
case on 13th August 2013. The court stated that
the commercial does not 'Disingrate' the
product of the competitor Colgate.
1. Endorsed by FDI ( the largest dental association
globally)
2. Among the most trusted brands having
celebrities like Shahrukh Khan as brand
ambassadors
3. Pepsodent toothpaste fights germs to protect
teeth against cavities and gives strong teeth, fresh
breath and healthy gums
4. Pepsodent as an oral care expert offers solution
to specific problems like bleeding gums and
sensitive teeth
5. Pepsodent also includes a range of toothbrushes