Kirti – 009

Anjali – 007
Ashwini – 006
Nivedita – 005
Madhavi – 012
TABLE OF CONTENT
● Introduction
● Company profile
● Swot analysis
● Marketing strategy
● Introduction to competitor
● Swot analysis - competitor
● Comparison of strategies
● Conclusion
INTRODUCTION
● In 1806, William Colgate introduced starch, soap and candle
factory in New York City under the name of “William Colgate &
Company”.
● In 1873, the firm introduced its first toothpaste, an aromatic
toothpaste sold in jars.
● In 1928, Palmolive-Peet bought the Colgate Company.
● Today Colgate has numerous subsidiary organizations spanning
200 countries, but it is publicly listed in only 2, the United
States and India.
 Colgate has been ranked as India’s #1 Most Trusted Brand across all
categories for four consecutive years from 2003 to 2007.

51% market share

03 in the toothpaste
segment..
30% share in the
toothbrush market.
48% market share in
01 02
the tooth powder
market.
POSITION IN GLOBAL MARKET
 We are Colgate, a caring, innovative, growth

MISSION company reimagining a healthier future for

all people, their pets and our planet.

“Colgate’s vision is to become the best truly

VISION global products company”.

To better understand consumers behaviour,

GOALS launching new products through innovation,
increasing effectiveness and efficiency.
STRENGTHS OF COLGATE
● Geographically diversified industry.
● Strong brand image.
● Strong market share.
● Appealing advertisements.
● Huge sales growth.
● Skilled workforce.
● Strong promotional strategies.
WEAKNESS OF COLGATE
● Saturated market.
● Market share is limited due to the presence of other strong FMCG
brand.
● Fake brands are supplied under their brand names.
OPPORTUNITIES OF COLGATE

● Emerging markets growth.

● Tap rural market and increase penetration in same.
● Differentiation strategy is required.
● Additional Product
THREATS OF COLGATE
● High competition from competitive brands like Pepsodent
from HUL.
● Increasing commodity prices for manufacturing can
affect Colgate.
● Falling consumer confidence in the United States.
● Colgate’s use of animal testing. This type of knowledge
would affect the Colgate brand in the digital age.
PRODUCT

● They try to position some innovative toothpaste with brand name other
than colgate but under the umbrella of colgate-palmolive.
● Focusing towards rural rich and consuming class by endorsing the
development of “Colgate Ayurvedic Toothpowder”.
● They would come up with sachets of these toothpowder and position
towards rural population who buy in smaller lots.
PRICE
● Based on competitor’s price.
● Pricing done on the bases of price points.
● Packaging would be customized on the bases of price point
● Price for different goods are different to suit the needs of different
parts of the society eg: Visiblewhite toothpaste will cost more than
Max Fresh toothpaste as it provides extra oral care and whitening.
● Product has numerous size and combo pack, makes it more attractive
to consumers.
PROMOTION

● Colgate has chosen creative schemes and and attractive packaging to

satisfy the desire and need of their customers.
● Internet has become a popular marketing tool for both buyer and
seller , resulting in increased revenue.
● The company has various social media pagee Insta, FB, Twitter and
where customer are encourage to share their experience to build
one-to-one relationship
PLACE

● They would try to increase product penetration towards rural

population.
● They would try to increase wholesalers to smaller towns.
● They would track the distribution path so that they are covering all
the village areas around the town.
● Product is available in every part of the country including rural , semi
urban and urban markets.
COMPETITOR :
● Pepsodent is a Company owned by Unilever.
● The USP(Unique selling point) of Pepsodent is that it creates
toothpaste that tastes like mint.
● According to the company, their toothpaste protects teeth from
germs and strengthens teeth to fight against bacteria and cavity.
● It has operations in over 50 countries and it is one of the biggest
competitors of Colgate.
 SWOT ANALYSIS
Strength Weakness
● Pepsodent toothpaste ● Colgate is the top-to-the-mind
fights germs to protect toothpaste brand hence intense
teeth against cavities and competition
gives strong teeth ● Low penetration in the rural
● As an Oral Care expert it areas
offers solution to specific
problems like bleeding
gums and sensitive teeth
● Pepsodent also includes a
range of toothbrushes
Opportunities
● Pepsodent campaign which aims
at educating consumers on the
need for germ protection
through the night
● Smaller packaging for rural
markets, tie-ups with hotel
chains, schools
Threats
● Competition from internal
brands like Close Up in the
same segment and external
brands like Colgate
● Oral hygiene still lacks in the
rural parts of the country
COMPARISON OF STRATEGIES
● Colgate is an American brand famous
for its toothpaste, toothbrushes, and
mouthwashes.
● Colgate has a market share of about
52%.
● Colgate is the most loved toothpaste
brand by dentists. They recommend
Colgate for dental issues and
sensitivity issues.
● Till 2012 Colgate launched about 32
varieties.
● The owners of Colgate is
Colgate-Palmolive and it provides
support to the entire world
● Pepsodent is also an American brand
specialized in toothpaste.
● Pepsodent along with closeup has a
market share of 22%
● Pepsodent is also famous but for
sensitivity doctors recommend Colgate.
● The owners of Pepsodent are Church &
Dwight Co. and Unilever.
● Church and Dwight function only in the
United States and Unilever function
worldwide except the United States.
 CONCLUSION
Following these facts we can conclude that Colgate is the best for your dental health.
● The brand awareness and trustability factory are more in Colgate compared to
Pepsodent.
● Also, the variety of toothpaste in Colgate is way more than Pepsodent. You can
choose any flavor of toothpaste according to your preferred taste but there are
certain limitations in Pepsodent.
● Colgate is recommended toothpaste by 80% of the dentists.
● Cost wise, in urban areas Pepsodent is a bit costlier than Colgate in major retail
stores and online.
● Pepsodent is also not bad but if compared to Colgate, it loses the race.
THANK YOU