A Report

On
405 A MM Advertising and Promotion Management
Submitted by:

Mahek Anjum Mohammad Deshmukh

Roll No. __13_

University Seat No.:______

SYBBA- (A) – V Semester

SEPTEMBER 2023

Ashoka Centre for Business and Computer Studies, Nashik

Submitted to:

Under the guidance of:

Ms. RIDA SHAIKH

(Assistant Professor)

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 Ashoka Education Foundation’s

ASHOKA CENTER FOR BUSINESS & COMPUTER STUDIES

Certificate

This is to certify that Mr. / Ms. ___________________, Roll No.___, Class SY BBA

Exam Seat No. _____________ has completed project work satisfactorily in the college
for the semester /Year in the academic year __________

Project Guide Principal

Internal Examiner External Examiner

2
 Ashoka Education Foundation

Ashoka Education Foundation’s

ASHOKA CENTER FOR BUSINESS & COMPUTER
STUDIES, NASHIK

Index
Sr. Particulars Page No.
No.
1 4
Acknowledgement

2 5-6
Introduction

3 7-8
History

4 9-11
Product Portfolio

5 12-15
Colgate Toothpaste

6 , 16-30
7 P S Of Marketing Mix

7 31
Conclusion

8 31
Bibliography

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 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance

and encouragement of other people. This one is certainly no
exception.”
On the very outset of this project on A Project on Colgate
Toothpaste.
I would like to thank all the personages who have helped me in this
project. Without their active guidance, help, cooperation and
encouragement, I would not have made headway in this project.
First of all, I would like to thank Savitribai Phule Pune University
for providing me the opportunity to undertake this project. I would
also like to thank our principal for the guidance provided by him
from time to time. No doubt that his contributions for the successive
completion of this project played a vital role.
I am extremely thankful and pay my gratitude to my project guide
Prof. Rida Shaikh for her valuable guidance and support on
completion of this project in her presence.
I would like to thank all the other staff members from Ashoka
Center for Business and Computer Studies who have directly or
indirectly helped me throughout this project.

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 INTRODUCTION

 Colgate – Palmolive Company is an American diversified multinational

corporation focused on the production, distribution and provision of
household, healthcare and personal products, such as soaps, detergents, and
oral hygiene products (including toothpaste and toothbrushes).
 Under its “Hills” brand, it is also a manufacturer of veterinary products.
The company’s corporate offices are on Park Avenue in New York City,
across from the Waldrof Astoria.
 In India, it operates under the name as Colgate-Palmolive (India) limited
and its head office is at Mumbai.
 Colgate Palmolive is a $10.6 billion global company serving people in
more than 200 countries and territories with consumer products that make
lives healthier and more enjoyable.
 Colgate-Palmolive Company, American diversified company that
manufactures and distributes household and commercial cleaning
products, dental and other personal-care products, and pet foods in
the United States and in more than 200 other countries and
territories worldwide. Headquarters are in New York City.

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 COLGATE PALMOLIVE INDIA

 Headquarter in Mumbai.

 Annual Turnover around 1100 crs.

 Market leaders in oral care.

 Colgate consistently won India no 1 brand of the year award from last three
years.

 Colgate ranked among best employer in India.

 Customer base of more than 8 lacs retailers.

 Serviced by company field force, more than 1800 stockiest & super
stockiest & their field force.

 Colgate is the brand that people trust, for complete oral care protection for
themselves and ones they love.

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 COMPANY HISTORY

 1806- William Colgate starts a starch, soap and candle business on Dutch
Street in New York City.

 1817 - First Colgate advertisement appears in a New York newspaper.

 1820 - Colgate establishes a starch factory in Jersey City, New Jersey.

 1857 - Upon the death of founder William Colgate, the company is

reorganized as Colgate & Company under the management of Samuel
Colgate, his son.

 1873 - Colgate introduces toothpaste in jars.

 1879 - Gerhard Mennen establishes a pharmacy in Newark, NJ, later

becoming the Mennen Company. 1896 - Colgate introduces toothpaste in
a collapsible tube.

 1902 - Stylish Colgate advertising begins, emphasizing ingredient purity

and product benefits.

 1906 - Colgate & Company celebrates its 100th anniversary. Product line
includes over 800 different products.

 1911 - Colgate distributes two million tubes of toothpaste and toothbrushes

to schools, and provides hygienists to demonstrate tooth brushing.

 1914 - Colgate establishes its first international subsidiary in Canada.

 1930 - On March 13, Colgate is first listed on the New York Stock
Exchange.

 1939 - Dr. Mark L. Morris develops a pet food to help save a guide dog
named Buddy from kidney disease. This breakthrough leads to the first
Hill's Prescription Diet product.

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 1995 - Colgate enters Central Europe and Russia, expanding into fast-
growing markets.

 1997 - Colgate Total toothpaste is introduced in the U.S. and quickly

becomes the market leader. Only Colgate Total, with its 12-hour protection,
fights a complete range of oral health problems.

 2004 - Colgate acquires 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.

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 PRODUCTS OF COLGATE PALMOLIVE LTD.

Colgate Plax Complete Care mouthwash

removes over 99% of germs that cause bad
breath and cavities, giving you a fresher and
cleaner mouth than brushing alone. It gives you
complete protection with 10 benefits in 1
mouthwash, including strengthening enamel,
plaque and cavity prevention, and gum
protection. It's antibacterial yet alcohol-free so
you experience no burning sensation, just an
instant burst of freshness and 10x longer cooling
sensation compared to brushing alone. Its unique
formula has a refreshing flavour that gives you
24/7 control over bad breath with regular use as
directed. This mouthwash can also help prevent
cavities, protect against germ build-up and
provide healthier gums (vs. non-antiseptic
mouthwash) when used as directed.

Colgate Maxfresh Peppermint Fresh

Mouthwash gives you an intense burst of
freshness so you can get a fresh start to
your day. Infused with Peppermint, this
cooling mouthwash gives you fresh
breath, and keeps your mouth and gums
clean. Colgate Max Fresh Mouthwash is a
popular oral care product manufactured
by Colgate-Palmolive, one of the world's
leading oral hygiene companies.

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Charcoal infused slim tip bristles for a deep & gentle clean. Charcoal-
infused bristles are often soft and gentle, which can be suitable for
individuals with sensitive gums or teeth.

Colgate offers a range of toothbrushes specifically designed for kids, with

various features and designs to make brushing a fun and effective
experience for children. Colgate kids' toothbrushes are available in a
variety of colourful and age-appropriate designs featuring popular cartoon
characters, superheroes, and other kid-friendly themes.

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 PALMOLIVE PRODUCTS

MOISTURE HAND SOAP

SHOWER GEL

HYGIENE PLUS
HAND SOAP
HAND WASH

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 COLGATE (TOOTHPASTE)

Colgate is an American brand principally used for oral hygiene products such
as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured
by Colgate-Palmolive, Colgate's oral hygiene products were first sold by the
company in 1873, sixteen years after the death of the founder, William Colgate.
The company originally sold soap.
Colgate toothpaste was sold in glass jars since 1873. Tubes, as pioneered
by Kalodont, Johnson & Johnson (Zonweiss) and Sheffield, were introduced in
1896.
Colgate became popular in the 1950s, with the slogan "It Cleans Your Breath
While It Cleans Your Teeth", written by copywriter Alicia Tobin.
In 2007, the Advertising Standards Authority in the UK told Colgate that it could
no longer make the claim that four out of five dentists recommended Colgate.
The investigation showed that the study had telephone surveyed dentists to list
the toothpaste they recommended, and their competitors were recommended at
similar rates. The claim was deemed deceptive.
In January 2020, Colgate registered the label for toothpaste containing hemp seed
oil with the U.S. government.
In February 2020, Colgate's parent company announced an agreement to purchase
Hello Products, a New Jersey company that had earlier in the month introduced
toothpaste, mouthwashes, and lip balms containing cannabidiol (CBD).
As of June 2022, Colgate Tooth Powder was still being manufactured and
marketed and could still be purchased.

 Colgate strong Teeth Toothpaste:

Colgate Strong Teeth toothpaste has a unique , naturally occurring amino acid
called Arginine which along with fluoride enhances the process of deposition of
natural calcium back onto the teeth thereby supporting remineralization and
nourishing our teeth.

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 Colgate Total Advanced Health
Antibacterial Protection for Whole Mouth ,only 20% of the germs in your
mouth are on your teeth, the rest 80% are on gums, tongue and cheeks.
Colgate Total Advanced Health is an antibacterial toothpaste that fights
germs for 12 hours on teeth, tongue, cheeks, and gums, giving you Whole
Mouth Health. It’s Dual Zinc + Arginine technology actively seeks out
bacteria and forms a protective, anti-germ barrier - unlike an ordinary
toothpaste.

 Colgate Visible White Instant

The Best Beauty Move – Your Dazzling White Smile. No matter the look,
complete it with the only beauty essential you need — a dazzling white
smile. After all, nothing quite beats the charm of an unhindered,
sparkling smile. Colgate Visible White Instant Whitens from the First
Brushing. The formula contains Scientifically proven optic brighteners.
Brushing activates them to generate a blue foam that provides a temporary
effect leaving your teeth looking whiter right from the first brushing.

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 Colgate Charcoal Mint Deep Clean
Colgate Charcoal Toothpaste is a dental product offered by Colgate-
Palmolive, a well-known company in the oral care industry. This
toothpaste contains activated charcoal as one of its key ingredients.
Activated charcoal is a form of carbon that has been processed to make it
highly porous and adsorbent. In toothpaste, it is used for its potential
benefits in teeth whitening and for its ability to help remove surface stains.

 Colgate Max Fresh

Max Fresh toothpaste is designed to provide a refreshing and long-lasting burst of
minty freshness in your mouth while also delivering effective dental care benefits.
The strong minty flavour helps combat bad breath and keeps your breath smelling
fresh for hours. Some variants of Colgate Max Fresh toothpaste include teeth
whitening ingredients to help remove surface stains and promote a brighter smile.

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 Colgate Kid's Motu Patlu Anticavity Bubble Fruit Flavour Toothpaste
Kids must brush their teeth at least 2 times a day and Colgate Kids Motu
Patlu Toothpaste is a fun way to ensure they enjoy good oral care habits
early on! This delicious fruit flavoured toothpaste is especially designed
for children of age 6 years and above who have newly erupted or
developing permanent teeth. The toothpaste effectively cleanses their
mouth, leaving it fresh. The kid’s toothpaste also provides clinically proven
cavity and enamel protection. Sparking colourful gel of Colgate strawberry
toothpaste makes brushing fun for kids.

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 MARKETING MIX OF COLGATE TOOTHPASTE.

The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical
marketing mix - Price, Product, Promotion and Place. However, nowadays, the
marketing mix increasingly includes several other Ps like Packaging,
Positioning, People and even Politics as vital mix elements.

What are the 4Ps of marketing?

Price: refers to the value that is put for a product. It depends on costs of
production, segment targeted, ability of the market to pay, supply - demand and
a host of other direct and indirect factors. There can be several types of pricing
strategies, each tied in with an overall business plan. Pricing can also be used a
demarcation, to differentiate and enhance the image of a product.

Product: refers to the item actually being sold. The product must deliver a
minimum level of performance; otherwise even the best work on the other
elements of the marketing mix won't do any good.

Place: refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for her to buy it is the main aim of a good
distribution or 'place' strategy. Retailers pay a premium for the right location. In
fact, the mantra of a successful retail business is 'location, location, location'.

Promotion: this refers to all the activities undertaken to make the product or
service known to the user and trade. This can include advertising, word of
mouth, press reports, incentives, commissions and awards to the trade. It can
also include consumer schemes, direct marketing, contests and prizes.

People: People are the individuals involved in delivering the product or service
to the customers. This includes your employees, customer service representatives,
and anyone who interacts with customers. Their behavior and skills can
significantly impact customer satisfaction.

Process: Process refers to the systems and procedures used to deliver your
product or service. Efficient and effective processes can enhance customer
satisfaction and streamline operations.

Physical Evidence: In service industries, physical evidence represents the

tangible elements that customers encounter when using the service. This could
include the physical environment, equipment, packaging, or any other
touchpoints that contribute to the customer's perception of the service.

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What is the importance of the marketing mix?

All the elements of the marketing mix influence each other. They make up the
business plan for a company and handled right, can give it great success. But
handled wrong and the business could take years to recover. The marketing mix
needs a lot of understanding, market research and consultation with several
people, from users to trade to manufacturing and several others.

 PRODUCT STRATERGY

 Product Diversification: Colgate offers a wide range of toothpaste

products tailored to various consumer needs and preferences. They have
toothpaste variants for teeth whitening, gum health, sensitive teeth, cavity
protection, and more. This diversification helps Colgate cater to different
segments of the market.
 Innovation: Colgate invests heavily in research and development to
continually innovate its toothpaste products. They introduce new
formulations, ingredients, and technologies to address emerging dental
health concerns and stay ahead of competitors. For example, they have
introduced products with advanced whitening technology, natural
ingredients, and fluoride-free options to appeal to different customer
segments.
 Brand Variants: Colgate leverages its strong brand recognition to create
sub-brands and product lines. For example, Colgate Total, Colgate Optic

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 White, and Colgate Sensitive Pro-Relief are all variations under the
Colgate brand umbrella. This approach allows them to target specific
dental care concerns while benefiting from the trust associated with the
main brand.
 Packaging and Presentation: Colgate pays attention to the packaging and
presentation of its toothpaste products. Attractive and informative
packaging helps convey the benefits of the toothpaste, making it easier for
consumers to choose the right product for their needs.
 Global and Local Market Adaptation: While Colgate has a global
presence, it also adapts its product offerings to cater to local preferences
and needs. They may develop specific formulations or Flavors that
resonate with consumers in different regions.

 Environmental Responsibility: In response to growing environmental

concerns, Colgate has introduced eco-friendly toothpaste packaging and
ingredients. This aligns with the increasing demand for sustainable
products.

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  PRICE STRATERGY

Colgate has positioned toothpaste as the company’s primary product, with all of
the other oral care products placed around it. To compete with its different rivals,
the organization has settled on a dynamic pricing strategy. The prices are
comparable to or slightly higher than those of other goods. It uses purchaser
psychology to its benefit by presenting its goods as having a longer duration and
far-reaching effects on the oral care of the patrons. The extra costs may not feel
like a burden to the consumer since many dentists recommend the product. Prices
for different goods are different to suit the needs of different parts of society. For
example, Visible white toothpaste will cost more than Max Fresh toothpaste as it
provides extra oral care and whitening.
1. Premium Pricing: Colgate offers a range of toothpaste products, including
premium variants with added features such as whitening, advanced gum
care, or enamel protection. These premium toothpaste products are priced
higher than the basic toothpaste options, targeting consumers who are
willing to pay more for added benefits and quality.
2. Economy Pricing: Colgate also offers basic toothpaste options at lower
price points, targeting price-sensitive consumers. These products provide
essential oral care at a more affordable price, making them accessible to a
broader range of customers.
3. Psychological Pricing: Colgate may use psychological pricing techniques,
such as pricing toothpaste at $2.99 instead of $3.00, to create the perception
of a lower price and encourage purchase.
4. Bundle Pricing: Colgate might bundle toothpaste with other oral care
products like toothbrushes or mouthwash, offering consumers a discount
when they purchase the bundle. This strategy can encourage customers to
buy multiple products at once.
5. Promotional Pricing: Colgate often runs promotions and discounts in
stores, such as "buy one, get one free" or "20% off." These temporary price
reductions can boost sales and attract price-conscious consumers.
6. Value-Based Pricing: Colgate may set prices based on the perceived value
of their toothpaste products in comparison to competitors. If their
toothpaste offers unique benefits or superior quality, they might charge a
premium.
7. Dynamic Pricing: In the e-commerce space, Colgate may use dynamic
pricing algorithms to adjust prices in real-time based on factors like
demand, competitor pricing, and consumer behaviour. This allows for
more flexible pricing strategies online.
8. Geographic Pricing: Prices for Colgate toothpaste may vary by region or
country to account for differences in local market conditions, competition,
and consumer preferences.

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9. Price Skimming: When Colgate launches a new, innovative toothpaste
product, they may initially set a high price to capitalize on early adopters
and gradually lower it as the product matures in the market.
10. Price Leadership: In some markets, Colgate may be the price leader,
setting the standard for toothpaste pricing that competitors Follow.

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  PLACE STRATERGY

Colgate has always favoured a technique that is distinct to stand out. This
aids in the creation of a new customer base as well as the retention of
existing customers’ interests. The producer is part of the distribution chain
for its goods, followed by a fast dispatch to wholesalers, retailers, and
finally customers. Their strategy mainly focuses on fast delivery and easy
availability. The products are accessible in every part of the country
including rural, semi-urban, and urban markets.

1. Global Presence: Colgate has a strong global presence, with its products
available in numerous countries around the world. This global reach allows
the brand to tap into a vast customer base.
2. Retail Channels: Colgate toothpaste is widely distributed through various
retail channels, including supermarkets, drugstores, convenience stores,
mass merchandisers, and online retailers. This extensive network ensures
that customers can purchase Colgate toothpaste at their convenience.
3. Wholesale and Distributors: Colgate works with wholesalers and
distributors to reach smaller retail outlets and pharmacies that might not be
directly serviced by the company. These intermediaries help expand the
product's distribution reach.
4. E-commerce: With the growth of online shopping, Colgate has a
significant presence on e-commerce platforms. Customers can purchase
Colgate toothpaste through the brand's official website as well as through
online retailers like Amazon and other e-commerce marketplaces.
5. Pharmacies and Dental Clinics: Colgate toothpaste is often available in
pharmacies and dental clinics. This strategic placement reinforces the
brand's association with dental professionals and promotes trust in its
products.
6. Branded Stores: In some regions, Colgate may operate branded stores or
kiosks, particularly in urban areas. These stores offer a wide range of
Colgate oral care products and provide consumers with a direct shopping
experience.
7. Promotions and Incentives: Colgate works with its distribution partners
to offer promotions, discounts, and incentives to encourage retailers to
carry its products and promote them effectively.
8. Customized Distribution: Colgate tailors its distribution strategy to suit
regional preferences and market conditions. This may include adjusting
packaging sizes, Flavors, or product formulations to meet local demands.
9. Supply Chain Management: Colgate places a strong emphasis on
efficient supply chain management to ensure that its products are

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 consistently available on store shelves. This involves managing inventory,
production, and transportation logistics effectively.
10. Sustainability Initiatives: Colgate's distribution strategy increasingly
includes eco-friendly practices, such as reducing packaging waste and
using sustainable transportation options, aligning with the brand's
commitment to sustainability.
11. Trade Partnerships: The company collaborates with trade partners and
associations to stay informed about market trends, consumer preferences,
and regulatory changes, which helps in optimizing their distribution
channels accordingly.
12. Consumer Engagement: Colgate's distribution strategy includes elements
of consumer engagement, such as product sampling at events, product
demonstrations in stores, and online educational content. These initiatives
drive consumer awareness and demand.

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  PROMOTION STRATERGY

The business has encouraged various promotional policies to promote the

sales of its goods, which have been implemented through digital media such
as television and radio, as well as print media such as magazines and
newspapers, as well as numerous billboards and hoardings. The Internet has
also become a popular marketing tool for both buyers and sellers, resulting in
increased revenue. The company has a social networking media page on
Myspace, Twitter, and Facebook where customers are encouraged to share
their experiences to build a personal one-to-one relationship with them. To
boost sales, various discounted coupons are available in various newspapers
and on the official Colgate website. At different events, the brand has enlisted
the support of several celebrities.
Colgate-Palmolive (India) had recently along with a campaign titled ‘Smile
Out Loud’.

1. Advertising Campaigns: Colgate invests heavily in advertising

campaigns across various media channels, including television, radio,
print, digital, and social media. These campaigns often focus on promoting
oral health, the benefits of using Colgate toothpaste, and specific product
features such as teeth whitening, sensitivity relief, or cavity protection.
2. Celebrity Endorsements: Colgate frequently partners with celebrities,
dental professionals, and influencers to endorse its products. These
endorsements help build credibility and trust among consumers. Dental
professionals' recommendations, in particular, carry weight in promoting
oral care products.
3. Educational Content: Colgate emphasizes education as a part of its
promotion strategy. The company provides educational materials, both
online and offline, to inform consumers about proper oral hygiene
practices, the importance of brushing, and the benefits of using Colgate
toothpaste. This content positions Colgate as a trusted source of oral care
information.
4. Product Sampling: Colgate often distributes product samples at events, in
dental clinics, and through retail stores. Sampling allows consumers to try
Colgate toothpaste and experience its benefits firsthand.
5. Online Presence: Colgate maintains a strong online presence through its
official website and social media channels. They use these platforms to
engage with customers, share educational content, run promotional
campaigns, and respond to consumer inquiries and feedback.
6. Seasonal and Promotional Campaigns: Colgate runs special campaigns
during holidays and events to promote its products. These campaigns often
include limited-edition packaging, special offers, and tie-ins with
charitable initiatives.

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7. Retail Promotions: Colgate collaborates with retail partners to run
promotions, discounts, and special packaging to incentivize purchases.
These promotions may include buy-one-get-one-free (BOGO) offers,
bundle deals, and loyalty programs.
8. In-Store Displays: Colgate invests in eye-catching in-store displays and
point-of-sale materials to attract shoppers' attention. These displays help in
promoting specific toothpaste variants or highlighting promotional offers.
9. Sponsorships and Events: Colgate sponsors events and initiatives related
to oral health and hygiene. They often participate in dental care events,
schools' educational programs, and community health programs to promote
their brand and products.
10. Social Responsibility Initiatives: Colgate's promotion strategy also
includes corporate social responsibility initiatives. These efforts, such as
water conservation projects and oral health education in underserved
communities, reinforce the brand's commitment to societal well-being.

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  PROCESS STRATERGY

 Raw Material Selection: The first step in the process is to carefully select
and source the raw materials needed for toothpaste production. These
materials typically include abrasives (such as calcium carbonate and
hydrated silica), binders (like carboxymethyl cellulose), detergents (such
as sodium lauryl sulfate), flavoring agents, sweeteners, and water.
 Quality Control: Before production begins, quality control measures are
put in place to ensure that all raw materials meet Colgate's quality
standards. This involves testing for purity, consistency, and adherence to
safety regulations.
 Mixing: The selected raw materials are mixed together in specific
proportions to form a homogeneous paste. The mixing process ensures that
all ingredients are evenly distributed to create a consistent product.
 Flavor and Sweetener Addition: Flavoring agents (such as mint or fruit
flavors) and sweeteners are added to the mixture to give the toothpaste its
desired taste. These components are carefully measured to ensure the
toothpaste's flavor consistency.
 Active Ingredient Addition: Colgate toothpaste may contain active
ingredients for specific purposes, such as fluoride for cavity protection or
baking soda for extra cleaning power. These ingredients are added at this
stage, and their concentration is carefully controlled.
 Quality Testing: Throughout the production process, samples of the
toothpaste are regularly taken and tested for various quality parameters,
including texture, color, flavor, and chemical composition.
 Tube Filling: The toothpaste is filled into toothpaste tubes using
specialized machinery. The tubes are typically made of plastic and are
sealed to prevent contamination and maintain freshness.
 Packaging: The filled toothpaste tubes are then packaged into boxes or
cartons, ready for distribution to retailers and consumers. Packaging design
and labelling are also an essential part of the marketing strategy.
 Quality Assurance: Quality control measures continue during and after
the packaging process to ensure that the toothpaste remains consistent in
terms of quality and appearance.
 Distribution: The packaged toothpaste is distributed to retail stores and
pharmacies for sale to consumers. Colgate has a well-established
distribution network to ensure its products are widely available.
 Marketing and Promotion: Colgate invests heavily in marketing and
advertising to promote its toothpaste products. This includes TV and print
advertisements, online marketing, and in-store promotions.

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 Customer Feedback and Improvement: Colgate actively seeks feedback
from customers to improve its products. Customer feedback can lead to
formula enhancements or the development of new toothpaste variants.
 Environmental Responsibility: Colgate also focuses on sustainability and
environmentally responsible manufacturing practices, including recycling
and reducing its carbon footprint.

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  PEOPLE STRATERGY

 Talent Acquisition:
o Recruitment: Colgate actively seeks individuals who align with its
values and culture. The company looks for candidates with the right
skills and qualifications to fill various roles, including research and
development, marketing, sales, manufacturing, and more.
o Diversity and Inclusion: Colgate is committed to promoting
diversity and inclusion within its workforce. The company aims to
hire individuals from diverse backgrounds and experiences to foster
creativity and innovation.
 Training and Development:
o Employee Training: Colgate invests in training programs to help
employees acquire new skills and stay updated with the latest
industry trends and technologies. This includes both technical and
soft skills development.
o Leadership Development: Colgate identifies and grooms future
leaders from within the organization through leadership
development programs. This ensures a strong talent pipeline for key
positions.
 Performance Management:
o Goal Setting: Colgate sets clear performance expectations for
employees through goal-setting processes. Employees understand
their roles and responsibilities and how their work contributes to the
company's overall goals.
o Regular Feedback: Regular performance feedback is provided to
employees to help them improve and grow in their roles. Colgate
emphasizes a culture of continuous improvement.
 Employee Engagement:
o Wellness Programs: Colgate may offer wellness programs and
initiatives to promote the physical and mental well-being of its
employees.
o Recognition and Rewards: The company recognizes and rewards
outstanding performance to motivate and retain top talent.
 Career Development:
o Career Pathing: Colgate provides employees with opportunities for
career growth and advancement within the company. This may
involve promotions, lateral moves, or international assignments.
o Education Assistance: Some employees may have access to
education assistance programs to support their ongoing education
and professional development.

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  Employee Feedback and Involvement:
o Colgate encourages employees to provide feedback and ideas to
improve processes and products. The company values the input of
its employees and may have mechanisms in place to collect and act
on their suggestions.
 Community Engagement:
o Colgate often engages its employees in corporate social
responsibility (CSR) activities, encouraging them to participate in
volunteering and community service initiatives.
 Retention Strategies:
o Colgate employs strategies to retain its top talent, such as
competitive compensation and benefits packages, opportunities for
career growth, and a positive work culture.
 Continuous Improvement:
o Colgate regularly evaluates its people strategy to ensure it remains
aligned with its business goals and adapts to changing market
conditions.

Colgate's people strategy is integral to its overall success, as a motivated and

skilled workforce is crucial for maintaining the quality of its products, innovation,
and customer satisfaction in the competitive oral care industry.

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  PHYSICAL EVIDENCE STRATERGY

In marketing, the "physical evidence" refers to the tangible elements and cues
that customers encounter when interacting with a product or service. While the
primary focus of physical evidence is often associated with service-based
industries, physical evidence elements are also relevant to consumer goods like
Colgate toothpaste. Here's a discussion of Colgate's physical evidence strategy:

1. Packaging: Colgate pays careful attention to its toothpaste packaging.

The packaging is designed to be visually appealing, informative, and
functional. Colgate typically uses bright and recognizable colours (such
as blue and red) with clear branding and product information. The
packaging also often includes key features and benefits of the toothpaste,
such as whitening, cavity protection, or sensitivity relief.
2. Product Design: The design of the toothpaste tube itself is part of the
physical evidence strategy. Colgate may use different tube sizes and
styles to cater to various customer needs and preferences. The tube design
often includes an easy-to-use cap or flip-top for convenient dispensing.
3. Labelling: The labelling on the toothpaste tube provides essential
information about the product, including ingredients, usage instructions,
expiration date, and any relevant certifications (e.g., ADA Seal of
Acceptance). Clear and accurate labelling is crucial for consumer trust
and safety.
4. Product Quality and Consistency: Colgate places a strong emphasis on
maintaining consistent product quality. Customers expect the toothpaste
to have the same texture, color, and taste every time they purchase it. Any
variation in these aspects can negatively impact customer satisfaction and
trust in the brand.
5. Point of Purchase Displays: In retail environments, Colgate may use
point-of-purchase displays to showcase its toothpaste products. These
displays are designed to attract customers' attention and highlight special
promotions or new product launches.
6. In-Store Signage: Signage in retail stores often promotes Colgate
toothpaste products. These signs provide additional information, such as
pricing, special offers, and product features, to influence purchase
decisions.
7. Online Presence: Colgate's physical evidence strategy extends to its
online presence as well. The company's website and e-commerce
platforms provide a digital representation of its products. Online product
pages include high-quality images, detailed descriptions, and customer
reviews to help consumers make informed decisions.

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 8. Advertising and Marketing Materials: Colgate's advertisements and
marketing materials, whether in print, digital, or broadcast media,
contribute to the overall physical evidence strategy. These materials
showcase the product in action and reinforce key messages about oral
health and the benefits of using Colgate toothpaste.
9. Customer Testimonials and Reviews: Customer testimonials and
reviews, whether on Colgate's website or third-party platforms, serve as
social proof and contribute to the physical evidence strategy. Positive
feedback from satisfied customers can build trust and credibility.
10. Environmental Responsibility: In recent years, Colgate has made efforts
to incorporate environmentally friendly packaging and sustainable
practices as part of its physical evidence strategy. This includes using
recyclable materials and reducing plastic waste.

Colgate's physical evidence strategy aims to create a positive and consistent

brand experience for consumers, both in-store and online. The goal is to convey
quality, reliability, and effectiveness through all tangible aspects of the product
and its presentation.

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 CONCLUSION

In conclusion, Colgate is a typical market-oriented organization with operations

in over 200 countries. It offers a variety of new employee-oriented services for
both senior and entry-level employees. Colgate is conscious of its social and
ethical obligations. It is single-handedly responsible for managing the consumer
market and facing competitors globally.
Colgate has managed to get so commoditized that it is now a generic name for
toothpaste across the world. Companies and marketers of the modern world
should take inspiration from the FMCG giant.

By the Detailed study on the product and market of COLGATE it was able to
get a clear picture of the past and present of the products and was able to get in
to the assumptions about the future of the product. The Brand “COLGATE” has
been sold successfully and has created a good demand all the time. It is also
holding a good place in the toothpaste market with a share of around 10% -
15%. As like for all other products Colgate is also facing a tight competition in
the toothpaste Market.

BIBILOGRAPHY

 https://iide.co/case-studies/marketing-strategy-of-colgate/
 https://www.colgatepalmolive.co.in/
 https://en.wikipedia.org/wiki/Colgate-Palmolive
 https://www.shutterstock.com/search/colgate-toothpaste

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