INDEX

1. INTRODUCTION

2. COMMUICATION STRATEGY IN TWO INDIAN STATES

a. Marketing strategies of Colgate in Kerala
b. Marketing strategies of Colgate in Jammu and Kashmir
3. MARKETING MIX OF COLGATE
a. Product
b.
c. Place
d. Pricing
e. Promotional
4. SWOT Analysis of Colgate

a. Strengths of Colgate

b. Weaknesses of Colgate

c. Opportunities of Colgate

d. Threats of Colgate

5. MARKETING STRATEGIES OF COLGATE THAT MADE IT A

SUCCESSFUL TOOTHPAST BRAND
a. Collaboration with influencers

b. Location based targating

c. Creative packaging with a strong message

d. Building trust among customers

e. Reflecting the innovation.
 INTRODUCTION
Colgate is known all over the world for high quality oral hygiene so much so
that it has dominated the world market when it comes to toothbrushes,
toothpaste and dental hygiene. Founded by WILLIIAM Colgate in 1806 as a
small candle and soap business Colgate has surely come a long way.
Headquartered in New York City Colgate has Subsidiaries all over the world and
a vibrant global consumer base over the past few decades Colgate has
achieved this standard by implementing fantasy marketing strategies and even
getting dentals on board to endors its products.
colgate and American brand that principally manufacturers and deals in oral
hygiene products has been the market leader for decades a company that
route in New York City in the early 19th century is now a global presence hey
 In India, it operates under the name as Colgate Palmolive limited and its
head office at Mumbai
 Colgate Palmolive is a $10.6 billion global company serving people in
more than 200 countries and test series with consumer products that
make lives healthier and more enjoyable.
 Colgate Palmolive India :
 Headquarter in Mumbai
 Annual turnover around 1100 cr
 Market leaders in oral care
 Colgate consistently won India number one brand of year
award from last 5 years
 Customer base of more than 8,00,000 retailers
 Colgate ranked among the best employer in India
Colgate is the brand that people trust for complete oral care
protection for themselves and once they love
 MARKETING STRATEGIES OF COLGATE IN KERALA

FMCG major Colgate India has planned an aggressive marketing strategy to increase
its sales in the four southern states specialy in Kerala

The company, which currently has 20 per cent sales of consumer care products in the
Kerala, will rename them in local languages and also come out with special products
with distinct local flavour to capture a larger market share.

Colgate Palmolive is donning a local garb to drive sales in the Kerala. From
rechristening brands in local languages like Tamil to creating special products and
even roping in local celebrities as brand ambassadors, the company is adopting every

trick in the book to drive deeper into the south Indian markets," a Colgate Palmolive
spokesperson told PTI.
As a first step, Colgate Palmolive has rechristened Lal Dant Manjan as colgate
Sivappu Pal Podi. Besides, similar local brand names are being planned for a host of

other products from the Colgate Palmolive portfolio, he said.

The idea is to give the brands a local flavour to make them easily understandable to
the Tamil speaking people, he said.
The company would also tailor the products especially to suit the South India
audience. "Recognising the kefala consumer's belief on natural products, Colgate
Herbal toothpaste has been specialy launched For Kerala and Tamil Nadu,"
MARKETING STRATEGIES OF COLGATE IN JAMMU
AND KASHMIR

Colgate is the largest toothpast chain in the India. The brand is quickly
expanding its presence in different states of India by keeping the
variations of interests of different people while planning. Colgate has
been dominating Indian Toothpast market in the past few years and this
made us curious to know what made the brand successful with
toothpast in the country where even.
1. Localising taste
Over the years colgate has learned the fact that targeting regional
audience is only possible by adding some local taste in the flavours such
as mint, Tulsi , Vedshakti , Chandan, fruit, coconut ginger, cinnamint.
Colgate conquers the Indian market by offering options like Colgate
Diabetics, Colagte Sensitive Original, Colgate strong teeth, Colgate
visible white, Colgate Gum expert.. To keep the success rate high,
Colagate has been continuously expanding its toothpast types with a
perfect mix of Indian and western tastes.
2. The power of a smile -Smile karo aur shuru ho jao
The company launched a global marketing campaign called Smile karo aur
shuru ho jao (Hindi for "Smile and start living").
The campaign was built around the idea that smiling is the best way to
start your day. It encouraged people to start their day with a smile, and
to share that smile with others. The campaign was extremely
successful, and helped Colgate-Palmolive become a leader in the
toothpaste industry

3. Innovations that reflect

Colgate is operating in the Indian market since 1957. Because it was the only
company at the time to provide toothpaste in tubes, it was a market mover. At
that time, it got the attention of the masses, unlike any other brand.
India has always been associated with tradition and values, and
Ayurveda is the essence of that culture. Colgate launched a series of
natural and ayurvedic toothpaste in India along with more than 90
other international markets.
 4. Pricing
The brand has set up a unique selling proposition and settled on a dynamic
pricing strategy. They have set different prices for their products depending on
their use in society. A visible white toothpaste, for instance, will cost more than
the Colgate Max Fresh toothpaste since it provides extra oral care and whitening
capabilities.

Marketing mix of Colgate

the marketing mix of a company generally is the analysis of 4 men
aspect of a company there are as follows
 Product
 Place
 Pricing
 Promotional

1.PRODUCT MIX OF COLGATE

Colgate is a brand that sales a variety of oral hygiene products it has

introduced exclusive items for children in addition to its standard
version used by any genre.
To betel tooth decay and gems, the product Kitty contains a Colgate
toothbrush with soft bristles that cover every knock and kanya of
mouth. There are currently 13 toothpaste varieties on the market
that includes:
 Cavity protection
 Gingivitis and plaque prevention
 Longer lasting fresh breath
 Tartar reduction
 Relief from sensitive
 Tooth whitening

Place mix of Colgate

Colgate has always February technique that is distinct to stand out this adds in the creation
of a new customer base as well as the retention of existing customers interest the producers
is i
part of the distribution chain for its goods followed by fast dispatch to wholesaler retailers
and finally customers their strategy mainly focuses on fast delivery and easy availability the
products are accessible in every part of country including rural, semi- urban and urban
markets

price mix of Colgate

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.

The products are available in numerous sizes and combo packs that make
them more attractive to consumers.

Promotion mix of Colgate

Colgate has chosen creative schemes and appealing packaging solutions
to effectively satisfy the desires and needs of all of its customers. The
traditional colour red is now being associated with Colgate and thus the
company capitalizes on this simple familiarity with its products. 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

The company has a social networking media page on Twitter, and

Facebook where customers are encouraged to share their experiences to
build a personal one-to-one relationship with them.

SWOT Analysis of Colgate

SWOT Analysis is the analysis of the strengths, weaknesses,
opportunities, and threats that an organization faces. Let’s take a deeper
look into Colgate’s analysis.

1. Strengths of Colgate
 Colgate is a well-renowned household name. This gives
Colgate advantages like high brand recall and easy visibility.
 Colgate is the topmost brand in the FMCG sector featuring a
plethora of products in its roster.

 Colgate has continued to maintain their market share because

of a high penetration rate in the market.

2. Weaknesses of Colgate
 The market has become saturated, with a large number of local and
national players competing for market share in the personal and oral
 care sector. There is little room for growth as all companies are
consuming each other’s market share.
 Colgate goods are also more expensive than their competitors due
to high operating costs.

3. Opportunities of Colgate
 Colgate’s biggest opportunity remains the ability to expand its
product line.
 As the urban markets are now at saturation level companies can
start reaching to rural market to establish themselves before their
competitors do

4. Threats to Colgate
 With the growing number of local and national players, it’s becoming
increasingly difficult for businesses to stand out.

Because of Colgate’s use of animal testing, the publication “The

Ethical Consumer Research Association” advised its readers not to
purchase toothpaste.

Marketing Strategies of Colgate That Made

It a Successful Toothpaste Brand

When it comes to oral care or toothpaste, in particular, there is one brand that immediately
pops up in every Indian’s mind and that is Colgate. For over 200 years, Colgate has been
 carrying out its business internationally. Even today in India, Colgate is a brand that is known
for its quality, its affordability, its product range, and most importantly its goodwill.

1.Collaboration with Influencers

The Company has always targeted to shoot advertisements with prominent celebrities. Very popularly
the Colgate Max fresh has always been promoted by Ranveer Singh which depicts that the toothpaste
is equally fresh and energetic as Ranveer is.
Also, there are many other advertisements where many Bollywood celebrities have been associated
like Kareena Kapoor, Shahrukh Khan, and Madhuri Dixit.

2. Location-Based Targeting
Colgate has always been a master when it comes to ad campaigns and marketing strategies. They tap
different locations with different marketing strategies and get a lot of success in the form of positive
response and lead generation. One such example of Colgate’s marketing strategy based on location
was the Kumbh Mela, the largest spiritual gathering of Hindu devotees.

3.Creative Packaging with a Strong Message

 Colgate is very witty when it comes to the packaging of its products. The packaging is very
youthful, bright well has very decent which appeals to all kinds of masses as well as spreads
the right message across.

4.Building Trust Among Customers

Colgate has always touched upon the sentiments of the masses and has engaged the masses through its
heartwarming stories. Not only the company has build trust in the market by providing quality and
affordable products but also has participated in numerous social causes, which has increased the trust
of Indians.
Colgate has participated and partnered in various NGO’s and social activities which have indirectly
always been a part of one of the most effective branding and marketing strategies.

5. Reflecting the Innovations

Colgate has its operations since 1957 in India. It was a market mover then since it
was the only company that provided toothpaste in a tube. It was a revolutionary
time it got the attention of the masses, unlike any other brand at that time. Later on,
the company identified the nerves of the Indian market

Competitors Analysis of Colgate

 1. Pepsodent

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 captivity.

1.CLOSEUP

Closeup is also a Unilever Product. It is known

for its long-lasting freshness In India, it has
been a market leader for many decades as it
targets the youth of the nation.

3. Dabur
According to the company, their product
whitens the teeth with the help of whitening
agents. It makes use of natural ingredients
which has no side effects and can be used by people of any age group

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.

 It is also holding a place in the toothpaste market with a share

of around 10% to 15%
  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.

 Thank you for taking the time to read about Colgate’s

marketing strategies

Colgate logo upgradation from 1897 to 2018