m

M É
 É
M
ÉÉ É 
M É É
M
É
ÉÉ 
M
 É

M
É 
É
M 
 ÉÉ
É

6
Moothpaste market in India is worth Rs 3500 Crore

MIndia has about57 million urban and136 million rural

households .

MBranded toothpaste penetration is76.8% in urban

areas and 37.1% in rural India 

×
Colgate Anchor

Closeup Babool

Pepsodent Vicco

Meswak Dabur

Ô
 "

"
÷mile is often the mark of beginning of great
relationship. A smile looks better if its revealed through neat
gleaning set of white teeth, and for a set of shinning white and
healthy gums, maintaining good oral health is absolutely essential.
9
, an oral hygiene product line and one of the namesake
brands of the Colgate Company, is a manufacturer of a wide range
of toothpastes, toothbrushes, and mouthwashes.
Colgate is serving from last 200 years. Company was founded by
William Colgate in 1806, initially he started making soaps and
candles but in 1873 he started with toothpaste, it started
advertising for its product in 1902. Most of Colgate toothpaste
brands use sodium fluoride.
Colgate constitutes 43% of world market of toothpaste, its
having its headquarters at New York and 36,002 employees are
working for the company.
MIn1806 Company was started by William Colgate .

MIn1873 Colgate introduced a toothpaste.

MColgate introduced a toothpaste in a tube in 1896.

Mill1937 hand-carts were used to distribute Colgate

Dental Cream

î
 The image part with relationship ID rId2 was not found in the file.

M~ne of the widest distribution networks in India.

M4.3 million retail outlets.

MNet profit Rs122 crore.

Mhe company dominates the Rs.3500 crore Indian

toothpaste market .

MMore than50% of the market share .

M÷hare of 53.3 per cent.

{
 The image part with relationship ID rId2 was not found in the file.

Motal market share has increased from 5 1.7% to53.3%

in2009-2010.

MColgate Active ÷alt and Colgate ÷ensitive are the major

contributors.

MNet sales increased13 per cent to touch Rs528.8

crore, as against Rs468 crore last year

J
 The image part with relationship ID rId4 was not found in the file.

Colgate Max fresh

Colgate Kids toothpaste
Colgate Active ÷alt
Colgate Max white
Colgate Cibaca
Colgate ÷ensitive
Colgate Herbal
Colgate Advanced whitening

Œ
 The image part with relationship ID rId2 was not found in the file.

9


 {

9
 Œ

9
 
 î



  9
  î

m
 The image part with relationship ID rId2 was not found in the file.

9
 
  {

 
 
  Ô
m  
 !""

   # 

 
Œ6 

 

  m  9      $

 % &


      

 $  

  
  
&
''  
   
(  )!'
! 
  * "&'+* $,'  

 

    
    

mm
  !"#!
!$%%"$$!% 
%!&!'" !%"(%)
*

m6
   

  !

   
 The image part with relationship ID rId5 was not found in the file.

  



  9
 
 
   

The image part with relationship ID rId4 was not found in the file.

m×
        
   

       Jî 6

)

     

  6 × 

mÔ
&  
 
 

&




$ 

  





 

m
 -

Babool oothpaste-15 Rs

Meswak oothpaste-15 Rs

Dabur Red oothpaste-14 Rs

Promise oothpaste-14 Rs

mî
 1.*- -*2

$"
+$,
/0*/ -.*. ,!!
!

m{
ë
    
 

*1!(
,%( ,% !%
!$%%3 43#&!"

% $! !5$! "

 ,%,!+ % 



3  &   " )"# , 5

% %& # 7"3 %!


&,63 *1
!

mJ
he toothpaste market in India is growing but Hindustan
Unilever Ltd (HUL- has little reason to smile. While the oral
care industry in the country continues to grow at double-digit
rates and smaller rivals such as Dabur India Ltd have gained
share, HUL hasn¶t just lost market share but also grown slower
than the industry.
In the quarter ended June, the oral care industry grew 12%, but
sales of HUL¶s flagship toothpaste brand, Pepsodent, grew by
only 4.5%. Colgate-Palmolive (India- Ltd (C-P- grew its
business 14% in the quarter, Dabur India, 32% and HUL (the
oral care business-, 11% according to data released by AC
Nielsen a market research firm. HUL declined to comment.

mŒ
AMIALRIY
Colgate been rated the #1 brand across all categories in annual survey of India
It is the eighth time in nine surveys that Colgate has been ranked the country's #1 brand.

AVAILABILY
he company¶s distribution network covers 940 direct accounts and 3.8 million retail
outlets.
Colgate is the 2nd most widely distributed product in the country. he company is tying up
with IC for initiatives like E-choupal and Disha.

QUALIY
Capitalizes on the traditional use of salt for oral care
Contains micro crystals that polish ones teeth, restores and maintains their whiteness.
Gel-based toothpaste with cooling crystals

A~RDABILIY
Wide range of choice of toothpaste with different varied prices to select at their
affordability

6




u ¯
 X Colgate targeted youth with the introduction of
this toothpaste, as this helps in refreshes breath
u 
  X Elder people are targeted in this segment as it
makes teeth stronger and provides protection from cavities
u     X Colgate otal contains the anti-microbial
ingredient triclosan, which reduces the number of bacteria that
cause gingivitis, cavities and halitosis Basically its for kids but
Mothers are targeted as they are very concerned about their
kids. his toothpaste safeguards teeth for 12 hours
u   

 X People who have sensitive teeth are
targeted in this segment who have problem in their gums.
u Ý
    X ~ften small children don¶t like to
brush teeth, so for them this toothpaste was launched.
Colgate had focused on taste aspect to encourage kids to
brush teeth.
u   

 X A whitening toothpaste that is
9
 


   mÔ ´. Its whitening
ingredient is hydrogen peroxide, which gradually bleaches
the teeth.ocus is given on group of customers in this
segment those who are already suffering from plaque in
their teeth.
u    X People who want both strong teeth and
fresh breath are targeted
  
"
 
" 





u 
  
his advertisement is launched in 1960. In this advertisement
Colgate focused on youngsters. his ad shows a college
campus where a girl pays attention to a boy who brushes his
teeth with C~LGAE. It was shown that Colgate gives bright
teeth and fresh breath
u   
his ad came on V in 1996, with Aishwarya Rai. A boy is
there in the ad who dates with Aishwarya, it shows that
Colgate refreshes the breath. Its punch line was µ  
- 
- r

 
"
u 
 
his ad was launched on 18, may 2006. In this ad it was shown
that some people feels pain in their teeth when they eat
something. A girl comes and suggests to use Colgate as it
contains salt which helps in getting rid of tooth problems
u    
his ad came on tv on 31, august 2007 and was of 30 seconds
duration. In this ad stress is given on fresh breath. A lady
police is there in the ad who stops a guy¶s car for alcohol test
and she gets impressed by his tempting fresh breath
u 
  
his ad came on air on 9,april 2008 and was of 30 seconds
duration. In this father & son are shown painting wood and son
leaves some portion of it than father explains son the
importance of total protection whether its wood 


 
"

u 

 
In this ad there is a comparison between Colgate and
other ordinary toothpaste, to make ad more revealing a
dentist is shown doing this comparison that Colgate
makes teeth and gums stronger and fights germs for a long
time*
u   
In this ad two small kids are shown who are acting as a
dentist at their father¶s dental clinic where one kid is
diagnosing other¶s teeth and they say that there is no
problem in the teeth and then father comes and says the
same thing, so its shown that even a father as well as
dentist is recommending Colgate to his kids.
u An advertising campaign for Colgate toothpaste from the
1940s used the slogan #
 
 

 . rom the 1960s onwards, the slogan
was 
9
    9
 has a
toothpaste and toothbrush mascot for children's
entertainment

u he main punch line of Colgate is µ$ . 

 /. his toothpaste also approved by
µ#  
   /
 <
< 



u Colgate captures 43% of world toothpaste market.


ë ë

!), 102/*-8 /292*:/

!  !' /:2*// ;/.*/9

u "<%!&!!%!)"3* 
$!!!)3!!" $,
,!"$,%!#4!&"4
! 4!$,%!*

u $%3$, $,!)"
)!,",! ,#$!"
 $)#5 $$3)!34!5!""
!$%$3 %*

u ! $, ,!$!3 !"$

)$%3$,%
!!$!%!&*
 
 
"


  

u   
 ë

 


> !!4
É,$$ ,3$$,9
 /%"!!"!%%
,!"3!$)!"4$!,% $)
"!!4!5"!
3"$!$$*
> % !"!%% $,=(
 
É>))"18-22! 
!$!12224*
> 3!!"!%% ',! <
&É É #É
ÉÉ?
É  #
ÉÉ 
ÉÉ 
#
É 
  !
$$&,*
u /22/7!!É É  
!%$%$,$ 
!)"$!*

u
!,!" $$!$
/3!*

u
$1:89#$,$"$
,$!"!%% @4$ 


 ? !"!%%A*
 <


u Colgate has positioned itself in the market by gaining

53.3% market share. All this was due to its good
message strategy targeting mainly the kids & parents.
u We can give credit to its public relations & C÷R also.
u It has reinforced the product image into the mind of the
customers by building a strong brand personality &
hence created brand loyalty for the product.
 &
×6

º