Innovation and Creativity

Management
1) Akanksha Tiwari - 115
2) Shruti Tiwari - 116
3) Preksha Todankar - 117
4) Neha Upadhyay - 118
5) Trupti Vaddepalli - 119
6) Anjali Verma - 120
Owner Colgate-Palmolive Company

Country United States

Introduced 1806-1873-1896

Website www.colgate.com

Colgate is Number 1 toothpaste

USP brand recommended by Dentists.
• Colgate-Palmolive holds 51% of $17.75 billion global
market share as of 2019, the company serves people
in more than 200 countries and territories with
consumer products that make lives healthier and
more enjoyable.
• The Company focuses on strong global brands in its
core businesses — Oral Care, Personal Care,
Household Care, Fabric Care and Pet Nutrition.
• Colgate is following a tightly defined strategy to
increase global market leadership positions for key
products, such as toothpaste, toothbrushes, bar and
liquid soap, deodorants/antiperspirants,
dishwashing detergents, household cleaners, fabric
softeners and pet nutrition.
“The faster we develop
innovative consumer-
driven products and speed
them to world markets, the
stronger and bigger our
global brands will become’’.
 THE FIRST FINANCIAL
BOOM OF THE COMPANY IN
1998 WAS APPRECIATED.

- Reuben Mark
 S.W.O.T Analysis
STRENGTH: WEAKNESS:
• DIVERSE PRODUCT LINE • EXCESSIVE COMPETITION
• STRONG DISTRIBUTION CHAIN • COST CONTROL
• STRONG COSTUMER BASE • HIGH TECHNOLOGY COST
• STRONG SUPPLIER NETWORK
• LARGER FREE CASH FLOWS

OPPORTUNITIES: THREATS:
• PRODUCT RANGE EXPANSION • NATURE OF ECONOMY
• MERGERS EQUISITION • ETHICAL QUESTIONS
• COMPETITIVE PRICING • LOAD DISTRIBUTORS
• INVESTMENT IN NEW
TECHNOLOGIES
• CHANGES IN ENVIRONMENT
 I. STRONGER MARKET LEADERSHIP
Building Number One Positions in Core Categories

Colgate was able to increase its market share as it

was focused on its core category.
Location based Targeting
CREATIVE MARKETING
CREATIVE SLOGANS
 II. GREATER PROFITABILITY
Bringing Colgate’s Products to Consumers Faster and More Cost-
Efficiently than Ever Before

 High-Tech Software Boosts Global Effectiveness

 Speed-to-Market
 Regional/Global Efficiency
 III. THE POWER OF GLOBAL
TEAMWORK
Colgate’s 38,000 Employees Sharing Across Borders— Delivering
Results and Enhancing Shareholder Value
 Colgate’s growing success reflects the Company’s ability to increase market
leadership positions in the 213 countries and territories where it does business
 New products, aggressively supported by advertising, were a major contributor to
Colgate’s
 Most important launches cut across several or all geographic regions. In keeping
with a desirable geographic balance — approximately 55 percent of sales comes
from Developed Markets and 45 percent from High Growth Markets — sales from
new products are also balanced between these two areas.
Any Guess for the unsuccessful
Brand/product ?
Product type Beauty products

Owner Unilever

Country United States

Introduced 1846

Markets Worldwide

Website www.ponds.com
POND’S is known brand for beauty and health care products.

“A brandthat
celebrates
women's courage
and personality”
 Pond’s
Pond's Cream was invented in the United
States as a patent medicine by pharmacist
 Ponds product line

1. TALC: Body talc, talc for special

occasion.

2. FEMININE: Nail enamels, Lip colour

3. CREAMS: Beauty Creams, conditioner

and cleansing

4. FLORAL: Room fresheners, soaps

THE PONDS TOOTHPASTE
2003
 Mission and Vision
• MISSION
POND’S mission is to offer women products that give
them beautiful skin at an affordable price.
• VISSION
We work to create a future everyday
We inspire people to take small everyday action that
can add up to a big difference for the world.
We will develop ways of doing business with the aim
of doubling the size of our company while reducing our
environmental impact.
 Case Study
Ponds is always known for its feminine beauty and has its brand
identity surrounded around the beauty. In 1990' s HUL had its
presence in almost all the verticals. I.e. personal care, beverages
and cosmetics. One important thing is the way the products are
used both for cleanness and freshness. HUL's portfolio included
brand such as Lux, Lifebuoy, Liril, Surf, Ponds, Vaseline etc.
 Case Study
Later in early 2000’s HUL struggled
to generate growth and thus
extension was the only option for
them. They tried to increase its
market share in oral care products
by introducing a toothpaste under
the ponds brand. The brand had
previously been successful at
moving from skin cream to soap
products and the jump to toothpaste
seem like a logical next step.
 Case Study
However the weird thing was there was nothing
wrong in the product but a study found that
participants could not tell the difference between
Colgate and ponds toothpaste in a blind test.
 Case Study
The problem with ponds toothpaste was the brand. Soap and
skin creams are usually associated with the sense of smell, while
toothpaste is associated with taste. Moreover ponds products
generally have topical uses, whereas toothpaste is used to brush
the inside of one's mouth. For these reasons the company could
not transfer ponds brand attributes to its toothpaste successfully
 PREMISES
• INTERNAL PREMISES – Failed to follow the
mission of the company
• EXTERNAL PREMISES- Competition with
Colgate
• CONTROLLABLE- They didn’t work brilliantly
with toothpaste’s attribute and advertisements.
• TANGIBLE – packaging of the product.
• INTANGIBLE- POND’S is usually known for
beauty products
Why it failed?
 REASONS OF FAILURE POND’S
TOOTHPASTE
• It didn’t follow the mission of the company.
• Lack of proper advertisement.
• Unable to differentiate Pond’s toothpaste from
that of Colgate.
• Consumer refused to accept when ponds label
was attached to it
• Wrong perception and lack of market study
• Classic case of product failure by brand
extension.
SUGGESTION FOR REVIVAL
• We will change the mission statement
because we want to capture all the societal
age groups.
• We will do a proper Market survey- checking
taste & preferences of the company
• We will promote by emerging brand
ambassadors to attract more customers
• We will conduct a campaign to create
awareness about the product
STARTUP COMPANY
• Name of the company: First Need Fitness
• Owners: Ganesh Kiratkar and Abhishek
Misale
• Location: Sanpada New Mumbai
• Year of establishment: February 2022
• Last Month sales: 9 to 10 lakh
• Membership: 200 members
• Investment: 1 core
• Range of services: Personal Training,
Functional Training, Kick boxing, Zumba,
Freelancing, Cross fit, Yoga, Power Yoga,
Cardio, full body massage, unlimited steam
etc.
• USP: It is biggest gym in Navi Mumbai and
All services under one roof with a play zone
for kids.
 REASON
why FIRST NEED FITNESS?
• the owners of the gym are very health-driven
and fitness enthusiasts they being trainers
themselves understood the importance of
exercise, the pandemic gave them the reason to
give local people the opportunity to take a step
towards fitness in any which form they feel
comfortable in,
• as well as are creating a play zone for kids so
that moms’ can also effectively workout.
THANK YOU