CASE STUDY-1

PRESENTED BY
MOHAMMED SAQUIB SHAOIB
(1NH19CV070)
PRODUCT LIFE CYCLE
HISTORY
 In 1806, William Colgate introduced starch, soap
and candle factory on Dutch Street in New York
City under the name of "William Colgate &
Company".

 In 1857, William Colgate died and the company

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

 In 1873, the firm introduced its first toothpaste,

an aromatic toothpaste sold in jars.

 His company sold the first toothpaste in a tube,

Colgate Ribbon Dental Cream, in 1896.
 In 1928, Palmolive-Peet bought the Colgate
Company to create the Colgate-Palmolive-Peet
Company.

 In 1953 "Peet" was dropped from the title, leaving

only "Colgate-Palmolive Company", the current
name.

 Today Colgate has numerous subsidiary

organizations spanning 200 countries, but it is
publicly listed in only two, the United States and
India.
PRODUCTS
NEED FOR COLGATE
We are Colgate, a caring, innovative growth company
that is reimagining a healthier future for people, their
pets, and our planet.
The world looks to Colgate for health and hygiene
products to enable the well-being of their families
and cleaner, greener living. We leverage the power
and potential of science, purposeful packaging and
long-trusted brands to build a brighter future for
people around the world. For Colgate, our company
purpose and the value of our products are directly
tied to how well we execute on sustainability,
recognizing the profound responsibility we have to
all those we serve.
 PRODUCT LIFE CYCLE
Maturity Decline
Sales Introduction Growth

Time
INTRODUCTION:
Colgate has introduced first product as Colgate’s
Ribbon Dental Cream in the year 1896. Years later
this dental cream was disappeared by replacing
other formulas in introduction of new creams in
Colgate.

GROWTH:
In 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
and quickly becomes the market leader.
MATURITY:
The maturity stage is divided into three stages :
a) In the beginning sales increases but at declining
rate.
b) In second stage sales rate remain stable.
c) In third stage sales begin to decline

DECLINE:
Today Colgate’s Toothpowder is not much popular.
People have stopped using toothpowders and
shifted themselves by dental creams and
mouthwash.
THREADS OF COLGATE
PRODUCT DESIGN:
The Colgate design is the first oral care or personal
care tube to earn APR recognition for recyclability.
Under development for more than five years, the
tube will debut under the Company's Tom's of Maine
brand in the U.S. in 2020. Roll out to select global
markets under the Colgate brand will follow.

PRODUCT DATA MANGEMENT:

The Colgate uses complex and integrated databases in
order to track and manage every aspect of their
operations and performance within the company.
Colgate-Palmolive uses its databases to manage
data on its products and its customers in order to
guide investment decisions around the world.
FEATURES OF COLGATE:
 Excellent protection against plaque & cavities.
 Reduction of stains, tartar & gingivitis.
 Reduces bad breath and provide a lasting
freshness.
 Enhanced enamel strength & gum health.
CHARACTERISTICS:
 Its unique combination of ingredients attaches to
teeth and gums and doesn't get washed away
after eating and drinking
 Cavity-fighting protection.
 Clinically proven.
 Great mint taste.
 Great regular flavor paste or winter fresh gel.
 Freshens breath.
 Prevent tooth decay.
ENVIRONMENTAL
DRIVERS OF COLGATE:
INTERNAL DRIVERS:
Innovation:At Colgate, we are always working to
improve and innovate in order to deliver products
that enhance the lives of the people who use
them. Learn more about how our research leads
to new ideas and discoveries that are
incorporated into our products every day.
Quality:Colgate strong teeth with its unique Amino
shakti formula strengthens teeth from within.
This formula helps add more natural calcium to
teeth and makes them 2X stronger. Stronger
teeth aid in better chewing which enables better
absorption of nutrients. So stronger teeth means
stronger you.
Sustainability:We are pleased to report excellent
progress in 2021 on our 2025 Sustainability &
Social Impact Strategy. Our Continued
commitment to building environmental and social
consciousness into every decision earned us
recognition in 2021 on the Dow Jones
Sustainability Indices for the fifth consecutive
year and Gold Class distinction in the Household
Products industry in the 2022 Sustainability
Yearbook published by S&P Global
EXTERNAL DRIVERS:
Scale:Colgate is continuing its record of strong
growth and increased profitability through an
aggressive strategy which takes the Company well
into the next century. Central to this growth
doctrine is strengthening market leadership in
Colgate’s core categories while increasing the
returns from all aspects of the business. Colgate
people worldwide are using the latest business
tools, working together as an efficient team, to
achieve specific growth and shareholder value
goals.
Globalization:The reasons that Colgate globalized.
Some include the change in American economic
policy in the 20thcentury and increasing
competition with other companies like P&G. It also
discusses different political polices of the
1970sand how it affected the globalization of
Colgateas well as its overall reason for globalizing.
THANK YOU