COLGATE -

PALMOLIVE
CONTENT
Company Background​
Location Based Targeting
​Why there is Demand?
Colgate Precision Design
​Features & Price
Product Segments
Marketing
Promotion
 Colgate - PALMOLIVE 3

COMPANY BACKGROUND
Colgate – Palmolive’s history traces back to the early 19th century when
William Colgate, a soap and candle maker, began selling his wares in New
York city under the name of William Colgate & Company.
After his death in 1857, the company was run by his son, Samuel Colgate ,
under the new name Colgate Company.
Global leader in household and personal care products.
Total Sales - $17.70 billion (increase by 3.62% from 2020)
Gross Profit - $10.375 billion (increase by 3.57% from 2020)
Research and Development expenditures - $307 million
Media advertising expenditures - $6.25 billion
Faced tough competition in international market from Procter & Gamble,
Unilever, Henkel of Germany, Kao of Japan.
 Colgate - PALMOLIVE 4

Headquarter
New Office
New York
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 responses 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.
Colgate tapped this market very well and understood that most people who
were present in this area had low levels of literacy rates. To make them
aware of the brand and the product, Colgate sent voice messages via radio
and mobile phones. The virtual network that the company created around
Kumbh Mela was a perfect location-based approach to the target audience.
The message spread to the pilgrims was to visit the Colgate booths and
receive free samples of Colgate toothpaste along with that stand a chance to
win prizes
 Colgate - PALMOLIVE 7

WHY THERE IS DEMAND?

• Colgate Palmolive Company is a $ 17.42 billion global company serving people in more than 200 countries.
• Launch of a new toothbrush Colgate Precision in 1992 by Colgate Palmolive.
• Colgate Market Share in Toothbrushes – 39.2%
• Colgate Palmolive had a strong base in the Oral Care Business and was quite an established player.
• Annual Growth averaged 5.77%.
• Consumers were unaware of the fact that gum diseases might pose a threat to them and creating awareness about
this would potentially increase sales significantly.
Colgate - PALMOLIVE 8

COLGATE PRECISION DESIGN

• Colgate Palmolive The Precision Toothbrush CP was a global leader in household and personal care products.
With sales of $6.06 Billion and gross profit of $2.76 billion. Colgate Palmolive (CP), a market leader in the
development and delivery of oral care products.
• CP’s International sales, which account for 64% of sales and 67% of profits in 1991, showcase their brand
Image.
• Precision Toothbrush launched by CP is a Technical Innovation.
Colgate - PALMOLIVE 9
 FEATURES 10

It offers multiple benefits like:

• Excellent protection against plaque & cavities.
• Reduction of stains, tartar & gingivitis.
• Reduces bad breath and provides lasting freshness.
• Enhanced enamel strength gum health.
Colgate - PALMOLIVE 11

PRODUCT SEGMENTS
Product Segments Toothbrush Industry divided the three main segments on the basis
of price: value, professional and super-premium. In 1992, three players dominated
the U.S. toothbrush market overall: Colgate-Palmolive and Johnson & Johnson,
whose brushes were positioned in the professional segment; and Oral-B, whose
brushes were positioned in the super-premium segment.

PEPSODENT ORAL B COLGATE​ SENSODYNE

 MARKETING
Colgate - PALMOLIVE 12

• Collaboration with Influencers

The Company has always targeted to shoot advertisements with prominent celebrities.
• Creative Packaging with a Strong Message
Colgate is very witty when it comes to the packaging of its products. The packaging is very youthful.
• Building Trust Among Customers Colgate has always touched upon the sentiments of the masses
and has engaged the masses through its heartwarming stories.
• Reflecting the Innovations
Colgate has had its operations since 1957 in India. It was a market mover then since it was the only
company that provided toothpaste in a tube.
 PROMOTION
13

• Advertising through TV media and newspaper media.

• FM radio and other radios.
• Hoarding on highways and national highways
• Discounts on related products.
• Promotion through dental doctors
THANK YOU
Yashwant Raj Vardhan