PRESENTED BY-
Ankita Katiyar, Anu Jain, Arjun Veer Singh, Ayush Agarwal,
Saurabh Azgaonkar, Bhavya Babbar, Chandan Arora, Vishal Kalandria
Introduction Introduction
Colgate has 6 Ranked as India’s #1 most 6 lines of products-
brands- Total, trusted oral care brand toothpastes,
MaxFresh, Sensitive, (2001-2018) toothbrushes,
Visible White, mouthwashes, kids
Sensitive Pro-Relief, products, speciality
Strong Teeth products, tooth powder
Global market Highest growth
penetration of 67.7% rate of all brands
& Global market with 40 million
share of 45% new households
It spreads across 5 Manufactured by It was ranked #1 on
million retail outlets Colgate Palmolive Forbes Best Company
out of which 1.5 for work life balance
million are direct
outlets
SWOT
Strengths Weakness
• Brand name of 75 Years • Old Technology
• Operates in 200+ countries • Product Research
• Wide range of product • Cannibalization of the Colgate plus
• Strong network - 1843 direct accounts, and Colgate classic
5.14mn Store • Media expenditure layout is very small
• Highest manufacturing capacity
Opportunities Threats
• Deploying advance technologies • Increasing Competition
• Emerging Market • Increasing Commodity Prices
• Monthly Per Capita is increasing • Increasing importance of Swadesi
product
Porter’s Five Forces
Buyer Power:
Threat of New Entry: • Buyers want to buy the
• A lot of new entrants best possible by paying
because it is a fast the minimum price and
respond quickly to price
moving commodity Threat of New changes
• Competing through lower Buyer Power
pricing strategy, reducing
Entry • Toothpaste industry is a
costs, providing new low interest commodity
value propositions market so buyers are
attracted towards
Competitive promotions
Supplier Power: Rivalry
• Almost all the companies Threat of Substitution:
are buying their raw • Faces high threat from
materials from numerous
Threat of brands which have niche
suppliers Supplier Power • The rivalry among segments such as
• Powerful suppliers are in the existing Substitution Sensodyne, Meswak, etc.
a dominant position to players in the
industry is intense • Colgate has numerous
decrease the margins for products in toothpaste
toothpaste companies • This drives down category and thus it faces
prices and cannibalization
decreases the
profitability
Competitor Analysis
BCG Matrix
• Relative Market Share
• High • Low
• Stars • Question
?
• Relative Market Growth Rate
• Marks
• High
• Cash Cows • Dogs
• Low
Marketing Challenges in the Toothpaste Market
It is recovering from a period of poor organic growth
Fast moving commodity
People run after promotions over a brand
Difficult to maintain a brand image
ges
Saturated Product
New players in the market
llen
High incidence of Tunnel Shoppers
Cha
Shift from generic toothpaste to special needs toothpaste
According to buyers – more effort , no significant increase in value
Features & Benefits
Removes bad breath
Adds natural calcium to the teeth
Removes plaque
Helps fight cavities
Prevents gingivitis
Targeting
Basic Target Market of Colgate
• Urban Middle class
• Consumer- Health and Hygiene conscious
Targets the upper middle class
• taking advantage of growing customer affordability
• provides a pull factor to families to upgrade to a higher quality toothpaste
Targets a segment that is decently educated, hygiene conscious and lays
importance on the quality of toothpaste used
Targeting
Max Fresh- targets youth- as this helps refresh bad breath
Active Salt- targets elder people- makes teeth stronger
and provides protection from cavities
Colgate Total- for kids, targets mothers- safeguards teeth
against gingivitis, cavities
Colgate Sensitive- targets people who have sensitive teeth
Positioning
Most trusted No. 1 Doctor
Refreshing taste Helps keep germs
Anti-Cavity recommendation
keeps bad breath at bay for healthy
toothpaste for the confirming the
at bay teeth and gums
entire family quality of product
Trusted By
Strengthens teeth Functional
Always 100% Generations to
enamel with active Benefits-Dental
vegetarian make teeth
fluoride Hygiene
stronger
Anticavity fluoride
toothpaste
Types of Channels
• Contracted service providers who receives supplies from the
company against firm orders and arrange distribution of
1. Stockist products amongst all outlets at required frequencies
• Wholesale is an important middlemen, the difference is that
they are not contracted but are independent middlemen
2. Wholesale • They service indirectly covered retail environments
• Colgate products directly served to big customers
3. Direct
Channel Structure Details
Retail Environment
Motivating Channel Members
Providing quarterly incentives for meeting targets
Rewarding and acknowledging exceptional
performance
Training and educating the distributors so as to
assist them in promoting the product
Providing attractive margins to the end point
retailers to overcome competing products
Communication Channels
Trade Promotions
• Wholesalers get volume discount of 1%-2% over retailers
• Supermarkets and retailers get 1%-2% volume discounts on 100 gm sizes upon purchase of 100 or more units
Advertisement
• Colgate advertises for its target segment by highlighting its features
• Its common tagline for all its products is “No. 1 brand recommended by dentist”
Sales Promotion
• VAN for rural market which is a mobile promotion station having screen show, slide show and mike publicity
Public Relations
• PR campaigns are launched in leading newspapers, magazines focused on enhancing image of the product for its target
customers
Suggestions
• Colgate can go on to advertise using billboards, hoardings etc. to increase the reach of its product
• It can also opt for digital marketing such as social media marketing, content marketing etc.
Recommendations
More incentive should be given to retailers to sell Colgate
Colgate should also penetrate into B2B market
Digital marketing should be used for urban youth market
Due to a very competitive market, it is suggested not to change price
Thank you
