Marketing Plan

on

Colgate-Palmolive Ltd.
Submitted to:

DR. Poonam Sharma

Submitted by:
GROUP NO.: 3

ANUBHA KUMARI
PRASANJIT BARUA
NAVNEET TYAGI
IPSHITA KUMARI
AYUSH MAHESHWARI
ANSHUL AGGARWAL

CERTIFICATE
This is to certify that the Marketing Plan on Colgate-Palmolive Ltd. was
carried out by ANUBHA KUMARI, PRASANJIT BARUA, NAVNEET
TYAGI, IPSHITA KUMARI, AYUSH MAHESHWARI, ANSHUL
AGGARWAL in fulfillment for the award of degree of Post Graduation
Diploma Of Management at JAIPURIA INSTITUTE OF
MANAGEMENT, NOIDA during the academic calendar year 2014-16
under my supervision. The matter embodied in this project is original and
has not been submitted for award of any other degree.

Coordinator

DR. POONAM SHARMA

REMARKS

ACKNOWLEDGMENT
We take this opportunity to express our profound gratitude and deep regards to our
guide Dr.Poonam Sharma for her exemplary guidance, monitoring and constant
encouragement throughout the project. The blessing, help and guidance given by her
time to time shall carry us a long way in the journey of life on which we can embark.
We made this project not only for marks but also it has increased our knowledge.
Last but not the least, I would acknowledge our Parents, without their constant
motivation and sacrifice, this project would not have been successful.

Place: Noida
GROUP 3:
PRASANJIT BARUA (PGSF1436)
NAVNEET TYAGI (PGSF1431)
IPSHITA KUMARI (PGSF1425)
AYUSH MAHESHWARI (PGSF1418)
ANUBHA KUMARI (PGSF1410)
ANSHUL AGGARWAL (PGSF1409)

INTRODUCTION

Colgate Palmolive Company is an American diversified

multinational corporation focused on the production,
distribution and provision of household, healthcare and personal
products, such as soaps, detergents, and oral hygiene products
(including toothpaste and toothbrushes).
Under its Hills brand, it is also a manufacturer of veterinary
products. The companys corporate offices are on Park Avenue
in New York City, across from the Waldrof Astoria.
In India, it operates under the name as Colgate-Palmolive
(India) limited and its head office is situated at Mumbai.
Colgate Palmolive is a $10.6 billion global company serving
people in more than 200 countries and territories with
consumer products that make lives healthier and more
enjoyable.

COLGATE-PALMOLIVE in INDIA:
Headquarter in Mumbai.
Annual Turnover around Rs.1100 Crores.
Market Leaders in oral care.
Colgate consistently won India no.1 brand of the year award
from last three years.
Colgate ranked among best employer in India.
Customer base of more than 8 lacs retailers.
Serviced by company field force, more than 1800 stockiest &
super stockiest & their field force.
Colgate is the brand that people trust, for complete oral care
protection for themselves and ones they love.

COMPANY OVERVIEW
Colgate Toothpaste has been fighting bad breath and maintaining
proper oral health for over 200 years. Colgate was the first
toothpaste in a collapsible tube, introduced in 1896 in New York
when it had previously been sold in glass jars since 1873.
Present in Singapore since the 1920s, Colgate is almost
synonymous with toothpaste in the local market. It is also widely
accepted well both in the rural and urban areas of Nepal and India.
Manufacturing units are based in India and exported to Nepal.
Colgate is willingly to introduce manufacturing plant in Nepal
where household products are used at around 4.7% of the
household products used in world.
In 1992, Colgate established its first factory in China to produce
toothpaste for the domestic market, and by 1999 became the highest
selling brand in that world. Colgate products are marketed in China
using the transcription which is pronounced Gaolujie, similar to
Colgate, and has a positive meaning of high-quality cleaning gel.
As of 2002, Colgate occupied 20% of the market share for
toothpastes in China. As of 2009, Colgate and its four core
businesses including Oral Care, Personal Care, Home Care and Pet
Nutrition surpassed sales of over $15, selling in over 200 countries
of the world.

Company Timeline
1806-William Colgate starts a starch, soap and candle business
on Dutch Street in New York City.
1857-Upon the death of founder, William Colgate, the
company is reorganized as Colgate & Company under the
management of Samuel Colgate, his son.
1896- Colgate introduces toothpaste in a collapsible tube.
1911- Colgate distributes two million tubes of toothpaste and
toothbrushes to schools, and provides hygienists to
demonstrate tooth brushing.
1953-Colgate-Palmolive Company becomes company's
official name.
1956- Colgate opens corporate headquarters at 300 Park
Avenue in New York City.
1968- Colgate toothpaste adds MFP Fluoride, clinically
proven to reduce cavities.
1996- Bright Smiles, Bright Futures oral health education
program expands to 50 countries, and today reaches over 50
million children annually.
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.
2000- Colgate creates, Colgate 2in1 Toothpaste.
2007- Colgate launches Colgate Max Fresh toothpaste line.
2009- Colgate launches Colgate Luminous.

Executive Summary
Perception of Brand and Category
Current status: Colgate Toothpaste has been fighting bad breath and
maintaining proper oral health for over 200 years. With an array of 40
different patented toothpastes and 13classifications of oral care, Colgate
remains competitive in the market place. The toothpaste category sales are
estimated at $3 billion or 3% of the oral health care industry. The current
Colgate market share is 36.2%. Crest is at 30% and Aqua fresh is at
8.13% of the toothpaste market. Colgate is a strong earner and its market
share reflects this. Strong competition from Crest has cost Colgate valuable
market share over the last five years.

Critical Issues/Keys To Success:

- Colgate toothpaste is the leader within the product category holding 36.2%
of the market or $1,114,137,768 in sales.
- Colgate has a vast product line of toothpaste and many are less than a
decade old. While others date back over thirty years and the original is over
one hundred years old..
- The highest selling trend within toothpaste is the toothpaste and not
Toothpaste gel.
- The target market for Colgate toothpaste is Black and Hispanic individuals
Age 18-35, with several children aged 7 and younger.

Marketing Plan
- Colgate commits millions of dollars to community programs and the
ADAs
- Colgate has established Colgate Smile a social network, an interactive I
phone application, Facebook page, Twitter account and Myspace page.
- Colgate is committed to Reducing Environmental Impacts (REI) around
the world.
- Colgate is not the leader with regard to technological advancement within
the category.

Strategy:
Brand Reduction
The strategy is to phase-out unproductive toothpastes in the baking soda/gel
varieties specifically Colgate Baking Soda & Peroxide Oxygen Whitening
Frosty Mint Striped Gel, Colgate 2in1 Oxygen Whitening and Cavity
Protection Winter fresh Gel. The product packaging will be advertising
other Colgate products in an attempt to retain brand loyal users. By October
2011, these varieties of Colgate will no longer be produced for the United
States market. In effect, this will generate more cash flow that can be
Marketing Plan diverted into the creation of new brands and new marketing
campaigns thereby decreasing stress upon margin levels.
Fostering Positive Colgate Image In order to gain favorable PR and keep
Colgate in the light of the media, this plan suggests a campaign that will
donate a 1% of specially marked packages to a charity of ones choice.
Partnering with www.charitynavigator.org to create a micro list of charities
and their information. Purchasers will be able to choose and track the
donations via the Colgate website by answering several demographic
questions and entering a unique code.

Current Market Situation and SWOT Analysis

Strength
Colgate has a history of producing quality products and a stellar reputation
for oral health products. Colgate has strong channels of distribution not only
on a national scale but also globally. Thereby, Colgate is the number one
selling toothpaste in the world. Colgate is accepted by the ADA as
effectively helping to prevent and reduce tooth decay.
1. Colgate offers all-around cavity protection, even where a toothbrush
cannot reach
2. Its great mint taste freshens breath
3. It protects against root caries
4. It cleans & makes teeth whiter and repairs early decay spots
5. Extremely popular brand and high brand awareness due to advertising

Weakness
Within the product life cycle most of Colgate products are either mature or
declining, creating the need for Colgate to keep introducing new products.
Colgates product line is broad with over 40 different products varying in
tube size, quantity, flavor and desired effect. Toothpaste promotion is
cutthroat. Products are frequently on sale, which appeals to price buyers and
potential brand switchers. This may also cost the company profits due to
regular users taking advantage of the discounted price.
1. High dependence of the company on a single category i.e. Oral Care
2. Reduction in advertisement expenditure in order to maintain growth.

Opportunity
Colgate commands 37% of the toothpaste market share opening the door
to brand growth through marketing, acquisitions and mergers.
Colgates brand image is an ever-revolving door opening the opportunity
for rebranding and new promotion/marketing tactics to be explored.
1. Leverage on fact that Colgate has been ranked as the most trusted brand
in India from 2003 - 2007
2. Focus on innovation and new product launches by deploying advanced
technologies
3. Growth in emerging markets rural and semi-urban

Threats
Aquafreshs products use innovative technology in packaging and
development. Within the last several years Colgate has lost its leadership
position to Crest. While the lost market share was regained, Colgate must
remain aware of the competition. Both Crest and Aquafresh products are
cheaper per ounce than Colgates.
1. High competition from competitive brands like Pepsodent from HUL.
2. Increasing commodity prices for manufacturing.

Marketing Objective
Goals: In order to remain a leader in the category four goals must be
achieved:
-Increase Colgate market share by 1.7% or $1,326,546,098
-Increase website traffic and Facebook friends by 10%.
-Carry over current 2010 margin at 18% of Colgate sales into 2011
expenditure.
- Systematically phase-out 5% of the brands that are currently struggling
financially.

Marketing Strategy
(STP ANALYSIS)
SEGMENTATION
Colgates market segmentation is very broad because all their products are
of need to most people so those people share a similar interest in product
needs.
Colgate uses a segmentation bases by knowing that certain groups of people
need Colgate toothpaste for a specific similar reason like yellow teeth,
sensitive teeth or just teeth with cavities.
Colgate also uses the family life cycle because they make toothpaste that
could be used for grownups and children.
Also, toothbrushes are made to attract young children with cartoon
characters and different tastes and are less strong so that it wouldnt

damage their gums.

TARGETING GROUP

MAX FRESH Colgate targeted youth with the introduction of this toothpaste,
as this helps in refreshes breath.
ACTIVE SALT Elder people are targeted in this segment as it makes teeth
stronger and provides protection from cavities.
COLGATE TOTAL Colgate Total 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. This toothpaste safeguards teeth for 12 hours.
COLGATE SENSITIVE People who have sensitive teeth are targeted in this
segment who have problem in their gums.
KIDS TOOTHPASTE Often small children dont like to brush teeth, so for
them this toothpaste was launched. Colgate had focused on taste aspect to
encourage kids to brush teeth.
COLGATE WHITENNING A whitening toothpaste that is "Clinically-proven
to whiten in 14 days. Its whitening ingredient is hydrogen peroxide, which
gradually bleaches the teethFocus is given on group of customers in this segment
those who are already suffering from plaque in their teeth.
COLGATE 2in1 People who want both strongness and fresh breath are
targeted.

POSITIONING
Colgate dental cream positions itself as toothpaste that has the necessary
calcium and minerals to provide decay protection, strong teeth, germ protection
and fresher breath.
Colgate positioned several toothpaste so that people would like the products
more like adding a different style or taste to the toothpaste.
Colgate repositions their products because with the way they market and
promote their products, consumers know that these products are way better than
other brands and competition that is out there.
Lately with competition from indigenous vegetarian toothpastes, Colgate
dental cream has also positioned itself as an always 100% vegetarian
toothpaste. The tagline of its advertisements, trusted by generations to make
teeth stronger.
Colgate total 12 have been projected as the most advanced toothpaste that
provide 12 hr germ protection even after eating and drinking by building a
protective shield around the teeth.
Colgate max fresh positions itself on the basis of freshness. The tagline new
dimensions brings home this very point.
Colgate kids toothpaste tries to position itself based on emotions which is
apparent in its tagline makes fighting cavities fun.

MARKETING MIX

MARKETING MIX

PRODUCT

CUSTOMER WANTS
AND NEEDS

PRICE

COST TO SATISFY

PLACE

CONVIENCE TO BUY

PROMOTION

COMMUNICATION

Product

The product, the Precision toothbrush, is a product that should add

to a buyers life.
It should also add utility, and meet the wants and needs of
consumers.

value

targeted

The product should be unique and different from all similar products that
are already available on the market.
The strategy is to differentiate the products design and packaging, which in
return will cause the toothbrush to stand out.

VARIOUS TYPES OF COLGATE

Price
The price of a product says something about the quality.
Even though the quality of the Precision toothbrush will be significantly
higher than other leading toothbrushes, the price of the toothbrush will be
determined by the prices of the other toothbrushes already in the market.
This pricing strategy is a result of positioning the toothbrush as a
mainstream product rather than a niche product.

COLGATE 20gm 40gm 50gm 75gm 80gm 100g

s

ms

150g
ms

14Rs. ----

----

30Rs.

45Rs.

56Rs.

86Rs.

---

15Rs. ---

32Rs. 35Rs.

55Rs.

----

---

----

----

---

---

---

65Rs.

---

---

Sensitive

---

---

35Rs. ---

---

60Rs.

---

---

---

Kids

---

26Rs. ---

---

---

---

---

---

---

Advance
whitening
Active salt

---

---

---

27Rs.

---

---

53Rs.

---

---

----

---

14Rs. ----

----

30Rs.

----

54Rs.

----

Cibaca

---

---

---

---

---

18Rs.

---

28Rs.

---

Herbal

---

---

14Rs. ---

---

30Rs.

---

55Rs.

---

Dental cream

5Rs.

----

Max fresh

---

Total

35Rs.

200g
ms

300g
ms

Fresh energy --gel

----

----

-----

---

---

55Rs.

60Rs.

---

PLACE
The most important part of marketing is how a product will get from the
seller to the buyer.
Many products go through a channel of distribution, which involves
manufacturers, wholesalers, retailers, and consumers.
The distribution strategy proposed for the Precision toothbrush is through
dentists, plastic surgeons, drug stores, grocery stores, large retail stores, and
department stores.
The product is available in the all India market, including semi-urban &
rural markets which are their primary focus.

Promotion
Product promotion is a communication spread through advertising, Publicity
and sales promotion.
Promotion represents all of the communication that marketers use in the
market.
We suggest that Colgate-Palmolive advertise their products by using
commercial, magazine ads, the radio ads that are to be placed in dentist
offices, billboards, and the sides of buses.
Advertising is done to promote new products, remind consumers of existing
products, and also to promote the image of the company at hand. We also

suggested that Colgate offer special coupons and rebates through their
other products, and also food products.

Functional plan
Performance Goals
1.Design optimise packaging to
achieve resource efficiency and
reduce environmental impact without
compromising product quality and
safety.

Actions
Broaden engagement on APC
principles and goals within Colgate
Palmolive, by establishing across
functional team to monitor progress
and support packaging sustainability
initiatives. Have team in place by
end 2013. Team will report progress
to senior management quarterly.

2.Proportion of signatories in the

supply chain implementing the SPG Embed Colgates Global Product
for design or procurement of Sustainability Scorecard process,
packaging.
targeting 80% of new products
assessed by end 2014.
3.Target:
70%
of
Covenant
signatories with documented policies Sustainable Packaging Guidelines
and procedures for evaluating and assessment to all new products.
procuring packaging using the SPG
or equivalent.
4.Target:
70%
of
Covenant Periodically
audit
to
ensure
signatories assessing 100% of new continued compliance.
packaging and 50% of existing
packaging against the guideline.

CONCLUSION
(Monitoring, Evaluation & Review of Plan)

By the Detailed study on the product and market of COLGATE it was

able to get a clear picture of the past and present of the products and
was able to get in to the assumptions about the future of the product.
The Brand COLGATE has been sold successfully and has created a
good demand all the time.
It is also holding a good place in the toothpaste market with a share of
around 10% to 15%.

As like for all other products Colgate is also facing a Cut-throat

competition in the toothpaste Market.

Since the competition is too strong the company has to keep on

watching market closely for avoiding any sudden collapse for the
product.

Finally, it should note that the company may have to face lot of
threats in coming years like political threats, legislation threats,
ongoing economic crisis, changing life style of the people etc. If the
company is able to overcome all the threats and can prepare
themselves for facing the problems in advance it can achieve a good
growth for COLGATE.