MARKETING MANAGEMENT PROJECT
PROJECT REPORT-
COLGATE TOOTHPASTE
SUBMITTED TODr. H GAYATRI
SUBMITTED BYGROUP NO: 12 (sectionA)
ASHISH
KUMAR DUBEY (15013)
JAGRATI (15025)
NAVEEN K U (15037)
SHIJIN J R (15049)
VINAY PRABHAKAR (15061)
OOTHPASTE INDUSTRY AT A GLANCE
WORLDWIDE
The worldwide toothpaste business is experiencing huge changes
with inventive and new items persuading individuals to adjust
their oral cleanliness propensities
Buy of toothpaste is mostly determined by individual
propensities, slant towards specific flavor and recognition with the
item.
The toothpaste business sector is by and large not value touchy
and brand devotion assumes a critical part in larger part of the
clients.
OOTHPASTE INDUSTRY AT A GLANCE
WORLDWIDE
The global market for Toothpaste is forecast to reach US$12.6 billion by the end
of year 2015. and US$14 by [Link] is spurred by multifunctional and
whitening toothpastes, product innovations, rising population levels and
greater awareness about oral hygiene.
Currently nearly 97% of the population in developed countries uses at least one
variety of [Link] captures the largest share of the
global toothpaste market, trailed by the Regular and Tartar Control segments.
MAJOR PLAYERS..
CCA Industries , Inc.
Church & Dwight co. inc
Colgate Palmolive Company
Glaxo Smith Kline Plc
Henkel AG & Co. KGaA
Johnson and Jhonson
LG Household & Health Care Ltd.
Procter & Gamble Company
INDIAN TOOTHPASTE INDUSTRY
The main toothpaste to enter the Indian
business was Colgate.
India has low per capita utilization of
toothpaste.
The competition in toothpaste market of
india is increasing.
Major players include colgate , proctor
and gamble, HUL, GlaxoSmithKline,
Dabur , etc
Oral care industry has development
rate of 19.6%.
The Oral care industry in India is worth
Rs.5400 Cr. Annually
Wherein Toothpastes account for 60 %
i.e. Rs.3240 Crore.
MAJOR PALYERS OF TOOTHPASTE INDUSTR
MOST POPULAR TOOTHPASTE BRAND
Colgate
Aquafresh
Anchor
Sensodyne
Pepsodent
Dabur
Vicco Vajradanti Ayurvedic Toothpaste
COLGATE-PALMOLIVE
AT A GLACE
Colgate-Palmolive Company is an American multinational shopper
Products Company concentrated on the creation, dispersion and
procurement of family unit, human services and individual items.
Colgate Palmolive (India) Ltd. is a backup of Colgate Palmolive Co. USA.
In 1992, Colgate established its first factory in india to produce
toothpaste for the domestic market, and by 1999 became the highest
selling brand in the world.
Colgate Palmolive's items are promoted in more than 200 nations and
regions all through the world.
The Company is firmly focusing on three sections: Oral, Personal and
Home Care and Pet Nutrition
GROWTH OF COLGATE PALMOLIVE LT
MARKET SEGMENTATION
GEOGRAPHICAL SEGMENTATION
The company does not market the same
product in every country
In India it is fourteen different types of
varieties.
DEMOGRAPHIC SEGMENTATION
The Company caters the market segment
based on different demographics such as
age, gender, social class etc.
PSYCOGRAPHIC SEGMENTATION
Here the company sells the products
considering the lifestyle and needs of the
consumers.
BENEFIT SEGMENTATION
Under this segmentation colgate launched
toothpastes on various aspects: Colgate
Visible white plus shine for whiter teeth,
Colgate Dental cream for protection
against cavity etc.
POSITIONING
COLGATE DENTAL CREAM
ANTICAVITY PROTECTION, ALWAYS 100% VEGETARIAN
COLGATE TOTAL
COMPLETE 12 HOUR GERM PROTECTION
REVERSE GUM PROTECTION IN 4 WEEKS
COLGATE VISIBLE WHITE
MAKE YOU SMILE MORE
1 SHADE WHITER TEETH IN 1 WEEK
COLGATE VISIBLE WHITE PLUS SHINE
MAKE YOUR SMILE SHINE LIKE A DIAMOND.
COLGATE SENSITIVE-PRO-RELIEF
INSTANT & LASTING RELIEF
COLGATE SENSITIVE
FAST RELIEF, FRESH BREATH
COLGATE MAX FRESH
THE POWER OF FRESHNESS
POSITIONING
COLGATE KIDS TOOTH PASTE
MAKES FIGHTING CAVITIES FUN
STRONG TEETH, HEALTHY GUMS NATURELLY
COLGATE CIBACA FAMILY PROTECTION
STRONG TEETH, FRESH BREATH FOR YOUR FAMILY
COLGATE ACTIVE SALT
FIGHT GERMS, HEALTHY GUMS & THEETH
COLGATE ACTIVE SALT HEALTHY WHITE
FIGHTS GERMS, HEALTHY WHITE
COLGATE MAXIMUM CAVITY PROTECTION
PLUS SUGAR ACID NEUTRALIZER
MAXIMUM CAVITY PROTECTION
COLGATE ACTIVE SALT NEEM
Colgate Herbal
MARKETING MIX
4Ps
PRODUCT
Colgate Dental Cream
Colgate Total
Colgate Visible White
Colgate Visible White Plus Shine
Colgate Sensitive
Colgate Sensitive Pro-Relief
Colgate Max-fresh gel
Colgate Toothpaste for Kids
Colgate Herbal
Colgate Cibaca
Colgate Active Salt
Colgate Active Salt Neem
Colgate Maximum Cavity Protection plus Sugar
Acid Neutralizer
Colgate Active Salt White
PRICE
PRODUCT
QUANTITY
PRICE
COLGATE DENTAL CREAM
300gm
Rs.122
COLGATE TOTAL
280gm
Rs.183
COLGATE VISIBLE WHITE
100gm
Rs.87
COLGATE SENSITIVE
80gm
Rs.100
COLGATE SENSITIVE PRO-RELIEF
70gm
Rs.110
COLGATE MAX-FRESH GEL
150gm
RS.84
COLGATE TOOTHPASTE FOR KIDS
80gm
Rs.78
COLGATE HERBAL
100gm
Rs.48
COLGATE CIBACA
175gm
Rs.44
COLGATE ACTIVE SALT
100gm
Rs.46
COLGATE ACTIVE SALT WHITE
100gm
Rs.47
COLGATE ACTIVE SALT NEEM
100gm
Rs.50
COLGATE VISIBLE WHITE PLUS SHINE
100gm
Rs.102
COLGATE MAXIMUM CAVITY
PROTECTION PLUS SUGAR ACID
NEUTRALIZER
100gm
Rs.50
PHYSICAL DISTRIBUTION
Colgate have an intensive distribution system.
The product is available across 5 million shops/
retail stores in India.
Colgate products have been distributed through
many Dentists
PROMOTION
ADEVERTISING
SALES PROMOTION
Colgate advertise their products by using
commercial ads, magazine ads, radio etc.
Its common tagline for all products is
No1 brand recommended by dentist.
As such no promotion is done at retail
level except the recommendation by the
shopkeeper.
But for rural market COLGATE uses
PUBLIC RELATIONS
PR campaigns are undertaken
extensively during the launch of the
brand in leading newspapers and
magazines.
They were focused more directly on
enhancing the image of the parent
company in the eyes of stakeholders like
shareholders ,potential investors etc.
COMPETITORS
PEPSODENT
Launched in 1993 Pepsodent is the most popular brand in India.
It is owned by Unilever, and under this brand there are different types of
tooth pastes and tooth-brushes available that take care of specific oral
needs.
It is known to offers solution to problems such as bleeding gums and
sensitive teeth.
Close-upis a cinnamon flavoured brand oftoothpastewhich is marketed
byUnilever.
CLOSEUP
Launched in 1967, it is the firstgel toothpastein the world.
In 2003, Unilever sold the exclusive licensing rights of Close-Up in United
StatesandCanadatoChurch & Dwight.
Its USP has been its strategy to target the youth in all the demography's
it has ventured into.
SENSODYNE
COMPETITORS
It is part of GlaxoSmithKline.
Sensodyne is marketed for those individuals who have dentine hypersensitivity
and/or sensitive teeth , often prescribed by doctors.
Sensodyne has been relieving the pain of sensitive teeth for over 40 years and is
renowned as desensitizing toothpaste.
It contains Potassium Nitrate that is proven to reduce painful tooth sensitivity.
DABUR RED
Dabur Red Toothpaste is product of dabur.
It is a blend of herbs which acts upon and eliminates many dental problems like
toothache and gum disorders etc.
The toothpaste is known to have the power of 13 Ayurvedic ingredients that
keeps dental problems away.
MARKET SHARE
PREFFERED TOOTHPASTE BRAND
RFERRED QUALITIES IN TOOTHPAST
CTORS AFFECTING PURCHASE DECIS
SWOT ANALYSIS
STRENGTH
Brand recall & visibility:Colgate being the household name it is, has high
brand recall & visibility.
Product line:It offers product categories namely oral care, personal care,
household surface, fabric care and pet nutrition having deep assortments
across the product categories.
Efficient Supply chain:With extensive distribution network in rural & urban
markets, Colgate ensures that it reaches a wide customer make, thereby
making the product available.
Financial position:Being 2 centuries old company and having operations in
200 countries has built a strong financial base for Colgate.
Market share:With high penetration in the market, Colgate has managed to
hold their market share and some products / brand extensions are market
leaders in particular regions.
WEAKNESS
Commoditizedbrand name:The brands toothpaste category
under Colgate brand name was so successful that the name itself
has been commoditized and now it is being used for different
brands of toothpaste. This has hampered the brand recognition of
other products of the same brand.
Cost control:Majority of its properties have been on rent basis
resulting into high cost of operations due to which its profits are
decreasing. Due to high cost of operations, Colgate products are
also priced higher than the rivals
OPPURTUNITIES
Expanding their product line:By following product line stretching & product
line filling strategies they can increase their sales, create offerings and give
value for different segments.
Tapping the rural market:It is one of the major challenges that every FMCG
company is facing nowadays. With urban markets close to saturation, the rural
markets are the only hope for reaping profits for the company.
Strengthening the business through mergers & acquisitions:Its one of
the smart strategies followed by global companies to sustain and expand in the
overseas market. However Colgate is yet to capitalize the market by use of such
strategies.
Usage rate:People need to be made aware about the optimum usage rate for
these products so that the market utilizes the product as forecasted by the
company. This can happen only through advertising /word of mouth /doctor
prescription.
THREATS
Competition in the market:With increasing number of local & national players
its becoming very hard for the companies todifferentiatethemselves from others.
Low Margins:As the competition rises, the margins for companies are dropping
and companies find that they have to give more and more discount to sustain in the
same channel.
Price of raw material:Increasing price of raw material will result in further
increase in the price of Colgate. Over a period of time, justifying the high price
compared to competition will become difficult in a saturated market. Further
increase in price will result in decrease in sales & brand switching by consumers.
Frequent Brand switching:With highly diversified personal & Oral care consumer
market where there are lots of brands claiming different sorts of benefits, its very
difficult for consumers to stick to a particular brand & hence results into brand
switching where consumer got power to select a brand based on several factors like
availability, reference group recommendation, preference & price.
RECOMMENDATIONS
The sensitivity toothpaste market is growing at the fast pace of
45% . Colgate should focus on sensitivity tooth paste such as
Colgate sensitive pro-relief through advertisements and various
modes of promotion, it could be beneficial.
India has considerably low per capita consumption of toothpaste
(i.e. 190 gm) compared to other developed countries. Hence
promotional campaigns to educate the consumers about
benefits of brushing twice a day would be beneficial.
Colgate has low penetration in the rural parts of India. It is due
to the fact that in rural parts people still use powders, neem
twigs and stems etc to brush there teeth. Thus rural parts offers
immense potential to be tapped.
Colgate should organise free dental check ups, dental camps
and promotional activities in the rural parts of India to educate
people about the importance of oral hygiene.
THANK YOU