case study on colgate - palmolive under ( prof. sameer mathur )
TRANSCRIPT
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CASE STUDY COLGATE &PALMOLIVE P R E S E N T E D B Y V A M S I K R I S H N A Y E L L A M I L L IF E B R U A R Y 7 , 2 0 1 7
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01 the brand logo
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02 COMPANY OVERVIEWB R A N D G U I D E L I N E S 0 3
The COLGATEPALMOLIVE is an American diversified
multinational corporation which operates in
1.INNOVATION
2. PRODUCTION
3.DISTRIBUTION
of household, healthcare, and personal products
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02 COMPANY OVERVIEWB R A N D G U I D E L I N E S 0 4
FOUNDED: 1806
FOUNDER: WILLIAM COLGATE
HEADQUARTERS: 300 PARK AVENUE, NYC, NEW YORK
PRODUCTS: CLEANING AND PERSONAL PRODUCTS
REVENUE: 16.034 BILLION DOLLARS (2015)
NO. OF EMPLOYES: 38,000
WEBSITE: http://www.colgatepalmolive.com/
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03 COMPANY HISTORYB R A N D G U I D E L I N E S 0 5
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.
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03 COMPANY HISTORYB R A N D G U I D E L I N E S 0 6
In 1896, His company sold the first toothpaste in a tube,
Colgate Ribbon Dental Cream
In 1928, "PalmolivePeet" bought the Colgate Company
to create the ColgatePalmolivePeet Company.
In 1953, "Peet" was dropped from the title, leaving only
"ColgatePalmolive 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.
Colgate tries to position some innovative toothpaste with a brandname other than Colgate but under the name of Colgate-Palmolive.Colgate came up with the idea of producing the products in sachetsand distributing in rural areas who buy in small amounts.Developing the ayurvedic tooth powder keeping in mind of the ruralpeople and rural consumers.
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04. FUTURE STRATEGIES ON 4P'S
1.PRODUCT
In Urban population, Colgate concentrated more on the technicalperformance and other marketing ideas.It also concentrated on children by adding sparkles to the handle,glow in the dark handles or bugs bunny shaped handles to make itmore attractive.
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1.PRODUCT
Colgate pricing is done based on the production costs including thewarehousing and transport costs.One main concern about the Colgate Precision was if it was treatedas mainstream toothbrush then it would lead to cannibalization ofthe Colgate Plus.
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FUTURE STRATEGIES ON 4P'S
2.PRICE
Advertising through T.V Media and Newspaper Media.FM Radios and other Radios.Hoardings on the Highways and National Highways.Use Dentists to sample consumers and make them buy ColgateProducts.
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FUTURE STRATEGIES ON 4P'S
3.PROMOTION
Colgate would try to increase product penetration into the ruralpopulation.Colgate would try to increase the number of wholesalers in the ruralareas.
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FUTURE STRATEGIES ON 4P'S
4.PLACE
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05.SWOT ANALYSIS
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A. STRENGTHS B R A N D G U I D E L I N E S 1 3
It has high brand recall & visibility, excellent
advertising and brand visibility of products with a
strong customer loyalty.
It offers a wide variety of oral care and personal
care products.
It is operating in more than 200 countries and has
a strong financial performance.
It has achieved to penetrate into the market and
hold its shares.
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B. WEAKNESSB R A N D G U I D E L I N E S 1 4
With large number of companies fighting in personal & oral
care segment, the market has become saturated & there is little
scope for growth.
The majority of its properties are on rent basis hence high
operation costs and hence low profits.
Colgate have limited brands under a particular product category
and they have limited offerings under different segments.
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C. OPPORTUNITIESB R A N D G U I D E L I N E S 1 5
Stretching their product line can create offerings and hence
increase their values.
Tapping the rural market in developing countries can reap
profits for the company.
Strengthening the company by mergers or acquisitions.
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.
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D. THREATSB R A N D G U I D E L I N E S 1 6
Since there is high competition the margins are dropping and
companies have to give more discount on the products to
sustain the market.
Increase in the price of raw material in one factor that would
increase the price of the product.
Colgate had to face Ethical issues as an Organisation stated
that Colgate was using animal testing which affected the
market.
MARKETING MANAGEMENT
BRAND GUIDELINES | COLGATE-PALMOLIVE
PROMOTION TOOLSIncreasing in the circumference of the tube.Free Dental checkups in mobile vans.Free dental check-ups whenever whereverneeded.Offers like Learn and Earn were introduced.
MARKETING MANAGEMENT
BRAND GUIDELINES | COLGATE-PALMOLIVE
A D V E R T I S M E N TS
C O N C E P T O F
The Colgate Company used Slogan was "Itcleans your breath while it cleans yourteeth".The 1960s onwards, the slogan was "TheColgate ring of confidence“In the late 1950's and early 1960's,Colgate stressed the fact their "DentalCream contained Gardol", a formula thathelped protect teeth from cavities andtooth decay
MARKETING MANAGEMENT
BRAND GUIDELINES | COLGATE-PALMOLIVE
P R OD U C TC A T E G O R I E S PERSONAL CARE
HOME CARE
PROFESSIONALORAL CARE
ORAL CARE
MARKETING MANAGEMENT
BRAND GUIDELINES | COLGATE-PALMOLIVE
C O M P E T I T O R SHINDUSTAN UNILEVER LTD
PROCTER AND GAMBLE
CHURCH & DWIGHT CO.
THE COLOROX COMPANY
MARKETING MANAGEMENT
T H A N KY O U !
C O L G A T E - P A L MO L I V E