ColgateWhite shiny healthy teeth naturally

By

Anita Laila

Rekha

COLGATE-PALMOLIVE(PAKISTAN) LTD

• A joint venture between CP USA & Lakson Group of Companies Pakistan

• Incorporated in Pakistan on Dec 5,1977

Colgate is a truly global company doing business in over

200 countries.

Product Mix

• Fabric Care (Brite, Express and Bonus)

• Personal Care (Palmolive soap and Palmolive Naturals)

• Oral Care (Colgate Regular,Gel,Extra Mint,tooth brushes and Sparkle)

• Surface Care (Lemon Max,Max liquid, AJAX and Azaadi)

Facts

Per Capita Consumption of Toothpaste in Pakistan is 35gms per person per year

In comparison India has a massive consumption of 900gms per person per year

Cavity preventionWhitening

Plaque preventionLong-lasting fresh breath

Toothpaste and mouthwash in oneBaking soda & peroxideColors appealing to kids

Colgate the tooth paste!

Code Of Conduct

• Provide safe and quality products of value to consumers

• Increase shareholder value

• Offer opportunities for personal and professional growth to all Colgate people

• Fulfill our corporate social responsibilities as a member of the global community

Research Objective

SURVEY

Areas Covered

• Garden, Clifton, Defence, Korangi, Nazimabad, North Nazimabad, Karimabad, Mehmoodabad, Malir, Gulshan, Landi Town, PECHS, Saddar, and Cant Station etc.

Analysis!!!

Which brands of toothpaste people of

Karachi usually prefers?

55%

6%

18%

6%

11%

4%

Colgate Medicam Pepsodent

Close up Soda White Others

What Attracts you most to buy

colgate?

7%9%

73%

11%Price

Packaging

Brand Name &Image

SpecialDiscounted Offers

How many times do you brush your teeth daily?

14%

54%

32%Thrice

Twice

Once

Are you satisfied with Colgate ?

51%46%

2%

1%

great extent

Some extent

little extent

not at all

What features do you usually look for in Colgate?

17%

32%

13%

7%

20%

11%

Calcium & Flouride

whitens teeth &remove stains

Fights Bad Breath

Oral Ailments

12- hrs germsprotection

Control TarterBuild-up

Which of the following advancements do you expect

in your colgate?

51%

28%

9%

12%

Multi Features

More Flavors

Price Cuts

Special Benefits

What flavors do you and will you appreciate in colgate?

23%

45%

17%

13%2%

Regular

Extra Mint

Ice Blue

Sparkling red

others

Normally what size pack do you prefer?

48%

10%

39%

3%

Family

Large

Medium

Small

How often do you opt for new toothpaste ?

17%

46%

6%

31%6 months

3 months

1 year

never

How do you find your Colgate prices?

12%

49%

36%

3%

Costly

Moderate

Reasonable

Cheap

What other brands will you prefer if you do not get the

colgate ?

27%

9%

21%

27%

9%7%

Colgate

Medicam

Pepsodent

Close Up

Soda White

others

27%

9%

21%

27%

9%7%

Colgate

Medicam

Pepsodent

Close Up

Soda White

others

34%

8%19%

25%

8%6%

Colgate

Medicam

Pepsodent

Close Up

Soda White

others

Why you prefer that colgate brand than any other brand

in the market?

75%

7%

8%8% 2%

Quality

Reasonable price

Flavors

Brand Name

PromotionalSchemes

limitations

• Short duration for survey

• Respondents were not interested

• Brand loyalty among consumers that’s why they don’t want to switch to another brand of toothpaste

• Reluctant to try a new brand

Recommendations

• Brand Manager should spend at least one week in a month in the market to get market feedback about the brand.

• Should start targeting teenagers in their advertisements.

• Add colors and flavors which appeals kids like fruit flavors etc

• Introduce a a medicated toothpaste in brand extension

• Continuous sales promotional activities to be done

Wake-Up – We’re Done!