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

In 1806, when the company was founded by 23-year-old William Colgate, it In 1806, when the company was founded by 23-year-old William Colgate, it concentrated exclusively on selling starch, soap, and candles from its New York City-concentrated exclusively on selling starch, soap, and candles from its New York City-based factory and shop. Upon entering his second year of business, Colgate became based factory and shop. Upon entering his second year of business, Colgate became partners with Francis Smith, and the company became Smith and Colgate, a name it partners with Francis Smith, and the company became Smith and Colgate, a name it kept until 1812 when Colgate purchased Smith’s share of the company and offered a kept until 1812 when Colgate purchased Smith’s share of the company and offered a partnership to his brother, Bowles Colgate. Now called William Colgate and Company, partnership to his brother, Bowles Colgate. Now called William Colgate and Company, the firm expanded its manufacturing operations to a Jersey City, New Jersey, factory the firm expanded its manufacturing operations to a Jersey City, New Jersey, factory in 1820; this factory produced Colgate’s two major products, Windsor toilet soaps and in 1820; this factory produced Colgate’s two major products, Windsor toilet soaps and Pearl starch. Colgate-Palmolive Company’s growth from a small candle and soap Pearl starch. Colgate-Palmolive Company’s growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed. The company is organized around presence overseas where little competition existed. The company is organized around four core segments–oral care, personal care, home care, and pet nutrition–that four core segments–oral care, personal care, home care, and pet nutrition–that market such well-known brands as Colgate toothpaste, Irish Spring soap, Softsoap market such well-known brands as Colgate toothpaste, Irish Spring soap, Softsoap liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing liquid, Ajax cleanser, liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing liquid, Ajax cleanser, Murphy’s oil soap, Fab laundry detergent, Soupline and Suavitel fabric softeners, and Murphy’s oil soap, Fab laundry detergent, Soupline and Suavitel fabric softeners, and Hill’s Science Diet and Hill’s Prescription Diet pet foods. Colgate-Palmolive has Hill’s Science Diet and Hill’s Prescription Diet pet foods. Colgate-Palmolive has operations in more than 200 countries and generates about 70 percent of its revenue operations in more than 200 countries and generates about 70 percent of its revenue outside the United States. outside the United States.

COLGATE TOOTHPASTE PRODUCT

1. HEALTHY MOUTH ROUTINE1. HEALTHY MOUTH ROUTINE

it protect your mouth, but it may have a positive impact on your overall health.

Take the first steps to a healthier mouth and lifestyle with the complete protection of Colgate Total®. Healthy Teeth and Gums (Toothpaste)4x Deeper Reach (Toothbrush)12 Hour Protection (Mouthwash)Plus, Colgate Total® toothpaste fights germs for 12 hours, in 24 hours starts to fortify enamel and in 4 weeks helps improve gum health.

2. COLGATE TOTAL®2. COLGATE TOTAL®Brushing with Colgate Total® is one simple step you can incorporate into your daily routine to help keep your mouth healthy, and it can have a positive effect on your overall health.It’s FDA-approved and American Dental Association-accepted to help prevent gingivitis

Brushing with Colgate Total® is one simple step you can incorporate into your daily routine to help keep your mouth healthy, and it can have a positive effect on your overall health.It’s FDA-approved and American Dental Association-accepted to help prevent gingivitis

For a Dazzling White Smile that Lasts.

Whiten & Protect does more than just whiten. It prevents stains from coming back.

1.Optic White® removes stains beneath the surface, to deeply whiten.2.White Seal® technology forms a shield around teeth, to help seal out new stains.3.It doesn’t just whiten. It helps you keep a white smile that dazzles.

4.Colgate® Max Fresh®4.Colgate® Max Fresh®

Colgate MaxFresh gelis infused with cooling crystals (in strips), which dissolve completely as you brush for a whole new dimension of freshness - freshness that you can see

Product: Product OverviewToothpaste works with tooth brushing to clean teeth and fight plaque and bacteria.

Specifically:• Toothpaste contains abrasive materials that physically scrub away plaque. In addition, toothpaste abrasives help remove food stains from teeth and polish tooth surfaces.• Toothpaste delivers fluoride to the teeth. Fluoride incorporates itself into tooth enamel weakened by acid attack, making it more resistant to future acid attack from plaque bacteria and food.• Technological improvements in some toothpaste contain ingredients that chemically hinder the growth of plaque. Colgate’s brands consists of a multitude of unique toothpastes lines, specializing in the preservation and treatment of oral hygiene. Colgate has created an array of 40 different patented toothpastes keeping Colgate competitive in the market place. There are 13 different classifications and varieties of Colgate toothpastes. Colgate’s toothpastes feature; cavity protection, plaque & gingivitis prevention, long lasting fresh breath, tartar control toothpastes, tooth whitening, baking soda and peroxide, enamel strengthening, sensitivity relief and toothpaste designed for children.

1.Colgate Total is the most popular toothpaste under the Colgate brand. It has eight products and flavors within the line that all promote 12-hour protection from:gingivitis, stains, plaque, whitening, cavities, tartar, weak enamel, tender gums and bad breath. Colgate Total’s products all protect against these unwanted oral issues, but some target specific individual problems in a variety of toothpastes and gels.Including, Colgate Total Enamel Strength Striped paste, protects from acid wear.Marketing Mixfor 12 hours. 2.Colgate Total Advanced Whitening uses Dual-Silica Technology to remove tooth stain and helps to prevent new stains from forming.3. Colgate TotalAdvanced Clean is available in both a gel and paste form and contains silica, which is similar to what dentists use to maintain a professional cleaning feel.4.Colgate TotalAdvanced Fresh Gel contains an added flavor booster to keep breath ultra fresh for up to 12 hours.5. Colgate Total Clean Mint Paste has a delightful mint taste.6.ColgateTotal Mint Stripe Gel is a minty blend of gel and paste that leave the users mouth fresh and clean.

7.Colgate Oxygen Bubbles Toothpaste: When activated, the product foams to get in between teeth to fight cavities and kill germs that cause bad breath. Oxygen Whitening works to gently remove surface stains to reveal the natural whiteness of your teeth.

8.Colgate 2in1 Toothpastes is a mix of two distinct features in one gel toothpaste. Whitening foaming that gets between teeth to fight cavities and kill germs that cause bad breath and Oxygen Whitening works to gently remove surface stains to reveal the natural whiteness of teeth.

9.Colgate Sparkling White Toothpaste is clinically proven to protection teeth from wear and tear staining. The formula is a patented creation for sparkling, healthy, white teeth accompanied by a unique flavor experience. It is available in the following flavors: Colgate Sparkling Mint Zing, Colgate Sparkling White CinnaMint, and Colgate Sparkling White Caribbean Cool.

PriceColgate features products in the oral health isle of almost all stores carrying oral health products. Colgate has a large span of shelf space on nine rows, totaling 35 items per store that illustrates the wealth of variety Colgate offers. It is important to note that Colgate is the first product on display in the toothpaste section of the oral health isle. The subtotal of all of Colgate’s products per ounce is 28.58 equaling $0.81 per ounce, making it the most expensive brand of the three toothpaste category leaders. The most expensive toothpaste per ounce is the Colgate Pro Clinical, which is featured at eye level on the top shelf. The least expensive toothpaste per ounce is the Colgate Regular super tube, which is located on the second shelf from the store floor or shin level of the consumer.

Sl. No. Product Price

1. Colgate Dental Cream 20 gram±Rs. 5/-, 40 gram±Rs. 10/-, 50 gram±Rs.14/-, 100 gram±Rs. 30/- and 200 gram±Rs. 50/-

2. Colgate 12 150 gram-Rs. 62/-

3. Colgate Sensitive 100gram-Rs. 58/-

4. Colgate Max Fresh 150 gram-Rs. 50/- (Both blue and Green Flavours)

5. Colgate Kids Toothpaste 150 gram-Rs.48/-

6. Colgate Fresh Energy Gel 50 gram-Rs. 15/-, 100 gram-RS.32/- and 200gram-Rs. 58/-

7. Colgate Herbal 100 gram-RS.29/- and 200gram-Rs. 54/-

8. Colgate Cibaca Family Protection 50 gram-Rs. 10/-, 100 gram-RS.17/- and 200gram-Rs. 27/-

9. Colgate Active Salt 100 gram-RS.29/- and 200gram-Rs. 54/-

  

Marketing MixPlace

Colgate’s product distribution is immense. Almost all super markets, discount chains and pharmacies such as Wal-Mart, Albertsons, Target, Walgreens and CVS carry Colgate Toothpaste. Colgate toothpaste is physically located in the oral health isle of stores. Colgate toothpaste can sometimes be found in more prominent locations when on sale or launching new products into the market. Colgate is sold over almost all the retail outlets of India viz.,Kirana stores, supermarkets, medical shops, co-operative stores, etc. It is well-distributed through the supply chain of company distributors to whole sealers to retailers to final consumers. All the products are available in the all-India market, including semi-urban and rural markets which are their primary focus areas. But the various varieties of Colgate are not so easily available other than in the oral care outlets or super markets. The small tubes of Colgate are also available in small road-side shops and from the vendors.

PROMOTION

The Colgate Toothpaste promotions can be found throughout the marketing mix in a variety of mediums. The advertisements and promotions are located in a targeted media selection that appeals to the target consumer.

• WEBSITE: Colgate has a dynamic website with the title, “Colgate World of Care,” that details products, oral care, company history, e-newsletter and special offers.

The website also has a social networking page called Colgate Smile to engage the consumer to get involved with their oral health and the Colgate-Palmolive Company. Colgate also has social media pages on Facebook, Twitter and MySpace.

Coupons are the largest form of promotion offered by the home product giant P&G. Coupons can be found online via the Crest and Oral-B e-newsletter. Sent out monthly, the E-mail newsletter includes updates, latest advances, new products and exclusive offers at P&G. Crest also sends out the P&G Brand Saver found in over 500 local Sunday Newspapers nationally. This coupon booklet provides discounts on P&G products that are redeemable at purchase. Colgate normally gives out small product samples at annual events like ³Oral Health month´ to remind target consumers, especially kids to take better care of their teeth after eating sweets. This method does not drive strong results as most consumers tend to forget the message, even if they have collected the samples.

Now, instead of giving away product samples, Ice cream and cotton candy were given out. The stick carrying the ice-cream and cotton candy carries a hidden message. Once consumers are done the message printed on the tip of the stick shaped like a toothbrush reveals Don’tforget´ with the Colgate logo. This simple message effectively reminded consumers to brush their teeth.

Colgate Mission:

Based upon Colgate and its competitor’s situation analysis, a comprehensive strategic plan has been compiled with goals, rational, insights and initiative. These elements are in accordance with the three fundamental values stated in the Colgate Mission statement. The three fundamental values of Caring, Global Teamwork and Continuous Improvement are the foundations for Colgate’s business strategy and are reflected in every aspect of work life.

Caring: The company cares about people; Colgate employees, customers, shareholders and business partners. Colgate is committed to perform with compassion, integrity, honesty and high ethics in all situations and to listen with respect to others and to value differences. The company is also dedicated to protect the global environment and to enhance the communities where Colgate users live and work. It is also committed to be compliant with government laws and regulations.

Global Teamwork: Colgate is part of a global team that is committed to working together across countries and throughout the world. By sharing ideas, technologies and talents, the company can achieve and sustain profitable growth. Continuous Improvement: Colgate is committed to improving every day in all it does, as individuals and as teams. By better understanding consumers’ expectations and continuously working to innovate and improve products, services and processes, Colgate will “become the best.”Marketing Mix