Case Analysis Of Colgate
http://www.livemint.com/Companies/EQK8h6GN48dzztQ1t3xwPJ/Colgate-regains-some-market-share-in-April-and-May.html
Colgate regains some market share in April and May
The increase in the market share comes as Colgate has stepped up aggression in brand investment and new launches, especially in the herbal space
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Sapna Agarwal Colgate’s market share in toothpaste had dipped from 57.2% in 2015 to 55.7% year-to-date till April. Photo: Mint
Mumbai: Colgate-Palmolive India Ltd, which lost some market share at the beginning of the calendar year, has regained some of it in April and May on the back of new launches and brand investments, especially in the herbal and ayurvedic …show more content…
In the past couple of months, Colgate has unveiled multiple launches in toothpaste—a range of fluoride toothpaste for children aged between 2 and 5 years in two flavours (strawberry and bubble fruit) in animal cartoons packs; new variant in Colgate Sensitive, Colgate Sensitive Clove Essence; relaunch of its Active Salt range of toothpaste with new packaging. The launches were across the premium and mass categories.
For instance, the Colgate Sensitive Clove toothpaste, which was launched on 21 June, is an innovation rooted in the Indian insight of the Clove’s therapeutic oral care properties. “Sensitive Clove is Colgate’s first-ever sensitivity toothpaste, based on natural elements, that offers protection against tooth sensitivity. This product is a testimony of our continual innovation process that keeps our India consumer’s requirements and customization of the product at the core of our business,” the company said in a press …show more content…
With the increasing competitive intensity in the herbal and ayurvedic oral care segment, Ian Cook, global chief executive, told investors that it will revitalize its Colgate Active Salt toothpaste bundle on 28 April and introduce new variants in the country.
Of the total 55% market share that Colgate commands, about 7% is contributed by the natural segment brand Active Salt on a national basis. The share of this brand in South India is even higher at approximately 25%. Colgate Active Salt Neem, which was launched a year ago, has already garnered nearly 1% market share, according to the Edelweiss report.
To be sure, Colgate was also impacted by the slow macro environment and the phasing out of fiscal benefit at its Baddi unit, besides heightened competitive intensity not only from herbal players like Patanjali but also from Hindustan Unilever Ltd which launched a new variant of
Colgate regains some market share in April and May
The increase in the market share comes as Colgate has stepped up aggression in brand investment and new launches, especially in the herbal space
Subscribe to our newsletter.
________________________________________
Sapna Agarwal Colgate’s market share in toothpaste had dipped from 57.2% in 2015 to 55.7% year-to-date till April. Photo: Mint
Mumbai: Colgate-Palmolive India Ltd, which lost some market share at the beginning of the calendar year, has regained some of it in April and May on the back of new launches and brand investments, especially in the herbal and ayurvedic …show more content…
In the past couple of months, Colgate has unveiled multiple launches in toothpaste—a range of fluoride toothpaste for children aged between 2 and 5 years in two flavours (strawberry and bubble fruit) in animal cartoons packs; new variant in Colgate Sensitive, Colgate Sensitive Clove Essence; relaunch of its Active Salt range of toothpaste with new packaging. The launches were across the premium and mass categories.
For instance, the Colgate Sensitive Clove toothpaste, which was launched on 21 June, is an innovation rooted in the Indian insight of the Clove’s therapeutic oral care properties. “Sensitive Clove is Colgate’s first-ever sensitivity toothpaste, based on natural elements, that offers protection against tooth sensitivity. This product is a testimony of our continual innovation process that keeps our India consumer’s requirements and customization of the product at the core of our business,” the company said in a press …show more content…
With the increasing competitive intensity in the herbal and ayurvedic oral care segment, Ian Cook, global chief executive, told investors that it will revitalize its Colgate Active Salt toothpaste bundle on 28 April and introduce new variants in the country.
Of the total 55% market share that Colgate commands, about 7% is contributed by the natural segment brand Active Salt on a national basis. The share of this brand in South India is even higher at approximately 25%. Colgate Active Salt Neem, which was launched a year ago, has already garnered nearly 1% market share, according to the Edelweiss report.
To be sure, Colgate was also impacted by the slow macro environment and the phasing out of fiscal benefit at its Baddi unit, besides heightened competitive intensity not only from herbal players like Patanjali but also from Hindustan Unilever Ltd which launched a new variant of