Colgate India

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Introduction
Personal Care Market

Oral Care Market (70 years)

Home care Market

Colgate Palmolive India Ltd.

Fast Facts
Leading brand in Indian Oral Care segment.  Colgate has been ranked as India‟s most trusted brand for four consecutive years from 2003-2007  Colgate Palmolive India Ltd. Is a 51% subsidiary of Colgate Palmolive U.S.  Listed in two stock exchanges in U.S. and India. 

Product Variance

Colgate Total 12

• Tagline: „The most advanced toothpaste for your superior oral teeth´ • Target Market: Health conscious common people

Colgate Sensitive

• Tagline: „Fast relief from the pain of sensitive Tooth • Target Market: Children

Colgate Herbal White

• Target Market: Traditional consumers

Colgate Dental Cream

• Tagline: „Get maximum all round protection‟ • Target Market: Households

Colgate Active Salt

• Tagline: Fights germs for healthy gums and teeth • Target Market: Youngsters

Colgate Maxfresh

:

• Tagline: „Not just fresh Max fresh‟ • Target Market: audience who are conscious of their looks

Pricing Strategy
Factors determining the price:
1) Brand which produces the toothpaste
2)

Ingredients of the toothpaste

Pricing Cont……
3) Based on competitor‟s price.

4) Price variation based on products

5) Pricing is done on the basis of price points 6) Packaging is customized on the basis of price points

Placement Strategy
Target Market Classified as:
1) Urban youth and urban rich class 2) Rich and consuming customers of rural India

3) Different age groups

4) Increase in the number of wholesalers to smaller towns

Promotional strategy
Tagline “No 1 Brand recommended by dentists”. Target Market: Children, their parents and dentists Colgate „Bright Smiles Bright Futures Oral Health Educational Program‟. Well planned mobile marketing activity is practiced. Dental check-ups by Colgate dental health day.

Toothpaste Market Share
60 50 40 30 20 10 0 2007 2008 2009 29.9 22.5 29.2 Colgate Pepsodent Others 47.7 48.1 50.2

27.2

22.6

22.6

Category Contribution
(% to company sales)
101 100 99 98 1.7 1.3

97
96 95 94 93

2.6 2.6

Home/Others Personal Care Oral Care

95.7

96.1

2008-09

2009-10

Urban – Rural Contribution
Chart Title
Urban 67 66 Rural

63

63

33

34

37

37

2006

2007

2008

2009

Net Sales
Rs. Crores
2500 2000 1500 1000 500 0 2006-07 2007-08 2008-09 2009-10 +13.8% +15.2 %

CAGR 5 Yrs = 15%

+15.8% +15.0% 1695 1962

1473

1295

Profit after Tax
Rs. Crores
450 400 350 300 250 200 150 100 50 0 2006-07 2007-08 2008-09 2009-10 +16.4% 160 +44.7% 232 +25.2% 290 CAGR 5 Yrs = 32% +47.3% 427

Market Appreciation

Financial Strategy


Grow top line products Reduce Costs Invest in brand building/new products Grow NPAT







Strength
1. Strong brand image 2. Strong financial backup 3.Fundamental values : Caring, Global team work, Continuous improvement 4. Good internal control system

Weakness
1. Due to high rate of taxes prices are higher 2. Highly leveraged 3. Low on innovation- a follower 4. Product recalls

SWOT Analysis
Opportunities:
1. Growing global oral hygiene market 2. Tapping Dentrifrice markets in India. 3. Globalization 4. Stable economic conditions

Threats:
1. Increasing commodity prices 2. Increasing number of Competitors 3. Private label growth 4. Chances of failure 5. Competitive landscape from other CPGs

Business Model

Consumption Building Programs

Bright smile and Bright future
Reached 83 mn school children over period of 30 yrs……..

BSBE INDIA reaching 12 mn kids annually ( urban & rural)
BSBF INDIA All India Universe: (Class I to V) Total BSBF Reach ( Urban + Rural) % Reach 2007 130 mn 11.8 mn 9.0% 2008 137 mn 12.0 mn 9.2% 2009 144 mn 10.2 mn 7.8%

Oral Health Month
•World Oral Health Day •School Contact Program
Awareness Generation

•Media • Public Relations • Trade Activities • On...
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