Study on Kolget

Topics: Toothpaste, Oral hygiene, Trademark Pages: 11 (2947 words) Published: January 30, 2013
Project Report: Toothpaste - Kolget
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Introduction: Toothpaste Industry Overview
The toothpaste history in India can be tracked back from 1975 with 1200tonnes of toothpaste produced by the toothpaste industry. Prior to the toothpastes.Oral Hygiene was the domain of local homemade powders and ayurvedh practitioners. With the entry of Colgate in Indian marketplace the awareness about Oral care and the importance of oral care. In recent years the Industry has shown impressive growth rate of 18.6% (this growth is calculated in terms of value growth in Rs.).The growth in the urban market has been largely by the Gel Segment. Presently ,a large chunk of the Market is still held by Colgate. The major players in the toothpaste Industry being Colgate Palmolive and Hindustan Lever Limited and several minor players like Balsara hygiene, Dabur etc. Presently Colgate Dental Cream holds 52% of market share. HLL’s Close up lies far behind with 23% of the existing market share. The third player in the market place in terms of market share is Colgate Gel with 10.5% of the market share. That leaves 14.5% market share for other Brands like Close up, Close up G,Promise,Babool, Sensofoam, Forhans, Cibaca, Neem, Viccoetc. The toothpaste market is presently valued at Rs. 750 crores out of which the Gel segment has already bagged 1/3rd portion of it. The Gel segment presently stands at Rs. 248crores and is growing at a rate much faster than Cream. In India toothpaste usage ascompared to other countries is very low which signifies about the potential of the market.

Product feature:
Toothpaste is a low involvement product Grinds away the leftover food and plaque on your teeth, with the help of your toothbrush Abrasive paste The abrasive in toothpaste is called dicalcium phosphate dihydrate The other main part of toothpaste is the paste which is made up of water and things to help it spread through your mouth easily The Toothpaste Market : 

3 The Toothpaste Market Industry size: Rs 25 billion Toothpaste can be considered as a solution to the need of oral care Types of toothpastes: Whites Gels Herbals Players: MNC dominated market (Colgate, HLL) Market growth: 7-8% CAGR Per capita consumption: 82 gms Permissions and licenses for toothpaste:

* Manufacturing license - A manufacturing licence is an official authorisation allowing the company to manufacture a certain range of products according to current laws and orders. The certificate is normally issued in the local language and is generally not meant to be handed out to a third party.

* Patents -  It is a property right for an invention granted by a government to the inventor. A patent gives inventors the right “to exclude others from making, using, offering for sale, or selling their invention throughout the country or importing their invention into “India” for a limited time.

* Copyrights- Copyright is a legal concept, enacted by most governments, giving the creator of an original work exclusive rights to it, usually for a limited time. Generally, it is "the right to copy", but also gives the copyright holder the right to be credited for the work, to determine who may adapt the work to other forms, who may perform the work, who may financially benefit from it, and other related rights. It is a form of intellectual property (like the patent, the trademark, and the trade secret) applicable to any expressible form of an idea or information that is substantive and discrete.

* Registered trademark - The registered trademark symbol, designated by ® (the circled capital letter "R"), is a symbol used to provide notice that the preceding mark is a trademark or service mark that has been registered with a national trademark office.In some countries it is against the law to use the registered trademark symbol for a mark that is not officially registered in any country.

5 competitive brands of the project:
CompanyTypes of...
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