Colgate Marketing

Topics: Oral hygiene, Toothpaste, Dental caries Pages: 12 (3159 words) Published: May 10, 2013

The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion

Market Segmentation

A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another.


The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Branding is strategic. Marketing is tactical.

Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy. “A product is something that is made in a factory a brand is something that is bought by a customer. A competitor can copy a product, a brand is unique. A product can be quickly outdated, a successful brand is timeless.”(STEPHEN KING)

Earlier in India oral hygiene was the domain of local homemade ayurvedic powders or natural herbs. The history of toothpaste in India can be traced back in year 1975.Now the awareness regarding oral hygienic Indian society has increased with the different brands of toothpaste.

Colgate-Palmolive Company is an American multinational consumer products company focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes).

The Brand – Colgate Dental Cream (Colgate – Palmolive Company)

Colgate in partnership with the Indian Dental Association announces the 9th edition of ‘Oral Health Month’ With ‘Mission Zero Tooth Cavity’ the mass awareness program will travel across more than 1,000 cities and towns. Mumbai, October 11, 2012: Colgate-Palmolive (India) Limited, the market leader in oral care, and the Indian Dental Association (IDA), today announced the commencement of the 9th edition of the Oral Health Month. This 2-month long intensive oral care awareness initiative aims to improve the oral health condition and generate awareness about tooth cavities in the country. Championing the cause of oral health over the last 75 years, the Oral Health Month was launched by Colgate in 2004 as a 6-city program. Today the program reaches people across 1116 cities and towns, in partnership with over 25,000 dentists. Spanning across October-November, the ‘Oral Health Month’ involves in-clinic free cavity check-ups, school contact programs, mobile dental vans with free cavity check-up facilities and other engaging awareness activities. To avail of a free in-clinic cavity check-up, all one has to do is SMS his/her postal pin code to 5676711 for information on a dentist in their locality. The dentist details are provided as a reply to the SMS. As part of this initiative, 13 mobile dental vans will also travel across 39 cities to make basic oral care facilities accessible to the underprivileged, through the support of IDA dentists. Dr. Ashok Dhoble, Hon. Secretary General, Indian Dental Association added, “We are proud to be associated with Colgate for the Oral Health Month We have been closely working with them on this initiative for the last eight...
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