MARKET RESEARCH OF COLGATETOOTHPASTE

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PRESENTED BY

ANSHUL VERMADEV KARAN PATELRICHA TIWARISHAILENDRA PATELSHWETA GODBOLESWATI SAHUUDITA CHANDOLA

SOME FACTS

India has about57 million urban and136 million rural households .

Branded toothpaste penetration is76.8% in urban areas and 37.1% in rural India .

Toothpaste market in India is worth Rs 3500 Crore

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LEADING BRANDS AVAILABLE IN THE INDIAN MARKET

Colgate

Closeup

Pepsodent

Meswak

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Anchor

Babool

Vicco

Dabur

INTRODUCTION

Smile is often the mark of beginning of great relationship. A smile looks better if its revealed through neat gleaning set of white teeth, and for a set of shinning white and healthy gums, maintaining good oral health is absolutely essential.

Colgate, an oral hygiene product line and one of the namesake brands of the Colgate Company, is a manufacturer of a wide range of toothpastes, toothbrushes, and mouthwashes.

Colgate is serving from last 200 years. Company was founded by William Colgate in 1806, initially he started making soaps and candles but in 1873 he started with toothpaste, it started advertising for its product in 1902. Most of Colgate toothpaste brands use sodium fluoride.

Colgate constitutes 43% of world market of toothpaste, its having its headquarters at New York and 36,002 employees are working for the company.

In1806 Company was started by William Colgate .

In1873 Colgate introduced a toothpaste.

Colgate introduced a toothpaste in a tube in 1896.

Till1937 hand-carts were used to distribute Colgate Dental Cream

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INTRODUCTION : COLGATE

COLGATE (INDIA) TODAY

One of the widest distribution networks in India.

4.3 million retail outlets.

Net profit Rs122 crore.

The company dominates the Rs.3500 crore Indian toothpaste market .

More than50% of the market share .

Share of 53.3 per cent.

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Total market share has increased from 5 1.7% to53.3% in2009-2010.

Colgate Active Salt and Colgate Sensitive are the major contributors.

Net sales increased13 per cent to touch Rs528.8 crore, as against Rs468 crore last year

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PRODUCTS

Colgate Max freshColgate Kids toothpasteColgate Active SaltColgate Max whiteColgate CibacaColgate SensitiveColgate HerbalColgate Advanced whitening

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PRICE

Colgate Active Salt- Rs57

Colgate Max fresh- Rs59

Colgate Sensitive-Rs56

All products of Colgate are ranging between 50 to 60

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STRENGTHS Colgate brand biggest strength.

Market leader with 50% share.1.5 times second player HLL.

OPPORTUNITY

Urban areas 70% Rural penetration 40% Toothpaste consumption in India very low at 92 grams per household per month

WEAKNESSES Market growth of 10% in volume terms. Profits of company totally dependant on one segmentHas not been able to penetrate the rural segment in volume terms.

THREATS Competition increasing since Dabur acquired Balsara Dabur third largest player with brands like Babool, Meswak, Promise. Foreign brands like AQUA-FRESH, ORAL-B, JORDAN, etc are trying to take the course of the market to different dimensions

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INTRODUCTION OF PEPSODENT

Pepsodent has established itself as a strong, reliable brand commanding the second place in terms of market share next to Colgate from Colgate-Palmolive Ltd.

PRODUCTS AVAILABLE Pepsopdent completePepsodent HerbalPepsodent SensitivePepsodent Milk Teeth StrawberyPepsodent Cavity PreventionPepsodent germicheck

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Price of Pepsodent is higher than other products in this category.

Price of Pepsodent toothpaste is Rs86 for200 gms.

Even there are variances of Pepsodent which hardly differ by 2 to3 Rs

PRICE

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Brand who is leading the herbal toothpaste market

DABUR PRODUCTS Babool ToothpasteMeswak ToothpasteDabur Red ToothpastePromise ToothpasteThese all are herbal products

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PRICE OF DABUR PRODUCTS(50 GMS)

Babool Toothpaste-15 Rs

Meswak Toothpaste-15 Rs

Dabur Red Toothpaste-14 Rs

Promise Toothpaste-14 Rs

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MARKET SHARE

colgatepepsodent + closeupdabur redothers

53.328.2

13.5 5.0

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COMPARISON OF STRATEGIES

colgate pepsodent Dabur red

No. 1 brand- recommended by dentist

Dhishum- dhishum Keeps dental problem away, keeps strong teeth

Small children Parents & children Middle age people

Rational appeal humour+ emotional appeal

Rational appeal

Kya ap ke toothpaste mein namak hai,

Dentist ka sujhaya no.1 brand

Pepsodent Whitening Toothpaste: Blindingly White

With lavang, pudina & tomar

COMPARISON OF GROWTH RATE The toothpaste market in India is growing but Hindustan Unilever Ltd (HUL) has little reason to smile. While the oral care industry in the country continues to grow at double-digit rates and smaller rivals such as Dabur India Ltd have gained share, HUL hasn’t just lost market share but also grown slower than the industry.In the quarter ended June, the oral care industry grew 12%, but sales of HUL’s flagship toothpaste brand, Pepsodent, grew by only 4.5%. Colgate-Palmolive (India) Ltd (C-P) grew its business 14% in the quarter, Dabur India, 32% and HUL (the oral care business), 11% according to data released by AC Nielsen a market research firm. HUL declined to comment.

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FAMIALRITY Colgate been rated the #1 brand across all categories in annual survey of IndiaIt is the eighth time in nine surveys that Colgate has been ranked the country's #1 brand.

AVAILABILTY The company’s distribution network covers 940 direct accounts and 3.8 million retail outlets. Colgate is the 2nd most widely distributed product in the country. The company is tying up with ITC for initiatives like E-choupal and Disha.

QUALITY Capitalizes on the traditional use of salt for oral care Contains micro crystals that polish ones teeth, restores and maintains their whiteness. Gel-based toothpaste with cooling crystals

AFFORDABILITY Wide range of choice of toothpaste with different varied prices to select at their affordability

WHY IS COLGATECONSUMERS #1 CHOICE???

TARGET GROUP

MAX FRESH – Colgate targeted youth with the introduction of this toothpaste, as this helps in refreshes breath.

ACTIVE SALT – Elder people are targeted in this segment as it makes teeth stronger and provides protection from cavities.

COLGATE TOTAL – Colgate Total contains the anti-microbial ingredient triclosan, which reduces the number of bacteria that cause gingivitis, cavities and halitosis Basically its for kids but Mothers are targeted as they are very concerned about their kids. This toothpaste safeguards teeth for 12 hours.

COLGATE SENSITIVE – People who have sensitive teeth are targeted in this segment who have problem in their gums.

KIDS TOOTHPASTE – Often small children don’t like to brush teeth, so for them this toothpaste was launched. Colgate had focused on taste aspect to encourage kids to brush teeth.

COLGATE WHITENNING – A whitening toothpaste that is "Clinically-proven to whiten in 14 days”. Its whitening ingredient is hydrogen peroxide, which gradually bleaches the teeth.Focus is given on group of customers in this segment those who are already suffering from plaque in their teeth.

COLGATE 2in1 – People who want both strong teeth and fresh breath are targeted.

CHANGES IN ADVERTISEMENT PATTERN

FIRST AD

This advertisement is launched in 1960. In this advertisement Colgate focused on youngsters. This ad shows a college campus where a girl pays attention to a boy who brushes his teeth with COLGATE. It was shown that Colgate gives bright teeth and fresh breath.

SECOND AD

This ad came on TV in 1996, with Aishwarya Rai. A boy is there in the ad who dates with Aishwarya, it shows that Colgate refreshes the breath. Its punch line was ‘Saanso mein zindadil taazgi’.

CONTI……. THIRD AD

This ad was launched on 18, may 2006. In this ad it was shown that some people feels pain in their teeth when they eat something. A girl comes and suggests to use Colgate as it contains salt which helps in getting rid of tooth problems.

FOURTH AD

This ad came on tv on 31, august 2007 and was of 30 seconds duration. In this ad stress is given on fresh breath. A lady police is there in the ad who stops a guy’s car for alcohol test and she gets impressed by his tempting fresh breath.

FIFTH AD

This ad came on air on 9,april 2008 and was of 30 seconds duration. In this father & son are shown painting wood and son leaves some portion of it than father explains son the importance of total protection whether its wood or teeth.

CONTI…..

SIXTH AD

In this ad there is a comparison between Colgate and other ordinary toothpaste, to make ad more revealing a dentist is shown doing this comparison that Colgate makes teeth and gums stronger and fights germs for a long time.

SEVENTH AD

In this ad two small kids are shown who are acting as a dentist at their father’s dental clinic where one kid is diagnosing other’s teeth and they say that there is no problem in the teeth and then father comes and says the same thing, so its shown that even a father as well as dentist is recommending Colgate to his kids.

An advertising campaign for Colgate toothpaste from the 1940s used the slogan "It cleans your breath while it cleans your teeth". From the 1960s onwards, the slogan was "The Colgate ring of confidence". Colgate has a toothpaste and toothbrush mascot for children's entertainment

The main punch line of Colgate is ‘Dentist ka sujhaya number one brand’. This toothpaste also approved by ‘Indian Medical Association’.

 

SALES OF COLGATE TOOTHPASTE

Colgate captures 43% of world toothpaste market.

 

COLGATE 2008-09(cr) 2009-10(cr)

Total revenue 1802.57 2060.92

Profit after tax 290.22 423.26

Colgate’s market share are improving steadily. These increases are driven by their strong focus on understanding consumers, working with dental professionals and with retail customers.

The company also continued to focus on driving innovation throughout all areas of business, increasing effectiveness,& efficiency everywhere & strengthening the leadership competency of the team.

The sharp focus on these four clearly defined strategic initiatives helped company continue to maintain its leadership position in the oral care market.

OTHER IMPORTANT ASPECTS

Corporate social responsibility. In partnership with IDA successfully concluded

the 6th edition of a 2 month long oral health programme during the year covering a wide spectrum of activities designed to spread oral health awareness & good oral hygienic practices.

The mission of the programme continued to be ZERO-TOOTH DECAY involving 17500 dental professionals spread across 1000 towns.

This year the programme extend its support to NGO’s like PRATHAM, AKSHARA FOUNDATION, SALAM BALAK TRUST, SAVE THE CHILDREN free dental checkup.

In 2002: partnered PRATHAM an NGO to promote academic education of the less privileged children.

Started supporting HIV affected children since last 2 years.

Since 1976, it has been conducting a school education programme (now called BRIGHT SMILES BRIGHT FUTURE programme).

CONCLUSION

Colgate has positioned itself in the market by gaining 53.3% market share. All this was due to its good message strategy targeting mainly the kids & parents.

We can give credit to its public relations & CSR also.It has reinforced the product image into the mind of the

customers by building a strong brand personality & hence created brand loyalty for the product.

 

YOU

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Thank