Case Study 2: Colgate Palmotive Company
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Transcript of Case Study 2: Colgate Palmotive Company
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COLGATE PRESENTATION
Prepared By: Swananya Mukherjee
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What business we are?
Colgate-Palmolive Company is an American diversified multinational corporation focused on the
1. Production,2. Distribution, &3. Provision
of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes).
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Information
Industry: Personal products Founded: 1806 Headquarters: New York City, New
York ,U.S . Key people: Ian M. Cook, CEO Revenue: US$15.3 billion (FY 2009) Employees: 36,002 Website: www.colgate.com
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History
In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company".
In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son.
In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.
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His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896.
In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company.
In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name.
Today Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.
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Awards & Achievements
Colgate has been ranked as India’s #1 Most Trusted Brand across all categories from 2003 to 2007
51% market share in the toothpaste segment
48% market share in the toothpowder market
30% share in the toothbrush market
On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand ambassador.
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Future strategies on 4 P’s:-1. Product
They try to position some innovative toothpaste with a brand name other than Colgate but under the umbrella of Colgate Palmolive
Focusing toward rural rich and consuming class by endorsing the development of ‘Colgate Ayurvedic Toothpowder
They would come up sachets of these tooth powder and position toward rural population who buy in smaller lots
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For Urban population, they would come up with the products suiting to young generation
For Urban rich and consuming class, they would come up with the products on the basis of functional benefits
Eg: 1.They launch different toothbrushes for different age groups. 2.They launch a special toothpaste and toothbrush for kids in the age group from 4-10 years.
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2.Price
Based on the competitor's price
Charging higher premium which focused on consuming and lower income classes
Pricing done on the basis of price points
Packaging would be customized on the basis of price points.
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3.Promotion
They positioning Colgate dental white crème and toothpowder towards rural rich segment
For rural consuming class they endorsing Cibaca toothpaste
Advertisement through T.V. media, Print media
FM Radio for Urban population & MW and SW radio for Rural population
Hoarding on National highways
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4. Place
They would try to increase product penetration to rural population
They would try to increase the wholesalers to smaller towns
They would track the distribution path so that they are covering all the village areas around the towns
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SWOT Analysis
SWOT analysis for Colgate……
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Strengths
Strong financial performance
Focus on innovation and new product launches
Colgate business planning initiative
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Weakness
Highly leveraged
Product research
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Opportunities
Emerging markets growth
Deploying advance technologies
Growing Hispanic population in the US
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Threats
Competitive landscape from other Private label growth
Increasing commodity prices
Falling consumer confidence in the US
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Promotion tools
Increasing circumference of toothpaste tube
Free Dental Check-up in mobile vans
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Free Dental Check-up by sending a SMS
Scholarship offers like Learn & earn offer
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Advertisement
In 1940,the Colgate Company used Slogan was "It cleans your breath while it cleans your teeth “
The 1960s onwards, the slogan was "The Colgate ring of confidence“
In the late 1950's and early 1960's, Colgate stressed the fact their "Dental Cream" contained Gardol, a formula that helped protect teeth from cavities and tooth decay .
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Various Product Categories
Oral Care Personal Care Home Care Professional Oral care
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Oral Care
Colgate Dental Cream Colgate Active Salt Colgate Max Fresh Colgate Total 12 Colgate Plax Colgate 360 ActiFlex Colgate Extra Clean Gum Care Colgate Sensitive Toothbrush Colgate 360 Toothbrush Colgate Zig Zag
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Personal Care
Palmolive Thermal Spa Palmolive Aroma Shower Gel - Relaxing Palmolive Naturals Liquid Hand Wash
Family Health Palmolive Naturals Moisturizing Body
Wash - Milk and Honey
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Home Care
Axion - Dish Washing Paste
Palmolive dish washing Paste
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Professional Oral Care
Colgate PerioGard Colgate Sensitive Colgate Gel Kam Colgate Visible White
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Market Share
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Product category-(Oral Care)
Colgate Palmolive increased its oral care market share from 26% in 2005 to 33% in 2009
Colgate Palmolive the largest player in the oral care business globally. Colgate is the world leader in oral care with a 33% market share
We expect Colgate’s oral care business to generate $25.5 billion in annual revenue by the end of this year
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Financial Report
Total Revenue: 2,060.92 1,802.57 Sales: 1,962.46 1,694.81 Other Income: 98.46 107.76 Profit before Taxation: 484.80 345.31 Provision for Taxation: 61.54 55.09 Profit after Taxation: 423.26 290.22 Balance brought forward: 28.84 5.77 Profit for appropriation: 452.10 295.99 Appropriation: Dividend: 271.98 203.99 Dividend Tax: 45.84 34.14 General Reserve: 42.33 29.02 Balance c/f: 91.95 28.84 452.10 295.99
(In ‘000)
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COMPETITORS
Hindustan Unilever Ltd.
Procter & Gamble
Church & Dwight Co., Inc.
The Clorox Company
Kimberly-Clark Corporation
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COLGATE PALMOLIVE CO Top Competitors
Symbol Company's name
Last Change %Change
Volume
CL COLGATE PALMOLIVE
CO
78.01 -0.18 -0.23 584,643
CLX CLOROX CO DEL
62.27 -0.03 -0.05 274,795
PG PROCTER & GAMBLE CO
63.41 0.54 0.86 5.03 M
CHD CHURCH & DWIGHT INC
67.05 0.01 0.01 152,756
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Hindustan Unilever Ltd.
Hindustan Unilever Ltd. Stock Quote (In $)
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Procter & Gamble
P & G Stock Quote (In $)
Latest
12/10/10 EST
Change ($) Change (%) High Low
$63.35 0.480 0.764 $63.79 $63.21
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Church & Dwight Co., Inc.
Church & Dwight Co., Inc. Stock Quote (In $)Latest
12/10/10 13:33:49 EST
Change ($)
Change (%)
High Low
$67.08 0.040 0.060 $67.45 $66.95
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The Clorox Company
Latest
12/10/10 13:34:10 EST
Change ($) Change (%) High Low
$62.49 0.185 0.297 $62.51 $62.16
The Clorox Company Stock Quote (In $)
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Kimberly-Clark Corporation
Kimberly-Clark Corporation Stock Quote (In $)
Latest12/10/10 14:07:19 EST
Change ($) Change (%) High Low
$61.83 -0.145 -0.235 $62.24 $61.70
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Submitted By :-Shweta Sharma(M100700054)