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Colgate Toothpaste

Submitted to:

Miss Afsheen Danish

Submitted By:

Hafeez ur Rehman

Farina Jaffer

Kamal AhmadSanaUllah Shaikh

Syed Akmal Aftab


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Introduction

Colgate Palmolive started its operations inPakistan in 1977 as joint venture betweenColgate Palmolive (USA) and Lakson

Group. Colgate Palmolive is one of the largest

ventures by the group. With assets ofmore than Rs. 400 million and a turnoverof Rs. 1500 million, it has emerged as oneof the largest corporations in Pakistan.


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Competition:

Its main competitors are

Macleans

Medicam Close-up

English

Minto Pepsodent


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Substitute Competition:

Colgate toothpaste competes

with Dentonic, and Khas toothpowder


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Brand Hierarchy:

Colgate Navigator PlusColgate PlusColgate PremierColgate Extra Clean

Colgate Super Flexible

Sparkle Toothpaste

Oral Care Personal Care Surface Care

Max BarAzadi Dish BarMax ScourersMax LiquidMax Antibacterial

Beauty Soap ~ Palmolive NaturalsCarbolic Soap~ AzadiSkin Germ Protection Soap ~ Protex

Brite Maximum PowerExpress PowerBonusSoftlan

Fabric Care

Colgate Maximum Cavity ProtectionColgate Total Fresh StripeColgate HerbalColgate Herbal WhiteColgate Whitening

Colgate Fresh Energy Gel


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Target Market:

Colgate is targeted at middle income and

upper income families.

Colgate has had a consistent target

market.

Colgate has never altered its target market

segment.

Colgate was introduced in the semi urban

and rural areas.


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PRICING STRATEGIES

Colgate has persisted with its premiumpricing concept

Emphasizing on quality for product

differentiation it has never used pricecuts to increase its sales.

Colgate is looking for review to changeits price in 2010.


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SECONDARY ASSOCIATIONS

1- Country of Origin

2- Channels of Distribution.

3- Spokes Persons.

4- Events.

5- Third Party Sources


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Brand Mantra

Oral ProtectionColgate is always

recommended for

providing oral

protection for

longerhours.Hence, it

proves its

consistency in oral

care.

FamilyColgates image in

Pakistan is that of a

family brand with

multidimensional

advantages,consistent quality

and continuous

innovation.Its

advertisement also

portray the same

image of colgate.

ReliableIt has maintain its

performance

throughout.Hence,it

is the most reliable

toothpaste of thetime and colgate is

still a threat to the

competitor.

Functional

Modifier

Descriptive

ModifierEmotional

Modifier


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DISTRIBUTION

Colgate Palmolive Expressdistributors RetailersConsumers

Colgate Palmolive Expressdistributors Agent wholesalersRetailers Consumers

Colgate Palmolive Agentwholesalers RetailersConsumers


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Line Extension:

Colgate is looking

for line extension in

the mid of the 2010.The possible line

extension isCOLGATESENSITIVE.


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Brand Failure

Colgate launched the food product calledColgate Kitchen Entres

The idea was that consumers

would eat their Colgate meal,

and then brush their teeth

with Colgate toothpaste. The trouble was that for most people the

name Colgate does not exactly get theirtaste buds tingling.


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RECOMMENDATION:

Colgate should hire celebrities for theadvertisement

They should also increase the volume

of their CSR activities because theyhave a very good image in the market. Target market should be clearly

emphasized in advertisement. Colgate should emphasize on Digital

Branding i.e. online purchase. Colgate should use colorful paste to

create uniqueness.


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Thank You

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