MARKETING MANAGEMENT

PROJECTPREPARED BY

SHIRLEY SHEKHARAN K.

ROLL NO. -15013S.Y.B.M.S.

INTRODUCTIONFrom chairman’s point of view

It's my pleasure to welcome you to the world of Colgate-Palmolive. The small soap and candle business that William Colgate began in New York City early in the 19th century is now, more than 200 years later, a truly global company serving hundreds of millions of consumers worldwide.

Our 200-year history reflects the strength and innovation that Colgate people have used to constantly transform our Company and identify new opportunities. With global brands sold in over 200 countries; Colgate, Mennen, Palmolive, Ajax, Softsoap, and Hill’s Pet Nutrition are among the world's most recognizable household names, trusted and relied upon by consumers everywhere.

Colgate People, working around the world, share a commitment to our three core corporate values: Caring, Global Teamwork and Continuous Improvement. These values are reflected not only in the quality of our products and the reputation of our Company, but also in our dedication to  serving the communities where we do business.

As a leading consumer products company we are also deeply committed to advancing technology which

can address changing consumer needs throughout the world. In fact, our goal is to use our technology to create products that will continue to improve the quality of life for our consumers wherever they live.

As a successful business, we are focused on achieving the consistent growth required to continue our global success and to make us an even stronger company. We believe this is the best way to benefit our consumers, our people and our shareholders.

HISTORY

1806William Colgate starts a starch, soap and candle business on Dutch Street in New York City.

1817First Colgate advertisement appears in a New York newspaper.

1820Colgate establishes a starch factory in Jersey City, New Jersey.

1857Upon the death of founder William Colgate, the company is reorganized as Colgate & Company under the management of Samuel Colgate, his son.

1866Colgate introduces perfumed soap and perfumes/essences.

1873Colgate introduces toothpaste in jars.

1879Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the Mennen Company.

1896Colgate introduces toothpaste in a collapsible tube.

1900Colgate wins top honors for its fine soaps and perfumes at the World’s Fair in Paris.

1902Stylish Palmolive advertising begins, emphasizing ingredient purity and product benefits.

1906Colgate & Company celebrates its 100th anniversary. Product line includes over 800 different products.

1908Colgate is incorporated by the five sons of Samuel Colgate.

Ribbon opening added to Colgate tube: “We couldn't improve the product so we improved the tube.”

1911Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and provides hygienists to demonstrate tooth brushing.

1912William Mennen introduces the first American shaving cream tube.

1914Colgate establishes its first international subsidiary in Canada.

1920sColgate begins establishing operations in Europe, Asia, Latin America and Africa.

1928Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company.

1930On March 13, Colgate is first listed on the New York Stock Exchange

1939Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from kidney

disease. This breakthrough leads to the first Hill's Prescription Diet product.

1947Ajax cleanser is launched, establishing a powerful now-global brand equity for cleaning products.

1953Colgate-Palmolive Company becomes company's official name.

1956Colgate opens research center in Piscataway, NJ.

Fabric conditioner is launched in France as Soupline. Today, fabric conditioners are sold in over 54 countries around the world.

1966Palmolive dishwashing liquid is introduced and today it is sold in over 35 countries.

1968Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.

1970Irish Spring launches in Germany as Irische Frühling and in Europe as Nordic Spring. In 1972, Irish Spring is introduced in North America.

1972Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals.

1975Caprice hair care launches in Mexico. Today, hair care products are sold in over 70 countries, with variants to suit every type of hair need.

1976Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet nutrition and veterinary recommendations.

1983Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are sold annually worldwide. If you lined them up end to end, they would circle the globe 16 times.

1985Protex bar soap is introduced, and today offers all-family antibacterial protection in over 56 countries.Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley & Hazel, a leading oral care company, which adds strength in key Asian markets.

1986The Chairman's You Can Make A Difference Program is launched, recognizing innovation and executional excellence by Colgate people.

1987Colgate acquires Softsoap liquid soap business from the Minnetonka Corporation. Today, Colgate is the global leader in liquid hand soap.

1989Annual Company sales surpass the $5 billion mark

1991Colgate acquires Murphy Oil Soap, the leading wood cleaner in the U.S. Today, its product portfolio has expanded to include all-purpose cleaners, sprays and wipes.

1992Colgate acquires the Mennen Company. Today, Mennen products are sold in over 52 countries.

Colgate Total toothpaste introduced.

1995Colgate enters Central Europe and Russia, expanding into fast-growing markets.

Colgate acquires Kolynos Oral Care business in Latin America and launches market-leading Sorriso toothpaste.

1996Bright Smiles, Bright Futures oral health education program expands to 50 countries,

and today reaches over 50 million children annually.

1997Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral health problems.

2004Colgate acquires the GABA oral care business in Europe, with its strength in the important European pharmacy channel and its ties with the dental community.

2006Colgate enters the fast-growing Naturals segment by purchasing Tom’s of Maine, a leader in that market in the United States.

Today …Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries and territories worldwide. 

PRODUCTS

ORAL CARE Toothpastes Tooth brushes Kids products Whitening

products Over the

counter From the dentist Product guide

for vegetarians

PERSONAL CARE Men’s and

Women’s Antiperspirant and Deodorant

Bar soap Body wash Liquid hand

wash Toiletries for

men

HOME CARE Dishwashing Fabric

Conditioner Household

cleaners

Institutional products

PET NUTRITION

Science Diet Prescription

Diet

MARKETING STRATEGIES

C olgate delights consumers around the world with an array of Oral Care, Personal Care, Home Care and Pet Nutrition products. Behind the success of Colgate’s brands are carefully developed business and marketing strategies.

Known for having a long history of strong relationships with its retail trade partners. Small stores around the world are just as important to Colgate as large ones. Based on consumer and shopper insights, the Company works closely with local merchandisers and shop owners to offer a relevant assortment of products and merchandising services to achieve high visibility in each store.Colgate is sharply focused on aligning its strategies and goals with those of its trade partners in order to achieve mutual success.

Colgate people understand that the way they do business is just as important as the results they achieve. Colgate has developed global commercial selling principles that apply to thier relationships with all customers, regardless of their size or location. These principles provide specific guidelines on how to achieve business goals, while maintaining Colgate’s commitment to its values and to upholding the highest ethical standards in its business dealings.

Innovation is a cornerstone of Colgate’s strategy to drive profitable growth. While innovation in new product development is key, equally important is innovation throughout all of the Company’s business functions and processes.New product development for products expected to be launched within three years takes place at nine consumer innovation centers strategically located around the world.These centers create new product concepts and ideas based on specific insights into consumer wants, needs and behaviors. For projects extending three to five years into

the future, work is focused in three category-specific long-term innovation centers: Oral Care, Pet Nutrition and Personal Care. Supplementing these efforts, Colgate scientists conduct early research to establish a scientific foundation for new product ideas generated, and develop robust formulations that deliver new benefits to consumers.

In marketing , Colgate is breaking ground in connecting with consumers in non-traditional ways, particularly by leveraging the Internet and mobile phones. One successful program is capitalizing on the popular use of the term “Colgate Smile” for any great smile. Colgate encourages a personal, emotional connection with our brand by inviting consumers to share their “Colgate Smiles” via photographs, stories and videos posted on www.ColgateSmile.com and numerous social networking sites, such as MySpace and Facebook.

To best reach today’s consumers, Colgate uses integrated marketing communications that include a mix of traditional and new media, as well as creative promotional activities. For example, as part of its very

successful “Feeding Is Believing” marketing campaign,

INTRODUCING COLGATE SENSITIVE

Colgate Sensitive, a sensitivity toothpaste that gives you more.

Fast Relief Proven Protection Fresh Breath and Whiter Teeth

Wouldn't you love a sensitivity toothpaste that not only relieves the immediate pain, but goes beyond sensitivity relief to provide

proven protection, fresh breath and whiter teeth?New Colgate Sensitive, a sensitivity toothpaste that gives you more: fast relief, proven protection, fresh breath and whiter teeth. Always read the label.

What Is Sensitivity?

Many adults suffer from sensitive teeth. Cold, heat and high sugar concentrations can alter the fluid dynamics in microscopic tooth tubules, which in turn stimulate the nerve deep inside the tooth causing pain and discomfort.

How Can Colgate Sensitive Help?

Colgate Sensitive's Potassium Citrate formula soothes the nerve ends and with regular use builds a protective shield, providing both immediate relief from sudden shocks of pain and long term sensitivity protection with regular use.

INTRODUCING COLGATE SENSITIVE TOOTHPASTE

It gives you fast relief from sensitivity pain, lasting protection with regular use, proven protection against cavities and plaque, fresh breath and gently restores the natural whiteness of your teeth. Its advanced formula contains potassium citrate that provides fast soothing relief. Colgate Sensitive is available in 50ml and 75ml tubes and 100ml pumps.

Colgate Sensitive Multi Protection offers complete protection for sensitive teeth. With unbeatable protection for sensitive teeth whilst also protecting teeth and gums, thanks to its clinically proven bacteria fighting system.

Colgate Sensitive Toothpaste 100gNew colgate sensitive offers clinically proven, sensitivity relief and fluoride protection, as well as a great taste and fresh breath, for patients suffering from dental hypersensitivity. Colgate sensitive is a toothpaste containing potassium nitrate, which has a direct desensitising effect on the pulp nerve fibers of the tooth. Potassium nitrate is clinically proven to actively relieve tooth sensitivity. Colgate sensitive also contains fluoride to provide everyday care. Fluoride is proven to protect against cavities, and with

regular brushing, it helps fight plaque. Its foaming ingredients ensure effective cleaning.

Active Ingredients: Potassium nitrate, sodium monofluorophosphate.Dosage: Adults and children 12 years of age and older: apply approximately a 2.5cm strip of the product onto a soft toothbrush. Brush thoroughly for at least one minute twice a day (morning and evening) or as recommended by a dental professional. Make sure to brush all sensitive areas of the teeth.

Warnings:Do not swallow. Children under 12 years of age: use only on the advice of a dentist or doctor. If sensitivity persists, see your dentist.

THANK YOU