Brand Strategy for Colgate
Case Study
Indian Oral Care Industry
Oral Care
Sector
Toothpaste
Toothbrush
ToothpowderMouthwash
Other Oral Care
products
• Toothpaste Segment accounts the maximum share in the Oral Care market.
• Revenues expected to augment at a CAGR of 18% from FY2013-FY2018.
• Entry of many International players.
• Toothpaste segment is likely to sustain it’s dominance in Indian Oral Care market.
Top 5 Oral Care Brands according to Consumer Reach
A History of success
1806
1817
1820
1857
1864
1866
1872
William Colgate starts Starch, Soap and Candle business
First Colgate Ad appears in New York newspaper
Colgate establishes a Starch factory
Company is recognised as Colgate and Co
B. J. Johnson opens a Soap factory
Colgate introduces Perfumed Soap
Cashmere Bouquet registered under Colgate ‘s trademark
1800-1900
1873 Colgate introduces toothpaste in jars
1896
1900
1898
1914
1908
1906
1911
1902
Colgate introduces toothpaste in collapsible tube
Introduction of Palmolive soap
Colgate wins Top Honours
Stylish Palmolive Ad begins
100th Anniversary
Incorporated by 5 sons of Samuel
Distributes 2 million toothpaste to schools
Establishes first International subsidiary in Canada
1900-2000
1920 Began operations in Europe, Asia, Latin America
1928William Colgate starts Starch, Soap and Candle
business
1930
1953
1962
1956
1968
1976
1972
1989
1983
1987
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
William Colgate starts Starch, Soap and Candle business
1928Colgate introduces toothpaste in collapsible
tube
1928
1928
1928
1928
1928
1928
1928
Colgate introduces toothpaste in collapsible tube
Colgate introduces toothpaste in collapsible tube
Colgate introduces toothpaste in collapsible tube
Colgate introduces toothpaste in collapsible tube
Colgate introduces toothpaste in collapsible tube
Colgate introduces toothpaste in collapsible tube
Colgate introduces toothpaste in collapsible tube
Products
Oral Care Personal Care Household Care From the Dentist
Oral Care
Oral Care
Oral Care
Oral Care
Oral Care
Oral Care
Oral Care
Oral Care
Oral Care Oral Care Oral Care
Oral Care
Oral Care
Oral Care
Oral Care
Oral Care
Bright Smiles, Bright Futures……….
Colgate Professional Programme……..
Colgate and the Community………….
Oral Health Month…………………..
COLGATE
Community Programmes
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