colgate india 1

8/8/2019 Colgate India 1

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Introduction

ColgatePalmoliveIndia Ltd.

Oral CareMarket

(70 years)

PersonalCare

MarketHomecare

Market


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Fast Facts

Leading brand in IndianOral Care segment.

Colgate has been ranked asIndias most trusted brand

for four consecutive yearsfrom 2003-2007

Colgate Palmolive India Ltd.

Is a 51% subsidiary ofColgate Palmolive U.S.

Listed in two stockexchanges in U.S. andIndia.


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Product Variance


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Tagline: The most advancedtoothpaste for your superior oral teeth

Target Market: Health conscious

common people

Colgate Total 12

Tagline: Fast relief from the pain ofsensitive Tooth

Target Market: ChildrenColgate Sensitive

Target Market: Traditional consumersColgate HerbalWhite


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Tagline: Get maximum all roundprotection

Target Market: Households

Colgate DentalCream

Tagline: Fights germs for healthygums and teeth

Target Market: YoungstersColgate ActiveSalt

Tagline: Not just fresh Max fresh

Target Market: audience who areconscious of their looks

Colgate Max-

fresh:


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Pricing Strategy

Factors determining the price:

1) Brand which produces the toothpaste

2) Ingredients of the toothpaste


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Pricing Cont

3) Based on competitors price.

4) Price variation based on products

5) Pricing is done on the basis of price

points

6) Packaging is customized on thebasis of price points


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Placement Strategy

1) Urban youth and urban richclass

2) Rich and consumingcustomers of rural India

3) Different age groups

4) Increase in the number of

wholesalers to smaller towns

Target Market Classified as:


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Promotional strategy

Tagline No 1 Brandrecommended by dentists.

Target Market: Children, their

parents and dentists

Colgate Bright Smiles BrightFutures Oral Health EducationalProgram.

Well planned mobile marketingactivity is practiced.

Dental check-ups by Colgatedental health day.


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Toothpaste Market Share

47.7 48.150.2

29.9 29.227.2

22.5 22.6 22.6

0

10

20

30

40

50

60

2007 2008 2009

Colgate

Pepsodent

Others


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Category Contribution(% to company sales)

95.7 96.1

2.62.6

1.7 1.3

93

94

95

96

97

98

99

100

101

2008-09 2009-10

Home/Others

Personal Care

Oral Care


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Urban Rural Contribution

2006 2007 2008 2009

67 6663 63

33 3437 37

Chart Title

Urban Rural


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Net Sales

12951473

16951962

0

500

1000

1500

2000

2500

2006-07 2007-08 2008-09 2009-10

Rs. Crores

+15.2 %

+13.8% +15.0%

+15.8%

CAGR 5 Yrs = 15%


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Profit after Tax

160

232

290

427

0

50100

150

200

250

300

350

400

450

2006-07 2007-08 2008-09 2009-10

Rs. Crores

+44.7%

+25.2%

+47.3%

CAGR 5 Yrs = 32%

+16.4%


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Market Appreciation


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Financial Strategy

Grow top line products

Reduce Costs

Invest in brandbuilding/new products

Grow NPAT

St th


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Strength

1. Strong brand image

2. Strong financial backup

3.Fundamental values :Caring, Global team

work, Continuous improvement

4. Good internal control system

Weakness

1. Due to high rate of taxes pricesare higher

2. Highly leveraged

3. Low on innovation- a follower

4. Product recalls

Opportunities:

1. Growing global oral hygienemarket

2. Tapping Dentrifrice markets inIndia.

3. Globalization

4. Stable economic conditions

Threats:

1. Increasing commodity prices

2. Increasing number of Competitors

3. Private label growth

4. Chances of failure

5. Competitive landscape from otherCPGs

SWOTAnalysis


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Business Model


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Consumption Building Programs


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Bright smile and Bright future

BSBF INDIA 2007 2008 2009

All India Universe: (Class I to V) 130 mn 137 mn 144 mn

Total BSBF Reach ( Urban +

Rural)

11.8 mn 12.0 mn 10.2 mn

% Reach 9.0% 9.2% 7.8%

Reached 83 mn school children over period of 30 yrs..

BSBE INDIA reaching 12 mn kids annually ( urban & rural)


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Oral Health Month

Public dentalcheckups

Oral

Hygieneawareness

activities

Awareness

Generation

World Oral HealthDay

School ContactProgram

Media Public Relations Trade Activities

On pack

messages

In clinic Dental Colleges

Mobile Vans


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Partnership with the Profession

OHM04 OHM05 OHM06 OHM07 OHM08 OHM09

Towns 6 50 102 175 200 932

Dentists 70 3500 5000 8300 10290 17500

360% increase in no. of towns and 70% increasein no. of participating dentists

1) Over 7500 dentistsparticipated in OHM 2009

2) Partnership with dentalcolleges for the first time

85 dental colleges participated in OHM

2009


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Contact Programs


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colgate india 1

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