INDUSTRY PROFILE

FMCG sector is buoyantRs. In Billion

2008 Key Category Growth

2008 Key Category Growth

3 Yr. Category Growth

• 2032 direct accounts & 4,224,630 indirect accounts.

• Numeric Distribution of Colgate Toothpaste @ Dec 2008

Urban 84% Rural 79% Urban +Rural 81%

Strategic Position

COLGATE-PALMOLIVE COMPANY

It's my pleasure to welcome you to the world of Colgate-Palmolive

SOUVIK BHAUMIKSARVAGYA SINGH

VIDYASAGAR.N

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.

• 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 organizations spanning 200 countries, but it is publicly listed in only two, the United States and India.

MARKET SIZE

POSITION IN GLOBAL MARKET

Awards & Achievements

• Colgate has been ranked as India’s 1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 .• 51% market share in the toothpaste

segment . • 48% market share in the toothpowder

market . • 30% share in the toothbrush market . • Presently it is facing competition from no. 2

player HUL. E.g. Pepsodant

• On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand ambassador.

• Rated as the 1 brand by the A&M – MODE Annual Survey for India’s Top Brands for eight out of nine years during the period1992 to 2001.

• Ranked as India’s Most Trusted Brand across all categories for four consecutive years 2003 to 2006 by Brand Equity’s “Most Trusted Brand” Survey

• In Brand Equity’s 2007 “Most Trusted Brand” survey, Colgate was rated the leading FMCG Brand, 2nd position in overall survey.

PRODUCTS OF COLGATE

TYPES OF PRODUCTS

COLGATE

PERSONAL CARE HOUSEHOLD CARE ORAL CARE

PERSONAL CARE The main products of personal care are

mentioned bellow… • Palmolive Naturals Moisturizing Body Wash - Milk

& Honey and Milk & Almond• Palmolive Aroma Shower Gel – Relax• Palmolive Aroma Shower Gel – Vitality• Palmolive Thermal Spa - Firming & Massage.

HOUSEHOLD CARE

For household care following products are mentioned bellow….

• Axion Dish Washing Paste

ORAL CARE

• Colgate Dental Cream • Colgate Active Salt • Colgate Max Fresh • Colgate Total 12 • Colgate Plax

4 P’s of MARKETING

•PRODUCT•PLACE •PROMOTION•PRICE

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.

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.

Promotion • They positioning Colgate dental white

creame 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.

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.

Opportunity to increase per capita consumption

Per Capita Consumption

China 255(Grams/Year)

Malaysia 293 (Grams/Year) India 108(Grams/Year)

SWOT ANALYSIS

STRENGTH’S

• Focus on innovation and new product launches • Colgate business planning initiative • Product research • Highly leveraged • Strong financial performance

Weaknesses

• Competitive landscape from other Private label growth • Increasing commodity prices • Falling consumer confidence in the US • Product research• High leveraged

OPPORTUNITIES• Emerging markets growth

• Deploying advance technologies

• Growing Hispanic population in the US

THREATS• Competitive landscape from other Private

label growth

• Increasing commodity prices

• Falling consumer confidence in the US

Distribution Network

Income Statement

Balance Sheet

Cash Flow

• The company’s latest financials are:

- Revenues of $15,564 million in FY 2009

- Operating profit of $3,489 million

- Net profit of $2,203 million

Conclusion