Toothpaste and Colgate

INDEX S. No. CONTENTS PageNo. 1 political party PROFILE 4 2 INTRODUCTION 5-7 3 COMPANY level 9-12 4 trade MIX 11-16 5 BCG MATRIX 14-18 6 rise psychoanalysis 7 STP ANALYSIS 8 BALACESHEET 9 RECOMMANDATIONS 9 CONCLUSION 10 COMPANY PROFILE conjunction name Colgate Palmolive Ltd. insure of Establishment 1937 R tied(p)ue 347. 188 (USD in Millions) market Cap 111160. 5286158 (Rs.In gazillions) Corporate overlay Colgate Research Centre, Main Street Hiranandani Gardens Powai ,Mumbai-400076, Maharashtra WWW. colgate. co. in Management Details chairman person J Skala MD R D CalmeyerDirectors Derrick Samuel, J K Setna,Skala, K V Vaidyaanathan, M Elias,PK Ghosh, R A Shah, V S Mehta Business Operation Household &Personal Products Background Colgate-palmolive is Rs 1. ccc crore lodge started in year 1937. In Rs 2,400 crore domestic market it enjoys 50% of markets sh ar.It spread across 4. 5 million retails outlets out of which 1. 5 million atomic number 18 direct ou tlets. Financials Total Income Rs 20606. 60 Million (year Ending baby 2010) interlock Profit Rs 4232. 60 Million (year Ending Mar 2010) Company Secretary K V VaidyanathanINTRODUCTION * Colgate Palmolive Company is an American diversified transnational corporation foc utilise on the production, dispersal and provision of household, health billing and own(prenominal) products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). * Under its Hills commemorate, it is overly a manufacturer of veterinary products. The companys corporate offices be on Park Avenue in New York City, across from the Waldrof Astoria. * In India, it operates under(a) the name as Colgate-Palmolive (India) limited and its head office is at Mumbai. Colgate Palmolive is a $10. 6 billion global company serving peck in more than 200 countries and territories with consumer products that make lives healthier and more enjoy adequate. COLGATE PALMOLIVE INDIA * Head quarter in Mumbai. * yearly Turnover around 1100 crs. * Market leaders in oral palm. * Colgate systematic in exclusivelyy won India no 1 brand of the year award from persist three years. * Colgate ranked among best employer in India. * Customer base of more than 8 lacs retailers. * Serviced by company field force, more than 1800 stockiest & topnotch stockiest & their field force. Colgate is the brand that people trust, for complete oral care protection for themselves and ones they lov COMPANY HISTORY * 1806 William Colgate starts a starch, soap and candle business on Dutch Street in New York City. * 1817 First Colgate advertise appears in a New York newspaper. * 1820 Colgate establishes a starch factory in Jersey City, New Jersey. * 1857 Upon the death of founder William Colgate, the company is reorganized as Colgate & Company under the management of Samuel Colgate, his son. * 1873 Colgate introduces toothpaste in jars. * 1879 Gerhard Mennen establishes a chem ists in Newark, NJ, later ecoming the Mennen Company. * 1896 Colgate introduces toothpaste in a collapsible tube. * 1902 Stylish Colgate advertising begins, emphasizing ingredient purity and product benefits. * 1906 Colgate & Company celebrates its hundredth anniversary. Product line includes over 800 several(predicate) products. * 1911 Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and provides hygienists to salute tooth brushing. * 1914 Colgate establishes its inaugural international subsidiary in Canada. * 1930 On March 13, Colgate is first listed on the New York Stock Exchange. 1939 Dr. Mark L. Morris develops a pet pabulum to help save a guide dog named Buddy from kidney disease. This uncovering leads to the first Hills Prescription Diet product. * 1956 Colgate opens corporate headquarters at ccc Park Avenue in New York City. * 1968 Colgate toothpaste adds MFP Fluoride, clinically proven to impose cavities. * 1972 Colgate acqu ires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals. * 1985 Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley Hazel, a leadership oral care company, which adds strength in key Asian markets. 1989 one-year Company sales surpass the $5 billion mark. * 1995 Colgate enters Central europium and Russia, expanding into fast-growing markets. * 1997 Colgate 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. * 2004 Colgate acquires the GABA oral care business in Europe, with its strength in the important European pharmaceutics channel and its ties with the dental community. * Today Today, with sales surpassing $15 billion, Colgate focuses on four core businesses Oral Care, Personal Care, Home Care and favorite Nutrition. Colgate now sells its products in over 200 countries and territories worldwide. MARKETING MIX MARKETING MIX CUSTOMER WANTS AND NEEDS PRODUCT COST TO SATISFY progression PLACE PRICE CONVIENCE TO BUY COMMUNICATION 1. Product - * The product, the Precision toothbrush, is a product that should add value to a buyers livelihood. * It should also add utility, and meet the wants and needs of tar retrieveed consumers. The product should be unique and different from all corresponding products that are already available on the market. * The dodge is to differentiate the products design and packaging, which in return go out cause the toothbrush to stand out. VARIOUS TYPES OF COLGATE 2. Price- * The expense of a product says something some the quality. * Even though the quality of the Precision toothbrush will be significantly higher than other leading toothbrushes, the price of the toothbrush will be determined by the prices of the other toothbrushes already in the market. This pricing strategy is a result of positioning the toothbrush as a mainstream product rather than a ni che product. COLGATE 20gms 40gms 50gms 75gms 80gms 100gms 150gms 200gms 300gms dental consonant cream 5rs &8212- 14rs &8212- &8212- 30rs 45rs 56rs 86rs Max fresh &8212 &8212 15rs &8212 32rs 35rs 55rs &8212- &8212 Total &8212- &8212- &8212 35rs &8212 &8212 65rs &8212 &8212 Sensitive &8212 &8212 35rs &8212 &8212 60rs &8212 &8212 &8212 Kids &8212 26rs &8212 &8212 &8212 &8212 &8212 &8212 Advance whitening &8212 &8212 &8212 27rs &8212 &8212 53rs &8212 &8212 Active salt &8212- &8212 14rs &8212- &8212- 30rs &8212- 54rs &8212- Cibaca &8212 &8212 &8212 &8212 &8212 18rs &8212 28rs &8212 Herbal &8212 &8212 14rs &8212 &8212 30rs &8212 55rs &8212 Fresh energy gel &8212 &8212- &8212- &8212 &8212 &8212 55rs 60rs &8212 3. push by dint of- * Place represents the location where a product can be purchased. * The close to important part of marketing is how a product will get from the seller to the buyer. * Many products go through a channel of distribution, which involves manufacturers, wholesale rs, retailers, and consumers. The distribution strategy proposed for the Precision toothbrush is through dentists, plastic surgeons, drug stores, food product stores, large retail stores, and department stores. * The product is available in the all India market, including semi-urban & rural markets which are their primary focus. 4. Promotion - * Product promotion is communication spread through advertising, Publicity and sales promotion. * Promotion represents all of the communication that marketers use in the market. * We suggest that Colgate-Palmolive advertise their products by victimization commercial, magazine ads, the radio, ads that are to be placed in dentist ffices, billboards, and the sides of buses. * publicizing is done to continue new products, remind consumers of existing products, and also promote the image of the company at hand. We also suggested that Colgate offer special coupons and rebates through their other products, and also food products. * Also, Colga te could benefit from the usage of in-store displays. * Most of the promotional activities would be T. V. media. * T. V. , FM radio for urban commonwealth. * Promotion towards rural population also. BCG MATRIX * The BCG matrix or also called BCG baby-sit relates to marketing.The BCG model is a well- known portfolio management tool used in product life cycle theory. * BCG matrix is often used to prioritize which products within company product mix get more memory boarding and attention. * The BCG matrix model is a portfolio planning model developed by Bruce Henderson of the BOSTON CONSULTING radical in the early 1970s. * The BCG model is based on classification of products (and implicitly also company business units) into four categories based on confederacy of market growth and market share relative to the largest competitor. SWOT ANALYSIS SWOT is an acronym for the intra grouping strength and weakness of a firm and the environmental opportunities and threats facing the firm. * SWOT analysis is a widely used technique through which managers create a quick overview of a companys strategic situation. * The technique is based on the assumptions that an effective strategy derives from a sound fit between a firms internal resources (strengths and weakness) and its external situation (opportunities and threats). INTERNAL FACTORS- (1) STRENGTH- * Colgate dental cream offers comprehensive cavity protection, even where a toothbrush cannot reach. Its great mint sample freshens breath. * It protects against root caries. * It cleans makes teeth whiter and repairs early break up spots. * Extremely popular brand and high brand awareness due to advertising. (2) WEAKNESS- * High dependency of the company on a single category i. e. , oral care. * drop-off in advertisement expenditure in order to maintain growth. outside FACTORS (3) OPPORTUNITIES- * Leverage on fact that Colgate has been ranked as the near rely brand in India. * Focus on innovations and new prod uct launches by deploying advanced technologies. Growth in emerging markets rural and semi- urban. (4) THREATS- * High contestation from competitive brands want Pepsodent from HUL. * Increasing commodity prices for manufacturing. STP ANALYSIS (1) class - * Colgates market segmentation is very broad because all their products are of need to most people so those people share a similar interest in product needs. * Colgate uses a segmentation bases by knowing that certain groups of people need Colgate toothpaste for a specific similar reason like yellow teeth, sensitive teeth or skillful teeth with cavities. Colgate also uses the family life cycle because they make toothpaste that could be used for grownups and children. * Also, toothbrushes are made to attract young children with cartoon characters and different tastes and are less strong so that it wouldnt damage their gums. (2) TARGET collection- * MAX FRESH Colgate targeted youth with the introduction of this toothpaste, as t his helps in refreshes breath. * active SALT - Elder people are targeted in this segment as it makes teeth stronger and provides protection from cavities. COLGATE TOTAL - Colgate Total contains the anti-microbial ingredient triclosan, which reduces the number of bacteria that cause gingivitis, cavities and halitosis Basically its for kids but Mothers are targeted as they are very concerned about their kids. This toothpaste safeguards teeth for 12 hours. * COLGATE SENSITIVE - passel who amaze sensitive teeth are targeted in this segment who scram problem in their gums. * KIDS TOOTHPASTE - Often small children dont like to brush teeth, so for them this toothpaste was launched. Colgate had focused on taste aspect to pull ahead kids to brush teeth. COLGATE WHITENNING A whitening toothpaste that is Clinically-proven to whiten in 14 old age. Its whitening ingredient is hydrogen peroxide, which gradually bleaches the teethFocus is given on group of customers in this segment those who are already suffering from plaque in their teeth. * COLGATE 2in1 - People who want both strongness and fresh breath are targeted. (3) stance- * Colgate dental cream positions itself as toothpaste that has the necessary calcium and minerals to provide decay protection, strong teeth, germ protection and fresher breath. Colgate positioned several toothpaste so that people would like the products more like adding a different style or taste to the toothpaste. * Colgate repositions their products because with the guidance they market and promote their products, consumers know that these products are way better than other brands and competition that is out there. * Lately with competition from natural vegetarian toothpastes, Colgate dental cream has also positioned itself as an always 100% vegetarian toothpaste. The tagline of its advertisements, trusted by generations to make teeth stronger. Colgate total12 have been projected as the most advanced toothpaste that provide 12 hr germ pr otection even after eating and drinking by building a tutelary shield around the teeth. * Colgate max fresh positions itself on the basis of pertness. The tagline new dimensions brings home this very point. * Colgate kids toothpaste tries to position itself based on emotions which is sheer in its tagline makes fighting cavities fun RECOMMANDATIONS * Colgate should hire celebrities for the advertisement. They should also increase their CSR activities because they have very good image in the market. * Target market should be pee-peely emphasized in the advertisement. * Colgate should emphasize on digital branding i. e. , online purchase. * Colgate should use colorful paste to create uniqueness. BALANCESHEET Mar 12 Mar 11 Mar 10 Mar 09 Mar 08 Sources of funds Owners fund Equity share smashing 13. 60 13. 60 13. 60 13. 60 13. 60 Share application money - - - - - Preference share capital - - - - - Reserves & surplus 421. 79 370. 45 312. 51 202. 0 148. 61 Loan funds Secured loans - - - - - Unsecured loans - 0. 05 4. 59 4. 69 4. 69 Total 435. 39 384. 10 330. 70 220. 98 166. 89 Uses of funds Fixed assets Gross block 522. 50 579. 83 534. 52 425. 26 449. 59 Less revaluation reserve - - - - - Less accumulated derogation 268. 08 324. 79 287. 57 251. 33 258. 19 Net block 254. 42 255. 04 246. 95 173. 93 191. 41 Capital work-in-progress 69. 38 12. 26 6. 19 4. 67 7. 59 Investments 47. 12 38. 74 21. 00 38. 33 72. 59 Net current assets Current assets, loans & advances 758. 8 739. 21 626. 71 577. 18 444. 85 Less current liabilities & provisions 694. 21 661. 15 570. 15 573. 13 549. 54 Total net current assets 64. 47 78. 06 56. 56 4. 06 -104. 69 Miscellaneous expenses not written - - - - - Total 435. 39 384. 10 330. 70 220. 98 166. 89 Notes Book value of unquoted investments - 38. 74 21. 00 33. 01 56. 39 Market value of quoted investments - - - 5. 00 15. 60 Contingent liabilities 68. 45 82. 06 62. 75 46. 46 46. 67 Number of equity shares outstanding (Lacs) 1359. 93 1359. 93 1359. 3 1359. 93 1359. 93 CONCLUSION * By the Detailed look at on the product and market of COLGATE it was able to get a clear picture of the past and present of the products and was able to get in to the assumptions about the future of the product. * The Brand COLGATE has been sold successfully and has created a good accept all the time. * It is also holding a good place in the toothpaste market with a share of around 10% 15%. * As like for all other products Colgate is also facing a ludicrous competition in the toothpaste Market. Since the competition is too strong the company has to stay on watching market closely for avoiding any sudden give away for the product. * Finally, it should note that the company may have to face lot of threats in coming years like political threats, legislation threats ongoing economic crisis, changing life style of the people etc. If the company is able to overcome all the threats and can prepare themselves for facing the pro blems in advance it can achieve a good growth for COLGATE.