olgate Palmolive Staying

Ahead In Oral Care

Agenda
Industry Overview
The Toothpaste market
Segments in the Industry
Key Players
Top 5 Brands
Product Life Cycle of
Colgate
Future strategy on 4p`s
basis
SWOT Analysis for Colgate
Promotional tools
Advertisement
Conclusion

Industry Overview
India is still a nascent country in dental hygiene,
with the majority of the population still not
having access to modern dental care but relying
on substances like coal ash and neem sticks.
In India, per capita toothpaste consumption
stood at 74g in 2013, which is amongst the
lowest in the world, compared to 350g and 300g
in Malaysia and Vietnam respectively.
Toothpaste enjoys a country wide penetration
level of 50%. The penetration levels of dentifrice
in the country have been on an upward trend
over the last few years driven by strong
improvements in toothpaste penetration.

Penetration %

All India Urban

Rural

50%

39%

75%

* Source: NRS

Toothpaste Market
Period

Urban + Rural

Urban

Rural

Apr-Mar11

1897

Apr-Mar12

1950

Apr-Mar13

1340

1386

2009

Toothpaste market in
value (in Rs. crs.)

556

565

1414

Long term growth drivers

Improving penetration

594

Through better distribution and

conversion
from other modes
of oral care

Increased usage
Improved per capita
consumption through increased
usage frequency
Population growth
An annual 1.5% increase in
population will help broaden the
user base for oral care.

Segments in Industry

ed segmentation of the toothpaste category

sis of price, the toothpaste market can be broken down into two distinc
s:
The Regular segment:

The Low price point segment:

Volume ( 64,922 tons )

Volume ( 21,641 tons )

Price range

Price range:

50 gms

Rs. 12.5-24

50 gms.

Rs. 8-10

100 gms

Rs. 25-30

100 gms

Rs. 14-20

150 gms

Rs. 35-45

150 gms

Rs. 25

Prominent
brands:

Colgate

Prominent brands:

Colgate Cibaca

egments in Industry contd..

Low Price Point Segment

The Lower Price Point segment accounts for around 25%

of total category volumes

This segment offers good value for money and has seen
its volume market share increase from 10.7% during 2000
to current levels.

The entire category is characterized by intense

competition in both the price segments.

Key Players
The toothpaste segment is largely a two player industry,
Colgate Palmolive & HLL accounting for 80% of the entire
market
Colgate Active Salt Which capitalizes on the traditional use of
salt for oral care.
Colgate Advanced Whitening Which contains microcrystal's
that polish ones teeth, restores and maintains their whiteness.
Colgate MaxFresh
GelCream
An innovative
gel-based
toothpaste
1. Colgate Dental
7. Colgate
Active Salt
with cooling crystals.
2. Colgate Total

8.

Colgate Fresh Energy Gel

3. Colgate Herbal

9.

Colgate Max Fresh

4. Colgate Kids Toothpaste

10. Colgate Cibaca

6. Colgate Advanced Whitening

Current Brand portfolio:

Toothpaste

Top 5 Brands
Colgate Dental Cream
Close-Up Active Gel
Pepsodent Complete
10
Colgate Cibaca Top
Colgate Fresh Energy
Gel

Other Brands

Ancho
r
Baboo

Product Life Cycle

Introduction

Growth

Maturity

Decline

Time

uture Strategy of 4 ps basis

. Product
Theytrytopositionsomeinnovativetoothpastewitha
brand name other than Colgate but under the umbrella
ofColgatePalmolive.
Focusing toward rural rich and consuming class by
endorsing the development of Colgate Ayurvedic
Toothpowder.
Theywouldcomeupsachetsofthesetoothpowderand
position toward rural population who buy in smaller
lots.

For Urban population, they would come up with the

productssuitingtoyounggeneration.
ForUrbanrichandconsumingclass,theywouldcomeup
withtheproductsonthebasisoffunctionalbenefits.
Eg:1.Theylaunchdifferenttoothbrushesfordifferentage
groups.
2.Theylaunchaspecialtoothpasteandtoothbrushfor
kidsintheagegroupfrom4-10years.

2. Price
Basedonthecompetitor'sprice.
Charging higher premium which focused on
consumingandlowerincomeclasses.
Pricingdoneonthebasisofpricepoints
Packagingwould becustomizedonthe basis
ofpricepoints.

3. Promotion
They positioning Colgate dental white crme and
toothpowdertowardsruralrichsegment.
For rural consuming class they endorsing Cibaca
toothpaste.
AdvertisementthroughT.V.media,Printmedia.
FMRadioforUrbanpopulation&MWandSWradio
forRuralpopulation.
HoardingonNationalhighways.

4. Place
Theywouldtrytoincreaseproductpenetration
toruralpopulation.
Theywouldtrytoincreasethewholesalersto
smallertowns.
Theywouldtrackthedistributionpathsothat
they are covering all the village areas around
thetowns.

Swot Analysis
Strength
Strongfinancial
performance
Focusoninnovationand
newproductlaunches
Colgatebusiness
planninginitiative

Weaknesses
Product research

Highly leveraged

Opportunities
Emergingmarketsgrowth

Deployingadvancetechnologies

GrowingHispanicpopulationintheUS

Threats
CompetitivelandscapefromotherPrivate
labelgrowth
Increasingcommodityprices

Fallingconsumerconfidence

Promotional Tools
Increasingcircumferenceoftoothpastetube.
FreeDentalCheck-upinmobilevans

Free Dental Check-up by sending a SMS

Scholarship offers like Learn & earn offer

Advertisement
In 1940,the Colgate Company used
Slogan was "It cleans your breath
whileitcleansyourteeth".
The 1960s onwards, the slogan was
"TheColgateringofconfidence".
In the late 1950's and early 1960's,
Colgatestressedthefacttheir"Dental
Cream" containedGardol, a formula
thathelpedprotectteethfromcavities
andtoothdecay.

Conclusion

Thank
You