Colgate Palmolive ltd. is one of the largest FMCG Company in India. Colgate-Palmolive headquartered in New York City is the biggest seller of toothpaste and a world leader in oral care products (mouthwash, toothpastes, and toothbrushes). The company also makes personal care products (baby care, deodorants, shampoos, soaps) and household cleaners (bleaches laundry products, soaps). Its other well-known brands include Palmolive dishwashing liquid and tabs, Ajax surface cleaners, and laundry detergent.
Colgate operates in more than 70 countries and sells products in more than 200.
For maintain the growth in the market their should be proper planning and market strategy. It should be remarkable and Colgate is applying these strategy in efficient manner. Colgate Palmolive ltd. change their plan, strategy according to the market demand, competitor. As the demand of the sensation in teeth start coming Colgate understand the market demand and manufactured a product which prevent the consumer teeth and provide relief from sensation of teeth while having cold or warm food or drinks.
They have launched an innovative product named ‘Colgate Sensitive’. Personal care giant Colgate-Palmolive is generally associated with toothpaste and soap, but in fact its broad portfolio also includes Pet food, Deodorants, Fabric softeners, Household cleaners and Detergents. Brands include Ajax, Fab, Mennen and Hill’s Science Diet, alongside the two products that make up the company’s name. Colgate is the world’s #1 toothpaste and toothbrush brand; Palmolive soap is the world’s third largest soap brand, now covering a growing range of hair care products as well as soaps.
Colgate-Palmolive is also truly international, deriving more than 70% of its sales outside the US.
Advertising Age/TNS estimated global measured advertising expenditure in 2003 of $621m, making Colgate the world’s #40 advertisers. Colgate-Palmolive is a leading global consumer products company, serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. The Company focuses on strong global brands in its core businesses – Oral Care, Personal Care, Household Surface Care, Fabric Care and Pet Nutrition.
The Group operates in North America, Latin America, Europe, Asia and Africa. History of Colgate Palmolive 1800 – 1850s The company began in 1806, when William Colgate, an English immigrant, set up a starch, soap and candle business on Dutch Street in New York City, USA. Frances Smith was made a partner in the following year and the firm became Smith and Colgate. William Colgate brought out his partner in 1813; the name was then changed to William Colgate and Company. In 1817 the first Colgate advertisement – “Soap, Mould and Dipt Candles” – appeared.
A few years later, William Colgate and his brother-in-law, John Gilbert, built a starch factory in an area that today is Jersey City, New Jersey. The Dutch Street factory was moved there in 1847, though the business office remained on Dutch Street. Principal products at that time were Windsor Toilet Soaps and Pearl Starch. After more than fifty years in the starch, soap and candle business, William Colgate died in 1857. The company then became known as Colgate ; Company. 1860s – 1910s In 1866, the company introduced perfumed soap and began the manufacture of perfumes and essences.
Six years later Cashmere Bouquet, the first milled perfumed toilet soap, was registered as a trademark. Surprisingly, it wasn’t until 1873 – almost seventy years after the company’s founding – that Colgate ; Company produced its first toothpaste, an aromatic dental cream sold in jars. Then, in 1896, the company made toothpaste much more convenient to use by introducing the first collapsible toothpaste tube, one similar to those in use today. Meanwhile in Milwaukee, the B. J Johnson Soap Company, founded in 1864, was about to change its destiny.
In 1898 the company introduced Palmolive Soap, a product that was so successful it prompted B. L. Johnson to change its name to the Palmolive Company 1916. By its 100th anniversary, Colgate ; Company was manufacturing dental care products, laundry soaps, 160 different kinds of toilet soap and 625 varieties of perfume. In 1906, the company launched a plant expansion at its Jersey City site, and a new 8-storey factory opened on the site in Jersey City. A few years later in 1910, the entire Colgate organization left the original buildings on Dutch and John Streets and moved to Jersey City.
It was on the roof of one of Colgate’s factory buildings there that the first Colgate clock, its face measuring 37.5 feet in diameter and covering an area of 1104 square feet, was installed in 1908. The original Colgate clock, which became a fixture on the New Jersey waterfront, was moved to a new Colgate factory in Jeffersonville, Indiana in 1924 and was replaced with a new, bigger timepiece, which today is still one of the world’s largest single faced clocks. The new octagon-shaped clock measured 1963. 5 square feet with a 25 foot, 10 inches long minute hand and a 20 foot long hour hand. 1920 – 1930
On the 7th January 1922, the Palmolive Company (of England) Ltd was incorporated, with the first directors’ meeting being held a month later when Bob Foster was appointed Chairman. In 1925 a new name was registered, The Palmolive Company Ltd. At this time most of the display cards for shop windows and point-of-sale inside chemists were produced in the USA and shipped over with the product. It was not until the 1930s that the UK company commissioned its own advertisements. In 1928 the Colgate Company merged with Palmolive-Peet Co. in the USA, and thus another name change followed in the UK, Colgate-Palmolive-Peet Ltd.
It was in 1933 that an agreement was signed with the parent company in America to manufacture Colgate products in the UK, and production started in London from a factory in Ranelagh Road (on lease since 1929). With war clouds gathering over Europe, a wise decision was taken to establish a manufacturing base for Palmolive in England. In 1938 the soap makers G. W. Goodwins & Sons were purchased and Palmolive was produced in the Ivy soapworks at Salford, near Manchester, from July 1939, just six weeks before the outbreak of war. 1940s – 1960s
After the war, things gradually returned to normal. In 1949 the Company decided to enter the detergent business with Fab – a new detergent powder already on sale in the USA. Fab survived for a number of years but was eventually discontinued having succumbed to the pressure of heavy competition. Another brand brought over from the USA was a new type of foaming cleanser called Ajax. Launched also in 1949, Ajax proved popular and became brand leader in the mid 1950s. Colgate Chlorophyll was launched in 1952 at a time when the public were intrigued by anything chlorophyll.
Palmolive soap drew attention to the fact that “natures chlorophyll is in every tablet”. In 1953 the name changed to Colgate-Palmolive Limited. By 1956 Colgate’s share of the US market had reached 23% (from 9% in 1947). New product launches in the 1950s included Lustre-Creme shampoo, Cue hair dressing, Kan-Kil aerosol insect killer, Rapid-shave aerosol lather (1954), Ajax liquid all purpose cleaner with ammonia-plus (promoted on TV as “cleans like a white tornado”) and Cadum toilet soap in 1955.
In the UK in 1964, brand leader Colgate introduced Colgate fluoride, the toothpaste that “helps stop bad breath and fights tooth decay”. This was updated in 1970 with a new formula containing monofluorophosphate or MFP, and two years later this brand was combined with the standard Colgate to create Colgate MFP Fluoride. The other major launch was Ultrabrite in 1968; “New Ultrabrite the extra-strength toothpaste for really white teeth. You’ll love its new zingy flavour too”. Noticeably there was no attempt at directly linking the Colgate name to Ultrabrite.
It was in 1965 that one of the most memorable TV advertising campaigns began for Colgate’s “Ring of Confidence”. A continuous stream of TV commercials in the form of “before and after” mini stories showed the lasting benefits of using Colgate. Even today many remember the sound of the effective “ping”. 1970s – 1990s 1976 saw the arrival of Soft & Gentle aerosol, a new antiperspirant that did “not sting, even after shaving”. Its image evoked by its packaging, was feminine, kind and mild. Woodleigh Green, the shampoo and soap with a fresh, green apple fragrance was introduced in 1979.
Under the worldwide Chairmanship of Reuben Mark, appointed to the position in 1984, Colgate-Palmolive sold many of its recently acquired companies and concentrated on building strength in its core businesses of oral care, body care, household surface care and Hill’s Pet Nutrition. Colgate was still Britain’s top selling toothpaste and throughout the eighties the company continued to develop its products, first with improved MFP fluoride, and then the introduction of Blue Minty Gel – the first toothpaste to target 9 -14 year olds. In 1986 Colgate Junior was introduced and Colgate Tartar Control.
In 1984 the new pump action toothpaste dispenser made its debut, and five years later another packaging improvement, the easy to use fliptop cap. Innovation and focus describe the company’s activities in the nineties. Perhaps the most innovative development came in 1993 with the launch of Colgate Total toothpaste – the most effective toothpaste available. This was just the start of new toothpaste introductions – Colgate Platinum (1995) for that “fashion model” whiteness, Colgate Total Fresh Stripe (1995) and Triple Cool Stripe (1996) and Colgate Sensation Deep Clean (1997).
Other new arrivals appeared in the Soft ; Gentle range with a Smooth Solid (a completely new format for anti-perspirants) and Lights, using the latest fragrance. Soft ; Gentle had always had fragrance as a key differentiator, and it is this aspect of the product that is constantly changing to keep up with current fine fragrance trends. Soft ; Gentle cream was launched in 2001. The roll on had aloe vera added in 2002, and there was also a packaging upgrade.
Launching a product leads to a life cycle through which passing of product is considered as natural. A product life cycle phenomenon can be viewed as
Colgate Herbal Toothpaste is successfully passing through the introductory stage and entering into the growth stage. Colgate people develop the products after identifying the core consumer needs that the product will satisfy.
They introduce the product after careful segmentation and identifying the target market. Since their target market as they know is going towards the natural products for the health of their teeth, so Colgate has introduced its Colgate Herbal which is a blend of natural herbs and modern scientific research. They continuously develop the product for their customer satisfaction. They have close eye on the market and whenever they find a gap in the market, they launch a product whenever they find a gap in the market. Colgate Business Strategy
Colgate’s tightly defined leadership strategy focuses on four core global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Around the world, Colgate people all work together to succeed in:
Our long history of strong performance comes from absolute focus on our core global businesses, combined with a successful worldwide financial strategy. This financial strategy is designed to increase gross profit margin and reduce costs in order to fund growth initiatives and generate greater profitability.
Colgate Pakistan considers the whole population of the country as its target market. However for different sorts of consumers it has developed different flavors and tastes in the tooth paste sector especially. Colgate Anti-cavity protection tooth paste is basically designed to remove the cavity on teeth and for fresh breath. Colgate Fresh Stripe Gel is for whitening teeth with fresh breath. Target market for its Herbal white is nature sensitive users. Users that want whitening of tooth paste through natural ingredients. It not only whitens your teeth but also gives you a feeling of fresh breath.
Children of all ages can use it. Its Natural Herbs attracts all Nature Lover.
The amount of money that one has to pay to buy the product is known as price. Price is the element in marketing mix that produces revenue while the other elements of marketing mix generate cost only. They company must set its price in relation to the value delivered and the value perceived by the customer. Being as a market leader in tooth paste industry Colgate sets its prices in view the product itself, target customer class and competitors product prices.
Colgate has maintained the custom of launching the new product at low prices so that every customer can take a trial of the product. Colgate changes its prices to meet the competition but only at that time when the prices of competitors decrease because of national change in prices. Every customer has to pay the same amount to buy the products of Colgate Palmolive in Pakistan. It means the company is following uniform delivered pricing strategy for all its products. Before setting price Colgate considers the following ? Pricing objectives Importance of pricing for target customers ? Identifies the demand ? Estimated costs ? Competitors prices Product| Packaging/Size| Price in Pak Rs. | Colgate Herbal| 100gm| 40| | 50gm| 40| Colgate Herbal White| 100gm| 42| | 50gm| 22| Colgate Anti Cavity| 150gm| 58| | 100gm| 42| | 75gm| 32| | 50gm| 22| Colgate Fresh Gel| 160gm| 85| | 90gm| 48| Colgate Whitening| 100gm| 44| | 50gm| 30| Sparkle 2 Good| 150gm| 32| | 70gm| 18| | 45gm| 12| PLACE/DISTRIBUTION The process of making the product available to customers to right customers at right places.
Colgate is using in direct second level of distribution to make its products available to final consumers Distribution channel always keep in touch with the target customer and competitors as well. They provide all the information ton the company which contains problems and competitors actions. The distributors have their own godowns in which they store the company’s products. It is the responsibility of the retailer to provide the product to the retailer at his door step.
Promotion is necessary to reach consumers with which Colgate interacts. Promotion is communication used to inform, persuade or remind.
Personal selling, advertising, publicity and public relations are the four key elements of the promotion mix. Colgate is targeting the whole population of Pakistan through advertisement. Company also introduces different promotion schemes such as discounts and 2 in 1. Colgate gives high emphasis on direct approach to customers. Its sales team visit citites after cities where they involve in experiments of tooth whitening. They try to satisfy their customers at the spot. Introduction to Colgate Sensitive Colgate Sensitive toothpaste is medicated toothpaste. This toothpaste is effective a against sensitive teeth.
A Sensitivity toothpaste that not only relieves the immediate pain, but goes beyond sensitivity relief to provide proven protection, fresh breath and whiter teeth. New Colgate Sensitive, a sensitivity toothpaste that gives you more: fast relief, proven protection, fresh breath and whiter teeth. Always read the label. What Is Sensitivity? Many adults suffer from sensitive teeth. Cold, heat and high sugar concentrations can alter the fluid dynamics in microscopic tooth tubules, which in turn stimulate the nerve deep inside the tooth causing pain and discomfort. How Can Colgate Sensitive Help?
Colgate Sensitive Potassium Citrate formula soothes the nerve ends and with regular use builds a protective shield, providing both immediate relief from sudden shocks of pain and long term sensitivity protection with regular use. Fight pain to sweet/sour/hot/cold foods by desensitizing nerves. Helps maintain the natural whiteness of your teeth. Significance inhibitory effect on the formation of supra-gingival calculus. Has a pleasant taste. It gives you fast relief from sensitivity pain, lasting protection with regular use, proven protection against cavities and plaque, fresh breath and gently restores the natural whiteness of your teeth.
Its advanced formula contains potassium citrate that provides fast soothing relief. Colgate Sensitiveis available in 50ml and 75ml tubes and 100ml pumps. Colgate Sensitive Multi Protection offers complete protection for sensitive teeth. With unbeatable protection for sensitive teeth whilst also protecting teeth and gums, thanks to its clinically proven bacteria fighting system. Colgate Sensitive100g sensitivity relief and fluoride protection, as well as a great taste and fresh breath, for patients suffering from dental hypersensitivity. Colgate
Sensitiveis a toothpaste containing potassium nitrate, which has a direct desensitising effect on the pulp nerve fibers of the tooth. Potassium nitrate is clinically proven to actively relieve tooth sensitivity. Colgate Sensitive also contains fluoride to provide everyday care. Fluoride is proven to protect against cavities, and with regular brushing, it helps fight plaque. Its foaming ingredients ensure effective cleaning. Active Ingredients: Potassium Nitrate Copolymer/ Pyrophosphate Sodium Monoflurophosphate. Dosage: Adults and children 12 years of age and older: apply approximately a 2. cm strip of the product onto a soft toothbrush. Brush thoroughly for at least one minute twice a day (morning and evening) or as recommended by a dental professional. Make sure to brush all sensitive areas of the teeth. Warnings: Do not swallow. Children under 12 years of age: use only on the advice of a dentist or doctor. S. W. O. T. Analysis – S. W. O. T. stands for Strengths, Weaknesses, Opportunities and Threats. The SWOT analysis provides us with an analytical framework for studying a Company’s position and strategy. Strengths and Weaknesses are internal factors of a Company.
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