A PROJECT REPORT ON

A STUDY ON MARKET LEADERS

COMPETITIVE ADVANTAGE ( A
STUDY OF COLGATE )
Sr. Name Rol Remarks
No. No.
1 YOGENDRA BURKUL 109
2 NIKHIL KADAM 119
3 UDAY KALBHOR 116
4 SANCHAY SATAM 141
5 PRASHANT GURAV 117

SUBMITTED TO

VIVEK SHARMA

SHEILA RAHEJA SCHOOL OF

BUSINESS MANAGEMENT
&RESEACH

ACADEMIC YEAR

FYMMS SEM II
 Table of Contents

Introduction
Company profile
Company History
Marketing mix
BCG Matrix
SWOT analysis
Methodology
Sample Strategy
Findings
Data Analysis
Hypothesis Testing
Limitation
Conclusions
Appendices
Sample Questionnaire
Research Proposal
Bibliography
COMPANY PROFILE

Company name Colgate Palmolive Ltd.

Date of Establishment 1937

Revenue 347.188 (USD in Millions)

Market Cap 111160.5286158 (Rest. In millions)

Corporate Address Colgate Research Centre. Main Street

Hiranandani Garden Powai, Mumbai-400076,
Maharashtra WWW.colgate.co.in

Management Details Chairperson - J Skala

MD – R D Cal Meyer

Directors – 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 Rest 1.300 Core
Company Started in year 1937. In Rest
2,400 core Domestic market it enjoys
50% of markets Share. It spread across
4.5 million retails Outlets out of which
1.5 million are direct Outlets.

Financials Total Income – Rest 20606.60

Million (year Ending Mar

2010) Net Profit – Rest 4232.60

Million (year Ending Mar

2010)

Company Secretary K V Vaidya Nathan

INTRODUCTION

Colgate – Palmolive Company is an American

diversified multinational corporation focused on the
production, distribution and provision of household,
healthcare and personal products, such as soaps,
detergents, and oral hygiene products (including
toothpaste and toothbrushes).

Under its “Hills” brand, it is also a manufacturer of

veterinary products. The company’s corporate offices
are on Park Avenue in New York City, across from the
Waldron Astoria.

In India, it operates under the name as Colgate-

Palmolive (India) limited and its head office is at
Mumbai.

Colgate Palmolive is a $10.6 billion global company

serving people in more than 200 countries and
territories with consumer products that make lives
healthier and more enjoyable.
COLGATE PALMOLIVE INDIA:

 Headquarter in Mumbai.
 Annual Turnover around 1100 cars.
 Market leaders in oral care.
 Colgate consistently won India no 1 brand of
the year award from last three years.
 Colgate ranked among best employer in India.
 Customer base of more than 8 laces retailers.
 Serviced by company field force, more than
1800 stockiest & super stockiest & their field
force.
 Colgate is the brand that people trust, for
complete oral care protection for themselves
and ones they love

COMPANY HISTORY
  1806- William Colgate starts a starch, soap and candle
business on Dutch Street in New York City.

1817- First Colgate advertisement 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 pharmacy in Newark,

NJ, later becoming 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 100th anniversary.

Product line includes over 800 different products.

1911 - Colgate distributes two million tubes of toothpaste

and toothbrushes to schools, and provides hygienists to
demonstrate tooth brushing.

1914 - Colgate establishes its first 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 food to help save a
guide dog named Buddy from kidney disease. This
breakthrough leads to the first Hill's Prescription Diet product.

1956 - Colgate opens corporate headquarters at 300 Park

Avenue in New York City.

1968 -Colgate toothpaste adds MFP Fluoride, clinically

proven to reduce cavities.

1972 - Colgate acquires Hoyt Laboratories, which later

becomes Colgate Oral Pharmaceuticals.

1985 - Colgate-Palmolive enters into a joint venture with

Hong Kong- based Hawley & Hazel, a leading oral care
company, which adds strength in key Asian markets.

1989 - Annual Company sales surpass the $5 billion mark.

1995-Colgate enters Central Europe 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
pharmacy 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 Pet Nutrition. Colgate now sells its products in
over 200 countries and territories worldwide.

MARKETING MIX

CUSTOMER WANTS
PRODUCT
AND NEEDS

PRICE COST TO SATISFY

PLACE CONVIENCE TO BUY

PROMOTION COMMUNICATION
1. Product :-

The product, the Precision toothbrush, is a product that

should add value to a buyer’s life.

It should also add utility, and meet the

wants and needs of targeted
consumers.

The product should be unique and different from all

similar products that are already available on the
market.

The strategy is to differentiate the product’s design and

packaging, which in return will cause the toothbrush to
stand out.
VARIOUS TYPES OF COLGATE

1. Price:-

The price of a product says something about 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
niche product.
COLGATE 20gm 40g 50gm 75gm 80g 100g 150g 200g 300g

Dental Rs.5/- ---- Rs.14/ ---- ---- Rs.30 Rs.45 Rs.56 Rs.86
cream -
Max fresh --- --- Rs.15 --- Rs32 Rs.35 Rs.55 ---- ---

Total ---- ---- --- Rs.35 --- --- Rs.65 --- ---

Sensitive --- --- RS.35 --- --- Rs.60 --- --- ---

Kids --- Rs26 --- --- --- --- --- --- ---

Advance --- --- --- Rs.27 --- --- Rs.53 --- ---
whitening
Active salt ---- --- Rs.14 ---- ---- Rs.30 ---- Rs.54 ----

Cabana --- --- --- --- --- Rs.18 --- Rs.28 ---

Herbal --- --- Rs.14 --- --- Rs.30 --- Rs.55 ---

Fresh energy --- ---- ---- ----- --- --- Rs.55 Rs.60 ---
gel

1. Place:-
Place represents the location where a product can
be purchased.

The most 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, wholesalers, retailers,
and consumers.

The distribution strategy proposed for the Precision

toothbrush is through dentists, plastic surgeons, drug
stores, grocery 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.

2. 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 using commercial, magazine ads, the
radio, ads that are to be placed in dentist offices,
billboards, and the sides of buses.

Advertising is done to promote 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, Colgate 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 population.

Promotion towards rural population also.

BCG MATRIX

The BCG matrix or also called BCG model 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 funding and
attention.

The BCG matrix model is a portfolio planning model

developed by Bruce Henderson of the BOSTON
CONSULTING GROUP in the early 1970’s.

The BCG model is based on classification of products

(and implicitly also company business units) into four
categories based on combination of market growth and
market share relative to the largest competitor.
 SWOT ANALYSIS
“SWOT is an acronym for the internal 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
company’s strategic situation.

The technique is based on the assumptions that

an effective strategy derives from a sound “fit” between
a firm’s internal resources (strengths and weakness) and
its external situation (opportunities and threats).
INTERNAL FACTORS:-

(1) STRENGTH:-

Colgate dental cream offers all-round cavity protection,

even where a toothbrush cannot reach.

Its great mint taste

freshens breath. It protects

against root caries.

 It cleans & makes teeth whiter and repairs early decay spots.

Extremely popular brand and high brand

awareness due to advertising.

(2) WEAKNESS:-

High dependence of the company on a single category

i.e., oral care.

Reduction in advertisement expenditure in order to

maintain growth.

EXTERNAL FACTORS

(3) OPPORTUNITIES:-

Leverage on fact that Colgate has been ranked as the

most trusted brand in India.

Focus on innovations and new product launches by deploying

advanced technologies.
 Growth in emerging markets – rural and semi- urban.

(4) THREATS:-

High competition from competitive brands like Peps

dent from HUL.

Increasing commodity prices for manufacturing.

STEP ANALYSIS

1. SEGMENTATION :-

Colgate’s 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 just 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 wouldn’t damage their gums.
TARGET GROUP:-

MAX FRESH: –Colgate targeted youth with the

introduction of this toothpaste, as this 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 basicallyit’s for kids but Mothers are targeted as
they are very concerned about their kids. This toothpaste
safeguards teeth for 12 hours.

COLGATE SENSITIVE: -People who have sensitive

teeth are targeted in this segment who have problem in
their gums.

KIDS TOOTHPASTE: -Often small children don’t like

to brush teeth, so for them this toothpaste was launched.
Colgate had focused on taste aspect to encourage kids to
brush teeth.
 COLGATE WHITENNING – A whitening toothpaste
that is "Clinically-proven to whiten in 14 days”. Its
whitening ingredient is hydrogen peroxide, which
gradually bleaches the teeth Focus 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

strongest and fresh breath are targeted.

(3) POSITIONING:-
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 way

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 indigenous “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 protection even after eating and
drinking by building a protective shield around the
teeth.

Colgate max fresh positions itself on the basis of

“freshness”.
The tagline “new dimensions brings” home this very point.

Colgatekids toothpaste tries to position itself based on

emotions which is apparent in its tagline “makes fighting
cavities fun”