COLGATE Vs PEPSODENT
COLGATE Vs PEPSODENT
COLGATE Vs PEPSODENT
However, toothpastes or powders did not come into general use until
the 19th century. In the early 1800s, the toothbrush was usually used only
with water, but tooth powders soon gained popularity. Most were homemade,
with chalk, pulverized brick, and salt being common ingredients. An 1866
Home Encyclopedia recommended pulverized charcoal, and cautioned that
many patented tooth powders then commercially marketed did more harm
than good.
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COLGATE v/s PEPSODENT
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C
olgate-Palmolive is a $13.8 billion global company serving
people in more than 200 countries and territories with
consumer products that make lives healthier and more
enjoyable. Colgate focuses on strong global brands in its core businesses —
Oral Care, Personal Care, Home Care and Pet Nutrition.
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P
epsodent is a brand of toothpaste with a wintergreen flavor. It
was formerly owned by Unilever (but, since 2003, by Church
and Dwight in USA,).
Pepsodent was a very popular brand before the mid '50s, but its makers
were slow to add fluoride to its formula to counter the rise of other highly
promoted brands such as Crest and Gleem toothpaste by Procter & Gamble,
and Colgate's eponymous product; sales of Pepsodent plummeted. Today
Pepsodent is a “value brand” marketed primarily in discount stores and retails
for roughly half the price of similarly-sized tubes of Crest or of Colgate.
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COLGATE
C
olgate-Palmolive informs its customers about its new
products as well as the product that is being used by the
customers. Colgate-Palmolive persuades and convinces its
new as well as old customers to purchase its new product. Adopting a good
promotional strategy Colgate has succeeded to retain its customers and image.
By this Colgate strongly focuses on different promotional strategies i.e.
mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive
has proved itself as a keen observer of the market and the culture all around
itself. Colgate has done in the past and still doing at the moment. It is
producing & introducing the products especially for the kids.
Colgate is very popular among young kids just because of its perfect
promotion. Colgate- Palmolive is promoting kids products by labeling the
cartoon Characters like Looney tunes, Barbie, Barney and many more which
are being loved by the children. It also educating Children by b slogan
“Stronger say bhe Strong, Mera Colgate”
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Through the strong promotion by the media i.e. TV, radio, newspaper
etc. It is rightly successful to capture the mass market. So, we can say that the
Colgate is the product of mass selling. Colgate is not only using the
traditional advertising media for its Promotion. However it is also using the b
electronic advertising media i.e. internet etc. Because a large number of people
are using the internet. So, Colgate also advertises on the different websites
with its required information for its customers and has a specific website to
promote each Colgate product.
Colgate also promotes its product by sales Promotion to attract its customers
to use the product. Sometimes, Colgate introduces the product at low prices
according to the quantity and to facilitate its customer. Which effect
positively on the Colgate’s end customer or consumer. Colgate’s positive
Promotion effect on the product as well as company. Which helps a lot to
establish the product image as well as company image in the minds of
customers. By using the idea of AIDA and IMC, Colgate’s promotional
activity not only became strong but also helps to convincing the customers to
adopt the product for using
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PEPSODENT
P
epsodent packs included a Germ Indicator in February-May
2002, which allowed consumers to see the efficacy in fighting
germs for themselves. As a follow-up, in October 2002,
Pepsodent offered Dental Insurance to all its consumers to demonstrate the
confidence the company has in the technical superiority of the product.
Pepsodent connects directly with kids and their parents. Pepsodent has
always worked in the direction of an overall awareness of dental health. The
relaunch campaign in October 2003 widened the context to "sweet and sticky"
food and leveraged the truth that children do not rinse their mouths every
time they eat, demonstrating that this makes their teeth vulnerable to germ
attack.
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COLGATE
T
he CPIL is the market leader in the Indian oral care market
with a market share of 51 per cent in the toothpaste segment,
48 per cent in toothpowder segment and 30 per cent in the
toothbrush segment.
The Company has reported Net Sales for nine months ended at Rs.
1239.4 crores, an increase of 15% over the same period of the previous year.
Net profit for nine months period stood at Rs. 213.2 crores, an increase of
21% over net profit recorded in same period of the previous year.
DRIVING GROWTH
The growth of 14% achieved over the same quarter of the previous year
has been led by a steady 14% volume growth in the toothpaste category, with
the Company maintaining its leadership position at 49.6% market share.
Major brands such as “Colgate Dental Cream”, “Active Salt”, and “Cibaca”
continue to contribute to this consistent growth.
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PEPSODENT
P
epsodent, Hindustan Lever Ltd s leading oral care brand,
announced the launch of Pepsodent Dental Insurance, a first
of its kind initiative in the oral care category in India.
Undertaken through a partnership with the New India Assurance, India s
largest General Insurance Company, Pepsodent now offers its consumers free
dental insurance of Rs. 1000/- on purchase of any pack of Pepsodent.
Pepsodent has steadily gained market share from 16.4 % last year to 17.3 %
in Aug 02. HLL Oral Care, today commands an overall market share of 34.9
% in the toothpaste market with its range of toothpastes under the Close Up
and Pepsodent brands. With a strong focus on promoting oral care and
hygiene amongst consumers, HLL Oral Care under its Pepsodent brand
conducts various oral care and hygiene programs across the country including
dental check-up programs in community.
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COLGATE
The packaging and labels can be used by marketers to encourage
potential buyers to purchase the product. Package design has been an
important and constantly evolving phenomenon for dozens of years. Colgate
uses attractive packaging which visible it from competitor’s brand. They have
used following colours:
* White:
Classic color, Accurate background, Sophistication & agility of company,
Natural colour
* Red:
Strength, energy, love, excitement, leadership, power, Active, exciting,
good
luck, Young Generation.
* Blue:
Research process, Calmness and peace, Innovation, Freshness
* Yellow:
Sunlight, joy, happiness, wealth (gold), hope .
* Green:
Nature, spring, fertility, youth, environment, wealth, money (US), good
luck, vigor, generosity, go, grass , Green also symbolizes go because of its use
in traffic signal
Colgate also focuses mainly on the following factors at the time of packaging:
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At Colgate, sustainability is a critical criterion for any new package design and
development. Through our core value of continuous improvement, we
constantly search for ways to minimize the environmental impact of product
packaging.
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PEPSODENT
* Our approach:
* Guiding principles
Underlying this strategy are five guiding principles that they seek to
apply: remove, reduce, reuse, renew and recycle. Sustainable Packaging
Steering Team implements this approach across Unilever.
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* Enhancing design
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T
he toothpaste industry is going to be more competitive in the
near future. The profit margin is going down over the year
and going to be continuing for the future also.
So the main mantra for the companies to be successful is to satisfy the
consumers and develop brand image and brand loyalty amongst them. So it
has become very necessary for the consumers to understand the Indian
consumers very well.
So in the future the companies who come up with new products at
competitive prices and with good quality are going to the successful one.
Promotional activities are also going to play an important role that should to
be for both retailers and consumers.
So we are going to see a market which is going to heat up in the near
future where mainly two major players Colgate and HLL will fight the war.
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WEBSITE:
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