Colgate

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Despite roadblocks, this oral-care brand continues on a high momentum growth path...

Here’s a cult brand that resides deep inside the consumer’s throats. No kidding! As a dental care brand, Colgate does exactly that. Right from the beginning (in 1937), Colgate has deployed two-pronged strategies for building its brand: the top down effort of advertising and the mainstream effort of aggressive marketing. The company has clear strategies that have taken it miles ahead, be it the pact with Indian Dental Association to gain the faith of the Indian consumer or the efforts of bringing oral hygiene to rural India where Colgate is a household name now.

In his May 2007 report, FMCG Analyst, Nikhil Vora of SSKI states: “Colgate continues to dominate the oral care market with a 49% share of toothpaste market and a 35% share of toothbrush market. Colgate’s continuous product innovation has helped it to consolidate its position.” In FY07, the parent company Colgate-Palmolive India Ltd. posted a 26% net profit increase.

But while aggressive advertising made this brand omnipresent in almost every second Indian home, of late competition from HLL’s Pepsodent and Close-Up (in the gel category, the latter is market leader) is posing a stiff challenge to Colgate’s dominance. In 2006, Colgate Palmolive could contribute less than half of HLL’s advertising share on TV (as per TAM Media Research). Nevertheless, this FMCG king has brought radiant and sparkling smile on faces of millions of loyalists all over the world and in India too.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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