marketing management project colgat x fresh

In the year 1991, the organization propelled new Colgate Gel Toothpaste, Palmolive Extra Care and new Palmolive cleanser.. In the year 1996, the organization presented the Colgate new st

INTRODUCTION 2

HISTORY 2

1915 MAGAZINE PROMOTION 6

COLGATE MAX FRESH GEL 8

SEGMENTATION, TARGETING AND POSITIONING 9

Four P’s of Marketing Mix 11

COMPETITOR ANALYSIS 13

CLOSE UP: 13

PEPSODENT: 14

ORAL-B: 16

Colgate Max Fresh SWOT Analysis 17

Recommendations: 18

References 19

COLGATE MAX-FRESH

INTRODUCTION

Colgate-Palmolive Company is an American global customer items organizationconcentrated on the creation, conveyance and arrangement of family unit, social insurance,and individual consideration items Under its "Hills's Pet Nutrition" brand, it is additionally aproducer of veterinary items The organization's corporate workplaces are on Park Avenue inMidtown Manhattan, New York City

HISTORY

Colgate-Palmolive (India) Limited is India's driving supplier of deductively demonstratedoral consideration items The range incorporates toothpastes, toothpowder, toothbrushes andmouthwashes under the 'Colgate' brand, just as a scope of dental treatments under thestandard of Colgate Oral Pharmaceuticals The organization additionally gives a scope ofindividual consideration items under the Palmolive' brand name Colgate-PalmoliveCompany, U.S.A is the organization's definitive holding organization

Colgate-Palmolive (India) Ltd was fused in the year 1937 In the year 1983, the organizationpresented their effective item Colgate Plus toothbrush in the market In the year 1988, CPILgot a permit for delivering 24,000 tons for each annum of fatty acids They additionallyenrolled with DGTD for generation of 30,000 tons of toilet soaps per annum In June 1988,the organization built up an entirely claimed auxiliary at Hetanda in Nepal to make thetoothpaste and tooth powder at first

In the year 1991, the organization propelled new Colgate Gel Toothpaste, Palmolive ExtraCare and new Palmolive cleanser They likewise re-propelled a great Colgate Plus anddifferent toothbrushes In the year 1994, the organization gained the oral cleanliness business

of Hindustan Ciba-Geigy Ltd

In the year 1996, the organization presented the Colgate new stripe toothpaste and Palmolivenatural soaps in close to home consideration items sections, Keratin Treatment Shampoo andPalmolive optima in Hair care portion Additionally, they set up an advanced office atAurangabad to make Dicalcium phosphate, a key element for toothpaste In the year 1998,the organization propelled Colgate Double Protection toothpaste for the whole family They

rivalry with adversary brand Pepsodent from the Hindustan Lever stable

In the year 1999, the organization propelled three new items, for example, Colgate DoubleProtection, Colgate Total and Colgate Sensation They began another innovative work focus,

an assembling office in Nepal Additionally, they finished a dicalcium phosphate office inAurangabad

In the year 2000, the organization acquainted two new variations with their PalmoliveNaturals cleanser extend and revived their sandalwood soap Additionally, they propelled twonew variations in their Palmolive Naturals scope of magnificence soap lime and milk cream.The organization re-propelled their Colgate Gel as Colgate Fresh Energy Gel During theyear, the organization went into a key tie-up with Calcutta-based First-net Solutions Ltd forjoint deals advancement of Colgate Fresh Energy Gel toothpaste on the Web gateway calledwww.yantram.com They made an invasion into another class of natural consideration withthe dispatch of Colgate Herbal touted to be a vehicle for expanding the organization's rusticmarket infiltration over some stretch of time

During the year 2000-01, the organization propelled Colgate Herbal Toothpaste, EconomyToothpaste, Colgate Zig Zag Toothbrush, Colgate Navigator Toothbrush and TransparentSkin Care Soap in the year showcase They turned out with a uber advancement, 'Colgate keandar kya hai', which was one of the key drivers in fortifying the shopper bond with theCompany's oral consideration and individual consideration brands During the year 2001-02,the organization re-propelled Colgate Fresh Energy Gel with a reviving flavour in a one of akind first-of-its ruler straightforward cylinder and economy toothpaste

During the year 2002-03, the organization re-propelled their leader image, Colgate DentalCream Additionally, they re-propelled their top-notch toothpaste, Colgate Total, in a greenand white striped glue configuration They propelled Colgate Navigator Plus toothbrush toconvey super cleaning with a high level of solace and control Additionally, they re-propelledColgate Super Flexible with the customer guarantee of '3-route activity for an agreeableclean' During the year, the organization stripped their whole shareholding in CamelotInvestments Company Ltd (Camelot), an entirely possessed auxiliary of the organization During the year 2003-04, the organization propelled Colgate Herbal White striped toothpastewith lemon concentrates, eucalyptus and mint They propelled Colgate Navigator Plus

extra toothpaste fabricating office at Baddi, Himachal Pradesh to fulfil the developingbusiness sector need The principal period of the office wound up operational in April 2005 During the year 2005-06, the organization set up Oral Care Category Innovation Centreworks intimately with the Technology Centers in India and U.S.A to shape thoughts intoitems that meet the present buyer needs They propelled Colgate Advanced Whitening,Colgate Active Salt, Colgate Max Fresh Gel and Colgate Super Flexible Toothbrush withUnique Tongue Cleaning Feature During the year 2006-07, Sewri fabricating office stoppedits activities with impact from September 27, 2006

During the year 2007-08, the organization procured 75% shareholdings in threeorganizations, to be specific, Advanced Oral Care Products Pvt Ltd, Professional Oral CareProducts Pvt Ltd and SS Oral Hygiene Products Pvt Ltd and in this way, they progressedtoward becoming auxiliaries of the organization with impact from November 1, 2007

In April 2008, the organization procured 75% shareholding in CC Health Care Products PvtLtd at Hyderabad for an absolute thought of Rs 1,93.83 lakh In this manner, the organizationturned into an auxiliary organization

During the year 2008-09, the organization procured the staying 25% shareholding in SS OralHygiene Products Pvt Ltd at an absolute thought of Rs 77.70 lakh Additionally, according tothe plan of amalgamation, SS Oral Hygiene Products Pvt Ltd was amalgamated with theorganization with impact from March 26, 2009

During the year 2009-10, the organization gained the staying 25% shareholdings inProfessional Oral Care Products Pvt Ltd and CC Health Care Products Pvt Ltd at an all-outthought of Rs 2.40 crore and Rs 69.07 lakh separately Likewise, according to the plan ofamalgamation, Professional Oral Care Products Pvt Ltd and CC Health Care Products Pvt Ltdwere amalgamated with the organization with impact from April 1, 2009 In June 2011, EsselPropack Ltd consented to a long-haul arrangement with the organization to set up a plant inGoa at a speculation of Rs 400 million

On 30 September 2011, Colgate-Palmolive (India) reported that the assembling tasks at itsHyderabad production line have been suspended powerful 29 September 2011 after thelaborers of the industrial facility acknowledged the compensation offered under theVoluntary Retirement Scheme On 14 January 2013, Colgate-Palmolive (India) reported its

toothpaste

The Board of Directors of Colgate-Palmolive (India) at its gathering hung on 25 March 2013concurred, subject to the endorsement of the investors, to sell and move, the entire of theorganization's division viz Worldwide Shared Services Organization (GSSO) including allrepresentatives, resources, liabilities, and so forth to Colgate Global Business ServicesPrivate Limited, an entirely claimed auxiliary of its definitive holding organization, Colgate-Palmolive Company, U.S.A., compelling 1 June 2013 by method for a droop deal for an allout thought of Rs 59.89 crore

On 21 August 2013, Colgate-Palmolive (India) declared the dispatch of Colgate SlimSoft - atoothbrush with overly thin and ultra-delicate decreased fibres On 22 May 2014, Colgate-Palmolive (India) reported that the business generation of toothpaste has started on 21 May

2014 at the organization's new assembling office at Sanand, Gujarat In the underlying stage,the organization means to produce 15,000 MTs toothpaste from this assembling office On 28May 2014, Colgate-Palmolive (India) reported the dispatch of a toothpaste with first of itssort innovation - Colgate Maximum Cavity Protection Plus Sugar Acid Neutralizer

On 23 June 2014, Colgate-Palmolive (India) declared that the Colgate brand was by and bypositioned the No.1 Most Chosen Consumer Brand' in India in the 2014 Brand Footprintreport by shopper information and bits of knowledge firm, Kantar Worldpanel

On 4 August 2014, Colgate-Palmolive (India) reported the dispatch of Colgate SlimSoftCharcoal - India's first toothbrush with overly thin tip fibres implanted with Charcoal Thisprogressive toothbrush innovation depends on the key Indian knowledge of the conventionaloral consideration advantages of Charcoal On 2 March 2015, Colgate-Palmolive (India)Limited reported the dispatch of Colgate Sensitive Pro-Relief (CSPR) Enamel Repair - alogically cutting edge innovation that gives long haul help from the issue of tooth sensitivity.The toothpaste fixes touchy teeth by remaking worn-off finish - the peripheral layer of teeth -offering enduring security from sensitivity

On 30 March 2015, Colgate-Palmolive (India) declared that business creation of toothbrush

at its new assembling office at Sricity, in Chittor District in Andhra Pradesh will start on 1April 2015 The unit will have an introduced ability to create 220 million bits of toothbrushesbefore the year's over

at Aurangabad industrial facility have been ceased with impact from 5 May 2015 after thelaborers of the processing plant acknowledged the remuneration bundled offered under theVoluntary Retirement Scheme

On 16 February 2016, Colgate-Palmolive (India) reported the dispatch of inventive new item'pain Out' for express alleviation from Tooth torment Pain Out is the First guidearrangement which can offer transitory alleviation from Tooth torment On 21 June 2016,Colgate-Palmolive (India) declared the dispatch of a characteristic item-based toothpaste togive security against sensitivity - Colgate Sensitive Clove On 22 August 2016, ColgatePalmolive (India) reported the dispatch of another energizing blue gel toothpaste calledColgate Maxfresh Power Freeze - an extraordinary minty variation stuffed with cold, coolingprecious stones

On 6 October 2016, Colgate Palmolive (India) declared that the organization has marked aMemorandum of Understanding (MoU) for the deal/move of mechanical land and buildingsituated at Waluj, MIDC Aurangabad on as is premise' The organization has recognized areasonable purchaser to whom the property will be sold/moved on commonly satisfactoryterms and conditions

1915 MAGAZINE PROMOTION

In Milwaukee, Wisconsin, in 1898 the B.J Johnson Company was making a soap totally ofpalm oil and olive oil and the equation of which was created by B.J Johnson The soap wasprominent enough to rename their organization after it — Palmolive Around the beginning

of the twentieth century, Palmolive, which contained both palm and olive oils, was theworld's top of the line soap Broad publicizing incorporated the radio projects The PalmoliveHour (1927-1931) and Palmolive Beauty Box Theater (1934-1937) A Missouri-based soapproducer known as Peet Brothers, who were initially from Wisconsin, converged withPalmolive to move toward becoming Palmolive-Peet In 1928, Palmolive-Peet obtained theColgate Company to make the Colgate-Palmolive-Peet Company In 1953, Peet was droppedfrom the name, leaving just Colgate-Palmolive Company, the present name

Colgate-Palmolive has for some time been in rivalry with Procter and Gamble (P&G), theworld's biggest soap and detergent producer P&G presented its Tide clothing soap soon afterWorld War II, and a huge number of customers abandoned Colgate's soap to the new item.Colgate lost its main spot in the toothpaste advertise when P&G added fluoride to its

Palmolive wished to contend with P&G as a patron of dramas and supported numerous soaps

in full or to a limited extent including The Doctors In 1960s and 1970s George Henry Lesch,President, CEO, and executive of the leading body of Colgate-Palmolive, during that time,changed it into an advanced organization with major rebuilding

In 2005, Colgate sold the failing to meet expectations brands Fab, Dynamo, Arctic Power,ABC, Cold Power and Fresh Start, just as the permit of the Ajax brand for detergents in the

US, Canada and Puerto Rico, to Phoenix Brands, LLC as a component of their arrangement

to concentrate on their higher edge oral, individual, and pet care products In 2006, Palmolive declared the expected securing of Tom's of Maine, a main creator of regulartoothpaste, for US $100 million Tom's of Maine was established by Tom Chappell in 1970 Today, Colgate has various auxiliary associations spreading over 200 nations, however it isfreely recorded in just two, the United States and India On October 25, 2012, theorganization declared it would cut 2,310 laborers, or 6% of its workforce, before the finish of

Colgate-2016 out of a push to make the customer items organization more efficient The organizationpositioned 184th on the 2018 Fortune 500 rundown of the biggest United States enterprises

by income

Annual Sales Report 2018

(Source: Colgate-Palmolive annual report 2018)

COLGATE MAX FRESH GEL

Mumbai, January 30, 2006: Colgate-Palmolive, the world leader in oral care, is redefining thegel segment of toothpaste in India, with the introduction of new Colgate MaxFresh Gel.Presenting New Colgate Max Fresh Toothpaste With Mini Breath Strips NEW YORK (June

1, 2004) - Colgate-Palmolive, the world's oral consideration pioneer, is making an entirelydifferent element of freshness with the presentation of new Colgate Max Fresh Toothpastewith small scale Breath Strips - the sole brightening toothpaste imbued with smaller thanexpected breath strips The breath strips break up in your mouth in a flash after brushing,discharging an additional surge of breath refreshing force Many present customers partnerbreath strips with moment new breath By joining toothpaste with breath strips, Colgate useapplicable customer patterns while carrying development to the new breath section of theclass To speak to a scope of customers, Colgate is offering new Colgate Max Fresh in a 6.0

oz laydown tube and in a 4.6 oz fluid gel The two structures will be accessible in twoinvigorating flavours: Cool Mint (peppermint) and Clean Mint (spearmint)

"The lively hues and obvious breath strips in the toothpaste will really stand apart on rack,telling the buyer this is something new and extraordinary," said Suzan Harrison, VicePresident and General Manager, Colgate U.S Oral Care "We're sure that once buyersattempt it, they'll like it."

To make it simpler to attempt, Colgate-Palmolive has made key preliminary vehicles on theside of the dispatch A two-pack with 0.75 oz containers of each flavour will be accessible in

a sidekick and power chute The organization is additionally arranging substantial helpincluding new TV and Internet publicizing, numerous FSIs, in-store showcases, testing andunique packs

New Colgate Max Fresh starts transportation to nourishment, medication and massmerchandiser stores on August 2, 2004 It will be premium estimated with the laydown tubeequality evaluated to Colgate Total and the fluid gel equality valued to Colgate 2 in 1

SEGMENTATION, TARGETING AND POSITIONING

Segmentation:

Demographic Segmentation:

Colgate Max fresh has segmented according to the following factors namely age and cycle stage, income and generation In the age segmented factor, Colgate Max-fresh has segmented for the teenagers, and for the customers who are within the range of 20-40 years

life-of age Regarding the generation, it has segmented to the millennials Finally coming to the income, it has segmented to the high income category as it costs around Rs 160-175 for a

300 gm gel tube

Geographical Segmentation:

The Colgate Max fresh has segmented geographically by expanding its business in over 200 countries It has expanded across different regions and also towards rural and semi-urban areas

Benefit Segmentation:

As, the max-fresh toothpaste provides a good taste with a fresh and mint flavor, people tend

to buy this toothpaste as it provides good benefits with a good taste

Psychographic Segmentation:

As, the Colgate Max-fresh toothpaste provides a mint flavor, Customers who have interest inthat flavor will buy this toothpaste Therefore , the Psychographic factor includes interest and falls under this segmentation