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A project by-
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 [ e brand name µColgate¶ is synonymous wit toot paste. [ is
world-renowned brand is sold in more t an 200 countries.
 In India, t e company as successfully replicated t e strong brand
image and awareness in t e minds of consumers.
 [oday, Colgate is a ouse old name in India wit one out of every
two consumers using a modern dentifrice. [ e company
manufactures and markets its oral care, personal care and
ouse old care products under t e µColgate-Palmolive¶ brand
name.
 Colgate India earns around 93% of its revenues from t e oral care
segment

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vany people in India still clean t eir teet wit traditional products like neem
twigs, salt, as , tobacco or ot er erbal ingredients.
[ e dentist to population ratio is a critically low 1:35000 in t e country. [ is
results in low oral ygiene consciousness and widespread dental diseases
Less t an 15% of t e Indian toot paste users brus twice a day

Colgate and Hindustan unilever toget er account for over 85% of t e organized
toot paste market.
Red and Black toot powder still accounts for 35% of t e toot powder market.

Penetration of toot powder in t e urban areas as been declining, as more and

more consumers switc from powders to paste.
    m !"
ß wral ygiene continues to be
under aggressive competition,
wit sales increasing eac
year making it a Rs. 3,000 crs.
varket.
ß [ e toot paste segment is
largely a two player industry,
Colgate Palmolive & HUL
accounting for 85% of t e
entire market.
" m
[able 4.1: Company S are (Value)
Period Colgate-Palmolive HUL Dabur
Apr-var06 47.3% 30% 7.2%

[able 4.2: Company S are (Volume)

Period Colgate-Palmolive HUL Dabur
Apr-var06 48.8% 27% 9.1%
  ! 
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ßImproving penetration
[ roug better distribution and conversion from ot er
modes of oral care
ß Increased usage
Improved per capita consumption t roug increased
usage frequency
ßPopulation growt
An annual 1.5% increase in population will elp broaden
t e user base for oral care.

  !

!
m 
 ã
 Company is founded by William Colgate in New York to make starc ,
soap, and candles.
 ã  [oot paste was launc ed
 ã  Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-Peet
Company.
 1937: t e company moved into India.
 ã Palmolive dis was ing liquid is introduced .

  !
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 1937: launc first toot paste Colgate dental cream
 1949: launc toot powder and toot brus
 1950: Palmolive s ave cream
 1976: launc programme ³young India.´
 1989: Palmolive extra care soap launc ed.
 2003: launc oral ealt mont program

  !


m
 wRAL CARE:
 [ oot paste
 Colgate [otal 12
colgate cibaca
 Colgate Sensitive
Colgate Active salt
 Colgate vax Fres
 Colgate Fres Energy Gel
 [oot brus
 Colgate360
 Colgate Zigzag
 Colgate Cibaca
 [ oot powder

  !




 m
 present in t e domestic oral care market for t e last 70 years

 dominant position in t e toot paste segment wit a 48% market s are in t e

domestic market

 Cibaca was acquired by Colgate in 1994 from Ciba Geigy. [ e company today
as two main brands in t e toot paste segment ± Colgate and Colgate Cibaca.
 m
m
 
 940 direct accounts

 3.8 million retail outlets.

 2nd most widely distributed product in

t e country.

 [ e company is tying up wit

initiatives like Ec opal and Dis a to
furt er strengt en its distribution
network.
 #$

 
„ In 1992,93,94 Colgate was ranked No 1 brand in all categories surveyed by annual
brand power survey India.

„ In 1997 Colgate calciguard and Colgate plus get IDA seal of acceptance

„ 1999 Colgate was rated ³India's premier brand´ by A&v annual survey of India's top
brand.

„ 2002 again No 1 brand in India- surveyed by [aylor Nelson vwDE

 #$

 
 ³Best employer India´- surveyed by B[ Hewitt

 2003-05 ranked ³vost trusted Brand in India´ Surveyed by AC neilson wRG-

vARG.

 2004 celebrated Colgate ealt mont .

 ¢



 It is often said t at markets are made, not found. [ is is
particularly true of t e rural market of India. It is a market
meant for t e truly creative marketer. Promotion as become
t e biggest c allenge, to rural marketers today. Rural
marketers ave to skillfully communicate wit a muc larger
but scattered audience c aracterized by variations in
language, culture and lifestyles.(companies ave to adopt t e
principle of multi-national companies i.e., ³t ink global and
act local´
 Hig quality products was always a plus point of Colgate
all t ey ad to do was to now tap t e still unattended rural
markets and c ange t eir abits i.e from t e usage of
manjans and datoon to toot paste and toot powder.
 In 1998, Colgate contacted 6 million people in 20,000
villages of w ic 15,000 villages ad not experienced t e
availability of toot paste and toot powder let alone
toot brus es.
m
  


 Suggesting and implementing a rural promotional sc eme was w at

Colgate called µSampark¶ for, as t ey were specialist in rural
advertising category.
 Going in for mass media would not prove to be costly but t e reac
would be limited as, still only very few people own and possess a
[.V. or a radio.
Sampark decided to t eir advertising by door to door selling
 
  


 ¢




1. [o explore t e available media at t e different locations.

2. [o develop region-specific consumer profiles to understand t e
c aracteristics of target market.
3. [o design rig t communication and motivation strategies to induce
target audience to buy t e product.
 
m 


#  

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#


 

W ole seller,
Retailer,
Vans,
Weekly Haats,
Bazaars
1. W olesalers
[ e Indian w olesaler is principally a Galla ± Kirana (food-grain) merc ant w o sustains t e belief
t at business is speculative rat er t an distributive in c aracter.

2. Retailers
Village retailers ave traditionally been among t e most mobile of rural residents.
I. CREDIBILI[Y: -
- He enjoys t e confidence of t e villagers.
II. INFLUENCE LEADER: -
- His role as influence leader is indisputable.
III. BRAND PRwvw[ER: -
- In rural market retailers remains t e deciding factor to sell particular
brand.
- Retailers elps in identification and selection of brands, t ere is less
influence of s elf displays and point of purc ase promotion.
3. Vans
vobile vans long since, ave an important place in
distribution and promotion of t e products in villages.
It as on-going rural van program, w ic covers on an
average 80 million rural consumers per year. Vans are
supplemented wit bicycle vendors w o go to villages not
accessible by t e vans.)

4. Weekly Haats, Bazaars, S andies

[ e aats are t e oldest outlets to purc ase ouse old goods and for
trade[ ese markets ave different names in different regions. But t ey are
strikingly similar in w at t ey sell. It is reported t at t ere are, in all, about 47,000
aats eld t roug out t e country
v

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anng.

5.v la and Fa


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buon c ann l avalabl o ma
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op y, Inda In
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Raja an, Kullu Du
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ad  , Son pu
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and vaka

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k  R  a
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ound 8000
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.

6.EDUCA[IONAL
ILvS
Educaonal flm w
alo  own n b w n mov  n  a
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l p
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Th C lt Ru
l Ittv , t
 t d t
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 wth 
p pult  b tw  th
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Th d tl ch ck up c
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up
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 f
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 wh t
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l hy  .
þ.ITC E-Ch 
  gte,  c mny  s tied  with IT E-h  nd R try t sred the messge f
dent cre nd r hygiene t vi ges cr ss Indi.
 The cmign sccessf y trgeted ver 156 vi ges in Uttr Prdesh in ss citi n with
Pr ject Dish nd 36 vi ges in vhrshtr. In dditi n, dent cms were  s c ndcted
in the Dsser ve  t K t.

m 

m  
 vany companies view t e rural markets as great opportunity for expanding t eir sales but
 find distribution as a major problem. Unfortunately, it is almost impossible to transplant
 strategies w ic work successfully in urban markets onto rural markets
 [ e road blocks to reac t e rural customers are:
 · Lack of adequate transport facilities.
 · Large distances between villages.
 · Lack of pucca roads connecting villages to nearest towns ips.
 · Lack of proper retail outlets
 · Lack of mass media infrastructure.
!
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 Pepsodent
 Close up
 Babool
 veswak
 Dabur red
 Amar
 Anc or w ite
& ot er small players
Ö %m
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 Products - Germic eck+,

W itening, 2in1, Center
Fres , Gum Care, Sensitive,
Kids
 Price points ± combination of
ig & low price points for
various classes of consumer.
Ö %m  #  m
 
 


 Promotion- t roug project
streamline 1990, project
s akti, ³K us iyon Ki Doli´
campaign, organized ealt
camps, free samples
 Communication - Pepsodent
toot paste fig ts germs to
protect teet against cavities
 
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! 

6m
 Products ± red, ment ol,
lemon mint, milk calcium
 Promotion in rural ±
vainly t roug project
S akti
 Communication ± [azgi jo
paas laye
#  m
! 

 Babool - mint fres gel & normal &
its lower price point for rural people
is 30g for rs.5
 Dabur red- Dabur Red [oot paste is
available in 4 SKUs: 200gm,
100gm, 50gm and 20gm(5rs)
 Dabur lal dunt manjan
  
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ß Anc or w ite ±
 positioned as India¶s first Britis Dental Healt Society
certified 100 per cent vegetarian toot paste, in 1997
 came up wit a promotional offer of over 60 per cent
discount on t e vRP for a combopack of Anc or W ite
toot paste toget er wit an Ac or
Premium toot brus for penetration.
ß Ajanta toot paste ± strong distribution & lower price
points
ß Attracting vegetarian customers ± Amar, Babool


 m

 Colgate is still most successful
brand in India
 Future for Colgate also seems
brig t
 vain reasons are
ß Strategic initiatives
ß Creating Demand in rural
areas