1. Brand Strategy for Colgate
Case Study

2. Indian Oral Care Industry
Toothpaste Segment accounts the maximum share in the Oral Care market.
Revenues expected to augment at a CAGR of 18% from FY2013-FY2018.
Entry of many International players.
Toothpaste segment is likely to sustain it’s dominance in Indian Oral Care market.
Oral Care Sector
Toothpaste
Toothbrush
Toothpowder
Mouthwash
Other Oral Care products

3. Top 5 Oral Care Brands according to Consumer Reach

5. A History of success
William Colgate starts Starch, Soap and Candle business
1806
1817
First Colgate Ad appears in New York newspaper
1820
Colgate establishes a Starch factory
1857
Company is recognised as Colgate and Co
1864
B. J. Johnson opens a Soap factory
1866
Colgate introduces Perfumed Soap
1872
Cashmere Bouquet registered under Colgate ‘s trademark

6. Colgate introduces toothpaste in jars
1873
Colgate introduces toothpaste in jars
1896
Colgate introduces toothpaste in collapsible tube
1898
Introduction of Palmolive soap
1900
Colgate wins Top Honours
Stylish Palmolive Ad begins
1902
100th Anniversary
1906
Incorporated by 5 sons of Samuel
1908
Distributes 2 million toothpaste to schools
1911
Establishes first International subsidiary in Canada
1914
1920
Began operations in Europe, Asia, Latin America

7. William Colgate starts Starch, Soap and Candle business 1928
1930
William Colgate starts Starch, Soap and Candle business
1953
William Colgate starts Starch, Soap and Candle business
1956
William Colgate starts Starch, Soap and Candle business
1962
William Colgate starts Starch, Soap and Candle business
1968
William Colgate starts Starch, Soap and Candle business
1972
William Colgate starts Starch, Soap and Candle business
1976
William Colgate starts Starch, Soap and Candle business
1983
William Colgate starts Starch, Soap and Candle business
1987
1989
William Colgate starts Starch, Soap and Candle business

8. Colgate introduces toothpaste in collapsible tube 1928

9. Products Oral Care Personal Care Household Care From the Dentist

10. C O L G A T E Community Programmes Bright Smiles, Bright Futures……….
Colgate Professional Programme……..
Colgate and the Community………….
Oral Health Month…………………..