Product life cycle for Colgate palmolive for yr 2003 to 2010

1. By
Ashwin Joshi

2.  Concept of Product Life Cycle
1) Products have a limited life.
2) Product sales pass through distinct stages, each
posing different challenges, opportunities, and
problems to the seller.
3) Profits rise and fall at different stages of
Product Life Cycle.
4) Products require different marketing, financial,
manufacturing, purchasing, and human
resource strategies in each life cycle stage.

4.  In 1806, William Colgate introduced starch, soap and candle
factory on Dutch Street in New York City under the name of
"William Colgate & Company".
 In 1857, William Colgate died and the company was
reorganized as "Colgate & Company" under the management
of Samuel Colgate, his son.
 In 1873, the firm introduced its first toothpaste, an aromatic
toothpaste sold in jars.

5.  His company sold the first toothpaste in a tube, Colgate Ribbon
Dental Cream, in 1896.
 In 1928, Palmolive-Peet bought the Colgate Company to
create the Colgate-Palmolive-Peet Company.
 In 1953 "Peet" was dropped from the title, leaving only
"Colgate-Palmolive Company", the current name.
 Today Colgate has numerous subsidiary organizations spanning
200 countries, but it is publicly listed in only two, the United
States and India.

6.  Colgate has been ranked as India’s #1 Most Trusted Brand
across all categories for four consecutive years from 2003 to
2007
 51% market share in the toothpaste segment.
 48% market share in the toothpowder market.
 30% share in the toothbrush market.
 Presently it is facing competition from no. 2 player
HUL, Pepsodant.
 On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand
ambassador.

8. COLGATE
PROFESSIONAL
ORAL CARE HOME CARE
ORALCARE

9. Maturity Decline
Sales Introduction Growth
Time

10.  They try to position some innovative toothpaste with a brand
name other than Colgate but under the umbrella of Colgate
Palmolive.
 Focusing toward rural rich and consuming class by endorsing
the development of Colgate Ayurvedic Toothpowder.
 For Urban population, they would come up with the products
suiting to young generation.

12.  Based on the competitor's price .
 Charging higher premium which focused on consuming and
lower income classes.
 Pricing done on the basis of price points
 Packaging would be customized on the basis of price points.

13.  They positioning Colgate dental white crème and toothpowder
towards rural rich segment.
 For rural consuming class they endorsing Cibaca toothpaste.
 Advertisement through T.V. media, Print media.
 FM Radio for Urban population & MW and SW radio for Rural
population.
 Hoarding on National highways.

14.  Increasing circumference of toothpaste tube.
 Free Dental Check-up in mobile vans

16.  Free Dental Check-up by sending a SMS
 Scholarship offers like Learn & earn offer

18.  Super Saver Offer for 'All Around Decay Protection'. Buy 200g
plus a 100g tube with a Colgate Extra Clean Toothbrush in a
Family Value Pack for Rs. 82/-. Save Rs. 18/-.
 Colgate Maxfresh Gel is the first toothpaste infused with
cooling crystals giving you a whole new dimension of freshness.
Get a 150g plus a 80g tube with a Colgate Extra Clean
Toothbrush in a Freshness Value Pack for Rs. 79/-. Save Rs.
20/-

19.  They would try to increase product penetration to rural
population.
 They would try to increase the wholesalers to smaller towns.
 They would track the distribution path so that they are covering
all the village areas around the towns.

24. Brand Awareness
94%
100
90
80
70
60 Aware
Not aware
50
40
30
20 6%
10
0
Aware Not aware

25. THANK YOU
ASHWIN B. JOSHI
M .Tech (Mechanical)
BVDUCOE,PUNE
SEM : Second